代写 MMK265 Marketing Research
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代写 MMK265 Marketing Research
Deakin University
Department of Marketing
MMK265 Marketing Research
T1 2016
Assignment
Research Proposal
DUE DATE AND TIME Week 9 Thursday 12 May 2016 @ 5:00 pm AEST
PERCENTAGE OF FINAL
GRADE
40%
HURLDE DETAILS N.A.
Learning Outcome Details
Unit Learning Outcome Graduate Learning Outcome
The assessment is designed to
rigorously test the application of
theoretical concepts to a designated
marketing research problem. (ULO1)
Students are required to make an
analysis of the marketing problem,
identify and recommend the most
suitable methodology for carrying out
the research and for analysing the data
that will be collected (ULO 2, ULO3).
This assessment relates to:
GLO1 - discipline knowledge and
capabilities: appropriate to the level of
study related to a discipline or
Profession.
GLO 4 - critical thinking: evaluating
information using critical and analytical
thinking and judgment, and
GLO 6 - Self-management: working and
learning independently, and taking
responsibility for personal actions.
In that, students need to critically evaluate
the case at hand and identify the most
appropriate methodology (and relative
operationalisation) designed to gather
information to solve the management
decision problem.
Notes
Requirements
Due Date: Your marketing research proposal with your recommendations will need to be submitted
by Thursday 12 May 2016 @ 5:00 pm AEST. Submission is via the assignment drop box which can
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be found on the subject CloudDeakin site (the submission area becomes visible once you have
completed the Online Plagiarism Declaration.
Make sure that all elements of the assignment are completed prior to submission. DO NOT submit
hard copies of the proposal because they will not be marked. Please remember to include all your
details in the proposal: First Name, Surname, Student ID, Campus and Unit on the official title page
of the assignment. No credit will be given if the name is not shown on the submission. No cover sheet
is required nor any cover letters.
The word limit is 4,000 words MAXIMUM. A 20% penalty (from the available marks) will apply for
going above the word limit.
Students SHOULD NOT ATTEMPT to conduct any primary research e.g., surveys, focus groups, in-
depth interviews, observations, etc. Students are only required to design a study involving primary
data collection.
Students can only attempt the assignment individually – no group work is allowed. Please be mindful
as if the assignment is not individually attempted you may fall into the trap of collusion which is an
academic misconduct.
We are looking for a logical, well written, well-presented proposal using the format suggested. It is
expected that you refer to a minimum of 10 scholarly references which include academic journal
articles, research books and research proposals. In addition, you can also use online information,
newspaper or magazine articles to support your arguments.
The sources need to be properly referenced, cited and included in the reference list. Wikipedia,
answers.com, tutor2 and other ‘personal opinion’ or social networking websites are NOT permitted.
Proposals that cite these websites will not be assessed (which implies the work will get zero (0)
marks).
PLEASE NOTE: You are forbidden from re-submitting all or part of an assignment you have
previously submitted for assessment at Deakin or elsewhere. This is considered a form of deception
and any part of your proposal which contains such material will be given zero (0) marks and in cases
where the deception is significant, the Unit Chair will have no other option other than reporting the
misconduct to the Student Misconduct Committee.
It is your responsibility to source relevant secondary data (journal articles, proposals etc) which can
be accessed via the Deakin Library database collection (e.g., EBSCOHost databases /Business Source
Complete, ABI Inform, Expanded academic ASAP, Emerald Management Xtra, Westlaw).
General Information
• The project must be in proposal format not essay i.e., the use of headings and subheadings;
• All headings and subheadings must be numbered;
• The proposal must be at least 1.5 paragraph spaced and margins of 2.54 cm all sides (use A4
page format);
代写 MMK265 Marketing Research
• Font: use Times New Romans in 12 pt. size.
• Please use Microsoft Word (either a .doc or .docx document. No PDF, JPG or other formats)
for the proposal submission.
