Data Analysis The Data Analysis chapter should be 2,000 words in length approximately. This is a vitally important chapter for the dissertation. In this chapter, the student must analyse the data collected and identify key patterns from the analysis. These can take the form of overarching themes (in qualitative research), hypothesis testing (in quantitative research), or key tabulations from secondary quantitative data using SPSS or other statistical software. Students should analyse their data with their research question and objectives in mind, and ensure that the analysis adequately helps to address the overall aims of the research project. In this chapter, students should also compare and contrast their findings with previous studies for consistency, and evaluate the significance of their findings. It is also useful if students formulate a clear thesis (argument) from their analysis of the data collected in this chapter. Conclusion The Conclusion chapter should be 500 words in length approximately. In this chapter, students should reflect upon their research question and objectives/hypotheses, and the answers they have developed from the findings of their research project. They should also consider the theoretical (do the findings challenge existing theory?) and managerial implications (what do the findings imply for practicing managers/practitioners/public sector leaders?). Crucially, students must show how they have addressed the research question and objectives they originally formulated for the research project. Recommendations The Recommendations chapter should be 500 words in length approximately. It should consider what recommendations would be made on the basis of the findings of the study and the answer to the research question/objectives/hypotheses posed. Students should make recommendations for management practice, wider society (if applicable) and importantly for future research projects, which may be particularly helpful for students undertaking dissertations in future cohorts. Students should also critically reflect upon their findings and consider their implications. PLEASE SECONDARY DATA!! NO PRIMARY RESEARCH DISSERTATION TITLE - THE EFFECT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR