Branding

The assignment will require you to identify a management/business topic of interest to you,( BRANDING) and to put forward a

proposal so that you might undertake research on it. This can be used as the basis for your dissertation in the third year.

It will be an original proposal describing the topic, identifying potential unanswered questions within your chosen field,

and including a proposal for a research plan to address these questions. The structure of the proposal is as follows:

Cover Page: Should include the topic, the proposal writer, and date of submission
Abstract: A summary of the proposal
Table of Contents: This will list all the sections of the research proposal with their page numbers.
Background/Need for Study: Here is where the writer can include more information about the context of the research proposal

writing, the author’s inspiration, or policy.  It is common for this part of the research proposal writing to talk about any

gaps in the research of the field
Aims and Objectives of the Research: The research proposal should clearly outline questions to be answered as well as the

reason for conducting the study. It must be guided by a clear statement of the question or issue to be addressed by the

research The two common forms such statements take are the hypothesis and the research aim or central research question. A

hypothesis is a testable theory – i.e. a statement about some phenomenon or behaviour that the researcher seeks to prove or

disprove. A research aim states the goal of the study, which is usually intended to discover or explore some phenomenon and

generate new insights. There should be one clear and concise aim, which is a general statement of intent. The objectives are

derived from the aim and are a series of detailed ‘steps’ that act as a blueprint for the research you are going to

undertake. You can also use a central research question and sub-questions instead of aims and objectives
Review of Related Studies and Literature: Here is where the research proposal writing goes over related studies in the field

to show that the writer is aware of any other relevant studies.  Further, you should review these studies and literature in

order to show that you can judge the issues in the field. No study starts from scratch but rests on earlier works, and a

thorough review of the relevant literature on the topic, and the trends that have developed is vital to enable you to gain a

good understanding and insight into the topic and the issues surrounding it. You will need to establish the current state of

knowledge pertinent to the topic under investigation (the theories, concepts, ideas, issues, debates and so on) with

particular emphasis on important and recently published texts. Don’t just quote the words of others ad verbatim (this is the

sign of a poor literature review and very likely a poor project). A literature review is not simply a description of relevant

books/journals that you have read or that you think will be helpful to your research. You should paraphrase and critique

(i.e. restate, in your own words, the main points made by the writer(s) in question, in addition to evaluating their

contribution, often with reference to the works of other writers. When reviewing the literature, remember to highlight: gaps

in the current body of knowledge that could be filled by your proposed research project; out-of-date work in need of

revision; opportunities to expand on research conducted by someone else.

Research Design: This is where the writer will include a detailed plan for how the research will be carried out.  This part

of the research proposal writing may include data collection methods, procedures, analysis methods, and also will include

information about the author’s knowledge and how this relates to the research approach. To that end you are required to

provide a concise explanation of the approach and method(s) that you are going to use in order to operationalise your

research objectives. You should mention the options open to you (e.g. a quantitative or qualitative approach), state and

justify the reasons for the option you have chosen (e.g. a qualitative approach using a combination of participant

observation and in-depth interviews) as opposed to the other options. Thought should be given to the sample (who, how many,

where and so on) and for example, in the case of a questionnaire survey, reflect on issues such as the likely response rate,

the type and wording of questions, and the statistical tests to be used in analysis of the data. For qualitative methods such

as focus groups, and interviews, thought should be given to the potential participants, the methods of recording and

transcription, and the analytical techniques to be used. For documents, comment on the availability of archive material, and

the method(s) of textual analysis to be employed. You will also need to comment on matters of ethics, validity, reliability

and generalisability.
Appendices: Rather than disrupt the flow of the research proposal writing, relevant documentation can be placed in an

appendix.
List of References: a full and detailed list of references should be included particularly relating to your literature

review, existing studies and research methodology.

STRUCTURE:
Cover Page
Abstract
Table of Contents (List of Figures)
– Introduction:
Background/Need for Study
Research Question/Aims

– Literature Review
-Research Design and Methodology
Method: qualitative/quantitative/mixed
Sampling strategy
Data collection methods
Data analysis techniques
Ethics/reliability/validity/generalizability
-Appendix
-List of References
1500 word

please include appendix

MARKING CRITERIA
Marks will be given to your proposal on the basis of four broad areas as follows:

INTRODUCTION (20%)
This should include a clearly stated and defined topic or enterprise proposal. It should have a clear purpose and the

aims/objections (or central research question and sub questions) should be clear, relevant and coherent. These should not be

simply descriptive but involve explanation, comparison, evaluation or criticism. For research proposals, there should be an

analysis of the background to the topic, and for enterprise proposals, the general company description should be outlined

with mission statement and vision.

LITERATURE REVIEW/ENTERPRISE CONTEXT (30%)
For research proposals: this section should include an overview of the relevant existing literature on your topic of study;

it needs to be inter-disciplinary wherever possible and theoretically rooted; the review needs to demonstrate of a critical

attitude towards source material i.e. does it compare, contrast and criticise a number of relevant concepts, models and

theories in terms of their internal logic, structure and consistency; and the review should deal with the key themes and

debates surrounding your research question
For business/enterprise proposals: this section should include a contextualisation of your proposal within a wider

environment highlighting markets trends and competitor analysis

RESEARCH DESIGN (35%)
This section should set out and justify your broad research approach. It should outline the methodology together with the

advantages/disadvantages of different methods as well as your chosen approach; your sampling method, research technique(s)

and method of analysis should be outlined; issues of reliability, ethics, validity and generalizability need to be discussed

PRESENTATION (15%)
The proposal needs to be well written and structured. Use report style format with appropriate headings and sub-headings. Use

page numbers and number tables and figures. Include a short abstract at the beginning of the report. Provide a list of

sections, appendices and figures. Include a list of references using the Harvard Referencing system

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