MARKETING RESEARCH & INSIGHTS

Middlesex University Business SchoolMarketing, Branding and Tourism DepartmentMARKETING RESEARCH &INSIGHTSMKT2001Module Leader: Dr Simon ManyiwaAutumn 2021/202224 WeeksDocument Version: 28th September 2021.MKT2001: Marketing Research2MKT2001: Marketing Research & InsightsOnline location of handbookThis handbook can also be accessed via My Learning at:https://mdx.mrooms.net/course/view.php?id=30693Other formats availableThis handbook is available in a large print format. If you would like a large print copy or haveother requirements for the handbook, please contact the Disability Support Service([email protected], +44 (0)20 8411 4945).DisclaimerThe material in this handbook is as accurate as possible at the date of production. You will benotified of any minor changes promptly. If there are any major changes to the module youwill be consulted prior to the changes being confirmed. Please check the version number onthe front page of this handbook to ensure that you are using the most accurate information.Other documentsYour module handbook should be read and used alongside your programme handbook andthe information available to all students on My Learning, including the Academic Regulations.Your programme handbook can be found on the My Learning programme page for yourcourse.MKT2001: Marketing Research3MKT2001: Marketing Research & InsightsTable of Contents1. Welcome ……………………………………………………………………………………………………………..42. The module teaching team…………………………………………………………………………………….43. Communication with the teaching team ………………………………………………………………….54. Module overview ………………………………………………………………………………………………….54.1 Module aims and objectives……………………………………………………………………………54.2 Learning outcomes ………………………………………………………………………………………..54.3 Learning, teaching and assessment strategies …………………………………………………64.4 Syllabus ………………………………………………………………………………………………………..74.5 Research Ethics…………………………………………………………………………………………………..75. Learning resources………………………………………………………………………………………………..96. Expectations of studying this module………………………………………………………………………9Attendance policy ……………………………………………………………………………………………………9Lateness policy ………………………………………………………………………………………………………..9Mobile phones…………………………………………………………………………………………………………9Professional behaviour and online conduct……………………………………………………………….10Academic Integrity and Misconduct …………………………………………………………………………10Extenuating circumstances: …………………………………………………………………………………….117. Assessment ………………………………………………………………………………………………………..11Formative assessment…………………………………………………………………………………………….11Summative assessment…………………………………………………………………………………………..127.1. 7.1.1 Assessment 1: (Time constrained online, case study-based test: 20%) ……..127.1.2 Assessment 2:………………………………………………………………………………………………..157.1.3 Assessment 3…………………………………………………………………………………………………177.2 Feedback on your assignments…………………………………………………………………………..197.3 How is your assignment mark agreed?………………………………………………………………..197.4. Anonymous Marking Assessment Policy……………………………………………………………..208. Learning Planner …………………………………………………………………………………………………21Appendix A: Individual Project- Structured Format…………………………………………………….33Appendix A 1: Research Proposal (Word limit: 750 words)………………………………………….33Appendix A 2: Guidelines for the final project:…………………………………………………………..34MKT2001: Marketing Research4MKT2001: Marketing Research & InsightsAppendix B: Individual Project- Assessment Criteria (Grading scale)…………………………….37Coursework 3: Individual Coursework Checklist………………………………………………………..38Middlesex University: 20-Point Grade Scale………………………………………………………………411. WelcomeWelcome to the MKT2001- Marketing Research & Insights module. The module provides youwith a unique opportunity to acquire in-depth knowledge and new skills required in applyingmarketing research & insights to marketing and business management. We hope that you willenjoy the learning experience, and above all, achieve good grades in this module. Experiencein this module has shown that those students who regularly attend learning sessions and carryout all required coursework diligently obtain the highest grades. This module handbookcontains most of the information you may require for the module. Nevertheless, in case youhave any other questions, feel free to ask your tutor. We hope you will have great experienceand acquiring valuable knowledge throughout the year.Module Leader: Dr Simon Manyiwa2. The module teaching teamPlease see below details of the teaching team for this module. (Include subject librarian andGAAs/SLAs attached to the module if applicable)
Module leader: Insert Name
Dr Simon Manyiwa
Room number:
Williams Building: W206 or Onlinecontact.
Email:
[email protected]
Telephone number:
44 (0) 2084114770
Office/Contact hours:
As per requests- please ask formeeting via email.
Seminar tutor: Insert Name
Dr Chong Yu
Room number:
Click here to enter text.
Email:
[email protected]
Telephone number:
Click here to enter text.
Office/Contact hours:
Click here to enter text.
Technical staff: Insert Name
MKT2001: Marketing Research5MKT2001: Marketing Research & Insights3. Communication with the teaching teamThe module leader will communicate with you regularly, either personally (one to one), insmall groups, or as the whole class, depending on the nature of the message. The moduleleader will also contact you quite often via your University emails, so it is important that youread messages sent via your University email account frequently.If you have queries/ problems regarding the module, in the first instance, please talk to yourtutor/lecturer soon after the teaching session (lecture or seminar), if there is still time to talk.If there is no time to discuss your query after the teaching session, you should ask the tutor/module leader for appointment to discuss your query. You can also ask for an appointmentvia email. Please expect replies to emails within 5 working days. Do not expect replies to youremails after hours (5:30pm), over weekends, over the bank holidays or when the staffmember is on annual leave.4. Module overview4.1Module aims and objectivesThis module aims to familiarise students with the importance of marketing research andinsights to business and, in particular, the marketing management process. Students will learnhow to conduct a marketing research project, including establishing business research needs,gaining insights into the consumer market, designing an appropriate research design, creatingresearch instruments, gathering data primary and secondary data, conducting bothqualitative and quantitative data analysis, and using the findings to improve marketingdecision-making.4.2 Learning outcomesOn completion of this module, the successful student will be able to:1. Evaluate management decision problems, marketing research problems andresearch objectives2. Evaluate and select appropriate research methodologies, sampling designs andquestionnaire design in marketing research;3. Assess secondary information sources to gain insights into the consumer market anddetermine the reliability and validity of the information from secondary sourcesMKT2001: Marketing Research6MKT2001: Marketing Research & Insights4. Compare research approaches, methods of data gathering and analyses5. Apply knowledge towards conducting information search from online and offlinesources;6. Evaluate and interpret both quantitative and qualitative marketing research data,using appropriate statistical tools4.3 Learning, teaching and assessment strategiesThe module will be delivered via blended online and on-campus lectures and seminars.Lectures will introduce the main concepts and theories. Seminars will be used for a varietyof activities, debates, discussion, exercises, case study analysis, data analysis, and reportpreparation and presentation. Guest speakers, including the library staff, will be involved inthe delivery of guest lectures and discussions. The module will be supported by theMiddlesex University online learning environment, MyUnihub.Assessment SchemeFormative AssessmentStudents will be given formative feedback on activities, exercises, and case studies preparedfor and undertaken during labs. They will also receive formative feedback on proposal oftheir marketing research project.Summative AssessmentSummative assessment consists of three assessment components set to ensure studentsdemonstrate an overall understanding of relevant concepts and techniques as well as theability to apply them in