Dissertation
Proposal
Dissertation
topic
I am more interested in researching topics related to brand
loyalty and sportswear such as the factors that affect sportswear brand
loyalty. And I want to use a questionnaire to collect data through an online
survey.
Therefore, your research theme should be related to brand
loyalty and sportswear(But if you have a better research topic or a more
valuable research topic, we can discuss whether to adopt it). A very important requirement is that the research topic
needs to fill the gaps in the existing relevant literature, or expand the
research topic based on the existing literature, or use/design a different
research methodology(research model) to carry out the research.
Introduction
The introduction should state your central
research question and give background on the subject i.e. what do we already know about the topic based on
existing literature/research and how will your dissertation advance existing
work. You should also justify right from the
beginning why your proposed dissertation topic is worth exploring further.
Justify with logical argumentation, with relevant data and/or relevant
literature.
Literature
Review
Discuss how your dissertation connects to previous academic
studies and books. Don’t forget to include your analysis of their value to your
work. Make sure you discuss the gap in the literature review that your
dissertation is going to address. Make sure you use academically credible
sources (not all material online is credible, e.g. Wikipedia is not an
academically credible source, various dissertations posted online are not
necessarily academically credible).
You can identify academically credible sources that are
relevant to the field of marketing and consumer behaviour from the following
list of the journals.
l Journal
of Consumer Research
l Journal
of Consumer Psychology
l Consumption,
Markets & Culture
l Journal
of Consumer Behavior
l European
Journal of Marketing
l Journal
of Marketing Management
l Journal
of Business Research
l ACR
Proceedings
With the appropriate keyword search depending on your
dissertation topic, you can locate relevant academic papers from this list of
journals. In doing so use Google scholar https://scholar.google.co.uk/
Methodology
This section will break down what
sources you aim to use for your research, and what
sort of data you will collect from it, either quantitative or
qualitative. Please note that due to the COVID-19 situation only online primary
data (e.g. online interviews and online surveys) should be collected or
secondary data/sources should be used. Don’t forget that we collect primary
data only if secondary data do not exist. You may also want to include
discussion on how you will analyse the data you gather and what if any bias there may be in your chosen methods. Try to
explain also why your chosen approaches to gathering data are more appropriate
to your research than others.
List
of References
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