SYDNEY BUSINESS SCHOOL - UNIVERSITY OF WOLLONGONG.docx

SYDNEY BUSINESS SCHOOL - UNIVERSITY OF
WOLLONGONG
NSW Taxi Industry
-
Understanding consumer behaviour and building a
unique selling proposition
MGNT922 - BUSINESS RESEARCH PROJECT
Name: Phuong Nguyen
Student ID: 5961294
Word count: 3,918

Acknowledgement
The research has been conducted under the guidance of Ms.
Zeynep Roberts, Coordinator and Lecturer of MGNT922
Business Research Project at Sydney Business School,
University of Wollongong. We thank Ms. Roberts for providing
knowledge and expertise that substantially assisted this
research.
Moreover, we would also like to acknowledge with gratitude the
support of all participants. Their insights were of fundamental
importance to the understanding of the research problem, and
the study would not have been possible without these
individuals.

Table of Contents
I. Introduction 5
II. Literature review 5
III. Research methodology 11
IV. Analysis and Interpretation 13
V. Conclusion 16
References 18

Executive Summary
The study aims to understand the competitive position and
differentiation of the point-to-point transport service market,
which is achieved through the understanding of consumer
behaviour and attitudes towards services in the category. The
report is divided into five main sections, namely introduction of
the industry and problem under study, extensive literature
review, research methodology, analysis and interpretation, and
conclusion.
The introduction provides an introduction of the research and
the overview of the NSW Taxi industry with its challenges to
overcome. The report then provides a critical review of four
relevant literatures linked to the research problem and
questions. In this section, Katz's four functional theories of
attitudes acts as a guidance for determining the underlying
motives of consumer behaviour and attitudes. The second model
reviewed is the innovation adoption model, which is directly
linked to the creation of the unique selling proposition. The
third model assesses the habitual, cognitive and affective
decisions included in the consumer decision making process,
while the last model mentioned is the three levels of product,
which offers the view that a service is composed of factors
beyond physical features, but also a complex combination of
attributes and benefits.
The study employs both primary and secondary research, which
consists of in-depth interview to collect qualitative data from a
sample of 5, and survey to gather quantitative data using
SurveyMonkey with a sample of 50. Moreover, secondary
research retrieves information from online databases such as
journal articles and news articles. The research employs
samples of adults living in Sydney who use the taxi service at
least monthly, with the sample being drawn using non-
probability sample design and online sampling due to its ability
to reach a wider range of people within a limited timeframe.
However, the research has certain limitations such as the
assumption of sample knowledge, personal values and research

experience, as well as limited access to online databases, time
and financial constraints.
Findings suggest convenience and safety are the top concerns of
consumers, and while consumers perceive taxi services'
convenience to be satisfactory, safety is not highly perceived.
Consumers are open to innovations, and are not willing to settle
for lesser services in exchange for lower costs; however
decision making is greatly impacted by influence groups. Thus,
suggestions are made to use safety as a unique selling
proposition, make changes to current technology used in the
taxi industry, and implement word-of-mouth as a marketing
tool.
I. Introduction
Along with the advancement of technology and the introduction
to the digital age, consumer can now enjoy and enhanced
experience when using public transport, with the provision of
smartphone applications for easier access to services (Hensher
2017, p.86). In addition, the 2016 legislation for Uber services
has allowed Uber to lawfully enter the market to provide high
quality point-to-point transport services, booked through palm-
based technology, as opposed to how the market used to be
strictly protected by rigid laws (Hensher 2017, p.87). This has
posed significant rivalry for the taxi industry, which puts the
industry in the position to take action against these threats to
remain profitable and sustainable in the market. In light of the
matter, consumer behaviour and attitudes have been chosen as
the main theme of the research as it is directly linked to
customer loyalty and preferences (Selnes 1993, p.19).
The study aims to understand the behaviour and attitudes
consumers have towards the taxi service, as well as measuring
the perceptions consumers hold towards the quality of the taxi
service, and the values they perceive to receive. From the
information collected, the study seeks to determine how the taxi
industry can create a unique value proposition to improve
customer loyalty and strengthen its positioning in the market.

The questions up for discussion include what the perceived
core, actual and augmented values customers perceive in the
service are; as well as what attitudes/behaviours they have
towards the service and what they wish to have when using the
service. In addition to a critical review of literature, primary
data will be collected from users of the taxi service.
II. Literature review
1. The relationship between variables and theoretical
frameworks
The study is guided by four theories and models, namely Katz's
four functional theories of attitudes, the innovation adoption
model, the consumer decision making process model, and the
three levels of product model.
The functional theories have been proven to provide an accurate
prediction about the conditions in which consumers' attitudes
can be affected (Locander & Spivey 1978, p.577). The theories
recognise varied motivational patterns that impact on an
individual's attitude, they provide a more complete
understanding of the nature of consumer's attitude towards the
taxi industry and support action plans to improve current
situations (Locander & Spivey 1978, p.577). Katz's approach is
highly regarded in consumer psychology, which includes four
fundamental functions:
· Utilitarian function: learned through experience, utilitarian
attitudes are difficult to change through verbal methods.
Positive utilitarian attitudes are motivated by pleasant feelings,
while negative attitudes are encouraged by unpleasant
experience (Locander & Spivey 1978, p.577).
· Ego-defensive function: attitudes are held to protect an
individual from internal insecurities and vulnerabilities. These
attitudes are used as an adjustment or avoidance method for
difficulties, and are most relevant when a consumer is exposed
to new changes such as switching a preferred transport service
or brand (Locander & Spivey 1978, p.577).
· Value-expressive function: assists an individual in aligning
choices with personal values and self perception. The function

helps a consumer associate positive attitudes with attributes that
match their values (Locander & Spivey 1978, p.577).
· Knowledge function: refer to the need to understand one's
surrounding environment. This function stems from a person's
tendency to economise cognitive efforts by stereotyping to
simplify reality. Thus, a consumer may group cognitive
elements to define and respond to a stimuli, which also has
implications in attitude change (Locander & Spivey 1978,
p.577).
The second model used in this research is the innovation
adoption model. As the study looks to determine how the taxi
industry can create a unique selling proposition, the model is of
high relevance. Innovation is linked to the uniqueness of the
service, and consumers' inclination towards uniqueness can be
seen as a chase for difference (Seng & Ping 2016, p.773).
Different consumers possess different readiness to adopt a new
service, which is illustrated in the innovation adoption model.
Figure 1. Innovation adoption model
Determining the needs and wants of consumers and creating a
unique selling proposition can increase loyalty for a service,
which increases demand and create purchase intention (Seng &
Ping 2016, p.773), which leads to the decision making process
(figure 2).
Figure 2. The decision making process
The decision making process involves habitual, cognitive, and
affective decisions. Cognitive decision making is involved when
consumers weigh the benefits and disadvantages of each choice
and come to a final decision, whereas affective decision making
concerns emotional responses to the service, which means when
consumers have positive emotions towards the service, they are
more likely to have good feelings towards the service. However,
it is also important to note that in some instances, consumers
may avoid and skip steps in the decision making process as they
become disabled with too many choices (Huber et al. 2010).

Consumer attitude in this case becomes relevant, as their
behaviour can become more hybrid, and price and value for
money become a determinant factor as their attitudes are largely
based on trust and perceived benefits (Michelli 2008).
Nevertheless, attitude is self-motivated since it can change if
the consumer's circumstances change. Moreover, perception
plays an important role in consumer experience. This means that
once expected satisfaction is met, and the quality of the service
is satisfactory, consumers will be positively influenced (Graham
2015). The model is highly relevant when it comes to assessing
current attitudes and behaviour of consumers, as well as
determining what consumers wish to experience when using the
service, which are parts of the research problem.
As part of the research, perceived core, actual and augmented
levels of the taxi service will be assessed. Thus, the three levels
of product model is utilised to help identify the matter (figure
3). The model argues that the service can be conceptualised at
three different levels: the core product, which is the
fundamental benefit that consumers get from the service, which
solves the problem consumers face in the first place. The next
level is actual product, which is the physical product that helps
to deliver benefits sought. The last level is augmented product,
which acts as an additional feature in order to prompt purchase.
The model is widely recognised by marketers and researchers,
which offers the view that a product is more than just a feature,
but from a consumer's perspective, it is a complex combination
of attributes and benefits (Crane 2001, p.363).
Figure 3. The three levels of a product (Crane 2001, p.363)
2. Industry overview

As the peak body of the NSW Taxi Industry, the NSW Taxi
Council represents taxi networks, operators, and owners, which
advocated for better conditions for NSW taxi drivers (NSW
Taxi 2018). The industry provides employment for more than
38,000 people across the region, which consists of 4,000 license
owners, in excess of 200 networks, 6,000 operators, and more
than 28,000 taxi drivers (NSW Taxi 2018). The industry's
extensive network has been a significant contributor to the
public transport system of NSW, meeting demands for
consumers as a 24/7 door through door transport service across
the state, through which people and destinations are connected
for various purposes, including business, education, daily
errands, and tourism. The industry prides itself on its ability to
provide transport services even for the most disadvantaged in
the community, which remains in operation even when other
forms of public transport are not at the usual level of
accessibility (NSW Taxi 2018). Moreover, beyond the taxi
industry's contribution to the public transport network and the
job market in the state, it also generates significant revenue for
the economy, with an average of $1.15 billion generated each
year through the sales of licenses and stamp duty, indirect
taxes, and authorisation fees (NSW Taxi 2018). Moreover, the
Sydney taxi service is one of the leading taxi services in the
world, with remarkable efforts being made to continuously
improve services through extensive training for current and new
drivers, newer cabs, and advanced technology to ensure
convenience for its consumers (NSW Taxi 2018).
Along with the development of technology, consumer
experience can now be greatly enhanced through better access
to services that are tailored to individual needs and preferences
(Hensher 2017, p.86). Furthermore, the "Uberisation" of public
transport and the 2016 legislation of Uber services have enabled
Uber to legally enter an otherwise strictly protected market,
where high quality point-to-point transport services can now be
requested instantly via palm-based technology and are becoming

increasingly popular (Hensher 2017, p.87). Thus, technology
has assisted Uber in creating an efficient method of mobility
that is available to everyone with different service level and
pricing conditions (Hensher 2017, p.87). With the same number
of service points, both Uber and taxi have to encounter
difficulties in scalability, since there has been a big shift from
private car and bus to booked point-to-point services (Mulley
et.al. 2018, p.3). Furthermore, society has been transitioning
towards a lifestyle where dependence on private vehicles is not
as popular, which gives way for "mobility as a service" (MaaS)
such as Uber and taxi to thrive (Hensher 2017, p. 86). This
means that younger generations are less appealed by the idea of
owning private cars compared to those from previous
generations, thus MaaS can now become a feasible and
convenient solution to provide services to people who do not
wish to, or cannot, drive a car (Mulley et.al. 2018, p.4).
According to Porter's five forces model, with higher threat of
entry supported by changes in regulations, along with increased
buyer power since there are multiple choices in the market,
higher threat of substitute and weakened supplier power with
intense rivalry from Uber, the taxi industry is exposed to
multiple threats that require the industry to take action. The
research aims to address these threats and understand the
industry's position and differentiation in the MaaS service
market by understanding consumer attitudes and behaviour
towards the taxi industry, the values consumers perceive to gain
from the services, and the attributes they wish to obtain that can
be used to improve current services.
Although multiple studies have been done in order to better
understand the current situation of the MaaS market, Mulley
et.al. (2018)'s study has edged out as it has given insight into
the benefits that consumers expect from MaaS, such as the taxi
service. The benefits include the functionality of the vehicle
and availability of services service (Mulley et.al. 2018, p.3).

