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IB Business & Management

Internal Assessment (HL only)
2009

Select an organisation that experiences problems (e.g. from competitors, falling

sales, recruitment, cash flow, membership levels). Your title must be in the form
of a question. Analyse the causes of the problems and their implications for the
business. Prepare and evaluate a plan to address the situation.

IB Business & Management

Internal Assessment (HL)

Nature and purpose of the internal assessment

The internal assessment (IA) component forms an important part of the

assessment of the Business and Management (B&M) course, it accounts for 25% of
the final mark.

It aims to enable you to demonstrate your skills and knowledge in B&M without the
time limitations and stress associated with written examinations.

Research project – An overview

The IA enables you to demonstrate the application of your skills and knowledge to
real organizational issues or decision-making. You must select a real organization,
and the issue or decision under investigation must also be real. The expectation is
that you should carry out primary research relating to the organization. The
research question has to be forward looking rather than descriptive and should
require the student to make recommendations for further action. It should,
therefore, be designed to be of practical value to management.

You need to develop two pieces of work for the project:

 a research proposal and action plan (500 words max.)

 a written report (2,000 words max.)

The following points have all caused problems in the past:

o Your decision has to involve a real company, most probably your

parent’s, friend’s or neighbour’s but be aware you may have problems
getting the data you need when you need it – make sure they are
aware. Don’t just rely on daddy as he can often be away at the critical
time
o many businesses do not give out accounts and other sensitive
documents – be prepared for this. Failure to provide accounts &
figures will undermine the value of the Report.
o Your decision has to be current – you cannot take a decision that has
already been made by the company and write a report in retrospect.
o Your decision has to be answered by you – not mummy’s staff /
company
o Your decision has to be answerable within 2,000 words – don’t choose
a ‘big’ decision, keep it simple and straightforward
o Your decision must not be descriptive. Avoid questions beginning with
‘how’ instead aim for ‘should’?
 Some possible questions to ask:

When sounding out a Business it is best that both you and they know what is
involved in the project.

To help you, here are a number of questions that may need answering before
starting your project.

o Which decisions are you currently making that I could investigate?

 Why are you making this decision?

 When does the decision have to be made by?

 Who is responsible for this decision?

 What data could you provide me with?

 Which personnel do I need to talk to?

 When would be a convenient time to visit the organisation?

 Is there any information that you need to know?

Examples of past questions

Possible decisions that have worked well in the past: (grades 6-7)

o Should company “x” employ an expatriate or a local manager?

 Should company ”y” purchase another photocopy machine?

 Should Japanese “Ringisho”, techniques be introduced into company “a”?

 What source of finance should company “z” use for renovations - share
capital or loan capital?

 Should company “y” buy or lease another company car?

Decisions that have just worked in the past: (grades 4-5)

o Should company ”x” improve it’s motivation techniques?

 Should company “Y” relocate to China?

  Should Company “z” change its marketing strategy?

Decisions that have failed in the past: (grade 3)

o How can company “x” change its marketing mix?

 Can company “y” increase awareness of its product?

 Will company “c” increase market share by reducing the price of its top
branded product for a limited time period every year?

Internal Presentation
After you have chosen your company and your decision then you need to think in
terms of how you may go about answering the question. To help you we ask that
 you present your idea to your supervisor and the class and they can give you
immediate feedback. You will complete a form in the following format – this is the
format used by the Research Proposal so use it!

You will be asked to produce a minimum 6 slide PPT presentation. Of course you
can always add to the presentation by role plays, Podcasts, costumes etc. The
slides will follow the format of the Research proposal and will help you complete
that document. A typical presentation may look like:

The Research Proposal

This is the core element of this section – the IB wants you to produce this at the
start of the coursework and to use it to plan your report. It is expected that you
will modify this as you go along, you can do this by using different coloured fonts
and/or handwriting amendments on the final copy.

The Research Proposal must be in NO MORE THAN 500 WORDS:

Format
Research question - state the research question

Theoretical - give the rationale behind the study

framework
- show areas of the syllabus to be covered
Methodology - indicate methods to be used to collect and analyse data,
and the reason for choosing them

Anticipated - specify possible difficulties and ways to solve them

Difficulties
Action plan - show the order of activities & timescale of the project.

