Assessment 2: Research Project Plan

Assessment 2: Research Project Plan/outline (10%) for Assessment 3: Research Project

Students are required to submit a research proposal outlining the aims of their studies and how to go about in achieving their aims. The research proposal must discuss the methodological or theoretical approaches employed for the study.Your proposal should not exceed 2 pages (A4 size paper

Assessment 3: Research Project (60%)

This assignment is designed to develop skills in assessing market information and presenting clear written communication about economic outcomes in markets, as this is an important employability skill. Choose one of the followings:

Research Topic 1.

Ma Nuo, a 22 year old model from Beijing, said:

I’d rather cry in a BMW than laugh on a bicycle.

The truth is that Ma is far from alone in her material requirements for marriage. Millions of Chinese women, and their parents, are like her.

You are hired by a marketing agency to write a report on what motivates people to consume (impulsive and compulsive consumption). You discover that the consumer choice theory has something to say about our consumption behaviours. Discuss the contribution that the consumer choice theory makes to the understanding of our consumption decision-making process. Your analysis should not exceed 3500 words.