An example of asking poe.com to come up with a dissertation proposal (insurance related): for MBA students

An example of asking poe.com to come up with a dissertation proposal (insurance related): for MBA students [information from poe.com] {related to the agile literature review approach [the academic-oriented project type]}

My question 1: "I am a part-time MBA student, currently trying to formulate my dissertation proposal. As I work for an insurance company in Hong Kong, I intend to study the research theme of "the key influencing factors on consumers' purchasing decisions and consumption experience of travel insurance products in Hong Kong". I would like to derive four research objectives from 2 relevant research gaps and 2 public-domain reported issues associated with my research theme. I am also interested in employing 2 basic concepts and 3 academic theories from financial service marketing. Regarding research methods, I intend to conduct a focus group with five of my friends, three of them have experience purchasing travel insurance products, and 2 are sales agent of an insurance company. My second research method is a questionnaire survey with my friends, using convenience sampling. My last research method is a desk research to gain more information about my research theme. Overall. my research philosophy is going to be pragmatism. Could you come up with a dissertation proposal for me? Many tks in advance?"

The reply: "Certainly! Below is a structured dissertation proposal based on your research theme and requirements.

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Dissertation Proposal

Title

Key Influencing Factors on Consumers' Purchasing Decisions and Consumption Experience of Travel Insurance Products in Hong Kong

Introduction

Travel insurance is crucial for consumers seeking protection during their travels, yet many remain unaware of its benefits or are hesitant to purchase it. This research aims to explore the key factors influencing consumers' decisions and experiences regarding travel insurance in Hong Kong.

Research Gaps

1. Limited Understanding of Consumer Behavior: Existing literature lacks comprehensive insights into the psychological and socio-economic factors that influence consumers' purchasing decisions specifically for travel insurance in Hong Kong.
2. Insufficient Analysis of Consumption Experience: There is a scarcity of studies focusing on the post-purchase experiences of consumers with travel insurance, particularly how these experiences affect future purchasing decisions.

Public-Domain Reported Issues

1. Low Penetration Rates: Reports indicate that travel insurance penetration rates in Hong Kong are significantly lower compared to other regions, highlighting a potential gap in consumer awareness and education.
2. Rising Travel Concerns: With recent global events (e.g., pandemics, geopolitical tensions), consumers express increased concerns about travel safety, yet this does not consistently translate into higher travel insurance purchases.

Research Objectives

1. To identify the key psychological factors that influence consumers' purchasing decisions for travel insurance in Hong Kong.
2. To examine the socio-economic factors that affect consumer behavior towards travel insurance purchases.
3. To evaluate consumers' consumption experiences of travel insurance and how these experiences impact their future purchasing decisions.
4. To assess the role of communication and marketing strategies in shaping consumer perceptions and awareness of travel insurance.

Concepts and Theories

Basic Concepts

1. Consumer Behavior: Understanding how individual preferences, motivations, and perceptions influence purchasing decisions.
2. Service Quality: Analyzing how the perceived quality of travel insurance services impacts customer satisfaction and loyalty.

Academic Theories

1. Theory of Planned Behavior (TPB): This theory can help explain the relationship between consumers' beliefs, attitudes, and intentions regarding travel insurance purchases.
2. Maslow’s Hierarchy of Needs: This theory can be applied to understand how consumers' needs influence their decision to purchase travel insurance.
3. Consumer Decision-Making Process: This framework will guide the exploration of the stages consumers go through before, during, and after making a purchase.

Research Methods

1. Focus Group: Conduct a focus group discussion with five friends (three with travel insurance experience and two sales agents) to gather qualitative insights about their perceptions and experiences related to travel insurance.

2. Questionnaire Survey: Administer a questionnaire survey among friends using convenience sampling to quantitatively assess their purchasing behaviors and experiences with travel insurance.

3. Desk Research: Conduct desk research to analyze existing literature, market reports, and consumer behavior studies related to travel insurance in Hong Kong.

Research Philosophy

The research will adopt a pragmatic philosophy, recognizing the value of both qualitative and quantitative approaches to gain a comprehensive understanding of the research problem.

Conclusion

This dissertation aims to provide valuable insights into the factors influencing consumers' purchasing decisions and experiences with travel insurance in Hong Kong, ultimately contributing to improved marketing strategies and consumer education."

My question 2: "Tks for the proposal made. Could you provide me with a more concrete research method design for each of the three research methods chosen, i.e. focus group, questionnaire survey and desk research? Tks a lot."

The reply: "Certainly! Here’s a more concrete research method design for each of the three methods you plan to use:

1. Focus Group

Objective: To gather qualitative insights into consumer perceptions and experiences regarding travel insurance.

Design:

• Participants: Five friends, including three who have purchased travel insurance and two sales agents.
• Setting: A comfortable, neutral location (e.g., a private room at a café or a home setting).
• Duration: 1.5 to 2 hours.
• Facilitator: You or a trained moderator to guide the discussion.
• Discussion Guide:
  • Introduction to travel insurance and its importance.
  • Participants share their experiences with purchasing travel insurance.
  • Discussion on key factors influencing their decisions (e.g., price, coverage, company reputation).
  • Exploration of emotional aspects of the consumption experience (e.g., peace of mind, trust).
  • Wrap-up with general thoughts on improvements in travel insurance offerings.
• Data Collection: Audio recording (with consent) and notes during the session for thematic analysis.

