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Xi’an Jiaotong-Liverpool
University
PAPER CODE: IOM208/23-24/S2/GROUP PROJECT Page 1 of 6
PAPER CODE EXAMINER DEPARTMENT TEL
IOM208 Li(Sunny) Pan IBSS 3717
2
nd SEMESTER 2023/2024 GROUP PROJECT
BA Marketing – Year 3
BA Business Administration – Year 3
BA Human Resource Management – Year 3
BSc Economics – Year 3
MARKET RESEARCH
Group Project
(40% of module marks)
SUBMISSION DEADLINE: week 12
GROUP ASSIGNMENT INSTRUCTION:
The group project is a ‘live’ marketing research project to be undertaken by groups of 5 students
of IOM208 in semester 2 of 2023/2024 academic year. Each group of students is asked to
conduct a market research project for one selected company or non-for-profit
organization in China or overseas.
Each student group must work as a market research project team to
(1). Select a target commercial or non-for-profit organisation that was impacted by the COVID-
19 pandemic Students will have opportunities in week 2 tutorials to discuss the choice of
target organisation and submit the company by the end of week 2.
(2). Discuss and identify the key marketing challenges and questions for the organisation to
resume and develop the business in the post-pandemic era,
(3). Apply market research methods (i.e., mainly quantitative method supplemented with the
qualitative one) to collect primary data and analyse the data. Each group will have an
opportunity to submit their draft surveys in week 7. Formative feedback from tutor will be
provided for each group during week 8 lab session.
(4). Generate a market research report in Powerpoint slides that can address the specific
research questions identified in the earlier stage. Slides must be in English and be
submitted on Learning Mall Online (LMO) by week 11 by each group leader.
Xi’an Jiaotong-Liverpool
University
PAPER CODE: IOM208/23-24/S2/GROUP PROJECT Page 2 of 6
In week 12, each group will have 13 minutes to orally present the research project plus 2
minutes Q&A with the appropriate use of graphical representation, tables of data etc. The
report should be presented in the following format:
Title page: include the report title, names and student numbers of all contributing team
members, date of submission as well as the total word number of the report.
Executive summary: Make sure you include three practical recommendations for the
target organisation to adopt
Table of contents
Introduction: give background and overview of this project
Objectives: describe the objectives and key research questions
Methodology and research design: explain how you went about the research.
Data analysis and research findings
Conclusions and recommendations
References: make sure you include full details for all sources used, in Harvard style
Appendices (your full surveys and other information if needed)
[The overall report structure and slide design quality will have 25% of total group project mark]
For the selected target company or organisation, each group need to conduct desk research and
use secondary data or qualitative research to define the marketing research problem and the
research questions. The marketing research questions should be based on either problem
identification or problem-solving research, and be able to support the management decision
making for resuming and developing the business after the pandemic. The research questions
should be closely related to the defined marketing research problems. [Marketing research
problems, and research questions will account for 20% of total group project mark]
Each group should consider the combination of secondary and primary data collection and
analysis. You should design a quantitative research instrument (i.e. a questionnaire) and decide
on the survey method(s) to be used. Each group should decide the sampling method and get a
reasonable size of sample. Once the survey data is collected, each group should start the data
analysis. The sample responses should be analysed using techniques introduced and illustrated
in the lectures. The data analysis should inform the suggested marketing strategies for the target
organisation to tackle the identified problems. [Research design (such as the selection of survey
method, questionnaire design, sampling method, sample size etc.), data analysis and results will
account for 35% of total group project mark]
Each member should speak during the presentation with approximately same amount of time.
Presenter should confidently present the project aided by the slides with engaging body
language. Presenter should not use script, but to remember the presentation by heart. [The
individual oral presentation skill will account for 15% of total group project mark]
Each group will have 2 minutes for Q&A. The length of the presentation is 13 minutes. This
time is an absolute upper limit and no ‘leeway’ is given for students who exceed these limits.
It’s not acceptable to deviate by 2 minutes above the limit. The time exceeding the limit will
Xi’an Jiaotong-Liverpool
University
PAPER CODE: IOM208/23-24/S2/GROUP PROJECT Page 3 of 6
take up the time for Q&A and will lower the mark for this part.
