1. DIRECTIONS : FOR THIS DISCUSSION PLEASE FOLLOW
THE BELOW INSTRUCTIONS IN HIGHLIGHTED IN BOLD
AND THE 3 BULLETED ITEMS IN BOLD. CITE
REFERENCES.
Selecting a Consistent Test
Resources
· PSY7610 Library Research Guide.
Your second course assignment, Evaluation of Technical
Quality, is due at the end of Unit 5. This assignment includes
searching peer-reviewed journal articles for research on your
selected test's psychometrics, which includes evidence of
reliability.
For this discussion, describe one journal article's findings on
reliability. In your post, synthesize the following data and
information and interpret it yourself based on the information
you are learning about reliability in this course.
· The specific type of reliability
· The associated source of error it addresses.
· The author's overall interpretation of the results.
You are not required to report the reliability coefficient
(statistic) reported in the journal article.
Be sure to include any difficulties you may be experiencing
with searching for information in the peer-reviewed journal
articles.
DB150: Market Research for After Life App
Market Analysis
Competitors
Whilst conducting our secondary research we decided to look

2. into a company that we previously compared to, Resident
Advisor Limited.
Resident Advisor charge a simple £1 booking fee for whenever
you purchase tickets. With thousands of people purchasing daily
you can see how they make their profits. They used the means
of social media to initially promote their product including
Facebook and Twitter, then relied on word of mouth to expand
their business, which people can purchase for free via the App-
Store.
Market Size
Our Mobile Application will be entered into a niche market of
just students within Brighton, with the view to expand when
demand rises. There isn't another company who specifically
target Brighton however there are competitors who cover
Brighton but work much more on a broader scale, including
Resident Advisor and Timeout.
Smartphone sales are predicted to keep on rising which is shown
by the below graph, and as the rise of smartphones continues so
does the amount of people exposed to the App-Store.
Source found at: http://uk.businessinsider.com/global-
smartphone-market-forecast-vendor-platform-growth-2015-
6?r=US&IR=T
Barriers of entry
The toughest barrier for us to overcome will be the amount of
competition there is within smartphone applications, who each
have a unique selling point which we will have to try and better.
Another barrier will be the prices we charge, stable businesses
can already offer lower prices than us due to customer base and
relationship with suppliers, something we will have to build up
fast.

3. PESTLE
We also need to analyse the external influences that might
affect our decision about how we will go about creating our
mobile application. In terms of the political factors, we need to
investigate the amount of tax we would have to pay to create
our mobile app. This will determine whether we charge
customers to download the app before being able to access it.
An economical factor would be the economic growth patterns.
This is a reflection of how active the economy is, therefore if
we can see that the economy is very active in terms of spending,
we might be able to increase any charges. Social trends have
largest effect on our app because in order to begin the app, we
need to find out whether students in Brighton go to clubs
frequently. The technological factor we need to consider is our
application being compatible with all mobile phones. This is
important because if we don't make the app compatible with all
phones, we will lose potential customers. Copyright would be a
legal factor because we need to make sure that we have our own
unique selling point which therefore makes it different to
competing apps. The final external factor will be environmental.
This is another vital factor because by creating an app for
students to help them find clubs in early hours increases the
amount of people going clubbing which as a result, increases
noise pollution as they will most likely be intoxicated which has
a negative effect on the local community.
Summary of findings
During our research we have understood the niche we are
entering and also the market as a whole, we have found
competitors that cover our position in the market but not as
specific. We have started to understand what barriers we will
come across when entering, including competition and legal
barriers. Whilst also noticing the increase demand for such app,

