Course Title: Conduct market research

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: MKTG5830C

Course Title: Conduct market research

School: 650T Vocational Business Education

Campus: City Campus

Program: C5335 - Diploma of Business (Public Relations)

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email: sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Peter Lawrance

Ph: 9925 5661

peter.lawrance@rmit.edu.au

Nominal Hours: 60

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

This unit describes the performance outcomes, skills and knowledge required to conduct market research using interview and survey methodologies (not specialist statistical design and analysis) and to report on findings.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG408B Conduct market research

Element:

1. Conduct desk research to gather background market information

Performance Criteria:

1.1.            Conduct initial desk research using appropriate sources to gather background market information

1.2.            Identify options for information collection and collation tools and methods

1.3.            Determine and seek approval for reporting formats for market research documentation

1.4.Report initial research findings in approved formats in accordance with organisational procedures

Element:

2. Develop research methodology and objectives

Performance Criteria:

2.1.            Develop hypotheses and research objectives for market research

2.2.            Identify options for quantifying data

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

2.4.Determine and test methods of data extraction, collation and analysis

Element:

3. Recruit respondents

Performance Criteria:

 

3.1.            Interpret market research plans to identify potential respondents and their requirements

3.2.            Identify respondents in line with research and organisational requirements

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

 

Element:

4. Gather data and information from respondents

Performance Criteria:

4.1.            Prepare and arrange resources for data gathering

4.2.            Gather data and information using survey tools

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

4.4.Store and safeguard survey information and data in accordance with organisational procedures

Element:

5. Analyse research information

Performance Criteria:

5.1.            Conduct checks on quality of data and information collected

5.2.            Select appropriate techniques to summarise data and information

5.3.            Design software files for entering data and information

5.4.            Process data using a method appropriate to research design

5.5.Interpret and aggregate data and information including categorisation, to provide observations

Element:

6. Prepare research reports

Performance Criteria:

6.1.            Collate and assess findings for relevance and usefulness to research objectives

6.2.            Prepare research reports

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


Learning Outcomes



Details of Learning Activities

This unit is delivered and assessed in conjunction with RMIT course MKTG5814C - Analyse Consumer Behaviour For Specific Markets.

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
The self-paced activities will be delivered through various technology platforms and include your contribution to tutorial activities and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.
We expect you to participate and contribute in all scheduled learning activities. 


Teaching Schedule

 b

WeekWeek CommencingTopicsAssessment
1July 4

Course Induction
• Course delivery details
• Assessment details and Assessment Task & Feedback Guide
• Grading – remind them of codes (HD, D, C, P) and no marks
• Plagiarism – must have signed cover sheets on all assessments
• Appeals – take them through this process and where it is on website
• Extensions – take them through process (details on website.)
• Feedback – when they can contact you and expect a response.
• Submission requirements – how all work must be uploaded online
• Resubmission policy – one resubmission, marked to a pass allowed
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell
• Where to get support - Student study support details
Pre-Training Review
• Conduct an LLN Skills analysis – one per student group
• Explain Recognition of Prior Learning and Credit Transfers (for new students)
Student checklist
Handout checklist and get each student to sign and hand back. Includes:
Student responsibilities (i.e.: must check emails and bb shells weekly)
Program map to confirm all students are correctly enrolled

Content: Course Overview – Class Activity
 

Assessment overview
2July 11

Introduction to Market research
Market Research Process

Value and Consumer Behaviour Value Framework

 
3

July 18

Focus Groups

Perception

 
4July 25

Secondary Data

Comprehension, memory and cognitive learning

 

5

Aug 1

Surveys – Questionnaire Design

Motivation and Emotions driving consumer behaviour

 Assessment One
6Aug 8

Surveys – Questionnaire Design

Personality, lifestyles

7Aug 15

Sampling

Attitudes

 
8Aug 22

Sampling

Consumer Culture
Group and Interpersonal Influence
 

 
  Mid semester break 
 9
 
 Sept 5Market research analysis

Consumers in situations

 
10Sept 12

Market research analysis

Consumer decision making

 
    
11Sept 19

Class time to work on Major Assignment

 

 
12Sept 26

Class time to work on Major Assignment

 

 
13Oct 3 Major Assignment DueAssessment 2
14Oct 10Individual InterviewsAssessment 3
15Oct 17Individual InterviewsAssessment 3
16Oct 24Assessment feedback 


 


Learning Resources

Prescribed Texts


References


Other Resources

NA


Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met. Students will be provided with feedback throughout the course to check their progress.


Assessment Tasks

 MKTG5830C/ MKTG5814C Conduct Market Research co delivered with Analyse Consumer Behaviour

 

ASSESSMENT DETAILS:

Assessment Task One:  

25% of total mark

Week 5  

General Instruction

An individual quiz/questionnaire will be conducted in class. All questions will come from the power points as well as general class discussions held to this point

 

Assessment Task 2:              Major Research Project

50% of total mark

Briefed: Week 4

General Instruction

In groups of 4 you are to assume the role of a market research organisation and choose a case study. The case study will be based on the collection and analysis of data relating to the Consumer behaviour for a specific Market.

