RESEARCH INSTRUMENT
BRIEF & RUBRIC
ASSESSMENT TASK 4A
FACULTY OF MANAGEMENT SCIENCES
DEPARTMENT OF MARKETING, RETAIL BUSINESS
AND SPORT MANAGEMENT
ADVANCED DIPLOMA IN MARKETING MANAGEMENT
MODULE NAME: Advanced Marketing Research Module One
MODULE CODE: BMMRX4A
ASSESSMENT TOOL: Research Instrument (Survey) Brief & Rubric
DATE: 22 June 2026
DEADLINE: 23h59
INSTRUCTIONS:
1. Please ensure that your Research Instrument is well designed and
conforms to the requirements outlined in the rubric.
2. Maximum allocation of marks is stated in each case.
2. Make provisions for alternative answers and English spellings
and/or grammar.
This rubric comprises 5 typed pages
TOTAL MARKS = 100 MARKS
1
BACKGROUND
Designing a valid and reliable survey instrument is a critical step in the research
process. As future marketing professionals, you are expected to demonstrate the
ability to translate research objectives into measurable questions that collect accurate,
unbiased, and useful data. This assignment requires you to work in groups to design
a questionnaire for your proposed study
ASSIGNMENT TASK
Working in your groups, you are required to:
1. Use the research idea you have been developing in this module to develop a
Structured Survey Instrument (Questionnaire) as per the rubric provided below.
o Include introductory text (purpose of the study, confidentiality,
instructions).
o Design biographical/demographic questions relevant to your study.
o Develop measurement items for each of the variables in your study.
o Ensure question clarity, neutrality, and logical flow.
o Indicate scale of measurement (nominal, ordinal, interval, ratio) for each
item.
2. Provide a written description (Measurement Instrument Development
document) of where the scales to measure constructs in this study as reflected
in the questionnaire were adapted or adopted from.
2
RESEARCH INSTRUMENT ASSESSMENT TOOL
RESEARCH INSTRUMENT RUBRIC (ADVANCED DIPLOMA IN MARKETING)
Criteria Mark Scoring
Exceed expectations (7 - 10 Meet expectations Needs improving Inadequate
Informed consent form
marks) (5 - 6 marks) (3 - 4 marks) (0 – 2 marks)
survey preface
The prospective respondents are The prospective The prospective The informed consent
given full information about the respondents are given respondents are given form is not attached to the
survey, the informed consent some information about the limited information about survey instrument.
letter is a preface to the survey, the informed the survey, the informed
questionnaire, an opportunity to consent letter is a preface consent letter is a preface
provide written consent is to the questionnaire, an to the questionnaire but
granted, the preface outlines how opportunity to provide does not provide
ethical principles will be upheld in written consent is granted. information about written
the research. consent and ethical
principles applicable to the
research.
Details of the Exceed expectations (4 - 5 Meet expectations Needs improving Inadequate
researchers and marks) (3 - 4 marks) (1 – 2 marks) (0 – 1 marks)
sponsoring institution The name and signatures of the The name of the . The name and No details are provided
researchers, supervisors and researchers, supervisors signatures of the about the institution or the
institution name are included on and institution name are researchers, supervisors researcher.
the cover page. included on the cover page, and institution name are
without signatures. included on the cover
page, without signatures.
Purpose of the survey Exceed expectations Meet expectations Needs improving Inadequate
(7 – 10 marks) (5 – 6 marks) (3 – 4 marks) (0 – 2 marks)
Purpose is stated clearly and Purpose is stated clearly Purpose is stated clearly Purpose is either stated
addresses a particular outcome but provides limited details but provides no details vaguely or not stated at
or goal stated in the guiding that are relevant to the goal that are relevant to the all.
Study Guide Research stated in the guiding Study goal stated in the guiding
Worksheets for this course. Guide Research Study Guide Research
Worksheets for this course.
3
Worksheets for this
course.
