AN INVESTIGATION INTO THE IMPACT OF ADVERTISING MODELS ON PRODUCT IMAGE AND BRAND
1. Purpose, Focus and Coherence of Dissertation (20% weighing)
For example: identification of a research problem which is suitably complex for a masters dissertation; clarity and definition of research aim and feasible research objectives; use of an appropriate conceptual framework (which may be developed in the literature chapter); relevance of the research topic; originality in the application of knowledge to the research topic; coherent linkages between research objectives and other sections of the dissertation
2. Relevance, Logic and Structure of Literature Review (25%)
For example: logical development; internal logic of arguments; use of research evidence to support arguments; critical reasoning, relevance, thoroughness and coherence of literature review; critical evaluation of extant theory; continuity of themes and development of research aim/objectives or research hypotheses
3. Methods and Findings (may be divided into 2 chapters) (25%)
For example: justification of selected research approach and methods based on critical evaluation of options; justification of detailed design including selection of data collection and analysis methods (+ critique of research instruments and sampling, if relevant to the design); quality of data analysis; quality of findings obtained and relevance to research question
4. Insight, Understanding and Conclusions (20%)
For example: critical evaluation and interpretation of findings; justifiability of conclusion and recommendations; critical reflection on research process and findings including recognition of limitations; suggestions for future research
5. General Presentation and Layout (10%)
For example: clarity of abstract, style, structure and layout; appropriate use of tables, figures, diagrams and appendices; correct referencing; complete reference list