Description
Apply descriptive statistical skills to a provided data set on market behaviour or performance and analyse the data in order to describe the characteristics of a market or a consumer group. Weighting: 45% Length and/or format: 2250 words Purpose: Appraise a data set using learnt descriptive statistical skills in order to demonstrate basic applied understanding of such skills in a marketing context, and to demonstrate the ability to interpret numeric data, and derive market or consumer meaning from it. Learning outcomes assessed: LO3 and LO4 How to submit: Turnitin on LEO Return of assignment: Not returned Assessment criteria: Refer to rubric appended to Unit Outline. Topic Use the data collected in the BUSN112 Pizza Survey below to justify your marketing strategy by applying the various analytical techniques you have studied in this unit. Ensure you incorporate a statistical analysis of the data (such as mean, mode, median, standard deviation and hypothesis testing) that supports your marketing strategy in establishing your pizza shop. You can also find local information for Brisbane, Sydney and Melbourne on the website of the Australian Bureau of Statistics. Just enter the postcode of your area of interest into the QuickStats search box, and you will get a host of demographic information which can be included in your report. You may also wish to enter the postcodes of surrounding suburbs so you get more-detailed information regarding the local area where you are establishing
Why this assignment?
What are the types of skills that I will acquire upon completion of this assignment?
Assessment Overview:
Appraise a data set using learnt descriptive statistical skills in order to demonstrate basic applied understanding of such skills in a marketing context, and to demonstrate the ability to interpret numeric data, and derive market or consumer meaning from it.
Due date:
Friday, 5 June 11:55PM
Weighting:
45%
Length and/or format:
2250-word report (+/- 10%)
(word count excludes executive summary, captions, block quotes and reference list)
Learning outcomes assessed
LO1 Identify the key regulatory and economic dimensions in the organisation’s macro environment. (GA3, GA4, GA5, GA7)
LO2 Identify the core marketing models and concepts for sustainable business and social outcomes (GA5, GA8)
LO3 Understand different statistical techniques and use them to Interpret the results of a data set to inform marketing decisions (GA3, GA8)
LO4 Apply effective verbal and nonverbal communication skills, both individually and collaboratively (GA7, GA8, GA9)
How to submit:
Turnitin, via LEO
Return of assignment:
Final grades returned at time of university-wide grade release. Check with your lecturer for specific feedback.
Assessment criteria:
See rubric at the end of document
• Research
• Statistical analysis
• Market analysis
• Report writing
• Data literacy
• Opportunity to apply both theory into practice
• Explore a data set and test out hypotheses
• Use real data to explore how organisations market using statistics
BUSN112 Assignment 3 Semester 1 2020 2
Context:
In assessment 1, you were asked to introduce us to your pizza shop and outline the legal and economic dimensions that were relevant. Then in assessment 2 you explored the key marketing considerations in the form of a persuasive presentation. Now, in your final piece, you will use collected data to justify your marketing strategy and present this in a formal business report.
Instructions
Prior to your assignment being drafted, you will be asked to participate in a class-wide anonymous survey, identifying your opinions about pizza restaurants. The results of this survey will be provided to you as a data set, which you can use for a statistical analysis to justify and support your marketing strategy identified in assessment 2.
In your report you will discuss the key identifiers from the dataset provided on LEO that you have chosen to support your marketing strategy. These should be supported by data and your knowledge of statistics. Identifiers may include gender, income, pizza opinions, etc. Additionally, you should also build on your discussion of economic, legal and marketing factors from assignments 1 and 2 to identify key issues that your business faces (be sure to integrate feedback you have received from these tasks).
Consider the following questions:
1. What does the data tell you about the planned locality of your pizza shop?
2. How does this support your strategy?
You may like to draw on additional sources to support these ideas. Be sure to indicate appropriate theories and their applications.
You should create tables and graphs to support your points, but these must be labelled and referenced clearly. Though you may find existing graphs and tables about your market, consider these inspiration only and create your own using the data set you have been given.
Report writing is formal and intended for professional audiences. You will need to adapt the language you use to suit the audience.
Structure
Please use the Report Template provided. The template explains appropriate report formatting and structure. Be sure to read this carefully or you may miss valuable marks for communication.
To clarify some key points in the template, note the following
1. Title page (not included in word count)
2. Executive summary (not included in word count)
• appx 200 words
3. Table of contents (not included in word count)
4. Introduction
• appx 200 words
• Clearly identify which key identifiers you have analysed in your report
• Remind us of the key details about your pizza shop
5. Main body (use subheadings here)
• Appx 1850 words
• Discuss the key identifiers
• Use headings for each section and sub section
6. Conclusion
• appx 200 words
7. References (suggested 5 to 10) (not included in word count)
• For students in the Peter Faber Business School, you are required to use the Harvard style of referencing. If you are in a different School, you are welcome to use the referencing style you have been taught; however, you must indicate this at the top of your reference list.
8. Appendices (not included in word count)
• Only use this if you need to provide additional information for reference
BUSN112 Assignment 3 Semester 1 2020 3
Advice
• Chat with your economics lecturer if you have questions about the economic dimensions
• Chat with your legal lecturer if you have questions about the legal dimensions at play.
• Chat with your marketing lecturer if you have questions about the marketing approach or concepts
• Chat with your statistics lecturer if you have questions
o Visit week 10-12 for statistics concepts
• Chat with your communications lecturer if you have questions
o Revisit the week 6/8 tab on the comms LEO for report writing advice
• Attend Zoom Q and A sessions when provided
• Visit your unit outline’s text and references section for some sources you might use to support your discussion
Criteria
The full criteria are available on the last two pages of this document. Briefly, the criteria are:
1. Legal knowledge (15%)
• Organisation’s key regulatory and economic dimensions identified
2. Marketing knowledge (15%)
• Core marketing concepts applied with sustainable business and social outcomes evident
3. Stat knowledge (50%)
• Different statistical techniques understood and used to interpret the data for decision making
4. Communications knowledge (20%)
• style, tone, technical writing skills, referencing
Rubric – Assessment 3: Market Analysis, worth 45%
Learning outcomes
Criteria
Standards
Below Expectations
Meets Expectations
Exceeds Expectations
Level 1 (e.g. F)
Level 2 (e.g. P)
Level 3 (e.g. C)
Level 4 (e.g. D)
Level 5 (e.g. HD)
LO1 (15%)
Organisation’s key regulatory and economic dimensions identified
Displays a poor grasp of the learning material, appropriate theories and their applications.
Displays some of the learning material, appropriate theories and their applications.
Displays an above- average grasp of the learning material, appropriate theories and their applications.
Displays a good grasp of the learning material, appropriate theories and their applications.
Displays an excellent grasp of the learning material, appropriate theories and their applications.
LO2 (15%)
Core marketing concepts applied with sustainable business and social outcomes evident
Displays a poor grasp of the learning material, appropriate theories and their applications.
Displays some of the learning material, appropriate theories and their applications.
Displays an above- average grasp of the learning material, appropriate theories and their applications.
Displays a good grasp of the learning material, appropriate theories and their applications.
Displays an excellent grasp of the learning material, appropriate theories and their applications.
L03 (50%)
Different statistical techniques understood and used to interpret the data for decision making
Measures which should have been included are missing. The included measures are not appropriately chosen nor accurately calculated. The results mostly do not apply to draw conclusions.
Measures are somewhat appropriate but may not always be accurately calculated. The results have been somewhat applied to draw conclusions, though this needs further development.
Measures are mostly appropriately chosen, mostly accurately calculated, and the results are mostly thoughtfully applied but lacks some integration to draw conclusions.
Measures are appropriately chosen, accurately calculated, and the results are thoughtfully applied and integrated to draw conclusions.
Measures are exceptionally well chosen and used, accurately calculated, and the results are thoughtfully applied and integrated to draw conclusions.
LO4 (20%)
Communication skills
(style, tone, technical writing skills, referencing)
Information presented is incoherent or in a style inappropriate to the task.
Significant errors in grammar, punctuation and spelling.
Most or all sources have not been references using in-text citations and a reference list, or there are significant style issues.
Information presented is generally coherent and, in a style, appropriate to the task.
Grammar, punctuation and spelling is generally correct, with some errors.
All sources are referenced using in-text citations and a reference list with some general errors in style.
Information presented in a coherent manner and in a style that is engaging and appropriate to the task.
Little error in grammar, punctuation and spelling.
All sources are referenced using in-text citations and a reference list with some errors in style.
Information presented in a highly coherent manner and in a style that is engaging and appropriate to the task.
There may be minor errors in grammar, punctuation and spelling.
All sources are referenced using in-text citations and a reference list with some minor errors in style.
Information presented in a clear and extremely coherent manner, and in a style that is engaging and highly appropriate to the task.
No errors in grammar, punctuation and spelling.
All sources are referenced using in-text citations and a reference list with no, or very minor errors in style.
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