Chapter 1: Background to the study – Introduction (approx. 400 words)
(Terms of Reference)
The introduction sets the context for the main body of the research project.
• Provide a rationale for your research
The rationale explains your reason for selecting the area of research and why you find it interesting and relevant. You may expand this by paying attention to some of these questions:
o What is the problem and why is it important to carry out research about the chosen topic?
o What specifically are you focusing on in your investigation? Why the chosen research area is of interest and what are the current issues, challenges or opportunities for research?
o What is already known about the topic, and any gaps?
o Some highlights of the research methods to be applied, sources of data and any other relevant background details can also be included in your introductory section.
The research aim and objectives are part of the key terms of reference to be included in this first chapter. These are normally linked to the research question as statements that should clearly explain what you want to achieve and how?
• State your research aim
A research aim is a statement about the general intention of the research: what you intend to achieve or address in your research project. It is likely that you will have just one aim for a project of this size.
o What is the main purpose of the study?
o Clearly state what specifically will be done with clear link to your research question or topic
o For example, if your research question is ‘What factors affect X?’ Your research aim might be ‘to identify and critically analyze the factors that affect X’.
A specific example of a research aim:
o The aim of this research is to critically analyze the influence of online banking platforms on consumers’ banking behavior in London.
• State your research objectives
The objectives should provide more specific statements of measurable, achievable and realistic actions you will take to address your research aim.
Objectives should be explained in single sentences, for example:
o To identify and critically examine any differences in consumer perceptions between online and traditional banking platforms in the UK.
o To critically analyze the changing structure of the UK banking industry.
o To evaluate the factors that influence consumers’ personal banking decisions in the UK.
o To critically analyze the impact of brand appeal on customers purchasing decision making in the UK retail industry.
