Title A good title for a research paper is typically around 10 to 15 words long.

Use active verbs instead of complex noun-based phrases, and avoid

unnecessary details. Avoid unnecessary jargon and abbreviations. Use
keywords that capture the content of your paper. Remove the obvious
unnecessary openings.

Do not, therefore, begin the title with words such as study, experiment, or
investigation or with such broad and abstract concepts as ‘development’,
‘sustainability’, and ‘solution’.

Titles can be descriptive, declarative, or interrogative. They can also be

classified as nominal, compound, or full-sentence titles.

Titles of research papers are like an elevator pitch—you do not get a

second chance to make a better first impression.

Abstract The “title” and the “abstract” are the “initial impressions” of a research
article, and hence they need to be drafted correctly, accurately, carefully,
and meticulously. Often both of these are drafted after the full manuscript is
ready.

The title and the abstract are the most important parts of a research paper
and should be pleasant to read. The “title” should be descriptive, direct,
accurate, appropriate, interesting, concise, precise, unique, and should not
be misleading.

This is the second most commonly read part of the manuscript, and
therefore it should reflect the contents of the main text of the paper
accurately and thus act as a “real trailer” of the full article.

Grammatical and typographic errors reflect poorly on the quality of the

abstract, may indicate carelessness/casual attitude on part of the author,
and hence should be avoided at all times.

The four-point structured abstract: This has the following elements which
need to be properly balanced with regard to the content/matter under each
subheading:

Background and/or Objectives: This states why the work was undertaken
and is usually written in just a couple of sentences. The hypothesis/study
question and the major objectives are also stated under this subheading

Methods: This subsection is the longest, states what was done, and gives
essential details of the study design, setting, participants, blinding, sample
size, sampling method, intervention/s, duration and follow-up, research
instruments, main outcome measures, parameters evaluated, and how the
outcomes were assessed or analyzed.

Results/Observations/Findings: This subheading states what was found, is

longer, is difficult to draft, and needs to mention important details including
the number of study participants, results of analysis (of primary and
secondary objectives), and include actual data (numbers, mean, median,
 standard deviation, “P” values, 95% confidence intervals, effect sizes,
relative risks, odds ratio, etc.).

Conclusions: The take-home message (the “so what” of the paper) and
other significant/important findings should be stated here, considering the
interpretation of the research question/hypothesis and results put together
(without overinterpreting the findings) and may also include the author's
views on the implications of the study.
Introduction Start with a general overview of your topic. Narrow the overview until you
address your paper’s specific subject. Then, mention questions or concerns
you had about the case.

Explain why your topic needs to be addressed right now. If applicable,

connect it to current issues. Additionally, you can show a problem with
former theories or reveal a gap in current research. No matter how you do
it, a good rationale will interest your readers and demonstrate why they
must read the rest of your paper.

Your main introduction should end with a thesis statement. This statement
summarizes the ideas that will run through your entire research paper. It
should be straightforward and clear.

A good introduction to a research paper can be as short as 3 paragraphs

(500-1000) words. It requires convincing people that your issue is important
(paragraph 1), explaining what information gaps are still out there
(paragraph 2), and demonstrating that your paper will at least partially fill
one or more of those gaps (paragraph 3).

Background of the In a research paper, the background of the study provides the context and
Study rationale for the research. It sets the stage for the study by highlighting the
significance of the topic, the existing literature, and the gap that the
research aims to address. Here’s a structured guide for writing the
background of the study, from the first to the last paragraph:

First Paragraph: Begin with a broad overview of the topic to introduce

readers to the general subject area. Explain the significance of the topic in
the broader context and why it warrants investigation. This paragraph
should set the stage and provide an understanding of the general
importance and relevance of the study.

Second Paragraph: Discuss key findings from existing research related to

your topic. Highlight major theories, models, or frameworks that are
pertinent to your study. This review should include recent developments
and foundational work in the field to provide a comprehensive background.

Third Paragraph:Point out the gaps or limitations in the current literature.

Discuss what is missing in the existing research and why these gaps are
important to address. This section should clearly articulate the need for your
study and how it intends to fill these gaps.

Fourth Paragraph: Explain the potential contributions of your research.

