The relationship between customer loyalty and sales performance - The case of Apple, UK

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ARU BA (Ho

ns) in Marketing/Management (Top up)

PRACTICE WITH WORKSHOP MANUAL

Undergraduate Major Project

Contents

Introduction ............................................................................................................................................................................................................................. 3

Developing an appropriate research title ................................................................................................................................................................................ 3

Research Proposal .................................................................................................................................................................................................................. 12

Dissertation ............................................................................................................................................................................................................................ 43

Useful Information ................................................................................................................................................................................................................. 74

Frequently Asked Questions .................................................................................................................................................................................................. 85

Introduction

The Practice with Workshop Manual aims to provide an overview of the key requirements of the assessment of the Undergraduate Major Project. However, you are also advised to refer to the module guide to understand this manual.

Developing an appropriate research title

Assignment Answer Process

Step 1 Selecting a research topic

Step 2 Developing an appropriate research title

Outline of the answer

Selecting a research topic

In the selection of the research topic, it is important that the topic is within the broad organisational, management and leadership fields, as appropriate to your interests and background.

Developing an appropriate research title

The title of the research must fulfil a number of set criteria. First, it must reflect the nature of your study. For example, if you intend studying a particularly firm’s financial performance, then something to this effect must be stressed in your proposed title. Second, it must be concise. Ideally, try not to exceed more than 10-12 words. Finally, try and keep your title clear and easy to understand. In other words, consider it from the layperson’s point of view. All in all, importantly, the examiner should be able to grasp the research title/research scope at a glance.

Detailed Guidelines

Developing a complete research title is vital for a successful research paper. It is actually the first step in the process of developing a research. As significant weight has been allocated for the title in the final marking, candidates should pay high attention to developing an appropriate research title. Candidates can generate positive first impression in the examiner’s mind by providing an appropriate research title.

Selecting a research topic

Selecting a suitable research topic for the research is of utmost importance in conducting research. The validity of the entire research depends on the topic selected. In some instances, research topics are given to candidates by the respective awarding bodies while most of the time, candidates are supposed to find a research topic by themselves.

It takes a certain amount of time to identify a good research topic as once the research has been started, it will not be possible to change the research topic again.

The scope and nature of the project or dissertation can vary enormously. You may write a dissertation that is based on an academic area of interest, on some aspect of the experiences gained during work experience or on practical business problem.

The main idea of selecting an appropriate research topic is that it takes the issues of an organisation and using rigorous research process, comes up with results and recommendations that will be useful to the organisation.

However, candidates should be aware that this is a relatively small-scale project and therefore they may need advice regarding the scale and scope of the area to be researched.

How to select a research topic?

Selecting an interesting research topic is always challenging. Following are some of the tips that can be used in selecting a good research topic.

• Select a topic that you are interested in. It is important to select a topic in your interested area. This will lead you to gather information on the topic and plan your research process.

• Narrow the topic to something manageable.

o If your topic is too broad, you will find too much information and not be able to focus. o Background reading can help you choose and limit the scope of your topic.

• Refer to lecture notes and required texts to refresh your knowledge of the course and assignment.

• It is important to discuss the research ideas with your colleagues

•Think of ‘who, what, when, where and why’ questions:

o WHY did you choose the topic? What interests you about it? Do you have an opinion about the issues involved? o WHO are the information providers on this topic? Who might publish information about it? Who is affected by the topic? Do you know organisations or

institutions affiliated with the topic? o WHAT are the major questions for this topic? Is there a debate about the topic? Are there a range of issues and viewpoints to consider? o WHERE is your topic important: at the local, national or international level? Are there specific places affected by the topic? o WHEN is/was your topic important? Is it a current event or a historical issue? Do you want to compare your topic by time periods?

In the selection of research topic, it is important that the topic is within the broad organisational, management and leadership fields, as appropriate to your interests and background.

Key criteria when developing a research title

1. Title should be meaningful

It is important to develop your title as a complete sentence including meaning words such as Evaluate, Identify, Investigate, etc.

2. Specific

It is important to narrow down the research title up to the level you can handle it.

The role of relationship marketing in increasing customer loyalty in the context of Tesco

In this example, the candidate has targeted Tesco for the research. This means the research needs to cover all the Tesco supermarkets across the globe, which is not possible. Therefore, it is important to make the research title specific. e.g. Tesco (UK)

How to narrow down a research topic

• Limit to a particular population or age group, e.g. infants, teenagers, college students, or adults. • Limit to a particular environment such as schools, restaurants, hotels. • Limit to an ethnic background such as Asian, Americans. • Limit by a particular theory or approach, e.g. relationship marketing, customer retention, customer attitude, customer perceptions. • Limit to a methodology such as only field experiments, or research studies or naturalistic observations.

3. Concise

When setting title, students should try not to exceed more than 10 – 12 words. Try to avoid unnecessary terms such as ‘Case study approach’. It is important to keep the title clear and easy to understand. In other words, consider it from the layperson’s point of view.

4. Dependant and independent variable

A complete title should be developed including dependant and independent variables of the research.

e.g.

• Dependant variable = Increasing customer loyalty • Independent variable = Role of relationship marketing 5. Research topic should be distinct

A good research topic should be distinct as it should cover particular areas of the topic ignoring the broader aspects. Internet can be used as a tool in locating enormous amount of information in this regard; however, the main objective is to be selective for a specific topic. For example, if a candidate opts for “Consumer Behaviour”, the topic is too broad as there are broad aspects to be covered. However, this topic can be narrowed down to a specific country, company or location to make it more specific.

6. Research topic should be relevant

The ultimate expectation of a research is to provide valid information with critical evaluations/judgements to intended group of readers. Hence, if the research discusses about a scenario, which is more outdated and not relevant to the modern society, the validity of the research topic becomes questionable.

Accordingly, candidates should ensure that they select a research topic which is not outdated and adds value in current context.

7. Research topic should be researchable (Ability to investigate)

A candidate might think of selecting a research topic with much gravity. However, if the scope and the requirements covered in the research topic cannot be investigated, it makes the research topic worthless. Hence, candidates should ensure that the research topic selected allows them to achieve the scope covered in the research.

Consequently, it is worthwhile to raise the question about the steps to be followed by a candidate in selecting a research topic. There is no rigid rule built with regard to the steps that should be followed in selecting a valid research topic, however, the following steps will avoid candidates selecting an invalid research topic.

Helper Question

Is there a list to select research topic?

No, there is no such to select research topics. Candidates should select marketing related research topics based on their interest.

Do I need to get approval from my supervisor for the title?

Yes, it is a must to send their research title to the supervisor and to obtain approval prior to starting the research. What is the deadline for title submission? There is no specific deadline for the title submission, but as you are required to have a completed title to prepare the research proposal, you should do it prior to the proposal submission deadline.

Sample Answer

Note: This section provides some examples for research topics. Please note that this is NOT a list of titles provided for section. Candidates are required to develop their own research topics based on their interest and experience.

Developing an appropriate research title

Example 1

Research Topic Research Questions Research Objectives "Analysis of the effectiveness (or impact) of employee training on maximising sales opportunities: A case study of The Carphone Warehouse, UK’"

How employee training maximise the sales opportunities of The Carphone Warehouse, UK’?

• To identify the employee training conducted by

The Carphone Warehouse, UK • To evaluate the impact of training programme on

maximising sales opportunities in The Carphone Warehouse, UK

• To provide recommendations for the improvement of employees training to maximise sales.

Comment: The candidate has appropriately developed a complete title for the research. The research question and objectives have also been developed accordingly.

Example 2

Research Topic Research Questions Research Objectives "The role of relationship marketing in increasing customer loyalty; in the context of Tesco"

How the relationship marketing increases customers’ loyalty for Tesco?

• To explore the relationship between relationship

marketing and customer loyalty • To explore the motives and expectation behind

loyalty programs of Tesco

Comment: The title of the research should be specific and its wording should be amended further. The candidate could have included words such as investigation, critical evaluation and examination to make the research title a complete sentence. To make the title specific, it is important to mention the geographical location of the research, e.g. Tesco (UK).

Research Proposal Research Proposal process

Step 1 Abstract

Step 2 Background and introduction

Step 3 Literature review

Step 4 Research design and methodology

Step 5 Time table

Step 6 References

Outline of the Answer

Format The below format and structure can be followed when presenting research proposal. 1. Abstract 2. Introduction (background for the study) 3. Literature Review 4. Research Design and Methodology 5. Timetable 6. Reference list

Abstract

250-300 word summaryof the research specifying the research purpose, an overview on literature review as well as a brief outline of the research methodology.An abstract summarises the entire research for quick reading.

• About the research topic • What the research does • Methods that will be used in conducting the research

Introduction (Background of the study) Background Candidates are required to provide an introduction to the proposal. To start, it is suggested to introduce the topic and clarify the significance of what the candidate is trying to present. Candidates should focus on explaining the background of the research in the context of chosen organisation. What is the real situation of the organisation/industry that encouraged the candidate to conduct this research? Rationale for the research

• What is the research problem? • Why is it a problem? • Why is it a problem now? • What could this research shed light on?

Objectives Research objectives should be in line with the research topic selected and they should comply with SMART criteria where appropriate. In order to conduct the research in a much feasible manner, the main research objectives can be broken down into research questions, which should be in line with the objectives identified.

Literature Review

Under this section, candidates are expected to consider relevant concepts and theories to explain the chosen scenario. Various sources must be reviewed to critically analyse and support the argument. This section will demonstrate the candidate’s knowledge of the literature and make a critical link with the research question to be investigated. The literature should mostly rely on published academic journal articles in the research area. This critical activity should produce a conceptual framework.

Research Design and Methodology

Candidates are expected to portray a clear picture of the research as to how it will be conducted. This section should provide a detailed rationale of how the candidate intends to achieve the research objectives. Therefore, the following areas should be covered under this section.

• Type of investigation (Research methodology, research approach, research strategy, research design) • Data collection method • Sampling method • Accessibility issues • Ethical issues • Research limitations

Timetable & References

Finally, candidates are expected to provide a plan of how the available time will be allocated to complete the proposed research. A Gantt chart or any other method can be used to show how candidates will use the available time to complete the study. This will provide an indication of the viability of the proposal. Candidates are suggested to provide justification/s for the proposed time plan as well. The reference list at this stage should not be lengthy but only sufficient to inform the proposal. The list must include all the sources that were cited and consulted in writing the research proposal. The Harvard referencing style must be adopted to cite references

Detailed Guidelines

Research Proposal

A research proposal can be defined as a document produced by the researcher that provides a description about the proposed research. It provides an outline of the complete process of the research. The main purpose of a research proposal is to provide explanations and justifications about:

• Purpose of the research • Selecting the research topic • Research methodology • Data collection methods

Students are expected to develop a research proposal based on their selected topic and this will help them to gain prior approval for the planned research. This document is of paramount important as it will help them to complete the research successfully.

It is very important to note that research proposal should be written in future tense.

The following areas must be covered within the task

• Abstract • Introduction (background for the study) • Literature Review • Research design and methodology • Time table • References

Abstract

Descriptive

This indicates the information that has been discussed in the research report.

Informative

Majority of abstracts are informative. This is a more elaborative and an evaluative abstract.

Abstract

This is an important section in a research proposal/ dissertation, as it reflects what has been discussed in the rest of the report. More importantly, the gravity of the abstract will create either a positive or a negative impression about the research proposal, as this is the first section of the report that a reader will glance through. The abstract should be compiled in a way that readers can swiftly become acquainted with great amount of information without having read it completely.

It is important to provide a summary of all research covering:

• About the research topic • What the research does • Methods that will be used in conducting the research

The abstract should be aligned in a manner to allow logical flow of data and the most important information should be given highest propriety. It should be emphasised that an abstract (in the research proposal) should not extensively discuss about the work done and should not contain any information that has not been addressed within the research proposal. In some instances, the abstract is also referred to as the “Executive Summary”.

There are two types of abstracts; descriptive and informative

Introduction

This is an important section in a research proposal, as it reflects what has been discussed in the rest of the report. The introduction should be compiled in a way that readers can swiftly become acquainted with great amount of information without having read it completely.

In order to contexualise the research stance, candidates are required to introduce the topic and clarify the significance of the research. Then candidates should focus on explaining the background of the research in the context of chosen organisation. What is the real situation of the organisation/industry that encouraged candidate to conduct this research?

It is important to discuss about the research problem and how you are going to handle the issues (you need to discuss at least two research issues under this section).

In structuring the introduction, candidates are required to refer to relevant academic literature adequately. It is important to cite their references correctly.

Few points to keep in mind when writing an introduction

• When writing the introduction, it is important to look at the subject to see what disciplinary assumptions are posing as challenges, you need to question your ideas and consider the significances of these ideas. Furthermore, it is essential to emphasise the main results and limitations.

