Research Proposal
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MARK977: Research for Marketing Decisions
Dr. Thomas Lee Trimester 1, 2018
AT3 – Research Proposal
• See case study on Moodle
• 1500 words (excluding cover page, reference list and appendices)
• 60% of 40 marks = 24 marks
• See marking criteria/guide on Moodle
• Submit via relevant TII link on Moodle
• Deadline – Monday 16 April (Study Week) by 11:30pm
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AT3 – Research Proposal
• Cover page • Executive summary • Table of contents • Introduction • Main body
– Literature review and hypotheses development – Research design
• Conclusion • Appendix • References
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AT3 – Research Proposal
Introduction
• Set the scene
• Define problem
• Identify research question(s) and objective(s)
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AT3 – Research Proposal
Body
• Literature review and hypotheses development – Critically analyse previous studies to establish foundation – Advance/propose hypotheses
• Research design – Sample (who) – Data collection procedure (how) – Measures (what) – include data collection instrument in Appendix
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AT3 – Research Proposal
Conclusion
• Briefly discuss how overall focus and purpose of proposed project is addressed – Ensure entire report is integrated and coherent, and tells a clear and
compelling story
• Briefly discuss the significant issues pertaining to the project’s ethical concerns, limitations, and/or recommendations – E.g., what did you overlook, what could be done better/differently,
etc.
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AT3 – Research Proposal
• 1.5 line spacing
• Times New Roman 12-point font
• 2.54cm margins all around
• Ensure submitted work is thoroughly spell-checked and free of spelling, grammatical, punctuation, and formatting errors
• Rewrite your report until it is clear and interesting. The first draft never works!
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Problem Definition and Approach Development
WEEK 2 READING: CHAPTER 2