2. Questionnaire Survey

Objective: To quantify the factors influencing purchasing decisions and consumption experiences of travel insurance among your friends.

Design:

• Sample Size: Aim for at least 30-50 respondents from your network (friends and acquaintances).
• Sampling Method: Convenience sampling.
• Questionnaire Structure:
  • Demographics: Age, gender, travel frequency, and previous experiences with travel insurance.
  • Closed-ended Questions:
    • Rating scale on the importance of various factors (e.g., price, coverage, brand).
    • Yes/No questions about prior purchase experiences.
  • Open-ended Questions:
    • What factors influenced your last purchase decision?
    • Describe your overall experience with travel insurance.
• Distribution: Use online survey tools (e.g., Google Forms, SurveyMonkey) and share the link via social media or messaging apps.
• Data Analysis: Use descriptive statistics and thematic analysis for open-ended responses.

3. Desk Research

Objective: To gather secondary data on consumer behavior, market trends, and reported issues related to travel insurance in Hong Kong.

Design:

• Sources:
  • Academic journals and articles related to travel insurance and consumer behavior.
  • Industry reports from insurance associations or market research firms.
  • Government publications or statistics on travel trends and insurance uptake in Hong Kong.
  • Online forums and consumer reviews related to travel insurance experiences.
• Process:
  • Define key terms and topics for research (e.g., consumer decision-making, factors influencing insurance purchases).
  • Systematically search for relevant literature using academic databases (e.g., JSTOR, Google Scholar).
  • Summarize findings in a thematic way, focusing on gaps and issues relevant to your study.
• Outcome: A comprehensive literature review that identifies existing research gaps, supports your focus group and survey findings, and informs your analysis.

Conclusion

By employing these methods, you will be able to gain a comprehensive understanding of the factors influencing consumer decisions regarding travel insurance in Hong Kong. Each method complements the others, providing both qualitative and quantitative insights into your research theme."

My question 3: "Could you indicate which research objective is related to which research gaps and which public-media reported issues? Tks."

The reply: "Certainly! Below is a breakdown of how each research objective relates to specific research gaps and public-domain reported issues.

Research Objectives

1. Objective 1: To identify the key factors influencing consumers' purchasing decisions for travel insurance in Hong Kong.

   • Related Research Gap: Limited understanding of the specific factors that drive consumer decision-making in the travel insurance market in Hong Kong.
   • Related Public-Domain Reported Issue: Reports indicating low consumer awareness of the importance of travel insurance and its benefits.

2. Objective 2: To explore the consumption experience of travel insurance products among consumers in Hong Kong.

   • Related Research Gap: A lack of qualitative insights into consumer experiences post-purchase and how these influence future purchasing decisions.
   • Related Public-Domain Reported Issue: Consumer complaints and dissatisfaction reported in media regarding claims processes and customer service in the travel insurance sector.

3. Objective 3: To assess the impact of marketing strategies used by insurance companies on consumer perceptions and purchasing behavior.

   • Related Research Gap: Insufficient research on how marketing communications shape consumer perceptions and decision-making in the context of travel insurance.
   • Related Public-Domain Reported Issue: Concerns in the media about misleading marketing practices and the need for clearer communication from insurance providers.

4. Objective 4: To evaluate the role of trust and brand reputation in consumers' decision-making processes regarding travel insurance.

   • Related Research Gap: A gap in understanding the role of psychological factors like trust and brand loyalty in the insurance purchasing process.
   • Related Public-Domain Reported Issue: Reports highlighting the impact of brand reputation on consumer choices, especially in markets with numerous insurance providers.

Summary Table

Research Objective	Related Research Gap	Related Public-Domain Reported Issue
Objective 1	Factors driving decision-making in travel insurance	Low consumer awareness of travel insurance importance
Objective 2	Insights into post-purchase experiences	Consumer dissatisfaction with claims processes
Objective 3	Impact of marketing strategies on perceptions	Concerns about misleading marketing practices
Objective 4	Role of trust and brand reputation	Impact of brand reputation on consumer choices

This alignment will help you structure your dissertation and ensure that each objective addresses relevant gaps and issues in the literature and marketplace."

My question 4: "Tks. Could you indicate which academic concepts and academic theories are employed to inform which research methods chosen? Tks."

The reply: "Certainly! Below is a mapping of the academic concepts and theories to the respective research methods you've chosen for your dissertation.

Academic Concepts and Theories

1. Academic Concepts:

   • Consumer Behavior: Understanding how consumers make decisions regarding the purchase of travel insurance.
   • Service Quality: Evaluating the quality of the consumption experience, including customer service and claims handling.

