The Impact of Demographic Factors on the Effectiveness of TikTok Advertising Campaigns in the United Kingdom: An Analysis of Consumer Behaviour and Attitudes.

 Unit Learning Outcomes: 

 1. Identify the context for the research and the objectives of the research.

 2. Critically review and synthesise the relevant literature in the subject area to construct a conceptual framework to underpin the research

 3. Appraise the key debates to justify the relationship between philosophical approaches and choices of qualitative and quantitative methods.

 4. Evaluate a variety of data collection methods. 

 5. Formulate a research question.

This assessment will contribute to the achievement of the following Programme Learning Outcomes:

Early Career/ World Class Professional Skills (PLOs) assessed.

PLO 1.1 Identify and apply information critically in relation to context

1.1.1 Identify and interrogate relevant data and literature sources using methods appropriate to level of study and to discipline

1.1.2 Critique theory in discussion and analysis

PLO 2.1 Demonstrate communication skills at the appropriate level and using appropriate media

2.1.2 Apply consistent and appropriate referencing and in text citations

Assignment Details and Instructions

Students are required to produce an individual research proposal (7000 words excluding citations and bibliography) which includes:

· justification for the context of the research

· formulate research questions/objectives

· a significant review of literature and secondary data

· research methodology and design

Students may fulfil the requirements of the Unit by proposing one of 4 types

of research:

Consultancy based: Entailing the answering of distinct research questions, which

are triggered by an issue of strategic or operational importance to a specific

client organisation, mainly by conducting fieldwork (collecting primary data) in

the client organisation, with the objective of offering an appropriate short to

medium term solution to the business, and drawing out the implications for

wider marketing, advertising, PR, digital, Tourism or communications practice.

Empirically based: Entailing the answering of distinct research questions, which

are triggered by an issue of strategic or operational importance, mainly by

conducting fieldwork (collecting primary data), with the objective of drawing out

the implications for wider marketing, advertising, PR, digital, Tourism or communications

practice.

Library based: Entailing the answering of distinct research questions, which are

triggered by an issue of strategic or operational importance, mainly by gathering

secondary data and doing an analysis of published interpretations of

existing data sets, with the objective of drawing out the implications for wider

marketing, advertising, PR, digital, Tourism or communications practice.

Enterprise Based Business Plan: Entailing developing a business plan for a start up

business, underpinned by secondary data and fieldwork in the proposed

business area, with the objective of a possible launch of a small enterprise.

Contents

You will need to complete the following sections in your proposal and here is more information of what to include. Guideline word count for each section is indicated. 10% + or – word count is allowed.

 Introduction (1500 words)

This provides the underlying rationale and purpose of the study. It should set out the business context and any existing strategic issues, demonstrating to the reader the relevance of the study in this context. In this chapter, you are expected to describe aims and objectives for the investigation, and to identify specific research questions, which may take the form of hypotheses that will be tested within the study.

 Literature Review (3500 words)

This provides a critical review of the literature related to the problem area you are studying. This means that you should demonstrate your ability to identify and to analyse the strengths and weaknesses of the theories or schools of thought relevant to your topic. You should also demonstrate your ability to identify how your study may contribute to the existing body of knowledge.

This should close with the articulation of a conceptual framework, that is, a comprehensive synthesis of the analytical models and concepts, which you used to answer your research questions. This framework consists of patterns of concepts and their interconnections. In other words, it explains how all the concepts fit together and how they relate one to another. The conceptual framework informs your data collection by determining the nature of the data to be collected.

 Methodology (2000 words)

This chapter presents your research plan. This includes a reference to your research variables, a choice of method(s) for data collection, a rationale for the implementation of the method, how the gathering of raw data was operationalised, and a choice of method(s) for data analysis. This chapter should describe and justify the choice of methodology and methods adopted for the work, exposing any potential weaknesses. You should also characterize your data source, your sampling technique, the sample size, and the rate of response (if applicable).

 Ethics

In order to comply with MMU ethics procedures you must complete an Ethos application prior to commencing any primary data collection. Submit your online Ethos application by the Applied Research Proposal deadline date. Please complete the UG and PGT application NOT the full application-details on the Moodle page. You should not commence data collection until your Ethos application has been approved, as you will be contravening MMU regulations on ethical practice.