Introduction to Academic Research and Writing
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1 Department of Retailing and Customer Management Introduction to Academic Research and Writing Working Document August, 2010
2 Agenda Literature Research Structure and Format of a Scientific Paper Content Design of a Scientific Paper Further References 2
3 Literature research search for books Research via the Online Catalogue on the Website of Library by entering A search term Or a certain book title/author 3
4 Literature research search for books Research via the book search in the Library section on our Website by entering A search term Or a certain book title/author 4
5 Literature research search for books Library guide of the : (Besides the UoC library and the Cologne Public library, this register comprises the other libraries of different departments the ) 5
6 Literature research search for academic journals Journal of Marketing (A+) Journal of Marketing Research (A+) Marketing Science (A+) Management Science (A+) Journal of Consumer Research (A+) Strategic Management Journal Journal of the Academy of Marketing Science A-Journals Journal of Retailing Journal of Business Management Research Science Journal of Advertising Research Journal of International Business Studies International Journal of Research in Marketing Journal of Public Policy and Marketing Marketing Letters Psychology and Marketing Journal of Advertising Journal of the Academy of Marketing Science B-Journals Journal of Market-Focused Management Journal of Business-to-Business Marketing Journal of International Marketing Journal of Marketing Management Journal of Theory and Practice Journal of Service Marketing European Journal of Marketing Journal of Consumer Marketing Journal of Marketing Channels C-Journals VHB-Jourqual 2008, Accessed on: December 17,2009 6
7 Literature research search for academic journals Search for academic journals via Electronic Journals Library Search via UoC online catalogue by entering the title of the journal (e.g. Journal of Marketing Research) Search via ZDB ( National online catalogue ) of the UoC online catalogue. 7
8 Literature research search for academic journals Search via Digitales Angebot of the UoC online catalogue in field of Wirtschaftswissenschaften Business Source Complete (via EBSCO Host) Social Sciences Citation Index (Cross References) Wiso Wissenschaften Wirtschaftswissenschaften 8
9 Literature research For further support and guidance with respect to literature research, the UoC library offers a wide range of courses: Course offering of the UoC library 9
10 Agenda Literature Research Structure and Format of a Scientific Paper Content Design of a Scientific Paper Further References 10
11 Structure and Format of a Scientific Paper Parts of the Term Paper Front Page Abstract Table of Content List of figures List of tables Possibly: List of abbreviations Text References Appendix 11
12 Structure and Format of a Scientific Paper Table of contents To be generated with the index function of the word processing program (see References Insert index ) Type of numeration: 1, 1.1, etc. Note: Text lengths of paragraphs need to be balanced Use of above 4 levels of classification is not recommended 1.2 has to follow 1.1 (each classification level should comprise at least 2 sublevels) 12
13 Structure and Format of a Scientific Paper Tables and Figures Add a distinguishing title For material that is copied or adapted, add the corresponding source Add caption (if appropriate) Eurostat (SUS) 13
14 Structure and Format of a Scientific Paper Citation Do not use footnotes for citations. You can use footnotes to explain an issue that is not central to the flow of the discussion. Citations within the text should be enclosed by the author's last name and year of publication in parentheses without punctuation. Example: (Kinsey 1960, p. 13) If a particular page, section or equation is cited, the page has to be placed within the parentheses. If you use the author s name within the sentence, just use the year of publication in parentheses. Example: Research by Wegener and Petty (1994) supports... Put verbatim citations in quotation marks. Verbatim citations should be kept to a minimum. English citations are to be kept in English. For detailed information on how to cite, please refer to our document on how to work scientifically as well as the publication guidelines by the American Marketing Association (AMA) Marketingpower.com
15 Structure and Format of a Scientific Paper Citation Policy Cite all ideas or facts that can be obtained from only one source, or that reflect the opinion of one person, whether or not you are quoting the author s exact words. Do not cite every article that you looked at while preparing your paper. Cite only those that actually provided essential information. All papers will be checked for plagiarism thus cite clearly. 15
16 Structure and Format of a Scientific Paper Reference list References are to be listed alphabetically, last name first, followed by publication date in parentheses. Use full first name, not just initials. The reference list should be typed double spaced on pages. Do not include not cited works in the reference list. Single- and multiple-author reference for books: List author names, including first names, publication date, book title in italics, place of publication, and publisher name. Example: Donnelly, James H. and William R. George (1981), Marketing of Services. Chicago: American Marketing Association 16