Discuss how addressing the identified gap will add value to the field, impact
practice, or contribute to theoretical understanding. This section should
make a case for why your research is important and what it aims to achieve.

Fifth Paragraph: Outline the specific objectives of your study and what you
 aim to investigate. Define the scope of your research, including any
limitations or boundaries. This will help readers understand what the study
will cover and what it will not.

Last Paragraph: Summarize the key points made in the background and
transition smoothly into the next section of the paper, typically the research
problem or hypothesis. This paragraph should tie together the information
presented and set up the reader for the detailed methodology and analysis
that will follow.

Example:

In recent years, the rise of digital marketing has transformed how businesses
engage with consumers. With the advent of social media platforms and online
advertising, understanding the impact of these technologies on consumer behavior
has become crucial.

Previous studies have explored various aspects of digital marketing, including the
effectiveness of social media campaigns and the role of influencers in shaping
consumer preferences. Notable theories, such as the Technology Acceptance
Model, have been applied to analyze consumer interactions with digital platforms.

Despite extensive research, there is a notable lack of studies addressing the long-
term effects of digital marketing on brand loyalty, particularly in emerging markets.
Existing literature often focuses on short-term metrics and fails to capture the
evolving nature of consumer-brand relationships.

This study aims to bridge the gap by examining the impact of digital marketing
strategies on brand loyalty over an extended period. The findings are expected to
provide valuable insights for marketers in emerging markets, helping them devise
strategies that foster long-term customer relationships.

The primary objectives of this study are to evaluate the effectiveness of different
digital marketing strategies and their influence on consumer loyalty. The research
will focus on online retail businesses in the Philippines and will explore both
quantitative and qualitative aspects of digital marketing.

By addressing the identified research gap, this study will contribute to a deeper
understanding of digital marketing's role in brand loyalty. The following sections will
outline the methodology used to investigate these objectives and provide a
framework for analyzing the results.

This structured approach ensures that the background of the study provides
a clear, comprehensive foundation for the research paper, guiding readers
through the context, significance, and objectives of the study.

Statement of the Start with a brief introduction to the general context or background of the
Research Problem study area.

Clearly state the central issue or argument of your research. This statement
should encapsulate the main focus of your study and provide a concise
overview of what you intend to investigate.

Expand on the thesis statement by detailing the specific problem your

research will address. Explain why this problem is significant and what gaps
in current knowledge or practice your research aims to fill.

List the specific questions your research will answer. These questions
should be directly related to the research problem and guide the
 investigation.

Example

The rapid adoption of digital technologies has reshaped consumer behavior, leading to new
challenges for businesses in understanding and retaining customers.

This study explores the long-term impact of digital marketing strategies on consumer loyalty,
focusing on how different tactics influence brand commitment over time. (Thesis Statement)

Despite the widespread implementation of digital marketing strategies, businesses are

struggling to achieve lasting customer loyalty. While short-term metrics show some success,
there is insufficient research on the effectiveness of these strategies in fostering long-term
brand loyalty. This gap in knowledge necessitates an investigation into how digital marketing
influences consumer commitment and how businesses can optimize their strategies for
sustained customer retention. (Statement of the Problem)

1. How do different digital marketing strategies impact consumer loyalty over the long
term?
2. What factors contribute to the effectiveness of digital marketing in enhancing brand
commitment?
3. How can businesses adjust their digital marketing strategies to improve customer
retention?

By following this structure, you ensure that the statement of the research
problem is clear, well-supported, and directly connected to the research
questions, which in turn helps in guiding the study effectively.

Statement of Research The Statement of Research Objectives outlines what the research aims to
Objectives achieve and provides a clear direction for the study. It details the goals and
specific aims that the research will address, guiding the research process
and ensuring that the study remains focused.

How to Write the Statement of Research Objectives

Begin with a broad statement that summarizes the overall goal of the
research. This should align with the thesis statement and the research
problem.

Break Down into Specific Objectives. Define specific, measurable

objectives that detail what the research aims to achieve. These should be
directly related to the research problem and thesis statement. Use bullet
points or numbered lists to clearly present each specific objective. Each
objective should be actionable and focus on different aspects of the
problem. Ensure Objectives are SMART.

