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Assessment Information Coursework 2020-21
Module name: Business Research
Module code: MSIN0100
Module leader name(s): Magda Hercheui (m.hercheui@ucl.ac.uk)
Academic year: 2020-2021
Term 1, 2 or 3: Term 2 and 3
Type of assessment: Coursework assignments (proposal and project)
Nature of assessment – individual
Content of this Assessment Brief
Section Content
A Core information
B Coursework Brief and Requirements
C Module learning outcomes covered in this
assessment
D Assessment criteria
E Groupwork instructions (if applicable)
F Additional information from module leader (if
applicable)
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Section A: Core information
This assessment is
marked out of:
100 marks
% weighting of this
assessment within total
module mark
Project proposal: 30%
Project report: 70%
Word count/number of
pages - maximum
Project proposal: maximum of 2,000 words.
Project report: maximum of 5,000 words.
These limits must not be exceeded. There is not a penalty for using
fewer words; but be sure you are covering the scope of the
assignment.
Determining word count
impacted by Turnitin
• After submission to Turnitin, the Turnitin recorded word
count is usually higher than the word count in a Word
document.
• Where the assessment brief specifies a maximum word
count, on the front cover of your submission record the
number of words as recorded in your Word document.
• It is the Word document word count which will be taken
account of in marking, NOT the Turnitin word count.
Footnotes, appendices,
tables, figures, diagrams,
charts included
in/excluded from word
count/page length?
For both assignments, tables should not be added as images
and their content does count as words with the exception for
tables which bring numerical data only (excluding titles of
columns and rows with words), which can be added as images
and do not count as words. The marking sheet, the cover page
(including title), the table of contents, the executive
summary/abstract, diagrams, graphics, charts, foot notes with
references only, lists of references and bibliography do not
count as words. Appendices do not count as part of the word
count and will not be marked. They should not contain matters
of substance relevant to the main body of work, unless it is
specified in the assignments descriptions, when then the
content in appendices may be used to define the quality of the
work to be marked. Everything else including in-text references
and captions should be included in the word count.
Bibliographies, reference
lists included
in/excluded from word
count?
Excluded.
Penalty for exceeding
specified word
count/page length?
• Where there is a specified word count/page length and this is
exceeded, yes there is a penalty: 10 percentage points
deduction, capped at 40% for Levels 4,5, 6, and 50% for Level
7. Refer to Academic Manual Section 3: Module Assessment -
3.13 Word Counts.
• Where there is no specified word count/page length no
penalty applies.
Requirements for/use of
references
• Where you draw upon sources you must cite them
appropriately.
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• As appropriate, you may draw upon a range of sources
including, illustratively, journal articles, other textbooks,
industry reports.
• As appropriate, you may draw upon course materials –
lecture slides, notes, handouts, readings, textbook(s) - you
engaged with in your studying of this module.
• Unless citing content specifically (e.g. a quote from a book)
you should not be copying word for word from lecture slides,
notes, handouts, readings, textbook(s).
• You should capture, articulate and communicate your views,
thoughts and learning in your own words.
• If you do provide quotes from any lecture slides, notes,
handouts, readings, textbook(s) you should cite them and
provide references in the usual way.
• Be aware that a number of academic misconduct checks,
including the use of Turnitin, are available to your module
leader.
• If required/where appropriate UCL Academic Misconduct
penalties may be applied (see immediately below).
Academic misconduct
(including plagiarism)
• Academic integrity is paramount.
• It is expected that your submission and content will be your
own work with no academic misconduct.
• Academic Misconduct is defined as any action or attempted
action, including collusion with other students, that may
result in a student obtaining an unfair academic
advantage. There are severe penalties for Academic
Misconduct, including, where appropriate and required,
exclusion from UCL.
• Refer to Academic Manual Section 9: Student Academic
Misconduct Procedure - 9.2 Definitions.
Submission date Project proposal: Wednesday 28th April 2021, 10 am (Moodle).
Project report: Friday 27th August 2021, 10 am (Moodle).
Submission time 10 am UK time (Moodle)
Penalty for late
submission?
Yes. Standard UCL penalties apply. Students should refer to
https://www.ucl.ac.uk/academic-manual/chapters/chapter-4-
assessment-framework-taught-programmes/section-3-module-
assessment#3.12
Submitting your
assignment
The assignments MUST be submitted to the module submission
links located within this module’s Moodle ‘Submissions’ tab by the
specified deadline.
Anonymity of identity.
Normally, all submissions
are anonymous unless
the nature of the
submission is such that
anonymity is not
appropriate, illustratively
as in presentations or
• Anonymity is required.
• Your name should NOT appear anywhere on your submission.
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where minutes of group
meetings are required as
part of a group work
submission
Return and status of
marked assignments
• At the latest this will be within 4 weeks from the date
of submission as per UCL guidelines, but we will
endeavour to return it earlier than this.
• Assessments are subject to appropriate double
marking/scrutiny, and internal quality inspection by
a nominated School of Management internal
assessor. All results when first published are
provisional until confirmed by the relevant External
Examiner and the Examination Board.
• No appeals regarding your published mark are
available until after confirmation by that
Examination Board. UCL regulations specify that
academic judgment applied within the marking
process cannot be challenged.
Uploading your submission
• Unless specifically instructed otherwise in the assessment document, please upload your work as a
single file via the submission link on Moodle.
o If you are unable to type your answers for medical reasons, please contact Student Support
and Wellbeing to arrange a SORA and notify your programme administrator.
• Please DOUBLE CHECK that the file you are uploading is the correct one and is complete (with all
pages visible). You should only submit your final version of the work to the submission box. Once the
original deadline has passed, any submission made to the official submission box will be taken as
the final submission. Work submitted after the original submission deadline will NOT be removed
and a new version cannot be submitted. If you wish to check your work before submitting your final
version, you can use the Turnitin Drafts Checker rather than your official submission inbox. Please be
sure that the version of the assignment you submit is the version you intend to be marked for that
module. If you are granted ECs in relation to a piece of work already submitted, the mitigation
applied will be a deferral and not an extension. If you are unable to submit on time, you may submit
an EC form to request an extension if you have legitimate mitigating circumstances.
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Technical Problems
If you encounter difficulties submitting your assessment via Moodle, then please immediately notify (by
email) your department (Programme Administrators ONLY), explaining the problem and including a copy of
the work you are trying to submit. ONLY use this approach if you can show that you have tried to download
from/upload to Moodle and encountered technical difficulties.
Advice and other support
• Student Support and Wellbeing
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Section B: Coursework Brief and Requirements
B. 1 - Introduction
The module MSIN0100 Business Research has two individual assignments:
• A project proposal (maximum of 2,000 words) (30% of the final grade); and
• A project report (maximum of 5,000 words) (70% of the final grade).
You will not have individual supervision for these assignments. The two assignments are independent
research undertaken by you alone.
The first assignment is preparatory work for the second assignment. You will receive feedback on the
first assignment – the proposal – and this feedback may suggest some revision or refocussing of the
work in the second assignment – the report.
In undertaking these assignments, you are expected to draw from the content of the module lectures
and workshops and apply this content independently to your chosen research topic. In undertaking
the work, you should also demonstrate the ability to apply and use content from other modules in
the programme, depending on the type of research you conduct, and the topic chosen. For instance,
if you are using test of hypotheses, you draw upon the module MSIN0154. See below in the section
Project Proposal and Project Report Structure details on the content of each assignment and the
marking scheme.
