1 ASSIGNMENT 2 – MARKETING RESEARCH REPORT Submission Details: The report, coverage, references and appendices to be assembled in one document and uploaded to Blackboard (Turnitin) by 19th May 2017 (End of Week 12) by 6.00 p.m by one student from a group. Word limit: 3000 (group of three students) or 2000 (individual) not including table of contents, executive summary, references. Weighting: 30% of your total assessments in this subject. Assessment Overview Read the following case study: BANK OF AMERICA: Leading the American Way (Source: Malhotra, NK, 2014, Basic Marketing Research, International Edition (4th Edn.). Pearson, p. 648-652). As a group of three students, you are required to analyse the data and prepare a research report that addresses the research objectives outlined in the case study mentioned above. You will be provided with a dataset (see Blackboard) as well as the survey questionnaire (appended at the end of the case study) and are required to analyse the data and prepare a research report that addresses the research problems/objectives outlined in the case. The case study is also uploaded on Blackboard. Assessment Details Your marketing research report is to be written in a professional manner and a business report format must be adopted. The research report should include: ▪ Title Page ▪ Table of Contents ▪ Executive Summary (max. 250 words) ▪ Main Body Structure - Background (max. 200 words) - Previous Research/Literature Review - Statement of the Problem which must include: (i) Management Decision Problem; (ii) Marketing Research Problem (broad statement and the specific components), (iii) Research Questions, and (iv) Hypotheses. - Research Design - Data Analysis Methodology - Results and Interpretation - Managerial Recommendations ▪ Conclusion ▪ References ▪ Appendix (e.g., additional statistical tables) 2 Additional notes on report submission ▪ All submissions should be 1.5 spaced. Allow a minimum of 25mm (1”) on left, right, top and bottom margins. All pages should be numbered. Use Times New Roman or Arial font type and 12 font size. ▪ Do not use first person, e.g., “I” and “we” and avoid colloquialisms and clichés in formal business reports. ▪ All tables and figures need to be numbered and labelled and referred to as such in the text before they appear in the report. Only include key tables/figures in the text, and other additional tables/figures should appear in the appendices. ▪ Use suitably specific and meaningful headings to assist the format and flow of the report. ▪ You should adopt the Harvard system of referencing, i.e., in text referencing (e.g., Smith and John, 2015). All quotations and references should be properly sourced. Inadequate details of publications and other sources will reduce the assessed grade. Please see pages 8-9 of the Unit Outline as well as http://www.swinburne.edu.au/corporate/registrar/plagiarism/ for direction on writing style and how to avoid plagiarism. ▪ Rewrite your report until it is clear and interesting. The first draft never works. Proofread to eliminate obvious errors. Even better, ask someone else to proofread. Correctness and accuracy in spelling, grammar and punctuation are expected. Readers will think that small errors are due to a lack of care and generalise about your analysis. ▪ Students must retain all assessed material that contributes to the final result up until such time as the final results are published. In addition, students are advised to back up their working files to external storage throughout the study period, so as to minimise any loss caused by machine breakdown. ▪ This is a group task of three (3) students, and NO individual submissions or groups of less than or more than 3 are permitted without the Convenor’s approval. ▪ Each and every student in groups should submit a peer assessment sheet using the separate link provided in Blackboard. NOTE: Assignments or projects which are submitted after the due date and time will attract a penalty of 10% of the total marks available per working day late, up to a maximum of five working days. Assignments submitted after five working days will be graded with zero marks. ASSESSMENT CRITERIA Your work will be assessed using the following marking guide: Student Names & IDs: ___________________________________________________________ ________________________________________________________________________ Criteria No pass 0 - 49% Pass 50 - 59% Credit 60 - 69% Distinction 70 - 79% High distinction 80 - 100% Executive summary (5%) Did not meet criteria. Summary of the major report elements with some issues in clarity Summary of the major report elements with minor issues in clarity Summary of all report elements with minor issues in clarity Clear and concise summary of all report elements Background (5%) Did not meet criteria. Outline of the reasons for undertaking quantitative research phase, the importance of the research to the report audience and the nature of the general problem with some issues. Outline of the reasons for undertaking the quantitative research phase, the importance of the research to the report audience and the nature of the general problem with some minor issues. Outline of the reasons for undertaking the quantitative research phase, the importance of the research to the report audience and the nature of the general problem with few minor issues. Clear and convincing outline of the reasons for undertaking the quantitative research phase, the importance of the research to the report audience and the nature of the general problem Literature review (10%) Did not meet criteria. A demonstration of existing research with a line of argument related to the research problem/objectives and some issues. A demonstration of existing research with a line of argument related to the research problem/ objectives and some minor issues. A demonstration of existing research with a line of argument related to the research problem/ objectives and few minor issues. A clear demonstration of existing, relevant research with a clear line of argument related to the research problem/objectives. Research problem, questions, objectives and hypotheses (10%) Did not meet criteria. Statement of the Management decision