marketing research

BBA221 MARKETING RESEARCH Task brief & rubrics

Task – Final assignment – individual marketing research paper

You must develop a Marketing Research project based on a clear and specific marketing problem or opportunity of your choice, detailing the objectives, and

explaining why they chose their research design method and how they arrived at their results.

The structure of the assignment should be as follows (please read the description carefully to make sure you include all necessary information):

1. Introduction: discussing the purpose and main objective of the project, as well as the relevance of the topic.

2. Literature review: explain what has been said until now, what other authors have discovered, and highlight the gap in literature.

3. Research questions and methodology: list the research questions and their relevance; and methodology explaining how you will address and answer the

marketing problem and justifying this choice of methodology. Be very clear about the methodological approach, instruments and the sample.

4. Results: analysis using pertinent theories and models studied in class, use of facts and figures, tables, and visual material (properly cited).

5. Conclusion and recommendation: Key insights and conclusions that can be drawn from the analysis (implications, meaning for the company; it should

not be a mere summary of findings). What is a key recommendation that you can suggest, considering the findings?

6. List of references

7. Appendices (if necessary)

Remember that is important that you justify your answers and include in-text citations throughout the submitted document, as seen in class, as well as a list of

references. This directly affects the quality and credibility of your work.

Formalities:

• Wordcount: 2500 words.

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• Font: Arial 11, line spacing 1.5

• The in-text References and the Bibliography must be in Harvard’s citation style.

Submission: Week 12: Sunday 1st of May 2022 (CET).

Weight: This task is 60% of your total grade for this subject. It assesses the following learning outcomes:

- translate the research insights into a professional report understandable to marketing managers.

- apply the appropriate research design methods to obtain insights into the marketing research problems or opportunities

Rubrics – Midterm task

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Literature review (20%)

The literature review is thoroughly developed, addressing all key topics and relevant authors. The gap in literature is highly emphasized.

The literature review is well developed, addressing key topics and relevant authors. The gap in literature is overall emphasized.

The literature review is well developed, addressing key topics and relevant authors. The gap in literature is overall emphasized.

The literature review is not very thoroughly developed, addressing key topics and relevant authors would be necessary. The gap in literature should be clearer.

Methodology (25%) The RQ is very clear and relevant. The methodology is highly pertinent and clearly explains the research approach, instrument, and sample in a well-reasoned manner.

The RQ is clear and relevant. The methodology is overall pertinent and clearly explains the research approach, instrument, and sample in a clear manner.

The RQ is overall clear and relevant. The methodology is overall adequate but could use some more details about the research approach, instrument, and sample.

The RQ is overall clear and relevant. The methodology is overall adequate but could use some more details about the research approach, instrument, and sample.

Results (20%) The results are very well explained, and the visual aspect has been enhanced to improve readability.

The results are well explained, and the visual aspect has been enhanced to improve readability.

The results are very well explained, but the visual aspect could be enhanced to improve readability.

The results should be better explained, and the visual aspect should be enhanced to improve readability.

Introduction and conclusion (15%)

The introduction presents the report in a very appealing manner and the conclusion demonstrates very good critical skills.

The introduction presents the report in a good and appealing manner and the conclusion demonstrates good critical skills.

The introduction presents the report in a fair manner and the conclusion could demonstrate good critical skills if improved.

The introduction should present the report in a better manner and the conclusion should focus on demonstrating critical skills.

Communication (20%)

You communicate your ideas extremely clearly and in-text citations are adequately included in throughout the document and in the list of references.

You communicate your ideas clearly and pertinent in-text citations are included.

You communicate your ideas with some clarity and references are included to a satisfactory extent, although they need to be reviewed.

You communicate your ideas in a somewhat unclear and unconcise way. References are not adequately included.