6263 marketing research methods pg s2 2013 (3)

8/11/2019 6263 Marketing Research Methods PG S2 2013 (3)

1/15

Page 1 of 15Australian Government Higher Education (CRICOS)Registered Provider number: #00212K

Unit Outline: Semester 2, 2013

Faculty of Business, Government and Law

Unit Title: Marketing Research Methods PG

Unit Number: 6263


2/15


This Unit Outline must be read in conjunction with:

a) UC Student Guide to Policies,which sets out University-wide policies and procedures, includinginformation on matters such as plagiarism, grade descriptors, moderation, feedback and deferred

exams, and is available at (scroll to bottom of page)http://www.canberra.edu.au/student-services

b) UC Guide to Student Services, and is available at(scroll to bottom of page)http://www.canberra.edu.au/student-services

c) Any additional information specified in section 6h.

1: General Information

1a Unit titleMarketing Research Methods PG

1b Unit number - 6263

1c Semester and year offeredSemester 2, 2013

1d Credit point value3cp

1e Unit level - PG

1f Name of Unit Convenor and contact details

Professor Ali QuaziPh. + 61 2 6201 5462 orEmail: [email protected]

Office: 6D 33

Consultation hours

Wednesday 2 - 4pm and Thursday: 11am -12pm or by appointment

Note:I also have an open door policy for student consultation. You are welcome atany time provided I am in my office and am available for consultation.

1g Administrative contact detailsFor enquires of an administrative nature, please contract:

Faculty office

Room: 11B31

Ph: 6206 8810

Fax (02) 6201 5764Email:[email protected]

2: Academic Content

2a Unit description and learning outcomes

Unit description:This unit will introduce students to qualitative and quantitativeresearch techniques, as well as computer-based analysis software. These skillswill be developed and used to solve a marketing problem and assist in the
http://www.canberra.edu.au/student-serviceshttp://www.canberra.edu.au/student-serviceshttp://www.canberra.edu.au/student-serviceshttp://www.canberra.edu.au/student-servicesmailto:[email protected]:[email protected]:[email protected]:[email protected]://www.canberra.edu.au/student-serviceshttp://www.canberra.edu.au/student-services


3/15


marketing strategy development. Marketing research lays the foundation ofmarketing managerial decision making and is a vital base for the development ofsound marketing strategies and planning in any business organisation. Sincemarketing research provides an important input into the solution of manymarketing problems, it is essential for marketing people to understand the basicprinciples and methods of marketing research and then apply these methods and

principles to resolve marketing problems. In essence, marketing researchfamiliarises students with the basic techniques of marketing research and thepreparation, use and interpretation of data in a practical setting.

Learning outcomes: On completion of this unit students should be able to:

1. define a research problem or opportunity;2. set research objectives; develop research methodologies and instruments;3. conduct secondary and primary research; enter data into statistical

software systems;4. analyse data and extract significant outputs;

5. write and present the recommendations in a professional manner; and6. Work in a team and develop strong client interaction skills; reflect on thelearning.

2b Generic skillsThis unit will implement the generic skills and attributes development of students as follows:

1. Communication- The ability topresent knowledge, ideas andopinions effectively andcommunicate within and acrossprofessional and cultural

boundaries.

Improve communication skills throughAssessm ent Items 1 - 4: written project reportand oral presentation, research topic presentationand class participation.

2. Analysis and Inquiry- Theability to gather information, andto analyse and evaluateinformation and situations in asystematic, creative and insightfulway.

Develop analytical skills through AssessmentItems 1 - 3: Analysis, interpretation, discussionand presentation of quantitative data. Also learnhow to use Statistical package for Social Science(SPSS) for data analysis and develop skill inrunning and utilising a statistical package.

3. Problem Solving- The ability toapply problem-solving process innovel situations; to identify andanalyse problems then formulateand implement solutions.

Develop problem solving skills and innovativethinking through Assessm ent Items 1 and 2:Problem solving based approach in writing,organising and communicating the findings of theresearch project to peers and experts.

4. Working Independently andwith others - The ability to plantheir own work, be self-directedand use interpersonal skills andattitudes to work collaboratively.

Learning to work independently and with othersthrough Assessm ent Items 1 - 4: Individualresearch topic and paper preparation andpresentation to peers and writing and presentinga group research report.

5. Professionalism & SocialResponsibility -The capacityand intention to use professionalknowledge and skills ethicallyand responsibly, for the benefit ofothers and the environment.

