Research Methods

Dr Muhammad Waqas' course at NBS, Spring 2023

Group Assignment No. 2

Due on: 15th March 2023

Two organisations (NBS and Murree Brewery) made a deal of six years where Murree Brewery
got the rights of mineral water distribution in the NBS. NBS realised that the company is not doing
justice as few students complained about the quality of mineral water. It necessitates the formation
of a marketing plan by Murree Brewery to increase the likelihood of the success of the brand.

You have been hired as a consultant by Murree Brewery to investigate the students’ satisfaction
with the mineral water and suggest improvements in the brand image. You are required to conduct
a mixed-method research study incorporating both qualitative (3 semi-structured interviews) and
quantitative research (10 surveys). You should also use secondary databases to investigate the
research problem. The collected data gets analysed to reach conclusions and plan marketing
strategies for the company to achieve its goals and objectives.

Main Task: You would be assessed for your adherence to ethical standards while conducting
research (see the rubric given below).

Objectives And Goals of The Research

Goals: The main goal of the research is to identify the performance of mineral water in NBS, and
to find out strategies to ensure the success of the brand.

Objectives: These can be described as a combination of goals needed to get the task done within
the timetable. The main objectives of the research are as follows.

• To collect and analyse the data following ethical standards.

• To report the findings in an objective and unbiased manner.

Submission Guidelines:

The assignment will consist of a group report (1500 ± 10% words no leeway). Please submit each
essay by uploading it to LMS on the due date, prior to the designated cut-off time. Late submissions
will not be accepted! Each essay should be submitted as a single PDF document with the filename
being your full name and the assignment designation using underscores as separators. For example:
Ali_Assignment1.

Deadlines must be observed, and late submission will result in the automatic deduction of
marks at the rate of 10% marks per day (including weekends). Assessment items submitted
more than five days after the due date will be awarded zero marks.

Extensions will only be granted on medical or compassionate grounds under extreme

circumstances and will not be granted because of work and other commitments. Requests for
extensions must be made to the module leader prior to the due date. Medical certificates or other
evidence of extreme misfortune must be submitted through a special consideration form and must
contain information that justifies the extension sought.

Note:

Your essay will be checked for plagiarism with the help of Plagiarism Detection Software. 10%
of your project score will be deducted if your work showed plagiarism of more than 20%. You
have to give a full reference of text used in coursework at the end of the written essay for
which you are advised to use Harvard Referencing Style or APA Style.

Your essay should be typed in 12-point Times Roman font, double-spaced, and have at least a
1.00” (2.54 cm) margin on all four sides. It should contain appropriate headings and sub-headings.
The report must not exceed 1500 (± 10%) words excluding the cover page, the content page, the
appendix, and the bibliography.

NATIONAL UNIVERSITY OF SCIENCES & TECHNOLOGY (NUST)
LO 4.2: Students will be able to adhere to ethical standards while conducting research.
PROGRAM & SEMESTER: Master of Science (MS)
SUBJECT:
REVIEWER NAME:
INSTRUCTIONS: Rate the student’s work on each key trait.
Trait Exemplary (8-10)
Plagiarism and Comprehensively and
Attribution meticulously acknowledges
(15%) all sources and
paraphrases original
information effectively
throughout the report.
Sensitivity to Demonstrates complete
Participants’ sensitivity towards the
Background and participants’ cultures and
Perspectives respect for their political
(15%) views, religion, gender and
socio-economic status.
Informed Consent Secures permission for use
and Confidentiality of data through informed
(15%) consent and ensures
participants’ private
information is safeguarded
well and remains
confidential.
Non-exploitation of Ensures vulnerable
Others participants or minors are
(15%) not exploited in the conduct
of research.
Societal Impact Pays close attention to how
(20%) the research will impact
society and provides a full
account of the possible
impact.
NUST BUSINESS SCHOOL
ASSESSMENT DATE: / /
STUDENT NAME:
REGISTRATION NO:
Satisfactory (4-7)
Attributes most of the
sources drawn upon
effectively. Original
information obtained is re-
stated well to a limited
extent across the report.
Shows some sensitivity to
participants’ cultures and
limited respect for others’
cultures, political and
religious views and socio-
economic status.
Provides some information
to the participants about
the objectives of the
research and their rights.
Undertakes some
measures to ensure that
their information is
safeguarded.
Pays some attention to
safeguarding
vulnerable/minor
participants.
Considers the impact of
research on society to
some extent. Provides a
surface-level account of
this impact.
Unsatisfactory (0-3) E/S/U Score
Most of the sources are not
acknowledged and there is a
general failure to
restate/paraphrase original
information.
Does not show any
sensitivity towards
participants’ cultures nor
respect for differences in
political and religious views
and socio-economic
status.
Informed consent and
confidentiality of participants’
information are not
addressed at all.
Does not pay attention to or
address the need to
safeguard vulnerable/minor
participants.
Does not consider the
impact of research on
society at all.
Influence of Researcher Ensures the researcher’s
Bias agenda or bias does not
(20%) affect research findings by
presenting a detailed
account of his/her
positionality as an
investigator and adopting
strategies that mitigate
possible bias.
Total score
Ensures to some extent
that researchers’ agenda or
bias does not affect
research findings. Provides
a limited account of his/her
positionality in the
research. Makes an effort
to adopt some strategies
for mitigating potential
bias.
Does not consider
researcher agenda/bias nor
deploy mitigating strategies
for addressing the impact of
researcher agenda/bias on
research findings.