Thesis

How to write a marketing thesis

What needs to be included in a marketing thesis?

• Study Purpose:
  — why are you doing this research?
  — has this been examined before?

• A Literature Review:
  — what have you read
  — what did it teach you?
  — make sure literature is related to your framework

• Framework:
  — namely your hypothesis
  — your theory must be support by previous theories
  — provide some form of reasoning for your theory

• Methodolgy:
  — how are you going to carry out your study?
  — marketing usually uses ‘experiment design’ to test theories
  — pretest, procedure, independent variable, dependent variable…

• Results and discussion
  — what did you find?
  — report your statistics and summarize findings

• A general discussion
  — how does what you found out apply to academic research?
  — how does it differ from previous research?