guidelines for marketing research project 3...

IMM GSM© of 26 MRP302

Guidelines

for

Marketing Research

Project 3 (MRP302)

The copyright of all IMM Graduate School of Marketing material is held by the

IMM GSM. No material may be reproduced without prior written permission from

the IMM GSM.

Revised: December 2012


Contents

1. Introduction 3

2. Aims 3

3. Learning objectives 4

4. Literature review in relation to the research process 4

5. The literature review process 7

5.1 The literature review topic 7

5.2 Searching for relevant literature 12

5.3 Analysing the relevant literature 15

5.4 Referencing requirements and the concepts of plagiarism 17

5.5 Writing the literature review 19

5.6 Evaluating the literature review 24

5.7 Looking forward and looking back 25

6. The assignment and mark allocation 25

References 26


Introduction to literature review

“To read is to fly: it is to soar to a point of vantage which gives a view over wide

terrains of history, human variety, ideas, shared experience and the fruits of many

inquiries.” (Grayling, no date, in Readfaster, 2012) 1

1. Introduction

A literature review is the starting point of every marketing research report. This

module, the Marketing Research Report 3 (MRP302) thus serves as an introduction

to the literature review as a starting point in learning how to access and use

literature. This module therefore serves as foundation to marketing research.

Reading is a powerful tool with which to gain knowledge. While we are bombarded

with information in this time and age, that information is not the same as gaining

knowledge (Naisbitt, no date, in Literacyla, 2012)2. Reading provides the

opportunity to engage with the thoughts and ideas of various authors; to sift through

what other people have considered, researched and recorded – and in the end to

gain deeper understanding of our world.

2. Aims

The aim of the literature review is to provide the researcher with an overview of

recent research that has been done on similar topics. Although you may not find

research that is exactly the same as your marketing problem, this overview of

relevant material still provides advantages for the researcher, such as:

Understanding what has been researched thus far and gaps in the body of

knowledge.

Gaining insight regarding the current schools of thought on the topic.

Identify and refine the focus of your own study.

1 Please note that this reference refers to a secondary source – e.g. I have not read the original quote,

but found it is another source (in this case an online source). Only the source in which I actually read the quote, is given in the reference list. 2 This is another secondary source.

Please note that these footnotes are only given here to explain the references above, and should not be used in your literature review. Secondary sources should also be used only in exceptional cases.


Gaining understanding of how the research was done (to inform your own

future research project).

Gaining understanding of the key issues and variables other researchers have

identified in their research.

Getting to know EBSCOHOST (online database) and the IMM GSM

Information Centre and your most valuable contact in this regard: Monique

([email protected]). Also refer to Tutorial Letter 1/2013.

3. Learning Objectives

Understand where the literature review fits into the research process.

Identify a topic and develop themes to use as focus for a literature review.

Understand the concept of plagiarism.

Finding relevant literature through academic database searches and the

library.

Use practical tools to assist you in keeping the focus when doing the literature

review.

Plan and write a literature review in a systematic and orderly manner that

meets the required standards in terms of writing style and approaches.

Acknowledge sources through proper referencing both in the text and in the

referencing list, based on the standards set out in the Harvard guidelines

provided.

4. Literature review in relation to the research process

All research projects follow structured processes steps, in order to ensure that the

research is done in a systematic, logical fashion. That is one of the primary

requirements when doing research. If the researcher cannot show evidence that

such process steps were followed, the research project will not be accepted as

credible.

The specific process steps and the detail of what the process steps entail may differ

between disciplines and between universities or colleges. Laboratory research on flu

mailto:[email protected]


vaccines would obviously follow different protocols than research into the marketing

strategy of children’s toys.

Similarly, all research requires the researcher to look at literature and secondary

data in preparation for the actual field research. Literature review is an essential part

of any research – regardless of discipline or topic; university or college.

The diagram below illustrates the generic marketing research process steps.

Figure 1: Research Process Steps for marketing research

When discussing literature review, many handbooks start off by discussing

secondary data, and distinguishing between internal and external secondary data.

Secondary data is defined as data that has already been gathered for another

purpose.

The external secondary data can include external marketing related information such

as market surveys, popular journals, newspapers, internet, handbooks with theory

and academic literature.


The IMM regularly publishes a Strategic Marketing magazine which covers more

popular marketing research and trends. Refer to the magazine for more

information.

The diagram below indicates where the various sources of secondary data are most

commonly used in the research process.

“Reading is to mind what exercise is to the body.” (Sir Richard Steele, no date, in

Literacyla, 2012.)

