Learning outcomes and pass attainment level:   Design and implement a marketing research study. Analyse the findings of a marketing research study and make appropriate recommendations.      Elements of Assessment: 3rd Class mark Questionnaire Design   10% Depth: Extent to which behavioural, attitudinal & classification information requirements addressed.   Design aspects:  Question and response formats, wording; sequence of questions, instructions, layout & appearance (attention to detail) Limited number of information requirements   Some aspects of the design require significant further development. Analysis, Findings, Conclusions & Recommendations   60% Systematic presentation of data within the Appendices: cross-tabulations, use of appropriate % base   Appropriate use of charts and data tables within the Findings section: style, scale, annotation / labeling.   Evidence of understanding of the marketing implications of the data and development of appropriate conclusions & recommendations. Analysis limited to frequency distributions.   Limited / lack of appropriate % data   Limited use of tables & charts.   Descriptive. Limited understanding of the data. Application of Marketing Research concepts 10% Explanation and justification of sample design.   Appropriate academic referencing: range of appropriate references and use of Harvard referencing format Limited explanation & justification.   Limited academic referencing: range / format Report Presentation   20% Presentation with regard to the needs of the reader:  structure / sequencing, use of sections / headings / page numbers, length, visual appeal, appropriate attention to detail.   Written expression:  Paragraph & sentence structures, vocabulary, grammar and spelling. Limited recognition of the needs of the reader.   The meaning is apparent but frequent poor expression.

BCU Business School                         Marketing Research Module    Module Code: MAR5001

 

Level 5 – Autumn Term:  2013-14

 

 

Coursework Briefing Document

 

Marketing Research Project

 

 

Retail concept evaluation:  A new food outlet within the BCU Students’ Union

An initial concept test among BCU students

 

 

1. Introduction

The Marketing Research module introduces the theoretical concepts underpinning marketing research.  This marketing research project accounts for 100% of the assessment for this module.  It enables you to put the market research theory into practice by developing and implementing a small scale marketing research project.  Class time will support the development of this project.

 

You are required to identify information requirements, design a questionnaire, collect data using the questionnaire, process the data collected and evaluate the key findings of the survey in a report.

 

2. Learning Outcomes

As stated in the Module Outline, on successful completion of the module, a student will be able to:

• Design and implement a marketing research study.
• Analyse the findings of a marketing research study and make appropriate recommendations.

This coursework assesses these Learning Outcomes.

 

3. Research Proposal

Background:

 

You are an entrepreneur!  There is potential for you to develop a new food retail outlet within the BCU Students’ Union building, based on the City North Campus.

 

You need to create a food retail concept (… an idea for a new food retail outlet) and conduct research among students on the City North Campus to evaluate their attitudes towards and potential usage of your proposed food retail outlet.  Limited space within the Students’ Union would require the outlet to operate as on a ‘buy and takeaway’ rather than a ‘buy and eat-in’ basis, although the seating and table provision within the Students’ Union would be available for customer use.

 

Consider the following aspects when developing your food retail outlet:

• Identify a target market for your new outlet.
• Develop a product concept (the type(s) of food which will be available and the approach to food service delivery (pre-packed, made to order, self-service etc.)
• Develop a potential brand name(s) for the retail outlet.

 

 

 

3. Assessment Task

You are required to evaluate the food retail concept which you have developed, by conducting a small scale research study among the target market.  You are required to develop a questionnaire and implement a small scale survey among BCU students to provide both yourself and a potential investor in your new business enterprise, with an understanding of the potential of your new business idea.

 

This is an initial concept test in the new product development process and is a small scale exploratory research study.  In terms of scale (20 respondents), it is a qualitative study, but it uses a structured questionnaire which is quantitative survey approach.

 

If your initial concept test indicates positive feedback from your target market towards your proposed food retail concept, the concept could be further developed (‘rounded out’) and subject to further marketing research and financial appraisal.   These subsequent stages in the new product development process do not form part of this assessment for the Marketing Research module.

 

Research Methodology:  Target Market

The target market for this study is BCU students, on the City North campus, although your proposed food retail concept may target a specific segment within this overall market, for example, by gender, ethnic origin, lifestyle etc.

