This chapter focuses on the choice of research topic because this important decision must be considered in the light of its implications for research project method, scope and structure. The choice of topic, and most importantly the way it is phrased, has major implications for the success of the project. This chapter aims to help student researchers to think through their research project ideas and to judge whether a particular research problem, question or issue can make a viable project.
Chapter objectivesAfter reading this chapter students will be able to
• understand the importance of the choice of research topic
• understand the importance of how the research topic is crafted and expressed
• appreciate the need for thinking through the research idea in terms of the implications for research design
As Box 1.1 in the previous chapter suggests, the choice of possible topics for a research project in marketing, management and consumer research is very wide indeed. There are many social phenomena that can be researched from one or all of these perspectives. The scope of such studies may be broader than many student researchers realize. Marketing, for example, is a functional area of organizational management but it can also be conceived as a pervasive presence in citizens' lives in developed and developing economies. Successful marketing may be indispensable to