What are the aims of the literature review?
o To contextualise your topic within the realm of the academic research on the issue
o Identify “gaps” in the academic literature where your study can contribute.
o If you are using a “model” this is the place to introduce it.
o What other studies have been done on this topic and what do they tell us? 
o How does your work “fit in” with this work?
o To introduce “the sector” that you are looking at.  For example, if you are looking at the effect of loyalty cards on consumer behaviour in the food retail market, while you would need to investigate issues of loyalty, consumer behaviour, loyalty schemes in your literature review, you would also need to introduce the food retail market, the main operators and what they are doing regarding this issue.
What to call the literature review?
o Do not call it simply “literature review” as this tells the reader very little about what the chapter is about.  Instead, give it a title that is relevant for the issue you are discussing. 
o For example, if you are looking at the effect of loyalty cards on consumer behaviour in food retailing, an appropriate title could be “Context: loyalty schemes, consumer behaviour and the food retail market”
What makes a good literature review?
o A piece of work that examines the academic literature relevant to the issue to be researched but esse英语论文网 【http://www.51lunwen.org】ntially tailors that material specifically to the case in point.  A poor literature review simply reproduces semi-relevant literature but does little in terms of actively applying it in an enlightened manner to the case that you are looking at.
o Use varied sources and always think “what does this mean for my study?”
o A summary at the end that concludes the chapter by detailing what you have done and how it is relevant for your study as well as being clear about the contribution that you will make.