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 Outcome 2: identify the sampling methods and procedures and determine the sampling sizes.

• Outcome 3: apply the appropriate research design methods to obtain insights into the marketing research problems or opportunities.

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Rubrics

 

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge: Brand associations and

perceptions (20%)

The general associations and perceptions of the brand are very well assessed, competitors are identified and very well analysed. The explanation of the perception of the brand is clear and solid.

The general associations and perceptions of the brand are well assessed, competitors are identified and well analysed. The explanation of the perception of the brand is overall.

The general associations and perceptions of the brand included, and competitors are identified but could be further analysed. The explanation of the perception of the brand could be improved.

The general associations and perceptions of the brand are not very well assessed, missing important competitors and pertinent analysis. The explanation of the perception of the brand is rather vague.

Understanding: Level of customer satisfaction (30%)

The level of customer satisfaction and individual factors driving high or low satisfaction are both very well analysed and explained using highly pertinent information.

The level of customer satisfaction and individual factors driving high or low satisfaction are both well analysed and explained using overall pertinent information.

The level of customer satisfaction and individual factors driving high or low satisfaction are both discussed to a fair extent, but they should be developed to a greater extent.

The level of customer satisfaction and individual factors driving high or low satisfaction are not explicitly nor properly acknowledged. Missing important information to consider this research properly done.

Critical thinking (30%)

The customers’ experience is assessed, and the methods are very well explained. Secondary data is very well analysed and the proposal for primary data is highly appropriate.

The customers’ experience is assessed, and the methods are overall well explained. Secondary data is well analysed and the proposal for primary data is appropriate in general.

The customers’ experience is assessed, but the methods could be better explained. Secondary data and primary data are acknowledged, but some revisions are needed.

The customers’ experience is not properly assessed, missing important information about the methods, secondary and primary data.

Communication (20%)

Student communicates their ideas extremely clearly and in-text citations are adequately included in throughout the document and in the list of references.

Student communicates their ideas clearly and pertinent in-text citations are included.

Student communicates their ideas with some clarity and references are included to a satisfactory extent, although they need to be reviewed.

Student communicates their ideas in a somewhat unclear and unconcise way. References are not adequately included.

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