As part of our continuing efforts to enhance the learning experience of Marketing students in the NUS Business School, we have designed and implemented (starting from August 1, 2003) a new Marketing AE grading system to reduce the ambiguity of grading AEs and as a result, enhance the likelihood of an AE being awarded a grade it truly deserves. This relatively more equitable and definite grading system is based on a set of tangible guidelines from which AE examiners would grade an AE. Of particular interests to you are the guidelines which would be helpful in enhancing your understanding of the desired conducts of your AE.
All Marketing AEs are expected to satisfy the criteria listed in Table 1 in order to obtain a base grade.
| Table 1: Criteria for Attaining a Base Grade |
| 1. Clarity in the research objectives, and in the reasons given to explain why the problem is interesting theoretically and/or managerially |
| 2. The literature coverage is appropriate |
| 3. The conceptual arguments are adequately reasoned |
| 4. The design of the method is proper and appropriate |
| 5. The analysis is appropriate and parsimonious |
| 6. The findings cannot be alternatively explained by other unintended factors |
An AE that does not satisfy all the criteria will be marked down. The extent will be determined by the number and severity of the problematic areas (based on a rating scale system). A separate independent set of criteria listed in Table 2 will be used to award marks to an AE according to how well it performs in the respective criterion. Again, the extent will be determined by the areas as well as the degree of excellence (based on a rating scale system).
| Table 2: Criteria for Awarding a Higher than Base Grade |
| 1. Complexity of research question |
| 2. Interestingness of research question |
| 3. Complexity of method design |
| 4. Interestingness of method design |
| 5. Extent of theoretical implications |
| 6. Extent of managerial implications |
Hence, in a simplistic manner, the performance of an AE is equal to:
Base grade (criteria 1) + (criteria 2)
The purpose of this document is for you to get familiarize with the different aspects of consideration when your AE is examined. Of course, you would want to avoid the potential pitfalls in criteria 1 and excel in criteria 2. To do so, your supervisor will be an invaluable guide. Do work closely with your supervisor and we hope that your AE will be a rigorous, relevant, and rewarding experience for you.