BOLD PaperMaker UOP Quantitative template 1.0edjennings.com/yahoo_site_admin/assets/docs/...9_Au… · Web viewThe title is important. It sets the tone for the entire dissertation.

The Determinants of Behavioral Intention to Use Mobile Coupons in a

Casual Dining Restaurant Environment

by

Edward Jennings

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A Dissertation Presented in Partial Fulfillment

of the Requirements for the Degree

Doctor of Business Administration

UNIVERSITY OF PHOENIX

March 2010

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© 2010 by Edward M. Jennings ALL RIGHTS RESERVED

The Determinants of Behavioral Intention to Use Mobile Coupons in a

Casual Dining Restaurant Environment

by

Edward Jennings

March 2010

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__________________Jeremy Moreland, Ph.D. Date Dean, School of Advanced StudiesUniversity of Phoenix

ABSTRACT

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DEDICATION

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ACKNOWLEDGMENTS

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TABLE OF CONTENTS

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LIST OF TABLES..................................................................................................x

LIST OF FIGURES...............................................................................................xi

CHAPTER 1: INTRODUCTION...........................................................................1

Background of the Problem....................................................................................2

Mobile Marketing............................................................................................3

Restaurant Promotion......................................................................................4

Theoretical Importance....................................................................................5

Statement of the Problem........................................................................................6

Purpose of the Study...............................................................................................7

Significance of the Problem....................................................................................8

Significance of the Study.................................................................................8

Significance of the Study to Leadership..........................................................9

Nature of the Study.................................................................................................9

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Overview of the Research Method..................................................................9

Overview of the Design Appropriateness......................................................11

Research Questions...............................................................................................11

Hypotheses............................................................................................................12

Theoretical Framework.........................................................................................17

Definition of Terms..............................................................................................17

Assumptions.........................................................................................................18

Scope and Limitations..........................................................................................18

Delimitations.........................................................................................................18

Summary...............................................................................................................19

CHAPTER 2: REVIEW OF THE LITERATURE...............................................20

Title Searches, Articles, Research Documents, and Journals...............................20

Literature Review.................................................................................................20

Conclusions...........................................................................................................21

Summary...............................................................................................................22

CHAPTER 3: METHOD......................................................................................23

Research Method and Design Appropriateness....................................................23

Research Questions...............................................................................................23

Population.............................................................................................................24

Sampling Frame....................................................................................................24

Informed Consent..........................................................................................24

Confidentiality...............................................................................................24

Geographic Location.....................................................................................24

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Data Collection.....................................................................................................25

Instrumentation.....................................................................................................25

Validity and Reliability.........................................................................................25

Internal Validity.............................................................................................26

External Validity...........................................................................................26

Reliability......................................................................................................26

Data Analysis........................................................................................................26

Summary...............................................................................................................26

CHAPTER 4: RESULTS......................................................................................27

Findings................................................................................................................27

Summary...............................................................................................................32

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS........................33

Conclusion............................................................................................................33

Implications..........................................................................................................33

Recommendations.................................................................................................34

Summary...............................................................................................................34

REFERENCES.....................................................................................................35

APPENDIX A: TITLE.........................................................................................36

APPENDIX B: INFORMED CONSENT FORM................................................38

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LIST OF TABLES

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LIST OF FIGURES

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CHAPTER 1: INTRODUCTION

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Double-clickThe focus of this dissertation is to understand the ability of mobile marketing to

drive the behavioral intention of young adults, to use mobile coupons, in a casual dining

restaurant environment. CTIA-The Wireless Association, (CTIA) (Wireless quick facts,

2008), states the United States consists of 270 million mobile phone subscribers

representing 87% of the total United States population. Additionally, 17.5% of the United

States households have abandoned landline phones in favor of wireless only phones.

The saturation of mobile phones in the United States represents a large

opportunity for mobile marketing with a unique opportunity for one on one consumer

communication. For consumers, the ability to receive Short Message Service (SMS) text

messages, commonly referred to as text messages can provide relevant and timely

promotions when combined with opt-in permission based marketing methodology. In the

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United States, 110.4 billion text messages are sent each month which amounts to over

one-trillion text messages per year (Wireless quick facts, 2008).

In 2008, 317 billion coupons were distributed in the United States and 2.6 billion

coupons were redeemed, for a redemption rate of less than one percent (Coupon fast

facts, 2009). Marketers use coupons to increase sales to existing customers and drive new

customers to purchase products and services. To date, little research has been done in the

area of the behavioral intention to use mobile coupons for casual dining restaurants.

Given the saturation of mobile phones, the ability of mobile coupon delivery, and the

desire of casual dining restaurants to generate profits, this study will determine the

behavioral intention of young adults to use a mobile coupon in a casual dining restaurant

environment.

Introduce the reader to the dissertation. The chapter begins with an introductory section, which averages ½ - ¾ page and introduces the reader to the dissertation topic and reflects a brief overview of what is contained in the chapter. APA style says NOT to put the title "Introduction".

The purpose of this chapter is to frame the entire study and capture the attention of the reader. It is important to put the research study into perspective/context and establish, through a succinct problem statement, the need for the research. It is particularly important because if all of its components fit together, the rest of the dissertation will flow smoothly.

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Double-clickBackground of the Problem

Worldwide telecommunication carriers have collectively spent in excess of $100

billion dollars on licenses to broadcast high speed voice and data (Feldman, 2000). The

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vision of consumers utilizing data services and making buying decisions drives carriers to

continue development of higher speed networks known as third generation (3G) and

fourth generation (4G) networks. Mobile commerce (M-commerce) promises, ubiquitous

devices; online access; location sensitivity; and authorization by mobile consumers. For

87% of the United States population, the mobile phone with increasing personal digital

assistant (PDA) features is becoming increasingly important in everyday mobile life

(Sultan & Rohm, 2005).

Mobile Marketing

The ubiquitous use of cell phones allows consumers to be connected anytime and

anywhere. Personalization through the use of ringtones, carrying cases, background

pictures, software, phone numbers, and services, makes the cell phones unique to each

consumer. The addition of mobile phone data services provides the ability to acquire

information while the consumer is mobile. The use of mobile phones may be better

understood based on the acceptance of technology, the use of technology, and the

lifestyle motivations of individuals, in addition to traditional segmentation variables such

as age, gender, income, and ethnicity (Sultan & Rohm, 2005).

