MARK205 Assessment 4
Research Report
1. Introduction
· This should be an updated version of your introduction, if required.
· Introduce the research topic and provide background and context of the research topic. Including the organisation. This can be achieved through a situational analysis including the following:
o A microenvironmental (SWOT) analysis and a macroenvironmental (PESTLE) analysis
o A consumer analysis, i.e. identify who the main target market segment is for (a) that sector and (b) the client.
· Notes:
o This usually draws from non-academic sources of literature.
o Work within the scope of your project, i.e. based on pragmatic considerations – the amount and type of information available to you & the word limitations of your report.
o This overview is your formative research, usually based on secondary data and sources.
· State the aims, objectives, and overall research question.
2. Literature Review and Hypotheses Development
· This should be an updated version of your literature review and hypotheses, if required.
· Review relevant theories, concepts, and existing research on the topic.
· Identify research gaps and limitations in the literature to demonstrate the need for your research.
· Note:
o Review the academic literature, organising the findings into key themes. Each theme should be presented in each own section using numbered sub-headings. Each thematic section should end with identification of a gap in the knowledge base. Each research gap should lead to the development of a sub-research question. Each sub-research question should be answered by a testable hypothesis.
2.1. [Theme 1]
Write about this theme. Lead into the gap statement: this leads to the first gap in the knowledge base:
Gap 1: [gap statement]
To address this gap, the following sub-research question has been developed:
RQ1: [research question]
To answer RQ1, the following hypothesis will be tested:
H1: [hypothesis statement]
2.2. [Theme 2]
Write about this theme. Lead into the gap statement: this leads to the first gap in the knowledge base:
Gap 2: [gap statement]
To address this gap, the following sub-research question has been developed:
RQ2: [research question]
To answer RQ2, the following hypothesis will be tested:
H2: [hypothesis statement]
2.3. [Theme 3]
Write about this theme. Lead into the gap statement: this leads to the first gap in the knowledge base:
Gap 3: [gap statement]
To address this gap, the following sub-research question has been developed:
RQ3: [research question]
To answer RQ3, the following hypothesis will be tested:
H3: [hypothesis statement]
3. Methodology
This should be an updated version of your methodology, if required.
3.1. Research design
State the research design you are adopting – exploratory or conclusive research? If conclusive, is it descriptive or causal research?
3.2. Research approach & method
– based on your research design, is this a qualitative, quantitative, or mixed methods approach? Then, what method(s) that you are going to use?
3.3. Sampling
This is based on your identification of the key target market segment (based on the four segmentation bases; demographic, geographic, psychographic, behavioural). This should include:
· Sample criteria - what characteristics must your study participants fulfil?
· Sampling frame. - how will you identify participants?
· Sampling technique - probability or non-probability sampling? And what specific sampling technique within that category?
3.4. Procedure
Explain the sampling process – how will you invite participants to do your research?
3.5. Measures
Update this section to suit the class survey. Identify the scale measures for the conceptual constructs in the class survey. Show the original and adapted scale items, identifying the original source. Also acknowledge demographic questions, and any other questions you are including in the class survey.
Table 1: Original and adapted scale items for [construct name]
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[Construct name] (reference)
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Original item
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Adapted item
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Table 2: Original and adapted scale items for [construct name]
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[Construct name] (reference)
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Original item
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Adapted item
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· Notes:
o Add as many tables for the number of scale measure items you are using.
o This section describes the primary research you are going to do, which is your summative research.
4. Results
· Conduct the relevant statistical analysis to test each of your hypotheses.
· Present the results here.
4.1. Descriptive statistics
Describe your sample here.
4.2. Hypothesis 1 testing
Present the results of your hypothesis testing here.
State the analysis technique that you used, justifying this against your corresponding research question.
Refer to the appropriate outputs.
State whether the hypothesis was supported or unsupported.
4.3. Hypothesis 2 testing
Present the results of your hypothesis testing here.
State the analysis technique that you used, justifying this against your corresponding research question.
Refer to the appropriate outputs.
State whether the hypothesis was supported or unsupported.
4.4. Hypothesis 3 testing
Present the results of your hypothesis testing here.
State the analysis technique that you used, justifying this against your corresponding research question.
Refer to the appropriate outputs.
State whether the hypothesis was supported or unsupported.
5. Implications and Conclusion
Summarise the key findings and their significance. Interpret and explain their implications.
Relate the findings to the existing literature and theorical perspectives. Use tables, graphs, or visualizations to illustrate your results.
Reflect on how the research objectives and aims have been addressed.
Provide actionable recommendation[s] derived from the research findings.
Highlight the contributions of the study and its implications for practice [and theory].
Discuss the limitations of the study and any potential biases.