- name organisations and individuals to be approached

- outline possible sources of information

500 WORDS MAX!

To help you organize the Research Proposal it may be wise to follow these
suggestions for structuring your Research proposal below:

 Research Question – Just state it

 Theoretical Framework –

Syllabus Areas 1
Syllabus Areas 2 Overall Rationale

Syllabus Areas 3

 Methodology –

Collect data -
Primary research Reasons Why?
Secondary research Reasons Why?
Analyse data -
Business technique 1 Reasons Why?
Business technique 2 Reasons Why?
Business technique 3 Reasons Why?

 Anticipated difficulties –
 Anticipated Difficulty Proposed solution

 Action Plan –

Date Action Source of information Modification

Note: Even though the Research Proposal is expected to be produced

at the beginning of the project it will not be marked before the end
of the piece as it must be modified in some shape or form.

NB: Remember – text in boxes is also counted in the word limit too.!

Written Report – overview

The Written Report must not exceed 2,000 words. The table below indicates the
required format and which information is included in the word count.

It must be noted that it is unacceptable to use tables and boxes for text (for
example, for analysis and evaluation), thereby trying to exclude it from the word
count. It will be included in the word count (see the section on frequently asked
questions later in this pack).

Section Included in Comments

word count
Title page No
Acknowledgments No
Contents page No
Executive Summary No An explicit summary with a recommended length of
(abstract) between 100 and 200 words. The IA title question
must be answered in this section.
Introduction Yes Do not write too much about the history of the
organization(s).
Research question Yes
Procedure or method Yes This must relate directly to the Methodology in the
Research Proposal.
Main results and Yes
findings
Analysis and Yes
discussion
Conclusions and Yes Make sure the recommendations stem from the
recommendations ‘Results and Findings’ and the ‘Analysis and Discussion’
sections in the IA.
Bibliography and No Use the College-recommended MLA referencing
references format.
Appendices No Only include supporting documentation.

Collecting the data:

You must collect both primary and secondary data. There are two factors that are
important when deciding what type data to collect:

 How is it to be used?
 How reliable is the data?

Use of the data.

Your data has to be useful, that is it must be linked to a particular business

technique. There is no point in collecting company accounts unless you will use them
appropriately. In fact you will lose marks if you include unnecessary or irrelevant
data.
The first thing then is refer back to your theoretical Framework and decide how
to apply the data you will collect to your chosen theories. Here are some of the
possible business techniques used in the past:

Decision Making Model Ratio Analysis Forecasting Decision Trees

Statistics Networking TQM SWOT Analysis
Marketing Models Budgeting FFA PEST Analysis
Investment Appraisal Motivational Theory Ishikawa Fishbone BCG Matrix
CPA GANTT Charts Surveying & Sampling Techniques
Benchmarking Ansoff Matrix Channels of Distribution
Leadership Theory Communication Theory Organisational Charts

None of these is better than another it is all a matter of relevance. However,

given the maximum word limit of 2,000 words you cannot choose more than 5 at an
absolute maximum. More is certainly not better – you lose marks for going over the
word limit and for including extraneous material. You should also aim for balance
between quantitative and qualitative data.

Reliability of the data

One of the single biggest mistakes students make is to rely on only one source of
data. This makes the data – and your analysis invalid. It is too biased to be useful
– again you will lose marks here if you have single source data.

Examples of single source data are when the source for your information is:

 a survey
 an interview
  a textbook
 a website
 one person
 only the business itself

Data Source

Invalid Conclusion

This data is unreliable because there may be intended or even unintentional

bias. It is only one point of view and may distort your conclusion.

Data Source

Data Source

Valid Conclusion

Data that is reliable will lead to a valid conclusion. The way to achieve this is to
triangulate the data – that is back it up with at least one other source. The more
triangulated the data the more valid will be the conclusion. Commonly primary data
is backed up with secondary data.
Collating the data

After you have collected the data then you have to begin the task of organising it
in your project. We expect students to have all of their data ready by the start
of grade 12. If you have no evidence of any data by that time then the chances
are you never will have and so we will ask you to start again with a different
business and another decision.

Once you have all of the data then you need to consider two points:

 Arranging the data

 Referencing the data

Arranging the data:

You need to consider what forms of presentation you will want to use. Some
common types are set out below.