Figure 2: Using secondary data in the Research Process Steps


The diagram above highlights the various places in the marketing research process

where the different types of secondary data can be used. The red circle indicates the

focus of this module – namely the literature review step.

5. The literature review process

A literature review requires preparatory work before one can actually write it.

The following steps will provide a good foundation for the process:

1. The literature review topic – identifying a do-able scope and topic.

2. Searching for relevant literature – using the online databases.

3. Analysing the relevant literature – a lot of reading and organising to do.

4. Referencing requirements and the concept of plagiarism.

5. Writing the literature review – structure and writing style.

6. Evaluating the literature review – what the examiners will look at when

marking the paper.

7. Looking forward and looking back – a reminder of how the literature

review fits into the research process.

5.1 The literature review topic

Marketing Research Project 3 (MRP302) introduces the literature review

process – the third step in the marketing research process shown in

Figure 2.

In the normal flow of the research process you will have explored the research

problem in the problem review section. That would have assisted you to draw up a

research problem statement indicating exactly what you will be researching. You

would have identified research objectives covering the key concepts from the

research statement. The research statement and the objectives would have served


as guidelines on what themes you should cover in the literature overview (see the

steps in Figure 2).

Since this module only deals with the literature review part, and not with the full

research project, the first order of business is to identify a topic and explore its

related themes.

Finding a topic

Research is an effort to gain a deeper understanding of a practical problem. Market

research would then look at practical marketing problems as potential topics.

For the purpose of this research you will use marketing magazines and journals to

identify new trends in marketing.

Exercise 1:

Read 5-6 copies of the IMM Strategic Marketing magazine. Read 5-6

other marketing journals or magazines. Make notes of the new trends in marketing

that you encounter in those publications. Identify the new trend that you want to use

as a topic for your literature review. Discuss it with your marketing manager,

lecturers or other students to gain a second opinion.


Figure 3: Considering the various new trends found in the journals

Once you have identified an area of interest in which you want to do the literature

review, refine the topic by following the first four steps in the diagram below until you

have a do-able scope for the study.


Figure 4: Developing and refining a topic. Adapted from Hofstee (1996)

Then formulate a problem statement for the study, for example:

The use of social media as a marketing channel is essential in growing the market

share of organic foodstuffs.

Exercise 2:

Identify your topic for your literature review, refine it as explained above. Write the

problem statement.

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Developing themes from the problem statement

Brainstorming is a useful tool for the process of exploring the underlying themes and

concepts within the problem statement. Ask two or three of your colleagues to assist

you in discussing the problem statement and what the concepts within the statement

entail. After the session, sort, consolidate and categorise their input under relevant

headings see the following example:

Problem statement: The use of social media as a marketing channel is essential in

growing the market share of organic foodstuffs

Table 1 categorise the brainstorming results:

Category heading Key issues

Target market of

product X

Age groups and their characteristics

Preferred social media

Preferred format of messages and communications, etc.

Social media as

channel

Decision on social media to use

Policies, legal, ethics issues

Design and approval of material and messages

Integration with other marketing media and messages, etc.

Internal collaboration Communication between Marketing, Sales and production, etc.

Table 1: Brainstorming results


Exercise 3:

Give the topic to 2-4 of your colleagues. Conduct a brain-storming session

with them to explore the underlying issues within the topic. Then sort the

results into meaningful categories. Choose categories that will form a logical, do-able

scope for your literature review.

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___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

___________________________________________________________________

This exercise will provide you with themes to be explored by means of the literature

review.

“Carefully consider all the categories, then choose amongst those themes that

emerged from the brainstorm a logical focus and scope for a time-smart, do-able

literature review. The sub-issues within each category will in turn provide good ideas

for search terms when looking for relevant literature.

5.2 Searching for relevant literature

“Knowledge is knowing...or knowing where to find out:. (Toffer, no date, in Literacyla,

2012)

This step requires development of suitable search terms to use when browsing for

relevant literature on the online databases; as well as learning how to use the online

database.


Suitable search terms

When looking for literature relevant to your study, you will have to use words that will

describe what information you are looking for. The “search terms” refers to the

descriptive words or terms applicable to your topic and underlying themes.

Finding suitable material takes time and patience. When using search terms to look

for relevant material on the online database, it is recommended that you

Start with the general term

If you find a lot of material when using the general term, you can start using

more specific terms

If you do not find what you are looking for, try using other ways to describe the

concept you are looking for.

Use the key words / concepts in the problem statement and the themes. Begin with

the key terms or concepts – then expand the search.

