The topic is Brand design and its influence on consumer buying habits in the US and UK markets
I. Background S ummary and R ationale
II. Purpose,A im,andO bjectives
INTRODUCTION, CONTEXT, RESEARCH OBJECTIVES (10%)
Is the research topic or problem clearly stated and shown to be worth investigating?
Has appropriate background information been provided with special terms and concepts defined?
Are the research objectives (research questions or hypotheses) clear, relevant, coherent and achievable?
Do objectives etc. go beyond mere description ie do they involve explanation, comparison, criticism or evaluation?