appropriate contexts.The three assessment components are:i. Individual test (20%) (Week 10). A test (1 hour) where students will be required toevaluate research and management problems, select appropriate research methodologies,sampling designs and questionnaire design. This assessment will address Learning Outcomes1 and 2MKT2001: Marketing Research7MKT2001: Marketing Research & Insightsii. Individual test (20%) (Week 24). A multiple-choice test where students will be required toevaluate the marketing research process, appraise the marketing research ethics, compareresearch approaches, and interpret data. This will address Learning Outcomes 2, 3 and 4iii. Individual report (60%) (3,000 words, University Coursework Deadline). Each student willwork on a Live Case (real company project) conducting a research study for the companyand analyse collected data to solve marketing problems. This assessment will addressLearning Outcomes 4, 5 and 6Assessment WeightingCoursework 100%4.4 Syllabus Introduction to the marketing research process Problem definition and the marketing research approach Research design Secondary data collection and analysis Qualitative research: its nature and approaches Qualitative interviewing techniques Qualitative observation techniques Qualitative data interpretation and analysis Quantitative data collection methods Sampling methods for primary research Designing quantitative research questionnaires Quantitative survey fieldwork and data preparation Statistical techniques for quantitative data analysis Presenting and using marketing research findings.4.5 Research Ethics This module will require you to undertake an ethical review process/applicationbefore you carry out any research involving human participants, human data,animals/animal products, precious artefacts, materials or data systems.MKT2001: Marketing Research8MKT2001: Marketing Research & Insights Data MUST not be collected without first obtaining ethics approval for your research.If you submit a project that includes data gathered from or about people withoutethical approval this may be treated as academic misconduct and could lead to failgrade being awarded. Research ethics approval seeks to ensure all work is designed and undertakenaccording to certain principles of ethical research. These include:1. Primary concern must be given to the safety, welfare and dignity of participants,researchers, colleagues, the environment and the wider community2. Consideration of risks should be undertaken before research commences with the aimof minimising risks to those involved – i.e. human participants or animal subjects,colleagues, the environment and the wider community, as well as actual or potentialrisks to those directly or indirectly affected by the research.3. Informed consent should be freely given by participants, and by a trained personwhen collecting or analysing human tissue (details on accessing and completing onlinetraining for gaining informed consent for HTA purposes can be found below in Section8).4. Respect for the privacy, confidentiality and anonymity of participants5. Consideration of the rights of people who may be vulnerable (by virtue of perceivedor actual differences in their social status, ethnic origin, gender, mental capacities, orother such characteristics) who may be less competent or able to refuse to give consentto participate6. Researchers have a responsibility to the general public and to their profession; as suchthey should balance the anticipated benefits of their research against potential harm,misuse or abuse which must be avoided7. Researchers must demonstrate the highest standards of ethical conduct and researchintegrity. They must work within the limits of their skills, training and experience, andrefrain from exploitation, dishonesty, plagiarism, infringement of intellectual propertyrights and the fabrication of research results. They should declare any actual or potentialconflicts of interest, and where necessary take steps to resolve them.8. When using human tissues for research, Human Tissue Act and Human TissueAuthority (HTA) requirements must be met. Please contact the relevant designatedperson (DP) in your department or the HTA Designated Individual (DI) (Dr Lucy Ghali –[email protected]). Further information is provided below in the section: “HumanTissue Authority Information”, see ‘Governance Structure” document and SOPs etc.9. Research should not involve any illegal activity, and researchers must comply with allrelevant laws You can apply for research ethical approval by contacting your seminar tutor forMKT2001. Research ethics approval letters for this module will be granted to youbased on your demonstration of meeting the required conditions, as expressed inyour research proposal and your questionnaire.MKT2001: Marketing Research9MKT2001: Marketing Research & Insights5. Learning resourcesThe module will be supported by Middlesex University’s online learning environment(MyLearning) as well as book and journal resources in the library and on the Web. Thefollowing represent indicative reading for this module:Essential:Malhotra, Naresh, K.; Nunan, Daniel; Birks, David F. and Wills, Peter (2017), MarketingResearch, An Applied Approach, 5th edition, London: Prentice Hall.Recommended: Clow, Kenneth E.;James, Karen E (2014). Essentials of Marketing Research: PuttingResearch into Practice; Publisher SAGE Publications US; ISBN 9781412991308 Student Study Site (Clow & James, 2014):https://studysites.uk.sagepub.com/clowess/main.htm Bradley, N, (2013), Marketing Research: Tools & Techniques, 3rd Edition, Oxford: OxfordUniversity Press McDaniel, Jr, C, and Gates, R, (2012), Marketing Research, 9th Editon, London: JohnWiley and Sons Hair, J, Bush, R, and Ortinau, D, (2006), Marketing Research Within a ChangingInformation Environment, McGraw-Hill Irwin Pallant, J, (2010), SPSS Survival Manual, Open University Press6. Expectations of studying this moduleAttendance policyStudents are expected to attend both lectures and seminars.Lateness policyStudents are expected to be logged in and seated before the learning session (lecture orseminar) starts.Mobile phonesAll mobile phones must be switched to silent whilst in class sessions unless directed by yourtutor to do otherwise. Calls and texts cannot be made or received whilst in session unlessagreed with the tutor prior to the session starting. Mobile phones cause disruption to bothMKT2001: Marketing Research10MKT2001: Marketing Research & Insightsstudents and teachers. If you are observed using your mobile phone you can be asked toleave the session.EngagementEngaging with online and on-campus in-person learning and activities is integral to yoursuccess. Middlesex University supports students, enabling them to achieve their fullpotential.We provide this support through a number of strategies, all of which provide our studentswith a supportive learning environment online, remotely, face-to-face, or blended.Further information on engaging with your programme will be available at your Inductionand updates online at UniHubhttps://unihub.mdx.ac.uk/study/assessment/attendanceProfessional behaviour and online conductThe programme of study you are undertaking is underpinned by developing professionalbehaviour and attitude. You are expected to behave in a professional, supportive manner toyour peers and teachers. You must come to sessions prepared and ready to contribute whereappropriate. Please remember that your University ID should be carried with you alwayswhilst on campus and you must be able to identify yourself if asked to do so. Please conductyour email communication with fellow students, tutors and all relevant staff in a formal andcourteous manner.In the same way that we help you understand how to effectively participate in learning oncampus, we also want to make sure that you can make the most of online learning. Ourprinciples of online learning class conduct are available at: https://unihub.mdx.ac.uk/covid-19-updates-faq/online-classroom-conductAcademic Integrity and MisconductYou should be aware of the University’s academic integrity and misconduct policies andprocedures. Taking unfair advantage over other students in assessment is considered aserious offence by the University. Action will be taken against any student who contravenesthe regulations through negligence, foolishness or deliberate intent. Academic misconducttakes several forms, in particular: Plagiarism – using extensive unacknowledged quotations from, or direct copying of,another person’s work and presenting it for assessment as if it were your own effort. Thisincludes the use of third party essay writing services. Collusion – working together with other students (without the tutor’s permission), andpresenting similar or identical work for assessment. Infringement of Exam Room Rules – Communication with another candidate, takingnotes to your table in the exam room and/or referring to notes during the examination.MKT2001: Marketing Research11MKT2001: Marketing Research & Insights Self-Plagiarism – including any material which is identical or substantially similar tomaterial that has already been submitted by you for another assessment in theUniversity or elsewhere.Students who attempt to gain unfair advantage over others through academic misconductwill be penalised by sanctions, according to the severity of the offence, which can includeexclusion from the University. Links to the relevant University regulations and additionalsupport resources can be found here:Becoming a successful student Course which includes Academic IntegrityAccess to course. -You will have to log into to MyUniHub and then MyLearning to access thecourse.Full details on academic integrity and misconduct and the support available can be found atAcademic Integrity | UniHub (mdx.ac.uk)The Academic Integrity and Misconduct policy is available in our Public Policy Statements(under Academic Quality) at: Our policies | Middlesex University London (mdx.ac.uk)Referencing & Plagiarism: Suspected of plagiarism?:http://libguides.mdx.ac.uk/c.php?g=322119&p=2155601Referencing and avoiding plagiarism:https://unihub.mdx.ac.uk/study/writing-numeracy/awl-resources/writingThe Middlesex University Students’ Union (MDXSU) Advice Service offers free andindependent support in making an appeal, complaint or responding to any allegations ofacademic or non-academic misconduct.https://www.mdxsu.com/adviceExtenuating circumstances:There may be difficult circumstances in your life that affect your ability to meet anassessment deadline or affect your performance in an assessment. These are known asextenuating circumstances or ‘ECs’. Extenuating circumstances are exceptional, seriouslyadverse and outside of your control. Please see link for further information and guidelines:https://unihub.mdx.ac.uk/your-study/assessment-and-regulations/extenuatingcircumstances7. AssessmentFormative assessment: Formative assessment is completed during your year of study andprovides the opportunity to evaluate your progress with your learning. Classroom assessmentis one of the most common formative assessment techniques although other activities andtasks may be used. Formative assessments help show you and us that you are learning andunderstanding the material covered in this course and allow us to monitor your progressMKT2001: Marketing Research12MKT2001: Marketing Research & Insightstowards achieving the learning outcomes for module. Although formative assessments do notdirectly contribute to the overall module mark, they do provide an important opportunity toreceive feedback on your learning.Summative assessment: Summative assessment is used to check the level of learning at theend of the course. It is summative because it is based on accumulated learning during thecourse. The point is to ensure that students have met the learning outcomes for the courseand are at the appropriate level. It is the summative assessment that determines the gradethat you are awarded for the module.There are 3 assessment components in this module (see below):The table below specifies the associated deadlines:
Summativeassessment
Weighting
Deadline
Feedback
Time constrainedonline test
20%
Online test:Monday 29th November2021: 11:00 am to12:00pm.
Week starting 17th January2022.
Multiple choicetest
20%
Week starting 28thMarch 2022.
Week starting 9th May2022.
Individual Project
60%
Date: Monday 25th April2022 at 11:59 pm.
Only one round offormative feedback pereach research proposal andquestionnaire – by weekstarting 7th February 2022.Summative feedback- weekstarting 13th June 2022(after publications ofresults).
Before you submit your individual coursework for final grading, please ensure that you haveaccurately referenced the work. It is your responsibility to check the spelling and grammar.If you have submitted a formative or draft assessment, you will receive feedback but no grade.The comments should inform you about how well you have done or tell you about the areasfor improvement. All assignments should be submitted online unless specified in assessmentbriefs.We now look at each component of assessment for this module in detail. Each of the followingtables provides an overview of the requirements for each component. The support providedfor each component along with the feedback arrangements, is also detailed below.7.1. 7.1.1 Assessment 1: (Time constrained online, case study-based test: 20%)MKT2001: Marketing Research13MKT2001: Marketing Research & InsightsQuestions for this test will be based on seen case study. The case study will be available tostudents 7 days from the date of the test. Questions will cover all sections of the syllabus, upto, and including Learning Week 9. Activities of seminars 1 to seminar 5 give a good indicationof the type of questions and answers expected for the coursework.The following table provides an overview of the assessment requirements.
Assessment Brief Presentation
Modulecode
MKT2001
Moduletitle
MARKETING RESEARCH
Submissiondate, time
1-hour, time constrained online test (Coursework 1) will take place online on Monday 29thNovember 2021 at 11:00 am to 12:00pm.
Feedbacktype & date
Feedback on the Final Grade: The module leader/ tutor will send details of feedbacksessions soon after publication of the final grade on UniHub. Please note that, due to dataprotection regulations, we may not be able to send breakdown of grades by email orpublish such breakdown of grades on the Unihub.
Word count
Word count not applicable for this coursework.
Assignmenttype
This coursework is based on a case study where you will analyse a company’s businessenvironment and the related research challenges facing the company. Students will answerquestions about the research problem, implied in the case study.
Assignmentstructure,format anddetails
The coursework will be written and submitted online within a given time.Students are not expected to cite references for this coursework.
Assessedlearningoutcome (s)
1. Evaluate management decision problems, marketing research problems and researchobjectives.2. Evaluate and select appropriate research methodologies, sampling designs andquestionnaire design in marketing research.
Assessmentweighting %
20%
Key readingandlearningresources
Questions will be asked on the concepts and theories covered in the activities of seminar1 to seminar 5. These include, concepts of business environment, management decisionproblem, marketing research problem, marketing research question, research objectives,and research design (see seminar activities for further details).
Assessment marking criteria rubric (presentation)
Section
1-4
5-8
9-12
13-16
17-20
Topic: Contentchosen relevantand informative,with a depth ofknowledge andunderstanding
Excellent andwell-informedunderstandingof theories andconceptsinvolved withtopic
Goodunderstandingof theories andconceptsinvolved withtopic
Demonstratesatisfactoryknowledge andunderstandingof topicstheories andconcepts
Adequatecontent, andlimited depth ofknowledge andunderstanding
Inadequatecontent andlimited depth ofknowledge andunderstanding
MKT2001: Marketing Research14MKT2001: Marketing Research & Insights
Logicaldevelopment ofinformation:Topics supportedby examples, tothe required levelof detail
Offers a tightlystructured,logical andcogentargument
Undertakes asystematicanalysis of theissues
Clearlyexpressed withobservablestructure
Expression isreasonablyclear, butstructure isloose
Poorlystructured andexpressed; lackof logicaldevelopment
References:Reference tosources includingdirections forfurther study
Broad andrelevantreadingsexamined andused selectivelyin presentation
Good range ofappropriatereferences usedduring thepresentation
Conventionalreferences andreadings usedwithinpresentation
Adequate butlimited use ofreferencesduringpresentation
Critique relieson no or onereference;evidence ofunexaminedpersonalopinion.