Maps Tables Calculations Accounts

Pie charts Histograms Bar Charts Organisational charts
Excerpts Quotations Articles Interview Transcripts
Diagrams Venn Diagrams Flow diagrams Mind Maps

Once again no one form of presentation is better than another. However, you
must think in terms of standardisation – presentation is much more effective if
there is a consistent style. Secondly, you must source every piece of data
you include. This is critical; you will lose marks if you do not. Sourcing can
also be useful as it points to the reliability of your data. At the very worst
you could also be accused of plagiarism if you do not source all the data.

A final issue is were to put the data. In many cases this will be in the appendix and
you can then refer to the key points of that data by using bullet points in the main
body of your findings. You will not gain any extra marks by using IGCSE style pie
charts and summary statements. Keep your findings concise and relevant, only
highlight the important facts.

Referencing the data

References must be included to show where statements, ideas and evidence come
from. It is very important to cite all sources used. “If students do not reference
their work, issues about the authenticity of the work may be raised.” (IBO,
TSM, referencing, 2008)

Sources should be referred to in the text, and a standard referencing format

should be used for the bibliography and footnotes. Students should ensure that
their method of referencing is consistent throughout, and that all the relevant
information is provided. The referencing system must enable the reader to locate
the original sources easily.

How to reference sources

The following guidance is based on the Harvard author−date system. It is offered

only as an example: the IBO permits any accepted convention for citing and
acknowledging sources.

Body text

Use brackets or parentheses to set off a reference in the text. Give the author’s
last name, if it is not part of the text, the page number(s) and the date of
publication.

o (Johnson, p98, 2006) A full reference should appear in the

bibliography at the end of the piece of work.

Footnotes

Footnotes provide related information that does not belong in the text. There
should be as few of these as possible and they should be identified with a
superscript number1and placed at the bottom of the same page.
Bibliography

The bibliography, or list of references used, should appear at the end of the piece
of work.

List sources alphabetically by the last names of authors or editors. If there is no

author or editor, list sources by titles and put them in order by date.

Books: Author’s last name and first name, or initial if name is

unknown. Date. Title (in italics). Place of publication. Publisher’s name.

o Hall, D, Jones, R, Raffo, C. 2001. Business Studies (2nd edition).

Ormskirk United Kingdom. Causeway Press Ltd.

Articles in journals: Author. Date. Title of the article (in quotation

marks). Name of the journal (in italics). Volume number, first and last
pages.

o Lindner, James R. June 1998. “Understanding employee motivation”.

Journal of Extension. Volume 36 Number 3, pages 23–38.

Information from the Internet: Author’s name if possible. Title (in

italics). Date site was visited. URL (address for the home page).
Heading as listed on the web page (if there is one).

o Webber, Sheila. The marketing mix, visited July 17 2006.

http://dis.shef.ac.uk/sheila/marketing/mix.htm.the marketing mix.

Writing the Analysis & Evaluation:

This is the most significant area in the whole project. Just under 30% of your
total marks (7% of your final exam!) come in here. It pays to get this bit right,
so to help you consider the following points:

 Link the analysis to your research data

 Be succinct and ordered
 Integrate your data, analysis and evaluation
 Avoid relying too heavily on a single source (the business)
 Use independent sources
 Avoid unsupported generalisations
 Be critical – don’t take everything for granted

An example:

Imagine a student is writing a Report on whether a Hi Fi company should change its

existing marketing strategy; they might produce the following SWOT Analysis as
part of their data.

Strengths Weaknesses:

1. The company is making strong sales. 1. There are many (but smaller)
competitors
2. The company has a well
motivated workforce 2. The changes may cost money

3. The company produces the best quality

products

4. They have very loyal customers

Opportunities: Threats:

1. The company can expand 1. The competitors can steal their

ideas
2. The company can earn more profits

3. The company can increase awareness.

Source: Company x (interview with CEO)

Now they will need to analyse that data – they will face some immediate problems
because the data is single sourced and weak. Any analysis from this would score 2-
3 out of the 7 marks from this section.

What could the student do? They could link the data to another source –

Product positioning map made from customer (not just this companies customers)
responses.

Independent market research – from What Hi Fi magazine

Company responses (not just managers – but workers & suppliers too)

SWOT

Analysis & Evaluation

Writing the Conclusion & Recommendation

This section should really be quite brief and it must continue on from the previous
material. Some points that you may want to bear in mind when writing your
conclusion:

 There should be no new material introduced here

 The conclusions should be brief statements (even bullet points)
 The conclusions must be consistent with the evidence presented
 Don’t ignore evidence because you don’t agree with it.