• Your readers expect you to summarise your conclusions in an introduction, as well as your purposes, methods and main findings. • Always include information which is in the research proposal. • Avoid using the first person "I" or "we." In addition, whenever possible, choose active verbs instead of passive ones and use non-evaluative language in

your introduction. • Avoid, if possible, using trade names, acronyms, abbreviations or symbols in your introduction. • Ease your readers/audience into your topic. Or, in other words, be sensitive to the needs and knowledge of your audience. What might seem perfectly

obvious to you after working on a longer writing or research project will often be brand-new to your audience. • Write the introduction, immediately after you finish your project as it will help you to include all the points of the research proposal.

Rationale for the research

Main purpose of this section is to provide a discussion which addresses below questions; • What is the research problem? • Why is it a problem?

• Why is it a problem now? • What could this research shed light on?

Research objectives

In this section of the research proposal, the main objectives of conducting the research are discussed. The number of research objectives to be covered will depend on the scope of the research. However, it is accepted to include a minimum of three objectives. Research objectives should be in line with the research topic selected and they should comply with the SMART criteria where appropriate.

• The objectives are the base of the research. The following aspects should be considered. • Development of 3 - 4 objectives • Objectives should follow a logical sequence • Final objective could be to make recommendations • Better to start objectives with ‘To’ • Use proper words such as ‘analyse’, ‘evaluate’, ‘investigate’ etc. • Objectives can be detailed out with research questions. • Development of hypothesis if relevant

In order to conduct the research in a much feasible manner, the main research objectives can be broken down into research questions, which should be in line with the objectives identified. A salient feature of the objectives stated is that they should be in line with the scope of the research. Further, once the objectives are achieved, it should fulfil the rationale of the research conducted. Moreover, a hypothesis should be identified if it is required as per the scope of the research topic.

Identifying the correct objectives for a research enables conducting the research within its scope. It will also ensure that the research is not deviated from the scope of the project and resources are utilised only for the essential activities. Setting Hypothesis Hypothesis can be defined as a supposition, a proposition or principle which will be considered as an assumption in order to make a conclusion, until it is proven. Hypothesis is developed in a research in order to find out whether there is a mutual relationship between two or more variables. Before developing a

hypothesis, it is required to define the dependant variable and the independent variable based on the research background. Once the variables are defined and the hypothesis is developed, the research methodology can be developed in a manner to justify the hypothesis. However, it is not a necessity to develop a hypothesis if it is not required as per the scope of the research topic selected. In most instances, the hypothesis is developed along with a null hypothesis. Null hypothesis is the opposite consideration of the hypothesis/alternate hypothesis developed for the research. H0 = There is no relationship between GDP and inflation H1 = There is a positive linear relationship between GDP and inflation. H0 = null hypothesis H1 = alternative hypothesis Literature review

The purpose of literature review is to demonstrate awareness of the current state of knowledge in your subject, its limitations and how your research fits in this wider context. Objectives of developing a literature review can be summarised as follows:

• It provides up to date information and a discussion about the selected research topic. • It provides an opportunity to detect conflicting points of view conveyed by different authors. • It will also provide an opportunity to discuss about the researches done in the past under the same topic.

When structuring the literature review, candidates are advised to follow the funnel approach. This means starting from general theories and concepts and moving to the specific industry and organisations related facts. Apart from theories and concepts, what is most important in the construction of the literature review is past researches conducted related to the chosen research topic. It is very important to be aware about past researches conducted and their findings before conducting your own research. The significance of your research and what you find out will inevitably be judged in relation to other people’s research and their findings.

Mere discussion of theory will not meet the purpose of a literature review; hence, the literature review should build sound arguments based on the literature knowledge and should make a critical link with the situation to be investigated.

Further, the literature review should highlight the significance and the depth of the research. A literature review examines the existing literature to discover the strengths and weakness in the literature; hence, it enables finding gaps in the literature that the thesis as a whole is intended to fill.

When developing the literature review, it is important to understand the research problem or the objectives clearly. Once the research problem is identified, the researcher can comprehend the relevant literature in order to resolve the problem. Various sources can be used in ascertaining worthwhile information in making judgements. Once sufficient amount of literature is identified, then it should be analysed in a critical manner to resolve the research problem. In conclusion, a conceptual framework can be developed from the evaluative discussions made in the literature review section.

Literature review is an output of a combination of steps:

• Searching literature ( from paper base resources or electronic resources) • Keeping a record of literature collected • Understanding literature • Analysing and writing in a critical manner • Referencing

Conceptual framework

Depending upon the scope of the research, a conceptual framework can be developed at the end of the literature review. A conceptual framework refers to a model or a concept, which draws a link between facts/variables based on the literature discussion provided. This can also be a conclusion based on the theories identified in relation to the research topic selected.

The candidate must identify the two variables clearly in the research (independent and the dependent variable). The independent variable can comprise of a number of determinants which impacts the dependent variable. These determinants need to be identified at the beginning of the research.

Independent variable/s

Dependent Variable

Identify whether there

is a real demand for

healthy meal

Identify segments that

create such demand

What are special features/qualities consumers expect from healthy foods

Find out what are the factors make them

away from purchasing healthy

food

Example of a conceptual framework

As shown, the researcher has presented graphically with all linkages and relationships of the research area.

Research design and methodology

This is a vital section in the research proposal as it should explain in detail how the research will be carried out. It should also provide a justification for selecting specified methods and a critical evaluation of the method selected.

Identifying the “Research Process Onion” helps understanding the research suitable research methodology to conduct the research.

Research process onion

In the preparation of the proposal you are required to mention the chosen methodology for the research and provide strong justifications for the selection.

Research Philosophy Positivism Realism Research philosophy acts as the initial stage; where the background of the research is developed. Research philosophy can be either positivism or realism.

• Positivism is a paradigm that originated in the natural sciences.

• Positivism is underpinned by observation and experiment.

• Positivism is associated with quantitative methods of analysis.

• Realism philosophy is based on the interdependency of human values and beliefs.

• It focuses on the beliefs that really exist in the environment.

Research Approach Deductive approach Inductive approach This refers to the method of the research being conducted. It can be either deductive or inductive.

Research purpose Exploratory Descriptive There are three main types of research studies, namely exploratory research, descriptive research causal researches (Wilson, 2012). The selection of the research study largely depends on the purpose of the research.

• This study follows an inductive approach. • In this approach, the researcher conducts research into a research problem where there currently exists very little, if any, earlier work to refer to (Wilson, 2012).

• Descriptive research is carried out to describe existing or past phenomena (Wilson, 2012).

• These researches can be either qualitative or quantitative.

• Normally surveys are used to collect data for descriptive researches.

General Information

Specific Information

Broader Generalisation

Specific Observation

Research strategies

This is also known as the research design. The research strategy or the design can be:

 Experimental  Survey  Case studies  Grounded theory  Ethnography and  Action research

Candidates are also expected to discuss the appropriate strategy for their proposed research. The justifications for the selected methods are essential. Furthermore, justifications may be based on the strengths and weaknesses of the selected method.

Experimental In an experimental research, the researcher maintains control over all factors that may affect the result of the experiment/study.

Survey This includes: 1. Systematic collection of data. 2. Analysis 3. Interpretation

Case studies Case study is an in-depth investigation/ study of a particular situation

Grounded theory Conclusion is inductively derived from the study of the phenomenon it represents.

Ethnography A social science research method. It relies heavily on up-close, personal experience and possible participation. Action research Action research conducts experiments by making changes while simultaneously observing the results.

Time horizons

Cross-sectional data or cross section (of a study population) in statistics and econometrics is a type of one-dimensional data set. Cross-sectional data refers to data collected by observing many subjects (such as individuals, firms or countries/regions) at the same point of time, or without regard to differences in time. Analysis of cross-sectional data usually consists of comparing the differences among the subjects.

A longitudinal study is a correlation research study that involves repeated observations of the same variables over long periods of time — often many decades.

Techniques and procedures

Data collection methods

This is one of the important aspects of the research methodology. Candidates are required to discuss on data collection methods used in the proposed research.

Under data collection methods, it is essential to discuss whether the research is based on primary data or secondary data. The justification of selected methods is important.

Types of Data

Data can be collected either through primary data or secondary data collection methods.

Primary Data

Data obtained for the first time for the purpose of the research

Quantitative

Qualitative

Secondary Data

Data already available as a result of the reseraches done in the

past.

Internal data

External data

The Undergraduate Major Project encourages students to engage in a substantial piece of individual desk-based/ secondary research.

Classification of secondary data

Secondary data can be classified in a number of different ways. A distinction can be made on the basis of format and intended audience. First, secondary data can be classified into electronic and written formats. Although this distinction has become blurred in recent years, it still applies to the majority of students engaged in research. Second, these groups can be further divided into subgroups according to their intended target audience. Usually, this means an exclusively academic or commercial audience. The figure depicts the classification of secondary data.

The main advantage of electronic data are that they save time because they are easily accessible, and can be easily stored. The table provides a list of useful government websites. Multilateral organisations and general business related sites that could be helpful when searching for secondary data (Wilson, 2010).

Source Web address Summary of information

World Trade Organisation www.wto.org Data on WTO member states

OECD www.oecd.org

Statistics on member states

International Monetary Fund www.imf.org Publishes a range of commercial and financial data

European Union www.europa.eu

Statistical information on member states

Financial Times www.ft.com Information on financial markets

The Economist Business Week

www.economist.com www.businessweek.com

Economic data and articles Provider of global business news

Dun & Bradstreet www.dnb.com

Provides a global information on businesses

Biz/ed www.bized.co.uk

Gateway for primary and secondary business and management information UK focus

Source: Wilson, 2010

Sampling method The sampling section should cover:

• Size of the total population

•Sample size with justification (why is the sample appropriate? Is it representative?)

•Sampling technique and procedure used with justifications

http://www.wto.org/

http://www.oecd.org/

http://www.imf.org/

http://www.europa.eu/

http://www.ft.com/

http://www.economist.com/

http://www.businessweek.com/

http://www.dnb.com/

http://www.bized.co.uk/

Important: Random samples are those in which each member of the target population has an equal chance of being selected: it requires each individual to be numbered and then selected using random number tables. Even then the method can be flawed and prone to bias which requires complicated statistical techniques to overcome. Standing on a street corner interviewing likely people for an hour on a Saturday morning is not taking a random sample. This form of sampling is ‘ad hoc’ or ‘opportunistic’.It is important that candidates have a basic understanding of advantages and disadvantages of using different sampling techniques.

Probability sampling

Simple Random Sampling In this, each member of the population has an equal chance of being

selected to the survey. Members are randomly selected by a computerised random number generator or tables until the required

sample size is filled.

Systematic Sampling This method is easier than random sampling as it doesn’t

use random number generation. From the population every nth number will be selected.

Stratified Random Sampling

This method divides population into two or more mutually exclusive groups.

Cluster Sampling

A procedure in which clusters of population units are selected at random and then all or some of the units in the

chosen clusters are studied.

Multi-Stage Sampling As cluster sampling but with more detailed individual stages

Non – probability sampling

Quota Sampling A type of non-probability sampling where the required number of

units with particular characteristics are specified.

Judgment or Purposive Sampling The researcher consciously selects a sample considered appropriate for the study. This may be based on certain

companies representing a sector. Snowball Sampling

A type of non-probability sampling where initial respondents are selected at random and subsequent respondents are then selected by

the referrals or information for the earlier respondents.

Convenience Sampling This is based on the convenience of the researcher.

Irrespective of the selection made in the street, in the office or from a database as long as the sample fits with

the population as a whole, it is legitimate.

You are required to select appropriate sampling methods for the data collection tools selected and justify your decision.

Research limitations

Students are expected to discuss the limitations of the research they would come across. Therefore, it is important to mention them in the research proposal.

Examples of different research limitations

• Due to the sampling method chosen

• Misleading responses and non-accurate data

• Limited available time budget

• The necessity to integrate multiple methodological perspectives

Ethical consideration

Research ethics is another important aspect that should be addressed in the research proposal. However, the researcher needs to divulge any ethical issues that may occur in the research process.

The weight of ethical considerations primarily refers to the guaranteed anonymity and confidentiality of empirical data provided by survey participants. Aiming to comply with these ethical principles, the informed consent of each participant is required before the actual beginning of the survey.

Time table

Further, when a project is underway, Gantt charts are useful for monitoring its progress. Gantt charts provide a status update about the project at any given time; hence, the project owner will be able to take any remedial actions to bring the project back on course.

In a Gantt chart, tasks are shown on the vertical axis, and the project time span is represented on the horizontal axis. Each task is represented in the respective corresponding bar that shows the time span required for that task. This can be used to represent the percentage of work completed.

The main objective of the time table is to provide a plan of how the available time will be allocated to complete the proposed research. This will give an indication of the viability of this research proposal. A time plan will act as a control mechanism to monitor the progress of the research against the targets set. Further, a justification can be provided for foreseeable changes in the time plan. A time plan can be represented using a Gantt chart.

Gantt chart

Gantt chart is a tool used for planning and scheduling projects. It provides an opportunity to assess the time taken for the individual activities in the project, dependencies between individual tasks and resource allocation requirements.

