Research Methods for Managers

Research Proposal Prep Kit

Table of Contents
Table of Contents _____________________________________________________________ 2 1. 2. 3. 4. 5. Introduction to the Assignment Prep Kit ________________________________________ 3 Selecting a Topic __________________________________________________________ 4 Introduction to Research Proposal ____________________________________________ 6 Abstract _________________________________________________________________ 7 Chapter One Introduction _________________________________________________ 8
5.1 5.2 5.3 Research Background _________________________________________________________ 8 Rationale for the Research ____________________________________________________ 10 Research Objectives, questions and hypothesis ____________________________________ 11

6. 7.

Chapter Two - Literature Review _____________________________________________ 14 Chapter Three - Research Methodology _______________________________________ 23
7.1 7.2 7.3 7.4 7.5 7.6 7.7 Research Philosophies _______________________________________________________ 23 Research approach __________________________________________________________ 25 Research design ____________________________________________________________ 27 Research methods __________________________________________________________ 28 Research tools ______________________________________________________________ 29 Research Limitations _________________________________________________________ 33 Ethical Considerations________________________________________________________ 34

8. 9.

Timetable _______________________________________________________________ 35 References ______________________________________________________________ 37

9.1 9.2 In text citations _____________________________________________________________ 37 Complete references_________________________________________________________ 38

1. Introduction to the Assignment Prep Kit

About this Prep Kit The aim of this assignment prep kit is to provide you with a framework of guidelines in the context of the requirements in order to assist you to develop good quality research report. We hope that you will find the material of this Prep Kit useful in your learning endeavours and we wish you the very best not only in achieving a pass but passing with distinction. How to use this Prep Kit This Prep Kit has been prepared to help students in preparing a research proposal. It provides a full set of guidelines for all the required areas that should be completed when conducting a research. For each task, an outline of an answer reflecting the relevant context is presented to provide direction for successful completion. However, whilst the content gives you a comprehensive outlook into the areas that you are expected to address in your research report, it is important that you bear in mind that this is only an outline and that you are expected to elaborate your discussions using your own understanding of the requirements. Before you read this Prep Kit This Prep Kit can be considered as a guideline, which will assist you in addressing the requirements of the research in a comprehensive manner. In addition, in order to better equip yourself with the required knowledge to complete your assignment submission successfully, you are advised to gain additional knowledge and study the recommended reading materials provided by the awarding body. To conclude, once again, we wish you all the very best indeed and hope you achieve a rewarding career. LS Business Publishing Team

2. Selecting a Topic
Selecting a suitable research topic for the research is of utmost importance in conducting a research. The validity of the entire research depends on the topic selected. Sometimes, research topics are given to the candidates by the respective awarding bodies whilst most of the time, candidates are supposed to find a research topic by themselves. It takes a certain amount of time to select a good research topic, as once the research has been started, it will not be possible to change the research topic again. Accordingly, when a third party is going through the research report, having a valid topic will invariably add a positive value to the research. On the contrary, a poor research topic will deviate a reader from going through it no matter how well the research has been conducted. Hence, an effort should be made to select a researchable topic. In this regard, it is vital to know the criteria to develop a good research topic. The research topic should be distinct

A good research topic should be distinct and specific. The topic should clearly explain the selected company, subject area and the geographic region. For Masters and undergraduate level, candidates are recommended to use a maximum of two companies as the base for the research instead of focusing on an entire industry. While selecting an entire industry would be quite tempting, candidates will not have the required time to complete such a broad research successfully. The research topic should be relevant

A research is ultimately expected to provide valid information with critical evaluations/judgements to intended groups of readers. Hence, if the research discusses about an outdated scenario which is not relevant to the modern society; the validity of the research topic would become questionable. Accordingly, the candidate should ensure that he/she selects a research topic which is not outdated and adds value to the current context. The research topic should be researchable (Ability to investigate)

The ability to conduct a research on a selected topic is subjective to availability of information. Therefore, when selecting a topic, candidates should examine and see whether literature and past research findings are available on the selected topic.

The following steps can be followed to select a suitable topic:

1. 2. 3. 4. 5.

Brainstorm for ideas Engage in background reading on few topics Consider the availability of literature and past research findings on the shortlisted topics Ensure the research topic is a distinct, relevant and is researchable Select a specific company and a geographic area to define the scope of the research

The following factors should be considered when selecting a suitable research topic: Access to information Availability of time Availability of financial and non-financial resources Availability of literature and past research findings Relevance to the current context Relevance of the subject area to the course

Examples of research topics Determine the relationship between marketing orientation and business performance in the FMCG sector (A case study of ABC Company) A study on attitude towards online education amongst undergraduate students studying with London School of Marketing A study on consumer behaviour in selecting a professional qualification in the field of marketing

3. Introduction to Research Proposal

What is expected?

A research proposal can be defined as a document produced by the researcher that provides a description about the proposed research. It provides an outline of the complete process of the research. The main purpose of a research proposal is to provide explanations and justifications on the research purpose and the research methods that will be used to conduct the research. A research proposal is handed over prior to conducting the research in order to obtain approval and feedback from the authorised awarding body or from its representatives, considering the validity and pragmatism of conducting the research. The proposal differs from the dissertation in that it does not have an analysis and a conclusion.

Structure of a research proposal

Abstract Chapter One - Introduction to the research Chapter Two - Literature Review Chapter Three - Research Design and Methodology Time table References

4. Abstract
What is expected?

Abstract is similar to an executive summary of a report. It provides a concise summary of what has been discussed in the rest of the research proposal. More importantly, the gravity of the abstract creates either a positive or a negative impression about the research proposal, as this is the first section of the report that a reader will glance. The abstract should be compiled in a way that readers can swiftly become acquainted with a considerable amount of information without having to read it completely. A brief explanation about the research should be provided at the beginning of the abstract. Furthermore, the main purpose of an abstract is to explain: About the research topic; What the research does; The methods that will be used in conducting the research. The abstract should be aligned in a manner to allow a logical flow of data and the most important information should be given highest propriety. It should be emphasised that an abstract (in the research proposal) should not extensively discuss about the work done and should not contain any information that has not been addressed within the research proposal. Sample Answer

Research Topic: A Study on the Relationship between Job Satisfaction and management turnover rate(A Case study of shipping firms, Africa) Abstract The study investigated the relationship between the six facets of job satisfaction and the intention to leave among managers in the shipping firms in Africa. The objectives of the study were 1) to examine the level of perceived job satisfaction and intention to leave, 2) to examine the relationship between job satisfaction and intention to leave, 3) to examine the effect of job satisfaction in relation to managers intention to leave. Based on the literature reviews a model of relationship was proposed and developed to examine the relationships between the six factors of job satisfaction and intention to leave. To test the relationship of the variables in the model, data from 08 managers from top five shipping firms in Africa, will be used. To test the relationship hypotheses of the study, correlation, and multiple regression analysis will be performed.

