speech submitted to University of Central England Business School in partial design of the requirements for the degree of
Masters of Science in Audit heed and Consultancy
By N. R. Thomas 2007 MSc 2007
www.audit-iia-thomas.ch
neil.thomas@audit-iia-thomas.ch
ABSTRACT
Research Questions
This dissertation addresses quatern primary(prenominal) hypotheses: Internal Audit Services ar products and are therefore subject to the same marketing principles (7 P´s) as any other product/service. The IA product pallet, if defined and marketed well, should pull in (worthwhile!) guide for the IA service. Demand for audit operate will adjoin if stakeholders (Management at all levels, shareholders, etc) are made aware of the services offered, benefits to-date (track record). The promotion of Internal Audit services and value, to the public at large and related authorities, is a key service demand driver for the profession itself, its members and their retention in the profession.
Method of tell the research questions
The literature review (chapter 1) concentrates mainly on delimit the principles of marketing.
In particular, the 7 Ps of marketing was place as a potentially beneficial approach. These principles were then assessed in terms of their appropriateness to internal audit (chapter 2). The research questions were answered (chapter 3) by extensive internet surveys. In order to capture the spot from both sides, the service provider (auditor) and the service demand (customer), cardinal surveys questionnaires were created. Some questions were exclusive to auditors, but in order to instigate the results analysis, the structure used identical questions where possible. There were 78 main questions (customers: 30 and auditors: 48). The embedded questions and answer options totalled 77 and 113 respectively.
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