BBA221 Marketing Research Assessment Essay

BBA221 Marketing Research Assessment

BBA221 Marketing Research Task brief & rubrics

Final assessment

• Individual task

• You have been hired by a Mobile Phone Manufacturer to conduct a test to determine why the newly introduced phone brand has not captured the

expected market share.

• Following the discussion that you had with the marketing team, you have identified that brand awareness, brand image, product positioning and product

design as potential explanations for the low performance.

• Based on the above case proceed with the following tasks

o 1. Write a relevant Marketing Research Proposal to address the above issue. (1000 words) 20 points

o 2. Formulate the relevant research hypotheses (1-4 hypotheses)10 points.

o 3. Decide on the population under study, sampling design and sample size. Justify your answer (500 words) 20 points.

o 4. Develop a relevant 15-20 questions questionnaire (excluding the demographics), using the proper scales for each question 30 points.

o 5. Suggest the relevant data analysis plan, in reference to above mentioned questionnaire (point 4), mentioning the type of analyses, variables

that you will use and all relevant information (500-1000 words) 20 points.

Formalities:

• Wordcount: 2500-3000 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 should be in Harvard’s citation style.

• The task should be submitted in a document form uploaded as pdf.

Deadlines & Submission Policy: Week 13 – Via Moodle (Turnitin) before May 10th, at 23:59 CET

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

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 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 (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 critically assesses in good ways, drawing conclusions from relevant authors and references.

Student provides some insights but stays on the surface of the topic. References may not be relevant.

Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources.

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.

BBA221 Marketing Research Assessment Essay

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