marketing research process

marketing research process
Learning Outcomes Covered
3. To identify the marketing research process.
4. To analyse and interpret data using marketing research techniques.
5. To propose a set of well supported and clearly argued recommendations for the implementation of marketing management action based on marketing research data.
Assessment Task

Task 1

You are required to collect the data and prepare it for analysis. This will include:
• The collection and recording of the data on a spreadsheet or other appropriate software.
• Coding if appropriate.
• Data preparation and cleansing for the findings. For quantitative research this may include tables, charts, cross tabs and statistical analysis. A description of the results may be prepared by the group, but analysis and interpretation of the results needs to be completed individually.
• For qualitative research the data will need to be in a format ready for further analysis.
Task 2
You are required to analyse and interpret the data leading to clear conclusions and recommendations for the organisation in answer to the original brief. This may include:

? Analysis. This is your interpretation of the data.
• For quantitative data analyse, interpret and report on the descriptive and other statistical techniques used.
• For qualitative data it may be more appropriate to integrate what is said in the interview with your analysis and interpretation.
? Conclusions. A summary of your most important findings.
? Recommendations of the marketing action your client should take.
? Areas of further research.
? Limitations of the research. This should include a discussion on the reliability and validity of your research with points on how you could improve your research
Task 3

Individual 10% of your assignment 2 grade

As a group present your research to your clients this should involve:
• A brief overview of the management decision problem and the research objectives.
• The key findings of your research. Where appropriate use tables and charts to support your points.
• A summary of your conclusions which should lead to clear marketing recommendations based on your research results. You may propose alternative courses of action for your client if appropriate.
• As individuals in the group you may draw different conclusions and have different recommendations. If so you may present them separately.
• You are assessed on your individual performance in the presentation and how you answer any questions or discussion points.
• The presentation will be 10-15 minutes per group with an opportunity for the client to discuss your research with you.


Following your first assignment i.e. the research proposal, the next step is to collect and analyse the data. You may amend your proposal in response to your feedback and discussion with your client.
Before continuing with the data collection, ensure that your method of collection will allow you to collect sufficient high quality data to inform your discussion of the results.
You are recommended to pilot your data collection method and think through how you will analyse and present the data leading to conclusions that will help the management decisions.

Task 1 30% 720 word equivalent
Task 2 60% 1440 word equivalent
Task 3 10% 240 word equivalent

Presentations will be held weeks commencing 7/3/16 and 14/3/16. Specific times and dates will be agreed nearer the time to account for individual circumstances.

• Include a title page with your assessment number, title of your work, word count, module title & code, name of module tutor (and seminar tutor if relevant) .
• Include a footer or header with student assessment number, module title & code.
• Word-processed work using MINIMUM 1.5-line spacing and Font size 12.
• All references should be constructed using the APA
• Standard English – It is expected that your writing will conform to Standard English in terms of spelling, syntax and grammar
• Report format: (numbered subheadings, introduction, recommendations, conclusion, page numbers)

APA Reference Guide and Information can be found here:
and Marking Scheme (Bullet point guidance for staff and students)

The Level 5 Generic Undergraduate Marking Criteria will be used. These are in the marketing programme handbook on moodle.
In addition the following areas will be taken into consideration:

• Appropriate primary and or secondary data will be collected.
• The data will be presented in an appropriate format. For quantitative research this will include an Excel spread sheet extracts, histograms, cross tabs and tables and other appropriate diagrams or charts.
• Quantitative research will use relevant data analysis tools such as descriptive techniques, and methods to measure relationships. Measuring the significance of data may be used as a higher order level of achievement.
• Workings of figures are not expected. It is reasonable for all formula and number crunching used to be completed using computer software.
• Qualitative analysis will draw on the key data collected through the qualitative research method and may be reported within the analysis.
• The data will be analysed demonstrating thought and interpretation in line with the generic marking criteria.
• Clear conclusions will be drawn relating to the analysis of the data.
• This will lead to conclusions based on the research data and its analysis showing consistency of thought and interpretations.
• The limitations of the research may refer to a number of non-sampling errors and sampling errors where appropriate. This may be strongly associated with the reliability and validity of the data and be supported with appropriate references.

Submission Procedure

• Assignments must be submitted online via theTurnitin Submission Inbox on the Module page via the University of Chester Portal.
• It must be submitted before 12pm on the day that it is due
• Any late submissions will result in a 10 mark deduction per 24 hours.

Please follow the anonymous marking instructions. You should submit Onecopy of your assignment, with your assessment number (NOT your student number) clearly shown on the assignment.

All student summative assessments that can be submitted electronically, will be and these will be subject to originality checks through the Turnitin software. Further information and guidance about Turnitin and step by step instructions on submission procedures are provided in the Student Guide to Online Submission. More information can be found here:
Late submission
• Assessed work submitted late (without valid extension) will be penalised in accordance with
the University’s guidelines as outlined in the University’s Handbook: The Assessment of Students.
• The penalty incurred will be 10 marks for anything up to 24 hours after a deadline, and 10
marks per day after this (including weekends).
• Non submission of assessed work will result in zero (0%) being awarded for that element of assessed work.
• If you have to re-sit a piece of work there may be a financial charge levied for this and your grade will be capped at maximum mark of 40%.

Academic Malpractice & Plagiarism

Plagiarism – It is unethical and unacceptable to pass off someone else’s work, either published or unpublished, as your own. If you wish to refer to work other than your own, you must acknowledge it in your text.

For further details on Academic Malpractice:

University Handbook F: Quality and Standards Manual
NB: Please refer to the following linkfor further information regarding Assessments, Reassessments, Principles and Regulation, Extensions and Late Work Policy, and for Full General Assessment Rules and Procedures, including those governing academic malpractice :

Penalties for exceeding word count:
University policy should be interpreted to allow a 10% over-run without penalty (e.g. 1000-word assignment is allowed 1100 words, 2000-word assignment is allowed 2200 words, and so on.)

Permissible word count excludes: student’s name, title of module and assignment, references to sources, bibliography, graphs, tables, maps, diagrams, captions and appendices. These lie outside the stated word limit.

Quotations inserted into the text and facts/arguments inserted into footnote/endnotes (beyond essential referencing) are INCLUDED in the word count.
Support Resources
• Academic Skills Support – students can get help with their academic work from SSG (Student Support and Guidance) through their study skills sessionswhatever your level of study. More information can be found here:
• Personal Academic Tutor–you should have a Personal Academic Tutor who should be able to provide help and advice on any matters which may affect your work and progress.
• Module Lecturers – it is common for a module to be taught by a team of teachers, who together will deliver lectures and seminars, help you understand your assignments and mark your work. Ensure you ask questions and attend assessment tutorials when they are offered.

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