Marketing and Coursework
KOLEJ TUNKU ABDUL RAHMAN
SCHOOL OF BUSINESS STUDIES
2013/2014
DMK2, DEM2 & DRM2
COURSEWORK: ABDT3074 MARKETING RESEARCH (40%)
INSTRUCTIONS:
1. There are two types of coursework as follows:
1.1 Coursework 1 (20 marks) is a Mid-Term Test and 1.2 Coursework 2 (80 marks) is a group written assignment and individual presentation.
2. Coursework 1 is a Mid-Term Test to be conducted in Week 6 based on a Case Study. Students are required to write answers to the Case Study questions.
3. Coursework 2 is a group written assignment and students are required to work in groups of 4 to 5 persons to conduct a Customer Satisfaction Survey. The following are the Coursework 2 briefing and specifications:
3.1 Assume that your groups are working for a Market Research Company. Your group role is to conduct a Customer Satisfaction Survey for ANY ONE (1) product or service marketed and used by consumers in Malaysia. You should target a minimum of 30 or more respondents for the purpose of meaningful basic data analysis.
3.2 The structure for this Customer Satisfaction Survey should cover the following key marketing research topics:
Introduction and background of the company you have selected for the survey.
Apply the 4Ps to define the management-decision problem and the corresponding marketing research problem (see Chapter 2).
Develop Research Questions and Hypotheses based on the 4Ps (see Chapter 2).
Develop two or more questionnaires for each of the 4Ps so that you could find some answers to your Research Questions and Hypotheses (see Chapter 11).
Include demographics and identification information in your questionnaire form.
Explain how you would target your sample to ensure good representation of the sampling frame, pilot test the questionnaire, and conduct field work and data collection (see Chapters 12, 13 & 14).
Use the SPSS software to do Basic Data Analysis: statistics associated with frequency distribution,
SCHOOL OF BUSINESS STUDIES
2013/2014
DMK2, DEM2 & DRM2
COURSEWORK: ABDT3074 MARKETING RESEARCH (40%)
INSTRUCTIONS:
1. There are two types of coursework as follows:
1.1 Coursework 1 (20 marks) is a Mid-Term Test and 1.2 Coursework 2 (80 marks) is a group written assignment and individual presentation.
2. Coursework 1 is a Mid-Term Test to be conducted in Week 6 based on a Case Study. Students are required to write answers to the Case Study questions.
3. Coursework 2 is a group written assignment and students are required to work in groups of 4 to 5 persons to conduct a Customer Satisfaction Survey. The following are the Coursework 2 briefing and specifications:
3.1 Assume that your groups are working for a Market Research Company. Your group role is to conduct a Customer Satisfaction Survey for ANY ONE (1) product or service marketed and used by consumers in Malaysia. You should target a minimum of 30 or more respondents for the purpose of meaningful basic data analysis.
3.2 The structure for this Customer Satisfaction Survey should cover the following key marketing research topics:
Introduction and background of the company you have selected for the survey.
Apply the 4Ps to define the management-decision problem and the corresponding marketing research problem (see Chapter 2).
Develop Research Questions and Hypotheses based on the 4Ps (see Chapter 2).
Develop two or more questionnaires for each of the 4Ps so that you could find some answers to your Research Questions and Hypotheses (see Chapter 11).
Include demographics and identification information in your questionnaire form.
Explain how you would target your sample to ensure good representation of the sampling frame, pilot test the questionnaire, and conduct field work and data collection (see Chapters 12, 13 & 14).
Use the SPSS software to do Basic Data Analysis: statistics associated with frequency distribution,