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MKF2121
Marketing research methods
Unit Guide
Semester 1, 2011
The information contained in this unit guide is correct at time of publication. The University has the right
to change any of the elements contained in this document at any time.
Last updated: 27 Feb 2011
Table of Contents
MKF2121 Marketing research methods - Semester 1, 2011..................................................................1
Chief Examiner:...............................................................................................................................1
Lecturer(s) / Leader(s):....................................................................................................................1
Caulfield...............................................................................................................................1
Tutor(s):.......................................................................................................................................................1
Caulfield...........................................................................................................................................1
Introduction..................................................................................................................................................2
Unit synopsis...............................................................................................................................................2
Learning outcomes......................................................................................................................................2
Contact hours..............................................................................................................................................2
Workload.....................................................................................................................................................2
Unit relationships.........................................................................................................................................2
Prerequisites....................................................................................................................................2
Co-requisites....................................................................................................................................3
Prohibitions......................................................................................................................................3
Teaching and learning method....................................................................................................................4
Timetable information......................................................................................................................4
Unit Schedule..................................................................................................................................4
Tutorial Program..............................................................................................................................5
Unit Resources............................................................................................................................................6
Prescribed text(s) and readings.......................................................................................................6
Recommended text(s) and readings................................................................................................6
Library resources.............................................................................................................................6
Blackboard (MUSO).........................................................................................................................6
Q Manual.........................................................................................................................................7
Required software and/or hardware................................................................................................7
Assessment.................................................................................................................................................8
Assessment Summary.....................................................................................................................8
Faculty assessment policy...............................................................................................................8
Hurdle requirements........................................................................................................................8
Second marking...............................................................................................................................8
Return of final marks........................................................................................................................8
Applications for extension of time....................................................................................................8
Assessment tasks............................................................................................................................8
Assessment task 1...........................................................................................................................9
Assessment task 2.........................................................................................................................10
Assessment task 3.........................................................................................................................12
Examinations.................................................................................................................................14
Examination 1................................................................................................................................14
Special consideration.....................................................................................................................15
Assessment criteria - grading descriptors table.............................................................................16
Appendix....................................................................................................................................................17
MKF2121 Marketing research methods - Semester 1, 2011
Chief Examiner:
Dominic Thomas
Lecturer(s) / Leader(s):
Caulfield
Dr Dominic Thomas
Lecturer
Phone: +61 3 990 32059
Email: Dominic.Thomas@monash.edu
Location: Room 27, Building S6, Caulfield
Contact hours: Monday 1 p.m. to 4 p.m.
Tutor(s):
Caulfield
Mr Nicolas Pontes
Postgraduate Student
Phone: +61 3 990 31884
Email: Nicolas.Pontes@monash.edu
Location: Room 14, Building S5, Caulfield
Mr Munyaradzi Nyadzayo
Postgraduate Student
Phone: +61 3 990 31286
Email: Munyaradzi.Nyadzayo@monash.edu
Location: Room 13, Building S5, Caulfield
Mr Ari Pramono
Postgraduate Student
Phone: +61 3 990 31556
Email: Ari.Pramono@monash.edu
Location: Room 15, Building S5, Caulfield
1
Introduction
Welcome to MKF2121 for semester 2, 2010. Marketing research is the process by which management
acquires market information. It is an essential marketing activity designed to improve marketing
decisions. In an economy based around services and increasingly intangible products, knowing who your
customers are, what they do, why they do it, when this takes place and where, can mean the difference
between sustainability and failure. Marketing research is also a business expense and unless a firm can
specify exactly what they want and then be able to make use of it, opportunities will be lost and the costs
will be wasted.
Unit synopsis
The process of marketing research. Role of research in the marketing decision process. Developing key
outputs -- brief, proposal, report. Planning and managing a research project. Qualitative and quantitative
research techniques. Statistical analysis, marketing interpretation and reporting.
