BSBMKG506 Plan market research( prof. Xavier)

Student Assessment Guide

BSBMKG506 Plan Market Research

Version 3.0

October 2016

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Table of Contents Assessment Information 1

Assessment Event 1 – Knowledge Questions 2

Question 1 2

Question 2 2

Question 3 2

Question 4 2

Question 5 2

Question 6 2

Question 7 3

Question 8 3

Question 9 3

Question 10 3

Question 11 3

Question 12 3

Question 13 4

Question 14 4

Question 15 4

Assessment Event 2: FitLife Simulation 5

Task 1: Identify Market Research Needs 5 1.1 Review and describe the current performance of the organisation 5 1.2 Identify and list the organisations growth opportunities 5 1.3 Identify an organisational need that may require market research 5

Task 2: Consult with Key Stakeholders on Market Research Needs 6 2.1 Present the current performance and direction of the organisation 6 2.2 Table the current performance of market research in the organisation 6 2.3 Describe the role of marketing research in an organisation 6 2.4 Develop statement of market research opportunities 6

Task 3: Define Market Research Objectives 7 3.1 Develop a market research objective(s) 7 3.2 Develop a scoping document for this objective 7 3.3 Consult with stakeholders on draft objectives and scope and seek feedback 7 3.4 Review this feedback and finalise market research objective 7

Task 4: Define Data Gathering Approaches 8 4.1 Identify the research questions 8 4.2 Identify types of data required 8 4.3 Identify data collection methods 9 4.4 Identify data sources 10 4.5 Quantify required data 10 4.6 Identify and evaluate suitable data processing methods 10

Task 5: Develop Market Research Plan 11 5.1 Estimate the resources and timelines required 11 5.2 Undertake a feasibility analysis 12 5.3 Submit the market research plan to a key stakeholder for approval 12

Appendix A: FitLife Simulation 13

FitLife Simulation Background 13

Simulation Phases 13

Your Role in the Simulation 13 Phase 1: 13 Phase 2: 14 Phase 3: 14

Assessment Conditions for the Observation 15

Appendix B: Observation Check Sheet 16

BSBMKG506 Student Assessment Guide v3.0 Page 1

Assessment Information

Welcome to your Student Assessment Guide for BSBMKG506 Plan Market Research. This Guide provides you with

information on the assessment particularly what you have to do and to what level of performance.

This assessment has the following two events:

Assessment Event 1 – Knowledge Questions

There are fifteen questions that will provide us with evidence of your general knowledge of your understanding of

tools, documents, processes and legislative context in relation to market research planning.

This assessment is completed in your own time and by a submission date provided by your Assessor. You may use

support material in the development of your responses, but you must indicate the source. In addition, you must not

‘cut and paste’ content from your source, rather, use your words, unless it is a direct quote.

Assessment Event 2 – Simulation: Fit Life

You will complete a number of tasks that will provide us with evidence of your skills with producing a market

research plan. These tasks will be based on your role of Market Research Officer in a simulation with an organisation

that is wanting to get marketing information on the level of potential demand with setting up in new location.

To complete the Simulation, you will need to refer to the following resources:

Fit Life Strategic Review A consultant’s report on the industry trends and opportunities based on the strengths

and weaknesses of the organisation.

Project Scope Template The scoping document that provides the direction for your market research.

Remember, you do not type your responses in this Student Assessment Guide, but use the Student Assessment

Workbook, which is a separate document. This document is simply a guide to explain what you are required to do, and

by doing so, this will assist you to perform at your best.

Please note that your responses for both assessment events can (where appropriate) use dot point format. See below

for an example of a dot point response and a full sentence response.

Dot point format Presentation Plan includes the following:

 outcomes

 needs of the audience

 context.

Full sentence format When you are preparing for a Presentation, there are a number of tasks that must be

carried out. These are; listing the outcomes that you want to achieve, followed by the

identification of the needs of your audience. When you have completed these two tasks,

you then check on the room you will be conducting the simulation in etc.

Performance required

 complete all of the questions and tasks listed in the Student Assessment Workbook

 meet all the requirements listed in this Student Assessment Guide

 your responses to the questions and tasks must be relevant, accurate and specific

 submit your completed Student Assessment Workbook to your Assessor within the set timeframes

 your work must be in your own words

 where you use an external source of information, you must provide citation.