4. as the smartphone and app-store industry continues to rise.
Research Design:
For our market research for our night life events comparison
application After Life, we will conduct a mixture of research
methods. This is to ensure that we have a broad yet detailed
understanding of what the current demands and preferences of
our target market are.
To gain an understanding of the market as a whole, secondary
research data was mainly used. Through this method we were
able to discover the size of the market, existing competitors and
how they conduct their business operations, the price ranges of
various products and services and the value of the market as a
whole. This allowed us to gain a general overview of how our
application should operate in order to compete with the existing
applications. To a certain extent, through secondary research an
understanding of how our application should look, operate and
generate revenue was already forming.
A deeper and more detailed understanding of our target
consumer will be gained through primary research methods. The

5. first method, a focus group, will outline the specific needs and
wants of the chosen members of the focus group. Through
analysis of the data similarities between what members of the
group said will be highlighted, thus demonstrating what needs
to be focused on in order to develop the application further so
that our target consumers’ needs are satisfied. This research can
be classified as a qualitative research method, designed to
provide meticulous insight, especially when compared to a
quantitative method. This shall further aid to our understanding
of the market which After Life will operate in.
The second method which will incorporate primary research
data will be a questionnaire. This method of research will
provide quantitative data, which will provide an understanding
of what the general trends of the target market, such as the
pricing and how people react to certain prices, types of venues
and type of artist preferences. A deep analysis of this
quantitative data will provide information that would be
impossible to obtain through qualitative methods; furthermore,
since questions will be modelled around our applications, data
obtain will be more orientated and customised around our
application.

6. Focus Group research
Aims
The aims of the Focus group are to find and collect primary
qualitative data based on the app. For example, opinions and
potential suggestions that could improve the app. As well as any
potential problems with the app and how these problems could
be fixed to make the app better.
Strengths
Can collect relevant qualitative data. Easy to measure the
reactions of the participants to the product. Can provide instant
feedback and offer potential improvements and point out
problems and how to fix them.
Limitations
Small sample size of views which may not represent everyone
as a whole. Potential for participants to be bias as well as
influence each other into views they may not have otherwise
had. Similarly bias from the moderator could influence the
answers of the participants.
Topic guide
Get general opinions of ‘Nightlife apps’,
What Afterlife is about,
Features of afterlife,
Improvements that could be made,
Potential problems,
Overall thoughts.
Design consideration
Small focus group of 5 People. The sort of questions will be
questions that require longer qualitative answers and number of
questions kept relatively low as not to bore the participants as
this could lead to inaccurate results. Ideally you would want a
range of different participants of different gender, ethnicity etc.
however still based in your target market.
Reliability of results
The results are likely accurate however some bias could be

7. cause from knowing the people in the focus group. Furthermore,
the range of type of people is small so opinions might not be
representative of the whole.
Summary of key findings
The key findings were that most thought the app is a good idea
and if easy to use could be very useful in helping to plan a night
out because of its good features. However even though most
like the idea of the app some say they would not use it as part
of the fun of a night out is going exploring and finding
clubs/bars etc. by yourself and if you plan everything it can ruin
some of the fun of a night out.
Qualtrics Online Survey
The aim of our Qualtrics online survey is to obtain data about
our target market and to find out their needs, likes and dislikes.
We are focusing on customers ranging from the age of 18-25,
therefore we assess their engagement in the night scene by
asking questions about music and preferences to indicate their
vibe and their engagement in the parties. Also it is very
important that through this questionnaire to find out their
willingness to pay and the maximum amount they are able to
spend; for us to find out the price range of the app and to
maximise in-app buys profits.
The benefits of using Qualtrics survey is the easy accessibility

8. as our research group can access our survey anytime and
anywhere, giving them the choice and increasing the chances of
participation. Another key aspect that is beneficial that
questionnaire provide an easy way to collect and summarise
data without having to analyse lengthy information. We aimed
to used closed answer questions with multiple choices to
minimise collection of data time and acquire the key
information needed to obtain the aim of our questionnaire, as
closed answer questions can provide large amounts of
information and data can easily be obtained. The questions are
also standardised thus all respondents are asked the exact same
questions, meaning that the questionnaires can be repeated
easily to check for reliability. Therefore, a second researched
can use the questionnaire to check that the results are
consistent. The limitation of using online surveys are the lack
of details because the answers are limited therefore some
answers are not explained therefore limited data. (McLeod,
2014)
Also, we made sure to follow research key procedures by
following insuring to inform consent and confidentiality of
participant’s information by keeping the questionnaires
anonymous. (HADDON, 2014)
Link to Questionnaire :
https://qtrial2016q4az1.az1.qualtrics.com/SE/?SID=SV_01D1j0t
Llq7Pzj7