5. Chapter One Introduction

The first chapter of the research proposal is the introduction. It should include three main sections: Research background Research problem and rational Research aims, objectives, questions and hypothesis

5.1 Research Background

What is expected?

This section explains in detail the underlying reason for selecting the research topic. Furthermore, if a specific company or situation is selected for the research, an introduction of the company or the situation can be provided under this section. In order improve the quality of the research proposal, a clear discussion can be included as to why that particular company/situation has been selected amongst others. It is necessary to maintain focus on the research topic throughout the facts being discussed in this section. Sample Answer Please note that these are sample student answers and have only been provided as guidance. Copying or extracting from any of the sample answers is strictly prohibited.

Research Topic: How ABC ltd. customers worldwide are engaging with digital marketing Background Digital marketing is now extensively used by all brands to endorse their offerings because it is more costeffective and flexible than traditional marketing (in some instances) and provides valuable metrics quickly and efficiently. The growth of mobile activity is pushing marketing experiences further and technology such as HTML5 is leading to better-designed web spaces and language. Digital marketing is a discipline that changes rapidly and most marketers can find it hard to keep up with the present trends much less look ahead. Staying ahead of the trends will mean that companies like ABC can seize the most exciting opportunities and gain competitive advantage. Digital marketing also supports the engagement of customers which goes beyond understanding the benefits of products and services and looks at how these products and services are affecting the lives of customers. It is evident that the recession has accelerated developments that were already present in the publishing industry, such as the shift from print to the Internet and the move towards electronic and

mobile media. Key Note estimates that the total UK publishing market was worth 14.72bn in 2009, and that its value will rise by 6% between 2009 and 2014 (keynote.com, 2010). ABC's flagship weekly multidisciplinary title Nature was first published in 1869 (see appendix A) and is the most highly cited interdisciplinary science journal. For more than 125 years, Nature had been solely a print publication, but the arrival of the Internet brought new media platforms and opportunities. ABC quickly gauged that science communication lends itself to networking applications and embraced the vogue for user forums and 'weblogs' and also News blogs which allows readers to comment on news stories. By 2005 the first 30-minute Nature Podcast show was produced and highlighted news and discoveries of the week by interviewing scientists and Nature editors. 2006 was the year of internet video and other web innovations. ABC took an early interest in video and from 2006 began producing 20-minute videos to accompany major papers. The ABC video archive and You Tube channel now feature many scientists describing their work in their own words. ABC also developed new 'Web 2.0' applications, which scientists can use to save, tag and share their favourite internet pages, and in 2010 ABC launched its mobile app. ABC has continued to enjoy a period of significant growth and continues to maintain its position as a pioneer in progressive publishing practices. Its publishing activities now extend beyond traditional journals to include databases, conferences, podcasts, video streaming, blogs, apps and social networking tools. Millions of readers access ABC content on nature.com one of the most popular scholarly websites on the Internet. ABC focuses its efforts on the web as a means of getting closer to its audience; and is distributing content through every media channel available. ABC is continuously thinking about its customers needs, optimizing search positioning and has also increased publishing and monitoring activities on its social channels, in hopes to create positive experiences that customers will share. However, this is just the beginning and ABC will continue to face challenges in utilising digital marketing to its maximum potential.

5.2 Rationale for the Research

What is expected?

Within the research rationale, candidates are required to address four questions: What is the research problem? Why is it a problem? Why is it a problem now? What could this research shed light on?

When explaining the research problem and the rationale, care should be taken to relate them to the selected organisation. Candidates need to convince the reader of a problem that exists within the selected organisation and explain how the research will help to overcome the identified problem. When writing the research rationale, candidates should present facts with relevant references instead of presenting subjective statements. Sample Answer

Please note that these are sample student answers and have only been provided as guidance. Copying or extracting from any of the sample answers is strictly prohibited.

Research topic: The effect of CRM on customer retention. A case study on XYZ Insurance company-UK Researchers anticipate a double-digit growth for the health insurance industry in UK, owing to government initiatives, innovative and diversified product portfolio (RNCOS, 2011). As a result, London headed UK insurance market as to the general insurance gross written premiums amounting GBP 8.8 billion and then followed Abu Dhabi with premiums amounting more than GBP 6.5 billion (Insurance Authority, 2013). Despite this anticipating growth path, a research by (Rettab, 2006) shows that there are many gaps of activities by UK insurance companies which will result in opening the opportunity for business joint venture with US insurance firms taking advantage of UK law of compulsory health insurance. This goes back for existing insurance companies are not focusing on retaining their customers. The UK insurance companies operating with a retention ratio of 64.3%(Insurance Authority, 2013) should adopt aggressive growth and retention strategies based on the principals of collective competition data.

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Based on the above facts, the researcher had further studied about XYZ Health insurance who is dominating by 85% in London only, but they are not pioneer in other emirates to gain and retain customers (Anon, 2011) despite the fact that Dubai insurance market is considered more open and competitive comparing to other emirates (Alpen Capital , 2009). XYZ is aggressively spread and operate through 293 of customer service staff, servicing an average of 60,000 clients every month coming to the 28 branches and service points in UK (Rohte, 2011), but according to the market share indicated in UK, apparently XYZ is implementing insufficient CRM application which couldnt retain customers from a wider geographic perspective within UK. Why some customers were retained and some are not, it has to have a reason in terms of customer relationship management (CRM) conducted by XYZ management. This cause has shown a threat for the future growth of XYZ insurance, despite the opportunities and the promising of prosperity this sector have in UK for the next coming years. The conceptual framework of this report aims to provide a broader understanding of the existing CRM application conducted in XYZ insurance in UK, and also to understand to what level this company had achieved of customer loyalty and retention through its application of CRM. Finally, the research will shed light on opportunities for better future planning and executing of the CRM in order to acquire loyal and retained customers in all over UK, by understanding the relationship between CRM variables and identifying the existing gaps which are essential and competitive for the health insurance business in UK.

5.3 Research Objectives, questions and hypothesis

What is expected?