Ensure that each objective directly corresponds to one or more of the

specific research questions. This alignment ensures that the research
remains focused and systematically addresses the research problem.

Example:

The main objective of this research is to explore the impact of digital marketing strategies on
consumer loyalty and identify best practices for enhancing brand commitment over time.

Specifically, this study aims to:

1. Evaluate the effectiveness of different digital marketing tactics in increasing customer

retention rates.
2. Investigate the relationship between digital marketing strategies and consumer
 perceptions of brand loyalty.
3. Determine which digital marketing practices are most effective in fostering long-term
customer engagement.
4. Provide recommendations for businesses on optimizing their digital marketing efforts to
improve customer loyalty

Tips for Writing Research Objectives

 Be Clear and Concise. Use clear language and avoid jargon.

Objectives should be straightforward and easy to understand.
 Focus on Outcomes. Emphasize what the research will achieve rather
than how it will be done. Objectives should be outcome-oriented.
 Prioritize. If there are multiple objectives, prioritize them to reflect the
most critical aspects of the research.

By following these steps, you will create a well-structured and effective

Statement of Research Objectives that will guide your research and help
ensure that your study remains focused and purposeful.

Significance of the The Significance of the Study section of a research paper explains the
Study importance of the research and its potential impact on various stakeholders.
It outlines how the study contributes to existing knowledge, addresses gaps,
and provides benefits to specific groups or the broader community.

How to Write the Significance of the Study

1. Begin by providing a general overview of why the research is

important. Explain the broader context and relevance of the study.

2. Describe how the research adds to the existing body of knowledge in

the field. Highlight any new insights, theories, or evidence the study
provides.

3. Specify who will benefit from the research findings. This could include
individuals, organizations, industries, policymakers, or specific
communities.

4. Explain how the research findings can be applied in practice. This

could involve recommendations for practice, policy changes, or
strategic adjustments.

5. Address the potential broader impact of the study on society, the

industry, or specific sectors. Consider how the research can influence
future studies or practices.

6. Briefly acknowledge any limitations of the study and how they might
affect the significance or generalizability of the findings.

Example:

Significance of the Study

This study is significant as it sheds light on the effectiveness of various digital marketing
strategies in fostering long-term consumer loyalty. Despite the rapid advancement in digital
marketing, there remains a lack of comprehensive understanding regarding the long-term
impact of these strategies on consumer behavior.
 The research contributes to the academic field by filling a critical gap in the literature on
consumer loyalty and digital marketing. It offers new insights into how businesses can
leverage digital marketing to enhance customer engagement and retention.

Key stakeholders, including marketing professionals, business owners, and policymakers, will
benefit from the study’s findings. The research provides actionable recommendations for
developing effective digital marketing strategies, which can lead to improved customer loyalty
and increased profitability.

On a broader level, the study has the potential to influence industry practices and contribute to
the development of more effective marketing strategies. The insights gained may also guide
future research in the field of digital marketing and consumer behavior.

While the study provides valuable insights, it is important to note that the findings are based on
data from a specific industry sector. This may limit the generalizability of the results to other
sectors or contexts.

By following these steps, you can clearly articulate the importance and
impact of your research, ensuring that the significance of the study is well-
defined and compelling.

Scope and Limitations The Scope and Limitations section of a research paper defines the
boundaries of the study and acknowledges potential constraints that may
affect the results or interpretations. This section helps readers understand
the extent and restrictions of the research, ensuring transparency and
context.

How to Write the Scope of the Study

Scope:

 Clearly outline what the study will cover. This includes specifying the
key areas, topics, or aspects that the research addresses. Include
information about the population, geographical location, time frame,
and any specific variables or conditions being studied.
 Describe the target population and sample size, including how
participants or data sources are selected. Explain any inclusion or
exclusion criteria used to determine the sample.
 Define the period during which the research was conducted or the time
frame relevant to the study. Specify the start and end dates of the
research period.
 Briefly describe the methods or approaches used to gather and
analyze data. Mention the primary tools, techniques, or instruments
employed in the research.

