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Evidence Guide: BSBMKG506B - Plan 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!

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BSBMKG506B - Plan market research

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

Identify market research needs

  1. Communicate role of market research in enterprise operations to relevant personnel
  2. Identify contribution of market research to enterprise activity
  3. Analyse enterprise planning and performance documentation to determine research needs
  4. Consult relevant personnel to determine research needs
  5. Develop statement of market research needs
Communicate role of market research in enterprise operations to relevant personnel

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify contribution of market research to enterprise activity

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse enterprise planning and performance documentation to determine research needs

Completed
Date:

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Consult relevant personnel to determine research needs

Completed
Date:

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Develop statement of market research needs

Completed
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Define market research objectives

  1. Draft research objectives
  2. Undertake preliminary project scoping
  3. Consult with relevant personnel on draft research objectives to ensure relevant and useful information is gathered
  4. Review and finalise draft objectives in light of scoping parameters
Draft research objectives

Completed
Date:

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Undertake preliminary project scoping

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consult with relevant personnel on draft research objectives to ensure relevant and useful information is gathered

Completed
Date:

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Review and finalise draft objectives in light of scoping parameters

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Define data gathering approaches

  1. Identify types of data required to inform objectives
  2. Determine combinations of types of data to best inform objectives
  3. Identify and evaluate suitable data gathering methods
  4. Identify data sources
  5. Quantify required data
  6. Identify and evaluate suitable data processing methods
  7. Make decisions in relation to data types, combinations, gathering methods, sources, quantities and processing methods
Identify types of data required to inform objectives

Completed
Date:

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Determine combinations of types of data to best inform objectives

Completed
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Identify and evaluate suitable data gathering methods

Completed
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Identify data sources

Completed
Date:

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Quantify required data

Completed
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Identify and evaluate suitable data processing methods

Completed
Date:

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Make decisions in relation to data types, combinations, gathering methods, sources, quantities and processing methods

Completed
Date:

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Develop market research plan

  1. Estimate resources and time lines required for market research projects
  2. Determine feasibility of market research projects
  3. Prepare market research plan for approval
  4. Obtain approval to implement plan from appropriate personnel as required
Estimate resources and time lines required for market research projects

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine feasibility of market research projects

Completed
Date:

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Prepare market research plan for approval

Completed
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Obtain approval to implement plan from appropriate personnel as required

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:

identifying and defining market research requirements in an organisation

developing a documented market research plan describing the scope, objectives, time and budget for market research to be undertaken by an organisation.

Context of and specific resources for assessment

Assessment must ensure:

access to data and information records from previous marketing research activities

access to office equipment and resources.

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 documented market research planning activity reports and plans

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

observation of communication with team members and senior management to refine market research planning activities

observation of presentations on market research plan

oral or written questioning

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

financial skills to set and manage market research budgets

negotiation skills to gain approval for proposals from senior management

organisational and time management skills to develop complex market research plans including time lines and options

research and data collection skills to determine organisational market research requirements.

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

ethical principles

marketing codes of practice and conduct such as the Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice

privacy laws

Trade Practices Act

market research principles and practices including:

data processing methods and data analysis techniques

project design to meet given budgets and other resource constraints

design of samples

development and use of hypotheses

role of research in enterprise development

roles and uses of qualitative and quantitative research

use of survey instruments

project planning principles and practices including for:

consultation and stakeholder involvement

development of time lines, budgets and other implementation plans

gaining of approvals

needs analyses

scoping practices

statistical methods and techniques.

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.

Relevant personnel may include:

clients

customers

enterprise owners

managers

supervisors

suppliers

Contribution of market research may include:

best practice

information about competitors, clients, stakeholders

information to enable predictions for:

marketing

policy making

service development and delivery

strategic planning

Enterprise planning and performance documentation may include:

correspondence

financial reports

information about sales and sales force performance

internal reports

Research needs may include:

research on competition:

comparing consumer attitudes to an organisation's services and those of competitors

identifying frequency of use of competitors' products and services

identifying key competitors and their strengths

measuring awareness

research on consumers:

developing detailed consumer profiles

identifying changes in attitudes and behaviour patterns

identifying existing, potential or lapsed consumers

research on place:

identifying attitudes towards location

identifying cooperative opportunities for distribution of information or services

identifying demand for products or services at other locations

research on pricing:

identifying attitudes towards prices

identifying costs

testing alternative pricing strategies

research on products and services:

evaluating competitors' products

evaluating consumer attitudes towards presentation and packaging

identifying potential new products or services or ones which may be at the end of their life cycle

measuring attitudes towards existing products or services

research on promotion:

measuring advertising and promotion effectiveness

testing alternative messages

testing and comparing different media options

Project scoping may include:

human, financial and physical resources required and available

need for external market research assistance

possible research locations

possible research methodologies

possible sample size and nature of sample

time required and available to conduct research

Types of data may include:

formal or informal comments and other feedback from client, customers, staff and others

government statistics

industry planning information

qualitative data

quantitative data

sales figures

Data gathering methods may include:

case study investigation

focus groups

literature searches

mail surveys

one-on-one interviews in person or by telephone

personal observation of performance

structured or informal small group discussions

supervised or unsupervised completion of questionnaires or other survey tools by respondents

use of questionnaires and other tools by staff to record data about enterprise activities

Data processing methods may include:

data processing service experts

manual or personal methods

packaged analysis routines or programs

specialist software packages

Decisions may include:

choices achievable with available resources, and costs and benefits of choices

choices consistent with organisational policies and procedures

choices that will best satisfy the research objectives

Feasibility of market research projects may include:

likely ease of implementing the recommendations

quality and credibility of the methodology

ultimate usefulness of the research

whether similarly valid results can be obtained by other means