You must inform on the cover page whether you are writing a business research or a business plan
proposal or project report.
B.2 - Report types
You may choose between 2 types of research report: either business research or a business plan. The
proposal should be coherent with the type of report chosen. In both cases, students will need to
consult relevant literature to identify relevant models and theories, current debates, and appropriate
research methods. Thus, the module syllabus is relevant for both types of report, and beyond.
Business Research: These projects are practical in nature. The project should have a clear research
question related to a specific type of business problem/challenge. The project must use well-chosen
and justified research methods and be supported by theoretical/conceptual frameworks to support
the research design and frame the analysis.
Business plan: These projects should focus on developing either a new business or a segment in an
existing business, such as a new division, a new product/service, or a new market for an existing
product/service. The structure of the report depends on the kind of business plan being presented.
A business plan for a new business should include a proposed business model. Projects related to
existing businesses should define how the proposal fits the whole business and demonstrate the
value proposition for key stakeholders. Students must not develop hypothetical business plans for
companies which do not give them access to data (mainly because you cannot find the necessary
information for preparing the business plan).
The section Project Proposal and Project Report Structure discusses details of both types of reports.
Remember: Always clearly define the audience of your report (who you have in mind when you are
writing the report; who you would expect to benefit for reading it). This definition is important for
you to communicate well and have a report with the right focus in accordance with this audience.
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B.3 - Success factors for the module MSIN0100
i. Attend classes, read the material, prepare for exercises. The content of this course cannot be
absorbed quickly. Do not make assumptions about what you will need in term 3. You do not
know. All parts of the taught classes are relevant independent of your chosen report type
(business research or business plan), if not for your module result, at least for your career in
management. Learning is not about the immediate application of everything.
ii. Start thinking about your project as soon as possible. Check whether the project is relevant
and viable. Do not underestimate the amount of work to produce a high-quality report.
Choose projects which are relevant for your career plans. There is no reason to waste your
time with irrelevant projects.
iii. Obtain high quality data for your report. It does not matter how much analysis you add, low
quality data results in a poor report. Garbage-in-garbage-out.
iv. Focus on the integrity and logic of your report and ensure that it has a clear and persuasive
line of argument with each part making a contribution to the whole. For instance, be sure that
the theory is proper for studying the phenomenon, that the theory is used to inform the
survey design or interview guide and to analyse the results.
v. Study good examples of similar work. This will help to provide you with a road map of a good
structure.
B.4 - Approval of ethics form and informed consent
Any research for collection of primary data from individuals requires the approval of an ethics form
and of an informed consent before the data collection. The ethics form is an agreement between
you and UCL that the right procedures are in place. You should sign the form and comply with the
agreement. The informed consent is an agreement between you and the respondent about the
nature of the research and the rights of respondents, and it should also be approved by UCL. The
informed consent should be signed by respondents before the data collection in the case of
interviews, as well as by you. In the case of surveys (face-to-face or online), the informed consent is
added before the survey, for the respondent to agree before answering questions. If the respondent
does not agree, he or she is automatically excluded from the survey.
Students will receive information in the lectures about how to use the ethics form and the informed
consent templates. For this module, only the defined templates of ethics form and informed consent
can be chosen by students. These templates are pre-approved. If by any chance the template does
not work for your particular type of research, you need to contact the module leader, who will make
a final decision on whether your research should be allowed considering UCL standards related to
ethics and informed consent. In exceptional cases, the module leader may require you to ask
approval from Professor Martin Kilduff (Deputy Director Research) (m.kilduff@ucl.ac.uk).
Find the right templates on the section Ethics Form and Informed Consent: Templates and
Submission Inbox. In the same section, you find the submission inbox for ethics forms and informed
consent. Submit this document before collecting primary data.
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B.4 - Project proposal and project report structures
In the sections below you find the examples of structures for the MSIN0100 project proposal and
project reports. You are allowed to structure your reports in a different way, but be sure you are not
missing any important aspect, considering the marking criteria (which is based on the presented
structure). In section D, you find the marking criteria used for the different proposals and report types
(business research or business plan).
B.4.1 - Business Research
Business Research Project Proposal
i. Introduction: Introduce the topic and explain the context in which the research is relevant.
Introduce the objectives of the research. Introduce the structure of the proposal. [Number of
words: around 15% of the proposal]
ii. Literature review: Demonstrate critical understanding of the current state of knowledge on
the domain, through reviewing the literature on the topic. The literature review should
support the argument that the topic is relevant, and it should point out areas for discussion
of the findings in the project report (2nd assignment). [Number of words: around 45% of the
proposal]
iii. Theoretical framework: Present the chosen theoretical framework (or conceptual
framework), which is going to be used in the research design (in this proposal) and later for
the analysis of the findings in the project report (2nd assignment). In exploratory studies (when
nobody has researched a similar topic before), you may not have a theoretical framework.
Note: exploratory research is not often found in reports at a Master level. See details in the
marking criteria about exploratory research. [Number of words: around 15% of the proposal]
iv. Research design & methodology: Present the research question, and how you plan to answer
the question. Explain the methods you are going to use to answer the question. Be sure your
research question is well integrated with the theoretical framework. [Number of words:
around 25% of the proposal]
v. References (Harvard referencing system). [does not contribute to word count]
You are going to receive feedback for you project proposal. Based on this feedback you are going
to present again in the project report an improved version of some aspects which have been
discussed in the project proposal. The objective is not to repeat the same ideas, but to present an
improved and concise version. Do not copy and paste any part from your first report without
providing proper quotations and referencing your own work (anonymously). Otherwise, this is
considered self-plagiarism.
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Business Research Project Report
i. Executive summary: Summary of key points of the report, including key objectives, findings,
and conclusions. [does not contribute to word count]
ii. Introduction: Introduce the topic, research objectives, and the structure of the report. There
is no need to bring back the arguments on the relevance of the topic (which has been
discussed in the proposal). You may make improvements in the topic, for instance, narrowing
down the original plan, or being more precise about the scope of your research. [Number of
words: around 5% of the report]
iii. Theoretical framework: Present the chosen theoretical framework (or conceptual
framework). You may make improvements in this section, considering the feedback received.
[Number of words: around 10% of the report]
iv. Research design & methodology: Present the research question, explicitly (they are not
research objectives, but research questions) and the methods you are using for answering the
questions. Explain if you are using primary and/or secondary data. Explain how you have
taken measures for your research to have validity and reliability. Observe that you are
expected to add to the appendix additional information on the methods used for supporting
your claims of validity and reliability. If the additional information is not provided, this will
affect your grade in the research design & methodology and in the findings & analysis. For
instance, add the copy of the survey instrument, the results from the surveys, the coding
systems used and the evidence of coding, and the transcripts of interviews. [Number of
words: around 10% of the report]
v. Findings & analysis: Present your findings and analysis. The findings should be summarised,
preferably into tables and graphs, in order for you to have enough space for the analysis,
which should take into consideration the theoretical/conceptual framework and the
literature in the domain (link back the analysis to the literature you have studied in the project
proposal). Compare your findings with the broader discussion about the domain, and discuss
whether the findings are aligned with the adopted theoretical perspectives. Explicitly answer
the research questions. [Number of words: around 60% of the report]
vi. Conclusions & recommendations: Summarise key points of your findings, and discuss the
implications of your findings (recommendations for future research or for businesses).
