MARKETING RESEARCH
(MM402)
Introduction to Marketing Research
• Marketing- Identifies the substantive fields of study.
• Research- specifies the methods employed to
undertake the study.
The primary function of marketing research is to:
• utilise research abilities/facilities for gathering facts
and knowledge to support marketing decision-
making.
• generate essential, highly relevant and marketing
problem-specific information.
Definition of Marketing Research
1) Marketing Research-is the systematic gathering,
recording and analysing of all data about problems
relating to the marketing of goods and services.(AMA)
2) Marketing research is the systematic design,
collection, analysis and reporting of data and findings
relevant to a specific marketing situation facing the
company. (Kotler2003)
3) Marketing Research- is the systematic and objective
search for and analysis of information relevant to the
identification and solution of any problem in the field
of marketing ( Green&Tull (2007)
4) Marketing Research- is the systematic investigation of
marketing activities carried out in order to discover new
information and relationships as well as to expand and
verify existing knowledge. (Kress 2009)
5) Marketing research is the search for significant
information helpful in marketing management of
marketing activities. Marketing research is applied to
every step of marketing process. (Browx and Petrello
2008)
Marketing research links the organisation with its market
environment. It involves the specification, gathering,
analysing and interpretation of information to help
management understand the environment, identify
problems and opportunities, and develop and evaluate
courses of marketing actions. (Kinner and Taylor 2005).
Analysis
Four key words in the definitions are;
i)Systematic
Carefully planned and executed, clearly and concisely
described purpose, well developed research design,
clearly specified data requirements, anticipated well
in advance data analysis mode.
ii) Objective
-Free from personal views
-carried out scientifically
-carried out in an unbiased manner
-no emotional influence
iii) Information
-Helps to raise the level of understanding of the
market place and consumer.
-be pertinent to planning and control purpose
-Helps in the optional allocation of marketing
resources.
iv)Decision Making
-Helps to lower the risk in a decision situation.
-Helps broaden the information base for decision
making
-Helps decide on a course of action after careful
consideration of other known alternatives.
Benefits of Marketing Research
-Helps present a more accurate problem definition.
-Offering a more reliable prediction
-Providing a competitive edge.
-Yielding a more efficient expenditure of funds.
-Lead to discovery of new business opportunities.
-Monitoring the effectiveness of marketing plan.
Difference between market and marketing research
*Market
-Is Customer focused
~ Answers 5ws and an h ?ns of current and potential
customers.
-These ?ns emphasize on measurement and quantitative
dimensions.
*Marketing Research (4Ps)
-Conceptually broader in scope
-Emphasis on creativity and qualitative aspects
-Identify unsatisfied needs and ferret out unsolved
problems.
Main Division of Marketing Research
Marketing & Product
Sales Research Research
Price researcch
Promotion
Research
Distribution Research
Users of Marketing Research
Non-profit mkng Consumers Products
Organisations Manufacturers
Industrial
Products
manufacturer s
Business service
Bureaus
Media owners Retailers
& wholesalers
Ethical issues at each stage of Research (HO)
Components of the research proposal HO
• Introduction
• Background to the problem/study
• Statement of the problem
• Broad Aim
• Specific Objectives
• Research questions/Hypotheses
• Significance of the study
• Delimitations
• Assumptions
• Limitations
• Definitions of terms and Abbreviations
• Literature review
• Research Methodology
• Data presentation and analysis tools
• Budget
• NB, proposal language is written or expressed in future since it is a plan often
to be undertaken.
The order and Structure chapters in a DISSERTATION
(HO)
Chapter 1- General Introduction =problem
identification to definition of terms and abbreviation
Chapter 2-literature review
Chapter 3-methodology=Research Designs to
instrument development and testing.
Chapter 4-data presentation, analysis and
discussions=data coding to summary of major
findings.
Chapter 5-summary, conclusions and
recommendations, and further study.