Marketers view mobile marketing as a way to: shape the consumer attitude and

awareness of a brand; increase brand involvement through consumer downloads of

desired content; and influencing the consumer to purchase a specific brand (Sultan &

Rohm, 2005). Furthermore, the goal of mobile marketing will be to interact with

individual consumers in a manner which adds value to the customer-brand relationship

while not being viewed as intrusive to the consumer. A key question for marketers will be

whether customers will be willing to accept marketing messages on their cell phone.

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Rettie, Grandcolas, & Deakins, (2005) conducted 26 studies of SMS text

messaging campaigns over a three month time period. Overall, 44% of the respondents

found mobile marketing via SMS text messaging to be acceptable and less intrusive than

telemarketing. Furthermore, 85.7% of the respondents who received the SMS text

advertisements expressed a more positive image of the brand and were likely to purchase

the brand. All participants had opted-in to receive SMS advertisements and deemed the

more successful promotions as including: a better promotional offer; explicit messaging;

added value; or more involving of the participants. Setijono and Dahlgaard, (2007)

describe customer value as low price, fast response, and high quality. The implications of

customer value may include different modes described as received value, perceived

value, or added value. Received value is the customer experience defined through

acquisition of the product and use of the product. Perceived value is a tradeoff of benefits

based on the available offerings. Added value is the characteristics of fast response, high

quality, and low price. The customer will ultimately determine value and one of the most

common purchases by consumers is food.

Restaurant Promotion

The average United States household spends more on dining out than on clothing

or health care (Herrington, 2004). By 2010, more than 50% of the United States

household food budget will be spent on prepared meals outside of the home (Jackson,

Titz, and Defranco, 2004). To gain a competitive advantage, retain existing customers,

and attract new customers, restaurants rely on marketing promotions. Restaurants in

business for less than five years use marketing tactics such as frequent diner promotions,

menus, and fliers, while restaurants in business for more than five years spend money on

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press kits, promotional merchandise, and brochures. Both established and younger

restaurants use price discounts such as coupons, two-for-one meals, frequent diner cards,

and value meal bundling. While restaurant coupons in the United States are estimated at

10-15% of all coupons distributed, there have been few studies such as: (Myung, Barrash,

& Feinstein, (2006); and Taylor & Long-Tolbert, (2002); Varadarajan, (1984); to

discover the behavioral intention to use coupons in the context of restaurants (Myung,

Barrash & Feinstien, 2006).

Theoretical Importance

Hsu, Wang, and Wen, (2006) studied the behavioral intention towards motile text

coupons using the decomposed theory of planned behavior in Taiwan. The study revealed

consumer feelings and knowledge attributed to the use of mobile coupons and the

influence of reference groups was not a factor. Rohm and Sultan (2006) used the

technology acceptance model in the United States and Pakistan to understand the

behavioral intention of undergraduate and graduate students to engage in mobile

marketing. The results helped to understand 50-65% of the behavioral intention to engage

in mobile marketing. In this dissertation, the unified theory of acceptance and use of

technology (UTAUT) will determine the behavioral intention to use mobile coupons for a

casual dining restaurant by students in Denver, Colorado. Venkkatesh, Morris, Davis, and

Davis, (2003) demonstrated UTAUT is 70% accurate in predicting the behavioral

intention to use technology.

Approximately 2 1/2 pages. Many dissertations begin this chapter by setting the context for the problem through a historical context or a background. The purpose of the background section is to provide information on how the problem evolved, what has been researched in previous studies, and what dimension of the problem (conceptual/theoretical framework) will be focused on the research. The most salient references that support the problem should be found in this chapter as opposed to chapter

5

2.

Discussion reflects why the research problem is of important social concern or theoretical interest.

Double-clickStatement of the Problem

Growing a business and profitability are inherent components of any profit-driven

business plan. Multiple marketing methodologies are incorporated as part of the

marketing mix when promoting a business. The United States has 270 million mobile

phone subscribers representing 87% of the total United States population (Wireless quick

facts, 2008). Further, data transmission in the form of text messages exceeds one trillion

messages per year in the United States. Coupons represent one component of the

marketing mix. In 2008, 317 billion coupons were distributed with a less than one percent

redemption rate (Coupon fast facts, 2008). In general, with 87% of the population

connected to mobile phones which provide anytime, anywhere access, will consumers be

open to mobile marketing on a device which is considered to be personal and individual

to the user?

United States consumers will spend more than 50% of the household food budget

on prepared meals outside of the home in 2010 (Jackson, Titz, and Defranco, 2004).

Little research exists on the behavioral intention of United States consumers to redeem

mobile coupons for restaurant purchases at a higher rate than printed coupons. The

specific problem to be studied will be the behavioral intention of college students in

Denver, Colorado to use mobile coupons for casual restaurant dining. This quantitative

study will use the unified theory of acceptance and use of technology.

Approximately 100-250 words. Once the overview of the problem has been documented, a cogent problem statement follows. The problem statement should be concise (between 100 and 250 words) and contain sufficient information to convince the reader that the study is needed, feasible, appropriate, and worthwhile. It clearly delineates the specific problem to be investigated. It mirrors the

6

purpose statement. The reader is able to discern the seriousness of the problem and understand the need for the study and its further elucidation.

Be sure that this section parallels the purpose statement and the study questions. There are 4 required parts:

1. General problem/observation identifying the need for the study.2. Specific problem proposed for research; problem statement is clear, concise, and

reflective of the purpose statement.3. Introductory words describing method and research design are given and are

appropriate to the problem.4. General population group of proposed study is identified.

Double-clickPurpose of the Study

The purpose of this quantitative research study is to determine the degree to

which performance expectancy, effort expectancy, social influence, and facilitating

conditions, affect the behavioral intention to use mobile coupons for casual restaurant

dining by college students at a downtown Denver, Colorado campus. The downtown

campus environment provides a context for gathering input from young adults 18-24

years of age, who own cell phones, and have access to casual dining restaurants. The

primary instrument used to gather behavioral intention to use mobile coupon data is a

survey which will be administered in a paper or online format. The survey is based on the

variables defined in the unified theory of acceptance and use of technology and other

technology acceptance model studies. The research methodology is appropriate for this

study as the variability of the independent variables will quantitatively reflect on the

dependent variable of intention to use mobile coupons. The independent variables of the

unified theory of acceptance and use of technology are: performance expectancy, effort

expectancy, social influence, and facilitating conditions (Venkkatesh, Morris, Davis, and

Davis, 2003). Additionally, the goal of the study is to understand mobile coupon usage in

casual dining restaurants as the dependent variable while using the four moderating

variables of experience, voluntariness, gender, and age.

