Module Title:
International Market Research
Module Code:
MOD003763
Level: 7
Academic Year:
2013/14
Semester: 4 (Sept 2014)
Module Tutor:
Sandie Deshpa
Instructions:
Undertake the following task.
Word Limit:
3000 words (+/- 10%)
Written assignments must not exceed the specified maximum number of
words. All assignments which do so will be penalised. The penalty will be the
deduction of marks at the Marker’s judgement. Assignments will not be
accepted without a word count on the cover sheet.
Submission Date:
This assignment must be received via TURNITIN
On 9th Janauary 2015 no later than 3PM
Work submitted after this date will receive a mark of 0 unless an extension
has been approved in advance of this deadline.
Requests for short-term extensions will only be considered in the case of
illness or other cause considered valid by the Student Adviser. These must
normally be received and agreed by Student Adviser in writing at least twenty
four hours prior to the deadline.
Please refer to the Academic Regulations or your Student Handbook for full
details.
Further details:
This assignment must be completed individually.
Page 1 of 3
ASSIGNMENT BRIEF
Your are employed by Harley-Davidson USA, as an International Market
Research Consultant and have been asked by your Senior Vice President
(International Market Research) to prepare an international marketing
research plan to support the investigation of demand for Harley-Davidson in
the Philippines.
You are required to create an international marketing research plan to support
the investigation of demand for Harley-Davidson motorcycles in the
Philippines. The research report should include a consideration and
discussion on each of the following relative issues:
1: Create a research brief & proposal for agreement with the Senior
Vice President
2: Evaluate the marketing Information in the context of HarleyDavidson and Philippines
3: Analyse a research process approach you will apply
4: Evaluate appropriate data collection & analysis methods
5: Evaluate any possible challenges/barriers/limitations in conducting
the research
ASSIGNMENT REQUIREMENTS

Your assignment should comprehensively embrace the DODCAR
framework

The assignment should be presented in a report format of 3000 words
(+/-10%)

Reference all sources of external information used in your work and
any additional information to support your answers can be discussed in
the Appendix

The completed assignment should be uploaded on the student portal
by as well as a hard copy submitted to Assignment Officer on the 5th
floor and must include your names and ID numbers on the assignment
cover sheet.
Page 2 of 3
International Market Research: MARKING CRITERIA:
ELEMENTS TO BE
COVERED IN REPORT
Introduction
WEIGHTING
5
1: Design a research brief & proposal for
agreement with the Senior Vice President
Problem Statement/Definition
2
Rationale/Objectives
3
Literature review
25
2: Evaluate marketing Information in the context
of Philippines
Research Methodology
40
3: Suggest a research process approach you will
apply
4: Discuss appropriate data collection methods
Analysis
10
4: Discuss appropriate analysis
methods/tehniques
Barriers/Challenges/Limitations
5
5: Review any possible challenges in conducting
the research
Time lines
5
Presentation
5
Total
100
Page 3 of 3