A Structured Approach to the Presentation of Research Theses: Commentary

In: Australasian marketing journal: AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC), Band 6, Heft 1, S. 87-94

Abstract

(1) Students writing their theses need to address specific research questions, and take clear positions with respect to these questions. (2) They should strive to present, validate and discuss their own research contributions, and in so doing demonstrate how they have made distinct contributions to knowledge. (3) An appropriate structure for this purpose is to start at the end, by writing the thesis around key findings. (4) Throughout, the aim should be to communicate effectively, so that the evidence and position with respect to the research questions is crystal clear and unambiguous. (5) Academic or institutional conventions which impede these goals should be firmly challenged.