2023/24 ASSIGNMENT REMIT – DOCUMENT UPLOAD

Programme Title FdA / BA Business Enterprise

Module Title Market research and Consumer Profiling

Module Code 2140

ASSIGNMENT TITLE Market Research and Consumer Behaviour

Level 4

Weighting 50 %

Lecturers Sarbjit Kaur Dulai

W/C Hand Out Date 26/02/2024

Due Date By 17:00 on 11/04/2024

Feedback Post Date 10/05/2024

ASSIGNMENT FORMAT FILE UPLOAD (DOCUMENT)

Essay/Report Format Formal Report

Assignment Word Count 1500 words

Submission Format e-Submission Individual

Delete as required

Permitted use of Artificial
Intelligence within this
assessment
Artificial Intelligence can ONLY be used as per the formal UCB
guidance (see UCB’s guidance on the next page)
Artificial Intelligence can also be used to: [insert, with approval
from a Deputy Dean]

ASSIGNMENT TASK:
You are tasked to explain the types of roles of marketing research that are critical for businesses and examine
how research can be used by businesses to better understand their consumer and their behavior.

TASK GUIDANCE:
● Provide an introduction the topic area

● Explain the value of market research for business

● Explain macroeconomic factors and provide an examination of social and technological factors
 ● Examine qualitative and quantitative research methods

● Explain consumer behaviour

● Provide a conclusion

● Focus on attention to detail, quality of work and overall academic standards.

● For additional guidance on this assignment, please access the assignment vodcast available on Canvas.

MARKING CRITERIA:

1. Clear introduction, explain the contents of the report. 5%

Report structure, clarity, and communication and logical flow to the
discussion.
2 Explain, in detail, what is market research and the value of gathering 20%
market research for a business.
3. Clear and detailed explanation of macroeconomic factors and examination 20%
of; SOCIAL AND TECHNOLOGICAL FACTORS.
4. Examine qualitative and quantitative research methods. Provide ONE 20%
example of each method and explain its benefits and limitations in the role
of gathering market research.
5. Explain consumer behaviour and factors that influence the 20%
buying/decision-making process.
6. Provide a conclusion to summarise the findings of the report. 5%
7. Use Harvard referencing guide 22/23. Ensure to use credible sources to 10%
support your work. Reference in the body of the text in addition to
providing a full reference list. Provide a clear and logical structure to the
report to comply with CASE/UCB guidelines.

E-SUBMISSION GUIDANCE:

● This assignment will require you to submit your work by uploading a document in Word or PDF format
to Canvas. Please follow this online guide on document submissions and contact the DICE team on
dice@ucb.ac.uk if you need any further support.

LEARNING OUTCOMES:
Explain the types of roles of marketing research that are critical for businesses.
Examine how research can be used by businesses to better understand their consumer and their behavi

SKILLS OUTCOMES:
 ● The skills outcomes to be developed by completing this assignment can be found here.
GENERAL ASSIGNMENT GUIDANCE:
Using Artificial Intelligence
(AI) ethically within your
assessments
Teamwork and ITS
Assessment
Importance of Word Count
and Presentation Timings
E-submission
Cut-off date for late work
Grading criteria
Plagiarism
Extenuating Circumstances
UCB Referencing Guide
Please read the guidance attached within this link on how to use Artificial
Intelligence (AI) ethically within your assignments –
https://rise.articulate.com/share/4h250QmyY8hNnsQ9HS7B702dJedhlsM6
Should this assignment require you to work as part of a team, you will
receive an individual grade based upon your performance as well as
personalised feedback. The module leader will explain how your individual
grade and feedback will be determined.
Assignment word counts and presentation timings should always be
observed. Ignoring a word count increases significantly the risk of your work
losing marks because it lacked focus and clarity. Students will be required to
state their word count on all submissions. A 10% leeway will be allowed – so
the maximum a student should submit will be the word count + 10%.
The word count will exclude:
o The title page
o The contents page
o Models, graphs, data tables and other exhibited figures or
images
o Lists of references
o Appendices (these should be kept to a minimum)
In addition, timings must be observed for assessed presentations for the
same reasons.
http://www.ucb.ac.uk/handbook/academic-matters/assessment-issues.aspx
http://www.ucb.ac.uk/handbook/academic-matters/assessment-issues.aspx
https://www.ucb.ac.uk/higher-education-student-handbook/assessment-fairness-
and-marking/
http://www.ucb.ac.uk/handbook/academic-matters/plagiarism.aspx
http://www.ucb.ac.uk/handbook/academic-matters/assessments-if-things-
go-wrong.aspx
https://portal.ucb.ac.uk/download/referencing/referencing-guide.pdf
 Access the Assignment Life
https://ucbirmingham.instructure.com/courses/26756
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