Title: Controversial Marketing Effect on Brand Reputation as Perceived by Customers
Research Paper Instructions:
– 7000 – 12000 words (~34 Pages)
– At least 20 field – specific sources
– Block-style formatting
– line spacing: 1.5
– One empty line between paragraphs
– No indentation at the start of paragraph
– Include length of paper in words
– Thesis Paper Template Attached: (Text elements with yellow background should be replaced with research text, similarly to all paragraphs marked with xxx…)
– APA referencing style
Components of Thesis Paper
* Title page
* Table of contents
* List of abbreviations / symbols (if necessary)
* Abstract – max 250 words
* Introduction
* Body of the paper (chapters):
1. Theoretical part
2. Methodology
3. Empirical part
* Conclusion
* List of references
* Appendices (if necessary)
/Abstract/
The abstract is an overview of the document written in the present tense. Abstract shall:
* be written in the same language as the thesis itself;
* briefly present the aim, methods as well as the main results and conclusions;
* depending on the specifics of the study programme, include either a research problem, a
question or a hypothesis;
* be easy to read (clear wording, short sentences);
* be understandable to a broader readership and be presentable on a stand-alone basis.
Abstract shall not contain figures or tables. At the end of the abstract on a separate line 3 to 5 keywords are presented to characterise the contents of the thesis. The abstract (excluding title and keywords) may be up to 250 words long (regardless of the language of the thesis) and with the keywords must fit on one A4 page.
/Introduction/
* actuality
* reasons for selecting the topic, including topicality and novelty
* research problem
* aim & research questions/ research tasks/ hypotheses
* methods & data
* overview of research paper structure
/Body of the paper/
1. THEORETICAL PART – actual heading(s) should reflect the content
– terms
– theory(ies)
– comparison, synthesis, contradictions of authors views
– summary of why use the selected theory(ies)
2. METHODOLOGY – actual heading should reflect the content
– approach
– sampling procedure and
sample
– data collection methods
– data analysis methods
3. EMPIRICAL PART actual heading(s) should reflect the content
– research results
– discussion + relating results back to theory
– comparing your results with that of previous studies
– conclusions
– proposals/ recommendations based on research (+ how to implement these)
/Conclusion/
* once more the aim of study
* briefly main results
* list of conclusions, assessments and proposals (as bullet points)
* applicability of conclusions and proposals
* areas for further research
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