Research models for your thesis

For the analysis in your thesis, you can use all kinds of research models. Especially if you are doing research for a client, these models can come in handy. Using SWOT analysis, for instance, allows you to map out the opportunities and threats for your client. Maslow's Pyramid will help you get a clear picture of your target group's needs. Which model is best for you? This overview article on research models for your thesis will help you choose one.

In total, there are dozens of research models you can think of to use in your thesis. We list the most important ones for you. Be sure to check out our articles on these specific models. Click on the links below to read more about them.

Want to analyse the market within which your client operates? These research models can help you do just that:

• BCG matrix
• DESTEP analysis
• Risk analysis
• Porter’s Five Forces model

With the BCG matrix, you can determine which products or services the company would be better off investing in or not. Here, you compare the market share for a product or service with the growth of the overall market.

For example, the analysis gives you insight into products in which the company can invest more and for which product investing is less interesting. It may also reveal products that are no longer interesting to invest money in at all. 

With the DESTEP analysis, you look at developments in the market. You focus on Demographic, Economic, Socio-cultural, Technological, Ecological and Political-Legal developments at play. For instance, what are developments within the population that lead to opportunities or threats? What new legislation do you need to take into account? What technological developments play a role? You can then translate all that into a SWOT analysis.

There are important risks to consider both inside and outside the company. Think of budget issues, staff turnover, a lack of certain knowledge or changes in population or purchasing power. With a risk analysis, you look at both internal and external risks. You bring these together to get a clear picture of possible risks.

You can identify the external risks, for example, through a DESTEP analysis. For internal risks, interviewing company employees, among other things, can help.

One of the better-known research models for your thesis is Porter's Five Forces model. Here you look at five forces of an industry: the competitive strength, the strength of substitutes, the strength of suppliers, the strength of buyers and the strength of new entrants.

This allows you to determine for various industries how interesting (or not) it is for a company to locate within them.

If you are going to define a marketing strategy for a company (which products are and are not smart to offer and how to market them), these research models can come in handy:

• McKinsey's 7S model
• SMART method (for formulating concrete goals)
• SWOT analysis

The 7S model is designed to do an internal analysis of a company. In doing so, you look at the hard and soft elements of an organisation. These make up the seven S’s:

1. Structure
2. Strategy
3. Systems
4. Staff
5. Style
6. Key skills
7. Significant values

The seven Ss show what an organisation's strengths and weaknesses are if, for example, you want to create a marketing strategy.

The SMART method is a useful model that allows you to make goals as concrete and measurable as possible. You can use this in any type of research. It also helps you fine-tune your research question, sub-questions and objective.

The letters SMART stand for:

• Specific
• Measurable
• Acceptable
• Realistic
• Time-bound

Do you have a goal of making recommendations that will help a company make more sales? You can make this goal more specific by putting it into a SMART formulation. You can then formulate it as, for example, as the fact that turnover within one specific product group must have grown by 50% within one year.

The SWOT analysis is a well-known research model that appears in many theses. It is designed to take four things into account before creating a marketing strategy:

1. Strengths (strong qualities of the organisation);
2. Weaknesses (weaknesses of the organisation);
3. Opportunities (interesting opportunities within the market);
4. Threats (potential threats in the market).

In a confrontation matrix, you set the positives against potential risks, both inside and outside the market. In the confrontation matrix, you can then make important connections. For example, do the threats also bring possible opportunities? Can you use the strong qualities of the organisation to solve these threats?

Sometimes it is useful to get a better idea of your client's target audience. In such a case, a buyer analysis is useful. For this, you can use Maslow's Pyramid as a research model.

The idea behind Maslow's Pyramid is that people have needs at five levels. Only when the bottom needs from the pyramid are met will people start developing a need slightly above them. For instance, people will need social contact only when they have livelihood security and their basic needs (water, food, etc.) are met.

With this pyramid, you can map out the needs of your target group. You can use these outcomes in the theoretical framework, for example, or you can include them in your analysis or discussion.

Writing a thesis is not a simple task. Are you now wondering "Where do I start?"? Then start with our tips for getting started with your thesis. Read more about the thesis structure and the different chapters on our website. This way, you can get a good start on writing your thesis.

Just to put your mind at ease: we are happy to do the final check of your thesis for you. AthenaCheck's editors can check your thesis for language, structure and a common thread. This way you can hand in your thesis without any concerns.