FE6P04 Marketing Dissertation Assignment: Consumer Behaviour in E-Commerce

A. Summative Assessment

The second Summative Assessment comprises an individual written research report.

The assessment requires students to complete a written research report and submit it on Weblearn:

a) Coursework 2 (002 DIS): 2nd report is for a minimum of 4,500 words. A Reflective Report comprising 500 words is also required. Accordingly, the total number of words should be minimum 5,000. A maximum of 5,250 words will be allowed. The submission will be by the week 27 (11th July 2025 at 3.00 pm).

The topic of the dissertation should be related to the area of students’ study/ course. Students must use cognitive skills of analysis, synthesis, evaluation, and application. They must demonstrate research skills, and adopt relevant research methodology, drawing on a range of sources, and employing different information search strategies, enabling them to arrive at valid and reliable research conclusions. This will assess their ability to demonstrate written communications skills by applying theories and concepts. Summative feedback will be provided after the submission of the report.

• Guidance for Coursework 2 (002 DIS): Research report – 4,500 words + 500 words (Self-Reflective Report)

Listed below are the contents of the research report and the corresponding evaluation criteria:

1. Title Page/Cover Page (indicating title, number of words, name and ID number of student)
2. Introduction
   1. Clearly state the research question/s investigated (relevant and appropriate topic in the area of study/course)
   2. Provide a background to the research topic/ question and justification for “why” it should be investigated (reasons for choosing it)
   3. Research aim/s (clearly stated; linked to the current state of scholarship in the field chosen)
   4. Research objectives (clearly stated, focused, and achievable)
3. Literature Review
   1. Draws on a variety of academic references (including scholarly journal articles) – Amount and quality of academic literature (other literature where appropriate)
   2. Should be focused and relevant (relevant to the research question/s investigated)
   3. Presented clearly in a coherent manner
   4. Currency (i.e. up to date nature)
   5. Extent to which literature is evaluated and critically appraised, i.e. ‘reviewed’
4. Methodology
   1. Research philosophy
   2. Research approach
   3. Theoretical framework
   4. Research design (grounded theory; quantitative, qualitative; mixed methods; exploratory, experimental, observational, causal; survey, case study)
   5. Data source/s (including appropriateness of data)
   6. Sampling
   7. Data collection method/s
   8. Data analysis method/s
   9. Ethical considerations
   10. Limitations
   11. How well planned is the research strategy?
   12. Has choice of method been justified?
   13. Has the success (or otherwise) of the strategy been evaluated?
       

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5. Empirical findings (Results)
   1. Are the results well substantiated and presented in a sensible order?
   2. How clear are the key results or issues?
   3. If numerical, are results presented in a variety of helpful ways (charts; tables; numerical analysis)? Are calculations accurate?
   4. If qualitative, are findings illustrated and exampled (coding; thematic map)? Is the organisation of qualitative data clear and valid?
   5. Are the method/s of analysis appropriate?
   6. Clarity of presentation of results
   7. Valid interpretation of results
6. Analysis of findings
   1. Are key points linked together?
   2. Are results related back to previous sections?
   3. Depth and intelligence of arguments
   4. Does the analysis develop an intellectual argument which links to both the literature review and the empirical evidence?
   5. Are key research questions/hypotheses thoroughly investigated?
7. Conclusions
   1. How well are the main points synthesised?
   2. Are findings and analysis put in a relevant context or framework?
   3. Evidence of critical reasoning
   4. Contribution to the topic area
8. Recommendations
   1. How well are recommendations linked to the aims and the findings?
   2. To what extent has implementation been considered?

Report Quality

Report quality will be assessed based on the following criteria:

1. Quality of the 500 words Self-Reflective essay (understanding of personal learning during the research process and identification of opportunities for future development)
2. Quality of referencing and citation in text and bibliography (Harvard referencing style should be used)
3. Structure and logic of the report (quality of the report structure; coherence of discussion; logical reasoning)
4. Presentation style (quality of layout; structure; academic writing style; quality of written English and proofreading; clarity)

The report length should be a minimum of 4,500 words. The Word count includes everything in the main body of the text (including headings, tables, in-text citations, quotes, etc). The end-list of references, appendices and footnotes are NOT included in the word count.

The number of words should be clearly indicated in the title page. The Harvard referencing system should be used, and references should be shown both within the text as well as at the end of the proposal.

The Reflective Report comprising 500 words should record a reflective account of the research journey, recounting the skills and capabilities acquired from the research project, the rewards and challenges experienced, and the impact on personal development and employability.

Ensure that the work submitted for assessment is entirely your own, and that all Regulations, Procedures and instructions governing assessments are observed. For the purposes of these Procedures, the term ‘academic misconduct’ includes all forms of cheating, plagiarism and collusion. Please ensure that coursework is submitted online not later than 3pm on the due date.

B. Submission Date

Submission deadline is 11th July 2025 at 3.00 pm. If you miss your submission opportunity without mitigating circumstances your RESIT submission grade will be capped.

C. How do I get feedback on my work and when do I get my marks?

Feedback on work submitted on will be provided within two/three weeks of submission. For coursework submitted on Weblearn/ Turnitin – feedback can also be found on Weblearn/ Turnitin itself.

D. Marking scheme

• Coursework 2 (002 DIS) (4,500 + 500 words)

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