Ben’cookies Marketing Research BBA221 MARKETING RESEARCH Task brief & rubrics Task – Midterm individual assignment You receive an RFP from

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BBA221 MARKETING RESEARCH Task brief & rubrics

Task – Midterm individual assignment

You receive an RFP from the company Ben’s Cookies. They want you to conduct marketing research about their company and customers’ experience. Elaborate

research in which you achieve all the objectives included in this proposal, and clearly point out to how you answer this and where you got the information from:

1. General associations and perceptions of the brand. What are their main competitors? What do they do better/worse than them? What is a list of 10

keywords that customers associate with the company? Write a paragraph or two explaining the general perception that customers have about the

brand.

2. Assess the level of customer satisfaction and individual factors driving high or low satisfaction. This means that you need to collect information about

how happy or dissatisfied customers are, as well as explaining what factors make them be satisfied with the brand/product and what elements decrease

this satisfaction.

3. Understand better the customers’ experience consistency across all London shops. To do this, think about and explain what type of research you’ll do:

quantitative, qualitative, etc. Relying on secondary data, what is the experience of customers like in these shops? Is it consistent across all London

locations? If you could conduct primary research, would you do a focus group or a survey? Why? What type of sample would you choose? Outline 5

questions that you would ask them that are aligned with their experience in the shops.

Remember that is important that you justify your answers and include in-text citations throughout the submitted document, as seen in class, as well as a list of

references. This directly affects the quality and credibility of your work.

Formalities:

• Wordcount: 2000 words.

• Font: Arial 11,5 pts. Line spacing: 1,5.

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• The in-text References and the Bibliography must be in Harvard’s citation style.

Submission: Week 6 – Sunday 6th of March 2022 at 23:59h (CET).

Weight: This task is 40% of your total grade for this subject.
It assesses the following learning outcomes:

• Outcome 1: evaluate the extent to which strategic marketing decisions or business needs of a company have an impact on the design of marketing

research and the formulation of consumer behavior questionnaires.

• Outcome 2: identify the sampling methods and procedures and determine the sampling sizes.

• Outcome 3: apply the appropriate research design methods to obtain insights into the marketing research problems or opportunities.

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge: Brand
associations and

perceptions (20%)

The general associations
and perceptions of the
brand are very well
assessed, competitors are
identified and very well
analysed. The explanation
of the perception of the
brand is clear and solid.

The general associations
and perceptions of the
brand are well assessed,
competitors are identified
and well analysed. The
explanation of the
perception of the brand is
overall.

The general associations
and perceptions of the
brand included, and
competitors are identified
but could be further
analysed. The explanation
of the perception of the
brand could be improved.

The general associations and
perceptions of the brand are
not very well assessed,
missing important
competitors and pertinent
analysis. The explanation of
the perception of the brand
is rather vague.

Understanding:
Level of customer
satisfaction (30%)

The level of customer
satisfaction and individual
factors driving high or low
satisfaction are both very
well analysed and
explained using highly
pertinent information.

The level of customer
satisfaction and individual
factors driving high or low
satisfaction are both well
analysed and explained
using overall pertinent
information.

The level of customer
satisfaction and individual
factors driving high or low
satisfaction are both
discussed to a fair extent,
but they should be
developed to a greater
extent.

The level of customer
satisfaction and individual
factors driving high or low
satisfaction are not explicitly
nor properly acknowledged.
Missing important
information to consider this
research properly done.

Critical thinking
(30%)

The customers’ experience
is assessed, and the
methods are very well
explained. Secondary data
is very well analysed and
the proposal for primary
data is highly appropriate.

The customers’ experience
is assessed, and the
methods are overall well
explained. Secondary data
is well analysed and the
proposal for primary data is
appropriate in general.

The customers’ experience
is assessed, but the
methods could be better
explained. Secondary data
and primary data are
acknowledged, but some
revisions are needed.

The customers’ experience is
not properly assessed,
missing important
information about the
methods, secondary and
primary data.

Communication
(20%)

Student communicates
their ideas extremely
clearly and in-text citations
are adequately included in
throughout the document
and in the list of
references.

Student communicates
their ideas clearly and
pertinent in-text citations
are included.

Student communicates
their ideas with some
clarity and references are
included to a satisfactory
extent, although they need
to be reviewed.

Student communicates their
ideas in a somewhat unclear
and unconcise way.
References are not
adequately included.

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