MKTG2002 Marking Rubric

Department of Marketing
MKTG2002 2020 S2 1
MKTG2002 Final Report Marking Rubric – 2020 S2

Criteria Fail
0% – 49%
Pass
50% – 64%
Credit
65% – 74%
Distinction
75% – 84%
High Distinction
85% – 100%
Articulation –
Executive Summary
(5%)
No or very poor
summary, leaving
reader puzzled about
what is providing in
the report.
Incomplete picture of
the report or
deliverables.
Identifies the
important contents
of the report but
omits a few factors.
Clearly and completely
identifies the key
contents of the report.
Accurately and succinctly
summarizes contents of
report.
Articulation –
Introduction and
Background (5%)
No or very poor
description of the
history of the
problem, without a
clear relationship to
the problem.
Vague explanation on
the history of the
problem. Limited
reflection of the
problem, and
motivations for the
research.
Brief history of the
organisation. A brief
explanation of the
implications of the
problem, and
motivations for the
research.
Brief history relates to
the problem. Evidence
that the team has
prioritised symptoms
and possible causes.
Priorities are echoed in
the choice of the
research question.
Brief history links directly
to the problem. Clear
priorities of symptoms
and possible causes with a
direct link to a choice of
the research question.
Position – Research
Questions/ Hypotheses
(10%)
No or very poor
description of
research questions and
hypotheses.
Ineffective and
insufficient research
questions, it is not clear
what the answer could
look like.
Research questions
may be viable, but
so broadly stated
that corresponding
hypotheses are not
testable.
Reasonable and
workable research
questions, hypotheses
are properly developed.
Succinct, precise, and
workable research
questions, hypotheses are
properly developed with
theoretical justification.
Analysis – Method
(10%)
No or very poor
discussion of the
sampling method.
Explanation of
population of interest,
sampling frame and
questionnaire.
An outline of
specific data needs.
Explanation of
population of
interest, sampling
frame and
questionnaire.
A Clear outline of
specific data needs.
Demonstration that the
population of interest,
sampling frame and
questionnaire address
the data needs.
Clear statements of type
and form of data to be
gathered.
Detailed procedures and
results of the sampling
frame, instrumentation.

Department of Marketing
MKTG2002 2020 S2 2

Analysis
– Data analysis (50%)
None or incorrect
technique for almost
all the questions.
Analysis has many
errors. Demonstrated
limited understanding
of the analysis
technique and
interpretation.
Appropriate analysis
of the majority of
the questions.
Demonstrated
understanding of the
analysis technique
and interpretation.
Appropriate analysis of
the questions with few
errors. Demonstrated
good understanding of
the analysis technique
and interpretation.
Appropriate analysis of
the basic questions.
Demonstrated excellent
understanding of the
analysis technique and
interpretation.
Critique – Conclusion
(5%)
None, or confused and
inconsistent with the
business problem or
research question.
Summary of analysis.
Weak discussion of the
link between results
and research question.
Summary of
analysis. A clear link
between results and
research question.
Summary of analysis.
A clear link between
results and research
question. Show the
extent that the business
problem has been
resolved.
Summary of analysis. A
clear link between results
and research question.
Show the extent that the
business problem has been
resolved. What additional
questions have been raised
or information is needed.
Practical managerial
implications
Critique –
Assumptions/limitations
(5%)
None, or limitations
and assumptions are
irrelevant to sampling,
research design,
instrumentation, etc.
Limitations and
assumptions discussed
have weak effects on
sampling, research
design,
instrumentation, etc.
Limitations or
problems with
sampling, research
design,
instrumentation, etc.
that could affect
results &
conclusions.
Limitations with
sampling, research
design,
instrumentation, etc.
Underlying
assumptions of the
method, psychological
or economic theories,
etc.
Limitations with
sampling, research design,
instrumentation, etc.
Underlying assumptions
of the method,
psychological or
economic theories, etc.
Clear evaluations of the
extent that these
limitations and
assumptions have affected
the results & conclusions.

Department of Marketing
MKTG2002 2020 S2 3

Critique –
Recommendations for
future research (5%)
None, or irrelevant
suggestions to this
research.
Vague suggestions that
can help address the
limitations of method.
Specific suggestions
for overcoming
identified limitations
with different or
better method.
Specific suggestions
for overcoming
identified limitations
with different or better
method. Prioritised
further questions raised
by the research study.
Specific suggestions for
overcoming identified
limitations with different
or better method.
Prioritised further
questions raised by the
research study. Specific
suggestions for addressing
new research questions.
Analysis –
Instrumentation
(Questionnaire) (5%)
Poorly worded –
spelling mistakes.
Poor questions –
leading, double
barrelled, assumed
knowledge, etc.
Redundant questions
that aren’t, or can’t
be, analysed.
Clear presentation with
easy to understand
questions. Weak links
between the
questionnaire and
proposed constructs
with mistakes in scales.
Good spelling and
presentation.
Straightforward,
easy-to-understand
questions. Order of
questions is sound.
The layout makes
for easy answers.
Attractive presentation,
no typos or
grammatical errors.
Easy to answer and
easy to process. No
redundancy in
questions or constructs.
Appropriate and
justified scales for each
construct.
Attractive presentation, no
typos or grammatical
errors. Easy to answer and
easy to process. No
redundancy in questions
or constructs. Appropriate
and justified scales for
each construct. Key
questions come from
established sources or
shown to be validated
with the preliminary trial.
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