BA (Hons) Global Management
Action Research Report
MKT 6B6 – Contemporary Marketing in Action
Overwrite this text with the title of your research
Overwrite this text with your tutor’s name
Overwrite this text with your name and your student number
Overwrite this text with total wordcount
Overwrite this text with the date of submission
To create your submission, please complete ALL the sections of this template and submit on BB by the deadline 6 May 2022.
Using the guidelines below, please develop an executive summary of your action research project.
Executive Summary
This summary should accurately and succinctly summarise the contents of the report. It should present essential facts about the research goals, previous research conducted in this area, practice based-insights, research methods, key primary findings and recommendations. (Executive summary is not included in the word count).
Please include HERE your 300 words (not included in the wordcount) response to the above guidelines.
Introduction
Describe what research problem you have identified that you would like to pursue further in this research. If you have chosen a company; provide a background of the company e.g. history, number and distribution of employees and operations, sector, products/services provided, any major marketing issues etc. As part of this description include your resulting a well-formulated research question, aims and objectives. You should also include a brief overview of key marketing literature to help illuminate the research question. You should provide a brief explanation how this question has been derived from the context of your marketing theme and what are the key concepts that the question covers. It should also outline the scope of the research, summarising the nature of the marketing issue(s), the rationale behind pursuing such an investigation and any personal motivations.
Please include HERE your 600 words response to the above guidelines.
Research Approach
Using and revisiting the research approach written in the research proposal, this chapter needs to indicate how you have approached your research question. It should be a reflective analysis of the methods used and their effectiveness. Research plan and timeline (e.g. Gantt Chart etc.) that were included in research proposal can be re-examined and assessed to their validity. This chapter gives you the opportunity to discuss the research that you have designed for your research. It should include the following: A detailed description of the methods used to carry out the research; An explanation for why do you think your methods were the most appropriate for your question and circumstances; Discussion of the sample, instruments (design, pre-testing, administration), data collection process, response rates; Explanation of the methods/models/concepts used to analyse the collected data; Description of difficulties associated with gathering and analysis of data and how you overcame these; Description of ethical issues and how you dealt with these; Discussion of any variation in the research design from the original plan; Reflection on the experience of doing fieldwork and research in general. A capture of the impact of feedback of tutors and peers, iterations, piloting exercises. Research limitations may be highlighted based on reflection on the experience of doing fieldwork and research.
Please include HERE your 1200 words response to the above guidelines.
Findings and Discussion
The purpose of your project report is to communicate the answer to your research question to your audience in as clear a manner as possible. Therefore, you should structure your findings in a clear, logical and easily understood manner. There are many ways of doing this. One of the simplest is to return to the research objectives and let these dictate the order in which you present your findings followed by interpretations or analysis of the data, that is, say what it means, especially in relation to your research question/objectives. This chapter gives you the opportunity to present, analyse and discuss your research findings that you obtained through data collection. Make clear references to your Research Question and any relevant literature and present your objective interpretation of the research findings. Include models to support or refute your research question and to provide a directional ‘answer’ to your research question. You use this chapter to present primary and secondary data and to sustain your claims by real-world comparison. Secondary data (empirical evidence) include all documents you have collected during your research (includes textual, statistics, visual, electronic documents).
Please include HERE your 2200 words response to the above guidelines.
Conclusion and Recommendations
This chapter should first return to the initially presented research aims and objectives and provide an overall response to them as derived from the preceding chapters. It should conclude the report by summarising the study and adding any concluding remarks that highlight thoughts you want to leave the reader with. The recommendations should focus on two types of Recommendations based on your Research Project
Specific marketing focused key recommendations that would help solve the identified marketing issues/challenges in their implications. (This is your opportunity to showcase your marketing skills, critical thinking skills and creative problem-solving skills.)
You should also identify what new questions emerged from your research investigation to build on this (For instance more or different respondents, different research approaches, refined questions etc.)
Please include HERE your 1000 words response to the above guidelines.
Reflective Statement
This chapter should contain a reflective statement to demonstrate and evidence the reflective understanding and self-evaluation of the student focusing on personal transition throughout the action research (for instance at the start, mid-way and at the end of the project). It should be supported by a portfolio of evidence on BlackBoard. Examples of this supporting evidence include (but are not limited to) in-class exercises, Iterations, feedback sheets, mind maps, tutor feedback, reflective logs etc.
Please include HERE your 1000 words response to the above guidelines.
References
This part of the report gives you the opportunity to show the reader what research sources were used in your developing this piece of work.
All books, articles, sources of statistical data and web sites used must be listed in the References. Entries in this section should be formatted using the Harvard Referencing system. (Not included in the word count)
Please include HERE all the references cited in the proposal.
Appendices
To qualify for inclusion in the final section, material should be referred to somewhere within the body of the report. Please include the evidence of primary data collected i.e. survey monkey links and screen shots, questionnaire, statistical data, interview, consent sheets, images and graphs etc.
Please include HERE all the requirements cited in the guidance.
Your report should be maximum 6000 words with +/- 10% .