BHMH2131 MRF Take-home Assessment

BHMH2131 Marketing Research Fundamentals 2021/22

Semester 2

Take-home Assessment
Instructions to candidates:
1. This paper contains FIVE pages. There are TWO sessions in this assessment.
• Section A Scenario Cases. Answer ALL questions.
• Section B Long Cases. Answer any THREE out of FOUR questions.
2. Fill in your answers in the Answering Form.
• Limit your answers to ONE page for each Section B question.
• Use the question template provided.
• Delete the question template you didn’t use.
• Your submission file should only have FIVE pages, including cover page.
• Default format: Calibri font 12, single line spacing ± 2 pt (don’t adjust format)
3. Save the Answering Form with your student number (20123456A) in PDF format (MS
WORD will not be accepted).
4. Upload the Answering Form to Moodle.
5. The time allowed to complete this paper is one day (24 hours).
• From 8:45am on 13 March 2022 (Sunday) to 8:44am on 14 March 2022 (Monday)
6. Late submission will get a FAIL grade.
7. Plagiarised work will have marks deduction depending on the similarity % and
plagiarised contents (excluding the format and common answers).

Assessment Rubrics:
Failure Marginal Satisfactory Good Excellent
All marketing Very few marketing Few marketing Some marketing Most marketing
problems could not problems could be problems could be problems could be problems could be
be clearly and clearly and critically clearly and critically clearly and critically clearly and critically
critically identified identified and identified and identified and identified and
and analysed. analysed. analysed. analysed. analysed.
Irrelevant Very few information Some information Relevant information Relevant information
information sources sources were sources were sources were sources were
were identified that identified, and the identified, and the properly identified to properly identified to
the research research objectives research objectives address some address most
objectives could not were not properly were not properly research objectives. research objectives.
be addressed. addressed. addressed.

Grade

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BHMH2131 MRF Take-home Assessment

Section A Scenario Cases. Answer ALL questions in this section.

Tips: Complete sentence is required for questions with an asterisk (*). For other questions
without an asterisk (*), a complete sentence is not required, please provide the key wordings.

Question A1
a. Direct, Indirect, Structured, Unstructured, Disgusied, Human ,Mechanical

b. Telegology

c. anonymity

Question A2
a. IV discount offers
DV consumers’ purchase intention
CV promotional poster design and background music
EV consumers’ shopping preferences
TM Simulated test markets
b. Product Types, Store setting

c. Consumers’ interest in the types of products , Consumers’ mood

Question A3
a. sales were dropped by 10%, and the customer defection
Symptoms: rate was increased by 5%

less fruit variety and relatively expensive

Real business problems:

b.* There was only 20 sample size. Therefore, the representativeness was weak.

c.* To determine the attractiveness of different type of fruit package to customers.

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BHMH2131 MRF Take-home Assessment

Question B2 (Please delete this page if you do not attempt this question.)
Unethical Source / Case Information Solution
practice
1 The rights of Joe reminded researchers diretly Shoppers’ consent
individual intercept the shoppers, interview them should be obtained
customers were before proceeding to the
violated that interview for research in
their consent to order to respect for
join the shoppers’ willingness to
research was participate.
2 not sought
Sugging After the interview, researchers give Sugging has to be
each research participant a set of prohibited. The
promotional leaflets to appreciate their researcher should stop
contribution promoting the Big B
Shopping Mall.

3 Falsifying data Peter pretended as different shoppers Falsifying data has to be

and filled in the questionnaires duringprohibited. Researchers
the data collection stage. should find real shoppers
to fill in the
questionnaire instead of
do it themselves. All data
should be provided by
4 Altering David found that the results were not research subjects.results
Altering research
research results expecte, he revised some has to be prohibited.
findings.(fashion&accessories:mean=2.4 Researcher should
to 3.8, Jewellery & Watches: mean=1.7 present the original
to 3.2, Average mean=3.04 to 3.42) findings’ results in the
table.

5 Withholding Sam didn’t put the research findings or Withholding information

information results ( household has to be prohibited.
appliances’mean ,Jewellery and Researcher should show
watches’ mean, Average mean) into the all the researches
PowerPoint slide. information in the report
(PowerPoint slide).

6 Misinterpreting David claimed that“The result was Researcher should use

the research favourble.” On average, shoppers are the original rating
findings to very likely to purchase products at Big B crateria to interpret the
meet shopping Mall (Mean= 3.9)”,but the result, rather than for
predetermined rating crateria above 5 is Very Likely. meet the predermined
points of view points of view (The
result was favourble).

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BHMH2131 MRF Take-home Assessment

Question B3 (Please delete this page if you do not attempt this question.)
QQ Research: Syndicated data services firms

Expert Research: Standardized services firms

GD Research Firm: Market segment specialist firms

Disadvantages of the Secondary Data:

#1 Incompatible reporting units

#2 Different measurement units

#3 Date is out of date

Suggestions (Buy or Not Buy) with Reasons:

Argument against:
Incosistent subjects between the research objective (HK) and the secondary data report
report (Taiwan, Japan, Korea), and may have inconsistent shopping behaviors.

The report was outdated for a few year (early 2018), although it seems at the non-COVID
pandemic period, the latest information is preferred, however the report is early 2018.

Argument for:
Desriptive research (survey) was used, which didn’t cause any conflict with the research
objective

Conclusion:
The outdated report was not that acceptable, but descriptive research is appropraite, and
the research subjects were different in terms of their shopping behaviour. The data is not
appropraite for making the major marketing decision. I would not purchase this research
report.

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BHMH2131 MRF Take-home Assessment

Question B4 (Please delete this page if you do not attempt this question.)
Question #: U1 Problem: Unanswerable
U1. How often do you use hand sanitiser gel per week?
zero times
1 to 2 times
3 to 4 times
5 to 6 times
7 times or more
Question #:U2 Problem: Extreme wording “ever” was used
Have you used the alcohol cleaning swab to clean your stuff in the past thirty days?
Yes No

Question #:U3 Problem: Incomprehensive

Do you think the alcohol containing isopropyl alcohol is optimum for protective action?

Yes No

Question #:U4 Problem: Leading

Do you agree that using hand sanitiser gel could protect you away from COVID?
Yes No

Question #:U5 Problem: Double-barrelled

Do you think our brands’ hand sanitiser gel are good?

Yes No

Do you think our brands’ alcohol cleaning swab are good?

Yes No
Question #:U7 Problem: Extreme wording “most” was used
Please rate how likely you will purchase the following product in the coming three months
from 1 Very Unlikely to 5 Very Likely.
1 Very 2 3 4 5 Very Likely
Unlikely
Medical 1 2 3 4 5
masks
Hand 1 2 3 4 5
sanitiser gel
Alcohol 1 2 3 4 5
cleaning
swab
Face shields 1 2 3 4 5