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ASSIGNMENT 8
BM380 Marketing Research
Directions: Be sure to save an electronic copy of your answer before submitting it to Ashworth
College for grading. Unless otherwise stated, answer in complete sentences, and be sure to use
correct English, spelling, and grammar. Sources must be cited in APA format. Your response
should be four (4) double‐spaced pages; refer to the “Format Requirementsʺ page located at the
beginning of this learning guide for specific format requirements.
Writing the Marketing Research Report
All of the work is almost done. You have designed your research project; collected and prepared
your data; and analyzed the results. It is time to communicate your marketing research findings.
In order to do so, you must be able to address the following.
1. Discuss the relative importance of the marketing research report to other stages in the
marketing research process.
2. Review the components of the elements of a Marketing Report. Then identify and
differentiate the three major sections of a marketing research report.
3. Distinguish among the elements of results, conclusions, and recommendations.
4. What are some alternate ways researchers may report findings? What are some important
things researchers should keep in mind when using alternate or innovative reporting
vehicles?
Grading Rubric
Please refer to the rubric on the next page for the grading criteria for this assignment.
CATEGORY
Exemplary
Satisfactory
Unsatisfactory
Unacceptable
Importance (10 Points) 10 points
8 points
5 points
2 points
Student provides a clear, logical Student provides a mostly clear, Student provides a partially
Student provides a weak or
discussion of the importance of logical discussion of the
clear, logical discussion of the unclear discussion of the
the marketing research report importance of the marketing
importance of the marketing
importance of the marketing
to other stages in the process. research report to other stages research report to other stages research report to other stages
in the process.
in the process.
in the process.
Components
10 points
8 points
5 points
2 points
(10 Points)
Student provides a clear, logical Student provides a mostly clear, Student provides a partially
Student provides a partially
description of the components logical description of the
clear, logical description of at clear, logical description of at
of the elements of a Marketing components of the elements of least 2 of the components of
least 1 of the components of
Report.
a Marketing Report.
the elements of a Marketing
the elements of a Marketing
Report.
Report.
Sections (20 Points)
20 points
15 points
10 points
5 points
Student provides a clear, logical Student provides a mostly clear, Student provides a partially
Student provides a partially
description of the three major logical description of the three clear, logical description of at clear, logical description of at
sections of a marketing
major sections of a marketing least two of the three major
least one of the three major
research report.
research report.
sections of a marketing
sections of a marketing
research report.
research report.
Elements (30 Points)
30 points
24 points
16 points
10 points
Student provides a clear, logical Student provides a mostly clear, Student provides a partially
Student provides a partially
description of the elements,
logical description of the
clear, logical description of the clear, logical description of the
conclusions, and
elements, conclusions, and
elements, conclusions, and
elements, conclusions, and
recommendations in a
recommendations in a
recommendations in a
recommendations in a
marketing research report.
marketing research report.
marketing research report.
marketing research report.
Alternate ways
20 points
15 points
10 points
5 points
researchers may report Student provides a clear, logical Student provides a mostly clear, Student provides a partially
Student provides a weak or
findings (20 Points)
discussion of alternate ways
logical discussion of alternate clear, logical discussion of
unclear discussion of alternate
researchers may report
ways researchers may report
alternate ways researchers may ways researchers may report
findings.
findings.
report findings.
findings.
Mechanics – Grammar, 5 points
4 points
3 points
2 points
Punctuation, Spelling Student makes no errors in
Student makes 1-2 errors in
Student makes 3-4 errors in
Student makes more than 4
(5 Points)
grammar or spelling that
grammar or spelling that
grammar or spelling that
errors in grammar or spelling
distract the reader from the
distract the reader from the
distract the reader from the
that distract the reader from
content.
content.
content.
the content.
Format – APA Format, 5 points
4 points
3 points
2 points
Citations, Organization, The paper is written in proper The paper is written in proper The paper is written in proper The paper is not written in
Transitions (5 Points)
format. All sources used for
format with only 1-2 errors. All format with only 3-5 errors.
proper format. Many sources
quotes and facts are credible
sources used for quotes and
Most sources used for quotes used for quotes and facts are
and cited correctly. Excellent
facts are credible and most are and facts are credible and cited less than credible (suspect)
organization, including a variety cited correctly. Adequate
correctly. Essay is poorly
and/or are not cited correctly.
of thoughtful transitions.
organization includes a variety organized, but may include a
Essay is disorganized and does
of appropriate transitions.
few effective transitions.
not include effective
transitions.

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