[Q&A and time control will account for 5% of total group project mark]
Instruction for Submitting the Questionnaire
Only the group leader needs to submit
The questionnaire must be submitted on LM before 23:59 Friday 12th April (week 7)
Cover page for the survey should be included. See LM for template.
The file name should be “IOM208 Survey_###_%%%” where “###” is your tutorial
number (e.g. T1, T2 and etc) and “%%%” is your group number(e.g. G1, G2 and etc.)
The questionnaire could be bilingual if you plan to collect data in a region that
participants are not native English speakers
The file format should be MS Word
Instruction for Submitting the Slides
Only the group leader needs to submit
The slides must be submitted on LM before 23:59 Friday May 10th (week 11)
The presentation and slides must be in English. The survey in the appendix could be
bilingual.
The file name should be “IOM208 Report_###_%%%” where “###” is your tutorial
number (e.g. T1, T2 and etc) and “%%%” is your group number(e.g. G1, G2 and etc.)
The file format should be PPT or PPTX or PDF.
ABOUT GROUPS:
Students are allowed to propose 5 members in each of their own groups by Friday of
Week 2, while the module leader reserves the rights to approve or adjust the group
membership. All proposed student groups should meet following conditions:
Each proposed group consists of 5 members in the same tutorial/lab session;
Each proposed group should nominate one member as the group leader, who will be
the main contact person with the module leader and teachers;
Each proposed group should have at least 2 students who took the module IOM121
(Statistics for Business) or ECO101 (Introduction to Statistics) in Year 2.
It is desirable for each proposed group to include one international student.
The approved group membership will be released by the end of week 4.
Group meetings should be properly recorded on the group meeting record form in
Appendix 1. Any instances of a malfunctioning group, e.g. repeated non-engagement by
an individual(s) within the group should be brought to the attention of the Module Leader
Xi’an Jiaotong-Liverpool
University
PAPER CODE: IOM208/23-24/S2/GROUP PROJECT Page 4 of 6
as early as possible. A student failing to contribute to the group task will be issued one
warning letter (yellow card) via an email by module leader. Further non-contributions
will result in a second warning (red card) via another email and then the student will be
dismissed from the group to work alone on the coursework. See Appendix 2 for the
illustration of Yellow Card and Red Card.
Student who work alone on the coursework will receive 20% penalty
Frequent Questions & Answers
Q1. Could we reply more on secondary data found on the internet as the data support for
this project Is this feasible
Answer: The conclusions from the group projects should mainly come from the survey data
you are going to collect. If you rely on the secondary data to give recommendations, it does run
into the problem that the survey plays a minor role there.
Q2. Does this submitted questionnaires in week 7 count And, can we amend it after
submission
Answer: The questionnaires you submitted in week 7 will not be marked. We will give you
feedback on this version. You could amend it after receive the feedback. The questionnaires
should be included as appendix in presentation slides. The marking on Research Design(35%
of final marks) will take account into the questionnaire design
Q3. Do we have limitation about the specific number of questions in the survey
Answer: There are no specific limitation regarding the number of questions you can include.
However, too many questions resulted in that your participants get really tired and you are able
to present the findings within the 13-minute time limit. If there are too few questions, you
simply do not have enough data to present the report.
Q4. Could we change the company we choose after submitting
Answer: You could change the company if you want. But you are not encouraged to do so, as
it may waste much of your time.
University policy on academic integrity will be followed, mainly including poor
paraphrasing, inadequate referencing, plagiarism, copying, collusion or dishonest use of
data.
Xi’an Jiaotong-Liverpool
University
PAPER CODE: IOM208/23-24/S2/GROUP PROJECT Page 5 of 6
Appendix 1: IOM208 (Market Research) Group Project Meeting Record Form
Student ID Group Member Name
1
2
3
4
5
6
Date/Time List tasks for the meeting Present Absent
Please add new pages of group meeting record, where necessary.
Xi’an Jiaotong-Liverpool
University
PAPER CODE: IOM208/23-24/S2/GROUP PROJECT Page 6 of 6
Appendix 2: ‘Yellow card’ and ‘Red card’ for non-contribution to the group task
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