Countdown to BUSS4: Get into the Research Detail

How much detail should students go into as they finalise their research findings for BUSS4 and prepare to provide well-evidenced essay paragraphs?

The answer is that it is almost certainly not enough for students to make generalisations using their research findings. An example used in a BUSS4 essay needs to be sufficiently detailed to help make and develop a point. The more relevant detail, the greater the credibility of the point being made.

Take an example. A student has researched Dominos UK as one of his/her chosen businesses, and is making a point about how UK retail markets experienced quite different changes in consumer demand during the recession.

A student whose research was too general might write something along the lines of:

“In the UK, Dominos Pizza managed to increase sales significantly despite the downturn, as more customers decided to buy fast food. On the other hand, retailers selling higher-priced products like televisions and kitchens suffered from a sharp fall in market demand”.

The points made are broadly true (though not every fast-food brand succeeded in the recession, and not every electrical retailer experienced a sharp fall in revenues).

But it would be much more credible for the student to illustrate the point with some hard data - which requires some more detailed research.

For example…

“Dominos UK took advantage of growing consumer demand for fast-food during the recession by adding over 100 new franchises in the UK during 2008 and 2009. it is now more than halfway past its objective of having 1200 outlets in the UK. The business benefitted from increasing consumer demand for fast food (with many customers switching from eating out at mid-market restaurants). But it also backed the ability of its franchisees to spot opportunities for new locations. The average number of Dominos outlets per franchisee increased from 4.2 in 2008 to 4.5 in 2009. In many other retail segments, however, trading was much tougher. DSG, the leading electrical retailer in the UK, suffered a 11% fall in like-for-like sales during 2008/9, with operating profit in its UK & Ireland division falling by almost £100m as consumers delayed purchases of big-ticket items.”

Where to get this kind of detail. Simple. Go to the Annual Report & Accounts or other published financial information of your chosen businesses. The Chief Executive’s report will contain all the detail and explanation students require to make some telling, credible points in their essays.