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·
Assessor
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·
Student
Assessment Guide
·
Student
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·
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Table
of Contents
Intellectual Property
Statement
Assessment Event 1 – Knowledge Questions
Assessment Event 2: FitLife Simulation
Task 1: Identify Market
Research Needs
1.1 Review and describe
the current results of the organisation
1.2 Identify and list the
organisation’s growth opportunities
1.3 Identify an organisational
need that may require market research
Task 2: Consult with Key
Stakeholders on Market Research Needs
2.1 Identify the profile
and direction of the organisation
2.2 Identify the
performance of market research in the organisation
2.3 Consulted with
relevant personnel to determine market research needs
2.4 Develop statement of
market research opportunities
Task 3: Define Market
Research Objectives
3.1 Develop a market
research objective(s)
3.2 Develop a scoping
document for this objective
3.3 Consult with
stakeholders on draft objectives and scope and seek feedback
3.4 Review this feedback
and finalise market research objective
Task 4: Define Data
Gathering Approaches
4.1 Identify the research
questions
4.2 Identify types of
data required
4.3 Identify data
collection methods
4.6 Identify and evaluate
suitable data processing methods
Task 5: Develop Market
Research Plan
5.1 Estimate the
resources and timelines required
5.2 Undertake a
feasibility analysis
5.3 Submit the market
research plan to a key stakeholder for approval
Appendix A: FitLife Simulation
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:
|
There are nine questions that will provide us with
evidence of your general knowledge of tools, processes, and legislation
associated with market research. 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:
FitLife |
|
You will complete a number of tasks that will
provide us with evidence of your skills with planning market research. These
tasks will be based on your role of Market Research Project Officer in a
simulation with an organisation titled FitLife, a provider of Fitness Centres
across Australia. In your role, you will plan research on the potential
demand of a centre in a new location. |
To complete the Simulation, you will need to refer to the following resources:
|
A consultant’s report on
the industry trends and opportunities based on the strengths and weaknesses
of the organisation. You will refer to this report throughout the simulation
in Assessment Event 2. |
|
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|
Project Scope Template |
The scoping document that
provides the direction for market research. You will populate this document
in accordance to the simulation organisation’s market research initiative. |
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.
The information
contained in this assessment event lists the questions that you will need to
develop a written response. These questions are
theoretical and provide evidence of your understanding of the principles,
practices, and legislations involved with market research. Each question
includes the requirements which indicate what you have to do and the depth of
your response to achieve a satisfactory result.
Describe
reasons why market research is important to an organisation.
R 1. describe two reasons
R 2. word count is approximately 50 words
per description.
Explain
the key project planning processes listed in the table below.
R 1. provide three points for each
process
R 2. explanation must include a
real-world example related to the process
R 3. word count is approximately 75 words
per process.
|
Explanation |
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Needs
analyses |
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Scoping
practices |
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Gaining
approvals |
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Consultation
and stakeholder involvement |
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Creating
implementation plans |
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Development
of timelines |
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Budgets |
|
In
the table below, outline key provisions of relevant legislation, codes of
practice and national standards that impact on the market research processes
within an organisation.
R 1. explain the key provisions of each legislation/codes/standards
in terms of market research
R 2.
word
count is approximately 50 words per explanation.
|
Key Provisions |
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|
Privacy Act 1988 |
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Copyright Act 1968 |
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Spam Act 2003 |
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Fair Work Act 2009 |
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Anti-Discrimination Laws |
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Do Not Call Register Act 2006 |
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AMSRO Privacy (Market & Social Research)
Code 2014 |
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AMSRS Code of Professional Behaviour |
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AS/ISO 20252 |
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|
WHS Act 2011 |
|
In the table below, explain data processing methods in market
research.
R1.
describe
the typical process involved in each method
R2. word count is approximately 50 words
per description.
|
Data Processing Methods |
Typical Process |
|
Data Editing |
|
|
Data Coding |
|
|
Data Classification |
|
|
Data Tabulation |
|
Describe
data analysis techniques in market research.
R1. list two qualitative data analysis
techniques
R2. list 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 market research setting
R5.
word
count is approximately 30 words per description.
Describe factors that would need to be
considered when determining the feasibility of a market research project.
R 1. explain four factors
R 2. word count
is approximately 200 words in total.
Describe how you design a sample.
