Marketing Research Paper

BBA221 MARKETING RESEARCH Timed Assignment Task brief & rubrics

Task: Final Timed Assignment

• Individual assignment. • You work at an International University and you have to outline a research project for them. The objective is to know which Bachelor’s Degrees are most

demanded right now among high school students, in order to include these Degrees in the University’s programme. Given this situation: § Describe two targets that would be part of your segmentation for this research and justify your choices. § Explain what sampling methodology would you use, first on size (finite or infinite) then on typology (probabilistic or non-probabilistic). § Develop three qualitative questions (for an interview) and three quantitative questions (for a survey) that you would ask in this research. § Suggest and describe a quality-control method that would ensure the validity of the results obtained.

• All the questions should be critically addressed with reference to the knowledge learnt in class plus your own research of the topics. • This Assignment is made available within 48h of the submission.

Submission: Week 12 – Sunday 2nd May 2021, at 23:59 CEST (via Turn-it-in).

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

Formalities:

• Wordcount: Approximately 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.

It assesses the following learning outcomes:

• Evaluate the extent to which strategic marketing decisions or business needs of a company have an impact on the design of marketing research and the formulation of consumer behavior questionnaires.

• Identify the sampling methods and procedures and determine the sampling sizes.

Rubrics

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

Knowledge & Understanding

(15%)

Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.

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

Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.

Application (35%)

Student applies fully relevant knowledge from the topics delivered in class, drawing excellent answers to the questions presented.

Student applies mostly relevant knowledge from the topics delivered in class, drawing good answers to the questions presented.

Student applies some knowledge from the topics delivered in class, drawing fair answers to the questions presented.

Student applies little relevant knowledge from the topics delivered in class. Misunderstandings are evident.

Methodologies (35%)

Student uses the knowledge learnt in class to provide the most appropriate methodology to study the proposed situation.

Student uses the knowledge learnt in class to provide an appropriate methodology to study the proposed situation.

Student uses the knowledge learnt in class to provide a fair methodology to study the proposed situation.

Student makes an insufficient attempt at providing the necessary methodology to study the proposed situation.

Communication (15%)

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.