MARKETING RESEARCH HE43
FEEDBACK ON DATAPORTFOLIO
Student/group: Group 2. Alberto Guedea, Federica Marotti, Michal Kuligowski,
Salakjit Jongsaguan
Teacher: Kris Østergaard
CONTENT:
Unsatisfactory
Fair
Good
Excellent
X
PRESENTATION: Unsatisfactory
Fair
Good
Excellent
X
CRITICAL
JUDGEMENT:
Unsatisfactory
Fair
Good
Excellent
X
GENERAL COMMENTS ON ASSIGNMENT:
Strengths:
Your discussion of the media influence is interesting and if you wish to continue with this theme I
recommend looking at Solomon – Consumer Behaviour for theoretical reference. (Remember:
always have references when using theory).
Your discussion of interview method demonstrates an understanding of the process. One could
argue that the semi-structured interview has an advantage over the structured interview, since it
allows you to follow leads during the interview that you have not considered during preparation.
Particularly since this is qualitative interviews, it is acceptable that each interview is not completely
alike, since you have an interpretivist approach to the data analysis.
Your discussion of the data material it relevant and thorough, but I would have liked to see a
discussion of data collection methods as well (why only data from the Internet?).
Your experiential report show that you have gained important insights into the process of
conducting analysis. Your difficulties with structuring the interview guide could have been avoided,
to a large extent, if you had structured your research questions more precisely. Thus, you have now
experienced the importance of a well structured research question.
Weaknesses: Your choice of topic is interesting and well argued but you do not present any
research questions, so it is unclear to the reader exactly what the intent of the research is. This is
very important for any analysis: Be very clear and specific on your research purpose.
Your “Conclusion of the material collected” is rather an overall conclusion, since you volunteer
your subjective arguments for why one lifestyle is more attractive than another. Be careful not to
conclude without presenting documentation for your conclusions.
Your data portfolio does not discuss screening and recruitment considerations, nor do you explain
how and why you have structured your interview guide with the questions that you have. This was
also an important part of showing your methodological considerations and experiences concerning
this data portfolio.
Overall assessment:
The data portfolio does not meet all requirements since it does not discuss all relevant
methodological aspects of the assignment.
A tighter structure for the report and particularly for your research questions would have helped you
writing a more to-the-point report and would also have made it easier for you to formulate questions
for the interview guide.
The data portfolio demonstrates inconsistency in regards to the depth of your methodological
discussion. The section “The method of selection of material”, which should rather have been
named “Choice of interview structure” actually shows the kind of methodological discussion that
the entire report would have benefited from. So use this section as an example of how to reflect and
argue.