1) General Instructions: 1

1) General Instructions: 1.1 Word Count

2500 words. This excludes, Cover Sheet, Table of Contents, References and Appendices. Word count should not be exceeded (an allowance of +/ - 10% of the stated value is allowed).

1.2 Referencing

The Harvard (also known as Author/Date) system of referencing should be used for all submission. For guidance on the Harvard System, please see this quick guide: 

Figures & Tables

All figures and tables should have a number, clear description and note any source reference(s) used in their creation.

Presentation and Submission of Assignment

Essay to be submitted in MS Word.

Assignments should be typed using 12-point font size (Arial), with 1½ line spacing and a 4 cm margin on the right-hand side of the page. All pages must be numbered.

IMPORTANT: ALWAYS RETAIN AN ELECTRONIC COPY OF YOUR ASSIGNMENT

2. Individual Assignment Task

Proposing a research project that explores a consumer/consumption phenomenon of your choice.

Research Proposal Note

The research proposal should be an individual piece of work consisting of approximately 2, 500 words (two thousand, five hundred)  (plus or minus 10%, not including references). You may base your proposal on any consumer- and/or consumption-related phenomenon that you are interested in. Importantly, it would be beneficial if you were to conduct further background research (e.g., considering and choosing relevant consumer/consuming model/concept/theory to explain the phenomenon under your investigation-plan) and make comprehensive explanation to carry out your research idea (e.g., selecting the suitable research methods, identifying a realistic size of sample).

You should, where appropriate, make reference to academic journal articles or examples derived from contemporary marketing practice where insight may support your analysis. If you include statistical data this must also be correctly referenced and these sources, together with any academic or reported material, must be included in a reference section attached to your report.

Specifications and Requirements

The RP must have a completed Submission Cover Sheet accompanying it.

Your answers to the question will be assessed on the basis of: Content, Structure and

Presentation.

In terms of the CONTENT, students must demonstrate: [a] skills to identify consumer- and/or consumption-related phenomena in the real world as the research topics; [b] knowledge and grasp of appropriate consumer/consuming model/concept and research methods in the field of consumer research; [c] the ability to search out additional material to that given in the lecture and tutorials; [d] the ability to collate relevant material into logical and coherent lines of reasoning in a critical and analytical fashion; [e] and the ability to inform the reader whilst proposing a research plan to explore the identified consumer- and/or consumption-related phenomenon.

The particular content of RP can vary between phenomena under investigation and personal writing-style. Here are the basic requirements of a RP.

Ingredients                       Contents                            Examples Title            Your title should give a clear

indication of your proposed research theme and related research questions addressed in your RP

Introduction   1.   Introduce   the   consumer-

and/or consumption-related phenomenon/topic that you are interested to explore.

2. Introduce the background that the phenomenon/topic is ‘located’ in

1. backpackers’ hostel choices against in the context of backpack tourism development
2. sustainable consumption in the emerging trend of ethical consumer in marketplaces
3. luxury consumption against the background of globally spreading materialism

Literature Review

Research Question

Research Design and/or Methods

1. 1. Identify          particular consumer/consuming model/concept/theory that are appropriate to explain the phenomenon    that    you    are interested to explore
   2. Provide an overview of the key       literature       sources           to present    the            research developments of the identified consumer/consuming model/concept/theory. Formulate      one      particular research          question              that articulates what exactly you intend or want to explore, i.e., the research purpose/goal/aim you hope to achieve.

Provide an outline of:

1. the sampling issues (e.g., sample size) for the proposed research in terms of

1. exploring backpackers’ hostel choices from individual decision- making model/process
2. exploring           sustainable purchasing behaviours from a theoretical perspective of consumers’ lifestyle
3. exploring consumer attitudes towards luxury brands from Hofstede’s cultural dimensions theory

1. what personal factors affect university backpackers’ hostel choices?
2. what are the impacts of lifestyle upon sustainable purchasing behaviours of European young adults?
3. how different national cultures influence British and Gulf Arab women’s attitudes towards luxury fashion brands?

For this section, a detailed guidance and good examples can be found in: a). Ch.1 pp. 24 – 28 (Solomon, M. R. (2010). Consumer Behaviour: A

2. the research methods that will correctly solve your research question and are appropriate for the proposed research in terms of data collection and data analysis/interpretation
3. a brief discussion of (dis)advantages of your chosen methods
4. ethical consideration

References     A list of references to key

articles and texts discussed within your research proposal should be provided.

European perspective. Pearson education)

2. relevant sections in those articles selected as your tutorial research materials
3. supplementary reading materials*