9. Report Analysis
After lifeDecember 14th 2016, 1:59 pm MST
Q1 - What is your gender?
#
Answer
%
Count
1
Male
45.00%
9
2
Female
55.00%
11
Total
100%
20
From our research we obtained data from 11 females and 9
males. Therefore female participants dominate our
questionnaires.
Q2 - How old are you?
#
Answer
%
Count
1

10. 18-20
20.00%
4
2
21-23
60.00%
12
3
24-25
20.00%
4
4
25+
0.00%
0
Total
100%
20
The age range of participants is between 18-25 with four 18-20
participants, 12 participants that are 21-23 and 4 (24-25)
participants. This relates to our target market.
Q3 - Do you drive?
#
Answer
%
Count
1
Yes
57.89%
11
2
No

11. 42.11%
8
Total
100%
19
Most people drive from those who answered our questionnaires
thus we assume taxi services isn’t a necessity so far.
Q4 - What is your occupation? (tick all answers that are
relevant)
#
Answer
%
Count
1
Student
85.00%
17
2
Part-time employee
70.00%
14
3
Full-time employee
10.00%
2
Total
100%
20
Mostly students and part-time employees therefore, student
discount is very relevant to our research market.

12. Q5 - What kind of venue do you prefer?
#
Answer
%
Count
1
Club
75.00%
15
2
Pub
60.00%
12
3
Lounge
5.00%
1
Total
100%
20

13. Most of our target market prefers Clubs and Pubs as only 1
participant chose Lounge. Therefore our App would be focusing
mainly on Clubs and Pubs guidance.
Q6 - How often do you go out?
#
Answer
%
Count
1
Daily
5.26%
1
2
2-3 times a week
31.58%
6
3
3+ a week
26.32%
5
4
Monthly
26.32%
5
5
Never
10.53%
2
Total
100%
19

14. From our research we can conclude that most of our participants
go out on weekly basis varying from 2-3+ times a week.
Therefore giving our App a very strong prospective to be
successful and reliable to our target market.
Q7 - On which days are you most likely to go out?
#
Answer
%
Count
1
Monday
0.00%
0
2
Tuesday
25.00%
5
3
Wednesday
35.00%
7
4
Thursday
20.00%
4
5
Friday
70.00%
14
6
Saturday
65.00%
13

15. 7
Sunday
5.00%
1
Total
100%
20
Most of our participants chose the weekend (Friday and
Saturday) as the most convenient days to go out. In contrast 0%
chose Monday meaning parties on that day should not be
heavily promoted through our App.
Q8 - What kind of music do you desire on a night out?
#
Answer
%
Count
1
Hip-hop/RnB
55.00%
11
2
Country
35.00%
7
3
Rock/Metal
50.00%
10
4
Soul/Classic

16. 20.00%
4
5
Funk/Jazz
20.00%
4
6
House/Electronic
10.00%
2
Total
100%
20
55% of our clients chose Hip-hop/RnB Genre compared to
the low choice of House/Electronic, showing the kind of vibe
the majority of our customers are looking for. Hence ticking off
our aim of finding out the vibe preference.
Q9 - How much are you willing to pay for entry?
#
Answer
%
Count
1
Free
15.00%
3
2
£1-£3
0.00%

