Marketing research problem (MRP)

Instructions:
This assessment requires your analysis of the HOLDEN AUSTRALIA & NEW PRODUCT SUCCESS case, which has been posted to Blackboard. The focus is on identification of the central problem that requires marketing research, and then consideration of appropriate exploratory research. Please do not contact the organisation concerned. You have the choice of completing this assessment either individually or in a group of two to three students. Structure your report as follows:

1. In your own words, clearly describe the management decision problem (MDP). Provide a brief rationale for this MDP.

2. Design a marketing research problem (MRP) statement/question, which addresses the MDP. Provide a brief rationale for this MRP.

3. List three research objectives to address the MRP.

4. Discuss the appropriateness of the Repertory Test (also known as Repertory Grid Analysis, Kelly’s Triads, Triad Sorts) for addressing any one of your objectives. Briefly outline how the technique could be implemented to address the objective.

5. For a different one of your research objectives, describe in your own words how the application of another qualitative research technique (other than Repertory Test) could be useful in the project’s research design. Briefly describe how you would collect this exploratory data.
Academic Honesty
QUT expects students to act honestly in assessments. The issue of plagiarism is taken seriously and students are reminded to ensure that assessments submitted represent their own work. Please ensure that you sign the academic honesty statement on the Assignment Minder coversheet. For more information consult the QUT Academic Integrity Kit and QUT Library Resources for avoiding plagiarism.

Late submission policy
It is AMPR school policy that any late submission will be resulted in either a 1 or 0.

Marking criteria
Please print out the attached marking criteria sheet and attach to your assessment. Your tutor will use this criteria sheet to indicate your marks for each section.
AMN403 Marketing and Survey Research Criteria Sheet – Assessment 1

Name: _____________________________________________ Tutor: ________________________________ Tutorial time: ______________

7 6 5 4 3 2-1
MARK 16.5 or 14.2
(100% or 85%) 14 or 12.5
(84% or 75%) 12.3 or 10.85
(74% or 65%) 10.7or 8.4
(64% or 50%) 7.7 or 4 or 0.2
(46% or 24% or 0%)
Problem Identification, Research and Decision-Making

Management decision problem statement You succinctly define, with logical justification in your rationale, the managerial problem and clearly demonstrate understanding of the decision maker’s key goal in relation to marketing principles. You define a plausible managerial problem and demonstrate some understanding of the decision maker’s key goal in your rationale. You define a plausible managerial problem but do not clearly demonstrate understanding of the decision maker’s motivation in your rationale. You attempt to define the managerial problem and identify the decision maker’s key goal. You may not have provided sufficient justification, and/or may not have differentiated between problems and symptoms. You fail to capture the management problem clearly in your MDP and/or your rationale.
Marketing research problem statement You succinctly define the research problem, which is explicitly related to the managerial problem statement, and clearly indicates in your rationale how the research will enable decision making through decision criteria. You define the research problem, which is related to the managerial problem statement, and indicates in your rationale how the research will enable decision making. Some decision criteria. You define the research problem, which is related to the managerial problem statement. May be too broad or too narrow. Some decision criteria. You may not have differentiated problems and symptoms in your rationale. You discuss a research problem in a manner that could be more succinct and more explicitly related to the problem statement. . You may not have differentiated problems and symptoms in your rationale. You fail to capture the research problem clearly in your MRP and/or your rationale.
Application and Evaluation
Research objectives You clearly demonstrate an understanding of the role of research objectives. Your objectives are focused and measurable, and comprehensively address the research problem. You clearly demonstrate an understanding of the role of research objectives. Your objectives are generally focused and measurable, and go some way to address the research problem. You demonstrate an understanding of the role of research objectives. Objectives are could be more focused and/or measurable, and go some way to address the problem. You demonstrate some understanding or the role of research objectives. Objectives are either not focused and measurable, or do not address the problem. You fail to demonstrate an understanding of the role of research objectives in relation to the case.

Repertory Grid You demonstrate an excellent understanding of the role of Repertory Grid, and clearly describe how the technique could be used to address an appropriate objective. You demonstrate a general understanding of the role of Repertory Grid, and describe how the technique could be used to address an appropriate objective. You demonstrate some understanding of the role of Repertory Grid, although your discussion could be more focused in describing how the technique could be used to address an appropriate objective. You demonstrate some understanding of Repertory Grid, but with insufficient detail relating to how the technique could be used to address one of the objectives. Some confusion about key concepts. You fail to capture the rationale for using the Repertory Grid technique.
Exploratory research technique You demonstrate an excellent understanding of the role of exploratory research by clearly describing in detail an appropriate technique for an appropriate research objective. You demonstrate a general understanding of the role of exploratory research, and describe in detail an appropriate technique for an appropriate research objective. You demonstrate understanding of the role of exploratory research by describing a technique for an appropriate research objective. Greater depth of discussion would strengthen. You introduce an exploratory research technique. Discussion lacks depth to demonstrate understanding of the role of the technique. Some confusion about key concepts. You fail to demonstrate an understanding of the role of exploratory research.
Communication and Interpersonal Skills
Presentation You organise content clearly and make no technical errors. Appropriate referencing. Follows suggested format precisely. Free of grammatical errors. Word limit adhered to. You organise content clearly and make few technical errors. Generally appropriate referencing. Follows suggested format. Few grammatical errors. Word limit adhered to. You generally organise content well but make some technical and grammatical errors, such as spelling, referencing and/or layout. Word limit adhered to. You organise content in a manner that may be difficult for the reader to follow at times. A number of technical and grammatical errors throughout. Word limit not adhered to. You present content in an incoherent way and make frequent technical errors throughout paper. Word limit not adhered to.