FIRST CITY UNIVERSITY COLLEGE

FACULTY OF BUSINESS, HOSPITALITY AND COMMUNICATION

ASSIGNMENT

Programme : BA (Hons) Marketing

Module Title : Marketing Research

Module Code : BA 1044

Semester : February – May 2023

Examiner : Dr Vincent Wee Eng Kim

No of Pages : 4 inclusive of cover page

Weighting : Marks obtained in this assignment will carry a 20% weighting in thee
assessment of your overall performance in this module.

INSTRUCTIONS TO CANDIDATES:

1. The maximum word limit is 2,000 words. Final marks obtained will be reduced by 10% if
this word limit is exceeded.

2. This is an individual assignment.

3. The assessment criteria are included for reference.

4. This assignment must be received no later than 11.30am on 12th April 2023.
It is your responsibility to know when the submission deadline is. Ignorance of the deadline
will not be accepted as a reason for late or non-submission.
Work submitted within 5 calendar days after the official deadline will be awarded a
maximum mark of 40%.Any submissions received after that time will be awarded a zero
mark and the assessors will only comment on the work for learning purposes.
BA (Hons) Marketing
Assignment: Marketing Research (BA 1044)
Semester: February - May 2023

5. The work you produce is expected to be wholly your own work, except where you have been
asked to work as part of a group, when it should be the result of the group's discussions.
Where material is drawn from any other source, you should acknowledge this in the text.
Plagiarism is a disciplinary offence under the academic code of practice for students in
assessments. Penalties for plagiarism are potentially serious and may affect your eligibility
for an award.

6. The assignment should be word processed on A4 sized paper (single side only) and double-
spaced. Please include a title page indicating your name, student number, class, module title
and the name of the lecturer concerned. Please staple at the left hand corner of the
assignment.

7. Save a soft copy of your assignment in a CD marked with your Student ID number(s) and
attach it securely to your assignment before submission. This assignment must be attached to
a completed Assignment Cover Sheet.

8. You are requested to keep a copy of your work.

ASSIGNMENT TASKS:
You are required to submit a market research proposal. The content of the document produced by
each student is required to cover specific areas and to be within specific maximum word lengths
(marks allocation and lengths in brackets) as follows :-

1. Title and Introduction: form a clear title for the proposed marketing research. Outline
the background to the industry and/or company to be researched as well as the problem or
issue identified for research. (200 words) [10 marks]

2. Explain the Significance of and rationale for the proposed research. (100 words) [5
marks]
3. Research Questions: Construct the research questions to be addressed in the proposed
research. (100 words) [5 marks]

4. Marketing Research Objectives and Framework: State SMART research objectives to

achieve your proposed research questions. Construct a proposed research model or
conceptual framework to achieve the research objectives. (200 words) [10
marks]

5. Literature Review: Using cited literature and other evidence sources, write your own
critical review to complete a discussion of the contribution and discoveries made to
extend your understanding of the research problem/issue. Make conclusions about the
value of the literature review to your research topic and associated research questions.
(600 words)
[35 marks]

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BA (Hons) Marketing
Assignment: Marketing Research (BA 1044)
Semester: February - May 2023

6. Research Methodology and Design: Propose a relevant research design with a detailed
explanation of research methods, sampling and sample size, data types and sources of
information and data collection methods. (600 words) [15 marks]

7. Ethical Considerations: identify potential ethical challenges involved and initiatives

proposed to prevent breach of research ethics. (100 words) [5 marks]

8. Outcomes: State the expected outcomes from the research proposal. (100 words)
[5 marks]

9. Timeline and Gantt chart: Construct a Gantt chart in weeks which includes the stages
and mile stones of the research tasks and their respective time allocations. (100 words)
[5 marks]
10. References (protocols & formatting): Using the Harvard referencing system
throughout, provide references and evidence sources and use appropriate academic
protocol for the proposal [5 marks]

Assessment Requirements:

 The submission of your work assessment should be organized and clearly

structured in a report format.

 Maximum word length allowed is 2000 words, excluding words in charts &
tables and in the appendixes section of your assignment.

 This assignment is worth 100% of the final assessment of the module.

 Student is required to submit a type-written document in Microsoft Word

format with Times New Roman font type, size 12 and line spacing 1.5.

 Indicate the sources of information and literature review by including all the
necessary citations and references adopting the Harvard Referencing
System.
 Students who have been found to have committed acts of Plagiarism are
automatically considered to have failed the entire module. If found to
have breached the regulation for the second time, you will be asked to
leave the course.

 Plagiarism involves taking someone else’s words, thoughts, ideas or essays

from online essay banks and trying to pass them off as your own. It is a

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BA (Hons) Marketing
Assignment: Marketing Research (BA 1044)
Semester: February - May 2023

form of cheating which is taken very seriously.

Report Structure

Executive summary
Table of Contents
Title and Introduction
Explain the Significance
Research Questions
Research Objectives and Framework
Literature Review
Research Methodology and Design
Ethical Considerations
Outcomes
Timescale and Gantt chart
References (Protocol & Formatting)
Appendix

Notes on Plagiarism & Harvard Referencing

Plagiarism

Plagiarism is passing off the work of others as your own. This constitutes academic theft and is a serious
matter which is penalized in assignment marking.