This section of the first chapter discusses the main research aims, questions and hypothesis. The number of research objectives or questions to be covered would depend on the scope of the research. However, a minimum of three research objectives are expected. The research objectives should be in line with the selected research topic yet should not be a direct repetition. It is extremely important to set correct research objectives based on the research title since the research objectives will be used as the basis for all remaining chapters. Research objectives are set to define the research scope and to ensure that the research problem is addressed at the end of the research. When drafting objectives, it is a good practice to start with the word to and use words such as evaluate, assess and examine to portray the weight of the research. For qualitative studies If the research is a qualitative study, the researcher should include research questions and not research objectives or hypothesis. Candidates should include a minimum of three main research questions and 5

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to 7 sub questions. The sub questions can be converted into specific questions during interviews and focus group studies. The research questions used for a quantitative research should include words such as what and how to portray the open-ended nature of the research. For quantitative studies On the other hand, if the research is a quantitative study, research can include research objectives or hypothesis. Research objectives should inquire the relationship among the variables reflected in the title. Alternatively, a quantitative study can also include only hypotheses. Hypotheses are predictions the researcher makes about the expected relationships among variables. For mixed studies In an event where the research includes both qualitative and quantitative research techniques, candidates can present a mix of research objectives/ questions and hypothesis.

Sample Answer 1 Please note that these are sample student answers and have only been provided as guidance. Copying or extracting from any of the sample answers is strictly prohibited.

Research topic: How ABC customers worldwide are engaging with digital marketing. A case study of ABC publishing Research questions 1. To assess how customers have engaged with ABCs digital marketing efforts over the past year. 2. To evaluate customer attitudes towards ABCs digital marketing efforts. 3. To assess ABCs customers perception towards digital marketing efforts in relation to its competitors. 4. To evaluate existing and recommend new digital marketing strategies that ABC could adopt to increase customer engagement.

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Sample Answer 2 Please note that these are sample student answers and have only been provided as guidance. Copying or extracting from any of the sample answers is strictly prohibited.

Research title - Identifying the effect of market orientation on business performance in the Insurance sector in Sri Lanka Research objectives 1. To assess the effect of Market orientation on Financial performance 2. To determining the relationship between Market orientation and non-financial performance 3. To evaluate the effect of internal antecedents on market orientation 4. To evaluate the effect of external antecedents on market orientation 5. To provide recommendations on how to improve business performance through market orientation Hypothesis H1. The greater the top management emphasis on a market orientation, the greater the (1) market intelligence generation, (2) intelligence dissemination, and (3) responsiveness of the organization H2. The greater the risk aversion of top management, the lower the (1) market intelligence generation, (2) intelligence dissemination, and (3) responsiveness of the organization H3. The greater the interdepartmental conflict, the lower the (1) market intelligence dissemination and (2) responsiveness of the organization. H4. The greater the market orientation of a firm, the superior is its financial performance. H5. The greater the market orientation, the greater the organizational commitment of employees H6. The greater the market orientation of the firm, the greater is its new product success. H7. Greater the market orientation of a firm, the more competitive it is in the market H8. Greater the market orientation of a firm, greater its overall performance would be

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6. Chapter Two - Literature Review

What is expected?

Literature review is a critical summary of theories and models related to the selected research topic. A mere discussion of theory will not meet the purpose of a literature review; hence, the literature review should build sound arguments based on knowledge and should make a critical link with the situation to be investigated. The objectives of developing a literature review can be summarised as follows: It provides up to date information and a discussion about the selected research topic. It provides an opportunity to detect conflicting points of view conveyed by different authors. It also provides the opportunity to discuss about the researches done in the past under the same topic.

Furthermore, the literature review should highlight the significance and the depth of the research. A literature review examines the existing literature to discover its strengths and weaknesses. It helps to find gaps in the literature that the thesis as a whole is intended to fill. The literature review should cover the key areas included in the research title. For example, if the research title is to understand the impact on customer relationship management on customer satisfaction, the literature should cover theories and past research on both customer satisfaction and customer relationship management. When developing the literature review, it is necessary to understand the research problem or the objectives clearly. Once the research problem is identified, the researcher can understand the relevant literature to resolve the problem. Various sources can be used to ascertain worthwhile information in making judgements. In conclusion, a conceptual framework can be developed based on the evaluative discussions made in the literature review section. The literature review is an output of a combination of steps: Searching literature (from paper base resources or electronic resources) Keeping a record of literature collected Understanding literature Analysing and writing in a critical manner Referencing

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A conceptual framework can be developed at the end of the literature review depending on the scope of the research. A conceptual framework refers to a model or a concept, which draws a link between facts and variables based on the literature discussion provided. This can also be a conclusion based on the theories in relation to the selected research topic. A masters level research proposal should consider at least 12-15 authors and 4 to 5 sources within the literature review. Care should be taken to refer to an array of sources such as journals, magazines, books, websites, blogs, forums etc. instead of referring only to books. Sample Answer Please note that these are sample student answers and have only been provided as guidance. Copying or extracting from any of the sample answers is strictly prohibited. Research topic: Impact of switching cost in retaining customers in the mobile telecommunication industry Literature review Market Orientation: An Overview Market orientation refers to a corporate state of mind which holds the belief that the key to achieving organizational goals consists in determining needs and wants of the target markets and delivering the desired satisfaction more effectively and efficiently than the competitors (Felton, 1959; Kotler, 2002). Market orientation calls for internal systems in an organization to be dictated more by a market review, i.e., an outside-in approach, which is diametrically opposed to inside-out approach where emphasis is laid on building internal strengths such as developing selling skills or attaining production efficiency (McNamara, 1972). With an external and unified focus over the market, market orientation helps business firms identifying and understanding the market opportunities and threats posed by customers, competitors and other environmental factors much better than their competitors. Kohli and Jaworski (1990) rightly state in this connection that because a market orientation is not easily engendered it may be considered an additional and distinctive form of sustainable competitive advantage. No doubt marketing department and its personnel carry much of the responsibility of impacting market orientation for being closer to customers in their dealings, an effective implementation of marketing concept calls for viewing market orientation as a pervasive concept to be embraced by all the departments and personnel in the organization both in philosophy and practice. The whole idea of organization-wide adoption of market orientation seems to be grounded in the belief that marketing is too important an activity to be left with only the marketing department in the organization.

