MASTERS DEGREE DISSERTATION GUIDE (MSc Programmes)

Written by Professor John Adams and Professor Robert Raeside Edinburgh Napier University Edinburgh EH14 1DJ Scotland, UK

Edinburgh Napier University, 2004, Revised 2006, 2007, 2008; current version June 2009.

This document or parts therein must not be copied, used or applied in any manner outwith the educational programmes for which it was written without the explicit permission of the authors.

EDINBURGH NAPIER UNIVERSITY

MASTERS DEGREE DISSERTATION GUIDE (MSc Programmes)

CONTENTS Section I Section II Section II Section IV Section V Appendices Appendix I Appendix II Appendix III Appendix IV Appendix V Appendix VI Confidentiality in the Use of Data Provided by Third Parties Declaration Specimen Title Page (Front Cover) Specimen Title Page (Inside Page) Selecting a Dissertation Topic Dissertation Marking Guide The Masters Dissertation M.Sc. Dissertation Key Points The Role of the Supervisor Writing the Dissertation References and Bibliography

Section I

The Masters Dissertation

This is a vital part of your Programme and will contribute substantially to your personal development. Your MSc Dissertation is worth FORTY Credits (twice as much as a class based Module). You will be expected to demonstrate where appropriate your skills in providing: (a) (b) (c) (d) A synthesis of the literature. An analysis of quantitative and/or qualitative information. A summary of empirical results whether found by experimentation, observation, survey or interview. The implications of the findings.

Each Dissertation should involve some or all of the following: (a) (b) (c) (d) (e) Problem identification Problem resolution Information search Application of methods developed in your Programme Drawing appropriate conclusions.

Note: The Dissertation is a piece of applied academic research and must be more than a mere technical account. Reporting of research is a vital, but often under-estimated facet of research it is not the most glamorous part but has to be done. Unless you can capture the imagination of others and get them to read your work - all your efforts will have been in vain. You have to think of this as a selling job. You cannot begin work on writing-up too soon. Ultimately it is how the research will be evaluated. Keeping to the word limit is an important skill, which you need to master. Long, rambling chapters are a sure sign that you have not done enough thoughtful work. Make use of figures, graphs and schematic diagrams they are very useful in explaining difficult concepts. However, these must be clearly titled and discussed in the text. Write in a clear, formal and understandable style. Your work should be understood by both an informed and lay audience. For further guidance see the UK Economic and Social Research Council (ESRC) web page and other related research council web pages, http://www.esrc.ac.uk/home.html These provide very useful advice on material presentation, structure and style.

Dissertation Objectives There is a set of generic learning outcomes which are expected to be demonstrated. These are that students should, on completion of the Dissertation, have demonstrated: (a) (b) An ability to organise and plan their own research activity within the context of their original Dissertation specification and time limit. The production of a logical, coherent and well-structured analysis of both existing knowledge of their Dissertation field and their own contribution to that field. The applicability of concepts learned in the taught Programme to their specific field of applied research and the critical ability to evaluate the limitations of these as applied to that field. The relevance of their work to their organisation generally (where applicable) and to specific issues within the organisation with which they are involved.

(c)

(d)

These generic learning outcomes are reflected in the Assessment Criteria for all MSc Programmes in the Business School. This is detailed below: Criterion Problem Formulation: Relevance of the research topic, formulation of the research problem and setting out of the research problem. Research Method Employed: Validity and effectiveness of the research methods used. Content: Critical appraisal of the literature and Evaluation of relevant data. Quality of Argument: The extent to which arguments are advanced on valid and reliable evidence. The use of a theoretical framework in advancing themes and ideas. Conclusions and Recommendations: Extent to which the Dissertation meets its stated objectives. Whether the recommendations are consistent with the evidence and are feasible. Presentation: The extent to which the whole dissertation is clearly and logically structured, well argued and clearly presented in terms of layout, abstract and references. The overall pass mark for the Dissertation is 50%. (P1) Appendix VI explains in detail the levels of performance per grade Weighting 10% 15% 30%