Develop an understanding of contemporarysociety and the responsibility of organisations(e.g. universities) to its clients throughAssessment Items 1 and 2: Develop anunderstanding of research ethics from lecture 1.Develop your professionalism and understandingof social responsibility issues and theirimplications for ethical decision making throughassessment items 1 and 2.


4/15


2c Prerequisites and/or co-requisitesMarketing G

3: Delivery of Unit and Timetable

3a Delivery mode

Formal lectures and presentation sessions will be held in face-to-face mode. See thedetailed schedule in section 3b. Students are expected to attend all lectures andpresentation sessions to achieve the learning outcomes. Students are also required toread the topics set for the concerned weeks and come well prepared to the class.

Lecture timetable

Lecture and workshop venue: Room 2A4 (Wednesday: 5-30pm8-30pm)

3b Schedule of topics/lectures/tutorials/practicals/field classes by week

Week Date Topic Chapters inthe text

Workshop Schedule

1 14 Aug. Introduction toMarketing ResearchMethods and SPSS

Chapter: 1 Introduction and formation ofproject group and assignment ofpresentation topics

2 21 Aug. The nature and scopeof MarketingResearch

Chapter: 1-2 SPSS practical session

7:00 8:30 pm

Computer Lab: Building 7,Room: A45

3 28 Aug. Marketing ResearchProcess

Chapter 1Presentation topic

1. Critically analyse the roleplayed by marketingresearch in marketingdecision making.

2. Discuss with examples thenature of marketing researchand explain why marketing

research is inevitable in adynamic businessorganization

AND**Any other relevant topicscovered in chapters 1 &2 of theprescribed text.

4 4Sept.

Marketing ResearchMethodology 1(Quantitative)- Survey and

experiments

Chapter: 8-9Presentation topic

1. Discuss the myths,challenges and ethical

issues in marketing researchwith appropriate examples.2. Distinguish between primary


5/15


and secondary data andidentify the merits anddangers of using secondarydata with examples

AND**Any other relevant topiccovered in chapter 2 of the

prescribed text.5 11 Sept. Marketing Research

Methodology 2(Qualitative)- Interviews, focusgroup and observationmethod

Chapter: 4-7Presentation topic

1. Critically discuss thesequences of marketingresearch and their salientfeatures.

2. Analyse with examples whyproper problem identificationand definition are the crucialissues in the marketing

research process.

AND**Any other relevant topiccovered in chapters 7-9 ofthe prescribed text.

6 18 Sept. Scale developmentand attitudemeasurement

Chapter: 11Presentation topic

1. Distinguish betweenexploratory, descriptive andcausal research design withthe merits and weaknesses

of each.2. Discuss under what

circumstances each of thesedesigns are used.


7 25 Sept. Basic samplingtechniques andquestionnaire design

Chapter: 10 &12

Choose relevant topic(s)covered in chapters 10-11 ofthe prescribed text

CLASS FREE PERIOD: 1-4 OCTOBER, 20138 9 Oct. Data analysis -1 Chapter: 13-14Presentation topic

1. Critically distinguish betweenquantitative and qualitativeresearch methods.

2. Discuss the majorclassification of qualitativeresearch techniques withexamples.

AND**Any other relevant topic(s)

covered in chapters 9 to 11of the prescribed text.


6/15


10 16 Oct. Data Analysis -2 Chapter:15-16Presentation topic

1. Discuss the critical issues inquestionnaire developmentand administration.

2. Discuss the leading scalingtechniques with theirapplications in marketingresearch.

AND**Any other relevant topiccovered in chapters 13-14of the prescribed text.

11 23 Oct. Research report :preparation andpresentation

Chapter 17Presentation topic

1. Discuss the main samplingmethods used in marketingresearch.

2. Discuss the various types ofscaling methods withsuitable examples.


roject report due next week

12 30 Oct. Prepare forpresentation of projectreports

No formallecture

Project report due today

Peer led group meeting forpreparing the project reportpresentation

13 6 Nov. Formal presentation ofproject reports

Presentation ofproject reports

Presentation of final projects

14 13 Nov. Formal presentation ofproject reports

Presentation ofproject reports

Presentation of final projects

4: Unit Resources

4a Lists of required texts/readings

Textbooks andCourse Materials:

Hair, J. F., Lukas, B. A., Miller, K.E., Bush, R. P and Ortinau, D.J.(2012), Marketing Research, McGraw Hill Irwin (Prescribed text)

Supplementaryreading/reference:

Wilson, A. Johns, R., Miller, K. and Pentecost, R.(2011),Marketing Research: An Integrated Approach, Pearson.

