Microsoft Word - MKT202_T1_1019_Assessment_3_V1
Page 1 Kaplan Business School Assessment Outline
Assessment 3 Information
Subject Code: MKT202
Subject Name: Marketing Research Essentials
Assessment Title: Market Research Proposal
Assessment Type: Individual
1000 word (+/- 10%)
Weighting: 35%
Total Marks: 35
Submission: Via Turnitin
Due Date: Week 13
Your Task
Develop a detailed market research proposal.
Assessment Description
Identify an organisation relevant to the topic chosen for assignment one. For example, if you
chose “
and switching in Telcom Industry” then you can pick an organisation like Telstra or
Optus. Assume that the management of the selected organisation has requested a research
proposal based on the research problem identified in Assessment one. As an Executive
epresenting a research agency, your task is to prepare a research proposal covering following
aspects.
Research proposal topic
o A concise indication of the proposed research
Table of content
Background
o Provide a
ief description of the topic and the organisation. This section should
also include a summary of the management/ business problem and the research
problem. Remember, you are providing the proposal at this company’s request.
Therefore, no need to write excessively about them.
Research Objectives
Research method
o The research method should capture the following
Desk research (secondary research): an indication of the proposed
approach.
Qualitative research: composition of Focus Group Discussions (FGDs)
and/or Depth Interviews (Dis) with sufficient rationale.
Quantitative survey: sampling method, sample size, and sample
composition.
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Overall, a clear indication of data collection tools.
o This section is a critical focus area. You need to provide adequate justification
and engage literature in justifying the research method. Course material from
weeks three and eight can provide some guidance.
Research analysis
o A
ief indication of how the data will be analysed (refer course material from
week nine).
Timelines
o A Gantt chart indicating the different stages and timelines for the research
project.
Confidentiality
o Approach to maintaining the confidentiality of respondents, findings, ESOMAR,
etc.
Assessment Instructions
Minimum 5-6 scholarly references.
Please avoid Wikipedia, SlideShare, etc. type of sources.
Important to discuss the proposal format with the lecturer.
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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/.
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
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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
(6 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. Little or no
understanding of
methodology/methods selected.
A sound sense of focus and
ationale, though some
elements of this may be
unclear. There is a basic
knowledge of the area under
consideration, as well as the
methodology/methods
selected.
A clear sense of focus and
ationale throughout. Good
knowledge of the area under
consideration, as well as the
methodology/methods, selected.
A very good sense of focus throughout
with the overall intention and rationale
clear at every point. Strong knowledge
of the area under consideration, as well
as the methodology/methods, selected.
Excellent sense of focus throughout.
Consistently high levels of
understanding of the area under
consideration with excellent rationale
and context. The
methodology/methods selected are
critically positioned throughout.
Proposed
methodology and,
sample selection
(15 marks)
An inappropriate selection of
methodology, sample selection
not defined at all.
Some relevant proposed
methodology, a limited critical
understanding of research and
sampling methods and techniques
with the overall focus and
structure of the proposed
esearch are not consistent.
Clear and relevant methodology
demonstrates a basic
understanding of research and
sampling methods and techniques
with the overall focus and
structure of the proposed
esearch being consistent.
Appropriate links to the focus and
structure of the proposed
esearch have been made.
Demonstration of solid understanding of
the relevant research methodologies,
strong understanding of sampling
methods and techniques with the overall
focus and structure of the proposed
esearch consistent. Solid links have been
made to the focus and structure of the
proposed research.
Demonstration of exceptional
understanding of the relevant research
methodologies, through an
understanding of sampling methods
and techniques with the overall focus
and structure of the proposed research
consistent. A strong and appropriate
critical stance is taken, with excellent
and consistent links to the focus and
structure of the proposed research.
Approach to
analysis, timelines,
and confidentiality
(9 marks)
Insufficient indication of the
approach to data analysis and
schedules. Did not discuss
confidentiality related aspects.
Basic coverage of the approach to
analysis of data. Presented a Schule
ut lacks detail. Some mention of
confidentiality related issues.
Good coverage of analytical methods
and indicated relevant approaches
that can be adopted. Presented the
esearch schedule well. The indicated
the research stages logically and
covered confidentiality related
aspects sufficiently.
Presented data analysis related aspects
well. Summarised the most suitable
analysis approach and presented a detailed
schedule using a Gantt chart. Good
coverage of confidentiality related aspects.
Excellent coverage of analytical
methods/ approaches sufitable for the
different types of data collection
methods. A detailed research schedule
and comprehsive coverage of
confidentiality related aspects.
Organisation/
synthesis
(5 marks)
The organisation and structure of the
esearch 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 is
generally good enough and claims
are mainly supported by evidence,
though again there are gaps.
Referencing may require some
improvement, likewise with
spelling and grammar.
The organisation and structure of
the research proposal are sound.
The expression is good and most of
the arguments made are supported
y evidence in a logical and
sequenced way. Referencing,
spelling and grammar are all sound.
The organisation and structure of the
esearch proposal are very good. The
expression is strong, with arguments
supported by evidence in a logical,
sequenced and consistent way.
Referencing, spelling and grammar are all
strong.
The organisation and structure of the
esearch proposal are excellent. The
expression is excellent throughout, with
arguments supported by evidence in a
logical, sequenced and consistent way.
Referencing, spelling and grammar are
all exemplary.