Research Methodology:  Research objectives / information requirements:

The focus of the research among your defined target market should be to identify:

1. Current patterns of usage of food outlets, while students are attending the City North Campus

• Behavioural information (what people do), which may include for example …

Visits to food outlets  – purpose, frequency, timing, duration (dwell time)

2. Attitudes towards the food outlets currently used while attending the City North Campus

• Attitudinal information (what people feel), which may include for example …

Perception of current food outlets  – range, ease of use, extent to which they meet student needs, qualities associated outlets (brand positioning)

3. Attitudes towards the proposed food retail concept.

• Attitudinal information (what people feel towards and their interest in ), which may include for example … Attitudes towards
• overall product concept
• the type(s) of food which will be available
• the approach to the food service delivery
• proposed brand name (s)

4. Potential usage of the proposed food retail concept.

• Future behavioural information (what people may do) – likelihood of usage
• Factors influencing future usage

 

Research Methodology:  Development & implementation of your study

You are required to complete the following stages in the development and implementation of your research study.  Detailed assessment criteria are shown on Page 7.  This is an individual piece of work, not a group project.

1. a) Questionnaire Design

Design a questionnaire to meet the research objectives of this study.

The questionnaire should:

• Be developed using Snap or Word.
• Be designed for personal interview.
• Include use of attitudinal rating scales.
• Should not exceed two sides of A4 paper.

 

1. b) Sample design and data collection

• Design a non-probability sample of 20 respondents to ensure that you represent the target market for your proposed food outlet within the survey.
• You should obtain 20 completed questionnaires by personal interview, from BCU students on the City North campus. Use of Personal Interviews should ensure that the proposed food retail concept is clearly explained to respondents in the course of the interview.

 

If your study is focusing on a target market of BCU undergraduate students on the City North Campus, the profile of the BCU undergraduate student population on the City North campus may be assumed to be:

• 50% male students  /  50% female students
• 40% 1^st Year students  /  30% 2^nd Year students  /  30% Final and other Year students

 

For this study you may interview students who you know, including those taking the Marketing Research module and students who have already a completed a similar survey for another student.

 

When recruiting students for your survey, remember that within any market research survey, interviews should always be conducted with regard to the personal safety of the interviewer.  Unless you are interviewing someone that you know, always conduct interviews on campus in busy public places and not in isolated locations or in peoples’ homes.

 

 

1. c) Data analysis

 

• You should produce a systematic analysis of the data, with data tables (cross-tabulations) showing the responses to all questions within the survey, analysed to show data for the total sample and major sample sub-groups (eg. gender), using appropriate percentage bases.
• You may use Snap or Excel.

 

1. d) Produce a report

 

Produce a structured report which identifies the most relevant marketing findings arising from your small scale exploratory research study.

 

You must produce a written report which comprises the following sections:

1. Front page– to include:

• Report Title.
• List of Contents with page numbers and contents of the Appendices.
• An outline of the proposed food retail concept and the target market which form the focus for the research study.
• Methodology – a short statement summarising how and when the data was collected.
• (Do not exceed a single side of A4.)

 

2. Summary of the key findings and Conclusions & Recommendations
   • (Do not exceed 3 sides of A4.)

2a)   Summary of the key findings (ie. the most relevant / important findings):

• You are not required to discuss all of the data which you have collected and analysed, but select the data which has particular interest and relevance for marketing decision-making (the evaluation of the proposed concept).
• Appropriate charts and small data tables which are discussed within the Findings section should be included within the main body of the report.
• Use sub-headings to structure the Findings section of the report.

2b)  Conclusions and Recommendations:

• These must arise from the data analysis undertaken.
  • Conclusions – A summary of key issues identified from the data collected.
  • Recommendations – The marketing implications of these issues and the marketing decisions which could be made on the basis of the data (for example, should the proposed concept be modified, further assessed or abandoned).

