The Role Brand Personality Plays in Purchase Decisions

This is an individual assessment whereby students are expected to demonstrate their understanding of academic theories in the area of research methods. The assignment consists of submitting a research proposal that outlines the various research methods that would be applied in order to carry out the investigation, which closely mirrors the knowledge and skills required in postgraduate study. The final assessment is worth a potential of 100 marks that will use progressive draft submission throughout the semester to monitor development and provide feedback. The report should not contain more than 2000 words (+/- 10%). This coursework has a weighting of 100% towards the final grade. Students are required to achieve an overall grade of 50% in order to pass this module.
2.0 Detailed Description.
For this assignment each student is expected to complete and submit the following task. The assignment is due on Friday at 16.00 in Week 12.
2.1 ​Students should provide an ‘Introduction’ that can include background/history/definition of their selected topic (2 marks), introduce the two selected journals using in-text citations (1 mark), the thesis statement and a brief outline of report structure/content (2 marks).
2.2​Students are to conduct an initial literature review (500-words) into their area of interest and include 10-12 up to date references (within the last 5 years). Students are also required to find and select two journal research papers based on the same area of interest, which have been taken from the top-ranking journals based on the impact factor or those that are rated as 3, 4 or 4* in the ABS (the Associate of Business Schools) guide. The chosen research papers can contain either primary or secondary research but should be useful in developing the research question and therein the research methods to be adopted in the investigation.​
Students will be expected to submit:
• A 2000-word (+/- 10%) Microsoft Word document including 500-words literature review.
• The two research papers as well as evidence that the research paper has meet the set journal requirements.
• Highlight and label the following details on the two selected journals:
▪ Author(s) of the research paper. ​
▪ Journal and journal rank/rating.​
▪ Research question of the research paper.
▪ Research philosophy of the research paper.​
▪ Research design of the research paper.​
▪ Research strategy of the research paper.​
▪ Data collection method and sample method.​
▪ Key findings and conclusion of the research paper.
▪ Strengths and weaknesses of the research paper.
▪ Relevance to own study.
• Appropriately referenced in accordance with Harvard style referencing.
2.3 ​Identify and state the research question(s) and the research question type of your two selected papers (2 marks) and based on the literature review from Section 2.2, formulate your own research question, research question type, and justify the method adopted (3 marks).​
2.4​Based on the literature review from Section 2.2 and the research question in Section 2.2, formulate 5 Hypothesis (5 marks) labelling the independent and dependent variable (5 marks).
2.5 State and justify the research philosophy to be adopted. Students should:
• Identify and explain the research philosophy of your two selected papers (4 marks).
• Suggest and explain a research philosophy that is most appropriate to answer your research question (2 marks).
• Provide justification for selecting said solution by comparing and contrasting the strength and weaknesses of the research methods in order to critically evaluate the theory’s suitability in achieving the research aim (4 marks).
2.6 State and justify the research design to be adopted. Students should:
• Identify and explain the research design of your two selected papers (4 marks).
• Suggest and explain the research design that is most appropriate to answer your research question (2 marks).
• Provide justification for selecting said solution by comparing and contrasting the strength and weaknesses of the research methods in order to critically evaluate the theory’s suitability in achieving the research aim (4 marks).
2.7 State and justify the research strategy to be adopted. Students should:
• Identify and explain the research strategy of your two selected papers (4 marks).
• Suggest and explain the research strategy that is most appropriate to answer your research question (2 marks).
• Provide justification for selecting said solution by comparing and contrasting the strength and weaknesses of the research methods in order to critically evaluate the theory’s suitability in achieving the research aim (4 marks).
2.8 State and justify the data collection method to be adopted. Students should:
• Identify and explain the data collection method of your two selected papers (4 marks).
• Suggest and explain the data collection method that is most appropriate to answer your research question (2 marks).
• Provide justification for selecting said solution by comparing and contrasting the strength and weaknesses of the research methods in order to critically evaluate the theory’s suitability in achieving the research aim (4 marks).
• In addition, identify and explain the sampling method of your two selected papers (2 marks).
• Suggest and explain the sampling method that is most appropriate to answer your research question (2 marks).
• Provide justification for selecting said solution by comparing and contrasting the strength and weaknesses of the research methods in order to critically evaluate the theory’s suitability in achieving the research aim (1 marks).​ 

2.9 ​Students should provide an appropriate ‘Conclusion’ that reflects on the thesis statement mentioned in the ‘Introduction’ (1 mark), identify and explain one possible limitation of your proposed research methodology (2 marks) and suggest possible future research (2 marks).
3.0 Submission Details.
• The lecturer will announce the assignment due date for each task during the semester.
• All assignments (research proposal and two selected journals) must be uploaded to Moodle via the Turnitin submission link.
• Your research proposal must be written using Microsoft Word and must include the student’s name and BPC student ID.
• Your two selected journal papers must be in PDF, highlighted and labelled (please refer to section 2.1).