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MARK977: RESEARCH FOR MARKETING DECISION, T1 2020 PROF. N L REYNOLDS
A S S E S S M E N T T A S K 3 :
MARK977: RESEARCH FOR MARKETING DECISION, T1 2020 PROF. N L REYNOLDS
Due: Monday 20-04-2020 at 2pm
Submission: Via turnitin on Moodle.
PART 1: RESEARCH PROPOSAL (50%)
Case: Choose one of the case studies from Armstrong et al (20181) in the pdf on Moodle.
The Supermarket Wars case, the example case used in the lecture 10, cannot be used
for this assignment.
After choosing the case and company you will use, determine the marketing-related
management decision that the company needs to make NEXT (i.e., after the
circumstances in the case have been resolved) in order to be successful in the future.
Write a research proposal that will help that company gather information to help
them make the marketing decision(s) identified.
Problem: For the case study you have selected, develop one qualitative (RQ1) and one
quantitative (RQ2) marketing/consumer research question that requires the
collection of primary data and write a research proposal following the guidelines
outlined in this document.
Format: Maximum 1500 words
(Please note, marks will cease to be awarded when the word count for this section
reaches 1500 words)
Remember: Your work should be: (i) coherent, that is the different elements of the brief should
fit together well; (ii) comprehensive, that is include all relevant information; (iii)
concise, that is the ideas should be given as briefly as possible without forgetting to
be comprehensive; and (iv) clear, that is, spelling should be correct, and grammar
appropriate. Marks can be lost in any section due to poor execution of these factors.
1 Armstrong G, Adam S, Denize S, Volkov M, Kotler P, (2018), Principles of Marketing, 7th edition, Pearson,
Melbourne. ISBN 9781488611841.
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MARK977: RESEARCH FOR MARKETING DECISION, T1 2020 PROF. N L REYNOLDS
SECTIONS OF THE RESEARCH PROPOSAL
Section Suggested
word count
Indicative content
(Remember justification is expected)
Executive
summary
225-275 Summarises the entire project (cover both research objectives),
including key recommendations
Research
questions &
intended
outcome(s)
125-175
Clear statements of both research questions (one qualitative, one
quantitative), including how they related to the management
decision problem. Information needs associated with the
management decision problem, broken down by research
question. Both (RQ1) and (RQ2) should be addressed
What do you expect to learn from the research?
Existing
knowledge 225-275
What is already known about the management decision problem?
What information can be gained from the case and other sources
(e.g., journal articles, industry reports, internet search) that helps
with understanding of the management decision problem. How
can this information be used to inform the research? What is/are
the relevant macro & micro environmental factors that need to
be considered? Both (RQ1) and (RQ2) should be addressed,
though might not need to be done separately.
NB: External sources may prove useful here
Overview of
research
design(s)
125-175
Type(s) of research needed and any overall design
considerations. Consideration of any potential ethical issues
related to the research, research approach, specific research
question, etc. Link with management decision and research
problem(s), etc and any relevant case information, etc.
Both (RQ1) and (RQ2) should be addressed.
Target
demographics 150-200
Who/what are the target research participants? Is there one
group or are their multiple groups? Where are target participants
found (geographically)? Do target participants have any special
(identifying) attributes or expertise that need to be considered?
If organisations form part of the target demographic, then is
there a specific someone (or position) within the organisation
that needs to be considered? Both (RQ1) and (RQ2) should be
addressed, though some/all elements might be shared.
Research
methodology –
sampling issues
150-200
Sampling procedures and sample size considerations with
justification of decisions. Identification of potential sampling
frames, etc. Both (RQ1) and (RQ2) should be addressed, though
some elements might be shared.
Research methods
– data collection 250-350
For each RQ (separately) consider: Which data collection
method(s) is (are) most appropriate for the research
participants? Looking at the information needs, how will data be
collected to address each research question.
For example: exploratory designs should include type and
method of data collection, consideration of any projective
techniques required/used, etc; descriptive research, designs
should include type and method of data collection, example
questions (if relevant); experimental designs should include type
of design, manipulation and measurement, etc.
Throughout you need to pay attention to 4 Cs (Coherence, Comprehensiveness, Conciseness, and Clarity).
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MARK977: RESEARCH FOR MARKETING DECISION, T1 2020 PROF. N L REYNOLDS
RESEARCH PROPOSAL (50 MARKS): MARKING CRITERIA (NOT EQUALLY WEIGHTED)
Band Below expectations (<50%) Meets expectations (50-75%) Exceeds expectations (>75%)
Executive summary
Several key aspects of the proposal are
missed. Summary does not show coherence
or clarity.
Some key aspects of the proposal
summarised. Executive summary is fairly
coherent, complete, concise and/or clear.
Most or all key aspects of the proposal
summarised in a generally coherent, concise
and clear manner.
