Writing a Thesis

1. Writing aThesis Charles Pahud de Mortanges Professor Ordinaire – Marketing Céline Brandt Ph.D. Candidate & Assistant - Marketing

2. What is a Thesis? • A Scientific Report • Transfer of (New) Knowledge • Learning Process

3. Components of a Thesis • 1. Introduction • 2. Review of the Literature • 3. Research Methodology • 4. Empirical Study • 5. Conclusion

4. Introduction • Motivation for the Research • Business/Economic (Practical) Need • Academic (Theoretical) Need • Contribution • Approach

5. Problem Statement & Sub-questions • A good research question: • Do In-Store Environmental Factors Influence Buying Behavior? • A poor research question: • What Are the Characteristics of Consumers of Bio Products in Liège Supermarkets (too narrow) • A poor research question: • How Can Fortis Bank Create Loyalty Among Its Corporate Customers? (not generalizable)

6. Review of The Literature • Components: • State of the Art – Latest Thinking • Development of Hypotheses • Model • Definition of Key Concepts • Answers to the Sub-Questions

7. Research Methodology • What kind of Research and Why? • What Methodology? • Data Collection • Questionnaires • Personal Interviews • Secondary data

8. Empirical Research • Objective Presentation of the Findings • Data Analysis • Testing of the Hypotheses • Overview of the Results

9. Conclusion • Summary of the Results • Interpretation of the Results • Recommendations • Theoretical • Managerial

10. The Hourglass Model

11. Make the Process Efficient • The Student does the work! • Project Management Approach (clear Communication & Control) • Structure • Rules • E.g. >20 Scientific Articles • Format, Style, References • Timing (Deadlines)

12. Evaluation • Was the Concept / Idea Developed Sufficiently? • Was the Main Research Question Answered Sufficiently? • Were the Sub-Questions Answered Sufficiently? • Were the Findings & Conclusions Validated Sufficiently?

13. Schedule Methodology & Research Design:sample, qualitative or quantitative method, research execution, etc Results, Discussion & Conclusions Deadline Introduction & Literature Review Articles reading, context, motivation, problem statement, contribution, approach, literature review, model, hypotheses, etc Sample definition, questionnaires or interviews preparation, study of the existing methods, etc Inquiry, tests, analysis, etc Improvement February 1 April 1 June 20 July 6

14. Questions ?