Impact of Social Media on Brand Loyalty of E-commerce Business: A Case Study of Souq, UAE

This research proposal of 3,000 words aims to explore the impact of social media on brand loyalty of Souq, UAE. It includes a critical literature review, research methodology, and individual research methods with justifications. The proposal is based on the experimental study of 50 respondents and aims to address the gap in the literature by throwing light on the impact of social media on brand loyalty in the case of Souq, UAE.

1. Produce a research proposal of 3,000 words in which, plausible research
questions are developed based on a critical literature review. A review of the
research methodology and an outline of individual research methods to be employed
and adapted with justifications should also be included in the proposal using the
template provided.
2. Evaluate the extent of plagiarism in UK universities and discuss the possible
solutions to eradicate this unethical behaviour (Approx. 1,500 words academic
report style using the template provided).
3. Identify and analyse the nature and use of “validity” when designing a
research questionnaire at master’s level. (Approx. 1,500 words academic report style
using the template provided)
2355879034603018072.docx
1

2355879034603018072.docx
2

1. Produce a research proposal of 3,000 words in which, plausible research questions
are developed based on a critical literature review. A review of the research
methodology and an outline of individual research methods to be employed and adapted
with justifications should also be included in the proposal using the template provided.
---------------------------------------------------------------------------------------------
RESEARCH PROPOSAL
Student Name : Pravin Mathew
Student ID : 1820430
Provisional Topic Title : The impact of social media on brand loyalty of E-commerce
business- A case study of Souq, UAE
Proposal structurally approved by workshop tutor: Yes
2355879034603018072.docx
3

TABLE OF CONTENTS
1. Aims/Objectives/Research Questions......................................................................................5
1.1. Introduction...............................................................................................................5
1.2. Aim:............................................................................................................................5
1.3. Objectives:..................................................................................................................6
1.4. Research questions:...................................................................................................6
1.5. Significance of the Study...........................................................................................6
1.6. Structure of the Study...............................................................................................6
2. Brief Literature Review............................................................................................................7
2.1. Introduction...............................................................................................................7
2.2. Social media and Brand media community:...........................................................7
2.3. Marketing activities in social media:.......................................................................7
2.4. Brand trust and brand loyalty:................................................................................8
2.5. The conceptual framework.......................................................................................9
2.6. Gap Analysis..............................................................................................................9
3. Methodology:...........................................................................................................................10
3.1. Research Philosophy...............................................................................................10
3.2. Research Approach.................................................................................................10
3.3. Research Methodology............................................................................................10
3.4. Research Instruments.............................................................................................11
3.5. Tools of Data Analysis.............................................................................................11
3.6. The Data Collection Method Chosen:....................................................................11
3.7. Sampling...................................................................................................................11
3.8. Validity and Reliability Issues:...............................................................................12
3.9. Ethical Issues............................................................................................................12
3.10. Research Limitations:..........................................................................................12
4. Resources you need/Access to primary and secondary data:..............................................12
5. Project Schedule......................................................................................................................13
6. References................................................................................................................................14
2355879034603018072.docx
4

1. Aims/Objectives/Research Questions
1.1. Introduction
The particular study focuses on the e-commerce business named SOUQ and is based in the
United Arab Emirates. The e-commerce business has evolved considerably and with respect
to this, it becomes considerably crucial for the firm to ensure that it is successfully able to
take advantage of the different scenarios and aspects like the benefits of e-commerce and
build a large customer base through the given procedure (Muniz and O’Guinn ,2001). The
social media tends to have a considerable impact on the overall operations of the firm and
with respect to this, it needs to be understood that, all businesses have been directly impacted
by the operations of the social media as a brand and with respect to this, it becomes
increasingly crucial for all the firms to understand how the brand loyalty towards the firm
will be impacted by the overall working of the social media and their capacity to influence
the brand loyalty of the firm (Lang, 2010).
The Souq business has also been greatly affected by the overall changes in the e-commerce
segment and hence, with respect to this, it is important to understand the manner in which the
brand loyalty can be built with the help of the social media and how are the sales impacted
(Holmes, 2019). Various customers make use of the social media to gain the adequate
knowledge about the product and often end up in the formation of different communities
which then goes a long way in assisting the business to get its sales increased by influencing
the different customers through the medium of the internet and approaching them to increase
the overall brand image of the customers (Muniz and O’Guinn 2001). Hence, the primary aim
of the given proposal is to prescribe a manner in which the impact of the social media on the
brand loyalty of the firm can be understood. The aims and objectives of the study have been
provided which has then been followed by the overall analysis of the literature as present in
the academics. This will be followed by the methodology that will be followed in the study
and the schedule of the study along with the time table.
2355879034603018072.docx
5

1.2. Aim:
The dissertation is aimed at analysing the manner in which the social media
influences the overall operations of the e-commerce business Souq and also to ascertain the
marketing strategy to be taken by the firm in order to meet their overall objectives.
1.3. Objectives:
The main objective of this study is as listed below :
1. To investigate the association between social media marketing and brand loyalty for
Souq.
2. To considers the relationship between electronic word of mouth towards brand
loyalty.
3. To identify the significant influence of social media marketing towards consumers’
purchase intention for Souq
1.4. Research questions:
The two research questions will be a guideline of this study on how fast e-commerce
firms are influence with such marketing tool. By identifying the aim and the research
questions, the study will be able to fulfil the gap of this research study. The two research
questions are presented as follows:
1. How can social media marketing have an influence on the brand loyalty of the firm?
2. How does brand loyalty assist in increased customer repetition and increased
popularity towards the firm, Souq?
1.5. Significance of the Study
The study will aim to fill in the gap identified in the present Literature and present a
new analysis on the related topic which can be useful for the different firms and related
researchers.
1.6. Structure of the Study
 Introduction
 Review of Literature
 Research Methodology
 Analysis
 Findings
2355879034603018072.docx
6