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Market orientation is one of the five philosophies or orientations (the other four being production concept, product concept, selling concept and societal marketing concept) that guide the planning and organization of a firms activities. In a competitive environment, marketing concept is considered to be a far superior guiding philosophy than the product, production and selling concepts. No doubt societal marketing concept is relatively of a recent origin and constitutes an improvement over the marketing concept, it is the latter which continues to hold a sway over other concepts in both marketing literature and business speeches. For a long time, marketing concept remained enshrined only in terms of customer orientation. But later on, other constructs such as competitor orientation, inter functional coordination and profit focus also got added to it (Houston, 1986; Kohli and Jaworski, 1990; Kotler, 1972; Levitt, 1960; McNamara, 1972; Narver and Slater, 1990). The idea underlying addition of these additional constructs was that unless a firm aims at delivering customer satisfaction in a way superior to competitors and adopts it throughout the organization, with due regard to profitability of its operations, customer orientation is unlikely to come up as a commercially viable competitive tool to withstand market challenges. Especially, the construct inter-functional coordination came to be recognized as an essential ingredient for the successful implementation of marketing concept, with the belief that much of the satisfaction to the customers is unlikely to materialize unless all the departments in the organizations imbibe the spirit of marketing concept and gear up themselves to work harmoniously with other departments for delivering customer satisfaction. Notwithstanding being a key concept in marketing literature, only a lip service has been paid to its implementation due to the reason that the term marketing concept has been touted for a long time, largely in philosophical terms. Little guidance was available to the firms as to how to implement the marketing concept and put it into practice (Kohli and Jaworski- 1990). Efforts made by Kohli and Jaworski (1990) constituted a major breakthrough in providing an operational definition of the concept to facilitate its effective implementation by the business firms. Later researchers like Narver and Slater (1990), Pelham and Wilson (1996), and Appiah- Adu and Singh (1998) joined the research stream and proposed alternative frameworks to operationalize marketing concept. Taken as a whole, these researchers observe that market orientation is the creation of a superior customer value through systematic acquisition and analysis of information and development of knowledge about the target market, consisting of customers as well as competitors and other environmental factors. The collection of market information is to be followed by systematic use of such knowledge for the coordinated creation of sustainable superior customer value.

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The Market Orientation Matrix Although Slater and Narver (1994a) found no main effect for customer versus competitor-focus on market performance, they do recognize that "because businesses have limited resources to generate market intelligence, trade-offs between customer and competitor monitoring must necessarily be made" (Slater and Narver 1994, p.47). Consequently, firms may frequently emphasize one external variable in their environmental monitoring at the expense of the other, leading to a specific market orientation profile. By combining these two important external variables, customers and competitors, a four-cell market orientation matrix emerges as shown below.
Customer focus High Low

High Competitor Focus Low

Strategicaly Integrated

Marketing Warriors

Customer Preoccupied

Strategicalli Inept
Figure 1 Market Orientation Matrix

Customer Preoccupied Firms emphasizing customer-focused intelligence gathering activities at the expense of competitor information may be classified as "customer preoccupied." Because the marketing concept promotes putting the interests of customers first, many researchers consider a customer-focus to be the most fundamental aspect of corporate culture (Deshpande, Farley, and Webster 1993, Lawton and Parasuraman 1980). According to Slater and Narver (1994a), however, a customer emphasis is most important when the market is growing and when markets are fragmented and buyer power is low. When markets are growing, it is important to focus on lead users because they may serve as reference points for later adopters (Von Hippel 1986). Also, when markets are fragmented and buyer power is low, customer needs are less well understood, so a customer emphasis should have a greater impact on performance (Slater and Narver 1994a). In addition, Day and Wensley (1988) suggest that "in dynamic markets with shifting mobility barriers, many competitors, and highly segmented end-user markets, a customer-focus is mandatory" .

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Marketing Warriors Borrowing from the famous warfare analogy proposed by Ries and Trout (1986), firms with a predominant emphasis on competitors in their external market analyses have been labeled "marketing warriors." According to Slater and Narver (1994b), a competitor-focus entails gathering intelligence on three main questions: 1. Who are the competitors? 2. What technologies do they offer? and 3. Do they represent an attractive alternative from the perspective of the target customers? Using target rivals as a frame of reference, competitor-focused firms seek to identify their own strengths and weaknesses and to keep pace with or stay ahead of the rest of the field (Han, Kim, and Srivastava 1998). According to Day and Wensley (1988), when market demand is predictable, the competitive structure is concentrated and stable, and there are few powerful customers, the emphasis is necessarily on competitors. Moreover, the lesser the degree of competitive hostility, the greater the positive impact of competitor emphasis on performance (Slater and Narver 1994a). Strategically Integrated Firms characterized as strategically integrated assign equal emphasis to the collection, dissemination, and use of both customer and competitor intelligence. A focus on both customers and competitors is important because a complete Strategically Inept The external analysis is an integral part of strategic planning. According to Kohli and Jaworski (1990, p. 13), "a market orientation appears to provide a unifying focus for the efforts and projects of individuals and departments within the organization." As such, failure to develop an external market orientation may adversely affect business performance (Deshpande, Farley, and Webster 1993, Jaworski and Kohli 1993, Ruekert 1992, Slater and Narver 1994a). However, in some cases, firms may still succeed by concentrating on internal operations, technological advantages, and the establishment of core competencies. Yet, firms that fail to orient their strategic decision making to the market environment without any substantial internal strength may appropriately be labeled as "strategically inept. Kohli and Jaworski (1990) Behavioral Perspective Kohli and Jaworski (1990) define market orientation as organization-wide generation of market intelligence pertaining to current and future customer needs, dissemination of the intelligence across departments and organization-wide responsiveness to it.

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Kohli and Jaworski (1990) rightly observe in this connection that organizations differ in the extent to which they generate market intelligence, disseminate it internally and take action based on the intelligence, and cannot be simply classified as market oriented or not market oriented. Thus, market orientation of an organization can be represented/ recognized as one of the degree on a continuum rather than as being present or absent. Kohli and Jaworski (1990) offered a process-driven model that considers the stages of generating, disseminating, and responding to market intelligence as the essence of market orientation (Noble, Sinha, and Kumar 2002). Market intelligence not only pertains to monitoring customers' needs and preferences, but it also includes an analysis of how consumers might be affected by factors such as government regulation, technology, competitors, and other environmental forces. Environmental scanning activities are subsumed under market intelligence generation. Hence, intelligence dissemination pertains to the communication and transfer of intelligence information to all departments and individuals within the organization through both formal and informal channels. Finally, responsiveness is the action that is taken in response to the intelligence that is generated and disseminated. Unless an organization responds to information, nothing is accomplished. Jaworski and Kohli (1993), in their model, have three antecedents to market orientation: top management factors, interdepartmental dynamics, and organizational systems. These lead to the market orientation components of intelligence generation, dissemination, and use (responsiveness), which then impact employees and business performance (with a nod to the impact of the market environments role in the process). Another distinguishing feature of Kohli and Jaworskis (1990) operationalisation is that they depart from the previous approach of treating inter-functional coordination as one of the components of market orientation. Their view is that inter-functional coordination should rather be considered as an antecedent to an effective implementation of market orientation. Later Hunt and Morgan (1995) and Pelham and Wilson (1996) also joined this stream of thinking. The reason underlying this view is that although interfunctional coordination is a factor that can contribute to implementing successfully a market orientation, yet such implementation factor should not appear in a concepts definition (Hunt and Morgan, 1995). Profitability is another construct that has come under attack for being posited as part of market orientation. Far from being a component of market orientation, Kohli and Jaworski (1990) maintain that it should be viewed more as a consequence of market orientation. Assertions made by Levitt (1960) echo a similar opinion: .considering profitability as a part of market orientation is like saying that the goal of human life is eating. Instead of inter-functional coordination and profitability, Kohli and Jaworski (1990) proposed intelligence generation, intelligence dissemination and response as the three core components of market orientation.

