Type the Title of Your Manuscript Max 150 Characters

Writer1*, Writer2, Writer3, ….  (TNR 10 pt, Before Spacing 12)

ABSTRACT  (TNR 12 pt, Before Spacing 18)

INTRODUCTION  (TNR 12 pt, Before Spacing 24)

What is the purpose of the study? Why are you conducting the study? The main section of an article
should start with an introductory section which provides more details about the paper’s purposes,
motivation, research methods and findings. (TNR 11 pt, Before Spacing 12)
The introduction should be relatively nontechnical, yet clear enough for an informed reader to understand
the manuscript’s contribution. (2nd and next Paragraph TNR 11 pt, Before Spacing 6)

LITERATURE REVIEW (TNR 12 pt, Before Spacing 12)

The literature review represents the theoretical core of an article. In this section, we will discuss the
purpose of a literature review. We will also consider how one should go about to find appropriate
literature on which to base a literature review and how this information should be managed. Finally, we
will answer four questions that first-time researchers often battle with when compiling a literature review.
(TNR 11 pt, Before Spacing 12)
These questions are: which aspects should I include in a literature review?; how should I go about to
synthesise information in a literature review?; how should I structure a literature review? what writing
style should I use when compiling a literature review? (2 nd and next Paragraph TNR 11 pt, Before Spacing
6)
The purpose of a literature review is to “look again” (re + view) at what other researchers have done
regarding a specific topic (Leedy & Ormrod, 2005:70). A literature review is a means to and end, namely
to provide background to and serve as motivation for the objectives and hypotheses that guide your own
research (Perry et al., 2003:660)
A good literature review does not merely summarise relevant previous research. In the literature review,
the researcher critically evaluates, re-organises and synthesises the work of others (Leedy & Ormrod,
2005:84). In a sense, compiling a literature review is like making a smoothie or fruit shake: The end
product is a condensed mix that differs totally in appearance from the individual ingredients used as
inputs. The key to a successful literature review lies in your ability to “digest” information from different
sources, critically evaluate it and resent your conclusions in a concise, logical and reader-friendly”
manner.
First-time researchers often naively believe everything they read or are scared to criticise the work of
others. However, academic research is all about critical enquiry! It is, therefore, extremely important that
you critically evaluate the material that you read. Do you agree with the arguments and conclusions of
other researchers? If you disagree, why? Can you identify contradictory arguments or findings? How
could one explain these contradictions? Do the findings of previous studies applyin all contexts or are the
findings context-specific? What are the criticisms against the conceptual models or measurement
approaches discussed in the literature? Which limitations should be considered when interpreting the
results of previous research?
You have to carefully read the most recent available literature with a view to identify specific gaps,
inconsistencies and/or controversies that may form the basis of your own research. Always show that you
have considered an issue from a number of angles and that you are aware of the arguments for and against
a specific point of view. Many researchers in services marketing, for example, use the SERVQUAL
measurement scale without considering existing criticisms against it.
To compile a proper literature review, one has to overcome three specific challenges, namely: finding
appropriate literature on a specific topic; managing the information; and presenting a logical, synthesised
and reader-friendly review of the current knowledge relating to a specific topic. Consider the following
search strategiess: Blackwell Synergy; Proquest Data Basis; EBSCOhost (Business Source Pirmier and
Business Source Pirmier); Emerald; Taylor and Francis; Infotrac; Wiley Iterscience; and others open
access journal using Google Scholar.

METHODS  (TNR 12 pt, Before Spacing 12)

Methods section describes the steps followed in the execution of the study and also provides a brief
justification for the research methods used (Perry et al., 2003:661). It should contain enough detail to
enable the reader to evaluate the appropriateness of your methods and the reliability and validity of your
findings. Furthermore, the information should enable experienced researchers to replicate your study
(American Psychological Association, 2001:17).
The methodology section typically has the following sub-sections:
 Sampling (description of target population, research context and units of analysis;
sampling; and respondent profile)
 Data collection
 Measures (Alternatively: Measurement)

