Marketing Analysis and Research

Marketing Analysis and Research
Assessment 2
Deadline
Word Limit
Type of submission
Format
Value of assessment
Week 12
3000 (+10%)
Individual
Report, .pdf
80%
page 1
Assessment brief
This assignment is your chance to explain how a marketing research practitioner
wishing to research a specific issue should go about conducting the research (i.e. what
type of research should be carried out, how and why you feel such choices are
appropriate).
The assignment is in the format of a Research Proposal to carry out research in order
to address a green marketing issue relating to a specific topic that is currently causing
concern to businesses and marketing practitioners in your country of choice, and which
has an impact on sustainability.
In your individual assignment, you should draw upon theories in marketing and consumer
research (in particular those on green marketing) and explain what new research you
think should be carried out and how, so that marketing practitioners, policy-makers
and/or consumers can be advised, and possible solutions provided.
Please note that not only academic articles constitute ‘literature’. The ‘literature’ for this assignment also
consists of practitioner and policy reports, as well as media reports on green marketing. You may decide
to quote and use the ‘academic literature’ (academic articles) or may focus more on practitioner and
policy reports, as well as media reports on green marketing. Both are appropriate choices for this
practice-focused assignment.
VERY IMPORTANT: PLEASE REMEMBER THAT THIS ASSIGNMENT IS A RESEARCH PROPOSAL
– IT ASKS YOU ONLY TO PLAN AN ASSUMED PIECE OF RESEARCH!
You are NOT expected to collect any data for this assignment (i.e. you are not
expected to actually carry out the empirical research that you would have described in
this assignment). All you need to do is state what you wish to do in terms of carrying
out additional research on the chosen topic and why your choices are appropriate.
Academic Integrity
Plagiarism and collusion are serious offences and will not be tolerated.
Your work must be your own and correctly referenced using the standard APA format.
For further support, please visit the Referencing pages of the Academic Development
Resources.
page 2
BEMM115- Assessment 2: Research Proposal
Word count
the list of references
the cover page
the contents page
any tables, figures, graphs, pictures
any additional supporting material included in Appendices
The word count for this assignment is 3000 words (+10%)
INCLUDES the whole Section 1, Section 2 and Section 3 (see below)
DOES NOT include:
The proposal should be written in font size 12, with 1.5 line spacing.
page 3
BEMM115- Assessment 2: Research Proposal
Assessment criteria
Section 1 Introduction 20%
Section 2 Methodology 60%
Section 3 Conclusion 10%
Style, Presentation & Referencing 10%
Your submission will be assessed according to Level 7 (PGT) Assessment criteria,
namely: structure, use of recommended and other relevant material, argument and
logical justification, originality, conclusion, style and presentation.
The final mark is composed of :
Assessment format
Explain the importance and implications of the topic you have chosen to research
Summarise some of the literature on this topic, based on your reading of academic theories and
business reports
Present a brief overview of theoretical frameworks currently guiding research in your chosen area of
interest
Clearly state the research questions, objectives and (if applicable) the hypotheses that will form the
basis for your proposed empirical research.
Identify and justify your approach for research design(s) and/or research strategy
Discuss (and justify once again) the different method/s you propose to employ for collecting data
Include information about the choice of sample and why you feel this is a good approach
Produce and discuss your proposed instrument for data collection (i.e. interview guide, a sample
questionnaire, observation guide, etc.)
Briefly state the proposed data analysis method/s
Discuss the research problems, complications and any ethical issues that might arise
Why is this research needed?
How will it add to our knowledge?
Will it inform marketing practice and/or behaviour (and how)?
Is such research and its findings likely to be significant; would it affect practice in this area?
There are three main components (sections) to the assignment:
SECTION 1 – INTRODUCTION & OVERVIEW OF THE ISSUE
This section is not only the Introduction but also the basis for the research that you are proposing to
carry out. In this section, you will be expected to:
SECTION 2 – METHODOLOGY
This is a module on methodology. Therefore, the methodology section should be the largest and most
prominent among the sections in your assignment. In it, you will need to discuss how you wish to answer
the research questions, objectives (or hypotheses, if applicable) discussed in Section 1. Specifically,
you will need to:
The key to this section is an appreciation for how you propose to go about your research and why you
feel the approach that you have chosen is the best approach.
SECTION 3 – CONCLUSION
In this section, you should reiterate the importance of your planned research, and discuss:
page 4
BEMM115- Assessment 2: Research Proposal