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Intelligence Generation: Market intelligence generation is about collecting information and developing an understanding of the target market through formal and informal information systems. Since the target market consists of customers, competitors and external environmental variables; information needs to be collected about all these constituents. As suggested by Aaker (1988) and Jaworski and Kohli (1994), the task of developing an understanding of the target market is not complete till the non-verbalized facts of the target market are not analysed. In the case of customers, these can be customers unsatisfied needs, motivators, direct and indirect nonbuying influences, future needs and other exogenous factors. In respect of competitors, their size, growth and profitability; objectives and assumption; current and past strategies; organization and culture; cost structure and exit barriers; strengths and weaknessesall these need to be analysed. A firm also needs to collect information about the external environmental conditions such as technological intensity, government policy, etc. In order to make the whole task of intelligence generation to be truly effective, it is imperative that the entire organization becomes learning-oriented, i.e., all the constituents of the organizations develop commitment to learn, become open-minded and share the organizations common vision (Day, 1994; Sinkula, Baker and Noordwier, 1997). Intelligence Dissemination An effective communication of the market intelligence throughout the firm is known as intelligence dissemination. Amount and type of communication constitute two major dimensions of the intelligence dissemination process. Both these aspects need to be given due weightage while appraising the prevailing intelligence dissemination system in a firm. Such an appraisal should, moreover, take into account other parameters such as whether the organization, as a whole, is sensitive, open-minded, learning-oriented and participative in the intelligence dissemination (Kohli and Jaworski, 1990; Maltz and Kohli, 1996; Menon and Varadarajan, 1992; Ruekert and Walker, 1987; Sinkula, Baker and Noordewier, 1997; Zeithaml, Berry, and Parasuraman, 1988). Responsiveness Designing and implementing a response constitutes the responsiveness of the firm. This includes both planning and implementation aspects. The planning aspect, referred to as response design, entails selecting the target market, setting up structures and systems, product planning, etc. The implementation aspect, i.e., response implementation, pertains to producing, offering and distributing the products along with providing after-sales services (Deshpande, Farley and Webster Jr., 1993; Deshpande and Zaltman, 1982; Menon and Varadarajan, 1992; Sinkula, Baker and Noordewier, 1997). Once again, responsiveness to market intelligence needs to be viewed as an organization-wide phenomenon in which the participation of virtually every department is present.

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Narver and Slater (1990)- Cultural Perspective Narver and Slater (1990:21) provide a cultural perspective and define market orientation as "the organisation culture that most effectively and efficiently creates the necessary behaviors for the creation of superior value for buyers and, thus, continuous superior performance for the business". They identify three behavioural components: (1) Customer orientation, which involves understanding target buyers now and over time in order to create superior value for them (customers); (2) Competitor orientation, which includes acquiring information on existing and potential competitors, such as their short-term strengths and weaknesses and long term capabilities; and (3) Inter-functional coordination, which is the coordinated utilisation of company's resources to create superior value for target customers. Continuous innovation is implicit in each of these components (Narver and Slater 1999). Customer Orientation Customer orientation is a set of beliefs that puts the customer's interest first, while not excluding other stakeholders such as owners, managers, and employees, in order to develop a long-term profitable enterprise (Deshpande et al. 1993: 27). Numerous authors have investigated the customer orientation pillar of marketing (Baker and Sinkula 1999; Slater and Narver 1994; Siguaw, Brown and Widing 1994; Jaworski and Kohli 1993; Deshpande et al. 1993; Saxe and Weitz 1982). According to Narver and Slater (1990), customer orientation requires a sufficient understanding to create products or services of superior value. Deshpande et al (1993) foimd that customer orientation improves performance and Gronroos (1982) considered that service industries need to market this orientation to employees if they are to reinforce the quality of the flrm and its services. Slater and Narver (1995) define customer orientation as a culture, which (1) accentuates the creation of customer value as the overriding organisational goal, and (2) provides norms for organisational development and consensus. Others claim that to be successful, organisations that are market-oriented should match customer needs with company competencies. "Understanding what customers want and do not want, can result in greater efficiency, reduce waste in management in manufacturing, and enhance competitive advantages" (Change, Polsa and Chen 2003: 133). Day and Nedungadi (1994) suggest that market orientation represents superior skills in understanding and satisfying customers, as well as understanding competitors, and observes that market driven firms that balance these two orientations achieve better performance. Competition Orientation Narver and Slater (1990) believe that competition orientation means understanding the strengths, weaknesses, capabilities and strategies of competitors, whereas Lafferty and Hult (2001) consider that competitor orientation is similar to customer orientation in terms of information gathering. Both require a thorough analysis of technological capabilities and competences to satisfy the same market. Zahra (1993: 324) states, "When rivalry is fierce, companies must innovate in both products and processes,

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explore new markets, find novel ways to compete, and examine how they will differentiate themselves from competitors", with respect to successful performance variables. Baker and Sinkula (1999) argued that new product development can respond to markets (by reacting to customer needs and competitor offerings), or develop a learning orientation environment (through innovative disruptions of the status quo, that is, "thinking outside the box"). Consequently, they do not expect strong synergy between orientations for this variable and as such none is proposed here. From another perspective, Olsen et all (2005: 51) find that to "beat the competition", companies should target, prioritize and make in-depth assessments of their competitors, focusing on their goals, strategies, products, resources, capabilities, and information management policies. To compete, they should be able to match, if not exceed, competitor performance. Conceptual Framework

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7. Chapter Three - Research Methodology

This is a vital section in the research proposal as it explains in detail how the research will be carried out. It should also provide a justification for selecting specified methods and a critical evaluation of the selected methods. The following aspects should be covered under this section of the research proposal: Research philosophy positivism, interpretivism, realism, pragmatism Research approach Inductive and deductive Research design descriptive, exploratory, explanatory, predictive Research methods primary and secondary, qualitative and quantitative Research tools surveys, focus groups, observation, interviews etc. Research limitations Research ethics

Alternatively, Sauders (2003) research process onion can also be used to structure the research methodology chapter.

7.1 Research Philosophies What is expected?

There are four main research philosophies; positivism, interpretivism, realism and pragmatism. However, Positivism and interpretivism are the most appropriate for management related research. Positivism is about deductive research where theories are used to understand why things happen the way they happen. It is about observing and experimenting theories. Interpretivism is about inductive research where qualitative research is conducted to form theories about patterns and behaviour.