The recommendation should once again follow on from the conclusion and it should
be brief and consistent. It must include the following elements:

 A yes/no recommendation
 Unanswered questions should be stated
 Suggestions to resolve these unanswered questions are made

4. Producing The Completed Project

This final section involved tidying up and putting the whole project
together. There are three areas to consider:

 Organising the material

 Meeting IB requirements
 Making Hard / Soft copies
Organising the material

The project will be bound as one document but the Research proposal must be kept
separate from the Business Report. We suggest the following format:

Business Report

Title Page

Research Proposal

Title Page

(copy)

The Final Business report – format details

 Format
Title page - This should give a clear indication of what is contained in the research
project.

- Example of a title page:

To: Managing Director

Title: Should company ‘x’ change the layout of the printroom?

From: (student name & IB number)

Date: November 2008

CC: Board of directors

Word count: 1,860 words

I confirm that this work is my own and that it is the final version. I have also acknowledged each use
the words or ideas of another person whether written or oral.

Signed :

- This is a good example of a title because it:

 o is a question
o is specific
o is manageable

encourages the application of business terms

o looks forward and requires recommendations.

Acknowledgments - This section should acknowledge any individual who has made the
production of the report possible.

Contents page - This should include the major headings in the report,
beginning with the executive summary. Page numbers should
be clearly indicated.

Executive Summary - The executive summary provides a review of the document

(abstract) as a whole, outlining conclusions drawn and recommendations
made. Together with the title, the executive summary
should provide a clear overview of the document. It is
imperative, therefore, that it is explicit yet brief (between
100 and 200 words). It is recommended that the executive
summary include three elements:

 the research question

 the scope of the research (including the methodology)
 the main findings, conclusions and recommendations.

Introduction - The function of the introduction is to demonstrate

background knowledge about the organization, to give a clear
outline of the topics under investigation and to outline the
rationale for the research.
Research question - This is a clear, unambiguous question that indicates the
scope of the investigation and requires an answer. A well-
devised question is more likely to result in a report that
achieves high marks. The research question should be
reviewed at the end of the process and amended if
necessary.

Procedure or method - This should be a summary of the primary and secondary

research undertaken and the business techniques applied. It
should also include an assessment of the validity and
reliability of the data collected (for example, partiality and
scope) and the methods employed. The student should
explain any changes made as the work progressed.

Main results and - The purpose of the analysis of the results section is to clarify
findings what the raw data has revealed. This should include a summary
of all the data collected and of the findings, and should, where
appropriate, be supported by tables, graphs and statistics.

Analysis and - This involves interpreting the results and findings clearly and
discussion succinctly. Students should identify the main issues emerging
from the research and explain their significance. The discussion
should be sequenced and coherent. It should also be carefully
referenced.

Conclusion and - The conclusions must follow from the analysis and discussion.
recommendation This is not the place to introduce new facts or arguments.
Conclusions are normally presented as a list of fairly brief
statements.

- Recommendations should be precise and there should be

 practical proposals for action that stem from the conclusions.
If the results of the research are inconclusive, the student
should recommend further research to be undertaken.

Bibliography and - The project should contain a correctly presented bibliography,

references acknowledging all material referred to in the research.
Quotations from textbooks and other sources of information
should be acknowledged in the main body of the text or through
the use of footnotes. Students should include the specific pages
used from texts in the footnotes. Students should be
discouraged from including inappropriate materials such as
lengthy company management reports.

Appendices - These should include only relevant information that supports

or emphasizes what is discussed in the report. They will include
examples of photographs, documents, questionnaires, numerical
raw data in tables and statistical calculations.

All students will need to submit an authenticity report via www.turnitin.com (you
will get a user log-in and password nearer to the final draft deadline date).

HL research project – Assessment Criteria

A Research proposal and action plan

Criterion A should be used to assess the Research Proposal and Action Plan only.

Achievement Descriptor
level
0 There is no research proposal or action plan.
1 There is a research proposal and action plan. However, elements of the
research proposal or action plan are inappropriate.
2 The research proposal and action plan are generally appropriate, but they
are not clear and focused.
3 The research proposal and action plan are appropriate, clear and focused.
There is some identification of the theoretical framework and methodology
 to be employed.
4 The research proposal and action plan are appropriate, clear and focused.
There is clear identification and explanation of the theoretical framework
and methodology to be employed.

