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Module No 300MKT

MODULE TITLE: Advanced MarketingStudy (Project)

Appendix 1

300MKT Project Proposal (1000words)

Email: Mobile No.


OWNDAYS`sshoppers` purchase intention


OWNDAYS is afashion and an optical glasses company that has prided itself onhaving the ability to provide high-quality services that have gone along way to revolutionize the way operations are, around the world(OWNDAYS, 2016: np).The company has had significant input in that it has been able tomake people have a different view of sunglasses. In the same measure,the firm has done its best to carry out proper research on the needsthat exist in the market, thereby, making it easy to meet the saidneeds.

The companybases its growth on being able to amass a lot of sales from themarket. In most cases, it needs to sell its products and services soas to be able to meet the requirements that are set up in the market(OWNDAYS, 2016: np.The paper aims to look into the purchase intention of shoppers ofproducts made by OWNDAYS in such a way that they would eitherincrease or decrease.

The customer`s planis usually edged on various elements that could help to determinewhether they would choose to buy an individual product or not (Baker&amp Wakefield, 2012: 796).One of the indicators that may need to be put in mind could be suchas the price of products as well as the quality of said products(Shukla &amp Babin,2013: 198).In such a situation whereby they meet the specifications that theydesire, there is the chance that they would choose to buy the saidproduct. In other cases, the potential clients could rely on the kindof view that they hold regarding the company and its products as aresult of information that already exists in the market(Sirakaya-Turk, Ekinci,&amp Martin, 2015: 1880).The reputation of the firm is also important, in that, where it holdsa good image in the market, people could be willing to purchase itsproducts (Tingchi Liu,Brock, Cheng Shi, Chu, &amp Tseng, 2013: 232).

Research Questions and Objectives:

The central research question of thestudy shall be to establish factors that influence the purchaseintention of shoppers.

The specific objectives of the studyshall be

  • To identify the effect of the brand image on the purchase intention of customers of OWNDAYS

  • To establish the influence of brand reputation on the purchase intention of shoppers of OWNDAYS

  • To find out the attitude of the client towards the plan to the procurement of products of OWNDAYS by shoppers.


Research design

There shall be theuse of a questionnaire that is provided for the survey and face toface interviews where they will need to provide views in line withquestions posed. The researcher shall, therefore, prepare twoquestionnaires. One of them shall be used for the survey while theother one shall be for face-to-face interviews. The use of surveyswill be necessary for reaching a large number of people and,therefore, entirely appropriate for the study. The researcher shalluse face-to-face interviews to get cues of respondents as they shallbe providing answers to questions posted.

The use ofquestionnaires in both surveys and face-to-face interviews helps totie the respondents to some issues whereby they will not need to veeroff the topic and address issues that they are not asked. Instead,they will stick to the issues posed by the researcher to increase thelikelihood of obtaining answers to the research questions formulated.As a result, this improves the capability of drawing properconclusions based on the argument that the respondents will provide(Van Ittersum, Wansink,Pennings, &amp Sheehan, 2013: 34).Also, the researcher will make sure to include both open-ended andclose-ended questions on the questionnaire in a bid to gather as muchinformation from the respondents as would be possible (Gast, et al.2014: 31). The process also goes a long way to increasing thereliability and validity of the results that will be obtained in theend.

Data Collection:

The researchershall make use of quantitative data, given the fact that it can bringout the desired outcomes. Such data is usually important because itenables the researcher to accurately measure the different variablesthat are under study and gain confidence that the results obtainedare based on verifiable facts and not mere estimation (Harriss&amp Atkinson 2013: 1029).Such information shall be collected from respondents who shall besampled in Singapore. The information required is pertinent inestablishing the factors that influence the purchase intention ofshoppers to products of OWNDAYS.

Table 1.0 Timescale:

Study Type

OWNDAYS`s shoppers` purchase intention


Face-to-face / Online Survey

Sample Size

n= 30 / n= 200

Respondent Criteria

n=15 / n= 100 Singaporeans / PR aged 18-69

Recruitment Method

Street Intercept / Online survey

Survey Length

20 minutes


Fieldwork starts by 28th November 2016

Sample proportions for contemplators expected to be skewed to males

Table 1.1 Comprehensive Gantt Chart



Year 2016 to 2017

01/11 – 09/11

10/11 – 20/11

21/11 – 27/11

28/11 – 10/12

10/12 – 15/12

20/12 – 10/01

10/01 – 15/01


Research concept paper writing


Research proposal writing


Recruitment of participants


Conducting field work


Going through filled research questionnaires


Writing the research project


Presentation of the project report


Baker, J., &amp Wakefield, K. L.(2012). How consumer shopping orientation influences perceivedcrowding, excitement, and stress at the mall.&nbspJournalof the Academy of Marketing Science,&nbsp40(6),791-806.