Learning outcomes
The learning goals associated with this unit are to:
provide a working knowledge of key concepts and methods used in marketing research1. 
develop a capability in formulating a theoretical framework for a marketing problem/opportunity2. 
provide an understanding of how to formulate a research design3. 
develop an ability to apply SPSS statistical software4. 
develop an ability to interpret statistical output from a marketing perspective.5. 
Contact hours
3 hours per week
Workload
Three hours class contact or equivalent per week.
The total time commitment required for this unit is 156 hours. In addition to the 39 hours of class contact
students are expected to devote an additional 117 hours during the semester to studying for this unit. 
This includes time spent in the preparing for and completing assessment tasks, together with time spent
in general study, revision, and exam preparation.
Unit relationships
Prerequisites
ETX1100 or PSY1022 and MKF1120
MKF2121 Marketing research methods - Semester 1, 2011
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Co-requisites
MKF2111 or MKW2111
Prohibitions
MKW2420, MKC2500, MKG2420
MKF2121 Marketing research methods - Semester 1, 2011
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Teaching and learning method
This unit will be taught over 12 weeks as a two hour lecture and a one hour tutorial/laboratory session. 
Tutorials start in week 2 of semester.  During weeks 7-11 inclusive, tutorials will be replaced by one hour
computer laboratory sessions. 
Lectures will provide a framework for learning about marketing research. Students are expected to
expand their understanding beyond the material covered in lectures. The lectures, text and
suggested readings will give each student the opportunity to learn about the conceptualisation, design,
implementation and use of research. Tutorials will give students the opportunities to discuss issues and
obtain feedback on their developing research skills.
 Statistical support resources are available on MUSO. The teaching program will be supported by
assignments which will give students the opportunity of applying their learnings from this unit to a
marketing research project/s.
Timetable information
For information on your timetable, including tutorial allocation if required, please refer to:
http://allocate.its.monash.edu.au/
Unit Schedule
Week Topic References/Readings Tutorials Key Dates
1 Introduction;
marketing research
process
Ch 1: Introduction to Marketing
Research
Tutorial: Marketing
Research
2 Planning for
research
Ch 2: Defining the Marketing
Research Problem and Developing
an Approach; Ch 3: Research
Design
Tutorial: Planning
for research
3 Secondary data
methods
Ch 4: Exploratory Research Design:
Secondary Data; Ch 5: Exploratory
Research Design: Syndicated
Sources of Secondary Data
Tutorial: Secondary
data
4 Qualitative research
methods;
Descriptive research
Ch 6: Exploratory Research Design:
Qualitative Research; Ch 7:
Descriptive Research Design:
Survey and Observation
Tutorial: Qualitative
research methods
5 Measurement and
Scaling
Ch 9: Measurement and Scaling:
Fundamentals and Comparative
Scaling; Ch 10: Measurement and
Scaling: Noncomparative Scaling
Techniques
Tutorial: Scales &
questionnaire
design
6 Sampling plan Ch 11: Questionnaire and Form
Design; Ch 12: Sampling: Design
and Procedures; Ch 13: Sampling:
Final and Initial Sample Size
Determination
Tutorial: Sampling
7 Data Collection and Ch 14: Field Work: Data Collection; Lab: Introduction to Assignment
MKF2121 Marketing research methods - Semester 1, 2011
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Intro to SPSS Ch 15: Data Preparation and
Analysis Strategy
SPSS, Data
Preperation
1 due
8 Data Analysis I Ch 16 Data Analysis: Frequency
Distribution; Hypothesis Testing,
and Cross-Tabulation
Lab: Frequency and
Cross Tabulation
Mid Semester Break
9 Data Analysis II Ch 17: Hypothesis Testing Related
to differences
Lab: Hypothesis
Testing Related to
differences