Turnitin Requirement: In addition to submitting your assignment to the assignment drop box on
CloudDeakin, all students must upload their completed assignment to the Turnitin link entitled
“Marketing Research Major Project” which can be found under assessment. This link will be available
15 days prior to the date of submission. An originality proposal of 80% is required i.e., the similarity
of 20% or less – Refer to CloudDeakin regarding the use of Turnitin. The Unit Chair has access to the
similarity proposals; therefore, it is not necessary to include the Turnitin result in the appendix of your
proposal.
To ensure you meet the originality requirement, it is strongly recommended that you periodically use
the “check your work” link in the assessment folder. This link will be available to students throughout
the semester. Please do not leave this task to the last minute. It is important that you use your time
effectively. A Turnitin result greater than the required (20% or less similarity) cannot be rectified after
the submission date and is not grounds for an extension.
Plagiarism and other misconducts: Please read carefully the policy on plagiarism
http://www.deakin.edu.au/students/study-support/referencing/plagiarism. Please also be aware that
involuntary plagiarism (e.g. not being aware what plagiarism is) is STILL a misconduct and will be
managed accordingly. Make sure to include citations/references in-text whenever you refer to
thoughts, ideas, or expressions that are not your own. Making the mistake of not including reference
in-text will be considered a grave omission of your work and you will be given zero (0) marks.
Assignments that have been previously submitted (totally or in part) for this or other courses will also
be penalised and even in this instance you will be given zero (0) marks.
As a student in this course, you acknowledge your responsibility for abiding by the Code of Student
Conduct (as set out in the Student Charter) and you acknowledge your understanding of academic
dishonesty and the resulting penalties, which are applicable to individuals and groups.
FINALLY: This proposal project is much, much more complicated than it looks at first glance. Leave
yourself sufficient time to complete it.
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Research Proposal – Case Study
Burwood East Community Development Project
A property developer is proposing a community development project in an unoccupied site at 78
Middleborough Road, Burwood East. Below is a brief summary of the project.
Burwood East Project Information Flyer:
https://www.frasersproperty.com.au/~/media/Australand/Residential/VIC/Burwood-
East/Published/Burwood%20East%20Project%20Information%20Flyer.pdf
Site location
The former brickworks site occupies approximately 20 hectares of land located on the eastern side of
Middleborough Road, Burwood. The land wraps around the RSPCA complex (on the north-east
corner of Middleborough Road and Burwood Highway) and extends eastwards along Burwood
Highway.
The developer’s vision for the project
The vision for the Burwood East project can be summarised into three guiding and interrelated
elements: ‘Local’, ‘Activated’ and ‘Place’.
‘Local’ recognises that the development of Burwood East sits within the context of an established
neighbourhood and must respond to and build upon its distinct local character. A high level of
consideration has therefore been given to providing appropriate points of transition and integration
with this surrounding context, whilst at the same time recognising that the development represents a
unique opportunity to add amenity and breathe new life into an established community.
‘Activated’ in large part responds to this opportunity by championing the creation of a social hub and
meeting point for the new and established community. Quality civic design gestures and public spaces
will encourage social interaction and provide the stage for Burwood life to unfold.
‘Place’ encourages the construction of a truly distinctive address that represents the highest quality of
urban development, laying the foundations for a connected community. The future residents of
Burwood East will feel a sense of ownership and a sense of place with the neighbourhood they live.
These guiding principles are tied together by ‘tried and tested’ urban design principles of walkability,
health, mixed use, social interaction, connectivity, character and housing diversity resulting in a best
practice, model neighbourhood for this strategic infill site.
In summary, the Burwood East project will offer its residents an enviable urban lifestyle:
• Rehabilitation and regeneration of local long term undeveloped site;
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• Diverse mix of housing to cater for a variety household types;
• Retail and social hub fostering social interaction and engagement;
• Usable high-value open spaces for whole community;
• Cycle connections and pedestrian prioritisation encouraging healthy lifestyles;
• Sensitive interfaces and transitions with compatible development forms and scales.
