An example on using the exploratory study and keywords-based research theme formulation: for MBA students (information from perplexity.ai): on the topic of surveillance pricing
My question 1: "What is surveillance pricing all about in the context of consumer marketing?"
The reply: "Surveillance pricing in consumer marketing refers to the practice of using extensive consumer data—including personal characteristics, online behaviors, location, device type, and purchasing history—to set individualized prices for products or services, with the goal of maximizing retailer profits and efficiency. Unlike traditional dynamic pricing, which generally responds to broader supply and demand, surveillance pricing employs sophisticated algorithms and artificial intelligence to determine what each individual consumer is likely willing, or able, to pay at that moment.
How Surveillance Pricing Works
Retailers gather huge volumes of data through online activity monitoring (cookies, browsing history, device usage, location), loyalty programs, and purchase records.
Algorithms profile each customer’s willingness to pay, factoring in behavioral cues such as how long someone views a product or whether they abandon a cart.
The price shown can change in real-time for each consumer, even for the same product and at the same time, based on these individualized data profiles.
This means two shoppers sitting side by side may see different prices for the same item based purely on their data-driven profiles.
Consumer Marketing Implications
Retailers can exclude loyal customers from certain discounts and focus promotions on more price-sensitive or infrequent buyers.
Emotional and financial states may also be inferred through behaviors such as watching videos or hesitating at checkout, helping retailers fine-tune price offers.
Surveillance pricing aims to find the “reservation price”—the maximum a customer will pay before walking away.
Ethical Concerns
Price discrimination becomes extensive, as individuals may unknowingly pay more than others for identical goods or services solely due to their personal data profiles.
This lack of transparency raises significant fairness and privacy concerns, with consumers often unaware why or how their prices differ.
The heavy use of surveillance for marketing and pricing purposes further intensifies debates about data privacy and consumer autonomy.
In summary, surveillance pricing personalizes sales by leveraging detailed consumer surveillance to adjust prices individually, enhancing profit but also raising fairness and transparency issues in consumer marketing."
My question 2: "What are the main research gaps on this topic?"
The reply: "The main research gaps on surveillance pricing in consumer marketing revolve around several critical areas:
Data Usage Transparency and Consumer Awareness: There is limited understanding of exactly what types of consumer data are collected, how these data are processed, and to what extent consumers are informed or aware that their data determine individualized pricing. Research gaps remain in unraveling the complexity of data sources and the opacity surrounding price differentiation mechanisms.
Consumer Impact and Welfare Effects: While some studies suggest surveillance pricing can increase firm efficiency and may lower prices for certain segments, the overall effects on consumer welfare are still unclear, with mixed findings on whether this form of pricing exacerbates inequality or redistributes benefits fairly. More empirical work is needed to assess its net impact on different consumer groups and on consumer trust.
Ethical and Fairness Considerations: Gaps exist in assessing legal and ethical boundaries of surveillance pricing, especially concerning potential discriminatory practices based on personal characteristics. Research is needed on how these pricing strategies intersect with civil rights, consumer protection laws, and perceptions of fairness.
Market Dynamics and Competition Effects: There is insufficient insight on how surveillance pricing influences market competition, including the risks of reducing competition through opacity, facilitating collusion, or erecting barriers that prevent consumers from discovering better prices elsewhere.
Interdisciplinary and Regulatory Approaches: The literature calls for more interdisciplinary research combining economics, law, technology, and consumer behavior to develop regulatory frameworks and enforcement principles for this evolving field. Current regulatory efforts are fragmented and need grounding in robust academic and empirical research.
In summary, key research gaps cover transparency of data use, understanding consumer welfare impacts, ethical implications, market competition effects, and interdisciplinary regulatory responses to surveillance pricing practices."
My question 3: "What are the Hong Kong public media-reported issues on this topic?"
The reply: "Hong Kong public media reports on surveillance pricing and related surveillance issues focus primarily on broader concerns about data privacy, digital surveillance, and their implications under new security laws. Key reported issues include:
Increased government surveillance and data interception under Hong Kong’s National Security Law, affecting digital privacy and potentially enabling extensive consumer profiling for pricing or other purposes. These measures are seen as reducing fundamental freedoms, including online privacy protections.
Media environment and press freedom in Hong Kong are reported as increasingly constrained by new laws and regulations, leading to limited transparency and restricted critical reporting. This environment hinders investigative scrutiny of practices like surveillance pricing and consumer data use, reducing public discussion of these issues.
Concerns about privacy law frameworks and enforcement highlight gaps in protecting consumers from unwanted data collection and use, including for marketing or pricing. Public discourse flags the need for stronger data protection and clearer regulations regarding surveillance and pricing practices.
The erosion of free and critical media is considered to indirectly impact consumer awareness and empowerment related to modern surveillance-based marketing strategies including pricing, as less critical business and financial news coverage emerges.