17. 0
3
£4-£6
25.00%
5
4
£7-£10
40.00%
8
5
£11-£15
15.00%
3
6
£16-£19
0.00%
0
7
£20+
5.00%
1
Total
100%
20
From the results of the questions above, we found out that
most of the participants are willing to pay £7-£10 as entry fees
meaning that this is the value we should aim for through giving
discount on higher priced venues to obtain the desirable charges
of 7-10 entry and increasing promotion for cheaper venues to
obtain more profit by focusing on that price.
Q10 - What are the expenses of you average night out?
#

18. Answer
%
Count
1
£1-£10
15.00%
3
2
£11-£20
40.00%
8
3
£21-£30
25.00%
5
4
£31-£40
15.00%
3
5
£41+
5.00%
1
Total
100%
20
Most of our clients spend £11-£20 on an average night out, this
includes transport and entry fees. Showing that if 10 is spent on
entry only around 20 is spend on drinks, giving us the
conclusion of lowering drink prices or giving offers such as buy
2 get 1 half price.
Q11 - How often do you book a table?

19. #
Answer
%
Count
1
Often
10.53%
2
2
Occasionally
36.84%
7
3
Rarely
31.58%
6
4
Never
21.05%
4
Total
100%
19
This report shows that table are very essential as most rely on
them for occasions however they are not a necessity. Therefore
table offers are important but not a main aspect in our
promotion through this App.
Q12 - What is your method of transport?
#

20. Answer
%
Count
1
Bus
52.63%
10
2
Walking
42.11%
8
3
Taxi
47.37%
9
4
Driving
31.58%
6
5
Others
5.26%
1
Total
100%
19
This report shows that most of our participants use Buses to get
to the clubs and followed closely by 47.37% therefore showing
the need of providing taxi services, and hopefully by offering
lower prices taxis more participants would rely on taxis; if the
price is the current issue, as taxis are safer for people under the
influence of alcohol.
Q13 - What are your pet peeves on a night out?

21. #
Answer
%
Count
1
Long queues
60.00%
12
2
High capacity (Crowded)
20.00%
4
3
Limited drink menus
35.00%
7
4
High entry fees
50.00%
10
5
Rude/Strict security
15.00%
3
6
Venues size (too small or too big)
5.00%
1
Total
100%
20
Q13 indicates that our participants dislike mostly long queues

22. and high entry fees, so our app need to focus on faster entries
and lower prices.
Q14 - What are the social media networks do you use?
#
Answer
%
Count
1
Instagram
55.00%
11
2
Twitter
60.00%
12
3
Facebook
90.00%
18
4
YouTube
5.00%
1
5
Others
5.00%
1
Total
100%
20
From the report above we decided to focus our promotion

23. through Facebook, Twitter and Instagram as they are the most
active social media networks.
Q15 - What system do you use?
#
Answer
%
Count
1
Apple
60.00%
12
2
Android
40.00%
8
3
Others
0.00%
0
Total
100%
20
Most participants use Apple and Android systems so our
goal should focus on supplying to App-store and Google-play.
Q16 - Are you willing to pay to access to an app?
#
Answer
%

24. Count
1
Yes
60.00%
12
2
No
40.00%
8
Total
100%
20
To conclude most of our participants are willing to pay to
access the app, as the data above show.
Marketing Mix Infographics

25. Afterlife is designed and aimed at students ranging from the age
of 18-25, providing guidance for the convenience of our clients
for a night out tailored to their preferences.
After researching the market we have come to a conclusion that
our App would be successful as our target customers are looking
for this tool that is compatible to their party life-style. The
unique selling point of our App that it is made specifically to
Students where as our competitors such as NightOwl is made for
the general public and by providing Student discounts and being
available in student cities where universities are found, This
makes AfterLife different and increases the chance of profit and
usage.
Our second USP is that we offer transport services such as
automated Uber request and since Uber is new to Brighton, that
would give us and Uber the advantage of promoting both
businesses to students, hence increasing the chances of Uber
accepting our partnership.
The price of the app would be available for Free to access and
download, however we will be offering in-app purchases that
would charge for discounted entries, discounted drinks and
transport. Making our clients more likely to purchase their night
out needs through our App.
We will be promoting the app through a variety of social media
networks such as facebook, Instagram and Twitter for easy
access and distribution to promote the purchases through Play
Store for Android and App Store for Apple Users.

