Coursework format: Individual Portfolio

Marketing Research MGT5327

Coursework Briefing

(Individual, Written)





Coursework information


Course Code MGT5327
Course Title Marketing Research
Course Coordinator Dr Parichehr Riahi Pour
Coursework format Individual Portfolio
Weighting 100.00%
Word limit 2500 words excluding any appendices, tables/charts, figures, diagrams and exhibits,  (rules of +/- 10% apply)
Action to be taken if word limit is exceeded Academic judgement will be used to adjust the grade to reflect failure to adhere to the word limit…
Submission date 2 July 2021, 12 pm (British Summer Time)
Release date to students Start of Semester



The Marketing Research course assessment is based solely (100%) upon one piece of individual coursework, a project-based portfolio. Its main objective is to expose you to the critical issues, and decisions involved in the process of marketing research. It is a structured collection of evidence and critical reflection, or analysis designed to support, and document your learning, and development towards the intended learning outcomes (ILOs) or competences of the course. This assessment will play an important part in designing, and prosecuting the research contained in your dissertations, as you will be required to set out several component parts demonstrating your learning. It is therefore very important that the portfolio shows evidence not only of what will be done (descriptions), but also why it will be done (evidence-based justifications), in the way that it reflects the rationale of the whole project, at each and every stage.





The portfolio is presented in 2 main parts:


Part 1: Research Proposal (2500 words)


Your research proposal should be structured featuring:


  1. An introduction section (Discussing the background of the assigned topic, and why it is of interest both theoretically (intended academic/theoretical contributions), and practically (intended managerial/practical implications for relevant stakeholders), outlining the research aim, questions/objectives of this research project, research setting/context, and the structure of the proposal);


  1. A critical literature review section (Positioning your research aim, questions/objectives in the broader literature, outlining the gap in knowledge you want to close, defining key terms/concepts, and identifying if there are academic debates surrounding these, evaluating key theories, models and concepts, and setting relevant hypotheses (the number of hypotheses you set depends on the key concepts you have reviewed);


  1. A methodology section (Pursuing a mixed-methods approach: a qualitative and a quantitative phase, justifying your choice of methodology, justifying your research philosophy, research design, logic of research, process of research, time horizon, and purpose of the research, the order and sequence of qualitative and quantitative phases/studies, research instruments and their design (interview guide and questionnaire based on your key concepts), sampling (including the sampling criteria and proposed sample sizes), and data analysis, critically addressing the following questions: what are the strengths and weaknesses of your approach/technique and research design in comparison to other relevant approaches/techniques and research designs? What are your sampling techniques, and how are you going to recruit participants/respondents? How will you prepare your data and analyse your data? Which techniques will you use? And, why have you considered these as appropriate for your assigned research project? What is the scope? For example, is your research bounded by time, geography, participant/respondent characteristics, or any other relevant parameters? What are the limitations of the research design? For example, the quality of the evidence, sampling, and any other constraints… What measures are you going to undertake to ensure rigour/quality? What are the ethical implications?)


Part 2: Appendices (excluded from the word-count)

  1. Your interview Guide
  2. Your Questionnaire

References should be enclosed following Harvard referencing guidelines at the end of your portfolio.

Please note that…

  1. You are assigned to topics, rather than being asked to come up with your own topics, in order to firstly, ensure that the topics have significant academic/theoretical contributions, managerial/practical implications, secondly, to ensure that there is a gap in knowledge concerning the topics, and thirdly, to ensure that the topics are suitable for a mixed-methods design. You will be allowed to choose your own dissertation topics, only after undertaking both core and elective courses, and, thus, after being introduced to various subjects, topics, issues, and paths entailed in the whole MSc in International Strategic Marketing programme.
  2. You can choose any country, industry, sector, etc. as the context/setting of your research in this assessment, provided that there are legitimate reasons for your choices, and that you critically justify them in your portfolio.
  3. You can enclose further relevant tables/charts/appendices/diagrams/figures/exhibits/pictures, should you wish so. As stated in the first page, these are excluded from the word-count.
  4. You do not need to collect any data for this assessment, and conduct any analysis, as this is a proposal.



Assigned Research Project Topics

Topic 1: The impacts of influencer marketing on the way consumers perceive brands…

  • Some concepts to begin with (you can use other relevant concepts if you wish so): Brand Personality, Brand Respect, Influencer Credibility, Online Brand Engagement, Brand Equity, etc.


Intended Learning Outcomes being assessed

By the end of this course students will be able to:

  • Clearly identify various research designs, and explain the differences between exploratory, descriptive, and causal research designs.
  • Analyse the nature, and scope of secondary, and primary data and be able to collect, analyse, and assess secondary, and primary data for specific research purposes.
  • Differentiate between situations that call for qualitative, and situations that call for quantitative research.
  • Explain the differences between qualitative, and quantitative marketing research in terms of the objectives, sampling, data collection, and analysis.
  • Select the most appropriate qualitative research methods (e.g., focus-groups, in-depth interviews, semi-structured interviews, etc.) based on the purpose of the research problem.
  • Apply a range of survey, scale, and questionnaire techniques in order to effectively conduct a survey.
  • Recognise, and recommend the best sampling technique for different situations, and defend that recommendation.
  • Explain the nature of descriptive statistics, and other methods of data analysis (e.g., t-tests, ANOVA, correlation analysis, etc.)
  • Effectively write a marketing research proposal.


