Distinguished - Paper is logically organized with a well-written introduction, thesis statement, and conclusion.

Proficient - Paper is logically organized with an introduction, thesis statement, and conclusion. One of these requires improvement.

Basic - Paper is organized with an introduction, thesis statement, and conclusion. One or more of the introduction, thesis statement, and/or conclusion require improvement.

Below Expectations - Paper is loosely organized with an introduction, thesis statement, and conclusion. The introduction, thesis statement, and/or conclusion require much improvement.

Non-Performance - The introduction, thesis statement, and conclusion are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Describes the need for marketing research. The description is exceptionally clear and comprehensive.

Proficient - Describes the need for marketing research. The description is clear, but minor details are missing. 

Basic - Briefly describes the need for marketing research. The description is partially unclear and lacks relevant details. 

Below Expectations - Attempts to describe the need for marketing research; however, the description is unclear and lacks significant details. 

Non-Performance - The description of the need for marketing research is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly describes the marketing research problem.

Proficient - Describes the marketing research problem. The description is slightly underdeveloped. 

Basic - Partially describes the marketing research problem. The description is underdeveloped. 

Below Expectations - Attempts to describe the marketing research problem; however, the description is significantly underdeveloped. 

Non-Performance - The description of the marketing research problem is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Describes the research objectives. The objectives are exceptionally clear and comprehensive.

Proficient - Describes the research objectives. The objectives are clear but minor details are missing.

Basic - Somewhat describes the research objectives. The objectives are partially unclear and lack relevant details.

Below Expectations - Attempts to describe the research objectives; however, the objectives are unclear and lack significant details.

Non-Performance - The description of research objectives is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Describes the research design. The description is exceptionally well-organized and comprehensive. 

Proficient - Describes the research design. The description is well-organized but minor details are missing.

Basic - Somewhat describes the research designs. The description is partially unorganized and lacks relevant details.

Below Expectations - Attempts to describe the research design; however, the description is unorganized and lacks significant details.

Non-Performance - The description of research design is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Comprehensively describes information types and sources. The description is supported with scholarly sources. 

Proficient - Describes information types and sources. The description is supported with scholarly sources. Minor details are missing.

Basic - Partially describes information types and sources. The description is somewhat supported with scholarly sources. Relevant details are missing.

Below Expectations - Attempts to describe information types and sources; however, the description is not supported with scholarly sources and significant details are missing.

Non-Performance - The description of information types and sources is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Comprehensively describes methods of accessing data. The description is supported with scholarly sources. 

Proficient - Describes methods of accessing data. The description is supported with scholarly sources. Minor details are missing.

Basic - Partially describes methods of accessing data. The description is somewhat supported with scholarly sources. Relevant details are missing.

Below Expectations - Attempts to describe methods of accessing data; however, the description is not supported with scholarly sources and significant details are missing.

Non-Performance - The description of methods of accessing data is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly describes the design of data collection form(s). The description is supported with scholarly sources.

Proficient - Describes the design of data collection form(s). The description is supported with scholarly sources. Minor details are missing.

Basic - Partially describes the design of data collection form(s). The description is somewhat supported with scholarly sources. Relevant details are missing.

Below Expectations - Attempts to describe the design of data collection form(s); however, the description is not supported with scholarly sources and significant details are missing.

Non-Performance - The description of the design of data collection form(s) is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly describes the sample plan and sample size. The description is supported with scholarly sources.

Proficient - Describes the sample plan and sample size. The description is supported with scholarly sources. Minor details are missing.

Basic - Partially describes the sample plan and sample size. The description is somewhat supported with scholarly sources. Relevant details are missing.

Below Expectations - Attempts to describe the sample plan and sample size; however, the description is not supported with scholarly sources and significant details are missing.

Non-Performance - The description of sample plan and sample size is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly describes the methods of collecting data. The description is supported with scholarly sources.

Proficient - Describes the methods of collecting data. The description is supported with scholarly sources. Minor details are missing.

Basic - Partially describes the methods of collecting data. The description is somewhat supported with scholarly sources. Relevant details are missing.

Below Expectations - Attempts to describe the methods of collecting data; however, the description is not supported with scholarly sources and significant details are missing.

Non-Performance - The description of the methods of collecting data is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Comprehensively describes the methods to analyze the data. The description is supported with scholarly sources.

Proficient - Describes the methods to analyze the data. The description is supported with scholarly sources. Minor details are missing.

Basic - Partially describes the methods to analyze the data. The description is somewhat supported with scholarly sources. Relevant details are missing.

Below Expectations - Attempts to describe the methods to analyze the data; however, the description is not supported with scholarly sources and significant details are missing.

Non-Performance - The description of the methods to analyze the data is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly describes how the report should be presented and to whom. The description is supported with scholarly sources.

Proficient - Describes how the report should be presented and to whom. The description is supported with scholarly sources. Minor details are missing.

Basic - Partially describes how the report should be presented and to whom. The description is somewhat supported with scholarly sources. Relevant details are missing.

Below Expectations - Attempts to describe how the report should be presented and to whom; however, the description is not supported with scholarly sources and significant details are missing.

Non-Performance - The description of how the report should be presented and to whom is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Clearly and comprehensively explains in detail the issue to be considered, delivering all relevant information necessary for a full understanding.

Proficient - Clearly explains in detail the issue to be considered, delivering enough relevant information for an adequate understanding.

Basic - Briefly recognizes the issue to be considered, delivering minimal information for a basic understanding.

Below Expectations - Briefly recognizes the issue to be considered, but may not deliver additional information necessary for a basic understanding.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Employs persuasive information from credible sources to develop an ample analysis or synthesis of the topic. Viewpoints of experts are scrutinized thoroughly.

Proficient - Employs applicable information from credible sources to develop an analysis of the topic.

Basic - Identifies applicable information from credible sources, but may neglect the application of such information toward the analysis of the topic. 

Below Expectations - Displays information from external sources, but such information may lack credibility and/or relevance. Neglects the application of such information toward the analysis of the topic.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors, and is very easy to understand.

Proficient - Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors, and is mostly easy to understand.

Basic - Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors, which may slightly distract the reader.

Below Expectations - Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors, which distract the reader.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Accurately uses APA formatting consistently throughout the paper, title page, and reference page.

Proficient - Exhibits APA formatting throughout the paper. However, layout contains a few minor errors. 

Basic - Exhibits basic knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements.

Below Expectations - Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - The length of the paper is equivalent to the required number of correctly formatted pages. 

Proficient - The length of the paper is nearly equivalent to the required number of correctly formatted pages. 

Basic - The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages.

Below Expectations - The length of the paper is equivalent to at least one half of the required number of correctly formatted pages.   

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Proficient - Uses required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Basic - Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.

Below Expectations - Uses inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.