ESSENTIALS OF MARKETING MKTG205

156.700 ESSENTIALS OF MARKETING

ASSESSMENT 02- BUYER BEHAVIOUR AND RESEARCH

ANALYSIS REPORT

MARKING GUIDE

The following provides a broad outline of how this report will be marked. Seventy percent of the points are allocated to content-related aspects of your report whereas the remaining 30 percent relates to functional aspects of the report. Points are allocated following Massey Universitys Assessment Grading Range as detailed in your course Administration Guide. The report will be marked out of 100 possible points and represents 40% of your overall course grade.

KNOWLEDGE AND UNDERSTANDING OF MARKETING THEORY AND RESEARCH PRACTICE (40 PTS)

Student demonstrates knowledge of consumer behaviour theory and understands how to conduct simple marketing research practice. This section is worth 40 pts. Allocation of points is based on the following criteria:

• OUTSTANDING = A to A+ grade (34 pts or above);


• VERY GOOD = B+ to A grade (30-34 pts);


• NICELY DONE = B- to B+ grade (26-30 pts);


• SUFFICIENT = C to B- grade (22-26 pts);


• POOR EFFORT = C and below grade (22 pts or below).

IDENTIFICATION AND USE OF SUPPORTING EVIDENCE (20 PTS)

Student demonstrates the ability to identify and use quality and relevant information sources to support discussion. This section is worth 20 pts. Allocation of points is based on the following criteria:

• OUTSTANDING = A to A+ grade (17 pts or above);


• VERY GOOD = B+ to A grade (15-17 pts);


• NICELY DONE = B- to B+ grade (13-15 pts);


• SUFFICIENT = C to B- grade (11-13 pts);


• POOR EFFORT = C and below grade (11 pts or below).

IN-TEXT CITATIONS & REFERENCES (10 PTS)

Student demonstrates the ability to correctly format both in-text citations and references following the APA 7th format. A complete and accurate references list is provided. This section is worth 10 pts. Allocation of points is based on the following criteria:

• OUTSTANDING = A to A+ grade (8.5 pts or above);


• VERY GOOD = B+ to A grade (7.5-8.5 pts);


• NICELY DONE = B- to B+ grade (6.5-7.5 pts);


• SUFFICIENT = C to B- grade (5.5-6.5 pts);


• POOR EFFORT = C and below grade (5.5 pts or below).

CONCLUSION (10 PTS)

Student demonstrates the ability to summarise the key findings from the buyer behaviour and research analysis. New information is not introduced. This section is worth 10 pts. Allocation of points is based on the following criteria:

• OUTSTANDING = A to A+ grade (8.5 pts or above);


• VERY GOOD = B+ to A grade (7.5-8.5 pts);


• NICELY DONE = B- to B+ grade (6.5-7.5 pts);


• SUFFICIENT = C to B- grade (5.5-6.5 pts);


• POOR EFFORT = C and below grade (5.5 pts or below).

COMPREHENSION (10 PTS)

Student demonstrates competent use of the English language including sentence structure and paragraphing, and accurate spelling, punctuation, and grammar. This section is worth 10 pts. Allocation of points is based on the following criteria:

• OUTSTANDING = A to A+ grade (8.5 pts or above);


• VERY GOOD = B+ to A grade (7.5-8.5 pts);


• NICELY DONE = B- to B+ grade (6.5-7.5 pts);


• SUFFICIENT = C to B- grade (5.5-6.5 pts);


• POOR EFFORT = C and below grade (5.5 pts or below).

PRESENTATION, FORMATTING & WORD COUNT (10 PTS)

Student demonstrates the ability to follow formatting instructions and keep to within 10% of the 4000-word count requirement. Report is neatly presented and free from typos and errors. This section is worth 10 pts.

Allocation of points is based on the following criteria:

• OUTSTANDING = A to A+ grade (8.5 pts or above);


• VERY GOOD = B+ to A grade (7.5-8.5 pts);


• NICELY DONE = B- to B+ grade (6.5-7.5 pts);


• SUFFICIENT = C to B- grade (5.5-6.5 pts);


• POOR EFFORT = C and below grade (5.5 pts or below).