ST.

AUGUSTINE UNIVERSITY OF TANZANIA (All caps

lock, 20 font size, bolded)

Faculty of Social Sciences and Communication (16 font size,

bolded)

Research Topic: Study on …………………………… (14 font size, bolded)

A Research Proposal in Partial Fulfilment for the Award of Bachelor of Arts in Public
Relations and Marketing Submitted to the Department of Public Relations and
Advertising (12 font size)

Name of the researcher

Registration number

Month, Year

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 Chapter One
1.0 Introduction
Introduction provides a general overview of what the chapter is all about. You may start
by: - ‘This study/research is about ………………………………. This chapter introduces
the first part of the study and it includes ……………………….’ (Mention specific parts
of chapter one, that is, background of the study, statement of the problem, research
objectives and research questions. Also, significance of the study, limitation of the study
and operational definitions of key terms).
1.1 Background of the study
In this section, provide context in which a particular study emerges. It may include some
historical perspectives or series of major global, regional, national and local events that led
to the occurrence of what you want to study in your research. In addition, you may be
asked to provide general profile of the specific place where your study will be undertaken.
However, it is good that you start by defining the key concepts before providing history
and context of your research.
For example, if you doing research on ‘Importance of Public Relations in events planning
and management at SAUT, Mwanza’, then start by defining the concepts of Public
Relations and event planning and management. Then provide a brief history of Public
Relations, background of how events have been part of Public Relations activities and
profile of SAUT as a location where study will take place.
In general, keep the background as simple and brief as possible. Further, at the end of it,
explain what you are intending to do in your research; the research title.
For example, you may close by saying, ‘Since events management is considered to be one
of Public Relations practices, then, in this study, the researcher focuses on importance of
Public Relations personnel in events planning and management at SAUT, Mwanza’.
1.2 Statement of the problem
In this part, provide the essence, the purpose or the intent for which the research is
worth doing. In other words, it is an academic puzzle, the unknown from the known,
general question, main reason or factor that motivates a researcher to carry out a scientific
inquiry. It can also be an interest to advance ones’ knowledge, a need to fill the identified
research gap in literature, a recommendation from previous researchers, a new perspective
towards a certain topic, a need to find out about the applicability of a particular concept, a

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need to re-do research in different contexts, a need to respond to a particular practical
problem or opportunity or to improve a particular Public Relations and Marketing strategy.
Apart from that, statement of the problem has to be brief, informative and well-
articulated in just one or two paragraphs, and it can be presented in terms of a research
question.
i. In the first paragraph
You may explain briefly about the key concepts related to your research (theoretical
argument). However, remember to acknowledge the sources of information you
present.
For example, you may start by, ‘Kichwa (2004) defines Public Relations as ………………. In
addition, there are different functions of Public Relations, these are
…………………………… (Mguu & Jicho, 2014). On the other hand, Marketing is about
…………………. (Kisigino et al., 2016)’.
ii. In the second paragraph
You may start by showing the difference between what was presented in the first
paragraph and what you experience in reality, presenting some previous researches done
in relation to your study and indicating the research gap or recommendation,
demonstrating how the discussed concepts (in the literature) require additional
knowledge or showing your interest in expanding knowledge in the area of your
specialization.
Also, you can identify an academic puzzle, the unknown from the known, general
question, a new perspective towards a certain topic, a need to find out about the
applicability of a particular concept, a need to re-do research in different contexts, a
need to respond to a particular practical problem or opportunity or to improve a
particular Public Relations and Marketing strategy.
For example, you may start by;
‘Although the reviewed literature indicates that there are studies done on Public Relations
and Marketing, previous reviewed researchers focused on ……………… (Researcher,
2015), ……………… (Researcher, 2003) and ………………. (Researcher, 2016). None of
these researchers attempted to find out about ………………………, or there is a need to
advance knowledge on ………… or there is a need to re-do the same studies in different
contexts, or the remaining question is, what is the importance of Public Relations personnel

