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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Identify research needs.
   • Identify research needs based on organisational or situational analysis.
   • Develop and define research objectives in consultation with relevant colleagues and authorities.
2. Conduct research.
   • Select research and data collection methods according to objectives and available resources.
   • Evaluate the need for specialist assistance and obtain as required.
   • Identify and use appropriate information sources and technology to assist in the research process.
   • Conduct research within agreed timeframes and methodologies.
   • Identify and action the need for adjustments to the research process as required.
3. Analyse information.
   • Analyse and interpret data for key messages and information, using reliable methods of data analysis.
   • Ensure that assumptions and conclusions used in analyses are clear, justified, supported by evidence and consistent with research and organisational objectives.
4. Present and apply research results.
   • Present recommendations and issues in an appropriate format, style and structure using suitable organisational technology.
   • Use results to inform current activities and future planning.
   • Communicate research results to appropriate colleagues and external agencies with recommendations and observations.

Performance Evidence

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

identify and plan a tourism research project, based on an organisational or situational analysis that includes at least two of the following research objectives:

comparative analysis

competitor activity

customer preferences

distribution networks

hypothesis testing

identification of trends

industry pricing policies

visitation patterns

conduct above tourism research project, showing effective application of:

research and data collection methods

information from suitable range of sources, including as appropriate:

government agency websites and tools

industry associations

regional, state or territory, and federal tourism marketing agencies

reliable data analysis

research presentation techniques.

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Knowledge Evidence

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

role of research for different purposes in a tourism industry context:

product development and innovation

marketing

sales

research techniques and methodologies and their application to different industry situations

ethical research practices related to intellectual property, confidentiality and privacy

research and data collection methods, their features and suitability for different purposes:

desk-based research

electronic counters

evaluation of secondary data

interviews:

face-to-face

telephone

virtual

focus groups

information from other organisations

observation and listening:

questionnaires and surveys

methods of data analysis:

data sampling

feedback on results

peer review

review of previous research

statistical analysis

major tourism research bodies, types of research produced by those agencies and its value to different tourism operators

types of technology used in the conduct of research projects.

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