Required skills

financial skills to set and manage market research budgets

negotiation skills to gain approval for proposals from senior management

organisational and time management skills to develop complex market research plans including time lines and options

research and data collection skills to determine organisational market research requirements

Required knowledge

key provisions of relevant legislation from all forms of government codes of practice and national standards that may affect aspects of business operations such as

antidiscrimination legislation and principles of equal opportunity equity and diversity

ethical principles

marketing codes of practice and conduct such as the Australian Direct Marketing Association ADMA Direct Marketing Code of Practice

privacy laws

Trade Practices Act

market research principles and practices including

data processing methods and data analysis techniques

project design to meet given budgets and other resource constraints

design of samples

development and use of hypotheses

role of research in enterprise development

roles and uses of qualitative and quantitative research

use of survey instruments

project planning principles and practices including for

consultation and stakeholder involvement

development of time lines budgets and other implementation plans

gaining of approvals

needs analyses

scoping practices

statistical 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

identifying and defining market research requirements in an organisation

developing a documented market research plan describing the scope objectives time and budget for market research to be undertaken by an organisation

Context of and specific resources for assessment

Assessment must ensure

access to data and information records from previous marketing research activities

access to office equipment and resources

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

assessment of documented market research planning activity reports and plans

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

observation of communication with team members and senior management to refine market research planning activities

observation of presentations on market research plan

oral or written questioning

review of authenticated documents from the workplace or training environment

review of testimony from team members colleagues supervisors or managers

Guidance information for assessment

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

other marketing units

Relevant personnel may include:

Contribution of market research may include:

Enterprise planning and performance documentation may include:

Research needs may include:

Project scoping may include:

Types of data may include:

Data gathering methods may include:

Data processing methods may include:

Decisions may include:

Feasibility of market research projects may include: