2034MKT  

Assessment 1 Briefing Document

Assessment 1: Market research report - Qualitative

· Group assignment

o Max 5 students per group

· 1,000-word limit (plus or minus 10% is ok), excluding title page, TOC, research question, headings and sub-headings, reference list, and appendix (if applicable)

o Introduction (max 100 words)

o Justification (max 800 words)

o Conclusion (max 100 words)

· Due in Week 5 Friday 22/08/2024, @12:00 noon

· 40% of the course (total grade 40)

· Student groups are based on THE SAME CAMPUS

o GC campus

o NA campus

o OL (OUA) campus

How to form. a group for Assessment 1 – please read carefully

Assessment 1 is group-based. Each group should have five students who are expected to contribute equally to the submission of the assignment (approx. 200 words for each student for a group of five).

On campus students

Groups will be formed for Gold Coast and Nathan students in Week 1 class. During this session, your tutor will ask students to break into groups.

Your tutor will keep a record of all the groups and entre the details of the group members on the course website.

All on-campus students MUST attend the workshops in Week 1 to avoid missing the opportunity to form. groups

Online (OUA) students

Step 1: For OL (OUA) students, group formation will take place online via Microsoft Teams. Please use the link below to access the OL (OUA) Assessment 1 Groups channel, where you can introduce yourself and connect with others to form. your group for Assessment 1.

Assessment 1 Group Channel - OL and OUA Only | Marketing Research & Intelligence (2034MKT_3255/MKT203_2254) | Microsoft Teams

Step 2: Once your group is formed, ONE group member must email the course convenor at [email protected] with the full names and student numbers of all group members. Only ONE email should be sent on behalf of the entire group. Please use the subject line: “2034MKT Assessment 1 OL Group _Student Name and Number”.

The convenor will record and upload the group details to the course website.

Group Finalisation

We aim to finalise all the groups by the end of Week 2!!!

If you enrol late in the course, please speak to your tutor as soon as possible, they may be able to help you join an existing group. If, for any reason, you are not placed in a group, you may be required to complete Assessment 1 individually.

Research problem:

You are designing qualitative research for a Queensland-based eco-tourism operator targeting Gen Z travellers. The goal is to understand how these tourists experience guided nature walks (eco-tourism) compared to theme park visits (mainstream tourism).

Your task:

Your group must develop a 1,000-word qualitative market research report. The central task is:

If you could only choose one qualitative research method (e.g., interview, focus group, ethnography/observation) to investigate the research problem, which method would you choose and why?

Report Structure (1,000 words ±10%)

Justification Section – Detailed Breakdown (Max 800 words)

Your justification must demonstrate critical thinking, literature engagement, and contextual relevance. Use subheadings to organise the following content clearly:

1. Evaluation of Two Qualitative Methods (200 words)

· Briefly describe two qualitative methods: (choose from interview, focus group, or observation)

· For each method, explain:

o How the method works in practice

o The type of insights or information the method is likely to uncover in the context of your research (e.g. personal opinions, group dynamics, behaviours).

2. Justification of Your Chosen Method (600 words)

In this section, clearly state the ONE qualitative method your group has selected (e.g., interviews, focus groups, or observations). Then, justify why this method is the most appropriate by drawing on three key factors:

o The target audience (Gen Z) (200 words)

(Think about how Gen Z typically engages with research or conversations, what methods might make them feel most at ease and expressive? E.g. Would they open up more in a one-on-one setting or a group setting? Would passive observation capture what they do better than what they say?)

o The type of insights needed (200 words)

(Consider what kind of data is most valuable to your research question. Are you exploring emotions, attitudes, preferences or behavioural patterns? Do you need in-depth information, group interaction dynamics, or real-time actions?)

o Limitation and ethical considerations (200 words)

(Discuss the limitations of qualitative research. Mention any ethical concerns such as privacy, participation consent, or sensitive topics, that may be involved in the implementation of the method. For example, observations raise privacy issues unless conducted in a public place with consent.)

Suggested Task Allocation for a Group of 5

Please note:
The suggested task allocation table serves only as a guideline and assumes a group of five students. However, group sizes may vary depending on enrolment changes leading up to the Census Date (11 August, after Week 4), which is beyond our control.

If your group has fewer than five members, we understand this may require individuals to take on additional responsibilities. At the same time, please note that smaller groups can often be easier to coordinate, with fewer scheduling and communication challenges.

We appreciate your understanding of these uncontrollable factors and your flexibility in adapting to a potentially greater workload if your group has fewer than five members. Thank you for your commitment to successfully completing the task under these circumstances.

Assessment 1 – Market Research Report – Qualitative (40%)

Declaration of group work/use of AI

Is there a student whose name is not in the Declaration table?

o Yes (go to the next question)

o No

Name of student not included in the declaration table and reason for exclusion:

Please note:

You MUST complete this Declaration table and the question(s) attach it to the back of your report.

To ensure fair and respectful collaboration, all group members are expected to contribute meaningfully and consistently to the completion of this assessment.

· In the second column of the table, write down the name of the student who has completed each section of the report.

· If a student fails to participate meaningfully in the project and the issue is documented with evidence, that student may receive a reduced mark for the assessment at the discretion of the convenor.

You may use tools like ChatGPT for idea generation, but your submission must reflect your own reasoning, contextual analysis, and critical thinking. Marks will be awarded based on originality, relevance of the selected method, depth of insight, and evidence of engagement with academic sources.

2034MKT Assessment 1: Qualitative Market Research Report Structure

Title Page (not included in word count)

· Report Title

· Course Code: 2034MKT

· Assessment 1: Qualitative Market Research Report

· Group Member Names and Student Numbers

· Campus (GC / NA / OL)

· Tutor Name

· Submission Date

page break

Table of Contents (not included in word count)

· Auto-generated using Word – list all headings and subheadings

page break

1. Introduction (max 100 words)

· Brief outline of the research problem

· Importance of understanding Gen Z tourists’ preferences

· Purpose of the report

2. Justification (max 800 words total)

2.1 Evaluation of Two Qualitative Methods (~200 words)

· Method 1: Description, how it works, types of insights

· Method 2: Description, how it works, types of insights

2.2 Justification of Your Chosen Method (~600 words total)

2.2.1 Relevance to Gen Z (~200 words)

· What are the characteristics of Gen Z tourists

· Why the selected method is suitable for engaging Gen Z

2.2.2. Type of Insights Needed (~200 words)

· What specific insights do you need to answer the research question relevant to eco-tourism (i.e. guided nature walks) vs. mainstream (i.e. theme park visits) experiences

· How the method captures these insights (e.g. information depth, group interaction, tourism behaviour)

2.2.3. Limitation and Ethical Considerations (~200 words)

· Limitations (e.g. limitation of qualitative research, what can or cannot be observed)

· Ethical concerns: (e.g. privacy, consent, observation limits)

3. Conclusion (max 100 words)

· Recap of the chosen method

· Final justification: why this method is the best fit

Page break

References (APA 7 style. – not included in word count)

· List all academic and industry sources used

Page break

Group Work and AI Use Declaration Table (attach at the back)

Style. Guide for Submission

• 1.5 line spacing in paragraphs

• DON’T underline anything or use italics 

• Do not Indent the start of any paragraphs or sections

• Create a footer with your student name(s) and number(s) plus page number

• Remember your reference list is single line spacing and NOT justified either