The author has also suggested that unexpected benefits can be
provided via servitisation, where the creation of service bundles
can create a unique value proposition; as well as data sharing
where consumer needs are to be used to improve the taxi service
(Mulley et.al. 2018, p.3).
III. Research methodology
1. Research problem and questions
Understand customer behaviour and attitudes, and measure the
perception customers have towards the taxi service quality and
value. Determine how the taxi industry can build a unique
selling proposition to improve customer loyalty and positioning
in the market.
1. What are the consumer perceived core values of the service?
2. What are the consumer perceived actual values of the
service?
3. What are the consumer perceived augmented values of the
service?
4. What are the behaviours/attitudes of consumers of the
service?
5. What values do consumers wish to have when using the taxi
service?
2. Methodology
The study seeks to collect data from both primary and secondary
sources to better understand the relationship between the values
consumers perceive in the taxi service, their behaviour and
attitudes towards the service, the values they wish to obtain,
and their purchase intention. A secondary research approach
will be conducted, with information retrieved from journal
articles and news articles to obtain reliable, critical peer-
reviewed as well as up-to-date information regarding the
research topic. This will be conducted via online-based

databases to source different views on the subject matter, and
acts as a cost and time efficient method to collect data to be
analysed for the interpretation of results, where samples are
much larger and data is longitudinal compared to primary
research methods.
Moreover, primary research will be performed to get an updated
review on consumer behaviour and investigate their opinions
towards the subject of the study, which will be done via in-
depth interviews to collect qualitative data. The qualitative data
collected from in-depth interview will act as a guide for
developing survey questions, as well as providing insight based
on which the study will be further constructed. The method aims
to address consumer past and current experience, as well as
what they look for in the future of the taxi industry.
Quantitative data is to be collected through survey, developed
and shared via SurveyMonkey. This method allows to study to
gain an overview of the link between perceived value and
consumer desired attribute and loyalty, derived from a relatively
larger audience compared to the in-depth interview method. The
survey consists of questions relevant to the research problem
with fixed alternative, in which some questions allow multiple
options to be chosen, while others only allow one most accurate
answer. The objective of this survey is to identify patterns in
consumer behaviour and attitudes, which then will be measured
to draw conclusions. This method enables the process to be
quicker, as multiple responses can be gathered at the same point
of time.
The study uses both exploratory and conclusive research, out of
which exploratory research conducted using in-depth interview
and secondary analysis offers insights and understanding of the
research problem. The research process of this method is
relatively less structured, with a research sample of 5 people for
descriptive and relational research. Moreover, conclusive

research design will be employed to assess the relationship of
variables with the use of survey, with items of the survey
clearly defined to draw conclusive results.
In the research process, research ethics rules will be
implemented to ensure confidentiality and consent. There is an
age restriction, as only individuals aged 18 or older will be
considered for the participation in the research. Moreover,
people who are cognitively impaired and are not able to consent
will not be considered for the study. To ensure participants of
the research have the desired demographical and behavioural
characteristics for the study, screening questions will be
utilised. Samples of the research consist of adults living in the
city of Sydney, Australia who use taxi services at least once a
month. A sample of 5 people is needed for the in-depth
interview, while a sample of 50 people will be engaged in
responding to survey questions. The sample design method
includes non-probability, with convenience sampling to be
utilised as a cost and time efficient mean for the study. To gain
participation for the online survey, online sampling is used as it
has the capability to reach a much wider audience within a short
time period.
3. Limitations
The research has three main assumptions, namely
epistemological, ontological and axiological assumptions, which
means it is unable to assess the knowledge, research experience,
and personal values of research participants that can impact on
the result of the study. Another limitation of the research is that
there are restrictions to access of online databases, therefore
some literature and/or previous studies that have been done
regarding topics relevant to the research problem are not to be
included in the demonstration of study results. Moreover, the
chosen samples may not represent the entire population of

people living in NSW, and the study is limited by time and
financial constraints.
IV. Analysis and Interpretation
The chosen sample range from 18 to 45 in age, with the median
age being 25, and the average age being 26 in years, which is
demonstrated in figure 4. Most respondents range between 20
and 32 years of age, with a smaller number of respondents
falling under 20 or over 32 years old. This diversity in age
offers a wider and more complete view of the target market.
Moreover, there is a balanced ratio of males and females, with
50% of respondents being male and 50% being female, which
represents that there is an equal share of consumers in both
genders.
Figure 4. The age disparity of respondents
Uber has proven to be the preferred method of MaaS, with 20%
of respondents referring to it as the preferred method of
transport, only 10% short from the percentage of those who
prefer driving a private car (figure 5). The next mode of
transport to come on the list is taxi, with 18% of respondents
claiming to use it as the preferred method. The method of
booking most respondents report preferring is mobile
application, with 56% choosing this option, as opposed to
phone, online booking, and hailing with 20%, 5% and 19% of
responses respectively (figure 6).
Figure 5. Preferred mode of transport
Figure 6. Preferred method of booking
When it comes to which attributes consumers wish to receive

from the taxi service, safety comes first on the list with 40% of
respondents agreeing that it is a crucial factor to consider.
Convenience is the next attribute that consumers factor into
their decisions, while reliability and availability of service are
also amongst the most highly regarded factors (Figure 7).
Moreover, when it comes to benchmarking these needs against
what consumers perceive of the taxi service, these is a disparity
between what consumers perceive they can get from the service
and what they wish to have. Consumers still perceive the taxi
service to be highly convenient, while safety is not as highly
regarded as only 20% of respondents perceive taxi to be a safe
service. While 23% perceive the cost of using taxi as
appropriate for its values, the availability falls short in meeting
expectations with only 18% perceive it to be satisfactory (figure
8).
Figure 7. Values that consumers wish to have when using the
service
Figure 8. Consumer perceptions towards attributes of the taxi
service
In terms of consumer satisfaction with the taxi mobile
application, the majority of respondents rate the app 4 or 3/5,
with 1 being the least satisfied and 5 being the most. The main
reasons for this, according to data collected from in-depth
interviews, are due to glitches and bugs in the app, as well as
the limitations of app features (figure 9).
Figure 9. Consumer satisfaction with the taxi mobile application

When asked what are the benefits they perceived in the taxi
service, 3 out of 5 people regard convenience as the actual
product, with statements such as "It is a convenient way for me
to get places", "I do not need to find a parking", and "I like it
when someone just shows up and drives me to wherever I want".
The core product perceived is a point to point transport service,
and the augmented products perceived are payment method and
complaint handling. Participants report perceiving taxi as less
technology-advanced and affordable compared to Uber, however
4 out of 5 participants agree that "I do not want to trade good
services for lower prices". All 5 participants claim to be willing
to change their mind if being convinced by a friend or family
member, and 3 people report considering online reviews of the
service. 4 participants state that they are willing to embrace new
changes and innovations, including a new unique selling
proposition.
V. Conclusion
The research has concluded that technology has improved the
taxi hire experience, with mobile application being the preferred
choice of booking a MaaS service. There is a general tendency
in consumers to embrace change and innovation, however
consumers perceive the taxi service to be less technologically-
advanced and affordable. The affordability of the service does
not prove to be a significant issue, as consumers report not
being willing to exchange cost for lesser quality. Moreover, it is
important to note that consumer attitude can be affected by
influence groups, thus word of mouth can be an effective and
inexpensive method of marketing to be used for the taxi
industry. From the information gathered, it is suggested that the
taxi industry can use safety as a unique selling proposition,
which can then be delivered to consumers via marketing
activities such as creating an integrated marketing campaign
with safety as the main theme. The campaign may include
online advertisements, YouTube videos, and posters targeted at
the industry's target market. Figure 10 demonstrates an example
of a poster that can be used in the campaign to introduce the

taxi industry's unique selling proposition, however efforts can
go above and beyond the example to assist with the success of
the campaign.
Figure 10. Example of poster for marketing activities. Adapted
from Shutter Stock (2010)
Moreover, improvements can be made to current taxi
applications, with changes such as fixing bugs and introducing
new features, including the option to scan a taxi's license plate
to obtain information about the driver and the route the
consumer will be travelling, as well as sending said information
to a third account for increased perceived safety. An additional
method the industry can utilise is word-of-mouth, which can
incorporate technology in the form of in-app referrals as a
cheap and easy way to encourage potential and past users of the
service to make the switch to taxi.
Apart from providing insights on which the aforementioned
suggestions are based, the study can also provide a foundation
for future studies of the subject matter. To further explore the
topic, other social, economic and cultural factors can be
considered when it comes to understanding consumer behaviour
and attitudes towards the taxi industry, as well as elaborating
factors that impact consumer turnover. From this, a model that
guide the understanding of consumer behaviour can be
developed. Moreover, due to the dynamic consumer behaviour,
longitudinal studies can be performed to better understand
consumer behaviour towards taxi services.
References
Crane, A 2001, 'Unpacking the ethical product', Journal of
Business Ethics, vol.30, no.4, pp.361-373.
Grundy, T 2006, 'Rethinking and reinventing Michael Porter's
five forces model', Strategic Change, vol.15, no.5, pp.213-229.

