Preface
LAYING THE FOUNDATIONS
CHAPTER 1: Introduction
CHAPTER 1: Introduction
CHAPTER 1: Introduction
CHAPTER 1: Introduction
CHAPTER 2: Choosing a Topic
CHAPTER 3: The Role of Supervisor
CHAPTER 4: Group Dynamics and the Role of Conflict
CHAPTER 5: Ethical Considerations
UNDERTAKING THE RESEARCH
CHAPTER 6: Planning the Research Process
CHAPTER 7: Literature Review
CHAPTER 8: Data Gathering
CHAPTER 9: Data Analysis - Qualitative
CHAPTER 10: Data Analysis - Quantitative
CHAPTER 11: Establishing Recommendations
COMMUNICATING THE RESULTS
CHAPTER 12: Presenting the Results
CHAPTER 13: Writing Your Report
CHAPTER 14: Oral Presentation
CHAPTER 15: Concluding Remarks
Michael Jay Polonsky is an Alfred Deakin Professor and Chair in the
Department of Marketing in Deakin Business School. He received his
PhD from the Australian Catholic University in 1999. Michael has
taught at a number of Australian Universities, as well as into
their international programs in China, Malaysia and Singapore. He
specialises in teaching business marketing, marketing strategy, and
environmental marketing. His research focuses on blood donation,
environmental, social and ethical issues in marketing and
management, and stakeholder theory. He has published over 135
journal articles in over 70 different academic journals, as well as
published numerous conference papers and book chapters.
David S. Waller (Ph.D) is a Senior Lecturer in Marketing at the
University of Technology Sydney, Australia. David was born and
raised in Sydney and, after working in the banking and film
industries, taught at a number of universities in Australia,
including the University of Newcastle, the University of New South
Wales, and Charles Sturt University. David has a Bachelor of Arts
from the University of Sydney, a Master of Commerce from the
University of New South Wales, and a Ph.D from the University of
Newcastle. His research interests include advertising agencies,
agency– client relationships, controversial advertising,
international advertising, and marketing education. David has
published a wide range of journal articles, including the Journal
of Advertising, Journal of Advertising Research, European Journal
of Marketing, and Journal of Business Ethics, primarily relating to
advertising and marketing communication, and is a regular presenter
at academic conferences. He has also authored/co-authored a number
of university-level textbooks and workbooks which are used in
several countries.
"The strongest asset of the book is the attention it gives to
maximize the student′s learning outcome, a quality that recurs
consistently in each chapter. The final outcome is a user-friendly
and widely accessible book that not only serves as a guide, but
convinces the reader about the benefits of undertaking a research
projects as an exercise to develop soft skills that will prove
beneficial ′educationally and developmentally′ given the
competitive job environment that many students have to face
today."
*Journal of Management*
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