Marketing Research 1
Module Code Module Title Module Credits GSP4065 Marketing Research 10 Academic Year and Semester Examination Board Level & Block 2023-24, 2nd Semester July 2024 L4S2 Method of Assessment Term Weighting Assignment Mid-Term 50% Module Leader Module Leader email Ms. Mamatha Gnanakumar [email protected] Additional Information (if any) Version 1 Page 1 of 15 Contents 1. Assessment Details 2. Submission Details 3. Assessment Criteria 4. Further Information Who can answer questions about my assessment? Referencing Submission problems Unfair academic practice How is my work graded? 5. IV form Version 1 Page 2 of 15 Assessment Details Assessment title Abr. Weighting COURSEWORK WRIT1 50% Pass marks for undergraduate work is 40%, unless stated otherwise. Task/assessment brief: Write an individual assignment of up to 1000 words. Conduct a focused analysis on the role and integration of digital and traditional market research methods in contemporary marketing practices. Your discussion should centre on the advantages, challenges, and practical applications of these integrated methods in a dynamic marketing environment. This assignment aims to explore and evaluate the integration of digital and traditional market research methods in modern marketing. Your task is to critically assess how these integrated methods contribute to effective marketing strategies and decision-making processes. Choose a real-world case from the consumer electronics industry where a company successfully integrated digital and traditional market research methods. If opting for a hypothetical scenario, create a realistic situation that a consumer electronics company might face. Requirements: 1. Integrated Market Research Methods by the company (20 marks; 200 words) • Briefly describe the key characteristics of both digital and traditional market research methods. • Explain why these particular methods were chosen and how they complement each other. 2. Role in Marketing Decision-Making (10 marks; 100 words) • Analyse how integrated market research methods support marketing decision-making processes. 3. Challenges and Opportunities (20 marks; 200 words) • Identify the main challenges faced when integrating digital and traditional market research methods for the chosen company. Discuss the opportunities that this integration presents to marketers in understanding and responding to market dynamics. 4. 5. Implementation (40 marks; 450 words) Describe how the company implemented these methods. Discuss the process of collecting and analysing data, highlighting any unique or innovative approaches. Conclusion (10 marks; 50 words) Reference: use Harvard referencing Style (minimum of 5 references). Version 1 Page 3 of 15 Additional instructions: Guidelines to Students: 1. Type the answers to the tasks in MS. Word 2. The font should be Time New Roman, and the font size should be 12 3. 1.5 line spacing and justify alignment 4. The total word count for the task 1000 words 5. Use Harvard referencing style 6. Upload the assignment in Turnitin before the due date ************* Word count (or equivalent): 1,000 This is a reflection of the effort required for the assessment. Word counts will normally include any text, tables, calculations, figures, subtitles and citations. Reference lists and contents of appendices are excluded from the word count. Contents of appendices are not usually considered when determining your final assessment grade. Academic or technical terms explained: Submission Details Submission Deadline: Mid – 25 April 2024 th Estimated Feedback Return Date After the result announcement (10 working days) – July 2024 EB Submission Time: 9:00 PM Turnitin: Any assessments submitted after the deadline will not be marked and will be recorded as a non-attempt unless you have had an extension request agreed or have approved mitigating circumstances. See the Gulf College website for more information on submission details and mitigating circumstances. File Format: The assessment must be submitted as a word document and submit through the Turnitin submission point. Version 1 Page 4 of 15 Your assessment should be titled with your: Student ID number, Module code and Assessment ID, e.g. 1610200 GAC3000 WRIT1 Feedback for the assessment will be provided electronically via Turnitin / MS Teams / Face to Face. Feedback will be provided with comments on your strengths and the areas which you can improve. Module tutors give students two types of assessment feedback: formative, which is given when the student is working on the completion of an assignment or coursework, and summative, which is given upon completion of the module. A comprehensive assessment feedback on your performance will be given after the announcement of the results. (10 Working Days) Feedback Assessment Criteria Learning outcomes assessed On successful completion of the module, a student should be able to: • Identify appropriate information and marketing research requirements for marketing decision making • Determine research needs in terms of marketing research design and data collection from both digital and traditional sources. • Explain the value of primary and secondary research, qualitative and quantitative methods and sampling in different research contexts • Explain the process of gathering marketing and customer information, analysis and interpretation of data using both statistical and non-statistical methods • Assess the importance in planning and selecting appropriate marketing research suppliers to enable effective decision making. • Explain the importance of developing a Marketing Information System (MIS), customer databases and competitor intelligence using an integrated approach of online and offline sources. • Appraise different specific techniques – interviews, questionnaires, discussions, groups, hall tests, psychological research – both online and offline. • Discuss the marketing research industry and the importance of working within the industry’s code of conduct. In addition, the assessment will test the following learning outcome: Version 1 Page 5 of 15 • Identify appropriate information and marketing research requirements for marketing decision making • Determine research needs in terms of marketing research design and data collection from both digital and traditional sources. • Explain the value of primary and secondary research, qualitative and quantitative methods and sampling in different research contexts • Explain the process of gathering marketing and customer information, analysis and interpretation of data using both statistical and non-statistical methods Marking/Assessment Criteria Question No. Marks Allocated Description Integrated Market Research Methods by the Company 1. Briefly describe the key characteristics of both digital and traditional market research methods. (10 marks) Explain why these particular methods were chosen and how they complement each other. (10 marks) 20 Role in Marketing Decision-Making Analyse how integrated market research methods support marketing 2. 