 Conclusion and recommendations
2. Brief Literature Review
2.1. Introduction
The given section of literature review will be based on the topic of social media and
the manner in which social media tends to have an impact on the overall brand loyalty of an
organization. Hence, the literature as available on the topic like aspects of social media, brand
loyalty and e-commerce business will be discussed in addition to this, the concept of brand
trust will be also analysed which will then be discussed with the brand loyalty of an
organization.
2.2. Social media and Brand media community:
The social media can be described as a group of internet based applications which are
largely build upon the technological foundations of a web and will assist in the creation as
well as the sharing of the user generated content (Chiu, Huang & Yen, 2010). The e-
commerce may also be referred to as the consumer generated media that helps the various
users in achieving their objectives and fulfilling their overall needs.
The brand media community can be stated to be that aspect of the community that
may have a special interest in a particular brand and tends to provide a structure for the
communication that has to take place in the field of marketing between the customers and the
ambassador of the brand. In this manner, the organization will be able to impress the loyalty
of the customers and also uplift their overall commitment towards the brand (Chiu, Huang &
Yen, 2010). According to Elliott and Wattanasuwan (1998) all brands are characterised by
individual availability.
2.3. Marketing activities in social media:
The marketing activities in the social media can be described as the process in which
the company and the individuals can converse with one another and the different companies
will be successfully able to develop a strong relationship with the different consumers
(Holmes, 1991). The brand ambassadors will be required to build a long term and strong
relationship with the different customers which will then go a long way in assisting the firm
to gain success in the long run (Hagel & Armstrong, 1997). Customer satisfaction is believed
to have a significant impact on the future as well as the present of the organization. A
2355879034603018072.docx
7

satisfied customer will assist the company in advertising its products and will also assist in
grabbing the interest of all the customers as present (Holmes, 1991). A customer who will be
satisfied in nature will go a long way in ensuring that they tend to remain loyal towards the
firm. Hence, when the customer remains loyal with the product, they tend to remain loyal
with the brand as well and the customer satisfaction of the consumer with the brand also
tends to increase (Kaplan & Haenlein, 2010).According to Lang (2010), marketing can be
defined as a relationship of the organization with the different consumers as present. The
main aim of all the organizations stands to ensure that they are successfully able to develop a
long lasting and ever lasting relationship with the different customers as present so as to
ensure that they are successfully able to remain loyal to the firm at large. Hence, Lang
(2010) suggests that the market orientation goes a long way in assisting a customer to
embrace a sense of commitment towards the service of the brand and the organization which
exists within the realm of marketing.
2.4. Brand trust and brand loyalty:
Chiu, Huang and Yen (2010) states that there are various researchers who are under
the belief that, there needs to exist an agreement between the creation as well as the brand
communities. Moreover, the different researchers are also under the belief that, the customer
experience along with the communities scope tends to establish and strengthen the customer
commitment towards the overall commitment of a customer towards the particular brand. It is
important that all the collective efforts which are undertaken by the different organizational
members can result in improving the overall relationship with the customers and build the
customer loyalty of the firm towards the organization (Holmes, 1991). The trust factor is
generally considered to be a very important part which tends to influence the brand loyalty of
the customer towards the organization and tends to ensure that, the customer remains
associated with the brand for a long period of time. According to Chiu, Huang and Yen
(2010), the customer tends to rely on the brand capability in order to rely on their official
duties. The position of uncertainty causes a sense of disturbance to the different customers
and with respect to this, it is required to be understood that when the interaction between the
employer and the customer tends to improve. There are various actions and steps which could
be easily adopted by the organization to build this trust like offering valued products,
providing long term services and others.
For this reason, it can be largely understood that in order to improve the overall
relationship between the performance of the firm and the customer loyalty, the firm would be
2355879034603018072.docx
8

required to understand the overall impact of the loyalty of the customers on the profitability
of the brand. According to Holmes (1991), the enhancement of the customer loyalty may
also be increased by conveying relevant information to one another, increasing brand
predictability and ensuring that the increase in the brand is maintained at large. Hence, with
the help of this analysis, the paper aims to find the impact of the Social media on the brand
loyalty of the Souq Company and its overall operations.
The particular research will be based on the experimental study of 50 respondents.
The outcomes of the survey that will be conducted will be aligned in the Findings and
Analysis section with the review of Literature and through this medium the entire procedure
will be carried out accordingly.
2.5. The conceptual framework
The given conceptual framework presents the perpetual mapping which shows the
impact of the Social media and the Brand communities as present in the Social media on the
Brand loyalty of the customers of the e-commerce firm named Souq.
2.6. Gap Analysis
The review of literature can be stated to have a gap in between with respect to the fact
that it tends to incorporate only the limited perspective and does not take into consideration
various paradigms like influence of decision making factors on the brand loyalty and the trust
which a customer has. Hence, for this, my research will aim to address the gap and ensure
2355879034603018072.docx
9

that it is successfully able to throw light on the impact of social media on brand loyalty in the
case of the company, Souq.
3. Methodology:
The research methodology will deal with the techniques which an individual may
make use of while conducting the overall research paper (Kothari 2004). The research
methodology can be rightfully defined as the process that assists the researcher in carrying
out the entire research in a systematized manner. The research methodology explains the
sections like the type of investigation to be undertaken, the research approach and the design
of the paper that shall be adopted for the purpose of the study.
3.1. Research Philosophy
The research philosophy comprises of the philosophies of positivism, pragmatism and
interpretive. These approaches go a long way in ensuring that the overall objectives of the
paper are met with (Kumar 2019). For the purpose of the study, the method of positivism
shall be provided which will be based on a particular scientific evidence. The use of statistical
knowledge and experiments will be used which would go a long way in identifying the
constituent of the approach. The positivism research philosophy will be used because, it will
match with the nature of the topic and the study and ensure that the research objectives are
met with.
3.2. Research Approach
The approach of the particular paper is going to be deductive in nature. This is
because, the data which will be collected for the purpose, will be analyzed and further
conclusions will be deduced from the scientific research as present. The particular research
approach will be made use of in order to ensure that, the study is able to cover all the aspects
of the social media and e-commerce in order to meet the objectives of the study.
3.3. Research Methodology
The Research Methodology which will be used for the purpose of the research can be
stated to be the quantitative analysis. In this aspect, the researcher would be required to
ensure that, in order to make the study more comprehensive in nature they make use of the
different tools which will make use of methods like surveys and additionally also make use of
2355879034603018072.docx
10

