Examining the trend of sports brands using the perception of gender image to attract potential consumers

This is the most important chapter of the project where you attempt to explain and underpin your findings / results.
There should be linkage to underpinning theory, your review of literature and to relevant contemporary research. This is an essential element of the discussion area.
What have you found and how does that relate to existing research?
Reflect carefully on your work and take full advantage of the opportunity to demonstrate your awareness of the research area that you have studied.
Question, challenge and be critical, but be careful not to make claims unless you have evidence or arguments to support them.
Within this section you should be prepared to evaluate the methods you have used. Most importantly, you should reflect on the implications of your findings and indicate how the dissertation has contributed to an understanding of the research area.
For qualitative projects, such commentary on ?future directions? may sit better in the Conclusion