Description
Fill out the Draft for. using, ” investigating gen z attitude considering the influence of social media personas in relation to luxury brands (UK) that approach diversity in their marketing campaign.” as a proposed title for the research. Fill out all other sections and set objectives.
Unformatted Attachment Preview
Ethical review form for student research in the Business
School (Form E1)
Students and staff are required to observe the highest ethical standards when undertaking
research, and must comply with the University’s code of practice available here:
https://www.brookes.ac.uk/Documents/Research/Policies-and-codes-ofpractice/ethics_codeofpractice/
The checklist below is intended to help you reflect on possible issues of ethical concern arising
from your proposed programme of research. Guidance on informed consent is here:
https://www.brookes.ac.uk/Research/Research-ethics/Review/Guidelines-for-informed-consent/.
For student templates of these forms, please see: https://www.brookes.ac.uk/Research/Researchethics/Forms-and-templates/UG-Masters/
After completing this Form E1, if your supervisor believes that the research needs full ethics
approval, please complete Form E2 and send to the Faculty Research Ethics Officer Dr Karen
Handley (khandley@brookes.ac.uk). Form E2 (for Business School) is available at:
https://www.brookes.ac.uk/Research/Research-ethics/Forms-and-templates/UG-Masters/
One copy of this signed form must be included in the final submission of the research project.
1. Working title of proposed research:
Role of celebrity influencers on GEN Z on luxury brands
investigating gen z attitude considering the influence of social media personas in relation
to luxury brands (UK) that approach diversity in their marketing campaign.
(influencer marketing on gen z)
2. Research objectives:
3. Who are your proposed research participants?
Gen Z
4. How do you intend to gather data from these participants?
Through interviews.
5. Does your proposed research involve any of the following:
●
●
●
●
●
Deception of participants?
Financial inducements?
Possible psychological stress?
Access to confidential information?
Any other special circumstances?
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
6. If you have answered “yes” to any questions in section 5, how will you deal with these issues?
Signatures:
I confirm that I have read and understood the University Code of Practice on research involving
human participants
Name and signature of student:
Faisal Al Thani
Name of Seminar Leader:
Junior
Coursework Brief
Summary information
Type of assessment:
Individual or group:
Component weighting:
Learning outcomes
assessed
Submission date:
Feedback date:
Report
Individual
Contributes 100% of the total module grade
1-7
Wednesday, 13 December 2023 by 13:00
Following results release day
Assessment instructions
Before you can start collecting your qualitative data, you MUST obtain a pass on your
Ethics Template submission.
Ethics Template Submission
•
•
•
Oxford Brookes University requires you to adhere to some strict guidelines when
collecting data from human participants for research, please ensure that you
familiarise yourself with the guidelines stated in the University Code of Practice for
Research Ethics for Research Involving Human Participants.
You must also submit a completed ethics template available on Moodle which
consists of an E1 Form, Participant information sheet, consent form and data
privacy notice (all combined in one single word document). You cannot start
collecting data/ pass the module unless you comply with the Oxford Brookes
Ethics policy and the ethics template has been uploaded and approved.
If you do not submit your Ethics Template, you cannot collect data and therefore
your assignment will be incomplete and you will fail the assignment. Please note
that while this template does not carry marks, it is still a requirement as it will enable
you to collect data from human participants. In line with the university ethics
policy, you cannot pass the module unless you have submitted your
completed ethics template AND it has been approved.
Please note that you will have one of the following outcomes on the submission of your
ethics template:
1)
Approved: You can start collecting data. IF you receive 100.
2)
Approved with comments: Read and address your feedback before you can
start collecting data. IF you receive 40.
3)
Resubmit: Major changes need to be made, resubmit your ethics template by
Tuesday, 7 November 2023 by 13:00. IF you receive 0.
If you do not submit your Ethics Template and obtain an approval, you
cannot collect data and therefore your assignment will be incomplete and you will
fail the assignment.
For this module, please do not collect data from underage/minor participants. You can
clarify this in your Research Ethics Template by identifying the minimum age range of
your Gen Zer participants.
Final Report (3,000 words)
You are to conduct a qualitative study to address the following aim:
“Critically evaluate and research the attitudes of Generation Z towards
[insert ONE issue of Equality, Diversity, and/or Inclusivity in marketing
practice] and explore these in a qualitative study in a country of your
choice”*
*Note: this is not necessarily the title of your report – you can adjust it
accordingly to reflect your study better
Your task:
There are many contemporary issues that marketers and consumers face. For this
module, we will focus on many contemporary issues that the face in dealing with the
concept of Equality, Diversity, and Inclusion.
