Impact of brand image on consumer purchasing behavior

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Reference no: EM131189636 , Length: 4500 Words

Introduction

Research project involves examining a topic in order to learn more about it. Typically, a research project is conducted to provide answer to a research question. For this research project, the module addresses elements that make up formal research project including the proposal, a variety of research methodologies, action planning, carrying out the research itself and presenting the findings. To complete the unit satisfactorily, learners must also understand the theory that underpins formal research. This unit will sharpen learners understanding of the necessary skills and tools required to manage a research project. Guide for research project

Learners are expected to write research project of about 3,500-4,000 words covering the points listed under each of the learning outcomes in the final term. To achieve a pass in this unit, you must successfully address all of the assessment criteria listed (P1- P12) in the research project. We expect all learners to achieve their potentials and would encourage learners to address all pass criteria, merit and distinction descriptors.This assignment requires learners to confidently use research techniques and methods to address the elements that make up formal research including the proposal, research, methodologies, and action planning, carrying out the research itself and presenting the findings.

This research project depends on the learners' focus of interest and anticipated outcomes to make a positive contribution to their area of interest. Approval should however be sought from their tutors before learners start their research project.

Whilst formats may vary, the following format is typical of a research report: introduction, background, rationale, literature review, the research question, the research methodology, analysis and results, conclusion, recommendations and limitations, referencing and bibliography, appendices.

Term 1:
P1. Formulate and record possible research project with outline of specification (AC1.1)

P2. Identify the factors that contribute to the process of research project selection (AC1.2)

P3. Undertake a critical review of key references (AC1.3)

P4. Produce a research project specification (AC1.4)

P5: Provide an appropriate plan and procedures for the agreed specification (AC1.5)

P6. Match resources efficiently to the research question or hypothesis (AC2.1)

P7. Undertake the proposed research investigation in accordance with the agreed specification and procedure (AC 2.2)

To achieve M1, you will make effective judgment about what constitute the research specification outline (e.g. introduction/background, literature review, methodology, data presentation & analysis and conclusion), and show factors that contribute to the research process selection (e.g. passion for the research etc) [P1 & P2]. Also submit the assignment within deadline.
To achieve M2, you will have to show key references (e.g. consider in-text citation in literature), produce a research specification and appropriate plan and procedures for the agreed specification (e.g. use a table to show plan) [P3 - P5].

Term 2

P8: Record and collate relevant data where appropriate (AC2.3)
P9: Use appropriate research evaluation techniques (AC3.1)
P10. Interpret and analyse the results in terms of the original research specification (AC3.2)
P11. Make recommendations and justify areas for further consideration (AC3.3)
P12. Use an agreed format and appropriate media to present the outcomes of the research to an audience
Note
In this term, learners will be expected to write a research proposal of 1,000 words of a choosen topic/title. The proposal will be guided by the research project lecturer
To achieve M3, you will have to match resources to research questions or hypothesis (e.g. relevant literature to unearth research questions) [P6]
To achieve D1, you will have to undertake a research investigation considering the agreed specification (e.g. using specification to write a research work) and show the procedure for data collection (use approapriate approach to collect data [P7-P8]

To achieve D2, you have to demonstrate research evaluation techniques as well as interpret and analyse research results (assess evaluation technique and interpret and analyse data) [P11]

To achieve D3 you will have to show evidence of recommendations and justify areas for further consideration. Also show format and agreed media to present outcomes to audience (P12)

Term 3: Writing of the research project

Note:

Learners in this term will be expected to submit draft of each chapter, formative feedback will be given to learners to improve on draft work for final submission of research project

Evidence checklist Summary of evidence required by student Evidence presented

Task 1 Research Introduction addressing and reflecting the research background(covering research rationale), aims and objectives, and research questions.

Task 2 A review of existing literature providing theoretical and conceptual framework in relation to the research questions.

Task 3 A detailed discussion and justification of research methodolgies and data collection methods to be used to underake the research project.

Task 4 Discussion of research findings, followed by the detailed analysis, conclusion and recommendations.

In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades
M1 Identify and apply strategies to find appropriate solutions Effective judgements have been made.
An effective approach to study and research has been applied. To achieve M1, you will make effective judgment about what constitute the research specification outline and show factors that contribute to the research process selection [P1 & P2] And submit the assignment within deadline
M2 Select / design and apply appropriate methods / techniques Appropriate learning methods/techniques have been applied. To achieve M2, you will have to show key references, produce a research specification and appropriate plan and procedures for the agreed specification [P3 - P5]
M3 Present and communicate appropriate findings Communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used. To achieve M3, you will have to match resources to research questions or hypothesis [P6]
D1 Use critical reflection to evaluate own work and justify valid conclusions Conclusions have been arrived at through synthesis of ideas and have been justified.
Realistic improvements have been proposed against defined characteristics for success. To achieve D1, you will have to undertake a research investigation considering the agreed specification and show the procedure for data collection [P7-P8]
D2 Take responsibility for managing and organising activities Activities have been managed appropriately To achieve D2, you will have to demonstrate research evaluation techniques as well as interpret and analyse research results (P11)
D3 Demonstrate convergent /lateral / creative thinking Effective thinking has taken place in unfamiliar contexts To achieve D3, you will have to show evidence of recommendations and justify areas for further consideration. Also show format and agreed media to present outcomes to audience (P12)

Verified Expert

Impact of brand image on consumer purchasing behavior: A case study of Burberry fashion retail UK, Table of Contents Chapter 1: Introduction 2 1.1 Background of the study 2 1.2 Research rationale 2 1.3 Aims and objectives 3 1.4 Research questions: 3 1.5 Research hypothesis 3 1.6 Research structure 4 Chapter 2: Literature review 5 Chapter 3: Methodology 9 3.1 Introduction 9 3.2 Research design 10 3.3 Data collection techniques 10 3.4 Questionnaires 11 3.5 sampling technique 11 3.6 Data validity and reliability 12 3.7 Research ethics 12 Chapter 4: data analysis 12 Introduction: 12 Analysis: 12 Chapter 5: Conclusion and recommendations 17 Recommendations: 17 References 18 Appendix: 18, Chapter 1: Introduction 1.1 Background of the study In recent days with the rapid globalization of technology and innovation, the competition among the companies has been increased.

Reference no: EM131189636

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