R 1.
define
the term sample in a market research context
R 2.
list
five principles to design an effective sample
R 3.
word
count is approximately 25 words for definition.
Explain how a hypothesis is developed and
used in market research.
R 1.
create
a model for hypothesis development and use:
·
include
a minimum of five processes
·
explain
each process
·
word
count is approximately 25 words per explanation
R 2.
apply
your model to a real-life example:
·
write
an example of a real-world situation showing how the model can be used
Using the table below, explain the use of
survey instruments in market research.
R 1.
list
two qualitative survey methods
R 2.
list
two quantitative survey methods
R 3.
list
three strengths and three limitations of each method
R 4.
list
five principles of effective design for survey instruments
R 5. word count is not critical.
|
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Survey Instrument |
Strengths |
Limitations |
|
Qualitative |
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Quantitative |
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Principles:
|
|||
In this assessment, you will undertake a
number of tasks associated with planning and preparing a Market Research Plan
for FitLife. In this simulation, you will perform the
following actions:
·
analyse the
current situation of FitLife
·
summarise the
performance of the organisation and the role marketing research has played
·
prepare and
consult to 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.
In this task, you will analyse the relevant data given in the
Strategic Review document and then identify market research opportunities.
R 1. summarise the operational results of
FitLife
R 2. word count is approximately 100
words in total.
R 1. list and describe two opportunities
tabled in the Strategic Review
R 2. word count is approximately 50 words
in total.
R 1. select one opportunity from Task 1.2
that requires further market research
R 2.
provide
rationale for your selection
R 3. word count is approximately 50 words in total.
In
this task, you will plan and then deliver an interactive workshop with key
stakeholders of the organisation to finalise an area to undertake market
research.
R 1. summarise strengths of FitLife
R 2. summarise weaknesses of FitLife
R 3. summarise marketing opportunities
R 4. word count is approximately 150
words in total.
R 1. describe the
role of market research in FitLife operations
R 2. include two benefits of market research
to the organisation
R 3. include two limitations to the way
market research has been conducted in the past
R 4. word count is approximately 200
words in total.
R 1. present to stakeholders:
·
current
performance of the organisation
·
role
and benefits of market research
·
marketing
opportunities
·
need
for further research
·
selection
of preferred opportunity to undertake research
R 2.
actions
must meet all criteria in the Observation Check Sheet in Appendix B
R 3. session has a duration of 45
minutes.
R 1. review your notes from the
presentation and send an email to the Marketing Manager:
·
describe the preferred marketing opportunity
·
provided a summary of the type of market
research that is needed to achieve outcomes
·
request approval to proceed
R 2. attach the copy the email to your Student
Assessment Workbook
R 3. this email is approximately 150 words.
In
this task, you will develop a project objective through consultation with the
stakeholders of the organisation.
R 1. write an objective(s) that are:
·
specific
·
measurable
·
relevant
·
achievable
·
timeframed
R 2. word count is not critical.
R 1. complete the Project Scope template
provided (see separate attachment provided)
R 2. word count is approximately 200
words.
R 1. send the Project Scope document to the
Marketing Manager via email requesting for feedback
R 2.
provide
a brief background for the request
R 3. word count is not critical.
R 1. finalise the Project Scope document
in accordance to the feedback received
R 2. attach the copy of your email
exchange with the Manager to your Student Assessment Workbook
R 3. word count was not critical.
In this task, you will plan
the market research project to achieve the objective by identifying research
questions and the method of data collection, along with the source for this
information, and how the data will be analysed.
R 1. develop a minimum of eight research
questions:
·
each
question must align to the objective
·
each
question must be specific and measurable
·
questions
must not duplicate each other
R 2. word count was not critical.
R 1. for each research question, list:
·
the
type of data to be used
·
the
type of research that will provide this data and information
R 2. word count is not critical.
R 1. list a combination of data
collection methods
R 2. provide three strengths for each of
these methods
R 3. provide three limitations for each
of these methods
R 4. word count is not critical.
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 are
selected
R 4. word count is approximately 200
words in total.
R 1. identify the sample size for the
targeted group
R 2. explain why you selected this size
R 3. word count is approximately 200
words.
R 1.
identify
three data processing methods
R 2.
provide
three strengths and three limitations of each method
R 3.
make
a decision on the most appropriate method
R 4.
provide
your rationale for the selected method
R 5. word count is approximately 250 words in total.
