Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

CUEMAR02C Mapping and Delivery Guide
Undertake market research

Version 1.0
Issue Date: April 2024


Qualification -
Unit of Competency CUEMAR02C - Undertake market research
Description This unit describes the skills and knowledge to conduct formal market research. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application Senior personnel or managers would generally apply the skills and knowledge outlined in this unit. In this role. they need a sound knowledge of different research methodologies and how to apply them to meet their organisation's market research needs. This unit has linkages to a range of other marketing and planning units, and combined assessment and or training with those units may be appropriate, eg:SITXMPR005A Develop and manage marketing strategiesSITXMPR001A Coordinate the production of brochures and marketing materials.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites
Competency Field Business development - marketing
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Plan market research
  • Identify specific research needs based on current business focus and the needs of the organisation
  • Develop objectives for the research in consultation with the relevant personnel
  • Identify research methods and select the most appropriate method in accordance with research objectives, organisational policies and procedures and resource constraints
  • Obtain approval to undertake market research from the relevant personnel as required
  • Document planning process in accordance with organisational procedures
       
Element: Conduct research
  • Obtain data using selected research method(s).
  • Identify the need for, and obtain, specialist assistance where appropriate
  • Identify the need for, and use, appropriate technology to assist in the research process
  • Conduct research within agreed timeframes and in accordance with agreed method
  • Document research in accordance with organisational procedures
  • Identify the need for, and make adjustments to, the research process when required
       
Element: Analyse research findings
  • Analyse data and identify and interpret key issues resulting from the research
  • Store data in accordance with organisational procedures
  • Use results to inform current activities and future planning
  • Present results of the research to relevant personnel with relevant recommendations and observations
  • File results of research in accordance with organisational policies and procedures
       


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

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

The following evidence is critical to the judgement of competence in this unit:

conduct of research using appropriate techniques, methodologies and reporting

knowledge of a range of research techniques and methodologies.

Context of and specific resources for assessment

The assessment context must provide for:

practical demonstration of skills through the conduct of research for a specific project

interaction with others to reflect the consultative aspects of the unit.

Method of assessment

Assessment may incorporate a range of methods to assess performance and the application of essential underpinning knowledge, and might include:

research project and report for an organisation, event or project

case studies to assess ability to apply methodologies to different situations

oral or written questioning to assess knowledge of research methodologies and sources of data

review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate.

Assessment methods should closely reflect workplace demands and the needs of particular groups (e.g. people with disabilities, and people who may have literacy or numeracy difficulties such as speakers of languages other than English, remote communities and those with interrupted schooling).

Guidance information for assessment

Assessment of this unit requires access to:

current industry research data.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

Required skills

typical research methodologies and the ways in which they are used within the relevant industry sector

report writing for the presentation of research data

Required knowledge

role of research within the relevant industry sector and major research bodies

sources of research data within the relevant industry sector

types of technology use for research

methods of collating and analysing quantitative and qualitative data

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.

Specific research needs may include:

research on competition, e.g. measuring awareness, identifying key competitors and their strengths, identifying frequency of use of competitors' products and services, comparing consumer attitudes to an organisation's services and those of competitors

research on consumers, e.g. identifying existing, potential or lapsed consumers, developing detailed consumer profiles, identifying changes in attitudes and behaviour patterns

research on place, e.g. identifying attitudes towards location, identifying demand for products or services at other locations, identifying cooperative opportunities for distribution of information or services

research on pricing, e.g. identifying attitudes towards prices, identifying costs, testing alternative pricing strategies

research on products and services, e.g. measuring attitudes towards existing products or services, identifying potential new products or services or ones which may be at the end of their life cycle, evaluating competitors' products, evaluating consumer attitudes towards presentation and packaging

research on promotion, e.g. testing and comparing different media options, testing alternative messages, measuring advertising and promotion effectiveness

Relevant personnel may include:

cooperative partners

management

other colleagues

other marketing personnel

Research methods may include:

primary market research, including telephone interviews, postal surveys, focus groups, personal interviews and omnibus surveys

secondary market research such as information already available within the organisation, e.g. sales figures, attendance figures, details on the type of tickets sold, government reports, other information sources such as conference papers, speeches, reports to regulatory or funding bodies, reports from trade or professional associations, annual reports, articles, advertisements, research projects, internet

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Identify specific research needs based on current business focus and the needs of the organisation 
Develop objectives for the research in consultation with the relevant personnel 
Identify research methods and select the most appropriate method in accordance with research objectives, organisational policies and procedures and resource constraints 
Obtain approval to undertake market research from the relevant personnel as required 
Document planning process in accordance with organisational procedures 
Obtain data using selected research method(s). 
Identify the need for, and obtain, specialist assistance where appropriate 
Identify the need for, and use, appropriate technology to assist in the research process 
Conduct research within agreed timeframes and in accordance with agreed method 
Document research in accordance with organisational procedures 
Identify the need for, and make adjustments to, the research process when required 
Analyse data and identify and interpret key issues resulting from the research 
Store data in accordance with organisational procedures 
Use results to inform current activities and future planning 
Present results of the research to relevant personnel with relevant recommendations and observations 
File results of research in accordance with organisational policies and procedures 

Forms

Assessment Cover Sheet

CUEMAR02C - Undertake market research
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:

Assessment Record Sheet

CUEMAR02C - Undertake market research

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: