Assignment Title:
“What Are People Saying Online? Using Internet-Based Qualitative Research to Support
Business Decision-Making”
Overview
In this assignment, your group (2-4 students from same campus) will investigate how
people talk online about a business, product, or issue. Using qualitative research techniques,
you will collect online data, identify key themes, and recommend actions a business can
take based on your findings.
You must apply theories and concepts from HC1062 lectures to guide and justify your
research design and analysis. Finally, in Part B your group will perform a presentation. See
Part B for details.
Part A – 30 Marks
Submission Requirements – Group Report Style (approx. 2,500 – 3000 words, excluding visuals and references) – 2–3 Tables or Charts (e.g., data source summary, thematic breakdown) – Reference in-Text and List (Adapted Harvard Style)
Report Structure (with Theory Integration)

1. Introduction (200–300 words)

• – Clearly state your chosen topic (e.g., a product complaint, brand image issue, service
  review). Your group must choose from a well know Australian or International USA
  brand or product etc. You can redefine the actual research question, as long as it
  still meets the overall purpose of the assessment. The final question should be
  clearly visible on your groups report cover-page. (Not the schools cover page).
• – Explain why understanding online opinions is useful for business decision making.
• – State the purpose and structure of your report.

1. Theoretical Foundation & Research Design (600–700 words)

• – Justify why qualitative research is appropriate using lecture theory (e.g., small sample,
  deep understanding, interpretive approach).
• – Briefly compare to quantitative approaches using lecture insights.
• – Identify the type of research design (exploratory, descriptive) and data collection
  method (observation, communication-based).
• – Include a data sources table: Platform, Number of Posts, Time Period, Type of Content.
• You may answer this section in the form of a literature review that addresses the key
  area of your research problem, with some additional starting and closing points about
  this section of the report.

1. Sampling Method and Ethical Considerations (300–400 words)

• – Explain your sampling method (e.g., purposive, convenience) using qualitative
  sampling theory.
• – Describe how you selected your data (hashtags, filters, keywords).
• – Acknowledge ethical issues (e.g., using public data, anonymizing quotes).

1. Thematic Analysis and Findings (600–700 words)

• – Group your findings into themes or categories using appropriate coding techniques
  (e.g., content analysis, pattern recognition).
• – Include 1–2 tables or visuals: themes with short quotes and frequencies.
• – Connect your interpretation to theory: What type of insights are qualitative methods
  especially good at capturing?

1. Business Implications and Recommendations (500–600 words)

• – What do your findings reveal about customer concerns, expectations, or brand
  perception?
• – What should the business consider changing or improving?
• – Support your suggestions by linking back to your data and research objectives.

1. Reflection / Conclusion (300–400 words)

• – What did your group learn about qualitative internet research?
• – How did theory help guide your decisions in design, sampling, or interpretation?
• – What would you do differently next time?
  Additional Requirements
  Visual Elements: Images, Tables and Charts etc. Slides etc.
  Group Cover Sheet.
  Executive Summary and Table of Contents. You may include additional headings / sub
  headings, as you feel are necessary for your report.
  Key Theories to Reference (with examples) – Qualitative vs. Quantitative methods (Lecture 4) – Sampling Techniques (e.g., purposive, snowball, convenience) – Types of research design (exploratory, descriptive, cross-sectional) – Observation techniques and data collection methods (e.g., indirect observation, content
  analysis) – Thematic analysis and interpretation (identifying latent meaning or emotions)
  Part B – 10 Marks
  Group Presentation (10-15 minutes Required)
  As part of your assignment, your group will deliver an in-class or video presentation that
  communicates your key research insights and business recommendations. This is not just a
  summary — it’s your chance to persuade the class that your findings matter.
  Creative Presentation Format (Required – Choose One)
  To avoid boring, slide-reading presentations, your group must choose ONE of the
  following creative formats. Your group must at the start of the presentation clearly
  identify which presentation option you have chosen. Each group has 4 members, and
  everyone must participate with a clear speaking role. More importantly, either at the start
  of the presentation or when a group member appears for the first time; that member must
  clearly show in a video presentation, their student ID. Failure to clearly identify the
  speaker will result in zero marks for that group member. These formats help you
  communicate your research findings and recommendations in a more engaging, realistic
  way.
  Option 1: Pitch to the Board
• – Act like you’re a consulting team presenting your findings to company leadership.
• – Start with a business question: “Our client wants to know why customers are
  abandoning their app.”
• – Show 2–3 key online quotes or themes.
• – End with a bold, boardroom-ready recommendation.
• – Slide suggestions: 1 insight slide, 1 problem slide, 1 big idea.
  Option 2: The Customer Speaks
• – Present your findings through the voice of the customer (role-play or storytelling).
• – One student acts as a customer, using quotes or mock reviews.
• – Other group members explain the business themes and meaning.
• – End by recommending what the business should do.
• – Slide idea: a fake tweet or review, and a theme summary.
  Option 3: Mini Documentary-Story
• – Tell a story like a mini-documentary.
• – Narrate your process: ‘We explored 30 online comments… here’s what we found.’
• – Use screenshots, quotes, and a clear visual journey.
• – Finish with a strong on-screen message: ‘This is what the business can’t afford to
  ignore.’
• – Think of it like a Netflix-style mini case study.