Marketing: UO MARK 1016: Assessment 2

1. MARK 1016: Assessment 2

For Assessment Two you will need to prepare a 2500-word report. For this report you will need to anaylse and discuss data and write an executive summary. Please see your course website for the full assessment details. 

2. Finding Peer Reviewed Resources

For you assignment you are expected to use scholarly sources, sometimes referred to as peer reviewed. 

Peer review is one accepted measure of quality. So, if you are unsure about the quality of an article, checking whether the journal it was published in is peer reviewed is a good place to start. If the journal is peer reviewed, you can be confident that the article is scholarly. 

More help:

When evaluating scholarly souces you should concider:

Accuracy

Are arguments supported with independent evidence? What types?
Audience Is it intended for a general audience or someone familiar with the research in the subject?
Authors What are their qualifications (e.g. advanced degree with years researching)?
Content Is the content within your research scope? Is it what you are looking for?
Currency Check the publication date. Are recent developments considered?
Language          Is it of a higher level language and does it use discipline-specific terminology?
Peer review Is it peer reviewed? Most books and articles are peer reviewed, before being accepted, as part of the publishing process. However, be careful because there are some publishers who simply publish what they are given. For example, they will take a thesis and re-badge it as a book without any editorial intervention.
Publisher Is the publisher reputable (see 'peer review')?
References Are in-text citations and references given? Can you easily follow them up?

3. Plan Your Search

To complete your report you will need to find a range of relevant resources. To successfully search for resources you will need to carefully read the questions and identify keywords to search for.

Examples of keywords: 

"consumer behaviour" "purchasing behaviour"
"customer satisfaction" motivations
attitudes perceptions
  • Use AND and OR to connect your words together, and use quotation makers to keep phrases together. 
  • Use Tweak my results on the left hand side of the page to filter your results by date, full text online, peer reviewed etc.

An example search in the Library Collection:

Remember: Don't forget to refine your search as you continue to read and discover new and more relevant keywords. Your first search will not be your last.


For more tips on how to plan your search, please watch this short video or read our 'How to plan your search' document.

4. Recommended Databases

Below is an interactive book which will show you how to find industry information using Passport. You will need to adapt the example to your current scenario. 
Select the  button to view in full screen.

Navigate to Statista

How to use Statista


There are a number of ways to search WARC.

  1. Use the main search bar to search a brand, company, industry, or topic.

From the results screen, apply filters from the left to your search.

  1. You can also select Browse by interest > catagories from the hamburger menu  on the right.

Select a topic such as Confectionery (under food). you can also add keywords using the 'search within' filter from the results scree

Please explore the Finding Resources tab in the Marketing Guide for more suggestions of databases and key resources.

6. Executive Summary

Your report must include an executive summary.
  • It is a complete and concise overview of the whole report
  • It appears at the start of the report; however, it should be written last, once the report has been finished
  • It needs to be concise, providing all of the information needed for the reader to make a decision 

Watch the below video for tips on how to write an executive summary.

More Help:

7. Referencing Support

Referencing Roadmap (Harvard)
Need help referencing? Follow the roadmap!

Referencing Roadmap (Harvard)
Help with the Harvard UniSA referencing style. Find in text-citations and reference examples, from different sources such as articles, books & chapters, websites, and more.

Other referencing support tools:

  • Referencing forum
    Discuss referencing, exchange advice and post questions and answers about referencing (facilitated by Student Engagement Unit).
  • What do you do with all those references you have found?

    Use a bibliographic management software to store, organise and cite your references. The Library supports the bibliographic management tool EndNote. There are also many free systems available.

    8. Feedback