Marketing Research Proposal
A case study. Please avoid any plagiarism for this case.
2500 word count, deadline Sunday 23.59
BBA221 MARKETING RESEARCH Task brief & rubrics
Task
Nick Thomas has been made CEO of Global Foods, an FMCG company producing & selling packaged food products all over the world. The leading brand of
Global Foods is Taste which is a biscuits & snacks brand. Tastes products have been slowly losing market share to other competitors.
First, Nick wants some consumer feedback on the status of the Taste brand. Following the discussion that you had with the marketing team, you have identified
that brand awareness, brand image, product positioning and product taste and communication as potential explanations for the low performance. To deal with
this issue and determine how consumers feel about the Taste brand, Nick hires you to suggest a relevant marketing research
As a marketing research consultant, you need to write a complete marketing research proposal including the following:
a. definition of the research problem
b. type of study suggested
c. summary of the data collection instrument (questionnaire/discussion guide)
(Approximately 2000-2500 words)
individual task
what question students are required to answer / task they are required to perform
contextual information
expected table of contents
in what format they should submit their task (if you expect a document or a presentation either way the student uploads in pdf)
Formalities:
Wordcount:2000-2500 words
Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
Font: Arial 12,5 pts.
Text alignment: Justified.
The in-text References and the Bibliography have to be in Harvards citation style.
Individual task
Document (uploaded in pdf format)
Submission: Week 4 Via Moodle (Turnitin). 23rd August at 23:59
Weight: This task is a 40% of your total grade for this subject.
It assesses the following learning outcomes:
Outcome 1: evaluate the extent to which strategic marketing decisions or business needs of a company have an impact on the design of marketing
research and the formulation of consumer behavior questionnaires;
Outcome 2: apply the appropriate research design methods to obtain insights into the marketing research problems or opportunities
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge &
Understanding
(20%)
Student demonstrates
excellent understanding of
the relevant theoretical
framework in an entirely
appropriate manner.
Student demonstrates
good understanding of the
relevant theoretical
framework
Student understands the
task and provides minimum
understanding of the
relevant theoretical
framework
Student understands the task
and attempts to answer the
question but there is no
evidence of understanding of
the relevant theoretical
framework
Application (30%) Student applies fully
relevant knowledge and
methods from the topics
delivered in class.
Student applies mostly
relevant knowledge and
methods from the topics
delivered in class.
Student applies some
relevant knowledge and
methods from the topics
delivered in class with
some minor mistakes
Student applies little relevant
knowledge and methods
from the topics delivered in
class. There are mistakes
and/or misunderstandings.
Critical Thinking
(30%)
Student critically assesses
in excellent ways, analyzing
and synthesizing
information providing
support by relevant
references
Student critically assesses
in good ways, analyzing
and synthesizing
information providing
support by relevant
references in most cases
Student provides some
insights, but analysis and
synthesis of information is
incomplete and support by
relevant references is
limited
Student makes little or none
critical thinking insights but
analysis and synthesis of
information is limited with no
support by relevant
references is limited
Communication
(20%)
Student communicates
their ideas extremely
clearly and concisely,
respecting word count,
grammar and spellcheck
Student communicates
their ideas clearly and
concisely, respecting word
count, grammar and
spellcheck
Student communicates
their ideas with some
clarity and concision. It
may be slightly over or
under the wordcount limit.
Some misspelling errors
may be evident.
Student communicates their
ideas in a somewhat unclear
and unconcise way. Does not
reach or does exceed
wordcount excessively and
misspelling errors are
evident.