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Approximately 3/4 of a page. The purpose statement details the reason why the study is being conducted. The purpose statement is distilled to one or two declarative sentences from which the entire study will emanate. Purpose statements can be supplemented with additional information for clarification, but a single, succinct sentence that captures the essence of the study should identify the (a) research method, (b) dependent and (c) independent variables, (d) the audience to which the problem is significant, and (e) the setting.

A sample purpose statement that illustrates the above elements follows: “The purpose of this (a) quantitative correlational research study is to determine the degree to which (b) personal value patterns/profiles affect (c) leadership behavior patterns/profiles among (d) first-level supervisors at a (e) manufacturing facility in the Pacific Northwest.”

7 required parts:1. Research method is identified as qualitative, quantitative, or mixed.2. Research method is appropriate to the proposed study.3. Research design is clearly stated.4. Research design is appropriate to the research method.5. Research variables are briefly identified: independent, dependent, relationships,

comparisons.6. Specific population group of proposed study is identified.7. Geographic location of study is identified.

Double-clickSignificance of the Problem

Approximately 1/2 page. This section defines the study’s original contribution to the academic field, to society, to a profession, to the community, and/or to a particular population. The significance section establishes a global reason for doing a worthwhile study. This section explains why the study is unique and who will benefit from its completion. The significance should be appropriate to the field of study. Discuss two areas of significance: (1) Significance to the field of study (i.e. study contribution) and (2) significance to leadership. Double-click

Significance of the Study

The unified theory of acceptance and use of technology was developed in 2003

and consists of four constructs developed through the consolidation of the following

theories: theory of reasoned action; technology acceptance model; motivational model;

theory of planned behavior; model of personal computer utilization; innovation diffusion

theory; and social cognition theory. This research study uses the unified theory of

acceptance and use of technology as a framework for understanding the use of mobile

phone coupons by young adults in a casual restaurant environment. Additionally, there

8

are four moderating variables. This study adds to the contextual understanding of mobile

marketing usage intention.

Significance of the Study to Leadership

The use of mobile coupons represents a technology adaptation of existing printed

coupons. Mobile coupons represent another potential tactic within a marketing plan,

which has the unique characteristic of reaching a personal mobile device carried by

consumers. This study will assist marketing executives, product managers, and digital

advertising firms, in understanding the behavioral intention to use mobile coupons.

Nature of the Study

Approximately 1-3 pages. The nature of the study section is also called a synopsis of the research design. This section is a forum for distinguishing the design used to investigate a problem from other research designs that have been utilized in previous studies, or could have been utilized in this study. This section puts the study in context with similar types (e.g., correlational, evaluative, experimental, quasi-experimental). The appropriateness of the design is justified by how it accomplishes the goals of the study.

Double-clickOverview of the Research Method

Bauer, Reichardt, Barnes, and Neumann, (2005) recognized the emergence of

wireless technologies and conducted a study to understand the acceptance of mobile

marketing using the theory of reasoned action as a framework. The study suggested

further research was necessary in the area of permission marketing and understanding

mobile marketing in context. Muk and Babin, (2006) further research in the area of

mobile marketing by including opt-in questions related to the adoption of mobile

advertising. The results were based on the theory of reasoned action framework and

demonstrated opt-in strategies affected consumer attitude to participate in mobile

marketing. Further research suggested the belief variables may be preliminary but

attitudes and social influence seem to have a strong influence on the desire to receive

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mobile advertising. Muk (2007) continues research into the area of opt-in text message

advertising by combining attributes of the theory of reasoned action and the innovation

diffusion theory. Results suggest innovation attributes are important belief characteristics

in shaping consumer attitude. Muk states more research is needed before definitive

conclusions can be drawn. Kang, Hahn, Fortin, Hyun, and Eom, (2006) performed a

study on the consumer intention to use e-coupons defined as email coupons. The e-

coupon study did not measure a specific industry and used the theory of reasoned action

as the theoretical framework. In conclusion, Kang, et.al., concede behavioral control is an

important influence of e-coupon usage and the theory of planned behavior would be a

better theory to explain e-coupon usage. Hsu, Wang, and Wen, (2006) researched the

behavioral intention of consumers to use mobile coupons using the theory of planned

behavior. The results suggest personal innovativeness is not related to behavioral attitude

and marketing of mobile coupons is not warranted because consumers are heavily

influenced by friends and family. The recommendations state marketing companies

should provide a general education of consumers on the benefits of mobile coupons

before introducing mobile coupons on a wide scale. Dickinger and Kleijnen (2008) also

studied the determinants of consumer intention to redeem mobile coupons using the

technology acceptance model as the theoretical framework. The technology acceptance

model uses attitude, ease of use, and perceived usefulness as key constructs. Dickinger

and Kleijnen redefine the variables affecting the technology acceptance model key

constructs to make the study mobile coupon specific. Additionally, the study adds the

variables of redemption effort, apprehension about spam, social norms, and past coupon

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behavior. Suggestions for further research suggest opt-in versus opt-out possibilities, the

face value of coupons, location-based services, and multimedia coupons.

Past research shows a history of exploring the behavioral intentions of consumers

to use mobile marketing, opt-in strategies, electronic coupons, and mobile coupons. The

prior studies demonstrate the use of the theory of reasoned action, technology acceptance

model, theory of planned behavior and innovation diffusion theory. Further, variables of

the technology acceptance model constructs were modified to incorporate mobile

coupons specifically. The previous research of prior correlation studies suggests multiple

theoretical frameworks may be appropriate.

Overview of the Design Appropriateness

This research design will use correlation analysis to find the degree of association

between mobile coupon usage and behavioral intention variables. The unified theory of

acceptance and use of technology (UTAUT) was first used in 2003 to understand the

intention to use information systems (Venkatesh, Morris, Davis, & Davis, 2003). UTAUT

consolidates eight models which previously explained 17-53% of the intention to use

information technology and now explains 70% of the intention to use information

technology.

Research Questions

Approximately 1-3 pages. There is no set number of research questions, though typical dissertations may have 3 –5. The research questions tend to be open and probative in nature and state the intent of the study. Research questions need to be manageable and contain appropriate restriction, qualification, and delineation. The formulation of research questions guides the selection of the research method and design. Give a brief overview discussion of each research question.

Many quantitative research questions begin, “Is there a significant relationship between the (independent variable) and the (dependent variable),” or “Is there a significant difference between (group A) and (group B) on (dependent variable)”.