In this task, you will
develop a plan in readiness for the implementation of the market research
project.
R 1. create a table to track resources
and timelines:
·
include
all the research questions
·
list
three other processes to successfully undertake the research project
·
list
the critical resources required to carry out each item in the table
·
include
an achievable timeline for each item in the table
R 2.
word
count is not critical.
R 1. list five issues that were critical
to the success of the project
R 2. with each issue:
·
state
what the likelihood and impact
·
develop
an appropriate strategy to manage the issue
·
word
count for each issue is approximately 50 words.
R 1. send email to the Marketing Manager:
·
attach your market research plan
·
include a brief background
·
request feedback on their market research plan
R 2. adjust the
plan based on the feedback received
R 3. attach the email correspondence to your
Student Assessment Workbook
R 1. word count is not critical.
The simulation centres on FitLife, a privately owned Australian
health club chain with 70 health clubs and 182,000 active members across
Australia. With a Head Office in North Sydney, FitLife is one of the market
leaders in sport and fitness with a range of products and services at the high
end 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).
FitLife 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,
FitLife does not have a marketing research department and instead outsources
all its marketing research initiatives to an established and recognised
provider. However, the organisation has not been satisfied with the quality of a
recent consultant’s 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 focused on setting up a marketing research department that will internally
run market research initiatives.
However, the new Market Research Project Officer believes the expansion
of the product range and or the creation of new Fitness Centres (as stated in
the marketing objectives) requires more thorough market research before the
company invests resources into these programs and services.
The Market
Research Officer believes it is necessary to develop a market research plan for
whatever opportunities are approved by Management. The Marketing Officer is
well aware that to produce a professional plan would be an excellent
opportunity for showcasing the new department. It will send a strong message to
the organisation on how to undertake market research and will ensure that
future projects become the responsibility of the department and not outsourced
to consultants.
This simulation
is divided into the following phases:
|
Phase
1: |
identification,
analysis of current performance of organisation and of marketing research. |
|
|
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|
Phase
2: |
meeting
with stakeholders to determine market research needs. |
|
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|
Phase
3: |
development
of a Market Research Plan. |
You will be the Marketing
Research Project Officer of FitLife in the simulation. Your roles and responsibilities
in the simulation are as follows:
Phase 1 occurs from Task 1.1 to Task 1.3. In Phase 1 your main duties in the organisation are as follows:
Phase 2 occurs in Task 2.1 to Task 2.5. In
Task 2.4, you will interact with two stakeholders to elicit the opinions and
clarify and confirm marketing opportunities that would require market research.
This session will have a duration of 45 minutes.
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
provided in Appendix B.
In Phase 2 your
main duties in the organisation are as follows:
·
review
strengths and weaknesses of the organisation
·
identify
current performance of the organisation
·
document
role of marketing research past and future
·
identify
marketing opportunities that require marketing research and engage in
consultation to obtain support for role of marketing research activities.
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.
The simulation chosen is to give you the opportunity to provide to
provide evidence that demonstrates your ability to develop and present a Market
Research Plan. We have tried to make this simulation as real as possible within
a classroom setting through use of a simulation that typifies the workplace. To
carry out your role in this simulation will require you to follow these steps:
|
Step 1 |
At the commencement of
the unit, your Assessor will overview the assessment and have the student
sign the declaration of understanding located in the Student Assessment
Workbook (Pre-Assessment Checklist). |
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|
Step 2 |
They will select
appropriate staff members from the RTO or external professionals to role play
the simulation. |
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Step 3 |
Your assessor will
provide an overview on the assessment requirements and provide the data and
information required prior to you commencing Task 1.1. |
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Step 4 |
You will analyse the
simulation background and identify results of FitLife (Task 1.1). |
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Step 5 |
You will identify
FitLife’s growth opportunities (Task 1.2). |
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Step 6 |
You will now identify the
needs for market research (Task 1.3). |
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Step 7 |
You will identify current
profile and direction of FitLife (Task 2.1). |
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Step 8 |
You will identify
performance of market research in the organisation and its role (Task 2.2). |
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Step 9 |
You will present this material
to stakeholders of FitLife (Task 2.3). |
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Step 10 |
On completion of the
meeting, you will use the feedback and develop a statement on the market
research (Task 2.4). |
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Step 11 |
You will commence on creating
the Marketing Research Plan by developing objective(s) (Task 3.1). |
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Step 12 |
This Plan includes the
completion of the Scoping Template (Task 3.2). |
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Step 13 |
On completion of the
Scoping Template, you will send an email to their Manager (you, the Assessor)
seeking feedback (Task 3.3). Your Assessor will provide you with the required
feedback. |
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Step 14 |
On receipt of feedback, you
will finalise your market research objective (Task 3.4). |
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Step 15 |
You will define your data
gathering approaches by identifying their research questions (Task 4.1). |
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Step 16 |
This approach will
include the type of data required (Task 4.2). |
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Step 17 |
You will now table the
data collection methods (Task 4.3) |
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Step 18 |
You will list the sources
for this data (Task 4.4). |
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Step 19 |
You will describe the
sample size and provides a rationale (Task 4.5). |
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Step 20 |
With the approach
completed, you will now commence on developing a Market Research Plan which
starts with estimating the resources and timelines required (Task 5.1). |
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Step 21 |
You will incorporate a
feasibility analysis in their plan (Task 5.2). |
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Step 22 |
You will submit the draft
plan to your Manager (your Assessor) for approval to implement (Task 5.3).
