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Subject：Marketing Management
Question：Evaluate and explore the marketing strategy of NIKE
2000words
Attention：this is proposal，NOT Essay
MUST write like this： proposal structure
Structure：
Title page
Contents page
Abstract
Chapter 1 – Introduction (Background, Research Question & Objectives)
Chapter 2 – Literature Review
Chapter 3 – Methodology and Data
Chapter 4 – Results
Chapter 5 – Findings and Discussion
Chapter 6 – Conclusion, Recommendations, Limitations
Appendices (if necessary)
Reference list/bibliography
Assignment – Research Proposal
Introduction
You are required to produce a research proposal that is strongly related to the project you intend to undertake. Research proposal assignment has a weighting of 15% (85% constitutes your final dissertation) for the Research Methods and Dissertation module. In producing a proposal you may find the following guidelines helpful in determining content. The research proposal of 2000 words is designed to provide you with an opportunity to:
• show your knowledge and understanding of research methods;
• organise your ideas;
• convince the research methods tutor that your research falls within the domain of your masters’ programme;
• convince the research methods module tutors that your research is viable and has potential to meet the criteria for your master’s programme dissertation;
• develop a plan for your dissertation;
• upon successful completion enable a supervisor to be allocated to you for your dissertation.
The proposal provides you with feedback on your dissertation ideas at an early stage, thereby helping you to ensure that you have a valid and viable dissertation.
The assessment of your research proposal
Your proposal will be assessed by the research methods module teaching team against each of the sub-headings outlined below. You must therefore ensure that it addresses each of these sub-headings presented below. In addition, you must also complete and sign a separate HUBS Research Ethics Form.
1. Working title
• This should represent the content of your proposal. It is recognised that it may alter as your research progresses.
2. Background information
• This section should introduce your research topic, explain why you feel the research which you are planning is worth the effort, where necessary clarify terminology used and set it within the context of the academic literature. You should also, if relevant, provide a brief description of the organisational background.
3. Research questions, aims and objectives (if relevant including hypothesis)
• This section should introduce your research question(s), objectives and aims of your research. You should express your research topic in the form of a problem which needs solving or a question that needs answering.
• Research questions: You should provide at least one main research question for the research you are undertaking. Sub-questions can also be specified. The research question must be accurately and clearly defined.
• Research objectives: You should provide at least three objectives. The first may focus on the main area of academic theory that your study will explore. The second should indicate where the primary research effort will take place. The third objective should indicate what you want to get out of the study, this maybe to create new theory, improve overall understanding, develop a model or suggest improvements in current practice. These objectives should leave the assessing tutor and your dissertation supervisor in no doubt as to precisely what it is your research seeks to achieve. Remember, your research objectives should be achievable within the time frame of your masters’ programme and within your available resources.
4. Initial literature review
• In answering research question(s) you will demonstrate some knowledge of the relevant academic literature.
• This section should provide some of the key theoretical arguments that you feel are most relevant to understanding the issues within the area of your research topic and your study seeks to address.
• You will need to show where your proposal fits into this debate and how your research relates to the ideas/theories.
• You will also provide precise references for these ideas (a minimum of five articles from the academic literature is expected). This section is not the same as a critical literature review (which you will undertake in your dissertation). It just outlines, compares and contrasts the key ideas from academic literature sources which will provide the academic starting point for your dissertation and provides prima facie evidence that your research is grounded in the academic literature.
5. Research design and methods
• This section will outline how you intend to go about achieving your research objectives and help establish that your proposal is viable. Its content will depend upon the form of dissertation you intend to undertake.
• In particular this section should provide answers to the following questions:
i. What is the strategy you are intending to use?
ii. Why are you intending to use this strategy?
• In answering these questions, you should explain briefly the strategy you intend to use (e.g. case study, survey, experiment, secondary data analysis, action research or perhaps a combination) and justify why.
• You should also explain whether you are going to use quantitative or qualitative analysis techniques and justify why.
• If relevant briefly explain the dependent, independent and control variables that you are planning to use.
6. Data sources and collection
• If you are collecting primary data as part of your research you should state and justify the data collection techniques you intend to use (e.g. observation, interviews, questionnaires), your sample size and the method you will use to select your sample.
• If you are using secondary data as part of your research you should state and justify this choice. You must also ensure that you can gain access to the data you require. Where these data are published you must have checked their suitability for your research and provide precise references of these sources.
7. Time scale
• This section will help you to assess the viability of your research proposal within the time and resource constraints of your masters’ programme. It will be helpful if you divide your research plan into activities with clear completion dates. This will give you (and your supervisor) a clear idea as to what is possible in the given time scale.
• You are required to provide a table or a Gantt chart showing your plans. When doing this remember to include the activities in sufficient detail to ensure the time scale is meaningful.
8. Research ethics form
• You are required to submit a completed Research Ethics pro-forma with the Project Specification for approval. This will provide evidence that you have considered issues associated with research ethics and that you intend to observe the highest ethical standards when undertaking research.
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