In summary, Hong Kong media-reported issues on surveillance pricing are embedded in wider public concerns about digital surveillance, data privacy under the National Security Law, shrinking press freedom, and the regulatory environment, all of which affect transparency and consumer protection in this area."
My question 4: "Please propose 4 concrete MBA dissertation research themes based on the following keywords: surveillance pricing, consumer welfare, pricing tactics practices in the Hong Kong retail sector."
The reply: "Based on the keywords—surveillance pricing, consumer welfare, pricing tactics practices in the Hong Kong retail sector—and the latest understanding of retail market trends and regulatory context in Hong Kong, here are four concrete MBA dissertation research themes:
- Impact of Surveillance Pricing on Consumer Welfare in Hong Kong's Retail SectorInvestigate how personalized pricing through consumer data surveillance affects consumer satisfaction, perceived fairness, and purchasing behavior in different Hong Kong retail environments (street markets, chain stores, premium malls). Examine welfare implications for low- vs. high-income consumers, and how these practices shape consumer trust.
- AI-Driven Pricing Strategies and Regulatory Compliance in Hong Kong RetailAnalyze the adoption of AI and algorithm-driven pricing tactics among Hong Kong retailers, focusing on transparency, compliance with emerging Algorithmic Transparency regulations, and ethical concerns. Assess how regulatory frameworks influence retailer pricing behavior and consumer perceptions.
- Price Discrimination Practices Across Hong Kong Retail Tiers: Consumer Awareness and Behavioral ResponsesExplore the extent and nature of price differences—potentially from surveillance pricing—across various retail tiers (e.g., Apliu Street markets vs. chain stores) in Hong Kong. Study consumer awareness of these practices, negotiation behavior, and their effects on loyalty and shopping preferences.
- Efficacy of Public Policy and Consumer Protection Against Surveillance Pricing in Hong KongEvaluate the effectiveness of existing data privacy laws (Personal Data Privacy Ordinance) and recent policy initiatives in mitigating adverse effects of surveillance pricing on consumers. Include analysis of public media discourse and consumer advocacy on surveillance pricing issues in Hong Kong's retail sector.
These themes offer a blend of empirical, regulatory, and consumer behavior perspectives tailored to current Hong Kong market conditions and emerging technological and policy trends in retail pricing."
My question 5: "Based on pragmatism, please propose 3 concrete MBA dissertation research themes based on the following keywords: surveillance pricing, consumer welfare, pricing tactics practices in the Hong Kong retail sector."
The reply: "Based on pragmatism—the focus on practical, actionable outcomes and integration of theory and practice—here are three concrete MBA dissertation research themes using the keywords surveillance pricing, consumer welfare, and pricing tactics in Hong Kong's retail sector:
- Pragmatic Assessment of Surveillance Pricing on Consumer Purchase Decisions and Welfare in Hong Kong RetailThis research theme examines how actual pricing tactics influenced by consumer data surveillance affect shoppers’ decisions, satisfaction, and perceptions of fairness across different price tiers (street markets, chain stores, premium malls). Emphasis is on actionable insights for retailers to balance profit and consumer trust in a competitive market.
- Evaluation of AI-Driven Pricing Transparency and Consumer Protection Practices in Hong Kong’s Retail MarketFocus on the practical impacts of AI-enabled dynamic pricing and evolving regulatory measures on consumer awareness and welfare. This includes assessment of retailer compliance with transparency requirements and consumer responses to price personalization, yielding policy and managerial recommendations.
- Strategic Pricing Tactics in Hong Kong Retail: Integrating Consumer Welfare Considerations with Competitive AdvantageInvestigate how retailers craft pricing strategies that incorporate surveillance data to enhance competitiveness while maintaining positive consumer welfare outcomes. This theme explores trade-offs, best practices, and innovative pricing models to foster sustainable retail success.
These research themes prioritize real-world relevance, combining empirical analysis with actionable managerial and regulatory implications in Hong Kong’s highly competitive and technologically evolving retail sector."
My question 6: "For the 3 research themes proposed above, please suggest 4 research objectives and 3 research questions to each of the these 3 themes in the context of an MBA dissertation proposal formulation."
The reply: "For the three pragmatism-based MBA dissertation research themes proposed, here are suggested relevant research objectives and research questions for each theme:
1. Pragmatic Assessment of Surveillance Pricing on Consumer Purchase Decisions and Welfare in Hong Kong Retail
Research Objectives:
To investigate the types and extent of surveillance pricing tactics used by Hong Kong retailers.
To assess consumer awareness and perceptions of fairness regarding surveillance pricing.
To evaluate the impact of surveillance pricing on consumer purchase decisions and satisfaction across retail tiers.
