Internal Assessment: Research Project
The internal assessment is a research project in which you investigate a real business issue and produce a structured report. It tests independent research, application of business tools, analysis and evaluation, not just description.
Core rules and concepts
- Research question: it must be focused, business-related and answerable with accessible data. A narrow question such as “To what extent should Café X introduce a loyalty app?” is stronger than “How can Café X improve marketing?”
- Methodology: combine primary research (questionnaires, interviews, observation) with secondary research (company records, competitor information, government statistics, market reports). Explain sampling, sample size and limitations.
- Analysis: apply relevant tools such as SWOT, ratio analysis, break-even, the marketing mix or motivation theory to the evidence. Tools must support the argument, not appear as definitions.
- Evaluation: assess reliability, validity, bias and the limits of your data. Recommendations must follow from the analysis.
- Ethics and presentation: obtain informed consent, protect anonymity and confidentiality, and reference sources consistently. Keep within the word limit and use appendices only for supporting material.
Worked example
A student asks: “To what extent would a loyalty app improve customer retention for an independent café?” Primary research includes a questionnaire of 60 customers and an interview with the owner; secondary research includes competitor app prices and industry retention data. The questionnaire shows 70% would use an app, but only 30% would pay for membership. The analysis compares the app's annual cost with the contribution from extra visits needed to break even. The conclusion is conditional: the app is viable only if it increases visit frequency enough, and it should first be trialled. Evaluation notes the small, local sample and uncertain forecasts.
Traps that cost marks
A broad research question produces a descriptive report. Recommendations without evidence lose evaluation marks. Do not confuse primary with secondary data or ignore ethical issues. Applying a tool without interpreting the result adds little. Check that the conclusion answers the research question directly.