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Elements and Performance Criteria

  1. Prepare market research plans for implementation
  2. Engage external consultants or service providers
  3. Manage market research activity
  4. Evaluate research processes and findings

Required Skills

Required skills

communication and interpersonal skills to establish rapport and build relationships with clients and external contractors and to liaise with stakeholders

creativity and innovation skills to design market research project plan

information management skills to collate and extract relevant findings from information collected

management skills to monitor work plans

problemsolving skills to deal with complex planning and implementation

leadership and teamwork skills to manage others within the organisation and external contractors conducting market research activity

Required knowledge

principles and practices of market research including

data processing methods and data analysis techniques

project design to meet given budgets and other resource constraints

qualitative and quantitative research

design of samples

development and application of hypotheses

role of research in enterprise development

use of survey instruments

project management principles and practices including for

consultation and stakeholder involvement

development of policies and procedures

methods of action to ensure performance

monitoring of time lines budgets and other implementation plans

organisational procedures for engagement of consultants

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

confidentiality requirements

copyright laws

defamation laws

privacy laws

sweepstakes regulations

Trade Practices Act

economic social and industry directions trends and practices organisational structures roles responsibilities and policies industry product and service knowledge

Evidence Required

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

preparing at least one market research plan

developing specifications for research components outsourced to external consultants as appropriate

managing market research activities in accordance with organisational market research policy and procedures

evaluating research processes and findings against relevant market research project plan and work plans

preparing and presenting a report on market research findings

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 previous market research plans and exemplars of market research project specifications

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 written reports evaluating market research activities

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

observation of presentations

oral or written questioning to assess knowledge and understanding

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


Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Research policies and procedures may include:

measures taken to ensure quality of data and to set validity and reliability requirements

occupational health and safety procedures, practices, policies and precautions

opportunities for involvement of enterprise staff and other stakeholders

performance indicators, targets and specifications

privacy and confidentiality guidelines, and ethical considerations

procedures to accurately document findings and to ensure accuracy is being attained

relevant national, state and local legislation

Finalisation may include:

additional detail on any matter of operations that was not required for approved plans but is required for action by researchers or other relevant personnel

Processes to obtain required resources may involve:

liaison and negotiation with key stakeholders

organisational procedures and requirements for obtaining resources

written and oral submissions for resources

Monitoring work plan activity may include:

amending work plan if necessary

documenting what is required of researchers, by when and with what resources

conducting meetings, briefings or providing direct supervision

providing opportunities for feedback, support, advice and debriefing for research workers

developing and implementing procedures for regular reviews of progress

Stakeholders may include:

Board

chief executive officer

management committee

marketing personnel

other managers

owners

production staff

senior management team

supervisors

team members