A research project to help the government to understand consumer attitudes and perceptions towards health-related messages (e.g. nutritional labels, health-claim labels) apparent on snack food packages.
You will submit the assignment via e-submission on Thursday 7th May.
Work Format
o Work must be written in a ‘report’ format. It requires continuous, coherent narrative, but permits sub-headings for structure and organisation of ideas.
o Includes any figures and tables within the text at a position that helps explain the point. Do not forget to explain the figures. Any figures that are not essential should be put in the appendix.
o An abstract is required at the beginning before the list of contents.
o Work finishes with a list of references. The reference list should detail those literature and secondary sources that have been cited within the text. If you have appendices, the list of references precedes the appendices. The appendices should contain:
– A sample copy of survey questionnaire and/or interview script used
– You may use appendices to present the quantitative data which is not appropriate in the main body, but which may help us understand how your analysis has been carried out.
Technical Requirements
• Font & Alignment: The work needs to be 1.5 line-spaced. The font should be of size 12. The page has to be of ‘justify’ alignment.
• Word Count: The word count must be detailed in the submission and marks will be deducted for either not detailing word-count or exceeding 2500 (± 10%) words. Be aware that you will be penalised if the word count is less than 2000. Note that title page, abstract, content page, tables, figures, charts, diagrams, references and appendices are not included in the word count.
• Referencing: Use ‘Harvard’ system for citations and referencing. Do not use a numerical system.
• Do not plagiarise other people’s works. This will seriously be penalised as plagiarism is a serious academic misconduct.
• A student may be called by the tutor to defend orally his/her coursework.
1. Based on focused research questions and demonstrates an understanding of the relevant marketing concepts related to the organisation/ industry context.
An indication of what is being looked for: The literature review shows a sound awareness and understanding of the subject with appropriate and focused research questions being set in the context of a relevant body of knowledge. Research objectives reflect a clear sense of understanding and purpose.
Weighting – 25%
2. Demonstrates an ability to design an appropriate research project.
An indication of what is being looked for: The research methodology is well justified; research approach and methods are suited to the needs of the topic. Issues of reliability and validity and operational issues are appropriately considered. Potential limitations are recognised and soundly addressed.
Weighting – 15%
3. Demonstrates an ability to conduct and analyse an appropriate research project.
An indication of what is being looked for: The evidence gathered is carefully linked to the research objectives and theories reviewed, with subsequent research analysis carried out in a rigorous and appropriate manner. A clear, coherent and engaging line of argument is presented and sustained throughout the paper.
Weighting – 25%
4. Demonstrates an ability to discuss, and draw conclusions from evidence to make relevant recommendations.
An indication of what is being looked for: Discussion is built upon the evidence presented to reflect the student’s interpretation and evaluation of the findings. The conclusions show the grasp the student has of the research process. Sound recommendations are made in relation to the aim and objectives of the research.
Weighting – 25%
5. Presentation and referencing
An indication of what is being looked for: The work is written in a professional style and is balanced and persuasive. The paper is consistently and clearly formatted and it ties together tightly as one complete document. Harvard referencing is correct and accurate.
Weighting – 10%
Suggested Report Structure
Title page
Abstract(250 words)
List of Contents
1. Introduction(200 words)
2. Literature Review & Context of Study(800 words)
3. Research Methodology & Objectives & Ethical Considerations
4. Analysis and Findings(800 words)
5. Conclusion
6. Recommendations & Limitations
References
Appendices
Contents and Abstract:
Table of Contents
List the topics (major headings and subheadings) covered and the appropriate page numbers.
A list of tables?
A list of figures?
A list of appendices?
Abstract
The only portion of the report that is read by executives
Concisely describe the problem, approach and research design adopted.
The major part of it is to indicate major results & conclusions, and recommendations.
Research Methodology/Research Design
What are the philosophical/methodological assumptions?
What is the research strategy?
How was the research conducted?
Exploratory, descriptive, causal?
Types of data/materials used
Sampling
Access / ethics
How did you deal with and analyse the data?
##### Not Too Much Detail – Only Key Points #####
Results/Research Findings
Present your findings
Organise your findings based on your research objectives
Try to use sub-headings to make your point clear to readers
Discuss your research findings vis-à-vis your research objectives and the literature
Use quotes (if qualitative research), graphs, tables, and figures
Still need to explain the key components of your tables/figures. Not just only summarise them.
If using quotes to raise some participants’ statements, make sure that you link them well with the discussion related to your research objectives.
Conclusion
Conclusions derive from the results & discussion
Should answer the research questions
Relate your findings and your discussion to the research questions
~~~Nail your research ~~~
Recommendations & Limitations
Recommendations
How can the decision problem be addressed?
Involves critical thinking
Evaluate each conclusion and develop areas for strategic/tactical actions
A suggestion for appropriate future action
Limitations
Sampling bias?
Respondent/research biases?
Any limitations inherent in the nature of the selected research method.