Information is presented in a discussion context, rather than simply stated or listed. Research questions must be included in discussion, and depending on the kind of research design, these questions may include proposed hypothesis(es) and the rationale for the hypothesis(es).

11

Double-clickThis research study will seek to understand if there is a significant relationship

between students at a downtown Denver, Colorado campus and the desire to use mobile

coupons in a casual dining restaurant environment. Students will be screened by age to

include male and female students between the ages of 18 to 24. The second research

question will seek to understand if there is a significant relationship between the

dependent variables of performance expectancy, effort expectancy, social influence, and

facilitating conditions when compared to the dependent variable of coupon usage in a

casual restaurant dining environment. The third research question involves the

understanding of a significant relationship between perceived control and the use of

mobile coupons in a casual dining restaurant environment. The concept of perceived

control is not one of the original constructs of the unified theory of acceptance and use of

technology. The three research questions will add new knowledge in the area of mobile

coupon marketing by focusing on a specific age group of young adults and adding

construct of perceived control to the existing model of the unified theory of acceptance

and use of technology.

Hypotheses

The focus of this study is to understand the variables affecting mobile phone users

on a downtown Denver campus to use mobile coupons for casual dining restaurant

purchases. The primary constructs of the study are from the unified theory of acceptance

and use technology. Additionally, previous studies of mobile marketing determined opt-

in, opt-out, and fear of spam for internet texting, have an influence on the acceptance and

use of mobile marketing. The variables of opt-in and opt-out will be studied as one

variable, while the fear of spam in Internet texting will be studied as a separate variable.

12

Performance expectancy was originally defined by Venkatesh as the degree to

which subjects believe using an information system will benefit job performance (Wang,

Wu, and Wang, 2009). Five constructs from previous models are included in the concept

of performance expectancy and performance expectancy is the strongest indicator of

behavioral intention to use. Adapting performance expectancy to mobile coupons in a

casual dining restaurant experience will extend the knowledge of the unified theory of

acceptance and use of technology. Additionally, there are two moderating variables of

gender and age which influence performance expectancy. The following hypotheses will

be tested:

H01: Performance expectancy has a negative effect on the behavioral intention to

use mobile coupons in a casual dining restaurant environment.

H1: Performance expectancy has a positive effect on the behavioral intention to


H02: Performance expectancy does not influence the behavioral intention to use

mobile coupons in a casual dining restaurant environment more strongly for men than for

women ages 18 to 24.

H2: Performance expectancy does influence behavioral intention to use mobile

coupons in a casual dining restaurant environment more strongly for men than for women

ages 18 to 24.

The construct of effort expectancy is designed to measure the ease of use with

which a subject can use the technology (McLeod, Pippin, & Mason, 2009). In this

particular study, the individual will evaluate the anticipated effort to receive and use an

SMS text message coupon in a casual dining restaurant environment. The unified theory

13

of acceptance and use describes effort expectancy to be moderated by the variable of

gender, age, and experience. The moderating variables will be modified to reflect the

subject group of young adults 18 to 24 years of age. Because mobile coupons are in their

infancy, experience in this study will relate individuals to the ease of use of text

messaging.

H03: Effort expectancy does not have a positive influence on the behavioral

intention to use mobile coupons in a casual dining restaurant environment.

H3: Effort expectancy does have a positive influence on the behavioral intention

to use mobile coupons in the casual dining restaurant environment.

H04: Effort expectancy does not influence the behavioral intention to use mobile

coupons in a casual restaurant dining environment more strongly for men than women,

ages 18 to 24.

H4: Effort expectancy does influence the behavioral intention to use mobile

coupons in a casual restaurant dining environment more strongly for men than women,

ages 18 to 24.

H05: Effort expectancy does not influence the behavioral intention to use mobile

coupons in a casual restaurant dining environment when the individual has significant

experience using SMS text messaging.

H5: Effort expectancy does influence the behavioral intention to use mobile

coupons in a casual restaurant dining environment when the individual has significant

experience using SMS text messaging.

Social influence is the effect an individual perceives from important others that

she or he should use a new technology (Wang, Wu, Wang, 2009). Social influence

14

contains concepts from three existing models which capture the concept of self image,

social factors, and subjective norms. Social influence relates to the intention to use new

technology as recognized in past studies (Mathieson, 1991; Moore & Benbasat, 1991;

Venkatesh & Davis, 2000). The study of social influence within the context of this study

will examine the ability of social influence to affect the behavioral intention to use

mobile coupons and the moderating effects of gender and experience.

H06: Social influence does not have a positive influence on the behavioral

intention to use mobile coupons in a casual dining restaurant environment.

H6: Social influence does have a positive influence on the behavioral intention to



intention to use mobile coupons in the casual dining restaurant environment more

strongly for men than women, ages 18 to 24.


use mobile coupons in the casual dining restaurant environment more strongly for men

than women, ages 18 to 24.


intention to use mobile coupons in a casual dining restaurant environment when the

individual has significant experience using SMS text messaging.


use mobile coupons in a casual dining restaurant environment when the individual has

significant experience using SMS text messaging.

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Facilitating conditions are defined as a perceived support mechanism for the user

of a new technology (Venkatesh, Morris, Davis, & Davis, 2003). In the case of mobile

coupons, the facilitating conditions would be a degree to which a test subject believes

technical support exists to utilize SMS text messaging coupons. Similarly, wireless

infrastructure designed to transmit SMS text messages are not considered under

facilitating conditions but are considered as part of the effort expectancy construct. If

effort was not part of the model, network issues would be considered as part of

facilitating conditions.

H09: Facilitating conditions do not have a significant influence on the behavioral

intention to use mobile coupons in the casual dining restaurant environment.

H9: Facilitating conditions do have a significant influence on the behavioral

intention to use mobile coupons in the casual dining restaurant environment.

H010: Facilitating conditions do not have a positive influence on the behavioral



H10: Facilitating conditions do have a positive influence on the behavioral



H011: Facilitating conditions do not have a positive influence on the behavioral



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H11: Facilitating conditions do have a positive influence on the behavioral



Venkkatesh, Morris, Davis, & Davis, (2003) discuss the need to extend the

research of the unified theory of acceptance and use technology by incorporating other

variables which may influence technology acceptance. As an extension of the unified

theory of acceptance and use technology model, the construct of perceived user control

will be added as an independent variable affecting use behavior. Dickinger and Kleijnen

(2008) found a correlation between the consumer fears of spam for internet texting and

mobile marketing acceptance because consumers may feel a loss of control of the

medium. Furthermore, Dickinger and Kleijnen suggest further research should be

conducted in the area of opt-in and opt-out methodologies for mobile coupons, citing the

personal nature of the cell phone and the concerns for consumer privacy.

