.In the dynamic world of marketing research, keeping yourself up to date with contemporary trends is very important. This assessment will enable you to identify scope of research, various research topics along with review of different literature available in your chosen topic. A literature review outlines and discusses th

Assessment Information
Subject Code: MKT202
Subject Name: Marketing Research Essentials
Assessment Title: Research Proposal-Individual
Weighting: 30%
Total Marks: 30
Word Count 500 words
Due Date: Week-6
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Assessment Description
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In the dynamic world of marketing research, keeping yourself up to date with contemporary trends is very important. This assessment will enable you to identify scope of research, various research topics along with review of different literature available in your chosen topic. A literature review outlines and discusses the contextual issues related to your topic of inquiry, and provides a contemporary understanding of the topic to the reader. It presents the existing theoretical and empirical understanding of the topic and does so in a critical way, positioning your intended research in relation to existing work in the field (Cohen, Manion & Morrison 2016). You may would like to choose a topic of your choice however, it is advisable to liaise with your lecturer before finalising this topic. The marketing research proposal includes a written statement of the research design explaining the purpose of the study and a detailed, systematic outline of the procedures associated with a particular research methodology (Zikmund, 1997). You will be continuing the same topic and proposal for All of your remaining assessments in this course hence choose the topic wisely. Ensure your research proposal does not miss out on the following details.
• Identifies the research problem (What is your proposed research)
• Identifies the research objectives (Why is it important and what you want to achieve out of it).
• Provide literature review of your research area. (What is existing information available on the same area?)
You can choose one of the following topics for your research.
• Factors behind brand switching in the telecom industry
• Factors influencing customer satisfaction in health care services
• Consumer brand preferences for mobile phones
• The impact of brand personality on buying decision
• Understanding customer response towards sales promotion in the fast food industry
• The impact of customer expectation service on gender basis
• A study on consumer spending via credit cards
• Impact of User generated contents from social media on consumer buying behaviour
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of th may be subject to copyright under the Act. Any further reproductio
School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 Code 02426B.
You must use a minimum of 5 references excluding your textbook.
• 5 scholarly references to support your literature review.
• Wikipedia is not to be used and does not count as an academic reference.
Assignment Submission
This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is any issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screen shot of the Turnitin error message.
You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties that may occur.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School’s “late assignment submission penalties” policy.
Number of days Penalty
1* – 9 days 5% per day for each calendar day late deducted from the total marks available
10 – 14 days 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted and the student will receive a mark of zero for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students
*Assignments submitted at any stage within the first 24 hours after deadline will be considered to be one day late and therefore subject to the associated penalty
For more information please read the full policy via
https://www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy-v4.5_incl-SC-form-andMed-Cert_final.pdf
.
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of th may be subject to copyright under the Act. Any further reproductio
School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 Code 02426B.
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
For details on academic integrity policies and penalties, the reassessment process, and the appeals process, please refer to http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word count by more than 10% will cease to be marked from the point at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Success Centre representative or refer to the study help on the MyKBS Academic Success Centre page. You can find this by clicking on the top page toolbar:
• My Services Academic Success Centre Study Support
. .
. .
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of th may be subject to copyright under the Act. Any further reproductio
School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 Code 02426B.
Assessment Marking Rubric
Criteria NN (Fail)
0%-49% P (Pass) 50%-64% CR (Credit) 74%-65% DN (Distinction) 75%-84% HD (High Distinction) 85%-100%
Focus and content(20%) Weak sense of focus. Rationale and context is either wholly or largely unclear, and the proposal suggests a lack of knowledge of the area under consideration. A sound sense of focus and rationale, though some elements of this may be unclear. There is a basic knowledge of the area under consideration. A clear sense of focus and rationale throughout. Good knowledge of the area under consideration. A very good sense of focus throughout with the overall intention and rationale clear at every point. Strong knowledge of the area under consideration. Excellent sense of focus throughout. Consistently high levels of understanding of the area under consideration with excellent rationale and context.
Reading and engagement with
literature
(30%) A poor selection of literature and little critical understanding demonstrated in connecting this to the focus and structure of the proposed research. Some relevant literature has been cited, but there are important gaps. A limited critical understanding of the readings is shown and the connections with the overall focus and structure of the proposed research are not consistent. A range of relevant literature has been cited, though there may be some omissions. A critical stance has been developed in places. Appropriate links to the focus and structure of the proposed research have been made. A range of relevant literature has been cited. A critical stance is consistent and strong links have been made to the focus and structure of the proposed research. An extensive range of literature has been cited, with the main lessons clearly explicated. A strong and appropriate critical stance is taken, with excellent and consistent links to the focus and structure of the proposed research.
Development of argument / analysis(30%) The style is barely descriptive, with little sense of argument and analysis. The arguments are weak and do not provide a convincing case for the research. There is some analysis, but there is a tendency to description in a number of areas. There are areas where the arguments are problematic and/or unconvincing. There is a clear attempt to set out systematic arguments in the proposal. This is largely connected to the overall rationale and focus of the research throughout. Arguments for the research are convincing. The argument and analysis is strong, and develops in a clear and systematic way, and these are connected very well to the overall rationale and focus of the research. The proposal is cohesive and convincing. Excellent analysis, with clear, developed, sustained and cohesive argument throughout the review and makes complete sense in relation to the rationale and focus of the proposed research.
Organisation / synthesis(20%) The organisation and structure of the research proposal are poor. The expression is unclear and claims are rarely supported by evidence. Referencing is weak, as are spelling and grammar. The organisation and structure of the research proposal are satisfactory, though there are areas which lack clarity. The expression is generally good enough and claims are mainly supported by evidence, though again there are gaps. Referencing may require some improvement, likewise with spelling and grammar. The organisation and structure of the research proposal are sound. The expression is good and most of the arguments made are supported by evidence in a logical and sequenced way. Referencing, spelling and grammar are all sound. The organisation and structure of the research proposal are very good. The expression is strong, with arguments supported by evidence in a logical, sequenced and consistent way. Referencing, spelling and grammar are all strong. The organisation and structure of the research proposal are excellent. The expression is excellent throughout, with arguments supported by evidence in a logical, sequenced and consistent way. Referencing, spelling and grammar are all exemplary.
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assessment Information
Assessment Marking Rubric
COMMENTS
FOCUS
RELEVANCE
CONTEXTUALISATION
ANALYSIS & ARGUMENT
SOURCES
KNOWLEDGE
BALANCE
ORGANISATION
EXPRESSION
REFERENCES

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.

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