For this assessment, you are required to add to existing research in attitudes of
generation Z by exploring and evaluating the specific topic related to contemporary
issues in marketing. For this module, we specifically want you to cover the topic of
consumer behaviours towards the issue and practice of Equality, Diversity, and/or
Inclusivity (EDI). It is important that there is a link between the EDI topic and marketing at the very fundamental level, you need to evaluate consumer (Gen Zer) behaviour.
There is plenty of research on issues in EDI. You are therefore required to narrow down
by choosing ONE category and ONE country (the UK, or other countries if you have
better access to Gen Zer from that particular country) to focus on. Here are some
examples for you to think about
•
•
•
Pink washing
Gender equality in marketing/advertising
Inclusivity/diversity in advertising (race, able-ism, gender, sexual orientation)
You are then required to carry out a qualitative study which includes only ONE of the
following methodological approaches:
Data collection method
Interviews
Number
6-8 participants
Focus Groups
2 focus groups (Min. 3
participants in each)
Duration
Min. 30
minutes/interview
Min. 45 minutes/focus
group
For your final report, you are required to prepare an original paper, which has the
following structure:
•
Introduction
•
Review of Relating Literature
•
Data Collection
•
Findings & Discussion
•
Conclusion
•
References
•
Appendices
Important note: In your appendices, you are required to add the following:
•
•
•
•
A profile of your participants
Your interview/focus group questions
ONE transcript of your data collection method (either just ONE Interview OR Focus
Group, fully translated (if not in English) and transcribed)
ONE E1 form, Participant Information sheet, unfilled consent form and data privacy
notice. Note: these need to be the final forms you used for your participants after
ethics approval, however, they shouldn’t show either your or your participants’ name.
Details for each of the sections follow:
•
•
•
•
•
Introduction: Give an introduction. Identify the topic and the boundaries of your
study. State why this topic is important for marketers and potentially what issues
there are. Present the purpose of your study clearly. (approx. 200 words)
Review of relating literature: Review the relating literature. Describe and
explain aspects of the given topic using frameworks and theories from your
reading. Remember to have an appropriate and broad range of references.
Clearly state the recent problems/issues in this section, as identified by the
literature. Critical views are encouraged – please see the assessment criteria on
pages 8-9 (approx. 1000 words).
Data collection: Using theory explains and justify how you collected date
employing your chosen method, for example that your participants were and how
you approached them and why that was appropriate and ethical. Include details
such as when, where and how they took place, how long did they last, and how
you got the data (approx. 300 words)
Findings & Discussion: Present your findings here. Look at your data from the
interviews or focus groups and analyse if there are any patterns or themes
emerging. What are these themes/topics and how did you infer them? Once
findings are presented, discuss what your interpretation of what they mean. A
good discussion will draw on the literature you have reviewed and state how your
findings are similar, different, or novel. (approx. 1200 words)
Conclusion: Highlight your key findings and implications (for marketing
practitioners and academics) from your study. (approx. 300 words)
Examples of theories that you can apply to your report. Please use at your own
discretion. This is not the exhaustive list – as you read more, you will find out others that
are relevant to your mini project:
•
•
•
•
•
•
•
•
Institutional theory
Signalling theory
Subjective social inclusion
Optimal distinctiveness theory
Pink marketing
Cultural intelligence frameworks
Global mindedness and intercultural proficiencies
Sexual stigma
Examples of Gen Zer’s attitudes to evaluate
•
Purchase intention
•
•
•
•
•
•
•
Brand image
Brand loyalty
Trust
Consumer identity
Brand switching behaviours
Brand’s virtue signaling
Authenticity
Presenting coursework for assessment
Your assignment when submitted should not include your name – we use a system of
anonymous marking to reduce the risk of any unconscious bias. For some authentic
assessments, there may be an exception to this, so please confirm with your Module
Leader.
The length of an assignment is limited to 3,000 words to contribute towards the
development of writing skills and to ensure all work is assessed equitably. We therefore
require you to complete your assignments within the number of words specified in the
assignment brief.
You will need to think carefully about how best to explain your case within the permitted
number of words, using, for example, an appropriate mix of text, drawings, diagrams
and tables, supplemented by information contained in appendices.
