Synopsis sample for academic oriented dissertation type: for MBA students

Synopsis sample for academic oriented dissertation type: for MBA students

Dissertation title: The psychology of XXXX: how Chinese beliefs shape XXXX in Hong Kong

 (Expected word count is 250 words; my suggestion is that it should not be more than 400 words; reference list is not included in the word count)

 

1. Project background, research objectives and research questions

1.1 Research theme statement

This project explores how Chinese beliefs about XXXX influence customers’ perceived value and purchase intentions for XXX  in Hong Kong. The focus is on understanding the XXXX

1.2 Academic context: 2 main research issues

1.2.1 Value perception issue

How Chinese XXX  affect different dimensions of XXX  value (e.g. emotional, and quality value) among Chinese consumers. ….

1.2.2 Purchase intention issue

How changes in perceived value linked to XXX translate into purchase intentions and actual buying decisions for XXXX.  XXX research frequently examines how XXX, …..

1.3 Public and business context: 2 public media-related issues

1.3.1. Rise of XXX  in Chinese media

Recent media coverage highlights growing interest in XXX…

1.3.2. XXX branding and XX  in Hong Kong

News and lifestyle articles frequently report XXX  brands incorporate XXXX …

1.4 The researcher’s positionality

As a Hong Kong-based XXX manager working directly with mainly Chinese customers in XXX environment, the researcher approaches this study as an industry insider familiar with XXX …

 

1.5 The research objectives and research questions are:

Research objective 1….

Research objective 2….

Research objective 3….

Research objective 4….

Research question 1….

Research question 2….

Research question 3….

 

2. The research methodology

On the research philosophy, research approach and research methods used

2.1 Research philosophy: The study mainly adopts a positivist research philosophy, aiming to objectively and quantitatively examine the relationships between ….

2.2 Research approach: A deductive research approach will be used. The study starts from established theories of xxx... Some inductive research approach effort will also be made in a minor way...

2.3 Two primary research methods to use

2.3.1. Quantitative customer survey (structured questionnaire) with quantitative data analysis

A structured questionnaire with Likert-scale items will be administered to XX  customers in Hong Kong to measure:

o Beliefs about XXX in XXX

o Perceived XXX value

o Purchase intentions

This method aligns with common practice in XX research, where surveys are used to quantify XXX

Quantitative data analysis (descriptive and inferential statistics) on the customer survey results

Survey results will be analysed using descriptive statistics (e.g. means, frequencies) and inferential techniques (e.g. correlation or regression) to examine relationships between XXXX

2.3.2 Focus group

To complement the questionnaire survey, a focus group session will be conducted with four XXXX  customers in Hong Kong.

2.4 One secondary research method to use

The secondary research method of Systematic literature review (SLR) is to be used.... existing academic literature on XXX. This secondary literature analysis will provide theoretical grounding, help refine survey items, and contextualize the empirical findings….

3. Literature review

Two academic theories to use

3.1. XXXX framework (Chinese XXX  models) (Wong, 20021)

Research on Chinese consumers’ XXXX, This theory is useful to address …

3.2. Psychology of XXX  in consumer behaviour (Yeung, 2020)

Studies on XX perception demonstrate that exposure xxx. This theory of XXX  and its effects on consumer decisions will be used to explain how XXX.

4. Reference list

 Wong, S. (2021). XXX

 Yeung, Y. (2020). Exploring Chinese consumers’ XXX