Limitations

 Identify any factors that may limit the validity, reliability, or

generalizability of the research findings. Address potential weaknesses
or challenges faced during the research.
 Explain any limitations related to the sample size or selection process.
Mention if the sample size was small or if there were any issues with
participant recruitment.
 Discuss any time-related limitations that may have impacted the
research. Mention if the time frame was too short or if there were
delays in data collection.
 Identify any external factors that may have influenced the research
outcomes. Consider economic, social, or environmental factors that
 could affect the results.

 Mention any limitations related to the research methods or instruments

used. Include any constraints in the design, implementation, or
analysis of the research methods.

Example of Scope and Limitations

Scope:

This study focuses on evaluating the effectiveness of digital marketing strategies on consumer
loyalty within the retail sector in Metro Manila. It includes businesses with a minimum of five
years of operation and a significant online presence. Data was collected through surveys and
interviews from January 2024 to June 2024.

Limitations:

One limitation of this study is the reliance on self-reported data from business owners, which
may introduce bias. The sample size of 50 businesses may not fully capture the diversity of the
retail sector in Metro Manila, affecting the generalizability of the findings. Additionally, the
study's timeframe constrained the depth of data collection and analysis. Economic fluctuations
during the research period may have influenced consumer behavior and marketing practices,
potentially impacting the results.

By clearly defining the scope and acknowledging the limitations, you

provide readers with a comprehensive understanding of the boundaries and
constraints of your research, enhancing the transparency and credibility of
your study.

Review of Related Like essays, a literature review must have an introduction, a body and a
Literature conclusion.

The literature review is a synthesis and analysis of research on your topic in

your own words. Most ideas can be and should be paraphrased.

Writing an effective and well-organized Review of Literature (ROL) involves

a systematic approach to summarizing, analyzing, and synthesizing existing
research on a given topic. Here’s a structured guide from the introductory
paragraph to the conclusion:

Start with a brief introduction that explains the purpose of the review and its
relevance to the research study. Define the scope of the review by outlining
the main themes, issues, or variables you will cover.

Sample Introduction:

The purpose of this literature review is to explore the current understanding of consumer
behavior in digital marketing and its impact on purchasing decisions. As digital marketing
continues to evolve, understanding how various strategies influence consumer behavior has
become crucial for businesses aiming to enhance their marketing effectiveness. This review
synthesizes key findings from existing research to provide a comprehensive overview of the
factors influencing consumer behavior and to identify gaps in the literature that this study aims
to address.

Thematic Organization.

Organize the literature around key themes or categories relevant to your

research topic. Each theme should reflect a specific aspect of the literature
that contributes to your understanding of the topic.
Within each theme, provide sub-sections that discuss relevant studies.
Summarize the main findings, methodologies, and theoretical perspectives
of each study. Highlight similarities, differences, and trends in the literature.

Sample Structure:

Theme 1: Impact of Social Media Marketing on Consumer Behavior

Study 1: Discuss findings, methodologies, and relevance.
Study 2: Compare and contrast with Study 1.

Theme 2: Role of Personalization in Digital Marketing

Study 1: Highlight key contributions and limitations.
Study 2:Discuss how it builds on or diverges from other research.

Analysis and Synthesis

Analyze the strengths and weaknesses of the studies reviewed. Discuss the
methodologies used, the validity of the findings, and any potential biases.

Synthesize the information by summarizing the main trends, debates, and

gaps in the literature. Explain how the findings from different studies relate
to each other and to your research question.

Sample Analysis and Synthesis:

While many studies emphasize the effectiveness of social media marketing in driving
consumer engagement, there is a noticeable gap in research addressing the long-term impact
of such strategies on brand loyalty. Additionally, studies vary in their approaches to measuring
consumer responses, suggesting a need for more standardized methodologies to compare
results across different contexts.

Conclusion

Summarize the main findings of the literature review, highlighting the most
significant contributions to the field. Reflect on how these findings inform
your research questions.

Identify any gaps in the literature that your study aims to address. Discuss
potential areas for future research based on the current state of knowledge.

Conclude by explaining how the literature review supports your research

objectives and how it frames your study within the existing body of
knowledge.

Sample Conclusion:

This literature review underscores the critical role of digital marketing

strategies in shaping consumer behavior. While significant progress has
been made in understanding the impact of social media and
personalization, there remains a need for further research into the long-term
effects of these strategies on consumer loyalty. This study aims to address
these gaps by providing a detailed analysis of how digital marketing
influences purchasing decisions and by offering insights that can enhance
marketing practices.