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 Realism instate that objects exist regardless of what anyone think of them. Pragmatism establishes that truth is less important than usefulness. Pragmatism incorporates experiments to test what works and what doesnt. Pragmatist research is mainly used in the medical field.

Sample answer
Please note that these are sample student answers and have only been provided as guidance. Copying or extracting from any of the sample answers is strictly prohibited.

Positivism and interpretivism are two main philosophies used for social phenomena evaluation. The properties of both of these philosophies are quite different from each other. The main assumptions in Positivism are that social reality is not dependent of one person but it is common wisdom of whole society. The point of view of few people can be point of view of whole population. This is standardisation of social information and inflation obtained from some units of population here is generated at larger level. This philosophy allows the researcher to get information through indirect communication with them, as according to this philosophy it is possible to get wrong information if people who are researched are interfered. Interpretivism on the other hand is based on the assumption that human beings have complete nature. Their point of views cannot be standardised but each human being has unique understanding and point of view about as a social phenomenon. The social reality according to this philosophy cannot be generalised but each person have different unique point of view. In contract with positivism here information is obtained through strong social interaction like direct communication with the people (Blaxter, et al, 2006). Employees turnover topic has been investigated by the use of both interpretivism and positivism philosophy. However the application was different. Positivism contains most common variables which contains standardisation. The author here ensured that respondents easily understand the questions asked and give right answers. However wherever author thought it is not possible to get standard information then issues in this study investigated through application of interpretivism philosophy.

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7.2 Research approach What is expected?

There are two main research approaches: deductive and inductive. Deductive research Deductive research involves drawing conclusions logically from the available facts (it is about testing hypothesis).

For example Theory Market orientation positively influences business performance Hypothesis H1. Greater the technological turbulence, the weaker is the relationship between market orientation and business performance. H2. Greater the market orientation of a firm, the superior is its financial performance. H3. Greater the market orientation, the greater the organizational commitment of employees. H4. Greater the market orientation of the firm, the greater is its new product success. H5. Greater the market orientation of a firm, the more competitive it is in the market H6. Greater the market orientation of a firm, greater its overall performance would be. Observation conduct a questionnaire survey and test the hypothesis Confirmation Compare the results with the theory and draw conclusions

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 Inductive research Inductive research involves moving from specific observation to broader generalisations and theories.

Example How does young mothers learn about the types of baby milk power available in the market? Observation obtain a sample of 50 new mothers and ask them how they got to know about the milk power they are currently using Pattern determine a pattern in the responses Tentative hypothesis - online baby care sites and blogs are the most influential source on recommending specific milk power types. Develop theory Online sources play a vital role in communicating and influencing mothers.

Sample answer

Please note that these are sample student answers and have only been provided as guidance. Copying or extracting from any of the sample answers is strictly prohibited. Deductive and inductive are two approaches discussed in order to justify which approach can be employed to collect and analysis the data. Deductive approach is allied with the positivism paradigm and the inductive approach is allied with interpretivism. Hence, better understanding of those two approaches are an important in order to identify a suitable research approach. Deductive approach allows the researcher to develop an assumption by utilising theory (Thornhll, 2009). In addition, it refers to work from the more common to the more specific and allows the researcher to collect quantitative data.

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Inductive approach is a flexible as it has no requirement of programmed theory in order to collect information and data ( Kumar, 2009). In addition, this approach does not allow collecting quantitative data but allows collecting qualitative data. This study will be employed deductive approach because quantitative data is collected as the questionnaire was close-ended and structure. In addition, positivism paradigm is selected which support by the deductive approach.

7.3 Research design What is expected?

There are four main research design types: Exploratory Research conducted to gain an insight and comprehension of an issue or situation. Document conditions, attitudes, or characteristics of individuals or groups of individuals An analysis of why and how something happen with the perspective of providing recommendations forecasting the likelihood of a similar situation occurring elsewhere

Descriptive

Analytical

Predictive

It is unlikely that a research can be a combination of these designs. Therefore, the candidates are required to specify the design that is most applicable for the research in hand and provide justifications for the choice.

Sample answer
Please note that these are sample student answers and have only been provided as guidance. Copying or extracting from any of the sample answers is strictly prohibited.

Research can be categorized into three different parts based on their purpose. They are, Exploratory Research, Descriptive Research and Causal Research.

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In this study, the author attempts to understand the behavior of customers in selecting an insurance policy. This study is carried out as Descriptive Research since it will describe the variables relating to consumer behavior and help in drawing a relationship with the variables and the choice of customers. 'The objective of descriptive research is to describe things, such as the market potential for a product or the demographics and attitudes of consumers who buy the product.' (Kotler et al. 2006, p. 122). Descriptive research is used when the problem is relatively clear and structured. (Weidersheim- Paul & Eriksson, 1997).

7.4 Research methods What is expected?

There are two main research methods; primary research and secondary research. Prmary Data Data obtained for the first time for the purpose of the research Quantitative Qualitative Secondary Data Data already available as a result of the reseraches done in the past. Internal data External data

Secondary research is conducted to form the basis for primary research. Therefore, most often, researchers will make use of both research methods. When presenting research methods, it is important to clearly state their use. Candidates can present a table to illustrate the link between the research methods and the research objectives. Furthermore, primary research is of two types: qualitative research and quantitative research. Qualitative research can be conducted using research tools such as focus groups, interviews and observation studies. On the other hand, quantitative research can be conducted using tools such as questionnaire surveys. Candidates are required to clearly explain whether qualitative, quantitative or both will be used for the research and justify the choice based on the selected research approach and philosophy.

Sample Answer
Please note that these are sample student answers and have only been provided as guidance. Copying or extracting from any of the sample answers is strictly prohibited.

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Data for the purpose of this research will be collected from both primary and secondary sources of data. Primary data is data gathered for the problem in hand, whereas secondary data would be data that is already available, however specifically not collected for the particular research. Primary data for the research will be collected surveys based on face-to-face interviews using a questionnaire. The main research instrument used to gather data for the purpose of the research is questionnaires. A questionnaire will be developed identify the factors affecting customers behavior in selecting an insurance policy and stages a customer passes through in the buyer process. This questionnaire will be used to measure the significance of the factors affecting the behavior. The questionnaire will also include a section on the demographics of the respondent. The main secondary data used for the research will be articles, journals and websites, to collect information of theories relevant for the research. In order to gain background information of the insurance industry, annual reports of the Insurance Board of Sri Lanka and other authorities will be used.

7.5 Research tools What is expected?

Based on the selected research methods, candidates are required to recommend research tools that will be used to conduct the research. The research tools and research objectives should be presented as railway tracks to show a clear link between the two.