secondary data analysis as well in order to ensure that all the aspects of understanding the e-
commerce scenario are well understood (Kumar 2019).
3.4. Research Instruments
The research instruments can be described as the tools which are largely developed by
the different researchers in order to achieve their overall stated objectives when carrying out a
particular research study. In other words, the research instruments can be described as the
tools which will be used for the purpose of data collection. The tools used for the data
collection will be as follows: (Malhotra et al. 2016).
Questionnaire: The questionnaire can be either structured or unstructured.
3.5. Tools of Data Analysis
The data analysis forms a critical aspect of the researcher and in order to ensure
success in the long run, it becomes considerably important for the researcher to ensure that
the use relevant tools for the analysis of the data (Malhotra et al. 2016). For the purpose of
the study the given data analysis tools will be made use:
MS Excel: Data Analysis pack
In this, the MS Excel will be used as a tool with respect to which, different tools like
Correlation, Regression, R square analysis and other analysis tools can be made use of. In
lieu of the Descriptive statistics to be used , the researcher shall make use of Pie charts, Bar
Graphs and the Mean , Median and Mode tools to analyze the data.
3.6. The Data Collection Method Chosen:
The data collection method which will be used for the purpose of analysis can be
stated to be the mixed collection method with respect to which the primary data will be
collected from the different employees in the form of various questionnaires and surveys
which will then be followed by the analysis and findings based on the journals and other
related business reviews (Malhotra et al. 2016). The online survey will be conducted whereby
a combination of the open ended and closed ended questions will be used. Additionally, the
reliance on the secondary sources for the purpose of the research has been adopted.
3.7. Sampling
For the purpose of the research, the non-probability sampling method will be used
with respect to which the employees of the firm will be chosen and certain regular customers
2355879034603018072.docx
11

of the organization will also be made use of. The given study makes use of convenience
sampling which will assist the researcher in performing well. The reason why convenience
sampling is being used is because, it will be easy for the researcher to have an access to these
respondents with respect to the accessibility and proximity.
3.8. Validity and Reliability Issues:
During the research procedure, there might be present certain validity issues, which
may restrain the researcher to carry out the procedure adequately. With respect to this, the
feedback of the respondents and the reliability of their responses may be taken to be a major
source of concern. Hence, the only validity and reliability issues that can be faced by the
researcher relates to the response of the respondents. For this reason, impersonal questions ,
the response of which without any biasness can be attained, shall be asked to the respondents.
3.9. Ethical Issues
When the research will be conducted, the only type of issue with respect to the ethical
concerns that may exist relates to the ethical issues related to the privacy of the data provided
by the respondent (Kumar 2019). The researcher will be required not to leak the details and
ensure that, the researcher is able to protect their personal details and other related aspects. In
addition to this, there might be issues related to the plagiarism, information consent,
anonymity and confidentiality which are required to be taken into consideration and it needs
to be ensured that, the study ensures that these ethical aspects are maintained. I will take
considerable steps like avoiding the essay writing companies, taking and other colleague’s
books and related techniques to ensure that, my content is original.
3.10. Research Limitations:
The research limitations that may exist can be stated to be the limitations of time and
budget. Moreover, a larger sample size could have been used in order to build up a stronger
analysis base. As the interviews and surveys will be collected from only the selected
customer base and the employees of the Souq firm which cannot be considered to be enough.
4. Resources you need/Access to primary and secondary data:
I would be requiring various Academic Journals and these would be as follows.
Journal of Marketing, Journal of Marketing Research, International Journal of Research in
Marketing, Journal of Consumer Research, Marketing Science, Journal of the Academy of
2355879034603018072.docx
12

Marketing Science, Quantitative Marketing and Economics, Marketing Theory, International,
Management Science, Journal of Business Ethics, Journal of Macro marketing and Journal of
Personal Selling & Sales Management.
The different journals will be the primary resources which will be made use of with
respect to the research of the e-commerce and social media. These will be accessed using the
Ebsco host which will require considerable charges.
Moreover, in order to ensure that the research is able to represent a comprehensive
analysis, the data will be presented using the graphs and charts and hence, with respect to
this, the use of the Microsoft Office tools like Excel and Word will be used and in addition to
this, the tool of SPSS will also be required. Additionally, the reports for the company will
also be required to understand how the company has responded and the manner in which the
sales figure of the company has changed. In addition to this, I would be requiring the access
to the company`s personal records as well for the purpose of the study only so as to make an
accurate report.
I would also be requiring monetary resources, for the purpose of the ebsco host,
conveyance and others. Time resources would also be required to invest a considerate number
of hours to the particular research paper and hence, in lieu of this, I would be required to
ensure that, I utilize it efficiently. I will require privacy permissions to assess the company
reports. Lastly, I would be requiring Library and Internet in order to send the questionnaires
and communicate with the different individuals.
5. Project Schedule
Step
s Description Due date
1 Preparation Stage
Week -1-2: Area of interest identified 20-Jan-19
Weeks 3-4: Topic selected/form submitted 10-Feb-19
Weeks 4-5: Topic refined to develop the dissertation proposal 24-Feb-19
Weeks 5-8: Proposal written and submitted 11-Mar-19
2 Chapters 1-3 completed
Chapter 1 Draft Introduction completed 12-May-19
Chapter 2 Draft Literature Review completed 26-May-19
Chapter 3 Draft Research Methodology completed 09-June-19
3 Collection of data and information
2355879034603018072.docx
13