If for instance: your topic deals with the management of customer expectations.

Start with the search term management of customer expectations OR you

can try changing the wording in the search to customer needs and sort the

articles according to the latest articles.

If the search produces many articles, you can refine the search to reflect your

specific topic more closely, for example:

o Customer needs and after sales service

Communication process during after sales encounters

Complaints management.

o Customer retention systems

o Etc.

Play around with the words to see what articles come up that deal with the

issues relevant to your research topic – even if the articles may deal with

research in other industries.


Exercise 4:

Draw up a table of search terms for the themes or categories for your topic.

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Using an online database: EBSCO-host

The following information is an extract from the Tutorial Letter 1/2013:

EBSCOHost

As a registered student you have access to EBSCOHost, a quality database that

provides academic content for your studies.

How to access EBSCOHost information as a registered IMM GSM student:

Go to the Student Portal on the IMM GSM website and enter your student number

and pin number. Scroll down until you see the EBSCOHost logo and click on the

icon. You will automatically be directed to the EBSCOHost site.

How to access the information using EBSCOHost:

1. Click on Business Source Premier.

2. Enter a keyword/s to retrieve information required, for example Relationship

Marketing.

3. Click on search.

4. All the available articles will be displayed.

5. Limit the search to the most recent scholarly articles. Using the following steps:

Make ticks in all the tick-boxes on the right-hand side of your screen

namely:

o ‘Full text’

o ‘References Available’

o ‘Scholarly (Peer reviewed) Journals’


You may wish to change the timeline from ‘2003 to 20123

Update results

Articles will then appear with the most recent article shown first

6. Read the citation (short description) for the article, which appears below the title –

if you do not want the article, move to the next article on the list.

7. If the citation looks promising, scroll down and click on the PDF full text and read

the article.

8. Email the article to yourself for future use and referencing – move to the top of the

screen and click on email.

If you require more assistance on accessing the database, please contact Monique

at [email protected], with specific details regarding the problems you are

experiencing.

5.3 Analysing the relevant literature

The term “literature review” requires you to carefully read through the relevant

academic articles and determine sections relevant to the themes and concepts you

identified in step 1. One article may address more than one concept or theme.

The next step would be to compare the views of various authors reading the same

theme or concept. This will provide you with a balanced overview of the current

trends and thoughts on the various concepts and themes.

One of the tools that will assist you in organising and managing the articles you are

reading, is a matrix similar to the one portrayed below.

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Figure 5: Literature Review Matrix

Such a matrix will help you monitor and control that

You have read enough articles per theme or concept.

Can easily compare the views between various authors on the same issue.

That will assist you when writing the actual literature review.

The literature review requires that you have at least 3-6 articles per concept and that

you compare the views of those authors with each other – do they agree or disagree

with each other? Do any of those authors add new concepts or issues to the existing

views?

“To read without reflecting is like eating without digesting.” (Burke, no date, in

Literacyla, 2012)

The literature review further requires that 60% or more of the material are sourced

from peer reviewed articles (academic articles) post 2003 – so the articles must be

less than 10 years old. The more recent the articles the better as marketing practices


tend to change fairly quickly. The reference list at the end of the document should

have at least 15-20 sources.

Reading the articles

“The more that you read, the more things you will know. The more that you learn the

more places you'll go”. (Dr. Seuss, no date, in Literacyla, 2012)

You will find that there are a vast number of articles to read, and many of them may

discuss a combination of the concepts you want to study. With that in mind I find it

easier to use different colours highlighters when reading the articles – colour-coding

the concepts that will be discussed in the literature review. When you go back to look

at the material you found on a specific concept you may look only for that particular

colour used for that concept. Use a matrix to compare views of various authors on

similar concepts.

5.4 Referencing requirements and the concept of plagiarism

Proper referencing is one of the key requirements of research to be seen as credible.

If the referencing is incomplete or not done correctly, the spectre of unprofessional

work and even plagiarism rears its ugly head. IMM follows the Harvard method of

referencing and the guidelines provide examples of how the in-text referencing as

well as the reference list at the back should be done.

What is plagiarism?

Plagiarism can be described as the act of borrowing passages from books and

articles or websites without identifying those sources (the books, articles or websites)

(Procter, 2006; p.1).


The IMM GSM has a software package called “Turnitin” that is used to monitor the

level of copying and plagiarism on submitted assignments. If an unacceptable level

of copying or plagiarism is detected, there are consequences - the severity of which

will be determined per case.

