Course Work 1 Individual Assessment

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5MARK012W MARKETING RESEARCH SEMESTER 1 - 2019/2020 IN-COURSE INDIVIDUAL ASSESSMENT

THERE IS ONLY ONE BRIEF

but for Task Three

Each student will be randomly allocated two statements during the seminar

There are THREE tasks

Task One

400 words [worth 20%]

Evaluation of three tables in a specific data set

Task Two

1000 words [worth 50%]

Prepare a Topic Guide including at least one projective technique and some moderator guidance and outline the recruitment parameters and data analysis considerations.

Task Three

600 words [worth 30%]

Critically evaluate two statements

FORMAT

To add professionalism the submission can be made into a report with three sections (one for each task) and include a table of contents / table of figures & even a glossary of terms

TASK ONE is asking for an evaluation of a data set i.e. each of the 3 tables.

Each table should be fully considered:

data reworked so that it is easy to access the information (many students do this by creating visuals except some omitted using a label / title and indicating the base – attention to detail is important)

the data in each table has to be worked and key findings summarised

How many items / categories of items / different reasons – in total and on average?

What was mentioned most / least in each table?

Is there any way of grouping the ‘mentions’ in each table

Show facts – this is quantitative data so using numbers is expected

Some summary needs to be provided wherein you compare and contrast the three tables in terms of reliability and validity – look at the bases

TASK ONE

DO NOT:

Simply write what can be read – show evaluation

Add information that does not exist within the tables i.e. make assumptions without any information / data to support the statements made

Recommendations were not asked for and should not be given

TASK TWO requires you to prepare a Topic Guide including at least one projective technique and some moderator guidance within 1000 words WHAT IS REQUIRED IN THE SUBMISSION?

The key to a good guide is one that is immediately usable which many are not

TOPIC GUIDE must use THEMES / TOPICS (and not become a list of questions)

Stronger submissions clearly show themes for discussion accompanied by explicit prompts and probes

As you have been asked for moderator instructions and a guide then perhaps distinguish carefully between the two (use colour / change typeface)

You must also cover RECRUITMENT PARAMETERS & DATA ANALYSIS Considerations

EDIT as many submissions have: awkward style; spelling errors; disjointed – uneven flow; continuity issues – sentences did not follow one another optimally

Task Two The brief clearly indicates what the aim of the focus groups is, namely:

BRIEF

The University wants to explore in detail the expectations UG students have and their specific requirements and preferences for branded promotional items to be made available by the University.

Hence a set of themes for discussion related to the aim can be extracted (notably in terms of: likes / dislikes / preferences / ideal…)

Weaker submissions are more a listing of questions that do not follow one another optimally.

Task Two must also cover:

PROJECTIVE TECHNIQUES

There is a requirement to include at least one projective technique (avoid including too many techniques as this becomes confusing)

Use a label for the technique and some instructions (perhaps in an appendix) for how to administer the technique – refer to the example in bb.

MODERATOR INSTRUCTIONS

It is expected that students can outline briefly what is required of a moderator before, during and after a group.

Ensure all the issues are fully covered.

RECRUITMENT PARAMETERS

Outline briefly who will be attending the focus groups and justify your selection of participants

Provide a screener / short recruitment questionnaire that will ensure the right participants are attending each group

DATA ANALYSIS

Recommend the best option for analyzing the groups

Ensure you justify your choice based on an understanding of all the options available for analyzing the groups

Task Three: Each student will be randomly allocated TWO statements.

Each statement must be critically evaluated.

HENCE FOR EACH OF THE TWO STATEMENTS, IT IS EXPECTED THAT THERE WILL BE:

an understanding of the statement and the theoretical aspects embedded in the statement

a critical evaluation (indicating the extent to which the statement is true and/or false)

the use of sources (which should be acknowledged using Harvard referencing)

Take Note of Mark Allocations

	CRITERIA	MARKS		COMMENTS
		Max.	Allocated
TASK ONE	Reworking / SUMMARISING data	6
	Key findings from each of three tables	6
	Overall summary (linked to acknowledging aim)	8
Total Task One		20
TASK TWO	Recruitment	10
	Guide	25
	Moderator Instructions	10
	Analysis	5
Total Task Two		50
TASK THREE	Statement One - Theory	6
	Statement One - Evaluation	6
	Statement One - Sources	3
	Statement Two - Theory	6
	Statement Two - Evaluation	6
	Statement Two - Sources	3
Total Task Three		30
OVERALL TOTAL (across three Tasks)		100

MONDAY

NOVEMBER 11TH 2019

Before 13.00 /1pm

We will look at the Brief in more detail in today’s ………

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