Data analysis and Interpretation of data 16-June-19
Chap 4 Draft Results, Analysis and Discussion completed 23-June-19
Chapter 5 Draft Conclusions, Implications & recommendations 30-June-19
4 Final Writing up
Structure, presentation and proofreading 05-July-19
5 Final Stage
Final proofreading, printing and binding 10-July-19
6 Submission of Project (WOLF and hard copy submission) 12-July-19
6. References
Chiu, C. M., Huang, H. Y., and Yen, C. H. (2010). Antecedents of online trust in online
auctions. Electronic Commerce Research and Application, 9, 148–159.
Elliott, R., and Wattanasuwan, K. (1998). Brands as symbolic resources for the construction
of identity. International Journal of Advertising, 17(2), 131–144.
Hagel, J.,and Armstrong, A. G. (1997). Net gain: Expanding markets through virtual
communities. Boston, MA: Harvard Business School Press.
Holmes, J. G. (1991). Trust and the appraisal process in close relationships. In W. H. Jones,
and D. Perlman (Eds.), Advances in personal relationships 2 (pp. 57–104). London: Jessica
Kingsley.
Kaplan, A. M. and Haenlein, M. (2010). “Users of the world, unite! The challenges and
opportunities of social media”, Business Horizons, 53 (1), pp. 59–68.
Kothari, C.R. (2004). Research methodology: Methods and techniques. New Age
International.
Kumar, R. (2019). Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.
Lang, B. (2010). Ipsos OTX study: People spend more than half their day consuming media.
The Wrap.
Lewicki, R. J., and Bunker, B. (1995). Trust in relationships: A model of trust development
and decline. In B. Bunker, & J. Rubin (Eds.), Conflict, cooperation and justice (pp. 133–
173). San Francisco: Jossey-Bass.
Malhotra, N., Hall, J., Shaw, M. and Oppenheim, P. (2006). Marketing research: An applied
orientation. Pearson Education Australia.
Muniz, M. A. and O’Guinn, C. T. (2001). “Brand community”, Journal of Consumer
Research, 27 (4), pp. 412–432
Russel - Benet, R., McColl- Kennedy, J. R. and Coote, L. (2007). “Involvement, satisfaction
and brand loyalty”, Journal of Business Research, pp. 1253-1260 .
2355879034603018072.docx
14

Schau, J. H., Muniz, M. A., and Arnold, J. E. (2009). How brand community practices create
value. Journal of Marketing, 73(5), 30–51.
Ethics Proposal Form for postgraduate written projects, independent study, and
Student Link involving human subjects.
You should read the University Ethics Guidance before filling in this form. This is
available from: https://www.wlv.ac.uk/research/research-policies-procedures--
guidelines/ethics-guidance/
Please submit this form to the supervisor for the project you are undertaking. Once the
supervisor has approved and signed it, you should append a copy to your
project/dissertation.
Please note that this permission is only concerned with ethical issues and does not indicate
anything about the intellectual merit of your project.
Please type details into the form.
1. Name: Pravin Mathew
2. Student number: 1820430
3. Email address : [e-mail]
4. Name of supervisor (if known): Sufia Munir
5. Module Code and Title: 7MG001 , Independent Business Analysis Project
6. Project Title: The impact of social media on brand loyalty of E-commerce business- A
case study of Souq, UAE
7. Into which category does your project fall?
Tick as applicable:
Category 0
 Research that does not involve human subjects or raise any ethical
concerns.
Category A
 Research that involves human subjects that are considered not to
cause any physical or psychological harm. yes
Category B
 Research that may be considered likely to cause physical or
psychological harm.
 Research that may be contentious and/or risks bringing the
University into disrepute.
2355879034603018072.docx
15

 Research that requires accessing confidential data.
 Research that involves individuals considered to be vulnerable.
8. Does your study involve any of the following?
(Please tick ALL that apply.)
Making video/DVD
Making audio recording
Observation of human subjects
Participant observation
Telephone and/or Email contact with individuals or organisations
Interviews (structured/ semi-structured/un-structured)
Questionnaires (including on-line questionnaires) Yes
Access to confidential information
Contact with minors (anyone under the age of 18)
Contact with other vulnerable people (e.g. victims of crime, the
recently bereaved)
Research about a controversial issue
Other: please specify (e.g. will your finished project be accessible to the public outside the
university?)
9. Brief outline of project.
The project will be covering aspects like the following:
Introduction: Will provide the overview of the entire research
Literature: Will give a brief theoretical into the field of brand loyalty, brand trust and the
impact of social media on the business.
Research methodology: The research methodology will highlight the overall method of
research which will be adopted for the analysis.
Analysis and Findings: The Analysis and Findings section will take into consideration the
results of the study done and other data retrieved
Conclusion and Recommendations: The outcome and recommendations will be provided.
10. Research methods.
Secondary research method and primary research method
11. What in your view are the ethical considerations involved in this project? (e.g.
confidentiality, consent, risk, physical or psychological harm, etc.) Please explain in
full sentences. Do not simply list the issues.
The ethical considerations which are present in the project can be stated to be as follows:
 Confidentiality of data
 Consent of the different respondents
2355879034603018072.docx
16

12. Have participants been/will participants be, fully informed of the risks and benefits
of participating and of their right to refuse participation or withdraw from the
research at any time?
Yes they have been explained through a notification in the mail containing the Google form.
13. How will you store the data you have collected, both during and after the project?
The data will be stored in the Google account and be imported in an Excel sheet.
14. Is ethical approval required by an external agency/parents?
Not applicable
Student signature: ............................. Date……………………..
For supervisor’s use only:
Do you: (please select from options below – note that category B research should be referred
to the Faculty Ethics Committee, via Sheila Gill, the Faculty Ethics Committee administrator.
Any queries should also be directed to her in the first instance):
1. approve the ethics proposal form
2. approve the ethics proposal form subject to the following (please detail):
3. do not napprove the ethics proposal form and request that the student modify the project.
Supervisor signature: ............................. Date……………………..
2355879034603018072.docx
17

