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BUSMGT 752 Quarter 1, 2022

Group Assignment Two: Final Presentation (30%)

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Aim of the Group

Presentation

The aim of this assignment is for students to record a group presentation of their investigation of an interesting consumer phenomenon occurring in the real world (i.e. the project outlined in Group Project, Assignment 1). The recorded presentation will be played to a live industry panel of experts and assessors who will critique and ask questions. This assignment will be in 2 parts.

General Guidelines

The presentation should be professional and appropriate, drawing on content taught from weeks 1-9, including theory, practical application and readings. Key terms should still be briefly explained to demonstrate understanding.

? The presentation should be between 8 and 10 minutes.

? Every member of the group must present.

? This is a professional presentation, so please dress appropriately for both the recording and the live Q&A session. Off-campus students should consider their online surroundings.

? Students must be waiting outside the room/in the virtual waiting room 10 minutes before your presentation time.

Presentation suggested structure

? Introduction of team members and chosen phenomenon

? Background and context

? Relevant theories and literature to support the research

? Proposed research methodology

? Academic and managerial contributions

? Conclusion

1

Referencing

Students must use APA-7 referencing. Students must have at least 5 references (tin addition to any that were provided in the course) relating to their chosen phenomenon and related theories. You are expected to cite verbally in your presentation and use in-text citations on your slides. Your final slide must be a reference list.

BCT Support

Students are strongly encouraged to seek input from the BCT. The BCT will offer groups an opportunity to rehearse their presentation. This is highly encouraged. Please note: you cannot submit a draft of your reflection to BCT.

BUSMGT 752 Assignment 2: Marking Rubric and Feedback Sheet

Marking criteria

Marks

Excellent 81 ? 100%

Good


61 ? 80%

Satisfactory 41 ? 60%

Not Satisfactory 0 ? 40%

Content and analysis

40%

Introduction and conclusion are concise, informative and introduce/summarise the presentation very well. Demonstrates excellent knowledge and understanding of both the consumer phenomenon and related theories. Demonstrates critical evaluation and analysis with strong research and evidencebased justification. Wellconsidered consumer insights and its contributions.

Academic and managerial contributions are very realistic and practical.

Introduction and conclusion are mostly concise, informative and introduce/summarise the presentation well.

Demonstrates good knowledge and understanding of both the consumer phenomenon and related theories. Demonstrates good evaluation and analysis with good research and evidence-based justification, although may not be highly critical. Good consumer insights and contributions considered. Academic and managerial contributions are mostly realistic and practical.

Introduction and conclusion are somewhat concise, informative and introduce/summarise the presentation somewhat well. Demonstrates basic knowledge and understanding of both the consumer phenomenon and related theories but with gaps. Demonstrates basic evaluation and analysis with some research and evidence-based justification, although may not be critical or appropriate. Consumer insights and contributions considered but with gaps. Academic and managerial contributions are somewhat realistic and practical.

Introduction and conclusion are not concise, informative and do not introduce/summarise the presentation well/at all. Little to no demonstration of knowledge and understanding of both the

consumer phenomenon and

related theories. Little to no demonstration of evaluation and analysis. Little to no research or evidence-based justification. Little to no appropriate consideration of

consumer insights and contributions. Academic and managerial contributions are not realistic and practical.

Structure and Presentation

20%

Presentation has an exceptionally logical flow that is very easy for the audience to follow. All supporting slides are engaging without detracting from the speakers. Presentation is unique, engaging and cohesive.

Presentation has a logical flow that is easy for the audience to follow. Most supporting slides are engaging but may detract from the speakers in some places. Presentation is mostly unique, engaging and cohesive.

Presentation has a flow but sometimes may be difficult for the audience to follow. Supporting slides somewhat support the presentation, but may not be engaging and tend to detract from the speakers. Presentation is somewhat unique, engaging and cohesive.

Presentation has little to no flow, is not logical or easy for the audience to follow. Supporting slides do not support the presentation and are not engaging and significantly detract from the speakers. Presentation is not unique, engaging and/or cohesive.

Presentation and

Communication

Skills

20%

Presenters are exceptionally professional and confident; clearly demonstrates exceptional effort put into polishing and rehearsal. Exceptional effort has gone into pronunciation, diction and interesting tone to engage the audience. Very clear and

Presenters are largely professional and confident; demonstrates good effort put into polishing and rehearsal. Clear effort has gone into pronunciation, diction and interesting tone to engage the audience. Largely clear and concise delivery with mostly

Presenters are somewhat professional and confident; demonstrates some effort put into polishing and rehearsal. Some effort has gone into pronunciation, diction and somewhat interesting tone to engage the audience.

