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Market research case study analysis ( Requires 80 points or…

Weight: 50%

Details: The case study analysis takes the form of a written market research brief provided by a fictitious client/company accompanied by a set of questions. This brief may include supplementary materials such as a questionnaire or output from data analysis. Students are required to prepare a written response to each and all questions. In doing so, students are required to act as a market research consultant/manager whose role is to analyse the situation presented in the market research brief and propose recommendations. Students will need to demonstrate the knowledge and skills they have learned throughout the semester to respond to the questions and show evidence of application of theory, critical analysis, strategic insight, and structured thinking. The case study analysis can assess topics from anywhere in the textbook and lecture materials.

CLOs: 1, 2

Word count: The length limit of the case study analysis is 8 pages formatted as Times New Roman size 12 font, 1.5 line spacing, 2.5cm margins. This page limit does not include the cover page. Anything that exceeds the 8-page limit will not be marked. Any questions with different formatting guidelines will be specified in the case study analysis itself.

Marking criteria: Overall, the case study analysis will be assessed on the basis of your ability to:

  • Comprehension of theory: Demonstrated by correctly selecting, summarising, and elaborating upon the concepts and theory that are relevant to the question.
  • Application of theory: Demonstrated by consistent and skilful application of correct and relevant concepts and theory to solve the market research problems presented and provide well-grounded judgements and recommendations in the context of the case study. Further, evidenced by consistent elaboration on learning, critical abilities, logical thinking, original and strategic insight.

Please see the detailed rubric on Canvas.

Rubric

Case Study Analysis – SIM (2)

Case Study Analysis – SIM (2)
Criteria Ratings Pts

This criterion is linked to a learning outcomeQuestion 1
20 to >16.0 Pts

Outstanding

Demonstrates excellent comprehension of material taught on the Market Research course by correctly selecting, summarizing, and elaborating upon the concepts and theory that are relevant to the question. Consistently able to skillfully apply relevant theory to solve market research problems and provide well-grounded judgements in the context of the questions. Consistently demonstrates elaboration on learning, critical abilities, logical thinking, and insight. Present a case study analysis that is clearly written, logically structured, professionally formatted, and adheres to the style guidelines and page limits.

 16 to >14.0 Pts

DI

Well above expectation

 14 to >12.0 Pts

CR

Slightly above expectation

 12 to >10.0 Pts

PA

At expectation

 10 to >0 Pts

Below expectation for this question

No or minimal evidence of comprehension of material taught on the Market Research course by inadequately selecting, summarizing, and elaborating upon the concepts and theory that are relevant to the question. Poor and unsatisfactory ability to apply theory to solve market research problems and provide sound judgements in the context of the questions. Inadequate understanding of what they found from textbooks and no attempt at application. Does not present a case study analysis that is clearly written, logically structured, professionally formatted, and adheres to the style guidelines and page limits.

20 pts

This criterion is linked to a learning outcomeQuestion 2
10 to >8.0 Pts

Outstanding

Demonstrates excellent comprehension of material taught on the Market Research course by correctly selecting, summarizing, and elaborating upon the concepts and theory that are relevant to the question. Consistently able to skillfully apply relevant theory to solve market research problems and provide well-grounded judgements in the context of the questions. Consistently demonstrates elaboration on learning, critical abilities, logical thinking, and insight. Present a case study analysis that is clearly written, logically structured, professionally formatted, and adheres to the style guidelines and page limits.

 8 to >7.0 Pts

DI

Well above expectation

 7 to >6.0 Pts

CR

Slightly above expectation

 6 to >5.0 Pts

PA

At expectation

 5 to >0 Pts

Below expectation for this question

No or minimal evidence of comprehension of material taught on the Market Research course by inadequately selecting, summarizing, and elaborating upon the concepts and theory that are relevant to the question. Poor and unsatisfactory ability to apply theory to solve market research problems and provide sound judgements in the context of the questions. Inadequate understanding of what they found from textbooks and no attempt at application. Does not present a case study analysis that is clearly written, logically structured, professionally formatted, and adheres to the style guidelines and page limits.

10 pts

This criterion is linked to a learning outcomeQuestion 3
10 to >8.0 Pts

Outstanding

Demonstrates excellent comprehension of material taught on the Market Research course by correctly selecting, summarizing, and elaborating upon the concepts and theory that are relevant to the question. Consistently able to skillfully apply relevant theory to solve market research problems and provide well-grounded judgements in the context of the questions. Consistently demonstrates elaboration on learning, critical abilities, logical thinking, and insight. Present a case study analysis that is clearly written, logically structured, professionally formatted, and adheres to the style guidelines and page limits.

 8 to >7.0 Pts

DI

Well above expectation

 7 to >6.0 Pts

CR

Slightly above expectation

 6 to >5.0 Pts

PA

At expectation

 5 to >0 Pts

Below expectation for this question

No or minimal evidence of comprehension of material taught on the Market Research course by inadequately selecting, summarizing, and elaborating upon the concepts and theory that are relevant to the question. Poor and unsatisfactory ability to apply theory to solve market research problems and provide sound judgements in the context of the questions. Inadequate understanding of what they found from textbooks and no attempt at application. Does not present a case study analysis that is clearly written, logically structured, professionally formatted, and adheres to the style guidelines and page limits.

10 pts

This criterion is linked to a learning outcomeQuestion 4
10 to >8.0 Pts

Outstanding

Demonstrates excellent comprehension of material taught on the Market Research course by correctly selecting, summarizing, and elaborating upon the concepts and theory that are relevant to the question. Consistently able to skillfully apply relevant theory to solve market research problems and provide well-grounded judgements in the context of the questions. Consistently demonstrates elaboration on learning, critical abilities, logical thinking, and insight. Present a case study analysis that is clearly written, logically structured, professionally formatted, and adheres to the style guidelines and page limits.

 8 to >7.0 Pts

DI

Well above expectation

 7 to >6.0 Pts

CR

Slightly above expectation

 6 to >5.0 Pts

PA

At expectation

 5 to >0 Pts

Below expectation for this question

No or minimal evidence of comprehension of material taught on the Market Research course by inadequately selecting, summarizing, and elaborating upon the concepts and theory that are relevant to the question. Poor and unsatisfactory ability to apply theory to solve market research problems and provide sound judgements in the context of the questions. Inadequate understanding of what they found from textbooks and no attempt at application. Does not present a case study analysis that is clearly written, logically structured, professionally formatted, and adheres to the style guidelines and page limits.

10 pts

Total points: 50
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