THE IMPACT OF AI-POWERED MARKETING STRATEGIES ON CONSUMER PERCEPTIONS AND SATISFACTION IN THE LUXURY AUTOMOTIVE INDUSTRY: A STUDY OF QATAR

I began working on my dissertation and have already drafted the first three chapters, designed and distributed the survey, and collected 400 responses. I have also prepared all the required ethics documents and approval forms. However, I am currently stuck with several areas: Chapters 1–3 need significant revision to properly align with the theories, objectives, and research questions; the literature review is still too descriptive and not critically structured; and the methodology section needs stronger justifications, a clearer survey mapping, and a more rigorous analysis plan. In addition, I have not yet written or analysed Chapters 4–6, which must be based on the collected survey data. I am therefore looking for support to finalise and polish this dissertation to the standard required by the university guidelines, rubric, and supervisor expectations.

1. Assignment Overview

• Programme: Master’s in Digital Marketing.
• Dissertation Title/Topic: “The Impact of AI-Powered Marketing Strategies on Consumer Perceptions and Satisfaction in the Luxury Automotive Industry: A Study of Qatar.”
• Length Requirement: ~12,000–15,000 words (per guidelines). Suggested allocations:
• Chapter 1: Introduction – ~1,500–2,000 words
• Chapter 2: Literature Review – ~3,500–4,000 words
• Chapter 3: Methodology – ~2,000 words
• Chapter 4: Findings & Analysis – ~3,000 words
• Chapter 5: Discussion – ~2,500 words
• Chapter 6: Conclusion & Recommendations – ~1,300 words
• Theoretical Frameworks:
• Expectancy Disconfirmation Theory (ECT): for Customer Satisfaction.
• Theory of Planned Behaviour (TPB): for Customer Perception.
• Variables:
• IV: AI Marketing Strategies (personalisation, chatbots, predictive analytics).
• DVs: Satisfaction (ECT), Perception (TPB).
• Method: Quantitative survey (n=400).
• Analysis: SPSS (reliability, descriptives, correlations, regression, ANOVA/t-tests).
• Ethics: GDPR compliant, data stored securely for 1 year.

2. Supervisor & Rubric Requirements

The dissertation must:

• Clearly define aims, objectives, and research questions.
• Provide a critical literature review using recent (2019–2024) sources.
• Apply TPB correctly to perceptions, and ECT correctly to satisfaction.
• Show strong methodology (justified sample size, survey mapping, analysis plan).
• Present findings with graphs/tables.
• Discuss results in comparison with theory and literature.
• Be written in polished academic style with Harvard referencing.

3. Work Done So Far

• Drafts of Chapters 1–3 completed.
• Recent references (2020–2025) included.
• Survey conducted: 400 valid responses collected.
• Ethics documentation complete (consent, info sheet, debrief, approval).
• Data collected (Excel/SPSS file available).

4. Problems in Current Draft

• Theories misapplied: TPB incorrectly tied to satisfaction; ECT to perception.
• Research Problem: Vague, repetitive, not sharp or Qatar-specific.
• Research Questions: Overlap, vague wording, not tied directly to IV/DVs.
• Literature Review:
• Disorganised (order wrong).
• Descriptive, not critical.
• Theories defined but not applied.
• Gap statement generic.
• References not integrated critically.
• Methodology:
• Biased sampling criteria (age/income/gender restrictions).
• Mentions “1 million luxury vehicles in GCC” (irrelevant).
• Survey instrument details missing (no mapping table).
• Data analysis plan incomplete (no assumptions/effect sizes).
• No flowchart of research process.
• Overall writing style: Wordy, repetitive, not polished.

5. What the New Writer Must Do

Chapters 1–3 (Urgent – Submit in 2 Days)

1. Introduction (Ch.1):

• Correct theory application: ECT → Satisfaction, TPB → Perception.
• Sharpen problem statement (Qatar-specific, concise).
• Rewrite RQs (aligned with IV/DVs).
• Fix sample size justification (use Krejcie & Morgan (1970), remove GCC claim).

1. Literature Review (Ch.2):

• Restructure: IV → DV1 → DV2 → Theory → Gap.
• Add critical comparisons, not summaries.
• Apply theories directly to variables.
• Rewrite gap: no Qatar luxury auto study linking AI strategies to satisfaction/perception.
• Strengthen with top-tier sources (Dwivedi 2021, Huang & Rust 2021, Longoni & Cian 2022, Martin 2019, Rahman 2023).

1. Methodology (Ch.3):

• Revise sampling (remove arbitrary age/income restrictions).
• Add mapping table linking items → variables (in Appendix).
• Expand analysis plan (assumptions, thresholds, effect sizes).
• Add a research process flowchart.

Chapters 4–6 (Submit in 1 Week After Ch.1–3)

1. Findings (Ch.4):

• Run SPSS analysis (reliability, descriptives, correlation, regression, ANOVA/t-tests).
• Present results with tables & graphs.

1. Discussion (Ch.5):

• Compare findings with prior studies.
• Interpret using TPB & ECT.
• Practical implications for Qatar’s luxury automotive sector.
• Limitations & future research.

1. Conclusion (Ch.6):

• Summarise findings.
• Provide actionable recommendations.
• Highlight contributions (academic + practical).

6. Files to Share

• Dissertation Guidelines (PDF)
• Marking Rubric (PDF)
• Latest Draft of Ch.1–3 (Word)
• Survey Questionnaire (Word)
• Survey Results (Excel/SPSS)
• Supervisor Feedback Notes
• Ethics Docs (consent, info sheet, debrief, approvals)
• Meeting Notes (Word)

7. Deliverables & Deadlines

• Revised Chapters 1–3: To be submitted within 2 days.
• Chapters 4–6 (Findings, Discussion, Conclusion): To be submitted within 1 week after Ch.1–3 revisions.
• Final Dissertation: ~12,000–15,000 words, polished academic writing, Harvard referencing.

⚠️ Key Priority: Chapters 1–3 must be urgently polished to final standard so that analysis and writing of Chapters 4–6 can proceed immediately.