Allen, P. and Bennett, K. (2011), SPSS: A practical guide, Version18, Cengage Learning.

Coakes, S.J. and Steed, L (2007), SPSS: Analysis withoutAnguish, John Wiley and Sons Australia Ltd.Pallant, L. (2002), SPSS Survival Manual, Allen & Unwin


7/15


Churchill, G.A. and Lacobucci, D (2005), Thompson South-Western

Boyce, J. (2005), Marketing Research2e, McGraw-Hill Australia.

Lukas, B. A. et al (2004), Marketing Research, McGraw-HillAustralia.

McDaniel, C., D. and Gates, R (2005), Marketing Research,Wiley, NJ

Zikmund, W. Ward, S, Lowe, B and Winzet, H. (2007), MarketingResearch, Thomson, South Melbourne, Victoria. Asia PacificEdition.

Bush, R.P. (2009), Marketing Research, McGraw-Hill Companies

Aaker, D. A. (2005), Marketing research, Pacific Rim edition, JohnWiley & Sons

There are also a number of excellent readings in the library & UCOnline. Search under Marketing Research.

Some of the useful links for online resources:

Please go to the respective weeks listed in Moodle anddownload the articles listed there for your readings.

4b Materials and Equipment

None

4c Unit website

To find your unit site online, login toLearnOnline(Moodle) using your student ID.

Since face-face interactions are also extremely important in achieving the learning outcomes

of this unit, students are strongly urged to attend the formal classes and presentation sessions.

5: Assessment

5a Assessment overview

Assessment item(including exams held in

the exam period)

Due date ofassignments

Weighting(total to equal

100%)

Addresseslearning

outcome(s)

Addressesgeneric skill(s)

1. Research projectreport

30 October 30%1-6 1-5

2. Research reportpresentation

6 and 13November

20%1-6 1

3.Topic presentation(syndicate leadership)

In selectedweeks

Two topics(20% each=40%)

1-2 & 4-6 1-4

4. Class participation Ongoing 10% 1-5 15

Note: Students must receive at least 50% of the total assessment marks overall in order topass the unit.
http://learnonline.canberra.edu.au/http://learnonline.canberra.edu.au/http://learnonline.canberra.edu.au/http://learnonline.canberra.edu.au/


8/15


5b. Details of each assessment item

Research Project

The project is concerned with preparation and presentation of a research report to gainhands on experience of the application of marketing research methods into practice.

Students will have access to a database based on hypothetical responses to a number ofquestions relating to a specific research topic. Each group will be responsible for analysingthe data using SPSS program and prepare the final reports based on an analysis andinterpretation of the results. The formation of the group will be finalised in the third week ofthe session and the size of a group will depend on the total number of students in the class.Please note that the project is a practical research task and requires an organised andconsistent effort on the part of students.

This assessment item consists of two phases:

1. A research project report - 30% (Group)

2. Presentation of project report- 20% (Individual)

1. Written Project report (30%)

Due date: 30 October 2013

Word limit: 5,000 words (maximum)

The Project Report is the final outcome of your research.This part of the assignment willreflect the overall research skills that you have developed throughout this unit. The projectreport will demonstrate your understanding of the various steps of the marketing researchprocess in an applied setting. This assignment has a number of tasks to be completed bycandidates. These are as follows:

1. Provide an executive summary of the report

2. Provide an introduction and background of the research topic

3. Identify the research objectives and research question

4. Develop a brief literature review on the research topic

5. Develop and discuss the hypotheses to be tested

6. Choose the appropriate statistical technique and analyse the data

7. Interpret the data and summarise the findings based on that interpretation

8. Write the final research report on the findings and their implication

9. Identify the limitation(s) of the study and explore future research potential

10. Present the findings to the class


9/15


Contents of the project report

1. Title page2. Table of Contents including a list of Tables/Figures/Graphs/Exhibits and Appendices3. Executive summary4. Introduction

5. Research objectives and research question(s)6. Literature review7. Data Analysis and statistical techniques8. Results and discussions9. Limitations and future research10. Conclusions and recommendations11. List of references12. Appendices

a. SPSS output of resultsb. Secondary data such as tables, figures etc.c. Any other relevant information and documentation

** Please see appendix 3 for detailed marking criteria for the project report.

Please note the fol lowing :

Submit two copies of your report to your lecture by the due date. One will be used formarking purposes and the other will be retained for record.