26. Reference:
2016, D. (2016) The law on alcohol and under 18s. Available at:
https://www.drinkaware.co.uk/alcohol-facts/alcohol-and-the-
law/the-law-on-alcohol-and-under-18s/ (Accessed: 15 December
2016).
HADDON (2014) ETHICS REVIEW QUESTIONNAIRE FOR
RESEARCHERS. Available at:
http://www.lse.ac.uk/[email protected]/research/EUKidsOnline/
EU%20Kids%20III/Qualitative/Research-Ethics.pdf (Accessed:
15 December 2016).
Ingraham, C. (2015) The average number of drinks men and
women have at every age, charted. Available at:
https://www.washingtonpost.com/news/wonk/wp/2015/03/10/ch
arted-when-men-and-women-drink-the-
most/?utm_term=.345b3cdc1c58 (Accessed: 15 December
2016).
McLeod, S. (2014) Questionnaires. Available at:
http://www.simplypsychology.org/questionnaires.html
(Accessed: 15 December 2016).
UNIVERSITY, B. (no date) Student population. Available at:
https://www.brighton.ac.uk/about-us/governance-and-
information/facts-and-figures/student-population.aspx
(Accessed: 15 December 2016).
University, S. (2016) About the university: About us:
University of Sussex. Available at:
http://www.sussex.ac.uk/aboutus/ (Accessed: 15 December
2016).
assignment 5: evaluation of business planning Theory &
practice

27. During the Business Project module you have applied a wide
range of professional techniques and academic frameworks in
order to investigate, analyse and develop a business plan for a
new mobile app.
The focus of this final assignment is on business planning in
theory and practice. You will look back at the techniques and
frameworks that you have used and evaluate their contribution
to the development and refinement of your app idea and
ultimately to the presentation of your business plan.
There are a number of key steps involved:
1. Identification of techniques, frameworks, theories that were
used. In addition to principles of business planning, project
management and virtual teams you will also have drawn on
concepts and frameworks from all your other modules, for
example, PESTEL, Tuckman, marketing mix…
2. Selecting the most interesting and/or useful
techniques/frameworks:
a. Application – give examples and explain how you used the
technique/framework in your team.
b. Results – what did you find out? How did the technique
contribute to your business project?
c. Evaluation – How useful was the technique/framework you
used in this context?
3. Conclusion – Which techniques/frameworks did you find
most effective for the development of your business plan and
for the organisation and management of your team? What
would you do differently if you were to do the project again?
For this individual assignment you should prepare a short piece
of written work (1000 words) reflecting on your experiences of

28. working on the business project module this year.
We expect your work to be well written, structured and
presented, using appropriate language and business terminology.
We expect you to keep a clear focus on the issues under
consideration and to illustrate your evaluation with practical
examples from your project experience, and figures/diagrams
where appropriate.
A full list of references (and optionally a bibliography) should
be included in BBS Harvard style. Citations must be included
in the text of your assignment wherever appropriate.
Total word count: 1000 words
Marks will be awarded for:
· Drawing on relevant theoretical concepts in order to frame
your evaluation and to demonstrate your understanding of
business planning (30%)
· Depth of evaluation and analysis of specific
techniques/frameworks (30%)
· Development of personal insights and conclusions (20%)
· Citations and presentation: layout, references, use of English,
structure & terminology (20%).
This assignment is worth 30% of the DB150 Business Project
module.
Sources you will need to draw upon include:
Your marketing textbook
Your economics textbook
Your finance textbook
Your HR/OB textbook
Kugler L (2016) ‘Smartphone Apps for Good’, Communications
of the ACM, Vol 59, p18-20.
Barrow C, Barrow P & Brown R (2015) The Business Plan
Workbook, 8th edition, Kogan Page.
Blackwell, E. (2008) ‘Chapter 9: How not to write a business
plan – or run a business’ In How to Prepare a Business Plan, 5th
Edition, Kogan Page, p133-139.
Eriksson P & Kovalainen A (2011) ‘Chapter 12: Focus Group

