12 May ARE THE READ AND CITED LITERATURE SOURCES OF ADEQUATE RELEVANCE, APPROPRIATENESS, BREADTH AND DEPTH?
At the end of the project: Reflect on your experiences, thought and feelings with research project itself and the specific consumer behaviour phenomenon you have investigated and summarise the lessons that you have learned from them. How has your personal view of the investigated consumption phenomenon and the respective consumers changed as a result of the project experience? Do you feel that it is worth knowing how these specific consumers (and the subculture they may represent) actually consume your chosen brand, product or category and what meaning it has in their lives? Why or why not? And for whom? Are the lessons you have learned from this particular project and this particular context transferable to other areas/aspects of consumer behaviour? What (soft) skills have you learned, developed or discovered within you during the project that you may find beneficial (or not) for your future life and career?
Please note that a diary involves the ongoing recording of your notes on your thoughts, feelings (joys, sorrows & anxieties) and other experiences during the research. It is NOT an essay or summary written on the last two days prior to submission!
General Guidance and Assessment Criteria
Key criteria for awarding marks are:
• Your ability to demonstrate that you have a sound knowledge and understanding of the relevant consumer behaviour theories and literature and how they relate to the consumption phenomenon that you are investigating.
• Your ability to collect, analyse and interpret qualitative data in relation to a consumer behaviour phenomenon of your choice and to link it to relevant consumer behaviour theories and literature.
• Your ability to critically evaluate the relevance, suitability and soundness of specific consumer behaviour theories in explaining consumers’ consumption experiences with a chosen brand, product or product category; especially when confronting them with real-life observation of consumption practices.
Please note that there are no “right or wrong” approaches to your research projects, which means that there are no “right boxes” you can simply tick for a good mark! Instead, the assignment allows students to produce widely different reports, using different theories and literature and provide different findings to score good marks. The difference between high and low marks lies primarily in the quality of the report in terms of in-depth knowledge, critical understanding, analytical coherence, interpretive depth and thoroughness.
The assessment criteria used focus on:
1. Choice and Use of Theory: You are expected to be very familiar with the relevant consumer behaviour theories and literature. Wider reading in the subject area that goes beyond the core text, such as journal articles, conference papers or other books, is needed. Does the work set out the relevant issues clearly? Does it demonstrate a sound grasp of the appropriate and relevant theories as well as literature relating to the investigated consumer behaviour phenomenon?
2. Critical Analysis of the Literature: You are expected to demonstrate your ability to critically evaluate reviewed literature as to whether they are suitable and sufficient to explain aspects of consumer behaviour related to a consumption phenomenon under investigation or to provide insights into the meanings that certain products have for individual consumers. A literature review is not just a summarised description of literature sources & theories, but a critical reflection on the current academic debate on the investigated consumer behaviour phenomenon. Marks will be given for well-developed arguments that demonstrate critical-evaluative depth. So, please do not attempt to include everything presented in the module in your report, but be selective by focusing instead only on those particular themes that are relevant your research project.
3. Creative Depth Analysis & Interpretation of the Field Data: You are expected to demonstrate your ability to critically analyse the qualitative data that you have gathered through observation, interviews and self-observation for common patterns and themes that may provide interesting insights into consumption phenomenon and interpret their meanings for a consumer’s consumption experiences with your chosen brand, product or product category. It is hereby important that you look beyond what consumers have literally said or you literally observed and identify the underlying symbolic meanings of observed (ritualistic) patterns or used wordings. What are consumers actually saying between the lines without saying it in words? You must show that your interpretation has derived from your actual data and that you have not just selected some data extracts out of context that suited some preconceived themes.
4. Linking Findings to Existing Theory: You are expected to demonstrate your ability to discuss whether and how your findings confirm, support, add or contradict existing consumer behaviour theories. As marks are given to well-developed arguments that demonstrate critical-evaluative depth, you should focus on those few selected theories that are relevant to the themes you have identified in your findings and your literature review. What insights into consumers’ consumption experiences with your chosen brand, product or product category can the reader gain from your research report?
5. Citations and References used: Your work is expected to be well referenced with direct and indirect citations of appropriate literature that add weight to your arguments and support your analysis and interpretations. Are the read and cited literature sources of adequate relevance, appropriateness, breadth and depth? Do they comply with the outlined requirements? Have you used the Harvard Referencing System as requested?
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