AIM University Group

Learning Outcome 1: REFERRED

Paper A Exam ~ Pass

You present three relevant and appropriate research questions focused on:

Target customer demographics and motivations

Preferred booking channels and content

Willingness to spend on optional excursions

You design a clear 7-item questionnaire using suitable question formats (multiple choice, scale-based, and checkbox questions).

You correctly interpret sample data outcomes, explaining how:

High interest in adventure activities informs itinerary design

Instagram/social media usage shapes marketing strategy

Audience preferences guide promotional visuals and messaging

Paper B Term Paper ~ Referred
Understanding of key concepts (1.1) — Referred
What you achieved: You used several appropriate research terms throughout your proposal and final report.
What needs improvement: Clearly define and explain the main business-research concepts used in your project. Complete the key-terms section and demonstrate understanding rather than relying mainly on terminology.

Research approaches (1.2) — Referred
What you achieved: You identified mixed methods, descriptive research and quantitative survey research.
What needs improvement: Explain qualitative, quantitative and mixed-method research clearly and show why your final chosen approach was appropriate for the IslandX study.

Ethical considerations (1.3) — Distinction
You applied ethics effectively in the actual research. Your survey included informed consent, voluntary participation and confidentiality, and you provided evidence of privacy settings designed to avoid collecting unnecessary personal information.

Research planning awareness (1.4) — Pass
You developed a structured plan containing an aim, objectives, methodology, sampling method, timeline, budget and expected outcomes. To move to Distinction standard, the planning needs stronger integration of the problem statement, research questions and methodological rationale.

Learning Outcome 2: REFERRED

Problem, Aim, Objectives — Referred
What you achieved: Your research aim and objectives are relevant to the proposed IslandX business.
What needs improvement: State the precise business problem clearly and show a direct logical connection from the problem to the aim and individual objectives.

Research Questions — Referred
What you achieved: Your objectives indicate several areas that you intended to investigate.
What needs improvement: Provide explicit research questions and align each question directly to the problem, aim, objectives and data you intend to collect.

Literature Review — Pass
Your literature review uses a good range of relevant sources, covers sustainable tourism, legal and ethical issues, traveller behaviour and marketing, and identifies a research gap relevant to small-scale immersive tourism in Jamaica. Greater critical comparison of sources, their limitations and competing perspectives is required for Distinction.

Methodology Design — Referred
What you achieved: You selected questionnaires, interviews and secondary research in the proposal and successfully implemented a survey.
What needs improvement: Justify why each method was appropriate for the objectives. Also explain why the completed study relied mainly on survey data when the original proposal described mixed methods.

Sampling & Planning — Pass
You identified purposive sampling, a relevant target population and a workable collection strategy. You also achieved the minimum required sample of 15 survey responses. A stronger justification of the sample, possible bias and limitations would improve this further.

Learning Outcome 3: REFERRED

Data Collection — Distinction
You collected real primary data and documented the collection process clearly, including the use of Google Forms, WhatsApp distribution, timestamps, challenges and practical solutions.

Evidence Submission — Distinction
You provided extensive supporting evidence, including the survey instrument, consent evidence, raw responses, screenshots, charts and individual response records. This makes the research process substantially traceable.

Data Presentation — Pass
Your report uses tables and charts effectively and is visually organised. However, several percentages do not correspond correctly to a sample of 15 respondents. Recalculate the values and regenerate the affected charts before final submission.

Analysis — Referred
What you achieved: You attempted to interpret relationships between traveller motivations, spending, marketing channels, sustainability and trust.
What needs improvement: Reanalyse the results directly from the raw data. Some major conclusions currently contradict the submitted responses, particularly the relationship between premium spending and social-media discovery and the ranking of community concerns. All analytical claims must be demonstrably supported by the data.

Ethical Application — Distinction
You clearly applied ethical procedures during data collection and provided evidence of consent, confidentiality and data-protection measures.

Learning Outcome 4: REFERRED

Findings — Referred
What you achieved: You presented several structured findings and some are clearly supported by the survey results.
What needs improvement: Correct any finding that is based on inaccurate percentages or unsupported cross-variable relationships. Findings must represent the raw data exactly.

Discussion — Pass
You connected the research findings to relevant literature and discussed implications for IslandX. The discussion will become stronger once the underlying data analysis is corrected and the literature is used more critically.

Recommendations — Pass
You proposed practical actions concerning pricing, products, marketing, sustainability and secure booking systems. Review any recommendation that depends on an unsupported finding, particularly the recommendation connecting premium customers with traditional travel-agency channels.

Conclusion & Reflection — Pass
You provide a clear conclusion and meaningful reflection on the research process, ethics and decision-making. A stronger reflection would explicitly recognise the study's sampling, methodological and analytical limitations and explain how these affect the reliability of the conclusions.