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AMB201 Marketing & Audience Analytics
Qualitative Report Structure (Part 3)


Title Page (not in word count)
- Report title
- Student name and student number
- Tutor’s name and tutorial time
- Word count of assignment body

Table of Contents (not in word count)

Participation Reflection (limit to 300 words; not part of main word count)

Abstract (limit to 100 words; not part of main word count)

Visual Summary of Research (not in word count)

1 Introduction (include in word count)
1.1 Topic and background
1.2 Scope of the report
1.3 Research problem and objectives

2 Method (include in word count)
2.1 Research methodology
2.2 Sample
2.3 Procedure
2.4 Ethical considerations

3 Results (include in word count, exclude tables and diagrams)

4 Discussion (include in word count)
4.1 Interpretation of findings
4.2 Implications and recommendations
4.3 Limitations

5 References (not in word count)

6 Appendices (not in word count)
6.1 Coded interview transcripts
6.2 [other appendices if relevant]

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AMB201 Marketing & Audience Analytics
Detailed Overview of Qualitative Report Sections (Part 3)
It is important to be systematic and methodical when reporting research. The information
below will assist with this when you are writing up your report. You should also check the
assignment CRA and work toward the overall grade you hope to achieve.

Abstract (limit to 100 words; not part of main word count)
Provide a summary of what was done (e.g., research aim and methodology) and what was
found (e.g., key findings and recommendations).

Visual Summary of Research
Create and present an infographic that accurately summarises key findings from this research
report, as might be suited to interested audiences in public settings (e.g., social media sites).
Ensure it conveys all necessary detail so that a viewer can judge trustworthiness (e.g., key
details regarding the nature of research and analysis, sample, and source of information).

Source to be listed as: AMB201 Qualitative Project Student Database (semester, year)

1 Introduction (approx. 300 words)
1.1 Topic and background
Introduce the topic and explain why it is important to research. Use secondary research
(from academic and industry sources) to give some background to outline our current
understanding, and to highlight why we would want to know more. It can be useful in
this section to discuss relevance for practitioners (e.g., marketers) and how it builds on
existing literature.

1.2 Scope of the report
Mention what is included and what is not included in the research. What restrictions
are placed on the topic to keep it focused? Are you only looking at a particular type of
product/service, or a particular consumer segment?
1.3 Research problem and objectives
Outline the research question and research objectives (see documents on Blackboard).
Some additional explanation may be helpful to provide context.

2 Method (approx. 600 words)
2.1 Research methodology
What type of research was conducted and why? Identify any considerations specific to
this type of research (e.g., data accuracy, representativeness, objectivity, etc.), and
note anything done to address these issues.

2.2 Sample
Identify and discuss the sampling method. Note the sample size and who was in the
sample? Why is the sample appropriate for this topic and this research design?

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2.3 Procedure
How were data collected? It is good to be specific here. A reader should understand in
sufficient detail that they could replicate what you did. Elaborate on any materials or
instruments used (e.g., interview guide) and any relevant analytical considerations
(e.g., were the questions designed in a way to enable analysis?).

2.4 Ethical Considerations
Explain the importance of ethics in marketing research. Outline the ethical issues
relevant to the current research and how they were addressed (e.g., informed consent).

3 Results (approx. 500 words)
In this section, provide a detailed description of the analysis undertaken and explain
why this was appropriate. Ensure you give enough detail that another person could
potentially replicate your analysis. You should explain the coding system used, how
themes emerged, and what they were (i.e., your results). You might find it useful to
include a table(s) to help show the themes and codes you found.

4 Discussion (approx. 600 words)
4.1 Interpretation of findings
For each research objective, interpret and discuss relevant results from your analysis.
Ensure each objective is fully addressed (consider a subheading for each). Use
secondary research to integrate the findings with current understanding. Ensure to
relate back to the original research question.

4.2 Implications and recommendations
[depending on writing style, you might like to combine this section with the one above]
What practical recommendations can you make because of this study? Outline any
recommendations for future research directions to explore these issues.

4.3 Limitations
Describe any aspects of the study that could reduce confidence in the findings (e.g.,
sample, methodology, analysis, data trustworthiness, etc.). How would this have
impacted results, and how this could be improved in future research?

5 References
Cite published sources only (i.e., not lectures or tutorials). Use APA formatting.

6 Appendices
6.1 Coded interview transcripts
Include the fully marked-up interview transcripts used in your analysis (yours plus
four others). On your own transcripts, indicate (e.g., underline) any questions you may
have asked in addition to the interview guide.

