Faculty of Business Environment and Society
Module No: 100MKT
MODULE TITLE: Marketing Research 1
Coursework Number or Title:
Word Length: 2500 words (+/- 10%)
Submission: 14 March 2014 @ 4pm to William Morris Reception
Contributes 50% to total module mark
Answer all parts of the question:
You are working for the McDonalds UK. You just got a position of Regional West Midlands Manager, overseeing all branches in the region. You are tasked with writing a research report for your Director which needs to include:
1. Research on the West Midlands region and its population
2. Research on competitors in the market, and competitors in your region 3. Design a questionnaire which will be used to gather data on customer satisfaction with various branches of McDonalds in your region 4. Discuss various advantages and disadvantages of questionnaires as a research tool
Attach your questionnaire as an attachment to your report.
Include a list of References and Bibliography
You must include a range of research in all answers, this may include relevant concepts and theories from text books, journal articles, websites, market research databases such as Mintel, company or industry sources. Research should be referenced using Harvard Referencing style.
Learning Outcomes Assessed:
Demonstrate an understanding of the similarities and differences between primary and secondary research. Retrieve data from the National Statistics website (www.ons.gov.uk) Mintel and other databases relevant to a given marketing brief. Apply a range of analysis to information and data retrieved from various databases
Content is organised and appropriate; coherent; flow of information, arguments, and concepts
Knowledge and Understanding 40%
Identifies, explains, draws on appropriate theories, models, literature to demonstrate depth and breadth of reading to address the question. Understanding of Marketing Research process, data collection methods and good questionnaire design principles
Application of theory or practical examples given appropriate to context. Questionnaire design and application of a relevant data collection method for the given scenario
Analysis and Recommendations 20%
Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate conclusions, justified recommendations. Ability to analyse data found in databases to an appropriate level. Appropriate theories and concepts, and market research are used to support key points
Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style academic/professional
This assignment must be submitted, with a BES coursework cover sheet attached, to William Morris reception and also via the module web by 16.00 on the above deadline.
Students MUST keep copies (electronic file if done on computer) of their assignment. Please also submit an electronic copy of your assignment via the module web using the Turnitin icon. (See instructions on module web)
The electronic version of your assignment may be used to enable checks to be made using anti-plagiarism software and approved plagiarism checking websites.
Any penalties for not complying with word limits will be in accordance with University and Faculty policy. The words should support your choice of visual image with reference to the requirements of the brief using adequate reference to supporting material.
A copy of the marking scheme and feedback for this coursework is attached.
Return of Marked Work
Marked work will be returned in class. You can expect to have marked work returned to you by 2 teaching weeks after the submission date.
PLAGIARISM WARNING! – Assignments should not be copied in part or in whole from any other source, except for any marked up quotations, that clearly distinguish what has been...
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