10 decision-making processes. Challenges and Opportunities • Identify the main challenges (10 marks) 3. 20 Identify the opportunities (10 marks) Implementation (450 words) Describe how the company implemented these methods. (20 marks) 4. Discuss the process of collecting and analysing data, highlighting any 40 unique or innovative approaches. (20 marks) 5. Findings and Conclusion 10 Total Version 1 100 Page 6 of 15 Further Information Who can answer questions about my assessment? Questions about the assessment should be directed to the staff member who has set the task/assessment brief. This will usually be the Module tutor. They will be happy to answer any queries you have. Referencing and independent learning (Not applicable for Examination) Please ensure you reference a range of credible sources, with due attention to the academic literature in the area. The time spent on research and reading from good quality sources will be reflected in the quality of your submitted work. Remember that what you get out of university depends on what you put in. Your teaching sessions typically represent between 10% and 30% of the time you are expected to study for your degree. A 20-credit module represents 200 hours of study time. The rest of your time should be taken up by self-directed study. Unless stated otherwise you must use the HARVARD referencing system. Further guidance on referencing can be found in the on Moodle. Correct referencing is an easy way to improve your marks and essential in achieving higher grades on most assessments. Technical submission problems (Not applicable for Examination) It is strongly advised that you submit your work at least 24 hours before the deadline to allow time to resolve any last minute problems you might have. If you are having issues with IT or Turnitin you should contact the IT Helpdesk on (+968) 92841521/ 92841217. You may require evidence of the Helpdesk call if you are trying to demonstrate that a fault with Turnitin was the cause of a late submission. Mitigating circumstances Short extensions on assessment deadlines can be requested in specific circumstances. If you are encountering particular hardship which has been affecting your studies, then you may be able to apply for mitigating circumstances. This can give the teachers on your programme more scope to adapt the assessment requirements to support your needs. Mitigating circumstances policies and procedures are regularly updated. You should refer to your Academic Advisor for information on extensions and mitigating circumstances. Unfair academic practice Cardiff Met takes issues of unfair practice extremely seriously. The University has procedures and penalties for dealing with unfair academic practice. These are explained in full in the University’s Unfair Practice regulations and procedures under Volume 1, Section 8 of the Academic Handbook. The Module Leader reserves the right to interview students regarding any aspect of their work submitted for assessment. Types of Unfair Practice, include: Version 1 Page 7 of 15 Plagiarism, which can be defined as using without acknowledgement another person’s words or ideas and submitting them for assessment as though it were one’s own work, for instance by copying, translating from one language to another or unacknowledged paraphrasing. Further examples include: Use of any quotation(s) from the published or unpublished work of other persons, whether published in textbooks, articles, the Web, or in any other format, where quotations have not been clearly identified as such by being placed in quotation marks and acknowledged. Use of another person’s words or ideas that have been slightly changed or paraphrased to make it look different from the original. Summarising another person’s ideas, judgments, diagrams, figures, or computer programmes without reference to that person in the text and the source in a bibliography/reference list. Use of assessment writing services, essay banks and/or any other similar agencies (NB. Students are commonly being blackmailed after using essay mills). Use of unacknowledged material downloaded from the Internet. Re-use of one’s own material except as authorised by your degree programme. Collusion, which can be defined as when work that that has been undertaken with others is submitted and passed off as solely the work of one person. Modules will clearly identify where joint preparation and joint submission are permitted, in all other cases they are not. Fabrication of data, making false claims to have carried out experiments, observations, interviews or other forms of data collection and analysis, or acting dishonestly in any other way. How is my work graded? Gulf College uses Cardiff Metropolitan University’s Generic Band Descriptors (GBD), in conjunction with programme-specific and/or assessment-specific descriptors that are developed in accordance with the principles underpinning the generic descriptors, as a reference in marking student work outputs. This is to ensure that marking is consistent across all Cardiff Met students’ work, including the work outputs of students in Gulf College. Assessment marking undergoes a meticulous process to make sure that it is fair and truly reflects the performance of students in their modules. Marking of work at each level of Cardiff Met degree programmes are benchmarked against a set of general requirements set out in Cardiff Met’s Guidance on Assessment Marking. https://www.cardiffmet.ac.uk/registry/academichandbook/Documents/AH1_04_03.pdf To find out more about assessments and key academic skills that can have a significant impact on your marks, download and read your Module Handbook from Moodle and your Programme Handbook from the college website. Version 1 Page 8 of 15
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