6.2 [other appendices if relevant]
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AMB201 Marketing & Audience Analytics
Qualitative Report Check-List (Part 3)

Title page (includes title of report, student name, student number, tutor’s name and time of
tutorial, assignment word count)
Participation reflection included
Abstract does not exceed 100 words
Visual summary of research (infographic) has been included
All sections of report included as per recommended structure
Student name and student number are included as a header on each page
Page number is included as a footer on each page
1.5 spacing, with 2.5cm margins
Consistent font throughout report, including headings (e.g. Times New Roman size 12)
Assignment is within 2000 word limit (+/-10%, excl. participant reflection, abstract, visual
summary of research, appendices and reference list)
APA referencing is followed consistently across all references (in-text and in reference list)
Assignment has been proof-read, checked for spelling errors and grammatical errors
Colloquialisms (including contractions such as don’t and can’t) have been removed
Six fully coded transcripts are included as an appendix (yours plus four others)
Assignment document is under the Turnitin submission limit of 40MB
Assignment submitted on time




AMB201: Qualitative Research Project Student Name:_________________________________ Student Number: __________________
Grading Grade: 7 Grade: 6 Grade: 5 Grade: 4 Grade: 3 – 2 – 1 Score
10.0 5.0 0.0
Reflection
[TS 4.1]
You reflect on the experience of taking part in two approved qualitative
studies, offering insight into the participant experience.
You reflect on the experience of taking part in only one approved
qualitative study, or your reflection is mostly a description of what
happened.
You do not reflect on an
approved qualitative study.