Your Assessor will provide you with the required feedback. This will be their
final feedback to you to finalise your Market Research Plan. |
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Step 23 |
Upon the completion of
the simulation, you will collate all evidence and submit your Student
Assessment Workbook to your Assessor by the deadline. |
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|
The information in
this section outlines the assessment conditions for the Observation which
occurs in Phase 2 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 Manager of Products and Services and the Manager
of Human Resources
·
it
has a total duration of 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
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 to achieve a
satisfactory result for the Observation.
After the
observations:
·
if
you are successful, your Assessor will summarise your performance during the
observation
·
if
you are unsuccessful, your Assessor will:
provide
written feedback on the Observation Check Sheet explaining their justification
in detail
communicate
this feedback to you
arrange
another suitable time to observe your second attempt.
We have provided the Observation Check Sheet for you to prepare for
your assessment with the Assessor. Remember, you will not be able to use this
Check Sheet 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 to be deemed satisfactory.
|
Performance Requirements: |
|
1.
Introduction |
|
·
welcomes participants with a friendly and positive
manner |
|
·
states the purpose of the meeting with specific,
relevant, and achievable outcomes |
|
·
clearly
and concisely explains the format of the session |
|
·
confirms
understanding of the format and objectives |
|
2.
Body |
|
2.1. Presents performance
of the organisation: |
|
·
Includes descriptions on the current performance
of the organisation |
|
·
reviews the previous role marketing research has
played in FitLife |
|
·
tables two limitations of this role |
|
·
describes the benefits of using a more
professional approach to market research |
|
2.2. Presents market
opportunities: |
|
·
tables two potential marketing opportunities |
|
·
seeks feedback on these opportunities |
|
·
generates discussion on the limitations of
information on these opportunities |
|
·
takes notes |
|
·
reaches consensus on the most preferred opportunity |
|
2.3. Credibility of data
and information: |
|
·
provides accurate data/information |
|
·
provide relevant data/information |
|
3.
Conclusion |
|
¨ summarises the session in terms of the
extent objectives achieved |
|
¨ seeks input on the quality of the session |
|
¨ overviews next steps |
|
¨ completes
the session within the time limits of 45 minutes |
|
4.
Communication Skills |
|
4.1. Body language: |
|
·
maintains eye contact |
|
·
show appropriate facial expressions |
|
·
posture is appropriate |
|
·
gestures fit message |
|
4.2. Verbal skills: |
|
·
vocal pitch is appropriate |
|
·
tone is pleasant |
|
·
pace is at the right speed to achieve clarity |
|
·
volume is appropriate for participants |
|
4.3. Sensitive to the
cultural diversity of the participant: |
|
·
language avoids jargon |
|
·
language chosen is easy to understand |
|
·
level of formality that shows respect to team |
|
·
content is non-sensitive |
|
·
watches for non-verbal signs |
|
·
seeks input if withdrawn through direct open
questioning |
|
4.4. Processes emotions: |
|
·
processes emotions of self and participants and
stays calm |
|
·
feeds back to the group emerging issues |
|
·
these interpretations are accurate and appropriate |
|
5.
Consultation Skills |
|
¨ requests
views and opinions of participants |
|
¨ listens
attentively |
|
¨ 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 |
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