AMC714 Research Proposal: Gender Equality Management in Marketing

This research proposal investigates the impact of gender equality management within the marketing department of Ebiquity. The study aims to understand the importance of gender equality, evaluate how gender differences affect the work and operations of the marketing team, identify the impact of gender equality management, and determine the methods used by Ebiquity to decrease gender inequalities. The research will employ feminist theory and a case study approach, utilizing quantitative secondary research and a positivism philosophy. Primary data will be collected through questionnaires, analyzed using frequency distribution, and ethical considerations will be adhered to throughout the research process. The proposal includes a literature review focusing on the concept of gender equality, the effects of gender differences, the impact of gender equality management, and the methods used to decrease gender inequalities. This document is available on Desklib, a platform offering a wide range of study tools and solved assignments for students.

Marketing and PR: Taught Postgraduate Provision
2021-22
AMC714 RESEARCH METHODS [15 CREDITS]: DISSERTATION
PROPOSAL FORM v1
Student Name
Proposed Topic:
Investigate the impact of gender equality management in a marketing department
of an organisation.
Research Aim:
To investigate the impact of gender equality management in a marketing
department of an organisation. A study on Ebiquity
Supervision preferences – your supervisor will be allocated to you by the staff team, nevertheless it
would be useful for us to be aware of your supervision preferences as part of this process although we cannot
guarantee that your wishes will be fulfilled. Please also note that some supervisors have extremely limited
capacity. The available supervisors are as follows:
Mark Joyce, Dr. Jessie Ren, Dr. Graeme Smith, Caroline Walsh, Dr. Richard Scullion and Lynsey Watt.
please list up to three supervisors in rank order (1 = first preference)
1)
2)
3)
Research Objectives:
 To understand the importance of gender equality in an organisation
 To evaluate the ways do gender differences affect the work and operations
of a marketing team within Ebiquity
 To identify the impact of gender equality management on a marketing
department of Ebiquity
 To determine the methods used by Ebiquity for decreasing gender
inequalities within marketing department
Research Question (s):
 What is the importance of gender equality in an organisation?
 What are the ways do gender differences affect the work and operations of
a marketing team within Ebiquity?
 What is the impact of gender equality management on a marketing
department of Ebiquity?
 What are the methods used by Ebiquity for decreasing gender inequalities
within marketing department?
Have you a draft hypothesis at this stage? If yes, list it here:

No, hypothesis will not be developed.
Have you drafted your Terms of Reference? If yes, please list them here. If
not, draft with the following points in mind
 Consider what theories you will consider in the Literature Review,
which underpin your dissertation
Research will use feminist theory in the section of literature for completing
dissertation.
 Identify the case studies to which you will apply theory
Research will select Ebiquity for conducting case study.
 Explain what secondary research you intend doing into those case
studies
Quantitative secondary research for literature review
 Describe a methodology that covers your research philosophy and
justifies your choices of techniques for primary research
Researcher will choose positivism philosophy for the evaluation of numeric data.
The technique that will be considered by researcher for primary research is
questionnaire.
 Specify how you intend to use the results of your research to critically
analyse the application of theory to the case studies, and how practice
allows you to challenge theory
Researcher will use frequency distribution analysis for critically analysing the
numerical information.
Proposed literature review themes (x4) [provide a brief justification for each theme]
 Concept of gender equality in an organisation
According to Chang and Milkman (2020), gender equality is referred as the
concept that gives equal responsibilities, opportunities and equal rights of men
and women in the organisation. In an organisation it focuses on giving equal
opportunity to each individual working in the organisation.
 Ways do gender differences affect the work and operations of a
marketing team within Ebiquity
According to Reichelt, Makovi and Sargsyan (2021), gender differences have
negative implication over operations and work of a marketing team as their
efficiency gets decreased towards work. When employees face difference on the
basis of their gender then they make mind-set of leaving organisation and the
objectives of market remain unfulfilled.
 Impact of gender equality management on a marketing department of
Ebiquity
According to Bilan and et. al., (2020), gender equality management holds great
significance within marketing department because it assists in giving equal
opportunity to each employee so that more ideas and thoughts could be generated.
 Methods used by Ebiquity for decreasing gender inequalities within

marketing department
According to Kabeer (2021), company gives equal importance to male as well as
female employees to equally participate in the decision making. All employees
working in the organisation are provided with equal benefits so that they can feel
motivated and do their work with greater efficiency.
Can you identify the research gap that arises from your initial review of the
Literature? If yes, please explain it here:
In the existing investigation, the research gap that will be identified through initial
review of literature is that it does not have appropriate statistical piece of
information. This gap shows that literature review is not appropriate because it
only has theoretical information.
Primary research methods [explain why the proposed methods have been chosen]
 Under primary research method investigator has used instrument called
questionnaire because it assists in the collection of raw information in a
systematic manner.
 Deductive approach will be used by researcher for the analysis of raw
information in the short span of time in a systematic manner.
 Probability sampling will be considered by researcher for selecting right
number of respondents for collecting information through primary source.
Investigator will choose 30 employees of marketing department from
Ebiquity so that they can give right information.
Ethical Considerations
Researcher will conduct investigation in an ethical manner by not harming any
chosen respondent, giving option of withdrawal of participation, taking informed
consent and many more.
Have you a draft timetable at this point for your research activity?

Gantt chart will be used by investigator for dividing activities with proper time
duration.
References: [provide details of the core secondary sources that will underpin your
proposal – present the references following the Solent / Harvard format.]
Reichelt, M., Makovi, K. and Sargsyan, A., 2021. The impact of COVID-19
on gender inequality in the labor market and gender-role
attitudes. European Societies, 23(sup1), pp.S228-S245.
Bilan and et. al., 2020. Gender discrimination and its links with
compensations and benefits practices in enterprises. Entrepreneurial
Business and Economics Review, 8(3), pp.189-203.

Kabeer, N., 2021. Gender Equality, Inclusive Growth, and Labour Markets.
In Women’s Economic Empowerment: Insights from Africa and
South Asia (pp. 13-48). Routledge.
Fodor and et. al., 2021. The impact of COVID-19 on the gender division of
childcare work in Hungary. European Societies, 23(sup1), pp.S95-
S110.
Clarkson and et. al., 2020. Covid-19: Reflections on threat and uncertainty
for the future of elite women’s football in England. Managing Sport
and Leisure, pp.1-12.
Hutchings and et. al., 2020. Segregation of women in tourism employment
in the APEC region. Tourism Management Perspectives, 34,
p.100655.
Please email the draft version of this form to your AMC714 Seminar Tutor by 4:00pm on Mon 21st February 2022 [Wk5]
Please upload the final version of this form to the AMC714 SOL site by 4:00pm on Mon 28th February 2022 [Wk6]