Research Proposal Paper , Times New Roman, 12, Double Space, 15-16 pages .
The topic is up to you, because we could not decide on one to begin with.
Introduction (5 pages): why is this topic important, why now , what is your research model, what does your paper add to
the previous literature?
Hypothesis Development (5 pages): What does previous research say about it? What are your predictions based on previous research?
Data Collection (4 pages): What are your plans for data collection? Method, sample, survey design, analysis etc.
Implications (2 pages): How does your research contribute to the industry? How does it contribute to marketing? What are
real life implications for consumers as well as brands?
60 CITATIONS REQUIRED! (From the professor’s mouth … –>)
“Of course you are not supposed to read all those 60 papers from head to toe. Reading the abstract would be enough.
YOU WILL USE THEM EITHER TO GIVE BACKGROUND INFORMATION OR TO SUPPORT YOUR ARGUMENTS. THAT IS ALL.”
Purchase intention has been shown to be an important factor of brand evaluation (paper 1, paper 2, paper 3). Prior literature showed that purchase intention decreases as price increases (paper 4, paper 5), yet this effect is reversed when the product is luxury (paper 6). While loyal customers’ purchase intention is difficult to change (paper 7), non-loyal customers’ purchase intention is easier to change because they are more open to switching between brands (paper 8). Bayer and Canli (paper 9) suggest that purchase intention might depend on other factors such as X, Y and Z. Moreover gender has been found as an important determinant of purchase intention for hedonic goods (paper 10).
In the Powerpoint there are terms that she wants us to use, explain and refer to such as Independent Variable, Dependent Variable, Moderator, Hypotheses, Data collection(method, population, sample, survey design, alternative explanations) Resarch designs, and etc.