PENILAIAN SUMATIF DIPLOMA PENGURUSAN

SUMMATIVE ASSESSMENT FOR THE DIPLOMA IN MANAGEMENT

KAJIAN KES
CASE STUDY

UDE 19

UDE 2012 PENYELIDIKAN PERNIAGAAN

UDE 2012: BUSINESS RESEARCH

ARAHAN KEPADA CALON:

INSTRUCTION TO CANDIDATES:

Kindly submit your completed individual work at the latest by 19 May 2021 (Wednesday)
before 6.00 pm through the system of UMSeLF. Any delay without approval will not be
accepted.

ATTENTION:

 Students are required to answer all the questions and save the answers in PDF format.

 Students are not allowed to COPY OR PLAGIARISE from friends/ slide/ books/ web and etc.
There shall be a penalty for the act of plagiarism.

 Assignment should be computer typed using 1.5 spacing on the template given using font
type ‘Arial’, size 11 for 3 pages excluding cover page.
No. Pendaftaran / Registration No. : ___________________________ 2

This question paper consists of three (3) questions in three (3) printed pages.
UDE 2012
PENYELIDIKAN PERNIAGAAN / BUSINESS RESEARCH

Instruction:

Read the case below and answer the question given.

Barton Boomer, Manager of Marketing Research for a large research firm, has a
Bachelor’s Degree in Marketing from Michigan State University. He joined the firm
nine years ago after a one-year stint as a marketing research trainee at the corporate
headquarters of a western packing corporation. Barton has a wife and two children. He
earns $60,000 a year and owns a home in the suburbs. He is typical of a marketing
research analyst. He is asked to interview an executive with a local restaurant chain,
Eats-R-Wee. Eats-R-Wee is expanding internationally. The logical two choices for
expansion are either to expand first to other nations that have values similar to those
in the market area of Eats-R-Wee or to expand to the nearest geographical neighbor.
During the initial interviews, Mr. Big, Vice President of Operations for Eats-R-Wee,
makes several points to Barton.

 “Barton, we are all set to move across the border to Ontario and begin our
international expansion with our neighbor to the north, Canada. Can you
provide some research that will support this position?”
 “Barton, we are in a hurry. We can’t sit on our hands for weeks waiting to make
this decision. We need a comprehensive research project completed by the end of
the month.”
 “We are interested in how our competitors will react. Have you ever done
research for them?”
 “Don’t worry about the fee; we’ll pay you top money for a “good” report.” Marla
Madam, Barton’s Director of Marketing Research, encourages Barton to get back
in touch with Mr. Big and tell him that the project will get underway right away.

Sumber/Source: Zikmund, Babin, Carr & Griffin (2013). Business Research Method (9th ed.).Pg;103,
South Western, United Kingdom.
No. Pendaftaran / Registration No. : ___________________________ 3

Critique this situation with respect to Borton’s job. What suggestions would you recommend
to him to ensure that ethical standards in conducting research are adhered to. Does the
company need to continue the research? Explain your answers.

(Insert you answer after this sentence)

 Researching the market is a very crucial part of the business and it should be an activity
which should be done on a regular basis. Businesses conduct surveys and market research
in order to remain vigilant and at the same time keeping an eye on their competitors. It has
been noted that whether it’s an inception of a business or is an expansion plan of the
business market research is a vital ingredient, if the business wants to get a hold on the
target market and at the same time maximize their revenues. In order to make their client a
worthy decision, Mr Barton must recommend the following business expansion strategies for
making their client go “local to global”. The recommendations can be as following - Firstly the
company should get hold of the existing market, this is the mist risk free way of expansion as
they just need to increase their sales and products, doing such will involve the company to
rethink on its pricing strategy and will also have to come up with new and different marketing
ideas. Secondly, the company should expand the market with launch of new products in the
existing market under the market development strategy based on the findings from market
research. The company,Eats-R-Wee ,can take feedback and post launch assessment from
their customers in order to get an idea..
 No. Pendaftaran / Registration No. : ___________________________ 4

ooooOOOOoooo

GRADING CRITERIA:
4 3 2 1 MA
LEVEL OF CONTENT
Content indicates synthesis Shows some thinking
Content indicates original Content indicates
of ideas, in-depth analysis and reasoning but
thinking and develops thinking and reasoning
and evidences original most ideas are
ideas with sufficient and applied with original
thought and support for underdeveloped and
firm evidence. thought on a few ideas.
the topic. unoriginal.

DEVELOPMENT
Main points well Main points well
developed with high developed with quality
quality and quantity supporting details and
support. Reveals high quantity. Critical thinking
degree of critical thinking is weaved into points.
Main points are present Main points lack
with limited detail and detailed development.
development. Some Ideas are vague with
critical thinking is little evidence of
present. critical thinking.

RECOMMENDATIONS
Effective Effective
recommendations, recommendations and/or
solutions, and/or plans of plans of action were
action were provided and partially provided and
relevant. relevant.
ORGANIZATION
3 2
Effective
Poor of effective
recommendations
and/or plans of action recommendations
inadequate. and/or plans of action
1
No. Pendaftaran / Registration No. : ___________________________ 5

Grammar, spelling,
Excellent grammar, Adequate grammar,
punctuation,
spelling, punctuation, spelling, punctuation,
professional writing,
professional writing, and professional writing,
and syntax needs
syntax. and syntax.
improvement.
TOTAL /15 /5%