Hensher, A 2017, 'Future bus transport contracts under a
mobility as a service (MaaS) regime in the digital age: Are they
likely to change?', Transportation Research Part A: Policy and
Practice, vol.98, no.1, pp.86-96.
Huber, F, Kocher, S, Meyer, F and Vogel, J 2010, 'The
Paralyzed Customer: An Emperical Investigation of Antecedents
and Consequences of Decision Paralysis in Alan Bradshaw,
Chris Hackley and Pauline Maclaran', European Association
Consumer Research Conference.
Locander, W and Spivey, W 1978, 'A functional approach to
attitude measurement', Journal of Marketing Research, pp.576-
587.
Mulley, C, Nelson, D and Wright, S 2018, 'Community transport
meets mobility as a service: On the road to a new a flexible
future', Research in Transportation Economics, vol.1, no.1,
pp.1-9.
NSW Taxi 2018, Overview, NSW Taxi 2018, viewed 13
September 2018, <https://www.nswtaxi.org.au/about/overview>.
Selnes, F 1993, 'An examination of the effect of product
performance on brand reputation, satisfaction and loyalty',
European Journal of marketing, vol.27, no.9, pp.19-35.
Seng, L and Ping, N 2016, 'The Influence of Product Innovation
Toward Consumer Purchase Intention', Journal of Economics,
Commerce and Management, vol.4, no.4, 773-782.
Preferred mode of transport
Private car Uber Taxi Train Walking Lightrail Other

0.3 0.2 0.18 0.15 0.08 0.05 0.04
Preferred mehod of booking
Online bookingMobile app Phone Hailing 0.05
0.56000000000000005 0.2 0.19
Consumer needs
Convenience Safety Reliability Cost Availability
Other 38 40 26 15 20 4
Customer perception towards attributes of taxi
Convenience Safety Reliability Cost Availability
Other 40 20 20 23 18 3
Satisfaction with mobile app
3 2 4 5 1 0.43 0.21 0.16 0.12 0.08
Phuong Nguyen - 5961294
19
DOCUMENT #2 - DeBow’s Review – “Slavery and the Bible”
September, 1850
This is a description of the moral and religious argument for
slavery. It is a rebuttal to abolitionists that claim that slavery is

religiously and socially immoral.
A very large party in the United States believe that holding
slaves is morally wrong; this party founds its belief upon
precepts taught in the Bible, and takes that book as the standard
of morality and religion. We, also, look to the same book as our
guide in the same matters; yet, we think it right to hold slaves—
do hold them, and have held and used them from childhood.
As we come to such opposite conclusions from the same
foundation, it may be well to consider, whether the Bible
teaches us anything whatever, in regard to slavery; if so, what it
is and how is it taught.
The anti-slavery party maintain, that the bible teaches nothing
directly upon the subject, but, that it establishes rules and
principles of action, from which they infer, that in holding
slaves, we are guilty of a moral wrong. This mode of reasoning
would be perfectly fair, if the Bible really taught nothing
directly upon the subject of slavery; but when that book applies
the principles it lays down to the particular subject in
controversy, we must take the application to be correct. We
think we can show, that the Bible teaches clearly and
conclusively that the holding of slaves is right; and if so, no
deduction from general principles can make it wrong, if that
book is true.
From the earliest period of our time down to the present
moment, slavery has existed in some form or under some name,
in almost every country of the globe. It existed in every country
known, even by name, to any one of the sacred writers, at the
time of his writing; yet none of them condemns it in the
slightest degree. Would this have been the case had it been
wrong in itself? would not someone o the host of sacred writers
have spoken of this alleged crime, in such terms as to show, in a
manner not to be misunderstood, that God wished all men to be
equal?
Abraham, the chosen servant of God, had his bond servants,
whose condition was similar to, or worse than, that of our

slaves. He considered them as his property, to be bought and
sold as any other property which he owned. In Genesis xvii, 13,
23, 27, we are told that God commanded Abraham to circumcise
all his bond-servants, "bought with his money," and that
Abraham obeyed God’s commandment on this same day. In
Genesis xx, 14, we are told that Abimelech took sheep and
oxen, and men servants and women servants, and gave them to
Abraham. In chapter xii, verse 14, we are told that Abraham
possessed sheep and oxen, and he asses, and men servants and
maid servants, and she asses, and camels. Also, in Genesis xxvi,
14, Isaac is said to have had possessions of flocks and herds,
and a great store of servants. In other places in Genesis, they
are spoken of, but always as property.
Jacob’s sons sold Joseph, their brother, to the Ishmaelites for
twenty pieces of silver. They agreed with each other that they
would sell him, when the Ishmaelites were afar off, and before
they could have known that the Ishmaelites would buy him; only
they knew, that such sales were common in the country at the
time. The narrative of Joseph’s life in Egypt, shows that the
sale of slaves was common there.
No one can doubt, that Abraham regarded his servants as his
property, and that they were so regarded in the country in which
he lived. Not only was the bond-servant of Abraham considered
his property, but the condition of the bond-servant was
hereditary, or his child was a servant. In Genesis xvii, 13, God
not only commanded Abraham to circumcise his servants,
bought with his money, but also, those born in his house, and
those which, at any future time, should be born in his house, or
in that of any of his descendants; and in the twenty-third and
twenty-seventh verses of the same chapter, we are told that
Abraham did circumcise all his male servants, born in his
house, on the same day. In chapter xiv of Genesis we are told,
that Abraham took three hundred and eighteen trained servants,
which had been born in his house, and pursued the kings who
had carried off Lot. These three hundred and eighteen servants
were born servants.

Let us now see what control Abraham exercised over these
servants born in his house and bought with his money. God
commanded Abraham to circumcise all his male servants—those
born in his house were so numerous, that he had of them three
hundred and eighteen men fit for battle. The command was, not
that Abraham should use his influence over them and persuade
them to be circumcised, but he and all his descendants are
commanded to circumcise them—the crime and punishment for
disobedience to this command, were to fall on him or his
descendants. Now, in order that God could have required this
from Abraham, with any degree of justice, it was necessary that
Abraham should have had both the power over his servants,
which was necessary to enable him to do this, and also, that he
should have had the legal and moral right to exercise that
power.
Circumcision was a requirement, until then, totally unknown.
Abraham’s servants must have regarded it as a foolish whim of
his own. Nothing else could have been considered more
degrading to them, or more absurd to him. Yet, no one of all the
immense number of his servants, refused to permit the
circumcision to be performed. We may well suppose, that
Abraham might have required anything else which his fancy
dictated, and equally have enforced obedience, if it were not
more absurd, painful or degrading.
When Sarai, Abraham’s wife, complained to him of the conduct
of Hagar, her maid servant, he answered, "thy maid is in thy
hand, do to her as it pleaseth thee," showing that she wanted
only her husband’s consent to punish Hagar as she pleased. We
are then told, that, when Sarai dealt hardly with her, she fled
from her face into the wilderness—there the angel of the Lord
found her; but, instead of relieving her distress, and sending her
to some free country, he told her to return and submit herself to
her mistress.
When Abraham pursued Chederlaomer, the king of Elam, he
took his three hundred and eighteen servants, and his three
friends, Aner, Eschol and Mamre, and recaptured a large amount

of property which had been carried away from Sodom. But when
the king of Sodom offered him all the property which he had
taken, he refused everything, except what his servants had eaten
and the portion of his three friends—answering immediately for
himself and his servants, and refusing everything, but reserving
the right to his friends to answer for themselves.
From the passages which I have recited and referred to, we can
obtain some idea of the conditions of Abraham’s servants. They
were property bought and sold for money; their services
belonged to him, and was disposed of without their consent.
Their condition was hereditary—the master could punish or
chastise the slave, and even maim him, at his pleasure. He
exercised rights which no southern planter would dare to
exercise, and which a southern negro would not submit to.
Abraham was a worshiper of God; he had direct and immediate
communication with him. He showed his willingness to obey
God’s commands, even in offering his only son a sacrifice to
God. He is spoken of by all the sacred writers, as one who was
selected, from the whole human race, as the father of the
faithful. God would not have so highly honored him, had he
been living in constant and habitual violation of his laws: nor
would he have required from him the performance of immaterial
ceremonies, or of painful things not required by the moral law,
and left him ignorantly to continue to violate his duties to his
fellow men. Had our abolition friends been in God’s stead, they
would have certainly acted in a very different manner. Is there
one of them who will dare to say, he would have done better
than God did?
But God, instead of teaching Abraham, his chosen servant, that
it was immoral to use and buy his slaves, demanded from him
the performance of certain things, which required that the
relation of master and slave should be kept up, not only during
Abraham’s time, but in all future ages. And when the angel of
the Lord interfered between Sarai and Hagar, it was to cause the
slave to submit to punishment inflicted by her mistress. Under
like circumstances, our slaves are persuaded to go to Canada.

