Posted: April 17th, 2015

To explore what extent advertising in moblie game software/application influence customers

Literature Review
The purpose of this chapter is to ground your study in the literature. It should build on the literature initially identified for your proposal. It is the foundation of your research and should highlight the main theoretical ideas, issues and knowledge that underpin your research. Essentially it is a review of what is already known about your topic area and as a starting point you should ask yourself ‘what is there in the literature that is relevant to my research project?’

However, it should not just be a list of authors and ideas but should be an integral part of your overall argument. Therefore you should critically evaluate the literature by indicating the relevance to your project as well as any weaknesses in the research and significant gaps that your study attempts to address.

You should consider:

• What are the main general arguments and themes in the subject area?
• What are the key theories?
• Who are the key authors in the field?
• What are the major research findings?
• Which aspects are relevant to your research?
• What did your literature say about your area of interest or the issues that you think are closely related to your area of research? How do these literatures help to answer your overall research question as stated in the Introduction?
• What are the significant gaps that your research attempts to address? (What is not known?)
• How will you use this literature to underpin your dissertation?

Remember – you research should attempt to add to what is already known about your topic area. Your analysis should therefore link back to the literature to demonstrate how it relates to existing knowledge. The literature review is therefore in effect, providing the groundwork and evidential support for the discussion of your findings.

You should identify a minimum of about 15 key academic sources. This section should be written in an essay style using a logical sequence to help to structure your literature, (e.g. some ideas evolve over time and so are best suited to an historical treatment, others, are a series of competing ideas or contested terrains).

Literature Review
The purpose of this chapter is to ground your study in the literature. It should build on the literature initially identified for your proposal. It is the foundation of your research and should highlight the main theoretical ideas, issues and knowledge that underpin your research. Essentially it is a review of what is already known about your topic area and as a starting point you should ask yourself ‘what is there in the literature that is relevant to my research project?’

However, it should not just be a list of authors and ideas but should be an integral part of your overall argument. Therefore you should critically evaluate the literature by indicating the relevance to your project as well as any weaknesses in the research and significant gaps that your study attempts to address.

You should consider:

• What are the main general arguments and themes in the subject area?
• What are the key theories?
• Who are the key authors in the field?
• What are the major research findings?
• Which aspects are relevant to your research?
• What did your literature say about your area of interest or the issues that you think are closely related to your area of research? How do these literatures help to answer your overall research question as stated in the Introduction?
• What are the significant gaps that your research attempts to address? (What is not known?)
• How will you use this literature to underpin your dissertation?

Remember – you research should attempt to add to what is already known about your topic area. Your analysis should therefore link back to the literature to demonstrate how it relates to existing knowledge. The literature review is therefore in effect, providing the groundwork and evidential support for the discussion of your findings.

You should identify a minimum of about 15 key academic sources. This section should be written in an essay style using a logical sequence to help to structure your literature, (e.g. some ideas evolve over time and so are best suited to an historical treatment, others, are a series of competing ideas or contested terrains).