Assignment 2 (research report)

SCHOOL OF ARCHITECTURE, BUILDING & DESIGN
Research Unit for Modern Architecture Studies in Southeast Asia
Foundation of Natural Build Environments (FNBE)
English 2 [ELG30605]
Prerequisite: English 1
Lecturer: Cassandra Wijesuria
ASSIGNMENT
TYPE
GROUP /
INDIVIDUAL
LEARNING
OUTCOME
(LO)
WEIGHTAGE NO. OF
WORD
S
DUE DATE
Research
Assignment
Group work
consisting of 6
students per
group.
Students to
prepare a
research paper
based on a site
they have
visited.
2,4 30% Between
2,500 –
3000
words
Hard Copy
and
Presentations
are due on
Week 16 (23rd
– 27th
November
2015)
Assignment: A Comparative Analysis of 2 Businesses of Similar Industry in
Different Geographical Locations
Submission – Hard copy of the report and Oral presentations are due
during tutorials on Week 16 (November 23rd
– 27th
2015)

INTRODUCTION
This assignment will focus on comparative research. Your task is to apply the skills you
have learned last semester in comparing similarities and contrasting differences to a
specific business/trade that you will choose. Students will take full responsibility for
their learning and the instructor will act as their facilitator. To this end, all required
steps listed must be followed. This assignment aims to enable students to start on the
road to becoming lifelong learners.
Your task is to study 2 trade or businesses in the Klang Valley and another place. If time
permits, you may choose to do ONE place somewhere else in Peninsula
Malaysia (i.e: One barber shop in Penang, and one barber shop in the Klang Valley).
The businesses that you are studying must have been around for at least 1o-15 years.
This research assignment must be conducted through a combination of both primary
sources i.e. interviews, data obtained through questionnaires etc. on the site visit. Before
you do this, you will have to identify the exact trade that will be the focus of your
research. In addition to primary sources, you will also use secondary sources such as
books, magazines, journals etc. You may also use suitable Internet sources BUT you
must ensure that they are reliable sources of information.
In addition to the research report, you are required to prepare to present the content of
your report to a hypothetical audience. For this you will be required to use rhetorical
strategies based on what has been covered in class. You will also be evaluated on your
presentation skills which would have been taught last semester.
OBJECTIVES OF PROJECT
The objectives of this project are as follows:
• To attempt to answer the chosen topic/question
• To use appropriate methodology in obtaining primary and secondary information
related to the chosen topic/question.
• To understand the basics steps involved in preparing an academic research report
and apply APA style citation accurately and effectively in the research report.
• To present the findings of your research in a formal presentation.
• To understand and apply suitable rhetorical strategies to a hypothetical target
audience as specified to each.

LEARNING OUTCOMES OF THE ASSIGNMENT
On successful completion of this subject, students will be able to demonstrate conduct a
well researched report with correct format and referencing techniques as well as to
correctly identify their roles when speaking and deliver this information fluently and
effectively to the target audience. More specifically, each research report will:
• Identify the key issues in the question and explain them clearly and logically.
• Demonstrate the ability to prepare questionnaires and interviews to obtain
information about the topic.
• Demonstrate the ability to analyse and synthesize information and compile them
in the report.
• Communicate the relevant ideas and analysis in clear, logical and appropriate
academic English.
• Select and present information clearly and appropriately to one’s target audience
TASKS - METHODOLOGY
Your tasks are as follows:
a) Form a group with maximum 6 members (one member will be the group
leader) (N.B: If the number exceeds to 6 students, please meet the
instructor).
b) Select 2 businesses within the same industry for research purposes.
c) You will conduct preliminary research (via books, internet, newspaper, etc.) and
gather background information on your chosen businesses before the interview.
d) Prepare your interview questions carefully and please see your instructor to
ensure that you are on the right track.
e) 1 week prior to the interview, you will have contacted and obtain permission
from the relevant persons (e.g. owner, manager) to conduct a face-to-face
interview and on-site observations.
f) Also, read the guidelines in the appendix section of this brief for further
information on writing this research report.

g) Work on a draft to show the instructor at an available time, if possible.
h) Each group will submit a 2500-3000-word report (excluding cover page and
references) based on their chosen research area.
i) Show your findings in a verbal presentation of 20 - 25 minutes length.
j) The information sources for your research will come from personal interviews,
on-site observations and others (such as books, magazines, newspapers, and the
internet). Do not limit your research to only one source (e.g. just relying on the
interview).
k) Ensure that you quote at least 10 different sources of information in the report
and the internet constitutes no more than 30% of those sources.
l) Important: Ensure that you quote your sources (APA style) and refrain from
copying. I conduct plagiarism checks on all assignments submitted. Students
caught with said offence will receive a failing grade. Ignore this warning at
your own risk.
SUBMISSION REQUIREMENT
• A 2500-3000-word written report (excluding cover page and references).
• A verbal presentation based on the findings in the report.
ASSESSMENT CRITERIA
The assessment will be based on the following
TGC ACQUIRED ASSESSMENT CRITERIA MARKS (%)
TOPIC CONTENT 10
FORMAT 10
VERBAL PRESENTATION 10
TOTAL 30

MARKING CRITERIA
Rubrics for the evaluation of the Research Report
LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 MARKS
STRUCTURE Has 3 or
more
elements
wrong.
Has 2 or more
elements wrong.
Has 1
element
wrong.
Follows all
punctuation,
spacing,
margin
requirements.
Quotations
made
correctly.
Bibliography
is in order.
FOLLOWING
THE
REQUIREMENTS
OF REPORT
Has 3 or
more
elements
wrong.
Has 2 or more
elements wrong.
Has 1
element
wrong.
All sections
correctly
identified.
Numbering
system is
correct.
Each section
has all the
relevant
information
appropriate
to the section.
CONTENT OF
REPORT
Does not
satisfy length
requirements
.
Makes a
feeble
attempt to
address the
areas that
should have
been
covered.
Makes some
attempt at
following the
right
methodology
.
Provides at least
two details to
support
recommendations
using only 1
method.
Addresses some
of the areas that
should have been
covered.
Generally correct
methodology
applied.
Provides 2
or more
details using
at least 2
methods.
Addresses
most of the
areas that
should have
been
covered.
Correct
methodology
applied.
Shows that
adequate
research has
been done.
Addresses all
the areas that
should have
been
addressed.
Correct
methodology
applied.