10 Data Analysis III Ch 18: Correlation Analysis and
Regression Analysis
Lab: Correlation
Analysis and
Regression Analysis
11 Causal research -
Design and
Experimentation
Ch 8: Causal Research Design:
Experimentation
Lab:
Experimentation
Assignment
2 due
12 Report Preparation
and Summary
Ch 19: Report Preparation and
Presentation
Tutorial: Report
Presentation
Tutorial Program
Week Recommended Reading Activity
1 Tutorial: Marketing Research Case discussion
2 Tutorial: Planning for research Mini-task 1: MDP VS. MRP
3 Tutorial: Secondary data Mini-task 2: Secondary data vs. Syndicated
data
4 Tutorial: Qualitative research methods Mini-task 3: Qualitative vs. Quantitative
research
5 Tutorial: Scales & questionnaire design Mini-task 4: Scaling Techniques
6 Tutorial: Sampling Mini-task 5: Sampling
7 Lab: Introduction to SPSS (Assignment 1 due) Mini-task 6: Recoding Data
8 Lab: Frequency and Cross Tabulation Mini-task 7: Chi Square tests and
Frequency
Mid Semester Break
9 Lab: Hypothesis Testing Related to differences Mini-task 8: t-tests and ANOVA
10 Lab: Correlation Analysis and Regression
Analysis
Mini-task 9: Regression Coefficients
11 Lab : Experimentation(Assignment 2 due) Mini-task 10: Experimentation
12 Tutorial: Report Presentation Report presentation and Exam discussion
Students should note that the lecture and tutorial programs outlined above are a guide to the
material to be covered in this unit and not a definitive statement of when that material will be
covered.  Specific details relating to the timing will be discussed in lectures and tutorials, and
posted on MUSO unit website.
MKF2121 Marketing research methods - Semester 1, 2011
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Unit Resources
Prescribed text(s) and readings
Malhotra, Naresh K., and Mark Peterson (2009) Basic Marketing Research w/SPSS v 16.0 3rd edition,
Pearson Education Australia
Recommended text(s) and readings
Students may obtain a comprehensive listing of recommended references and readings via the Library
link on the unit MUSO site.
Library resources
The Monash University Library provides a range of services and resources that enable you to save time
and be more efficient in your learning and research at URL: http://www.lib.monash.edu.au or via the
Library tab in the my.monash portal.
Blackboard (MUSO)
All unit and lecture materials, plus other information of importance to students, are available
through the MUSO (Monash University Studies Online) site. You can access MUSO via the
My.Monash Portal:  http://my.monash.edu.au
•   
Under “Online Systems” click the MUSO hyperlink
In order for your MUSO unit(s) to function correctly, your computer needs to be set up and certain
programs may need to be installed such as a compatible Java version (eg version 1.5.0). This can easily
be done by going to http://www.monash.edu.au/muso/support/students/browserset.html to update the
relevant software.
You can contact MUSO Support by:
Jobdesk: http://jobdesk.monash.edu.au/login/index.cfm?jobdesk_id=14
Email: muso.support@calt.monash.edu.au
Phone: (+61 3) 9903-1268
Operational hours (Monday – Thursday) – local time
Australia: 8 am to 10 pm (8pm Non Teaching period)
Malaysia: 6 am to 8 pm (6 pm Non Teaching period)
South Africa: 11pm to 1pm (11 am Non Teaching period)
Operational hours (Friday) – local time
Australia: Australia: 8 am to 8 pm
Malaysia: 6 am to 6 pm
South Africa: 11pm to 11 am
Operational hours (Saturday-Sunday) – local time (Teaching and Exam Period Only)
MKF2121 Marketing research methods - Semester 1, 2011
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Australia: 1 pm to 5 pm
Malaysia: 11 am to 3 pm
South Africa: 4 am to 8 am
Further information can be obtained from the following site
http://www.monash.edu.au/muso/support/index.html
Q Manual
You will often be directed to cite the source of the ideas, statistics, direct quotations and general
information that you use to prepare your written assignments. This is important for a number of reasons.