Critically discuss the limitations of your research. [Number of words: around 15% of the
report]
vii. References (Harvard referencing system). [does not contribute to word count]
viii. Appendices: Appendices are not marked separately. They are used to check if data are robust,
when necessary. Present any content you have developed in depth to support your research,
such as tables with statistics, transcripts of interviews, tables with coding of the interviews
and focus groups, details from industry reports, etc. You must add to the appendix the survey
instrument you have used (the list of questions you have asked respondents) and/or the
interview guide used in interviews (with individuals or focus groups), if you collected primary
data. If other methods have been used, for instance, content analysis, you must add
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information about the coding process used. You must add to the appendix the ethics form
and the informed consent templates you have used (anonymised – not including your name),
if you have collected primary data. These should be copies of the templates you have
submitted online.
B.4.2 - Business plan structure: Example
Business Plan Project Proposal
i. Company and business concept (product/service): Explain the scope of your business plan, and
which areas you are going to develop in the report. For a new business (start-up), you need to
add the company business model. Present the new idea (product/service), and demonstrate the
value proposition of your new idea for different stakeholders. Discuss the company’s strategy in
general or the particular strategy for the product/service or market which is the focus of the
business plan. Develop a timeline for your business plan. [Number of words: around 60% of the
proposal]
ii. Industry and market analysis: Present the analysis of the industry in which your business is
working, and the market analysis for the particular products/services you are launching.
Demonstrate understanding of the broad market for your product/service, and the strategy to
enter particular markets (beachhead market). Discuss competitive advantages. [Number of
words: around 40% of the proposal]
iii. Appendices: Present any content you have developed in depth to support your business plan,
including primary and secondary research, tables with statistics, transcripts of interviews, tables
with coding of the interviews and focus groups, etc. The appendix should show evidence that
your business plan is robust, and that your arguments are grounded in data. The appendix is not
marked separately, but its content is used to check whether the work done in the other parts is
supported by proper research methods. You must add to the appendix the survey instrument you
have used (the list of questions you have asked respondents) and/or the interview guide used in
interviews (with individuals or focus groups), if you have collected primary data. If other methods
have been used, for instance, content analysis, you must add information about the coding
process used. You must add to the appendix the ethics form and the informed consent templates
you have used (anonymised – not including your name), if you have collected primary data.
You are going to receive feedback for you project proposal. Based on this feedback you are going
to present again in the project report an improved version of some aspects which have been
discussed in the project proposal. The objective is not to repeat the same ideas, but to present an
improved and concise version. Do not copy and paste any part from your first report without
providing proper quotations and referencing your own work (anonymously). Otherwise, this is
considered self-plagiarism.
Business Plan Project report
i. Executive summary: Summary of key points of the business plan, which demonstrates you have
a great business idea that is viable and profitable. [does not contribute to word count]
ii. Company and business concept (product/service): Short introduction of the scope of your
business plan, and which areas you are going to develop in the report. Shortly present the new
idea (product/service), and demonstrate the value proposition of your new idea for different
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stakeholders. This section should be short, just enough to help the reader to understand the
business plan focus and scope, in order to make sense of the other parts of the report. [Number
of words: around 10% of the report]
iii. Marketing, operational, management plans: Present the marketing strategy for your
product/service. Operational plans may be developed in accordance with the need (for new
products and services of existing businesses, the operational plan may be simplified, focusing only
on the additional aspects). Likewise, management plans may be developed in accordance with
the need. This chapter should focus on the key needs of your particular project, thus areas which
are not important do not need further development (make clear the areas you are developing
and the areas you are not). When possible, use diagrams to present operational and management
plans. [Number of words: around 50% of the report]
iv. Financial and risk analysis: income statements, balance sheets, cash flow statements, break-even
analysis, sensitivity analysis, ration analysis, risk analysis, and any other additional analysis
necessary to support your business plan. Demonstrate understanding of the financial details of
your proposed business. You need to estimate key financial numbers and clarify any assumptions
related to your plans. You choose the numbers which are more important considering the
objectives of your business plan (self-funding the project, getting money from Venture Capitalists,
crowdfunding, getting loans from banks, etc.). The financial analysis should take into
consideration key risks which may jeopardise the business case, and the measures you are taking
to reduce or neutralise these risks (use proper risk management techniques). [Number of words:
around 40% of the report]
v. References (Harvard referencing system). [does not contribute to word count]
vi. Appendices: Present any content you have developed in depth to support your business plan,
including primary and secondary research, tables with statistics, transcripts of interviews, tables
with coding of the interviews and focus groups, etc. The appendix should show evidence that
your business plan is robust, and that your arguments are grounded in data. You must add to the
appendix the ethics form and the informed consent templates you have used (anonymised – not
including your name), if you have collected primary data.
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Section C: Module Learning Outcomes covered in this
Assessment
The assignments aim to allow the student to achieve the learning outcomes of the module. See below
more details on the link between the learning outcomes and the content of the assignments.
Learning outcomes
• Identify different research designs and business plan frameworks that are appropriate for
diverse contexts.
o Both report types require the student to identify the nature of the problem addressed
and apply concepts of research design and business plan frameworks to address the
proposed problem.
• Apply appropriate techniques to carry out research into business and management issues.
o Both report types require the student to assess different techniques to collect primary
and/or secondary data. The chosen techniques should be appropriate to the project’s
aims.
• Collect and analyse data, including the evaluation, relevance, and validity of acquired and
published research and industry and consultancy reports.
o Both report types require students to collect and analyse data, and to critically assess
the quality and relevance of the collected material.
• Understand the relevance of theory and how to apply theory in business research and
business plans.
o Both report types require students to understand the role of theory in business
research. All reports should express a clear and distinct perspective on the relevant
theories and conceptual frameworks that are suitable to frame and understand the
studied phenomenon.
• Synthesise a range of information for the development and interpretation of knowledge in
business and management.
o Both report types require students to process a significant amount of information and
knowledge, and to bring in to focus a knowledge contribution that can help in
understanding a specific problem in the domain of business and management.
• Communicate effectively by a writing report.
o Both report types require students to write with clarity, structure and concision, and
to use graphical resources to better communicate. In all cases the report must be
tailored to a relevant audience. For example, to academic researchers, policy makers
and regulators, consultants, senior managers or venture capitalists depending on the
specific project undertaken.
• Make informed recommendations based on critical analysis.
o Both report types require students to spell out recommendations relevant to business
situations. These recommendations should be firmly rooted in the whole report, in
the data used, the analysis applied and in the specialised knowledge drawn upon.
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Section D: Assessment criteria
Within each section of this coursework you may be assessed on the following aspects, as applicable
and appropriate to this particular assessment, and should thus consider these aspects when fulfilling
the requirements of each section:
• The accuracy of any calculations;
• The strengths and quality of your overall analysis and evaluation;
• Appropriate use of relevant theoretical models, concepts and frameworks;
• The rationale and evidence that you provide in support of your arguments;
• The credibility and viability of the evidenced conclusions/recommendations/plans of
action you put forward;
• Structure and coherence of your considerations and reports;
• As and where required, relevant and appropriate, any references should use either the
Harvard OR Vancouver referencing system (see References, Citations and Avoiding
Plagiarism)
• Academic judgement regarding the blend of scope, thrust and communication of ideas,
contentions, evidence, knowledge, arguments, conclusions.
• Each part has requirements with allocated marks, maximum word count limits/page limits
and where applicable, templates that are required to be used.