Assessment criteria

The portfolio will be assessed using the coursework rubric (see below):

Coursework Rubric

Criteria Excellent Very Good Good Satisfactory Weak
The extent to which the student has contextualised the assigned topic with respect to similar/related research work, justified the research setting/context, and has critically discussed relevant theories, models and concepts, thus, has engaged with the credible, relevant and up-to-date literature.          
The level of insight and analysis (as opposed to description) that effective literature review can bring to explaining the gap in knowledge this research aims to fill, and its value.          
The level of clarity in articulating the research to be undertaken in terms of its intended contributions to knowledge (theoretical/academic contributions), as well as its relevance and importance to business/management concerns (taking into account multiple relevant stakeholders).          
The level of coherence/clarity, and explanation of how overall research aims, objectives/questions, and hypotheses for the assigned research project are developed, and the importance of research philosophy in underpinning these.          
The extent to which the student has discussed, and justified the mixed-methods research design, research philosophy, logic of research, process of research, time horizon, and purpose of the research, as well as the order, and sequence of qualitative, and quantitative phases/studies vis-à-vis other potential options.          
The level of proficiency in designing the interview guide, and questionnaire.          
The extent to which appropriate methodological tools, and techniques for data collection, sampling (including sampling criteria and proposed sample sizes), data preparation and analyses have been selected from the set of potential options.          
The extent to which different measures to ensure rigour, and quality are discussed.          
The level of critical reflection upon a range of potential limitations/constraints.          
The level of critical reflection upon ethical implications.          
The level of technical proficiency in writing, including use of appropriate references.          


Feedback method

Individual feedback will normally be provided via Moodle. Generic (class-level) feedback and grade profiles will normally be posted on Moodle.

Students can use academic staff office hours for additional feedback on your work.

Preparing your coursework

Document creation

  1. Please use this file naming convention:  StudentID_CourseCode_QuestionNo.g. 7299019_ACCFIN4029_1. If there is no question choice, use 1 as the default.
  2. The file type must be .doc, .doxc, .xls, .xlsx or .pdf.
  3. Include your student ID in your document, ideally in the header on each page with the course code and title, e.g. 2489545_ACCFIN1003_Finance1.
  4. The maximum file size limit on Moodle is 230MB



You won’t be penalised if you don’t follow this good practice on formatting, but it will help your markers.

  • Use a Sans Serif font in black, e.g. Arial, Avant Garde, Calibri, Helvetica and Geneva.
  • Use font size 12.
  • Use 1.5 or double line spacing.
  • Align your text to the left margin.
  • Add page numbers.


Referencing and bibliography

You should reference your sources appropriately and list these in a bibliography.  The bibliography is excluded from your word limit.  You should use the ‘Harvard’ referencing system, as detailed below for written coursework.

In the text, use the following referencing conventions:

  • Smith (1999) argues that…. or
  • It has been argued that……. (Smith, 1999).
  • If you use a direct quote, use quotation marks and cite the page number as well as the author and date, i.e. (Smith, 1999, p. 4).
  • If you have two items by the same author in the same year, refer to one as ‘a’ and the other as ‘b’, i.e. Smith (1999a) and Smith (1999b).

For more information, please refer to the University Library webpage.


Student conduct


You must adhere to the University’s rules regarding plagiarism which are based on the premise that ‘all work submitted by students for assessment is accepted on the understanding that it is the student’s own effort’.  Penalties for plagiarism include an award of an H and a record of this being held on your student record.  More specifically, you must avoid plagiarism in the following forms:

  • Copying from sources without ‘formal and proper acknowledgement’
  • Inappropriate collaboration – working with other students to produce individual coursework or copying work produced by another student
  • Submitting work which you have obtained from another source, e.g. an essay mill
  • Self-plagiarism – basing coursework on work that has already been submitted for assessment purposes.


For advice and more information, please consult:



Note that your coursework will be processed through Turnitin for similarity checking.  You can submit a draft of your coursework to Turnitin before submitting your final copy.  You will find information about using Turnitin in the Student Information Point Moodle.


Submitting your coursework


You must submit in accordance with the stated time and date on page 1.  See below for information if you are unable to do so.


Finalising your document

Please follow the steps listed below:

  1. Check your spelling and grammar using the inbuilt tool on your device. You will not be penalised for grammatical and spelling errors but we recommend that you take the opportunity to correct them.
  2. Check your file name (see above).
  3. Check that you have used an accepted file type (see above).
  4. Do not include your name in the file name or the document to support anonymous marking.


Uploading your document to Moodle

  1. You will upload your document to the designated section of the Moodle course, which will be clearly signposted.
  2. Try to upload your document at least 30 minutes before the deadline (page 1) in case you encounter any technical issues. You will be able to resubmit the document as often as you like until the submission deadline.
  3. Complete the Declaration of Originality (see below).



Declaration of Originality

When you upload your coursework on Moodle, you will be required to select a checkbox to confirm that you agree with the University’s Declaration of Originality, which applies to all academic work, as follows.

I confirm that this assignment is my own work and I have:

  • Read and understood the guidance on plagiarism provided on the Student Information Point Moodle course including the University of Glasgow Statement on Plagiarism.
  • Clearly referenced, in both the text and the bibliography or references, all sources used in the work.
  • Fully referenced (including page numbers) and used inverted commas for all text quoted from books, journals, web etc.
  • Provided the sources for all tables, figures, data, etc. that are not my own work.
  • Not made use of the work of any other student(s) past or present without acknowledgement. This includes any of my own work, that has previously, or concurrently, been submitted for assessment, either at this or any other institution, including school.
  • Not sought or used the services of any professional agencies to produce this work.
  • In addition, I understand that any false claim in respect of this work will result in disciplinary action in accordance with University regulations.


Extensions and non-submission with good cause

Please refer to the Student Information Point Moodle for relevant information.


Late submission penalties

In the absence of good cause, late submission penalties will be applied as explained in Student Information Point Moodle.



If you have any questions about this coursework briefing, please read it carefully again to ensure you fully understand it.  If you still have questions, please post these on the Moodle Discussion Forum.

Personal questions only can be sent to