Dissertation structure - Introduction

Content
Dissertation structure .................................................................................................... 1
Introduction .................................................................................................................. 4
Tips for introduction ................................................................................................... 4
Introduction Hook ...................................................................................................... 4
GAP Formulation ........................................................................................................ 6
Essential introduction phrases for dissertation............................................................ 9

Dissertation structure

Here is the structure you should follow while writing your dissertation. I will evaluate the
work based on this structure. Please note that the word count provided for each chapter is
indicative only (not mandatory). The main goal is to keep your work within 8000 words
(excluding cover page, table of contents, and contents, acknowledgments, and, if included
the explanation for the integrative review - I explained what it is in the ‘general master
guidelines’ document sent before).

1. Introduction
a. Importance of the topic(s) (General background) – 1 paragraph*
i. It should end with a contradictory sentence (However/But…) that
will launch the need of conducting this study
b. What was studied before about the topic (or related) and how the concepts
related each other (Specific background; the specific dilemma – it should
be related with the contradictory sentence: What is the problem and why).
This paragraph should define the business/social problem – 1 paragraph*
c. What is missing in the literature that justifies the need for the current study
(… the research problem or gap) – 1 paragraph*

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 d. Study aim(s) – 1 paragraph
2. Literature review (for each topic)
a. Importance of the concept (e.g., why to study service quality?) 1
paragraph*
b. Definition and conceptualization of the concept (it may include
distinctions from similar concepts or definitions from other authors) 1
paragraph
c. Previous studies and background theories (e.g., how/why service quality
is related to spectator attendance?) 1 paragraph*
d. Why to study the concept in the current study? (i.e., what is missing in the
extant literature – gap) 1 paragraph
e. Hypotheses
i. Hypotheses should be framed based on
1. Previous studies
2. Theoretical premises
3. What is missing in the literature that justifies testing the
proposed hypothesis
a. Always ask yourself why it is important to test the
relationships presented in previous studies again
3. Methodology
a. Sample and procedures
i. Procedures of data collection
ii. Sample size and participant characteristics (inclusion/exclusion in
some cases)
b. Data analysis
i. Software and techniques used to address each of the aims of
hypotheses
4. Results
a. This is likely the most straightforward chapter of the research report
b. It may be composed of more than one chapter
c. Tables and Figures are the most effective way to present results
d. Clear identification of significant trends (most relevant results)
e. Do not give interpretations – just “read” Tables and Figures
5. Discussion and implications

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 a. Start this section by reminding readers the aim(s) of the study
b. Describe how findings relate to the study’s aims and/or hypotheses
c. How findings relate to previous studies (confirm or contradict existent
literature – what is different! What is new!)
d. Interpretations of the findings (linkages with theory and/or context of the
study)
e. Theoretical implications (what can readers learn from this study that they
did not before?)
f. Practical implications (how the results may help practitioners)
6. Conclusions
a. A summary of the study reminding readers of:
i. Study aims
ii. Main results and how these address the study aims
iii. How the study represents an advance in the field
6.1.Limitations and future research
b. All studies have limitations
c. A limitation is “something one cannot solve” with the available data
d. Each limitation should be associated to a research opportunity (future
research)

*Paragraphs should be no more than around 15 lines long, and ideally between 125 and
200 words.

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Introduction
To present a robust basis for a study, the Introduction section should clearly define the
topic/concept and its importance, followed by defining the research (business or social)
problem, then articulating research gaps (or present problematization), leading to
formulating research purpose/questions/aims/objectives as well as briefly outlining
potential research contributions.

Tips for introduction

1) The introduction should not be more than 10% of the total page count of the paper. No
one wants to read an overly long introduction!

2) The introduction is not coherent. To keep it coherent, structure the introduction to start
with a bigger issue and to carefully drill down to the research question.

3) Avoid having author names as subjects of sentences. Good introductions focus on the
ideas and evidence, not the authors who espoused them.

4) The first paragraph should contain a powerful statement. Make a claim, not an
observation.

Observation example: Fast food is on the rise in North America

Compelling claim example: Fast food’s rising popularity threatens public health because
of its low cost, convenience, and marketing tactics.

5) The first paragraph should end with a contradiction (BUT/HOWEVER statement that
will help to justify the need for the current study).

6) When in doubt, subscribe to KISS. Keep it simple, scientist!

Introduction Hook
The introduction decides the interest of the reader. If the introduction is compelling, it
will capture the readers (the dissertation jury) interest.

How can we capture the interest? The hook.

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In the introduction, good students quicky weave a narrative that is pregnant with
possibilities, intrigues the reader to continue and convinces a skeptic that you can
complete the story. The readers should quickly see the study’s value, help you find
answers to problems, and accept its limitations.

So, how to set a hook? How do you know it is well-written?

Fist, begin with an intriguing observation, compelling statement or a surprisingly statistic.

A strong hook points to the unexpected, such as volatility in cryptocurrency markets

adversely impacting the poor.

Why? Because pointing to the unexpected evokes a casual reader’s interest.

Second, offer evidence of the phenomenon.

A strong hook points to the unexpected evidence, such as cryptocurrencies’ impact on the
poor goes beyond financial losses; it also increases their energy costs.

Why? Because pointing to unintended consequences, suggests a gap in understanding

without actually saying a gap exists.

Third, suggest a theoretical or empirical point of curiosity.

A strong hook evokes curiosity, such as government regulation can evoke voluntary
actions that mitigate the risks that crypto poses to the poor.