Please be aware that your Assessor is here to provide you with the necessary support throughout the assessment

process. If you have questions, then contact them for guidance.

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Assessment Event 1 – Knowledge Questions

These questions are theoretical and provide evidence of your understanding of tools, documents, processes, and

legislative context in relation to market research planning.

Each question includes the requirements which indicate what you have to do and the depth of your response to

achieve a satisfactory result.

Question 1

Describe reasons why market research is important to an organisation.

R 1. provide a minimum of two reasons

R 2. word count is approximately 40 words per reason.

Question 2

List factors that you would need to consider when determining the market research requirements of an organisation.

R 1. provide a minimum of five factors

R 2. word count is approximately 15 words per factor.

Question 3

List stakeholders and why you would consult these people, in defining the market research needs of the organisation.

R 1. provide a minimum of three stakeholders

R 2. word count is approximately 20 words per stakeholder

Question 4

List and describe key provisions of relevant legislation that impacts on the market research processes within an

organisation. With each, include why this is relevant to market research.

R 1. provide a minimum of four key legislations

R 2. word count is approximately 50 words per legislation.

Question 5

Define what is a research objective.

R 1. provide a minimum of two key points to the definition

R 2. word count is approximately 40 words in total

Question 6

Discuss what is meant by a hypothesis.

R 1. provide a minimum of two key points to the definition

R 2. word count is approximately 40 words in total

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Question 7

Using the table format below, list methods of data collection. For each method, list a strength and a limitation of each

method.

R 1. provide five methods

R 2. word count is approximately 15 words for each method.

Method Strengths Limitation

 

 

 

 



Question 8

List qualities of a valid sample.

R 1. provide a minimum of three qualities

R 2. word count is approximately 20 words in total.

Question 9

Describe data analysis techniques that are used to interpret a dataset.

R1. identify two qualitative data analysis techniques

R2. identify two quantitative data analysis techniques

R3. describe the typical process involved in each technique

R4. provide an example of how each technique can be used in a real-life setting

R5. word count is approximately 30 words per description.

Question 10

Describe reasons why it is important to gain approval from key stakeholders.

R 1. provide a minimum of two reasons

R 2. word count is approximately 40 words in total.

Question 11

List items a proposal should contain and why.

R 1. provide a minimum of five items

R 2. word count is approximately 40 words in total.

Question 12

List items that should be included in a scoping document, then provide your rationale.

R 1. provide a minimum of five items

R 2. word count is approximately 100 words in total.

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Question 13

Describe factors that would need to be considered when determining the feasibility of a market research project.

R 1. provide a minimum of four factors

R 2. word count is approximately 40 words per factor.

Question 14

List key areas that need to be monitored with any market research implementation, then include in each area why it

is important to monitor.

R 1. provide a minimum of two areas

R 2. word count is approximately 30 words per area.

Question 15

In the table below, list advantages and limitations of quantitative research and qualitative research.

R 1. provide a minimum of three advantages with each method

R 2. provide a minimum of three disadvantages with each method

R 3. word count is approximately 60 words for each method.

Method Advantages Limitations

Qualitative  

 

 

Quantitative  

 

 

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Assessment Event 2: Fit Life Simulation

In this assessment, you will undertake a number of tasks associated with developing a market research plan for a

fitness company, Fit Life. The focus is on planning and producing a Market Research Plan for estimating the usage of

products and services of a new centre in approximate location to the College where the student is completing their

course.

Fitlife. In this simulation, you will perform the following actions:

 identify market research needs

 define market research objectives

 define data gathering approaches

 develop a market research plan.

Please ensure that you familiarise yourself with this set of requirements that underpin this simulation. This includes

understanding the background of the simulation and the criteria you will be assessed on. These are located in the

Appendix of this document.

Task 1: Identify Market Research Needs

In this task, you will analyse the relevant data given in the Strategic Review document and then identify market

research opportunities.

1.1 Review and describe the current performance of the organisation

R 1. list, then describe one operational performance with Fit Life

R 2. it must be in your own words and not a "cut and paste"

R 3. It is approximately 30 words in length

1.2 Identify and list the organisations growth opportunities

R 1. list then describe two opportunities arising from the current situation with Fit Life

R 2. each opportunity must be related to new markets:

 through new centers

 through new products/services

 increased market share in current markets through new users

 increased usage with current users

R 3. each opportunity must be in your own words and not a "cut and paste"

R 4. each opportunity is approx. 30 words in length.