The purpose of the literature review is to illustrate that you have read what other

academics and researchers wrote about the themes and concepts you have

identified for your topic. The idea is not to copy what those authors wrote – but to

read it, try and understand what the authors are saying, and compare it with what

other authors said about the same issues. Therefore, you should write the review in

your own words, while acknowledging where you found the material. Give the

authors’ surnames, dates and pages in the text where you discuss the material. You

have to identify the source then and there whether you quote a passage directly in

quotation marks, paraphrase it closely in your own words, or just summarise the

material. That applies to Internet sources too: you still need to give author or site,

and the date (Procter, 2006). All the references in the text must be listed in full at the

end of the document in a Reference List.

Most students do not intend to commit plagiarism, but may do so unintentionally due

to ignorance or because they are in a hurry or have careless study habits.

A Bibliography is a list of all the sources read, but not necessarily used or cited in the

text – a bibliography is not used in this module.

The reasons why references are given include the following:

It acknowledge the writer’s debt to the work of other authors;

Proper referencing adds weight to your argument by citing authoritative

sources;

The references provide sources of additional information;

The reference information offers the reader the opportunity to locate and read

your sources (UNISA Library Services 2010).


Please note that a Reference List is required for this module – e.g. it must list all the

sources used and cited in the text.

It is a good idea to start listing the references as you start using material from the

articles, and to keep building the reference list as you progress, rather than leave it

till the paper is done, to try and list all the sources.

5.5 Writing the literature review

This section deals with the structure, flow and acceptable writing style to be followed

when writing the literature review.

The literature must show a logical and well-structured flow; each theme or concept

should have a relevant sub-heading; within the section the flow should be from

general to more specific. Explore and discuss one issue per paragraph and link

paragraphs in a logical manner.

A set of Harvard reference guidelines is available on the IMM GSM website.

Plan the structure of the literature review

Use the concepts and the themes from your topic as a guideline to plan and draw up

a framework for the literature review. Plan upfront what concepts you will discuss

first, second and so on. Based on the literature you have read you should also be

able to decide what subsections will resort under each of those concepts or themes.

Such a framework will ensure that you fit in all the information you have read, in a

logical and well-structured manner.

See the example of a literature review structure and framework below:

Topic: The use of social media to engage consumers on “green” products.

The underlined sections in the topic indicate potential themes for researching within

the topic that can be explored by using those concepts as search terms, and also to

structure the flow of the literature review. A logical flow and structure for the

discussion could potentially be as follows:


1. Introduction (to the topic)

2. Target market for green products

Categories of green products

Demographics of the users of those products

3. Social media as a marketing tool

Social media users profiles

Social media as marketing tool

Social media used in marketing green products

4. Social media as tool to engage consumers’

Message and information formats

Forums and feedback management

Exercise 5:

Draw up a discussion framework for your literature review.

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Writing style for literature review

In all cases use a critical analytical and reflective approach in discussing and

comparing the views of the various authors. See some examples of critical reflective

discussions below.

Reflective writing

What does that mean…? Perhaps it might be helpful to first look at what is reflection:

Collins Concise Dictionary (2001, p.1259) defines reflect as: “… think, to meditate, to

ponder”; while reflection is described as “ ..careful or long consideration or thought.”


Using this as our working definition one can argue that reflection is not simply giving

facts nor is it simply asking questions.

“Force yourself to reflect on what you read, paragraph by paragraph.” (Samuel

Taylor Coleridge, no date, in Literacyla, 2012)

Reflection is adding value to an issue by posing and developing an argument, or a

number of arguments, around that issue. Reflection is therefore being able to see

more than one viewpoint – which is exactly what is required when doing the literature

review. Once you are able to consider more than one viewpoint you are on your way

to understanding the broader issues around any problem (unraveling the complexity

of a problem).

Categorical statements on the other hand represent only one side of the picture

and usually exclude the possibility of others. Statements such as ‘the solution to the

problem is …’ are categorical and should NEVER be used at any stage in a research

report.

The follow example illustrates some of the principles of critical reflective discussion

which includes:

Comparing views of various authors

Recognising patterns and differences in these views

Taking it further – finding additional information when required

Coming to an informed conclusion

Reflecting on what that means in terms of the study

Examples of critical reflective writing and literature review


Format and Technical requirements

Formatting

NOTE:

The comparison and integration between the views of various authors on the same

discussion point, namely adoption of new products and technologies, by considering

customer needs and satisfaction.

Literature review is not about giving long extracts from a single source – rather it is

about this type of comparison shown above.

Note the referencing in the text – cases where it is used as part of the sentence; and

cases where the source is given at the end of the sentence.