Overall Tips for Writing the Review:

 Be Objective. Present a balanced view of the literature, acknowledging

 both strengths and weaknesses.
 Be Comprehensive. Cover a broad range of studies to provide a well-
rounded understanding of the topic.
 Be Clear and Concise. Use clear headings and subheadings to
organize the review and make it easy to follow.
 Be Critical. Analyze and evaluate the literature rather than just
summarizing it.

By following these guidelines, you can create a well-organized and

insightful literature review that effectively supports your research study.

Notes:

Blog posts, opinion pieces, publications by advocacy groups and daily news
articles should be used sparingly.

Ideally, your literature review should be built on a strong base of journal

articles, ideally from well-recognized, peer-reviewed journals with a high H
index.

Common issue we encounter in literature reviews is that researchers

usually describing not integrating and synthesizing.

Irrelevant or unfocused content. Some chapters can waffle on for pages and
pages and leave the reader thinking, “so what?”

Well, to ensure you stay on-topic and focus, you need to revisit
your research aims, objectives and research questions. Remember, the
purpose of the literature review is to build the theoretical foundation that will
help you achieve your research aims and objectives, and answer your
research questions.

How many sources do you need in a literature review?

Students often ask me how many sources they need in their literature
review. The short answer is, “It depends.” It depends on your topic, the
nature of your research project, your level of scholarship, and a number of
other factors.

An article from
CanberraUniversity (http://www.canberra.edu.au/studyskills/writing/
literature) suggests:

 Undergraduate review: 5-20 titles depending on level

 Honors dissertation: 20+ titles
 Master’s thesis: 40+ titles
 Doctoral thesis: 50+ titles
How long must a literature be published for it be considered recent?

You will get a feel for what counts as recent for your topic when you start
your literature search. A good general rule, however, is to start with sources
published in the past five years.
Theoretical Framework The Theoretical Framework of a study provides the foundation for
understanding the research problem by linking it to existing theories and
concepts. It helps in formulating hypotheses or research questions and
guiding the analysis. Here's how to write an effective theoretical framework
and some guidance on the number of theories you might include:

How to Write the Theoretical Framework

 Identify Key Theories and Concepts. Select theories and concepts

relevant to your research problem that will guide your study.These
should be established theories that have been previously tested and
validated, or foundational concepts related to your research topic.
 Explain the Relevance of Each Theory. Describe how each theory is
relevant to your research problem and how it will be used to frame your
study. Discuss the key elements of each theory, its relevance to the
study, and how it contributes to understanding the research problem.
 Discuss How Theories Interrelate. Explain how different theories
relate to one another and how they collectively provide a
comprehensive understanding of the research problem. Illustrate how
integrating multiple theories offers a more robust framework for
analysis.
 Define Key Concepts and Variables. Clearly define the key concepts
and variables derived from the theories that will be investigated in your
study. Provide definitions and explain how these concepts will be
measured or assessed in your research.
 Articulate the Framework’s Application. Describe how the
theoretical framework will guide the research design, data collection,
and analysis. Explain how the framework helps in formulating
hypotheses, research questions, and interpreting results.

Number of Theories Required

Single Theory. Sometimes, one well-established theory might be sufficient

to frame your study, especially if it comprehensively addresses your
research problem.

Multiple Theories. In many cases, integrating multiple theories provides a

more comprehensive framework and allows for a multi-faceted analysis of
the research problem.

Example of Theoretical Framework

Theoretical Framework

This study employs a combination of the Theory of Planned Behavior and the Consumer
Decision-Making Process to explore the impact of digital marketing strategies on consumer
loyalty.

The Theory of Planned Behavior provides insight into how consumers' attitudes,
subjective norms, and perceived behavioral control influence their intention to engage with
digital marketing campaigns. This theory will be used to analyze how these factors affect
consumer loyalty.

The Consumer Decision-Making Process theory offers a framework for understanding

the steps consumers take from recognizing a need to making a purchase decision. By
integrating this theory, the study examines how digital marketing strategies can influence each
 stage of the decision-making process.