1.3 Identify an organisational need that may require market research

R 1. select one issue from the strategic review that requires further market research

R 2. describe why you selected the preferred opportunity

R 3. provide a minimum of two reasons

R 4. this opportunity is approx. 40 words.

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Task 2: Consult with Key Stakeholders on Market Research Needs

In this task, you will plan and deliver an interactive workshop with key stakeholders of the organisation to finalise an

area to undertake market research.

2.1 Present the current performance and direction of the organisation

R 1. prepare and present to two Fit Life stakeholders the current performance:

 in terms of sales

 and market share

R 2. Prepare and present the planned direction for the organisation:

 strengths weaknesses of the organisation

 opportunities and threats of the market

 marketing goals

R 3. for additional requirements, refer to the Observation Check Sheet in Appendix B

R 4. the duration of this part of the interactive session is 15 minutes.

2.2 Table the current performance of market research in the organisation

R 1. describe the role market research has played in Fit Life operations

R 2. include two limitations to the way market research has been conducted in the past

R 3. for additional requirements, refer to the Observation Check Sheet in Appendix B

R 4. the duration of this part of the interactive session is 15 minutes

2.3 Describe the role of marketing research in an organisation

R 1. include in your presentation above, material on the benefits of using a sound market research approach in Fit Life

(refer to subtask 1.1)

R 2. these benefits list and explain three advantages on using a more thorough marketing research approach in Fit Life

R 3. the benefits contain a minimum of three PowerPoint Slides

R 4. these slides have a professional appearance

R 5. for additional requirements, refer to the Observation Check Sheet in Appendix B

R 6. the duration for this part of the session is 15 minutes.

2.4 Develop statement of market research opportunities

R 1. review your notes from the presentation and finalise a preferred market opportunity:

 ask a minimum of three questions to elicit responses from the stakeholders

 you will note this feedback so that you can use this information to complete tasks that follow

R 2. send an email to the Marketing Manager (on this occasion it is your assessor) that describes the marketing

opportunity and a summary of the type of market research that is needed to achieve outcomes

R 3. this email is approximately 50 words and included a brief overview of the approach they would take with this

marketing research

R 4. this email requests approval to proceed from the Manager:

 they will respond to your email request within 48 hours of receipt

 they will provide you with feedback on your request and give you any comment that requires you to adjust

your project

 they will then endorse the project ready for the next phase.

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Task 3: Define Market Research Objectives

In this task, you will develop a project objective through consultation with the stakeholders of the organisation.

3.1 Develop a market research objective(s)

R 1. write an objective(s) that is:

 specific

 measurable

 relevant

 achievable

 timeframed

R 2. word count is not critical.

3.2 Develop a scoping document for this objective

R 1. complete the Project Scope template provided (see separate attachment provided)

R 2. word count is approx. 200 words.

3.3 Consult with stakeholders on draft objectives and scope and seek feedback

R 1. send email to Marketing Manager requesting feedback on scope document:

 include scoping document

 provide a clear message in the email

 include a request for feedback

R 2. word count is not critical.

3.4 Review this feedback and finalise market research objective

R 1. ensure response was received from Marketing Manager:

 this response is within 48 hours of receipt of their email

 incorporate any feedback to scope

R 2. word count is not critical as it is dependent on feedback given.

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Task 4: Define Data Gathering Approaches

In this task, you will plan the market research project to achieve the objective as follows:

4.1 Identify the research questions

R 1. develop a minimum of eight research questions

R 2. each question aligns to the objective

R 3. each question is specific and measurable

R 4. each question does not duplicate each other

R 5. word count is not critical.

4.2 Identify types of data required

R 1. for each research question, list what type of data it will use

R 2. for each research question, list what type of research will provide this data and information

R 3. word count is not critical.

Research questions Types of data required

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4.3 Identify data collection methods

R 1. list a combination of data collection methods

R 2. provide three strengths of these methods

R 3. provide three limitations of these methods

R 4. word count is not critical.