When recommending research tools, candidates are required to specify the population size, sampling method and sample size for each tool. The selected sampling method and the sample size should be justified using appropriate theory.

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Population The population of interest (sometimes referred to as the target population or universe) is the total group of people that the researcher wishes to examine, study or obtain information from. However, in reality, it is almost impossible to include the entire audience in the research. Therefore, researchers are required to select a sample. Sampling methods Sampling methods can be grouped as probability sampling and non-probability sampling. In probability sampling, every member of the population of interest has a known chance of being selected, independent of any subjective selection by the researcher. On the other hand, non-probability sampling involves a subjective selection of the respondents. Hence the probability of selecting respondents is unknown. Since the sample is not chosen objectively, it is not possible to state results with any degree of statistical certainty. There are four commonly used methods of probability sampling. Simple random sampling - Here each member of the population has an equal chance of being selected for the survey. A computerized random number generator or tables randomly select members until the required sample size is filled. Systematic sampling - This method involves selecting every nth member of a population. For example, every 9th member of a given list will be selected for the research. Stratified random sampling - This method divides population into two or more mutually exclusive groups. Thereafter, the researcher can take random samples from within the group using either of the methods above. Cluster Sampling - This is a procedure in which clusters of population units are selected at random and then all or some of the units in the chosen clusters are studied. There are four types of non-probability sampling. Convenience Sampling - This is based on the convenience of the researcher. Irrespective of the selection made in the street, in the office or from a database as long as the sample fits with the population as a whole, it is legitimate. Judgment or purposive sampling - The researcher consciously selects a sample considered appropriate for the study. This may be based on certain companies representing a sector- for example, a researcher in the cutlery market might include all major departments stores in the sample as well as a random selection of other outlets. Its designed to reflect the relative response of departments stores in the retail market. Quota Sampling - This is defined by ESOMAR (2007) as A type of non-probability sample where the required number of units with particular characteristics are specified. This is based on the idea that if known characteristics of the population are reproduced in the same proportion in

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the sample, it is a representative of that population; for example, age, sex and social class can be used to select quotas. Snowball Sampling - ESOMAR (2007) defines: A type of non- probability sampling where initial respondents are selected at random and subsequent respondents are then selected by the referrals or information for the earlier respondents. This is very useful in the markets where there is low incidence of the population, like in B2B markets, where the buyers are of competitive intelligence, or where unusual behavior is under consideration. Sample size There is not necessarily a relationship between the size of the population and the sample. Although a larger sample brings more accurate results , it has to be traded off against the cost of producing this effect and the complexity, and therefore cost of managing the collection and processing of large amounts of data. Sample size is often determined by past experience. Previous studies will indicate: The degree of variability in the population- the more the variability, the larger the sample size will need to be. The likely response rates- if these are believed to be low, the sample will need to be larger to have an effect on the incident rate of the characteristic being researched- if this is common, the sample may be smaller. The number of subgroups within the data-the smaller groups will have larger sampling errors and a large sample might be needed to ensure that sub groups can be effectively analyzed. Other factors which play a key role in determining sample size. These include: Budget Bigger the sample size, greater the cost of conducting the research. Sample size is determined by the amount of money that is available for the project. Timings - The larger the sample size, the longer it takes to gather data and complete analysis The risk attached to any decision - The greater the risk, the higher the level of accuracy required

Sample Answer
Please note that these are sample student answers and have only been provided as guidance. Copying or extracting from any of the sample answers is strictly prohibited.

Research tools The main research tool used for this research will be face-to-face interviews using a questionnaire.

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Population Population refers to the group of people, events or things of interest the researcher wishes to investigate. This study will look in to the behavior patterns of customers in selecting insurance policies. Therefore the population for the research will be current domestic vehicle owners in Sri Lanka registered under the Narahenpita Divisional Secretariat. Sampling Procedure A sample is a subset of the population and sampling is the process of selecting a sufficient number of elements from the population so that the study undertaken is representative of the whole population. The sampling method undertaken for the purpose of this study was random where 160 respondents from the population were chosen for the research from the list of registered vehicles under the Registration of Motor Vehicles Dept. in the Colombo District in the period 2006/07. Here every member in the population will have a known and equal chance of being selected as a subject where there will be a least amount of bias. The sample of 160 was selected in the following manner. Colombo 5 Colombo 7 Colombo 13 Colombo 14 40 40 40 40 160

Colombo Metropolitan Region (CMR) consists of 14 Divisional Secretarial Units from Colombo 1 to Colombo 14. Due to the time and cost constraints of this study, Colombo 5 and Colombo 7 have been selected to represent the high-income segment whereas Colombo 13 and Colombo 14 have been selected to represent the low-income segment in the region. 40 respondents from each of these regions constitute the total number of 160 respondents giving an equal representation to both high and low income segments of the region. Sample Size The size of the sample for the research will be 160 respondents selected randomly form the list of registered domestic vehicles in the year 2006 under the Narahenpita Divisional Secretariat.

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7.6 Research Limitations What is expected?

The next step is to discuss the limitations that can be encountered when conducting the research. Candidates can discuss about finance limitations, time limitations, resources limitations, skill limitations etc. Listing out the limitations and discussing their impact will help the reader understand the context in which the research was carried out.

Sample Answer
Please note that these are sample student answers and have only been provided as guidance. Copying or extracting from any of the sample answers is strictly prohibited.

It is always useful to understand the shortcomings of own research and the expected effects of the methodology adopted. One limitation of this study comes from the sampling method chosen. The convenience sampling method introduces sampling bias in the study and as a result, the outcomes might be skewed in a particular direction. Due to this bias, the results cannot be generalised for all marketing managers across the retail industry. In fact, the results might not even be representative of all marketing managers at Simplicity. Furthermore, the response rate will not be as high as expected. The reason will be the unavailability of marketing managers in certain locations. A few also refused to give an interview. Another possible limitation would be misleading responses and inaccurate data. Many people would not likely to accept they have low or weak ethical standards to the results to self-reflective questions are likely to be skewed. In addition, marketing managers might not be willing to share sensitive issues or other information due to company laws.

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7.7 Ethical Considerations What is expected?

The final section of the methodology should discuss how the research will be conducted in an ethical manner. This section should discuss how: Data will be processed fairly and lawfully Data will be obtained only for specific and lawful purposes Data will be stored securely Personal data will not be distributed or used without the permission from the respondents Personal data wouldnt be kept longer than necessary

Sample Answer
Please note that these are sample student answers and have only been provided as guidance. Copying or extracting from any of the sample answers is strictly prohibited.

