代写 24309 Marketing Research assignment

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Group Project Guidelines

24309 Marketing Research

Autumn 2016

Last updated 06/06/2016

Objectives

The goal of this group project is for you to gain experience in thinking of a marketing

research problem; designing, conducting, analysing data in quantitative research; and

producing a report that would be relevant for marketing managers and decision-makers.

Description

In groups of approximately five, you will choose a “real-life” organisation (whether for- or

non-profit, domestic or international) that can benefit from marketing research. This entails

thinking of a problem that an organisation is currently experiencing, based on your own

knowledge.

For example, Woolworths recently changed its loyalty structure to remove the ability to earn

Qantas Frequent Flyer points, sparking outrage amongst many loyal Woolworths shoppers –

even though Woolworths conducted its own research and found that such a move was

considered appropriate by focus group participants. In such a scenario, you might wish to use

surveys and questionnaires to assess what new loyalty structure should be adopted, or

whether there should be a change at all. Or consider low-cost airlines such as Jetstar or

Tigerair, both of which frequently suffer from customer complaints regarding inferior

customer service. In such a case, you might use surveys and questionnaires to assess the true

impact of such complaints on the bottom-line (i.e., profits), and gain insight into what the

airline could do to improve customer perceptions and loyalty.

The actual problem is not important. It can be a “small” or a “big” issue. What’s most

important is how you ask the questions, how you analyse the data, and how you interpret the

results of your data by providing solutions and your justifications.

Delivery: Written Report

The group project is worth, in total, 35% of your mark in this subject. Within this component,

30% is reserved for your actual written report. Your written report will be approximately 20

pages in length, and must comprise a cover page and table of contents as well as the

following components:

1. Executive Summary (1 page) 5%

Briefly summarise your problem and suggestions, especially the one that you’ve

chosen, for improving your organisation with regards to its product.

2. Organisation and Industry Background (1 page) 5%

Provide a summary of both the organisation and its industry. What are the trends

or upcoming changes in the industry?

3. Decision Problem (2 pages) 15%

Explain what the marketing problem is, noting especially the symptoms that led

you to identify the core of the problem.

4. Questionnaire Approach (2 pages) 15%

Briefly explain the questions that you ask, justifying why you think your particular

questions will help you gain insight into the problem that you previously identify.

5. Data Analysis (3 pages) 25%

The actual numbers, tables, and graphs should be included in an appendix (see

below), but briefly summarise the key results of your data analysis. Also be sure to

note weaknesses and limitations of your research methodology and data.

6. Three Solutions Suggested (4-5 pages) 15%

Based on your data analysis, what should the organisation do to resolve the

problem that you identify?

7. Chosen Suggestion & Justification (3-4 pages) 20%

Choose one suggestion and offer a justification for it. Offer an implementation

plan and the potential issues involved in implementing your suggestion.

8. Data Analysis Appendix

Attach all relevant analyses and SPSS outputs. You will need to refer to these

analyses in part 5 “data analysis” above.

Total 100%

Please take the page numbers as approximates. The shorter your report, the better. Several

examples of previous group projects (both “good” and “bad”) will be uploaded to UTSOnline

by week 3.

The written report, in PDF or Word format, is due on Tuesday, 14 June 2016, by e-mail

to your tutor.

5% is reserved for your individual executive summary, which is in addition to the 30% for

the written group project, for a total of 35%. Each group member will, in a page or so,

describe their contribution to the written report as well as that of the other members, by

giving each member, including herself, a rating out of 5. For example, a 5/5 for each group

member will mean that all contributed equally, while a 3/5 for a particular individual would

indicate that this particular individual “coasted” based on the others’ contributions 60% of the

time. The lowest individual mark for any particular group member will form her 5% mark.

For example, if one group member gives you 2/5 but everyone else gives you 5/5, you will

receive 2% (out of 5%) in this individual component.

Delivery: In-Class Exercises and Activities

In this subject, 7% of your marks are reserved for “in-class exercises and activities”, which is

on-top of the 35% for your group project. During week 7, all groups should have their

questionnaire ready, and the questionnaire will be posted on UTSOnline. At the end of each

questionnaire, there should also be an open-ended box for student volunteers to summarise

what they think are the strengths and weaknesses of your questionnaire. This gives every

group potential insights into the weaknesses of their research, helping them with part 5 “data

analysis” in the written report.

Each student must complete the questionnaires of 7 other groups within their tutorials (there

should be eight in each tutorial). For each questionnaire that a student completes, she will

receive 1% mark, up to a total of 7%.

Important Dates

 Week 3: Group members will be assigned in tutorials.

 Week 4: Groups should start discussing which topic to select.

 Week 5: Groups should finalise their topic by this week, although this will not be

strictly enforced by tutors.

 StuVac and Week 6: Groups have the opportunity to meet with tutors and lecturers to

discuss progress of group report. Meetings will be set on an individual basis.

 Week 7: Groups must have their questionnaire ready and given to tutors, who will

post them on UTSOnline.

 Weeks 7-8: Each student should complete 7 questionnaires from groups within their

tutorials.

 Weeks 9-10: Groups should use this time both in tutorials and outside of class to

begin data analysis and summarising the results.

 14 June: Groups submit their written group project in PDF or Word format by e-mail

to tutor.

Frequently Asked Questions
代写 24309 Marketing Research assignment

Why can you not choose your own group members?

We will assign you into groups on a random basis. In industry, which you will encounter in a

few years’ time, it is often not possible for you to choose other teammates with whom you to

work on projects or deadlines. Thus, the group project in Marketing Research is to help

prepare you with team-building skills that will be valuable for your future management or

other endeavours in commerce. Nonetheless, we realise that there will periodically be

problems with particular group members. Should this occur, please speak with your tutor

immediately to help find an appropriate solution. Issues will be dealt with by the tutor on a

case-to-case basis. If issues remain unresolved by the end of the semester, or if it is clear that

one particular member (or more) of your group is putting less effort into the group report and

presentation, these individuals will receive a lower mark that is appropriate for the amount of

effort they put into the group project.
代写 24309 Marketing Research assignment