Research question(s)
& intended
outcome(s)
Qualitative/quantitative research
question(s) unclear, and/or poorly linked
with management decision problem (MDP),
and/or intended outcomes not considered
Qualitative/quantitative research
question(s) presented clearly for (RQ1) or
(RQ2) and/or linked well with management
decision problem (MDP), and/or intended
outcomes considered.
Qualitative/quantitative research
question(s) presented clearly and linked
well with MDP present in the case, and
intended outcomes considered.
Existing knowledge
A complete, concise and/or clear picture of
relevant existing knowledge is not provided
(or drawn from the case material), that is
poorly linked with the research question(s).
Case (and/or other) material used to
provide a somewhat complete, concise
and/or clear picture of relevant existing
knowledge that is partially linked with the
research question(s).
Case (and/or other) material used to
provide a complete, concise and clear
picture of relevant existing knowledge that
coherently links with the research
question(s).
Overall research
design
Research design not appropriate for the
stated research question(s) (i.e.,
incoherent), and/or expressed poorly.
Research design clearly appropriate for
either (RQ1) or (RQ2)’s stated research
question(s) (i.e., coherent), stated in a
concise, clear and complete manner.
Research design clearly appropriate for
both (RQ1) and (RQ2)’s stated research
question(s) (i.e., coherent), stated in a
concise, clear and complete manner.
Target research
participants
Target participants are poorly defined
and/or not linked well to the research
question(s)
Group(s) of participants identified from the
case material that are related to the
research question(s) and/or overall design
Clear group(s) of participants identified
from the case material (with sampling levels
if appropriate), that are consistent with the
research question(s) and the overall design.
Research
methodology –
sampling issues
Sample size and/or sampling methodology
omitted, or inconsistent with target
demographics, research question(s), or
research design, or unconnected with the
case material.
Sample size and/or sampling methodology
generally consistent with target
demographics, research question(s), and/or
research design, and appropriate to the case
material.
Sample size and sampling methodology
clearly consistent with target demographics,
as well as the research question(s) and
research design, and clearly appropriate to
the case material.
Research methods
for (1 &2) – data
collection
Data collection largely inconsistent with
research question(s), research design,
target demographics and/or sampling
decisions
Data collection generally consistent with the
research question(s), research design,
target demographics and/or sampling
decisions.
Data collection method clearly consistent
with the research question(s), research
design, target demographics and sampling
decisions.
Comprehensiveness
& conciseness
Multiple instances of irrelevant and/or
missing material.
Few instances of irrelevant and/or missing
content.
No instances of irrelevant or missing
material.
Coherence Sections contradict each other. Sections generally flow well. Sections clearly differentiated, but
interconnected
Clarity Poor grammar and spelling common Grammar and spelling generally sound Grammar and spelling consistently good.
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MARK977: RESEARCH FOR MARKETING DECISION, T1 2020 PROF. N L REYNOLDS
PART 2: CHOOSING STATISTICAL TESTS (30%)
Data set: Take the second last number of your student ID number; for instance, if your student
number is 1234567, then use 6. Download and use the scenarios in the “Stats Choice
X” file, where X is the letter indicated in the table below.
SECOND LASTNUMBER IN
YOUR STUDENT ID
STATS
CHOICE
0, 1 A
2, 6 B
3, 5 C
4, 7 D
8, 9 E
Task: From the list of five (5) scenarios in the document pick three (3) and provide the
information requested. Please remember that the scenario may require you to
provide information related more than one statistical test. Ensure you use the
scenario name to identify the scenario being addressed.
Format: Maximum 600 words.
(Please note, marks will cease to be awarded when the word count for any scenario
exceeds 200 words)
Remember: Your work should be: (i) coherent, that is the different elements of the brief should
fit together well; (ii) comprehensive, that is include all relevant information; (iii)
concise, that is the ideas should be given as briefly as possible without forgetting to
be comprehensive; and (iv) clear, that is, spelling should be correct, and grammar
appropriate. Marks can be lost in any section due to poor execution of these factors.
Band Below expectations
(<50%)
Meets expectations
(50-75%)
Exceeds expectations
(>75%)
First scenario
Test(s) not correctly
identified and/or multiple
test components not
covered
Test(s) correctly
identified, some details
not fully covered
Correct test(s)
identified with all
details fully covered
Second scenario
Test(s) not correctly
identified and/or multiple
test components not
covered
Test(s) correctly
identified, some details
not fully covered
Correct test(s)
identified with all
details fully covered
Third scenario
Test(s) not correctly
identified and/or multiple
test components not
covered
Test(s) correctly
identified, some details
not fully covered
Correct test(s)
identified with all
details fully covered
Comprehensiveness & conciseness
Multiple instances of
irrelevant and/or missing
material.
Few instances of
irrelevant and/or
missing content.