These theories collectively provide a comprehensive approach to understanding how

digital marketing affects consumer loyalty and behavior, guiding the development of research
questions, data collection methods, and analysis.

By carefully selecting and explaining the relevant theories, you can create a
solid theoretical framework that guides your research and provides a strong
foundation for analyzing and interpreting your findings.

Conceptual Framework A conceptual framework is like a roadmap for your study, helping you
visualize your research project and put it into action. It defines the relevant
variables for your study and maps out how they might relate to each other.

This is a crucial element of research that outlines the key variables and their
relationships based on theoretical perspectives. It serves as a blueprint for
understanding how different factors in your study are interrelated and
guides the research design, data collection, and analysis. Here’s a
comprehensive guide on how to develop and write a conceptual framework:

How to Write the Conceptual Framework

Define Key Concepts and Variables. Identify and clearly define the primary
concepts and variables that are central to your research. Specify the
independent and dependent variables, as well as any moderating or
mediating variables.

Illustrate Relationships Between Variables. Show how the key concepts and
variables are related to each other. Create a visual diagram or model to
depict the relationships, such as cause-and-effect links or interactions.

Explain the Framework. Describe how the framework was developed and
how it will be used in your research. Explain the rationale behind the chosen
relationships and how they align with the research problem.

Integrate Theoretical Perspectives. Connect the conceptual framework with

relevant theories to provide a solid foundation. Link the framework to
theoretical perspectives that support the relationships between variables.

Justify the Framework. Provide justification for why the framework is

appropriate for your study. Discuss how the framework helps in addressing
the research problem and how it will guide the research process.

Example of a Conceptual Framework

Conceptual Framework

The conceptual framework for this study illustrates the hypothesized relationships
between digital marketing strategies, consumer engagement, and brand loyalty.

Variables:

 Independent Variables: Digital marketing strategies (e.g., social media campaigns,

email marketing, influencer partnerships).
 Mediating Variable: Consumer engagement (e.g., interaction with digital content,
participation in promotions).
 Dependent Variable: Brand loyalty (e.g., repeat purchases, brand advocacy).

Relationships:
  Direct Effect. Digital marketing strategies are expected to have a positive effect on
consumer engagement.
 Indirect Effect. Consumer engagement is anticipated to mediate the relationship
between digital marketing strategies and brand loyalty.

Justification:

This framework is developed based on the Theory of Planned Behavior and the
Consumer Decision-Making Process. It provides a structured approach to examining how
digital marketing influences consumer behavior and loyalty. The visual diagram below depicts
these relationships and will guide the data collection and analysis in this study.

Diagram Example

Diagram: Create a flowchart or diagram that visually represents the

relationships between variables. Use arrows to indicate the direction of
influence and labels to describe each variable and its role in the framework.

By clearly defining and illustrating the variables and their relationships, the
conceptual framework provides a structured approach to understanding and
investigating the research problem. It helps ensure that your study is well-
organized and aligned with theoretical perspectives, guiding the research
design and analysis.

Hypotheses Writing hypotheses involves formulating specific, testable predictions about

the relationships between variables in your research. A well-crafted
hypothesis provides a clear direction for your study and helps in designing
the research methods. Here's a comprehensive guide on how to write
hypotheses:

Steps to Write Hypotheses

 Understand the Research Problem. Ensure that you have a clear

understanding of the research problem and the variables involved.
Review your research questions and objectives to determine what
specific relationships or effects you want to investigate.
 Identify Variables. Determine the key variables that will be examined
in your study. Variables include independent (predictor), dependent
(outcome), and sometimes moderating or mediating variables.
 Formulate a Testable Prediction. Create a clear, specific prediction
about how variables are related. Hypotheses should be precise and
measurable. They should predict the expected relationship or effect.
 Construct Null and Alternative Hypotheses. Develop both null and
alternative hypotheses to test your research predictions.The null
hypothesis (H₀) states that there is no effect or relationship, while the
alternative hypothesis (H₁ or Hₐ) suggests that there is an effect or
relationship.

Example:

Null Hypothesis (H₀): "There is no significant relationship between digital

marketing investment and sales performance."
Alternative Hypothesis (H₁): "There is a significant positive relationship
between digital marketing investment and sales performance."