From what I have written, if it stood alone, I would infer that
the holding of slaves was right, in some cases. But this is, by no
means, all that is found in the Bible upon the subject. After the
Israelites had been a long time in Egypt, they became servants
to the Egyptians. At this time, God sent Moses, as a messenger,
to bring them out of Egypt. Through Moses, God gave them
laws by which they were to be governed. No law which came
directly from him (the fountain of morality), can be considered
morally wrong; it might be imperfect, in not providing for
circumstances not then existing—but, so far as it does provide,
the provisions are correct. Nothing which God ordained can be a
crime, and nothing for which he gave express permission can be
considered wrong.
In Leviticus xxv, we are told, that the Lord spake to Moses,
saying: "Speak unto the children of Israel, and say unto them"—
after various provisions of the law, the 39th verse reads as
follows, in regard to servitude: "If thy brother that dwelleth by
thee be waxen poor, and be sold unto thee, then shalt not
compel him to serve as a bond-servant, but as an hired servant,"
&c.—clearly showing that there was a distinction between
bond-servant and hired-servant. After providing for the case of
a Hebrew servant, verses 44, 45, and 46, of the same law, read
as follows: "Both thy bondmen, and thy bondmaids, which thou
shalt have, shall be of the heathen that are round about you; of
them shall ye buy bondmen and bondmaids. Moreover, of the
children of the strangers that do sojourn among you, of them
shall ye buy, and of their families that are with you, which they
begat in your land; and they shall be your possession. And ye
shall take them as an inheritance for your children after you, to
inherit them for a possession; they shall be your bondmen
forever."
In Exodus xxi, 20, 21, we find this law: "And if a man smite his
servant, or his maid, with a rod, and he die under his hand, he
shall be surely punished. Notwithstanding, if he continue a day
or two, he shall not be punished: for he is his money."
The 26th and 27th verses of the same chapter provide, that if the

servant have lost an eye or a tooth, by a blow from the master,
the servant should go free.
The 29th, 30th, 31st, and 32d verses provide, that if an ox was
known to be vicious and killed a freeman, the ox and his owner
were both put to death; but if he gored a bond-servant, the ox
should be killed and the master should pay thirty shekels of
silver: showing the distinction between bond and freemen.
The law given to the Israelites, in regard to circumcision,
required the master to circumcise his male servant, bought with
his money or born in his house; and, of course, it presupposes
the right and power to enforce the circumcision.
Thus, we see that at a time when the Israelites had no slaves,
but were themselves, in a manner, fugitive slaves, and when
they had no use for slaves, being wanderers in a wilderness, and
fed by God’s own hand, he provided laws for bringing in,
buying, inheriting and governing, slaves, in the land unto which
they were to be brought at the end of forty years. He made laws
recognizing the right of property, in man and in his
descendants, forever—the right to trade in that property,
without any limit, except that the Israelites could not buy each
other; and the right to punish the slave, with no limitation,
except that if the slave should die under his master’s hand, the
master should be punished—and if maimed, in certain ways, he
had a right to freedom. These laws are worse, for the slave, than
the laws of any southern State. They were provided, by God
himself, for his chosen people. To any man, who admits that the
Bible is given by inspiration from God, they prove that, in
buying, selling, holding and using slaves, there is no moral
guilt. Like all the institutions of the Deity, the holding of slaves
may become criminal, by abuse of the slave; but the relation, in
itself, is good and moral.
In the New Testament I find frequent mention of master and
servant, and of their duties. Paul and Timothy, in writing to the
Colossians, in the third chapter and twenty-second to twenty-
fifth verses, exhort servants to obey their masters in all things,
and not with eye-service; and in the fourth chapter and first

verse, they exhort masters to give their servants what is just and
equal.
Paul, in writing to Timothy, tells him to teach the same
doctrine; and says, if any man teach otherwise, he is proud,
knowing nothing, but doting about questions and strifes of
words: see 1 Timothy vi, 1–6. Peter, also (1 Peter ii, 18–24),
exhorts servants to be obedient to their masters, not only to the
good and gentle, but to the forward.
Now, we all know, that the condition of the servant of the
Roman Empire, was much less free than that of the southern
negro. His master had a more unlimited control over him; yet,
the apostles say to servants, to submit to their masters—not
only to the good and gentle, but to the forward; and to masters
to give to their servants what is just and equal. Now, had they
considered the relation of master and slave, one criminal or
immoral, in itself, they must either have omitted to speak of it
at all, or have condemned the relation altogether.
Paul wrote an epistle to Philemon, a Christian, a disciple of his,
and a slaveholder. He sent it to him by Onesimus, also a
convert, a slave of Philemon, who was a fugitive. In it, he prays
Philemon to charge the fault of Onesimus to him, saying he
would repay it, unless Philemon forgave it for his sake.
Now, had the holding of slaves been a crime, Paul’s duty to
Philemon would have required him to instruct Philemon, that he
had no rights over Onesimus, but that the attempt to hold him in
servitude was criminal; and his duty to Onesimus would have
been, in such case, to send him to some foreign free country,
whereby he might have escaped from oppression. But Paul sent
him back. Our northern friends think that they manage these
matters better than Paul did.
We find, then, that both the Old and New Testaments speak of
slavery—that they do not condemn the relation, but, on the
contrary, expressly allow it or create it; and they give
commands and exhortations, which are based upon its legality
and propriety. It cannot, then, be wrong.
What we have written is founded solely upon the Bible, and can

have no force, unless it is taken for truth. If that book is of
divine origin, the holding of slaves is right: as that which God
has permitted, recognized and commanded, cannot be
inconsistent with his will.
Questions:
1. What was the main argument the author made throughout this
work? Is it a convincing argument? Why or why not?
2. Is it proper to compare a document written so many years
before (2,000 years before 1850) to try to justify problems in a
modern era? In other words, can something so old still provide
relevance to the social problems of the time? Do you believe
this was the case in 1850 when this review was written? Why or
why not?
DOCUMENT #1 - Stephen Symonds Foster, The Brotherhood of
Thieves (1843)
New Hampshire reformer Stephen Symonds Foster studied for
the ministry but left Union Theological Seminary when the
faculty demanded he stop giving antislavery lectures.
Throughout his career, he sought to hold the church accountable
for what he viewed as its complicity in slavery. Foster’s
incendiary rhetoric thrilled his supporters and often led his
opponents to respond with violence. In the following document,
he describes a speech he gave in Nantucket in 1842 that
provoked an anti-abolitionist riot.
I said at your meeting, among other things, that the American
church and clergy, as a body, were thieves, adulterers, man-
stealers, pirates, and murderers ; that the Methodist Episcopal
church was more corrupt and profligate than any house of ill-
fame in the city of New York; that the Southern ministers of
that body were desirous of perpetuating slavery for the purpose
of supplying themselves with concubines from among its
hapless victims ; and that many of our clergymen were guilty of
enormities that would disgrace an Algerian pirate!

These sentiments called forth a burst of holy indignation from
the pious and dutiful advocates of the church and clergy, which
overwhelmed the meeting with repeated showers of stones and
rotten eggs, and eventually compelled me to leave your island,
to prevent the shedding of human blood. But whence this
violence and personal abuse, not only of the author of these
obnoxious sentiments, but also of your own unoffending wives
and daughters, whose faces and dresses, you will recollect, were
covered with the most loathsome filth ? It is reported of the
ancient Pharisees and their adherents, that they stoned Stephen
to death for preaching doctrines at war with the popular religion
of their times, and charging them with murder of the Son of
God; but their successors of the modern church, it would seem,
have discovered some new principle in theology, by which it is
made their duty not only to stone the heretic himself, but all
those also who may at any time be found listening to his
discourse without a permit from their priest. Truly, the church
is becoming "terrible as an army with banners."
This violence and outrage on the part of the church were, no
doubt, committed to the glory of God and the honor of religion,
although the connection between rotten eggs and holiness of
heart is not very obvious. It is, I suppose, one of the mysteries
of religion which laymen cannot understand without the aid of
the clergy; and I therefore suggest that the pulpit make it a
subject of Sunday discourse. But are not the charges here
alleged against the clergy strictly and literally true? I maintain
that they are true to the very letter; that the clergy and their
adherents are literally, and beyond all controversy, a
"brotherhood of thieves;'' and, in support of this opinion, I
submit the following considerations:—
You will agree with me, I think, that slaveholding involves the
commission of all the crimes specified in my first charge, viz.,
theft, adultery, man-stealing, piracy, and murder. But should
you have any doubts on this subject, they will be easily
removed by analyzing this atrocious outrage on the laws of God,
and the rights and happiness of man, and examining separately

the elements of which it is composed. Wesley, the celebrated
founder of the Methodists, once denounced it as the "sum of all
villa-nies." I will not here express an opinion; but that it is the
sum of at least five, and those by no means the least atrocious
in the catalogue of human aberrations, will require but a small
tax on your patience to prove.
1. Theft. To steal, is to take that which belongs to another,
without his consent. Theft and robbery are, morally, the same
act, different only in form. Both are included under the
command, "Thou shalt not steal; " that is, thou shalt not take
thy neighbor's property. Whoever, therefore, either secretly or
by force, possesses himself of the property of another, is a thief.
Now, no proposition is plainer than that every man owns his
own industry. He who tills the soil has a right to its products,
and cannot be deprived of them but by an act of felony. This
principle furnishes the only solid basis for the right of private
or individual property; and he who denies it, either in theory or
practice, denies that right, also. But every slaveholder takes the
entire industry of his slaves, from infancy to gray hairs; they
dig the soil, but he receives its products. No matter how kind or
humane the master may be,—he lives by plunder. He is
emphatically a freebooter; and, as such, he is as much more
despicable a character than the common horse-thief, as his
depredations are more extensive,
2. Adultery. This crime is disregard for the requisitions of
marriage. The conjugal relation has its foundation deep' laid in
man's nature, and its strict observance is essential to his
happiness. Hence Jesus Christ has thrown around it the sacred
sanction of his written law, and expressly declared that the man
who violates it, even by a lustful eye, is an adulterer. But does
the slaveholder respect this sacred relation? Is he cautious never
to tread upon forbidden ground? No ! His very position makes
him the minister of unbridled lust. By converting woman into a
commodity to be bought and sold, and used by her claimant as
his avarice or lust may dictate, he totally annihilates the
marriage institution, and transforms the wife into what he very

