1 AMB201 Marketing & Audience Analytics Qualitative Report Structure (Part 3) Title Page (not in word count) – Report title – Student name and student number – Tutor’s name and tutorial time – Word count of assignment body Table of Contents (not in word count) Participation Reflection (limit to 300 words; not part of main word count) Abstract (limit to 100 words; not part of main word count) Visual Summary of Research (not in word count) 1 Introduction (include in word count) 1.1 Topic and background 1.2 Scope of the report 1.3 Research problem and objectives 2 Method (include in word count) 2.1 Research methodology 2.2 Sample 2.3 Procedure 2.4 Ethical considerations 3 Results (include in word count, exclude tables and diagrams) 4 Discussion (include in word count) 4.1 Interpretation of findings 4.2 Implications and recommendations 4.3 Limitations 5 References (not in word count) 6 Appendices (not in word count) 6.1 Coded interview transcripts 6.2 [other appendices if relevant] 2 AMB201 Marketing & Audience Analytics Detailed Overview of Qualitative Report Sections (Part 3) It is important to be systematic and methodical when reporting research. The information below will assist with this when you are writing up your report. You should also check the assignment CRA and work toward the overall grade you hope to achieve. Abstract (limit to 100 words; not part of main word count) Provide a summary of what was done (e.g., research aim and methodology) and what was found (e.g., key findings and recommendations). Visual Summary of Research Create and present an infographic that accurately summarises key findings from this research report, as might be suited to interested audiences in public settings (e.g., social media sites). Ensure it conveys all necessary detail so that a viewer can judge trustworthiness (e.g., key details regarding the nature of research and analysis, sample, and source of information). Source to be listed as: AMB201 Qualitative Project Student Database (semester, year) 1 Introduction (approx. 300 words) 1.1 Topic and background Introduce the topic and explain why it is important to research. Use secondary research (from academic and industry sources) to give some background to outline our current understanding, and to highlight why we would want to know more. It can be useful in this section to discuss relevance for practitioners (e.g., marketers) and how it builds on existing literature. 1.2 Scope of the report Mention what is included and what is not included in the research. What restrictions are placed on the topic to keep it focused Are you only looking at a particular type of product/service, or a particular consumer segment 1.3 Research problem and objectives Outline the research question and research objectives (see documents on Blackboard). Some additional explanation may be helpful to provide context. 2 Method (approx. 600 words) 2.1 Research methodology What type of research was conducted and why Identify any considerations specific to this type of research (e.g., data accuracy, representativeness, objectivity, etc.), and note anything done to address these issues. 2.2 Sample Identify and discuss the sampling method. Note the sample size and who was in the sample Why is the sample appropriate for this topic and this research design 3 2.3 Procedure How were data collected It is good to be specific here. A reader should understand in sufficient detail that they could replicate what you did. Elaborate on any materials or instruments used (e.g., interview guide) and any relevant analytical considerations (e.g., were the questions designed in a way to enable analysis ). 2.4 Ethical Considerations Explain the importance of ethics in marketing research. Outline the ethical issues relevant to the current research and how they were addressed (e.g., informed consent). 3 Results (approx. 500 words) In this section, provide a detailed description of the analysis undertaken and explain why this was appropriate. Ensure you give enough detail that another person could potentially replicate your analysis. You should explain the coding system used, how themes emerged, and what they were (i.e., your results). You might find it useful to include a table(s) to help show the themes and codes you found. 4 Discussion (approx. 600 words) 4.1 Interpretation of findings For each research objective, interpret and discuss relevant results from your analysis. Ensure each objective is fully addressed (consider a subheading for each). Use secondary research to integrate the findings with current understanding. Ensure to relate back to the original research question. 4.2 Implications and recommendations [depending on writing style, you might like to combine this section with the one above] What practical recommendations can you make because of this study Outline any recommendations for future research directions to explore these issues. 4.3 Limitations Describe any aspects of the study that could reduce confidence in the findings (e.g., sample, methodology, analysis, data trustworthiness, etc.). How would this have impacted results, and how this could be improved in future research 5 References Cite published sources only (i.e., not lectures or tutorials). Use APA formatting. 6 Appendices 6.1 Coded interview transcripts Include the fully marked-up interview transcripts used in your analysis (yours plus four others). On your own transcripts, indicate (e.g., underline) any questions you may have asked in addition to the interview guide. 