Reference list

The acknowledgement of the source of the information is called a reference or citation.Referencing aims to:

• Help the reader to distinguish between their own ideas and those from other sources; • Enable readers to check and follow up for themselves the authors you have read; • Avoid the accusations of plagiarism. The reference list at this stage needs not be lengthy but only sufficient to inform your proposal. The list must include all the sources that were cited and consulted in writing the research proposal. Candidates must use the Harvard Style of referencing.

Helper Questions

What is the structure that should be followed to present Research Proposal?

The research proposal should be structured in following order. • Introduction • Literature review • Research design and methodology • Time table • References

Is it compulsory to submit a research proposal? Yes, it is compulsory to submit research proposal for the approval of the supervisor. However, students will not be assessed based on research proposal.

Will I get marks for the research proposal? No, the research proposal will not be considered for allocating marks. Candidates will get marks only for their dissertations.

What is the word count required for research proposal? The word limit for the research proposal is between 750 – 800 words.

Sample Answer

Note: Please note that these are sample answers for similar requirements. However, candidates are required to develop their own answers that correspond to the selected research topic and scope.

Research Proposal

A sample answer from the similar requirement

Title: An investigation factor enhancing profitability through a customer loyalty program of Sainsbury’s

Abstract

Business has come a long way and so has marketing. Today’s globalized market means that the businesses face a multi-cultural set of issues. The focus is no longer on accounting figures, but rather on corporate social responsibility. The focus of the study is on “Simplicity”. The company continued to expand and open new shops, launch new services and own its own petrol stations. There is little documentation about ethical considerations and its role in developing marketing strategies for large stores and supermarkets. Through this study, the ethical issues faced by marketing managers shall be highlighted. The main purpose behind this research investigation is to explore and test the Hofstede four dimensions in Tesco. It shall be able to study what influences the ethical attitudes of marketing managers at Tesco. The research philosophy adopted for this research is positivism.

The research is based on the both qualitative and quantitative means to attain its objectives of finding out the ethical standards and attitudes of the marketing managers working at “Simplicity” in different countries. The study will incorporate primary data for the results as well as the means of correlation and descriptive analysis will be used to analyse the results.

Comment: The candidate has not developed the research title correctly. Although the abstract is included, it has not been properly presented by summarising the required areas, i.e. objectives of the research and methodology used.

The background of the research

Research Topic: Attitudes towards Online grocery shopping in Country-X

According to Country-X National Statistic Office, Internet penetration among Country-X people is at 27.4% in 2011 which increased from 20.1% in 2009. According to MasterCard survey 2010, although Country-X consumers are more familiar with internet and feel more comfortable in online shopping, there are several barriers that still exist that prevent internet users to shop online. Despite high increase rate of Internet accessibility and increase popularity in online shopping in Country-X, online Grocery shopping is considered to be relatively new in the market.

Online Grocery Shopping was introduced into Country-X market in 2010 by 2 retailers, Prime Supermarket and Grocery PC. Both are major players in grocery retail categories in the market however both have lower branch coverage when compare to “Simplicity” which has 660 branches all together nationwide while Prime Supermarket has 190 branches and often are located within department stores. Grocery PC is a hypermarket brand and has 106 branches nationwide and has recently taken over Carrefour brand which helps in expanding their coverage.

However due the vast difference in number of branches coverage compare to “Simplicity”, both brands introduces online grocery shopping service to the customers in order to increase their brand existence through virtual channels.

Based on a study from AC Nielsen (2010) Country-X consumers are relatively price sensitive and highly value convenience when considering grocery shopping which could be factors that have positive effect on willingness to adopt online grocery shopping as online channels often offers attractive value for money and also eliminates locations and parking issues from the consumers’ concerns. However, there may be some barriers in terms of internet usage limitation among older consumers that could prevent consumers from adopting the platform.

Based on the information above, the research paper will be able to help understand consumers’ reaction to the new service and how likely that the new service will be accepted to consumer grocery shopping routine or what are the extent to which retailers needs to take into consideration to ensure that the service is valuable to Country-X consumers.

Comment: An appropriate introduction which clearly describes the background of the research has been presented in the answer.

Rationale

Currently the organisation is advertising their marketing message through the traditional techniques. This was providing enough for the company till couple of years before. They were displaying their marketing messages on the bill boards and sign boards on the strategic places. However, they have seen significant decrease in their customers. The people are getting more information in these days through internet and pre-plan their journey on the basis of that information. The companies who are not on the internet are losing their customers continuously. The company now realised that they are losing their grip on customers, they developed site but it is in process now and soon should have a complete website where they can communicate with customers and give them required information and if they want to buy parking tickets through online then they can get it from there.

The development in technology is pushing the organisations to use more modern and sophisticated marketing integration tools. The purpose of this study is to find out that what is implication of these modern tools and techniques of marketing on combined services provider and how they can use these tools and how they can get success in future by using these tools and techniques. There is quite different scenario of marketing in the future where space for the conventional ways of marketing would be less and new and modern tools will take place for the old and traditional ways of communication.

Objectives

Research topic: Impact of switching cost in retaining customers in the mobile tele-communication industry.

Aims and objectives of research

The proposed research project intends to analyse the concept of switching cost and effectiveness as a barrier to defection and increased customer retention in the mobile telecommunications market in the United Kingdom. The research will be conducted on the customer retention strategies are mainly the switching cost developed by “Mobile-x” of the United Kingdom. Apart from the switching cost created by the service provider the market induced cost to the customer in defecting to another service provider will also be evaluated. The objectives of the research are;

• To critically evaluate the concepts and practices of customer retention employed in the mobile telecommunications industry in the United Kingdom. • To analyse the switching cost to a customer of a mobile telecommunications service provider in the United Kingdom. • To evaluate the effectiveness of cost as a barrier to defection and increasing customer retention

Research questions

The proposed research will evaluate the following research questions and try to answer them with the help of a critical evaluation of the research articles and analysis of primary data collected from the customers.

• What are the customer retention strategies employed by “Mobile-x” UK • What are the different types of switching cost to a customer of “Mobile-x” of the United Kingdom • What is the effectiveness of the different types of switching cost in reducing the defection of customer • How “Mobile-x” UK can increase in customer retention with the help of barriers to defection created by switching cost

Research hypothesis

From the above research questions the following hypotheses are generated which will be evaluated in the report.

H1 – Switching costs are an effective barrier to customer defection in the mobile telecommunication industry

H2 – The higher the switching cost the higher is the retention of the customer

The above research hypothesis may be modified as necessary during the development of the research.

Literature review

Research topic: Impact of switching cost in retaining customers in the mobile tele-communication industry. The development of a relationship with the customer has become an effective marketing strategy mainly in the case of service-oriented businesses. The development of a long-term relationship is a must for increased retention of profitable customers. Customer relationship marketing has three phases; customer acquisition, customer development and customer retention. It is in the last phase of customer retention that an organisation can reap the profits due to the increased quantity and quality of repeated purchases made by the customer. In order to increase the retention rate of customers especially in the case of services such as telecommunications where the customer has to continuously use the services of a provider, many business organisations develop positive and negative retention strategies.

Comment: The research objectives and questions are in line with the research title considered. However, the candidate has not focused on developing an objective for recommendations. When setting the hypothesis, it is important for candidates to mention null hypothesis as well.

The positive retention strategy can be mainly seen from the loyalty schemes developed by organisations. In the mobile telecommunications industry a loyal customer is awarded with discounts and benefits so that a relationship is developed between the customer and the service provider based on positive attitude formation. But according to Xavier and Ypsilanti, (2008) negative retention strategies are much more effective in reducing the defection of customers mainly because there is a cost involved in changing the service provider. A consumer faces a switching cost between sellers and when an investment specific to his current seller must be duplicated for a new seller (Srinuan, Annafari and Bohlin, 2011). According to Gupta (2009, page 215) “the different types of switching costs include exit fees, search cost, learning cost, cognitive effort, emotional cost, equipment cost, installation and start-up cost, financial risk, psychological risk and social risk”. Different industries have different type and levels of switching cost and organisations tend to increase the barriers to defection by positive and negative retention strategies. While the positive retention strategy is based on loyalty formation which is an attitudinal and behavioural concept, the negative retention strategies employ the methods of penalising the customer for changing their service provider (Sutherland, 2009).

The effectiveness of the switching cost as an increased barrier to defection than that of positive retention strategies have been evaluated by the researchers such as Lewin, Williamson and Cave, (2009). And analysis of the literature on customer retention, barriers to defection and switching cost evaluate that most of the costs associated with switching from one supplier to another is not easily estimable. According to Zhu, Ao and Dai, (2011) many consumers does not realise the costs associated with learning a new technology, installation and start-up of a new system or the risk involved in changing from one supplier to another. One of the direct elements of the switching costs is the exit fees; and in the case of the mobile telecommunications market, the organisations employ a strategy of inducing the customer to take up long-term contracts. A customer who has taken a long-term contract will have to pay an exit fee which is an identifiable and estimable cost to the customer.

But the other types of switching cost attacks the risk factors and the learning involved in adapting to a new technology could also be substantial but cannot be easily perceived by the customer (Gupta, 2009). Stork, (2011) have evaluated that some of the barriers to defection cannot be really termed as the switching cost because they cannot be calculated. Taking an example the psychological element of increased risk perception due to the potential reduction in the quality of the service provided by an alternative provider cannot be directly estimated. Intitative research methodology and have recommended that almost all type of negative retention strategies or the barriers to defection can be calculated.

But a further analysis of other research material has not indicated any conclusive proof that the qualitative or perception barriers associated with switching can be easily estimated in a quantitative manner. On this basis it may be said that there is a gap in the available literature on the quantifiable nature or the “quantifiability” of the various types of switching cost to the customer.

The proposed research project and will evaluate a method to analyse the switching cost in a quantitative manner and evaluate the effectiveness of the different types of switching cost to the customer of the mobile telecommunications service provider in the United Kingdom.

Conceptual framework

As identified above there are various types of switching costs and their effectiveness and impact on different customers can be different. In the mobile telecommunications industry the customers can be divided as long term (post - paid / contract) and prepaid (pay as you go) customers and the types of switching costs are different.

The below frame work evaluates how switching costs is able to retain the customers in the mobile telecommunication industry.

Prepaid customer →switching costs → tangible, intangible, psychological barriers (lack of number portability etc..) → converting to post - paid customers (increasing retention) → switching costs (exit fees, device incompatibility etc..) → increased retention.

The above framework will be enhanced and developed during the research when the different types of switching costs are analysed.

Research design and methodology

Research topic: Comparison of Ethical attitude of Marketing Mangers at “Simplicity”

Research Methodology

The development of interview questionnaire, sample details and identification of variables is detailed in this chapter.

Research Philosophy

The research philosophy adopted for this research is positivism. Positivism involves finding and documenting facts using a mix of scientific methods. This research philosophy enables the researcher to explore theoretical concepts and test them to arrive at statistical justification of the results. Scientific methods can be used to test hypothesis and it also allows research to be replicated for further evidence and verification of a relationship.

Comment: In this approach, the candidate has followed a proper flow in structuring the literature. However, the discussion has been prepared without proper sub headings. In addition, there is no evidence for critical evaluation of the literature. The review has been structured as a mere description of literature. When structuring a literature review, candidates are required to compare the findings of other literature and finally provide their own idea about particular factors.

Research Design

Design of research implies the structure of a research work. A research design actually offers the details on the processes and tools utilized to gather required data for the study. Explanatory research is conducted to define and explain the relationship between the dependent and independent variables. It is appropriate while studying markets and market behaviours. Several ways of administering explanatory research are present including group discussion; interviews and questionnaires.

This research intended to observe and explain the ethical boundaries governing decisions taking in the marketing department at “Simplicity”.

Type of Research

This research study is qualitative in nature. The study explores whether ethical boundaries govern the marketing strategies supervised by the marketing manager. In addition, the degree of ethical strength is also measured using categorical variables.

Type of Research

Data Sources

This study is based on two types of data sources – primary and secondary.

Primary Research

Primary research involved collecting of data that does not exist beforehand. The data for such research is collected using different instruments such as surveys, experiments, questionnaires and others. The data is then used to test different relations and hypothesis.

Secondary Research

This type of research involves use of already existing resources including previous studies, journal articles and books. The data used might have already been collected for other purposes and new information is extracted from that data.

Primary data shall include data collected via interviews. Secondary sources shall be used for literature review and other comparative studies to aid the analysis. In view of this being a qualitative study, the data collection instrument chosen is interview method.

Sample

The subjects of study are marketing managers at “Simplicity” designated in different regions across the world. Therefore, the sample is composed of marketing managers heading the marketing departments in geographically dispersed locations.

Sample Size

“Simplicity” operates in 10 countries in addition to the United Kingdom (“Simplicity”, 2011b). Each country has its own marketing department headed by a marketing director and several senior and junior marketing managers working under them. For this study senior and junior marketing managers were selected as the target population for information. The interview questionnaires were emailed to 40 marketing managers. The sample size is adequate for this study, since the target population is small. The sample size is expected to represent at least twenty-five percent of the population.