Please also remember that a report can be enhanced or damaged through layout,
tables, graphs and charts, including the results of primary data collection should be
included in the body of the text to aid the flow of discussion. Decisions therefore need to
be made about the most appropriate place to use tables etc., to support your case.
The specified 3,000-word count refers to the main body of the report and includes
headings, charts, tables, and in-text citations. It does not include a front cover, title page,
contents page, reference list or appendices.
The authentic and essential requirements for this piece of assessed work are;
•
Presented in Arial font size 12 and double spaced
•
The document should be written in the 3rd person voice
•
Black text on a white background
•
All pages must be numbered
•
Report format i.e. heading and sub-headings should be used
•
Please note: a full list of references, presented in Harvard style, is a requirement.
ALL sources that you use should be cited in the body text of your report and at
the end of the report there should be a full list, in alphabetical order, of all
references that have been cited. Check the library’s referencing guide if you are
in any doubt
Assignment length / equivalent
Whilst we acknowledge that learners will prepare and produce assessments in different
ways and at different paces, an indication as to how much time it will take you to
prepare, produce, edit and submit this assessment is detailed below.
Words that exceed the maximum allowed will not be marked. This is a strict 3000word limit.
The specified 3,000-word count refers to the main body of the report and does include
headings, charts, tables, and in-text citations. It does not include front cover, title page,
contents page, reference list, or appendices.
(** There is no plus or minus 10% **)
Words that exceed the maximum allowed will not be marked. If in doubt, you should
discuss this with the Module Leader before submission.
Use of Turnitin
The new Turnitin policy effective from September 2022 can be found via this link. You
are expected to be familiar with it. It is important to know that the reference list and
quotations are included in the overall similarity report, and that these matches are
expected and not problematic.
For more information on how to interpret your similarity index report, please refer to this
link.
Submission instructions
•
•
Ethics template submission will include four components all combined in one
single document (find the deadlines in Section 3 – Key dates):
•
E1 Form
•
Participant information sheet
•
Consent form
•
Data privacy notice
Your final report must be uploaded to the dropbox in Moodle by 1300 hours on
Wednesday, 13 December 2023.
For electronic submission: Give the file(s) which you intend to upload a name which
begins with your student number. For example ‘12345678_CIMM_MARK6002’
Please do not include your own name anywhere in the file name (or in the assessment
itself).
If you are entitled to an ISP extension or exceptional circumstances request please
submit to the same dropbox.
IMPORTANT – It is YOUR responsibility to ensure that you upload the correct file
to Turnitin; that it is not corrupt; and that it can be opened and read on Brookes
systems. Please take particular care if you use Apple computers to prepare your
work – for example Turnitin does not fully accept .pages format files.
Assessment criteria rubric CW1 (100%)
Assess
ment
Criteria
Adherence
to the
ethics
policy
(LO6)
The failure
to submit
and get an
approval
for your
ethics
template
Outstan
ding
Excelle
nt
Very
Good
85-100%
70-85%
60-69%
Good
50-59%
Ethics template approved
Thresh
old
Pass
40-49%
Margina
l Refer
30-39%
Refer
0-29%
No ethics
template
submitted at
all;
No approval for
(re)submitted
ethics template
before data
collection
will result
in you
failing the
module as
you
cannot
collect
data and
complete
your
report
without it.
Understand
ing the
issues and
critical
review of
literature
(LO1, LO2)
Methodolo
gy (LO4,
LO5)
Exemplary
critical
appreciatio
n and
understand
ing of the
theory and
concepts
underpinni
ng current
marketing
manageme
nt and its
on-going
evolution
as
demonstrat
ed by the
focus on
the given
contempor
ary issue
Excellent
critical
appreciati
on and
understan
ding of the
theory
and
concepts
underpinni
ng current
marketing
managem
ent and its
on-going
evolution
as
demonstra
ted by the
focus on
the given
contempor
ary issue
Very good
critical
appreciati
on and
understan
ding of the
theory
and
concepts
underpinni
ng current
marketing
managem
ent and its
on-going
evolution
as
demonstra
ted by the
focus on
the given
contempor
ary issue
Competen
t
appreciati
on and
understan
ding of the
theory
and
concepts
underpinni
ng current
marketing
managem
ent and its
on-going
evolution
as
demonstra
ted by the
focus on
the given
contempor
ary issue
Limited or
flawed
appreciati
on and
understan
ding of the
theory
and
concepts
underpinni
ng current
marketing
managem
ent and its
on-going
evolution
as
demonstra
ted by the
focus on
the given
contempor
ary issue
Exemplary
application
of
qualitative
research
tools
designed to
gain indepth
insights
into the
current
theoretical
developme
nts for the
given
contempor
ary issue.
