Subject Code : BB844
Country : India
Assignment Task:

TASK

Learning Outcomes

1. Describe steps in the marketing research process
2. Differentiate management and research problems and apply to a given research problem.
3. Evaluate and apply qualitative techniques for primary data collection.
4. Prepare a research report for the given research problem.

Assessment overview
This guide contains details of the assessment for BB844 which comprises one tutor-marked assignment (TMA) which is for 100 marks with a weightage of 50%.

For this TMA you will be using concepts and ideas from Unit 1, 2, 3 and 4. Draw on the learnings from Unit 2 (Who is the customer?) to understand the importance of all the stakeholders in the organization and on its marketing process and be able to identify their roles, expectations and influence on the marketing activities, from Unit 3 (Understanding the environment) be able to understand the influence of micro and macro business environment on the organization and its marketing activities. This knowledge equips you to understand the customer and his behavior vis s vis the dynamic environment he operates and shows variations in his behavior toward the offerings of the organization. You also need to understand Unit 4 Information systems and customer insights to conduct the marketing research in a structured manner as per steps in the process. In particular, you will be expected to provide explicit evidence of using theory from Unit 4. This TMA requires you to draw on the focus group that you undertook as one of the marketing research activities in Unit 4.

The TMA comprises two parts:

Part A

From the activities in Unit 1, 2 and Unit 3 you are expected to build a clear understanding of the needs and expectations of the customer and influence of the environment on the various stakeholders of the business including the customer. Based on this knowledge and activities in Unit 4 you are required to develop and undertake a focus group drawing on the organizing, implementing and analyzing the findings of your research problem.

You are to write a report to the marketing manager of the organization you chose in the activity in Unit 4.  You are required to summarize and evaluate the:

·Effectiveness of the marketing research process undertaken in conducting your focus group exercise (e.g. forming your sample group – marks will be awarded for evaluation of an honest assessment of what went according to your plans and what did not)

TMA requirement is that TMA is augmented based on the TGF discussions. You would share your identified focus problems in the TGF. Based on the discussion and reviews, you should choose your business problem, be able to develop your problem definition, formulate the research questions and objectives and identify the appropriate methodology. 

Part B

We would like you to reflect on what you have learned personally from undertaking the focus group discussed in Part A of this TMA.

This learning can be from both a professional and personal perspective, for example:

·Are there certain actions or behaviors during the activity that you did particularly well or that you would wish to improve?

·In what ways do you think you could improve your own practice in relation to gathering data analyze information and use intelligence?

 

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  • Uploaded By : Mia
  • Posted on : March 13th, 2019
  • Downloads : 107

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