Consumer Behaviour and Retail Marketing Strategy
Chapter 0: Title Page, Acknowledgements, Abstract, Table of Contents, Table of Figures, usually on separate pages
Chapter 1:Introduction –Brief background, research aims, significance of the study and outline
Chapter 2: Literature Review–Background theories, summary of material relevant to the research. Literature context, theoretical or conceptual frameworks generally.
Chapter 3: Methodology –key research objectives, key methods and data sources, justification for approach taken, evaluation of validity and reliability of evidence, Information specific to place/organisation
Chapter 4: Data Analysis or Results–Presentation of findings, with appropriate tabulation, graphs, maps, verbatim quotations, case studies.
Chapter 5: Discussion–Discussion and interpretation of the results. Evaluation in the context of the reviewed literature
Chapter 6: Conclusion,Recommendations, Limitations and summary of entire dissertation
References: An academic dissertation will always contain reference to other published works; these are not included in the word count
Appendix: glossary of terms, sample questionnaire, raw data (where appropriate) correspondence (not included in the word count)
This dissertation requires PRIMARY research and SECONDARY secondary research BOTH. A designed questionnaire for the chosen topic is needed.
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