2. Academic Theories:

• Theory of Planned Behavior (TPB): This theory can help explain how attitudes, subjective norms, and perceived behavioral control influence consumers' decisions to purchase travel insurance.
• Expectancy Disconfirmation Theory: This theory can be applied to assess consumer satisfaction based on the expectations they had before purchasing and their actual experiences with the service.
• Brand Equity Theory: Understanding how brand reputation and trust impact consumer purchasing behavior in the context of travel insurance.

Mapping to Research Methods

Research Method	Academic Concepts	Academic Theories
Focus Group	Consumer Behavior	Theory of Planned Behavior (TPB)
	Service Quality	Expectancy Disconfirmation Theory
Questionnaire Survey	Consumer Behavior	Theory of Planned Behavior (TPB)
	Service Quality	Brand Equity Theory
Desk Research	Consumer Behavior	Expectancy Disconfirmation Theory
	Service Quality	Brand Equity Theory

Explanation of Relationships

• Focus Group:

  • Consumer Behavior and Service Quality concepts are directly explored through discussions about purchasing decisions and experiences.
  • TPB helps frame the understanding of how various factors influence participants' behaviors and intentions.
  • Expectancy Disconfirmation Theory assesses how participants' expectations align with their experiences.

• Questionnaire Survey:

  • The survey will quantify insights on Consumer Behavior and Service Quality, using structured questions informed by the concepts.
  • TPB will guide the design of questions related to attitudes and perceptions.
  • Brand Equity Theory informs questions about how brand reputation influences purchasing decisions.

• Desk Research:

  • The research will review existing literature on Consumer Behavior and Service Quality to identify trends and gaps.
  • Expectancy Disconfirmation Theory will help analyze secondary data regarding consumer satisfaction.
  • Brand Equity Theory will be used to understand the market context and the influence of brand reputation on consumer choices.

This framework will provide a robust theoretical foundation for your research methods, helping you to analyze and interpret your findings effectively."

My question 5: "Could you tell me what are the strengths and weaknesses of the research philosophy and research methods chosen for this dissertation project?"

The reply: "Absolutely! Here are the strengths and weaknesses of your chosen research philosophy (pragmatism) and research methods (focus group, questionnaire survey, and desk research).

Research Philosophy: Pragmatism

Strengths:

• Flexibility: Pragmatism allows for the use of both qualitative and quantitative methods, enabling a comprehensive understanding of the research theme.
• Practical Focus: It emphasizes real-world applications and outcomes, making the research relevant to industry practices, particularly in the insurance sector.
• Integration of Multiple Perspectives: Pragmatism encourages the synthesis of various viewpoints, which can lead to richer insights about consumer behavior and experiences.

Weaknesses:

• Ambiguity: The broad nature of pragmatism can lead to unclear definitions and boundaries in research objectives and methods.
• Potential Bias: The focus on practical outcomes may sometimes overlook theoretical rigor and depth in exploring underlying issues.
• Varied Interpretations: Different researchers may interpret pragmatism differently, leading to inconsistencies in methodology and analysis.

Research Methods

1. Focus Group

Strengths:

• Rich Qualitative Data: Focus groups provide in-depth insights into consumer attitudes, motivations, and experiences.
• Interactive Discussion: The group dynamic can spark ideas and reveal aspects that might not emerge in individual interviews.
• Immediate Feedback: Facilitates real-time exploration of topics, allowing for clarifications and follow-up questions.

Weaknesses:

• Groupthink: Participants may conform to dominant opinions, leading to biased or limited responses.
• Limited Generalizability: Findings from a small group may not be representative of the broader population.
• Moderator Influence: The facilitator’s biases or style may affect the discussion and outcomes.

2. Questionnaire Survey

Strengths:

• Quantifiable Data: Surveys allow for statistical analysis, making it easier to identify trends and correlations.
• Wider Reach: Can be distributed to a larger sample, enhancing generalizability of results.
• Standardization: Structured questions ensure consistency, making it easier to compare responses.

Weaknesses:

• Limited Depth: Surveys may not capture the nuances of consumer experiences or motivations.
• Response Bias: Participants may provide socially desirable answers rather than truthful ones.
• Low Engagement: Surveys may suffer from low response rates, particularly if not incentivized.

3. Desk Research

Strengths:

• Cost-Effective: Accessing existing literature and data can be less expensive than primary data collection.
• Comprehensive Overview: Provides a broad context for the research, helping to identify gaps and trends in the field.
• Time-Efficient: Existing data can be analyzed quickly compared to conducting new research.

Weaknesses:

• Data Relevance: The quality and relevance of secondary data may vary, and it may not perfectly align with your specific research questions.
• Outdated Information: Some sources may provide outdated insights, affecting the validity of findings.
• Lack of Control: You cannot control how the data was collected or its context, leading to potential biases in interpretation.

Summary

By understanding these strengths and weaknesses, you can make informed decisions throughout your research process, ensuring that you leverage the strengths while mitigating the weaknesses wherever possible. This awareness will also aid in addressing potential limitations in your dissertation."

*** try to conduct a preliminary exploratory exercise with perplexity.ai before formulating the dissertation proposal with poe.com.

Reference: a collection of blog notes on using chatgpt for research purpose.