Marketing Research Essentials
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MKT202_T3_2019_Assessment.pdf
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assessment 1 Information
Subject Code: MKT202 Subject Name: Marketing Research Essentials Assessment Title: Individual Research Proposal Assessment Type: Length:
Written Analysis 1000 words (+/- 10% allowable range)
Weighting: 30% Total Marks: Submission:
30 Online via Turnitin
Due Date: Week 4
Your task Individually, you are required to develop a 1000 words market research proposal that captures the management problem, market research problem, and research objectives. Assessment Description In this individual assignment, you will be given an opportunity to explore a range of marketing research issues related to consumers by demonstrating an understanding of the fundamental theories and concepts learned in weeks 1 to 3. Assessment Instructions You are required to choose a topic from the following list and to conduct preliminary research:
• Factors behind brand switching in the telecom industry • Factors influencing customer satisfaction in health care services • The impact of brand personality on buying decision • Understanding customer response towards sales promotion in the fast-food industry • A study on consumer spending via credit cards
Before making a choice, first, determine the availability of information. If you find that the number of sources about your chosen topic is limited, please consult your workshop facilitator to discuss an alternative option. You are then required to prepare a 1000 words research proposal that covers the following points:
• An industry review that would answer the question “what existing information is available in the same area?”
o You are expected to research industry sources to capture information on the challenges facing the industry.
• Management problem o The foundation for a market research exercise will be based on a broader
management problem. Based on the research you did, present a possible management problem that is relevant to the chosen topic.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
• Research problem o Develop a market research problem based on the management problem.
• Research objectives o Based on the research problem, develop research objectives. o For this assignment, you can develop three to five objectives. Addressing the
research objectives should allow you to find answers to the research problem. Therefore, the quality will be more important than the number of objectives.
Please refer week 2 course content for guidance on management and research problem and research objectives. In preparing this research proposal, you are required to use at least 6 sources of information and reference these in accordance with Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These references should be presented as a reference list at the end of your report. .
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assignment Submission This file must be submitted as a ‘Word’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the issue and a screenshot of the Turnitin error message. You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with any other technical difficulties that may occur.
Late assignment submission penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy.
Number of days
Penalty
1* - 9 days 5% per day for each calendar day late deducted from the total marks available
10 - 14 days 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted, and the student will receive a mark of zero for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students
*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty For more information, please read the full policy via https://www.kbs.edu.au/wp-content/uploads/2019/07/KBS_Assessment-Policy_June-2019_Final.pdf
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
What is academic integrity and misconduct? What are the penalties for academic misconduct? What are the late penalties? How can I appeal my grade?
Click here for answers to these questions: http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
MKT202 Assessment 1 Marking Rubric – Individual Research Proposal 30%
Marking Criteria
F (Fail) 0-49%
P (Pass) 50-64%
C (Credit) 65-74%
D (Distinction) 75-84%
HD (High Distinction) 85-100%
Reading and analysis of industry reports __/30 marks
A poor selection of research and little critical
understanding demonstrated in connecting this to the focus and structure of the proposed
research.
Some relevant research has been cited, but there are important gaps. A limited
critical understanding of the readings is shown, and the connections with the overall focus and structure of the proposed research are not
consistent.
A range of relevant research has been cited, though there may be some omissions. A
critical stance has been developed in places.
Appropriate links to the focus and structure of the proposed
research have been made
A range of relevant research has been cited. A critical stance is consistent and
strong links have been made to the focus and structure of
the proposed research.
An extensive range of research has been cited, with the main lessons clearly explicated. A
strong and appropriate critical stance is taken, with excellent and consistent links to the focus and
structure of the proposed research.
Management & research problem, research objectives, and research approach __/30 marks
The research problem, objectives, and approach
make little sense. The arguments are weak and do
not provide a convincing case for the research.
There are some analysis and effort put into presenting a
clear research problem. However, there is a disconnect
between management problem, research problem,
objectives and the approach. Overall, the research direction
is confusing.
There is a clear attempt to set out a systematic approach
capturing the research problems, objectives, and
research approaches in the proposal. This is largely connected to the overall
rationale and focus of the research throughout.
Arguments for the research are somewhat convincing.
The research problem, objectives and approach to
research is strong and develops in a clear and
systematic way, and these are connected very well to the overall rationale and focus of the research. The proposal is
cohesive and convincing.
Excellent analysis, with clear, developed, sustained and
cohesive argument throughout the review and makes complete sense
in relation to the rationale and focus of the proposed research. The management problem links with the overall analysis of the topic and there is a seamless
connection between all elements in the proposal.
Theories/Concepts __/20 marks
You identified unsuitable
theories/concepts from weeks 1 to 3.
You identified somewhat
suitable theories/concepts from weeks 1 to 3.
You identified mostly suitable
theories/concepts from weeks 1 to 3.
You identified suitable
theories/concepts from weeks 1 to 3.
You identified suitable
theories/concepts from weeks 1 to 3.
Grammar/Spelling __/10 marks
Spelling and/or grammar is
consistently incorrect, impacting on the flow and
readability of your analysis.
Mostly correct grammar and
spelling used throughout, with consistent minor and/or major
errors.
Mostly correct grammar and
spelling used throughout, with occasional minor and/or major
error(s).
Correct grammar and spelling throughout the analysis, with the occasional minor error.
Correct grammar and spelling
throughout the analysis with no errors.
Format __/10 marks
Total Marks
__/100
The format chosen for your proposal lacks thought and
consideration for the intended audience.
The format chosen for your proposal is appropriate, but major improvements would enhance its presentation.
The format chosen for your proposal is appropriate, but some improvements would enhance its presentation.
Your proposal is
professionally presented and has been submitted in an
appropriate format.
Your proposal is professionally
presented and has been submitted in an entirely appropriate format.
Feedback and Grades will be released via Turnitin.