H012: The fear of spam with internet texting will not affect user willingness to

accept mobile coupons in the casual restaurant dining environment.

H12: The fear of spam with internet texting will affect user willingness to accept

mobile coupons in the casual restaurant dining environment.

H013: Users will not be positively influenced to respond to mobile coupons for a

casual dining restaurant environment, if there is a stated opt-in and opt-out strategy prior

to receiving a mobile coupon.

H13: Users will be positively influenced to respond to mobile coupons for a

casual dining restaurant environment, if there is a stated opt-in and opt-out strategy prior

to receiving a mobile coupon.

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Statistical hypotheses are usually expressed in the null form to indicate that there is no researcher bias. Alternative or directional hypotheses can be expressed in logical form. The number of hypotheses is restricted to the number that is logically necessary to attain significant results, based on the research objectives. This section will be as long as needed to list and briefly explain each hypothesis. Double-click

Theoretical Framework

Begin

Approximately 2 - 4 pages. Define the broad theoretical area under which the research falls (e.g., leadership, management, conflict management, entrepreneurship, gender and diversity in organizations, human resources, international management, management education and development, management history, management, spirituality and religion, managerial and organizational cognition, operations management, organization and management theory, social issues in management, technology and innovation management). Nearly every discipline has a number of competing concepts and theories. These concepts and theories shape research studies. A theoretical framework helps to place a study in perspective among other studies. A theoretical framework is used to support studies looking for relationships among variables and to set limits or boundaries to the study.

New ideas can be generated from the theoretical framework. Previous research studies using the same theoretical framework suggest the need for further study in specific areas. Theories also attempt to bring together ideas, facts, observations, and other theories into systems of thought or meaning (Salkind, 1985). The extent to which observations can be accounted for by a theory is the extent to which a theory is credible.

You may include a separate heading, “Dependent and Independent Variables” where you list the outcome or “dependent” variable e.g., company profitability; and then the “independent” factors that have an impact i.e., leadership truthfulness, decision making ability, etc. For example, the dependent variable “level of profitability” depends upon the independent factors of “truthfulness” and “accuracy of decision making.”

The theoretical framework must include 4 parts:1. Discussion reflects overview of the broad theoretical area under which the research

falls.2. Discussion reflects overview of how proposed research fits within other research in

the field.3. Discussion specifically includes important issues, perspectives, and controversies in

the field.4. Discussion reflects knowledge and familiarity with the historical, germinal, and

current literature in the field.Double-click

Definition of Terms

The research model is based on the unified theory of acceptance and use. The

theory has been modified to exclude the moderating variable of voluntary use, as mobile

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advertising is deemed voluntary for the purpose of this study. Additionally, perceived

user control is added as an independent variable. The terms contained in the model are

defined as follows:

Age.

Behavioral intention

Effort expectancy

Experience

Facilitating conditions

Gender

Opt-in

Opt-out

Perceived user control

Performance expectancy

Social influence

Spam

Use behavior

Words that are defined in an unusual way within the study or have more than one definition need to be defined. The researcher should define all terms unique to his or her study, region, profession, or other qualifier. Put terms in alphabetical order with each term as a separate paragraph. It is useful to have a brief introductory paragraph to the section.

Give the operational definitions of the terms. The explanation should clarify the uniqueness of the term. Be sure to support your definitions with citations.Double-click

Assumptions

Begin

Approximately ¾ to 2 pages. Assumptions are the elements of a study that are often taken for granted. For example, "For purposes of this study, it is assumed that subjects will respond honestly to the questionnaire." In some cases, your assumptions may also be limitations – if you assume the subjects will respond honestly, your study is limited by the truthfulness of your subjects. Learners may

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propose that a study will be the most useful for a unique population, assuming that this population is similar to others in which previous studies have been conducted. In the rationale for each assumption, incorporate multiple perspectives when appropriate.Double-click

Scope and Limitations

This section briefly explains the limitations of the study – those aspects the researcher cannot control. If the study has limitations based on the reliability and validity of the instruments, be sure to discuss them in chapter 3).

Describe the scope of the study – discuss the variables and the population. Do not create a list. Keep your section in discussion format, with depth and breadth.

Example: This study is limited by the honesty of the subjects’ responses during the interviews and the amount of time available to conduct the study. Validity of this study is limited to the reliability of the instruments used.

Double-clickBegin

Delimitations

This section explains what variables the researcher can control (or limit). A sample delimitations paragraph is included in the text.

Example: This study will confine itself to surveying (describe sample selection). This study will focus on (name key variables). Only (explain how you will eliminate/include potential subjects) will be included in the study.

Double-clickBegin

Summary

Begin

Chapter 1 concludes with a brief summary and an introduction to chapter 2. Summarize the key points presented in chapter 1 and be sure to include citations!

The ending paragraph should be a transition to the next chapter.

Double-click

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CHAPTER 2: REVIEW OF THE LITERATURE

Begin

Chapters 2 through 5 should begin with an introduction that continues the transition of the summary of the previous chapter. The purpose of the introduction is to orient the reader to the main points that will be covered in the current chapter.

Begin chapter 2 with an introductory section.Remember, APA style says NOT to put the title “Introduction.”Because the introduction reflects a brief overview of what is contained in the chapter, it is

useful to start with an outline of your chapter. Create a list of all your headings and subheadings. Use this to guide your writing. Keep the introduction short, usually less than one page. One or two paragraphs is sufficient.

Double-clickTitle Searches, Articles, Research Documents, and Journals

Begin

While not all literature reviews have a separate ‘Documentation’ heading, it is particularly important to include if you have difficulty finding research on your topic or a key variable. In this case, it is important to document that you completed a thorough search. Explain what databases and indexes were searched, list fruitful search terms and search strings.

Note that major heading levels in chapter 2 (such as “Documentation” and “Literature Review”) use heading level 1. Double-click

Literature Review

Begin

The literature review functions as a means of conceptualizing, justifying, implementing, and interpreting the problem to be investigated. Describe the historical and philosophical development of the field to reflect an adequate knowledge of other research related to the problem. Identify unsolved problems and unresolved issues, and explain gaps in the literature.