significantly terms a " Breeder,'' and her children into "Stock.''
This change in woman's condition, from a free moral agent to a
chattel, places her domestic relations entirely beyond her own
control, and makes her a mere instrument for the gratification of
another's desires. The master claims her body as his property,
and, of course, employs it for such purposes as best suit his
inclinations,—demanding free access to her bed; nor can she
resist his demands but at the peril of her life. Thus is her
chastity left entirely unprotected, and she is made the lawful
prey of every pale-faced libertine who may choose to prostitute
her! To place woman in this situation, or to retain her in it when
placed there by another, is the highest insult that anyone could
possibly offer to the dignity and purity of her nature ; and the
wretch who is guilty of it deserves an epithet compared with
which adultery is spotless innocence. Rape is his crime! Death
his desert,—if death be ever due to criminals! Am I too severe?
Let the offence be done to a sister or daughter of yours; nay, let
the Rev. Dr. Witherspoon, or some other ordained miscreant
from the South, lay his vile hands on your own bosom
companion, and do to her what he has done to the companion of
another,—and what Prof. Stuart and Dr. Fisk say he may do,
"without violating the Christian faith,"—and I fear not your
reply. None but a moral monster ever consented to the
enslavement of his own daughter, and none but fiends incarnate
ever enslave the daughter of another. Indeed, I think the demons
in hell would be ashamed to do to their fellow-demons what
many of our clergy do to their own church members.
3 Man-stealing. What is it to steal a man? Is it not to claim him
as your property?—to call him yours? God has given to every
man an inalienable right to himself,—a right of which no
conceivable circumstance of birth, or forms of law, can divest
him; and he who interferes with the free and unrestricted
exercise of that right, who, not content with the proprietorship
of his own body, claims the body of his neighbor, is a man-
stealer. This truth is self-evident. Every man, idiots and the
insane only accepted, knows that he has no possible right to

another's body; and he who persists, for a moment, in claiming
it, incurs the guilt of man-stealing. The plea of the slave-
claimant, that he has bought, or inherited, his slaves, is of no
avail. What right had he, I ask, to purchase, or to inherit, his
neighbors? The purchase, or inheritance of them as a legacy,
was itself a crime of no less enormity than the original act of
kidnapping. But every slave-holder, whatever his profession or
standing in society may be, lays his felonious hands on the body
and soul of his equal brother, robs him of himself, converts him
into an article of merchandise, and leaves him a mere chattel
personal in the hands of his claimants. Hence he is a kidnapper,
or man-thief.
4. Murder. Murder is an act of the mind, and not of the hand.
"Whosoever hateth his brother is a murderer." A man may
kill,—that is his hand may inflict a mortal blow,—without
committing murder. On the other hand, he may commit murder
without actually taking life. The intention constitutes the crime.
He who, with a pistol at my breast, demands my pocket-book or
my life, is a murderer, whichever I may choose to part with.
And is not he a murderer, who, with the same deadly weapon,
demands the surrender of what to me is of infinitely more value
than my pocket-book, nay, than life itself—my liberty—
myself— my wife and children—all that I possess on earth, or
can hope for in heaven ? But this is the crime of which every
slaveholder is guilty. He maintains his ascendency over his
victims, extorting their unrequited labor, and sundering the
dearest ties of kindred, only by the threat of extermination.
With the slave, as every intelligent person knows, there is no
alternative. It is submission or death, or, more frequently,
protracted torture more horrible than death. Indeed, the South
never sleeps, but on dirks, and pistols, and bowie knives, with a
troop of bloodhounds standing sentry at every door! What, I
ask, means this splendid enginery of death, which gilds the
palace of the tyrant master? It tells the story of his guilt. The
burnished steel which waits beneath his slumbering pillow, to
drink the life-blood of outraged innocence, brands him as a

murderer. It proves, beyond dispute, that the submission of his
victims is the only reason why he has not already shed their
blood.
By this brief analysis of slavery, we stamp upon the forehead of
the slaveholder, with a brand deeper than that which marks the
victim of his wrongs, the infamy of theft, adultery, man-
stealing, piracy, and murder. We demonstrate, beyond the
possibility of doubt, that he who enslaves another—that is, robs
him of his right to himself, to his own hands, and head, and
feet, and transforms him from a free moral agent into a mere
bride, to obey, not the commands of God, but his claimant—is
guilty of every one of these atrocious crimes. And in doing this,
we have only demonstrated what, to every reflecting mind, is
self-evident. Every man, if he would but make the case of the
slave his own, would feel in his inmost soul the truth and
justice of this charge. But these are the crimes which I have
alleged against the American church and clergy. Hence, to
sustain my charge against them, it only remains for me to show
that they are slaveholders. That they are slaveholders—party to
a conspiracy against the liberty of more than two millions of our
countrymen, and as such, are guilty of the crimes of which they
stand accused—I affirm, and will now proceed to prove.
Sydney Business School

2nd September 2019
Nick Rushworth
Executive Officer
Brain Injury Australia
UNIVERSITY OF WOLLONGONG
1
depressingly familiar/ standard disclaimer; not NOR HAVE I
EVER BEEN a clinician, a medical researcher, never worked in
criminal justice system, former journalist – ability to gather
together credible information – prosecute a case.
long service in this role… UNCRITICAL OSMOSIS
divine chicken from egg well above my pay grade…
(…founded in 1986)
"...is the central clearinghouse of information and gateway to
nationwide referral for optimising the social and economic
participation of all Australians living with brain injury."
2
hospitalisations in 2004-5
rough rules of thumb
“…used to describe multiple disabilities arising from damage to
the brain acquired after birth. It results in deterioration in
cognitive, physical, emotional or independent functioning. It
can be as a result of accidents, stroke, brain tumours, infection,
poisoning, lack of oxygen, degenerative neurological disease

etc..” [2014]
3
Glass-bottom SPEEDBOAT tour of policy paper – 8 YEARS’
OLD - downloadable ex BIA website, brought a small number of
copies…
No universally agreed def.
National Community Services Data Dictionary, Australian
Institute of Health and Welfare, 2014
operative words; “after birth”
FASD – made no sense
…727,000
“activity limitations”
“participation restrictions”
“…gaols and
correctional institutions”
“hostels for the homeless or night shelters”
“very remote areas”
4
Australian Bureau of Statistics for their best estimate based on
their triennial Survey of Disability, Ageing and Carers,
disaggregated for brain injury. From its most recent – 2012 -
iteration, they came back with 730,000 - crucially, Australians
whose brain injury MEANS daily "activity limitations" and
"participation restrictions".
“…gaols and correctional institutions”
homeless (10-30%)
“…except for those living in remote and sparsely settled
parts…”
“…may not have reported certain conditions because of the

sensitive nature of the condition…lack of awareness of the
presence of the condition…”
("miserable minority" ≤ 41%)
"...22,710 hospitalisations involving traumatic brain injury in
2004-05"
"...rates of hospitalisation for males per 100,000 population
were two and a half times those for females"
(70% to 85% = "mild" traumatic brain injury)
5
up to 90% return to care of family;
average costs of care for severe TBI - over $100,000 per year;
2 out of 3 people had to make changes to the leisure activities
they pursued;
half reported they had lost friends, become more socially
isolated since injury;
changes in sexual function – reduced libido, impotence etc.;
over half of all marriages involving a partner with a TBI
dissolved within 6 years of injury;
60% likelihood of major mental illness during lifetime…
6

"... was aware of the evidence and the risks associated with
repetitive traumatic brain injuries virtually at the inception, but
deliberately ignored and actively concealed the information..."
"... early-onset of Alzheimer's Disease, dementia, depression,
deficits in cognitive functioning, reduced processing speed,
attention, and reasoning, loss of memory, sleeplessness, moods
swings, personality changes, and the debilitating and latent
disease known as Chronic Traumatic Encephalopathy"
7
ON THE SECOND COUNT: wouldn’t be here talking on this
subject, the paper wouldn’t have written if it wasn’t for the
4,500 retired gridiron players who have been suing their
National Football League, the NFL…from the writ issued "...
was aware of the evidence and the risks associated with
repetitive traumatic brain injuries virtually at the inception, but
deliberately ignored and actively concealed the information...“
in regards to the risks from repeated concussions of “early onset
of Alzheimer's Disease, dementia, depression, deficits in
cognitive functioning, reduced processing speed, attention, and
reasoning, loss of memory, sleeplessness, moods swings,
personality changes, and the debilitating and latent disease
known as Chronic Traumatic Encephalopathy“, or CTE
my two cents on CTE? only diagnosis currently available is
post-mortem. (More than 70 brains in the “bank” at the centre at
Boston University devoted to its study.) And I just wonder
whether it’s always possible to completely disaggregate –
DISENTANGLE - the relative LIFETIME contributions of, for
example, other non-sports-related neurotrauma (motor vehicle
accidents, assaults etc.), alcohol and other drug abuse, anabolic
steroid use and ordinary age-related cognitive decline, brain
atrophy, family history of dementia etc. Statements as definitive
as “CTE is the only known neurodegenerative dementia with a
specific identifiable cause; in this case, head trauma” may prove
premature.

If the settlement stands, the NFL – with annual revenues of $10
BILLION – might have dodged a bullet/ gotten off lightly -
$765 million is around the market value of JUST one - and a
LESSER one - of its 32 teams, the Jacksonville [Florida]
Jaguars. And the NFL did not admit any wrongdoing in how it
had dealt with concussions.
If the settlement stands?…[CLICK] This January ruling the
former players’ lawyers had not produced enough evidence to
convince the judge that $765 million would cover the potential
costs for 18,000 retirees over the 65-year life of the agreement.
2004 - 2005 ≈ 3,000 hospitalisations for concussion from sport
2005 - 90% of concussed patients had not recognised their
injury
“Most individuals with concussion - approximately 75% - do
not seek attention from a medical facility or medical
practitioner unless the symptoms worsen or persist."
2006 (US) - # unreported sports-related concussions ≈ 6-10 X
the 1.6 - 3.8 million disclosed p.a.
8
(A survey conducted in the emergency department of a major
Canadian hospital found nearly 90% of concussed patients had
not recognised their injury. Delaney JS et al., “Recognition and
characteristics of concussions in the emergency department
population”, Emergency Medicine, August, 2005 29(2), p.189-
97)
As many as 1 in every 4 people who sustain one or more
concussions or mild TBIs do not make a full recovery within
expected timeframes – experiencing persistent physical