29. Research’ In Qualitative Methods in Business Research, Sage,
London, p173-192.
Finch (2013) How to write a Business Plan, 4th Edition, Kogan
Page.
Learn Higher (2012) ‘Ground rules for group work’, [Online]
http://www.learnhigher.ac.uk/working-with-others/group-work-
working-with-others/ground-rules-for-group-work/ (accessed 14
July 2014).
Randolph WA & Posner BZ (1988) ‘What every manager needs
to know about project management’, Sloan Management
Review, Vol 29, No 4, p65-73.
Saunders M, Lewis P & Thornhill A (2012) ‘Chapter 12:
Analysing Quantitative Data’ In Research Methods for Business
Students, Sixth Edition, Financial Times/Prentice Hall, p472-
543.
Siebdrat F, Hoegland M & Ernst H (2009) ‘How to manage
virtual teams’, MIT Sloan Management Review, Vol 50, No 4,
p63-68.
Stutely R (2012) The Definitive Business Plan, 3rd Edition,
Financial Times/Prentice Hall.
Zheltoukhova K & Suckley L (2014) ‘Hands-on or hands-off:
effective leadership and management in SMEs’, CIPD: Research
Insight Report [Online] http://www.cipd.co.uk/hr-
resources/research/effective-leadership-management-sme.aspx
Team member contributions
As part of this assignment, we also ask you to evaluate the
contribution of other team members. You will quantify each
person’s input to the overall business project. You should adopt
an holistic approach that recognises the range of roles and skills
required to create and present the business plan including the
digital marketing campaign. Tutors will take this information
into account when they determine individual marks for each
student.
Please complete the following evaluation of team member
contributions and include a copy of this form in your

30. assignment.
EVALUATION OF TEAM MEMBER CONTRIBUTIONS
Please give your overall assessment of other group members’
contribution according to the project quality and to the
functioning of the group.
Name of group member
(do not include yourself)
Percentage of Value Added to the Group Project
(average must = 100%, ie if there are three other members in
your group the values must total 300. If 4 members, then total
=400)
Comments:
Where you have rated a team member particularly highly, please
provide the reasons. Where you have awarded a lower score,
please also briefly outline the reasons.
“I confirm that the above evaluations of individual
contributions are accurate. They are based on my best
recollection of actual events. They are not based on my
personal views of or relationships with other members of my
group”

31. Signature:
Date:
EXAMPLE
EVALUATION OF TEAM MEMBER CONTRIBUTIONS
Please give your overall assessment of other group members’
contribution according to the project quality and to the
functioning of the group.
Name of group member
(do not include yourself)
Percentage of Value Added to the Group Project
(average must = 100%, ie if there are three other members in
your group the values must total 300. If 4 members, then total
=400)
John Smith
110%
Elise Jones
120%
Kaylie Johnson
80%
Paul Foster
90%
Comments:
Where you have rated a team member particularly highly, please
provide the reasons. Where you have awarded a lower score,
please also briefly outline the reasons.
“I confirm that the above evaluations of individual
contributions are accurate. They are based on my best
recollection of actual events. They are not based on my
personal views of or relationships with other members of my
group”

32. Signature:
Date:
Submission instructions
Submission deadline: Midnight Friday 28 April 2017
An electronic copy should be submitted via studentcentral
(DB150> Assignments> Assignment 5)
Feedback and marks will be available following the level 4
Exam Board.
DB150 BUSINESS PROJECT
ASSIGNMENT 5