Firstly, it is good professional and ethical conduct to always give due credit to those people whose work
you have borrowed. Secondly, it is an element of good communication to ensure that your readers can
expand their understanding of your writing by accessing the same sources you have used to formulate
your thoughts.
Thirdly, all organisations, including your present or future employer, have written or understood rules of
the behaviour that is valued in that organisation. These rules often include the ways that it communicates
internally and externally. In the academic organisation the intellectual property of other researchers and
writers is highly valued. Citing their work is a way of acknowledging their contribution to scholarship.
The Q Manual shows you how to cite sources and list references correctly. Use it for referencing,
essay/report writing structure, etc. url:  http://www.buseco.monash.edu.au/publications/qmanual/
Required software and/or hardware
SPSS 16.0 version (student edition)
MKF2121 Marketing research methods - Semester 1, 2011
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Assessment
Assessment Summary
Within semester assessment: 50%
Examination (3 hours): 50%
Faculty assessment policy
For information regarding assessment policy, please refer to the appendix at the end of this Unit Guide.
Hurdle requirements
There is a hurdle requirement in this unit.
The learning outcomes in this unit require students to demonstrate in the individual summative
assessment task a comprehensive understanding of the topics covered in the unit. This is demonstrated
by the requirement that the student must attain a mark of at least 50% in the final summative
assessment task.
A student’s final mark is normally the sum of the marks obtained in all of the individual assessment items
in the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement a
mark of 48 will be returned for the unit.
The individual summative assessment task is the final exam.
Second marking
For information regarding second marking practice, please refer to
http://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#secmark
Return of final marks
The final mark that a student receives for a unit will be determined by the Board of Examiners on the
recommendation of the Chief Examiner taking into account all aspects of assessment. The final mark for
this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar.  
Applications for extension of time
For information regarding extensions of time, please refer to
http://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#extoftime
Assessment tasks
MKF2121 Marketing research methods - Semester 1, 2011
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Assessment task 1
Title:
Write a proposal to conduct marketing research
Learning objectives assessed:
This assessment is designed to test your achievement of Objectives 1-4.
Weighting:
20%
Task details:
Assignment # 1: Write a proposal to conduct exploratory research
This is a task for group of up to three (3) students. (Please note: No individual
submissions or groups larger than 3). Un-approved individual assignment submissions will
receive a 20% penalty.
Technology requirements
Proposals must be in PowerPoint slide format.
Slide limit
Components 2-5 listed below should not exceed 10 slides in total.
Marks available: 20 marks
Marks will be allocated according to the following regime:
COMPONENT %
1. Executive summary 10
2. Problem definition
Background to the problem♦   
Statement of the problem♦   
25
3. Approach to the problem 10
4. Research design 25
5. Reporting, costs and timing 10
6. Appendix: Discussion guide 20
For a general statement on assessment principles students should refer to the inside back
cover of the unit outline.
Instructions to students
Students are required to write a Research Proposal in response to the brief assigned by
their lecturer.  In the process, students will investigate any relevant secondary data,
develop a conceptual model of the topic area, scope out a research design and develop a
discussion guide or questionnaire.
The secondary data analysis should take the form of a literature review.  A summary of
key findings should appear in the Background section of the proposal.  Any additional
relevant material should be included in an appendix. 
 The Assignment Resources folder on the unit MUSO site has a guide on preparing a
research proposal. This document provides detailed notes on each section of the report.
MKF2121 Marketing research methods - Semester 1, 2011
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Students are required to retain a copy of the assignment until results are finalized.
Word limit:
Components 2-5 listed below should not exceed 10 slides in total
Due date:
Week 7
Submission details:
Submission date : Week 7  tutorial.
