Project Management

BBA221 MARKETING RESEARCH Task brief & rubrics

Task: Marketing Research Project

This task is individual.

The student must develop a Marketing Research project based on a clear, very specific marketing problem or opportunity of their choice regarding the following

marketing issues:

- Consumer behavior. Example: How consumers reacted to a specific product change of image?

- Consumer perception. Example: Do consumers feel they are being environmental friendly while they are buying from a specific shop/company?

- Brand advertisement and product placement. Example: What are the key concepts of the most viewed ads about a specific product on Youtube?

- Product positioning problem. Example: Product positioning challenges for sustainable fashion in a specific market.

- Marketing social media phenomenon. Example: Social media influencers as human brands: the case of a specific influencer on Tik Tok.

- Challenges affecting a brand/company regarding covid19 (during lock-down or after). Example: The impact of covid19 on corporate marketing

philosophy of a specific company.

The student must detail the objectives of the research and explain why he/she opt for their research design method and how they arrived at their results. Based

on the chosen marketing situation, the student should be able to research appropriate information to frame their work, select a proper methodology as seen in

class and analyze the data in order to achieve conclusions and coherent and clear recommendations.

All statements made must be supported by facts, figures and references. All sources of information must be referenced using the Harvard Referencing System. The student must structure arguments, facts and figures coherently to support the statements made for each element of the topic. The structure of the work

should comprise the following sections:

 Cover page: The first page must contain the full name of the student, the logo of the school, the date, as well as the name of the course and the name of

the professor.

 Table of Contents: It should include all the project sections.

 Introduction: What is the objective of the project? Which is its purpose?

 Background, Scope and Method of Investigation: Which are the relevant authors for this research? Which is the proper methodology and why?

Description of said methodology.

 Results: What has the student discovered after analyzing the data? The analysis has to be done using critical-thinking and models studied in class. It

includes a proper use of facts and figures, tables and visual material.

 Conclusion and recommendation: Which are the main conclusions and recommendations of the research project? Key insights and conclusions based

on the rest of the project. Implications, meaning for the brand. A minimum of one clear recommendation.

 Bibliography: List of references properly cited.

 Appendices: Samples, questionnaires, units of analysis…Relevant material that the student has produced developing the research project.

Instructions and Grading Criteria:

 Discuss the marketing relevance of the research question you will be developing (20%)

 Explain why you chose the specific research design selection and the sample design methods (20%)

 Discuss the development of the questionnaire or the choice of secondary data (20%)

 Analyze and interpret the data using a specific conceptual model presented in your work (20%)

 Build a strategic marketing recommendation to appropriately address the targeted market segment (10%)

 In addition, 10% of the grade will be allocated to the structure of the work.

The student has to submit her/his task as a document.

Remember that is important that student includes in-text citations throughout the research project. This directly affects the quality of the work.

Formalities:

 Wordcount: 1500-2000 words

 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 6 – Via Moodle (Turnitin). Sunday 7 th

March at 23:59h

Weight: This task is a 60% of your total grade for this subject.

It assesses the following learning outcomes:

 Student will learn how to elaborate a marketing research paper

 Student will practice critical thinking and obtaining information from data

 Student will study in depth and apply theories and models studied in class

 Student will consolidate concepts as how to use facts, figures, graphs and visual material coherently.

Rubrics

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

Marketing relevance of the

research question (20%)

Student demonstrates excellent understanding of the phenomenon he/she is studying and its parts in society.

Student demonstrates good understanding of the phenomenon he/she is studying and its parts in society.

Student understands the task and provides a vague understanding of the phenomenon he/she is studying and its parts in society.

Student understands the task and attempts to select a relevant research question but does not mention key concepts.

Research design (20%)

Student applies fully relevant knowledge in order to choose the specific research design

Student applies mostly relevant knowledge in order to choose the specific research design

Student applies some relevant knowledge in order to choose the specific research design. Misunderstanding may be evident.

Student applies little relevant knowledge in order to choose the specific research design . Misunderstands are evident.

Questionnaire development or secondary data

(20%)

Student discusses the development of the questionnaire and the secondary data step by step, applying fully the concepts seen in class

Student discusses the development of the questionnaire and the secondary data step by step, applying some of the concepts seen in class

Student discusses the development of the questionnaire and the secondary data vaguely.

Student attempts to do a proper discussion and him /her uses proper key concepts but misunderstands some of them.

Data Analysis (20%) Student critically assesses in excellent ways the data analysis interpreting the data drawing outstanding conclusions.

Student critically assesses in good ways the data analysis interpreting the data drawing outstanding conclusions.

Student provides some insights but stays on the surface of the data analysis.

Student misunderstands the data analysis and makes little or none critical thinking insights.

Strategic Marketing recommendation

(10%)

Student makes extremely clear and outstanding recommendations. Furthermore, they are original and well-though

Student makes good recommendations. Furthermore, they are original and well-though

Student makes correct recommendations but they are not well-though or original.

Student doesn’t make any recommendation.

Structure (10%)

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.