Why? Because counterintuitive explanations or solutions, whether intriguing or

outrageous, motivate reviewers to keep reading.

Here is the crucial part.

That hook should be the first thing and the last thing you polish. The entire paper should
align with that hook.

How to do it? Write it once, polish it, have someone read it, write the paper, then write it
again. Keep doing it until you are sick of it. Then do it again until your reader is satisfied.

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GAP Formulation
Identifying a GAP in the literature requires a review of what has been done in the
literature. Using keywords related to the study's objective, we can conduct a search on
Scopus (see "Integrative Review"). Then, it is suggested to compile the information from
each of the results into an Excel file to identify what has been done and determine what
has not yet been done (GAP).

Example of a GAP formulation from previous dissertations I have supervised:

Example 1:
While existing research has explored the impact of user motives, video duration, and ads’
irritation on user behavior and outcomes on social media platforms (Li et al., 2013; Sandi
& Nainggolan, 2021; Xiao et al., 2023; Yuan et al., 2022; Zhang et al., 2019), there is still
need for further research to understand these relationships. Specifically, few have
explored how platform characteristics like video duration (Li et al., 2013; Xiao et al.,
2023; Zhang et al., 2019) and ads’ irritation (Sandi & Nainggolan, 2021; Yuan et al.,
2022) impact these motivations. Additionally, some studies have found relationships
between user motives and outcomes like PSI and purchase intention on social media
platforms like Instagram (Ao et al., 2023; Arli, 2017; Saima & Khan, 2020; Schouten et
al., 2020) and YouTube (Ao et al., 2023; Chen et al., 2021; Kim, 2020; Saima & Khan,
2020; Schouten et al., 2020; Sokolova & Perez, 2021; Stein et al., 2020), but few have
explored these relationships on TikTok, which has unique features.

Example 2:
Many studies have explored sustainability practices and CSR within the aviation industry.
Firstly, while the role of CSR in the aviation industry is well-documented (Y. Kim et al.,
2020; Rhou & Singal, 2020) as is its impact on customer loyalty (Lee et al., 2019; Phan
Thanh & Hoang Anh, 2023), there is limited research on how airlines communicate their
CSR initiatives, especially through digital platforms. Secondly, the synergy between CSR
communication and RM in the aviation sector remains underexplored. While both
theories are well-established independently (Kim et al., 2021; Mostert & De Meyer, 2010;
Serhan et al., 2018), their intersection in the context of aviation is a nascent area of study.
Thirdly, despite the growing adoption of CSR and Environmental Sustainability Actions

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(ESA) within the aviation industry and its known outcomes on customers perceptions
(Hwang & Choi, 2018; Lee et al., 2019; Sardjono et al., 2021) there is a lack of
understanding of how the communication of these efforts moderates customer loyalty.

Example 3:
Given the growing importance of the subject, the implications of sustainable practices on
tourist satisfaction have captured the academia’s attention. While previous studies have
explored the effect of sustainable practices on tourist preferences (Alreahi et al., 2023),
analyzing willingness to pay more to stay in eco-friendly hotels based on tourists'
nationality (Boronat-Navarro & Pérez-Aranda, 2020) or the moderating effect of culture
between green practices and co-creation value on hotel image, trust, loyalty, and
satisfaction (Ruiz-Molina et al., 2023), they have primarily focused on general
correlations and broad trends across different nationalities and not adequately addressed
how cultural differences specifically influence tourists’ emotional and satisfaction
responses withing eco-friendly hotels. This gap in the literature limits the ability of the
hospitality industry to tailor experiences that meet with the diverse cultural backgrounds
of their guests.

Only after identifying the GAP, we can define the study's objective. That is, the study's
objective stems from the identified GAP.

When formulating the research gap, I suggest avoiding the phrase:

“No previous studies have investigated…”

It is a cheap hook to claim the value of the study.

Here are five different approaches:

• Emphasize the research novelty.

Do not focus on the absence of previous research. Claim the originality of your proposed
research.

Example:

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“This study proposes a unique approach to [topic] building on [X] theories. We introduce
a new methodology to address [specific gaps]”

• Acknowledge existing research and identify gaps

Emphasize studies have addressed the topic. But focus on limitations in existing
knowledge.

Example:

“While previous studies have explored X and Y, they have primarily focused on [aspect
Z] and not adequately addressed [gaps]”

• Identify practical applications or unsolved issues

Draw attention to practical implications. Show unanswered remaining questions.

Example:

“The lack of understanding of [topic] stops us from [practical implication]. This raises
questions about [specific open questions].

• Show why we need more conclusive research

Outline where existing conclusions stop. Promote more comprehensive research.

Example:

“Existing studies show [topic insights], but the field lacks a comprehensive understanding
of [specific aspect] because of [obvious limitations].”

• Encourage longitudinal or comparative studies

Push for studies to deepen knowledge. Add longitudinal or comparative parts.

Example:

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“While cross-sectional studies have provided [existing topic insights], we need
[longitudinal]studies to examine [changes over time].”

Truly explain the research gap (and do not just state that there is one)

Essential introduction phrases for dissertation

Establishing a context and importance:

• This study addresses the…

• The purpose of this research is to…
• This topic is significant because…
• Recent developments in the field have shown that…

Introducing the problem or question:

• However, there remains a gap in the literature regarding…

• Despite previous research, the question of… remains unresolved.
• This paper aims to investigate…