In my opinion, literature reviews are crucial to the definition of a research project like a dissertation. As soon as you have defined the area that you want to do your research, and have some broad research questions, doing a literature review will help you refine those research questions based on a relevant research gap. There are different approaches to conducting a literature review (e.g. narrative reviews, systematic reviews, bibliometric reviews, PICO reviews). However, I’m going to focus on the one I think is more useful for master’s and undergraduate students: a funnel review.
Let’s break down each level of the funnel, with marketing-specific examples:
1. Broader Context (Why is this area worth exploring?)
What it means: Start by setting the stage. Explain the general importance of your research area within the broader field of marketing.
Marketing Example: If you’re researching the impact of influencer marketing on Gen Z purchasing decisions, begin by discussing the overall growth and significance of influencer marketing in today’s digital landscape. Highlight the increasing spending power of Gen Z and their unique consumption habits. This broader context might very likely be moved to the introduction Chapter, but it will help you understand more of the context of your study.
2. Main Challenges (What are the key research questions this research field has?)
What it means: Identify the major problems or questions that researchers are trying to address in your chosen area.
Marketing Example: In the influencer marketing context, challenges might include measuring ROI effectively, identifying authentic influencers, understanding the long-term impact on brand loyalty, or navigating ethical concerns like transparency and disclosure.
3. State-of-the-Art (What has been done so far? Projects, Research, Studies)
What it means: You need to examine the existing research. Summarise key studies, theories, and methodologies relevant to your topic. I personally find that building tables mapping things can be super helpful to build this part. Consider creating a table with the following information: Year of publication, authors, theory used (if mentioned), context (e.g. a particular country, or a group of consumers like Gen Z), methodology, and main findings.
Marketing Example: Discuss studies that have examined the effectiveness of different influencer types (micro vs. macro), explored the impact of content authenticity, or analysed the role of social media platforms in influencer marketing campaigns. Cite relevant academic journals and industry reports.
4. Analysis & Criticism (What are the gaps, criticisms, and limitations of existing research?)
What it means: Don’t just summarise! Synthesize and provide a critical evaluation of the existing literature. Has a theory been used more than another, and what are the limitations others have identified in that particular theory? Have most of the studies focused on one component, disregarding others? Identify gaps, inconsistencies, biases, and limitations in previous studies.
Marketing Example: Point out if most studies focus on specific industries or platforms, if there’s a lack of longitudinal research, or if the methodologies used might not be generalisable. Discuss potential biases in influencer selection or measurement.
5. Research Gap (What is the novelty or hypothesis worth investigating further?)
What it means: This is where you pinpoint the “gap” in the existing research that your study will address. What new perspective or insight are you bringing? I have prepared another post where I discuss in more detail the different types of research gaps.
Marketing Example: Perhaps you’ve found a lack of research on the effectiveness of nano-influencers for niche B2B marketing. Or maybe you want to explore the impact of AI-generated influencers on consumer trust. This is your chance to highlight the novelty of your proposed research.
Why Use the Funnel Approach?
- Clarity and Focus: It can help you organise your thoughts and present a clear, logical argument.
- Contextualisation: It can situate your research within the broader academic conversation.
- Justification: It demonstrates the need for your research and establishes its significance.