 Ensure Hypotheses Are Specific and Measurable. Make sure that the
hypotheses can be tested through empirical research. Hypotheses
should include specific variables and the expected nature of the
 relationship or difference.
 Align Hypotheses with Research Objectives. Ensure that your
hypotheses are directly related to the objectives of your study.Each
hypothesis should correspond to one or more of your research
objectives or questions.

Example of Hypotheses

Research Topic: Impact of Digital Marketing on Sales Performance

Research Objective: To determine whether increased investment in digital marketing leads to

higher sales performance.

1. Null Hypothesis (H₀): "There is no significant relationship between digital marketing

investment and sales performance."
2. Alternative Hypothesis (H₁): "Increased investment in digital marketing significantly
improves sales performance."

Research Objective: To assess whether different types of digital marketing

strategies have varying effects on consumer engagement.

1. Null Hypothesis (H₀): "There is no significant difference in consumer engagement

levels among different digital marketing strategies."
2. Alternative Hypothesis (H₁): "Different digital marketing strategies lead to significantly
different levels of consumer engagement."

Tips for Crafting Hypotheses

 Be Clear and Precise. Use clear language and avoid ambiguity.

 Ensure Testability. Your hypotheses should be testable using statistical
methods.
 Base on Existing Knowledge. Develop hypotheses based on existing
theories, literature, or preliminary research.
 Keep It Simple. Focus on one primary relationship or effect per
hypothesis to avoid confusion.

By following these guidelines, you can develop well-defined and testable

hypotheses that will help guide your research and provide clear insights into
the relationships between variables.
Definition of Terms The **Definition of Terms** section of a research paper is crucial for
clarifying key terms and concepts used in the study. This section ensures
that readers understand the specific meanings of terms as they are used
within the context of the research. Here’s how to write and present this
section effectively:

What to Write in the Definition of Terms Section

Identify Key Terms and Concepts. List all the critical terms and concepts
that are specific to your research. These are terms that may have
specialized meanings in the context of your study or terms that are not
universally understood.

Provide Clear and Concise Definitions. Offer clear, precise definitions for
each term. Ensure that the definitions are specific to your study to avoid
ambiguity. Use simple language and avoid jargon where possible. Define
terms based on their use in your research, not necessarily their general or
dictionary definitions.
 Include Citations if Necessary. If a term is defined in previous research or
literature, cite the source to provide credibility and context. This is especially
important for technical terms or concepts that have established definitions in
academic literature.

Organize Terms Logically. Present the terms in a logical order, often

alphabetically, to make it easier for readers to find specific definitions. You
may also group related terms together if they are interrelated.

Use Examples to Clarify Terms. Provide examples or context to illustrate

how a term is used in your research. Examples help readers understand the
practical application of the term.

How to Present the Definition of Terms Section

 Clearly title the section as “Definition of Terms” or “Operational

Definitions.”
 Arrange the terms in alphabetical order or another logical sequence to
facilitate easy reference.
 Present each term and its definition using bullet points or a numbered
list for clarity and organization.
 Provide concise definitions that directly relate to your study’s context.
Avoid overly detailed explanations.
 Maintain consistency in terminology and style throughout the section.
Ensure that definitions align with how terms are used in the study.

By following these guidelines, you can create a clear and effective Definition
of Terms section that enhances the reader’s understanding of your research
and ensures that key concepts are clearly communicated.

Research Design
Population and The Population and Sampling Strategy section of your Research paper
Sampling needs to be well structured. A good structure involves four steps:
describing, explaining, stating, and justifying. You need to: (1) describe
what you are studying, including the units involved in your sample and the
target population; (2) explain the types of sampling techniques available to
you; (3) state and describe the sampling strategy you used; and (4) justify
your choice of sampling strategy.

Ex. A representative sample of students from the College of Business and

Financial Science will be selected to participate in the study. The sample
size will be determined using appropriate statistical techniques.

Methods of Data In this section, you need to describe and explain the aim of your research,
Collection the type of data that you will collect, and the methods and procedures you
will use to collect, store, and process the data.

Ex. Data will be collected through a combination of quantitative and

qualitative methods. This may include surveys, interviews, and analysis of
student performance data within the LMS.

