HOLMES INSTITUTE
FACULTY OF
HIGHER EDUCATION
Assessment Details and Submission Guidelines
Trimester T2 2019
Unit Code HC2022
Unit Title Marketing Research
Assessment Type Group Report and Presentation
Assessment Title Group Report and Presentation
Purpose of the assessment (with ULO
Mapping) 1/ Integrate theoretical and practical knowledge of Marketing Research in the context of marketing-related business decisions
2/ Analyse business problems/opportunities using their Market Research skills and develop appropriate strategies to achieve a competitive advantage.
3/ Evaluate alternative Marketing Research methodologies, select the appropriate methodology and apply it to generate valuable insights into marketing-related business decisions.
Weight Group report 20%
Group presentation 10%
Total Marks 30
Word limit Report: 2500 words
Presentation: 10 minutes
Due Date Group report: Week 10
Group presentations: week 8 and 9
Submission Guidelines • All work must be submitted on Blackboard by the due date along with a completed Assignment Cover Page.
• The assignment must be in MS Word format, no spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate section headings and page numbers.
• Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using Harvard referencing style.
HC2022 Marketing Research Group Assignment
Assignment Specifications
Purpose:
Student will gain experience in applying the marketing research process and provide recommendations on designing primary data collection methods.
This assignment follows on from the individual assignment:
SKY HIGH Real Estate Developers has decided that they want to reduce the level of uncertainty in the future real estate development projects. They have asked you to provide some recommendations on the following:
1. How they should conduct the research (collection method)?
2. A design on one survey collection method (eg. Design a questionnaire or interview etc.)
3. Who they should focus their research on (who is the target population)?
4. How can they maximise the accuracy of the samples that will be researched (sample size and method)?
Your recommendations all need to be justified with sound academic theory and can also be backed up by citing other industry examples of similar research.
Assignment Structure should be as the following:
1. Introduction
Introduce the main problem and areas of recommendations
2. Collection method
Consider what collection methods will be best suited to SKY HIGH Real Estate Developers. Be sure to justify your recommendations using cited academic theory.
2. Survey Design
Here, you need to design one of your recommended collection methods (eg. You actually need to create a questionnaire, interview questions etc. Be sure to justify your recommendations using cited academic theory.
3. Target Population
Identify the most appropriate target audience for the research. Be sure to justify your recommendations using cited academic theory.
4. Sample size and method
Recommend the most appropriate sample size and method for the research to ensure accuracy. Be sure to justify your recommendations using cited academic theory.
5. Conclusion
Provide a summary of your recommendations
References
Marking criteria
Marking criteria Weighting
Report
Collection method and survey design 5
Target population and sampling 5
Shows knowledge of relevant theory 5
Overall presentation and referencing 5
Sub-total 20
Presentation
Collection method and survey design 3
Target population and sampling 3
Shows knowledge of relevant theory 2
Team cohesion and overall presentation professionalism
2
Sub-total 10
TOTAL Weight 30%
Assessment Feedback to the Student:
Marking Rubric
Report
Excellent Very Good Good Satisfactory Unsatisfactory
Collection method and survey design Collection method and survey design are very relevant and well justified Collection method and survey design are relevant and well justified Collection method and survey design are somewhat relevant and justified Collection method and survey design are somewhat relevant and justified, but with some errors Collection method and survey design are not relevant and not justified
Target population and sampling Target population and sampling recommendations are very relevant and well
justified Target population and sampling recommendations are relevant and well justified Target population and sampling recommendations are somewhat relevant and justified Target population and sampling recommendations are somewhat relevant and justified, but with some errors Target population and sampling recommendations are not relevant and not justified
3. Shows knowledge of relevant theory
A deep knowledge of the theory shown Good knowledge of the theory shown Some knowledge of the theory shown Knowledge of the theory shown at times Little to no knowledge of the theory shown
4. Overall presentation and referencing Presentation and referencing are at a high standard Presentation and referencing are at a high-medium standard Presentation and referencing are at a medium standard Presentation and referencing could be improved Presentation and referencing are at a low standard
Presentation
Excellent Very Good Good Satisfactory Unsatisfactory
Collection method and survey design Collection method and survey design are very relevant and well justified Collection method and survey design are relevant and well justified Collection method and survey design are somewhat relevant and justified Collection method and survey design are somewhat relevant and justified, but with some errors Collection method and survey design are not relevant and not justified
Target population and sampling Target population and sampling recommendations are very relevant and well justified Target population and sampling recommendations are relevant and well justified Target population and sampling recommendations are somewhat relevant and justified Target population and sampling recommendations are somewhat relevant and justified, but with some errors Target population and sampling recommendations are not relevant and not justified
Shows knowledge of relevant theory
A deep knowledge of the theory shown Good knowledge
of the theory shown Some knowledge
of the theory shown Knowledge of the theory shown at times Little to no knowledge of the theory shown
Team cohesion and overall presentation
professionalism
The presentation is cohesive very professionally presented The presentation is mostly cohesive professionally presented The presentation is somewhat cohesive professionally presented The presentation is cohesive professionally presented at times The presentation is not cohesive professionally presented