No instances of
irrelevant or missing
material.
Coherence Sections contradict each
other.
Sections generally flow
well.
Sections clearly
differentiated, but
interconnected
Clarity Poor grammar and spelling
common
Grammar and spelling
generally sound
Grammar and spelling
consistently good.
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MARK977: RESEARCH FOR MARKETING DECISION, T1 2020 PROF. N L REYNOLDS
PART 3: INTERPRETING DATA (20%)
Data set: Take the last number of your student ID number; for instance, if your student
number is 1234567, then use 7. The output you are assigned to interpret for the final
assessment is indicated by the task letter in the table below.
LAST NUMBER IN
YOUR STUDENT ID OUTPUT
1, 3 A
2, 4 B
5, 6, 7 C
8, 9, 0 D
Problem: Interpret the data set provided.
For each test, create a subheading that indicates the statistics undertaken and/or test
conducted, ensure you report, where relevant, significance and/or ‘parameter’ values,
and any managerial implications.
Format: Writing up results does not take may words, so this section has a maximum 350
words including tables.
(Please note, marks will cease to be awarded when the word count for this section
reaches 350 words)
Remember: Your work should be: (i) coherent, that is the different elements of the brief should
fit together well; (ii) comprehensive, that is include all relevant information; (iii)
concise, that is the ideas should be given as briefly as possible without forgetting to
be comprehensive; and (iv) clear, that is, spelling should be correct, and grammar
appropriate. Marks can be lost in any section due to poor execution of these factors.
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MARK977: RESEARCH FOR MARKETING DECISION, T1 2020 PROF. N L REYNOLDS
REPORTING (20 MARKS): MARKING CRTIERIA (NOT EQUALLY WEIGHTED)
Band Below expectations (<50%) Meets expectations (50-75%) Exceeds expectations (>75%)
Descriptives No report provided Relevant parameter value(s) identified
and/or correctly interpreted
Relevant parameter value(s) identified and
correctly interpreted
Statistical tests 1
1 or less of: Test correctly identified, P-value
correctly interpreted, relevant parameter
value(s) identified, managerial implication
understood
At least 2 of 4: Test correctly identified, Pvalue correctly interpreted, relevant
parameter value(s) identified, managerial
implication understood
3 or more of 4: Test correctly identified, Pvalue correctly interpreted, relevant
parameter value(s) identified, managerial
implication understood
Statistical tests 2
1 or less of: Test correctly identified, P-value
correctly interpreted, relevant parameter
value(s) identified, managerial implication
understood
At least 2 of 4: Test correctly identified, Pvalue correctly interpreted, relevant
parameter value(s) identified, managerial
implication understood
3 or more of 4: Test correctly identified, Pvalue correctly interpreted, relevant
parameter value(s) identified, managerial
implication understood
Statistical tests 3
1 or less of: Test correctly identified, P-value
correctly interpreted, relevant parameter
value(s) identified, managerial implication
understood
At least 2 of 4: Test correctly identified, Pvalue correctly interpreted, relevant
parameter value(s) identified, managerial
implication understood
3 or more of 4: Test correctly identified, Pvalue correctly interpreted, relevant
parameter value(s) identified, managerial
implication understood
Statistical tests 4
1 or less of: Test correctly identified, P-value
correctly interpreted, relevant parameter
value(s) identified, managerial implication
understood
At least 2 of 4: Test correctly identified, Pvalue correctly interpreted, relevant
parameter value(s) identified, managerial
implication understood
3 or more of 4: Test correctly identified, Pvalue correctly interpreted, relevant
parameter value(s) identified, managerial
implication understood
Statistical tests 5
1 or less of: Test correctly identified, P-value
correctly interpreted, relevant parameter
value(s) identified, managerial implication
understood
At least 2 of 4: Test correctly identified, Pvalue correctly interpreted, relevant
parameter value(s) identified, managerial
implication understood
3 or more of 4: Test correctly identified, Pvalue correctly interpreted, relevant
parameter value(s) identified, managerial
implication understood
Statistical tests 6
1 or less of: Test correctly identified, P-value
correctly interpreted, relevant parameter
value(s) identified, managerial implication
understood
At least 2 of 4: Test correctly identified, Pvalue correctly interpreted, relevant
parameter value(s) identified, managerial
implication understood
3 or more of 4: Test correctly identified, Pvalue correctly interpreted, relevant
parameter value(s) identified, managerial
implication understood
Comprehensiveness
& conciseness
Multiple instances of irrelevant and/or
missing material.
Few instances of irrelevant and/or missing
content.
No instances of irrelevant or missing
material.
Coherence Sections contradict each other. Sections generally flow well. Sections clearly differentiated, but
interconnected
Clarity Poor grammar and spelling common Grammar and spelling generally sound Grammar and spelling consistently good.
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