An illustration on using the Socratic Method to refine an MBA research theme: consumer behavior and augmented reality

An illustration on using the Socratic Method to refine an MBA research theme: consumer behavior and augmented reality

 

I am a part-time MBA student, currently learning how to conduct a dissertation project investigation on the following research theme "“Consumer Behavior and Technology Adoption of Augmented Reality in Hong Kong’s Online Fashion Market”. Could you illustrate how to make use of the Socratic Method to critically examine the dissertation theme so as produce a more refined dissertation project topic?

 

Using the Socratic Method to Refine Your Dissertation Theme

The Socratic Method is a disciplined, question-driven approach that exposes assumptions, sharpens focus, and reveals gaps—ideal for turning a broad theme like “Consumer Behavior and Technology Adoption of Augmented Reality in Hong Kong’s Online Fashion Market” into a tight, researchable MBA dissertation topic. Below is a practical, step-by-step illustration tailored to your theme, showing how to move from a wide research theme to a refined, feasible project.

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What the Socratic Method Adds to Topic Refinement

The Socratic Method (or Socratic questioning) uses systematic, probing questions to:

• Clarify meanings and definitions
• Challenge hidden assumptions
• Examine evidence and alternatives
• Explore implications and consequences
• Narrow scope to something specific, significant, and answerable

For MBA dissertations, this is especially valuable because it helps ensure your topic is both academically rigorous and practically manageable within time and data constraints.

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Step 1: Clarify Key Terms and Concepts

Start by asking definitional questions to ensure precision. Ambiguity here leads to scope creep later.

Sample Socratic questions:

• What exactly do we mean by “consumer behavior” in this context? (e.g., purchase intention, brand loyalty, engagement, return behavior?)
• What specific forms of “Augmented Reality” are we studying? (e.g., virtual try-on, 3D product visualization, AR filters, in-app AR experiences?)
• What constitutes “technology adoption”? (e.g., first-time use, repeated use, intention to use, actual purchase after AR interaction?)
• What is the precise boundary of “Hong Kong’s online fashion market”? (e.g., local e-commerce platforms, cross-border sites used by HK consumers, specific retailers?)

Outcome: You replace vague terms with operational definitions, e.g.:

“Consumer behavior” = purchase intention and post-AR engagement
“AR” = mobile virtual try-on features on fashion e-commerce apps
“Adoption” = intention and actual use within the last 6 months
“HK online fashion market” = HK-based consumers using major e-commerce platforms (e.g., HKTVmall, ZALORA, ASOS HK)

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Step 2: Surface and Test Assumptions

Next, interrogate the assumptions embedded in your theme.

Sample Socratic questions:

• Why assume AR adoption is occurring (or desirable) in Hong Kong’s fashion e-commerce? What evidence supports this?
• Are we assuming all consumer segments respond similarly to AR? What about age, tech-savviness, or fashion involvement?
• Do we assume AR always improves purchase intention? Could it create decision paralysis or privacy concerns?
• Is “adoption” driven by consumer preference, retailer promotion, or platform design?

Outcome: You identify which assumptions need testing or delimiting. For example, you might decide to focus only on young adult consumers (18–35), or only on virtual try-on for apparel (not accessories).

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Step 3: Examine Evidence and Gaps

Use Socratic questioning to assess what is already known—and where your contribution lies.

Sample Socratic questions:

• What does existing literature say about AR and fashion consumer behavior?
• Are there Hong Kong–specific studies, or is most evidence from Western or Mainland Chinese contexts?
• What gaps exist? (e.g., lack of HK data, under-studied AR features, missing mediation/moderation effects)
• What theories are commonly used? (e.g., TAM, UTAUT2, SOR, TEAV)

Outcome: You position your study within a clear theoretical and empirical gap. For instance:

“While AR’s impact on purchase intention is studied globally, there is limited evidence on how virtual try-on affects HK consumers’ trust and repeat purchase behavior.”

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Step 4: Explore Alternatives and Boundaries

Socratic questioning helps you consider alternatives and set realistic boundaries.

Sample Socratic questions:

• Could this be studied as a comparative topic (e.g., HK vs. Taiwan, or AR vs. VR)?
• Should the focus be on adoption drivers, or on post-adoption outcomes (e.g., satisfaction, loyalty)?
• Is a single-platform case study more feasible than a market-wide survey?
• What methodology fits best? (e.g., survey + SEM, interviews + thematic analysis, mixed methods)

Outcome: You narrow the scope to something achievable. For example:

“This study examines how virtual try-on AR features on ZALORA HK influence purchase intention and customer satisfaction among consumers aged 18–35, using a survey-based SEM approach grounded in UTAUT2.”

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Step 5: Formulate a Refined Research Question

After iterative questioning, you can craft a focused, answerable research question.

Examples of refined topics:

1.    “How do virtual try-on AR features influence purchase intention and customer satisfaction among young adult fashion shoppers in Hong Kong?”

2.    “What are the key drivers of AR adoption for online fashion shopping among Hong Kong consumers, and how do these affect post-purchase engagement?”

3.    “To what extent does AR-enhanced product visualization reduce perceived risk and increase trust in Hong Kong’s online fashion market?”

Each is specific, theory-grounded, and methodologically feasible for an MBA dissertation.

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Practical Socratic Questioning Template for Your Theme

You can use this table to guide your own refinement process:

Socratic Dimension	Sample Questions for Your Theme	Purpose
Clarification	What exactly is “AR adoption”? Which AR features?	Define scope
Assumptions	Why assume AR improves consumer behavior?	Test premises
Evidence	What HK-specific evidence exists?	Identify gaps
Alternatives	Could we study AR vs. VR? HK vs. Taiwan?	Consider boundaries
Implications	What would findings mean for retailers?	Ensure relevance
Question	What is the precise, answerable research question?	Finalize topic

 

Why This Matters for Your MBA Dissertation

Using the Socratic Method ensures your topic is:

• Specific: Clear variables, population, and context
• Significant: Addresses a real gap (e.g., HK-specific AR evidence)
• Answerable: Feasible within MBA time and data constraint
• Theory-grounded: Linked to established models (e.g., UTAUT2, TAM)
• Practically relevant: Useful for HK fashion e-commerce manager

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Next Steps for You

1.    Draft your refined topic using the template above.

2.    Map to a theoretical framework (e.g., UTAUT2 for adoption drivers).

3.    Check data access (e.g., can you survey HK fashion shoppers? Partner with a retailer?)

4.    Validate with your supervisor before proceeding to proposal.

*** also study a note on the inner dialogue method.