Sampling Technique

There are a number of sampling techniques available for data collection. However, keeping in mind the requirement of the study and population size, the convenience sampling technique will be used. This particular technique allowed sample selection based on contacts persons and referrals available.

Critique of the Sampling Technique Used

Although, the sampling technique has its advantages (simple and easy); it has its limitations. Convenience sampling is criticized for resulting in sampling bias and skewed results. Furthermore, the convenience sampling technique is also unable to represent the entire.

Data Collection Tools

Since the study is qualitative in nature, the main sources of data collection will be the interview method. Interviews are generally categorized into semi- structured and structured interviews. Semi-structured interviews include a set of closed and open ended questions. Structured interviews have only open-ended questions.

Interviews allow the researcher to obtain qualitative information about the subject of interest. The interviews shall include both closed and open ended questions. They allow personal interaction between the respondent and the interviewer. Such personal interaction allows both the respondent to justify their views and the interviewee to make inferences through the choice of words and the tone of the respondent. Interviews enable the interviewee to make follow up questions or probe further into a certain aspect that they might consider enlightening or important to their research objectives. Furthermore, open ended questions can be asked from respondents that might have been ignored in a survey.

For use in this study, semi-structured interviews were found to be best suitable. Data will be required on measuring the ethical beliefs of marketing managers using categorical variables. In addition, open-ended questions were used to understand the behaviour and attitude of marketing managers as well as their outlook on the market. The ethical attitudes were expected to depict their culture, laws governing the region, and/or the industry standards.

Interview Design

The interview will design carefully so as to save time, and maintain a smooth flow of communication. The first few questions were designed to find the general demographic profile of marketing managers. Next a few categorical closed ended questions were asked such as rating ethical beliefs of the department, personal ethical beliefs, and that of co-workers. The sample will also asked to rate the ethical practices of “Simplicity” as a company. A 5-point Likert scale will used to collect ratings.

The items on the scale depicted levels of ethical standards and personal aspirations. The categories were ‘Very Strong’, ‘Strong’, ‘Moderate’, and ‘Weak’ and ‘Very Weak’. A few questions about ethical practices were raised in relation to the cultural dynamics in their region. These questions were expected to develop an understanding about the issues faced, sensitive issues in their respective regions and problems that they were facing.

Furthermore, the interview contained several questions on sharing experiences and practices that may have caused uproar in the market. The marketing managers were finally asked for their personal opinions and what practices they agreed or disagreed on in light of ethical values.

The interview will kept short and simple. Care will take that the interview will precise. It will be designed to extract essential information in the shortest time affordable for both the researcher and the respondent.

Statistical Tests Used

The statistical tests used in this analysis included chi-square tests and a simple regression technique using the dependent and independent variables mentioned above. The results from close ended questions may also be illustrated using histograms.

Research Limitations

It is always useful to understand the shortcomings of own research and what are the expected effects of the methodology adopted. One limitation of this study is due to the sampling method chosen. The convenience sampling method introduces sampling bias in the study and as a result, the outcomes might be skewed in a particular direction. Due to this bias, the results cannot be generalized for all marketing managers across the retail industry. In fact, the results might not even be representative of all marketing managers in “Simplicity”. Furthermore, the response rate will not as high as expected. The reason will be the unavailability of marketing managers in certain locations. A few also refused to give an interview.

On the other hand, possible limitation is misleading responses and non-accurate data. Many people would not likely to accept they have low or weak ethical standards to the results to self-reflective questions are likely to be skewed. In addition, marketing managers might not be willing to share sensitive issues or other information due to company laws.

Ethical Considerations

Since the topic is a trifle sensitive for companies as large as “SIMPLICITY”, this study had several ethical conditions to follow. The sole intent of this research will to analyse ethical attitudes and relate them to the marketing strategies pursued by “Simplicity” in different regions.

The study in no way intended to use information gained for personal or other gains. Nor will any damage to the brand name expected. The researcher had to gain official permission at “Simplicity” for allowing access to its marketing managers in different regions; which she did. The names of the marketing managers were not disclosed to preserve anonymity on request of the managers.

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Research possible topics

Literature Reviews

Meeting with Supervisor Submit Research proposal Draft

Receive feedback on Draft Recruitment of research participants*

Conduct FGDs* Coding, and transcribing interviews*

Analysis process

Summary and conclusion

Proof read and Editing

Submit research paper

Contingency Plan

As with every project, unforeseen situations may occur which could cause a delay to the project, the author anticipated that the main process that could cause delay to the project falls in the focus groups discussion period of the research. Some problems that could occur can be summarised as below;

Recruitment of research participants

Issues – recruitment of participants may not be completed by the expected timeline.

Solution – Expected number of respondents maybe reduced to reflect the situation, the number per groups may be reduce to 6 respondents per group or 2 mini groups of 4 respondents per segments may be conducted if all 8 respondents timing do not match.

Coding, and transcribing interviews

Issues – Coding and transcribing of all interviews may require time which could delay the analysis stage of the paper

Solution – Researcher will also take shorthand notes during the interview to ensure that there are preliminary data sufficient enough for the analysis process to continue as soon as the interviews are completed and transcribed data will be utilized to confirm the analysis.

Dissertation Assignment answer process

Step 1 Abstract

Step 2 Introduction (Background of the study)

Step 3 Literature review

Step 4 Research design and methodology

Step 5 Result, analysis and interpretation of data

Step 6 Conclusions and Recommendation

Step 7 Reference List and Bibliography

Outline of the Answer

Format The below format and structure can be followed when presenting the dissertation.

1. Cover Page 2. Table of contents 3. Abstract 4. Introduction 5. Literature Review 6. Methodology 7. Findings 8. Discussion 9. Conclusion and recommendations 10. Reference List 11. Bibliography 12. Appendices

Since the first three chapters have been covered in the research proposal, the focus of the guide for the dissertation will be on the findings, discussion, conclusion and recommendations sections only. Note: The first three chapters of the research proposal need to be further elaborated in the dissertation to meet the required depth and breadth.

Abstract

The abstract summarises the entire research for quick reading. • The main research problem or need • The purpose of the research • The methods used for the research • The findings

Introduction (background of the study) Background Candidates are required to provide an introduction to the proposal. To start, it is suggested to introduce the topic and clarify the significance of what candidates are trying to present. Then candidates should focus on explaining the background of the research in the context of chosen organisation. The real situation of the organisation/industry that encouraged the candidate to conduct this research should also be highlighted. Rationale for the research

• What is the research problem? • Why is it a problem? • Why is it a problem now? • What could this research shed light on?

Objectives The research objectives should be in line with the research topic selected and they should comply with the SMART criteria where appropriate. In order to conduct the research in a much feasible manner, the main research objectives can be broken down into research questions, which should be in line with the objectives identified.

Literature review

Research design and methodology Candidates are expected to portray a clear picture of the research as to how it will be conducted. This section should provide a detailed rationale of how candidates intend to achieve the research objectives. Therefore, the following areas should be covered under this section. • Type of investigation (Research methodology, research approach, research strategy, research design) • Data collection method • Sampling method • Accessibility issues • Ethical issues • Research limitations

Results Analysis and Interpretation of Data

The main purpose of this section of the dissertation is to collect results from the research carried out, recording results as well as analysing and interpreting them. Displaying analytical skills will be an added advantage in completing this section successfully.

Conclusions and Recommendations

In the conclusion, you need to address all the research objectives and mention what the final conclusion you made regarding them based on the research findings. Therefore, when structuring the conclusion, it is very important to refer to their search findings. The recommendations should be explained properly and justified based on research findings.

Detailed Guidelines

Dissertation

Finally, students are assessed on their dissertation which has been conducted based on the chosen research topic.

The dissertation is the complete document which includes a lengthy discussion about the research conducted. Unlike the research proposal, a dissertation includes a data analysis, conclusions and recommendations based on the research findings.

The following areas must be covered within the task:

1.0 Abstract

2.0 Introduction (Background of the study)

3.0 Literature Review

4.0 Research Design and Methodology

5.0 Results Analysis and Interpretation of Data

6.0 Conclusions and Recommendations

Abstract

In the abstract of a dissertation, it is necessary to provide a brief explanation about the way the research was conducted and recommendations.

Furthermore, the main purpose of an abstract is to explain:

• The main research problem or need

• The purpose of the research

• The methods used for the research

• The findings

Introduction

In order to contextualise the research stance, candidates are required to introduce the topic and clarify the significance of the research. Since these areas are already discussed in detail in Coursework A, the discussion under this section should be very brief and highlight only the key points.

At the beginning of the introduction, a brief explanation about the research should be provided. The main purpose of an introduction is to explain:

• About the research topic • What the research does • Methods that will be used in conducting the research

Few points to keep in mind when writing an introduction

• When writing the introduction, it is important to look at the subject to see what disciplinary assumptions are posing as challenged. You need to question your ideas and consider the significances of these ideas. Furthermore, it is essential to emphasise the main results and limitations.

Rationale for the Research

The main purpose of this section is to provide a discussion which addresses the following questions:

• What is the research problem? • Why is it a problem? • Why is it a problem now? • What could this research shed light on?

Research objectives

In this section of the research proposal, the main objectives of conducting the research are discussed. The number of research objectives to be covered will depend on the scope of the research. However, it is accepted to include minimum of three objectives. The research objectives should be in line with the research topic selected.

Literature review

The literature review is a critical summary of theories and models in relation to the research topic selected. Mere discussion of theory will not meet the purpose of a literature review; hence, the literature review should build sound arguments based on the literature knowledge and should make a critical link with the situation to be investigated.

To conduct a literature review, you are required to refer to appropriate sources. The main thing to do at the beginning of the search is to identify the leading journals in your discipline.

Structure of a literature review

It is important that to structure your literature review in an appropriate way.

Introduction – The introduction of the literature review should explain its structure, i.e. how you organise your literature under the literature review.

Main body of the review

This is where you discuss the range of sources that you consider particularly relevant to your study. It is important to organise the literature that you found in a logical order. Here you may follow a thematic approach or methodological approach.

Thematic approach means your review takes particular themes to your structure and discusses each one in turn. Methodological approach means analysing qualitative studies first and, followed by quantitative studies.

Information in the main body of the review should be structured in the following order.

• Include basic definitions. e.g. the promotional strategies and consumer behaviour

Once you have mentioned definitions, you may move to discuss why the selected subject is of interest, e.g. importance of promotional strategies, importance of identifying consumer behaviour and the impact of promotional strategies on consumer behaviour. You may refer to the findings in previous researches and industry examples to structure this section.

• Then you may discuss what research has already been undertaken on the topic.

Conclusion to the review

• Finally you may provide a clear summary of the research opportunities and objectives that emerge from the literature review. Above all, you should make the link between existing research studies and your own.

General guidance

A key skill in developing a literature review is to be able to read and review the literature critically. Some key questions that you may ask to help you to critically review an article include:

• What is the main topic under review? • What are the results? • What methodology has the author(s) used? Is it appropriate? • What are the main issues raised by the author? • To what extent do the findings echo existing studies • What question are raised? • Is article fair/biased? • How does the article relate to your own views? • Does the article display a contemporary view or are the findings/sources dated? • What are your own conclusions and the literature?

The literature review provides more detail about what others have done in the area, and what your proposed research would do. You may give main consideration on the following facts:

• The major issues or schools of thought • Gaps in the literature • Research questions and/or hypotheses which are connected carefully to the literature being reviewed • Definitions of key terms, provided either when you introduce each idea, or in a definition sub-section • Questions arising from the gaps that can be the focus of data collection or analysis

In critically review literature you’re required to evaluate the effectiveness of the authors’ arguments, point out areas where much research has been done, as well as areas where more research still needs to be done. It’s also important to compare sources with each other, pointing out where they agree or disagree with one another.

You’re also required to provide an evaluation explaining which authors’ writing you find more persuasive, and why. Finally, you can draw conclusions from your findings, describing what the literature as a whole suggests about the topic.

Research design and methodology

The following aspects should be covered under this section of the research proposal:

In this context, candidates could use the research onion as a tool to discuss the above areas in detail.If you are presenting qualitative data gathered through a depth interview, focus group or other qualitative method, categorise the findings under appropriate headings rather than presenting the responses of each participant separately to be meaningful.

Research onion

This section should provide a detailed rationale of how you intend to achieve your research objectives. You are expected to address the following areas:

• Research Paradigm – E.g. Interpretivism and positivism • Research Approach – E.g. Deductive Research and Inductive Research • Research Purpose – E.g. Exploratory, Explanatory & Analytical • Research Strategy – E.g. Experiment, Survey, Case Study etc You are required to explain each method theoretically. Then separately mention what you have selected and justify your selection.

It is important to arrange the discussion for each layer as follows:

1. Brief explanation of option available 2. Select one suitable method/ approach 3. Provide justifications for the recommendation/selection using theoretical references. Research philosophy

Positivism

In this approach, research is conducted objectively. The researcher stays outside the research situation and tries to reduce his bias on the research result. Then the research is conducted objectively. Due to this objective nature, the findings of the positivism approach can be generalised to the whole population. This research is usually based on a deductive approach, moving from theory to observation.

