Required skills

analytical skills to interpret data and to evaluate how the data may be used

literacy skills to interpret legal and ethical requirements and to prepare research briefs and reports

numeracy skills to collate and analyse data

research and data collection skills to collect market research

Required knowledge

legal and ethical requirements affecting market research

organisational policy and procedures for conducting market research

identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations codes of practice and national standards such as

antidiscrimination legislation

consumer protection laws

copyright legislation

ethical principles

fair trading laws

privacy laws

Trades Practices Act

requirements for time cost scope as determined in the advertising brief

range of available market research and data analysis techniques

statistical and research methods and techniques

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential

demonstration of assessment and selection of appropriate techniques to identify advertising research requirements for at least one product or service

preparation of a research brief specifying objectives methods budget time schedule reporting and human resource requirements for at least one advertising campaign

Context of and specific resources for assessment

Assessment must ensure

access to an actual workplace or simulated environment

access to office equipment and resources

access to primary and secondary research information

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

analysis of responses to case studies and scenarios

assessment of written reportsexamples of research briefs

demonstration of market research selection techniques

direct questioning combined with review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate

observation of presentations of market research conducted

oral or written questioning to assess knowledge of organisational policy and procedures for conducting market research

review of adjustments to advertising strategies budgets and time lines to reflect research findings

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended for example

other advertising units

Information about the consumer, the product and the market environment may include:

Concept testing may include presenting material to evaluate consumer reaction, such as:

Legal, ethical and cultural considerations may include:

Primary research may include carrying out original research to gather information for a specific purpose such as:

Secondary research may include:

Appropriate techniques may include:

Findings may include:

Advertising strategies may include:

Legal and ethical requirements may include: