Before you start:

•    Please ensure you have viewed the Week 16 lecture slides ‘Formulating a Research Project’ before you attempt to write your RQ and A&Os.

•    You must have either 4 or 5 objectives in total (no more or less).

•    Objectives must be numbered – you need to be able to refer to them throughout the various chapters that you write in MAP.

•    Do not attempt to write A&Os until you have done extensive reading and note taking into your topic area.

•    You must have an outline of your research design before you can compose your A&O so you can use the correct language applicable to your approach, e.g. ‘explore’ for qualitative methods, ‘examine the effects’ for quantitative methods, etc.

•    It is possible that your A&Os may vary compared to the templates below depending on the exact nature of your project – please check with your ARM tutor for guidance.

•    Note if you are taking the Quant Extension option please consult the Quant Extension Moodle folder for how to construct your RQ, Aim and Objectives.

IMPORTANT NOTE:

This guide contains examples of student’s original work designed to help you create your own ideas. They do not represent templates for you to copy. You cannot use exactly the same wording as the student examples here and just change some words to fit in with your topic – that is PLAGIARISM. Please ensure you respect the work of others and create your own original work.

1. TEMPLATE FOR DISSERTATIONS:

General guidance for dissertation A&O:

Over-arching (central) research question (one, or two maximum): Compose an open-ended research question which effectively summarises the key issue central to the research project.

Aim: Try to limit the aim to one concise, well-structured sentence. The aim should include the sample and geographical location of the study, and the outcome of the project should be clear. The research design should be clear from the language used (e.g. An exploratory study…).

Objectives:

1. A critical review of the literature (theory based, secondary research) – this should be your first objective (note for some studies it may be suitable to have two objectives based on secondary research)

2. Primary research objective 1 – it should be clear from the wording that this is inductive in its approach (for example, to question, to explore, to probe, etc.)

3. Primary research objective 2 – it should be clear from the wording that this is inductive in its approach (for example, to question, to explore, to probe, etc.)

4. Overall outcome of the project - usually managerial implications for dissertations. The outcome of the project should link back to the aim. This can also include the development of a conceptual framework if relevant.

NOTE:

For qualitative inductive studies, it’s important that the exploratory, open nature of the research is apparent in the language that you use.

Try to avoid using common QUANT variables, e.g. ‘purchase intention’ - this could be changed to buying behaviour or similar for example.

In general, specific theories should not be mentioned in the A&O.

Be careful not to introduce bias in the wording of your A&O – for example presuming relationships will exist without evidence or only looking at one side ofan issue/topic.

If you want to develop theory from your qualitative research (e.g. create a conceptual framework) this would be included in the latter objectives as it is one of the final outcomes.

2. Inductive QUAL student examples:

Example A:

RQ: How do characteristics of modest fashion brand ambassadors influence perceived authenticity through dual evaluation processes among Indonesian Gen Z Muslim consumers?

Aim: This research aims to explore how the characteristics of modest fashion brand ambassadors influence perceived authenticity through dual evaluation processes among Indonesian Gen Z Muslim consumers.

Objectives

1. To critically review literature on influencer marketing and brand ambassador authenticity, grounded in Source Credibility Theory, modest fashion, and Indonesian Gen Z Muslim consumer perceptions.

2. To explore Indonesian Gen Z Muslim consumers authenticity perceptions of modest fashion brand ambassadors.

3. To analyze how Indonesian Gen Z Muslim consumers evaluate modest fashion brand ambassador characteristics and their influence on perceived authenticity.

4. To provide managerial implications for modest fashion brand ambassadors seeking authentic engagement with Indonesian Gen Z Muslim consumers.

Example B:

Research Questions

1. How do Gen-Z disabled women navigate consumer fashion choices to construct their identity in relation to normalcy?

2. How do perceptions of consumer normalcy shape shopping fashion behaviours among physically disabled Gen-Z women in the UK?

Aim

This research aim is to explore how Gen-Z physically disabled women in the UK form identities  through fashion, and how the perception of their consumer normalcy affects buying behaviour, in order to develop managerial implications that are in line with this group’s consumer needs.

Objectives

1.  A critical review of the literature pertaining to consumer normalcy and vulnerability in relation to fashion consumption and its marketing.

2.  To explore consumer identity formation through fashion and previous shopping experiences using phenomenological interviews.

3.   To understand if people with physical disabilities want or desire consumer normalcy and how this may affect fashion clothing buying behaviour.

4.   To offer managerial implications on how to best target people with physical disabilities in fashion marketing and how, and if they differ on a consumer normalcy need, compared to current ‘able- bodied’ standards.

Example C:

Research question: How do sociocultural influences and self-concept processes motivate Generation Z American women to adopt preventative anti-aging skincare practices (‘prejuvenation9)?

Aim: To investigate how sociocultural influences and self-concept processes motivate Generation Z American women to adopt preventative anti-aging skincare practices to explore this emerging consumer phenomenon (prejuvenation) and inform the beauty industry’s marketing strategies accordingly.

Objectives:

1. To critically review the extant literature on anti-aging skincare, sociocultural influences, self- concept processes and preventative consumer behaviour.

2. To explore how multiple sociocultural environmental factors influence preventative anti-aging behaviours among Generation Z American women.

3. To examine how self-concept processes may interact to motivate preventative anti-aging behaviours among Generation Z American women.

4. To provide managerial implications to understand contemporary preventative consumer behaviour and effectively and responsibly market preventative anti-aging skincare to Generation Z American women.

Mixed Methods Inductive focus student example A:

RQ: How does influencer marketing influence male consumers’ information-seeking and final purchasing decision process in the UK fashion resale market?

Aim of the study: This pragmatic study aims to explore and explain how young male consumers' second-hand fashion purchasing behaviour in the UK corresponds with male sustainable influencers' content involving resale fashion on Instagram.

Objectives:

1. A critical review of the literature in the area of gender socialisation and its effect on male sustainable purchasing habits to understand the reasons behind the gender imbalance in the sustainable fashion market.

2. To explore how male Instagram influencers create and calibrate sustainability-focused content in the form of second-hand fashion.

3. To examine the degree of congruence between the factors guiding second-hand fashion male Instagram influencers’ habits in the resale fashion market and that of male consumers in the UK, in order to analyse how influencer marketing can influence male consumers’ information-seeking and final purchasing decision process in the UK resale market.

4. To provide managerial implications for marketing professionals using influencer marketing for the promotion of second-hand fashion and the resell market amongst young male consumers.

Mixed Methods Inductive focus student example B:

RQ 1: How does disclosure in beauty in-feed advertising influence Chinese Gen Z consumers’ interpretation of sponsored content?

RQ 2: How do these interpretations shape perceptions of authenticity, and in turn affect brand trust and engagement?

Aim: This study aims to explore how disclosure in Chinese social media beauty in-feed advertising is interpreted by Generation Z consumers, and how such interpretations shape their perceptions of authenticity, brand trust, and engagement.

Objectives

Objective 1: To critically review literature on in-feed advertising, sponsorship disclosure, authenticity, brand trust, and Gen Z engagement in China, clarifying constructs and identifying research gaps.

Objective 2: To explore how Chinese Gen Z consumers interpret sponsorship cues in labelled beauty in-feed ads, focusing on their perception pathways and the meanings they attach to disclosure.

Objective 3: To investigate how these interpretations of disclosure effect perceptions of authenticity, and how authenticity relates to brand trust and consumer engagement.

Objective 4: To propose actionable recommendations for beauty brands and platforms on optimising disclosure and message design, in order to enhance authenticity, trust, and engagement among Chinese Gen Z consumers.

2. TEMPLATE FOR BUSINESS REPORTS:

General guidance for business report A&Os:

Note: The primary research for business reports for MAP should have an industry focus.

Over-arching (central) research question (one, or two maximum): Compose an open-ended research question which effectively summarises the key issue central to the research project.

Aim: Try to limit to one concise, well-structured sentence. The aim should include the sample and geographical location of the study, and the outcome of the project should be clear. Your approach should be clear at the start of the aim, e.g. A business report to …

For qualitative inductive business reports, it’s important that the exploratory, open nature of the research is apparent in the language that you use. As business reports apply theory to practice, a specific theory can be mentioned in the A&O. You should not be introducing bias in the wording of your A&O – for example presuming relationships will exist or only looking at one side ofan issue/topic.

Please note that individual business or companies can be named in business reports if relevant (consent required).

Objectives:

1. A critical review of the literature (theory based) – this must be one of your first two

objectives. In business reports, you need to apply a theory/framework to a business scenario, so you could identify your underpinning theory/ies here.

2. A critical market analysis relevant to the topic (market/industry data) - business reports

include a further secondary objective which examines market/industry data related to the topic.

3. Primary research objective 1 – it should be clear from the wording that this is inductive in its approach (for example, to question, to explore, to probe, etc.)

4. Primary research objective 2 – it should be clear that this is inductive in its approach (for example, to question, to explore, to probe, etc.)

5. Overall outcome of the project recommendations– these are detailed recommendations for business reports. The outcome of the project should link back to the aim. Business reports can also create a conceptual framework if relevant.

Inductive business report student examples:

Business report example A:

RQ: How can luxury fashion brands operating in Europe effectively integrate and communicate biodiversity preservation within their brand storytelling to increase consumer awareness and comply with evolving EU sustainability regulations?

Aim: This business report aims to critically examine how luxury fashion brands in Europe can integrate biodiversity into their marketing strategies, align with EU regulations, and foster deeper consumer awareness and sustainable behaviour.

Objectives:

1.   To critically review the academic literature on biodiversity, brand marketing and communication, and consumer awareness within the luxury fashion industry.

2.   To examine current EU policies and regulatory frameworks related to biodiversity and analyse how they intersect with market trends and practices within the luxury fashion industry.

3.   To explore how luxury fashion professionals in Europe currently communicate biodiversity within their brand storytelling to consumers and stakeholders.

4.   To investigate how European luxury fashion consumers’ awareness shape their interpretation of and engagement with biodiversity in the context of fashion consumption.

5.   To develop strategic recommendations for luxury fashion brands on how to effectively integrate and communicate biodiversity within their sustainability narratives and brand storytelling, to ensure EU  regulatory compliance and positively influence consumer behaviour.

Business report example B:

RESEARCH QUESTION: How do UK small fashion brands perceive and experience the adoption of GenAI in their marketing practices?

AIM: A business report exploring UK small fashion brands GenAI adoption in their marketing practices to gain a deeper understand of their perception and usage of GenAI and develop strategic recommendations for stakeholders.

OBJECTIVES:

1. To conduct a critical review of the Technology Acceptance Model (TAM) and Technology–

Organisation–Environment (TOE) framework and develop a theoretical framework for interpreting Gen AI adoption in marketing.

2. To conduct a critical market analysis of Gen AI and its application across fashion marketing and related industries.

3. To explore and interpret UK-based small fashion brands’ subjective perception and experience with GenAI tools in their marketing practices.

4. To explore how UK small fashion businesses prioritise and make sense of GenAI tools for marketing practices.

5. To develop strategic recommendations for stakeholders for a seamless intergradation of GenAI in marketing.

Business report example C (Case study):

RQ: How can Copenhagen Fashion Week (CPHFW), which operates as a marketing platform for multiple stakeholders, authentically engage in sustainability without greenwashing claims?

Aim: The aim of this case study is to gain an understanding of the relationship between CPHFW and its participating brands, in order to identify how sustainability is communicated within this multi- stakeholder marketing platform in order to avoid greenwashing claims.

Objectives:

1.   To critically review the existing literature on stakeholder theory, greenwashing, sustainability- focused identity and the McKinsey 7-S Framework.

2.   To conduct a market analysis on CPHFW and how its location may influence strategy and perceptions of sustainability.

3.   To explore the complex stakeholder relationships and resulting processes at CPHFW in relation to the sustainability guidelines and identity.

4.   To understand the cause of the greenwashing claims levied against CPHFW and seven participating brands.

5.   To develop evidence-based recommendations in order to improve authentic sustainability communication between the organiser and participating brands.

4. TEMPLATE FOR PRACTICE BASED (PB) PROJECTS:

General guidance for Practice-based A&Os:

•    Please note these may vary depending on the nature of your project and should be approved by your Course Leader

• Please note that individual business or companies can be named in practice-based projects if relevant (consent required).

Over-arching (central) research question (one, or two maximum): Compose an open-ended research question which effectively summarises the key issue central to the research project.

Aim: Try to limit to one concise, well-structured sentence. The aim should include the sample and geographical location of the study, and the outcome of the project should be clear. Your approach should be clear at the start of the aim, e.g. A practice-based study to …

Objectives:

1. A critical review of the literature (theory based)

2. A critical review of current practice in the field (practice based)

3. A primary research objective– it should be clear from the wording that this is inductive in its

approach (note for some practice-based studies it may be suitable to have two objectives based on primary research)

4. The practice-based artefact should be summarised as the final objective - this will be

project/course specific – it could be a 3D prototype, a VR experience, a website or App design, a short film, a campaign/range lookbook, etc.

Practice-based student example A:

RQ: How can an advertising campaign for Capsule Eleven be designed to effectively utilise Generative-AI tools to enhance flexibility, authenticity and engagement whilst upholding brand values?

Aim: This practice-based project aims to explore perceptions and experiences of AI-generated creative in advertising among fashion marketers for the development of a partially AI-generated marketing campaign for the fashion brand Capsule Eleven in the UK.

Objectives:

1. To critically review the literature of Generative AI, creative authorship and advertising effectiveness focusing on implications for storytelling and strategic branding.

2. To identify current practice in Generative AI technologies integrated into fashion advertising campaigns to identify industry benchmarks in this field.

3. To explore marketing professionals’ insights regarding the opportunities, limitations and ethical issues associated with the use of Generative AI in fashion advertising, and to ascertain expert opinion on the influence of brand values, including storytelling, authenticity and engagement.

4. To develop a prototype advertising campaign for Capsule Eleven that integrates Generative AI tools to enhance campaign flexibility, cultural relevance and uphold brand values.

Practice-based student example B:

RQ: How can fashion brands from South America build consumer awareness and loyalty in international markets by leveraging their national identity as a strategic marketing asset?

Aim: This study aims to investigate how South American fashion brands (particularly Argentinian and Brazilian) can strategically express their national identity in international marketing to enhance brand awareness and consumer loyalty. The research will culminate in the development of report on best practices in National Identity Branding.

Objectives

1.   To critically review current literature and industry sources on building consumer loyalty

through emotional, storytelling and experiential marketing, and the role of national identity in global fashion branding.

2.   To examine how fashion brands implement marketing strategies rooted in national identity to build consumer loyalty and awareness abroad.

3.    Drawing on qualitative insights from brand owners and consumers, to identify the most

effective elements of national identity used in successful global marketing campaigns within the fashion industry.

4.   To produce a practice-based report that illustrates best practices how South American

fashion brands can position their national identity as a core narrative that resonates globally.