Dissertation Help

[Blue Rose Bowl]

Hello

Next year I want to do a dissertation involving online marketing for people aged 55 and over although I am not sure exactly what I would do yet, I think it is a great topic as 55+ is the fastest growing age range, roughly people aged 55 and over have something like 65% of personal wealth in the UK , also out of all age ranged 55+ will see the fastest growth in internet usage over the next few years.

I would really like to do this but I am told unless I can find previous studies into this area I cannot. I have trawled many journal websites and books looking for information into this area for a literature review but with no luck, if anyone here has heard of any research into this area " online marketing in the elderly/seniors/55+ etc" if you could point me in the right direction.

Like I've said I have spent a couple of days now looking for information without luck so any help would be greatly appreciated.

[Atilla]

Dissertation for what?

[Blue Rose Bowl]

My University course, Business Studies & Marketing.

[Atilla]

My University course, Business Studies & Marketing.
Might be best to follow the advice given then.
With the academic types they usually like things done their way. No point making a rod for your own back.

[Blue Rose Bowl]

I understand what you're saying but I think it is a very interesting and relevant topic especially because as far as I can tell there is a surprising lack of research into this area.

I will change my topic if I have to as a last resort , it doesn't have to be in for another year and 2 months anyway.

[SusanP]

I imagine that it is very difficult to get hard data about online marketing, which is why there are no academic articles on it. Moreover, even if you did get information this year, it would probably be out of date next year. Could you make your dissertation topic more general eg marketing to the over 55s? You could then have a small section in the dissertation about the internet.

[ethical PR]

I agree with Susan, looking at general marketing for over 60's would probably be a much better topic area.

There are already lots of studies out there on the 'grey pound' and marketing for the over 60's which will include looking at social media and online marketing. (Just google and lots of information and links will come up).

In fact, there are some agencies that have started up specialising in marketing to the over 60's.

Try the CIM (you can become a student member) and the British Library for starters and you will find lots of information for your dissertation.

[Blue Rose Bowl]

Thank you very much for your advise, for now though I will go with my gut and try to do it soley on online marketing however after listening to your advise I will also lay foundations to just do it on general marketing. Much appreciated.

[Dawg]

Have you tried Google Scholar?
This might be of use:The elderly's uses and attitudes towards the Internet (http://www.emeraldinsight.com/Insight/viewContentItem.do?contentId=856499&contentType=Article)

"...Those seniors with higher levels of income are more willing to both use the Internet and purchase products online; while education levels positively impacted only Internet use. Finally, this paper provides implications for marketers and suggestions for future research...."