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Elements and Performance Criteria

1. Identify market research needs
   • Communicate role of market research in enterprise operations to relevant personnel
   • Identify contribution of market research to enterprise activity
   • Analyse enterprise planning and performance documentation to determine research needs
   • Consult relevant personnel to determine research needs
   • Develop statement of market research needs
2. Define market research objectives
   • Draft research objectives
   • Undertake preliminary project scoping
   • Consult with relevant personnel on draft research objectives to ensure relevant and useful information is gathered
   • Review and finalise draft objectives in light of scoping parameters
3. Define data gathering approaches
   • Identify types of data required to inform objectives
   • Determine combinations of types of data to best inform objectives
   • Identify and evaluate suitable data gathering methods
   • Identify data sources
   • Quantify required data
   • Identify and evaluate suitable data processing methods
   • Make decisions on data types, combinations, gathering methods, sources, quantities and processing methods
4. Develop market research plan
   • Estimate resources and timelines required for market research projects
   • Determine feasibility of market research projects
   • Prepare market research plan for approval
   • Obtain approval to implement plan from appropriate personnel as required