Submission mode: You must submit both a hard copy and a soft copy (by e-mail)  of
your assignment to your Tutor. All assignments will be scanned by University-approved
Plagiarism software. Failure to submit a soft copy will result in your assignment not being
graded. Submissions by email (alone) will not be accepted. Assignment Cover
Return of marks:
Marked assignments can be collected from the Marketing Reception on 7th floor of S
block two weeks after the submission date.
Penalties for late lodgement:
Applications for extension of time
All applications for an extension of the time allocated to an assessment task must be
made in writing to the unit leader.  Approval if granted will be in writing and will be
recorded on the Faculty Assignment Cover sheet accompanying the assessment task by
the responsible lecturer/tutor.
Penalties for late lodgement
A penalty of 10% of the mark allocated to this assessment task will be deducted for each
day that the assessment is late.
Assessment coversheet:
Work submitted for assessment must be accompanied by a completed copy of the
Faculty Cover Sheet which has been signed by the student.  NO assignment will be
accepted or marked if it is not accompanied by a signed Assignment Cover Sheet.
In the case of a group assignment, each member of the group must complete, sign and
attach to the assignment a separate copy of the Faculty Cover Sheet.
•   
Assessment task 2
Title:
Analyse case study data and write a report that addresses the research objectives.
Learning objectives assessed:
This assessment is designed to test your achievement of Objective 5.
Weighting:
20%
Task details:
Assignment # 2: Analyse case study data and write a report that addresses the
research objectives.
This is a task for group of up to three (3) students. (Please note: No individual
submissions or groups larger than 3). Un-approved individual assignment submissions will
receive a 20% penalty.
The scope of the assignment is exactly the same whether students work
individually or in groups. Students are responsible for finding their own partner and
•   
MKF2121 Marketing research methods - Semester 1, 2011
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managing their workload.
Technology requirements
Report must be in PowerPoint slide format.
Slide limit
Components 2-5 listed below should not exceed 20 slides in total.
Marks available: 20 marks
Marks will be allocated according to the following regime:
COMPONENT %
1. Executive summary 10
2. Research purpose and objectives 10
3. Methodology and data analysis 30
4. Findings 30
5. Managerial recommendations 20
For a general statement on assessment principles students should refer to the inside back
cover of the unit outline.
Instructions to students
Students will be provided with the following:
Case♦   
Questionnaire♦   
Dataset in SPSS format.♦   
 Students are required to analyse the data and prepare a report that addresses the
research objectives.
Students are required to retain a copy of the assignment until results are finalized.
Word limit:
Components 2-5 listed below should not exceed 20 slides in total.
Due date:
Week 11
Submission details:
Submission date : Week 11  tutorial.
Submission mode: You must submit both a hard copy and a soft copy (by e-mail) of your
assignment to your Tutor. All assignments will be scanned by University-approved
Plagiarism software. Failure to submit a soft copy  will result in your assignment not being
graded. Submissions by email (alone) will not be accepted. Assignment Cover
Return of marks:
MKF2121 Marketing research methods - Semester 1, 2011
11
Marked assignments can be collected from the Marketing Reception on 7th floor of S
block two weeks after the submission date.
Penalties for late lodgement:
Applications for extension of time
All applications for an extension of the time allocated to an assessment task must be
made in writing to the unit leader.  Approval if granted will be in writing and will be
recorded on the Faculty Assignment Cover sheet accompanying the assessment task by
the responsible lecturer/tutor.
Penalties for late lodgement
A penalty of 10% of the mark allocated to this assessment task will be deducted for each
day that the assessment is late.
Assessment coversheet:
Work submitted for assessment must be accompanied by a completed copy of the
Faculty Cover Sheet which has been signed by the student.  NO assignment will be
accepted or marked if it is not accompanied by a signed Assignment Cover Sheet.
In the case of a group assignment, each member of the group must complete, sign and
attach to the assignment a separate copy of the Faculty Cover Sheet.
Assessment task 3
Title:
Mini-tasks
Learning objectives assessed:
This assessment is designed to test your achievement of Objective 1- 5.