Presentation:Communication:interesting,relevant language;explanation ofterminology; clearand concise;use of AV: video,PowerPoint etc.
Communication:Very wellexpressed andvery goodunderstandingof contentAV: Very goodselection, useand integration
Communication:Very wellexpressed; goodunderstandingof contentAV: Good use ofappropriate AV
Communication:Well expressed;understandingof contentAV: used butpoor integration
Communication:Unclearexpression ofinformation;littleunderstandingof contentAV: used butpoorly
Communication:Unclear andconfusing; lackofunderstandingof contentAV: Absence ofAV
Workload: Balancebetween students
All studentssharepresentationrole equallywith goodtransition
Presentationshared but withpoor transition
Presentationsharedunequally
Presentationshows littlesharing
No sharing, onestudentpresents
The following table details the support you will be receiving for this assessment and thefeedback opportunities you will have.
Support and draft feedback sessions for Insert assessment
Coursework briefingThe first teaching session of the module (Lecture 1) will be devoted to explaining themodule structure, and assessment requirements for the module. Details of the courseworkwill be given to students in this particular session.
Draft feedback opportunitiesStudents will be given feedback for the case study-based test in seminar 12, week 14. Students willreceive marked scripts with comments and receive generic as well as individual feedback via theTurnitin link.
Additional supportAdditional support can be obtained from LDU and GAAs. Please make your ownarrangements to get help from LDU and GAAs.
MKT2001: Marketing Research15MKT2001: Marketing Research & Insights7.1.2 Assessment 2: The coursework requires students to answer a set of 25 multiplechoice questions- 20%.The following table provides an overview of the assessment requirements.
Assignment brief essay, and or report, and or literature review and or equivalent
Module code
MKT2001
Module title
MARKETING RESEARCH
Submissiondate, time
Students will take the test during week starting 28th March 2022.
Feedbacktype & date
The module leader will send details of feedback about 15 days after the lastday of the test or soon after publication of the final grade on UniHub. Pleasenote that we may not be able to send breakdown of grades by email orpublish such breakdown of grades on the Unihub due to data protectionregulations.
Word count
Word count not applicable for multiple choice test
Assignmenttype
Multiple choice test
Assignmentstructure andformat
25 multiple choice questions to be answered online in 60 minutes.
Assessedlearningoutcome (s)
2. Evaluate and select appropriate research methodologies, samplingdesigns and questionnaire design in marketing research;3. Assess secondary information sources to gain insights into theconsumer market and determine the reliability and validity of theinformation from secondary sources4. Compare research approaches, methods of data gathering and analyses
Moduleweighting %
20%
Key readingand learningresources
An example (mock test) question paper will be available on UniHub duringthe entire 7 days prior to the test, for students to practise answering asample of typical coursework questions.
Assignment marking criteria rubric (Literature Review)Please design assessment criteria for each assignment in line with the module’s learning outcomes.You are encouraged to use the rubric function (My Learning Assignment or Turnitin) on MyLearning.
Section/criteria
1-4
5-8
9-12
13-16
17-20
Introduction:A clearrationale forthe topicchoice
Outstandingdiscussionandjustification oftopic selected
Thoroughdiscussionandjustification oftopic selected
Evidence ofsomediscussionandjustification oftopic selected
Adequatediscussionandjustification oftopic selected
Discussionandjustification oftopic selectedis inadequate
Discussion:Content:relevant andinformative,applying
Excellent andwell-informedunderstanding of theories
Goodunderstanding of theoriesand conceptsinvolved
Demonstratessatisfactoryknowledgeandunderstandin
Adequatecontent;limited depthof knowledgeand
Inadequatecontent;limited depthof knowledgeand
MKT2001: Marketing Research16MKT2001: Marketing Research & Insights
depth ofknowledgeandunderstanding
and conceptsinvolved
g theories andconcepts
understanding shown
understanding shown
Conclusion:Clearconclusionsfrom theliterature
Tightlystructured,logical anddrawscoherentconclusions tothe topicscovered
Undertakes asystematicanalysis of theissues anddrawscoherentconclusions tothe topicscovered
Soundconclusions tothe topicscovered
Adequateconclusions tothe topicscovered
Inadequateconclusions tothe topicscovered
References:Reference tosourcesincludingdirections forfurther study
Broad andrelevantreadingsexamined andusedselectively inthe work
Good range ofappropriatereferencesused duringthe review
Conventionalreferencesand readingsused withinthe review
Adequate butlimited use ofreferencesduring review
Review relieson no or onereference;evidence ofunexaminedpersonalopinion
Presentation:Clearlypresentedwith limitedspelling andgrammaticalerrors
Very wellexpressedandunderstanding of contentwith limitedspelling orgrammaticalerrors
Very wellexpressed;goodunderstanding of contentwith somespelling and/orgrammaticalerrors
Wellexpressed;understanding of contentwith severalspelling and/orgrammaticalerrors
Unclearexpression ofinformation;littleunderstanding of content;severalspelling andgrammaticalerrors
Severalspelling andgrammaticalerrors
The following table details the support you will be receiving for this assignment and thefeedback opportunities you will have.
Support and draft feedback sessions for Insert assessment
Coursework briefingThe first teaching session of the module (Lecture 1) will be devoted to explaining themodule structure, and assessment requirements for the module. Details of the courseworkwill be given students in this particular session.
Sample assignments
MKT2001: Marketing Research17MKT2001: Marketing Research & Insights
Sample coursework not available for this coursework
Draft feedback opportunitiesThe module leader will send details of feedback sessions soon after publication of the finalgrade on UniHub. Please note that the grade published on UniHub do not includebreakdown of the assessment components. It is therefore important that you visit themodule leader for feedback as stated in the feedback email sent soon after publication ofthe results. Please note that, due to data protection regulations, we may not be able tosend breakdown of grades by email or publish such breakdown of grades on the Unihub.
Additional supportAdditional support can be obtained from LDU and GAAs. Please make your ownarrangements to get help from LDU and GAAs.
The following table provides an overview of the assessment requirements.7.1.3 Assessment 3. (Individual Report: 60%): Each student will choose a company,compile background information for the company, identify a research problem, collect datafrom at least 60 respondents for research study and analyse collected data to solvemarketing problems. The student will then compile a marketing research and submit thereport before the deadline for assessment.
Assignment brief reflective report, critical commentary / reflection
Module code
MKT2001
Module title
MARKETING RESEARCH
Submissiondate, time
The deadline for submitting the coursework is: Monday 25th April 2022 at11:59 pm.
Feedbacktype & date
Students will receive detailed coursework guidelines and only one round ofwritten formative feedback for the research proposal and thequestionnaire, in addition to continuous feedback in seminar classes.Feedback for the final written report is only provided after publication ofthe module results. Students must not send final report to tutors forfeedback before submission. Reports are nit marked before submission toensure originality (i.e., no significant contribution by the tutor).
