1. Lecture 1 Introduction to Analysis for Dissertation Research Chris Richardson
BMM646 (incorporating BMM647 & BMM657)
Analysis for Dissertation Research

2. Key things to understand!
Your MSc requires that you complete a dissertation of ,000 words (submitted next September 2017)
Out of 180 module credits in your MSc degree
Modules are each normally worth 15 credits
You will do 8 modules + PDP = 130 credits in total
Final dissertation is in addition to these modules
The dissertation alone is worth 50 credits
BMM646/647/657 Analysis for Dissertation is one of your compulsory modules – separate from your dissertation, but…
Is designed to prepare you for your final dissertation
Worth 15 credits
Must be passed to complete and submit your final dissertation

3. let’s first talk about the final dissertation itself…

4. Aim of your final dissertation
To examine a topic in greater depth than is possible in the taught part of the course
To develop skills in defining a project selecting appropriate methods, finding and managing relevant data, planning a complex piece of research-based work and presenting critical analysis.
To present a well-structured, well-argued and referenced dissertation, with appropriate conclusions.
More than any other element of the course, the dissertation provides you with the opportunity to study, on your own initiative and in detail, a subject which is of particular interest and has the potential to contribute to your personal development.

5. In your final dissertation you will…
Define and justify an appropriate issue/topic for the dissertation
Select appropriate theories and undertake a literature review covering those areas of theory
Determine appropriate research questions and select and apply the appropriate research methodology
Acquire and analyse data (if applicable, e.g. for empirical dissertations)
Present a discussion and draw conclusions and recommendations, recognizing any limitations of the research
Demonstrate, through the dissertation, the ability to present and communicate effectively

6. Dissertation Guidelines 2016-17
Read and refer to these please!

7. Supervisor Role
In term 1 during the BMM646 Analysis for Dissertation Research module, you will be allocated a dissertation supervisor (the process for allocation is described in BMM646 Module Outline). The specific role of the Dissertation Supervisor is to:
To approve the Dissertation Plan (submitted as part of this module)
To provide general guidance and support on the approach taken to the dissertation project
To monitor progress against a dissertation schedule and key dates, as detailed in the dissertation work plan
To advise and provide feedback on structure of the dissertation report
To approve any proposed questions which will form the basis of any interviews that you plan to conduct if you are collecting Primary Data
Authorise the Ethical Approval form

8. Supervisee Responsibility
It is your responsibility to establish and maintain contact with your dissertation supervisor. If you do not contact your supervisor, it will be assumed that you have all of the information you need and are confident that you are progressing on schedule and to the desired standard.
NB: You are strongly advised to contact your supervisor and to seek their advice.

9. So what is ‘analysis for dissertation’?

10. So what is ‘analysis for dissertation’?
Prepares you for your dissertation!

11. The aims of the ‘Analysis for Dissertation’ module
Understand the importance of information and research in marketing decisions, and the stages involved in the marketing research process.
Assess different marketing research concepts and techniques and be able to distinguish between exploratory, descriptive and causal research.
Critically assess decision making and using appropriate tools, be able to select the most appropriate mix of techniques.
Examine how research influences strategy in today’s organisations.

12. By the end of this module you should be able to…
Clearly define a research topic and justify why research into that area is justified
Summarize the key concepts and theories in that area of marketing literature and identify outline research questions.
Evaluate and select appropriate methods of research and analysis
Plan a research project to be completed within a limited time frame.
Produce an outline bibliography of literature in this area of theory.

13. BMM646 Lecture Schedule

14. Assessment – How do you get your 15 credits?
Preparation and submission of a Dissertation Proposal

15. Assessment – How do you get your 15 credits?
Preparation and submission of a Dissertation Proposal
HAND-IN
Term 2
12 midday
Friday – Week 4
ie. 3rd Feb 2017

16. Suggested Reading
LEE, N. & LINGS, I Doing Business Research: A Guide to Theory and Practice, London, Sage.
FURSETH, I. & EVERETT, E. L Doing your master's dissertation: from start to finish, Sage
Note: there are many suitable books available and in our library on research methods, business planning etc

17. So what should I do my dissertation on?

18. Dissertation Topics
You are NOT required to ‘think up’ your own ‘original project’ - we will offer you a range of suitable topic options
These options are put forward, by our academics in the Marketing and Strategy Group, as areas in which we have expertise – and are therefore able to provide guidance.
The supervisors of these topics are initially ANONYMOUS!
You should pick 3 topics, all of which you would be happy to undertake a project on – you cannot prioritize these.
You will then be allocated one of these topics unless all are over-subscribed (in which case we will talk to you)
If you wish to slightly modify them at a later date, this is OK as long as your supervisor agrees
Your supervisor will both supervise and mark your work.

19. Analysis for Dissertation Research: Some Examples
Sales influence on NPD. Critically review the role of the sales team in identifying new product opportunities.
An analysis of internal marketing options to promote pension products for an insurance company in India
The strategies in competitive positioning: a case study of KFC in China
Consumer preferences and approaches of major players in the Indian branded snack food Industry
Exploring Marketing strategies of multinational retailers in China: a case study of Carrefour
What are the common issues across all of these?

20. Analysis for Dissertation Research: Some Examples
Sales influence on NPD. Critically review the role of the sales team in identifying new product opportunities.
An analysis of internal marketing options to promote pension products for an insurance company in India
The strategies in competitive positioning: a case study of KFC in China
Consumer preferences and approaches of major players in the Indian branded snack food Industry
Exploring Marketing strategies of multinational retailers in China: a case study of Carrefour
They all have areas of underpinning theory these we need to understand

21. Choosing your Topics
Topics are posted via Blackboard under BMM646 ‘Dissertation Topics and Sign-up’ – by the end of October
You then the have a limited time in which to submit your topic choice via Blackboard.
Date for your selection of 3 options TO BE CONFIRMED

22. Let’s Look at the Blackboard site

23. Questions?