The overall Marketing Research report is 4000 words and follows the following suggested format. However, you have previously completed much of the report in your
formative assignments, so it is not as bad as it looks!
• Title page
• Table of contents
• Executive summary and recommendations
• Introduction: Background information of your organisation and their internal capabilities
• Review of the organisation’s micro- and macro-environment factors
• Brief description of research problem and/or opportunities
• Justification for doing research and Objectives
• Research Methods
• Questionnaire Design
• Pilot Instruments (Questionnaire: 5 to 10 respondents; Focus groups: 1 focus group; Interviews: 2 respondents)
• Questionnaire Evaluation
• Data Analysis procedure and Key Findings
• Conclusions and Recommendations for marketing decision-making
• Research Limitations and Reflections
• Appendices (Actual & Sample Questionnaire, Charts & Tables, any supplementary notes).
Please note that the word count (4000 words maximum) for your individual report excludes title page, executive summary and recommendations, table of content,
references and appendices. Diagrams and figures can be included in the text if applicable or as appendices. You are expected to demonstrate that you have utilised a
range of academic and practitioner sources, all of which must be appropriately referenced using Harvard Referencing, see the online Harvard Referencing guide.
Assignment Structure Guidance
Executive Summary and recommendations
Approximately 300 words. This is not part of word count). You should provide an executive summary of your organisation’s background, objectives, method used, key
findings, conclusions/recommendations. Please note an executive summary is NOT a summary of what you are planning to cover.
Background information of your organisation and their internal capabilities – approximately 400 words. You should provide concise background details relating to your
chosen organisation. You should support all arguments with relevant sources.
Review of the organisation’s micro- and macro-environment factors –
approximately 600 words. You should review your organisation’s external environment (micro and macroenvironmental factors) to identify opportunities and threats. Your
review should focus on key PEST and Porter’s 5 forces that are relevant to your organisation.
Brief description of research problem and/or opportunities
Approximately 100 words. You should discuss the main research problem and/or opportunities identified here.
Justification for doing research and Objectives
Approximately 100 words. You should discuss the underlying reasons (provide a rationale) for undertaking the study. You should set clear and achievable marketing
Approximately 600 words. You should discuss the key research methods (i.e. quantitative and qualitative research methods) and indicate the merits and limitations of
using these. You should also provide a rationale for using a particular method. You should discuss the sampling technique used (either probability or nonprobability
sampling). You should discuss the merits and caveats of the sampling technique used (e.g. convenience, judgment, or snowball). Discuss how the survey was administered
(e.g. face-to-face) and how long it took to undertake survey. You should discuss the sample size used (Questionnaire: 80 to 100 respondents; Focus groups: 3 focus
group; Interviews: 8-12 respondents) and potential problems of using small samples, if any. Please support all arguments with relevant sources.
Approximately 250 words. You should discuss the measures or scales (e.g. nominal, ordinal, interval, or ratio scales) used in designing your questions. Discuss the
questions and response formats. If you conducted interviews or focus groups, you should discuss how the question topics were developed. For questionnaires, interviews
or focus groups, you should discuss wording and sequence of your questions.
Pilot Instruments (Questionnaire: 5 to 10 respondents; Focus groups: 1 focus group; Interviews: 2 respondents)
Approximately 250 words. Discuss how the questions or question topics were pilot tested and redeveloped to ensure accurate data was collected. For questionnaires,
interviews or focus groups, you should discuss wording of questions (e.g. using simple and unambiguous words, avoiding leading questions). Discuss sequence of your
questions (e.g. unstructured questions, structured questions, multiple choice questions, dichotomous questions, scales).
Questionnaire Evaluation (after data collection)
Approximately 250 words. Discuss questionnaire editing and coding approach for both structured and unstructured questions. Discuss data entered procedure using SPSS or
excel. For interviews/focus groups please discuss transcribing procedure. For questionnaires, interviews/focus groups discuss data cleansing procedure (e.g. how you
double-checked that accurate data is entered into SPSS) or transcribed.
Data Analysis procedure and Key Findings
Approximately 700 words. Discuss all aspects of data analytic method used. For example, means, mode, median and standard deviations. Discuss univariate or bivariate
techniques used (e.g. crosstabs, correlation analysis and/or regression). Present findings with charts and tables in the report (where necessary) and provide initial
explanations for each chart or table. Note that QUOTES from your interviews or focus groups which are discussed in the report are inclusive of word count.
Approximately 400 words. You should discuss your key findings and analyse whether these findings are answering your research problem and/or objectives. You should
discuss whether or not the findings are consistent with the review of literature in the introduction. Your discussions should summarise key points/issues of your
findings in a manner that provide a basis for a response to the research problem. Support all arguments with relevant sources.
Conclusions and recommendations for marketing decision making
Approximately 200 words. You should reflect on key aspects of the discussion in response to the problem identified. You should make recommendations to the decision
makers (e.g. marketing managers). Your recommendations should be practical, actionable and directly usable as inputs into managerial decision making.
Research Limitations & Reflections – approximately 150 words. Discuss limitations of undertaking the research (e.g. time constraints, budget, and ethical constraints
which restricted your choice of sampling method). You should reflect on what went wrong and provide plausible suggestions for future research.
Your references should be between 15 and 20 sources and you must use Harvard Referencing style. Appendices – Do not include your research proposal in the appendix or
main report, however, in the appendix you can put other materials such as your Sample Questionnaire for pilot testing and Actual Questionnaire, Transcripts, Charts and
Tables from your review of literature or surveys and any supplementary notes. Please note that the word count for each section shown above is indicative only. The only
word count that you have to abide by is 4000 words.
Please use the University ‘house style’ of Verdana, 10pt, using double line spacing, left and right margins = 2.5cm, top and bottom = 3cm. You should include module
name, module code, title and your student numbers on the front page.