20%

15%

10%

Your M.Sc. Dissertation will be assessed by your supervisor, one other member of academic staff and may also be considered by the external examiner. You may be asked to undergo a Viva examination of the Dissertation as part of the assessment procedure although this is rarely required. Where you are required to attend a Viva examination of the Dissertation you will be advised by the Programme Leader in sufficient time for you to prepare. Section II M.Sc. Dissertation Key Points

In writing a Masters dissertation there are a number of key points to remember and to pay detailed attention to these are described below: Nature of the Work Relevance Word Limit Timetable Presentation

Nature of the Work The main purpose of the Dissertation is to enable you to demonstrate to the satisfaction of the examiners that you can undertake an independent piece of research in a specialist area of your choice at Masters level. This will involve you in showing that you can design, implement and defend a research project in terms of the research problem identified, the research method(s) used and the conclusions arrived at. Relevance Relevancy can be viewed from a number of perspectives: -the research topic may be heavily policy oriented or heavily theory oriented. -it may involve a high degree of statistical analysis or a high degree of discursive analysis. -it may be strongly linked to a single theoretical framework or to a number of theoretical models. -it may be a work-based research project. For work which is not based on a specific organisation (a single case study) care must be taken that the research topic and applications therein are relevant to a number of organisational situations. This may be done by ensuring that sufficient data is gathered from other organisations. However, where the work is based on a single case study care must also be taken to ensure that there are generalisations which can be drawn from such work. The main point is that whatever the mix you 6

choose to adopt in your approach to the M.Sc. Dissertation it should involve some combination of all four perspectives. That is, it is dangerous to so narrowly define your research topic that its conclusions cannot in any reasonable way be capable of at least some generalisation. Word Limit The word limit, excluding contents, abstract, appendices, bibliographies, footnotes and diagrams is set at 15,000 words for all MSc Dissertations in the Business School. Your Dissertation should not be any greater or less than ten percent of this. Both the lower and upper ten percent limits must be strictly adhered to. Timetable Essentially you have TWO TRIMESTERS to complete and submit your M.Sc. Dissertation. A detailed schedule of dates will be issued to you at the start of the Trimester in which the Dissertation period begins. Academic Supervisor: Once you are clear on the topic of study an appropriate supervisor will be allocated to you. Arrangements will be made for you to contact the supervisor and firm up the research topic. Progress Monitoring: It is in your interest that you communicate regularly with the supervisor in order that your progress through each stage is monitored and any problems identified. (See the supplement for Hong Kong students.) Submission of Dissertation A number of rules apply to the submission format for the M.Sc. Dissertation. These are presented in detail in a later Section of this guide. However it should be noted that these rules are to be strictly adhered to in the interests of consistency, comparability, readability and quality of presentation.

Section III

The Role of the Supervisor

Responsibilities Assessment Plagiarism

Responsibilities Your Dissertation supervisor has a number of responsibilities to both you and the Programme Leader. These are detailed below:

aid you in refining your choice of research topic advise on relevant academic literature discuss and advise on the design of the research and the proposed research method advise on the relevance and practicality of the proposal agree the timetable for completion discuss the research findings/problems to date read and discuss draft Chapters and one complete draft

