Department of Marketing
MKTG2002 2020 S2 1
MKTG2002 Final Report Marking Rubric – 2020 S2
| Criteria | Fail 0% – 49% |
Pass 50% – 64% |
Credit 65% – 74% |
Distinction 75% – 84% |
High Distinction 85% – 100% |
| Articulation – Executive Summary (5%) |
No or very poor summary, leaving reader puzzled about what is providing in the report. |
Incomplete picture of the report or deliverables. |
Identifies the important contents of the report but omits a few factors. |
Clearly and completely identifies the key contents of the report. |
Accurately and succinctly summarizes contents of report. |
| Articulation – Introduction and Background (5%) |
No or very poor description of the history of the problem, without a clear relationship to the problem. |
Vague explanation on the history of the problem. Limited reflection of the problem, and motivations for the research. |
Brief history of the organisation. A brief explanation of the implications of the problem, and motivations for the research. |
Brief history relates to the problem. Evidence that the team has prioritised symptoms and possible causes. Priorities are echoed in the choice of the research question. |
Brief history links directly to the problem. Clear priorities of symptoms and possible causes with a direct link to a choice of the research question. |
| Position – Research Questions/ Hypotheses (10%) |
No or very poor description of research questions and hypotheses. |
Ineffective and insufficient research questions, it is not clear what the answer could look like. |
Research questions may be viable, but so broadly stated that corresponding hypotheses are not testable. |
Reasonable and workable research questions, hypotheses are properly developed. |
Succinct, precise, and workable research questions, hypotheses are properly developed with theoretical justification. |
| Analysis – Method (10%) |
No or very poor discussion of the sampling method. |
Explanation of population of interest, sampling frame and questionnaire. |
An outline of specific data needs. Explanation of population of interest, sampling frame and questionnaire. |
A Clear outline of specific data needs. Demonstration that the population of interest, sampling frame and questionnaire address the data needs. |
Clear statements of type and form of data to be gathered. Detailed procedures and results of the sampling frame, instrumentation. |
Department of Marketing
MKTG2002 2020 S2 2
| Analysis – Data analysis (50%) |
None or incorrect technique for almost all the questions. |
Analysis has many errors. Demonstrated limited understanding of the analysis technique and interpretation. |
Appropriate analysis of the majority of the questions. Demonstrated understanding of the analysis technique and interpretation. |
Appropriate analysis of the questions with few errors. Demonstrated good understanding of the analysis technique and interpretation. |
Appropriate analysis of the basic questions. Demonstrated excellent understanding of the analysis technique and interpretation. |
| Critique – Conclusion (5%) |
None, or confused and inconsistent with the business problem or research question. |
Summary of analysis. Weak discussion of the link between results and research question. |
Summary of analysis. A clear link between results and research question. |
Summary of analysis. A clear link between results and research question. Show the extent that the business problem has been resolved. |
Summary of analysis. A clear link between results and research question. Show the extent that the business problem has been resolved. What additional questions have been raised or information is needed. Practical managerial implications |
| Critique – Assumptions/limitations (5%) |
None, or limitations and assumptions are irrelevant to sampling, research design, instrumentation, etc. |
Limitations and assumptions discussed have weak effects on sampling, research design, instrumentation, etc. |
Limitations or problems with sampling, research design, instrumentation, etc. that could affect results & conclusions. |
Limitations with sampling, research design, instrumentation, etc. Underlying assumptions of the method, psychological or economic theories, etc. |
Limitations with sampling, research design, instrumentation, etc. Underlying assumptions of the method, psychological or economic theories, etc. Clear evaluations of the extent that these limitations and assumptions have affected the results & conclusions. |
Department of Marketing
MKTG2002 2020 S2 3
| Critique – Recommendations for future research (5%) |
None, or irrelevant suggestions to this research. |
Vague suggestions that can help address the limitations of method. |
Specific suggestions for overcoming identified limitations with different or better method. |
Specific suggestions for overcoming identified limitations with different or better method. Prioritised further questions raised by the research study. |
Specific suggestions for overcoming identified limitations with different or better method. Prioritised further questions raised by the research study. Specific suggestions for addressing new research questions. |
| Analysis – Instrumentation (Questionnaire) (5%) |
Poorly worded – spelling mistakes. Poor questions – leading, double barrelled, assumed knowledge, etc. Redundant questions that aren’t, or can’t be, analysed. |
Clear presentation with easy to understand questions. Weak links between the questionnaire and proposed constructs with mistakes in scales. |
Good spelling and presentation. Straightforward, easy-to-understand questions. Order of questions is sound. The layout makes for easy answers. |
Attractive presentation, no typos or grammatical errors. Easy to answer and easy to process. No redundancy in questions or constructs. Appropriate and justified scales for each construct. |
Attractive presentation, no typos or grammatical errors. Easy to answer and easy to process. No redundancy in questions or constructs. Appropriate and justified scales for each construct. Key questions come from established sources or shown to be validated with the preliminary trial. |
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