RESEARCH PROJECT PROPOSAL
SUPERVISOR EVALUATION GRID/FEEDBACK SHEET
It is preferable to discuss your proposal with your supervisor as soon
as possible, although not a pre-requisite in order to pass the portfolio.
Student name(s): PRAVIN MATHEW
Student no: 1820430
Supervisor: SUFIA MUNIR
Evaluation Summary Feedback
Excellent:
Approved to proceed Compelling proposal, persuasively outlining a well thought through,
feasible and relevant research study.
Very Good:
Approved to proceed Clear and specific about research question, project design and research
methods. These three elements are shown to be well co-ordinated.
Good:
Approved to proceed Well-defined research question. Sensible project design and clear plans for
conducting the research.
Competent:
Approved to proceed Clear research question. Explicit ideas on design and methods but there are
some issues about the fit between question, design and methods.
Borderline:
Improvement required;
resubmit to supervisor;
Not yet approved.
Identifies an interesting topic, but the research question is very broad and
the details of the project are hazy.
Arrange meeting with Supervisor a.s.a.p.
Unsatisfactory:
Major improvement
required; resubmit to
supervisor; not yet approved
to proceed.
The focus, purpose and method of the project are not made clear to the
reader.
Arrange meeting with Supervisor a.s.a.p.
2355879034603018072.docx
18

Supervisor Feedback
In addition to the standardised feedback given on page one, and to comment and advice that
will be given in supervision meetings, Supervisors may choose to use the space below to offer
more detailed comments on the overall proposal and/or to suggest specific ways in which the
proposal should/could be improved to strengthen the foundations for the intended study.
Supervisor Signature: ___________________________________
Name (Please print) ___________________________________
Date: ______________________
2355879034603018072.docx
19

Distinction Merit Pass Fail Fail
Significance
(10%)
Project is original in its
approach and will
contribute to discipline
development.
Significance emerges
logically from
construction of
argument in addition to
being clearly
articulated.
Project is justified
and will
consolidate
understanding in
discipline.
Significance
emerges from
construction of
argument in
addition to being
articulated.
Project is relevant and will
consolidate student’s
understanding of
discipline. Significance
does not emerge easily in
argument but it is evident
in addition to being
outlined.
Project replicates
well-established
understanding in
discipline.
Significance is
stated but does not
emerge from
argument.
Project is too
simplistic or
disorganised to
offer any
significance.
Aims and
objectives
(15%)
Aims and objectives
are concisely
elaborated.
Original and highly
relevant hypotheses or
research questions are
clearly articulated (if
appropriate).
Aims and
objectives are well
selected. Clearly
relevant
hypotheses or
research questions
are determined (if
appropriate).
Aims and objectives are
identified. Relevant
hypotheses or research
questions outlined, but
could be tighter in their
focus (if appropriate).
Aims and
objectives are
described in broad
terms only.
Hypotheses and
research questions
outlined but
lacking in clarity
or focus (if
appropriate).
Aims, objectives
or
hypotheses/resea
rch questions are
missing or so
poorly written
meaning is
unclear (if
appropriate).
Literature
review (30%)
Creative and highly
organised literature
review that outlines the
background and
context for the research
project. Critical
reading of the key
literature clearly
evident throughout.
Well-argued and
logical literature
review that
provides a good
overview of the
background and
context for the
research project.
Evaluation of key
literature quite
evident
throughout.
Good range of literature
examined throughout
presentation that is mostly
relevant to the project’s
background and context.
Key studies contrasted but
little evidence of
evaluation.
Points are
supported with
relevant literature,
but scope of
literature review is
limited, as is
background and
context for
project. Some key
studies not
referred to at all or
only inferred.
The quality of
the literature
referred to is
questionable or
not relevant to
the project’s
background or
context. Few key
studies referred
to.
Methodology
(30%)
Creative and highly
appropriate
methodology is clearly
articulated and
justified.
Methodology is
well argued and
justified.
Methodology is explained
and appropriate for the
project.
An appropriate
methodology is
broadly outlined,
but details are not
always clear.
The
methodology is
either not
appropriate for
the project or is
poorly
articulated
suggesting
deficits in
understanding.
Referencing
(10%)
In-text and reference
list consistently adhere
to Harvard system
throughout. High
ranked journal sources
which are
comprehensive and
relevant
In-text and
reference list
adhere to a single
Harvard system
with 1 or 2 errors.
More than at least
10 references
from ranked
journals
In-text and reference list
adhere to a single Harvard
system with 3 or 4 errors.
At least 10 references from
journals
In-text and
reference list
adhere to a single
Harvard system
with 5 or 6 errors.
In-text and
reference list do
not adhere to the
same Author-
date system or
there are more
than 7 errors.
Presentation
(5%)
Proposal is logical in
its construction with no
spelling, punctuation or
grammatical errors.
Proposal is mostly
logical in its
construction with
1 or 2 consistent
spelling,
punctuation or
grammatical
errors.
Proposal is relatively easy
to follow with 3 or 4
consistent spelling,
punctuation or
grammatical errors.
Proposal has all
components, but
is not logical in its
construction or
has a numerous
inconsistent
spelling,
punctuation or
grammatical
errors.
Aspects of the
proposal are
missing or so
poorly written
due to numerous
spelling,
punctuation or
grammatical
errors so
meaning is
unclear.
2355879034603018072.docx
20

2. Evaluate the extent of plagiarism in UK universities and discuss the possible
solutions to eradicate this unethical behaviour (Approx. 1,500 words academic
report style using the template provided).
2355879034603018072.docx
21

THE EXTEND OF PLAGARISM IN UK UNIVERSITY
Student Name : Pravin Mathew
Student ID : 1820430
TABLE OF CONTENTS
1. Introduction...............................................................................................................................23
2. Analysis.....................................................................................................................................23
2.1. Plagiarism........................................................................................................................23
2.2. Plagiarism in the UK Universities..................................................................................24
3. Discussion.................................................................................................................................25
4. Findings and Recommendations...............................................................................................25
5. Conclusion.................................................................................................................................26
7 References.................................................................................................................................27
2355879034603018072.docx
22