DISSERTATION FORMAT
CHAPTER 1
GENERAL INTRODUCTION
1.0 Introduction
1.1 Background to the problem
1.2 Statement of the problem
1.3 Research objectives
1.4.Conceptual Framework
1.5 Research questions/hypotheses
1.6 Research justification/Significance of the study
1.7 Assumptions
1.8 Delimitations
1.9 Limitations
10.0 Definition of terms and abbreviations
10.1 Chapter summary
CHAPTER 2
LITERATURE REVIEW
2.0 Introduction
2.1Theoretical framework
NB. Other subheadings will flow and be consistent
with research objectives or questions
2. ?Chapter summary
CHAPTER 3
RESEARCH METHODOLOGY
3.0 Introduction
3.1 Research Design
3.2 Target Population
3.3 Sampling methods and sampling techniques
3.3.1 Sampling frame
3.3.2 Sample size
3.3.3 Sampling procedure
3.4 Data sources
3.5 Research instruments
3.6 Data collection Procedure and administration
3.7 Validity and Reliability of findings
3.8 Data analysis and presentation tools
3.9 Chapter summary
CHAPTER 4
DATA PRESENTATION, ANALYSIS AND
INTERPRETATION/DISCUSSION OF FINDINGS
4.0 Introduction
4.1Response rate
4.2 Analysis of responses on aspects of the 1st objective
• NB. Other subheadings will follow the order of research
objectives or questions
4.?Summary of findings
CHAPTER 5:
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.1Summary
5.2 Conclusions
5.3 Recommendations
Types of Research
i)Qualitative Research
*The process of research that generates insights of a research
problem through investigation or exploration.
-It emerges by questions
-It builds from particulars to general themes,
- Data analysis is inductively
-The researcher makes interpretations of the meaning of the
data.
ii)Quantitative Research
*Is a means for testing objective theories by examining the
relationship among variables.
-The variables in turn can be measured, typically on
instruments so that numbered data can be analyzed using
statistical procedures.
iii)Mixed Research Methods
*Is the type of research in which the researcher or
team of researchers combine/s elements of
quantitative and qualitative research approaches for
the purpose of breath and depth of understanding
and corroboration(support with facts)
Research Problems in Qualitative and Quantitative
Researches
*In quantitative research you strive to be as specific
as possible, attempt to narrow the magnitude of
your study and develop a specific area within which
you confine your research.
*In qualitative research, this specificity in scope,
methods and framework is almost completely
ignored
-You strive to maintain flexibility, openness, and
freedom to include any new ideas or exclude any
aspect that you initially included but later consider
to be irrelevant.
-At the initial stage you only identify the main thrust(a
frame work of reminders=a conceptual framework
of enquiry) of your study and some specific aspects
which you want to find out about.
-As you progress it is possible that the aspects in the
final stage may become markedly different from
those in the initial stage(flexibility and freedom)
-Qualitative research primarily employs inductive
reasoning.
Research Process Components in details
A)Identification of a Research Problem
-Is a the initial stage of RP which requires the
researcher to establish an area of study/scope of
the research.
1)There are Four Methods which are used to establish
a research problem
i)Manager’s statement
ii)Dissection
iii)Delphi technique
iv)Brainstorming
a)Management’s statement approach
*Is a technique that is used to define a research
problem through getting clarification from
management (Browx and Petrello 2008).
Steps:
i)Determining and clarifying Management’s Information needs
-The researcher and management work together(conducts an
interview) under the notion that management has recognised
the need for some type of information in order to deal with a
problem, an opportunity, or a critical question concerning a
market performance symptom.
-The researcher then assists the decision makers in determining
whether the defined problem is really a problem or just a
symptom of a yet unidentified problem.
-The researcher must understand the origin and
nature of management’s problem.
-The two must agree on the definition of the
problem so that the research process produces
useful information (list all the factors that have
direct impact on the problem)
ii) Redefine the Decision Problem as a Research
Problem/Question
- Formulate & state a research topic
Examples of manager’s research question
*Do our marketing strategies need to be modified to
in order to increase satisfaction among our current
and future customer segments?
Task:
~ Conduct an interview with the manager
-What store/ operational aspects do people deem
important in selecting a retail outlet?.
-How do known customer evaluate OK’s retail outlets
on basis of a pre-specified set of store/ operational
aspects associated with OK?
-What are the specified S&W of OK’s retail
operations?
-How do customers and non-customers alike compare
OK store to other retail shops?
-What is the demographic /psychographic profile of
the people who patronise OK’s retail outlets within
the region?
-Should we keep the office open on during the
weekend?
~From the discussion, the researcher is now able to
isolate what the manager refers to as the
marketing strategies and the nature of customers
of the shop.
Exercise:
• Are promotional campaigns effective enough to make
our customers aware of our brands?
