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The rationale should answer the need for conducting the said research

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This is where you give reason and importance for your research.  OR
Should answer the need for conducting the said research.

Why is the research important / relevant?

Beneficiaries - who? (role) / industry sections (luxury, high street) / brand /

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Typically, how long should it be?

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Engaging
Clear and concise
Getting across the importance of the research
Coherent and relevant

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1 aim
3-4 objectives

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Clear and Concise
Brief and Specific
Elaboration on the aim

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-Academic research
- Context for our own research and reader
- Overview of prior research done in the subject.

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Strong Analysis of research methods.
Limitations and Parameters
Include a justification
Aligning to Research Aim & Objectives

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To give an overview of the project and the research
Identifies the structure of the project and tell the reader what to expect

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Introduction - set the scene of the report for the reader.
background information your reader needs to know to understand the aim/objectives / the focus of your report.

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Stating how to conduct your primary and secondary research. Which methods will be specifically used. Explain why you used those particular methods.

Convince your reader that you have a suitable way of researching to reach your aim/objectives.

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Don't worry too much if you are not sure about this. We are going to look at this in more detail in the session! Walter

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-Helps to identify gaps in knowledge
-Provides a description, summary and eval of each piece of secondary research/ source
-inc theories, models, examples.
Define / Establish research topic
Explain key terms / definitions
- put to your research into the context of existing research.

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to explain what further research may need to be carried out in the future

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To sum up the findings of the report
Evaluate the extent to which you have met your aim/objectives.