Research questions Types of data required Data collection methods

Method Strengths Limitation

 

 

 

 

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4.4 Identify data sources

R 1. list a minimum of two sources of secondary data

R 2. list two primary data instruments

R 3. with this list, explain why these were selected

R 4. word count is approx. 150 words in total.

Research questions Data collection methods Sources of data and information

rationale

4.5 Quantify required data

R 1. identify sample size for the targeted group

R 2. explain why you calculated this size

R 3. word count is approx. 50 words.

4.6 Identify and evaluate suitable data processing methods

R 1. identify three data processing methods

R 2. provide three strengths of each method

R 3. provide three limitations of each method

R 4. make a decision on the most appropriate method providing with a rationale

R 5. word count is approx. 250 words.

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Task 5: Develop Market Research Plan

In this task, you will develop a plan in readiness for the implementation of the market research project. This will require

the following:

5.1 Estimate the resources and timelines required

R 1. list the critical resources required

R 2. these resources must be appropriate to the action

R 3. include a timeline

R 4. this timeline must be achievable

R 5. word count is not critical

Research question

Target group Research method

Information source

Survey questions

Resources Timeline

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5.2 Undertake a feasibility analysis

R 1. list a minimum of five issues that are critical to the success of the project

R 2. with each issue state what the likelihood and impact could be with each

R 3. with each issue develop an appropriate strategy to manage the issue

R 4. each strategy must be relevant to the issue

R 5. word count for the strategy is approx. 20 words each.

5.3 Submit the market research plan to a key stakeholder for approval

R 1. send an email to your Marketing Manager:

 request feedback on your market research plan

 ensure response is received from your manager within 48 hours

 attach response to your Student Assessment Workbook

 adjust your plan based on feedback received

R 2. submit revised plan

R 3. word count is not critical.

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Appendix A: Fit Life Simulation

Fit Life Simulation Background

Fit Life is an privately owned Australian health club chain with 70 health clubs and 182,000 active members across

Australia. With a Head Office in North Sydney, Fit Life is one of the market leaders in sport and fitness with a range of

products and services at the high of the market. All centre’s offer:

 Gym for weightlifting and cardio

 Classes (Pilates, Yoga, BodyPump, Cycle, BodyAttack, Full Body Lift, and FatBurner, Cycle spin).

Fit Life is intent on furthering its competitive edge in the marketplace by developing new centres in new locations and

new products and services within its centres. Currently Fit Life does not have a marketing department and instead

outsources all its marketing initiatives to an established and recognised provider. However, the organisation has not

been satisfied with the quality of recent consultants work, particularly the Strategic Review for 2015- 2020. In addition,

they are needing more flexibility in terms of currency. Most consultant reports have extended completion dates that

make the company less able to respond to changes in the market place. As a result, they are now intent on setting up

a marketing department that will run internal market research initiatives. In particular, they would like to commence

with a framework for undertaking quality marketing research. Fit Life would like to use this Fit Life strategic review

and proposed objectives as the case study for developing a market research set of procedures. They believe the

expansion of the product range requires more thorough market research before the company invests resources into

the development of an array of new products and services.

They have requested that Market Research Officers with an interest in market research develop a market research

plan for a centre in a new location. They believe it would be an excellent case study for showing the organisation how

to undertake market research. With this framework, Fit Life can use it not only in their new marketing department,

but for any part of the organisation that needs to undertake research.

Simulation Phases

This simulation is divided into the following phases:

Phase 1: identification, analysis of current performance of organisation and of marketing research.

Phase 2: meeting with stakeholders to determine market research needs.

Phase 3: development of a Market Research Plan.

Your Role in the Simulation

You will be the Market Research Officer of Fit life in the simulation. Your roles and responsibilities in the simulation

are as follows:

Phase 1:

Phase 1 occurs from Task 1.1 to Task 1.3. In Phase 1 your main duties in the organisation are as follows:

 review the Strategic Review

 Identify current performance both operations and market research

 prepare for interactive session with stakeholders.

BSBMKG506 Student Assessment Guide v3.0 Page 14

Phase 2:

Phase 2 occurs in Tasks 2.1 to Task 2.3.

