Marketing Research

BBA221 MARKETING RESEARCH Task brief & rubrics

Task

This in an individual task. Student must answer the following questions in her/his own words, quoting relevant authors and providing examples.

1. Which are the steps in developing a sampling plan? Describe them and explain why they are important.

Student must name and define all the necessary steps and explain why they are used in the marketing field. He/she can use examples or real cases.

2. Making quality control checks is important in any marketing research? Why? Explain an example of data processing that could go wrong if quality

checks are not provided.

Student must answer Yes or No in the first question and has to develop his/her answer explaining why. And then, he/she has to provide a real or

imaginary (but realistic) case where marketers don’t use quality checks and its consequences.

3. Which are the different approaches to observational research? Which advantages and disadvantages observational research has over other

methodologies? Chose one approach of observational research and describe an imaginary scenario where you could use it.

Student must explain the different kinds of observational research, defining them and providing relevant authors that contributed to them. Then,

student must elaborate the advantages and disadvantages of observational research over other methodologies seen in class. Finally, student has to

choose one approach and explain a situation where he/she would use it, always thinking in the marketing business. Which objective does he/she

intend to achieve with this approach? How many days would he/she need to complete it? What resources would he/she need?

This task must be submitted as a document.

Formalities:

 Wordcount: 1 page answer per question

 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: Week 12 – Via Moodle (Turnitin). Sunday 2 nd

May at 23:59h (Barcelona’s time)

The timed assignment will be made available on Moodle 48 hours before the submission deadline. Students need to complete the assignment and upload their submission within this timeframe.

Weight: This task is a 40% of your total grade for this subject.

It assesses the following learning outcomes:

 Student will be able to develop a sampling plan, knowing all its steps and the reason to do every each one of them.

 Student will reflect about the importance of quality checks and he/she will use critical-thinking to predict what would happen in an scenario where

quality checks were forgotten.

 Student will know all observational approaches and its advantages / disadvantages to others methodologies. And, in this way, he/she will also reflect in

the advantages and disadvantages of all the methodologies.

 Student will have the opportunity to put himself/ herself conducting an observational approach reflecting about the main question he/she would have

to face.

Rubrics

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

Knowledge & Understanding

(20%)

Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner. Student provides entirely the information required and explains it with her/his own words going through examples.

Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary. Student provides entirely the information required but he/she doesn’t provide any examples.

Student understands the task and provides minimum theory and/or some use of vocabulary. Student provides most of the information required

Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary. Student doesn’t provide most of the information required

Application (30%) Student applies fully relevant knowledge from the topics delivered in class.

Student applies mostly relevant knowledge from the 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.

Critical Thinking (30%)

Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors. Student provides realistic scenarios and well-though cases that totally adapt to the methodology selected.

Student critically assesses in good ways, drawing conclusions from relevant authors and references. Student provides correct scenarios and well-though cases that can adapt to the methodology selected.

Student provides some insights but stays on the surface of the topic. References may not be relevant. Student provides correct but no realistic scenarios and vague cases.

Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources. Student scenarios that don’t apply at the chosen methodology.

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.