Plagiarism is the submission of an item of assessment containing elements of work produced by another
person(s) in such a way that it could be assumed to be the student’s own work. Examples of plagiarism
are:

 The verbatim copying of another person’s work without acknowledgement

 The close paraphrasing of another person’s work by simply changing a few words or
altering the order of presentation without acknowledgement
 The unacknowledged quotation of phrases from another person’s work and/or the
presentation of another person’s idea(s) as one’s own.

Copying or close paraphrasing with occasional acknowledgement of the source may also be deemed to be
plagiarism is the absence of quotation marks implies that the phraseology is the student’s own.

Plagiarised work may belong to another student or be from a published source such as a book, report,
journal or material available on the internet.

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BA (Hons) Marketing
Assignment: Marketing Research (BA 1044)
Semester: February - May 2023

Harvard Referencing

The structure of a citation under the Harvard referencing system is the author’s surname, year of
publication, and page number or range, in parentheses, as illustrated in the Smith example near the top of
this article.

 The page number or page range is omitted if the entire work is cited. The author’s
surname is omitted if it appears in the text. Thus we may say: “Jones (2001)
revolutionized the field of trauma surgery.”

 Two or three authors are cited using “and” or “&”: (Deane, Smith, and Jones, 1991) or
(Deane, Smith & Jones, 1991). More than three authors are cited using et al. (Deane et
al. 1992).

 An unknown date is cited as no date (Deane n.d.). A reference to a reprint is cited with
the original publication date in square brackets (Marx [1867] 1967, p. 90).

 If an author published two books in 2005, the year of the first (in the alphabetic order
of the references) is cited and referenced as 2005a, the second as 2005b.

 A citation is placed wherever appropriate in or after the sentence. If it is at the end of a

sentence, it is placed before the period, but a citation for an entire block quote
immediately follows the period at the end of the block since the citation is not an actual
part of the quotation itself.

 Complete citations are provided in alphabetical order in a section following the text,
usually designated as “Works cited” or “References”. The difference between a “works
cited” or “references” list and a bibliography is that a bibliography may include works
not directly cited in the text.

 All citations are in the same font as the main text.

Examples

Examples of book references are:

 Smith, J. (2005a). Dutch Citing Practices. The Hague: Holland Research

Foundation.

 Smith, J. (2005b). Harvard Referencing. London: Jolly Good Publishing.

In giving the city of publication, an internationally well-known city (such as London, The Hague, or New
York) is referenced as the city alone. If the city is not internationally well known, the country (or state
and country if in the U.S.) are given.

Examples of journal references are:

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BA (Hons) Marketing
Assignment: Marketing Research (BA 1044)
Semester: February - May 2023

 Smith, John Maynard. “The origin of altruism,” Nature 393, 1998, pp. 639-40.

 Bowcott, Owen. “Street Protest”, The Guardian, October 18, 2005, accessed
February 7, 2006.

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 BA (Hons) Marketing
Assignment: Marketing Research (BA 1044)
Semester: February - May 2023
Theories & Concepts
80% – 100% An innovative exposition of
Excellent the subject displays not only
a deep understanding of the
complexities of the subject
but adapts their thinking in
light of the secondary
research findings. This
thinking is integrated and
goes beyond the traditional
boundaries of the subject
area.
70% - 79% A convincing exposition of
Very good the subject displays a deep
Distinction level understanding of the
complexities of the subject.
The student is able to stand
back from the subject and
place it in a wider context.
Theories are sensitively and
critically applied
60% - 69% A sound understanding of
Good the subject is demonstrated,
with the subject being set in
the context of an appropriate
range of material. The
available theories are
critically applied, with
justified choices being
made.
Evidence
An excellent body of
evidence is presented with
high consideration given to
potential limitations. Highly
rigorous selection and
execution of research
methods, whilst still
acknowledging the impact
that any limitations have had
on the overall approach
undertaken.
A convincing body of
evidence is presented with
due consideration to potential
limitations. Strenuous efforts
have been made to overcome
these limitations and to
employ the most appropriate
methods available given
limitations on time and
resources.
The evidence gathered is
carefully linked to the
problem and the theories
employed. The methods used
are well suited to the needs of
the topic and there is sound
reflection on potential
limitations.
Argument
The argument has academic power
which leads to an innovative
interpretation of the issue(s) under
investigation. The structure
adopted enhances the flow and
comprehension of the work
throughout which contributes
significantly to the level of
persuasion and utilizes
a highly competent critique of the
work of others.
The reader is convinced by the
power of the argument presented. It
is laid out in a well-structured and
coherent fashion. Sections relate
well to each other and build up to
form a convincing whole. The
student is able to present a clear
critique of the work of others.
A clear argument is presented
which engages the reader and
prompts a debate. Positions are not
merely listed but are weighed
carefully. The argument flows, with
good cross-referencing between
parts of the research.
7
Conclusions &
Recommendations
The conclusions demonstrate
an innovative approach to
highlight a meaningful set of
points which takes in to
consideration both content
and process issues presented
in previous sections. In the
specific context of the work
the conclusions, in essence,
provide new insights to the
issue(s) investigated.
Recommendations are
presented in an extremely
coherent and implementable
manner, and consider their
relevance in line with the
research strategy undertaken.
The convincing nature of the
conclusion demonstrates the
overall grasp of both the
content and the process that
the student has undertaken.
The research itself could
represent a contribution to the
area and indicates potential
for work at a higher level.
Recommendations are
presented in a coherent and
implementable manner and
are appropriate given the
scope of the project.
The conclusions draw upon
the evidence and argument
presented to form a sound end
to the research. This clearly
indicates what might be done
to take the research forward.
It also demonstrates an ability
to critically reflect on the
process. Recommendations
are practical and feasible;
answering all major issues
Reflection Well written work
The learning achieved Exceptional
demonstrates creativity and original command of the
thinking which is derived from the written word, with a
appropriate utilization of theory style that encourages
suggesting an overall exceptionally engagement. Wide
high standard of academic rigor in vocabulary and
the overall analysis. This section stimulating range of
should be an excellent starting expression.
point for any further research Referencing is
undertaken in this context. complete and correct.
The learning achieved is very good Clear command of
in terms of clarity, structure and the written word,
critical evaluation. The succinct with a style that
style adopted draws upon highly encourages
appropriate theory to highlight the engagement. Wide
key points being made which vocabulary and
results in a highly insightful piece stimulating range of
of work, which would be a very expression.
useful source of reference for Referencing is
future research undertaken in this complete and correct.
area.
The learning achieved is very Interesting style,
clearly stated and thoroughly which is easy to
structured. The learning presented follow and
is analytical drawing upon understand. Use of
appropriate theory which results in language is
some meaningful insights being appropriate.
acknowledged that would be useful Referencing is
for any future research undertaken complete and correct.
in this area. Very comprehensive
critical evaluation is maintained
throughout the section.
 BA (Hons) Marketing
Assignment: Marketing Research (BA 1044)
Semester: February - May 2023

