Marketing Analysis and Research

You are required to write an essay (word count 3500 words, +10%) where you analyse and critique the research and methodological choices in 5 (five) academic marketing articles which are part of the area of ethical consumer behaviour.

This essay will be based on papers that you identify as part of the literature on ethical consumer behaviour (e.g. articles related to marketing issues, strategies, challenges etc.) in areas as diverse as ethical consumer choices, consumer ethics, ethical buying behaviour, choosing products and services ethically, information search for ethical products, etc.

In assessing the articles, you will need to draw on the general literature on research designs, data analysis, and methods of data collection, as discussed in class, as well as back up your arguments with additional readings from the literature beyond the articles that you are examining and evaluating.

Assignment Format

You are expected to critically evaluate, analyse and compare the methodologies and research choices applied in the three articles that you have chosen, as well as discuss their contribution to practice.

It is up to you how you organise your assignment. Irrespective of the approach that you take, you will be expected to evaluate the following research and methodological aspects of the articles:

1.     Research assumptions

2.     Research designs and/or strategies

3.     Methods of data collection

4.     Sampling

5.     Data analysis

6.     Ethical considerations in carrying out the research

Assessment criteria

The assignment will be assessed according to the following criteria:

1.     The argument and logical analysis

2.     Use of the literature on ethical consumer behaviour and ethical consumption. Use of general literature on research designs and methods.

3.     The originality of thinking. Critical reflection on relevance to research as well as to practitioners.

4.     Style – Structure (introduction, main body, conclusion, correct academic referencing and citations) and Presentation (of the text).