Methodolo
Excellent
applicatio
n of
qualitative
research
tools
designed
to gain indepth
insights
into the
current
theoretical
developm
ents for
the given
contempor
ary issue.
Methodolo
Good
applicatio
n of
qualitative
research
tools
designed
to gain indepth
insights
into the
current
theoretical
developm
ents for
the given
contempor
ary issue
Methodolo
Competen
t
applicatio
n of
qualitative
research
tools
designed
to gain indepth
insights
into the
current
theoretical
developm
ents for
the given
contempor
ary issue
Limited or
flawed
applicatio
n of
qualitative
research
tools
designed
to gain indepth
insights
into the
current
theoretical
developm
ents for
the given
contempor
ary issue
Inadequat
e and
flawed
appreciati
on and
understan
ding of the
theory
and
concepts
underpinni
ng current
marketing
managem
ent and its
on-going
evolution
as
demonstr
ated by
the focus
on the
given
contempo
rary issue
Inadequat
e and
flawed
applicatio
n of
qualitative
research
tools
designed
to gain indepth
insights
into the
current
theoretical
developm
ents for
the given
contempo
No
evidence
of
appreciati
on and
understan
ding of the
theory
and
concepts
underpinni
ng current
marketing
managem
ent and its
on-going
evolution
as
demonstr
ated by
the focus
on the
given
contempo
rary issue
No
evidence
of
applicatio
n of
qualitative
research
tools
designed
to gain indepth
insights
into the
current
theoretical
developm
ents for
the given
contempo
gy fully
justified
gy fully
justified
gy justified
Some
justificatio
n of
methodolo
gy
Limited
justificatio
n of
methodolo
gy
Research
evidence
and
findings,
and its
critical
enquiry
(LO5)
Exemplary
use of
research
evidence
and critical
enquiry to
devise,
substantiat
e and
where
necessary
refute
arguments
from
current
theoretical
developme
nts in the
marketing
manageme
nt
discipline
Excellent
use of
research
evidence
and
critical
enquiry to
devise,
substantia
te and
where
necessary
refute
arguments
from
current
theoretical
developm
ents in the
marketing
managem
ent
discipline
Good use
of
research
evidence
and
critical
enquiry to
devise,
substantia
te and
where
necessary
refute
arguments
from
current
theoretical
developm
ents in the
marketing
managem
ent
discipline
Competen
t use of
research
evidence
and
critical
enquiry to
devise,
substantia
te and
where
necessary
refute
arguments
from
current
theoretical
developm
ents in the
marketing
managem
ent
discipline
Limited or
flawed
use of
research
evidence
and
critical
enquiry to
devise,
substantia
te and
where
necessary
refute
arguments
from
current
theoretical
developm
ents in the
marketing
managem
ent
discipline
Presentatio
n of the
report
(LO6, LO7)
Excellent,
engaging,
and
professiona
lly
presented
fully
integrated
paper with
no spelling
/
grammatic
al errors;
excellent
use of
illustrations
, figures,
tables and
appendices
; uses
consistent
referencing
and
reference
list
Profession
ally
presented
fully
integrated
paper with
few/no
spelling /
grammatic
al errors;
appropriat
e use of
illustration
s, figures,
tables and
appendice
s; uses
consistent
referencin
g and
reference
list
complete.
Structure
is
Wellpresented
well
integrated
paper with
few
spelling /
grammatic
al errors;
appropriat
e use of
illustration
s, figures,
tables and
appendice
s; uses
consistent
referencin
g and
reference
list
complete.
Structure
is
appropriat
Acceptabl
y
presented
integrated
paper with
few
spelling /
grammatic
al errors;
largely
appropriat
e use of
illustration
s, figures,
tables and
appendice
s; uses
consistent
referencin
g and
reference
list
complete.
