Reference no: EM133508535

Assessment - Case analysis

Task description - Group assignment

This assessment requires you to demonstrate an understanding of the role of qualitative research methods in enhancing management decision making.

You will work in a group of four students to analyse a management decision case and recommend exploratory research methods. Please self-enroll in a group by Week 3.

This is an authentic assessment because the case is based on a real world management decision problem.

Learning outcome 1: Develop basic exploratory research to support information needs related to such problems as consumer and stakeholder attitudes and opinions about organisational products, issues, and promotions;

Learning outcome 2: Understand issues related to the design, management, and evaluation of research to support organisational/client information needs.

This assessment requires you to demonstrate an understanding of the role of qualitative research methods in enhancing management decision making. Working in a group of four students, you are required to analyse the GOLD COAST CHARITY case. The link to this case is provided below. The focus of this assessment is on identification of the main management decision problem that requires market research, and recommending exploratory research methods. Use 1.5 line spacing, and either ARIAL or TIMES NEW ROMAN 12 point font. Include a title page showing the name and student number of each group member. Structure your report with headings for the five sections as follows, and note that no executive summary, table of contents, introduction or summary/conclusion are required:

Start this section with a one-sentence management decision problem (MDP). Then provide a one-paragraph rationale for this MDP. No references from the academic literature are applicable in this rationale as the information can only be drawn from the case. However, the rest of your assignment should be well referenced. No assumptions should be made about anything that is not mentioned in the case.

Start this section with a one-sentence marketing research question (MRQ), which clearly addresses the MDP. Then provide a one-paragraph rationale for this MRQ. Reference the definition of the construct of interest.

List two research objectives to address the construct in the MRQ.

Discuss the appropriateness of the Repertory Test (also known as Kelly's Triads, Triad Sorts) for addressing one of your objectives. Briefly outline how the technique could be implemented to address the objective. Briefly describe how you would collect this exploratory data. Please do not describe the full Repertory Grid rating scale method as it is not a suitable technique.

For your second research objective, describe how the application of another qualitative research technique with a different sample of participants (other than Repertory Test, Laddering Analysis, Means-end theory, or secondary data such as literature review) could be used in the research design. Briefly describe how you would collect this exploratory data.