You are advised to refer to the UCL Assessment Criteria Guidelines, located at
https://www.ucl.ac.uk/teaching-learning/sites/teaching-learning/files/migrated-
files/UCL_Assessment_Criteria_Guide.pdf
UCL Student Assessment Criteria for Taught Programmes
Read the document UCL Student Assessment Criteria for Taught Programmes.
Marking Criteria
Business Research Project Proposal Marking Criteria
i. Introduction: 15% of the marks
a. Clarity about the topic. Concepts and scope should be clear. Objectives should be
clear.
b. Relevance of the topic. Quality of the arguments supporting the relevance of the
research. Detail on the context in which the research is relevant.
c. Quality of the references and sources and quality of the presentation.
ii. Literature review: 45% of the marks
a. Critical understanding of the literature, covering relevant topics and demonstrating
understanding of conflicting and divergent perspectives.
b. Quality of references, demonstrating proper research has been made to review the
literature, and coverage of the scope of the literature.
iii. Theoretical framework: 15% of the marks
a. Clear presentation of the chosen theoretical framework (or conceptual framework).
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b. Evidence that the chosen theoretical framework is proper to investigate the
phenomenon.
c. Rationale for discharging alternative frameworks.
d. In Exploratory Research, evidence that there is no theoretical or conceptual
framework considering the newness of the field. In this case, a discussion should be
presented with close enough theories which have not been used for not been
adequate, despite such theories to have been used in other research in the same
domain.
e. Quality of the references and sources and quality of the presentation.
iv. Research design & methodology: 25% of the marks
a. Clear research question(s), which is connected with the research objectives, and
compatible with the adopted theoretical/conceptual framework.
b. Clear explanation of the methods to be used to answer the questions and the rationale
to use such methods.
c. Detail of how the methods are to be applied. For instance, if test of hypotheses is used,
present the hypotheses to be tested and an indicative survey of the questions to be
asked. If a survey is proposed to test correlations and uncover descriptive statistics,
present the questions to be asked. If interviews are to be conducted, present the
interview guide (list of questions you plan to explore with the respondents) to be used
in the interviews.
d. Clear definition of the population to be researched, and how this population is going
to be reached.
e. Quality of the references and sources and quality of the presentation.
Business Research Project Report Marking Criteria
i. Introduction: 5% of the marks
a. Clearly define the topic in a concise manner. Present the objectives and the structure
of the report clearly.
b. Quality of the references and sources and quality of the presentation.
ii. Theoretical framework: 10% of the marks
a. Clearly present the chosen theoretical framework (or conceptual framework).
b. Demonstrate the chosen framework is proper to investigate the phenomena.
c. Quality of the references and sources and quality of the presentation.
iii. Research design & methodology: 10% of the marks
a. Clear and relevant research question(s), considering the objectives of the research.
b. Clear presentation of methods used in the research to answer the questions.
Additional information on the survey instrument (questions used in the survey) and
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the interview guide must be added to the appendix, as well as content analysis process
and any other detail on methods used in the research. Any other detail on the
methods used should be in the appendix. Content from the appendix will be
considered in the grade of this section when necessary.
c. Clear explanation of aspects related to the validity and reliability of your research.
d. Quality of the references and sources and quality of the presentation.
iv. Findings & analysis: 60% of your marks
a. Clear presentation of findings, using proper data presentation techniques including
tables, graphs, and any other visual resource. The findings should be coherent with
the objectives and research questions. The findings should be coherent with the
methods and data collected (information added to the appendix on methods can
affect the grade of the section findings & analysis).
b. Clear connection between findings and the literature in the domain (remember you
have done a literature review for the proposal; connect the findings with the key
elements of the literature review) and the adopted theoretical/conceptual
framework.
c. Clear and concise answers for research questions.
d. Quality of the references and sources and quality of the presentation.
v. Conclusions & recommendations: 15% of the marks
a. Clear summary of key findings and answers to research questions.
b. Robust analysis of implications of research findings, including recommendations for
future research or for businesses.
c. Clear outline of research limitations and how they could have been overcome.
Business Plan Project Proposal Marking Criteria
i. Company and business concept (product/service): 60% of the marks
a. Clear scope of your business plan, explicitly defining areas developed in the report.
b. Detailed, coherent, and viable business model (for start-ups). A formal business model
framework should be used and properly referenced.
c. Clear definition of new products and/or services, and convincing value proposition of
the new idea for different stakeholders. A theoretical or conceptual framework should
be used to analyse the value proposition of the new products and services. A clear
comparison with other similar products/services should support the arguments on the
value proposition.
d. Clear business strategy for the company in general or the particular strategy for the
product/service or market which is the focus of the business plan. Clear
theoretical/conceptual frameworks should be used. The strategy should be informed
by the academic literature (e.g. as covered in the MSc Management programme).
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e. Coherent and doable timeline for your business plan (detail of business plan for the
next 3-5 years). Proper justification for the duration of the timeline should be
presented.
f. When using primary data, demonstration that research methods have been used
properly and that the research has validity and reliability (details on methods and data
will be checked in the appendix if necessary).
g. Quality of the references and sources and quality of the presentation.
ii. Industry and market analysis: 40% of the marks
a. Detailed industry analysis in which your new business is to work. Comparison of new
business with the industry landscape, using theoretical/conceptual frameworks (such
as SWOT).
b. Detailed market analysis for the particular products/services you are launching. Clarity
in understanding competitors and level of competitive advantage. Use of proper
theoretical framework to analyse the market and competitors.
c. Clear and coherent strategy to enter markets, including the definition and strategy for
the beachhead market.
d. When using primary data, demonstration that research methods have been used
properly. Demonstration that the research has validity and reliability (details on
methods and data will be checked in the appendix if necessary).
e. Quality of the references and sources and quality of the presentation.
Business Plan Project Report Marking Criteria
i. Company and business concept (product/service): 10% of the marks
a. Concise and robust introduction of the scope of the business plan, with clear link to
the areas to be develop in the report.
b. Concise presentation of the new idea (product/service), and its value proposition for
different stakeholders.
ii. Marketing, operational, and management plans: 50% of the marks
a. Detailed and coherent marketing strategy plans for the new product/service.
b. Detailed and coherent operational plans, taking into consideration the scope to the
project.
c. Detailed and coherent management plans.
d. Proper use of theoretical/conceptual frameworks which support the marketing
strategy, the operational and the management plans, demonstrating capacity of
applying management best practices and theories in a business plan.
e. Proper use of primary and/or secondary data supporting plans.
f. Quality of the references and sources and quality of the presentation.
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iii. Financial and risk analysis: 40% of the marks.
a. Proper selection and use of financial analysis techniques which are coherent with the
needs of the business plan.
b. Proper use of risk analysis, using a best practice framework for risk management
(covering at least risk identification, risk assessment and risk response), based on a
defined theoretical or conceptual framework.
c. Clear and realistic definition of assumptions to support the financial analysis,
demonstrating proper data collection of primary and/or secondary data. Evidence of
data collection and analysis, using proper research methods and financial techniques,
to support arguments, when necessary (may be added to appendix).
d. Quality of the references and sources and quality of the presentation.