symptoms such as headaches and dizziness, impacts on
cognition, behaviour and/ or mental illness. For some of these
people, the impairments are likely to be permanent.
Male early 20s "v. good" footballer , unconscious ≈10 secs,
laceration R eyebrow, "attended toA" @ sideline, sent back into
game. Post-game →ED; laceration stitched, no scans,
investigations, returned to work, drove
Day 7 - workplace = "not himself", review at GP w/ headaches,
fatigue, poor memory. HI leaflet. No referrals
Day 11 - (new) GP; v. forgetful, poor motor control, vague,
headaches. History = knocked out at footy 5-6 times/ this season
"alone"
Day 13; GP w/ headaches, blurred vision. Sutures removed. CT
normal. Refer brain injury unit. MRI normal
9 mths; res. rehab. 3 days/ week, ["still"] w/ blurred vision,
poor bal., coordination, cog. fatigue, problems w/
attention/concentration, difficulty w/ verbal memory, lowered
mood = antidepressants. No return to work
9
young man aged in his early 20s from regional town. Working
as a tradie in his 4th year of his apprenticeship. Very good
footballer and played for regional team.
knocked unconscious for about 10 secs during a game and had a
laceration on his right eyebrow. He was attended to at the
match and sent back onto the field to continue playing.
Following the game he was taken to the emergency department
of the local hospital, laceration stitched . No other
neuroimaging/ no scans or investigations performed. No other
referrals completed. He also returned to work and drove to
work.
His workplace noticed he was not himself and were concerned,

so encouraged him to see GP. Review at GP 7 days post injury,
he presented with headaches, fatigue, poor memory. Head
Injury leaflet provided. No other referrals or action completed.
Day 11 post concussion, he returned to new GP, very forgetful,
poor motor control, vague, headaches. History taken and young
man revealed he had been knocked out at footy 5-6 times in this
season alone. CT requested.
Day13 post concussion, he returned to GP with headaches,
blurry vision, fumbling with things, forgetful. Sutures removed.
CT normal. Referred to brain injury unit.
2 mths post injury, young man began residential rehab for brain
injury. History taken - described being knocked unconscious at
footy at least 4-5 times with no intervention. He experienced
similar symptoms to this last time, although nowhere near as
severe.
9 mths post injury, he continues to require residential rehab 3
days per week. Still presents with blurred vision, poor balance
and coordination, cognitive fatigue and attention/concentration
problems resulting in difficulty with verbal memory and
lowered mood for which he has to take antidepressants. Has not
returned to work to date.
40% / 16,000 victims of DFV attending Victorian hospitals 2006
- 2016 had sustained a traumatic brain injury
1/ 3 victims of DFV were children < 15, 1/ 4 had sustained a
traumatic brain injury
10
Brain Injury Australia’s report into Australia’s first research
into family violence and brain injury funded by the Victorian
Department of Health and Human Services…
completed by a consortium led by Brain Injury Australia -
comprising Monash University, Domestic Violence Victoria, No
to Violence and the Centre for Excellence in Child and Family

Welfare – implementation of Recommendation 171 of the
Victorian Royal Commission Into Family Violence; “The
Victorian Government fund research into the prevalence of
acquired brain injury among family violence victims and
perpetrators.”
inflicted TBI ("Shaken Baby Syndrome") - leading cause death,
disability in abused children
NSW Child Death Review Team - 136/ 10 years, children < 12
months = 16X risk @ 5-15 years [2009]
Australian Paediatric Surveillance Unit - subdural haemorrhage
w/ 1350 paediatricians/ 2010-2012 = 169, 124 suspected
inflicted TBI
“…for every 1 child less than 2 years of age who sustains a
serious or life-threatening injury, another 152 children may be
shaken by their caregivers and sustain sub-clinical brain trauma
that goes undetected."
telephone survey "potentially abusive behaviours" @ 1435
households in North and South Carolinas ’v’ hospitalised ITBI
[2002]
11
“All patients included in our study were referred to our clinic
from five domestic violence and homeless shelters in the
Phoenix, Arizona metropolitan area.”
“In total, 101 of the 115 patients (87.8%) reported more than
one brain injury at the hands of their abusers.”
“Of those 101 patients, 93 patients (92.1%) reported too many
injuries to quantify.”
“Only 21% of our patients saw a physician or presented to an
emergency room because of their injuries, which indicates that
the reporting rate for this type of injury may be even lower than
previously speculated.”

prevalence?
"entrants reported ever having received" HI w/ LOC = 34%
"entrants who have ongoing symptoms… headaches, or changes
in memory, behaviour or mood“ from HI w/ LOC = 13%
HI w/ LOC "while in prison" = 5%
12
Numerous meta-surveys of the prevalence of ABI in both adult
corrections and juvenile justice
n: Prison population total (including pre-trial detainees /
remand prisoners) Australian Bureau of Statistics - Prisoners in
Australia, 2018
comprehensive survey - 1/87 adult prisons; Joint Treatment
Program, Port Phillip Prison, Victoria (in the interests of full
disclosure, 8 years ago…)
13
Brain Injury Australia’s report into Australia’s first research
into family violence and brain injury funded by the Victorian
Department of Health and Human Services…
completed by a consortium led by Brain Injury Australia -
comprising Monash University, Domestic Violence Victoria, No
to Violence and the Centre for Excellence in Child and Family
Welfare – implementation of Recommendation 171 of the
Victorian Royal Commission Into Family Violence; “The
Victorian Government fund research into the prevalence of

acquired brain injury among family violence victims and
perpetrators.”
falls…
…the leading cause of injury hospitalisation - 1 in every 3
(126,800) injury admissions in 2003-2004
…leading cause of traumatic brain injury hospitalisations -
42% of all “Principal Diagnosis” TBI hospitalisations in 2004-
2005
14
15
"A Community of Practice (CoP) brings together a “group of
people who share a concern or a passion for something they do
and learn how to do it better as they interact regularly.”
The primary purposes of this CoP are to optimise both needs
ascertainment and plan fidelity for National Disability

Insurance Scheme participants with an acquired brain injury.
16
17
COAG Disability Reform Council Quarterly Report; This report
is a summary of the performance and operations of the National
Disability Insurance Agency (NDIA) for the 3 months from 1
January 2019 to 31 March 2019, as required by Section 174 of
the NDIS Act 2013.
…separately disaggregates stroke
…combined = (only) 5% of plans in the Scheme.
18
Average committed support by primary disability group
(including participants with Supported Independent Living
supports)
low REPRESENTATION (either don’t know about the NDIS, or
don’t know that they’re “eligible”, would meet the disability

requirements of the Scheme)
the challenge of high prevalence (relative to other disabilities)
matched by apparent high unmet need, confounded by low
service and income and other support uptake.
www.braininjuryconference.com.au
19
Brain Injury Australia's 7th National Brain Injury Conference
will be held, in partnership with the Melbourne Disability
Institute, at The University of Melbourne in Parkville on
Monday 28th and Tuesday 29th October, 2019.
Emeritus Professor John Corrigan from the Department of
Physical Medicine and Rehabilitation at Ohio State University
in the United States. He is Director of the Ohio Valley Center
for Brain Injury Prevention and Rehabilitation and, since 1997,
has led the Ohio Regional Traumatic Brain Injury Model System
- the longest, continuously-funded of 16 centres throughout the
United States, aimed at improving the lives of 1,150 Ohioans
who have sustained a traumatic brain injury, their families and
communities by creating and disseminating new knowledge
about the course, treatment and outcomes relating to their
disability. He is also Editor-in-Chief of the most prestigious
international journal in traumatic brain injury, the Journal of
Head Trauma Rehabilitation. Alongside delivering the
International Keynote Address, Professor Corrigan will also
participate in panel discussions on domestic and family violence
and brain injury, and concussion and “mild” traumatic brain
injury.
I have been lucky that two colleagues from Canada - Karen

Mason, Executive Director of Kelowna/ COLOGNE-R Women’
Shelter and Professor Paul van Donkelaar from the University
of British Columbia -.co-founders and directors of SOAR
(Supporting Survivors of Abuse and Brain Injury through
Research)
www.braininjuryaustralia.org.au
[email protected]
1800 BRAIN1
Premier Partners
20
TBS 922: AssessmentRubricforResearchProposal
Marks between 20 (exemplary performance) and 10 (missing or
unacceptable) will be awarded for each criterion.
Criterion
Missingor Unacceptable (F) - Below(10)
Developing (P) – (10- 12.8)

Achieving (C) – (13-14.8)
Accomplished (D) – 15 -16.8)
Exemplary(HD) – Above 17
Marks
1 Title and Location
(2%)
Not Satisfactory
Satisfactory
2 Introduction: Problem,
Significance, &
Purpose of the
Study
(13%)
Statement of the problem/key question, significance, purpose,
questions, hypotheses, or definitions of constructs and variables
were omitted or
inappropriate.
Although a research issue is identified, the statement is too
broad or the description fails to establish the importance of the
problem area. Connections to the
literature are unclear, unjustified, or insignificant.
Identifies a relevant research issue. Connections established
with the literature are somewhat clear, but justification is not
quite clear.
Identifies a relevant research issue. Connections established
with the literature are mostly clear, justified significantly.
Articulates a specific, significant problem by connecting that
problem to the literature. Statements of purpose flows logically

from the introduction with the research problem and the
relevant literature using appropriate research.
3 Introduction: Research
Questions, Definitions, Assumptions, Limitations (10%)
Research questions, definitions, assumptions
and limitations were omitted or inappropriate given the context,
purpose, or methods of the study.
Research questions, definitions, assumptions
and limitations were poorly formed, ambiguous, or not logically
connected to the description of the problem, purpose, or
research methods.
Research questions are fairly stated, connected to the research
issue,
and supported by the literature. Constructs have not been
identified clearly and variables have been operationally
defined, but vague. Some assumptions and limitations are
present.
Research questions are stated, connected to the research issue,
and supported by the literature. Constructs have been identified
and variables have been operationally defined. Assumptions and
limitations are present.
Articulates clear, reasonable, and succinct research questions
and definitions given the purpose, design, and methods of the
proposed study. A thorough, reasonable discussion of
assumptions and limitations is provided. All elements are
mutually supportive.
4 Literature Review: Organization, review and criticality of
review (40%)
The structure of the literature review is
incomprehensible,
irrelevant, or confusing.
The review of literature was missing or consisted of non-
research based articles. Propositions were irrelevant, inaccurate,
or inappropriate.

