Professional Documents
Culture Documents
Todays Session
Writing Aims & Objectives & Research Questions Literature reviews as Conceptual Frameworks
What is an aim?
Why do you want to do the study and what you intend to accomplish? (Locke et al., 2007) An example of a real aim: This studys aim is to provide a better understanding of todays challenges that Austrian advertising agencies and clients face when implementing IMC [2010 UG dissertation submission] To contribute to current understanding of members consumption of art museums using the involvement construct and the Tate as a case study
Quantitative Aims
The same principals apply but you use a different language Identify the theory, model or conceptual framework Identify the independent and dependent variables & any moderating or control variables Use words that connect variables e.g. the relationship between, comparison, association The independent variable goes first, dependent variable second & moderating variable in the middle Identify your research strategy (normally a survey) Identify your participants e.g. young people, aged 16 to 24 years or unit of analysis e.g. mixed arts venues Try to define each variable age explains itself but what do you mean by participation?
Objective Examples
UG Project on integrated marketing communications:
1. To review literature of IMC; 2. To explore the perception and implementation of the IMC concept among Austrias advertising agencies; 3. To examine how Austrian advertising agencies measure and evaluate IMC campaigns; 4. To discover clients experiences of IMC implementation and measurement; 5. To provide conclusions and recommendations for future research and practice of IMC.
Marketing Research Tools Dr. Kate Armstrong
Objective Examples
Consultancy Project:
1. To discover more about how Tate Members are involved (interact physically and emotionally) with the Tate and how it fits into their lives. 2. To understand what involvement with the Tate means for members. How do they see their involvement with the Tate and do they want to be more involved? 3. To examine Members deeply held values in relation to their interaction with the Tate brand. 4. To compare the characteristics of Tate Members across the involvement spectrum.
Market Research Tools Dr. Kate Armstrong
Hyp. Examples
AIM: which variables influence product involvement among young people. 1. Young peoples level of product involvement is negatively influenced by youngsters age, i.e. The older the child, the lower the product involvement. 2. Young peoples level of product involvement is positively influenced by youngsters subjective product knowledge, i.e. the higher the subjective product knowledge, the higher the product involvement. 3. Young peoples level of product involvement is positively influenced by parents, i.e. the stronger the influence of parents, the higher the product involvement. 4. Young peoples level of product-involvement is positively influenced by the attitudes of peers towards the product, i.e. the stronger the influence of peers, the higher the product involvement
Market Research Tools Dr. Kate Armstrong
Quant questions
Research questions describe or explore relationships between variables Objectives indicate goals or objectives of a study Quantitative hypotheses predict relationships between variables (e.g. attendance). You then TEST each hypothesis using a sample They are normally fixed throughout the study You questions or hypotheses NOT both
Quant questions
The words you will use include:
Describe Affect Influence Impact Determine Cause Relate Association
Choosing A Topic
Interest and Relevance: [it should excite you & be interesting to external audiences too]; Topic Adequacy: check against assessment criteria & your overall discipline [is their secondary research you can explore?]; Access: do you have access to those people that need to answer your questions?
How to cope?
It is hard, no one can write this but you.. But, its one of the most rewarding experiences youll go through So long as you are organised, attend lectures, do the reading, stay focussed and draw on your experience and hardwork from other units you will stay on track We are here to help you but you lead the process.
How?
Using databases can you name any that you have come across here? Reading a lot! Its the ONLY way to familiarise yourself with the literature in your field and others Its complex, it hurts, but you have to perservere.
What is it?
Scholarship and conceptual frameworks refer to the assimilation of different sources of information into a new piece of written work [Hackley, 2003, p.20]. In academic work, the concept argument refers to all kinds of scholarship conducted in written form written to persuade.
What is it?
The writer wishes their argument to be perceived as plausible and convincing from the evidence put forward in the paper You must do the same. The arguments put forward in a literature review are not final or not up for dispute the student must position themselves on the argument and put forward quotations or paraphrases to support or refute the position.
