Individual Market Research Project: Referred / Deferred Coursework Assignment

Referred / Deferred Coursework Assignment


Module Code:                BM2293


Module Name:               Market Research




Coursework Title: Individual Market Research Project


Task Details/Description:


The Project consists of the collection and analyse of some secondary data (both quantitative and qualitative) and the reporting of your findings of your market research in the form of a report to your client


Detailed guidelines on the steps involved in the task are available at the end of this document. Advice on how to prepare the Project will be supplied in lectures, tutorials and/or meetings with module leader


Module Learning Outcomes Assessed:


  1. Design a market research project, considering factors like sampling / ethics


  1. Undertake and complete quantitative market research


  1. Undertake and complete qualitative market research


  1. Analyse, collate and report quantitative and qualitative market research


Presentation Requirements:


Word Count: 3,000 words (MR Project = 3,000 words)


Font Size: 12 point


Line Spacing: Optional, but 1.5 recommended


Submission Date & Time:


Monday August 23 2021, by 12:00 noon UK time


NOTE: there is NO 5-day extension period for this submission

Assessment Weighting for the Module:


The Project is worth 100% of the final module grade



Assessment Criteria


Marks will be awarded for the following components:


MR Project % of Grade
1) Quantitative Analysis and Findings 40
2) Qualitative Analysis and Findings 30
3) Quality of Recommendations 20
4) Overall Report Presentation and Style 10


Further details can be found in the assignment marking criteria on Blackboard along with the task guidelines below




Ethical Requirements


There is no requirement to collect primary data for this assessment




Data Collection


Make sure you collect data from BEFORE September 2019 to avoid COVID’s influence






Task Guidelines:


MR Report (100%)


In the report, you will use data from a review website (see below) to conduct an analysis of an aspect of an airline, and then you will make some marketing recommendations. The data will include numerical data for quantitative analysis as well as written text for qualitative analysis. The project will make use of your quantitative and qualitative secondary research skills and asks for both analysis and presentation of the available/collected data.


The suggestions below are only a guide. How you present your findings and what you choose to include is up to you, and will depend on what your findings are, i.e. which do you feel are the important findings for the “client”. You will probably do more analysis than you need to – it will be up to you to highlight which aspects of your analysis you think are of most interest to your client.


Don’t feel that the fact the quantitative and qualitative analyses are separated below means that you have to present them in that way. Both types of analysis should support each other. You might decide to present qualitative and quantitative findings together, theme by theme, and/or with the qualitative comments adding depth to your analysed statistics.


This data is to be analysed and collated into a final report of 3,000 words. Visual representations such as graphs and figures are encouraged and are excluded from the word count as are the title and contents pages. However, tables which are largely text based should be included in your appendices (e.g. your Coding Frame)


Using one of the following websites, choose one of the following review categories: airline, airline lounge, airline seats, or airport. This choice will be your “client”, for whom you are going to write your market research report.


You must choose a different airline than your original submission.


Make sure that your choice has sufficient review information for you to complete your Report. Review it thoroughly before committing to it!


For Airlines, Airline Lounges, Airline Seats, and Airports, use:



For Airlines, you can also use:



For example, you might decide to review British Airways, or an Emirate’s Airport Lounge, the seats of Qantas, or Heathrow Airport. So, you will all be analysing an airline generally, but some of you might choose a more specific aspect to focus on.


It does not matter what you choose to review. The assignment is graded based on your ability to analyse and present data, and create relevant, logical recommendations. As long as your choice provides you with sufficient data (i.e. 100 quantitative reviews, 25 qualitative reviews with detailed comments) you will be fine.



Your report should include the following elements:


a.    Executive Summary

  1. A summary of the full report, highlighting the key points including central findings and recommendations. Executive Summaries are written for people who do not have time to read your full Report (i.e. executives in large organisations), but need to know all the important details. So, make sure that your Executive Summary includes the main details of your report i.e. data used, brief description of analysis, details of recommendations (max 200 words)


b.   Contents Page

  1. A list of the sections included in your report with relevant page numbers. This is normally included after your Executive Summary


c.    Background Information on Airline and/or Review Category

  1. Any background information that you think is relevant to give your report context.

(Be brief, this is not the focus of your report – max 100 words)