There is a structured assessment format for this assessment item. See appendix 3for details. As every aspect of the project is important, take every aspect seriously.

For assistance with group work please go to

http://www.canberra.edu.au/studyskills/learning/oral and click on Working in group

2. Presentation of project report (20%)

The presentation of the project report should be of a professional standard. Presentation willbeof 8 minutes (Maximum) duration followed by 2 minutes of discussion for each presenterwithin a group. However, the lecturer/tutor will decide the exact time allocated forpresentation depending on the number of groups. Thepresentation will be evaluated out of20 (twenty) marks on an individual basis. Each member of the group will present on aspecific aspect of the project as agreed upon by the group. A structured assessment formatwill be used for marking. The criteria will include content, overall coverage of the projectreport, presentation skills, depth of analysis of the findings, use of visual aids, bodylanguage, handling questions and overall effects. A copy of the assessment format will bedistributed to the students in the class. A brief summary of the project report has to behanded to the Lecturer as well as to the class members before the presentation starts. Allstudents are expected to participate in the discussion.

For help with oral presentations go tohttp://www.canberra.edu.au/studyskills/learning/oral and click on Giving an oralpresentation.

Please note:

There is a structured assessment form for this assessment item. See appendix 2 fordetails. It is your responsibility to keep a copy of each assessment task that is submitted.
http://www.canberra.edu.au/studyskills/learning/oralhttp://www.canberra.edu.au/studyskills/learning/oralhttp://www.canberra.edu.au/studyskills/learning/oralhttp://www.canberra.edu.au/studyskills/learning/oralhttp://www.canberra.edu.au/studyskills/learning/oral


10/15


3. Syndicate leadership based paper presentation: 40%

Each student will select two topics preferably reflecting the theme(s) of the topic presented by

the lecturer the week before. The students are required to circulate a one page summary of the

papers with its title specifying the week in which the paper will be presented. Every week the

class will be divided into a number of syndicates. The presenting students will lead the

syndicate in the particular week. The syndicate members will discuss the findings of the paperamongst the members of the syndicates and find out the best possible outcomes of the

discussion with an input from the lecturer who will facilitate the discussions. The syndicate

leader will then present the outcomes of the discussion to the class. In this format the

presenting student will only be evaluated. Please note that each student is required to

distr ibute an abstract of the paper to the class members at least a week before hi s/her

scheduled presentation date.

In this way Each student will lead two syndicates and present two paper of their choice as per

the above specification. Each syndicate leader will require assessing the level of contribution

made by each member of the concerned syndicate using Confidential Participation Evaluation

Form (Appendix 2). These completed forms are to be handed to the lecturer before thepresentation begins. Each paper will be evaluated for 20 marks (total 40 marks for two

papers).The presenter will be evaluated using a structured format (See appendix 1)

4. Class participation (10%)

Class participation will be evaluated out of ten (10) marks based on your participation andconstructive contribution to all classes, presentation sessions and computer lab-sessions.Names and details of students participating and contributing will be formally recorded everyweek for marking purposes.

**The unit convenor has the final discretion in determining any participation mark.

A general note for all assessment items:

It is your responsibility to keep a copy of each assessment task that is submitted. Late submission of assignments will be penalised by 5% per day. Any request for

extensions must be submitted in writing to Dr Ali Quazi with supportingdocumentation such as an original medical certificate. Please note that there is noguarantee that extensions will be granted.

5c Special assessment requirements

N/A5d Supplementary assessment

Refer to the UCSupplementary Assessment Policy

5e Academic Integrity

Students have a responsibility to uphold University standards on ethical scholarship.

Good scholarship involves building on the work of others and use of others work must

be acknowledged with proper attribution made. Cheating, plagiarism, and falsification

of data are dishonest practices which contravene academic values.

TheAcademic Skills Centreprovides opportunities to enhance student understanding ofacademic integrity.
https://guard.canberra.edu.au/policy/policy.php?pol_id=2901https://guard.canberra.edu.au/policy/policy.php?pol_id=2901https://guard.canberra.edu.au/policy/policy.php?pol_id=2901http://www.canberra.edu.au/studyskillshttp://www.canberra.edu.au/studyskillshttp://www.canberra.edu.au/studyskillshttp://www.canberra.edu.au/studyskillshttps://guard.canberra.edu.au/policy/policy.php?pol_id=2901


11/15


5f Text-matching software

TURNITIN, a text matching software may be used to check the originality of your work if isdeemed necessary.