Questions;
*Are our customers aware of our brands?
*Through which promotional activities are they
aware?
*How knowledgeable are our customers of our
brands?
*What is affecting our customer’s interest in buying
our brands?
Questions;
………………………………………………………………………………..
b)Dissection Technique
Is a mechanism that is used to Identify a broad field or subject area
of interest to you (academic or professional field) and break it
into various sub-areas. The researcher selects a sub-area and
then develops a research problem from it (Green&Tull (2007)
.
Steps
-identify a broad field or area of interest to you
-dissect the broad area into subareas
-consult others who have some knowledge of the area and the
literature in your subject area.
-now select what (sub-area) will become the basis of your enquiry
-select what is of most importance to you
-select what is of interest to you
-develop the research topic
Examples of dissection process:
Example :A
Broad Area Sub-Areas
non-monetary incentives
Internal Marketing
Motivation Training Programs
monetary incentives
Example:B
modalities used
and choice of
programs
program structure
Profile of service
and choice of
providers
institution
High
education
programs
in HLI
Relationship with
contemporary Program structure
issues
Conduct a preliminary literature search(PLS) after
identification of a sub-area.
Objectives of PLS in the Initial Stage
PLS helps you to;
-clarify your ideas
-establish the theoretical roots of your study.
-develop the conceptual framework
-broaden the knowledge and thereby enhancing its
relevance.
-develop your research methodology
Sources: books, journals, company records
*Develop the research topic from the selected sub-area
• Options of words which the researcher uses when writing a
research topic.
-Investigation-role, contribution, types, strategies, factors, etc,
the researcher will be identifying, describing and explaining
( descriptive and qualitative in nature)
-Investigation the Impact, Effectiveness ,researcher will be,
determining, examining, ascertaining, measuring the existence
and extent of or magnitude of difference, association or
relationship(descriptive and quantitative in nature)
*Impact
*Effectiveness
Example of Topics and methodologies
i)Investigation of role, importance, types of service
–will be predominantly descriptive and qualitative
methodologies.
ii)Investigation of the extent of use of the service
(number of people who use them) will
predominantly use quantitative methodology even
though it is descriptive in nature, describing the
number of people using the service.
iii)the extent of use (1st variable) in relation to the
personal attributes(2nd variable) of the respondents
correlational (and quantitative)
-The methodology used will be different to the one
used in the case of descriptive study.
iv)Find out the effectiveness of these services, the
study will be clarified as correlational and the study
design used, methods of collecting data and its
analysis will be part of the quantitative
methodology.
For E.G, The effectiveness/impact of ……on …..
-This is the most crucial steps famous saying about
computer, ‘’garbage in garbage out’’, is equally
applicable to a research problem.
Importance of formulating a research problem (HO)
-Identification of a destination before undertaking a journey.
-This helps you identify the shortest route and economical
means/mode.
-It is the foundation of a building (the type and design of a
building are dependent upon the foundation.)
-If it is well formulated, a good study follows .(a problem well
defined is half solved)
The way you formulate a problem determines almost every
step that follows;
-The type of study design
-type of sampling strategy
-type of research instrument
-type of analysis
Considerations in selecting a research problem(HO)
i)Interest
-should be the most important consideration in selecting a research
problem.
-a research endeavour is usually time consuming and it involves hard
work and possibly unforeseen problems.
-If you select a topic which does not greatly interest you, it could
become extremely difficult to sustain the required motivation and
put in enough time and energy to complete it.
ii) Magnitude
-should have sufficient knowledge about the research process to be
able to visualise the work involved in completing the proposed study.
iii)Measurement of concepts
-if the plan is to measure the effectiveness of something.
- be clear of indicators and then measurement (what determines
effectiveness and how it will be measured)
iv) Level of expertise
- Have an adequate level of expertise for the task you are proposing
-Allow for the fact that you will learn during the study and receive help from
your supervisor and others, but remember that you have to do most of the
work yourself.
vi)Relevance
-select a topic that is relevant to you as a professional
-ensure that your study adds to the existing knowledge, bridges current gaps
and is useful in formulation
ii)Availability of data
-if your topic entails collection of secondary data, make sure that this data is
available and in the format you want before finalising your topic.
vii)Ethical Issues
-how ethical issues can affect the study, population and how ethical problem
can be overcome should be thoroughly examined at the problem-
formulation stages
Bi Introduction =introduce the topic, write the overview of the independent
concept and state components of the first phase of the proposal/ chapter one.