d.   Quantitative Section

  1. Please discuss the methods used to collect the quantitative data
  2. Please discuss the sampling technique used to collect the quantitative data
  • Review, summarise and present the statistics for your airline
  1. Choose 100 customer reviews, where customers have given ratings for various characteristics of your review category. Check that you can access at least 100 reviews, taking care to note how you sampled them (see ii. above)
  2. Record the demographic information of your respondents (e.g. cabin type, route, review date, and where possible age, gender, location, etc.), and enter this information into SPSS or Excel
  3. Create summary statistics for each rating category (e.g. mean, standard deviation)
  • Present the statistics in an appropriate form (e.g. charts, tables) with written commentary explaining the information in more detail. Please also provide notes on the basis of your information (e.g. XX reviews on Airline YY between the dates of Z and Z)
  • Look out for “polarisation” i.e. look at the mean and standard deviation of your results, and comment on What story do the figures tell?
  1. Templates for quantitative data collection will be available on Blackboard
  2. Remember to point out in your discussion any significant differences between the different characteristics (e.g. is one characteristic rated as significantly higher or lower than another? Does one characteristic have a stronger influence on overall satisfaction than another? Hint: you will need analysis, such as t-tests or regression, to support such conclusions)
  3. You don’t need to include your raw data in your Report, but you might want to include details of any analysis (e.g. Excel or SPSS output) in your appendices


e.    Qualitative Section

  1. Please discuss the methods used to collect the qualitative data
  2. Please discuss the sampling technique used to collect the qualitative data
  • Analyse a selection of written reviews for your client
  1. Choose 25 customer reviews, where customers have given detailed feedback and comments (i.e. more than just a couple of sentences). Take care to note how you sampled them (see e.ii above)
  2. Develop a Coding Frame from the 25 reviews


  1. Present your Coding Frame (in your appendices) and discuss your qualitative What does the airline do best? What could the airline improve upon? Are there differences in attitudes/experiences according to customer demographics?
  • Use your qualitative analysis to support your quantitative analysis. For example, if the airline does something well, can you find a quote from a customer that indicates why this is? If the airline does something badly, what do customers say about this aspect of the airline in their review? Please indicate where you are more confident, and less confident, about the information from your qualitative analysis (Hint: confidence generally comes from more people saying something)
  • What story do the reviews tell? You do not need to present all of Select what you feel is important, or has the most influence on the customer experience. Look for themes in the data. Be aware of how consistent (lots of people say it) vs merely indicative (a couple of people say it) your findings are, and indicate where you are less confident about the information
  1. Use verbatim comments (i.e. “quotes from customers”) and quantitative data to illustrate your key findings
  2. Your qualitative findings will do two things for First, they should help you to understand why people gave the ratings they did. For example, what was it about the customer service that some people didn’t like? Second, they may give you some new and helpful information about what the airline is doing right and wrong that you perhaps can’t find in your quantitative analysis. You can probably guess by now that the more detail supplied by your qualitative reviews, the better your analysis can be.
  3. A template for Qualitative analysis (i.e. a Coding Frame) will be available on Blackboard
  • You don’t need to include your raw data (i.e. all your customer reviews) in your Report, but you must include your Coding Frame in your appendices, and then discuss it in detail in the main text


You have the option of presenting your quantitative and qualitative findings together – with the qualitative offering further in-depth diagnosis of the quantitative ratings – or you can address them separately. How you present sections d and e is entirely up to you. The main criteria is that you present clear, logical information for your client


Perhaps have a friend read your report to see if it makes sense. When you present analysis and findings, it is easy to assume everyone else will understand it the way you do. But, remember that you are very familiar with the data, the client is not


  1. Write Three (3) Recommendations for your client. These recommendations should provide actionable details to improve the customer experience. Remember to make your recommendations S.M.A.R.T.
    1. Where is the evidence for the recommendations you have made? If you have a good idea, but it’s your own, or it’s only supported at a low level by the data (either qualitative or quantitative), by all means include it, but just make the point about level of If there is no evidence to support your recommendation, don’t include it!


g.   Appendices

  1. Links to the review pages of your choices
  2. Any additional quantitative tables and charts
  • Any additional coding frames and analysis notes





Suggested Reading for Coursework Task


Please note that this is not intended as an exhaustive or definitive list of readings for this piece of coursework. Instead, the articles/chapters listed below should be viewed as suggested readings that may act as a start point as you prepare to tackle this assignment:


  1. Any market research textbook should work for giving you background information to write the sampling or analysis sections of your Report.
  2. Depending on the focus of your Report, you might also want to review other relevant textbooks (e.g. Services Marketing, Marketing Communications), or journals, such as Journal of Marketing, Journal of Services Marketing, Journal of Service Research, Journal of Brand Management, Journal of Advertising, etc.
  3. Specific references (e.g. journal articles) are really only expected to be included when discussing recommendations. More generic references (e.g. textbooks) are expected for sections discussing sampling or analysis.