Assignment Task:
Prepare Dissertation on Full Service Network Carriers Use of Loyalty Programs in Retaining Their customers as part of their marketing Strategy
Chapter 1: Introduction
The Introduction should contain:
- Your topic clearly stated.
- The reason why it is of interest to you.
- Background information as appropriate.
- Definitions of all special and general terms.
- A clear overall purpose including aim, objectives and research questions or hypotheses.
- It is also informative to give a brief description of the contents of the remaining chapters of the dissertation. This alerts the reader and prepares them for the rest of the work.
Chapter 2: Literature Review
This chapter should demonstrate that you have conducted a thorough and critical investigation of relevant current sources, outlining, comparing and discussing key ideas, explanations, concepts, theories and models associated with your chosen topic.
You should present these ideas in a systematic, well-structured and logical sequence. It should be written in an essay style but it is normal to subdivide the literature review in to numbered subsections. Short paragraphs of one or two sentences are not the correct writing style as the argument cannot be developed or the point made to any depth if the paragraph is not of sufficient length.
All literature should be referenced in the Harvard System, not just for quotations but also for ideas and information drawn from the works of others.
Chapter 3: Methodology
This chapter describes and assesses the approach you have taken to the data collection process.
It is an opportunity for you to be self-critical (which what the markers are looking for). Do not assume you have been perfect in collecting your data - reflection is important in this chapter. The chapter is likely to be sub-divided into three sub-sections.
The first sub-section will refer to the theory of research and present a clear rationale for your methodology. This will discuss the advantages and disadvantages of possible methods (do not discuss all research methods) and an explanation of why you have chosen your particular method(s) and discounted the others.
Do not just restate the notes you have been given by us but refer to the research methods literature and texts. You will probably find that some advantages are actually disadvantages for your research, and vice versa, or you may come up with some of your own.
The second section should explicitly describe what you actually did (where, when, how many, pilot survey etc.) and any issues related to sampling theory (sampling frame, sampling techniques used). It should be possible to replicate your research from the detail given here.
The third section will be a critique of the success, or otherwise, or your method(s). The technical names are reliability and validity. You would also include some suggestions for improving the research should it be done again either by you or somebody else.
This whole chapter should be written in the past tense as it refers to
- What you could have done,
- What you did, and
- Your assessment of what you did.
Chapter 4 - Analysis and Discussion of Findings
This chapter discusses what has been found through any primary data. It covers three areas:
1) Analysis of the results. The analysis can be discussed here but the details of any analysis (calculations, spreadsheet print outs, etc.) should be shown in the appendices.
2) Discussion of the results of the analysis. You should present any discussion clearly and logically and it should be relevant to your aim, objectives and research questions/hypotheses. Put any tables or diagrams that you decide to include as close as possible to the text and not in the appendices, and discuss them fully - do not leave it to the reader to try and workout what a diagram means or what the most important element is.
3) How your findings relate to the literature. Make sure that you relate the findings of your primary research to your literature review. You can do this by comparison: discussing similarities and particularly differences. If you think your findings have confirmed some literature findings say so and say why. If you think your findings are at variance with the literature say so and say why.
Chapter 5: Conclusion
State the main conclusions of your dissertation. State explicitly how and to what extent you have met your aim, objectives and answered the research questions or proved/disproved your hypotheses. You conclusions should follow logically from your findings and not contain any new material. For the Work Based Dissertation only you should also include Recommendations.
You should state the word count for the dissertation at the end of this chapter. The word count is from the start of Chapter 1 to the end of Chapter 5
References (minimum 50):
This should conform to the current Harvard System as used by the University. You should refer to the Harvard System.
Appendices:
The final sections of the dissertation are the appendices. Each appendix should be lettered (A, B, C etc.) and cross referenced in the main text. They consist of detailed information relating to the methodology and findings chapters such as a data sheet and a copy of the questionnaire.
The appendices should be in the order that they are referred to in the main text. For instance, if
Appendix A refers to something on page 25 and Appendix B refers to something on page 15, the appendices need to be re-lettered. This inconsistency occurs when text is moved around or inserted.
Use Harvard Referencing Style
Minimum 50 references
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Attachment:- Disertation-Marketing Strategy.rar