The dissertation title is your first opportunity to let the reader know what the dissertation is about. With just a few words, the title can highlight the purpose of the study, its methods, and/or outcomes. But a poorly constructed title can also mislead the reader into thinking the study is about something it is not, confusing the reader from the very start.

This guide explains some of the broader rules to think about when constructing your title. In the guide, How to construct your dissertation title [coming soon], we provide some practical guidance to creating the appropriate title for your dissertation. When constructing your title, it should be:

• Descriptive and explanatory, not general

Each word of your dissertation title carries meaning; that is, it helps the reader to understand the core focus of your dissertation. It should not be general, but rather descriptive and explanatory in nature. Broadly, the title may help to explain some of the following:

The purpose of the research
The theory (or theories) that underpinned your research
What variables you examined (or tested)
Your research design (qualitative, quantitative, mixed)
The methodology adopted
The context and/or population studied

In the guide, How to construct your dissertation title, we explain each of these (and more), providing some practical guidance to creating the appropriate title for your dissertation.

• Precise

Being precise does not simply mean not waffling. Whilst it would be wrong to say that a dissertation title should be short, it should be concise; that is, you should try and explain what the nature of your research is in the fewest words possible. A good starting point is to use simple word orders, as well as common word combinations. For example:

• Internally consistent

A title can be descriptive, explanatory, and even precise, but fail because it does not reflect what the research is about. In this respect, titles fail to be internally consistent when they make the reader think that the research is about one thing, when it is really about another. For example, imagine you included the methodological approach adopted in your title, stating that you used a case study approach. The reader would expect to see in your Abstract, Introduction and Research Methodology chapters (amongst others) the words case study approach. Whilst this seems obvious, it is surprising how many students are either inconsistent, or confuse the reader by using terms interchangeably. This is a problem even amongst academics, but it is easily addressed. Simply check that each component of your title reflects the research you performed. Being consistent with the language you use in the title and the rest of the dissertation is a good start.

A title should also avoid using:

• Abbreviations, acronyms and initials

Leave the use of any abbreviations, acronyms and/or initials to the main body of the dissertation. In the title, such abbreviations, acronyms and/or initials could lead to confusion, as well as have different meanings for different people. In the main body of the dissertation, there is time to clarify any such abbreviations, acronyms and/or initials.

• A teasing or cute style

A teasing or cute style of title can be great. It certainly sparks interest. The examples below illustrate this:

Dancing with a giant: The effect of Wal-Mart’s entry into the United Kingdom on the performance of European retailers

Dogs on the street, puma on your feet: How cues in the environment influence product evaluation and choice

Something old, something new: A longitudinal study of search behavior and new product introduction

Things that go bump in the mind: How behavioral economics could invigorate marketing

However, sometimes a teasing or cute title style can be confusing and makes it harder for the reader to understand the nature of the dissertation before reading your abstract. We would only advise trying this approach if you feel confident you have a well constructed title.

To understand how to construct your title, you may find the guide, How to construct your dissertation title [coming soon], helpful.

References

Berger, J.A. and Fitzsimons G. (2008) Dogs on the street, puma on your feet: How cues in the environment influence product evaluation and choice, Journal of Marketing Research, 45(1): 1-14.

Gielens, K., Van de Gucht, L.M., Steenkamp, J.-B.E.M. and Dekimpe, M.G. (2008) Dancing with a giant: The effect of Wal-Mart's entry into the United Kingdom on the performance of European retailers, Journal of Marketing Research, 45: 519-534.

Johnson, E.J. (2006) Things that go bump in the mind: How behavioral economics could invigorate marketing, Journal of Marketing Research, 43(3): 337-340.

Katila, R. and Ahuja, G. (2002) Something old, something new: A longitudinal study of search behavior and new product introduction, Academy of Management Journal, 45(6): 1183-1194.