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in events planning and management? Or it is important to find out whether or not a
particular discussed concept(s) apply in practice. Hence, this is the research problem for
which this study will be done.
1.3 Research objectives
A research objective is that statement that explains what the researcher intends to
accomplish in conducting a particular study. Alternatively, one may write hypotheses
especially in experimental research designs: predictions or expected outcomes between
variables. General research format at SAUT requires that a researcher identify the
following types of objectives: -
i. Main objective
The main objective reflects the research title itself. In that, it is the title itself. For
example, if the research is a survey on perceptions of SAUT students towards SAUT
academic programmes, then, the main objective will be; To survey on the perceptions of
SAUT students towards SAUT academic programmes.
ii. Specific objectives
Present statements that explain specific information/items that you as a researcher intend
to find out, examine, analyze or determine in your research. They will help you stay
focused on what is to be studied your research. Research objectives must be specific,
related to the general objective of the study and written starting with a preposition
‘to’……………….
For example, in our research title; ‘Importance of Public Relations in events planning and
management’, one may have the following research specific objectives: -
i. To identify types of events planned and managed by Public Relations Officer at
SAUT, Mwanza.
ii. To identify roles played by Public Relations Officer in events planning and
management at SAUT, Mwanza.
iii. To analyze opinions of other SAUT staff about involvement of Public Relations
Officer in events planning and management at SAUT, Mwanza.
1.4 Research questions
These are specific questions which are developed out the research objectives. One has to
develop at least two specific questions from each objective. However, it has been a
tradition that at SAUT, specific objectives are turned into research questions.

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1.5 Significance of the study
This part explains the originality of the research itself and its benefits or values to the
researcher themselves and to other members of a particular scientific community. It is, in
other words, the justification of the research. In significance of the study, you have to
articulate how the findings are going to be beneficial in terms of adding new knowledge in
a particular discipline of study, its practical applications, and as a way for conducting further
studies in the near future. In addition, you may write the significance of the study as a
paragraph or in the following format: -
i. To the researcher
The researcher has to articulate how the findings are going to answer academic or non-
academic questions, and how the findings can add more knowledge in the subject or
field of study that the researcher is interested in. Additionally, the researcher has to
demonstrate future application of the knowledge obtained from the research in their
careers.
For example, one may say; after accomplishing this research, the researcher anticipates
that, findings will provide knowledge about ……………………………………… which
relates to how Public Relations can ………………………. Moreover, it is expected that,
knowledge acquired will lay a foundation on the practices of Public Relations/Marketing
etc. in ………………………….
ii. To other future researchers
Explain just how useful findings are going to be to other members in a particular
scientific community and in an industry (Public Relations and Marketing) at large. The
explanations have to base on the nature knowledge to be acquired, future practical
applications and areas for further studies.
For example, one may write; findings from this study will also be beneficial to other
future researchers such as Public Relations, Marketing and Communication students,
practitioners and academicians. The identified groups will get knowledge about
…………………………………………………… and will make use of findings for
………………………. Additionally, the study will be used as an empirical literature and
as foundation for further studies in the areas of
………………………………………………

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1.6 Limitation of the study
Limitation of the study provides the boundary/scope of the study and different
constraints (setbacks or challenges) that a researcher my face. Boundary/scope of the
study implies the nature of the study and where it will be done, and sometimes, duration
within which a study is going to be conducted. This section can be written as follows: -
i. Scope/boundary of the study
Here you can simply explain what the study is all about, when and where data will be
collected. However, you may also delimit the study, that is, explain how findings can
reflect and be useful to other places where data have not been collected.
For example, you may write; this study is focusing on importance of Public Relations in
events planning and management. Data will be collected from SAUT, and the study will be
done from January, 2018 to June, 2018. However, findings may be applicable to other places
where data will not have been collected from.
ii. Constraints
Constraints are those setbacks or challenges that a researcher anticipates to encounter
from the beginning to the end of the whole research activities. In identifying and
explaining the expected challenges, however, the researcher has to also articulate ways
by which he/she is planning to take as some form of solutions (delimitations) towards
such constraints should they happen.
1.8 Operational definitions of key terms
In this part, present definitions of different special key terms that will make a reader have
a good and general understanding of what your research is all about. In defining the
terms, use a clear and formal language that is easy to be understood, and the meanings
of the terms have to reflect or relate to nature of the study itself. Terms/concepts to be
defined may come from research title, statement of the problem, literature review,
theory/model and research methodology. Remember to cite if at all the definition has
been adopted from a particular author.
For example, in our research title ‘Importance of Public Relations in events planning and
management’, the following and many other terms can be defined in the following
manner:

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Public: Public means a group of people who …………………………………… (Pua,
2005).
Relations: Relations is ……………………………………………………………...
Public Relations: Public Relations is ……………………………………….. (Lab, 2014).
1.9 Abbreviations
It is possible that you may have used a number of acronyms in your research. In that
case, to ensure that readers understand what it is that you are doing, it is utterly
important that you identify actual words represented by such abbreviations.
For example, one may have seen that in our example the acronym ‘SAUT’ appears several
times, that is, ‘Importance of Public Relations in events planning and management at SAUT,
Mwanza’. In that case, the abbreviation stands for Saint. Augustine University of
Tanzania, and it can be written as follows: -
SAUT: Saint Augustine University of Tanzania

