2) Capstone Project (SIGNATURE ASSIGNMENT): Students must write a capstone research
paper (20 – 30 pages approximately) on a topic that has been pre-approved by the professor and
present the findings to the class. Student must:
– Use at least 20 sources (at least 10 of 20 citations should be scholarly journal articles).
– Conform to appropriate page counts: (subject to change)
– Include all five required chapters (see below)
Chapter 1: Introduction. (3-4 pages)
This chapter introduces the reader to the topic. It begins by explaining the topic. It then describes
why the topic is a problem for Marketers and why the topic is significant to study. The chapter
includes a section on the Purpose of the Study that begins with, “The purpose of this research is
to…” and ends with a precise statement of the intended contribution to the understanding of
Marketing. The section also includes, the definition of the key terms, and an outline of the study.
Chapter 2: Review of the Literature. (7-10 pages)
Theoretical Backboard (1 page)
Hypothesis (2 pages)
The review of the literature is a summary of the most current and directly related published
research on your topic. The review of the literature ends with the identification of research gaps.
A good research hypothesis is stated in the present tense (reflecting what you believe to exist in
nature rather than what you will find in an experiment) and independent of the particular
research design to be employed. The hypothesis should flow logically from the literature review,
but a brief (one paragraph) rationale should accompany each formal hypothesis statement (i.e.,
do not simply list hypotheses without any explanation).
Chapter 3: Research Methodology (3 pages)
In the methodology chapter, provide a detailed overview of the research design (i.e. survey),
including how you might measure the dependent variables, manipulations or measures of independent variables, the sample size needed and composition, procedures, prototype stimuli,
and data analysis plans.
Chapter 4: Analysis of Results (3-4 pages)
In the results chapter, briefly summarize the hypotheses and your statistical data analysis. What
did you find when you executed your methodology?
Chapter 5: Conclusion (4-5 pages)
Managerial Implications, Limitation and Future Research (1 page)
This chapter discusses the “findings” of your research in the context of the prior literature. What
exactly has your work contributed? How do your findings agree or disagree with the previous
literature?
In the conclusion, summarize your main arguments, share your findings, and suggest the key
takeaways from your paper.
In the managerial implications part, explain how your findings might be used by marketing
practitioners.
In the limitation and future research section, explain the limitations of your research. Then,
provide some important directions for future research building on the present effort.
References
Identify all references used to support the Capstone Project.
Note: Conform (exactly) to the guidelines discussed in class and outlined
Use APA 7 style.
Figures and Tables
Conform (exactly) to the guidelines discussed in class and outlined
Use APA reference style.