To identify factors moderating consumer welfare outcomes under surveillance pricing strategies.
Research Questions:
What surveillance pricing tactics are most commonly employed in Hong Kong’s retail sector?
How aware are Hong Kong consumers of personalized pricing and do they perceive it as fair?
What is the relationship between surveillance pricing and consumer purchase behaviors and satisfaction?
2. Evaluation of AI-Driven Pricing Transparency and Consumer Protection Practices in Hong Kong’s Retail Market
Research Objectives:
To examine the level of transparency in AI-driven pricing practices among Hong Kong retailers.
To explore how regulatory policies influence retailer compliance with pricing transparency requirements.
To assess consumer experiences and trust in AI-driven pricing mechanisms.
To recommend best practices to enhance consumer protection and retailer accountability.
Research Questions:
How transparent are Hong Kong retailers about their AI-driven pricing practices?
What are the effects of existing regulations on retailer pricing behavior and transparency?
How do consumers perceive and respond to AI-driven surveillance pricing in terms of trust and satisfaction?
3. Strategic Pricing Tactics in Hong Kong Retail: Integrating Consumer Welfare Considerations with Competitive Advantage
Research Objectives:
To analyze how Hong Kong retailers design pricing strategies incorporating surveillance data.
To assess the trade-offs between competitive pricing and consumer welfare impacts.
To identify pricing models that balance profitability with maintaining consumer trust and satisfaction.
To develop actionable recommendations for sustainable pricing strategies in the Hong Kong retail context.
Research Questions:
How do retailers in Hong Kong incorporate consumer surveillance data into their pricing strategies?
What are the trade-offs between retailer profitability and consumer welfare in surveillance-based pricing?
What pricing tactics best promote both consumer satisfaction and competitive advantage in Hong Kong retail?
These objectives and questions provide a structured foundation for MBA dissertation proposals aligned with pragmatism, focusing on actionable insights and practical outcomes for stakeholders in Hong Kong's retail sector."
My question 7: "Please suggest 2 relevant research gap statements and 2 Hong Kong public media-related issue statements to each of the three research themes proposed above."
The reply: "Here are relevant research gap statements and Hong Kong public media-related issue statements for each of the three pragmatism-based MBA dissertation research themes proposed earlier:
1. Pragmatic Assessment of Surveillance Pricing on Consumer Purchase Decisions and Welfare in Hong Kong Retail
Research Gap Statements:
There is limited empirical evidence on how surveillance pricing tactics specifically influence consumer purchase behavior and perceived fairness in the context of Hong Kong’s diverse retail sectors.
Research is lacking on how consumer welfare varies across demographic and socio-economic groups under personalized pricing strategies prevalent in Hong Kong retail.
Hong Kong Public Media-Related Issue Statements:
Hong Kong media reports have highlighted growing public concern about the opacity of pricing practices, noting that consumers often remain unaware of differential pricing based on their data profiles.
Media coverage points to increasing anxiety about data privacy and digital surveillance under the National Security Law, which intensifies distrust toward retail pricing transparency.
2. Evaluation of AI-Driven Pricing Transparency and Consumer Protection Practices in Hong Kong’s Retail Market
Research Gap Statements:
Existing studies inadequately address the transparency levels and compliance by Hong Kong retailers in the use of AI-powered pricing algorithms, particularly regarding consumer rights.
There is a paucity of research on the effectiveness of Hong Kong’s regulatory frameworks in protecting consumers from potentially unfair, non-transparent AI-driven pricing practices.
Hong Kong Public Media-Related Issue Statements:
Public discourse in Hong Kong media reflects skepticism about the readiness of regulatory bodies to monitor and enforce AI pricing transparency in the competitive retail market.
Reports flag an erosion of media freedom, which hampers investigative journalism critical of emerging algorithmic pricing tactics and their consumer impact.
3. Strategic Pricing Tactics in Hong Kong Retail: Integrating Consumer Welfare Considerations with Competitive Advantage
Research Gap Statements:
There is a lack of research on how Hong Kong retailers balance surveillance-driven pricing strategies with the need to sustain consumer trust and welfare for long-term competitive advantage.
The strategic trade-offs and mechanisms by which consumer welfare is integrated into pricing models using consumer data remain underexplored in Hong Kong retail studies.
Hong Kong Public Media-Related Issue Statements:
Media narratives in Hong Kong emphasize the risks of exploitative pricing tactics that may harm vulnerable consumer groups, calling for greater corporate social responsibility.
Coverage highlights the influence of mainland China’s regulatory approaches on Hong Kong’s retail practices, adding complexity to corporate strategy and consumer protection debates.
These statements help contextualize each research theme by pinpointing where academic knowledge is lacking and how current public media concerns in Hong Kong intersect with these gaps."
A collection of blog notes on using chatgpt for research purpose.
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