Assessment/ Marking Criteria - Dissertation on The Impact of Brands on Consumer Purchase Intention - 66685

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Research Proposal

Word Limit: 5,000 (-/+10%)

First Marker Comments

 

Introduction (20%)

 

1)       Title

Initially this might be regarded as a working title, and ideally should mirror closely the content of the document.

2)       Background

This informs the reader of the problem or the situation, and the context you are interested in.           

3)         Rationale for the study 

·      What is the research issue?

·      Why is it an issue?

·      Why is it an issue now?

·      What could this research shed light on?

 

4)       Research Aims

Objectives, Research Questions and Hypothesis.        

 

The title of the research has been clearly mentioned before the introduction. The selected topic reflects the nature of the study.

 

The research problem has been clearly explained. The interested area of the researcher has been adequately emphasised.

 

The candidate has not specifically provided a rationale for the selected study. However, the significance of the study has been briefly discussed.

 

Research objectives and research questions have been identified and clearly stated. However, hypothesis have not been identified.

 

2nd Marker: 45% = 9

Literature Review and Conceptual Framework   (30%)

This section will demonstrate the student’s knowledge of the literature and make a critical link with the situation to be investigated.

Students are expected to critically review 5 or 6 sources to underpin the study.

This critical activity should produce a conceptual framework.

The candidate has provided literature review on some of the few important areas related to the study. However, adequate literatures on consumer purchase intention have not been provided. Previous studies, theories and concepts on branding have been explained.

However, the candidate has not attempted to critically evaluate the previous theories and studies.

The conceptual framework has not been developed.

 

2nd Marker: 40% = 12

Research Design and Methodology:  (40%)

         This section gives a detailed rationale of howyou intend to achieve your research objectives.  You are expected to:

1) Explaining your selection of research paradigm.

2) How will access to data be gained and secured.

3) Outlining the methods of data capture, analysis and interpretation to be used, and give reasons for the choice.

4) Highlight any limitations in the chosen approach methodology.

5) Discuss the type of ethical issues relevant for the proposed research.

6) Discuss about the resources that are required to complete the proposed research.

The candidate has provided explanations for the selection of research paradigm.

 

The data assessment and analysis methods and tools of the study have been briefly described.

 

Limitations of the study have been very briefly discussed.

 

Furthermore, the candidate has discussed on ethical considerations related to the study.

 

However, resource requirements of the research have not been specifically described.

 

2nd Marker: 60 = 24

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the_impact_of_brands_on_consumer_purchase_intention-_an_analysis_of_burberrys.doc
the_impact_of_b...