Extract from a literature review section:

Ganguli and Roy (2010) regards the gap between local competitors as negligible

since banks offer similar products and services, hence the need for differentiation

on specific criteria becomes crucial ingredients for influencing customer

satisfaction and loyalty. Insight into of the key criteria can usually only be

achieved by a clear understanding of the priorities of consumers. Understanding

the key drivers that are impacting on adoption has become a topical issue in the

banking sector (Aldas-Manzano, Lassala-Navarre, Ruiz-Mafe & Sanz-Blas, 2009:

54). According to Rotchanakitumnuai and Speech (2003), historical studies have

focused on positive aspects of digital banking, but limited research has been

undertaken to investigate the barriers of adoption.

Despite heavy investment by banks to improve their digital presence, many

consumers are inactive or engage with this channel on a limited basis (Sarel &

Marmorstein, 2003). It would seem long term profitability and shareholder value

through this medium can only be achieved through customer satisfaction which is

the glue that galvanizes this recipe (Anderson, Fornell & Mazvancheryl, 2004).


The requirements for the Literature formatting are as follows:

Font: Arial 12

Spacing: 1.5

Alignment: Justified

Layout:

Provide a proper title page for the document- the title page as below should be a full

page. Do not use excessively large font sizes.

TITLE

Presented to

The IMM Graduate School of Marketing

In partial fulfilment of the

requirements for the degree

BPhil Marketing

By

Jonathan Buthelezi

[Student Number]

November 2013

After the Title page:

Declaration of own work/plagiarism

Acknowledgements

Executive summary

Table of content

List of abbreviations (if relevant)

The literature review

o Introduction

o Body with suitable headings and sub-headings

o Summary

Reference List

Addendums


Ensure that all headings and subheadings are formatted consistently throughout the

document.

Final checking

Pay attention to the following to ensure a polished document:

Readability

Always ask someone else to read the thesis to check for readability, grammar,

etc.

Page numbering

Margins - Check that all margins are in accordance with the regulations. Also

ensure that the right margin is justified throughout as it looks much neater.

Headings and subheadings. Check that all chapter headings and subheadings

in the main text match those in the table of content.

Check that all the sources given in the text are listed in the reference list; and

vice versa.

5.6 Evaluating the literature review

What the examiners will look at when marking the paper.

ACADEMIC

Relevance of literature topic and themes

Recent relevant sources used

Knowledge of the subject

Relevant theoretical issues (marketing and business)

Reference technique

Coverage of the subject

TECHNICAL ISSUES

Language

Style

Structure of the dissertation (e.g. title page, contents page, etc.)

Typing/spelling errors

Reference list


5.7 Looking forward and looking back

A reminder of how the literature review fits into the research process – feeding back

to the problem statement and feeding forward to the research design.

6. The assignment and mark allocation

Plan and write a literature review on the marketing topic you identified.

Identify a new trend and develop into a topic

Develop themes

Develop search terms

Find relevant material

Study, analyse and compare the views of various authors on the same issues

Write the literature review

Complete the referencing according to the IMM Harvard guidelines

Attach the topic, the themes and the search terms as addendums after the

reference list in the document.

Required length of the literature review: 2500-3000 words –that does not include the

title page, table of content, the reference list and the addendums.

Marks allocated:

Topic, themes and search terms 20%

Literature review 60%

Referencing in text and reference list 10%

Structure, language and spelling. overall quality 10%

Total 100%


References

Collins Concise Dictionary, 2001. 21st Century Edition. HarperCollins Publishers,

Glasgow.

Hofstee E., 1996. Constructing a Good Dissertation. Publisher: EPE South Africa.

Literacyla, 2012. Quotes [online] Available at < http://www.literacyla.org/quotes.htm>

Accessed on 10 December 2012.

Procter, M 2006. How not to Plagiarize. [online]. Plagiarism hand-out University of

Toronto Coordinator of Writing Support, for use at the University of Toronto July

2006. Available at <http://www.writing.utoronto.ca/advice/using-sources/how-not-to-

plagiarize> . Accessed on2012/11/30

Readfaster, 2012. Reading quotes [online] Available at

<http://www.readfaster.com/readingquotes.asp>. Accessed on 10 December 2012.

Unisa Library Services, 2010. Guidelines for Referencing Source Material for

Assignments, Articles, Research reports, Theses & Dissertations, and TMAs.

eLibrary@SBLUnisa. Pretoria

http://www.literacyla.org/quotes.htm

http://www.readfaster.com/readingquotes.asp

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