Module No: 200MKT

Module title: Research Skills for Marketing 2

Coursework 1 of 2 (50% of total module mark)

Word Length; maximum 3000, excluding references and executive summary

Submission: TBA

An established automobile manufacturer is interested to examine the effects a

corporate brand can add value to the company’s product policy. The purpose is to
find out how product brands will be beneficial to both the corporate and its
individual products. Several multinationals have become aware of the importance of
their names and are trying to establish and create a strong link between their
corporate brand and product brand. However, although there are many theories that
have been advanced explaining how customers evaluate and select a particular
product, most of these attempts that have only partially examined the impact of
corporate branding on consumers’ product evaluation.

TASKS
The management is interested in conducting a research study amongst consumers to
identify future investment in product marketing and future steps that will enable
them to make a marketing decision for improvements.

Provide justifications on adopting either a qualitative or quantitative research to

understand consumer needs by comparing and contrasting the applications and
limitations of both approaches. Your answer should include examples of business
situations of both qualitative and quantitative approach. (~1000 words)

Given the benefits of both qualitative and quantitative approaches, management has
tasked you to design a 2 stage research study to examine how consumers go about
evaluating products by: 1) A Focus Group Study and 2) A Questionnaire Survey. The
results obtained will be submitted as a report to uncover the factors that motivate
consumers to buy.

1) Focus Group Study - As a facilitator of the focus group, explain how you
would go about planning and conducting the focus group. The factors
identified during the focus group will be used to develop the questionnaire
for the next phase. You are expected to provide a maximum of ten themes
from the focus group discussion. (~800 words)
 2) Questionnaire Survey – In the second stage, propose how you would go about
selecting respondents for your study to provide a debate on the benefits of
using probability and non-probability sampling. (~800 words)

The company operates an online site and customers are free to browse for latest
product availability and service and maintenance bookings but will be required to
register to receive updates. Registered customers are given privileges for minimum
spend of S$200 in a single receipt. Provide suggestions as to how the company could
make use of this information. Your answer should include limitations for using this
information for decision making. (~400words)

Learning Outcomes Assessed:

1. Develop and design research to address a given business scenario

2. Compare the advantages and disadvantages of qualitative and quantitative
research techniques
3. Explain the differences between probability and non-probability sampling
 Marking Scheme

Rubric Sheet – 200MKT Marketing Research

Assignment 1
Name:

Marketing Criteria Poor Fair Adequate Good Excellent

Structure (10%)
Content is organised and appropriate with a coherent;
flow of information, logical arguments, and concepts
Knowledge and Understanding (20%)
Discussion of qualitative and quantitative research,
their applications and limitations.
Appropriate business examples
Application – Focus Group (20%)
Relevant Procedures
The list of themes/topics to be discussed is applied to
the case.
Application – Questionnaire Survey (20%)
Comparison between Probability vs. Non-Probability
Sampling techniques
Justification of selection
Analysis and Recommendations (20%)
Critical analysis of the topic, appropriate conclusions,
and justified recommendations.
Presentation of report (10%)
The report is professionally prepared, free of all textual
errors
Appropriate use of references and referencing.

In addition, marks are also awarded for proper referencing. Students are expected to
use the CU Harvard Referencing style. Failure to reference work and provide a list
of references will result in the work being FAILED.