Marketing and Coursework Essay

COURSEWORK: ABDT3074 MARKETING RESEARCH (40%)

INSTRUCTIONS:

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1 - Marketing and Coursework Essay introduction. There are two types of coursework as follows:

1.1Coursework 1 (20 marks) is a Mid-Term Test and
1.2Coursework 2 (80 marks) is a group written assignment and individual presentation.

2.Coursework 1 is a Mid-Term Test to be conducted in Week 6 based on a Case Study. Students are required to write answers to the Case Study questions.

3.Coursework 2 is a group written assignment and students are required to work in groups of 4 to 5 persons to conduct a Customer Satisfaction Survey. The following are the Coursework 2 briefing and specifications:

3.1Assume that your groups are working for a Market Research Company. Your group role is to conduct a Customer Satisfaction Survey for ANY ONE (1) product or service marketed and used by consumers in Malaysia. You should target a minimum of 30 or more respondents for the purpose of meaningful basic data analysis.

3.2The structure for this Customer Satisfaction Survey should cover the following key marketing research topics:

Introduction and background of the company you have selected for the survey. Apply the 4Ps to define the management-decision problem and the corresponding marketing research problem (see Chapter 2). Develop Research Questions and Hypotheses based on the 4Ps (see Chapter 2). Develop two or more questionnaires for each of the 4Ps so that you could find some answers to your Research Questions and Hypotheses (see Chapter 11). Include demographics and identification information in your questionnaire form. Explain how you would target your sample to ensure good representation of the sampling frame, pilot test the questionnaire, and conduct field work and data collection (see Chapters 12, 13 & 14). Use the SPSS software to do Basic Data Analysis: statistics associated with frequency distribution, cross-tabulation and hypothesis testing (see Chapters 16 & 17). Report your survey results with tables, graphs and other visuals. Report what you have learned and benefited from this coursework. Conclude your assignment listing the difficulties you might have encountered and suggest how this coursework could be further improved.

4.Written assignment should be in the following formats:

Use Times Roman of font size 12, line spacing of 1.5 and the normal page margin on A4 paper. Page numbering shall be placed at center bottom of page.
Length of assignment should be 20 pages, excluding Figures, Tables, Graphs and Visuals. Cover page should show the assignment title, course code and title, full name of student and index number of group members. Attached a copy of the Team Member’s amount of total work contributed in percentage (see Appendix 2). Signed and attached the Plagiarism Statement (see Appendix 3) Use Harvard referencing system and citation.

4.Before submitting your completed assignment, you are required to check your written work with the SafeAssign available at CEL. The SafeAssign Report Summary percentage for your written work should not exceed 20%. Revise or rewrite your work to ensure your group meets this requirement. Attached the SafeAssign Report Summary to your written assignment.

5.The assignment shall be securely bound and submitted together with a soft copy on CD in Week 11. Oral presentations start from Weeks 11 & 12. Each group will be given 20 minutes to present.

6.Appendix 1 shows the group written assessment and individual presentation skills criteria.

7.The marked assignment for Coursework 1 & 2 will not be returned but coursework marks with feed back will be released in Week 7 for Coursework 1 and Week 14 for Coursework 2.

APPENDIX 1: ASSESSMENT CRITERIA

ABDT3073 MARKETING RESEARCH

Title:

A
B
C
D
E

Marks

Allocation

DESCRIPTION

A. COURSEWORK 1 (20 MARKS)

Mid-term test – Mini case study questions
20%

B. COURSEWORK 2 (65 MARKS) (GROUP ASSIGNMENT)

1. Company’s Background
2%

2. Management-Decision Problem & Corresponding Marketing Research Problem 8%

3. 4Ps Research Questions & Hypotheses
8%

4. 4Ps Questionnaires
16%

5. Sample Collection Method
2%

6. Application of SPSS for Basic Data Analysis
16%

7. Report Survey Results, Tables, Graphs & Visuals
5%

8. Report what you learned, difficulties encountered and suggestion for coursework improvement 2%

9. Harvard Referencing & Citation
3%

10. Individual Percentage Contribution
3%

C. INDIVIDUAL PRESENTATION (15%)

1. Organisation and clarity of PowerPoint presentation
5%

2. Presentation skills (eye contact, tone of voice, speed)
5%

3. Ability to sell the ideas
5%

Total
100%

Student Name & Index Number
Final Marks
A.

B.

C.

D.

E.

Coursework Comments by Marker:

APPENDIX 2

TEAM MEMBER’S AMOUNT OF TOTAL WORK CONTRIBUTED IN PERCENTAGE

Name of Team Member
Index Number
Amount of total work contributed in percent

APPENDIX 3
PLAGIARISM STATEMENT

All students’ works submitted for assessment must be attached with the Coursework Declaration in the form and contents as follows:‐

Semester:________________ Course Code & Title: ________________________________

Declaration

I/We confirm that I/we have read and shall comply with all the terms and condition of TAR College’s plagiarism policy.

I/We declare that this assignment is free from all forms of plagiarism and for all intents and purposes is my/our own properly derived work.

I/We further confirm that the same work, where appropriate, has been verified by antiplagiarism software SafeAssign.

Name (Block Capitals)Registration No.Signature

1………………………………..………………….……………………

2………………………………..………………….……………………

3………………………………..………………….……………………

4………………………………..………………….……………………

5………………………………..………………….……………………

Tutorial Class………………………
Date ……………………….

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