1. Introduction
Plagiarism can be defined as the wrongful appropriation or stealing of another individual`s
publication or another author`s work and thereby presenting it as one`s own work. In this
manner, the plagiarism can be considered to be an academic dishonesty and a breach to the
overall journalism ethics (Hayes and Introna, 2005). When a work is caught or penalized for
plagiarism then it can undergo various penalties, suspensions and even certain expulsions
from school related work or from the university. According to Walker (1998), the issue of
Plagiarism is on a rise in the field of academics especially pertaining to that of the different
Universities. Hence, with respect to this, it needs to be mentioned that, Plagiarism is
considered to be quite immoral in nature and originality as an ideal concept emerged in
Europe during the 18th century. The main criminal offence in the subject of plagiarism tends
to arise from copyright infringement and can be considered to be ethical offense. Hence, the
primary aim of the report is to evaluate the rise of Plagiarism in the different universities of
United Kingdom. The report will highlight the main cause of the problem and also provide
solutions with respect to the manner in which the problem can be solved.
1. Analysis
1.1. Plagiarism
The plagiarism can be considered to be a serious and widespread research misconduct that
tends to lead to serious consequences which is often neglected in the developing countries.
However, in the different universities of the developed country, the issue is required to be
taken up as a serious concern, and the students often tend to face serious consequences
because of the plagiarized solution which is provided by them to the Universities. Although
some of the cases may be quite incidental in nature whereby a student has uploaded a solution
without the knowledge of the Plagiarism which has taken place or in certain cases, the work
has been copied deliberately by the authors of the student paper. According to Cosma et al.
(2017), this can be considered to be the reason, why the different universities have currently
engaged in the various preventive policies which comprise of the intensified research
integrity and writing education, cumulative writing procedure, honor codes, active search for
the plagiarism in all items of academic reports and a zero tolerance policy, which will prevent
the different students from cheating and see to it that, the students maintain and follow a
2355879034603018072.docx
23

particular code of conduct, which will allow them to ensure success in the long run and
maintain the ethics of business. The particular section will evaluate the extent of the problem
that tends to exist and also analyzes the manner in which the different universities may deal
with the particular problem which takes place.
1.2. Plagiarism in the UK Universities
The case of Plagiarism in the different UK universities have increased considerably. This
means that, the number of student cases which have been highlighted under the case of
Plagiarism have increased considerably (Canzonetta and Kannan, 2016). The sources of
plagiarism can be considered to be many, these can be purchase of the essays from dodgy
websites or often end up stealing the work of various friends. The main reason, why this
given trend has become increasingly common can be largely contributed to the inefficiency
of the students and the easy availability of the websites which are available to sell the essays
and assignments at various attractive prices. According to Cosma et al. (2017), another reason
why copying and sealing the work of the friends can be stated to be quite popular is due to
the fact that, the overall ethical mindset of the different individuals have changed
considerably and they do not assume cheating to be a medium of dishonesty but as a means to
cope up with the deadlines. Hence, from the side of the different Universities, this loophole
tends to exist when the different universities are not hired on the basis of an examination or
some test which can measure their capability but only on the basis of their school merits
which might not be able to authenticate the ability of the student (Joy et al,. 2011). The
plagiarism is a rife in the universities as the Internet is able to provide a wealth of information
to the different individuals which makes the whole work of the student easy and assists them
in simply copy pasting the entire matter. The Deakin University in the United Kingdom
commented that, an investigation which took place around 2 years ago suggested that almost
50000 students were caught cheating in the scenario of Plagiarism in the past 3 years which is
from 2013-2016 (Wrigley, 2017). However, not all the cases can be stated to take place
purposefully but many of the cases have also taken place quite accidently, and this reflects on
the side of the tutors who have not been able to explain the importance of the plagiarism and
authenticity of the assignments in the long run.
2355879034603018072.docx
24

2. Discussion
Various initiatives have been undertaken by the different individuals who can be stated to be
the government, institutions and other third parties to ensure that, this issue of plagiarism can
be resolved and several steps to improve the overall ethical conduct of the different students
as present.
Simon Bullock from Quality Assurance Agency as present in QAA mentioned that, the data
which has been derived from the prospective of cheating cannot be distinguished successfully
and differences with respect to the ones who have deliberately purchased the essay or the
ones who have used poor referencing skills cannot be made (Parry and Houghton, 1996). The
new style of academic writing tends to cause a sense of confusion amongst the students and
other such citation issues cause the large amount of plagiarism issues amongst the different
students.
Thomas Lancaster who is an associate dean of the Stafford University stated that, some
students being their bad habits along and are unable to attend the different lectures and grasp
the new educational format which exposes them to such aspects of cheating and copying. By
indulging in this, they are not only spoiling their respective careers but they are also bringing
down the name of the different Universities as present in the United Kingdom (Wrigley,
2017).
3. Findings and Recommendations
Hence, the problem of Plagiarism by the different Universities as present in the United
Kingdom needs to be resolved by the combined strength of the Universities and the students
(Pupovac et al., 2008). On one hand the students, will be required to take considerable
measures and steps so as to ensure that they do not purchase the different essays from the
illegal websites and take an effort on their own to ensure that they are able to attain success
and on the other hand the different Universities would be required take strict measures in
order to ensure that the students are prevented from adopting such means. Hence, in the
given section, certain recommendations to improve the scenario have been provided.
Firstly, the students will be required to ensure that they do not get others to do their work and
will be instead taking considerable efforts so as to ensure that, they do their tasks on their
own so that they will be able to complete their term successfully (Larkham and Manns,
2355879034603018072.docx
25