This simulation will have a duration of 45 minutes where you will interact with two stakeholders as the Marketing

Research Officer of Fit Life. Note that your Assessor will not play a role in this observation activity as they will be

observing your interaction with the stakeholders and documenting evidence in the Observation Check Sheet(s)

provided in Appendix B.

In Phase 2 your main duties in the organisation are as follows:

 communicate role of Market Research to the organisation

 analyse and communicate the current performance of the organisation and marketing research

 consult and identify research needs.

Phase 3:

Phase 3 occurs from Task 3.1 to Task 5.3. In Phase 3 your main duties in the organisation are as follows:

 define data gathering approaches

 develop market research plan.

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Assessment Conditions for the Observation

The information in this section outlines the assessment conditions for the Observation which occurs in Task 2.1 to Task

2.3 and involves your interaction with two stakeholders.

Before the Observation:

 you must ensure that you have read and understood any documents required to undertake the Observation

 you must ensure that you have read and understood all performance requirements listed under each task

 you must ensure that you have read the requirements listed in the Observation Check Sheet as your performance

will be judged based on these criteria (see Appendix B)

 your Assessor will inform you of the date of your Observation.

During the Observation:

 you will be interacting with the HR manager and manager of products and services

 it has a total duration of 30 - 45 minutes

 other students will not be observers during the session as this will give them an unfair advantage

 these stakeholders will be role played by staff from the RTO or other externals

 your Assessor will brief them on your topic so that they can carry out their actions in an appropriate manner

 you cannot refer to the Observation Check Sheet while undertaking the Observation

 your Assessor will:

- observe you individually based on the criteria in the Observation Check Sheet(s)

- document their observations in detail on the Observation Check Sheet

- provide extensive written feedback

- ensure that the session will be free from distractions

 you must comply with WHS requirements

 you must demonstrate all the criteria in the Observation Check Sheet(s) to achieve a satisfactory result for the

Observation.

If you are not successful, after the observation, the Assessor will:

 provide written feedback on the Observation Check Sheet(s) explaining their justification in detail

 communicate this feedback to you

 arrange another suitable time to observe your second attempt

BSBMKG506 Student Assessment Guide v3.0 Page 16

Appendix B: Observation Check Sheet

We have provided the Observation Check Sheet(s) for you to prepare for your assessment with the Assessor.

Remember, you will not be able to use this Check Sheet(s) during this session. However, we recommend you use this

as a planning tool so that you are fully prepared for the observation.

Note that you must demonstrate all the criteria listed in the following Observation Check Sheet(s) to be deemed

satisfactory.

Performance requirements:

 welcomes participants:

- friendly

- introduces each other

- is positive

 states objectives of the session, which are:

- specific

- relevant

- measurable

- achievable

- time framed

 explains the format of the session, which is:

- clear

- concise

 seeks feedback on objectives and format:

- notes input

- where appropriate incorporates into session body

 Body part 1 - performance of the organisation, includes:

- current performance of the organisation - previous role marketing research has played in FitLife - 2 limitations of this role - the benefits of using a more professional approach to market research

 Body part 2 - market opportunities includes:

- two marketing opportunities - used open ended questions (minimum of 3) to seek feedback on these opportunities - discussion on the merits of these opportunities - took notes - consensus on the preferred opportunity

 credibility of data and information addresses the following:

- data/information presented is correct

- data/information is clear

 the conclusion

- summarises the session in terms of the extent objectives achieved

- seeks input on the quality of the session

- overviews next steps

 time management

- session is completed within the time allocated of 45 minutes

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Performance requirements:

 body language skills demonstrates the following: - maintains eye contact - appropriate facial expressions - posture is appropriate - gestures fits message

 verbal skills: - vocal pitch is appropriate - tone is pleasant - pace is at the right speed to achieve clarity - volume is appropriate for participants

 sensitive to the cultural diversity of the participants: - language avoids jargon - language chosen is easy to understand - level of formality that shows respect to both parties - content is non-sensitive - watches for non-verbal signs of both parties - seeks input if withdrawn through direct open questioning

 emotions: - processes emotions of self and participants and stays calm - feeds back to the group emerging issues - these interpretations are accurate and appropriate

 uses appropriate consultation skills: - requests views and opinions of participants - listens - does not interrupt - encourages participants to give input - validates this input - uses open questions to explore issues - where appropriate incorporates into draft plan and proposal