RESULTS

The results section summarizes the data collected for study in the form of descriptive statistics and also
reports the results of relevant inferential stastically analysis (e.g., hypothesis tests) conducted on the data.
You need to report the results in sufficient detail so that the reader can see which stasticall analyses were
conducted and why, and to justify your conclusions. Mention all relevant results, including those that are
at odds with the stated hypotheses (American Psycho;ogy Association, 2001: 20).
There is no fixed recipe for presenting the findings of a study. We will, therefore, first consider general
guidelines and then turn our attention to options for reporting descriptive statistics and the results of
hypothesis test.
Reporting Research Results (TNR 11 pt, Before Spacing 6)
You should present your findings as concisely as possible and still provide enough detail to properly
justify your conclusions, as well as enable the reader to understand exactly what you did in terms of data
analysis and why.
You may assume that the reader has a working knowledge of basic statistics (i.e., typically the contents
covered in a 1st statistics course). It is, therefore, not necessary to discuss basic statistical procedures in
detail. You may, however, haveto explain advanced multivariate statistical methods (e.g., repeated
measures ANOVA, two- or –way ANOVA, multiple regression analysis and factor analysis) in nen-
technical terms. Figures and Tables (detached from main of manuscript) often allow one to present
findings in a clear and concise manner.

Example:

Insert Table 1 Here

Insert Figure 1 Here

DISCUSSION

In many ways, is the most important section in an article (Feldman, 2004:4). Because it is the last thing a
reader sees, it can have a major impact on the reader’s perceptions of the article and of the research
conducted (Summers, 2001:411).
Different authors take different approaches when writing the discussion section. Acording to Feldman
(2004:5), Perry et al. 2003: 658), and Summers, 2001: 411412), the discussion section should:
 Restate the study’s main purpose
 Reaffirm the importance of the study be restating its main contributions
 Summarize the results in relation to each stated research objective or hypothesis without
introducing new material
 Relate the findings back to the literature and to the results reported by other researches
 Provide possible explanations for unexpected or non-significant findings
 Discuss the managerial implications of the study
 Highlight the main limitations of the study that could influence its internal and external validity
 Discuss insightful (i.e., non-obvious) directions or opportunities for future research on the topic
The discussion section should not merely restate the findings reported in the result section or report
aditional findings that have not been discussed earlier in the article. The focus should rather be on
highlighting the broader implications of the study;s findings and relating these back to prvious research.
Make sure that the conclusions you reach follow logically from and are substaintiated by the evidence
presented in your study (Varadarajan, 1996: 5).

CONCLUSION

In this section, author present brief conclusions from the results of research with suggestions for advanced
researchers or general readers. A conclusion may review the main points of the paper, do not replicate the
abstract as the conclusion.
Not only do author write down the major flaws and limitations of the study, which can reduce the validity
of the writing, thus raising questions from the readers (whether, or in what way), the limits in his studies
may have affected the results and conclusions. Limitations require critical judgment and interpretation of
their impact. The author should provide the answer to the question: is this a problem with error, method,
validity, and or otherwise?
Writing an academic article is a challening, but very fulfilling, endeavor. Hopefully the guidelines
presented here will enable you to write your first academic article with relative ease. Students, however,
often underestimate the time required to produce a “poished” first effort. You cannot write a proper
research article in a weeekend or even in aweek. It is, therefore, extremely important to allow yourself
enough time –at least three to four weeks—to work on the successive draft.

ACKNOWLEDGMENTS (OPTIONAL)

Acknowledgments (optional), is gratitude to persons and/or parties who have supported the research, both
in funding/facilities and thoughts. Acknowledgments are written at the end of the text before the
Reference, not as the footnote of the article title.

REFERENCES

Leedy, P. D., and J. E. Omrod. 2005. Practical Research: Planning and Design (8th ed.). Upper Saddle
River, New Jersey: Merril Prentice Hall.  Book
Perry , C., D. Carson, and A. Gilmore. 2003. Joining conversation: Writing for EJM’s editors, reviewers
and readers requires planning, care and persistence. European Journal of Marketing 37 (5/6):
653-557.  Journal
Summers, J. O. 2001. Guideline for conducing research and publishing in marketing: From
conceptualization through the review process. Journal of the Academy of Marketing Science 29
(4): 405-415.
Feldman, D. C. 2004. The devil is in the details: Converting good research into publishable articles.
Journal of Management 30 (1): 1-6.
FORMAT TABLES AND FIGURES

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