TUTOR-MARKED ASSIGNMENT (TMA)

This assignment is worth 24% of the final mark for MKT371 Customer Insights and Analytics.

Question 1

(a) Infer and elaborate on three (3) research questions that SSC intends to address with data from this survey.

Note. In your elaboration, discuss the relevance of each proposed research question (RQ) to SSC and specify which survey item(s) will yield data to address the RQ. There is no need to reiterate the survey item(s); simply indicate the item number(s), e.g., Q1.3, Q2.8A–D, etc. (30 marks)

(b) Discuss two (2) critical issues in this survey, justify why you think they are critical, and suggest ways to rectify them.

Note. Focus on the more severe issues and provide specific examples (where the issues arise) in your argument. (50 marks)

(c) Propose, with justification, an appropriate sampling technique for this survey. (10 marks)

Writing & Formatting Requirements (10 marks)

• The remaining 10 marks are allocated to the writing and formatting of your
answers, which includes referencing, in-text citation, AI usage attribution &
declaration, grammar, clarity of writing, and report formatting (font, font size, layout, etc.). Please refer to the rubrics for writing quality on Page 5.

• No cover page or table of contents is required. You are to include the following particulars in the header of your submission: Course Code, Title of the TMA, SUSS

PI No., Your Name, and Submission Date.
• In your report, use an A4-size layout, Times New Roman size 12, with 1.5 line spacingand normal margins (2.54 cm or 1 inch on four sides).

• There is no minimum length requirement, but your report MUST NOT exceed 850 words (excluding biography and appendices, if any). Contents beyond the word count limit will not be graded.

• Proper referencing using the APA referencing format is required for secondary resources. Check https://apastyle.apa.org/style grammarguidelines/references/examples or other web resources for APA referencing details.

• Disclose the usage of AI, following the attribution and declaration guidelines set by the University: Examples of Responsible Uses of Generative AI Tools – Academic Integrity | Rise 360 (articulate.com).

• Write your essay in a reader-friendly way. For example, construct smaller sentences or paragraphs and use subheadings to organise your discussion.

• Do not copy and paste the TMA question, as it would inflate the Similarity Index in Turnitin.

• Only submit your assignment in MS Word. Do not submit it in PDF