Clarity of questions Exceed expectations Meet expectations Needs improving Inadequate
(7 – 10 marks) (5 – 6 marks) (3 – 4 marks) (0 – 2 marks)
Questions are very clear, outlined Questions are clear, Questions are somewhat Questions are ambiguous
logically, and a respondent would outlined logically, but a clear, but sometimes and confusing.
not have to ask for clarification. respondent might have to double-barreled, so a
ask for clarification respondent would have to
ask for clarification.
Choice of responses Exceed expectations (7 - 10 Meet expectations Needs improving Inadequate
marks) (5 - 6 marks) (3 - 4 marks) (0 – 2 marks)
All predefined answers are All pre-defined answers, All pre-defined answers The scaling formats and
provided, and their scaling along with their scaling provided, and their chosen type of rating scale
formats are appropriate for the formats, are not always scaling formats are not are not suitable for the
questions. The number and type appropriate for the appropriate to the questions.
of rating scale options are questions. The number and questions. The number
appropriate to the questions. type of rating scale options and type of rating scale
are adequate for the options is not adequate
questions. adequate to the questions.
Format Exceed expectations Meet expectations Needs improving Inadequate
(7 – 10 marks) (5 – 6 marks) (3 – 4 marks) (0 – 2 marks)
Questions are very clear, outlined Questions are clear, Questions are somewhat Questions are ambiguous
logically and a respondent would outlined logically but a clear but sometimes and confusing.
not have to ask for clarification. respondent might have to double-barrelled so a
ask for clarification respondent would have to
ask for clarification.
Section layout and Exceed expectations Meet expectations Needs improving Inadequate
instructions (7 – 10 marks) (5 – 6 marks) (3 – 4 marks) (0 – 2 marks)
The section layout is logical, with The section layout is The section layout is not The section layout is
clear instructions and guidelines logical, with some logical, with vague illogical, vague, and
provided as a preface for each instructions and guidelines instructions and guidelines definitely confusing.
questionnaire section. provided as a preface for preceding each
Respondents would not be each questionnaire section. questionnaire section.
confused at all while navigating Respondents would be Respondents would be
the questionnaire. somewhat confused while strained when navigating
navigating the the questionnaire.
questionnaire.
Construction Exceed expectations Meet expectations Needs improving Inadequate
(7 – 10 marks) (5 – 6 marks) (3 – 4 marks) (0 – 2 marks)
4
Survey questions are Survey questions are Survey questions are The survey does not follow
methodologically sound, methodologically sound, grammatically correct but an appropriate
structured appropriately and aligned with the objectives not methodologically methodology, is not
aligned to the objectives of the of the research but not sound. aligned with the research
proposed research. always structured objectives and presents
appropriately. evident problems in terms
of sentence construction.
Organisation and Exceed expectations (7 – 10 Meet expectations Needs improving Inadequate
mechanics of the marks) (5 - 6 marks) (3 - 4 marks) (0 - 2 mark)
survey instrument Survey questions are asked in a Survey questions are asked Survey questions are not The survey questions are
logical and well-thought-out in a logical sequence which listed or asked in a logical not suitable for the
sequence, which respondents can respondents can follow. No format. There are at least requested information.
follow. No misspellings or more than two misspellings five misspellings and/or There are more than five
grammatical errors. and/or grammatical errors. grammatical errors. spelling errors and/or
grammatical errors.
Measuring instrument Exceed expectations (12 - 15 Meet expectations (8 – Needs improving Inadequate
marks) 11 marks) (6 – 7 marks) (0 – 5 marks)
All or most critical issues of the Quite a lot of critical issues Some issues of the Most issues of the
measuring instrument are clearly of the measuring instrument measuring instrument are measuring instrument are
addressed and aligned with the are clearly addressed and addressed, but not all the inaccurate and not aligned
variables of the study with aligned with the variables of variables of the study are with the variables of the
sufficient supports of relevant and the study in a logical, captured, and also study with little support of
helpful facts/data. thorough and consistent provides limited support of relevant data.
manner with sufficient helpful and relevant
support of relevant and facts/data.
helpful facts/data.
Total Mark =