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HC2022 T2 2021 Marketing Research


HC2022 T2 2021 Marketing Research

Assessment Details and Submission Guidelines
TrimesterT2 2021
Unit CodeHC2022
Unit TitleMarketing Research
Assessment TypeIndividual Assignment 1 (Case study analysis)
Assessment TitleIndividual Report
Purposeofthe 1/ Demonstrate theoretical and practical knowledge of Marketing Research in the
assessmen Mapping)t (with ULOcontext of marketing-related business decisions.
 2/ The objective of this case is to demonstrate how marketing research has contributed
  to making a small business into a successful national chain.
Weight15 % of the total assessments
Total Marks15
Word limitNot more than 1500 words
Due DateWeek 8 – 10th September 2021
SubmissionAll work must be submitted on Blackboard by the due date along with a completed
Guidelines Assignment Cover Page. The assignment must be in MS Word format, no spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate section headings and page numbers.Reference sources must be cited in the text of the report and listed appropriately at the end in a reference list using Harvard referencing style.

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HC2022 Marketing Research Individual Report

Adapted Harvard Referencing

Holmes has now implemented a revised Harvard approach to referencing:

  1. Reference sources in assignments are limited to sources which provide full text access to the

source’s content for lecturers and markers.

  • The Reference list should be located on a separate page at the end of the essay and titled:


  • It should include the details of all the in-text citations, arranged alphabetically A-Z by author surname. In addition, it MUST include a hyperlink to the full text of the cited reference source. For example;

P Hawking, B McCarthy, A Stein (2004), Second Wave ERP Education, Journal of Information Systems Education, Fall, http://jise.org/Volume15/n3/JISEv15n3p327.pdf

  • All assignments will require additional in-text reference details which will consist of the surname of the author/authors or name of the authoring body, year of publication, page number of content, paragraph where the content can be found.

For example;

“The company decided to implement an enterprise wide data warehouse business intelligence

strategies (Hawking et al, 2004, p3(4)).”


Non – Adherence to Referencing Guidelines

Where students do not follow the above guidelines:

  1. Students who submit assignments which do not comply with the guidelines may be required to resubmit their assignments or incur penalties for inadequate referencing.
  2. Late penalties will apply per day after a student or group has been notified of a resubmission requirements.
  3. Students whose citations are identified as fictitious will be reported for academic misconduct.


Assignment Specifications

The objective of this case is to demonstrate how marketing research has contributed to making a small business into a successful national chain.

Krispy Kreme has become the American household icon for great-tasting hot doughnuts and coffee. Since its beginning in 1937, the company has grown and spread over the United States. Company executives and store managers credit their success to a limited, consistent-tasting product line and clean and inviting stores that attract consumers across all socioeconomic categories. The company also prides itself on its involvement in charitable and service activities in the communities in which the stores are located.

Special Instructions:

  1. Must watch the video (uploaded on Blackboard under Assignment 1).
  • Answer the following three questions in reference to the video:
    • To succeed in the Global Market, what market research should Krispy Kreme undertake?
    • What market research activities does Krispy Kreme engage in to determine where to build a site?
    • Krispy Kreme is currently facing criticism from low-carb diet practitioners which have lowered sales. How can market research help them deal with this problem? Provide at least examples of approaches that can be applied.
  • Provide some recommendations with evidence support.

Assignment Structure should be as the following:

Text Box: 1.	Executive Summary
2.	Introduction
Background information about the company and marketing research and market research.
3.	Define the Problems and discussions
Clearly explain the problem that requires market research
4.	Conclusions and Recommendations
Conclude by citing key findings and provide two specific recommendations Krispy Kreme.
5.	Reference

HC2022 Marketing Research

 Page 3 of 3
Marking criteria 
Marking criteriaWeighting
Summary and Introduction highlight key points that will be covered in the discussions2
Clearly defined problems to be solved4
Critical analysis and discussions4
Key findings and recommendations3
Overall presentation and referencing2

Marking Rubric

 ExcellentVery GoodGoodSatisfactoryUnsatisfactory
1 Show the data you haveData collected is very:Data collected is:Data collected isData collected isData collected is not
collected.relevant, well organisedrelevant, wellsomewhat:somewhat: relevant,relevant, disorganised
 and easy to understand.organised and easyrelevant, wellwell organised andand difficult to
  to understand.organised and easyeasy to understandunderstand
   to understandand contains some 
2. Accurately analyses theVery accurate analysisAccurate analysis ofSomewhatAnalysis of theLittle to no analysis of the
relevant secondary dataof the relevantthe relevantaccurate analysis ofrelevant secondaryrelevant secondary data
including recommendationssecondary datasecondary datathe relevantdata includingincluding
 includingincludingsecondary datarecommendations,recommendations
 recommendationsrecommendationsincludingbut with some 
3. Shows knowledge ofA deep knowledge ofGood knowledge ofSome knowledge ofKnowledge of theLittle to no knowledge of
relevant theorythe theory shownthe theory shownthe theory showntheory shown atthe theory shown
4. Overall presentation andPresentation andPresentation andPresentation andPresentation andPresentation and
referencingreferencing are at areferencing are at areferencing are at areferencing could bereferencing are at a low
 high standardhigh-mediummedium standardimprovedstandard

HC2022 Marketing Research

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