• New infrastructure and amenities that services the broader community;
• 10,500m 2 of retail with food and beverage activating a civic plaza;
• Between 850 and 950 homes with a mix of apartments, terrace housing and detached and semi-
detached homes;
• Low rise apartments concentrated around the retail hub with heights of 5 storeys plus car-parking
Hypothetically, you are the marketing research manager of this Burwood East development project,
responsible for the civic plaza area that covers 10,500m 2 of retail with food and beverage. At this
initial development stage, you do not have any ideas as to what types of retail shops should be put in
the civic plaza. In order to attract customers’ traffic, you need to gather relevant information to
understand what the potential customers want in the civic plaza. You would like to do a research to
shed some light on this project. You need to write a specific marketing research proposal to address
the issue at hand. As such, you need to critically evaluate and determine the most appropriate
methodology to utilise in this proposal. You need to be very specific with regard to all aspects of the
research proposal.
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The research proposal should include:
1. Official Title page (This is a requirement of proposal writing [not included in the official
word count])
• Project title;
• Your Full name and student ID number;
2. Executive Summary (not included in the official word count)
• An executive summary is a brief account (not more than a single page) of the major points (findings,
conclusions and recommendations) related to your proposal;
• Your executive summary is best prepared after your proposal is completed;
• Please remember that the executive summary is NOT an introduction i.e., what you intend to do.
Please focus on what you did.
3. Table of Contents (this is a requirement of proposal writing [not included in the official word
count])
4. Introduction (Guideline: 100-150 words)
• Clearly state the key issues to be addressed in the body of the proposal.
5. Background to the proposed research – (Guideline: 300-400 words)
• In this section, you need to describe what your task is and give background information relevant to
the case at hand. You need to do so to remind the reader the reasons why this proposal is written and
what are the specific issue(s) to be solved at hand.
6. The research objectives (Guideline: 100-150 words) in terms of the questions to be answered.
• Clearly state the key objectives – these can be presented in a bullet point format.
7. Research design recommended for the new research project (You must provide justification
throughout this section): (Guideline: 2,000-3,400 words)
i) Type/s of research to be undertaken (with justification) e.g., qualitative, quantitative, descriptive,
exploratory, causal, etc.
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ii) Type of information required from the participants to address the research problem. If you propose
qualitative research, produce a topic guide. If you propose a survey or other quantitative data
collection instrument, specify the questions asked and the type of data that will be collected (these can
be in an appendix and are not included in the word count). If you choose causal research then specify
the experimental design. You can specify more than one type of approach (e.g. qualitative followed
by quantitative research). This will also be influenced by the nature of research you recommend to
undertake;
iii) Methods of data collection recommended (data collection methods – must be consistent with the
type of research). Why would you use the specific technique? Why would that technique be
appropriate? What is the design of the study?
iv) Sampling technique e.g., clearly define the target population and its key characteristics, identify
the sampling frame and justify the chosen sampling technique (you may need to make assumptions).
Only one sampling technique is required for each method and choosing more than one will lead to you
failing the assignment.
v) Plan of data analysis e.g., specify data analysis techniques that you would use to answer the
question, including any specific statistical tests you would use with quantitative data.
vi) Costing: There is no need to cost the study. While William Stenberg Retail Stores does not want to
spend money unnecessarily, they are willing to spend whatever it takes to do the research thoroughly.
That is, they want to be certain that the research can answer the above questions in a clear, relevant
and defensible way.
8. Limitations and caveats (Guideline: 100-150 words)
• Are there any perceived limitations e.g., organisation constraints, research design limitations,
problems with generalisation or ethical issues.
9. Conclusions and recommendations (with a focus on of target consumers). (Guideline: 500-
words)
• Recommendations should be feasible, practical and actionable;
• Recommendations should address the research objectives.
• Reference list [not included in the official word count]
• Only References cited in the proposal should be included.
Appendices [not included in the official word count]
• Appendices should include supporting evidence only. Tables, graphs and questionnaires you may
develop or use.
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• If you use appendices please ensure they are numbered and referred to within the proposal.
