Posted: April 13th, 2023

Marketing Research Assignment essay

BBA221 Marketing Research Task brief & rubrics
Final assessment
• Individual task
• You have been hired by a Mobile Phone Manufacturer to conduct a test to determine why the newly introduced phone brand has not captured the
expected market share.
• Following the discussion that you had with the marketing team, you have identified that brand awareness, brand image, product positioning and product
design as potential explanations for the low performance.
• Based on the above case proceed with the following tasks
o 1. Write a relevant Marketing Research Proposal to address the above issue. (1000 words) 20 points
o 2. Formulate the relevant research hypotheses (1-4 hypotheses)10 points.
o 3. Decide on the population under study, sampling design and sample size. Justify your answer (500 words) 20 points.
o 4. Develop a relevant 15-20 questions questionnaire (excluding the demographics), using the proper scales for each question 30 points.
o 5. Suggest the relevant data analysis plan, in reference to above mentioned questionnaire (point 4), mentioning the type of analyses, variables
that you will use and all relevant information (500-1000 words) 20 points.
Formalities:
• Wordcount: 2500-3000 words
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
• Font: Arial 12,5 pts.
• Text alignment: Justified.
• The in-text References and the Bibliography should be in Harvard’s citation style.
• The task should be submitted in a document form uploaded as pdf.
Deadlines & Submission Policy: Week 13 – Via Moodle (Turnitin) before May 10th, at 23:59 CET
Weight: This task is a 60% of your total grade for this subject.
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge &
Understanding
(20%)
Student demonstrates
excellent understanding of
key concepts and uses
vocabulary in an entirely
appropriate manner.
Student demonstrates good
understanding of the task
and mentions some
relevant concepts and
demonstrates use of the
relevant vocabulary.
Student understands the
task and provides
minimum theory and/or
some use of vocabulary.
Student understands the task
and attempts to answer the
question but does not
mention key concepts or uses
minimum amount of relevant
vocabulary.
Application (30%) Student applies fully
relevant knowledge from
the topics delivered in
class.
Student applies mostly
relevant knowledge from
the topics delivered in
class.
Student applies some
relevant knowledge from
the topics delivered in
class. Misunderstanding
may be evident.
Student applies little relevant
knowledge from the topics
delivered in class.
Misunderstands are evident.
Critical Thinking
(30%)
Student critically assesses
in excellent ways, drawing
outstanding conclusions
from relevant authors.
Student critically assesses
in good ways, drawing
conclusions from relevant
authors and references.
Student provides some
insights but stays on the
surface of the topic.
References may not be
relevant.
Student makes little or none
critical thinking insights,
does not quote appropriate
authors, and does not provide
valid sources.
Communication
(20%)
Student communicates
their ideas extremely
clearly and concisely,
respecting word count,
grammar and spellcheck
Student communicates
their ideas clearly and
concisely, respecting word
count, grammar and
spellcheck
Student communicates
their ideas with some
clarity and concision. It
may be slightly over or
under the wordcount limit.
Some misspelling errors
may be evident.
Student communicates their
ideas in a somewhat unclear
and unconcise way. Does not
reach or does exceed
wordcount excessively and
misspelling errors are
evident.
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