B Use of theoretical concepts, sources and data (written report)

Achievement Descriptor
level
0 There is no use of theoretical concepts, sources or data.
1 There is a very limited understanding of relevant theoretical concepts, and
these concepts have been misused. The sources and data are irrelevant or
insufficient.
2 There is a limited understanding of relevant theoretical concepts, but these
have not been applied effectively. The sources and data are generally
relevant, but insufficient.
3 There is an understanding of relevant theoretical concepts and evidence of
some of them being applied effectively. The sources and data are relevant
and sufficient.
4 There is an understanding of relevant theoretical concepts and evidence of
them being applied effectively. The sources and data are relevant and
sufficient. There is some evidence of the sources and data being used
effectively and related to the theoretical framework.
5 There is an in-depth understanding of relevant theoretical concepts and
consistent evidence of them being applied effectively. The sources and data
are relevant and sufficient. There is consistent evidence of the sources and
data being used effectively and integrated with the theoretical framework.

C Analysis and evaluation (written report)

Achievement Descriptor
0 There is no discussion, analysis or evaluation.
1 Findings are very limited and the discussion is superficial. The report lacks
order and coherence.
2 Findings are limited and the discussion tends to be superficial. There is an
 attempt to sequence ideas and references.
3 There is some analysis of the findings but the discussion may be
unnecessarily descriptive. There is some integration of ideas and issues in a
logical order.
4 The analysis of the findings is appropriate. There is some integration of ideas
and issues in a coherent order.
5 The analysis of the findings is appropriate and there is an attempt at
evaluation. There is sound integration of ideas and issues in a coherent order.
6 The analysis and evaluation of the findings are appropriate. There is sound
integration of ideas and issues in a coherent order, and some evidence of
critical thinking.
7 The analysis and evaluation of the findings are appropriate. There is sound
integration of ideas and issues in a coherent order, and consistent evidence
of critical, reflective thinking.

D Conclusions and recommendations (written report)

Achievement Descriptor
0 There are no conclusions or recommendations.
1 There are conclusions or recommendations, but they are inconsistent with
the evidence presented.
2 There are conclusions or recommendations. Some are consistent with the
research question, but may not be supported by evidence presented in the
main body of the report.
3 There are conclusions and recommendations. These are consistent with the
evidence presented in the main body of the report and with the research
question, but are not fully developed.
4 There are conclusions and recommendations. These are consistent with the
evidence presented in the main body of the report and with the research
question, and are well developed.
5 There are conclusions and recommendations. These are consistent with the
evidence presented in the main body of the report and with the research
question, and are well developed. Future action to address limitations of the
research is proposed.

E Value to management (written report)

Achievement Descriptor
level
0 The report is of no practical value to management.
1 The report exceeds 2,000 words, or is of limited practical value to
management.
2 The report has some practical value to management. There are significant
omissions in the presentation of the report. Bibliography and referencing
are inappropriate.
3 The report is of practical value to management. There are minor omissions
in the presentation of the report. Bibliography and referencing are
appropriate.
4 The report is of practical value to management. The report is well
presented, forward-looking and follows the required written report format.
Bibliography and referencing are appropriate.

Excerpt from the Business & Management Subject Reports – May 2008

Criterion A Research Proposal

The action plan should be a ‘working document’, prepared in advance of the

research so that the teacher and student can manage the process
effectively. Dates should be included and it is not only acceptable, but also
desirable, for the action plan to be amended throughout the process as required.
This will provide evidence that the candidate is fully engaged.

Criterion B Use of Sources, Data and Theoretical Concepts

Those, which used a balance of primary and secondary research, produced better
quality research projects. There was often an over-reliance on the questionnaire as
sole base for primary research; often with a limited sample size.
Candidates did not venture into studying the perspective of the customer,
employee or supplier and relied too heavily on potentially biased internal sources,
which were not always well acknowledged. There was too little assessment of the
reliability and validity of the internal sources relied upon.

It is expected, that a range of business theory is introduced, explained and

applied.

References should include page numbers and web sites the date when they were
accessed.

Criterion C Analysis and Evaluation

Information provided by the organisation or data collected from questionnaires

value and data should be fully analysed. The better candidates included a range of
business techniques, concepts and tools to produce their results and to provide the
basis for supported recommendations and conclusions.