17 Structure and Format of a Scientific Paper Single- and multiple-author reference for periodicals: List author's full name, publication date, article title in quotes, unabbreviated name of periodical in italics, volume number, issue designation (month, season, or number), and page numbers Example: Alba, Joseph W. and J Wesley Hutchinson (1987), Dimensions of Consumer Expertise, Journal of Consumer Research, 13 (March), Unpublished works (dissertations, working papers): Include information about the sponsoring university or organization, such as name of department, college, university, and city/state. The reference list does not count towards the page limit. Websites and URLs: List author names, including first names, publication date, title of page on Web cite in quotes, date material was accessed in parentheses, and the full URL of the actual Web page. Example: Santtu Toivonen (2007), Web on the move, (Assessed: January 26 th, 2009), [ 17
18 Structure and Format of a Scientific Paper Layout Pagination: Arabic numbers to be used for text, reference list and appendix, latin numbers to be used for the table of contents Spacing: 1.5-spaced, justified Font: 12pt Times New Roman Margins: left: 2.5 cm, right: 3.5 cm 18
19 Agenda Literature Research Structure and Format of a Scientific Paper Content Design of a Scientific Paper Further References 19
20 Content Design of a Scientific Paper Introduction Motivation of research problem Research question Intended contribution Main Body Theory/ conceptual framework Data collection and method Results Discussion (incl. implications) Conclusion Concluding comments Limitations/ Future Research 20
21 Content Design of a Scientific Paper Introduction (Opening) Don t plunge the readers into the middle of your problem or theory. Take the time and space necessary to lead them up to the formal or theoretical statement of the problem step by step. Use examples to illustrate theoretical points or to introduce unfamiliar concepts or technical terms. No depiction of historic developments. Zanna and Darley 1987; Johnson and Tellis
22 Content Design of a Scientific Paper Motivation of Research Problem/ Question Summarize the current state of knowledge in the area of investigation. What previous research has been done on the problem? What are the pertinent theories of the phenomenon? Discuss the literature but do not include an exhaustive historical review. Research Questions Formulate your research question(s) precisely. End the introduction with a brief overview of your term paper and how you want to answer your research question. Zanna and Darley 1987; Johnson and Tellis
23 Content Design of a Scientific Paper Intended Contribution Introduction Ending Johnson and Tellis
24 Content Design of a Scientific Paper Main Body What is your approach to find a solution to your prior stated problem/research question? If possible, create a conceptual framework to structure your research problem. Keep a consistent style and present the material in logical manner. Question and compare methods and theories critically without extending the scope unnecessarily. Appropriate tables and figures are very helpful for presenting information. Conceptual Framework Table Johnson and Tellis
25 Content Design of a Scientific Paper Logically link literature to research question(s) Johnson and Tellis
26 Content Design of a Scientific Paper Results and Discussion Summary of Research Results Sum up what you have found out and stress the evidence that supports your analysis. Answer the research question you have raised in the introduction. What are the theoretical, practical, or even political implications of the results? Implication Refer back to your title and introduction to ensure you have rounded off your subject in an interesting way. Zanna and Darley 1987; Johnson and Tellis
27 Content Design of a Scientific Paper Conclusion Johnson and Tellis
28 Content Design of a Scientific Paper Abstract Short summary of your whole term paper. Concise, clear and compact. If you can tell your story in 100 words, do not use 200. Fully explanatory when standing alone and identifying the theoretical issues or variables under investigation. Abdication of unnecessary words and less important details of method and results. Zanna and Darley 1987; Johnson and Tellis
29 Agenda Literature Research Structure and Format of a Scientific Paper Content Design of a Scientific Paper Further References 29
30 Content Design of a Scientific Paper American Marketing Association (2009), AMA Reference List Style, (Accessed: January, 24 th, 2010), [ Becker, Howard S. and Pamela Richards (2007), Writing for Social Scientists: How to Start and Finish Your Thesis, 2. edition, Chicago: Univ. of Chicago Press. Johnson, Joseph and Gerard J. Tellis (2008), Drivers of Success for Entry into China and India, Journal of Marketing, 72 (2), Zanna, Mark P. and John M. Darley (1987), The Complete Academic: A Practical Guide for the Beginning Social Scientist. New York: Random House. 30
31 Werner J. Reinartz Department of Retailing and Customer Management Albertus-Magnus-Platz Cologne werner.reinartz@uni-koeln.de Tel
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