Bii) Write the background to the study
=Introduce the independent concept and models thereof.
=Define topic concepts and state the variables that are developed from the
models.
=Establish the literature gap through previous researches.
=Establish a practical gap in your company by starting with a brief account of
the company and discuss nature of business focusing more on area of concern.
=e))Discuss the symptoms( support them with facts(sentiment and available
statistical information like sales trends figures, from)
=If need be, rule out the contribution of other factors to the existing problem.
=If necessary highlight the attempts made, if` any, by the managers in trying to
mitigate the effects of the existing problem but in vain.
= State the company’s plan/strategy whose effectiveness/impact/extent you
want to either investigate or measure, thus embraces the researcher's task.
NB: Review literature with a focus on the existing gap.
C) Statement Of The Problem
It is a statement that describes a prevailing challenge in a company
that requires gathering of information in order to solve it.
Summarize in few statements the background to the study starting
with:
*Statement that summarises the previous situation *Discussion
of the present situation focusing on
variables/factors/opportunities/issues that have direct influence
on the concept under study. Provide evidence.
*Effort exerted by the management to lessen the impact of the
problem
*Any suggested plan to improve the situation.
*State the Researcher’ task that includes the strategies/study
variables which prefigure objective of the research.
Variables and their Examples
Variables are those simplified portions of the complex phenomena that you
intend to study. The word variable is derived from the root word “vary”,
meaning, changing in amount, volume, number, form, nature or type.
These variables should be measurable, i.e., they can be counted or
subjected to a scale.
Complex phenomena can be broken down into manageable pieces for
better understanding and to subject the phenomena to research.
*Gender: Male and female
*Phenomenon: climate change;
sea level, temperature, amount of carbon emission, amount of rainfall
*Phenomenon: Crime and violence in the streets;
number of robberies, number of attempted murders, number of prisoners,
number of crime victims.
*Phenomenon: poor performance of students in college entrance exams
entrance exam score, number of hours devoted to study, student-teacher
ratio, number of students in class, educational attainment of teachers,
teaching style, distance of school from home,
D)Craft Research Objectives
Research objectives are guidelines that show the direction to go
when conducting the research project.
Steps for developing the research objectives
i) Operationalize the independent or /and dependent concept of
your research topic, thus converting a concept into variables
(measurable or non measurable) as given in the model.
Example:
*Effectiveness of personal selling on adoption of innovation
~Personal Selling=presentation technique, relationship building
mechanism, interactive technique.
PS is unpacked into study variables as given in the model.
Exercise
Investigation of the impact of personal intrinsic factors on
purchase decisions
The researcher is required to operationalize any one of the
concepts or both in a topic into study variables.
presentation technique
E.Gs,PS relationship building mechanism Adop of IN
interactive technique
Function of
intermediaries retailing
wholesaling customer
transportation satisfaction
Competitive strategies on consumer behaviour
-bundling - repeat purchase
-door to door delivery -usage rate
-product design -referrals
The effectiveness of new billing system on customer satisfaction.
New billing system CS convenience
money saving
energy saving
The variables are used to craft study objectives.
The causal variables is typically called the independent variable(IV)
(Cause-“helpmate happen”) and the affected one dependent variable (DV)
-A Extraneous variables are factors that affect changes in the dependent
variable. It either increases or reduces the magnitude or strength of the
relationships between the IV and DV.
Example: An increase in family income (IV) leads to an increase in the
percentage of income saved (DV).
Family size is an extraneous variable (can either have a +ve or –ve effect
on the DV.
Order of objectives
~Main objective
*Main objective is the overall statement of the thrust
of your study. NB: Do not write it in your research
document.
-simply convert the study topic into an objective
~Sub-objectives
*Sub objectives are the specific aspects of the topic
you want to investigate.
ii)Craft your sub- objectives starting with the
following words:
To;
-find out
-determine
-ascertain
-examine
- explore
- describe
-measure
-establish
Examples of objectives according to nature of research
(HO)
i)Exploratory
• -to explore attributes sought of a product by customer
• -to establish types of promotional strategies that are
used by…..
• -to find out the types of services that are offered by
company …
• -to find out the types of competitive strategies that
are employed by Pick & Pay in order to motivate its
workers.
