You have to follow the requirement and make it clear and logical. Do not copy sentences or text from any sources because this must upload on Turnitin website to check plagiarism. (paraphrase sentences) Using English writing style Assessment Task 1: Case 1 – Crescent Pure Course code and name: MKTG1104 Marketing Research Assessment name: Case 1: Crescent Pure Weight: 10% Length: 800 words 10% per case study Focus: In this case we will focus on the marketing research process. Case Study Question: Evaluate the marketing research conducted by Portland Drake Beverages in this case. Using your knowledge of the research process, discuss the research approach(es) undertaken, how they contributed to addressing the marketing research problem, and if the research would be enough to finalise the positioning strategy for Crescent Pure. Justify your responses based on the case data and theory. – Objectives/ research questions o Research problem? o End goal? o What do they think to do to achieve the goal? o What do they already know? o What do they need to find out? o Agency vs Internal? Pros and Cons o Research conducted? o Timeline? – Overview/ Background – Timeline – Problem definition and setting research objectives – Research design ( you have to add critical thinking about research design) o There are 2 basic types of data 1.Qualitative 2.Quantitative o Research designs-Specifies the research method that should be used to collect and analyze the secondary data (internal and external) and primary data o 3 key types of research designs 1.Exploratory 2.Descriptive 3.Causal o Sampling ? 1. Target population: Who is to be sampled? ? 2. Sample size: How big should the sample be? ? 3. Sample method: How to select the sampling units? ? 4. Sampling techniques: Probability sampling versus non-probability sampling? – Data Collection – Recommendations Tips: Focus on the use of marketing research in this case to address the marketing research problem and managerial decision problem. You do not have to make a recommendation on the positioning strategy for Crescent Pure, only whether the marketing research conducted has provided them with the right information to make this decision. It may help you to make a timeline of the case, identifying what has happened up until this point including what research was conducted and when. It may help you to identify all the key people in the case study who is involved in the research and who will be the ones using the research. Rubric: When grading each case analysis submission I look for five things Case Study Analysis Assessment Rubric.pdf Application of theory (relevance and quality) -Demonstrates the ability to select the most relevant marketing research theory to support their critique and recommendations. Critique and recommendations show an excellent ability to apply theory to the case information and in addressing the case question. Excellent use of marketing research terminology and broader marketing concepts. Addresses key case data (relevance and quality) -Critique and recommendations show an excellent ability to interpret the information provided and apply it to addressing the case question. Completeness (Addresses all parts of the assigned question) -Addresses all parts of the assigned question in sufficient deta Timeliness (Was the submission made by the due date and time?) Presentation (Does the entry demonstrate the ability to communicate and present information in an appropriate format?) -Information is expressed within a refined structure; Key information is clearly defined, supplemented by detail where required; Grammar, spelling and punctuation are highly accurate
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