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the forcefulness of advertising.Students may fulfil the requirements of the Unit by proposing one of 4 types of research:
Consultancy based: Entailing the answering of distinct research
questions, which
are triggered by an issue of strategic or operational importance to a
specific
client organisation, mainly by conducting fieldwork (collecting primary
data) in
the client organisation, with the objective of offering an appropriate
short to
medium term solution to the business, and also drawing out the
implications for
wider marketing, advertising, PR, digital, Tourism or communications
practice.
Empirically based: Entailing the answering of distinct research
questions, which
are triggered by an issue of strategic or operational importance, mainly by
conducting fieldwork (collecting primary data), with the objective of
drawing out
the implications for wider marketing, advertising, PR, digital, Tourism
or communications
practice.
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Library based: Entailing the answering of distinct research questions,
which are
triggered by an issue of strategic or operational importance, mainly by
gathering
secondary data and doing an analysis of published interpretations of
existing data sets, with the objective of drawing out the implications
for wider
marketing, advertising, PR, digital, Tourism or communications practice.
Enterprise Based Business Plan: Entailing developing a business plan for
a start up
business, underpinned by secondary data and fieldwork in the proposed
business area, with the objective of a possible launch of a small
enterprise.
You will need to complete the following sections in your proposal and
here is more information of what to include. Guideline word count for
each section is indicated. 10% + or – word count is allowed.
Introduction (1500 words)
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This provides the underlying rationale and purpose of the study. It
should set out the business context and any existing strategic issues,
demonstrating to the reader the relevance of the study in this context.
In this chapter you are expected to describe aims and objectives for the
investigation, and to identify specific research questions, which may
take the form of hypotheses that will be tested within the study.
Literature Review (3500 words)
This provides a critical review of the literature related to the problem
area you are studying. This means that you should demonstrate your
ability to identify and to analyse the strengths and weaknesses of the
theories or schools of thought relevant to your topic. You should also
demonstrate your ability to identify how your study may contribute to
the existing body of knowledge.
This should close with the articulation of a conceptual framework, that
is, a comprehensive synthesis of the analytical models and concepts
which you used to answer your research questions. This framework
consists of patterns of concepts and their interconnections. In other
words, it explains how all the concepts fit together and how they relate
one to another. The conceptual framework informs your data collection,
in determining what ‘measurable’ concepts may constitute empirical
evidence, and in determining the nature of the data to be collected.
Methodology (2000 words)
This chapter presents your research plan. This includes a reference to
your ‘measurable concepts’ or research variables, a choice of method(s)
for data collection, a rationale for the implementation of the method,
how the gathering of raw data was operationalised, and a choice of
method(s) for data analysis. This chapter should describe and justify
the choice of methodology and methods adopted for the work, exposing any
potential weaknesses. You should also characterize your data source,
your sampling technique, the sample size, and the rate of response (if
applicable).
the forcefulness of advertising
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