Word count
The report should not exceed 3000 words, excluding references andappendices. 2 marks will be deducted for every 100 words above the wordlimit.
Assignmenttype
Individual Project. Each student will choose a company, compile backgroundinformation for the company, identify a research problem, conduct aresearch study and analyse collected data to solve marketing problems.
Assignmentstructure andformat
The report should be written in any of the formal fonts, size 12, such asCalibri, 12; Arial narrow, 12; or Times New Roman, 12. The same font shouldbe maintained throughout the report.The report should be written in structured format, with clear headings andsubheadings as shown in appendix A.For reference citations, please refer tohttp://www.citethemrightonline.com.
MKT2001: Marketing Research18MKT2001: Marketing Research & Insights
Assessedlearningoutcome (s)
4. Compare research approaches, methods of data gathering and analyses.5. Apply aspects of the marketing research process to a real-life organisation6. Evaluate and interpret both quantitative and qualitative marketingresearch data, using appropriate statistical tools.
Moduleweighting %
60%
Key readingand learningresources
Students will use concepts taught throughout the module, as shown in thesyllabus, lecture topics, and seminar activities. This coursework is designedto integrate all theories taught the module; therefore, it is impractical andunnecessary to list all the theories.
Assignment marking criteria rubric (reflective placement account)
Section/criteria
1-4
5-8
9-12
13-16
17-20
Introduction
All elementsof theplacementand the rolesand dutiesidentifiedexpertly
All elementsof theplacementand the rolesand dutiesidentified
Mostelements ofthe placementand the rolesand dutiesidentified
Some of theelements ofthe placementand the rolesand dutiesidentified
Missing mostelements ofthe placementand the rolesand dutiesidentified
Reflection:Supported byexamples;correctamount ofdetail
Excellent andwell-informedunderstanding of reflectionand theconceptsinvolved
A goodunderstanding of reflectionand theconceptsinvolved
Demonstratessatisfactoryknowledgeandunderstanding ofreflections
Adequatecontent withlimited depthof reflectionand limitedunderstanding of process
Inadequatecontent withlimited depthof reflectionand limitedunderstanding of process
Conclusions:Conclusionswith clearpersonaldevelopmentgoals
Expertconclusion ofplacementand futuregoals
Undertakes asystematicanalysis of theplacementand futuregoals
Clearlyexpressedwithobservablestructure withlimited futuregoals
Expression isreasonablyclear, butanalysis isunclear andgoalsunrealistic
Poorlystructuredand poorlyexpressedfuture goals
References
Broad andrelevantreadingsexamined andusedselectively inthe report
Good range ofappropriatereferencesused duringthe report
Conventionalreferencesand readingsused withinthe report
Adequate butlimited use ofreferencesduring thereport
Report relieson no or onereference;evidence ofunexaminedpersonalopinion
Presentation:Allcomponentsclearlypresented
The report isvery wellexpressed andshowsunderstanding of content
The report isvery wellexpressedwith somespelling errors
The report iswellexpressed;understanding of contentwith spelling
The report isunclearexpression ofinformationwith severalspelling and
The report isunclear andconfusingwithgrammaticaland spellingerrors
MKT2001: Marketing Research19MKT2001: Marketing Research & Insights
and grammarerrors
grammarerrors
The following table details the support you will be receiving for this assignment and thefeedback opportunities you will have.
Support and draft feedback sessions for Insert assessment
Coursework briefingBriefing for the module and the assessment requirements, including this coursework, willbe done in the first lecture of the module.
Sample AssignmentsSample coursework are not available for this module. However, a structured courseworkguide with detailed explanation of each section of the coursework is shown in appendix B.
Draft feedback opportunitiesStudents will receive detailed coursework guidelines and feedback via emails or in seminarclasses. Students will be required to send in drafts of completed research proposals andquestionnaire by email for review. Only one round of written feedback will be providedfor the research proposal and the questionnaire. While completed coursework drafts willnot be marked or reviewed before submission, students can ask for sources of informationfor specific coursework task or section.
Additional supportAdditional support can be obtained from LDU and GAAs. Please make your ownarrangements to get help from LDU and GAAs.
7.2 Feedback on your assignmentsYou will be provided with feedback on all coursework that is helpful and informative,consistent with aiding the learning and development process. The nature of the feedbackshall be determined at programme level but may take a variety of forms including writtencomments; individual and group tutorial feedback; peer feedback; or other forms ofeffective and efficient feedback.Feedback will normally be provided within 15 WORKING DAYS of the published courseworkcomponent submission date as stated in the programme handbook.7.3 How is your assignment mark agreed?The following diagram provides an overview of the marking process for your moduleassessment. Details of the programme external examiner can be found in the programmehandbook.MKT2001: Marketing Research20MKT2001: Marketing Research & Insights7.4. Anonymous Marking Assessment PolicyWe have worked with the Middlesex University Students’ Union (MDXSU) to create ananonymous marking policy, in response to student feedback. Anonymous marking ensuresthat your identity (your name, student number and other personal/identifiable information)is not made available to academics when they are marking your work. This means that youcan have confidence that your assessments will be marked fairly and consistently. However,there are some forms of assessment for which anonymity cannot be guaranteed and theseare recognised in the policy. We believe that it is important to provide you with the supportand guidance needed to help you develop and prepare for your final assessments (thosewhich count towards your final grades i.e. summative assessments). Therefore, anonymousmarking will not apply to learning activities and assessments that do not contribute to yourfinal grades (i.e. formative assessments). If you require further information and support tounderstand how anonymous marking works in your programme modules please contact theModule Leader for more information.The Anonymous Marking Assessment Policy is available at:
Click to access anonymous-markingassessment-policy.pdf
We now look at each component of assessment for this module in detail. Each of the followingtables provides an overview of the requirements for each component. The support providedfor each component along with the feedback arrangements, is also detailed below. (amendas appropriate).1• You submit your assignment2• The first marker grades the work and provides feedback; this could be completedanonymously depending on the assessment type.3• A moderator or second marker reviews a sample of the work to quality assure thegrades and feedback, to ensure they are accurate. A final mark for the work isagreed between the first marker and the moderator or second marker.4• A sample of work is sent to the External Examiner to check that the grading andfeedback is at the right level and in line with external subject benchmarks (thisapplies to levels 5 & 6 only)5• Your final grades are submitted to the subject assessment board.8. Learning Planner
Date
Week
Lecture
Seminar
Staff
Reading
Link assessment
27/09/2021
1
-Introducing themodule– Overview of themarketingresearch functionand marketingresearch process
No seminar this week
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017): Chapter 1
Coursework 2 andcoursework 3
04/10/2021
2
-Marketingresearchproblems(context)-Overview of theMarketingResearch Process-Introduction ofMarketingResearchProposal
Seminar 1:Malhotra, NK, Nunan, D.; Birks, DF, and Wills, P, (2017)-Chapter 1- pages 3 (22 of 976) to page 5 (24 of 976).Activities: What are the benefits and limitations ofconducting marketing research, from the clientcompany’s perspective? Discuss, in your words, the role of marketingresearch within the marketing system.