Section E: Groupwork Instructions
• Not applicable as this is an individual assessment
Section F: No additional information
学霸联盟
Assessment Information Coursework 2020-21
Module name: Business Research
Module code: MSIN0100
Module leader name(s): Magda Hercheui (m.hercheui@ucl.ac.uk)
Academic year: 2020-2021
Term 1, 2 or 3: Term 2 and 3
Type of assessment: Coursework assignments (proposal and project)
Nature of assessment – individual
Content of this Assessment Brief
Section Content
A Core information
B Coursework Brief and Requirements
C Module learning outcomes covered in this
assessment
D Assessment criteria
E Groupwork instructions (if applicable)
F Additional information from module leader (if
applicable)
Page 2 of 17
Section A: Core information
This assessment is
marked out of:
100 marks
% weighting of this
assessment within total
module mark
Project proposal: 30%
Project report: 70%
Word count/number of
pages - maximum
Project proposal: maximum of 2,000 words.
Project report: maximum of 5,000 words.
These limits must not be exceeded. There is not a penalty for using
fewer words; but be sure you are covering the scope of the
assignment.
Determining word count
impacted by Turnitin
• After submission to Turnitin, the Turnitin recorded word
count is usually higher than the word count in a Word
document.
• Where the assessment brief specifies a maximum word
count, on the front cover of your submission record the
number of words as recorded in your Word document.
• It is the Word document word count which will be taken
account of in marking, NOT the Turnitin word count.
Footnotes, appendices,
tables, figures, diagrams,
charts included
in/excluded from word
count/page length?
For both assignments, tables should not be added as images
and their content does count as words with the exception for
tables which bring numerical data only (excluding titles of
columns and rows with words), which can be added as images
and do not count as words. The marking sheet, the cover page
(including title), the table of contents, the executive
summary/abstract, diagrams, graphics, charts, foot notes with
references only, lists of references and bibliography do not
count as words. Appendices do not count as part of the word
count and will not be marked. They should not contain matters
of substance relevant to the main body of work, unless it is
specified in the assignments descriptions, when then the
content in appendices may be used to define the quality of the
work to be marked. Everything else including in-text references
and captions should be included in the word count.
Bibliographies, reference
lists included
in/excluded from word
count?
Excluded.
Penalty for exceeding
specified word
count/page length?
• Where there is a specified word count/page length and this is
exceeded, yes there is a penalty: 10 percentage points
deduction, capped at 40% for Levels 4,5, 6, and 50% for Level
7. Refer to Academic Manual Section 3: Module Assessment -
3.13 Word Counts.
• Where there is no specified word count/page length no
penalty applies.
Requirements for/use of
references
• Where you draw upon sources you must cite them
appropriately.
Page 3 of 17
• As appropriate, you may draw upon a range of sources
including, illustratively, journal articles, other textbooks,
industry reports.
• As appropriate, you may draw upon course materials –
lecture slides, notes, handouts, readings, textbook(s) - you
engaged with in your studying of this module.
• Unless citing content specifically (e.g. a quote from a book)
you should not be copying word for word from lecture slides,
notes, handouts, readings, textbook(s).
• You should capture, articulate and communicate your views,
thoughts and learning in your own words.
• If you do provide quotes from any lecture slides, notes,
handouts, readings, textbook(s) you should cite them and
provide references in the usual way.
• Be aware that a number of academic misconduct checks,
including the use of Turnitin, are available to your module
leader.
• If required/where appropriate UCL Academic Misconduct
penalties may be applied (see immediately below).
Academic misconduct
(including plagiarism)
• Academic integrity is paramount.
• It is expected that your submission and content will be your
own work with no academic misconduct.
• Academic Misconduct is defined as any action or attempted
action, including collusion with other students, that may
result in a student obtaining an unfair academic
advantage. There are severe penalties for Academic
Misconduct, including, where appropriate and required,
exclusion from UCL.
• Refer to Academic Manual Section 9: Student Academic
Misconduct Procedure - 9.2 Definitions.
Submission date Project proposal: Wednesday 28th April 2021, 10 am (Moodle).
Project report: Friday 27th August 2021, 10 am (Moodle).
Submission time 10 am UK time (Moodle)
Penalty for late
submission?
Yes. Standard UCL penalties apply. Students should refer to
https://www.ucl.ac.uk/academic-manual/chapters/chapter-4-
assessment-framework-taught-programmes/section-3-module-
assessment#3.12
Submitting your
assignment
The assignments MUST be submitted to the module submission
links located within this module’s Moodle ‘Submissions’ tab by the
specified deadline.
Anonymity of identity.
Normally, all submissions
are anonymous unless
the nature of the
submission is such that
anonymity is not
appropriate, illustratively
as in presentations or
• Anonymity is required.
• Your name should NOT appear anywhere on your submission.
Page 4 of 17
where minutes of group
meetings are required as
part of a group work
submission
Return and status of
marked assignments
• At the latest this will be within 4 weeks from the date
of submission as per UCL guidelines, but we will
endeavour to return it earlier than this.
• Assessments are subject to appropriate double
marking/scrutiny, and internal quality inspection by
a nominated School of Management internal
assessor. All results when first published are
provisional until confirmed by the relevant External
Examiner and the Examination Board.
• No appeals regarding your published mark are
available until after confirmation by that
Examination Board. UCL regulations specify that
academic judgment applied within the marking
process cannot be challenged.
Uploading your submission
• Unless specifically instructed otherwise in the assessment document, please upload your work as a
single file via the submission link on Moodle.
o If you are unable to type your answers for medical reasons, please contact Student Support
and Wellbeing to arrange a SORA and notify your programme administrator.
• Please DOUBLE CHECK that the file you are uploading is the correct one and is complete (with all
pages visible). You should only submit your final version of the work to the submission box. Once the
original deadline has passed, any submission made to the official submission box will be taken as
the final submission. Work submitted after the original submission deadline will NOT be removed
and a new version cannot be submitted. If you wish to check your work before submitting your final
version, you can use the Turnitin Drafts Checker rather than your official submission inbox. Please be
sure that the version of the assignment you submit is the version you intend to be marked for that
module. If you are granted ECs in relation to a piece of work already submitted, the mitigation
applied will be a deferral and not an extension. If you are unable to submit on time, you may submit
an EC form to request an extension if you have legitimate mitigating circumstances.
Page 5 of 17
Technical Problems
If you encounter difficulties submitting your assessment via Moodle, then please immediately notify (by
email) your department (Programme Administrators ONLY), explaining the problem and including a copy of
the work you are trying to submit. ONLY use this approach if you can show that you have tried to download
from/upload to Moodle and encountered technical difficulties.
Advice and other support
• Student Support and Wellbeing
Page 6 of 17
Section B: Coursework Brief and Requirements
B. 1 - Introduction
The module MSIN0100 Business Research has two individual assignments:
• A project proposal (maximum of 2,000 words) (30% of the final grade); and
• A project report (maximum of 5,000 words) (70% of the final grade).
You will not have individual supervision for these assignments. The two assignments are independent
research undertaken by you alone.
The first assignment is preparatory work for the second assignment. You will receive feedback on the
first assignment – the proposal – and this feedback may suggest some revision or refocussing of the
work in the second assignment – the report.
In undertaking these assignments, you are expected to draw from the content of the module lectures
and workshops and apply this content independently to your chosen research topic. In undertaking
the work, you should also demonstrate the ability to apply and use content from other modules in
the programme, depending on the type of research you conduct, and the topic chosen. For instance,
if you are using test of hypotheses, you draw upon the module MSIN0154. See below in the section
Project Proposal and Project Report Structure details on the content of each assignment and the
marking scheme.
