美国MBA PROGRAMMES DISSERTATION 评分标准

MBA PROGRAMMES DISSERTATION

Name of student:  (09007869)

学位论文标题：企业应该如何度过他们的网上购物在英国时装零售行业内资源，提高客户满意度？

Title of dissertation:  How should companies spend their resources to increase customer satisfaction within online shopping in the retail fashion industry in the United Kingdom?

Name of first / second marker: David Brock / Mike Pretious  Date 4/10/11

Possible

Marks Actual Marks Comments 标记实际加注释

Abstract and introduction: clarity of definition of topic, aims, objectives, and rationale.

Literature review: currency, scope (breadth and depth);  critique of material; theoretical frameworks used.

Methodology: choice and reasons for methodology selected; data collection and analysis methods; strengths and limitations of methodology; ethics and rigour.

Results and discussion: detailed analysis of results (accuracy, validity and perception); discussion of findings; assessment of inferences and insights; clarity of presentation.

Conclusions / recommendations; linkage of conclusions to aims and objectives; evaluation of the research; reflections on the experience; recommendations for future research.

Account will also be taken of presentation, grammar, spelling, and structure throughout the marking of this project / dissertation

7Acceptable summary and introduction. Should have been split up into sections. Quite a serious mismatch between the dissertation title and the aims and objectives.

Some interesting material, but needed more up-to-date literature and figures on online retailing. Rather too much given the title comparing the online and store-based retailing.

Methodology seems over-complicated – survey, key informant interviews, observation of online shopping behaviour – though the idea of an experiment is interesting.  The reasoning behind the methodology chosen was not adequately explained.

Analysis and discussion was poorly organised and again is comparative, which was not really relevant to the title of the dissertation, though comparing store and online retailing was mentioned in the objectives. There was a need for graphs and tables in this section.

Conclusions and recommendations were short and relatively weak. New information in the form of graphs should not have been present here.

Presentation throughout is acceptable, but appendices should not really have been used to summarise the quantitative results.

This dissertation is appropriately structured, but the results in particular needed to be more rigorously discussed and critiqued. Some of the key issues of customer satisfaction with internet fashion retailing were not properly explored.

Not irredeemable, but needs work to make the research thread more logical.

100 45%