6.2 [other appendices if relevant] 4 AMB201 Marketing & Audience Analytics Qualitative Report Check-List (Part 3) Title page (includes title of report, student name, student number, tutor’s name and time of tutorial, assignment word count) Participation reflection included Abstract does not exceed 100 words Visual summary of research (infographic) has been included All sections of report included as per recommended structure Student name and student number are included as a header on each page Page number is included as a footer on each page 1.5 spacing, with 2.5cm margins Consistent font throughout report, including headings (e.g. Times New Roman size 12) Assignment is within 2000 word limit (+/-10%, excl. participant reflection, abstract, visual summary of research, appendices and reference list) APA referencing is followed consistently across all references (in-text and in reference list) Assignment has been proof-read, checked for spelling errors and grammatical errors Colloquialisms (including contractions such as don’t and can’t) have been removed Six fully coded transcripts are included as an appendix (yours plus four others) Assignment document is under the Turnitin submission limit of 40MB Assignment submitted on time AMB201: Qualitative Research Project Student Name:_________________________________ Student Number: __________________ Grading Grade: 7 Grade: 6 Grade: 5 Grade: 4 Grade: 3 – 2 – 1 Score 10.0 5.0 0.0 Reflection [TS 4.1] You reflect on the experience of taking part in two approved qualitative studies, offering insight into the participant experience. You reflect on the experience of taking part in only one approved qualitative study, or your reflection is mostly a description of what happened. You do not reflect on an approved qualitative study. / 10 10.0 – 9.2 – 8.5 8.2 – 7.9 – 7.5 7.2 – 6.9 – 6.5 6.2 – 5.6 – 5.0 4.5 – 3.3 – 1.6 – 0.0 Abstract and Visual [KS 1.2] You provide a clear abstract for the research, with all necessary information. Your own infographic is impactful, clearly conveying insightful information. It is true to the findings obtained and contains all necessary detail. You provide an abstract for the research, with all necessary information. Your own infographic conveys insightful information. It is true to the findings obtained and contains all necessary detail. You provide an abstract for the research, with most necessary information. Your own infographic conveys general information. It is true to the findings obtained and contains most necessary detail. You provide a basic abstract for the research. Your own infographic conveys basic information. It is true to the findings obtained but contains only some necessary detail. You fail to provide an abstract for the research. Your own infographi
c conveys information poorly or is missing. It may not be true to findings obtained and does not contain necessary detail. / 10 10.0 – 9.2 – 8.5 8.2 – 7.9 – 7.5 7.2 – 6.9 – 6.5 6.2 – 5.6 – 5.0 4.5 – 3.3 – 1.6 – 0.0 Introduction [KS 1.1] You present a well-supported introduction. You convincingly explain why the research is important and relate this to very relevant marketing literature. You correctly identify the scope; state and discuss the research question; explain the aims and objectives. You present a well-supported introduction. You explain why the research is important and relate this to relevant marketing literature. You correctly identify the scope; state and discuss the research question; explain the aims and objectives. You present a general introduction to the report. You describe the research and relate this to relevant marketing literature. You correctly identify the scope; state the research question; aims and objectives. You present a basic introduction to the report. You outline the research and relate this to some marketing literature. You are mostly correct in describing the scope. You state the research question, the aims, and objectives. You fail to explain why the research is important or relate relevant marketing literature. You do not adequately discuss the research question or explain the aims and objectives of the research. Unreferenced claims. / 10 18.0 – 16.5 – 15.3 14.7 – 14.1 – 13.5 12.9 – 12.3 – 11.7 11.1 – 9.9 – 9 8.1 – 6 – 2.9 – 0.0 Method [KS 1.2] You demonstrate a strong understanding of qualitative research. You explain clearly what research has been undertaken in sufficient depth that it could be replicated. Sample is correctly described. Detailed transcripts are provided, with appropriate additional questioning to fully explore ideas/issues raised. You demonstrate a good understanding of qualitative research. You explain clearly what research has been undertaken in reasonable depth. Sample is correctly described. Detailed transcripts are provided, with appropriate additional questioning around ideas/issues raised. You demonstrate a general understanding of qualitative research. You explain generally what research has been undertaken with some details. The sample is correctly described. Transcripts are provided, with some additional questioning around ideas/issues raised. You demonstrate some understanding of qualitative research. You offer a basic description of what research has been undertaken. You are mostly correct in describing the sample. Transcripts are provided, but with little detail or little questioning around ideas/issues raised. You fail to demonstrate an understanding of qualitative research. You