You must inform on the cover page whether you are writing a business research or a business plan
proposal or project report.
B.2 - Report types
You may choose between 2 types of research report: either business research or a business plan. The
proposal should be coherent with the type of report chosen. In both cases, students will need to
consult relevant literature to identify relevant models and theories, current debates, and appropriate
research methods. Thus, the module syllabus is relevant for both types of report, and beyond.
Business Research: These projects are practical in nature. The project should have a clear research
question related to a specific type of business problem/challenge. The project must use well-chosen
and justified research methods and be supported by theoretical/conceptual frameworks to support
the research design and frame the analysis.
Business plan: These projects should focus on developing either a new business or a segment in an
existing business, such as a new division, a new product/service, or a new market for an existing
product/service. The structure of the report depends on the kind of business plan being presented.
A business plan for a new business should include a proposed business model. Projects related to
existing businesses should define how the proposal fits the whole business and demonstrate the
value proposition for key stakeholders. Students must not develop hypothetical business plans for
companies which do not give them access to data (mainly because you cannot find the necessary
information for preparing the business plan).
The section Project Proposal and Project Report Structure discusses details of both types of reports.
Remember: Always clearly define the audience of your report (who you have in mind when you are
writing the report; who you would expect to benefit for reading it). This definition is important for
you to communicate well and have a report with the right focus in accordance with this audience.
Page 7 of 17
B.3 - Success factors for the module MSIN0100
i. Attend classes, read the material, prepare for exercises. The content of this course cannot be
absorbed quickly. Do not make assumptions about what you will need in term 3. You do not
know. All parts of the taught classes are relevant independent of your chosen report type
(business research or business plan), if not for your module result, at least for your career in
management. Learning is not about the immediate application of everything.
ii. Start thinking about your project as soon as possible. Check whether the project is relevant
and viable. Do not underestimate the amount of work to produce a high-quality report.
Choose projects which are relevant for your career plans. There is no reason to waste your
time with irrelevant projects.
iii. Obtain high quality data for your report. It does not matter how much analysis you add, low
quality data results in a poor report. Garbage-in-garbage-out.
iv. Focus on the integrity and logic of your report and ensure that it has a clear and persuasive
line of argument with each part making a contribution to the whole. For instance, be sure that
the theory is proper for studying the phenomenon, that the theory is used to inform the
survey design or interview guide and to analyse the results.
v. Study good examples of similar work. This will help to provide you with a road map of a good
structure.
B.4 - Approval of ethics form and informed consent
Any research for collection of primary data from individuals requires the approval of an ethics form
and of an informed consent before the data collection. The ethics form is an agreement between
you and UCL that the right procedures are in place. You should sign the form and comply with the
agreement. The informed consent is an agreement between you and the respondent about the
nature of the research and the rights of respondents, and it should also be approved by UCL. The
informed consent should be signed by respondents before the data collection in the case of
interviews, as well as by you. In the case of surveys (face-to-face or online), the informed consent is
added before the survey, for the respondent to agree before answering questions. If the respondent
does not agree, he or she is automatically excluded from the survey.
Students will receive information in the lectures about how to use the ethics form and the informed
consent templates. For this module, only the defined templates of ethics form and informed consent
can be chosen by students. These templates are pre-approved. If by any chance the template does
not work for your particular type of research, you need to contact the module leader, who will make
a final decision on whether your research should be allowed considering UCL standards related to
ethics and informed consent. In exceptional cases, the module leader may require you to ask
approval from Professor Martin Kilduff (Deputy Director Research) (m.kilduff@ucl.ac.uk).
Find the right templates on the section Ethics Form and Informed Consent: Templates and
Submission Inbox. In the same section, you find the submission inbox for ethics forms and informed
consent. Submit this document before collecting primary data.
Page 8 of 17
B.4 - Project proposal and project report structures
In the sections below you find the examples of structures for the MSIN0100 project proposal and
project reports. You are allowed to structure your reports in a different way, but be sure you are not
missing any important aspect, considering the marking criteria (which is based on the presented
structure). In section D, you find the marking criteria used for the different proposals and report types
(business research or business plan).
B.4.1 - Business Research
Business Research Project Proposal
i. Introduction: Introduce the topic and explain the context in which the research is relevant.
Introduce the objectives of the research. Introduce the structure of the proposal. [Number of
words: around 15% of the proposal]
ii. Literature review: Demonstrate critical understanding of the current state of knowledge on
the domain, through reviewing the literature on the topic. The literature review should
support the argument that the topic is relevant, and it should point out areas for discussion
of the findings in the project report (2nd assignment). [Number of words: around 45% of the
proposal]
iii. Theoretical framework: Present the chosen theoretical framework (or conceptual
framework), which is going to be used in the research design (in this proposal) and later for
the analysis of the findings in the project report (2nd assignment). In exploratory studies (when
nobody has researched a similar topic before), you may not have a theoretical framework.
Note: exploratory research is not often found in reports at a Master level. See details in the
marking criteria about exploratory research. [Number of words: around 15% of the proposal]
iv. Research design & methodology: Present the research question, and how you plan to answer
the question. Explain the methods you are going to use to answer the question. Be sure your
research question is well integrated with the theoretical framework. [Number of words:
around 25% of the proposal]
v. References (Harvard referencing system). [does not contribute to word count]
You are going to receive feedback for you project proposal. Based on this feedback you are going
to present again in the project report an improved version of some aspects which have been
discussed in the project proposal. The objective is not to repeat the same ideas, but to present an
improved and concise version. Do not copy and paste any part from your first report without
providing proper quotations and referencing your own work (anonymously). Otherwise, this is
considered self-plagiarism.
Page 9 of 17
Business Research Project Report
i. Executive summary: Summary of key points of the report, including key objectives, findings,
and conclusions. [does not contribute to word count]
ii. Introduction: Introduce the topic, research objectives, and the structure of the report. There
is no need to bring back the arguments on the relevance of the topic (which has been
discussed in the proposal). You may make improvements in the topic, for instance, narrowing
down the original plan, or being more precise about the scope of your research. [Number of
words: around 5% of the report]
iii. Theoretical framework: Present the chosen theoretical framework (or conceptual
framework). You may make improvements in this section, considering the feedback received.
[Number of words: around 10% of the report]
iv. Research design & methodology: Present the research question, explicitly (they are not
research objectives, but research questions) and the methods you are using for answering the
questions. Explain if you are using primary and/or secondary data. Explain how you have
taken measures for your research to have validity and reliability. Observe that you are
expected to add to the appendix additional information on the methods used for supporting
your claims of validity and reliability. If the additional information is not provided, this will
affect your grade in the research design & methodology and in the findings & analysis. For
instance, add the copy of the survey instrument, the results from the surveys, the coding
systems used and the evidence of coding, and the transcripts of interviews. [Number of
words: around 10% of the report]
v. Findings & analysis: Present your findings and analysis. The findings should be summarised,
preferably into tables and graphs, in order for you to have enough space for the analysis,
which should take into consideration the theoretical/conceptual framework and the
literature in the domain (link back the analysis to the literature you have studied in the project
proposal). Compare your findings with the broader discussion about the domain, and discuss
whether the findings are aligned with the adopted theoretical perspectives. Explicitly answer
the research questions. [Number of words: around 60% of the report]
vi. Conclusions & recommendations: Summarise key points of your findings, and discuss the
implications of your findings (recommendations for future research or for businesses).
