marketing research
BBA221 Marketing Research RE-SIT Task brief & rubrics
Task: Case Description:
· An individual task. It consists of the design and execution of a quantitative research project using the methodology of a survey.
· This is an academic paper, so make sure to quote relevant publications, such as academic journals and books, to support your arguments.
Formalities:
· For the document: From 2000 to 2500 words.
· Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
· Font: Arial 12,5 pts.
· Text alignment: Justified.
· The in-text References and the Bibliography have to be in Harvard’s citation style.
Submission: SUNDAY 11th APRIL 2021, 23:59HRS ON MOODLE
Weight: Resit – worth 100% of the overall grade – Please remember resits are capped at 70%
Task
1. Research Objective: identify attitudes towards an issue of your choice that may affect society.
1. Define de universe of people that could be affected by that issue. Explain why. Provide the necessary background information based on secondary research sources.
1. Choose a sample that represents that universe. Provide a complete sample profile, considering demographics and psychographics.
1. Write a questionnaire using a least five different types of questions.
1. Apply the questionnaire through a survey and obtain a least fifty completed questionnaires.
4. You may use Survey Monkey or a similar tool.
1. Present a report of findings supported with charts, followed by conclusions and recommendations.
Rubrics
|
|
Exceptional 90-100 |
Good 80-89 |
Fair 70-79 |
Marginal fail 60-69 |
|
Knowledge & Understanding (20%) |
Student demonstrates excellent understanding of key Marketing Research concepts and uses vocabulary in an entirely appropriate manner. |
Student demonstrates good understanding of Marketing Research, mentions some relevant concepts and demonstrates use of the relevant vocabulary. |
Student understands Marketing Research and provides minimum theory and/or some use of vocabulary. |
Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary. |
|
Application (30%) |
Student applies fully relevant knowledge from the Marketing Research topics delivered in class. |
Student applies mostly relevant knowledge from the Marketing Research topics delivered in class. |
Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. |
Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. |
|
Research (30%) |
Student makes an excellent, fully relevant and prospective research for the case explored. |
Student makes a good and mostly prospective research for the case explored. |
Student performs an acceptable research project. The work could show significant gaps but still make sense. |
Student makes an unclear or invalid research, with many misunderstandings. |
|
Communication (20%) |
Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck. |
Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck. |
Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident. |
Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident. |