The structure of the literature review is weak; it does not
identify important ideas, constructs or variables related to the
research purpose, questions, or context.
A key construct or variable was not connected to the research
literature. Selected literature was from unreliable sources.
Literary supports were vague or ambiguous.
The structure of the literature review is fairly good; it does
identify some important ideas, constructs or variables related to
the research purpose, questions, or context.
A key construct or variable was not well connected to the
research literature. Literary supports were vague or ambiguous
A workable structure has been presented for presenting relevant
literature related to the constructs and variables of the proposed
study.
Key constructs and variables were connected to relevant,
reliable theoretical and research literature.
Structure is intuitive and sufficiently grounded to each of the
key constructs and variables of the proposed study.
Narrative integrates critical and logical details from the peer-
reviewed theoretical and research literature. Attention is given
to different perspectives, conditionalities, threats to validity,
and opinion vs. evidence.
5 Methodology in Brief: Research Design, and Methods:
Context, Population, and Sampling (20%)
The research design is inappropriate or has not been identified
and or
described using standard terminology. Limitations and
assumptions are omitted.
The research design is confusing or incomplete given the
research questions and sampling strategy.
Important limitations and assumptions have not been identified.
The research design is somewhat complete given the research
questions and sampling strategy.
Important limitations and assumptions have not fully been
identified.

The research design has been identified and described in
sufficiently detailed terms. Some
limitations and assumptions have been identified.
The purpose, questions, and design are mutually supportive and
coherent.
Attention has been given to eliminating alternative explanations
and controlling extraneous variables. Appropriate and important
limitations and assumptions have been clearly stated.

NAME & STUDENT NO.:
DATE:
The context, population, or sample was not identified or
described. The sampling strategy was inappropriate for the
research questions.
The description of the context, population, or sampling strategy
was confusing, lacked relevance
to the purpose, was incomplete, or failed to identify specific
quantitative or qualitative details.
The description of the context, population, or sampling strategy
was not very clear, some relevance
to the purpose, was fairly complete, or but not clear about
specific quantitative or qualitative details.
The context, population, and sampling strategy was adequately
identified and described. The size of the population, sample,
and comparison groups was identified.
The description of the context and population was meaningful,

including
both quantitative and qualitative description. The sampling
process was reasonable to recruit a representative sample of the
population. Attention was
given to controlling for extraneous factors and sampling error.
6 Manuscript: UOW referencing, English Composition, &
Timeliness
(15%)
Failure to apply standard rules for manuscript presentation,
English
composition, and timeliness.
Weak, incomplete, ambiguous, or inconsistent application of
UOW referencing
,manuscript organization,
rules of English composition. Delivery was delinquent.
Fairy good, to some extend complete, less ambiguous, or fairly
consistent application of UOW referencing
,manuscript organization,
rules of English composition. Delivery was somewhat
acceptable.
Manuscript conformed to most standards of English composition
and UOW referencing guidelines.
Timeliness of delivery was acceptable.
Consistently applied assignment, English composition, and
UOW referencing guidelines, especially in regards to citations,
references, headings, table of contents, page numbers, and
running headers.
Total
%

CommentsandRecommendations:
© Adapted and developed by Ananda Wickramasinghe
Subject Learning Outcome
Assessment Task
Select and apply appropriate research methods to design, collect
and analyse data on an approved topic in an ethical way
Research ProposalIntegrate knowledge from relevant disciplines
to interpret theoretical reflections on empirical findings, to
draw conclusions, to develop innovative solutions to complex
problems and to justify their recommendations
Poster Presentation
Present and explain findings and recommendations in an
appropriate and convincing way for specialist and non-specialist
audiences
Research Report
MGNT922 Subject Outline Trimester 3, 2019 Sydney On
Campus Page 12 of 18
MGNT922 Subject Outline Trimester 3, 2019 Sydney On
Campus Page 13 of 18
(20%) (20%) (60%)

RESEARCH PROJECT-MGNT922 -T3 2019
CLIENT RESEARCH BRIEF and ASSESSMENT TASKS
Using the client brief below develop a research project covering
three key assessment
areas:
Assessment 1 - Research Proposal – (Use template in Appendix
A)
Assessment 2 - Research Presentation (Use outline in Appendix
B)`
Assessment 3- Final Report (Use Template in Appendix C)
“BUSINESS RESEARCH PROJECT”
WHO: Brain Injury Australia is the nation’s peak advocacy
organisation
representing the 700,000 Australians with a brain injury, their
families and
carers. It was formed at the first national community- based
conference on brain
injury, held on the Gold Coast in 1986.
Alongside providing policy advice to Commonwealth, State and
Territory
governments, Brain Injury Australia also drives multi-year
public education
campaigns on: the leading cause of death and disability in
children who have

been abused – inflicted traumatic brain injury (a subgroup of
which is sometimes
referred to as “Shaken Baby Syndrome”); the leading cause of
traumatic brain
injury – or “TBI” – falls, due to the ageing of our population;
people with a brain
injury in the criminal justice system (as many as 80 per cent of
adult prisoners
report 1 or more brain injuries); women, family violence and
TBI; TBI in the
military (1 in every 10 Australian Defence Force personnel who
served in the
Middle East reported a post-deployment TBI); and concussion
in sport.
Brain Injury Australia facilitates a national “community of
practice” in brain injury
for the National Disability Insurance Agency, being piloted here
in Sydney -
regular meetings of Local Area Coordinators and Agency
planners with senior
Agency staff, a Clinical Lead and allied health representation.
The community's
primary purpose is to optimise both needs ascertainment and
plan fidelity for
National Disability Insurance Scheme (NDIS) participants with
a brain injury.
Sydney Business School.
pg. 1
Brain Injury Australia also programs an annual conference. The

7th National
Brain Injury Conference will be held, in partnership with the
Melbourne Disability
Institute, at the Melbourne School of Design on The University
of Melbourne's
campus in Parkville on Monday 28th and Tuesday 29th October,
2019.
The Conference has become one of the premier learning and
development
events on the disability calendar – driving improvements in
services and
supports for people living with a brain injury. (It is also the key
income-generator
for the organisation.) Due to attendance at the 6th National
Brain Injury
Conference - held at Brisbane's Princess Alexandra Hospital -
reaching that
venue's capacity, this year's Conference moves to the larger
500-seat B117
Lecture Theatre in the Melbourne School of Design.
The Transport Accident Commission International Keynote
Address to the
Conference will be delivered by Emeritus Professor John
Corrigan from the
Department of Physical Medicine and Rehabilitation at Ohio
State University in
the United States. He is Director of the Ohio Valley Center for
Brain Injury
Prevention and Rehabilitation and, since 1997, has led the Ohio
Regional
Traumatic Brain Injury Model System - the longest,
continuously-funded of 16
centres throughout the United States, aimed at improving the
lives of 1,150

Ohioans who have sustained a traumatic brain injury, their
families and
communities by creating and disseminating new knowledge
about the course,
treatment and outcomes relating to their disability. He is also
Editor-in-Chief of
the most prestigious international journal in traumatic brain
injury, the Journal of
Head Trauma Rehabilitation.
The Conference includes oral presentations and Panel
Discussions devoted to:
breakthroughs in neurotrauma research; concussion/ “mild”
TBI; brain injury in
Aboriginal and Torres Strait Islander communities; TBI and
"challenging
behaviour"; people with a brain injury and the criminal justice
system; domestic
and family violence and brain injury; inflicted traumatic brain
injury in children
(sometimes referred to as “shaken baby syndrome”); helmet use,
efficacy, and
innovations in design, materials; and employment for people
with a brain injury.
WHAT: With the advent of the NDIS, funding for the provision
of disability services now
lies with the person with the disability rather than with block-
funded disability service
providers. Service providers now compete with each other for
the funding
contained in the person with a disability's plan in the NDIS.
Brain Injury Australia currently receives $30K per annum in
public funding. Brain
Injury Australia has identified advertising as a potential income

stream
connecting, for example, disability service providers with the
5,200 subscribers
to its quarterly newsletter. Brain Injury Australia needs to
source external
expertise in both the estimation of the fair market value of such
advertising
(including via its website, Facebook page and Twitter
following) for the purposes
of preparing a "prospectus", or similar, that will attract
potential advertisers. The
findings from this research will form the bedrock of Brain
Injury Australia’s pitch
to potential advertisers.
Students are to develop their research project around the
following key areas:
1 Building knowledge of the market operated by the NDIS
(National
Disability Insurance Scheme) introduced by the federal
government in
pg. 2
Australia on the 1 July 2016. In addition, understanding of the
NDIS
participant with a brain injury as a potential client to key
service providers
would be desirable. ( All Research Problem should include
understanding and discussing the NDIS program)

OPTION 1 – RSEARCH PROBLEM
Using the presentation given by BIA (Brain Injury Australia)
determine the
potential market opportunity, by deploying corporate social
responsibility
strategies, to build a broader support network for funding and
social
enterprise partnerships to increase revenue for the organisation.
a. What is the key Corporate Social Responsibility strategies the
organisation
can utilize to grow its donor base.
b. What are the key insights and motivators that would attract
business to partner
with BIA? What are the key benefits that would attract
organisations to
partner as part of their CSR strategies,
OPTION 2 – RESEARCH PROBLEM
Estimate the fair market value of, any and all potential
advertising via
Brain Injury Australia's external communications - including its
quarterly
newsletter, its website, Facebook and Twitter presences. The
objective is
to attract institutions, care providers and private organisations
to
advertise their services to the database of constituents
registered with
Brain Injury Australia.
Areas to consider:

c. What is the potential market size and opportunity for the
advertising
revenue.
d. Who is the target market advertisers, including the market
segments that
present the greatest market opportunity? Considering the target
would be the
main providers for people with a brain injury.
e. What is a fair price for the potential advertising using the
social media and
EDM networks currently used by BIA. What is the potential
estimated revenue
from this advertising.
f. What are the key insights and motivators that would attract
business to
advertise their services with BIA. What are the key benefits that
would attract
key service providers to advertise with BIA
Appendix A
pg. 3
Assessment 1 – Research Proposal Template
1. BACKGROUND

a. Description of the Business under Study.
b. Location.
Where the study to be is conducted e.g. Australia, Sydney
2. PURPOSE OF THE STUDY
Write a paragraph on the events leading up to the research and
what research has been
previously conducted on the market, category, product and any
market learning that will aid
the researcher. Also identify what the research is trying to solve
and the background to the
organisation. (Refer to the research brief)
3. THEORETICAL FRAMEWORK/ LITRATURE REVIEW
Theories are formulated to explain, predict, and understand
phenomena and, in many cases,
to challenge and extend existing knowledge within the limits of
critical bounding
assumptions. The theoretical framework is the structure that can
hold or support a theory of
a research study. The theoretical framework introduces and
describes the theory that
explains why the research problem under study exists.
A theoretical framework consists of concepts and, together with
their definitions and
reference to relevant scholarly literature, existing theory that is
used for your particular
study. The theoretical framework must demonstrate an
understanding of theories and
concepts that are relevant to the topic of your research paper
and that relate to the broader
areas of knowledge being considered.

The theoretical framework is most often not something readily
found within the literature.
You must review course readings and pertinent research studies
for theories and analytic
models that are relevant to the research problem you are
investigating. The selection of a
theory should depend on its appropriateness, ease of
application, and explanatory power.
The theoretical framework strengthens the study in the
following ways:
An explicit statement of theoretical assumptions permits
the reader to evaluate them
critically. The theoretical framework connects the researcher to
existing knowledge. Guided
by a relevant theory, you are given a basis for your
hypotheses and choice of research
methods. Articulating the theoretical assumptions of a research
study forces you to address
questions of why and how. It permits you to intellectually
transition from simply describing a
phenomenon you have observed to generalizing about various
aspects of that phenomenon.
Having a theory helps you identify the limits to those
generalizations. A theoretical
pg. 4
framework specifies which key variables influence a

phenomenon of interest and highlights
the need to examine how those key variables might differ and
under what circumstances.
4. RESEARCH PROBLEM AND QUESTIONS
When determining the research or business problem, ensure that
it is the causes of
the business problem and not the symptoms that are addressed.
When defining the
problem, be specific and identify the problem and then develop
five key research
questions related to the problem you are investigating (see
lecture notes for
definitions.)
5. DATA COLLECTION
Identify and list the general questions that can be explored or
answered to solve the
research problem.
The following question should be addressed here:
“What information is needed in order to solve the research
problem?”
a. Measurement.
Primary Data: The measurement process will depend on the data
needed (interviews,

questionnaires, observation, eye tracking are some examples of
methods). Usually in market
research qualitative methods (e.g. focus groups) are used as an
initial investigation process
to highlight the key variables. For in-depth analysis of key
variables quantitative methods
using questionnaires are common.
Ultimately, you are asking questions, regardless if you are
observing or using a
questionnaire. The questions are structured or unstructured.
Structured questions have pre-
specified answer choices, for example “strongly agree” or
“strongly disagree”. Unstructured
questions have open-ended answers, for example, the
respondent simply writes what s/he
observes or thinks.
pg. 5
Secondary Data: This is syndicated data you can use in your
research, Secondary data
comes from other sources and does not require a specific

questionnaire method
6. RESEARCH DESIGN
There are three types of research design: Secondary and Primary
data collection
a. Exploratory research: collect data in an unstructured and
intuitive process (usually
qualitative or observational research). Secondary data is also
used in observational
research
b. Descriptive research: describes the consumers’ attitudes,
intentions, and behaviours
(usually quantitative with qualitative and observational research
as the base).
c. Causal research: this is a scientific method and used
primarily in regression analysis.
It requires that you explore whether one particular independent
variable has an
effect on the dependent variable while all else is constant.
7. THE SAMPLING PLAN
There are three main issues regarding the sampling plan:
Determine who or what is to be sampled. This comes from
defining the research problem.

Determine the unit of the entity to be sampled, called the
sample element.
Determine sample size. Not true that the larger the population,
the larger the sample must
be.
8. ANALYSIS AND STISTICAL METHODS TO BE USED TO
ANALYSE THE DATA
Describe the type of quantitative or qualitative methods you
will be utilizing to analyse the
data you have collected and why you have selected these types
of methods.
9. TIMING
Outline the milestones and time frame for each component of
the project. Develop a
detailed timetable outlining key activities you are going to
conduct during the research
process.
pg. 6
Specify when you are going to collect your data.

Appendix B
Assessment 2 - Presentation Format:
Utilising the findings from your report prepare a 10-minute
presentation
covering the following areas.
Please use the following format for your research presentation:
1. Brief Industry Background and Objectives of the Research -
(1 Slide)
2. Research Problem Statement and Research Questions - (1
Slide)
3. Methodology/Literature -(Very brief description) - (2 Slide)
4. Key Findings - Interpretation of the data both secondary and
Primary -
(4 Slides)
5. Conclusions and Recommendations - (2 slides)
Tips for the presentation;
e sure the presentation is no more than 10 minutes.
We
will not have time for Q and A.
analysis and builds a strong persuasive idea.

from a script. Make sure what's on the chart is
want
you cover in your discussion
presentation
chart. Always specify the size of the sample when presenting
data.
ion you are presenting,
don't give too many unnecessary examples.
evidence-
based - that is from the data you have collected.
- Week 10 - lecture room.
Assessment 3 - Appendix C
Final Report Format
pg. 7
When writing your report make sure it is written in persuasive
language
using the following format and structure;
TOTAL WORD LIMIT: 3500-4000 words

Part Description Page Limits
(~ 1 Pages)
Chapter I:
Introduction
(~ 1 pages)
concepts and issues relevant to the
research topic. Including relevant studies
that support the research questions and
hypothesis.
that apply to the research framework and
key variables.
components/variables and the theoretical
framework to articulate theorized
relationships.
(~ 6 pages)
Chapter III:

Research
Methodology
and Hypothesis.
Data collection methods; Limitations
(~ 4 pages)
Chapter IV:
Analysis and
Interpretation
support data and interpretations.
(~ 8 pages)
Chapter V:
Conclusion
ns
(~ 3 pages)
Appendix To support the findings and research
investigations as above. References, Code of
Ethics,

pg. 8
pg. 9
Assignment: Research Report – 60% Rubric for Assessment
TBS922
BELOW MEETS EXCEEDS
POOR
49 % & BELOW (1)
AVERAGE
50%-64% (2)
GOOD
65% -74% (3)
VERY GOOD
75%-84%(4)
EXCELLENT
85% & ABOVE

(5)
Executive
Summary (5)
Context and
purpose of report
(CLO 7b)
Summary is poorly
written. Poor
demonstration of
research purpose,
analysis, findings,
conclusion and
recommendations
Summary is written
with limited or
satisfactory
demonstration of
research purpose,
analysis, findings,
conclusion and
recommendations
Summary is written
with good
demonstration of
research purpose,
analysis, findings,
conclusion and
recommendations
Summary is written
with very good
demonstration of
research purpose,

analysis, findings,
conclusion and
recommendations
Summary is written
with excellent
demonstration of
research purpose,
analysis, findings,
conclusion and
recommendations
Introduction (10)
Demonstrates
understanding of
business context
and identify issues
and defines the
purpose of the
study (CLO1)
(CLO2).
Poor
demonstration of
organization and
industry
background.
Poorly
demonstrated
research purpose
and research
problem.
Satisfactory
demonstration of

organization and
industry
background.
Satisfactory
demonstrated
research purpose
and research
problem.
Good demonstration
of organization and
industry
background.
Good demonstrated
of research purpose
and research
problem.
Very good
demonstration of
organization and
industry
background.
Very demonstrated
research purpose
and research
problem.
Excellent
demonstration of
organization and
industry background.

Excellent
demonstrated
research purpose
and research
problem.
Literature review
(20)
Critically analyzes
literature and
communicates in
writing,
appropriate
theoretical
frameworks and
application of
these to research
problem/variables
under investigation
(CLO2) (CLO4)
(CLO7)
Poor evidence
review, analysis
and discussion of
appropriate
literature and
theoretical
frameworks
Satisfactory
evidence of review,
analysis and
discussion of
appropriate
literature and

theoretical
frameworks
Good evidence of
review, analysis and
discussion of
appropriate
literature and
theoretical
frameworks
Very good
evidence of review,
analysis and
discussion of
appropriate
literature and
theoretical
frameworks
Excellent evidence of
review, analysis and
discussion of
literature and
theoretical
frameworks
Methodology (10)
Demonstrates
understanding of
research planning/
method (CLO 5)
Demonstrates
understanding of
research design
and application to

research problem
(CLO3)
Poor
demonstration of
data collection
methods and
explanation of
research design
consistent with
research problem
Satisfactory
demonstration of
data collection
methods and
explanation of
research design
consistent with
research problem
Good demonstration
of data collection
methods and
explanation of
research design
consistent with
research problem
Very good
demonstration of
data collection
methods and
explanation of
research design
consistent with

research problem
Excellent
demonstration of
data collection
methods and
explanation of
research design
consistent with
research problem
Results
Analysis and
discussion (30)
Analyses data and
tests assumptions
and hypothesis
(CLO 5)
Critically evaluates
findings from data
analysis (CLO 2)
Discusses
significance of
findings in the
context of the
research problem
and questions
(CLO4)
Poor
demonstration of
use of data

relevant for
research purpose.
Poor analysis of
data and
interpretation of
key findings.
Satisfactory
demonstration of
use of data relevant
for research
purpose.
Satisfactory analysis
of data and
interpretation of key
findings.
Good demonstration
of use of data
relevant for research
purpose.
Good analysis of
data and
findings.
Very good
demonstration of
use of data
relevant for
research purpose.
Very good analysis

of data and
interpretation of
key findings.
Excellent
demonstration of use
of data relevant for
research purpose.
Excellent analysis of
data and
findings.
Conclusions and
recommendations
(10)
Summarizes and
communicates in
writing research
conclusions (CLO3)
(CLO7)
Communicates in
writing
recommendations
for integrated
solutions to the
business problem
as a result of the
research (CLO4)
(CLO7)
Poor articulation
and connection of
conclusions and
recommendations

to the business
problem and
research purpose
Satisfactory
articulation and
connection of
conclusions and
recommendations to
the business problem
and research purpose
Good articulation and
connection of
conclusions and
recommendations to
Very good
articulation and
connection of
conclusions and
recommendations to
the business
problem and
research purpose
Excellent articulation
and connection of
conclusions and
recommendations to
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SYDNEY BUSINESS SCHOOL - UNIVERSITY OF WOLLONGONG.docx

SYDNEY BUSINESS SCHOOL - UNIVERSITY OF WOLLONGONG.docx

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