In a paper employing in-depth, qualitative data collection, Wallendorf & Arnould (1991) look to see how individuals and groups both behave and consume during Thanksgiving Day in the USA. Basing your research on that paper, write out a proposal for carrying out a comparative study on how Christmas Day or another feast day is celebrated. You are free to carry out the research in the UK or to compare celebrations between several countries. Reference: Wallendorf, M. & Arnould, E.J. (1991) “We gather together”: Consumption rituals of Thanksgiving Day. Journal of Consumer Research. 18 (June), pp. 13-31
• Abstract (usually less than 100 words but not included in the word count). This is a summary of the whole research project including the findings.
• Introduction briefly covering justification for research (approx. 100 words)
• A short literature review identifying clear gap in theoretical and practical knowledge (approx. 500 words)
• Aim and objectives (approx. 75 words)
• Research methods covering both quantitative and qualitative approaches in a mixed methods study. These approaches could be covered separately (in whichever order you prefer and which makes sense for your study) and in each of the two sections should cover:
o Clear sampling plan for each stage, including sampling frame, sample size, intended recruitment methods and any requirements for incentives (approx. 200 words i.e. approximately 100 words on the qualitative and 100 words on the quantitative sampling plan)
o Outline of data collection methods for each approach used, and commentary on how any surveys or moderators guides were developed. This should include consideration of issues such as socially desirable responding, issues with literacy etc. Details about conducting the research (e.g. environment, recording data, any materials required) should be covered (approx. 400 words for EACH of quantitative and qualitative)
o Plans for data presentation, coding, analysis and interpretation suitable for each research approach (approx. 200 words for EACH of quantitative and qualitative).
• Findings of the research (how it addresses aims and links back to the literature (approx. 200 words)
• Conclusion of the research: Consideration of contribution to theory, ethics issues, limitations arising from the research and how you would address these, as well as further areas of study (approx. 200 words)
• References and Appendices (NOT included in the word count)
– 700 word self reflection
