– Research Assignment: – Characteristics of customer loyalty: impact of brand image or product characteristics/attributes A study of smart phone brands (Apple Company) Statement of research problem This is the heart of the proposal. Normally a sentence, or at most a paragraph, is all that is required to describe exactly what the problem is. Many students have difficulty in describing the problem: instead they list the objectives, outcomes, needs or other irrelevant aspects. If the research problem is not adequately or precisely described, it is likely to be rejected. Furthermore, “researchers often indulge in jargon, which seems to obscure rather than explain what the research problem is”. Candidates should ensure that the problem and their objectives remain the focus of their thinking and writing.