Table: 1 (Please consult the given article to solve the questions (which is available on assignment tab of VULMS).
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SEMESTER SPRING 2013
Assignment # 01
Article Title: “Does marketing research suffer from methods myopia?”
Due Date: May 7, 2013
What is a Critical Review?
The critical review is a writing task that asks you to summarize and evaluate a text. The critical
review can be of a book, a chapter, or a journal article. Writing the critical review usually
requires you to read the selected text in detail in addition to other related texts so that you can
present a fair and reasonable evaluation of the selected text.
It does not mean to criticize the text in a negative manner rather it requires you to question the
information and opinions in a text and present your evaluation or judgment of the text. To do
this well, you need to understand the topic from different perspectives (i.e. read related texts)
in relation to theories, approaches and frameworks in your course.
Note for Assignment # 01:
Please download the article entitled “Does marketing research suffer from methods
myopia?” from assignments’ tab of VULMS.
Rest assured that critical review is not required in this assignment rather the objective is to
build foundation for critical review. Therefore, the basics of critical review need to be clearly
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A list of focus questions is available against certain specified criteria in the already referred
article. You need to provide solution for every focus question.
Note: Keeping in view your ease, table 1 in MS. Word format is also available on
VULMS – download section.
Criteria Focus questions Solution
1. Significance and
contribution to the field
· What is the author’s aim?
· To what extent has this
aim been achieved?
· What does this text add
to the body of
knowledge? (This could
be in terms of theory,
data and/or practical
· What is missing/not
· Is this a problem?
2. Methodology or
approach (This usually
applies to more formal,
research- based texts)
· What approach was used
for the research? (eg;
analysis/review of theory
or current practice,
comparative, case study,
personal reflection etc…)
· How objective/biased is
· Are the results valid and
· What analytical
framework is used to
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discuss the results?
3. Argument and use of
· Is there a clear problem,
statement or hypothesis?
· What claims are made?
· Is the argument
· What kinds of evidence
does the text rely on?
· How valid and reliable is
· How effective is the
evidence in supporting
· What conclusions are
· Are these conclusions
4. Writing style and text
· Does the writing style
suit the intended
· What is the organizing
principle of the text?
Could it be better
Total marks: 20
· Criteria # 1, 2, 3 contains 6marks each (6+6+6) = 18
· Criteria #4 contains 2marks = 2
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· Use the font style “Times New Roman” or “Arial” and font size “12”.
· It is advised to compose your document in MS-Word format.
· You may also compose your assignment in Open Office format.
· Use black and blue font colors only.
Rules for Marking:
Please note that your assignment will not be graded or graded as Zero (0), if:
· It is submitted after the due date.
· The file you uploaded does not open or is corrupt.
· It is in any format other than MS-Word or Open Office; e.g. Excel, PowerPoint, PDF etc.
· It is cheated or copied from other students, internet, books, journals etc.
Note related to load shedding: Please be proactive
As you know that Pre Mid-Term semester activities have started and
load shedding problem is also prevailing in our country. Keeping in view
the fact, you all are advised to post your activities as early as possible
without waiting for the due date. For your convenience; activity
schedule has already been uploaded on VULMS for the current
semester, therefore no excuse will be entertained after due date of
assignments, quizzes or GDBs.
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