Interpretivism

In this approach, the researcher enters into the social world where the research is based and conducts the research. This kind of research is mainly based on observations and is subjective in nature. Sometimes researchers may even observe research participants while working alongside them.

Interpretivism is mainly based on the inductive approach, moving from observation to theory. In this approach, researches do not focus on finding a cause and effect relationship, but focus on studying certain social phenomenon to understand it and interpret their idea about that phenomenon.

Pragmatism

This method can be described as a mixed method of positivism and interpretivism. There is always a debate about the choice between either positivism orinterpretivism. If the researcher believes selecting one philosophy among them is somewhat unrealistic in practice, he/she can adopt the pragmatist position. This philosophy helps researchers avoid pointless debates about concepts such as truth and reality.

Research approach

Students are expected to give an explanation on the research approach they are proposing for the research. It is essential to provide proper justifications along with the discussions.

Research strategies

This is also known as the research design. The research strategy or the design can be:

• Experimental • Survey • Case studies • Grounded theory • Ethnography and • Action research

Students are also expected to discuss the appropriate strategy for their proposed research. The justifications for the selected methods are essential. Furthermore, justifications may be based on the strengths and weaknesses of the selected method.

Time horizons

A longitudinal study is a correlation research study that involves repeated observations of the same variables over long periods of time — often many decades.

Data collection methods

This is one of the main important aspects of the research methodology. Candidates are required to discuss on data collection methods used in the proposed research.

Under data collection methods, it is essential to discuss whether the research is based on secondary data solely. The justification of selected methods is important.

Secondary data collection methods

These involve processing data that has already been collected by another party. Researchers normally consult previous studies and findings such as reports, press articles and previous market research projects in order to come to a conclusion.

Secondary research is also known as desk research. Secondary research is the most common research method used in the industry today.

Secondary data is used in many studies and researches because it can be obtained at a fraction of the cost and time compared to primary data collection methods.

Limitations of secondary data would be the availability, applicability, comparability and the level of accuracy of data.

Important: For the Undergraduate Major Project, students are required to use only a range of secondary sources.

Sources of secondary data

There are mainly two sources of secondary data as follows.

1. Internal Data – This data is already available in the organisation which helps there searcher fulfil his/her research needs.

2. External Data –This data originates outside the organisation which meets the research needs.

It is always worth collecting and evaluating internal secondary data before seeking external secondary data.

Following are different sources from where data can be gathered.

Internal secondary data

- Customer database

- Marketing decision support systems

External secondary data

- Internet and search engines

- Directories

- Published marketing researches

The following diagram depicts the different classification of secondary data.

Evaluating Secondary data

There could be a situation where the candidate has gathered an abundance of secondary data. Yet, the candidate is required to decide what to include and what to omit from the research. Blumberg et al (2008) list five factors that should be taken into account when evaluating secondary data.

• Purpose – The main point to consider here is the extent to which the purpose related to your own research. It does not necessarily have to be a ‘perfect fit’. If, for example, you are conducting research into cultural differences between Japanese and US consumers, you may find that a similar study focusing on US and South Korean consumers may be of relevance. • Scope – Scope covers such qualities as the age and the amount of data available, whether the information is up to date, how frequently data are update, what period of time do they cover, how information is presented, etc. • Authority – A more well – known and credible authority on a topic is likely to be more reliable than an unknown source. Assessing the credibility of the authority will allow the candidate to determine whether or not the data warrants inclusion in his/her own research. • Audience – The intended audience is a good indicator of the nature and quality of the date. Classifying the data on the basis of commercial and academic content can help to formulate judgment as to its appropriateness for the research under consideration. • Format – The format of the data (E.g whether it is hard copy or an electronic version) dictates the ease with which you can access and interpret the data. Secondary data must be viewed with the same caution as any primary data that the candidate collects. The candidate need to be sure that;

• He/she will be able to answer the research questions and to meet the research objectives

• The benefits associated with their use will be greater than the costs

• The candidate is allowed to access the data

Secondary sources collected by the student may appear to be relevant at first. However, after closer examination the information provided may be irrelevant as per the research area. It is therefore important to evaluate the suitability of secondary data sources for the research.

The following table consist of a checklist which the candidate could cross check in order to evaluate their secondary data sources.

 Does the data set contain the information you require to answer your research questions and meet your objectives?

 Does the data set cover the population that is the subject of your research? Does the data set cover the geographical area that is the subject of your research? Are the data for the right time period or sufficiently up to date? Are data available for all the variables you require to answer your research question(s) and meet your objectives? How reliable is the data set you are thinking of using? How credible is the data source?

Research limitations

Students are expected to discuss the limitations of the research they would come across.

Examples of different research limitations

• Due to the sampling method chosen

• Misleading responses and non-accurate data

• Limited available time budget

• The necessity to integrate multiple methodological perspectives

Ethical consideration

Research ethics is another important aspect that should be addressed in the research proposal. However, the researcher needs to divulge any ethical issues that may occur in the research process.

Results Analysis and Interpretation of Data

The results analysis and interpretation of data section is only included in the dissertation. This is an important step in the research process. It provides the opportunity to reveal important facts about the research topic and to uncover trends. Performing in-depth data comparisons using the research results will enable a researcher identify relationships between various data.

The main purpose of this section of the dissertation is to collect results from the research carried out, recording results as well as analysing and interpreting them. Analytical skills will be an added advantage in completing this section successfully.

Prior to performing an in-depth analysis in this section, it will be more appropriate to revisit the following questions.

• What were the objectives that were intended to be accomplished by conducting the survey? • Has the correct data being collected in order to accomplish the objectives of the research? • Is the data collected sufficient to meet the objectives of the research?

Revisiting the above areas does not mean that it requires amending the research at this point; however, this task will help the analysis not deviating from the scope of the research. For example, analysing data and results which do not meet the objectives and the relationships discussed in the hypothesis will not add any value to the research conducted. To avoid such circumstances, the researcher should check the objectives and hypothesis which were identified at the beginning. In the process of analysing, converting data collected to information is an important step. For example, this can be done by creating tables, graphs or charts.

In addition, this section of the report should not be in a mere descriptive format. It should rather be presented in an analytical manner together with literature where appropriate.

Further, this section should provide an interpretation between the data collected and the research objectives whilst creating reasonable judgements.

To summarise, the steps in this section of the dissertation can be listed as follows;

• Revisiting the requirement and the scope of the research • Preparing a plan how analysis should be carried out • Entering data and analysing data • Interpretation of data • Reporting with sound judgements

General methods of analysing data

• Graphical analysis - Graphical analysis means displaying the data in a variety of visual formats that enable to identify the patterns and differences among the results. There are many different graphic options available to display data, the most common being Bar, Pie, and Line charts.

• Frequency Tables - Frequency tables are another form of basic analysis. These tables show the required data set as a percentage of the total sample selected.

Product category Number Percentage

Product - A 500 50% Product - B 300 30% Product - C 100 10% Product - D 100 10%

• Cross Tabulation

Cross tabulations or cross tabs are used to compare two subgroups of information. They help to compare data from two questions to determine if there is a relationship between them.

For example, cross tabs are used most frequently to look at answers to a question among various demographic groups.

Example:

Identifying the impact of sales of Product-A on sales of Product-B

Area Considered Product A Product B

Sales in Region -X 40% 20%

Sales in Region -Y 30% 10%

Sales in Region -Z 10% 0%

Sales in Region - P 45% 25%

• Regression Analysis

Regression analysis helps in identifying a relationship between two or more given sets of data using mathematical formulae.

Example:

Graphical representation of regression analysis, which shows mathematical formulae between sales and cost

The distinction between literature review and Secondary data analysis

It must have been understood that role that secondary sources play in conducting the literature review. However, secondary data can also form a major, if not exclusive, part of the analysis section. At undergraduate level you are required to focus the dissertation entirely on secondary data, the candidate needs to make a clear distinction between the literature review and the analysis section.

In essence, the literature review is likely to be one or two chapters and will come before the secondary analysis. Unlike the literature review section, secondary data analysis may involve using previously published data as the focal point of the analysis. Whereas the literature review may describe your chosen research area, and compare and contrast similar studies. However, secondary analysis is likely to involve a detailed analysis of your chosen data sources.

Remember to justify the choice of data and sources. Reasons might include; the reputation of the source, the contemporary nature of the study, the sample size, or simply that it is the only recognisable study conducted in the candidate’s area of research (Wilson, 2010)

Conclusions and recommendations

This is the final section of the dissertation that sums up the findings of the research conducted. The main purpose of this section is to provide a conclusion based on the findings of the research. This section can be covered under the below mentioned sub-topics.

1. Conclusions

This section provides the opportunity to discuss the results obtained beyond what they mean statistically; interpret the findings and indicate what can be concluded from them. In the conclusion, it is necessary to indicate whether the results confirm, totally or partially, when compared to original expectations or predictions. Further if any hypothesis were identified, it should explain whether it was supported and why.

Additionally, limitations inherent to the research can be discussed.

Further in this section, it is necessary to address the relationship of the results with the objectives of the research.

2. Recommendations

In this section, it is required to provide recommendations based on the conclusions provided.

In other words, when any loopholes or weaknesses are identified from the conclusions based on the data collected for the research, recommendations should be provided in order to overcome them or to minimise the impact of the weaknesses.

3. Recommendations for further research

In this section, a provision can be provided for future projects based on the conclusions derived from the research. In this regard, it is necessary to make a formal recommendation regarding the alternative that is best supported by the research.

Helper Questions

What is the structure that should be followed to present a dissertation?

The dissertation should be structured in the following order. • Introduction • Literature review • Research design and methodology • Results, analysis & interpretation of data • Conclusion & recommendations Is it compulsory to include an abstract in the dissertation? Yes, it is important to include an appropriate abstract and summarise the entire research in rational manner. Is it sufficient to use only secondary sources for the research? For the Undergraduate Major Project, students are required to use only range of secondary sources. What is the word count required for the dissertation?

The word limit for the dissertation is 10,000 words.

Sample Answer

Note: Please note that these are sample answers for similar requirements. However, candidates are required to develop their own answers that correspond to the selected research topic and scope.

Title: Analyse the impact of public relations on brand loyalty: a case study of a mobile network company Vodafone UK

Abstract

The purpose of the study is to analyse the impact of public relation on brand loyalty of Vodafone UK. A firm could ensure higher market share if it is able to build higher customer loyalty. In this study in Chapter 1 discussions have been made related to research background, company background, research objectives. In Chapter 2 clear definition of PR,objectives of PR, advantages and disadvantages has been discussed. Furthermore the relationship between PR and brand loyalty has been discussed in Chapter 2 as well as impact of PR on consumer behaviour and current PR practices at Vodafone UK has also been described.

In Chapter 3 the overview of methodology has been given. The research philosophy was based on positivism and a deductive approach has been made to conduct the research. In methodology quantitative and qualitative analysis has been done. Quantitative data have been gathered from 55 customers of Vodafone UK, while qualitative responses have been accumulated from 3 of its senior managers. In Chapter 4 findings and analysis has been done by using quantitative data and qualitative data. The quantitative data have been illustrated via graphs and charts. From the illustrated data, it could be inferred that although Vodafone follow some

strategic PR policies by developing its brand image via ads and newspaper, yet it lacks in few places. In Chapter 5 the researcher finally linked the findings with the prior set research objectives. The company does not follow targeted PR policy that could have helped the brand in developing loyalty among its target mass. In the final phase of the research study recommendations (based on SMART objectives) were stated for improvement of the process currently employed by Vodafone, U.K.

Introduction

Within the competitive business arena, customer attraction is considered to be a significant management task. However, contemporary businesses are even required to retain its present customer base and further its scope to build long-term relationship with them. Gautam (2012) considered that in all possibilities, loyal customers are likely to opt for repurchase of the same brand or service and would also be willing to pay at a premium price only if the specific effective Public relation with customer’s traffic is maintained. Several authors have stated varied definitions of PR. While Newsom and Haynes (2011) mentioned PR relates to communication management between an organization and its public, Oliver (2007) however defined PR as relationship management. Contrary to the latter definitions, Aaker

(2012) even described PR as management functions that develops mutually beneficial relationship between the public and the organization upon which the latter’s market sustainability depends.

A specific firm could ensure higher greater market share if it is able to build higher customer loyalty. Anderson (2005) determined that PR is an effective promotional tool that assist businesses to build favourable customer relationships, effective corporate image, ward off any kind of rumours and ensure that its target mass remain loyal to the brand. As loyalty could be achieved through repeat purchase that is basically a result of the high level of brand’s perception in the consumer’s mindset, it is obvious that companies are looking beyond the traditional marketing tactics and resorting to innovative PR polices.

Anderson and Sullivan (2003) determined that a crucial challenge that contemporary firms are facing is to gain advantage over its competitors in fulfilling customer needs. The increasing customer demand could be considered to be a reason behind firms’ failure to stick to its USP and be able to periodically increase customer base. Hence, businesses are required to show greater concern for the customers and strive towards building relationships that would fulfil the agendas of the target mass (Balaji, 2009).