Methods of Data Specify the statistical tools that will be used in interpreting and analyzing the
Analysis data you gathered.
 Ex. The collected data will be analyzed using statistical techniques and
qualitative analysis methods. Statistical analysis will involve measures such
as correlation analysis and regression analysis, while qualitative analysis
will involve thematic analysis of interviews and open-ended survey
responses.

APA Format The basics of an in-text reference in APA:

 Include author or authors and year of publication.

 Use round brackets.

Example: (Smith & Bruce, 2018)

All in-text references should be listed in the reference list at the end of your
document. The purpose of the reference list entry is to contain all the
information that a reader of your work needs to follow-up on your sources.

When compiling your APA Reference List, you should:

 List references on a new page with a centred heading titled:

References.
 Include all your references, regardless of format, e.g. books, journal
articles, online sources, in one alphabetical listing from A - Z.
 Order entries alphabetically by surname of author(s).
 List works with no author under the first significant word of the title.
 Indent second and subsequent lines of each entry (5-7 spaces).
 Use double spacing.

A basic reference list entry for a journal article in APA must include:

 Author or authors. The surname is followed by first initials.

 Year of publication of the article (in round brackets).
 Article title.
 Journal title (in italics).
 Volume of journal (in italics).
 Issue of journal (no italics).
 Page range of article.
 DOI (presented as a hyperlink, for example https://doi.org/xxxxx).
 The first line of each citation is left adjusted. Every subsequent line
is indented 5-7 spaces.

Book
A basic reference list entry for a book from a library database in APA must
include:

 Author or authors. The surname is followed by first initials.

 Year of publication of the book (in round brackets).
 Book title (in italics).
 Edition (in round brackets), if other than first edition.
 Publisher.
 DOI (where a book has a DOI this must be included, even if you are
referring to a print book).
 The first line of each citation is left adjusted. Every subsequent line
 is indented 5-7 spaces.

Example: Arnott, G. D. (2017). The disability support worker (2nd ed.).

Cengage Learning.
Citation at the beginning
Leskowitz (2017) describes the transcendent states that athletes
experience …
Citation in the middle
… sport viewed as a spiritual path (Leskowitz, 2017), and one that is
frequently followed in the west.
Citation at the end
… athletes using techniques adapted from holistic and
complementary medicine (Leskowitz, 2017).
Different referencing methods may highlight the importance of the author,
or give more weighting to the information.

Table Guide for Analyzing and Synthesizing Research Studies

Description of Columns:

1. Study: Assign a number or label to each study for easy reference.

2. Author(s) and Year: Provide the authors and publication year of the study.

3. Purpose of the Study: Summarize the main objectives or research questions the study aimed to
address.

4. Methodology: Describe the research methods used (e.g., quantitative, qualitative, case study).

5. Key Findings: Highlight the main results and conclusions of the study.

6. Theoretical Framework: Identify any theories or models that the study used to frame its research.

7. Strengths: Note the strengths of the study, such as sample size, methodology, or robustness of the
findings.

8. Weaknesses: Mention any weaknesses, such as potential biases, methodological issues, or

limitations in scope.

9. Relevance to Your Study: Explain how the study contributes to your research, including any
similarities, differences, or gaps that your study will address.

Example Analysis and Synthesis:

After filling out the table, use the information to analyze and synthesize the literature. Here’s how you
might approach this:

 Identify Patterns. Look for common themes or patterns across studies. For instance, if multiple
studies use similar methodologies and find comparable results, this suggests a strong consensus in
the literature.

 Compare Findings. Contrast the findings of different studies. For example, if one study finds a
positive impact of digital marketing on consumer loyalty while another finds no significant effect,
explore the reasons behind these differences.

 Evaluate Methodologies. Assess the methodologies used in the studies. Determine if there is a
methodological trend (e.g., most studies use surveys) and consider how this might affect the
findings.

 Theoretical Contributions. Analyze how the studies contribute to theoretical understanding.

Identify if different studies use varying theories to explain similar phenomena and evaluate their
effectiveness.

 Research Gaps. Highlight any gaps identified across the studies. For example, if studies frequently
address short-term effects but neglect long-term implications, your research might aim to fill this
gap.