Structure
is largely
Poorly
presented
or poorly
integrated
paper that
would
benefit
from
proofreading;
some use
of
illustration
s, figures,
tables and
appendice
s but not
always
appropriat
e;
referencin
g
inconsiste
nt and
reference
rary issue
No
justificatio
n of
methodolo
gy
Inadequat
e and
flawed
use of
research
evidence
and
critical
enquiry to
devise,
substantia
te and
where
necessary
refute
argument
s from
current
theoretical
developm
ents in the
marketing
managem
ent
discipline
Inadequat
ely
presented
and poorly
integrated
paper
needing a
great deal
of editing
and
proofreadi
ng;
little/no
use of
appropriat
e
illustration
s, figures,
tables and
appendice
s;
referencin
g
inconsiste
nt; gaps in
rary issue
No
justificatio
n of
methodolo
gy
No
evidence
of any
uses of
research
evidence
and
critical
enquiry to
devise,
substantia
te and
where
necessary
refute
argument
s from
current
theoretical
developm
ents in the
marketing
managem
ent
discipline
Unaccept
able
presentati
on of
paper
likely
needing
full editing
and
proofreadi
ng; no use
of
appropriat
e
illustration
s, figures,
tables and
appendice
s; no
evidence
of correct
referencin
g; gaps in
reference
list and/or
Personal
and
corporate
ethics,
values and
professiona
lism (LO3)
complete.
Structure is
appropriate
and flows
logically
appropriat
e and
flows
logically.
e and
flows
logically.
appropriat
e and
logical.
In
designing,
implementi
ng and
reporting
their
programme
of research
the student
has fully
acknowled
ged and
taken into
account
cultural
issues
and/or
sensitivities
; has fully
respected
the right to
privacy of
respondent
s; and has
paid
thoughtful
regard to
the wellbeing of
respondent
s. There is
clear
evidence
that the
student has
conducted
him/herself
professiona
lly,
scholarly,
and
ethically in
undertakin
g this
research at
all times.
In
designing,
implement
ing and
reporting
their
programm
e of
research
the
student
has fully
acknowle
dged and
taken into
account
cultural
issues
and
sensitivitie
s; has fully
respected
the right
to privacy
of
responde
nts; and
has paid
thoughtful
regard to
the wellbeing of
responde
nts. There
is clear
evidence
that the
student
has
conducted
him/hersel
f
profession
ally and
ethically in
undertakin
In
designing,
implement
ing and
reporting
their
programm
e of
research
the
student
has
acknowle
dged and
taken into
account
cultural
issues;
has fully
respected
the right
to privacy
of
responde
nts; and
has paid
due
regard to
the wellbeing of
responde
nts. There
is
unambigu
ous
evidence
that the
student
has
conducted
him/hersel
f
profession
ally and
ethically in
undertakin
In
designing,
implement
ing and
reporting
their
programm
e of
research
the
student
has
adequatel
y
acknowle
dged and
taken into
account
cultural
issues
and/or
sensitivitie
s; has
respected
the right
to privacy
of
responde
nts; and
has paid
due
regard to
the wellbeing of
responde
nts. There
is
evidence
that the
student
has
largely
conducted
him/hersel
f
profession
list detail
is
incomplet
e or
inaccurate
.
Structure
and flow
need
reviewing.
In
designing,
implement
ing and
reporting
their
programm
e of
research
the
student
has
acknowle
dged and
taken into
account
cultural
issues
and/or
sensitivitie
s in the
most
basic
terms; has
largely
respected
the right
to privacy
of
responde
nts; and
has paid
only basic
regard to
the wellbeing of
responde
nts. There
is some
evidence
that the
student
has tried
to conduct
him/hersel
f
reference
list and/or
major
inaccuraci
es.
Structure
and flow
need
major
review.
In
designing,
implement
ing and
reporting
their
programm
e of
research
the
student
has failed
to
acknowle
dge and
taken into
account
cultural
issues
and/or
sensitivitie
s; has
failed to
respect
the right
to privacy
of
responde
nts; and
has paid
little
regard to
the wellbeing of
responde
nts. There
is little
evidence
that the
student
has tried
to conduct
him/hersel
f
profession
ally and
major
inaccuraci
es.
Structure
and flow
need
major to
full
review.
In
designing,
implement
ing and
reporting
their
programm
e of
research
the
student
has failed
to
acknowle
dge and
taken into
account
cultural
issues
and/or
sensitivitie
s; has
failed to
respect
the right
to privacy
of
responde
nts; and
has paid
no regard
to the
well-being
of
responde
nts. There
is no
evidence
that the
student
has tried
to conduct
him/hersel
f
profession
ally and
g this
research
at all
times.
g this
research
at all
times
ally and
ethically in
undertakin
g this
research
at all
times
profession
ally and
ethically in
undertakin
g this
research
ethically in
undertakin
g this
research
ethically in
undertakin
g this
research
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