My request is about 2 different IRP (Individual research poster) The word limit is around 1000 words for each of them.I have attached the files needed and an example of how they look as well.I havent decided on the topic for each of them so you can decide whatever topic you want as long as its about hospitality.example as the topic would be1. The impact of diverse management on employee performance.2.Guest experience and brand equity3. The impact of social factors interaction (CSR) on employee satisfaction and performance.4. The impact of the UGC (user-generated content) with the generation Y purchasing behaviour.3rd year check list
Academic Poster Checklist
Use the following checklist to ensure all points are covered in your poster
submission:
Introduction:
o
o
o
o
o
o
o
o
Outline of topic
Research questions
Background
Concept and context of topic
Theoretical context
Rationale / purpose / feasibility
Aim and objectives
Outline of different sections on
poster
o
o
o
o
o
o
o
o
o
Literature Review
o Wide and extensive reading, at least
4 sources
o Establishes links between sources
o Sources valid and attributable
o Author offers insight
o Uses Harvard Reference System
o
Methodology
o Research process clearly presented
o Choices logical and cohesive
o Choices stated, defined and justified
o Choices defined using secondary
source such as Saunders, Bryman
and Bell, Kumar…
o
Conclusions
o Overall conclusions of the literature
review.
o Show how Aim and Objectives have
been fulfilled by the literature review
and methodology.
o
o
o
o
o
o
o
o
o
o
o
o
o
Overall Impression:
Final Grade:
_____________
Research Proposal Poster
F. Samkange
07/04/15
F. Samkange
1
Research Proposal Poster
Basic Requirements
At least A3 size … The larger the better
Detailed with substance including referencing
Hard Copy for marking
Send electronic copy through turnitin
Definitely not hand-written
Due date: Friday 24/04/2015
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What is a Poster?
A poster is a “public” piece of paper
conveying information
Through text, graphics
Designed for display
Large enough
Purposeful
Targets specific audience
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An Effective Poster
Grabs attention
Entices reading
On display…show piece
Clear information
Full information
communicative
Convincing
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Templates available: source the apps
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What is a Research Proposal?
Lets watch this video clip
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Your Draft
Research Proposal
How good is it?
What does it take to pass
What challenges?
Can we resolve them together?
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Components of Research
Proposal
Research Topic
The research context and rationale
Aim
Research Objectives
Literature Review
Research Methodology
Ethical Issues
References
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10
Research Topic
An investigation into the Factors Influencing Employee Turnover:
A Case Study of Hilton Hotels
Researchable issue
Feasible
Useful
Relevant
Focused conceptually, geographically
and organisationally
Indicates nature of the study
Shows what needs to be accomplished
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The Research Context
Where is the research taking place
What is the background?
What issues emerge?
How are these issues a problem?
Why?
The rationale behind your study
The significance of your study
The research problem
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Research Aim
To investigate the factors influencing employee turnover
in the Hilton Hotels , Nottingham, UK.
Directly related to topic
Conceptual focus
Geographical focus
Organisational focus
Instruction
Clear, concise and precise
Feasible
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Research Objectives
To identify the specific factors influencing employee
turnover in the Food and Beverages department
within the Nottingham Hilton group of hotels
To critically analyse these factors based on theory X
and Y (Mc Gregor 1864)
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Research Objectives
Relate to both topic and aim
Show how aim will be achieved
Very specific and precise conceptual focus
Show organisational and departmental focus
May show theoretical focus
Achievable
Measurable
Time focused
Clearly formulated
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The Literature Review
Conceptual Framework
Review of previous studies
Theoretical framework
Synthesis of readings
Critical and not just descriptive
Demonstrate knowledge …reflective reading
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Research Methodology









Research design
Research approach
Research Method
Research Strategy
Population and Sampling
Data Collection
Research Instrumentation
Data Presentation and analysis
Timeline, resources etc.
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Research Methodology
What…. Explain
Where, when, and how…. Apply
Why…. Justify
Advantages and disadvantages etc
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Ethical Issues
Awareness of your role and
responsibilities over your research
subjects and the organisation under
investigation
How you will protect their interests
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List of References
Relevant
Authentic and credible
Wide range
Current and classical
Havhard Referencing technique
Used effectively your in text
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Appendices
Not necessary in this poster
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Developing the Poster
Structure
Presentation and layout important
Very comprehensive
Condensed but meaningful
Evidence of research
Grammatically correct
Appropriately illustrated
Substance!!!!
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Presentation and layout
Has a good title
Legible from a distance
Not crowded
Good logical layout
Good use of headings
Ideas well sequenced
Effective use of graphics
Good formatting
Informative, attractive and stimulating
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Introduction
Literature review
Methodology
Conclusions
Interpretivism
Inductive
Qualitative
Questionnaire
Interview
Brand equity is a new idea which was presented at the late
1980s. As the development of economy, the theory of brand
equity has been deep developed. Different experts have different
ideas about brand equity. Here are some theories from experts
which have made a contribution on brand theory.
Aaker and Joachimsthaler (2000) posited a significant model for
brand equity, it consists four dimensions – brand loyalty, brand
awareness, brand associations, and perceived quality. As we can
see from Figure 2, its very clear and easy to understand,
however it didnt present the relations between each
dimensions. And at that moment, the dimensions were assumed
idea, the authors didnt talk much about the relation between
brand equity and customer experience.
In conclusion, there are many theories about brand equity and
customer experience, and the new trend of brand equity theory
is more and more focus on customer experience. Through this
research, it is well measure the importance and impact of
customer experience on brand equity. The future of brand equity
will be more consider individual customer, and pay more
attention to increase the quality of customer experience.
