Sample+2+Moderator+Comments


 * ===Criterion=== || ===A=== || ===B=== || ===C=== || ===D=== || ===E=== || ===Total=== ||
 * ===Marks available=== || ===4=== || ===5=== || ===7=== || ===5=== || ===4=== || ===25=== ||
 * ===Marks awarded=== || ===3=== || ===5=== || ===5=== || ===4=== || ===4=== || ===21=== ||

**Overall**
“It must be noted that it is unacceptable to use tables, boxes and footnotes for extended text (for example, for analysis and evaluation), thereby trying to exclude it from the word count” (Written report—overview). For example, the words included in the trends table under section 5.2 would not be included in the word count. The SWOT analysis is included in the main body and therefore should be included in the word count. It should also be noted that it is unacceptable to put information in the appendix that forms a significant component of the argument of the report merely in an attempt to exclude the information from the word count. In this case, the student has attempted to summarize the information produced in appendix 11 in section 2.4. However, there is an inadequate analysis of the information provided in the appendix. Even though in this report all appendices, with the exception of appendix 3, are referred to in the main body, some of them are not well developed in the main body. The questionnaire template is correctly placed in an appendix (appendix 9) and referenced in the main body. Any information included in the appendices should be discussed in the main body as material in the appendices may not be reviewed by the moderators, especially if it is copious. As specified on page 55 in the //Business and management guide// (March 2007), “the aim is to find, for each criterion, the descriptor that conveys most adequately the achievement level attained by the student.” “The highest descriptors do not imply faultless performance, but should be achievable by a student.”

**Criterion A—Research proposal and action plan**
A succinct, appropriate, clear and focused research proposal and action plan identifying the theoretical framework and methodology to be employed. The research question is forward looking and demands that the student provide conclusions and recommendations. There is a clear explanation of the methodology, although the choice of theory is not really explained, except for the product mix strategy. The action plan is adequate, but it is not a full working document. To be a working document, it would have been helpful to show required changes to the action plan. A “modifications column” as in sample 1 is one way to address this. Legible handwritten modifications would also be acceptable.

**Criterion B—Use of theoretical concepts, sources and data (written report)**
There is an in-depth understanding of relevant theoretical concepts, which are used effectively and with clarity. There is appropriate and detailed research including both primary and secondary sources. The data collected is relevant, related to the theory employed and integrated within the report. For example, the SWOT analysis is included in the main body of the report and is effectively sourced. In fact, the sourcing of information is excellent throughout the report.

**Criterion C—Analysis and evaluation (written report)**
The analysis of the findings is appropriate and there is an attempt at evaluation. The evaluation is not always sustained as the report tends slightly to bullet point form and, therefore, description. This adversely affects the student’s ability to integrate ideas. The business tools employed use the data appropriately and with skill. There is a sound integration of ideas and issues in a coherent order.

**Criterion D—Conclusions and recommendations (written report)**
There are thoughtful and perceptive conclusions, which are clearly related to the research question. The conclusions are consistent with the research findings and evidence presented. Some of the conclusions are really recommendations and should have been placed in this section. Although some limitations in the research are alluded to, future action to address these limitations is not proposed.

**Criterion E—Value to management (written report)**
The report should be of great practical value to the company and directly addresses the research question. A manager would be able to apply several of the recommendations and could dip into the report for specific information. The bibliography is detailed and follows a recognized style. The appendices are excellent and are referred to throughout the report. There is no superfluous content.