Market Research and Data Analysis: Reflective Essay

 

 

 

Assignment Briefing

Module Name Market Research and Data Analysis
Module Code BM7024
Assignment Title Reflective Essay
Type of Submission Essay
Weighting of the assignment in the overall module grade 10%
Word Count/Time allocation (for presentations) 500 ± 10%
Issue Date Start of the module
Submission Date 09:30 Monday 24th May
Date of Feedback to Students 20 working days from submission
Where feedback can be found Canvas

 

Assignment Task
Reflective Essay

 

Background/Context
This is an individual submission.

 

Imagine that you are applying for a job as a data analyst, as per the below job description.

 

Job description: Data Analyst – Salary £35,000, based in London NW1

Our company operates in the business to consumer domain and requires an excellent data analyst to lead, commission and manage the data production for the team.  This is a key hire for the team and an opportunity to join a creative, forward thinking and exciting company.

You will work alongside the Group Insight Director, Industry Insight Manager and Consumer Insight manager to commission the collection and be involved in the analysis of market data.  You will manage the entire research process; from methodological decisions, questionnaire writing and data checking to data analysis, report writing and presenting to the Board.

Duties include:

–     Preparation of research plans for the collection of data

–     Day to day management of data collection activities

–     Analysis and delivery of robust, quality research data

–     Data processing and analysis

–     Creation of technical and management reports

–     Auditing research and ensuring an innovative and creative approach

Skills/Experience required:

–     Knowledge of marketing principles (e.g., segmentation, CRM, positioning etc.)

–     Expertise in data collection techniques

–     Data manipulation and analysis skills.

–     Excellent knowledge of tools for the analysis of qualitative and quantitative data

–     Ability to prepare reports and provide actionable marketing recommendations

 

TASK:  As part of the application process, you should write a covering letter (500 words, + or – 10%) that explains how your Market Research and Data Analysis skills, knowledge and experiences make you a suitable candidate for the job.

 

 

 

 

Allocation of Marks

Section/element Allocated Marks
You will be marked on the quality of your account of your skills and abilities in market research and data analysis in terms of (a) how well you are able to match your skills and abilities to the job description, and (b) why your skills and abilities mark you out as a worthy candidate for the job on offer.  The professionalism of your covering letter in terms of its presentation and written style will also be taken into account. Overall evaluation
   

 

 

FEEDBACK ON THE WRITTEN ELEMENTS OF THE MODULE WILL BE BASED ON POSTGRADUATE GRADE CRITERIA:

 

CLASS

 

%

 

GRADE

OVERALL DESCRIPTION  

GUIDELINE GRADE DESCRIPTIONS

Distinction 85-100 A+ Outstanding Your work is of an exceptionally high standard which has the potential for submission for publication in a peer reviewed journal or equivalent.

 

  75-84

 

A

 

Excellent

 

Your work demonstrates a sophisticated and comprehensive knowledge of the subject area. You have shown an exceptional ability in the appropriate use of the relevant literature, theory, methodologies, practices or tools to analyse and synthesise at Masters level. Your work is well-constructed and demonstrates a professional approach to academic practice (citation and referencing; appropriate presentation format; clear, accurate English). It addresses the learning outcomes/assessment criteria fully.

 

  70-74 A- Very Good Your work demonstrates strong knowledge of the subject area and the ability to develop an independent and sophisticated argument or evaluation. The ideas you put forward demonstrate exceptional clarity and focus and your work adheres to the principles of good academic practice (citation and referencing; appropriate presentation format; clear, accurate English). It addresses the learning outcomes/assessment criteria fully.
Merit 67-69

 

B+

 

Good

 

 

Your work demonstrates a well-developed critical and comprehensive understanding of the topic.  It shows evidence that you have thoroughly researched the topic(s) and are able to construct an independent, logical argument or evaluation.  Your work demonstrates a high degree of ability in the appropriate use of relevant literature, theory, methodologies, practices or tools to analyse and synthesise at Masters level.  Your work is well-structured and logically written and demonstrates good academic practice (citation and referencing; appropriate presentation format; clear, accurate English). There is a good attempt to address the learning outcomes/assessment criteria, meeting all of them to some extent and some of them well.
  64-66