3. Appendices – to include:
   • An explanation and justification of the sample design for the study, with appropriate academic referencing . (10 marks)
   • Academic textbook sources and Harvard referencing must be used
   • A copy of the questionnaire, including material used to explain the new food retail concept to the respondents. (10 marks)
     • Do not include the completed questionnaires
   • A systematic analysis of the data, with data tables (cross-tabulations) showing the responses to all questions within the survey, analysed to show data for the total sample and major sample sub-groups (eg. gender), using appropriate percentage bases.

 

It is important to communicate the findings of your study clearly and succinctly.  You are advised to read the assessment criteria carefully (Page 7).

 

Research Methodology:  Timing:

• A draft questionnaire should be available for formative feedback in tutorials in Weeks 8 or 9 (mid-November).
• It is recommended that the survey is conducted in Week 9 or 10 (mid-end November)
• The written report summarising the findings of the survey must be submitted by Wednesday 18th December 2013 (12 noon).

 

4. Forward Feedback  – Guidance on Report Presentation

(This Forward Feedback is based on the review of students’ work in previous cohorts undertaking a similar assessment.)

You should aim to :

1. Market the report to the reader

• Address their needs and help them to understand the key issues within the data and their marketing implications
  • Adopt a clear structure to each section and present your discussion in a logical sequence.
  • Pay attention to detail.
• Never require a reader to:
  • Read a section more than once in order to understand the meaning.
  • Think ‘why am I being told this?’
  • Refer to the Appendices for key information.
• Ensure your report is easy to handle:
  • Do not present a report in a hard-back folder nor each page of a report in a separate plastic folder.

 

1. Format the report effectively

• Your report must not exceed 4 sides of A4 (excluding the Appendices).

• Use an appropriate ‘easy to read’ typeface, with a minimum font size 11 and line spacing of 1.5 lines.
• You may use bullet points to present your ideas, but each point needs to be adequately explained.
• Graphs and data tables should be of an appropriate style and scale with annotation and labeling.
• Graphs should be legible.  Some graphs developed in colour cannot be read when printed in black and white.  Graphs must show data, not simply shaded areas.

 

1. Focus on the required content and exclude unnecessary material

• Explanation of the questionnaire design is not required.
• Graphs and frequency distributions within the Appendices are not required.

 

1. Produce reports demonstrating clarity of thought and written expression

• Present a clear, well-structured analysis.
• Write succinctly and accurately, using appropriate vocabulary and punctuation, paragraph and sentence structures.
• Write in the third person (do not use ‘I’ or ‘we’) and in the past tense (the study has been completed).

 

5. Lecture & Workshop classes –  Schedule of Activities

The following schedule guides you through the steps in project implementation and evaluation.  The lecture / workshop classes timetabled for the following dates will be used to develop key stages of the project.  Attendance at lecture and workshop classes and active participation in the project process is essential for the successful development of this project.

 

Week 3                Coursework Briefing

Week 4                Qualitative Research and New Product Development Research

How could qualitative research approaches help you to develop the information requirements and questionnaire for this project?  What is Concept Testing in the New Product Development Process?

 

Weeks 5 & 6      Questionnaire Design and Introduction to the Snap software

To help you in the development of your questionnaire for your research project, guidelines for questionnaire design will be identified and examples of questionnaires evaluated.  SNAP is a software package for questionnaire design, questionnaire input and analysis.  You may use the Snap software to develop your questionnaire and analyse the data which you collect within your research project.

 

• Weeks 8 & 9 Tutorials:  Questionnaire Design Feedback

As a part of the coursework assessment, you are required to identify specific information requirements and to develop a questionnaire.  Short individual tutorials are available during classtime in which you can discuss the questionnaire you are developing and gain formative feedback (eg. What problems have you identified? Are you on the right track?  What aspects do you need to consider more fully? etc.)

 

Week 8                Sampling

Non-probability sampling approaches to be used in this study will be considered.

 

 

Week 9                Interviewing & Data Analysis

The principles of interviewing and analysis of data to form cross-tabulations will be explained.  The use of the Snap software to process and analyse survey data will be outlined.

 

Week 10              Data Interpretation & Communication of Findings

Approaches to identifying key issues within the data collected and the means of communicating findings to marketing decision-makers will be discussed.