The literature review explicates the study’s theoretical framework and variables. Use quotations and citations appropriately following APA, 5th edition format. Also cover related and generic fields, creating a comprehensive review of the major points of view drawn from primary, peer-reviewed, refereed scholarly/professional journal-based articles from the last 5 years (with the exception of historical or other, older professionally significant articles). Use germinal literature as appropriate.

Cite appropriate literature to provide a rationale for the study’s research design, instruments, and methods of data collection and analysis. Reveal the relationship of the proposed study to past and current research and elaborate on the distinctiveness of the proposed research compared with previous research to demonstrate the originality of the current study. When appropriate, refer to the research questions or the hypotheses driving the research. Divide the literature review based on each relevant topic. Include the theoretical framework and relevant sources. Move from general to specific.

Remember to present your chapter 2 in an orderly, logical, and flowing manner. If you created an outline first, this should be easy. Include

1. Historical overview with appropriate citations. If appropriate, discuss any gaps in the

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literature. Discuss any germinal research.2. Current findings and studies with appropriate citations. Discuss any gaps in the literature.3. Current findings in order from general to specific. Be sure all discussion in chapter 2

relates directly to the research questions posed in chapter 1.4. A discussion of each research variable.Ensure5. The discussion has depth, analyzing the literature rather than simply quoting or

summarizing related studies.6. That every reference is relevant to the topic and the reader can understand why each

reference is included.7. That a balanced discussion of alternative viewpoints is presented. Compare and contrast

different points of view as presented in the research literature.

Double-click

To create a level 3 heading, type your title, then, on the Headings Toolbar, click on Heading 3. After typing the heading and hit return. The template will automatically change to NORMAL (APA formatted, double spaced, indented text).

To change the title of this section from ‘Literature Review’, simply click once on the title and type the new name.

Double-clickUse Level 1 headings to separate your literature review into two or more sections. Subdivide

Level 1 with two or more level 3 headings. (See examples below). Subdivide Level 3 with two or more level 4 headings. (See examples below).Double-click

Level 4 headings are indented, italicized, and end with a period. Only the first word and proper nouns are capitalized. The text continues in regular paragraph format immediately following the heading. The style window for level 4 headings will indicate “Normal” style, so it does not appear in the Table of Contents. Do not use the Word headings feature to format level 4 headings. This will cause the entire paragraph to appear in the table of contents.

Remember that topics work like an outline: any section that is divided must have at least two divisions, so divide the main body of the literature review by at least two level-three headings (generally speaking, use your key variables to define your level three headings). If you divide a level three heading, use level four, and again, use at least two level four headings within a section.Double-click

Conclusions

Begin

The CONCLUSION to chapter 2 describes how the review of the literature contributes to the study. As in other chapters, a SUMMARY is included that indicates the key points made and provides a smooth transition to the next chapter.

1. Ensure the discussion reflects a conclusion derived from the analysis of the literature review. Do NOT introduce new material or new citations in the conclusion.

2. DO include citations for key points3. Present information in a discussion context, rather than presenting a list.

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Double-clickSummary

The summary summarizes key points presented in chapter 2. Include citations. Conclude the summary with a transitional paragraph to the next chapter.

Example transitional paragraph:Chapter 2 presented a review of the research literature on (topic). Chapter 3 presents the

methodology of the proposed study. Chapter 3 includes a discussion of the population and sample, sampling methods, a description of the survey instrument, and data analysis. An explanation of reliability and validity is also presented.Double-click

Begin

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CHAPTER 3: METHOD

Begin

The research purpose and the rationale for the specific research paradigm are clearly stated in the introduction to chapter 3.

Begin the discussion with a restatement of the purpose, to ensure the reader understands the need for the study. Conclude the introduction with a brief overview of the chapter.Double-click

Research Method and Design Appropriateness

Begin

The research design logically derives from the problem under investigation, the theoretical framework of the study, and the purpose of the study. It shows sufficient detail to suggest recommendations to answer the research questions. The researcher must assure the reader that the type of research design is justified and appropriate for the desired outcomes.

This section should also clearly delineate and explicate the type of design used (e.g., correlational, historical, phenomenological, etc.). Any deviation from the steps necessary to fulfill the research design is explained and fully justified; otherwise, the reader may conclude that the procedure is flawed.

Provide a complete description and definition of the independent variables (IV) and dependent variables (DV). The dependent variable is the response or the criterion variable, which is caused or influenced by the independent treatment conditions. The independent variables, which are under the control of the researcher, provide the treatment or act as factors in the study.

The research design establishes a logical sequence of events in the research process. The length of this section depends upon the number of tests performed and the results expected.

A detailed explication of each point of each selected method is required to adequately document the study for replication.

There are three required parts:1. Elaboration (from the discussion in chapter 1) of rationale for research method

(quantitative or mixed) appropriateness, including a discussion of why the selected method was chosen instead of another. Ex: Why was the quantitative method selected instead of the qualitative method?

2. Elaboration (from the discussion in chapter 1) of rationale for proposed research design appropriateness to learner’s study. Discussion is not simply a listing and description of research designs.

3. Elaboration of why the proposed design will accomplish the study goals and why design is the optimum choice for this specific research.

Double-clickResearch Questions

Begin

Copy and paste the research questions from chapter 1. Use the RESEARCH QUESTIONS heading as a link – simply click on it to go to the section in chapter 1, drag your cursor over the questions, and, with the questions highlighted, hold down the control key and hit the letter ‘C’. Place your cursor where you want the text and hold down the control key and hit the letter ‘V’ (paste).

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The research questions and hypotheses are restated to establish the context for this chapter.Double-click

Population

Begin

The population is described in great detail (age, gender, race/ethnicity, etc.). The total number of participants to be included in the study is indicated. The number for a quantitative study should reflect a minimum of 30 participants per variable tested. Quantitative studies require larger samples (or the entire population of a given group). Elaborate on the population information presented in chapter 1. Ensure that the two sections (chapter 1 and chapter 3) are consistent.Double-click

Sampling Frame

Begin

A clear description of how the sample is chosen is required. What were the procedures used to ensure that a random sample was selected? Was a stratified sample used and, if so, what were the stratification parameters? Who has been excluded from the sample and why? Over-sampling the population is recommended due to the possibility that 60% will not respond to requests to participate in the study. Elaborate on the sample information presented in chapter 1. Ensure that the two sections (chapter 1 and chapter 3) are consistent. The discussion must include sampling number (i.e. participants), how the sampling number was determined, and characteristics of the sample.Double-click

Informed Consent

Begin

Describe the process of enlisting participants into the research study on a voluntary basis. Include a copy of the informed consent form in a separate appendix. The section on consent and collaboration clarifies the mandated information.Double-click

Confidentiality

Begin

The identity of the participants must remain confidential as well as the data sets. The process for ensuring confidentiality must be described in detail.Double-click

Geographic Location

Begin

If the study is limited to a particular location, the specifics of the location must be documented. It may be necessary to maintain the confidentiality of the participating organization. If so,

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keep the description general enough to respect the organization’s anonymity, but specific enough to allow other researchers to duplicate the conditions of the study.Double-click

Data Collection

Begin

If you are writing your research PROPOSAL, write this section in FUTURE TENSE. If you are writing your STUDY, write this section in PAST TENSE.

