The particular content of a Research Proposal can vary between phenomena under investigation and
personal writing-style. However, the basic requirements of an RP include:
Title: Your title should give a clear indication of your proposed research theme and related research
questions addressed in your Research Proposal.
Executive Summary:
Introduction: Introduce the consumer and/or consumption-related phenomenon/topic that you are
interested in exploring. Introduce the background that the phenomenon/topic is ‘located’ in.
Literature Review: Identify particular consumer/consuming models/concepts/theories that are
appropriate to explain the phenomenon that you are interested to explore; Provide an overview of
the key literature sources to present the research developments of the identified
consumer/consuming models/concepts/theories.
Research Question: Formulate one particular research question that articulates what exactly you
propose to explore, i.e., the research purpose/goal/aim you hope to achieve.
Research Design and/or Methods: Provide an outline of: (1) the sampling issues (e.g., sample size)
for the proposed research in terms of For this section, a detailed guidance and good examples can
be found in: a). Ch.1 pp. 24 – 28 (Solomon, M. R. (2010). Consumer behaviour; (2) the research
methods that will correctly solve your research question and are appropriate for the proposed
research in terms of data collection and data analysis/interpretation; (3) a brief discussion of
(dis)advantages of your chosen methods: (4) ethical consideration
References: A list of references to key articles and texts discussed within your research proposal
should be provided.
3. Assessment Criteria and Marking Rubric
The learning outcomes of this course assessed via the Research Proposal are:
1. Define and explain concepts and theories concerning consumer, consumption behaviours and
markets
2. Apply consumption concepts and theories to analyse real-world consumption practices in the
marketplace
3. Analyse changes in consumer behaviour and contemporary consumption trends using
interdisciplinary perspectives
4. Critically evaluate consumption theories and assess their ability to reflect real-world consumption
practices
5. Appraise the implications of changing consumer behaviours on consumers, businesses and society
These Learning Outcomes are assessed through the Research Proposal’s Content, Structure and
Presentation.
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