 

Weeks 11 – 12    Tutorials: Data analysis / interpretation / coursework development

The tutorials (for individuals or small groups) will replace the lecture / workshop classes, offering support in:

• Using the Snap software for processing and analysing the data you have collected.
• Approaches to data interpretation.

Draft reports will not be reviewed and students are advised to read the Guidance to students within this Coursework Brief (also discussed in Week 10).

 

 

Use of Moodle

Tutor messages concerning this marketing research project will be posted on the Marketing Research Moodle site, under News and Announcements.  All students registered with the Marketing Research Moodle site (enrolment key  MMAPR2) will receive these messages as email messages in their student email account.

 

If you have a general query regarding this assessment, post your query to the Student Forum on the Marketing Research Moodle site and responses will be shared with all registered students.

 

Marketing Research Module       Coursework  Assessment Criteria  2013-14

 

Student name:  ___________________________________________                                                                                         % mark:  ________________________

 

Elements of Assessment:

1st

2:1

2:2

3rd

Fail

Questionnaire Design     10%

Depth: Extent to which behavioural, attitudinal & classification information requirements addressed.   Design aspects:  Question and response formats, wording; sequence of questions, instructions, layout & appearance (attention to detail)

All relevant information requirements.       Well considered design, with attention to detail and appropriate for use. 10 – 7

Most information requirements.       Considered design, appropriate for use with minor modifications. 6

A range of information requirements with significant omissions.     Some aspects of the design require further development. 5

Limited number of information requirements       Some aspects of the design require significant further development. 4

Insufficient information requirements.       Many aspects of design require significant development. 3 – 0

Analysis, Findings, Conclusions & Recommendations     60%

Systematic presentation of data within the Appendices: cross-tabulations, use of appropriate % base     Appropriate use of charts and data tables within the Findings section: style, scale, annotation / labeling.       Evidence of understanding of the marketing implications of the data and development of appropriate conclusions & recommendations

Cross-tabulation of all questions.   Appropriate % base throughout.   Excellent use of tables & charts     Demonstration of a good depth of understanding.  Good analytical approach to data interpretation in the marketing context. 60 – 42

Cross-tabulation all most questions.   Appropriate % base throughout.   Good use of tables & charts.     Sound understanding of the data.  Analytical rather than simply descriptive.   41 – 36

Cross-tabulation of a range of questions.   Most tables show appropriate % data.   Moderate use of tables & charts     Mainly descriptive but some simple understanding of the data.  Scope to develop further.   35 – 30

Analysis limited to frequency distributions.   Limited / lack of appropriate % data   Limited use of tables & charts.     Descriptive. Limited understanding of the data.       29 -24

No data analysis within the Appendices.         Minimal use of tables & charts.     Lack of understanding of the data.       23 – 0

Application of Marketing Research concepts     10%

Explanation and justification of sample design.     Appropriate academic referencing: range of appropriate references and use of Harvard referencing format

Excellent explanation and justification.     Excellent academic referencing: range / format   10- 7

Good  explanation & justification     Good academic referencing: range / format 6

Scope to improve the explanation & justification.   Scope to improve academic referencing: range / format 5

Limited explanation & justification.     Limited academic referencing: range / format 4

Weak / incomplete explanation & justification. No completion of this section = 0/10 marks   No academic referencing Non-textbook sources. 3 – 0

Report Presentation     20%

Presentation with regard to the needs of the reader:  structure / sequencing, use of sections / headings / page numbers, length, visual appeal, appropriate attention to detail.   Written expression:  Paragraph & sentence structures, vocabulary, grammar and spelling.

Excellent recognition of the needs of the reader.     Excellent clarity of expression.   20 – 14

Good recognition of the needs of the reader.     Well expressed.     13 – 12

Partial recognition of the needs of the reader.     Weak expression in places.   11 – 10

Limited recognition of the needs of the reader.     The meaning is apparent but frequent poor expression. 9 – 8

Poor recognition of the needs of the reader.     Meaning is often unclear.     7 – 0