LANGUAGE Uses very
simplistic
language and
has
numerous
grammar
and spelling
mistakes.
Inconsistent
writing pattern.
Writing with
several grammar
problems.
Expresses
his/herself
well but has
some
grammar
problems.
Manipulates
language
excellently.
Rubrics for Evaluation of Oral Presentation
CRITERIA MARKS
Ability to speak with confidence 2%
Ability to use argumentative methods 5%
Content 2%
Dressing 1%
TOTAL 10%
APPENDIX 1: Guidelines for Report Writing
Artistic cover (this may be either two on A4 sheets or on one folded A3 sheet) that is
connected to the topic that you covered in your research paper. You may either draw
picture/designs etc OR use computer graphics to do this.
Cover page
The cover page of your report should include the Taylor’s University’s name logo, the
name of module, report title, names of group members (with student ID) with a footer
on EVERY page.
Table of Contents
It contains a list of the key sections of your report and their corresponding page
numbers.
Key Summary (approx. 100 words)
The key summary is, as the name suggests, a SUMMARY of the content in your report.
This will give the reader a quick idea of what your research is about and the results that
you have acquired.

A description of the history of the trade/business and what it involves.
This should be done in reference to books and published materials that explain the
origin of the trade. You should proceed from general descriptions. i.e. the tailoring trade
around the world and then later the business in Malaysia/
Brief Description of the Businesses
This section provides background information about the businesses such as:
i) Their names;
ii) Current locations;
iii) Number of branches and employees;
iv) Main products or services sold;
v) Estimated current number of customers.
vi) When were the businesses started?
vii) Who are the founders?
viii) What was their motive(s) for starting the business; and
ix) Their recent development (i.e. what has the business accomplished or what
changes have occurred in the business over the past 3 - 5 years).
Comparative Analysis of the Businesses’ Competitive Traits
This section discusses the competitive behaviours of the businesses and their respective
markets such as:
i) Number of competitors in their respective geographical markets;
ii) Brief bios of each business’ top 3 competitors (E.g. who are they? What are
their products? etc.);
iii) How do the businesses compete with their competitors? What strategies
were/are employed (e.g. pricing, advertising, product variety, etc.) and how
successful are they?

iv) What are the obstacles faced by new businesses who wish to enter their
markets today? Are they easy or difficult to overcome? Why?

v) What is the nature of their markets (e.g. perfectly competitive, oligopoly,
monopolistic competitive) and your justifications.
vi) You must include a summary table (see appendix 3) to compare the
similarities and differences between the 2 businesses.
vii) Based on your analysis, which business is more commercially successful? And
why?
Recommendation
Based on the analysis of the previous section, you will provide a minimum of 2
recommendations on improving the competitiveness of each business with proper
justifications.
Bibliography
The bibliography which must not be numbered or in bullet points. Authors surnames
should come first, and the list should be in alphabetical order.
Appendices
This section will include items such as photos, survey questionnaire and results,
interview notes, minutes of group meetings etc.
Attachments
Attach a colour copy of your PowerPoint OR Prezi slides (6 per page) for the instructor’s
use during your presentations and a CD containing your audio of the interviews (7-10
minutes in both places), PowerPoint / Prezi slides, and a soft copy of the report.
Reference
Reminder! Your report must contain at least 10 different sources (in APA style) and the
internet constitutes no more than 30% of those sources.
APPENDIX 2: Suggested List of Interview Questions (Non-Exhaustive)
1) When was the business founded?
2) Who are the key founders?
3) What prompted the founders to start this business?

4) What are your main products?
5) Who are your customers?
6) What is the business’ annual revenue figure?
7) How many branch offices/stores do you have (if applicable)?
8) Can you provide us a brief history of your business and its most recent developments?
9) Do you have many competitors? Who are they? Who are your top 3 competitors?
10) Is the business constantly facing strong competition from other competitors? What
strategies have they used to compete with you?
11) How much capital is required to start this business? What, if any, specialized field of
knowledge do you need to run this business?
12) Generally, do you feel it is easy or hard to enter this market? Why?

13) How do you compete with your competitors i.e. what strategies do you employ to
divert customers away from your competitors?
14) How often do you release a new product (this assumes the business sells
differentiated products)?
15) Are your pricing decisions strongly affected by your competitors?
Important: You must provide the contact details (name, job position, and
office phone number/email address) of your interviewee in the report.

MINUTES OF THE MEETING
DATE:
TIME:
VENUE:
NAMES OF GROUP MEMBERS TUTORIAL GROUP ROLE
NO. ACTIVITY ACTION TAKEN BY
1. Introduction …

SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN
FOUNDATION IN NATURAL BUILD ENVIRONMENT
PRESENTATION TITLE:
GROUP MEMBERS:
Names Presentation / Research Report Roles.
ENGLISH II / ENGLISH 2 (ELG 30605 / ENG 0205)
LECTURER: CASSANDRA WIJESURIA
SUBMISSION & PRESENTATION DATE:

Assignment 2 (research report)

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