problem and the Market research problem. Research questions and hypotheses are identified and are relevant to the survey provided. Some issues. Statement of the Management decision problem and the Market research problem. Research questions and hypotheses are identified and are relevant to the survey provided. Some minor issues. Statement of the Management decision problem and the Market research problem. Research questions and hypotheses are identified and are relevant to the survey provided. Few minor issues. An outline of the management decision problem and the market research problem. Includes research questions and hypotheses that are relevant to the research objectives and the survey provided. Research methodology (10%) Information about the research methodology including, sampling, questionnaire design, measurement and scales, data collection processes. Some minor issues. Information about the research methodology including, sampling, questionnaire design, measurement and scales, data collection processes. Some minor issues. Information about the research methodology including, sampling, questionnaire design, measurement and scales, data collection processes. Few minor issues. Information about the research methodology including, sampling, questionnaire design, measurement and scales, data collection processes. Data analysis methodology (20%) Did not meet criteria. Definition of the hypothesis testing process. Statement of the null and alternative hypotheses tested including variables examined. Explanation of data checking and re-coding. Justification selection of statistical methods and any assumptions made. Some minor issues. Definition of the hypothesis testing process. Statement of the null and alternative hypotheses tested including variables examined. Explanation of data checking and re-coding. Justification selection of statistical methods and any assumptions made. Some minor issues. Definition of the hypothesis testing process. Statement of the null and alternative hypotheses tested including variables examined. Explanation of data checking and re-coding. Justification selection of statistical methods and any assumptions made. Few minor issues. Definition of the hypothesis testing process. Statement of the null and alternative hypotheses tested including variables examined. Explanation of data checking and recoding. Justification selection of statistical methods and any assumptions made. Results and interpretation (20%) Did not meet criteria. Summary of respondents’ profile and key findings. Presentation of analysis of the research hypotheses including appropriate statistical tables and graphs and a thorough interpretation. Explanation of unexpected results. Less than 4 different statistical techniques. Some issues. Summary of respondents’ profile and key findings. Presentation of analysis of the research hypotheses including appropriate statistical tables and graphs and a thorough interpretation. Explanation of unexpected results. Less than 4 different statistical techniques. Some minor issues. Summary of respondents’ profile and key findings. Presentation of analysis of the research hypotheses including appropriate statistical tables and graphs and a thorough interpretation. Explanation of unexpected results. Less than 4 different statistical techniques. Few minor issues Summary of respondents’ profile and key findings. Presentation of analysis of the research hypotheses including appropriate statistical tables and graphs and a thorough interpretation. Explanation of unexpected results Demonstration of at least 4 statistical techniques including some advanced ones. Managerial recommendat ion (10%) Did not meet criteria. Clear description of how the findings will help the company making decisions. Recommendations are linked to research objectives and are justifiable and plausible. Some issues. Clear description of how the findings will help the company making decisions. Recommendations are linked to research objectives and are justifiable and plausible. Some minor issues. Clear description of how the findings will help the company making decisions. Recommendations are linked to research objectives and are justifiable and plausible. Few minor issues. Clear description of how the findings will help the company making decisions. Recommendations are linked to research objectives and are justifiable and plausible. Information sources (5%) Did not meet criteria. Literature review contains a reasonable number of in-text citations and a related reference list. Harvard referencing style has been used. The references used are of an appropriate quality. Some issues. Literature review contains a reasonable number of in-text citations and a related reference list. Harvard referencing style has been used. The references used are of an appropriate quality. Some minor issues. Literature review contains a reasonable number of in-text citations and a related reference list. Harvard referencing style has been used. The references used are of an appropriate quality. Few minor issues. Literature review contains a reasonable number of in-text citations and a related reference list. Harvard referencing style has been used. The references used are of high quality. Report format (5%) Did not meet criteria. The required report format has been adopted. Inclusion of all necessary elements (title page, table of contents, list of tables/diagrams etc.) General presentation, spelling and grammar is of a professional business standard. Some issues. The required report format has been adopted. Inclusion of all necessary elements (title page, table of contents, list of tables/diagrams etc.) General presentation, spelling and grammar is of a professional business standard. Some minor issues. The required report format has been adopted. Inclusion of all necessary elements (title page, table of contents, list of tables/diagrams etc.) General presentation, spelling and grammar is of a professional business standard. Few minor issues. The required report format has been adopted. Inclusion of all necessary elements (title page, table of contents, list of tables/diagrams etc.) General presentation, spelling and grammar is of a professional business standard.