It is also the supervisors responsibility to inform the Programme Leader of inadequate progress, serious slippage from the agreed timetable, serious disagreements concerning the quality/relevance/direction of the research and any other issues which are considered to pose a danger to the in-time completion of the Dissertation. You should keep in mind that the M.Sc. Dissertation is very much your responsibility. The supervisor is there to guide and provide advice and help - but not to help you actually research or write it for you or with you! Assessment Your completed Dissertation will be assessed by your supervisor and a second marker. The criteria they will apply to your Dissertation are detailed in Appendix V. In addition, your Dissertation may also be independently assessed by your Programme External Examiner. These procedures are in place to ensure quality and consistency of standards commensurate with the United Kingdoms Higher Education Quality Assurance Agency. Plagiarism: The University has severe penalties for any student found to have engaged themselves in plagiarism. Plagiarism is when you use the work of other people within your own but fail to acknowledge it. Basically, using text from published or unpublished sources without reference is plagiarism. The same applies to data, diagrams, maps and other media. Not only is it important that you use material related to the academic content of each module besides the material provided by Napier, but it is important that you tell us what it is. Furthermore, if you quote or refer to this material, it is essential that you indicate the reference. You can do this by using the Harvard Referencing System to lay out a Bibliography and then to reference it in the text. Any other referencing system could be used instead, but it must be clear and provide sufficient information to avoid the danger of plagiarism. Plagiarism is an offence which involves passing off someone elses work as your own. It is considered serious academic misconduct. The most common forms are copying off another student (with their consent ie collusion or without it) or copying or paraphrasing the words or ideas from another text, such as a textbook, article or a 8

website, without referencing that source. Our policy is to try to avoid plagiarism by showing you how to prevent it. This includes how to quote, paraphrase, summarise and reference correctly. You can read about Plagiarism and how to avoid it on the web at the following website (select plagiarism in the I want to learn about query box): http://www.napier.ac.uk/inform Make sure you read and understand it. Keep it with you so you can refer to it while writing coursework and before exams. To learn about the academic writing skills and referencing procedures which will enable you to avoid charges of plagiarism, you can do no better than to read the document Plagiarism and how to avoid it, which has been made available to all students at Napier University. It is the Universitys main tool for educating students in these skills. Read it. Typical offences committed in the past by students have included: Using published sources, such as textbooks, journals or websites with no acknowledgement of the source (referencing) Doing the above, and including sources in the Bibliography, but not in the text Cutting and pasting from websites and referencing in the text and Bibliography, but presenting the material as a paraphrase (in the students own words) rather than as a quotation. Collusion prior to an exam - preparing answers in advance in a group, learning them and then reproducing them in the exam word-for-word.

The Plagiarism document describes these examples in more detail read it to avoid them. A good piece of research should be wholly the work of the researcher and the researcher should be able to defend the work under any form of examination. Section IV Writing the Dissertation

Writing the Dissertation can seem a major obstacle and hurdle to overcome. However if you have a clear idea of the structure and nature of the research you have done or are doing then it makes it much easier to have a clear plan for the structure of the Dissertation. The notes below are a guide to how to think about this: Structure Aims & Objectives Current knowledge Research method Analysis Conclusions Style

Structure: The structure of the final Dissertation is to be presented as follows: First inside page = Title, your name and year (1996, 1997, 1998, etc) (see Appendix III for an example of the FRONT page and the FIRST inside page) Acknowledgements A contents page List of tables & figures Abstract First Chapter = Introduction (research purpose and objectives) Chapters 2, 3, 4 etc. Final Chapter = Conclusions Appendices References and Bibliography The abstract should be no more than 500 words and take no more than one page of space. It should, very briefly, provide a description of the nature of the work, how it was undertaken and its main findings. Aim & Objectives: Chapter 1 (introduction) should contain the following elements: the purpose of the research i.e. the research problem (expanding on the abstract) and reasons why it was undertaken. A clear statement of the overall aim and specific objectives of the research. The latter represent the hypotheses or propositions which the research is intended to test. Research method: A section on research method and why this method is appropriate to the research questions. Identification of the main data sources used for the research including the limits of validity which you have identified in relation to the data. A section on the structure of the text - that is, a brief explanation of what each Chapter is about and how it relates to the overall structure of the Dissertation. Current knowledge: Chapter 2 should contain your literature review. This should clearly identify where the gaps in knowledge concerning your research topic are relating these to your research objectives. Discussion of the literature should be in a critical mode which

10

you can use to point to following Chapters in which the weaknesses in the literature identified are addressed by your research. In other words, the literature review should be a bridge between the objectives of the research and the analysis to come. It should include your considered view of the quality of argument presented by a range of authors on the subject matter of your research. An essential stage in any research work is to review the literature and the purpose of this is to: a. b. c. d. e. f. know if the work has already been done identify the experts in the field select appropriate research methods understand where problems can lie appreciate the debate in the area and where controversies lie help in generating hypotheses to be tested in the research.