Since the topic is of little sensitivity for companies as large as Simplicity, this study had several ethical conditions to follow. The sole intent of this research will be to analyse ethical attitudes and relate them to the marketing strategies pursued by Simplicity in different regions. The study will be an attempt to define how marketing behaviours and attitudes were expected to be influenced in cross-cultural settings. The study in no way intended to use information gained for personal or other gains. Nor will any damage to the brand name expected. The researcher had to gain official permission at Simplicity for allowing access to its marketing managers in different regions; which she did. The names of the marketing managers were not disclosed to preserve anonymity on request of the managers.

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8. Timetable
What is expected?

The main objective of the timetable is to provide a plan of how the available time will be allocated to complete the proposed research. This will give an indication of the viability of this research proposal. A time plan will act as a control mechanism to monitor the progress of the research against the set targets. Furthermore, a justification can be provided for foreseeable changes in the time plan. A time plan can be represented using a Gantt chart. Gantt chart A Gantt chart is a tool used for planning and scheduling projects. It provides an opportunity to assess the time taken for the individual activities in the project, dependencies between individual tasks and resource allocation requirements. Furthermore, when a project is underway, Gantt charts are useful for monitoring progress. Gantt charts provide a status update about the project at any given time; hence, the project owner will be able to take any remedial actions to bring the project back on course. In a Gantt chart, tasks are shown on the vertical axis, and the project time span is represented on the horizontal axis. Each task is represented in the respective corresponding bar that shows the time span required for that task. This can be used to represent the percentage of work completed. It is important to note that the Gantt chart should only indicate future activities and not the activities that were already conducted.

Sample Answer

Please note that these are sample student answers and have only been provided as guidance. Copying or extracting from any of the sample answers is strictly prohibited.

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Time Table and Contingency Plan

September

October

November

December

Wk 3 Expand the literature review Prepare the questionnaire and select the sample Prepare field force guidelines for the focus group Test the questionnaire on a pilot survey Conduct the 4 focus groups Conduct the interviews Collect and analyses data Draw conclusions and recommendations Proof read and Editing Submit research paper Contingency Plan

Wk 4

Wk 1

Wk 2

Wk 3

Wk 4

Wk 1

Wk 2

Wk 3

Wk 4

Wk 1

Wk 2

As with every project, unforeseen situations may occur which could cause a delay to the project. The author anticipated that the main process that could cause delay to the project falls in the focus groups discussion period of the research. Some problems that could occur are summarised as follows: Recruitment of research participants

Issues: The recruitment of participants may not be completed by the expected timeline. Solution: The expected number of respondents may be reduced to reflect the situation. The number per groups may be reduced to six respondents per group or two mini groups of four respondents per segment may be conducted if all eight respondents timings do not match. Coding and transcribing interviews Issues: Coding and transcribing of all interviews may require time which could delay the analysis stage of the paper. Solution: The researcher will also take shorthand notes during the interview to ensure that there are preliminary data sufficient enough for the analysis process to continue as soon as the interview is completed and transcribed data will be used to confirm the analysis.

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9. References
The final section of the research proposal is references. Candidates are required to provide a comprehensive list of all sources and authors referred when preparing the proposal. References include two parts; in-text citations and complete references. Harvard Referencing guidelines should be adhered when presenting references. Some of the useful Harvard Referencing guidelines are as follows:

9.1 In text citations

When making reference to an authors work in your text, their name is followed by the year of publication of their work: This view has been supported in the work of Cormack (1994). .. Where you are mentioning a particular part of the work, and making direct reference to this, a page reference should be included: Cormack (1994, pp.32-33) states that 'when writing for a professional readership, writers invariably make reference to already published works'. . Where reference is made to more than one author in a sentence, and they are referred to directly, they are both cited: Smith (1946) and Jones (1948) have both shown.. .. If the author cannot be identified use Anonymous or Anon. and the title of the work and date of publication. Marketing strategy (Anon., 1999) .

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9.2 Complete references

E-books and pdfs Author, Year. Title of book. [type of medium] Place of publication: Publisher. Available through: include e-book source/database, web address or URL [Accessed date]. Fishman, R., 2005. The rise and fall of suburbia. [e-book] Chester: Castle Press. Available through: Anglia Ruskin University Library website <http://libweb.anglia.ac.uk> [Accessed 5 June 2005]. Journal articles available from a database Author, Initials., Year. Title of article. Full Title of Journal, [type of medium] Volume number (Issue/Part number), Page numbers if available. Available through: name of database [Accessed date]. Boughton, J.M., 2002. The Bretton Woods proposal: an in depth look. Political Science Quarterly, [ejournal] 42 (6), Available through: Blackwell Science Synergy database [Accessed 12 June 2005]. Magazine or journal articles available on the internet Authors, Initials., Year . Title of article, Full Title of Magazine, [online] Available at: web address (quote the exact URL for the article) [Accessed date]. Kipper, D. , 2008. Japans new dawn, Popular Science and Technology, [online] Available at:<http://www.popsci.com/popsci37b144110vgn/html> [Accessed 22 June 2009]. Annual report Corporate author, Year. Full title of annual report. Place of publication: Publisher. Marks & Spencer, 2004. The way forward, Annual report 2003-2004. London: Marks & Spencer. Course material / lecture notes print version Lecturer/Author, initial. Year. Title of item, Module Code Module title. HE Institution, unpublished. Williams, B., 2008. Guide to project management, BD45001S Management. Anglia Ruskin University, unpublished.

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Course material electronic Lecturer/Author name, initial. Year. Title of item Module Code Module Title [online via internal VLE], HE Institution. Available at: web address if available over the internet, otherwise indicate if available through WebCT, SharePoint or other virtual learning environment address. [Accessed date]. Williams, B., 2008. Guide to project management, BD45001S Management. [online via internal VLE] Anglia Ruskin University, Available at:< J:\AIBS\AIBS Admin\ASSESSMENT MATERIAL\ASSESSMENT MATERIAL 2009-10\IBS & MARKETING & MA ARTS\IBS Sem 2 2009-10 Approved Material\Sem 2> [Accessed Date 13 June 2008]. Websites Authorship or Source, Year. Title of web document or web page. [type of medium] (date of update if available) Available at: include web site address/URL (Uniform Resource Locator) [Accessed date]. NHS Evidence, 2003. National Library of Guidelines. [online] Available at: http://www.library.nhs.uk/guidelinesFinder [Accessed 10 October 2009]. Blogs Author/User name, Year. Title of individual blog entry. Blog title, [medium] Blog posting date. Available at: include web site address/URL (Uniform Resource Locator) [Accessed date]. Whitton, Felix., 2009. Conservationists are not making themselves heard. Guardian.co.uk Science blog, [blog] 18 June. Available at: <http://www.guardian.co.uk/science/blog/2009/jun/18/conservationextinction- open-ground> [Accessed 23 June 2009].

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