Weighting:
10%
Task details:
Mini-tasks are to be completed by individual students. There are two parts for this
assessment
Part A: Tutorial discussion:
Marks available: 6 marks
There are ten mini-tasks; each one is worth 0.5 mark for this unit.  In aggregate, the marks
awarded for the tutorial component will account for 6% of the total marks for this unit.  The
submissions will be assessed in terms of whether or not the student has completed each
task in sufficient detail and actively participated in class discussions.  Marks awarded will
either be zero or 0.5 (0.5%). If you complete all ten mini-tasks, you get 1% bonus mark.
Date, time & location
Mini-tasks are due at start of allocated tutorial sessions from weeks 3 to 12 inclusive.
Students are required to submit a hardcopy of their answers to the tutor and keep one
copy with them for discussion in the tutorial.
Instructions to students
•   
MKF2121 Marketing research methods - Semester 1, 2011
12
Any student in the class may be called upon to lead a discussion on the topic of a
mini-task. Mini-task marks will only be awarded to students who:
Submit their mini-task answers on time;1. 
Complete each mini-task in sufficient detail; and2. 
Actively participate in tutorial/laboratory class discussions.3. 
A student who uploads a detailed set of answers to a mini-task will not be awarded
the mini-task mark in the following instances:
Student arrives late for class♦   
Student misses any part of the class♦   
Student does not actively participate in class discussions.♦   
A summary of mini-tasks is given in the Tutorial Program.
Return of Marks
Marks achieved for this task will be available in week 12.
Part II: Research Participation (4%)
One of the key driving forces for the reputation of a university is the research that it
produces. And as an academic community it is our endeavour to bring this research into
the curriculum in your learning process as early as possible. In order to do so, we provide
you two options to avail this credit.
Option A : Research Project Participation:
You will have the opportunity to participate in a number of research projects conducted by
researchers from the Department of Marketing. The objectives of this exercise are: (1) to
highlight the different procedures and methods used in marketing research; and (2) to
make you aware of the research being conducted by the marketing faculty. During the
semester, a number of studies will be made available to you using an online system (the
link will be provided to you during the start of the term). 
1) We will have both lab-based studies and online studies.
2) Each lab-based study will be set up as a one hour study and students will receive 2%
for completing such study.
3) Each online study will be set up as an half-an-hour study and students will receive 1%
for completing such study.
You can get a maximum of 4% marks. At the end of each study, you are required to
complete a form that asks you questions regarding the research project(s) that you
participated in. This will be graded on a pass/fail basis – and you will be notified of your
score on this component within two weeks of study participation. There will be a debriefing
after each study and this information will help you in answering these questions. The
purpose of this experience is intended to be educational. You are not required to
MKF2121 Marketing research methods - Semester 1, 2011
13
participate in any of the research projects . If you chose not to participate and wish to
receive equivalent credit, you can choose Option B.
Date, time and location ·
Research participation will be run between Week 3 and Week 10. By the end of Week 10,
the projects will be closed. The studies will run online or in an on-campus computer lab.
Option B : Research Paper
You need to write a short paper based on your independent reading on consumer
behaviour literature. In this paper, you will review three academic journal articles posted
on the blackboard and write a summary on it. Further information regarding this option will
be available on MUSO by Week 2. This paper will be structured so that it takes
approximately the same amount of time as participating in the Option A.
Date, time and location ·
Students are required to submit a hardcopy of this short paper to their tutor  on their
Week 11 tutorial . This will be graded on a Pass/Fail basis.
Due date:
Weeks 3-12
Return of marks:
Examinations
Examination 1
Weighting:
50%
Duration:
3 hours
Type (open/closed book):
Closed book
Materials examinable:
The following materials are examinable:
Lecture notes♦   
Prescribed textbooks♦   
Any additional resources either posted on the unit website or presented or
distributed in lectures/tutorials/laboratory classes.
♦   
Remarks:
The examination has four sections.  All sections must be attempted.