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 Chapter Two
2.0 Literature Review
2.1 Introduction
Introduction provides a general overview of what the chapter is all about. You may start
by: - ‘This study/research is about ………………………………… This chapter discusses
literature related to the study. It includes ……………………….’ (Here, identify main
sections of the chapter, that is, theoretical argument/review of related literature,
empirical literature review, theoretical framework and research gap).
2.2 Theoretical arguments/review of related literature
Present various arguments/debates/ideas from other scholars about the concepts that
you are dealing with. Present other people’s understanding and give your general views
on their ideas. Study and provide different definitions, uses, types, significance of a
certain concept. For example, Kichwa is interested in studying about ‘Public Relations
practices in Academic Institutions’. In theoretical arguments, this researcher has to
provide definitions, functions and other information about the concept of Public Relations
that one finds to be important. Also, one has to discuss the concept of academic
institutions. For example: -
About Public Relations
Kotler (2004) defines Public Relations as …………………………………………. In
addition, Cornelisten (2006) looks at Public Relations as a
………………………………………………... Similarly, Public Relations is about
……………………………………………. (Broom & Hunt, 2000).
Functions of Public Relations
Frank et al. (2012) suggest that, a Public Relations practitioner can do the following: -
i. Facilitating communication
In this function, a Public Relations practitioner
………………………………………………….

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In general, make sure that you paraphrase: write other people’s ideas the way you have
understood them. However, you may put direct quotations without exceeding 40 words.
Also, remember to indent paragraphs and put page numbers when using direct
quotations.

2.3 Empirical literature review

In empirical literature review, the researcher studies other previously conducted
researches. The main purpose of this activity is to be familiar with what other researchers
have done, where they did it, what findings they have come up with, the research
methodologies they used and their recommendations/research gaps.
For example, you may begin by: -
Frank (2001) did research on ‘students’ perceptions towards SAUT community event’. In
this study, the researcher used questionnaires for data collection and statistical methods
including tables and graphs for data analysis. General findings show that, SAUT students
………………………………. Also, the study recommends that, other future researchers
do further studies on …………………………….
2.4 Theoretical framework
Review different theories and models that explain the research topic you are dealing with.
Identify the theory, the founder, year and then state the theory/model. In addition,
explain how you understand the theory/model and explain why you have selected it.
Additionally, one may present a theory in only two paragraphs as the following example
indicates: -
Public Relations and Marketing Theory/Model
1st paragraph
This study will be guided by ………………………… theory/model developed by Sikio
(2000). The theory/model says that, ………………………………………....
2nd paragraph
The theory/model implies that, ………………………………………………… It has been
selected because/the significance of this theory/model in this research, or the
relationship between this theory/model and this study is that,
…………………………………

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2.5 Research gap/a new perspective
Having done literature review, a researcher is now good to go for identifying the research
gap. Research gap is that inadequate or unknown knowledge, something that requires
further research. It can be a new perspective: new way of looking at things: a realization
that previous studies do not reflect current contexts, it can also be a need to continue
with the same studies or recommendation from previous reviewed researchers, a need to
find out whether or not a particular concept applies in real life situations. In writing the
research gap, you do the following: -
1st paragraph
Provide an overview of what was reviewed in theoretical argument and in theoretical
framework.
For example: -
In reviewed literature, it was realized that, Public Relations is about
……………………………………. (Broom & Grunig, 1999). In addition, functions of a
Public Relations practitioners include …………, ……………, ………., ………… and
………… (Frank et al., 2015). Apart from that, it was also realized that, Public Relations
practices are explained by Managerial v/s Technician Theory by ………………. (Broom &
Dozier, 1992).
2nd paragraph
Provide an overview of empirical literature and briefly explain an area where you think
there is a need for further research.
‘Although the reviewed literature indicates that there are studies done on Public Relations
and Marketing, previous reviewed researchers focused on ……………… (Researcher,
2015), ……………… (Researcher, 2003) and ………………. (Researcher, 2016). None of
these researchers attempted to find out about ………………………, or there is a need to
advance knowledge on ………… or there is a need to re-do the same studies in different
contexts, or the remaining question is, how do Public Relations practices facilitate sales of
products? Or, none of these researchers investigated on how Public Relations is practiced in
academic institutions. Hence, this is the research problem for which this study will be
done.