6: Student Responsibility

6a WorkloadThe amount of time you will need to spend on study in this unit will depend on a number offactors including your prior knowledge, learning skill level and learning style. Nevertheless, inplanning your time commitments you should note that for a 3cp unit the total notionalworkload over the semester or term is assumed to be 150 hours. These hours include timespent in classes. The total workload for units of different credit point value should varyproportionally. For example, for a 6cp unit the total notional workload over a semester or termis assumed to be 300 hours.

6b Special needs

Students who need assistance in undertaking the unit because of disability or other

circumstances should inform their Unit Convener orUC AccessAbility as soon as

possible so the necessary arrangements can be made.

6c Attendance requirementsStudents are strongly encouraged to attend the lectures and presentation sessions to enhancetheir learning and performance in the unit.

6d WithdrawalIf you are planning to withdraw please discuss with your unit convener. Please seeWithdrawalof Unitsfor further information on deadlines.

6e Required IT skills

Students should be able to access websites and databases to collect information for researchrelating to the assessment items such as company information and research papers.

6f In-Unit Costs(Note: To calculate your unit fees see:How do I calculate my fees?.The onlineUC Co-op Textbook Searchis available for purchasing text books.)

6g. Additional information

None.

6h Work placement, internshipN/A

7: Student Feedback

All students enrolled in this unit will have an opportunity to provide anonymous feedback onthe unit at the end of the Semester via the Unit Satisfaction Survey (USS) which you canaccess by logging into MyUC via the UC homepage:http://www.canberra.edu.au/home/.Your

lecturer or tutor may also invite you to provide more detailed feedback on their teachingthrough an anonymous questionnaire.

8: Authority of this Unit Outline

Any change to the information contained in Section 2 (Academic content), and Section 5(Assessment) of this document, will only be made by the Unit Convener if the writtenagreement of Head of Discipline and a majority of students has been obtained; and if writtenadvice of the change is then forwarded to each student enrolled in the unit at their registered

term address. Any individual student who believes him/herself to be disadvantaged by achange is encouraged to discuss the matter with the Unit Convener.
http://www.canberra.edu.au/accessabilityhttp://www.canberra.edu.au/student-services/re-enrolment/determine_your_study_program_and_register_on_osis/withdrawal_of_unitshttp://www.canberra.edu.au/student-services/re-enrolment/determine_your_study_program_and_register_on_osis/withdrawal_of_unitshttp://www.canberra.edu.au/student-services/re-enrolment/determine_your_study_program_and_register_on_osis/withdrawal_of_unitshttp://www.canberra.edu.au/student-services/re-enrolment/determine_your_study_program_and_register_on_osis/withdrawal_of_unitshttp://www.canberra.edu.au/student-services/fees/calculatehttp://www.canberra.edu.au/student-services/fees/calculatehttp://www.canberra.edu.au/student-services/fees/calculatehttp://www.coop-bookshop.com.au/bookshop/action/InstTextSelect?inst_name=university-canberrahttp://www.coop-bookshop.com.au/bookshop/action/InstTextSelect?inst_name=university-canberrahttp://www.coop-bookshop.com.au/bookshop/action/InstTextSelect?inst_name=university-canberrahttp://www.canberra.edu.au/home/http://www.canberra.edu.au/home/http://www.canberra.edu.au/home/http://www.canberra.edu.au/home/http://www.coop-bookshop.com.au/bookshop/action/InstTextSelect?inst_name=university-canberrahttp://www.canberra.edu.au/student-services/fees/calculatehttp://www.canberra.edu.au/student-services/re-enrolment/determine_your_study_program_and_register_on_osis/withdrawal_of_unitshttp://www.canberra.edu.au/student-services/re-enrolment/determine_your_study_program_and_register_on_osis/withdrawal_of_unitshttp://www.canberra.edu.au/accessability


12/15


APPENDICES

APPENDIX - 1

MARKETING RESEARCH METHODS 6263 (2013)

Syndicate Members Confidential Participation Evaluation Form

Name of syndicate leader ID

Assess the performance of your session members on the basis of thefollowing:

1. Level of preparation on the topic (home work etc)2. Level of active participation in the discussion3. Overall understanding of the topic

Name of sessionMember

ID Measurement scales

Poor Excellent

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

Syndicate leaders comment

Syndicate leaders presentation valuation form

Assessment criteria Scales of measurement

Poor Excellent

1. Content: discussion of the relevant

concepts and Issues

1 2 3 4 5

2. Quality and depth of arguments placedincluding relevant examples

1 2 3 4 5

3. Presentation skills: interactive, use ofUse of visual aids, voice, timing andhandling questions

1 2 3 4 5

2 3 4 5

4. Overall performance 1 2 3 4 5

Markers comments:

Marks: /20


13/15


APPENDIX2

MARKETING RESEARCH METHODS 6263 (2013)

Evaluation sheet for individual project report presentation

Name of student ID.Date..