Reference
Figure 2: Brand Equity Dimensions
As the development of hospitality industry, there are fierce
competitions among different brands of hotel. Brand is a sample
name or signal which will help customer to buy a product or
service from specific company. In the late 1980s, an important
idea which was brand equity has been emerged. What is brand
equity? Aaker.D (2013) defined brand equity as a set of brand
assets and liabilities linked to a brand name and symbol, which
add to or subtract from the value provided by a product or
service. In other words, brand equity is an intangible asset
which is used to measure the value of brand. As we can see from
the Figure 1, it shows the relation between brand and brand
equity. In nowadays, brand equity has already become an
important part of brand management. Paradis.Z (2014) believed
that building brand equity through customer experience. If
company can manage well the customer experience, it will help
company to attract more customers and improve customer
retention, finally the brand equity will be increase. In other way,
strong brand equity can enhance customers power to influence
companys decision.
The aim of this case study is to measure the impact of customer
experience on brand equity in luxury chain hotel sector. Its a
research of Mandarin Oriental in Guangzhou China.
The objectives are:
To understand theoretical background of the customer
experience and brand equity.
• To measure current practice regarding the impaction of
customer experience and brand equity.
To offer recommendation on best regarding effectiveness of
customer experience on brand equity.
BRAND EQUITY
The research philosophy of this report is interpretivism and the
research approaches is inductive thinking. This research is focus
on individual customer experience of Mandarin Oriental
Guangzhou, so it used qualitative research method which look
for in-depth information at non-numerical data and help to
develop idea (Wyse.2011), and two types of research
instruments: questionnaire survey, and unstructured interview
with marketing manager of hotel and check out guests.
Questionnaire survey is the main method to collect the primary
data. As previously discussed, it needed to analyze the customer
experience of how they make choice of hotel, how they feel
during the stay and what they know about Mandarin Oriental.
Questionnaire used simple random sampling and snowball &
self-selection sampling. The questionnaire was posted on
website and also sent to all the checked out guests, so everyone
had chance to answer it. Beside that I also sent to my friends to
expand to someone else. These provided the research enough
data for analysis. All these data were collected and tested by
third party, so they were useful and trustful. Interview with
marketing manager helped to examine the theory of research
background, applied and connected the results of questionnaire.
Aaker.D (2013) What Is Brand Equity and Why is it Valuable?
[Internet]
Available
from:
[Accessed date: 27th April 2015]
Aaker, D. A., & Joachimsthaler, E. (2000). Brand leardership. New
York: The free press. p.31
Barsky.J & Nash.L . (2010) What is more important than location in
selecting hotel? [Online Image] Available from:
http://www.hospitalitynet.org/news/4045264.html> [Accessed date:
27th April 2015]
Ghose.K (2009), Internal brand equity defines customer experience,
Direct Marketing: An International Journal, Vol. 3 Iss: 3, pp.177 –
185
a
Brand
Perceived
quality
Brand
association
Brand
loyalty
awareness
Why do guests select a hotel?
Figure 1: Relation between Brand, Brand Equity and Branding
Guest Experience Factors
51\%
Location
48\%
Price
42\%
Hansacequity. (2015) Brand Equity vs Customer Equity [Online
Image] Available from: [Accessed date:
27th April 2015]
Keller.K.L (1993) Conceptualizing, Measuring, and Managing
Customer-Based Brand Equity. Journal of Marketing. Vol. 57, No. 1
(Jan., 1993), pp. 1-22
Paradis.Z (2014). BUILDING BRAND EQUITY THROUGH
EXPERIENCE [Internet] [Video File]. Retrieved from
http://aquent.com/extra/webcast/brand-through-
experience?src=west_14_05_aq_site> [Accessed date: 27th April
2015]
Scielo. (2009) Brand equity evolution: a system dynamics model.
[Online
Image]
Available
from:
http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1807-
76922009000200003> [Accessed date: 27th April 2015]
Verdegroup. (2015) Reputation@Risk. [Online Image] Available from:
[Accessed
date: 27th April 2015]
Wyse. (2011). What is the Difference between Qualitative Research
and
Quantitative
Research? [Internet] available from:
http://www.snapsurveys.com/blog/what-is-the-difference between-
qualitative-research-and-quantitative research> [Accessed date: 27th
April 2015]
In fact, an American scholar Keller (1993) had proposed a
model which is Customer-Based Brand Equity (CBBE) in 1993.
This model is about the brand equity but its from the
perspective of the individual customer. It mainly talked about
the relation between brand and customer. However this theory
was not tested in all the different type of brand such as industrial
brand, so people had been debated on it. Few years later there
were some new theories which are based on CBBE and
developed their own theory. For example, there is an article
which was written by Ghose(2009). After a qualitative study,
she believed brand equity defines customer experience, and
brand equity affect customer experience mainly by employees.
Besides that Aaker (2013) also agreed that brand equity is very
value to customer experience, it can enhance the quality of
customer experience. Both brand experts agree that brand equity
is an important intangible asset to company, and it has very
important influence to customer equity. But they still consider
the customer experience as accessory of brand equity.
Nowadays experts finally realize the importance of customer
experience. Such as Paradis(2014), he believe that to build
brand equity through customer experience. As seen in figure 3,
the basic level is salience; it means how the customer can
identify us among this big market, is that easy and convenience
18\%
Loyalty Program Points
Promotions
16\%
Amenities
8\%
BRAND
EQUITY
BRANDING
Convention
BRAND
8\%
Green Program | 1\%
Figure 4: Why do guest select a hotel
CUSTOMER-BASED BRAND EQUITY: BRAND LADDERING
MARKETING ACTIVITY
BRAND ACTIVITY
CUSTOMER ACTIVITY
E.A.
BRAND MEASURES
BRAND OBJECTIVES
Product & Service Quality
Create strong customer preference
Create high customer retention rates

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