A good review should demonstrate familiarity with the topic, show the path of prior research and how it is linked to the current project. It should also reveal your ability to integrate and summarise the literature in a manner that is directly relevant to your own research topic. To do this effectively the review should be written in a critical and reflective style. One should not simply accept something because it is written, judgement should be passed on it - showing where it is good or where it is poor. Being critical does not mean simply to pick holes in an argument praise should be given to good research method, sensible data collection and clear and relevant analysis of the data whether qualitative or quantitative in nature. An example of a good style in literature review would be: In 1984 Bongaarts et al. published their seminal work on the factors influencing total fertility. This has been greeted with great critical acclaim by demographers such as Smith 1995 and Davies and Ray 1987. However, sociologists, among them Karena (1989), and anthropologists such as Michalson (1987) and Stark (1990), questioned the cultural ethnocentricity of the work. They point out that the ideas of Bongaarts et al were rooted in a specific culture at a particular time period and as such generalisations to other cultures and times was not reliable. Bongaarts (1998) has now updated his work and linked fertility with a human development index, which relates the model of fertility to economic and cultural development and has, to an extent, satisfied the earlier critics. Analysis: Chapters 3, 4 etc. should contain the substantive analysis of the research questions identified in Chapter 1 and point to the critique in the literature review where appropriate. This enables the focus of the argument to be maintained throughout. 11

Conclusions: The Conclusions Chapter clearly needs to be relevant to the evidence cited in the substantive analysis. It should clearly show which of the research objectives have been achieved and which remain unanswered. The conclusions should contain a discussion of the limits of the research in terms of: the research method and specific research instruments used, the theoretical framework used, the data analysed and the assumptions made. Additionally you should be able to point to particular aspects of the research topic which require further investigation. Style: A number of presentation (format) style rules should be adopted. Font will be Arial black (12) Dissertation Title = BOLD, CAPITALS, 18 point Chapter Titles = bold, Initial Capitals, 14 point Sub-headings = as Chapters but 12 point Quotations = quotation marks to be used and quotation to be indented one space below paragraph and one space above next paragraph. Source and page number(s) to be clearly shown e.g. The distinction between equilibrium and disequilibrium measures has become more powerful, with a considerable weakening in the power of disequilibrium measures. [Llewellan,D & Holmes,M, 1991; p94] Citing Literature You must reference all the literature which you discuss in the Dissertation. The reason for this is so others can refer to your sources so it must be traceable. The form used for referencing literature is the Harvard system. This is explained in detail in the leaflet Citing References & Compiling Bibliographies which you can get from Napier University. Note that authors with two or more publications in a year would appear, for example, Smith, (1996a) and then for the other publication Smith (1996b). Diagrams, charts and tables should be titled and numbered relevant to the Chapter in which they appear. That is, Diagram 3.2 is the 3rd diagram in Chapter 2. All illustrations (diagrams, charts, tables) should appear on or close to the text page in which they are discussed. They should not be confined to an appendix. Appendices should only be used for items such as questionnaires, essential extracts, substantial computer output and other data tables which are too detailed for the body of the text. You are not allowed to use a photocopy of an illustration from an original source without copyright permission.

