By Chris Hackley
Llustrates how interpretive techniques might be utilized to investigate initiatives within the fields of administration, advertising and marketing and client examine inside a realistic advisor to gaining knowledge of and writing a examine undertaking.
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Additional info for Doing Research Projects in Marketing, Management and Consumer Research
Plagiarism is a serious charge and, where proven, can prevent graduation, so student researchers should make every effort to ensure that they cannot be accused of it by carefully citing every source that they have used. Standards of scholarship The independent research project conducted in a higher education context is a test of a student’s scholarship. Scholarship consists in assimilating different sources of information into a new piece of written work. The standards required are high. Not only do research project reports in the UK and The independent research project 21 the USA have to be clearly structured with a well-deﬁned problem or issue, logically ordered and written in appropriate and grammatically correct English, they also have to satisfy standards of good scholarship.
Research projects should not have to 30 Choosing the topic perform logical somersaults to defend the coherence of the question. This would be a little like setting out on a world back-packing trip with a bad map, then insisting that the map is right – therefore this mud patch on the left must be Copacabana Beach. Research questions should initially be couched in exploratory terms even if the original interest from which they evolve is one of a functionalist, managerial, normative nature. ‘How can this work better’ is a natural question to ask for people attracted to marketing studies through a managerialist vein of thinking.
However, there must be a deﬁnite topic area and a general perspective that cannot be changed. It is unsettling for students and worrying for the supervisor if students change their minds about the topic they want to research half-way through the process. Research projects that are part of taught degrees are often conducted in a tight time-scale and with limited resources. Supervisors are often responsible for large numbers of students. Therefore, a radical change of topic mid-way through the process can present special difﬁculties.