Presenters are not professional or confident; demonstrates little to no effort put into polishing and rehearsal. Little to no clear effort has gone into pronunciation, diction and little to no interesting tone to engage the audience.

3

concise delivery with appropriate volume and body language. Presentation is on time without being rushed. Other presenters are engaged while not talking, not distracted and do not detract from the main presentation.

appropriate volume and body language. Presentation is on time but may be rushed or under time. Other presenters are mostly engaged while not talking, mostly not distracted and mostly do not detract from the main presentation

Somewhat clear and concise delivery with somewhat appropriate volume and body language. Presentation is not on time. Other presenters are somewhat engaged while not talking, somewhat not distracted and somewhat detract from the main presentation

Delivery is not clear and concise with inappropriate volume and body language. Presentation is significantly over or under time. Other presenters are not engaged while not talking, distracted and detract from the main presentation

Individual Component

Live Q&A

10%

Professional business attire is worn, questions are answered clearly and confidently, a strong demonstration and clear knowledge of content.

Mostly professional business attire is worn, questions are mostly answered clearly and confidently, mostly strong demonstration and clear knowledge of content.

Some professional business attire is worn, questions are somewhat answered clearly and confidently, somewhat strong demonstration and clear knowledge of content.

Little to no professional business attire is worn, questions are not well answered clearly and/or confidently, somewhat strong demonstration and clear knowledge of content.

Reflection/ Peer Review

10%

Excellent reflection of the group projects. Excellent evaluation of peers? contributions. Feedback from peers provides evidence of excellent contribution to group assignments.

Good reflection of the group projects. Good evaluation of peers? contributions. Feedback from peers provides evidence of good contribution to group assignments.

Satisfactory reflection of the group projects. Satisfactory evaluation of peers? contributions. Feedback from peers provides evidence of satisfactory contribution to group assignments.

Unsatisfactory reflection of the group projects. Unsatisfactory evaluation of peers? contributions. Feedback from peers provides evidence of unsatisfactory contribution to group assignments.

4

The Plan

This research is going to talk about how consumers? decisions have been influenced by big data. Nowadays, people are living in the big data era. Every people reads a large amount of information everyday. The information people read has influenced people?s behaviour and decision. For example, in the middle of 2010 US elections, Facebook allowed its users to publish a sticker called “Voted” once they have voted in this activity(Monnappa, 2015). The Facebook data science department said the sticker encouraged around 60 thousand votes and the social contagion encouraged 280 thousand votes (Monnappa, 2015). When people saw the stickers and comments shared by others, they might want to do the same thing and vote. Furthermore, the studies show that Amazon uses big data to speculate consumers? preferences according to consumers? searching and shopping history. The accurate recommendations promote consumers? decision-making (Huang et al., 2019, p. 689) These examples show big data can influence people?s decisions.?

Research shows that consumers tend to buy more of the goods that have been recommended to them through big data customisation, where historical preferences of consumers are brought to them (Hofacker et al., 2016). From this realisation, organisations have understood the market better and started to adopt big data analytics. Big data analytics has helped organisations utilise their data to identify new opportunities. The opportunities come in the form of knowing what the customers like beforehand. When customers enter the organization?s site, they are given various options to choose from. Businesses realised that they could save on costs by up to 15% through big data analytics as they can store large amounts of data. This is realised when a company compares its contractor?s charges against the average of the other vendors, where the company will identify and eliminate invoice processing errors and automated service schedules. They can make faster and better decisions by analyzing data collected and gauging the opportunity available for new products and services (Hofacker et al., 2016). For consumers, it had shortened the time and hastle that was previously there when they were searching for things (Hofacker et al., 2016).

Ertemel (2015) reveals that vast business data has been created since the Internet?s inception in the last 20 years since the volume of data is so large that standard database management systems are unable to analyse it. Furthermore, the digital revolution provides a competitive edge by allowing businesses to analyse customer behaviour in order to gather insights for their marketing efforts. In other words, the phenomena known as big data and analytics as tools used by marketers to acquire insights into customer behaviour provide a competitive edge to organisations (Ertemel, 2015). The topic of big data and consumer behaviour has been hot for the past decade. Lots of researchers have been involved in this research area for investigation. Most of the research topics are about studying big data analysis to help improve product promotions and enhance consumer attention or big data mining to help consumers find target products (Zhang & Tan, 2020). The deeper investigations need to explore how big data records personal information and pushes relevant information to influence consumer behaviour or purchasing decisions. As many users straddle several applications in quick succession (Facebook, Twitter, Instagram), all have now reached an era of social media research characterised by a diversity of platforms (Rhee et al., 2021). Besides, online social platforms are Internet spaces where individuals with common interests assemble to debate and answer commonly asked issues, as well as give knowledge and assistance on a wide range of topics, and social media increasingly dominate young people’s lives (Vromen et al., 2015; Bronstein et al., 2016). Therefore, the purpose of this research is to examine the impact of big data on consumer behaviour or decision-making by investigating reactions or purchasing decisions of consumers to content pushed on online social platforms.