12

Typing: Your typescript should be one and a half line spaced with a left margin throughout of at least 25mm. The typescript should be 12 point and black Arial font. Page numbers to be consecutive and in Arabic numerals. Initial pages (contents, abstract etc. and appendices) should be in Roman numerals. All page numbers to be at the bottom centre of the page. The Dissertation must be in English and a declaration (a form is provided as Appendix II) should be made that the work is the authors own and has not been submitted previously for the award of any other qualification or as a component of any other work undertaken by the author. The Dissertation may be printed on one side of the paper. One-and-a-half spacing must be used. White A4 paper of good quality is to be used; margins shall be as follows: Left (binding edge) 25mm Other margins 25mm Each chapter should be sectioned into subsections, and the subsections numbered and given a title, e.g. section eight in chapter 2 could appear as: 2.8 The Value of the Audit. Figures and These should be included in the main text and referred to by Tables chapter, subsection and number. For example, referring to a P-chart the fourth figure in Chapter 3 section 2, might be referred to as displayed in figure 3.2.4. After the figure a legend should appear, i.e.Figure 3.2.4-P-Chart. Likewise for tables. References These should be referred by name and date in the text and listed alphabetically in the bibliography at the end of the Dissertation. For example, the statement may appear: This finding is supported by Smith (1990) and Jack (1987). This would appear in the bibliography as: Jack, B. Quality Improvement, Wiley, Chichester, 1987. i.e. for a book: name, date, title, publisher, where published. Smith, V.T., Improving Quality, International Journal of Quality Improvement, 6, 2, 10-21, 1990. for a journal: the layout is name, date, title of article, title of journal, volume number, part number, inclusive page numbers. Binding: The three bound copies are to be submitted, by the due date. Normally one copy will be retained by HKU SPACE. Note that it is important that the front and back cover should be resilient to fading.

13

Section V

Bibliography

The following list is by no means exhaustive but it includes a range of texts covering research methods, methodology, statistical techniques and philosophy. Adams, J. et al (2007) Research Methods for Graduate Business and Social Science Students. Response Publishing (Sage International), New Delhi. Bell, J. (1987) Doing your own research project, Open University: Milton Keynes. Bryman, A. (1988) Doing Research in Organisations, Routledge: London. Bryman A. and Cramer D., Quantitative Data Analysis with SPSS a Guide for Social Scientists, Routledge, London, 1997. Box G.E.P., Hunter W.G. and Hunter J.S., Statistics for Experimenters, Wiley, Chichester, 1978. Cooper, D. R. and Schindler, P. S. Business Research Methods, McGraw-Hill, New York. International Edition (7th ed), 2001. Darnell, A.C. and Evans, J.Lynne (1990) The Limits of Econometrics, Aldershot: Edward Elgar. Davies, S.T. et al (1996) Job Creation and Destruction, MIT Press. de Vaus, D.A. (1991) Surveys in Social Research, 3rd edition, London. Allen & Unwin:

Dunn G., Design and Analysis of reliability Studies, the Statistical Evaluation of Measurement Errors, Edward Arnold, london, 1989. Ehrenberg A.S.C., Data Analysis: Strategies and Tactics, In Data & Statistics in Student, v1 No.4 271-288, 1996. Fletcher, R. (1971) John Stuart Mill. London: Nelson Flick U., An Introduction to Qualitative Research, Sage, London, 1998. Frankfort-Nachmias C. and Nachmias D., Research Methods in the Social Sciences, Arnold, London, 1996. Futrell D., Ten Reasons Why Surveys Fail, Quality Progress, 65-69, 1994. Graziano A.M. and Raulin M.L., Research Methods a Process of Inquiry, Harper Collins, New York, 1993. Greenfield T., Research Methods: Guidance for Post Graduates, Arnold, London, 1996.