2002). Secondly, the students would also be required to educate themselves on good
academic practice and learn the manner in which they will be required to reference
appropriately. If the university provides certain specialized modules or training programs in
relation to the same then considerable initiative would be required to be taken by the students
to ensure that they are successfully able to embrace the learning and apply it to their overall
learning.
In addition to this, it thereby lies the duty of the different universities to ensure that they are
successfully able to make use of a plagiarism software which would go a long way in
assisting the different students to check their assignments on a portal and confirm whether the
solution is plagiarized or not in order to ensure that the different assignments which will be
submitted by them will be authentic in nature or not (Hayes and Introna ,2005).
Lastly, in case the different students are under the belief that they are under enormous
pressure by the universities, then they can easily consult the different universities and the
respective unions so as to ensure that, they are able to provide adequate support to the
different students and end the particular problem of plagiarism and issues.
4. Conclusion
Therefore, from the given analysis, it could be understood that the Plagiarism can be
understood to be a very popular problem in the different United Kingdom universities. The
students who take admission in the particular university belong to various international
locations and with respect to this, it is required to be understood that it stands the duty of the
Universities to provide proper education and training to them in regard to the avoidance of
the different plagiarism issues which exist. Moreover, the students are also required to
maintain ethicality in the firm and engage in active participation to ensure that they can uplift
the name of their University and enhance their careers as well.
2355879034603018072.docx
26

5. References
Canzonetta, J. and Kannan, V., (2016). Globalizing plagiarism & writing assessment: a case
study of Turnitin. The Journal of Writing Assessment, 9.
Cosma, G., Joy, M., Sinclair, J., Andreou, M., Zhang, D., Cook, B. and Boyatt, R., (2017).
Perceptual comparison of source-code plagiarism within students from UK, China, and South
Cyprus higher education institutions. ACM Transactions on Computing Education
(TOCE), 17(2), p.8.
Hayes, N. and Introna, L., (20050. Systems for the production of plagiarists? The
implications arising from the use of plagiarism detection systems in UK universities for
Asian learners. Journal of Academic Ethics, 3(1), pp.55-73.
Hayes, N. and Introna, L.D., (2005). Cultural values, plagiarism, and fairness: When
plagiarism gets in the way of learning. Ethics & Behavior, 15(3), pp.213-231.
Joy, M., Cosma, G., Yau, J.Y.K. and Sinclair, J., (2011). Source code plagiarism—a student
perspective. IEEE Transactions on Education, 54(1), pp.125-132.
Larkham, P.J. and Manns, S., (2002). Plagiarism and its treatment in higher
education. Journal of Further and Higher Education, 26(4), pp.339-349.
Parry, G. and Houghton, D., (1996). Plagiarism in UK universities. Education and the
Law, 8(3), pp.201-215.
Pupovac, V., Bilic-Zulle, L. and Petrovecki, M., (2008). On academic plagiarism in Europe.
An analytical approach based on four studies. Digithum, 10, pp.13-19.
Walker, J., (1998). Student plagiarism in universities: what are we doing about it?. Higher
Education Research & Development, 17(1), pp.89-106.
Wrigley, S., (2017). Avoiding ‘de-plagiarism’: Exploring the affordances of handwriting in
the essay-writing process. Active Learning in Higher Education, p.146.
2355879034603018072.docx
27

3. Identify and analyse the nature and use of “validity” when designing a
research questionnaire at master’s level. (Approx. 1,500 words academic report style
using the template provided)
2355879034603018072.docx
28

VALIDITY OF RESEARCH QUESTIONAIRE
Student Name : Pravin Mathew
Student ID : 1820430
TABLE OF CONTENTS
1 Introduction...............................................................................................................................30
2 Analysis.....................................................................................................................................30
2.1 Importance of Questionnaire in the Research...................................................................30
2.2 Development of a questionnaire.......................................................................................30
2.3 Validity- Concept and Critical Review of different aspects.............................................31
2.4 Manner in which the indicator can be validated:..............................................................32
3 Analysis and Discussion............................................................................................................32
4 Findings.....................................................................................................................................33
5 Conclusion.................................................................................................................................33
6 References.................................................................................................................................34
2355879034603018072.docx
29

Report on: Validity of Research Questionnaire
1 Introduction
Conducting a research is not an easy aspect and when a researcher aims to undertake
considerable efforts, the researcher would also be required to ensure that they are successfully
able to make effective use of the concept of `Validity` while designing the research
questionnaire in order to ensure that, they pertain to the domain of the study(Thomas and
Magilvy, 2011). The Questionnaires are viewed as guidelines to a particular research study
which tends to take place. They can be considered to be one of the most effective techniques
which are used to collect data from the different participants and achieve the overall research
objectives. The formation of a questionnaire is not an easy task and may be required to make
use of `validity`. Hence, the main aim of the report is to understand and highlight the nature
and use of validity when designing a questionnaire and use various examples to explain the
same.
2 Analysis
2.1 Importance of Questionnaire in the Research
The composition of a questionnaire for a research can be considered to be a rather difficult
task and can be considered to be a much difficult task then it is expected to be and may be
exposed to greater complexity and it is crucial for any researcher to ensure that they are
successfully able to review its flow, format and the length of the questionnaire (Bagozzi et
al., 1991). Very often the aspect of validating a questionnaire can be considered to be a rather
difficult task and is often overlooked. Hence, according to Whittemore, Chase and Mandle
(2001), the different authors of the different research papers should often give consideration
to the validity of a questionnaire and decide upon the fact whether the questionnaire shall be
quantitative or qualitative in nature.
2.2 Development of a questionnaire
The questionnaire is a medium which is used to obtain relevant data from the different
respondents in order to collect the data from the respondents in the field of study. Hence,
before a questionnaire is developed it can be considered to be important that a review of
2355879034603018072.docx
30

