Marketing and Survey Research Custom Essay

Marketing and Survey Research

Assessment 3
Semester 1, 2014

Due date: Friday May 23rd (Week 13)

1. Submit hard copy to ASSIGNMENT MINDER
2. Upload electronic copy to SAFE ASSIGN

Weighting: 55%
Individual or group: Individual
Word limit: 2500 (Maximum)
Instructions:

Please note there are two parts to this assessment.

PART A

This assessment requires your analysis of a real-world case. You are to design a research strategy for the Qantas case, which has been posted to Blackboard. Your research proposal should not be written as

an academic essay, but in a business style as if you were a marketing research firm pitching for this contract. However, you must still reference the sources used to justify your assertions.

Use 1.5 line spacing, and either ARIAL or TIMES NEW ROMAN 12 point font. Your research proposal should be structured as follows:

1. In your own words, outline the management decision problem (MDP) statement/question, the marketing research problem (MRP) statement/question, and research objectives. Provide a brief

rationale for your MDP and MRP (2 pages maximum).

2. Describe your proposed research design, utilising mixed methods (qualitative and quantitative), to address the MRP (3 pages maximum).

3. Provide a sample of your data collection instrument, such as a focus group moderator’s guide or a questionnaire. You do not need to prepare an entire questionnaire. Provide examples of the type

of questions recommended to address your research objectives (1 page maximum).

4. Describe your proposed sampling plans, data collection procedures, and data analysis techniques, for both your qualitative and quantitative stages (2 pages maximum).

5. Acknowledge the key limitations of your research design (1 page maximum).

PART B
This section of your report is not in any way related to the case study information. Rather, it has been included to enable you to demonstrate to the reader your ability as a marketing researcher to undertake

data analysis. From the SPSS data file ‘AMN403 Assessment 3 data set – Semester 1 – 2014, which has been uploaded to Blackboard, undertake and report the following data analyses (2 pages maximum):

• Independent-samples t-test to determine any significant statistical differences between international students and domestic students for Question 5 items: 1 to 20.

• Analysis of variance (ANOVA) to determine any significant statistical differences by YEAR STARTED DEGREE for Question 5 items: 1 to 20.

• Bivariate correlation coefficient matrix to identify any STRONG and significant associations between item 20 and items 1 to 19.

Please note you do not need to submit a printout of the SPSS data analysis output. Also, you do not need to discuss the reasons for using each technique and you do not need to make any recommendation

about the results. This is a fictitious file.

References
While this assessment is to be written in a business report style rather than a theoretical academic essay, you must acknowledge any sources of information used. For example, references to academic papers

may be used to support assertions about the merits of a particular survey method or data analysis procedure.

Appendices
Use this section to place any relevant but overly detailed information.

Academic Honesty
QUT expects students to act honestly in assessments. The issue of plagiarism is taken seriously and students are reminded to ensure that assessments submitted represent their own work. Please ensure that

you sign the academic honesty statement on the Assignment Minder coversheet. For more information consult the QUT Academic Integrity Kit and QUT Library Resources for avoiding plagiarism.

Late submission policy
It is AMPR school policy that any late submission will be resulted in either a 1 or 0.

Marking criteria
Please print out the attached marking criteria sheet and attach to your assessment. Your tutor will use this criteria sheet to indicate your marks for each section.
AMN403 Marketing and Survey Research Criteria Sheet – Assessment 3

7 6 5 4 3 2-1
MARK 14.3 or 12.1
(100% or 85%) 12 or 10.7
(84% or 75%) 10.6 or 9.3
(74% or 65%) 9.1 or 7.1
(64% or 50%) 6.6 or 3.4 or 0
(46% or 24% or 0%)
Problem Identification, Research and Decision-Making
Problem statements You succinctly define the managerial problem. You succinctly define the research problem, which is explicitly related to the managerial problem statement, and clearly indicates how the

research will enable decision making through decision criteria. You define the managerial problem. You define the research problem, which is related to the managerial problem statement, and

indicates how the research will enable decision making. You define the managerial problem. You define the research problem, which is related to the managerial problem statement. This section could be

written more clearly and succinctly, or decision criteria are not explicit. You attempt to define the managerial problem. You discuss a research problem in a manner that could be more succinct and more

explicitly related to the problem statement. Decision criteria may not be explicit. You fail to capture the management problem clearly. You fail to capture the research problem clearly.
Application and Evaluation
Qualitative research design

