Project guidelines (Marketing research)
Overall, your project should consist of the following sections:
1- Introduction
The introduction should be 1-2 pages
It should define and introduce the topic, its importance, and the research question and context
2- Literature review
This section should include the table you were asked to do followed by a brief discussion of the themes
or trends you have noticed in the studies you examined.
3- Theoretical framework
This section generally should introduce your study model, the variables, the proposed relationships
between them, and the hypothesis of your study.
You should start with your independent variables before your dependent variable followed by
presenting your model.
For the discussion here you should start with first defining the variable using a reference followed by 2)
proposing its relationship with the dependent variable, 3) backing up this proposed relationship with
similar previous findings in the literature and 4) presenting the hypothesis as seen in the following
example:
3-1 Desire for revenge
The customer’s desire for revenge was introduced in the literature to reflect the behavioral
intention to get revenge and to emphasize the role of moderating and mediating variables
that could explain the transition from intention to actual behavior (Gr�egoire et al., 2010).
In this study, we propose that desire for revenge will lead consumers to form online
revenge intentions. Previous findings in the literature established the path between desire
for revenge and online revenge (Gr�egoire et al., 2010). Findings have also established
that the path between desire for revenge and online revenge intentions tends to be mediated
by risk, reach, and control (Obeidat et al., 2017). Our model offers a distinction by
examining the influence of social presence in driving this desire into online revenge
intentions. Thus:
H7. The consumer’s desire for revenge will positively relate to online revenge intentions.
This should be done to all the variables in the model.
4- Methodology
In this section, you should mention and explain the following:
A-The approach you used in the study (quantitative or qualitative and why) citing or referencing
your textbook as a back up. (chapter 3)
B-the data collection tool you used and why (i.e. survey or questionnaire and why). You can cite
some of the advantages of using the survey method using the text-book as a reference. (chapter
5)
C-the sample type and size, again You can cite some of the advantages of using the sampling
method using the text-book as a reference. (chapter 9)
D-the scales types you used to measure the variables and where you got them form (chapter 7)
5- Results
In this section you should present the results of the spss analysis that was done in the lab
A-Starting with the frequencies analysis of the sample (here you should present the tables
followed by a brief description of the information presented in the table, you should also make
sure to number each table). As seen in the example:
Table 1: participants gender
Males Female
52% 48%
As seen in table (1), 52% of the sample were males and 48% were females.
B-reliability analysis:
Here you should present the results of the reliability test you did. It is preferable to group all the
variable into 1 table and list the Cronbach alpha scores for each variable as seen in the following
example.
To test the internal consistency of the scales used in this study, a reliability test using the
Cronbach alpha was used as recommended by Sekaran, (2007). And as seen in table (3) all the
scales had good reliability scores as they are above the cut off point of .70%:
Variable Cronbach alpha
Desire for revenge 88%
Online revenge 82%
Process service failure 71%
Service failure severity 80%
C. correlation analysis:
Here you should present the correlation table which shows the relationships between your
variables and their strength of association .
First you should check the significance of the relationship (i.e. sig two tailed) followed by the
strength of the association (i.e. pearson correlation).
According to these numbers please present wether your hypotheses were supported or rejected.
General rules:
A-The correlation could be positive or negative
B- a sig level below .050 is the magic number and means that we are pretty sure of our results.
C-if R is from .1 to .3 we have a weak correlation, .31 to .5 a moderate one, and if its from .5
and above we have a strong one.
6- Recommendations
Here you should list a number of reccomendations to managers about how they can benefit from
your study results
7- References
You should list here all the references you cited in your study alphabetically (A-Z), and the first
letter of each reference should capitalized.
A-If your reference a journal paper with one author, we start from the author last name, his
initials, year the study was published, title of study, journal name, volume, issue, and page
numbers.
Opdenakker, R., 2006. Advantages and disadvantages of four interview techniques in qualitative
research. Forum. Qual. Soz./Forum.: Qual. Social Res. 7 (4).
B-If your references a journal paper with two authors, we start from the author last name, his
initials, second author last name, his initials, year the study was published, title of study, journal
name, volume, issue, and page numbers.
Huefner, J., Hunt, H.K., 2000. Consumer retaliation as a response to dissatisfaction. J. Consum.
Satisf. Dissatisf-. Complain. Behav. 13, 61–82.
C-If your references a journal paper with three of more authors, we start from the author last
name, his initials, second author last name, his initials, third author last name, his initials, and
so on. Then year the study was published, title of study, journal name, volume, issue, and page
numbers.
Obeidat, Z.M., Xiao, S.H., Iyer, G.R., Nicholson, M., 2017. Consumer revenge using the internet
and social media: an examination of the role of service failure types and
cognitive appraisal processes. Psychol. Mark. 34 (4), 496–515.
D-If your referencing a Book:
Start with the last name and initials , Year, Book title, edition, Publisher name, publisher
location
Sekaran, U., 2003. Research Methods for Business: A Skill Building Approach, 4th edition. John
Wiley and Sons, New York.
Saunders, M., Lewis, P., Thornhill, A., 2009. Research Methods for Business Students, 4th
edition. Pearson Education Limited.
E-If your referencing a website:
Start with the website name , Year, title of article, URL link
[Link], 2012. “Zain hacked” available at :[Link] 05/zain-
jo-hacked/(August, 2012).