Brand design and its influence on consumer buying habits in the US and UK markets

Brand design and its influence on consumer buying habits in the US and UK markets

Empirical Findings and Analysis

I. Findings And In—depth Analysis

i. Interviews
ii. Questionnaires

ANALYSIS AND EVALUATION OF FINDINGS (30%)
• Is all data presented relevant to aims and objectives?
• Is the analysis thorough and appropriate to the data collected? eg.

FOR QUESTIONNAIRES
– Do the appendices contain a data matrix, and details of statistical analysis undertaken? Is statistical analysis correctly performed and interpreted?
FOR INTERVIEWS, FOCUS GROUPS etc
– Do the appendices contain data collected and analysed such as interview transcripts? Has qualitative data been systematically analysed?
FOR DOCUMENT, ARCHIVE AND OTHER SECONDARY DATA
– Has the validity and reliability of the sources been addressed? Has quantitative or qualitative data been systematically analysed?

• Are the findings presented clearly and interestingly for the reader, with useful tables and charts embedded in the text and with the appendices being used appropriately for bulky and/or less interesting/essential data?
• Have the findings been discussed and evaluated?
• Have the finding of the primary research been compared and contrasted with findings, theories, models and concepts derived from the literature review?

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