Critically discuss the limitations of your research. [Number of words: around 15% of the
report]
vii. References (Harvard referencing system). [does not contribute to word count]
viii. Appendices: Appendices are not marked separately. They are used to check if data are robust,
when necessary. Present any content you have developed in depth to support your research,
such as tables with statistics, transcripts of interviews, tables with coding of the interviews
and focus groups, details from industry reports, etc. You must add to the appendix the survey
instrument you have used (the list of questions you have asked respondents) and/or the
interview guide used in interviews (with individuals or focus groups), if you collected primary
data. If other methods have been used, for instance, content analysis, you must add
Page 10 of 17
information about the coding process used. You must add to the appendix the ethics form
and the informed consent templates you have used (anonymised – not including your name),
if you have collected primary data. These should be copies of the templates you have
submitted online.
B.4.2 - Business plan structure: Example
Business Plan Project Proposal
i. Company and business concept (product/service): Explain the scope of your business plan, and
which areas you are going to develop in the report. For a new business (start-up), you need to
add the company business model. Present the new idea (product/service), and demonstrate the
value proposition of your new idea for different stakeholders. Discuss the company’s strategy in
general or the particular strategy for the product/service or market which is the focus of the
business plan. Develop a timeline for your business plan. [Number of words: around 60% of the
proposal]
ii. Industry and market analysis: Present the analysis of the industry in which your business is
working, and the market analysis for the particular products/services you are launching.
Demonstrate understanding of the broad market for your product/service, and the strategy to
enter particular markets (beachhead market). Discuss competitive advantages. [Number of
words: around 40% of the proposal]
iii. Appendices: Present any content you have developed in depth to support your business plan,
including primary and secondary research, tables with statistics, transcripts of interviews, tables
with coding of the interviews and focus groups, etc. The appendix should show evidence that
your business plan is robust, and that your arguments are grounded in data. The appendix is not
marked separately, but its content is used to check whether the work done in the other parts is
supported by proper research methods. You must add to the appendix the survey instrument you
have used (the list of questions you have asked respondents) and/or the interview guide used in
interviews (with individuals or focus groups), if you have collected primary data. If other methods
have been used, for instance, content analysis, you must add information about the coding
process used. You must add to the appendix the ethics form and the informed consent templates
you have used (anonymised – not including your name), if you have collected primary data.
You are going to receive feedback for you project proposal. Based on this feedback you are going
to present again in the project report an improved version of some aspects which have been
discussed in the project proposal. The objective is not to repeat the same ideas, but to present an
improved and concise version. Do not copy and paste any part from your first report without
providing proper quotations and referencing your own work (anonymously). Otherwise, this is
considered self-plagiarism.
Business Plan Project report
i. Executive summary: Summary of key points of the business plan, which demonstrates you have
a great business idea that is viable and profitable. [does not contribute to word count]
ii. Company and business concept (product/service): Short introduction of the scope of your
business plan, and which areas you are going to develop in the report. Shortly present the new
idea (product/service), and demonstrate the value proposition of your new idea for different
Page 11 of 17
stakeholders. This section should be short, just enough to help the reader to understand the
business plan focus and scope, in order to make sense of the other parts of the report. [Number
of words: around 10% of the report]
iii. Marketing, operational, management plans: Present the marketing strategy for your
product/service. Operational plans may be developed in accordance with the need (for new
products and services of existing businesses, the operational plan may be simplified, focusing only
on the additional aspects). Likewise, management plans may be developed in accordance with
the need. This chapter should focus on the key needs of your particular project, thus areas which
are not important do not need further development (make clear the areas you are developing
and the areas you are not). When possible, use diagrams to present operational and management
plans. [Number of words: around 50% of the report]
iv. Financial and risk analysis: income statements, balance sheets, cash flow statements, break-even
analysis, sensitivity analysis, ration analysis, risk analysis, and any other additional analysis
necessary to support your business plan. Demonstrate understanding of the financial details of
your proposed business. You need to estimate key financial numbers and clarify any assumptions
related to your plans. You choose the numbers which are more important considering the
objectives of your business plan (self-funding the project, getting money from Venture Capitalists,
crowdfunding, getting loans from banks, etc.). The financial analysis should take into
consideration key risks which may jeopardise the business case, and the measures you are taking
to reduce or neutralise these risks (use proper risk management techniques). [Number of words:
around 40% of the report]
v. References (Harvard referencing system). [does not contribute to word count]
vi. Appendices: Present any content you have developed in depth to support your business plan,
including primary and secondary research, tables with statistics, transcripts of interviews, tables
with coding of the interviews and focus groups, etc. The appendix should show evidence that
your business plan is robust, and that your arguments are grounded in data. You must add to the
appendix the ethics form and the informed consent templates you have used (anonymised – not
including your name), if you have collected primary data.
Page 12 of 17
Section C: Module Learning Outcomes covered in this
Assessment
The assignments aim to allow the student to achieve the learning outcomes of the module. See below
more details on the link between the learning outcomes and the content of the assignments.
Learning outcomes
• Identify different research designs and business plan frameworks that are appropriate for
diverse contexts.
o Both report types require the student to identify the nature of the problem addressed
and apply concepts of research design and business plan frameworks to address the
proposed problem.
• Apply appropriate techniques to carry out research into business and management issues.
o Both report types require the student to assess different techniques to collect primary
and/or secondary data. The chosen techniques should be appropriate to the project’s
aims.
• Collect and analyse data, including the evaluation, relevance, and validity of acquired and
published research and industry and consultancy reports.
o Both report types require students to collect and analyse data, and to critically assess
the quality and relevance of the collected material.
• Understand the relevance of theory and how to apply theory in business research and
business plans.
o Both report types require students to understand the role of theory in business
research. All reports should express a clear and distinct perspective on the relevant
theories and conceptual frameworks that are suitable to frame and understand the
studied phenomenon.
• Synthesise a range of information for the development and interpretation of knowledge in
business and management.
o Both report types require students to process a significant amount of information and
knowledge, and to bring in to focus a knowledge contribution that can help in
understanding a specific problem in the domain of business and management.
• Communicate effectively by a writing report.
o Both report types require students to write with clarity, structure and concision, and
to use graphical resources to better communicate. In all cases the report must be
tailored to a relevant audience. For example, to academic researchers, policy makers
and regulators, consultants, senior managers or venture capitalists depending on the
specific project undertaken.
• Make informed recommendations based on critical analysis.
o Both report types require students to spell out recommendations relevant to business
situations. These recommendations should be firmly rooted in the whole report, in
the data used, the analysis applied and in the specialised knowledge drawn upon.
Page 13 of 17
Section D: Assessment criteria
Within each section of this coursework you may be assessed on the following aspects, as applicable
and appropriate to this particular assessment, and should thus consider these aspects when fulfilling
the requirements of each section:
• The accuracy of any calculations;
• The strengths and quality of your overall analysis and evaluation;
• Appropriate use of relevant theoretical models, concepts and frameworks;
• The rationale and evidence that you provide in support of your arguments;
• The credibility and viability of the evidenced conclusions/recommendations/plans of
action you put forward;
• Structure and coherence of your considerations and reports;
• As and where required, relevant and appropriate, any references should use either the
Harvard OR Vancouver referencing system (see References, Citations and Avoiding
Plagiarism)
• Academic judgement regarding the blend of scope, thrust and communication of ideas,
contentions, evidence, knowledge, arguments, conclusions.
