analyses and implications.

analyses and implications.

analyses and implications.

I. Executive Summary (1 point) – Provide an executive summary highlighting your

findings, analyses and implications. Your summary should not exceed two pages.

II. Introduction and Research Questions (1 point) – Explain what you set out to do or

discover. What is the purpose of your research? What are you investigating?

III. Research Design (2 point)

a. Selection of Samples – provide an overview of your sample. Describe from

whom or what you collected your data. Be specific.

b. Data Collection Procedures – Describe how you collected your data. For

example, if you used questionnaires or other research instruments describe

them here. If you used observation, describe your procedure. (Note: actual

questionnaires should be placed in an Appendix)

IV. Presentation and Analysis of Findings (4 points)

ï’· Each of the issues/questions in the analysis section should be addressed

individually. Use headings corresponding to the different parts of the

analysis section to distinguish between the different sections of your


ï’· Support your conclusions using findings from your research. For example, if

you have quotes from someone, present the supporting quotes. If you

conducted a survey, present the findings in a summary form. It is critical that

you support your analyses with references to the information provided by your


ï’· Utilize appropriate services marketing terminology.

ï’· Utilize tables and charts where appropriate to summarize data.

ï’· Also explain whether the findings are consistent with what you would

expect based on services marketing theory. If your findings are different

from what would be predicted based on services marketing theory, explain

why. It is perfectly OK if your findings conflict with what the “book” says.

In fact, presenting and explaining unanticipated results can make for a very

strong paper.

V. Marketing Implications (2 point) – Describe the implications of your findings for


VI. Appendices (-3 points if evidence is missing) – Summary tables of results,

questionnaires, transcripts of interviews, etc. should be included in an appendix

and referenced where appropriate in the write-up.

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