For example
3.1. The Nature of Personal Values Values have a long history as theoretical constructs to explain the behaviour of individuals (Segal, Segal, & Niemczycki, 1993), and have been of interest to social scientists for decades (Allport, Vernon and Lindzey, 1960; Williams, 1968). The term values has been used to define interests, likes, preferences, pleasures, duties, moral obligations, wants, goals, desires, needs, attractions, aversions and many others (Pepper, 1958; Williams, 1959, 1968, 1970; Rokeach, 1973). Central to most definitions of values is the idea that they are concepts or beliefs, about desirable and/or end states, that go beyond specific situations, guide selection or evaluation of behaviour and events and are ordered by relative importance (Morris, 1956; Pepper, 1958; Maslow, 1959; Allport, 1961; Smith, 1963; Scott, 1965; Williams, 1968; Rokeach, 1973; Levy and Gutman, 1974; Schwartz and Bilsky 1987; Schwartz, 1992). Personal values have also been defined as self-centred (Rokeach, 1979) and refer to the individuals beliefs about what is desirable (Lai, 1995). Personal values range from being very general, abstract philosophical or religious notions, to highly specific concepts based on experiences (Vinson et al., 1977). To conceptualise the term values reflects the influence of several disciplines such as anthropology, sociology and psychology (Vinson et al., 1977). These disciplines suggest that values underlie a variety of individual and collective behaviours (Munson and McQuarrie, 1988).
So a literature review is
Both factual [here is what the literature says, and heres who says it+ And insightful *isnt this interesting, because all these people say this thing X and all these people say this X]
You will only be able to report like this once you have READ WIDELY in an area
For Example
1. From an extensive review of the literature in the services marketing/PR genre, it was revealed that little has been written on XXX since the early 1990s thus illuminating a gap in the research that this study aims to address
2. However, as this article was written in the early 1970s, it can be suggested that it is slightly dated in its thinking and more recent research may be able to contribute to understanding in this field
For Example
3. As this paper was written for the Journal of Public Opinion/Journal of Consumer Research assumptions can be made of the aim and scope of the research it may be prudent to examine health journals to examine this issue further.
4. Inherent to the research design was the notion that quantitative methods were the most appropriate to explore XXX however, given that little research has been executed into this area, a qualitative approach may be more appropriate, as it can explore values, attitudes and beliefs in more depth [Gordon and Langmaid, 2008].
For example
CAM Defined The two most commonly used terms for this form of health care are complementary and alternative. The former is viewed as working alongside orthodox medicine (OM) (Sharma, 1992) and the latter is seen as something sitting outside the boundaries of the established health care system, with little or no support from the governmental or medical establishments (Saks, 1992). Some reflection on these terms is deemed necessary before leading to the justification of the term CAM (complementary alternative medicine), which is to be used in this study. Fisher and Ward (1994) argue that the word alternative suggests a substitution, an either-or relationship, which is not typical of the way that most people use CAM (Ernst et al., 1995a; Vincent and Furnham, 1996). More recently, the word complementary has also been used, thus moving away from an alternative, towards a modality used to complement the offerings of conventional orthodox medicine (OM) (OConnor et al., 1997). For some however, the term complementary is not satisfactory either, because it embraces some therapies that sit outside of OM (Fisher and Ward, 1994). The struggle to find a name for this type of healthcare is highlighted by the dichotomy of these two commonly used terms. Thus, unison of the terms is to be used for this study complementary, alternative medicine (CAM), which is supported by several scholars (Astin, 1999; OConnor et al., 1997; Thompson and Troester, 2004) and establishments such as the National centre for complementary medicine (NCCAM) (2005) and the House of Lords report (2000). Other scholars writing on the topic refer to CAM as alternative medicine (Siapush, 1998, 1999a, 1999b) or alternative therapies (Kelner and Wellman, 1997a), however, it is clear that they are all conversing on and researching the same type of medicine and healthcare approaches, yet they have stipulated their own definition for purposes of their particular articles, which OConnor et al., (1997) suggest is reflective of their own perspectives and affiliations with establishments. For the purpose of this research, a definition provided by the national centre for complementary and alternative medicine - NCCAM (2005) sums up CAM, Complementary and alternative medicine, as defined by NCCAM, is a group of diverse medical and health care systems, practices, and products that are not presently considered to be part of conventional medicine (NCCAM, 2005, p.1)
A literature review:
1. Summarises 2.Synthesises 3. Analyses 4. And is authoritative
ESSENTIALLY, IT IS YOU, REPORTING ON WHAT OTHERS HAVE FOUND OUT ABOUT THE TOPIC THAT YOU ARE INTERESTED IN.
It is not..
Just a shopping list of who said what Unstructured and descriptive Unfocussed and scholarly Based only on non academic resources