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Essay Available:
Pages:
9 pages/≈2475 words
Sources:
1 Source
Style:
Harvard
Subject:
Business & Marketing
Type:
Other (Not Listed)
Language:
English (U.K.)
Document:
MS Word
Date:
Total cost:
$ 43.74
Topic:

Understanding of the Research Strategy of the Article on Marketing and Branding

Other (Not Listed) Instructions:

Main Objective of the reassessment

• To synthesise and demonstrate an understanding of the content taught on the module.

• To be able to review an academic article based on primary research and to be able to analyse and critically discuss its research aims and questions, application of research philosophy and theory, use of literature review, methodology, its presentation and analysis of data, its discussion and conclusion, and its overall managerial and research contribution.

• To demonstrate a reading of the academic literature covered on this module.

Description of the reassessment

Choose a research based article from a 3* or 4* ABS ranked journal related to marketing and branding, and write a holistic review of the paper in an essay format based on the content taught in this module that demonstrates an understanding of the research strategy of the article. This must include an outline of its research aims and questions, a discussion of its application of research philosophy and theory, a critical examination of the article’s use of its literature review throughout the paper, a thorough discussion and analysis of its methodology, an overview of its presentation and analysis of data, an analysis of its discussion and conclusion, and a critical evaluation of its research and managerial contributions. The review should provide a coherent analysis which is grounded and evidenced in the article with each of the above sections coherently fitting together. The coursework should also draw on the material taught on the module and use the textbook and the material from the supplementary reading for the module found in the Study Guide. A demonstration of an understanding of business, management, and marketing research is fundamental for a successful grade on this paper. Students are expected to use the textbook and ten other academic sources. At least four of these must be from the supplementary reading.

The report should be 2,500 words long. Students are allowed to exceed this by 10% (either below or above) but any writing above or below this limit will be penalised by 10% per 1000 words (or a fraction thereof for the first 1000 words). The review must be written in an essay and not a report format but subheadings must be used.

On no account should tables, numbers, or bullet points be used. Substantive and equal sized paragraphing should be used through the essay. It is recommended that two or three paragraphs (or thereabout) should be used on each page. The essay should be written in 12 pt. text in either Calibri, Arial, or Times New Roman. It should be referenced throughout using either the APA or Harvard System. A bibliography must be provided at the end which will not be word counted.

Other (Not Listed) Sample Content Preview:

Academic Article Review
Student Full Name
Institutional Affiliation
Course Full Title
Instructor Full Name
Due Date
Academic Article Review
Outline of The Article’s Research Aims and Questions
This essay will review the article by Freiwald et al. (2020). The research-based article is from a 3* ABS-ranked journal related to marketing and branding. Freiwald et al. (2020) analyze the geographic factors that impact McDonald’s franchising decision by centering on location-particular features of the outlets. The study aimed to understand the location factors that influence company-owned versus franchise retail sales establishments using information gathered on all McDonald’s franchises across Germany. Franchising is a form of marketing through which companies maintain brand reputation and a profitable business model (Hizam-Hanafiah et al., 2022). The promotion of franchise businesses to build brand awareness, increase customer share, and drive revenues have grown over the last few decades. It now plays a critical role in the food industry (Bui et al., 2022). It is common for franchise businesses to have a dual distribution model where company-owned retail sales establishments co-exist in the same locality as franchised ones (Croonen et al., 2021). However, the impact of geography on such a dual distribution model has received little scholarly attention, and Freiwald et al. (2020) study aimed to fill that knowledge gap.
The study sought to test two hypotheses against the background of transaction cost arguments and the agency theory: Hypothesis 1 – The likelihood that the company operates a particular retail sales establishment: (a) reduces with the prominence of local knowledge and the availability of repeat customers (repeat customer hypothesis) and (b) reduces with the supervision expenses (supervision hypothesis) and Hypothesis 2 – Multi-unit franchises control local clusters of retail sales establishments (clustering hypothesis).
A Discussion of The Article’s Application of Research Philosophy and Theory
The study employs a realistic research philosophy where the research methods are based on the subject matter. Realism research is grounded on the assumption of a methodical approach to constructing knowledge (Bell et al., 2022). The research philosophy can be grouped into two: direct and critical. Freiwald et al. (2020) is more critical than direct since it recognizes the influence of bias and other factors in understanding the researched reality. This approach is more appropriate for investigating a complicated research topic since it allows the researcher to capture a broader perspective of the phenomenon (Cooper & Schindler, 2003). The multi-level study also employs the epistemology research method, where knowledge is historically situated and transient. For instance, Freiwald et al. (2020) describes current franchise literature on co-existing company-operated retail sales and franchised establishments. However, the study does not limit itself to existing theories on the dual distribution of franchise businesses. It seeks to investigate the less explored impact of the economic geography of franchising.
The leading theory undergirding the study is the agency the...
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