Marketing Research Assignment

MKTG2010: Research Proposal Part B

Criteria Fail

(< 50) Pass

(50 – 64) Credit

(65 – 74) Distinction

(75 – 84) High Distinction

(85 – 100)

Overview of Product

No overview provided and/or overview is

inadequate.

Demonstrate an adequate ability to identify and summarise information

about the selected product/organisation. Limited

information presented.

Demonstrates a sound ability to identify and summaries information about the product or organisation. A

range of information presented. Overview is informed by

appropriate secondary sources are used (if appropriate).

Demonstrates clear competence in identifying and accurately

summarising key information about the product or organisation.

Overview is informed by appropriate secondary sources (if applicable). Discussion should be

more succinct.

Demonstrates excellence in identifying and accurately

summarising key background information. Overview is skilfully

informed by a range of appropriate secondary sources. Discussion is

succinct.

____ / 0.5

Need for the Research

The need for the research has not been provided.

Demonstrate an adequate ability to articulate why the research is needed. Limited information

presented.

Demonstrates a sound ability to summarise why the research is needed. A range of information presented to support this need.

Demonstrates clear competence in identifying and articulating why the

research is needed. A range of information presented to support

this need; however, limited secondary sources are used.

Demonstrates excellence in identifying and accurately

summarising why the research is needed. The need is skilfully

informed by a range of appropriate secondary sources.

____ / 0.5

Decision Marker’s Purpose (or MDP), MRQ (or MRP) and MROs

No Purpose, MRQ or MRO(s) provided.

Demonstrate an adequate ability to define the decision maker’s

purpose and MRQ and/or MRO(s). Further clarity is required in respect to wording and/or MRO(s) are not clearly related to the stated MRQ.

Demonstrates a sound ability to define both a decision maker’s purpose, MRQ and MRO(s).

MRO(s) are related to the stated MRQ. Further clarity is required in

respect to the wording of the decision maker’s purpose, MRQ

and/or MRO(s).

Demonstrates clear competence in identifying and accurately defining

the decision maker’s purpose, MRQ and MROs. Multiple MROs are

stated which related to the stated MRQ. Further clarity is required in respect to the wording of the MRQ

or MROs.

Demonstrates excellence in identifying and accurately defining the decision maker’s purpose as

well at a MRQ and multiple MROs. MROs relate to the stated MRQ. The decision maker’s purpose,

MRQ and MROs are stated clearly.

____ / 1

Research Design

The proposed research design has not been

outlined.

Demonstrate an adequate ability to identify the proposed research

design. Limited information presented.

Demonstrates a sound ability to identify the proposed research design. A range of information

presented to support the design proposed.

Demonstrates clear competence in identifying the proposed research design. The proposed design is

clearly linked to the MROs stated. A range of information presented, to support the selection of the design; however, limited secondary sources

are used.

Demonstrates excellence in identifying and accurately

summarising the proposed research design. The proposed design is

clearly linked to the MROs stated. The selection of the design is

skilfully informed by a range of appropriate secondary sources.

____ / 2

MKTG2010: Research Proposal Part B

Method of Administration

The proposed method of administration has not been

outlined.

Demonstrate an adequate ability to identify the method of

administration. Limited information presented.

Demonstrates a sound ability to identify the method of

administration. Limited details provided. The proposed method of administration is appropriate for the research design outlined. A range of information presented to support

the administration method.

Demonstrates clear competence in discussing the method of

administration. Clear details provided. The proposed method of administration is appropriate for the research design outlined. A range

of information presented, to support the selection of the administration

method; however, limited secondary sources are used.

Demonstrates excellence in discussing the method of

administration. Clear details provided. The proposed method of administration is appropriate for the

research design outlined. The selection of the administration

method is skilfully informed by a range of appropriate secondary

sources.

____ / 3

Data Collection Form

No data collection form provided

Demonstrate an adequate ability to develop a data collection form. Presentation of the form needs

improvement and/or form does not facilitate the collection of data for all

MROs specified.

Demonstrates a sound ability to develop a data collection form appropriate for the method of

administration. Presentation of the form needs improvement. Form

facilitates the collection of data for all MROs.

Demonstrates clear competence in developing a data collection form

that is appropriate for the method of administration outline. Funnel technique employed. Form is

clearly presented and will facilitate the collection of data for all MROs.

Demonstrates excellence in formulating a data collection form

appropriate for the method of administration. Funnel technique

employed and no biasing questions are included. Form is clearly

presented and will facilitate the collection of data for all MROs.

____ / 2.5

Sampling Technique

The proposed sampling technique has not been

outlined.

Demonstrate an adequate ability to identify the proposed sampling approach. Limited information

presented.

Demonstrates a sound ability to identify the proposed sampling approach. Limited details of the

approach provided. The proposed sampling approach is appropriate

for the research design outlined. A range of information presented to support the proposed sampling

procedure.

Demonstrates clear competence in discussing the proposed sampling approach. Operational details are provided. The proposed sampling

method is appropriate for the research design outlined. A range

of information presented, to support the sampling approach proposed;

however, limited secondary sources are used.

Demonstrates excellence in discussing the proposed sampling approach. . Operational details are provided. The proposed sampling

approach is appropriate for the research design outlined. The

selection of the sampling approach is skilfully informed by a range of appropriate secondary sources.

____ / 2.5

Ethical Considerations

No ethical considerations outlined.

Demonstrate an adequate ability to define the ethical implications of the

research. One ethical issue identified.

Demonstrates a sound ability to identify the ethical implications of the research. Two relevant ethical

issues identified

Demonstrates clear competence in identifying and accurately

summarising the potential ethical implications of the research. Three relevant ethical issues identified.

Demonstrates excellence in identifying and accurately defining

the ethical implications of the study. At least four relevant ethical issues

are identified.

____ / 1.5

MKTG2010: Research Proposal Part B

Final Mark: ______ /20

Potential Limitations

No limitations outlined. Demonstrate an adequate ability to define limitations of the research.

One limitation outlined.

Demonstrates a sound ability to identify the limitations of the

research. Two relevant limitations identified.

Demonstrates clear competence in identifying and accurately summarising the potential

limitations of the study. Three relevant limitations identified.

Demonstrates excellence in identifying and accurately defining

the limitations of the proposed study. At least four relevant

limitations identified.

____ / 2

Timeline No timeline provided. Demonstrate an adequate ability to specify a research timeline. Limited

research phases identified

Demonstrates a sound ability to formulate a research timeline. All stages of the research process

considered.

Demonstrates clear competence in specifying a feasible research

timeline. Timeline is presented in a visually appealing form. All stages

of the research process considered and clearly outlined.

Demonstrates excellence in formulating a feasible research

timeline. Timeline is presented in a visually appealing form. All stages of the research process considered and clearly outlined with individual time segments allocated to each

stage.

____ / 0.5

Format, Clarity and Referencing

No consistent style or structure. Limited or

evidence of appropriate referencing in-text and/or no

reference list.

Report reflects minimal structural flaws. Information has been

organised to convey meaning to the reader. Some in-text referencing errors evident. A reference list

provided, some references omitted. APA referencing style followed.

The report reflects consistent structure. Information is organised

and sequenced to convey the intended meaning to the reader.

Appropriate and consistent referencing provided with minimal

errors. Both in-text referencing and reference list follow APA style.

The report is well structured. Information is logically organised

and sequenced to convey the intended meaning to the reader

allowing ease of reading. Appropriate and consistent

referencing provided with no errors (APA style).

The report is very well structured. Information is very well organised

and easily accessible to the reader. Appropriate and consistent

referencing provided with no errors (APA style).

____ / 3