Company background

Vodafone is one of the leading mobile communication service providers that are operating in 70 countries across the globe. The company reports published in March 2012 revealed that in UK the services of Vodafone is enjoyed by 19.2 million subscribers making it the third largest the third largest telecommunication network behind EE and O2 (Vodafone.co.uk, 2014). The main objective of the PR department of Vodafone is to develop a positive image in the mindset if its target mass by following an integrative

PR approach. The main role played by the PR communication leader of Vodafone is to be able to develop an increasingly connected world by delivering services as per the total communication needs of its target individuals, businesses and communities (Anderson et al. 2008). Few of the PR strategies that are used by Vodafone are: advertisements, corporate ads, hoardings, press releases and media interviews. However, Vodafone’s online PR strategy had lately backfired wherein an anti-cut protest group had levied comments against not paying its fair share of UK tax which was not cleared by any of the company’s authorities (Bruce, S., 2014). The issue had partially impacted the brand loyalty building motive of the business. Nevertheless, the company is striving hard to strengthen its PR policies to build loyal customer base.

Research objectives

The following are the current research objectives:

• To study the public relation practices at Vodafone UK. • To assess the effectiveness of public relations on the customer

behaviour. • To determine the extent to which public relations has been able to

develop brand loyalty.

Research Questions:

Undernoted are the research questions, derived from the objectives highlighted above:

• How are customers affected by public relation initiatives? • What are the possible ways by which the connectivity with the

customers can be increased?

• Identify the process by which brand loyalty of the customer can be improved by following public reaction strategies.

Research rationale

In line with the current research topic, the study would stress on evaluating the process by which PR activities could strengthen the brands in developing loyal customer base. Although PR (as a cost effective measure) has scope to develop customer connect by acknowledging the needs and preferences of the target mass, the supporters of traditional advertising still considers that advertising has enough scope to impact the customer’s brand loyalty. However, as several companies like the ones in the telecommunication sector are striving to lower marketing budget, PR strategy has regained its identity. Also the global economic slowdown has forced the telecommunication companies to practice austerity while developing strategies towards brand loyalty. PR strategies are effective for redesigning a company’s marketing mix to better develop brand image among its target base. Thus, the significance of PR activity cannot be wholly negated as the brand value in the telecom industry is build via effective talk plans, connectivity and technology platforms. This research is thus vital for telecommunication firms operating in the competitive environment to shuffle their marketing strategies and devise suitable marketing policies for themselves. The results derived from the current research can also be used by company’s not having a formal PR structure to impact the brand loyalty of its target customer base.

Literature review

*Only a section of the literature review is presented

PR is considered to be an effective tool helping businesses to be able to develop closer customer connect at the same time facilitate in building brand image and identity. Although several practitioners have relied heavily on traditional advertising as a tool to develop product awareness, contemporary marketing analysts pointed out that there is no other best method to develop positive brand perception other than PR policies. Caruana (2002) responded that PR and promotional strategies play a significant role in selecting and publicising the mass media content that would impact public opinion and behaviour. Based on the content that is been targeted to the audience, the latter develops a perception as to whether the brand is truly customer-centric or otherwise. While on developing a positive brand image, a consumer tries to remain loyal to the brand, poor PR policies can result in low brand loyalty. However, PR policies even have several pitfalls to adversely impact brand’s loyalty decision making. Gautam (2012) stated that as there is lack of control over the published content in the virtual media, a brand might be affected by the poor PR polices.

Nevertheless, as in the present competitive market businesses are focussing on the customer retention, PR policies could be considered to be an effective process to build enduring relationships with the target mass.

Public Relations:

Several authors have laid down different definition of Public Relation, although most marketing practitioners considers the definition laid down by Taylor et al. (2004) that PR is a strategic communication process that build mutually beneficial relationships between organizations and the public. Relation here refers to public relation where that is helpful in bringing together organizations (stakeholders) and the individuals (target mass). By following PR process of two-way communication, organizations

pass on product or service information to the public (target mass). PR is helpful in contributing to the organizational goals and its effectiveness in monitoring the environment, reconciling goals and missions with those of the strategic public. However, Richard and All away (2013) identified that the personal, professional and community relationships impact the satisfaction level of the public. Herein, PR plays a crucial role to build mutually beneficial relationships with the key public members. The PR officials of several organizations advance the possibility of establishing and maintaining crucial image with the public. The core operational motto of all PR offices is to ensure that the target mass of a company obtains synchronised and constructive messages from the firm (Rowley, 2001). The PR initiatives undertaken by the officers are basically multidimensional relationships that are designed to advance a positive feeling among the end-users towards the brand. Creation, extension and the retention of this specific mutual relationship would lead to customer loyalty that is crucial in communication. In order to benefit from the communication process, PR personnel use the following tools:

• News • Mobile marketing • Audio visual materials • Press Conferences • Company newsletter A positive company image is built by the above mentioned communication tools to impact the loyalty decision making among the target mass.

The work of PR professionals of organizations is more to just ad goodwill for the business. However, Poon et al. (2012) mentioned that by adding goodwill to the firm, consumers are able to positively perceive the brand, its products and services. The positive perception thus derived from the

goodwill development process attracts a consumer to brand and thus builds the loyalty factor between each other.

Phillips et al. (2008) opined that PR professional’s ad value by helping in creating brand image of an organization through:

• Identifying the existing attitude of the public towards the firm to help in strategy development to resolve any issues and advance customers’ loyalty. • Design a proactive PR policy rather than a reactive one to further the scope of developing brand image. • Execution of the plan and • Judge the effectiveness of the plan.

Objectives of PR

Like any other form of marketing promotions, the objectives of PR policies are to develop awareness and demand of a specific brand in the market. It furthers the scope of generating interest among the target mass so that they feel inclined to experience the brand. However, other objectives of PR are:

• Building product awareness:

Oliva et al. (2012) denoted that while introducing a product in the market, PR attracts the attention of the consumers through media placements and special events. This awareness scheme develops product knowledge among the end users.

• Developing interest:

The several PR policies generate an interest among the consumers and motivate them to the experience the brand i.e. its products and services

(McQuitty et al. 2000). Only after experiencing a product and service, a target customer could judge whether the same is actually so useful or otherwise. A loyalty is developed on being satisfied with the usefulness of the product.

• Provide information:

Via websites, newsletter and articles PR helps in detailing various usages of a product. Low and Mohr (2010) stated that PR can be used to provide customers with any possible detailed information regard the product such that they develop a loyalty towards the same.

• Stimulate demand:

Promotion by publishing a stimulating article in the newspaper can increase sale. This specific PR policy can develop an inclination and positively influence the purchase decision making of the target mass (Kohli and Thakor, 2007). With the passage of time they develop loyalty towards the brand in generating revenue.

Relation between PR and Brand/ Customer Loyalty:

Customer ppr and customer loyalty are directly proportional and Increases or Decreases in the same direction.

Eisenhardt (2008) suggested that store image depicts indirect relationship with customer loyalty through store satisfaction. Quality is also an important factor that directly or indirectly influences customer loyalty. However, in addition other factors such as relationship with customers and social values, beliefs and culture have also positive impact on customer loyalty, though they exhibit lesser degree of importance (Reeves and Bendar, 2004). Corporate image plays very valuable and most important

role in future loyalty. Future loyalty is greatly influenced by corporate image than those of other factors.

Impact of PR and Consumer Behaviour:

Public relation is an interdisciplinary field which draws upon a wide range of other disciplines for applicable research. Anderson and Mittal (2000) opined that, the relationship of organisations to people is presumably the focus of public relations. In telecom industry it is mandatory to facilitate the customer to act on the purchase intentions.

Consumer behaviour can be derived as Affect= Moods+Emotions whereas, the areas of application of affect are experiential perspective, attitude formation, information processing, choice behaviour and post purchase process. The post purchase process includes brand loyalty, complaining behaviour and satisfaction etc. So all these areas of application could be improved and would have a good impact on consumer buying behaviour in the context of public relation.

The PR team needs to consider the attributes of consumers and the factors that contribute to the buying behaviours. According to Becker et al (2009), consumer buying behaviour can be linked to five stages to internal psychological processes:

Research design and methodology

*Only a section of the methodology is presented

Research Proposition:

Considering that the current research is basically a case study regards to the current PR policies at Vodafone, the chosen sample are 55 customers and management officials of the case study firm. Mixed method of data

collection has been opted for the study. Positivism philosophy, deductive approach and descriptive research design have been considered to be used in the study. Also to avoid any biased behaviour in sample selection, the researcher opted for choosing the quantitative sample by the process of random sampling technique that is a part of non-probability sampling process. However, the data have not only been collected from primary sources but secondary process of gathering data’s has been included in the current study.

Research Philosophy: Positivism

Brannen (2009) opined that research philosophy is concerned about the process by which a data about a certain event should be collected, analysed and utilised. Among the available research philosophies (positivism, realism and interpretivsim), the researcher opted for positivism philosophy. Positivism philosophy is scientific in nature while others base conclusion either on the level of interpretation (that might be incorrect) or study of the social issues (that is not significant enough for the current study). Positivism philosophies consider factors like end user behaviour, motivation and decision making. The researcher have tried to relate the impact of PR skills on the loyalty or purchase decision of the target mass of Vodafone. Positivism even supports primary data collection that have also been triangulated secondary response to analyse the extent to which the PR skills of Vodafone have been able to impact the loyalty decision making of its target customer traffic.

Research Approach: Deductive

Inductive approach is used to arrive at potentially fresh theories while deductive confirms an existing theory (Cameron, 2009). The choice of waterfall model (deductive approach) is apt for the current study as the researcher has primarily searched theories based on the current study to

prove the hypothesis through observations of the data. In place of developing fresh theories, the researcher has rather tried to relate PR and brand loyalty. Post analysing the specific ways by which the consumer behaviour is influenced by PR strategies, the researcher have arrived at a conclusion. By the process of linking both the primary and secondary data’s the researcher have been able to analyse the exact extent to which PR impacts brand loyalty and its effectiveness at Vodafone UK.

Research Design: Descriptive

Information’s reacting to the current status of events or objects is gained by using descriptive research design (Corner, 2002). Unlike other research designs, descriptive design helps in the detailed collection from both primary and secondary sources. It even supports mixed data collection methods that also been used in the current study to analyse the impact of PR skills of Vodafone UK on developing brand loyalty among its target mass. Not only have studied the background of PR and its significance, a relation have even been drawn with brand loyalty to fulfil the research objectives as well as the research questions.

Research methods:

Both qualitative and quantitative research methods have been considered for the current study. Freshwater (2007) determined that quantitative data collection method is basically pictorial representation of the available primary response that facilitates in easily grasping the issue and derive possible inference from the same. Large number of information regards to PR and brand loyalty has been collected from customers of Vodafone UK that would further the scope to widen the study. Quantitative data could even be collected within a short time as identical questionnaires have been distributed among all the chosen samples.

Miles and Huberman (2006) stated that qualitative data allows researcher to accumulate data in natural setting to determine the variables of the social behaviour. As it is descriptive in nature, the researcher could accumulate detailed responses on the effectiveness of PR strategies of Vodafone UK to develop loyalty among its target customer base. Mixed method is thus helpful to evaluate the responses through quantitative method that have been tested and substantiated by qualitative method.

Data collection method:

The data collected for the current study involves: primary and secondary sources. In order to collect primary data, the researcher has used instruments like questionnaire that have been distributed among the chosen quantitative sample. Morgan (2007) stated that primary data collection helps to understand the opinion of the participants. For the current study, the researcher have distributed close ended survey questionnaire among the customers of Vodafone UK to analyse the topic from their perspective. However, qualitative data have been accumulated via interview sessions (Morse, 2007). Qualitative questionnaire are generally open ended thus facilitating in gathering some detailed response on the current study topic. The interview sessions was basically a 20 minute session within which the opted sample were asked to appear on prescheduled and preapproved questionnaire.

Secondary data for the current study have been gathered from: books, journals, company bulletins, annual reports, newspaper and magazines.

Sampling method:

The choice of sampling procedure impacts the possibility to accumulate authentic data from vast pool of respondents. In order to avoid any biasness while selecting the sample, the researcher has opted for

probability sampling method. Morse (2007) mentioned that probability sampling method provides each respondent equal chance to be selected from the population thereby representing true population characteristics. Also as within the time frame it is not possible to gather response from the entire population, the researcher opted for simple random sampling process wherein the respondents have been selected at random basis.

Findings and analysis

*Only a section of the findings and analysis is presented

Introduction:

Post studying the current research based on secondary data, the current chapter details the primary data collected from the chosen respondents. However, the primary data have been subdivided and detailed in the current chapter. The quantitative data have been illustrated via graphs and charts. From the illustrated data, the researcher has drawn possible findings and conclusion that could however be the actual inference in the final chapter. The qualitative section involves the descriptive data that have been detailed in the same manner as collected. In order to link them with secondary data, the researcher have performed data triangulation.