Describe how data will be collected, including the data coding and input procedures. Was a tape recorder used? Was permission granted to tape record the session? The procedures for collecting data must be thoroughly and clearly stated. Reasons should be provided for the use of the particular procedure of data collection.

The data collection section is an elaboration of the information presented in chapter 1. Ensure the two sections are completely consistent.

Include1. Technique(s) used and rationale for the technique(s) selected, including a comparison to

other technique(s) that could be used2. Kind of data to be collected and rationale for the kind of data

The discussion must be consistent with, and elaborate upon, the design appropriateness and the dissertation problem statement.Double-click

Instrumentation

Begin

If a standardized instrument is used, the researcher must describe the instrument (include a copy in the appendix) and report why this instrument is appropriate to the study. The reliability and validity coefficients must be reported. If the researcher created the instrument, a description of how the instrument was created and what steps were taken to ensure its reliability and validity must be included.

Explain why this instrument was chosen over others. Explain why this instrument is appropriate to this study.

Permission statements must be obtained for each validated instrument developed by another researcher and the written permission of the original author must be included in the appendix. IRB approval is required to conduct a pilot test of the instrument.

Double-clickValidity and Reliability

Validity and reliability issues are the main factors that can weaken the power of the research study. Campbell and Stanley (1963) identified eight factors related to internal validity: (a) history, (b) maturation, (c) testing, (d) instrumentation, (e) statistical regression, (f) differential selection, (g) experimental mortality, and (h) selection-maturation interaction.

The two types of reliability criteria that judge the quality of a research study are (a) the reliability of the study and (b) the reliability of the research instruments. “Reliability of the study is the extent to which other researchers would arrive at similar results if they studied the same case using exactly the same procedures as the first researcher.” (Gall, 1996 p. 572)

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In reference to reliability of the research instruments, reliability is the degree to which the instruments consistently measure what the instrument is designed to measure. Reliability is measured numerically. For example, a coefficient over .90 would indicate an acceptable reliability. A standard error of measurement is another way to express reliability.

If the instrument is unique to this study, discuss the procedures to be used to pilot test the study. Pilot test results will be presented in chapter 4 prior to presentation of the study results.Double-click

Internal Validity

Begin

External Validity

Begin

Reliability

Begin

Data Analysis

Begin

Provide a detailed data analysis plan identifying the statistical techniques used. Include a description of why the statistical tests are appropriate to assess each statistical hypothesis.

The researcher should also include a clear explanation of why the disadvantages and advantages of parameter-free tests are justified, when chosen over parametric tests. Computer techniques are appropriate and should be well described. In the dissertation (as opposed to the proposal), it may be useful to mention any deviation from the anticipated data analyses that were offered in the proposal, along with the circumstances, justification, and resolution of the deviation.Double-click

Summary

Begin

Indicate whether the research appears to be generalizable and replicable. The summary should identify the key points made in this chapter and provide a smooth transition to the next chapter.Double-click

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CHAPTER 4: RESULTS

Begin

The purpose of this chapter is to report, in sufficient detail, the results of the statistical procedures. In general, open chapter 4 with an introductory paragraph stating the purpose of the chapter, the purpose of the research study, and the organization of the chapter.

There is no single way to analyze the data, therefore, the organization of chapter 4 and analysis procedures will relate to the research design. A useful way to present the results of data is to organize around the hypothesis and research questions. The second part of the introduction should review the data collection process, generally in a two to three page discussion: (a) the data collection procedures, (b) the development of the intervention, the surveys, and/or the questionnaires, (c) the pilot procedures, (d) the gathering of the data, (e) the missing data, (f) the data analysis procedures, (g) and finally an introduction to the presentation of the organization of the analysis of the data and findings. The Findings are generally organized by a common structure related to the research questions and/or hypotheses sections: (a) a header reflecting the research question, (b) an introduction to itscontent, (c) a graphic presentation, (d) a concluding summary of the most important points of the graphic presentation and the most noteworthy findings.

The Summary section presents the total results of the comparisons, differences, and/or similarities of the data analysis and the results of the hypothesis. Do not interpret or draw inferences about the data in this chapter 4. This is done in chapter 5. The Summary concludes with the introduction to chapter 5.The chapter may be divided into three broad sections: Introduction, Findings, and a Summary.Double-click

Findings

HOW TO INSERT A NEW TABLE:

1. Place your cursor where you want the table to appear.

2. On the BOLD TABLES AND FIGURES TOOLBAR, select INSERT NEW TABLE

3. Select the number of columns and rows – if you need to combine the cells as in the sample table row one, do that later with the eraser on the BOLD TABLES AND FIGURES TOOLBAR.

4. When the table is inserted, click on the BOLD TABLES AND FIGURES TOOLBAR menu and select FIX TABLE FORMATTING.

5. To add a CAPTION after the table is inserted, select ADD TABLE TITLE on the BOLD TABLES AND FIGURES TOOLBAR menu.

6. After you have created the table and inserted the caption, update the INDEX OF TABLES.

Double-clickBegin

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Table 1

Title of table formatting for manuscripts requires the title typed flush left at the top of the

table, capitalization of the initial letters of the principal words (see APA section 3.1.3),

italicizing the title, and double space if the title takes up more than one line, and

beginning subsequent lines under the first line.

Mean error rate Standard deviation Sample size

Level Group 1 Group 2 Group 1 Group 2 Group 1 Group 2

Low .00 .00 .00 .00 .00 .00

Moderate .00 .00 .00 .00 .00 .00

High .00 .00 .00 .00 .00 .00

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Table 2

Title of table

Double-click

HOW TO INSERT A NEW TABLE in landscape format:1. Place your cursor at the bottom of the page BEFORE you want the landscape table. Go to INSERT, BREAK(PAGE LAYOUT/BREAKS in

Word 2007), and select NEXT PAGE.2. With your cursor on the new blank page, on the FILE menu, select PAGE SETUP. (Use “Insert3. On the PAPER SIZE TAB, select LANDSCAPE. On the drop down menu “APPLY TO”, select THIS POINT FORWARD.4. Use the instructions from the previous page to create the new table.5. After you have inserted your table, put your cursor at the bottom of the page, go to INSERT, BREAK, and select NEXT PAGE, and:

a. With your cursor on the new blank page, on the FILE menu, select PAGE SETUP.b. On the PAPER SIZE TAB, select PORTRAIT. On the drop down menu “APPLY TO,” select THIS POINT FORWARD.

