consumer preference of foreign brand over local brand case study of Nigerian consumers
Clarity in the topic of research, focus on a research objective and justification for the purpose of the research. Applies a coherent and consistent approach to all aspects of the research proposal; linking RQs to literature, to CF, to methodology, to data collection and analysis and to how the analysis will be used to address the research question.
Good clear selection of a researchable topic. The research objective is quite clear and will assist considerably in the implementation of the research. The choice, relevance and significance of research topic is relatively well justified. The nature of the problem/issue is quite well focused and explained. Considerably coherent and consistent in the approach to the research objective. Significant clarity in the link between RQs, literature, CF, methodology, data collection and analysis.
Conducts a critical literature review of pertinent sources, identifying the gaps and debates in the literature and embedding the RQs in the literature. Review is a narrative based, thematic review with conceptual framework and indication of future literature development.
The piece is well referenced throughout and demonstrates evidence of fairly wide reading of good quality sources. Literature review is quite applicable, well focussed, contemporary and consistent with the research topic. Identifies relevant theoretical base. Major theoretical contributions are critically evaluated to a good degree. Research topic, questions, objectives are well embedded in the literature review.