A semi-structured interview will be used to investigate this phenomenon. A semi-structured interview is a set of questions prepared for the interviewee in advance, and the interviewer can improvise follow-up questions based on the candidates? responses (Hardon et al., 2004). For example, ?Do you have any online shopping experience?? ?Does this affect your consumer behaviour when a product you have searched and purchased is pushed on the website?? These are prepared questions. Compared to other research methods, the semi-structured interview makes it mutually beneficial for both interviewer and interviewee (Galletta, 2013). Interviewees provide unexpected information by combining their own experiences. This provides interviewees with more spaces for personal expression. Interviewers can compare the interviewees? answers more objectively. Meanwhile, interviewers can observe candidates? expressions or tone of voice. This is an opportunity for the interviewer to explore and study this topic more deeply. The target participants of this research mainly focus on young people who use social media, since the largest age group in social media is from 25 to 34 years old in New Zealand (Hinton, 2021).

The expected contributions of the present research project are organised as follows. The goal of this study is to be able to contribute to the theoretical debate on whether consumer behaviour and purchasing decisions are changing in the era of new data technologies, thereby helping to find the most effective ways to influence consumer behaviour and purchasing. The study also contributes to business practice in the data era by providing information and findings from research in the post-pandemic period. The expected result of our research is that big data has an impact on consumers? purchasing decisions. To this end, this study analyses consumers? reactions and purchase decisions based on the pushed content, filling the gap in the investigation of consumer purchasing decisions under the new data technology in the post-covid environment.

Group Assignment One

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Word Limit: 1,000 words (+/- 10%) excluding title page, table of contents and reference list

Guidelines

The aim of this assignment is for student groups to consider an interesting consumer phenomenon occurring in the real world. Then develop a thought out and planned strategy to investigate it more deeply. You will do this by drawing from:

(1) The theory and concepts you have learnt in classes from weeks 1 to 2

(2) The readings from weeks 1 to 2

(3) Secondary research conducted to frame the phenomenon clearly and to support your plan

In groups, you are to craft a detailed draft research plan that includes a team contract. A template has been provided (see ?Group research plan template? under Modules). Please use and adapt it to your group?s needs. The purpose of this assessment is to create a starting point for your final group presentation. All group members must contribute to this plan[footnoteRef:1]. This plan will outline the steps required.[footnoteRef:2] This assessment will be in two parts: (1) the plan and (2) the team contract. [1: Your team members will conduct peer reviews at the conclusion of the quarter. If a team member is found not to have contributed to the group work, penalties to the individual will apply. ] [2: NOTE: This research plan will not be conducted. This is merely a plan for the research; it will lead to a final presentation, not a written document.
]

The assignment should be appropriate for an academic reader, with the goal of ?selling? your research idea to the reader.

Tasks Involved

The Plan:

? Describe the chosen consumer phenomenon in sufficient detail with providing real-world examples

? Describe and justify this phenomenon?s importance to consumers and businesses, and why it might have come about

? Explain why this phenomenon requires deeper investigation while considering the wider consequences of this phenomenon

? Describe the appropriate research methods that you might use to investigate this phenomenon

? Describe the expected academic and managerial contributions of your research project

The Team Contract should be a clear and succinct agreement between all group members about how your group will operate. Consider including:

? Team member roles, responsibilities and justification

? Consideration of other team members? commitments

? How the team plans to deal with issues between team members

? How the team plans to deal with unexpected circumstances

? Description of how the team will decide on actions

? When and where your group meet and for how long

? Description of how the team will communicate

? Timeline and deadline for goals

Structure

Below is a

suggested

structure:

? Page 1: Title page with course code (BUSMGT752), a descriptive, interesting title that captures the essence of the chosen consumer phenomenon and research inquiry, submission date of your assignment, all full names and student IDs, word count (excluding references)

? Page 2: Table of Contents

? Page 3-4: Draft Research Plan (1-2 pages)

? Pages 5: Team contract (1 page)

? Page 6: Include full APA-7 formatted references of all sources of information and knowledge cited in the draft research plan. Follow the APA-7th conventions and guidelines for both citations and references

Presentation and formatting

Students are welcome to use any font of their choice, as long as it is readable and professional (e.g., aerial, Calibri, times new roman). Fonts such as comic sans will result in deduction of marks. Spacing to be 1.25 apart and margins 2.5cm (i.e. no change to the standard word document).