14

Honey P., The Repertory Grid In Action, Industrial and Commercial Training, 11, 452459, 1977. Hume D., An Inquiry Concerning Human Understanding, Bobbs-Meril Publishers, London, 1748. Khun, T. (1970) The Structure of Scientific Revolutions, 2nd edition, University of Chicago Press: Chicago. Lang G. and Heiss G.D., A Practical Guide to Research Methods, Lanhan, London, 1984. Miller, D.C. (1991) Handbook of Research Design and Social Measurement, Sage: London. Miller K., Are Your Surveys Only Suitable for Wrapping Fish?, Quality Progress, 4751, 1998. Montgomery D.C., Design and Analysis of Experiments, Wiley, Chichester, 1984. Morgan D.L., The Focus group Guidbook, Sage, London, 1998. Ott R.L., An Introduction to Statistical Methods and Data Analysis, Duxbury Press, California, 1988. Perrault and Leigh L. E., Reliability of Nominal Data Based on Qualitative Judgements, Journal of Marketing Research XXVI, May, 135-148, 1989. Popper, K. (1968) The Logic of Scientific Discovery, 2nd edition, Hutchison: London. Poincare, H. (1902) Science and Hypothesis (English translation 1905), NewYork: Science Press. Robson C., Real World Research, Blackwell Science, Oxford, 1995. Walker, J. et al(1993) Statistics: a first Programme, Hodder & Stoughton: London. Yin R.K., Case Study Research, Design and Methods, Sage, London, 1994.

15

Appendix I Confidentiality in Use of Data Provided by Third Parties The data received from the organisations listed below have been used solely in the pursuit of the academic objectives of the work contained in this Dissertation and has not and will not be used for any other purpose outwith that agreed to by the provider of the data. Name (Print):_____________________________________________ Signature:________________________________________________ Date:___________________________ List of Data Providers

16

Appendix II Declaration I declare that the work undertaken for this MSc Dissertation has been undertaken by myself and the final Dissertation produced by me. The work has not been submitted in part or in whole in regard to any other academic qualification. Title of Dissertation:

Name (Print):______________________________________________ Signature: Date: ______________________________________________ ______________________________________________

17

Appendix III Specimen Title Page (Front Cover)

Edinburgh Napier University

Master of Science in [Name of Programme]

An Analysis of the Impact of Globalisation on the Marketing of Financial Services by A.N. Other April, 2009

18

Appendix IV Specimen Title Page (Inside Page)

An Analysis of the Impact of Globalisation on the Marketing of Financial Services

by A.N. Other April, 2009

Thesis submitted in partial fulfilment of the Degree of Master of Science in [Name of Programme]

19

Appendix V

Selecting a Dissertation Topic

The following are a set of guidelines which you might wish to follow in the process of deciding which research topic you want to focus on for your Masters Dissertation. Focusing on a Research Topic A very common problem with the selection of a research topic is that the idea can often be very vague at the outset and is not sufficiently developed during the early stages of the research. If the idea is not sufficiently developed and focused the outcome can often be a mix of the following or even all of the following: Lack of direction in the Introduction to the Dissertation Poor matching of initial objectives and outcomes and, Irrelevant material directed at issues that have little relevance to the research topic.

To minimise the chances of this happening a useful strategy is to start at a broad level of analysis and work down. In other words to SCOPE the research idea in such a way that it is feasible to actually carry out the research. One approach to scoping your research ideas is as follows: Choose a research AREA defined in terms of a broad field of study such as international marketing, marketing communications, market research, planning and control and so on. For example a recent Masters dissertation took an international perspective by considering the positioning of the tourism brand Ireland in the Scottish market. Identify a particular FIELD within the broad area for example "use of the internet" would be a field within "marketing communications". Focus on a Specific ASPECT of that field. Thus, "using the internet as a communications tool to market Asian food products internationally." The student successfully narrowed down what would have been a huge subject to a specific aspect of the subject. Diagrammatically this process of narrowing down the research topic can be viewed as below:

