This paper discusses the importance of variable conceptualisation and measurement in environmental research. The paper explains how wrong application of concepts can mislead the researcher when conducting research, and the resultant effects on each stage of the environmental research process. The paper is motivated by the problems behind many research students pursuing their masters or doctoral degree programmes face, especially with change in dissertations or theses titles and methods to match the contents of their reports. In this paper, the authors demystify the challenges encountered by unskilful researchers and students when trying to make their readers have a clear understanding of their research reports (dissertations or theses). Therefore, the paper may serve as a guide in planning and conducting environmental research by university degree students and early career researchers.