Referencing

Students must use APA-7 referencing. Students must have at least 5 other references (that were not provided to you in the course) relating to their chosen phenomenon. In-text citations and a reference list must be provided. References are not included in the word limit. Sources must be reliable, credible and relevant to the topic and academic standard of this assessment (e.g. Wikipedia is not a reliable, credible or relevant source).

1

1

1

Marking Rubric and Feedback Sheet

Marking criteria

Marks

Excellent 81 ? 100%

Good 61 ? 80%

Satisfactory 41 ? 60%

Not passable 0 ? 40%

Draft research plan

50%

Chosen phenomenon is clearly described and justified. Examples are relevant and importance of phenomenon is excellently justified. Implications of phenomenon are justified extremely well and research methods are realistic and relevant to the research inquiry. Overall, plan is specific and detailed with contributions carefully considered.

Chosen phenomenon is mostly described and justified. Examples are mostly relevant and importance of phenomenon is well justified. Implications of phenomenon are justified well and research methods are mostly realistic and relevant to the research inquiry. Overall, plan is mostly specific and detailed with contributions considered.

Chosen phenomenon is somewhat described and justified. Examples are somewhat relevant and importance of phenomenon is somewhat justified. Implications of phenomenon are justified somewhat well and research methods are somewhat realistic and relevant to the research inquiry. Overall, plan is somewhat specific and detailed with contributions somewhat considered.

Chosen phenomenon is not described and justified. Examples are not relevant and importance of phenomenon is not justified at all/well. Implications of phenomenon are not justified well/at all and research methods are not realistic and relevant to the research inquiry. Overall, plan is not specific and detailed with contributions not considered.

Team contract

30%

Excellent critical evaluation of team goals, requirements, and contingency plans. Excellent consideration of other team commitments. Strong contract that will be easily enforceable if issues arise Strong demonstration of serious consideration of the team contract.

Good critical evaluation of team goals, requirements, and contingency plans. Good consideration of other team commitments. Mostly strong contract that will be easily enforceable if issues arise Good demonstration of serious consideration of the team contract.

Somewhat critical evaluation of team goals, requirements, and contingency plans. Some consideration of other team commitments. Good contract

that will be easily enforceable if issues arise Some demonstration of serious consideration of the team contract.

Poor critical evaluation of team goals, requirements, and contingency plans. Poor consideration of other team commitments. Poor contract that will be not easily enforceable if issues arise Weak demonstration of serious consideration of the team contract.

Professionalism, formatting, title page and writing style

20%

Logical structure with clear and coherent sections. Highly readable and concise. Appropriate tone. Few to no errors in spelling, grammar, formatting and language. Excellent crafted plan overall. Page numbers used. All title page details provided

Mostly logical structure with good use of subheadings. Readable and concise. Mostly appropriate tone. Very few errors in spelling, grammar, formatting and language. Mostly well-crafted plan overall. Most or all details from title page provided.

Somewhat logical structure with some use of subheadings. Tone is somewhat appropriate. Somewhat free of spelling and grammar errors. Few formatting and language issues. Somewhat wellcrafted plan overall. Most or some details missing from title page.

Not structured logically with unclear and incoherent sections. No use of subheadings. Inappropriate tone, spelling and grammar errors, issues with formatting and language. Poorly crafted plan overall. Page numbers missing. Most or all details missing from title page

APA-7 style referencing and

Secondary Research

(including citations)

10%

Excellent range and quality of sources. Sources are credible and reliable. Accurate APA-7 formatting of citations and reference list. Referencing is free from errors.

Good range and quality of sources. Sources are mostly credible and reliable. Generally accurate APA-7 formatting of citations and reference list. Referencing is mostly free from errors.

Adequate range and quality of sources. Sources are somewhat credible and reliable. Adequate APA-7 formatting of citations and reference list.

Referencing is somewhat free from errors.

Poor range and quality of sources. Sources are not credible and/or reliable. Mostly inaccurate APA-7 formatting of citations and reference list. Referencing has many from errors.

4

8-10 mins

Background 2min

Relevant theories and literature to support the research (Theories & Evidences) 4min

1. CDMP- information search, evaluation of alternatives; High involvement

2. Reference group

3. Personality

4. Learning

5. Motivation

Proposed research methodology 3min

Research design : qualitative research – justification

Research methodology: Individual in-depth interview?advantages

Sample size (20-30), – benchmark

Why not select another one?

Focus group, questionnaire,?

Contribution 1min

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