Selecting your topic AREA

Internet Marketing Communications

FIELD
E- Commerce

ASPECT

20

Finding a suitable topic area It may be that a particular technique or strategic tool has interested you in your studies. For example a tool such as The Ansoff Matrix can feature strongly in a project that examines the different strategies a company can adopt if their priority is growth. The product - market matrix proposed by Ansoff provides a useful framework for considering strategic direction and marketing strategy for the company. A recent dissertation examined the product/market options for a Spanish wine producer and used Ansoff as a basis for looking at distinct opportunities, threats, resource requirements, return and risk. Using Your Programme to Help Select a Topic You may be studying Marketing, Tourism, Managerial Leadership, Finance or other subject discipline for your MSc Degree. Try to think back what module or what specific topic did you really enjoy studying? Did you get good grades in that area? Might your job be related (in some way) to that particular topic? So, look back at your notes, remind yourself of what you have already done. Then, once you know that subject X is the one you really enjoyed start to think about a research topic in that subject. For example, you could develop an old essay into a bigger research study. Now, in research methods you have to do TWO assignments the first one is a Critical Review of an academic research paper published in an academic Journal the second is your own Research Proposal. So, if you know what subject you really enjoyed and you have a general idea for a research topic then look for a research paper in an academic Journal that is related to that topic do your first assignment on that. You can then use that work to help you refine your second assignment into a very clear and focused Research proposal. Does it interest you? You are going to be living with your choice of research topic for quite a while therefore it is very important that you choose something which genuinely does interest you. If you are not particularly motivated by the subject area you are likely to do the minimum required to complete the research. Ideally the research topic should be one which makes and keeps you curious and one which you feel will also interest the reader. Make a note of ideas and interesting concepts as they occur to you. Try to collect ideas well ahead of the deadline for your research proposal. Social issues in marketing are of interest to many students and marketing practitioners. How much do you know about it already? Clearly you will have less work to do if you choose a topic which you've encountered and worked on before. You will be more aware of the issues that arise if you've covered the basic groundwork already and analysis and evaluation should be more straightforward. Any topics that you have already researched (perhaps for an assignment ) are worth considering as potential project subjects but you must make sure that they have the depth to be developed. For many students your work experience can be a very useful basis for topic choice and identification since it could be related to your own organisation. Be aware though that as well as being relevant and drawn from your own experience it must also be academically rigorous. In terms of your professional development you might consider a topic which helps you to

21

develop in a desirable direction. For example you could ask yourself - '' what sort of topic will help me with my career plans?'' How Difficult is an MSc Dissertation likely to be? '' Difficulty'' in this sense refers to the following: The level of qualification: At Masters level your Dissertation should reflect a clear understanding of research method, the application of relevant analytical techniques and a clearly focused and well argued analysis of the specific research questions you set out in your research proposal. Your choice of topic should allow you to meet this standard. Complexity of the subject matter: Some topics are very difficult to handle and should be cautioned against if there is relatively little material available in libraries or other sources including your lectures or tutorials. Similarly if your idea or refined topic is rarely referred to in textbooks and journals this is usually an indication that you will struggle to find relevant research material on the topic. Availability of expertise: As well as library, textbook and journal material,' in company' based research can benefit from the knowledge and experience of employees who are familiar with the issues which your topic addresses. If there is such a person this might influence your choice of topic but remember that the research itself and the Dissertation are your responsibility do not over-depend on other people. The author of the following dissertation was employed in an advertising agency and was making use of his own and others knowledge of the industry: ''The impact of the relationship between account planners and creative personnel in Advertising agencies.'' Another student was employed by one of the leading Life Assurance companies world-wide and had been interested in her chosen topic for some time. ''Are consumers making an informed choice when purchasing life assurance in today's financial services market.'' Ease of data access: Research at Masters level normally requires you to present empirical material. This can be original or derived from secondary sources. Is your topic one for which data is easily obtained or found? If the data is too difficult to generate, too expensive to collect or takes too long to acquire you might be best to rethink your choice of topic. You may also need to rethink if there is no significant body of literature to investigate. A survey based topic will require you to be careful in drawing up a sample frame from which you decide on the particular sample of respondents to approach. Your choice of topic will need you to make an early decision on whether a sampling frame already exists or needs to be created by you. Time required for completion: This can be influenced by the complexity of the topic and a timetable imposed on you by events often outwith your control. Care has to be taken in estimating both timing and feasibility. If you are likely to have to travel to interview respondents or spend a lot of time accessing data then planning needs

22

to be done at an early stage. This is also a critical part of the scoping you should undertake at the outset. In summary a number of key elements should be kept in mind when deciding on your choice of research topic for your Masters Dissertation: your interest and curiosity in the subject the level of prior knowledge you have suitability for Masters level the availability of expertise the ease of data access and data availability the time required for completion

In undertaking your dissertation the single most important resources for you is your supervisor there now follows some guidelines for the supervision process.