Part A: Quantitative Data:

1. Your Name: 2. Are you aware of the PR practices of Vodafone? Options Frequency Total Respondents % Response Yes 35 55 64% No 12 55 22% Neutral 8 55 14%

Table 2: Awareness of PR practises of Vodafone

Findings:

From the above results that has been obtained shows that maximum number of respondent customers (64%) are well known about the PR practices of Vodafone. Only 14% customers are neutral about PR practices of Vodafone and 22% of customers are not at all aware about the PR practices of Vodafone.

Analysis:

In section 2.1 Rowley (2001) stated that the core operational motto of all PR offices is to ensure that the target mass obtains synchronised and constructive messages from the firm. From the results, it can be interpreted that Vodafone is very popular among the customers in PR platform. On the other hand, only 22% of customers are against the awareness of Pr practices of Vodafone and 14% were neutral in opinion and a sum of 36%

Conclusion and recommendations

*Only a section of the findings and analysis is presented

Linking with the objectives:

Objective 1: To study the public relation practices at Vodafone UK.

From Part A question 3 it is seen that most of the respondents giving preference to sponsorship as good PR practices at Vodafone UK. As mentioned by Holland and Light (2009) in section 2.4.5 it could be inferred that increased commitment to social activities could improve brand loyalty in the context on PR platform. Furthermore from Part A question 4 it is clear that majority of customers are satisfied with PR policy of Vodafone. In section 2.3 Anderson and Mittal (2000) stated that the relationship of company to people is presumably the focus of public relations. It is clear that Vodafone is facilitating the customer to act directly on the purchase intentions. However from Part B question 1 it is clear that Vodafone follows a number of PR strategies to impact on loyalty decision making of target customers as mentioned in 2.4 from the website of Vodafone.co.uk, 2014. According to Cadogan and Foster (2012) the company has been able to build brand image through advertisements, hoardings and media interview (refer to section 2.4, chapter 2). From Part A it is clear that Vodafone is doing maximum of sponsorships whereas Holland and Light (2009) on section 2.4.5 argued that the sponsorships are no effective means to develop closer customer connect. It can be inferred that PR strategy of Vodafone is more focused to develop brand image whereas penetrating the market and deriving the loyalty of target mass could be an important strategy in maintaining good PR strategy in the context of brand loyalty.

Objective 2: To assess the effectiveness of public relations on the customer behaviour at Vodafone UK:

Effectiveness of PR on the customer behaviour at Vodafone UK can be linked with Part A question 5, question 6, question 7 and question 8. From question 5 it can be inferred that mostly the impact of PR to consumer behaviour influenced by social media as stated in section 2.3 by Chintagunta et al. (2007). On the other hand from question 6 it can be inferred that Vodafone is maintaining good relationship with customers to establish product awareness, brand image. From question 7 and 8 it can be inferred that maximum respondents have the chances to alter loyalty decision if Vodafone shows nay discontinuation of its PR strategy whereas in section 2.1.2Carrillat and Astous (2012) criticised that virtual PR policies are often risky since it is accessible even by competitors who can spread any rumour to lower the brand’s image and its loyalty factor and it can be linked to question 8. However, it can be concluded that the effectiveness of PR on the customers behaviour has to be assed to maintain brand loyalty as it is seen in Part B where Holland and Light (2009) in section 2.3.5 argued that social media is quite an effective source to create closer customer connect, acknowledge their needs to build brand image and impact their buying behaviour.

Recommendations:

Various marketing firms and business organizations have adopted suitable and necessary PR strategies to increase the brand name and loyalty. Brand image is directly correlated with brand loyalty. If brand identity increases through necessary PR and aggressive marketing strategies, brand loyalty would automatically increase.. Brand loyalty is an important criteria to retain customers.

Vodafone may adopt these necessary steps to increase brand loyalty, as discussed and mentioned below –

Importance should be given on acquisition of customers: (S)

The proposed customers of Vodafone UK should be specific in the sense that the company should be clear who to target. A real loyalty program should be smart and focused on garnering valuable and important information from customers, what they have wanted and their needs expectations from organizations and who would be the more profitable and less profitable customers for their organization. The loyal customers segment would be more specific, because they are the customers who can refer somebody for the product or service on behalf of the respective company and thus saves the cost of advertising or promotions for the organization. Such customers would remain loyal to the brand even if the latter commits any error.

Customer retention strategy to improve business growth: (M)Irrespective of the size of business, there is a need to have some objectives such as; generating revenues or profits give something in return to the investors or society and to maintain corporate social responsibility

Vodafone UK has to set specific objectives, setting goals, prioritize goals and needs, and execute tactics through a series of PR activities. Like for example, if customer retention rate could be increased by approx. 5 % then profit could have been increased approx. 25% to 95%. Measurable PR activity is one of the most important activity, but unfortunately among the most overlooked PR activities.

Setting of objectives, that could be achievable: (A)

As a part of PR strategies of Vodafone UK, the business is required to give considerable stress to derive answers to the undernoted queries:

At first, a set of questions have to be answered, properly?

1) What does the organization want to communicate? 2) What are the target audiences? 3) At what tone should the organization communicate with the audience? 4) What is the story, the organization wants to tell? 5) What objectives do the organization wants to achieve? By deriving answers to all above questions, Vodafone UK would be able to set targets that are achievable.

Future scope for study:

There are certain scopes within this research study of Vodafone (UK) that could be utilized and analyzed in some other researches for the betterment and to strengthen the PR activities undertaken by Vodafone (UK) to develop brand loyalty. The comparative study of the PR activities adopted by Vodafone (UK) and at the same time by other telecom companies has not been properly implemented in this study, which could be the beneficial objectives of other researches. This research also lacks the development and progresses of recent PR strategies and business applications of other businesses in the telecom industry. Inclusion and impact of different responses of the subordinate staffs of Vodafone (UK) to judge and measure the PR strategies could also not been properly studied in this research which could be used in some other research work.

Limitations:

Like some other projects, this project also has some limitations. Qualitative data collected from the respondents were very less and too few to measure. Screening the secondary data, after gathering the primary data collection, was time consuming and took much time. The primary respondents were reluctant and took considerable time to response to the questionnaires, sent to them. These all processes hampered the progress and delayed the proper delivery time of the project within the time frame.

Comment: Overall, the candidate's attempt is commendable. He/she has structured the report professionally with required facts in most of the sections. Nevertheless, under methodology, the chosen methods have not been supported with sufficient reasons. Even data interpretation could have been improved with more reasons and facts.

Useful Information

Reference Web links

Name Website

Study Guides http://www.studygs.net/proposal.htm http://www.library.illinois.edu/learn/research/proposal.html https://www.mrs.org.uk/ http://www.research-live.com/ http://www.experian.co.uk/marketing-services/ http://www.researchandmarkets.com/ http://www.statistics.gov.uk/hub/index.html www.marketresearchworld.net/index.php?option=com_content&task=view&id=883 www.macorr.com/sample-size-methodology.htm

Business case studies

http://www.amaze.com/case-studies/ http://www.bigmouthmedia.com/clients/case-studies/ http://www.brandingasia.com/cases/cases.htm

http://www.studygs.net/proposal.htm

http://www.library.illinois.edu/learn/research/proposal.html

https://www.mrs.org.uk/

http://www.research-live.com/

http://www.experian.co.uk/marketing-services/

http://www.researchandmarkets.com/

http://www.statistics.gov.uk/hub/index.html

http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=883

http://www.macorr.com/sample-size-methodology.htm

http://www.amaze.com/case-studies/

http://www.bigmouthmedia.com/clients/case-studies/

http://www.brandingasia.com/cases/cases.htm

Format and Presentation

Format and presentation of a dissertation or a research proposal is also an important element to be considered. It is not worthwhile to have an excellent mechanism of conducting the research and building critical arguments, if these details are not presented in a more structured and a legible manner. Hence, format and presentation of the research proposal is crucial.

There is no rigid set of rules that should be followed with regard to format and presentation of a dissertation; however, below mentioned steps will enhance the quality of the final report prepared for the dissertation/research proposal.

• Creating a clear and a concise cover page

• Keeping uniformity in left and right margins throughout the document.

• Maintaining the uniformity in font type, font size and line spacing throughout the report. ( Example: Font Types: Calibri , Arial , Font size: 9, Line Spacing: 1.5, or double spaced)

• Research should be double-spaced, with page numbers at the bottom, 12-point font, and 1-inch margins.

• Using a professional tone throughout the report and avoiding ambiguity when presenting data/judgements.

• Arranging data in a logical manner where appropriate.

• Making the report free from errors and grammatical mistakes.

• Providing references appropriately and sufficiently.

Common mistakes of candidates

• Failure to provide the proper context to frame the research question.

• Failure to set the limits of the boundary conditions for your research.

• Failure to cite main and most important studies.

• Failure to accurately present the theoretical and empirical contributions by other researchers.

• Failure to stay focused on the research question.

• Failure to develop a coherent and convincing argument for the proposed research.

• Discuss mostly on minor issues and less focus on the major issue.

• Too much incoherent — going "all over the map" without a clear sense of direction.

• Too many citation lapses and incorrect references.

• Too lengthy or too brief- You MUST always stay within the word limit.

Harvard Referencing System

Citing references in the text

In- text citations should give the last name of the author or editor, the date of publication and, where necessary a precise page reference which is separated from the rest of the information by a comma. Some examples are listed below:

Single author

• Kaufman (1987) advances the notion that elderly people maintain a sense of continuity with their past lives. • Health is dynamic and this makes it difficult to define it unambiguously as a concept (Seedhouse, 1986). • Early recordings show how distinctive the orchestras of different countries sounded at the start of the twentieth century (Roberts, 1989, p.22-48).

When an author has published more than one cited source in the same year these are distinguished by adding a lower case letter after the year:

• Burnard (1992a) wrote about communication for health care professionals that… • Burnard (1992b) predicted problems of childhood obesity. Two authors

In the study by Basford and Slevin (1995)...

More than two authors

Benner et al (1996) concluded that…

Note: however all the authors' names should appear in the reference list.

Direct quotation

When quoting directly from a source, use quotation marks and acknowledge the writer's name, year of publication and page number. Short quotations (up to 2 lines) can be included in the body of the text:

• Weir (1995, p.10) states that "defining roles and their remits is not simple".

Longer quotations should be indented in a separate paragraph:

• In discussing staff development Thomas and Ingham (1995, p.33) state that:

"Development is infectious, and staff who previously have recoiled from undertaking a degree or conversion course have been encouraged by the success of others".

Secondary referencing

Secondary referencing is when one author is referring to the work of another and the primary source is not available. You should cite the primary source and the source you have read thus:

• Torres (1990) suggests that the individual is the core' of nursing practice (cited by Jasper, 1994). • Merleau-Ponty (1962, cited by Munhall, 1989) suggests that key concepts relating to this are embedded in individual experience.

Citing References in the Reference List or Bibliography

Printed Sources Arrangement

• A book by a single author • A book by two authors • A book by more than two authors • A book by a corporate author (e.g. a government department or other organisation) • An edited book: • A chapter in a book

• An article in a journal by one author • An article in a journal by two or more authors • An article in a newspaper • Official and Government publications

*** These have been discussed in detail below

• Conference Proceedings o Published conference proceedings with author or editor(s): o Paper from published conference proceedings with author or editor(s)

• Thesis or Dissertation • A Secondary Reference

References should be listed in alphabetical order of author's or editor's last names. If the author's last name is not known, use the abbreviation 'Anon.' for 'Anonymous', and list the book under 'A'. If the publication is produced by a company or organisation it should be listed in the alphabetical sequence under the initial letter of the first major word of the organisation's name ('A', 'An' and 'The' are not regarded as major words).

Two abbreviations that you may need to use are 'n.d.' and 'n.p.'. 'n.d.' means 'no date' and is used when the date of publication is not know. Include this within square brackets [n.d.] 'n.p.' means 'no place of publication' and is used when the place of publication is not known. Again you can include this within square brackets [n.p.]

If more than one item by the same author has been published during a specific year, use lower case letters after the year (1999a, 1999b etc.):

Aggleton, P. And Chlmers, H. (2000) Burnard, P.(1998a) Burnard, P. (1998b) Drain, C.B(1994) health Education Authority (1993)Hinchliff, S.M. ed. (1979) Hinchliff, S.M. (1987)

Whenever possible, details should be taken from the title page of a publication and not from the front cover, which may be different. Each reference should include the detail and punctuation given in the examples. Author's forenames can be included if given on the title page but the initial is sufficient. The title of the publication should either be in italics or underlined, followed by the place of publication and the publisher's name. The examples given below are in italics:

• A book by a single author: Stiglitz, J. (2002) Globalisation and its discontents. London: Allen Lane.

• A book by two authors: Aggleton, P. and Chalmers, H. (2000) Nursing models and nursing practice. 2nd ed. Basingstoke: Macmillan.

• A book by more than two authors should have all the authors acknowledged: Bowes, A., Gleason, D. and Smith, P. (1990) Sociology: a modular approach. Oxford: Oxford University Press

• A book by a corporate author (e.g. a government department or other organisation): United Nations. Department of Economic and Social Affairs (2001) World public sector report: globalisation and the state 2001. New York: United Nations.