Assessment criteria Scales of measurement

Poor Excellent

1. Coverage of the project

A demonstrated understanding of the relevantconcepts and issues being presented

1 2 3 4 5

2. Quality of arguments

Logical and consistent with the topic

Use of relevant data as evidences for arguments

Sound Interpretation of results (if applicable)

Depth of insights into relevant issues

1 2 3 4 5

3. Presentation skills

Quality of organisation

Use of visual and other required aids

Body language (e.g. eye contact, pace of voice) Maintaining the allocated time

1 2 3 4 5

4. Audience involvement and management

Level of interactions and involvement

Handling questions and comments

Level of entertainment and demonstrated courtesy

1 2 3 4 5

Markers Comments:

Marks /20


14/15


APPENDIX3

6263MARKETINGRESEARCHMETHODS(2013)

PROJECT

MARKING

SHEET

-

REPORT

Student (s)Student ID

Project

Comments ifapplicable in eachsection

Poor1 2 3 4

Excellent5

Executive

Summary

Not at all present or

poorly written: too long,or too short.; provides apoor summary of thereport in terms of contentsand presentation

Very much present , well

written containing allrelevant information;highly professional andorganized; an excellentsummary of entire report;No longer than 1.5 (singlespaced) pages.

Introduction Not al all present or verypoorly written, does notset the stage of theresearch or poorlyintroducing the topicwhich does not attract

any interest from readersto read further.

Written in a way that verywell introduces theresearch to readers, veryclear and relevant to thetopic, successfully set thestage by explaining the

purpose of the report inclear and attractivelanguage that attractsreaders to read throughthe entire report

ResearchObjectives andresearchquestions

Not at all present or verypoorly organized,presented and formulated,not well written, not clearand precise, too short andnot to the point

Very well presented. Wellorganized and formulatedin a standard format. Veryclear, precise andconsistent. The flow ofpresentation of objectives,problems and questions iswell maintained.

Literature review Poorly covered with nodirection. Very poorlyorganized. Lack of flow ofreview. Insufficientinformation. Not at all orloosely relevant to thetopic.

Very well covered andpresented. A clear flow ofinformation search andwell linked to the topic ofthe research project. Wellorganized and directed tothe goal of the literaturereview.

Data Analysis andstatisticaltechniques

Not sufficiently presentedand organized. Poorunderstanding of the dataanalysis techniques and

employment ofinappropriate techniques.

Well organized andpresented. Demonstrate asound understanding ofdata analysis techniques

and their applications inpractice. Sufficient tables,


15/15


Not enough tables, figuresand graphs are used

figures and graphs areused to present acomprehensive analysisof data.

Results anddiscussions

Very poor quality ofdiscussion andinterpretation of results,

Lack of depth indiscussion andpresentation..

High quality of discussionand interpretation ofresults, Sufficient depth in

the discussion andinterpretation of findings.

Limitations andfuture research

Use of excuses for poorresearch or actuallimitation(s) not wellidentified and either notat all mentioned or pooridentification of futureresearch potential

Proper identification ofactual limitations of theresearch. An excellentidentification andexploration of relevantfuture research potential

Conclusion andrecommendations

No conclusion at all orvery poorly concluded.Very poor quality and

irrelevant and unrealisticrecommendation

Conclusions arethoughtful and valid. Veryuseful, relevant and

realistic recommendation.

List ofReferencing

Not at all present orpresented in aninconsistent manner. Verypoor referencing style.Not followed any standardformat.

Very well presented in aconsistent andprofessional manner.Followed a standardreferencing style .

Appendices Not relevant or notpresent or partiallypresented

Relevant and fullypresented

Total

Note: Please make sure that your report addresses all marking criteria

Overall Grade for this project: /30

Comments

6263 marketing research methods pg s2 2013 (3)

Documents