/ 10
10.0 – 9.2 - 8.5 8.2 – 7.9 - 7.5 7.2 – 6.9 – 6.5 6.2 – 5.6 – 5.0 4.5 – 3.3 – 1.6 – 0.0
Abstract and
Visual
[KS 1.2]
You provide a clear abstract for the
research, with all necessary
information. Your own infographic
is impactful, clearly conveying
insightful information. It is true to
the findings obtained and contains
all necessary detail.
You provide an abstract for the
research, with all necessary
information. Your own
infographic conveys insightful
information. It is true to the
findings obtained and contains all
necessary detail.
You provide an abstract for the
research, with most necessary
information. Your own
infographic conveys general
information. It is true to the
findings obtained and contains
most necessary detail.
You provide a basic abstract for
the research. Your own
infographic conveys basic
information. It is true to the
findings obtained but contains
only some necessary detail.
You fail to provide an abstract
for the research. Your own
infographic conveys
information poorly or is
missing. It may not be true to
findings obtained and does not
contain necessary detail.
/ 10
10.0 – 9.2 - 8.5 8.2 – 7.9 - 7.5 7.2 – 6.9 – 6.5 6.2 – 5.6 – 5.0 4.5 – 3.3 – 1.6 – 0.0
Introduction
[KS 1.1]
You present a well-supported
introduction. You convincingly
explain why the research is
important and relate this to very
relevant marketing literature. You
correctly identify the scope; state
and discuss the research question;
explain the aims and objectives.
You present a well-supported
introduction. You explain why the
research is important and relate
this to relevant marketing
literature. You correctly identify
the scope; state and discuss the
research question; explain the
aims and objectives.
You present a general
introduction to the report. You
describe the research and relate
this to relevant marketing
literature. You correctly
identify the scope; state the
research question; aims and
objectives.
You present a basic introduction
to the report. You outline the
research and relate this to some
marketing literature. You are
mostly correct in describing the
scope. You state the research
question, the aims, and
objectives.
You fail to explain why the
research is important or relate
relevant marketing literature.
You do not adequately discuss
the research question or
explain the aims and
objectives of the research.
Unreferenced claims.
/ 10
18.0 – 16.5 - 15.3 14.7 – 14.1 – 13.5 12.9 – 12.3 – 11.7 11.1 – 9.9 – 9 8.1 – 6 – 2.9 – 0.0
Method
[KS 1.2]
You demonstrate a strong
understanding of qualitative
research. You explain clearly what
research has been undertaken in
sufficient depth that it could be
replicated. Sample is correctly
described. Detailed transcripts are
provided, with appropriate
additional questioning to fully
explore ideas/issues raised.
You demonstrate a good
understanding of qualitative
research. You explain clearly
what research has been
undertaken in reasonable depth.
Sample is correctly described.
Detailed transcripts are provided,
with appropriate additional
questioning around ideas/issues
raised.
You demonstrate a general
understanding of qualitative
research. You explain generally
what research has been
undertaken with some details.
The sample is correctly
described. Transcripts are
provided, with some additional
questioning around ideas/issues
raised.
You demonstrate some
understanding of qualitative
research. You offer a basic
description of what research has
been undertaken. You are
mostly correct in describing the
sample. Transcripts are
provided, but with little detail or
little questioning around
ideas/issues raised.
You fail to demonstrate an
understanding of qualitative
research. You explain very
few aspects of what research
has been undertaken. You do
not provide transcripts or
provide transcripts that are
inadequate. Unreferenced
claims.
/ 18
6.0 – 5.5 - 5.1 4.9 – 4.7 – 4.5 4.3 – 4.1 – 3.9 3.7 – 3.3 – 3.0 2.7 – 2.0 – 1.0 – 0.0
Ethics
[SE 5.1]
You demonstrate an excellent
understanding of ethical
considerations and application to
this project.
You demonstrate a good
understanding of ethical
considerations and application to
this project.
You demonstrate general
understanding of ethical
considerations and application
to this project.
You demonstrate a basic
understanding of ethical
considerations and application to
this project.
You fail to demonstrate an
understanding of ethical
considerations and/or
application to this project.
Unreferenced claims.
/ 6
20.0 – 18.4 - 17.0 16.4 – 15.8 – 15.0 14.4 – 13.8 – 13.0 12.3 – 11.1 – 10.0 9.0 – 6.6 – 3.2 – 0.0
Results
[HO 2.2]
You describe the analysis
comprehensively. You present fully
explained and justified codes for
the transcripts and explain
appropriate themes in the data.
Explanations are clear and succinct.
The themes identified relate clearly
to the research objectives and each
objective is fully addressed.
You describe the analysis quite
well. You present reasonably well
explained and justified codes for
the transcripts and explain
appropriate themes in the data.
Explanations are clear and
succinct. The themes identified
relate clearly to the research
objectives and each objective is
reasonably well addressed.
You describe the analysis
generally. You offer an
explanation and justification of
codes for the transcripts and
identify themes in the data.
Explanations could be written
more clearly and succinctly.
The themes identified relate to
the research objectives and
each objective is addressed.
You describe the analysis in a
basic way. You identify codes
for the transcripts and themes in
the data but offer limited
explanation. Explanations could
be written more clearly and
succinctly. Themes may be a
little too broad or narrow. The
themes identified relate to the
research objectives, but not all
are fully addressed.
You fail to adequately
describe the analysis. You do
not sufficiently identify or
explain codes for the
transcripts and/or themes in
the data. Explanations are
unclear. Themes do not relate
to research objectives, and not
all objectives are adequately
addressed. Unreferenced
claims.
/ 20
20.0 – 18.4 - 17.0 16.4 – 15.8 – 15.0 14.4 – 13.8 – 13.0 12.3 – 11.1 – 10.0 9.0 – 6.6 – 3.2 – 0.0
Discussion
[HO 2.1]
You present a strong interpretation
of your analysis and logical
responses to the research question/s
and each objective. Implications,
recommendations, and future
directions are fully discussed in an
insightful way. You identify and
explain clearly why and what the
limitations of the research are, and
what implications these have for
your findings. Resolutions are
offered.
You present a reasonably good
interpretation of your analysis and
logical responses to the research
question/s and each objective.
Implications, recommendations,
and future directions are fully
discussed. You identify and
explain why and what the
limitations of the research are, and
what implications these
limitations have for your findings.
You present a general
interpretation of your analysis
and offer responses to the
research question/s and each
objective. Some implications,
recommendations and future
directions are discussed. You
identify and explain some
limitations of the research and
some implications of these for
your findings.
You present a basic
interpretation of your analysis
and offer responses to the
research question/s and each
objective. Some implications,
recommendations and future
directions are noted. You
identify some limitations of the
research.
You fail to interpret your
analysis or present responses
to the research question/s and
objectives. You do not
sufficiently identify or discuss
implications recommendations
and future directions. You fail
to sufficiently identify the
limitations of the research.
Unreferenced claims.
/ 20
6.0 – 5.5 - 5.1 4.9 – 4.7 – 4.5 4.3 – 4.1 – 3.9 3.7 – 3.3 – 3.0 2.7 – 2.0 – 1.0 – 0.0
Presentation
[PC 3.1]


You organise content clearly, make
no technical errors; use appropriate
APA referencing; and follow the
suggested format precisely. Your
work is free of grammatical and
spelling errors.

You organise content clearly,
make a few technical errors; use
appropriate APA referencing; and
follow the suggested format. Your
work is mostly free of
grammatical and spelling errors.
You organise content clearly,
make some technical errors;
use appropriate APA
referencing; and follow
suggested format. Your work
contains some grammatical and
spelling errors.
You organise content mostly
clearly but make several
technical errors. You use APA
referencing inconsistently. You
mostly follow the suggested
format. Work contains several
grammatical/ spelling errors.
You do not organise content
clearly and make frequent
technical errors. You do not
reference appropriately. Your
work contains multiple
grammatical/ spelling errors.
You exceed the word limit.
/ 6
Penalties
A 20% penalty is applied for any of the following:
• Transcripts not uploaded into class database by due date
• Signed consent forms not submitted within submission window
• Less than six fully coded interview transcripts included as an appendix with submitted report


Overall
Grade

Total score (out of 100) :__________

Final mark for assignment (out of 50) :__________