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 Research Research Research Designs Sampling Data Collection Data
Paradigms Approaches procedures Methods Analysis
Methods
Positivism Quantitative Survey and Probability Questionnaires/ Statistical
Research Experimental (Simple structured data analysis
Approach Research Designs random, interviews,
systematic, structured
stratified, and observation,
cluster quantitative
sampling content analysis
techniques)
Interpretivism/ Qualitative Case study, Non-probability In-depth/ Thematic
Constructivism Research Ethnography, (purposive, semi-structured data analysis
Approach Narrative, convenient, interview,
Phenomenology snowball, and unstructured
and Grounded quota sampling observation, focus
Theory Research techniques) group discussions,
Designs qualitative
content analysis
Pragmatism Mixed Convergent/ Combination of Mixed methods of Statistical
Methods Triangulation, Probability and data collection and thematic
Research Explanatory Non-probability (both, quantitative data analysis
Approach Sequential, sampling and qualitative
Exploratory techniques data collection
Sequential and methods)
Embedded
Research Designs
Table 1: Research paradigms

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 Chapter Three
3.0 Research Methodology
3.1 Introduction
Briefly explain what that research is about and what the current chapter is all about
mentioning its specific parts. (Re-call introductions in the previous chapters).
You may start by: - ‘This study/research is about …………………………………… This
chapter introduces the first part of the study and it includes ……………………….’
(Mention specific parts of chapter one, that is, research approach, research design,
location, population of the study and sample size. In addition, the chapter presents
sampling techniques, data collection methods and data analysis and presentation.
3.2 Research approach
Depending on your research paradigm (positivism, interpretivism/constructivism, or
pragmatism), in this part present a general procedure that will determine type of data to
be collected (quantitative, qualitative, or mixed data), research design to be used, data
collection and data analysis methods to be used.
You may write it as follows; Research approach is defined as
………………………………. (Kichwa and Mguu, 2020). In this study, the researcher will
adopt …………………………research approach (mention a specific research approach;
quantitative/qualitative/mixed methods research approach. Then define the approach
you have selected and briefly explain why you have selected it in your research).
……………….. research approach is defined as ………………………………. (Jicho,

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2019). It has been selected because
………………………………………………………………………………….
3.3 Research design
Depending on your research approach (quantitative, qualitative, or mixed methods
research approach), in this part present a general procedure that you will adopt for data
collection and data analysis.
You may write it as follows; Research design is defined as ……………………………….
(Limao, 2018). In this study, the researcher will adopt …………………………research
design (mention a specific research design basing on your research approach, that is,
quantitative/qualitative/mixed methods research designs. Then define the design you
have selected and briefly explain why you have selected it in your research).
……………….. research design is defined as ………………………………. (Earth & Star,
2015). It has been selected because ……………………………………………….
3.4 Location/Research site
In this part, identify a specific place or places (an organization, a venue, a geographical
location etc.) where you intend to go and do your research in terms of data collection. In
selecting a location consider accessibility of data in that particular place as well as the
reachability of the area. Also, one may write as follows: -
A research location/site is ………………………………… (Galaxy, 2013). In this study,
data will be collected at ………………………………………. (Identify a specific place or
places). This location has been selected because
……………………………………………… (briefly explain why you think the location
you have selected is suitable for your research).
3.5 Population of the study
In this part, identify specific group of people, communicative objects/materials, or media
contents (photos, stories, texts, videos, adverts, speeches, sounds, song lyrics, movies
etc.) that will be sources of data that you intend to collect for your research. In selecting
population of your study, please consider the general characteristics of the participants
in relations to the nature of the study and find out whether or not the participants (or
communicative objects/materials or media contents) are accessible, knowledgeable with
or they are informed about things that you are interested to know.
This part may be written as follows: -

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Mars (1999) defines population of the study as ………….... In this study, population of
the study will include ………………. (Identify specific group or groups of people,
communicative objects/materials or media contents). These participants/communicative
objects/materials or media contents have been selected because they …………………
(briefly explain specific characteristics of those participants/ communicative
objects/materials or media contents).
3.6 Sample size
If you find that you cannot include all participants/communicative objects/materials or
media contents in your study, then select a sample, that is small group of research
participants/ communicative objects/materials or media contents from the identified
population of the study. In sample size, indicate specific number of research
participants/communicative objects/materials or media contents that you intend to
include in your research. Note that, for quantitative research, sample size is indicated in
advance while in qualitative research sample size is indicated later on after you have
reached ‘saturation point’ (point at which no new information is obtained).
This part maybe written as follows: -
A sample is defined as………………………………… (Moon, 2018). Sample size is
………………………This study will have a sample size of
………………………………………. participants/communicative objects/materials or
media contents (for quantitative research) or this study had a sample size of
………………………………………. participants/communicative objects/materials or
media contents (after reaching saturation point in qualitative research).
3.7 Sampling technique(s).
Depending on the research approach you have selected, briefly explain the process that
you are going to use for selecting your research participants from the
population/communicative objects/materials or media contents. In so doing, indicate and
explain specific sampling technique(s) from probability (for quantitative research
approach), non-probability (for qualitative research approach), or from both probability
and non-probability sampling techniques (for mixed methods research approach).
You may write this part as follows: -
A sampling technique is defined as………………………………… (Jupiter & Saturn,
2017). In this study the researcher will use ………………………………………sampling

