What would be the research objective for the following research question? And what techniques should I use? Besides, can you suggest me some related articles?
Research Question:
What are the psychographic attributes/constituents of the digital consumer segments that would help improve the precision of targeting in the digital advertising space?
First and foremost, look for the variables or factors of psychographic attributes which pertain to digital consumer segments as well as digital advertising space. There are lots of related articles in Google Scholar.
Read about
1. Psychographic attributes
2. Digital Consumer segments
3. Digital Advertising space
Connect the theories/concepts of various related articles.
Good luck!
Mark Anthony's feedback is a very good one and should definitely be considered in your research design phase. Understanding the psychographic attributes/constituents is key, but also understanding the digital consumer segments, which are many. You may consider focusing on a primary one, or one of your interests. Also, you will need to standardize the term "precision of targeting" in the digital advertising space. In other words, who would you define the precision of targeting, or "precision," for that matter? You will need to define some attributes for it, so you don't get lost along the way, or end up with never-ending research.
I would suggest you have a very clear research goal and objective(s), which naturally will require a specific research design and the adoption of analytical tools.
I tend to focus on applied research, so I always try to understand the "management decision problem," what is preventing a process from moving forward, and convert it into a market research problem, the question I will try to answer with the research.
I hope the above helps.
Best,
MG