• -to find out the opinion of students about service
quality at MSU.
2) Descriptive
• -to describe the types of….......
• -to describe the demographic profile of users…..
• -to describe the attitudes of workers towards
management
• -to describe the needs of the market
3) Correlational ( To ascertain if there is a relationship,
association, an interdependence)
• -to ascertain the impact of modes of entry on students
performance at UZ
• -to compare the effectiveness of different teaching methods
have on the comprehension of students.
• -to examine convenient attribute on adoption of the product
X.
• -to ascertain the impact of production technology on
employment
• -to establish the relationship between product composition
and consumption level.
• -to examine the effectiveness of persuasive advertising on
sale of a product X.
Explanatory (To explain why the relationship,
association, interdependence or a particular
event/s exist/s).
-to explain
* Why do some people use a certain product to
improve their welfare while others do not?
*how does production technology create
unemployment/employment?
* Why do some students at a university prefer off-
campus to campus residence?
*why do some companies use public relation event
technique to enhance product awareness/adoption
while others do not.
Considerations Before The Adoption Of The
Objectives(HO)
NB Assess your objectives
-Now examine your objectives to ascertain the feasibility of
achieving them through your research endeavour.
-consider –time, resources, and technological expertise at
your disposal.
Sub-objectives
-Should be numerically listed
-should be worded clearly and unambiguously
-should contain only one aspect of study
-use action oriented words or verbs(should start with words
such as ‘to determine ‘, “find out”, “to ascertain”, “to
measure”, “to explore”.)
The way the main objectives and sub objectives are
worded determines how your research is classified
(descriptive, correlational or experiment)
-in other words, the wording of your objectives
determines the type of research design you need to
adopt to achieve them.
-Objectives should clearly communicate your
intention to the reader.
-there is no place for ambiguity, non-specific or
incompleteness
E) Research Questions
-are developed from the research objectives
-ask yourself ‘’what is it that I want to find out about
in this sub-area?’’
-make a list of questions
-eliminate those which are irrelevant.
-convert objectives into research questions.
Examples of Research Questions from the following topic & its
objectives
Topic: The effectiveness of employee training programs on
internal customer satisfaction.
Objectives;
-to establish the effectiveness of in house training on internal
customer satisfaction level(ICS)
-to find out the effectiveness of out door training on ICS level.
Questions
1) What is the effectiveness of in-door training on ICS level?
2) What is the effectiveness of out- door training on ICS level?
Task
Isolate few objectives from the list above and formulate research
?ns.
F) Development of Hypothesis
A Hypothesis is a proposition or assumption that can either be accepted or rejected
upon subject to test.
Types Of Hypothesis
i)The Alternate Hypothesis
=is a statement expressing a relationship between 2 variables or indicating
difference between variables.
E.Gs
-There a is significant difference in exam scores between conventional and parallel
students.
-There is significant difference in usage rate of product X between adults and
youths.
ii)The Null Hypothesis
=Is a proposition that states a definitive exact relationship between two variables.
-It states that in the population, correlation between the 2 variables is equal to zero
or that the difference in the means of 2 groups in the population is equal to zero
OR some definite number.
-It is expressed as known significant relationship or difference between two groups.
E.Gs
-There is no significant difference in exam scores between
conventional and visiting students
-There is no significant difference in usage rate of product X
between adults and youths.
-There is no relationship between penetration pricing and
product adoption.
Directional Hypotheses
The proposition statement indicates the direct that is to be
observed.
E.G,
i)70% of MM402 students will pass the exam with a
distinction.
ii)Contests have positive influence on brand awareness
iii) Use of e-mails increases customer retention.
Format Of Hypothesis Statement
*If-then statement
-If students are given more assignments, they always
pass exams with a distinction
-If customers have high income, they are less price
-sensitive.
*Proposition
-Students who are given many assignments always pass
exams with a distinction.
-Customers who have high income are less price-
sensitive.
-Employees who are well remunerated always reach
their target
G) Conceptual framework
A Structure of related concepts that shows the direction
of relationships between/among variables under study.
Example:
Topic: Effectiveness of functions of intermediaries on
customer satisfaction.
Diagram,
Function -retailing
of intermediaries -wholesaling customer satisfaction
-transportation
Impact of product attributes on consumption level
size
PRODUCT attributes ingredients CON.LEVEL
quality
Impact of consumer distribution strategies on
customer satisfaction.
