INTRODUCTION/BACKGROUND/OVERVIEW (HISTORY OF THE BUSINESS/INDUSTRY/SECTOR)
Choose the title you wish
This section will include general information (world-wide) about the business (if you are talking about the airline, you should talk about this business worldwide, some statistics will be very beneficial. Using this statistics/data/information will help you to talk about the booming of the business, or/and the declining (deteriorating) of the business; if any. You should here, cover a suitable and important time span (the time horizon) that serves your purpose of the study.
(The objective of this section is to shed the light about the important events that this business has faced in the past and might face in the future and has the implications to these changes). Opinions of different studies and authors are very helpful for understanding the current status of this particular business.
Note: You can write subsections under the main section (e.g., 2.1.1, 2.1.2, etc.)
OVERVIEW ABOUT THE ABC (Theoretical Part) choose the title you wish
ABC can be the CRM/TAM, can be SERVQUAL, can be the relevant theories/Models (Competency Model, Customer Loyalty, Job Satisfaction, Motivation) needed as potential models and theories that will help you to explain your conceptualization in chapter 3 with the purpose to build the theoretical (conceptual) framework. Also ABC can also be a process (like training design/evaluation, Knowledge Management, R&D), also can be tools/methodology (System Dynamics) that you are intending to use in your Thesis in particular in your theoretical framework (chapter 3). Do not forget that in your back mind you think that the ABC is the solution (or part of the solution) of the problem faced by the business. Here is the place to talk about the evolution/objective/usage of the models/theory/techniques etc. Some definitions (only the most important) can be demonstrated to help understand the model/theory/techniques/process. Here you can talk about different candidates of models/theories etc. in sort of comparison with the objective to select that one that you will be using in your theoretical framework. This comparison might be through different keys, such as; focus, limitations, assumptions, pros, cons, application (product/service, industry/business), etc.
(the objective of this section is to introduce the reader the models/theory etc., that will be very helpful when you introduce the theoretical framework in chapter 3.)
Note: You can write subsections under the main section (e.g., 2.2.1, 2.2.2, etc.)
Should be linked to each other (paragraphs—sections, smooth transitions, it could be a question to be answered in next section, you should find a clear theme to follow and do not expect that reader should understand what you intend to say)
CASES (Practical Part/best practices) choose the title you wish
This section will demonstrate the cases (world-wide) in the same/similar sector/field that used the Approach ABC. It is like showing and reflecting the practice of similar cases world-wide. Here is the place to pinpoint the failed and the successful cases, in practice. Comparison between different cases is very helpful to show the factors that were involved in the failure or the success of the particular case. Those factors will be your base in building the theoretical framework in chapter 3. Any variable (factor) that will appear in your theoretical framework in chapter 3 should be here in this section somehow (directly or indirectly) mentioned. This part is about actual practice. Do not forget that those cases can be used to support the problem, objective and/or the model/framework. Also can be used to support your findings in chapter 4 and 5.
Note 1: All above sections MUST be supported by secondary sources (literatures). That is why this chapter called literature review .
Note 2: You can write subsections under the main section (e.g., 2.3.1, 2.3.2, etc.)
LOCAL CASE/BUSINESS choose the title you wish
Throughout this section, you will start talking about the signs/symptoms/motivations that resulted in through the problem (that will be redefined in chapter 3) of the business in the local market (localizing the subject). Here you need evidence that those signs/symptoms are really valid (and not your own perception) and exist. To do so, secondary data/information are the first to think of, like reports, documents as well as previous studies. But in case you do not have the chance to get (enough) the information after exhausting yourself in searching process, primary data have to be collected from experts in the field (witness). The information to be collected here will be through conducting maybe an informal/unstructured/semi-structured (or a formal and structure or any combination interview, but has to be mentioned) interview with the people that you think they will give you the information you are looking for. Also, focus group could be an informative and suitable method for this purpose. Your personal experience (observation) also might be asked and requested.
(the objective of this section is to give the reader the confidence/trust that the problem that you are talking about (in chapter 3) is valid research problem). It is very important section and very crucial for the research.
Note: You can write subsections under each main section (e.g., 2.4.1, 2.4.2, etc.)
As you see the objective of this chapter 2, is to prepare for chapter 3. It serves chapter 3 to a large extent. So, all your writing will be around the problem and the objective of the research. So, anything you feel will take you away form the focus of the problem, just do not mention it.
Chapter 2, is the reference for everything in the thesis. It is the database/information-base/knowledge-base/event-base, fact-based, Evidences-Based that you will rely on, in your design (chapter 3) and your arguments (chapter 4). It is the Backbone of the whole study/research.
