MARK5811 T1-2024 Assessment Information FINAL
7 February 2024
3
2. Individual Paper – Marketing Research Exercise (10%)
Due date: 16:00, Monday, 4 March 2024.
Word limit: Maximum 500 words (All included except UNSW assignment cover sheet,
references, and appendices).
Submission: To TurnitinTM via Moodle.
Task:
Sydney Central Station has recently undergone a remarkable transformation, and the new
concourse opened in 2023 (https://secretsydney.com/central-station-sydney/). The
construction and upgrade work, which began in 2018, has reportedly cost $1.27 billion.
Sydney Central Station’s snazzy new concourse, with its sandstone elegance and functional
design, promises a more convenient and visually appealing experience for commuters and
travelers alike. Transport for NSW, a New South Wales government transport and road
agency, would like to understand customer experiences related to the new concourse by
adopting a quantitative research method, i.e., online survey. However, they are unsure if it is
the best approach to gather useful information in this case compared to qualitative or mixed
research methods.
Please critique the proposed quantitative research method (i.e., online survey) for Transport
for NSW and based on your critique, provide ONE research design suggestion for Transport
for NSW.
Required format:
• The School of Marketing Assignment Cover Sheet as the first page.
• Critically evaluate the proposed marketing research design, i.e., quantitative research
method – online survey.
• Propose ONE research design suggestion and justify it.
• References.
You are free to include an appendix; however, no mark is allocated to the information
contained in the appendix.
Additional format requirements:
• Font size and style: Font size: 12. Style: Times New Roman.
• Margin: 2.5 cm.
• Space: Double-spaced throughout the paper.
• This course uses in-text referencing, for more information also see Business School
Harvard Referencing Guide - UNSW Business School.
https://www.business.unsw.edu.au/Students-Site/Documents/Harvardreferenceguide.pdf
MARK5811 T1-2024 Assessment Information FINAL
7 February 2024
4
You must reference all non-original work, e.g., if you take an idea from an academic journal
article, book, magazine, or website, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine, website.
Marking criteria:
1. Quality of the arguments and critical discussion in relation to the proposed marketing
research design and suggestion. (40%)
2. Quality of the supporting evidence (i.e., good use of theory and/or secondary data,
e.g., published government report, consulting report, to support your arguments and
discussion). (40%)
3. Presentation (i.e., meets the submission guidelines, format and structure requirements,
creative communication, reader-friendly, writes clearly and accurately, expression,
spelling, diction, grammar, punctuation and proper and consistent referencing style).
(20%)