Research Proposal

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MARK977: Research for Marketing Decisions

Dr. Thomas Lee Trimester 1, 2018

AT3 – Research Proposal

• See case study on Moodle

• 1500 words (excluding cover page, reference list and appendices)

• 60% of 40 marks = 24 marks

• See marking criteria/guide on Moodle

• Submit via relevant TII link on Moodle

• Deadline – Monday 16 April (Study Week) by 11:30pm

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AT3 – Research Proposal

• Cover page • Executive summary • Table of contents • Introduction • Main body

– Literature review and hypotheses development – Research design

• Conclusion • Appendix • References

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AT3 – Research Proposal

Introduction

• Set the scene

• Define problem

• Identify research question(s) and objective(s)

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AT3 – Research Proposal

Body

• Literature review and hypotheses development – Critically analyse previous studies to establish foundation – Advance/propose hypotheses

• Research design – Sample (who) – Data collection procedure (how) – Measures (what) – include data collection instrument in Appendix

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AT3 – Research Proposal

Conclusion

• Briefly discuss how overall focus and purpose of proposed project is addressed – Ensure entire report is integrated and coherent, and tells a clear and

compelling story

• Briefly discuss the significant issues pertaining to the project’s ethical concerns, limitations, and/or recommendations – E.g., what did you overlook, what could be done better/differently,

etc.

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AT3 – Research Proposal

• 1.5 line spacing

• Times New Roman 12-point font

• 2.54cm margins all around

• Ensure submitted work is thoroughly spell-checked and free of spelling, grammatical, punctuation, and formatting errors

• Rewrite your report until it is clear and interesting. The first draft never works!

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Problem Definition and Approach Development

WEEK 2 READING: CHAPTER 2