You describe in detail the recommended research design, with appropriate data analysis. Clear justification provided. Logical approach relative to the problem. Clear understanding of research

limitations and how they apply to the strategy. You describe in detail the recommended research design, most aspects of which feature a logical and justified approach relative to the problem and research

objectives. Few errors. Generally good understanding or research limitations and how they apply to the strategy. You describe the recommended research design, some aspects of which feature a

logical and justified approach relative to the problem and research objectives. Some may not be steps not justified. Some limitations may not be adequately acknowledged. Your attempt to describe

the recommended research design lack a depth of discussion to demonstrate a logical and justified approach relative to the problem and research objectives. Confusion about some concepts/limitations. May

be difficult to follow at times. You fail to describe a research strategy that addresses the managerial problem. Your report fails to demonstrate an understanding of the market research

process.
Quantitative research design You describe in detail the recommended research design, with appropriate data analysis. Clear justification provided. Logical approach relative to the problem. Clear

understanding of research limitations and how they apply to the strategy. You describe in detail the recommended research design, most aspects of which feature a logical and justified approach relative to the

problem and research objectives. Few errors. Generally good understanding or research limitations and how they apply to the strategy. You describe the recommended research design, some aspects

of which feature a logical and justified approach relative to the problem and research objectives. Some may not be steps not justified. Some limitations may not be adequately acknowledged. Your attempt to

describe the recommended research design lack a depth of discussion to demonstrate a logical and justified approach relative to the problem and research objectives. Confusion about some

concepts/limitations. May be difficult to follow at times. You fail to describe a research strategy that addresses the managerial problem. Your report fails to demonstrate an understanding of the

market research process.
Data collection instrument Sample of primary data collection instrument(s) is well prepared and clearly linked to the research objectives. Logical data analysis recommendations relative to the research

design and sampling plan. Sample of primary data collection instrument(s) is well prepared with few errors and clearly linked to the research objectives. Logical data analysis recommendations

relative to the research design and sampling plan. Sample of primary data collection instrument(s) is well prepared, with some errors, and is generally well linked to the research objectives. Logical

data analysis recommendations relative to the research design and sampling plan. Sample of primary data collection instrument(s) is prepared with a number of errors. Links to the research objectives may

not be easy to follow. Some data analysis recommendations relative to the research design and sampling plan. You fail to demonstrate an understanding of the requirements for a data

collection instrument, and data analysis techniques, to address the research objectives.
Sampling

You demonstrate an excellent understanding of sampling plan selection and implementation through a detailed and logical approach relative to the proposed research design. Ethical approach. You

describe in detail a logical sampling approach to address the research problem, with few technical errors. Ethical approach. You describe a logical sampling plan to address the research problem, with

some technical errors. Ethical approach. You describe a sampling plan to address the research problem, but make a number of technical errors and/or lack a depth of discussion to demonstrate

understanding. You fail to describe a sampling plan of relevance to the research problem.
Data analysis application (Part B)
You demonstrate an excellent understanding of the data analysis techniques, through correct outputs and clear explanations. You provide the required outputs and explanations with few

technical errors. You provide the required outputs and explanations with few errors. Your explanations could be more detailed to demonstrate understanding. You attempt to analyse the data, but

either make a number of errors in the outputs, or you do not provide clear explanations. You fail to correctly analyse the data, even though you may have described appropriate data

analysis for your proposal.
Communication and Interpersonal Skills
Presentation You organise content clearly and make no technical errors. Appropriate referencing. Follows suggested format precisely. Free of grammatical errors. Word limit adhered to. You

organise content clearly and make few technical errors. Generally appropriate referencing. Follows suggested format. Few grammatical errors. Word limit adhered to. You generally organise content well but

make some technical and grammatical errors, such as spelling, referencing and/or layout. Word limit adhered to. You organise content in a manner that may be difficult for the reader to follow at times.

A number of technical and grammatical errors throughout. Word limit not adhered to. You present content in an incoherent way and make frequent technical errors throughout paper.

Word limit not adhered to.