*door to door repeat purchase
*retail outlets purchase rate
*manufacturing sites sales value
H)Delimitations
Refers to the frameworks or parameters within which the
research is to be conducted.
Areas of focus are;
-Geographical area
-respondents
-literature scope (study variables)
-methods (sampling, designs and instruments)
-Secondary Data period
-Research timeframe
I)Assumption
An assumption is a belief or feeling that something is
true or that something will happen.
Areas to draw assumptions from:
-respondents=willingness, fear, expertise, etc)
-Sample size= representativeness
-Sampling method=appropriate
-Environments= no changes
-Instruments-= validity, reliability
-Results= relevance, accuracy, free from bias etc.
J)Significance of a study
*Refers to the importance or value of the study.
-Identify and isolate individuals or organisations who
are going to benefit from your study process and
anticipated objective findings.
-Briefly explain how the identified beneficiaries
K)Limitations
*Refers to the challenges and weaknesses that are
associated with the research process.
~They stem from the following:
-Geography –generalization and applicability of results
-Instruments and nature of data gathered…any errors
bias, level of objectivity, etc.
-Prevailing Conditions and circumstances
-Sample size in view of population characteristics
-Sampling methods
-NB: Always try to overcome the weaknesses to
ensure validity and reliability of results
• L) Definition Of Terms And Abbreviations
• ………………………………………………………………….
• …………………………………………………………………
LITERATURE REVIEW: CHAPTER TWO
Literature review
• A literature review is a comprehensive summary of previous research on a
topic or an evaluative report of information found in the literature related to
your selected area of studyArlene (2014).
• It discusses and analyses published information in a particular subject area.
Sometimes the information covers a certain time period.
• A literature review is more than a summary of the sources, it has an
organizational pattern that combines both summary and synthesis.
• A summary is a recap of the important information of the source, but a
synthesis is a re-organization, or a reshuffling, of that information. It might
give a new interpretation of old material or combine new with old
interpretations. Or it might trace the intellectual progression of the field,
including major debates.
• Depending on the situation, the literature review may evaluate the sources
and advise the reader on the most pertinent or relevant.
Sections in a Literature Review
i)Introduction
Introduce the review by informing the reader about
the sections included in it.(organization of the
sections)
ii)Review Literature first of dependent/independent
concepts. (With several variables consider
subsections)
iii)Incorporate the scholarly literature about the
independent/dependent variable/s
iv)Include scholarly literature that relates the
independent to the dependent variable/s.
NB: Here we are at the crux of the proposed study.
Purpose of writing Literature
-identify and describe various theories relevant to
your field
-specify gaps in existing knowledge in the area
-specify recent advances in the area of study
-specify current trends
Steps on how to write literature
a) Convert main themes into subheadings(develop a
topic and its sub-topics from each objective).
b)These sub headings should be precise descriptive of
the theme (objective ) in question and follow a
logical progression.
c) Now under each subheading, record the main
findings(views/contributions from various
authorities) with respect to the theme in
question(theme writing) highlighting the reasons for
(support, addition, another dimension) and against
an argument if it exists, and identifying gaps and
issues by:
Steps on how to write Lt con’t
-Engaging with and critiquing previous studies but the
researcher needs to strike a balance that simultaneously
displays critically thought inquisitive and consider
arguments with regard to the assumption , theories
and methods used while at the same time
acknowledging the validity of and insights and strength
made by the study.
-Literature review ought to supersede a descriptive re-run
of what had been written.
-Therefore, should incorporate a thread/a train of
thought that progressively builds towards the very
research topic.
E.G 0f Structure of literature review of independent concept and its
variables (door to door technique)
NB: Use words such as define, add, support, allude to, suggest, expound,
explain, argue, etc.
Topic=Distribution strategies
Identify authors (4-5) who define distribution and any authority/is who
establishes/establish the distribution strategies and end there.
In the next paragraph use the strategies as sub-headings, for example, Door
to door technique.
Steps of LR
(i) Definition: door to door technique is defined using at least 3 authors.
(ii) Description: requires you to discuss at length what the technique entails
in terms of types/forms/elements/dimensions/levels, etc.
(iii)Relationship: you relate the independent variable to dependent variable
NB: If you start with the dependent variable consider (i) and (ii) and then
move on to independent variables, lastly relationship literature. For both
variables make use of sub-headings when necessary.