raised by the research and are

50% - 59% A reasonable understanding
Competent Pass of the subject area, with
level evidence of knowledge of
the major works in the area.
The importance of relevant
theories is understood.
40% - 49% A superficial understanding
Pass Level of the subject area, with
some evidence of the
literature available.
However, unable to
articulate the conceptual
dimension of the research
≤ 39% No evidence of an
Fail understanding of the basic
parameters of the subject.
Difficult to relate the
questions either to the topic
selected or the available
literature
A reasonable range of
evidence is presented,
gathered using appropriate
methods. These methods are
explained in a satisfactory
manner and some thought has
been paid to problems of
interpretation
There is a tendency towards
too much information and not
enough discussion. There is
insufficient reflection on the
methods employed
Little evidence is produced,
or that which is produced
lacks relevance. There are too
many unsupported assertions.
The methods used are either
unclear or inappropriate, and
there is little justification.
There is a clear sense of a position
being developed, with the argument
being developed through the
research. There might, however, be
points at which it could be
expressed more clearly
The argument is implied rather than
being explicit. The themes
presented are confused and lack
flow and coherence.
There is little sense of a sustained
argument. The work is fragmented
and lacks clear themes.
practical and relevant.
The conclusions build upon
the evidence presented to give
a reasonable summation to
the research. There is some
evidence of a recognition of
problems in the process and
an ability to point the way
forward. Recommendations
are feasible and cover most of
the issues raised by the
research. Some consideration
is given to implementation
issues.
Some conclusions are
presented, but lack conviction
and fail to draw upon the
important facets of the
evidence. Little evidence of
ability to reflect on process
undertaken and to recognise
strengths/ weaknesses.
Recommendations have little
justification and fail to
address significant issues
raised by the research.
Implementation issues are not
considered.
The conclusions bear little
relation to the main body of
the work. They fail to deliver
a conclusion supported by the
evidence, but merely assert.
Recommendations are not
linked to or contract the
conclusions drawn and key
research findings. No
consideration to
implementation and major
assumptions made based on
limited analysis.
The learning achieved is clearly Clear and easy to
stated and structured and the work follow, but further
in this section is more analytical work would improve
than descriptive in its style and flow. Minor proof
approach. Appropriate theory is reading errors.
utilized which results in a Referencing is
comprehensive critical evaluation substantially
being presented. complete and correct.
There is some attempt to outline the Generally
learning achieved but the majority understandable, but
of the section is descriptive in style could use work to
and although some attempt to improve
utilize theory to formulate an understanding.
analysis is made it remains, Rather careless with
generally, at a superficial level. proof reading.
Referencing is
unsatisfactory in
scope or technique.
This section is omitted or, at best, Problems with
there is little learning stated or grammar that hinder
acknowledged either in terms of meaning. Little
content or process undertaken. The evidence of proof
reflective section is highly reading. Referencing
descriptive and lacks any analysis is a major weakness.
or critical evaluation.

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BA (Hons) Marketing
Assignment: Marketing Research (BA 1045)
Semester: February - May 2021

- END OF ASSIGNMENT PAPER -