6. To move the PAGE NUMBERS to the lower right corner and change text direction:a. Click on VIEW, and select HEADER and FOOTER and b. Turn off the SAME AS PREVIOUS (see figure). Repeat the procedure for the FOOTER.c. Delete the page number box in the HEADER.

7. To correct page numbers: On the INSERT MENU, select PAGE NUMBERS.8. Be sure it says “Bottom of Page (FOOTER) in the POSITION box.9. Be sure the SHOW NUMBER OF FIRST PAGE box is checked.

10. Click on the FORMAT button.

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11. Select CONTINUE FROM PREVIOUS SECTION.12. Click on the FORMAT MENU.

a. Select Text Directionb. Select the right hand direction.

13. Repeat the page number process for the page following the landscaped table. Double-click

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When adding a figure, make sure it is FLUSH LEFT – go to FORMAT, PARAGRAPH… and in the “SPECIAL” dropdown menu select (none) then click OK

Double-click

Figure 1. Use sentence case and double space if the caption takes up more than one line

(Note: use the INSERT FIGURE CAPTION button on the BOLD Tables and Figures

toolbar).

To add a CAPTION after the figure is inserted, select INSERT FIGURE CAPTION on the BOLD Formatting/BOLD Tables and Figures menu.

After adding the CAPTION, you may update the INDEX OF FIGURES following the INDEX OF TABLES and TABLE OF CONTENTS at the front of the dissertation.

NOTE: APA style requires figures to be in GRAYSCALE:1. Go to the VIEW menu and select TOOLBARS.2. Select the PICTURE MENU.3. Select your figure by clicking once on it.4. Select the COLOR/GRAYSCALE ICON on the picture menu.

5. On the dropdown menu, click GRAYSCALE.Double-click

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Figure 2. Include an Index of Figures only if there is more than one figure in your

dissertation.

Summary

Begin

In this section, briefly summarize the results. In particular, note whether each null hypothesis was rejected.Double-click

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CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS

Begin

The intent of chapter 5 is to form a larger meaning about the data analysis presented in chapter 4 organized by the following discussion topics: (a) presenting your interpretation of the data results, (b) making inferences about the important findings, (c) reporting the lessons learned and/or ethical dimensions, (d) connecting the results of the analysis to leadership implications, (e) presenting personal interpretations, reflections, and personal views to broader social significance, and (f) making recommendations for future research. Begin the introduction to chapter 5 with a paragraph that summarizes the following: (a) research problem, (b) purpose of research, (c) research methods, (d) limitations of the study (bring the limitations presented in chapter 1 to chapter 5), and (e) the organization of chapter 5. This introductory paragraph does not require a separate heading. The introduction should be written in a discussion tone and not written as a copy and paste view from previous sections. Chapter 5 is organized by the major headings: (a) conclusions, (b) implications and (c) recommendations.

The conclusion section can be organized by your research design reflected in chapter 4. Begin the discussion with the results of the hypotheses. Reflecting on each analysis and result presented in chapter 4, answer one or more of the following questions: (a) is this result important, (b) is this result consistent with the results of previous research, (c) does this result suggest that the existing theory should be modified, and (d) are there possible alternative explanations of the result?

The implications section is related to the broader social significance and implications of the data analysis to leadership. Possible discussion topics are: (a) implications to leadership in the organization, and (b) implications to leadership globally.

The recommendations section is related to an even broader social significance. Possible topics might be: (a) recommendations for future theory and research, (b) recommendations for action by key stakeholders such as administrators, parents, and communities, and (c) recommendations that the study itself to be replicated using different samples and/or populations. Note any questions that are raised by your results – further research should be recommended to explore these questions.Double-click

Conclusion

Begin

This section presents and interprets conclusions drawn from the literature review, the methodology, and the analysis of data. Interpret and evaluate the importance, significance, and meaning of the study to various constituents (e.g., administrators, employees, researchers, the community, etc.). The broader social significance of the research may also be addressed.

To make the conclusions more orderly, it is appropriate to have a separate level 3 heading for each of the hypotheses and/or the research questions procedure. If your hypotheses are not supported, look for reasonable explanations both from the study itself (your hypothesis was indeed incorrect) or were there additional limitations in the study that you did not consider in chapter 1?

Be sure to discuss the assumptions, limitations, and delimitations from chapter 1, and any impact they may have had in your results.Double-click

Implications

Begin

The implications section is related to the broader social significance and implications of the

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data analysis to leadership. Possible discussion topics are: (a) implications to leadership in the organization, (b) implications to leadership globally, and (c) a passionate and informed elevator speech that implies that the research will inform intended change in the organization and/or community.Double-click

Recommendations

Begin

In general, make two categories of recommendations: (a) recommendations for action by key stakeholders (e.g., administrators), along with the appropriate implications (positive and negative) of adopting the recommendation (any matters that may significantly affect each constituency should be addressed), and (b) recommendations for further study. It is appropriate to recommend that the study itself be replicated using different samples and/or populations. Note any questions that are raised by your results – further research should be recommended to explore these questions.Double-click

Summary

Begin

Conclude the chapter with a brief summary.Double-click

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REFERENCES

ZZZZZZZZZZZZZZ

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APPENDIX A: TITLE

Use “Heading 5” formatting (BOLD Formatting toolbar) for “Appendix A, B, etc.” so they format properly in the Table of Contents. Note: Appendixes MUST appear in the order they were referenced in the text. Be sure to keep your CAPS LOCK ON when typing the title.

Make the first page of each appendix (e.g., this page) a title page. Place documents and/or information AFTER the title page.

Double-click

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Begin

This is page 1 of Appendix A. EXAMPLES of appendices include: questionnaires, consent forms, letters of information, interview protocols, and interview transcripts. Begin each appendix on a separate page.Double-click

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APPENDIX B: INFORMED CONSENT FORM

To add additional appendixes, copy this page, and paste the information onto a new page.Double-click

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Begin

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