Application
This unit describes the skills and knowledge required to plan market research by identifying market research needs, defining market research objectives, identifying data gathering approaches and developing a market research plan.
It applies to individuals in a non-market research organisation who conduct market research planning at a managerial level.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Identify market research needs | 1.1 Communicate role of market research in enterprise operations to relevant personnel 1.2 Identify contribution of market research to enterprise activity 1.3 Analyse enterprise planning and performance documentation to determine research needs 1.4 Consult relevant personnel to determine research needs 1.5 Develop statement of market research needs |
2. Define market research objectives | 2.1 Draft research objectives 2.2 Undertake preliminary project scoping 2.3 Consult with relevant personnel on draft research objectives to ensure relevant and useful information is gathered 2.4 Review and finalise draft objectives in light of scoping parameters |
3. Define data gathering approaches | 3.1 Identify types of data required to inform objectives 3.2 Determine combinations of types of data to best inform objectives 3.3 Identify and evaluate suitable data gathering methods 3.4 Identify data sources 3.5 Quantify required data 3.6 Identify and evaluate suitable data processing methods 3.7 Make decisions on data types, combinations, gathering methods, sources, quantities and processing methods |
4. Develop market research plan | 4.1 Estimate resources and timelines required for market research projects 4.2 Determine feasibility of market research projects 4.3 Prepare market research plan for approval 4.4 Obtain approval to implement plan from appropriate personnel as required |
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.2, 1.3, 2.2, 2.4, 3.1, 3.3, 3.4 | Evaluates and interprets information from a range of sources and determines requirements |
Writing | 1.5, 2.1, 2.4, 4.3 | Integrates information from a number of sources to develop material supporting purposes of documentation, using suitable grammatical structure and clear, logical language |
Oral Communication | 1.1, 1.4, 2.3, 4.4 | Participates in a variety of spoken exchanges using suitable language and non-verbal features Elicits views and opinions of others using active listening and questioning |
Numeracy | 3.5, 4.1 | Interprets numerical data and makes basic calculations to determine required resources and workplace scheduling, and to quantify data |
Interact with others | 1.1, 1.4, 2.3, 4.4 | Recognises importance of taking audience, purpose and contextual factors into account when making decisions about what to communicate with whom, why and how |
Get the work done | 1.3, 2.2, 2.4, 3.1-3.4, 3.6, 3.7, 4.2 | Develops plans and uses effective organisational and time-management skills to complete tasks with an awareness of how they may contribute to longer-term operational and strategic goals In more complex, non-routine situations, uses a formal decision-making process with support, setting or clarifying goals, gathering information and identifying and evaluating several choices against a limited set of criteria Understands and explicitly applies some basic principles of analytical and lateral thinking Recognises and takes responsibility for addressing predictable and some less predictable problems in familiar work contexts |
Sectors
Business Development – Marketing