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017).Chapter 1: Lecturesand Seminars
Coursework 1Coursework 2Coursework 3
MKT2001: Marketing Research22MKT2001: Marketing Research & Insights
11/10/2021
3
Research ethics:Principles andapplication.
Seminar 2:Understanding the research environmentResources: MyLearning: Middlesex Online Research Ethics(MORE) Introducing MDX Research Ethics applicationhttps://moreform.mdx.ac.uk/1. What are the ethical considerations/ issues inmarketing research?2. In what special circumstances are these ethicalissues most relevant/worrying?3. What is special category data?4. What condition are you mostly likely to invoke forcollecting special category data?
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017).Chapter 30: ResearchEthics-Seminars
Coursework 1Coursework 2Coursework 3
18/10/2021
4
 MarketingDecisionproblem MarketingResearchProblem MarketingResearchObjectives
Seminar 3: Professional Bodies of MR & InsightsActivities: Compare the aspects/ characteristics of MRSand ESOMAR shown in the table below.Marketing Research Society (MRS)-https://www.mrs.org.uk/and ESOMAR- https://www.esomar.org/
Aspect
MRS
ESOMAR
Comment
MemberShips/fees
Benefits
Code ofconduct

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SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017).Chapter 2- Lectures
Coursework 1Coursework 2Coursework 3
MKT2001: Marketing Research23MKT2001: Marketing Research & Insights
25/10/2021
5
Overview ofResearch Designs– Exploratory-Descriptive– Causal
Seminar 4Read the “Internet Service Provider in the UK Industry”report, found on the following link: https://my-ibisworldcom.ezproxy.mdx.ac.uk/uk/en/industry/j61.400/majorcompanies#55. Answer the following questions TalkTalkTelecom Group plc:(1) What business issues/decision problems/dilemmas arefacing TalkTalk Telecom?(2) State the following, giving reasons:• The Market Research Problem (MRP) or MarketingQuestions (MRQ).• Components of the MRP or MRQ, i.e., MarketingResearch Objectives.
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017).Chapter 3: for Lectures
Coursework 1Coursework 2Coursework 3
01/11/2021
6
Exploratoryresearch designs:Qualitative datacollection andanalysis
Seminar 5 Read the “Internet Service Provider in the UKIndustry” report (pages 19-31), found on the following linkhttps://my-ibisworldcom.ezproxy.mdx.ac.uk/uk/en/industry/j61.400/majorcompanies#55. Answer the following questions aboutTalkTalk Telecom Group Plc:State the following, giving justifications:• Research design/ Research Approaches• Target population• Research methods
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017).Chapters 6: for theLectures
Coursework 1Coursework 2Coursework 3
MKT2001: Marketing Research24MKT2001: Marketing Research & Insights
08/11/2021
7
Descriptiveresearch designs:Observationresearch methods
Seminar 6Research proposal- introduction of individual work: Readthe case study: “Surf Super-concentrate faces a superwashout in Japan”, on My Learning, MKT2001 home page,section of Module Seminar Materials, in folder, “Seminarcase studies & Datasets”.Outline part of the research proposal for Unilever’s Surf inJapan, following the format below: Outline the background information for themanagement decision problem Write a statement of the research problem, givingreasons for the statement. State any 3 specific marketing research objectivesgiving reasons Suggest the most appropriate research approach: –Select and justify Outline research method(s): – Select and justify Explain target population: – Select and describe profileof target population- justify selection
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017).Chapters 10- LecturesChapter 2- seminar
Coursework 1Coursework 2Coursework 3
MKT2001: Marketing Research25MKT2001: Marketing Research & Insights
15/11/2021
8
Survey researchmethods
Focus Group Interviews:Working in groups of your choice you will:•Choose a topic of your interest for a company of yourchoice•Choose a moderator•Choose a note taker (to record group discussion andobserve process but not join in with discussion)•Begin the discussionRecord the discussion notes for analysis in the followingseminar
LibrarianSMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017).Chapter 4: Seminars
Coursework 3
MKT2001: Marketing Research26MKT2001: Marketing Research & Insights
22/11/2021
9
Free study: Revisefor next week’stest
Seminar 7No seminars: Revise for next week’s test
SMCY
All materials
Coursework 1
29/11/2021
10
Time constrainedonline test:Monday 29thNovember 2021:11 am to 12pm.
Seminar 8No seminar
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017): Chapter 11.
Coursework 1
06/12/2021
11
Causal researchdesign:Experimentations
Seminar 9Review Coursework 3- company project
SMCY
Coursework 2Coursework 3
Christmas Break
MKT2001: Marketing Research27MKT2001: Marketing Research & Insights
03/01/2022
12
Sampling: Designand procedures( 07/02/2022).Aim to submitearlier than thedeadline.
Seminar 10Individual Project: Company based projectActivities: Choose company for the project Revise/remember purpose and structure ofresearch proposal (see appendix). Compile Client/ company background Information compilation – autonomous study The deadline for submitting the researchproposals and questionnaire for formativefeedback ready for the ethics application (seeseminar activities for week starting: 07/02/2022).Aim to submit earlier than the deadline.
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017): Malhotra,NK,Chapter 14- Lectures
Coursework 2Coursework 3
10/01/2022
13
Library staff: MDXLibrary onlineresources forcompanyprojects.
Seminar 11Individual ProjectWork on the research proposal: Compile backgroundinformation for the company and identify MDP, MRP,MROs, Research methods.
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017): Malhotra,NK,All chapters.
Lectures: Coursework &Coursework 3Seminar: Coursework 1
MKT2001: Marketing Research28MKT2001: Marketing Research & Insights
17/01/2022
14
Measurementscales andquestionnairedesign
Seminar 12Individual Project: Work on the research proposal:– Background information– MDP-MRQ-Research Objectives– Research Methods– Data Collection methods
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017): Malhotra,NK,Lectures- Chapter 12 &13
Coursework 2Coursework 3
24/01/2022
15
QuestionnaireDesign
Seminar 13Questionnaire design:M & B- Chapter 13Activities:Study/consult on the adequacy and accuracy of questionsfor the stated research objectivesClassifying each question into the most appropriate scalelevel: nominal, ordinal, interval, or ratioNote: Seminar activities of questionnaire designing tocontinue in the next seminar, next week.– Prepare your research proposal and questionnaire forthe research ethics application.
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017): Malhotra,NK,Lectures – Chapter 13
Coursework 2Coursework 3
MKT2001: Marketing Research29MKT2001: Marketing Research & Insights
31/01/2022
16
Descriptive DataAnalysis: Dataanalysis:Frequencydistribution.
