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Evidence Guide: BSBMKG408B - Conduct market research

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBMKG408B - Conduct market research

What evidence can you provide to prove your understanding of each of the following citeria?

Conduct desk research to gather background market information

  1. Conduct initial desk research using appropriate sources to gather background market information
  2. Identify options for information collection and collation tools and methods
  3. Determine and seek approval for reporting formats for market research documentation
  4. Report initial research findings in approved formats in accordance with organisational procedures
Conduct initial desk research using appropriate sources to gather background market information

Completed
Date:

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Identify options for information collection and collation tools and methods

Completed
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Determine and seek approval for reporting formats for market research documentation

Completed
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Report initial research findings in approved formats in accordance with organisational procedures

Completed
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Develop research methodology and objectives

  1. Develop hypotheses and research objectives for market research
  2. Identify options for quantifying data
  3. Identify market research methodology and determine, develop, test and amend required survey tools
  4. Determine and test methods of data extraction, collation and analysis
Develop hypotheses and research objectives for market research

Completed
Date:

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Identify options for quantifying data

Completed
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Identify market research methodology and determine, develop, test and amend required survey tools

Completed
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Determine and test methods of data extraction, collation and analysis

Completed
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Recruit respondents

  1. Interpret market research plans to identify potential respondents and their requirements
  2. Identify respondents in line with research and organisational requirements
  3. Recruit respondents in line with the agreed research methodology and organisational requirements
Interpret market research plans to identify potential respondents and their requirements

Completed
Date:

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Identify respondents in line with research and organisational requirements

Completed
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Recruit respondents in line with the agreed research methodology and organisational requirements

Completed
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Gather data and information from respondents

  1. Prepare and arrange resources for data gathering
  2. Gather data and information using survey tools
  3. Record data and information gathered in approved formats, in accordance with organisational procedures
  4. Store and safeguard survey information and data in accordance with organisational procedures
Prepare and arrange resources for data gathering

Completed
Date:

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Gather data and information using survey tools

Completed
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Record data and information gathered in approved formats, in accordance with organisational procedures

Completed
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Store and safeguard survey information and data in accordance with organisational procedures

Completed
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Analyse research information

  1. Conduct checks on quality of data and information collected
  2. Select appropriate techniques to summarise data and information
  3. Design software files for entering data and information
  4. Process data using a method appropriate to research design
  5. Interpret and aggregate data and information including categorisation, to provide observations relevant to research objectives
Conduct checks on quality of data and information collected

Completed
Date:

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Select appropriate techniques to summarise data and information

Completed
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Design software files for entering data and information

Completed
Date:

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Process data using a method appropriate to research design

Completed
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Interpret and aggregate data and information including categorisation, to provide observations relevant to research objectives

Completed
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Prepare research reports

  1. Collate and assess findings for relevance and usefulness to research objectives
  2. Prepare research reports
  3. Communicate research findings to relevant personnel and stakeholders in accordance with organisational procedures
Collate and assess findings for relevance and usefulness to research objectives

Completed
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Prepare research reports

Completed
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Communicate research findings to relevant personnel and stakeholders in accordance with organisational procedures

Completed
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Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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:

developing and implementing a market research survey tool

accurately recording and securely storing survey data in accordance with organisational procedures

utilising a range of methodologies to analyse market research information

documenting market research activities and findings in a research report.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources including computer hardware and software

access to exemplar survey tools and recently used survey tools.

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:

analysis of responses to case studies and scenarios

analysis of survey tools

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

observation of data collection techniques

observation of presentations of market research results

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.

Required Skills and Knowledge

Required skills

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

information management skills to categorise, store and retrieve market research information

innovation and creativity skills to conceptualise, test and refine qualitative and quantitative questionnaires and other tools

literacy skills to prepare reports containing complex ideas

research and data collection skills to locate information sources, to design and analyse a market research strategy.

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:

anti-discrimination legislation and principles of equal opportunity, equity, and diversity

Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice

ethical principles

Free TV Australia Commercial Television Industry Code of Practice

privacy laws

marketing communications concepts and processes

market research principles and practices including:

data processing methods and data analysis techniques

design of samples

development and use of hypotheses

research reporting formats

roles and uses of qualitative and quantitative research

use of survey instruments

requirements of house or other style manuals or protocols for written communication.

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.

Appropriate sources of background market information may include:

published (including on the internet) data and information from:

articles and advertisements

business advisors

clients and suppliers

conferences

government bodies

industry associations and trade media

other research projects

reports from trade or professional associations annual reports

reports to regulatory or funding bodies

speeches

enterprise information such as:

sales data

attendance figures

Information collection and collation tools and methods may include:

forms for recording information sources reviewed

procedures for abstracting key information and citing sources

rules for including or not including information and data reviewed

Reporting formats may include:

prose reports

verbal presentations

visual aids, such as:

charts

photographs

tables

Market research methodologies may include:

brand equity research

brand name testing

concept testing

consumer decision process research

depth interviews

descriptive techniques

experimental techniques

focus groups

mystery shopping

observational techniques

projective techniques

qualitative research

quantitative research

random sampling

Survey tools may include:

handouts

one-on-one discussions

overhead transparencies

questionnaires

small group discussions

Potential respondents may include:

current, past or potential clients

key stakeholders

persons identified from lists or directories

staff

Research and organisational requirements may include:

legal requirements

need for respondent to meet demographic or psychographic criteria

need for respondent to represent an organisation, have specific expertise or knowledge, or meet other criteria

quality assurance policy and procedures

requirements for statistical validity in sampling

Resources for data gathering may include:

appropriate venues and rooms

organisation of tables, chairs, audio and visual equipment, refreshments

audio-visual recording and display devices

telecommunications equipment and facilities

Checks may include:

ensuring data is:

a true record of interview

accurate

adequately expressed

authentic

complete

not fabricated

ensuring others collecting data and information have studied and understood instructions

keeping records on data sources, copyright and privacy information

rejecting inadequate data and resurveying to overcome gaps

reporting to senior personnel on issues and problems in data collection

where required, verifying records of interview with respondents

Appropriate techniques to summarise data may include:

charts and tables

coefficient of variation

mean

median

mode

percentile

prose commentary

range

standard deviation

statistical detailed analysis

statistical overview

variance

Software files may include:

databases with specified forms and fields

spreadsheets with specified axes

word processing programs with specified heading structures, text and table formats

Interpreting and aggregating data and information may include:

development of further hypotheses based on initial processing of raw data, and statistical tests of these hypotheses

bringing together data or datasets

statistical analysis of raw data using general or specialist software

Categorisation may include:

creation of a preliminary report table of contents with headings and subheadings under which data and information could be organised

data tabulation in a format appropriate for the type of analysis to be performed

development of basic market segmentation categories by demographic or psychographic characteristics

Research reports may include:

detailed data analysis

explanation of methodology

key observations and findings

key summaries of data

recommendation and implementation issues

recommendations for future research

references, citations and other correct acknowledgement for all non-original material