Section A has one question listing nine key concepts.  Students must attempt the
question for five of the concepts listed.  Each concept is worth equal
marks. Section A is worth 25 marks in total.
1. 
Section B has three questions on statistical knowledge and students must
attempt ALL questions. Some questions have a number of parts to answer;
students must attempt ALL parts of a question. Section B is worth 20 marks in
total.
2. 
Section C has two model and design questions to answer; students must
attempt both questions. Section C is worth 25 marks in total.
3. 
•   
MKF2121 Marketing research methods - Semester 1, 2011
14
Section D has three essay questions and students must attempt two questions. 
Each question is worth equal marks. Section D is worth 30 in total.
4. 
Calculators are not permitted
Special consideration
For information regarding special consideration, please refer to the appendix at the end of this Unit
Guide.
MKF2121 Marketing research methods - Semester 1, 2011
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Assessment criteria - grading descriptors table
High
Distinction
(80%+)
Distinction
(70 - 79%)
Credit
(60 - 69%)
Pass
(50 - 59%)
Fail
(Less than 50%)
General
description
Outstanding or
exceptional work
in terms of
understanding,
interpretation
and
presentation
A very high
standard of
work which
demonstrates
originality and
insight
Demonstrates a
high level of
understanding and
presentation and a
degree of
originality and
insight
Satisfies the
minimum
requirements
Fails to satisfy the
minimum
requirements
Reading Strong evidence
of independent
reading beyond
core texts and
materials
Evidence of
reading beyond
core texts and
materials
Thorough
understanding of
core texts and
materials
Evidence of
having read core
texts and
materials
Very little evidence
of having read any
of the core texts
and materials
Knowledge
of topic
Demonstrates
insight,
awareness and
understanding
of deeper and
more subtle
aspects of the
topic. Ability to
consider topic in
the broader
context of the
discipline
Evidence of an
awareness and
understanding
of deeper and
more subtle
aspects of the
topic
Sound knowledge
of principles and
concepts
Knowledge of
principles and
concepts at least
adequate to
communicate
intelligently in
the topic and to
serve as a basis
for further study
Scant knowledge
of principles and
concepts
Articulation
of argument
Demonstrates
imagination or
flair.
Demonstrates
originality and
independent
thought
Evidence of
imagination or
flair.
Evidence of
originality and
independent
thought
Well-reasoned
argument based
on broad evidence
Sound argument
based on
evidence
Very little evidence
of ability to
construct coherent
argument
Analytical
and
evaluative
skills
Highly
developed
analytical and
evaluative skills
Clear evidence
of analytical and
evaluative skills
Evidence of
analytical and
evaluative skills
Some evidence
of analytical and
evaluative skills
Very little evidence
of analytical and
evaluative skills
Problem
solving
Ability to solve
very challenging
problems
Ability to solve
non-routine
problems
Ability to use and
apply fundamental
concepts and skills
Adequate
problem-solving
skills
Very little evidence
of problem-solving
skills
Expression
and
presentation
appropriate
to the
discipline
Highly
developed skills
in expression
and
presentation.
Well developed
skills in
expression and
presentation.
Good skills in
expression and
presentation.
Accurate and
consistent
acknowledgement
of sources.
Adequate skills
in expression
and presentation
Inadequate skills
in expression and
presentation.
Inaccurate and
inconsistent
acknowledgement
of sources.
Source: University of Adelaide 2005
MKF2121 Marketing research methods - Semester 1, 2011
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Appendix
Please visit the following URL: http://www.buseco.monash.edu.au/unit-guide/appendix.html for further
information about:
Continuous improvement•   
Assessment policy•   
Grading Scale policy•   
Special consideration•   
Plagiarism, cheating and collusion•   
Plagiarism register•   
Non-discriminatory language•   
Students with disabilities•   
Using the University’s computer and IT facilities•   
Faculty policies•   
Related links•   
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