Student Number: (enter on the line below)
Student Name: (enter on the line below)

HC2022
MARKETING RESEARCH
FINAL ASSESSMENT
TRIMESTER 2, 2021
TIME ALLOWED: 24 hours
All answers must be submitted within this time frame. Late submissions are not accepted.
Assessment Weight: 50 total marks
Instructions:
• All questions must be answered by using the answer boxes provided in this paper.
• Completed answers must be submitted to Blackboard by the published due date and time.
Submission instructions are at the end of this paper.
Purpose:
This assessment consists of six (6) questions and is designed to assess your level of knowledge of the key topics covered in this unit.

There are 6 questions in the Tutorial Assignment. Once the assignment available, you will have 24 hours to finish and submit it. Each week students were provided with similar case studies and situational questions of varying degrees of difficulty. These tutorial case studies and guide questions are available in the Tutorial Folder for each week on Blackboard. The Interactive Tutorials are designed to assist students with the process, skills and knowledge to answer the provided tutorial questions. Your task is to answer a selection of tutorial questions covered over Week 2 to Week 11 inclusive.
It is important when you answer the questions, you do not just copy and paste the answers from other sources, but rather, try to paraphrase it and provide reference (in- text referencing) to your answers. All references must be listed appropriately at the end of the assignment using Harvard referencing style. References provided must follow Reference Requirement detailed on page 6.
In this assessment, you are given 6 questions under cases/scenarios where you will apply service marketing concepts to support your recommendations.

Question 1 (11 marks)
Social media networking sites like Facebook, Instagram, LinkedIn, Twitter and others are internet services that let you interact with others and share and create content through online communities. Social media present great marketing opportunities for businesses of all sizes to promote the brand through quick transfer of information about goods and services to potential customers and can help t0 obtain customer reviews about the services. These do not only help to attract new customers but also build stronger relationships with existing customers. Select any manufacturer of your choice and describe how they can use the Internet Social Networking site for qualitative research in order to attact consumers? Use two of the social networking sites to illustrate your answer.
Answer this question in 400 words (support your answer with one academic reference and non-academic or industry reference).
ANSWER: ** Answer box will enlarge as you type
Question 2 (7 marks)
Surveys are useful in describing the characteristics of a large population. No other research method can provide this broad capability, which ensures a more accurate sample to gather targeted information in which to draw conclusions and make important marketing decisions. Describe the different forms of interviews and provide examples where each type is a preferred option.
Answer this question in 300 words (support your answer with one academic reference and non-academic or industry reference).
ANSWER:
Question 3 (7 marks)
Test marketing is a strategy used by companies to asssess the customer views about their new product or a marketing campaign before a new product is launched in the market on a large scale. It is used across the business world to find out what consumers want and need in their everyday lives. Describe the steps that a shoe manufacturing company can follow in test marketing their product.
Answer this question in 300 words (support your answer with one academic reference and non-academic or industry reference).
ANSWER:
Question 4 (11 marks)
There are no hard-and-fast rules in determining how to develop a questionnaire. Fortunately, research experience has yilded some guidelines that help prevent the most common mistakes. The language should be simple to allow for variations in educational level. There are six critical and common mistakes researchers make when determining wording of each questions. Describe each of them and provide an example question to each of the common mistake.

Answer this question in 500 words (support your answer with one academic reference and non-academic or industry reference).
ANSWER:
Question 5 (7 marks)
When the data has been gathered, typically they have to be cleaned up to prepare then for analysis. Data cleaning and editing process is about the last chance that the researcher has before analysis the data. Describe the purpose of editing. Provide some examples of questions that might need editing.
Answer this question in 300 words (support your answer with one academic reference and non-academic or industry reference).
ANSWER:
Question 6 (7 marks)
Choosing an appropriet statistical technique is very important in data management.
Describe with examples the following,
a) The distinctions between ‘Paramentric’ and ‘Nonparamentic’ statistics.
b) The three measurement scales
Answer this question in 300 words (support your answer with one academic reference and non-academic or industry reference).
ANSWER:
END OF FINAL ASSESSMENT
Submission instructions:
• Save submission with your STUDENT ID NUMBER and UNIT CODE e.g. EMV54897 HC2022
• Submission must be in MICROSOFT WORD FORMAT ONLY
• Upload your submission to the appropriate link on Blackboard
• Only one submission is accepted. Please ensure your submission is the correct document.
• All submissions are automatically passed through SafeAssign to assess academic integrity.
Reference requirements
Assessment Design – Adapted Harvard Referencing
Holmes will be implementing as a pilot program a revised Harvard approach to referencing. The following guidelines apply:
1. Reference sources in assignments are limited to sources which provide full text access to the source’s content for lecturers and markers.
2. The Reference list should be located on a separate page at the end of the assignment and titled: References.
3. It should include the details of all the in-text citations, arranged alphabetically A-Z by author surname. In addition, it MUST include a hyperlink to the full text of the cited reference source.
For example:
Hawking, P., McCarthy, B. and Stein, A. 2004. Second Wave ERP Education, Journal of Information Systems Education, Fall, http://jise.org/Volume15/n3/JISEv15n3p327.pdf
4. All assignments will require additional in-text reference details which will consist of the surname of the author/authors or name of the authoring body, year of publication, page number of content, paragraph where the content can be found.
For example;
“The company decided to implement a enterprise wide data warehouse business intelligence strategies (Hawking et al, 2004, p3(4)).”

Non-Adherence to Referencing Guidelines
Where students do not follow the above guidelines:
1. Students who submit assignments which do not comply with the guidelines will receive a 10% penalty.
2. Students who comply with guidelines and the citations are “fake” will be reported for academic misconduct.