Gast, D.L. and Ledford, J.R.(2014).&nbspSingle case research methodology:Applications in special education and behavioral sciences.Routledge. 27-35

Harriss, D.J., and Atkinson, G.(2013). Ethicalstandards in sport and exercise science research:2014 update.International journal of sports medicine,&nbsp34(12), pp.1025-1028.

OWNDAYS (2016). Productshttps://www.owndays.com/sg/en/products/

Shukla, P., &amp Babin, B. J. (2013).Effects of consumer psychographics and store characteristics ininfluencing shopping value and store switching.&nbspJournalof Consumer Behaviour,&nbsp12(3),194-203.

Sirakaya-Turk, E., Ekinci, Y., &ampMartin, D. (2015). The efficacy of shopping value in predictingdestination loyalty.&nbspJournalof Business Research,&nbsp68(9),1878-1885.

Tingchi Liu, M., Brock, J. L., ChengShi, G., Chu, R., &amp Tseng, T. H. (2013). Perceived benefits,perceived risk, and trust: Influences on consumers` group buyingbehaviour.&nbspAsia PacificJournal of Marketing and Logistics,&nbsp25(2),225-248.

Van Ittersum, K., Wansink, B.,Pennings, J. M., &amp Sheehan, D. (2013). Smart shopping carts: howreal-time feedback influences spending.&nbspJournalof Marketing,&nbsp77(6),21-36.

Appendix 2

300MKT Preliminary Ethics Form2014-15

Student ___Supervisor __

Research Objectives:

  • To identify the effect of the brand image on the purchase intention of shoppers of OWNDAYS.

  • To establish the influence of brand reputation on purchase intention of shoppers for OWNDAYS.

  • To find out the attitude of the customer towards the plan to the procurement of products of OWNDAYS by shoppers.

Method of datacollection:Questionnaire (Online Survey and Face to Face Interview)

Respondents/Participants: (Howmany? Description, Age, Role, etc..?)

The researchershall apply descriptive research design where he will aim to identifythe success of the strategy as at the given time that it has been inuse. He shall target a total of 230 respondents who will comprise ofboth males and females. All the respondents will be aged 18 to 69years. All the respondents shall either be Singapore citizens orpermanent residents of the country. The researcher shall, after that,go on to subject the respondents to various quotas for the sake ofstandardization and uniformity. The respondents will help toestablish factors that influence the purchase intention of shoppersto products made by OWNDAYS.

Whereabouts will the primaryresearch take place? If outside of Coventry University how will youobtain permission from the relevant party?

The research shalltake place outside Coventry University in Singapore. The researchershall seek for research consent from the institution management toallow him/her to conduct research within the area of interest withthe aim of meeting the general objectives of the research study. Theresearcher will satisfy the management that he/she has done all thatis necessary to stick to the rules of ethics in research that aremostly based on ensuring the privacy of information provided byrespondents. Also, as well the rules of confidentiality that dorequire the researcher not share information provided by respondentsby other parties who are not part of the research team or are notauthorized to have a view of information.

Are you going to be asking anyquestions that could be deemed sensitive or controversial? If so,give details.

No, I am not planning to ask anyquestions that could be deemed controversial or sensitive as thisstudy do not require any of these issues.

Are you planningto record or video the respondents?

No, I am not planning to record orvideo the respondents as they shall provide filled questionnairesanswering questions that had been developed by the researcher.

Project Supervisor Comments

Are there anyaspects of this student’s planned research that you have ethicalconcerns about? If so, please explain.

From your knowledge of this student’sproject are there any ethical risks that they have failed to discloseon this form?

Do you have any further information tosupport this student’s ethical application?




RubricSheet – 300MKT Research Proposal and Ethics CW1

_ Student ID No. _

Marketing Criteria






Structure (10%)

Structure is organized and appropriate with a coherent flow of information, logical arguments and concepts

Background (20%)

Evidence of engagement with relevant academic literature (academic journal articles, not just books)

Research Questions and Objectives (10%)

Research objectives specific and related to the research.

Research questions identified that provide direction for the research

Research Design (20%)

Ability to explain the research method(s) used to answer the research question.

Justify the method(s) appropriate for the intended study.

Data Collection (20%)

Ability to identify and justify the sources of data

Timescale (10%)

The schedule provided is logical and realistic

Presentation (10%)

Appropriate and accurate use of references and referencing in CU Harvard style.

Clarity of Expression, flow, sentence structure, conciseness, spelling and grammar.