Microsoft Word - MKT202_T1_2019_Assessment_1_V1
Page 1 XXXXXXXXXXKaplan Business School Assessment Outline
Assessment 1 Information
Subject Code: MKT202
Subject Name: Marketing Research Essentials
Assessment Title: Research Proposal
Assessment Type: Report – Individual
750 word (+/- 10%)
Weighting: 35%
Total Marks: 35
Submission: Via Turnitin
Due Date: Week 6
Your Task
Develop a
ief market research proposal that captures the management problem, market research
problem and research objectives
Assessment Description
This assessment will enable you to research a contemporary research topic, convert a
management problem into a market research problem, and develop marketing research
objectives. You are required to select a topic from the following list. Please seek guidance from
the lecturer as the topic you select will be relevant for assessments 2 and 3. Therefore, choose
the topic wisely.
Research topics
Factors behind
and switching in the telecom industry
Factors influencing customer satisfaction in health care services
Consumer
and preferences for mobile phones
The impact of
and personality on buying decision
Understanding customer response towards sales promotion in the fast food industry
A study on consumer spending via credit cards
Impact of User-generated contents from social media on consumer buying behaviour
Your submission should contain the following.
A
ief introduction to the topic
A literature review that would answer the question “what existing information is available in
the same area?”
o You are expected to research scholarly and industry sources to capture contemporary
and contextual issues relevant to organisations today.
Management problem
o The foundation for a market research exercise will be based on a
oader
management problem. Based on the research you did, present a possible
Page 2 XXXXXXXXXXKaplan Business School Assessment Outline
management problem that is relevant to the chosen topic.
Research problem
o Develop a market research problem based on the management problem.
Research objectives
o Based on the research problem, develop research objectives. For this assignment,
you can develop three to five objectives. Addressing the research objectives should
allow you to find answers to the research problem. Therefore, quality will be more
important than the number of objectives.
o Please refer week 2 course content for guidance on management and research
problem, and research objectives
The most suitable type of research
o A
ief indication of the most suitable research approach you can adopt for this
esearch (qualitative, quantitative or mixed). Essential to provide your rationale for the
chosen approach.
o Please refer week 2 course content for a
oad description of research methods
Assessment Instructions
You must integrate academically oriented sources into the submission. Important to research
scholarly literature, industry reports and articles from credible business-related sources (example;
Harvard Business Review, Fo
es, Fortune, CNN Business, Bloomberg, etc.). You should
incorporate at least five such references into the submission.
Please avoid Wikipedia, SlideShare, UKessays, etc. type of sources.
Since the word count is 750 (+/- 10), important to keep the proposal “to the point.”
Page 3 XXXXXXXXXXKaplan Business School Assessment Outline
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences
of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct
Policy.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties?
How can I appeal my grade?
Click here for answers to these questions:
http:
www.kbs.edu.au/cu
ent-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word limit by more than 10% will cease to be marked from the point
at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the
esources on the MyKBS Academic Success Centre page. Click here for this information.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan
Business School’s “late assignment submission penalties” policy.
Number of
days
Penalty
1* - 9 days 5% per day for each calendar day late deducted from the total marks
available
XXXXXXXXXXdays 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after the
due date will not be accepted and the student will receive a mark of zero
for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be given
a mark of zero if they are submitted after assignments have been
eturned to students
*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be
one day late and therefore subject to the associated penalty
For more information, please read the full policy via
https:
www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy-v4.5_incl-SC-form-and-
Med-Cert_final.pdf
Page 4 XXXXXXXXXXKaplan Business School Assessment Outline
Assessment Marking Guide
Criteria NN
(Fail)
0%-
49%
P (Pass)
50%-64%
CR (Credit)
74%-65%
DN (Distinction)
75%-84%
HD (High Distinction)
85%-100%
Focus and
content
(5 marks)
Weak sense of focus. Rationale and
context are either wholly or largely
unclear, and the proposal suggests
a lack of knowledge of the area
under consideration.
A sound sense of focus and
ationale, though some elements
of this may be unclear. There is a
asic knowledge of the area
under consideration.
A clear sense of focus and
ationale throughout. Good
knowledge of the area under
consideration.
A very good sense of focus
throughout with the overall
intention and rationale clear at
every point. Strong knowledge
of the area under
consideration.
Excellent sense of focus
throughout. Consistently high
levels of understanding of the area
under consideration with excellent
ationale and context.
Reading and
engagement with
elevant literature
(10 marks)
A poor selection of literature and
little critical understanding
demonstrated in connecting this to
the focus and structure of the
proposed research.
Some relevant literature has been
cited, but there are important
gaps. A limited critical
understanding of the readings is
shown, and the connections with
the overall focus and structure of
the proposed research are not
consistent.
A range of relevant literature
has been cited, though there
may be some omissions. A
critical stance has been
developed in places.
Appropriate links to the focus
and structure of the proposed
esearch have been made.
A range of relevant literature
has been cited. A critical stance
is consistent and strong links
have been made to the focus
and structure of the proposed
esearch.
An extensive range of literature has
een cited, with the main lessons
clearly explicated. A strong and
appropriate critical stance is taken,
with excellent and consistent links
to the focus and structure of the
proposed research.
Management &
esearch problem,
esearch
objectives, and
esearch
approach
(15 marks)
The research problem, objectives,
and approach make little sense. The
arguments are weak and do not
provide a convincing case for the
esearch.
There is some analysis and effort
put into presenting a clear
esearch problem. However,
there is a disconnect between
management problem, research
problem, objectives and the
approach. Overall, the research
direction is confusing.
There is a clear attempt to set
out systematic approach
capturing the research
problems, objectives, and
esearch approaches in the
proposal. This is largely
connected to the overall
ationale and focus of the
esearch throughout.
Arguments for the research
are somewhat convincing.
The research problem, objectives
and approach to research is strong,
and develops in a clear and
systematic way, and these are
connected very well to the
overall rationale and focus of
the research. The proposal is
cohesive and convincing.
Excellent analysis, with clear,
developed, sustained and cohesive
argument throughout the review
and makes complete sense in
elation to the rationale and focus
of the proposed research. The
management problem links with
the overall analysis of the topic and
there is a seamless connection
etween all elements in the
proposal.
Page 5 XXXXXXXXXXKaplan Business School Assessment Outline
Organisation/syn
thesis
(5 marks)
The organisation and structure of
the research proposal are poor. The
expression is unclear, and claims are
arely supported by evidence.
Referencing is weak, as are spelling
and grammar.
The organisation and structure of
the research proposal are
satisfactory, though there are
areas which lack clarity. The
expression