Submission
Place Assignment Dropbox only (no paper copy). Please make sure to submit the proposal in the
right ‘Submission Box’.
Late submission
Extensions can only be approved by the Unit Chair (Ho Yin Wong). Extensions can be granted for
documented serious illness (not just on the day the assignment is due!) or for compassionate reasons
under extenuating circumstances. The unit chair can ask to see how much work has been completed
before granting an extension.
Work or holiday reasons are NOT grounds for an extension – you are expected to manage these
issues as part of your studies. You are strongly encouraged to start early and to continually backup
your assignment as you progress. Computer crashes or corrupted files will NOT be accepted as valid
reasons for an extension of any length.
For further information about Special Consideration, visit
http://www.deakin.edu.au/students/assessments/special-consideration
Penalties for late submission
Assignments or other assessment tasks conducted during the trimester submitted late without an
extension being granted will not be marked. These will be held until final grading and may be taken
into consideration in a pass/fail situation.
Turnitin
Students are strongly recommended to check originality through Turnitin, prior to submitting the
final assessment. For more information about Turnitin and how to check for originality, refer to the
Deakin website information at:
http://www.deakin.edu.au/learning/cloud-learning/clouddeakin/guides/assessment/turnitin-
plagiarism-and-grademark
Referencing
You must correctly use the Harvard style of referencing in this assessment.
Academic Integrity, Plagiarism and Collusion
Plagiarism and collusion constitute extremely serious breaches of academic integrity. They are forms
of cheating, and severe penalties are associated with them, including cancellation of marks for a
specific assignment, for a specific unit or even exclusion from the course. If you are ever in doubt
about how to properly use and cite a source of information, consult your lecturer or the Study
Support website http://www.deakin.edu.au/students/study-support/referencing
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• Plagiarism occurs when a student passes off as the student’s own work, or copies without
acknowledgement as to its authorship, the work of any other person or resubmits their own
work from a previous assessment task.
• Collusion occurs when a student obtains the agreement of another person for a fraudulent
purpose, with the intent of obtaining an advantage in submitting an assignment or other work.
Work submitted may be reproduced and/or communicated by the university for the purpose of
assuring academic integrity of submissions (http://www.deakin.edu.au/students/study-
support/referencing/academic-integrity
Can I recycle my own work?
Deakin students are not permitted to recycle their assessment work, or parts of assessment work,
without the approval of the unit chair of their current unit. This includes work submitted for
assessment at another academic institution. If students wish to reuse or extend parts of previously
submitted work, then they should discuss this with the unit chair prior to the submission date.
Depending on the nature of the task, the unit chair may permit or decline the request.
Assignment submission
You must keep a backup copy of every assignment you submit, until the marked assignment has been
returned to you. In the unlikely event that one of your assignments is misplaced, you will need to
submit your backup copy.
Any work you submit may be checked by electronic or other means for the purposes of detecting
collusion and/or plagiarism.
When you are required to submit an assignment through your Cloud Unit Site, you will receive an
email to your Deakin email address confirming that it has been submitted. You should check that you
can see your assignment in the Submissions view of the Assignment dropbox folder after upload, and
check for, and keep, the email receipt for the submission
Building evidence of your experiences, skills and knowledge (Portfolio)
Building a portfolio that evidences your skills, knowledge and experience will provide you with a
valuable tool to help you prepare for interviews and to showcase to potential employers. There are
a number of tools that you can use to build a portfolio. You are provided with cloud space through
OneDrive, or through the Portfolio tool in the Cloud Unit Site, but you can use any storage repository
system that you like.
Remember that a Portfolio is YOUR tool. You should be able to store your assessment work,
reflections, achievements and artefacts in YOUR Portfolio. Once you have completed this assessment
piece, add it to your personal Portfolio to use and showcase your learning later, when applying for
jobs, or further studies. Curate your work by adding meaningful tags to your artefacts that describe
what the artefact represents
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代写 MMK265 Marketing Research
