Choose this topic:Consumer brand preferences for mobile phones
Microsoft Word - MKT202_T1_2019_Assessment_1_V1 Page 1 Kaplan 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 brief 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 brand switching in the telecom industry Factors influencing customer satisfaction in health care services Consumer brand preferences for mobile phones The impact of brand 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 brief 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 broader management problem. Based on the research you did, present a possible Page 2 Kaplan 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 brief indication of the most suitable research approach you can adopt for this research (qualitative, quantitative or mixed). Essential to provide your rationale for the chosen approach. o Please refer week 2 course content for a broad 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, Forbes, 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 Kaplan 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/current-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 resources 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 10 - 14 days 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 returned 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 Kaplan 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 rationale, though some elements of this may be unclear. There is a basic knowledge of the area under consideration. A clear sense of focus and rationale 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 rationale and context. Reading and engagement with relevant 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 research 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 research. An extensive range of literature has been 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 & research problem, research objectives, and research 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 research. There is some analysis and effort put into presenting a clear research 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 research approaches in the proposal. This is largely connected to the overall rationale and focus of the research 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 relation 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 between all elements in the proposal. Page 5 Kaplan 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 rarely 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