MARKETING RESEARCH PROJECT

OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 22
MARKETING RESEARCH PROJECT
Unit Reference Number Y/618/1619
Unit Title Marketing Research Project
Unit Level 7
Number of Credits 20
Total Qualification Time (TQT) 200 Hours
Guided Learning Hours (GLH) 100 Hours
Mandatory / Optional Mandatory
Unit Grading Structure Pass / Fail
Unit Aims
The aim of this unit is to develop learners’ research skills including the formulation of
research proposals, literature reviews, referencing, data collection, use of interviews and
surveys, questionnaire design, statistical analysing using SPSS, qualitative data and
methods for drawing conclusions from the analysed data.
Learning Outcomes and Assessment Criteria
Learning Outcomes –
the learner will:
Assessment Criteria –
the learner can:
1. Be able to identify
research problems and
formulate research
objectives.
1.1 Appraise research problems.
1.2 Develop appropriate research objectives and justify
their choice.
2. Understand how to review
the literature on a research
topic.
2.1 Evaluate literature relevant to a research problem.
2.2 Analyse different theoretical approaches to a research
problem.
3. Be able to design
appropriate business
research methodologies.
3.1 Evaluate appropriate research methodologies in terms
of research objectives.
3.2 Design an appropriate methodology in terms of
research objectives.
3.3 Justify a selected methodology in terms of research
objectives.
4. Be able to develop a
research proposal.
4.1 Propose techniques for use with quantitative and
qualitative data.
4.2 Create a research question, literature review and
methodology.
You are required to choose a domestic or international Small and Medium Enterprise (SME)
operating in your country on which to base your assignment. You are advised to check with
your tutor that your choice is appropriate.
It would be beneficial if you choose an organisation that you are either currently working at
or have worked at in the past.
You need to analyse the chosen organisation and identify a business problem related to
areas of market or marketing at the organisation.
The problem must be related to marketing function and must be justified with support of
symptoms and data.
You need to develop a market or marketing research proposal to undertake market and
marketing research for the chosen organisation.
OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 23
Task 1 of 1 – Marketing Research Proposal Report
Instructions
You are tasked with developing a market or marketing relevant, feasible and interesting
market research proposal for your chosen organisation. The research proposal should be
written in the future tense. Each task must be answered with the application, analysis and
evaluation of theoretical concepts and models for the chosen organisation. The literature
review should be critical, the research problem and research methodology must be fully
justified.
The following points need to be addressed when preparing the report:
Section A (ACs 1.1, 1.2)
1. Appraise market or marketing research problems and justify it for the chosen
organisation.
2. Develop appropriate research objectives and justify your choice of the problems and
issues at the chosen organisation.
Section B (ACs 2.1, 2.2)
1. Evaluate , review and analyse a range of relevant literature related to the chosen
research problem.
2. Analyse different theoretical approaches to the chosen research problem.
Section C (ACs 3.1, 3.2, 3.3)
1. Evaluate appropriate research methodologies in terms of SMART research
objectives for the chosen research problem at the chosen organisation.
2. Design an appropriate methodology in terms of the research objectives for the
chosen organisation.
3. Justify a selected methodology using theories and concepts of research methodology
giving due consideration to the nature of research problem and relevant research
objectives at the chosen organisation.
Section D (ACs 4.1, 4.2)
1. Propose techniques for use with quantitative and qualitative data collection and
analysis for the chosen research problem at the chosen organisation.
2. Create a research question, literature review, and methodology for the chosen
research problem at the chosen organisation.
Delivery:
 1x Word file
Submission:
 1x Word file – 2500 words excluding TOC, diagrams, references and appendices
Referencing:
 You should use and cite a range of academic and reliable sources.
 A comprehensive Harvard style reference list must be included at the end of the
work.
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