• An edited book: Basford, L. and Slevin, O. (eds.) (1995) Theory and practice of nursing: an integrated approach to patient care. Edinburgh: Campion.

• A chapter in a book: Taruskin, R. (1988) Thepast of the present and the present of the past.In Authenticity and Early Music, ed. N. Kenyon, p.137-207. Oxford: Oxford University Press.

• An article in a journal by one author: Allen, A. (1993) Changing theory in nursing practice.Senior Nurse, 13 (1), p.43-5.

• An article in a journal by two or more authors: As with books (see above), you should list all the authors in the reference or bibliography:

Colley, A., Banton, L., Down, J and Pither, A. (1992) An expert-novice comparison in musical composition. Psychology of music, 20, p.124-34.

• An article in a newspaper: Leadbetter, C. (2002) Whyglobalisation is a good thing: analysis. The Times, June 26, p.6.

• Official and Government publications: Official and government documents include items such as laws and statutes, reports of government committees and the debates that take place in the legislature of a country. There is no standard pattern for the citation of official documents; the information you are able to give will depend on what is supplied by the official body that issued the document. If there is a possibility of confusion, you should give the name of the country concerned as the first part of the citation. This is followed by the name of the body or agency that issued the document, the title of the document in italics, the publication date, the place of publication and the publisher's name: Great Britain. Parliament.House of Commons.International Development Committee (2001) TheGlobalisation White Paper.Report, together with minutes of evidence, appendices and proceedings of the committee. London: The Stationery Office (HC 2000-2001 (208)).

 Conference Proceedings

• Published conference proceedings with author or editor(s): Banks, S. et al (1998) Networked Lifelong Learning: innovative approaches to education and training through the Internet: Proceedings of the 1998 International Conference held at the University of Sheffield. Sheffield: University of Sheffield.

• Paper from published conference proceedings with author or editor(s) Proctor, P. (1998) The tutorial: combining asynchronous and synchronous learning. In Banks, S. et al . Networked Lifelong Learning: innovative approaches to education and training through the Internet: Proceedings of the 1998 International Conference held at the University of Sheffield .Sheffield, University of Sheffield.

 Thesis or Dissertation Most dissertations and theses are unpublished, so they need a special citation method: Jones, J.B. (1974) The piano and chamber works of Gabriel Fauré. PhD dissertation.Cambridge University. If a dissertation or thesis is published, it should be cited as a book.  A Secondary Reference

You may find that you need to cite a specific chapter or essay in a book, particularly where the chapters are written by different authors: Bushy, A. (1996) Cultural and ethnic diversity: cultural competence. In Hickey, J.V. Advanced practice nursing: changing roles and clinical applications. Philadelphia: Lippincott, p.91-106

 Internet Sources • Individual works • No specified Author • Citing electronic journals • Email Discussion Lists • Personal e-mail

• Individual works

Author/editor surname, Initial (year) Title [online]. Edition. Place of publication, Publisher. Available from: <URL> [Accessed date]. Marieb, E. (2000) Essentials of human anatomy and physiology: AWL Companion Web Site. [online]. 6th edition. San Francisco: Benjamin Cummings. Available from: <http://occ.awlonline.com/bookbind/pubbooks/marieb-essentials/> [Accessed 4 July 2001]. The date of publication is the date the pages were last updated. If no publication date is given write (No date) or (n.d.).

• No specified Author Organisation. (Year) Title [online].Edition statement if given. Place of publication: Publisher. Available from: <URL>. [Accessed date]. University of Reading (2000) Education: a brief guide to internet resources [online]. Reading: Reading University. Available from: <http://www.reading.ac.uk/libweb/Lib/Subj/Ir/ireduc.html> [Accessed 6 October 2000]

• Citing electronic journals Author surname, Initial. (Year) Title of article.Journal title [online], Volume (part). Available from: <URL>. [Accessed date]. Snyder, M. (2001) Overview and summary of complementary therapies: Are these really nursing? Online Journal of Issues in Nursing [online], 6 (2), 31 May 2001. Available from: <http://www.nursingworld/ojin/topic15/tpc15ntr.htm> [Accessed 4 July 2001].

• Email Discussion Lists References to these messages should be treated in the same way as journal references; using the list name in place of the journal title and the subject line of the message in place of the article title. For 'Available from' use the email address of the list administrator. These details, together with the author, will appear in the message header. Author, (Day Month Year).Subject of Message.Discussion list [online]. Available from: email list address [Accessed 5th July 2001]

Nott, A.J. (26 Jan 2000) Integrated care pathways.Psychiatric-nursing [online]. Available from: <http://www.jiscmail.ac.uk/lists/psychiatric-nursing.html> [Accessed 5 July 2001]

• Personal email If you wish to refer to a personal email message then the following format is recommended. Always get the sender's permission to quote a message especially if you quote their email address. Sender (Sender's email address) (Day Month Year).Subject of Message. Email to recipient (Recipient's email address). McConnell, D. (D.McConnell@sheffield.ac.uk) (28th November 1997) Follow up to your interview. Personal email to L. Parker (l.a.parker@sheffield.ac.uk)

mailto:l.a.parker@sheffield.ac.uk

recommended. Always get the sender's permission to quote a message especially if you quote their email address. Sender (Sender's email address) (Day Month Year).Subject of Message. Email to recipient (Recipient's email address). McConnell, D. (D.McConnell@sheffield.ac.uk) (28th November 1997) Follow up to your interview. Personal email to L. Parker (l.a.parker@sheffield.ac.uk)  Other Sources Audio-visual

Author, Initials. (Year) Title [format].Edition statement if given. Place of publication: Publisher. If no author, use the title as the first part of the citation. Now wash your hands. (1996) [Videocassette]. Southampton: University of Southampton, Teaching Support and Media Services Gandhi. (1982) [DVD].Dir. Richard Attenborough. Columbia. Thatcher, Margaret. (1986) Interview.In Six O'Clock News. TV, BBC 1. 1986 Jan 29.18.00 hrs.  CD sleeve/liner notes

Al Hilgart, liner note to Ella Fitzgerald sings the Rodgers and Hart Song Book. 1997. Compact disc. Verve.537 258-2.

Source: http://lrs.tvu.ac.uk/find/recording_your_references.html

mailto:l.a.parker@sheffield.ac.uk

Frequently Asked Questions

General FAQs

Is there a core text that needs to be followed for this module?

Wilson, J. (2010). Essentials of Business Research: A Guide to Doing Your Research Project. London: Sage.

From where can I get a general idea of the module and overall requirements? If you are an online candidate you are recommended to contact your supervisor.

Subject related FAQs

What is this module about?

This module provides course participants with the appropriate knowledge, skills and abilities they will need to effectively carry out a piece of small scale business/management research. Do I need to do additional reading for this module? Yes, additional reading is a must. You need to read relevant academic books and research articles to obtain an understanding about the chosen research domain. In addition, you can go through other supporting materials available in the Learning Platform. What are the key sections included in the research proposal? It should have an introduction, literature review and research methodology chapters. In addition, you need to ensure that the report is presented using an appropriate structure, with relevant formatting, grammar and style.

What are the key sections included in the dissertation? It should have an introduction/background, literature review, research methodology, findings and analysis and conclusion. In addition, you need to ensure that the report is presented using an appropriate structure, with relevant formatting, grammar and style. What is literature review? This section will demonstrate your knowledge of the literature and make a critical link with the research question to be investigated. Candidates are expected

to critically review at least 6 sources to underpin the study for the literature review and a minimum of 20 sources for the dissertation. The literature should mostly rely on published academic journal articles in the research area. This critical activity should produce a conceptual framework.

What aspects have to be addressed under the research design and methodology?

This section needs to provide a detailed rationale as to how research objectives will be achieved. Therefore, it is necessary to include following aspects: - Type of investigation: State how the research can be classified as an exploratory, descriptive or hypothesis testing study. - Data collection method: The data collection method (e.g. postal questionnaire, telephone interview, focus group, etc) and reasons for the use of

specified methods. - Sampling method: State the suitability of probability or non-probability sampling design and the specific sampling technique. - Accessibility issues: Types of accessibility issues likely to encounter and how to manage them. - Ethical issues: Any ethical issues that are relevant to the research topic, participants, and method and how to deal with identified issues. - Data analysis plan - Research limitations

What is meant by ‘Type of Investigation’? Explain clearly whether your research can be classified as an exploratory, descriptive or hypothesis testing study. Refer to the lecture notes and textbook for details on each type.

What is data collection method? Explain how you are going to collect the data (e.g. postal questionnaire, telephone interview, focus group, etc) and why this fits the purpose of your research. What is sampling method? Explain whether you plan to use a probability or non-probability sampling design and the specific sampling technique. The study participants should be able to offer the right type of information to enable you address the research problem. What are accessibility issues? What accessibility issues are you likely to encounter when you collect the data? How are you going to manage the accessibility issues?

What are ethical issues? You must discuss any ethical issues that are relevant to your research topic, participants, and method. Discuss how you are going to deal with the ethical issues. What is a data analysis plan? How you intend to analyse the data you will collect? This section must be consistent with the data collection method and must be mindful of the nature of the data collected, whether this is quantitative or qualitative. What are research limitations? Define the limitations of the study that you believe you may encounter and could affect the quality, scope, or value of the research. What is expected by the time table? A Gantt chart or any other method can be used to show how the available time is used to complete proposed research. This will provide an indication of the viability of the proposal. It is necessary to justify the plan proposed. What is meant by the strength of anticipated findings and how they relate to aims and objectives of study? You need to provide an indication of what is it that you are expecting to achieve after you have completed your research, in relation to your given research aim and research objectives. What do you mean by the appropriateness of the proposed dissertation structure? As part of your proposal, given that your proposal will eventually lead to your dissertation, you also need to provide justifications for the structure of your dissertation and justify why the structure is appropriate the way that you have devised it. What is to be included under the reference list? The list must include all the sources that were cited and consulted in writing the research proposal. It is compulsory to use the Harvard Style of referencing.

Assessment related FAQs

Is it important to be within the specified word limits?

Written assignments must not exceed the specified maximum number of words. All assignments which do so will be penalised. The penalty will be the deduction of 10% of the maximum marks available (i.e. 10%). Assignments will not be accepted without a word count on the cover sheet. Can I submit answers for review before final submission? Yes, there is a draft submission procedure. Students can submit first three chapters of the dissertation and last three chapter separately for supervisor feedback. What is the pass mark for this module? To pass this module, you are required to achieve an overall mark of 40%. As this module is assessed via two submissions, you need to achieve a qualifying mark for each element of fine graded assessment.

Final submission related FAQs

How do I submit a draft?

The draft has to be submitted to the respective supervisor directly. How do I submit my final dissertation? Dissertation should be submitted through the learning platform. Are hard copies required? No, only soft copy submissions are required.

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Introduction
The Practice with Workshop Manual aims to provide an overview of the key requirements of the assessment of the Undergraduate Major Project. However, you are also advised to refer to the module guide to understand this manual.
Developing an appropriate research title

Assignment Answer Process
Outline of the answer
Detailed Guidelines

Selecting a research topic

Selecting a suitable research topic for the research is of utmost importance in conducting research. The validity of the entire research depends on the topic selected. In some instances, research topics are given to candidates by the respective awardi...
It takes a certain amount of time to identify a good research topic as once the research has been started, it will not be possible to change the research topic again.
The scope and nature of the project or dissertation can vary enormously. You may write a dissertation that is based on an academic area of interest, on some aspect of the experiences gained during work experience or on practical business problem.
The main idea of selecting an appropriate research topic is that it takes the issues of an organisation and using rigorous research process, comes up with results and recommendations that will be useful to the organisation.
However, candidates should be aware that this is a relatively small-scale project and therefore they may need advice regarding the scale and scope of the area to be researched.
How to select a research topic?
Key criteria when developing a research title

Helper Question
Sample Answer

Developing an appropriate research title

Research Proposal

Research Proposal process
Outline of the Answer
Detailed Guidelines

Abstract
Introduction

Few points to keep in mind when writing an introduction
Rationale for the research
Research objectives
Literature review
Research design and methodology
Techniques and procedures
Classification of secondary data
Time table
Reference list

Helper Questions
Sample Answer

Abstract
Literature review
Research design and methodology

Dissertation

Assignment answer process
Outline of the Answer
Detailed Guidelines

Abstract
Introduction
Literature review
Research design and methodology
Results Analysis and Interpretation of Data
Conclusions and recommendations

Helper Questions
Sample Answer

Abstract
Introduction

Company background
Research objectives
Research rationale

Literature review
Research design and methodology
Findings and analysis
Conclusion and recommendations

Useful Information

Reference Web links
Format and Presentation

Common mistakes of candidates

Harvard Referencing System

Citing references in the text
Single author
Two authors
More than two authors
Direct quotation
Secondary referencing
Citing References in the Reference List or Bibliography

Printed Sources

Frequently Asked Questions