We are sure you will enjoy the research journey you are about to embark upon

Professor John Adams Professor Robert Raeside

23

Appendix VI

Dissertation Marking Guide D5-D1 P5-P2

Clear formulation. Aims stated Importance of area outlined. Scope and remit partially defined. Reasonable references. Statement and justification made but may lack clarity. Adequate understanding and application of method. Good organisation of approach. Consideration of validity and reliability issues. Reasonable literature review. Critical account of methods and analysis procedures. Assessment of quality of data and its relevance Critical argument. Findings discussed in relation to the literature. Reliability, validity and generaliability debated.

Grade P1
Acceptable formulation. Aims rather ambiguous. Scope and remit vaguely defined. Acceptable references but undistinguished . Vagueish statement and little justification of method. Understood application of method. Reasonable organisation of approach. Some consideration of validity and reliability. Acceptable literature review. Poorish critical account of methods and analysis procedures. Little assessment of quality of data and its relevance Acceptable critical argument. Findings discussed in relation to the literature. Some discussion on reliability, validity and generaliability debated.

F1
Vague formulation and aims. Poor definition of scope and remit. Poor referencing.

F2-F5
Little or no problem formulation. Unclear aims. Little thought to definition of scope and remit. Inappropriate or no referencing

Problem Formulation 10%

Unambiguous formulation. Very clear statement of aims. Importance of research demonstrated. Scope and remit defined. Underpinned by good references, referenced by the Harvard system.

Research Method Employed 15%

Clear statement of research method to be used and justification of method(s) choice. Method well understood and applied in the correct way. Excellent organisation of approach. Steps taken to ensure validity and reliability. Good documentation of observations

Poor statement and justification of method. Lacking understanding of approach. Bad organisation. Little consideration of validity and reliability.

Inadequate statement and justification of method. Little if any understanding of approach. Unacceptable organisation. Little or no consideration of validity and reliability

Content 30%

Excellent literature review. Good critical account of methods and analysis procedures. Good discussion on assessment of quality of data and its relevance.

Poor literature review. Poor critical account of methods and analysis procedures. Little assessment of quality of data and its relevance Poor critical argument. Findings only partially discussed in relation to the literature. Little discussion on reliability, validity and generaliability debated.

Very poor literature review. Unacceptable critical account of methods and analysis procedures. No assessment of quality of data and its relevance

Quality of Argument 20%

Good critical argument. Findings fully discussed in relation to the literature. Reliability, validity and generaliability debated.

Little critical argument. Findings not discussed in relation to the literature. Little or no discussion on reliability, validity and generaliability debated.

24

Conclusions and Recommenda tions 15%

Conclusion made that are proven to be valid and are fully supported by the research and address the aims. Sensible recommendations made.

Conclusion made that are valid and are fully supported by the research and address the aims. Appropriate recommendati ons made. Good clear structure and layout, Referencing nearly perfect and clear informative abstract.

Conclusion made that supported by the research and address the aims. Recommendati ons made.

Conclusion made that supported by the research but validity is questioned and address some of the aims. Recommendati ons made but may not be implementable. Poor referencing and abstract. Poor structure and layout.

Conclusion made that are not supported by the research and may not address the aims. Inappropriate or no recommendations made.

Presentation 10%

Excellent abstract and virtually perfect referencing. Very good layout and structure easy to read and follow.

Poor layout and uninformative abstract. Many mistakes in referencing.

No or very poor referencing and abstract. Very poor structure and layout.

This Marking Guide is a guide to the standard of work which will normally attract a grade within the specified range. It also further explains the Marking criteria. Naturally, in many cases none of these explanations will exactly fit every students work; however it does give you, the student, a clear idea of the level of work expected for a given range of grades.

25