INVESTIGATING DIGITAL MARKETING PROGRAMS ON COLLEGE CAMPUSES

1 Introduction

Introduce the topic under study and the roadmap of the paper. You should provide answers to what, why, how (and maybe who, when, where), state the contributions of the paper to extend the state of the art and its impact.

Problem to address: 1 sentence (what?) o Similar to the abstract

Scope and Motivation: (why?)

Context (social, scientific, historical, economic, cultural, ...)

Motivation: Why is it important to address this problem?

-Scientific, social, economic, cultural impact of addressing the

problem

-Critical analysis of the state of art and identification of current

limitations (this could be in a specific section – see below)

Objectives (what? - more detailed)

o General objective: main research question o Specific objectives (if there are any)

Methodology overview: (how?)

Hypotheses of solutions to the problem

o Justification of the hypotheses

o Brief description of proposed solution: similar to the abstract (to be

detailed in the methods section)

Summary of results: a bit more detailed than the abstract o Summary of quantitative results

o Summary of key findings

o Impact of the results

Contributions of the paper (may be itemized)

o Original contributions: methods, datasets, comparative analysis, etc.

Outline of the paper

2 Literature Review

Depending on the nature of paper, e.g., conference paper, it may be placed in the introduction (see above). This section may also be called “Related Work”, “State of the Art Review”, etc.

Critical analysis of the state of art

o Organized according historical sequence, types of methods, etc.

o Sometimes it is useful to organize the state of the art in a column

according to relevant criteria

Identification of current limitations in the state of the art

How will this paper extend the state of the art on the theme under analysis?

Methods

Outline for Quantitative Research Papers 3

3.1., 3.2., ... Description of the proposed methods

- Use diagrams, algorithms, equations to convey information

- Replicability should be a goal, so be detailed but concise and objective at the same time

4 Results and Discussion

Outcome of the proposed methodologies, simulations, calculations, ... o Use tables, figures, etc.

Thorough data analysis and interpretation of results

o Compare your results to the state of the art

o Prove the validity of results using statistics (e.g., significance tests) o Perform critical analysis of your findings

o Give reasons for observed facts

o Give evidence of generality

o Address the strengths and limitations of your work

o Discuss the theoretical implications of your work

5 Conclusions

- Summary of contributions of the paper (similar to the introduction)

o Original contributions: methods, datasets, comparative analysis, etc. o Summary of quantitative results