Seminar 14Questionnaire design:Activities:Continue working on your questionnaire, noting theadequacy and accuracy of questions for the statedresearch objectives.Classifying each question into the most appropriate scalelevel: nominal, ordinal, interval, or ratio
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017): Malhotra,NK,Chapter 19 & 20-
Coursework 2Coursework 3
07/02/2022
17
Data analysis:Cross tabulations:N.B.: This week isthe deadline forsubmitting yourresearch proposaland questionnairefor the formativefeedback.
Revision- Autonomous Reading: Collect data from any 5respondents and bring the completed questionnaires tonext seminar.Students without the required data will not be admittedinto the seminar session and will be marked as absent.N.B.: This week is the deadline for submitting yourresearch proposal and questionnaire for the formativefeedback.
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017): Malhotra,NK,Chapter 20.
Coursework 2Coursework 3
MKT2001: Marketing Research30MKT2001: Marketing Research & Insights
14/02/2022
18
Sampledistribution,standarddeviation,standard error.
Seminar 15Data entries:Learning outcomesBy the end of the session, students should be able to dothe following:Defining of variables, giving appropriate codes onSPSS programme.Activities:• Inspection of questionnaires for completeness• Inspection of questionnaire for appropriate codes• Define variables into the SPSS programme• Enter the data from the questionnaire into the SPSSprogramme• Checking for data entry errors
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017): Malhotra,NK,Chapter 20
Coursework 2Coursework 3
21/02/2022
19
Confidenceintervals,Hypothesistesting
Seminar 16Descriptive Analysis; Frequency and interpretationLearning outcomesBy the end of the session, students should be able to carryout basic descriptive data analysis and present data ingraphs using spssActivities: • Produce and interpret frequency tables•Generate appropriate measures of central tendencies fordifferent scales of data•Generate appropriate measures of dispersion fordifferent scales of data•Produce and edit graphs such as bar graphs, pie chartsusing spss•Transfer data analysis output from spss to worddocument
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017): Malhotra,NK,Chapter 20- Lectures
Coursework 2Coursework 3
MKT2001: Marketing Research31MKT2001: Marketing Research & Insights
28/02/2022
20
Data analysis: testof differences (ttest)
Seminar 17Cross tabulationGraphsBy the end of the session, students should be able to carryout basic cross tabulations and present the data in graphsusing spss: Understand the scales of data suitable for crosstabulations: nominal and ordinal scales Produce and interpret basic tabulations (2×2tabulations) Generate and interpret more complex (e.g. 2×3) crosstabulations Generate and edit cross tabulation graphs.
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017): Malhotra,NK,Chapter 20
Coursework 2Coursework 3
07/03/2022
21
Data analysis:Correlations tests
Seminar 18t- test: test of differences between meansAnalyses difference of means between groups ofconsumers
SMCY
Malhotra, NK, Nunan,D.; Birks, DF, and Wills,P, (2017): Malhotra,NK,Chapter 22- Lectures
Coursework 2Coursework 3
MKT2001: Marketing Research32MKT2001: Marketing Research & Insights
14/03/2022
22
RevisionAutonomousstudy / free toconsult tutor byappointment
Seminar 19 Correlations Scatter diagrams Learning outcomesBy the end of the session, students should be able to carryout correlations data analysis and present the data inmatrices using spssActivities:•Understand the scales of data suitable for calculatingcorrelations•Generate and interpret correlation matricesGenerate and edit scatter graphs
SMCY
All chapters
Coursework 2Coursework 3
21/03/2022
23
Revision/Autonomousstudy- Free toconsult tutor byappointment
Seminar 20: Continue data analysis
SMCY
All chapters
Coursework 2Coursework 3
28/03/2022
24
RevisionAutonomousstudy
Seminar 21Multiple Choice Test
SMCY
All chapters
Coursework 3
04/04/2022
Easter vacation
11/04/2022
Easter vacation
Appendix A: Individual Project- Structured FormatThe individual project is conducted in two stages, i.e., first, the research proposal, followedby the final company project. The purpose of the research proposal is help you to plan yourproject. Although the research proposal receives only the formative assessment (i.e., noformal grading), the feedback is vital for preparing for the final project. The informationcompiled for the research proposal will be incorporated into the final project (see 9.1). Thestructure of the research proposal, up to the section of the Research Design, is like that ofthe final report. However, please note that, while the research proposal is written infuture’s tense (i.e., how/why the research will be carried out), the final report is written inthe past tense (how/why the study was carried out).Appendix A 1: Research Proposal (Word limit: 750 words)1. Executive summaryA summary of the major points from each of the other sections to give an overview of theentire proposal2. BackgroundPresent the background information of the client/ company, based on secondary data andinterviews with management and key employees of the company. Include information such,name and location of company, size of the company, nature of the business and competitiveenvironment, company’s performance indicators as compared to competitors in the industryand/ certain standards/ such expected performance levels for the company. Use tables andgraphs to illustrate your discussion.3. Problem definition and research objectivesSpecify the problem/ opportunity you have identified from the competitive environment orthe company’s performance data.MRP/MRQ: Broad statement of study aim: What information do you need?Marketing Research Objectives (MRO): Your research objectives should be more specificthan MRP/MRQ above and should be clear statements of the purpose of your research. Yourresearch findings will be measured against your statement of research objectives, so theyshould be clear and achievable.1. Research designThe research design to be adopted (i.e. planned research design) should be specified.Information should be provided on the following components: Research design/ researchMKT2001: Marketing Research34MKT2001: Marketing Research & Insightsapproach, research method, target population, sampling methods, data collection methodsand instruments (see lecture notes for details on these).2. Data analysis and reportingBrief statement of how data will be collected and analysed6. Costs and timetableThe cost of the project and a time schedule, broken down by phases, should be presented. Acritical path method chart might be included.7. Research organisation and key researchers working on the projectProvide information on who will be doing the work8. BibliographiesList at least 9 cited referencesAppendix A 2: Guidelines for the final project:(No more than 3,000 words, excluding references and appendices).(At least 60 survey respondents)Use the following guidelines to write your final project.Executive Summary: The summary of report is written last; after all other sections of thereport have been completed. You should highlight all the key points of the report. Morespecifically, you should highlight the key areas of the report, such as, name of the company,issues facing the company (problem area), marketing research problem/question, theresearch design, how data was analysed, main findings, recommendations, and limitations.Background Section: The main purpose of the background section is to present informationthat demonstrate the scope of the research issue (research problem). The backgroundinformation of your research proposal should be developed further into the backgroundinformation for the final report. The background information of the main report shouldhowever be more detailed and properly referenced than the research proposal. The use oftables to summarise information is highly recommended.Structure of the background sectionMKT2001: Marketing Research35MKT2001: Marketing Research & Insights• Introduce the company: name, location, scope (international or local), industry,product / service range etc.