Research Methods for Business and Management

MA/MBA
MOD001105
RMBM
Final Research Proposal
Part B
80% of the Overall Module Grade
LS Number : 12665
SID Number : 1441226/1
Title of Proposal: A critical evaluation of the impact of branding on consumers buying behaviour Coke
(UK)
First Marker: Nayani Perera
Mark: 20%
Agreed Mark:20 %
Second Marker: Gayani Pathirana
Mark: 23%
Research Proposal
Word Limit: 2,500 (-/+10%)
Introduction:
The introduction needs to inform
reader about the research aims,
objectives and research questions.
You have to introduce the topic and
clarify the significance of what you
are trying to present. In addition, in
this section you have to present the:
- Research aims
- Research objectives
- Research questions
Please, provide references. Give
academic information.

Marker Comments

Mark
%

Weight

Weighted
Mark

20

0.125

2.5

Specific research area has been

selected for the research and
the candidate has selected a
suitable title.
The topic has been introduced
in this section. However, the
candidate has not adequately
evaluated the significance of the
research and the reasons for
carrying out the research.
The research aim is aligned with
the research topic. The
research objectives and
questions are in line with the
topic and are acceptable.

Literature Review :
Synthesis and analysis of initial
literature on the topic
This section will demonstrate your
knowledge of the literature and make
a critical link with the research
question to be investigated. Students
are expected to critically review at
least 6 sources to underpin the study.
The literature should mostly rely on
published academic journal articles
in the research area. This critical
activity should produce a conceptual
framework.

The candidate has not provided

an introduction for the literature
review and how this section has
been structured. Moreover the
candidate has not provided the
definitions of the key words.
Limited focus has been provided
on theories; However adequate
theoretical models could have
been applied within the chosen
research context.
Although the candidate has
considered some range of
literature sources, it could have
been improved in order to
clearly address the sub research
areas of the study.

20

0.25

05

20

0.50

10

Moreover summary has not

been provided to link the
literature review to the research
and the candidate has failed to
provide a conceptual framework
as well.
Research Design and Methodology:
Appropriateness and rigour of
research methods
This section should provide a detailed
rationale of how he/she intends to
achieve research objectives and
framework. You are expected to
address the following areas:
-Type of investigation: Explain
clearly whether your research can be
classified
as
an
exploratory,
descriptive or hypothesis testing
study. Refer to the lecture notes and
textbook for details on each type.
-Data collection method: Explain
how you are going to collect the data
(e.g. postal questionnaire, telephone
interview, focus group, etc) and why
this fits the purpose of your research.
-Sampling method: Explain whether
you plan to use a probability or nonprobability sampling design and the

Although the candidate has

discussed about research design
in general, he/ she has not
identified
the
type
of
investigation of the particular
research. Further, he/she has
not
provided
adequate
theoretical
explanation
to
introduce an approach and
justify the appropriateness of it
to the research context.
Although the data collection
methods have been explained in
general, the suitability of the
methods
for
this
research
context
could
have
been
justified. A very brief statement
has been provided on the use of
questionnaire for this chosen
research.
The sampling methods has been
discussed in general and the
candidate has very briefly
specified
the
sampling
procedure for this research as

specific sampling technique. The

study participants should be able to
offer the right type of information to
enable you address the research
problem.
-Accessibility
issues:
what
accessibility issues are you likely to
encounter when you collect the data?
How are you going to manage the
accessibility issues?
-Ethical issues: You must discuss any
ethical issues that are relevant to
your research topic, participants, and
method. Discuss how you are going
to deal with the ethical issues.

probability sampling. Further, he

/she has not justified the
appropriateness. Moreover the
total population of the research
has not been defined in order to
justify the appropriateness of
the sample size.
Ethical issues, accessibility issue
and data analysis plan have
been
discussed
up
to
acceptable level. Yet, research
limitation
has
not
been
presented.

-Data analysis plan: how you intend

to analyse the data you will collect?
This section must be consistent with
the previous section on data
collection method and must be
mindful of the nature of the data
collected, whether this is quantitative
or qualitative.
-Research limitations: Define the
limitations of the study that you
believe you may encounter and could
be affect the quality, scope, or value
of the research.

Time Table
Does the student provides a rationale
time table?
You may use a Gantt chart or any
other method to show how you will
use your available time to complete
your proposed research. This will
provide an indication of the viability
of the proposal. You will need to
justify your plan.
References
Do references correctly applied?
The reference list at this stage need
not be lengthy, only sufficient to

.
The candidate has presented
this section in the proposal. Yet,
it could have been clearly
justified within the conduct of
the overall research.

20

0.125

02.5

In addition, the candidate has

used
Harvard
referencing
system correctly to include
references.
The candidate has used an
appropriate format to present
the work except few omissions
on the main requirements. Use
of language could have been
improved.

inform your proposal. The list must

include all the sources that were cited
and consulted in writing the research
proposal. You must use the Harvard
Style of referencing.
Style/Grammar/Presentation
Your proposal should be written
according to the module guide
requirements, be spelled-checked and
grammatically error free.
Total Weighted Mark

20

Overall Comments
The candidate has addressed limited requirements of the research proposal with relevant facts. However, the
answer could have been further improved by adding more breadth and depth in literature review and adequate
justifications and scholarly convictions under research methodology. Overall, the level of knowledge and
understanding demonstrated by this candidate could have been improved to obtain a better grade.

First Marker: Nayani Perera

Date: 29/01/2015