Criterion D Conclusions and Recommendations

In this section students should be reflective, evaluate their research and identify
issues that have not been fully addressed. As suggested earlier, an appreciation of
the future financial implications of the recommendations would satisfy the
requirement to suggest future action. They should examine the cost and financial
consequences of their recommendations. Those candidates who recognised the
financial implications were able to suggest that these recommendations provided
the basis for addressing unanswered questions and future action.

Criterion E Value to Management

To be of value to management, the reports needed to help the organization develop
its decision-making and address future problems and issues. The best reports were
clear and well structured and provided solutions, which were specific, rather than
generalized.

© IBO, 2006

HL research project - FAQ

Can the same student reuse an extended essay title and topic for an internally
assessed research project?

No. However, the same company or organization can be studied for both the IA and
the EE provided that two distinct areas or topics are explored in the EE and the
IA, e.g. Marketing for the IA and HRM for the EE.

Is a penalty imposed when a student does not follow the requirement on the
length of the research proposal?

Yes. The maximum word limit for the research proposal is 500 words. If a student
exceeds this word limit, the research proposal cannot be regarded as focused and
therefore the student will not be awarded above 2 marks for Criterion A.

Is a penalty imposed when a student does not follow the requirement on the
length of the written report?

Yes. The maximum word limit for the report is 2,000 words. If a student exceeds
this word limit, a maximum of 1 mark can be awarded for Criterion E. It is
unacceptable to use tables and boxes for text (for example, for analysis and
evaluation), thereby trying to exclude it from the word count. These will be
included in the word count.
Is data and information in appendices assessed?

No. Information in appendices will not be directly assessed. It is reference

material only. You should not include any superfluous materials in the appendices
(see Criterion E).

Should the teacher write comments on the finished research project?

This is not a requirement, but comments can be very helpful to the moderator in
understanding how the marks have been allocated. However, these comments
should not be written in red or green ink (the colours used by the moderator and
the Chief Examiner respectively!)

Are students allowed to submit group work for internal assessment?

No. The work submitted for final assessment must be entirely the work of
individual students.

How much assistance and guidance should a teacher give the student?

It is important that the project is the student’s own work, although some
assistance and guidance is allowed, e.g. the choice of research question, the
methodology and the theories to be used. When the first draft is submitted, this
should not be heavily annotated or edited. Constant drafting and redrafting is not
allowed and the second draft should be the final one.

Is every student required to sign a candidate declaration on the front cover?

Yes. If the teacher adds a comment on the sheet that the work may not be
authentic, the student will not get a grade. Ultimately, it is the responsibility of
the student to ensure the work is authentic. Use turnitin.com!
Is it essential to have both a research proposal and action plan?

Yes. If either element is missing, 0 marks must be awarded for criterion A.

What is “appropriate” analysis and evaluation?

Analysis and evaluation should be relevant to the issues being investigated and the
data presented. The student should use relevant business tools and concepts and
these should be evidence of critical and reflective thinking.

What is meant by “future action to address limitations of the research”?

Students should identify aspects of their research requiring development or areas

that are worthy of additional research by the organization, i.e. identify any
unanswered questions in their written report.

What is meant by “value to management”?

This means that the report should add to the decision-making process of the
chosen organization. The report is well structured, concise and well presented,
allowing effective use by management (as identified on the front cover page of the
submitted IA).

Some Do’s and Don’ts

Do’s…

 Use size 12 font

 Double space your work (or use at least 1.5 spacing)
  Spell check your work / proofread your work
 Cross-reference your work
 Include sources for tables, charts, photos (basically anything that isn’t your
own)
 Use business key terms and definitions
 Use the Student Checklist in this pack
 Include an Executive Summary (you cannot get any marks for Criterion E
without one!) HL Only
 Meet internal deadlines
 Include a Bibliography
 Hand in 2 copies of your final draft – two clean hard copies and one emailed
copy to your teacher: [email protected], [email protected],
[email protected] or [email protected]

Don’ts

 Use your Extended Essay title for IA

 Exceed the word limit
 Copy other people’s work! You will need to submit your work to
www.turnitin.com
 Forget to apply business concepts and theories
 Ignore the tips in this Guide!

Oh, and GOOD LUCK!