• Industry analysis: Key competitors, competitive position of the company, industry sizeand growth rates/ potential• Company’s business area, performance of the company on key indicators, such assales, profitability, market size, customer satisfaction, etc. Use tables and graphs to illustrate your analysis• Show/explain clearly the problem facing the company• Well written, grammatically correct report.Marketing Research Question/Objective, Components• The marketing related issue/ problem facing the company• Marketing Research Question or Marketing Research Problem (MRQ or MRP)• Components of the Marketing Research Question, i.e., research questions or researchobjectivesResearch DesignO You should convert your research proposal’s research design into the final researchdesign for the report. The research design of the final report should, however, be written inthe past tense, specifying how you carried out the study. The outline should include, amongother things, the following:o Appropriate rationale/justification for the chosen research approacho Appropriate rationale/justification given for using quantitative/descriptive orconclusive researcho Target population clearly and appropriately describedo Steps in the sampling process clearly and appropriately outlined (for both quantitativeand qualitative research techniques to be used)o Appropriate sampling method chosen and describedo Questions address marketing research question and componentso Appropriate question types chosen for the type of information to be gathered (e.g.:multiple choice for fact questions; scale questions for information on attitudes, opinions,perceptions, etc.MKT2001: Marketing Research36MKT2001: Marketing Research & Insightso Questionnaire length appropriateo Proper use of filter questions, demographic and psychographic questionso Questions clearly writtenExploratory Research QuestionsData Analysiso Proper use of descriptive research and statistical techniques used to analyse thefindings from the 60 questionnaireso Correct, or best possible, conclusions drawn from the datao Data properly and clearly presented in the appropriate tables and chartsFindings and Recommendationso Summary of main research findings (appropriate tables, cross tabulation, graphs etc.)o Appropriate recommendations to management based on the research findings, clearlypresentedLimitationso Clearly state any evident limitations of the current research design includingmethodology and sampling methodBibliography and Referencingo Sufficient sources consulted (5-10)o Bibliography properly set up; all guidelines followedMKT2001: Marketing Research37MKT2001: Marketing Research & InsightsAppendix B: Individual Project- Assessment Criteria (Gradingscale)1. Executive Summary /52. Background /153. MRQ, Components (objectives), /104. Research Design /205. Data collection instruments /156. Data Analysis, Findings, Recommendations* /207. Limitations /58. Presentation and Bibliography/Referencing /10TOTAL /100*N.B.: Coursework submitted without ethics approval letter will not get marks for the dataanalysis section.MKT2001: Marketing Research38MKT2001: Marketing Research & InsightsCoursework 3: Individual Coursework ChecklistNote: You must use this information together with the detailed guidelines in the MH.MKT2001- Marketing Research & InsightsAcademic Year: 2020/2021.Module Leader: Dr Simon ManyiwaModule seminar tutor: Dr Chong YuIndividual Coursework/ Company Report- Revised ChecklistNote: This guideline supplements the module handbook. You must use this informationtogether with the detailed guidelines in the MH.
Actions by student- Individual Activities for theIndividual Coursework
Guidelines : CourseworkActivity
Comment
Checkdone (√)
1
Choose company of yourcoursework
Refer to Lecture on: MarketingResearch Online Resources: LibraryStaff.
2
Completed research proposalfollowing guidelines in MHAppendix A
Note that the research proposal is notformally assessed. Don’t submit theresearch proposal for assessment.
3
Complete your questionnairedesign.
Questions should be focused onaddressing the marketing researchobjectives (MROs)- most likelymeasuring satisfaction, perceptions,intention to repeat-buy, intention torecommend.
90% of your questions should be oninterval scale (e.g., 1-5; 1-7; or 1-10scales); 3% of the questions should beon ordinal scale (e.g. income, agecategories); and no more than 2% ofthe questions on nominal ordichotomous scale (e.g. gender,Yes/No questions).
Refer to the example questionnaire inthe file “Seminars: DiscussionGuidelines & Example questionnaire”,in the section “Module SeminarMaterials” on MyLearning.
MKT2001: Marketing Research39MKT2001: Marketing Research & Insights
4
Middlesex Online ResearchEthics (MORE):Your seminar tutor mustapprove your questionnairebefore you start datacollection.
Include the standard introduction inyour questionnaire.
Commit yourself to collect data viaQualtrics. Qualtrics guidelines on MyLearning under the section “AdditionalMaterials.”Take time to learn Qualtrics: Click onthe link “Qualtrics Survey BasicsOverview” in My Learning, under thesection “Additional Materials”.
Set strict privacy settings in Qualtrics(Options), so you don’t collectpersonal data, such as IP addresses,names, email addresses, or phonenumbers.
Send your research proposal andquestionnaire to your seminar tutorfor the ONE-TIME- REVIEW (OTR) andapplication for ethics approval letter.
5
Conduct the survey i.e. collectresearch data via welldesigned questionnaires.Please collect data via onlinesurvey tool, Qualtrics.
Collect data in accordance with theprocedure approved in your ethicsapplication form.
6
Analyse data on SPSS.
Focus on addressing the MROs, theMRP, and ultimately, the MDP.Conduct detailed analysis, including :
(1) descriptive analysis (e.g., means,SDs, relevant graphs)
Analyse mean difference for certainmeasured psychographics betweenselected groups to identify marketsegments.
Analyse the association betweenvariables (e.g., cross tabs, chi-squares,correlations, etc.) to determineconnections between relevantvariables.
Make relevant conclusions andrecommendations based on theresults.
7
Complete the report.
Make sure all parts of the reports arecovered: Refer to the ModuleHandbook- Appendix A 2: Guidelinesfor the final project.
MKT2001: Marketing Research40MKT2001: Marketing Research & Insights
8
Submit the courseworkreport and the SPSS dataseton My Learning by thedeadline: Monday 25th April2022 at 11:59 pm.
Include copy of the questionnaire inthe appendix of your report
Include copy of the approval letter ofthe questionnaire in the appendix ofyour report
Include this checklist in the appendixof your report
Submit report via Turnitin before thedeadline
Upload the dataset (e.g. SPSS file) vialink on My Learning
Keep receipt of your submission.
9
Your name:
Student number:
Date:
MKT2001: Marketing Research41MKT2001: Marketing Research & InsightsMiddlesex University: 20-Point Grade Scale
20-point scale
General scale
General scale (fullranges)
1
80% – 100%
79.50% – 100%
2
76% – 79%
75.50% – 79.49%
3
73% – 75%
72.50% – 75.49%
4
70% – 72%
69.50% – 72.49%
5
67% – 69%
66.50% – 69.49%
6
65% – 66%
64.50% – 66.49%
7
62% – 64%
61.50% – 64.49%
8
60% – 61%
59.50% – 61.49%
9
57% – 59%
56.50% – 59.49%
10
55% – 56%
54.50% – 56.49%
11
52% – 54%
51.50% – 54.49%
12
50% – 51%
49.50% – 51.49%
13
47% – 49%
46.50% – 49.49%
14
45% – 46%
44.50% – 46.49%
15
42% – 44%
41.50% – 44.49%
16
40% – 41%
39.50% – 41.49%
17
35% – 39%
34.50% – 39.49%
18
30% – 34%
29.50% – 34.49%
19
0% – 29%
0.01% – 29.49%
20
Non-participation
0%

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