explain very few aspects of what research has been undertaken. You do not provide transcripts or provide transcripts that are inadequate. Unreferenced claims. / 18 6.0 – 5.5 – 5.1 4.9 – 4.7 – 4.5 4.3 – 4.1 – 3.9 3.7 – 3.3 – 3.0 2.7 – 2.0 – 1.0 – 0.0 Ethics [SE 5.1] You demonstrate an excellent understanding of ethical considerations and application to this project. You demonstrate a good understanding of ethical considerations and application to this project. You demonstrate general understanding of ethical considerations and application to this project. You demonstrate a basic understanding of ethical considerations and application to this project. You fail to demonstrate an understanding of ethical considerations and/or application to this project. Unreferenced claims. / 6 20.0 – 18.4 – 17.0 16.4 – 15.8 – 15.0 14.4 – 13.8 – 13.0 12.3 – 11.1 – 10.0 9.0 – 6.6 – 3.2 – 0.0 Results [HO 2.2] You describe the analysis comprehensively. You present fully explained and justified codes for the transcripts and explain appropriate themes in the data. Explanations are clear and succinct. The themes identified relate clearly to the research objectives and each objective is fully addressed. You describe the analysis quite well. You present reasonably well explained and justified codes for the transcripts and explain appropriate themes in the data. Explanations are clear and succinct. The themes identified relate clearly to the research objectives and each objective is reasonably well addressed. You describe the analysis generally. You offer an explanation and justification of codes for the transcripts and identify themes in the data. Explanations could be written more clearly and succinctly. The themes identified relate to the research objectives and each objective is addressed. You describe the analysis in a basic way. You identify codes for the transcripts and themes in the data but offer limited explanation. Explanations could be written more clearly and succinctly. Themes may be a little too broad or narrow. The themes identified relate to the research objectives, but not all are fully addressed. You fail to adequately describe the analysis. You do not sufficiently identify or explain codes for the transcripts and/or themes in the data. Explanations are unclear. Themes do not relate to research objectives, and not all objectives are adequately addressed. Unreferenced claims. / 20 20.0 – 18.4 – 17.0 16.4 – 15.8 – 15.0 14.4 – 13.8 – 13.0 12.3 – 11.1 – 10.0 9.0 – 6.6 – 3.2 – 0.0 Discussion [HO 2.1] You present a strong interpretation of your analysis and logical responses to the research question/s and each objective. Implications, recommendations, and future directions are fully discussed in an insightful way. You identify and explain clearly why and what the limitations of the research are, and what implications these have for your findings. Resolutions are offered. You present a reasonably good interpretation of your analysis and logical responses to the research question/s and each objective. Implications, recommendations, and future directions are fully discussed. You identify and explain why and what the limitations of the research are, and what implications these limitations have for your findings. You present a general interpretation of your analysis and offer responses to the research question/s and each objective. Some implications, recommendations and future directions are discussed. You identify and explain some limitations of the research and some implications of these for your findings. You present a basic interpretation of your analysis and offer responses to the research question/s and each objective. Some implications, recommendations and future directions are noted. You identify some limitations of the research. You fail to interpret your analysis or present responses to the research question/s and objectives. You do not sufficiently identify or discuss implications recommendations and future directions. You fail to sufficiently identify the limitations of the research. Unreferenced claims. / 20 6.0 – 5.5 – 5.1 4.9 – 4.7 – 4.5 4.3 – 4.1 – 3.9 3.7 – 3.3 – 3.0 2.7 – 2.0 – 1.0 – 0.0 Presentation [PC 3.1] You organise content clearly, make no technical errors; use appropriate APA referencing; and follow the suggested format precisely. Your work is free of grammatical and spelling errors. You organise content clearly, make a few technical errors; use appropriate APA referencing; and follow the suggested format. Your work is mostly free of grammatical and spelling errors. You organise content clearly, make some technical errors; use appropriate APA referencing; and follow suggested format. Your work contains some grammatical and spelling errors. You organise content mostly clearly but make several technical errors. You use APA referencing inconsistently. You mostly follow the suggested format. Work contains several grammatical/ spelling errors. You do not organise content clearly and make frequent technical errors. You do not reference appropriately. Your work contains multiple grammatical/ spelling errors. You exceed the word limit. / 6 Penalties A 20% penalty is applied for any of the following: Transcripts not uploaded into class database by due date Signed consent forms not submitted within submission window Less than six fully coded interview transcripts included as an appendix with submitted report Overall Grade Total score (out of 100) :__________ Final mark for assignment (out of 50) :__________