 

B

 

 

 

 

  60-63 B-  

 

Pass 57-59 C+ Satisfactory

 

 

Your work demonstrates knowledge of the subject area and the ability to develop an independent, logical argument or evaluation.  It shows competence in the appropriate use of literature, theory, methodologies, practices or tools. The development of some ideas in your work is limited but it attempts to analyse materials critically. At times the expression and structure of your work is not clear and you have not consistently followed good academic practice (citation and referencing; presentation format; clear, accurate English).  Your work provides some level of response to the learning outcomes/assessment criteria but does not fully address all of the criteria.
  54-56

 

C

 

 

 

  50-53 C-  

 

Marginal Fail 45-49 MF Unsatisfactory Your work contains some weaknesses.  It provides some evidence that you have understood the topic and that you are able structure arguments or evaluation.  Your work demonstrates some ability in the appropriate use of literature, theory, methodologies, practices or tools but not at Masters level.  Your work fails to address one or more criteria fully.
Fail 35-44 F

 

Poor

 

Your work is unsatisfactory in  it demonstrates very limited knowledge of the subject area and does not succeed in grasping the key issues There is little evidence of development of ideas and critical analysis is very limited. The presentation is confused and lacks coherence. Your work does not meet the learning outcomes/assessment criteria.

 

  0-35   Very poor Your work demonstrates no real knowledge of the subject area and does not display the critical ability required at this level. Your work does not attempt to address the learning outcomes/assessment criteria adequately.

 

 

 

 

Avoiding plagiarism

When you write an essay, report or dissertation you should always cite the published sources to which you quote, refer to or use as evidence, otherwise you are likely to be committing plagiarism, which is a form of academic misconduct with potentially very serious consequences. References need to be made both within the text and in a list at the end.

The aim in doing this is to ensure that somebody reading your work can easily find these sources for themselves. This applies to whether you are using a book, a report, a journal article or an Internet site. You will probably know from your own experience how much easier it is to find a reference when a reading list or bibliography is clear and unambiguous.There is help available from the library and online, including a range of videos such as those given below:

https://mykingston.kingston.ac.uk/library/help_and_training/Pages/referencing.aspx.

http://www.citethemrightonline.com/basics

Do remember you can submit your work as many times as you like before the final deadline. It is a good idea to check your Originality Report and ensure that any potential plagiarism is eradicated for your work by rewriting in your own words and referencing correctly. The staff on the BASC desk in the LRC will be able to advise on this and on all aspects of academic writing. Here you can find out how to access your Originality Report:

 

https://studyspace.kingston.ac.uk/bbcswebdav/institution/Support/Student_Guide_to_Turnitin_v2.pdf?target=blank

 

Additional helpful resources can be found here:

http://www.youtube.com/watch?v=1yYf8AihndI

The best way to avoid academic misconduct or plagiarism is to use your own words at all times; do not cut and paste from other work.

Illness or other mitigating circumstances

By submitting an assignment you are declaring yourself fit to take the assessment therefore please make sure that if you are unwell you understand our mitigating circumstances process. The most important thing to do is keep us informed if you are experiencing problems! See our regulations on this link: http://www.kingston.ac.uk/aboutkingstonuniversity/howtheuniversityworks/policiesandregulations

Group work and academic misconduct

Work submitted by a group is the responsibility of the group as a whole. In the unfortunate event of the work being judged to have been plagiarised, the only circumstance in which it is possible that the responsibility for the misconduct would only fall on the group member who actually committed it, would be if there were clear evidence that that member had dishonestly misled the rest of the group as to the source of his her contribution. This would require clear and contemporaneous evidence of group discussions of the sort which should be available if groups follow the advice given about keeping a log of group proceedings. If the group work is simply allocated amongst the members of the group without any sort of group review of the outcomes, then all the group members are taking on themselves the risk that some element of the work is tainted by academic misconduct. If you are unclear about any of this, you should refer to the University’s guide to Plagiarism for further explanation.