It is ideal to start with dependent concept.
Journal Articles on Writing Literature Reviews
• Research Methods for Comprehensive Science Literature Reviews Author: Brown,Barry N.
Journal: Issues in Science & Technology Librarianship
Date: Spring2009
Issue: 57
Page: 1
• more...
• Research: Considerations in Writing a Literature Review Authors: Black,K.
Journal: The New Social Worker
Date: 01/01; 2007
Volume: 14
Issue: 2
Page: 12
• more...
• How to do (or not to do) A Critical Literature Review Authors: Jesson,Jill; Lacey,Fiona
Journal: Pharmacy Education
Pub Date: 2006
Volume: 6
Issue: 2
Pages:139 - 148
• more...
• Conducting a Literature Review Authors: Rowley,Jennifer; Slack,Frances
Journal: Management Research News
Pub Date: 2004
Volume: 27
Issue: 6
Pages:31-39
Plagiarism (HO)
=Refers to reproducing the work and the ideas of
other people or passing them as your own without
acknowledging the original source.
-Of late the plagiarism was difficult to detect but now
with the advent of information packages and such
as Turnitin (www.turnitin.com
Plagiarism Forms
i)Stealing material from another source and passing it off as your own,
for example
-buying a paper from research services, essay bank or term paper mill
(either pre-written or specifically written)
-copying a whole paper from a source text without paper
acknowledgement
-submitting another student’s work, with or without that student’s
knowledge
ii)Submitting a paper written by someone else (a peer or relative) and
pass it off as their own.
iii) Copying sections of material from one or more source texts,
supplying proper documentation (including the full reference) but
leaving out quotation marks, thus giving the impression that the
materials has been paraphrased rather than directly quoted.
Iv)Paraphrasing material from one or more source texts without
supplying appropriate documentation (2003:41)
To avoid Plagiarism
Students should clearly reference other people’s words,
concepts and ideas that would have influenced their
thought process. This is achieved when keeping up-to-
date of precise references about where you access
material from.
= Some Universities are employing a zero tolerance
policy and students are increasingly being penalized
over this issue.
= In an attempt to combat this problem some institutions
are beginning to run courses which aim to educate
students to ensure that they are aware of what
constitutes plagiarism.
Bibliographic Details
1)Journal
- Author/s surname, first name, initials
-Year of publication (in parenthesis)
-Title of article
-Title of journal (underlined)
-Volume
-Part/ issue
-Page numbers(preceded by ‘p’ for pages or ‘pp’ for
page)
2)Books
- Author/s surname, first name, initials
-Year of publication (in parenthesis)
-Title and subtitle of the book(underlined)
-Edition
-Place of publication
-Publisher
3) Chapter in an edited book
-- Author/s surname, first name, initials
-Year of publication (in parenthesis)
-Title of chapter
-Author(s) of the book surname first, name and initial
-Titles and subtitles of the book (underlined)
-Edition
-Place of publication
-Publisher
-Page numbers of chapter
Bibliographic writing Examples
• Easterby- Smith, M. Thorpe, R. and Lowe, A. (2002)
Management Research: An introduction (second edition),
London, Sage.
• Dyer, O.(2003) ‘Lancent accuses Astrazenecag sponsoring
biased research’, British Medical Journal 327, 1 November
p. 1005
• National Statistics (2001) ‘The classification of ethnic
groups’ [online](cited 11 November 2005).Available from
URL:http://www.statistics.gov.uk/about/classifications/
ns_ethnic_classification.asp.
• Fielding, N.G. and Lee, R.M (1995)Confronting CAQDAS:
choice and contingency’, in Burgess, R.G(ed.), Studies in
Quantitative Methodology Computing and Qualitative
Research, Greenwich, CT,JAI Press, pp. 1-23.
METHODOLOGY (chapter three)
Methodology
• refers to designs, methods and procedures that are
used by the researchers to accomplish the study
objectives Kumar (2011).
• It starts with research design and ends with data
collection procedures and analysis tools.
Data presentation, analysis, discussion of
findings
• Starts with response rate and followed by data
presentation, analysis, discussion of findings
as per objective.
Summary, Conclusions, Recommendations
and Further Study.
Give a succinct and berief description of every
step taken in your study up to major findings.
Conclude on the major findings
Recommend on major findings
Identify a research gap and recommend for
further studies.