literature is conducted in the right manner so as to ensure that, the questions which are asked
to the different respondents are valid in nature and tend to be based on the different variables
which are based on the study of hypothesis (Johnson, 1997). The results of the study can be
quite different in nature but it is to be understood that the wording of the questionnaire is very
critical and that, and needs to take into consideration the appropriateness of the content being
used, the level of sophistication and the manner in which the data is generally collected. The
level of the questionnaire needs to be prepared in a manner such that, the respondent is able
to understand what is being asked out of him or her.
2.3 Validity- Concept and Critical Review of different aspects
The concept of validity can be stated to be a term which is applicable to quantitative
approaches and trustworthiness can also be considered to be a crucial aspect of the
questionnaire. Hence, it becomes crucial to measure the trustworthiness of the questionnaire
which will assist in reducing ambiguity, leading the questions and other related aspects. The
Validity of the questionnaire is considered to be a difficult aspect and needs categorization
which can then assist in structuring of the assessment.
2.3.1 Internal validity
The internal validity can be considered to be the validity of the result from an internal
perspective and usually concerns the case of causality. In case a study claims to a high level
of internal validity then, the causes can be assigned to the effects unambiguously. The
Randomization is generally considered to be a powerful tool when an organization wants to
increase the internal validity of the research (Andersen and Skaates, 2002). The internal
validity can also be assessed by comparing the responses of the questionnaire with the
objectives measures of the events.
2.3.2 External validity
The external validity is primarily concerned with applying the conclusions of the study in an
outside set up. Very often it becomes obvious that, a research will have externa implications
and thus in this scenario it becomes very crucial to ensure that the external validity of the
study is taken into consideration so as to ensure that the setting can be embarked upon
successfully (Cho and Trent, 2006).
2355879034603018072.docx
31

2.4 Manner in which the indicator can be validated:
 Content: The validity can be judged on the basis of the judges or expert agreement on
the content of the questionnaire. This means that if a social class of the individual has
to be understood then related aspects must be asked in the particular questionnaire.
 Empirical: The empirical validity is usually tested by making use of the correlation
coefficient which assists in measuring the overall relationship between the responses
of the questionnaire received and other behavioural characteristics.
 Concurrent validity: This measure considers the extent to which a variable correlates
with another measure which is similar in nature to that of the first variable. This
means that the study is required to be designed in a manner such that variables are
correlated and validated amongst one another (Thomson ,2011).
 Construct validity: This validity is generally made use of in cases there does not exist
any considerable conceptual justification or when a measure trends to have a validity.
Hence, as understood, any of the methods can be made use of in order to validate both
quantitative as well as the qualitative research instruments which may also comprise of the
different interviews.
3 Analysis and Discussion
A questionnaire would be required to undergo various procedures in order to ensure that, it is
able to undergo the validity procedure and the questionnaire will be quite valid in nature and
will be able to collect the data which is relating to the field of the study (Kirk et al.,1986).
Any questionnaire which is valid in nature must comprise of the characteristics like
simplicity and viability, reliability and precision, intended for the problem, underlying the
theory and the capable of measuring change.
In addition to this, there are different types of validity which adhere to difference in the
importance of analyzing the validity of the questionnaire. The first aspect is the Face validity
which tends to represent the simplest or the least scientific form of validity which helps in
undertaking a normative judgement of the researcher. The second type of validity is the
content validity which tends to adhere to the means of the researcher and goes beyond the
scope of the judgement. The third aspect is the aspect related to the Criterion validity which
is connected to the measuring or scaling the standard of approach of the similar approach
(Golafshani, 2003). Lastly, the concernment validity can be stated to be a type of validity
2355879034603018072.docx
32

which tends to demonstrate in the research when the scores obtained from a new measure are
directly related to the established form of the similar variables.
4 Findings
Hence, it can be understood that in order to attain the validity of a research questionnaire,
various steps can be undertaken in order to evaluate the content validity. These steps can be
considered to be the Identification and the outlining of the domain of interest, gathering the
domain experts, developing a consistent and matching ideology and along with this, the
analysis from the result from the matching task can also be calculated (Haley and Baldinger,
1991). The validity of a questionnaire needs to be present because, if the questionnaire is not
related to the subject of the research then, the overall purpose of the research tends to fail and
the different authors will not be able to find success in achieving their overall objectives and
goals of the study. Hence, it was also found that, in order to validate a questionnaire several
steps need to be undertaken which have been highlighted earlier.
5 Conclusion
Hence, from the given analysis the overall importance of forming and developing the right
kind of a questionnaire for the purpose of the research was understood which was then
followed by the critical analysis of the ways in which a questionnaire can be largely
developed. The analysis found that there are different facets to the analysis of the validity of a
questionnaire and the manner in which the questionnaire can be used to reach the research
objectives.
2355879034603018072.docx
33

6 References
Andersen, P.H. and Skaates, M.A. (2002). Ensuring validity in qualitative international
business research.
Bagozzi, R.P., Yi, Y. and Phillips, L.W. (1991). Assessing construct validity in
organizational research. Administrative science quarterly, pp.421-458.
Cho, J. and Trent, A., (2006). Validity in qualitative research revisited. Qualitative
research, 6(3), pp.319-340.
Golafshani, N. (2003). Understanding reliability and validity in qualitative research. The
qualitative report, 8(4), pp.597-606.
Haley, R.I. and Baldinger, A.L. (1991). The ARF copy research validity project. Journal of
advertising research.
Johnson, R.B. (1997). Examining the validity structure of qualitative
research. Education, 118(2), pp.282-293.
Kirk, J., Miller, M.L. and Miller, M.L., (1986). Reliability and validity in qualitative
research (Vol. 1). Sage.
Thomas, E. and Magilvy, J.K., (2011). Qualitative rigor or research validity in qualitative
research. Journal for specialists in pediatric nursing, 16(2), pp.151-155.
Thomson, S.B., 2011. Qualitative research: validity. Joaag, 6(1), pp.77-82.
Whittemore, R., Chase, S.K. and Mandle, C.L., (2001). Validity in qualitative
research. Qualitative health research, 11(4), pp.522-537.
2355879034603018072.docx
34