• Each part has requirements with allocated marks, maximum word count limits/page limits
and where applicable, templates that are required to be used.
You are advised to refer to the UCL Assessment Criteria Guidelines, located at
https://www.ucl.ac.uk/teaching-learning/sites/teaching-learning/files/migrated-
files/UCL_Assessment_Criteria_Guide.pdf
UCL Student Assessment Criteria for Taught Programmes
Read the document UCL Student Assessment Criteria for Taught Programmes.
Marking Criteria
Business Research Project Proposal Marking Criteria
i. Introduction: 15% of the marks
a. Clarity about the topic. Concepts and scope should be clear. Objectives should be
clear.
b. Relevance of the topic. Quality of the arguments supporting the relevance of the
research. Detail on the context in which the research is relevant.
c. Quality of the references and sources and quality of the presentation.
ii. Literature review: 45% of the marks
a. Critical understanding of the literature, covering relevant topics and demonstrating
understanding of conflicting and divergent perspectives.
b. Quality of references, demonstrating proper research has been made to review the
literature, and coverage of the scope of the literature.
iii. Theoretical framework: 15% of the marks
a. Clear presentation of the chosen theoretical framework (or conceptual framework).
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b. Evidence that the chosen theoretical framework is proper to investigate the
phenomenon.
c. Rationale for discharging alternative frameworks.
d. In Exploratory Research, evidence that there is no theoretical or conceptual
framework considering the newness of the field. In this case, a discussion should be
presented with close enough theories which have not been used for not been
adequate, despite such theories to have been used in other research in the same
domain.
e. Quality of the references and sources and quality of the presentation.
iv. Research design & methodology: 25% of the marks
a. Clear research question(s), which is connected with the research objectives, and
compatible with the adopted theoretical/conceptual framework.
b. Clear explanation of the methods to be used to answer the questions and the rationale
to use such methods.
c. Detail of how the methods are to be applied. For instance, if test of hypotheses is used,
present the hypotheses to be tested and an indicative survey of the questions to be
asked. If a survey is proposed to test correlations and uncover descriptive statistics,
present the questions to be asked. If interviews are to be conducted, present the
interview guide (list of questions you plan to explore with the respondents) to be used
in the interviews.
d. Clear definition of the population to be researched, and how this population is going
to be reached.
e. Quality of the references and sources and quality of the presentation.
Business Research Project Report Marking Criteria
i. Introduction: 5% of the marks
a. Clearly define the topic in a concise manner. Present the objectives and the structure
of the report clearly.
b. Quality of the references and sources and quality of the presentation.
ii. Theoretical framework: 10% of the marks
a. Clearly present the chosen theoretical framework (or conceptual framework).
b. Demonstrate the chosen framework is proper to investigate the phenomena.
c. Quality of the references and sources and quality of the presentation.
iii. Research design & methodology: 10% of the marks
a. Clear and relevant research question(s), considering the objectives of the research.
b. Clear presentation of methods used in the research to answer the questions.
Additional information on the survey instrument (questions used in the survey) and
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the interview guide must be added to the appendix, as well as content analysis process
and any other detail on methods used in the research. Any other detail on the
methods used should be in the appendix. Content from the appendix will be
considered in the grade of this section when necessary.
c. Clear explanation of aspects related to the validity and reliability of your research.
d. Quality of the references and sources and quality of the presentation.
iv. Findings & analysis: 60% of your marks
a. Clear presentation of findings, using proper data presentation techniques including
tables, graphs, and any other visual resource. The findings should be coherent with
the objectives and research questions. The findings should be coherent with the
methods and data collected (information added to the appendix on methods can
affect the grade of the section findings & analysis).
b. Clear connection between findings and the literature in the domain (remember you
have done a literature review for the proposal; connect the findings with the key
elements of the literature review) and the adopted theoretical/conceptual
framework.
c. Clear and concise answers for research questions.
d. Quality of the references and sources and quality of the presentation.
v. Conclusions & recommendations: 15% of the marks
a. Clear summary of key findings and answers to research questions.
b. Robust analysis of implications of research findings, including recommendations for
future research or for businesses.
c. Clear outline of research limitations and how they could have been overcome.
Business Plan Project Proposal Marking Criteria
i. Company and business concept (product/service): 60% of the marks
a. Clear scope of your business plan, explicitly defining areas developed in the report.
b. Detailed, coherent, and viable business model (for start-ups). A formal business model
framework should be used and properly referenced.
c. Clear definition of new products and/or services, and convincing value proposition of
the new idea for different stakeholders. A theoretical or conceptual framework should
be used to analyse the value proposition of the new products and services. A clear
comparison with other similar products/services should support the arguments on the
value proposition.
d. Clear business strategy for the company in general or the particular strategy for the
product/service or market which is the focus of the business plan. Clear
theoretical/conceptual frameworks should be used. The strategy should be informed
by the academic literature (e.g. as covered in the MSc Management programme).
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e. Coherent and doable timeline for your business plan (detail of business plan for the
next 3-5 years). Proper justification for the duration of the timeline should be
presented.
f. When using primary data, demonstration that research methods have been used
properly and that the research has validity and reliability (details on methods and data
will be checked in the appendix if necessary).
g. Quality of the references and sources and quality of the presentation.
ii. Industry and market analysis: 40% of the marks
a. Detailed industry analysis in which your new business is to work. Comparison of new
business with the industry landscape, using theoretical/conceptual frameworks (such
as SWOT).
b. Detailed market analysis for the particular products/services you are launching. Clarity
in understanding competitors and level of competitive advantage. Use of proper
theoretical framework to analyse the market and competitors.
c. Clear and coherent strategy to enter markets, including the definition and strategy for
the beachhead market.
d. When using primary data, demonstration that research methods have been used
properly. Demonstration that the research has validity and reliability (details on
methods and data will be checked in the appendix if necessary).
e. Quality of the references and sources and quality of the presentation.
Business Plan Project Report Marking Criteria
i. Company and business concept (product/service): 10% of the marks
a. Concise and robust introduction of the scope of the business plan, with clear link to
the areas to be develop in the report.
b. Concise presentation of the new idea (product/service), and its value proposition for
different stakeholders.
ii. Marketing, operational, and management plans: 50% of the marks
a. Detailed and coherent marketing strategy plans for the new product/service.
b. Detailed and coherent operational plans, taking into consideration the scope to the
project.
c. Detailed and coherent management plans.
d. Proper use of theoretical/conceptual frameworks which support the marketing
strategy, the operational and the management plans, demonstrating capacity of
applying management best practices and theories in a business plan.
e. Proper use of primary and/or secondary data supporting plans.
f. Quality of the references and sources and quality of the presentation.
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iii. Financial and risk analysis: 40% of the marks.
a. Proper selection and use of financial analysis techniques which are coherent with the
needs of the business plan.
b. Proper use of risk analysis, using a best practice framework for risk management
(covering at least risk identification, risk assessment and risk response), based on a
defined theoretical or conceptual framework.
c. Clear and realistic definition of assumptions to support the financial analysis,
demonstrating proper data collection of primary and/or secondary data. Evidence of
data collection and analysis, using proper research methods and financial techniques,
to support arguments, when necessary (may be added to appendix).
d. Quality of the references and sources and quality of the presentation.
Section E: Groupwork Instructions
• Not applicable as this is an individual assessment
Section F: No additional information
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