Analysis of secondary data, discussed with your literature review and the implications for your Business Plan,Business Plan introduction, analysis of your customers, competition and marketing
Remember, all drafts should be structured to reflect the requirements of the final dissertation marking schedule.
You should also aim to achieve 80?90% of the word count for each section. For draft 2, this means about 1,700
words about your secondary research methodology and 2,400 words covering the results of your secondary
The methodology section is where you justify that your secondary sources are credible and also explain how this
material fills in the gaps you identified in the literary review. You will also explain why the themes you have used for
your secondary research are significant for your proposed business.
Credible secondary sources are current, reliable, accurate, have recognised authority about the topic and the
purpose of the material is stated. Material from credible websites will contain data or comments that you can use
to judge the accuracy and timeliness etc. Reports and databases available from statistical sites in particular will
provide information that justifies the credibility of their data.
Be wary of material from newspapers. Editorial material is the opinions of the author and articles by journalists are
summaries of other material (or events). I suggest you limit using material from newspapers to being illustrations
of current beliefs about a theme. If a newspaper article refers to a scholarly article or government report, then it is
best to obtain the original material and evaluate that yourself.
Your secondary research is about investigating aspects of your proposed business idea where there may be
differing opinions or options. Like your literature review, the secondary research discussions need to be presented
To present a good critical evaluation of a theme you need to fully discuss material from several sources, that is at
least 3 sources. You do not have to have the same number of sources for each theme.
Your secondary research themes will differ from your literature review themes. It is the nature of business in the
real world that some aspects can be the focus of academic research but others have a more practical focus and
you will find the most current, or relevant material from sources like trade associations or government agencies.
Of course you may use a mixture of academic and non?academic material for a secondary research theme.
Some secondary material you will need for your business plan is not suitable for this secondary research section.
For example, your logistics operations and costs will depend on what services and information is available to you
from the suppliers. Probably from their advertisements in the public domain and maybe a reply to a politely
worded request for an estimate. This is not research you have to critically evaluate; it is just material that justifies
your operational assertions and estimates.
Choose your themes so that by the end of your literature review and secondary research you have a good
understanding of the issues relevant to your proposed industry sector and you have good information to use to
justify that your business is innovative, feasible and en??????trepreneurial and that supports your UPS and