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technique. Moon (2020) defines ……………………………sampling technique as
………………. In using this sampling technique, the researcher will ……………. (Briefly
explain how you will go about using the sampling technique(s) that you have selected).
3.8 Data collection method(s)
This part presents tool(s) that you as a researcher plan to use for gathering information
from the research participants/ communicative objects/materials or media contents. In
identifying the tool(s), remember that data collection methods are determined by the
research approach you have selected before. That is, each research approach be it
quantitative or qualitative research approach has got its own sets of data collection
methods. For mixed methods research approach, you will have to combine methods
from quantitative and qualitative research approaches.
You may write this part as follows: -
Venus and Mercury (2016) define data collection method as …………………………... In
this study, data will be collected through ……………. (Identify specific data collection
method depending on your research approach. Refer to the provided table for more
information). As a data collection method, …………… is defined as …………………….
(Venus & Mercury, 2016). It will be used because ……………. (Briefly explain why you
have selected that data collection method, its advantages, and its disadvantages
depending on the nature of your research).
3.9 Data analysis and presentation
Having presented data collection method(s), briefly explain how you are going to
summarize and organize your data. However, the data analysis methods depend upon
type of research approach that you have selected earlier on or type of data you have
collected. Simply put, quantitative data will be summarized and organized through
statistics, qualitative data is commonly summarized and organized through thematic
method, and mixed data will be analyzed statistically and thematically.
You may write this part as follows: -
Data analysis is the process of …………………………. (Pluto, 1999). In this research,
………….data (say if it is qualitative/quantitative data) will be analyzed and presented
through …………………………. (Say if it is either statistics or thematic data analysis
method). The ……….data analysis method is ………………. (Jupiter, 2016) (Briefly
explain what it is all about). This data analysis and presentation method has been

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selected because ……………. (Explain why you have selected it, its advantages, and its
disadvantages depending on the nature of your research). In this data analysis and
presentation method, the researcher will ……………………………………………. (Then
say how you will go about using the method for data analysis and presentation process).

Chapter Four
5.0 Data Analysis and Presentation

5.1 Introduction
5.2 Data analysis
a. Quantitative data analysis
Use statistical data analysis method for analyzing quantitative data. This process can be
done through special programmes such as Statistical Package for Social Science (SPSS),
Google Forms and Microsoft Excel. However, another method can be done manually
using basic statistics knowledge. This includes being able to: -
i. Tabulate results in terms of intervals/items and percentages
ii. Calculating measures of central tendency which include Mode, Median, Mean,
Range, Variance and Standard deviation.
iii. Drawing graphs such as bar chart, histogram and frequency polygon
For example:
Interval/Score/Items Frequency Percentages

b. Qualitative data analysis

There is no specific way of analyzing qualitative data, but in many cases,
data can be organized in Thematic method. The method can be done in the
following ways: -
i. Go through all the transcripts/notes of taken from interviews,
observations or reviews on communicative materials. Read and re-
read them over and over again
ii. Then, arrange the texts in categorize by looking at similar patterns
or concepts (words or phrases). This process is called coding and it
includes labeling similar texts or actions, values, meanings, beliefs,
thoughts, experiences, and feelings.

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 iii. Assign topics/themes/general concepts for each category of the
codes and make interpretation/sense of the texts. Include direct or
indirect quotations from the informants whenever possible.
Alternatively, themes can be the questions asked.

Chapter Five

5.0 Discussion, Conclusion and Recommendation

5.1 Introduction

5.2 Discussion

Discussion can be done in the following ways: -

i. Relating general findings with literature reviewed

ii. Relating general findings with the theory or model used

iii. Interpreting or finding the hidden meanings of the findings

5.3 Conclusion

In concluding, relate your findings with the main objective/topic of your research. In

addition, relate your main objective/topic with the model/theory you have used in your

research.

5.4 Recommendation

Having concluded, provide possible areas for further researches; emerging areas or those

ones that your research did not cover. In addition, you may also suggest ways in which

your research findings can be used by practitioners in a particular industry.

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Other things to consider: -

i. Include citations and reference page.

ii. All work should be written in Times New Roman as the University standard

type face.

iii. With exception of the cover page, the rest of the work MUST be written in 12

font size and double spaced.

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