The Market Research will be conducted in order to solve a problem or to address an identified opportunity. Each group will discuss and get approval of their proposed case study from your teacher in week 4.

 

The first component of this project involves constructing a Research Proposal/Plan. To do this your team must take a perspective that sees it as representing a Research Company. The proposal must contain a comprehensive plan that describes how your company intends to achieve the opportunity or problem that you have identified. You should endeavour to supply appropriate detail under the following headings and required elements:

 

1              Introduction

2              Background

3              Research Purpose (Problem or opportunity)

4              Marketing Problem/Opportunity

5              Research Objectives

6              Research Design & Design Rationale

7              Sampling Considerations

8              Materials Required

9              Scope – timelines

 

It is imperative that your Research Design contains: digital research (e.g. secondary research); a qualitative research technique (e.g. focus group); and a quantitative research technique (e.g. survey).

 

Once you have identified your research objective you need to design a survey that will provide you with the data you can use to form a report where you will make analysis and recommendations. This is a group assignment but each student must upload a copy of the group report on Blackboard by the specified submission date and time.

Conducting the actual research and producing a Research Report & Presentation that contains an evaluation of the processes used, an analysis of the research data, with suitable recommendations and conclusions being made.

 

Final Report (Due in Week 13)

Introduction to report including Objective, research problem and how you undertook research Data Analysis including commentary on key findings including the use of images, graphs and visuals

Use of Secondary Data to support Primary Data and support any recommendations you may make in response to the brief.

Recommendations and Conclusions

 

 

Tips & Appendices

 

The following documents must be attached as Appendices (they are not part of the word count maximum):

 

  1. Focus Group Discussion Guide
  2. Survey Questionnaire

 

It is imperative that your focus group and survey must be planned and structured well.

 

For the Focus Group you will need to do the following specific tasks:

 

Research Objectives

“To…” statements that spells out clearly what you are trying to achieve.

 

Discussion Guide

Develop a discussion guide that your group moderator will use when conducting the focus group. Consider also incorporating at least one projective technique within the focus group.

 

Focus Group

Conduct and record one focus group with between 8-10 participants

 

Focus Group Analysis

Analyse findings of focus group and write these down.

 

 

 

 

For the Survey you will need to do the following:

 

Research objectives

Write a range of objectives to be used as the basis for your survey. Use “To….” Statements.

 

Plan sample

Write down a profile of the typical participant you will require for your survey.

 

Develop Questionnaire

Write a questionnaire that uses a range of different questions including at least 5 scaled questions. Questionnaires should contain between 10- 15 questions and you should procure at least 100 responses.

 

Brief interviewers and conduct survey

All members of each group are interviewers, so they need to be instructed on how to go about approaching respondents and being able to assist respondents with answering questions.

 

Editing and Coding

Questionnaires are collated, edited and coded by the group.

 

Survey Analysis

Responses are analysed using basic statistical techniques. Findings are listed.

 

NB:         Under no circumstances should the raw data be submitted with your final report, however, this should be kept as your teacher may require to view it as proof that you have conducted the research specified.

 

 

Producing a detailed Research Report that contains an evaluation of the processes used, an analysis of the research data, with suitable recommendations and conclusions being made.

 

 

Research Report                          

 

A short report (maximum 4000 words in ‘report format’) is written that covers the above details with particular emphasis on the Findings for the Digital Research and the Survey. It is recommended you support your analysis with graphs and charts and images alongside verbal descriptions.

Recommendations should also be made (both research techniques) to client. There should also be a section of your report that evaluates the research process (Evaluation of Research Process). This should outline the tasks that were undertaken with a description of whether they were problematic or completed successfully and on-time.

 

The report should end with a brief Conclusion that summarises the key findings and key Recommendations.

Report Assessment Requirement

-Executive Summary, Introduction to report including Objective, research problem and how you undertook research. -Data Analysis including commentary on key findings including the use of images, graphs and visuals

-Use of Secondary Data to support Primary Data and support any recommendations you may make in response to the brief (sources and references must be supplied)

-Recommendations and Conclusions

-Presentation, Layout, Spelling, Grammar and References

 

 

 

 

TASK 3 – One on one interview (Due in class weeks 13/ 14)

The third assessment task will require students to present themselves in a face to face interview/test to articulate their understanding of the course taught during the semester to be deemed competent. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given

 

Assessment Submission requirements:

Format:

Work to be saved in a word doc or .pdf and uploaded to assessment tab in your course blackboard shell by required date. Work sent by email will not be marked. Work submitted after the deadline and without an extension or special consideration form (details below) will not be accepted or marked.

 

Assessment deadline extensions:

Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to special circumstances you must apply for an application ofextension time BEFORE the due date:

You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.

 

If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at: http://rmit.edu.au/browse;ID=ls0ydfokry9rz.

 

Always retain a copy of your assessment tasks (hard copy and soft copy)

When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. Cover sheets for submission of work is available from theStudent formswebsite.

 

Resubmission

All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

Criteria for Competency

Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention. You need to demonstrate you are competent in all of the elements of competency you are studying – which means you will need to pass every assignment as each one addresses a different element.

The Marking Guide (below) is designed to show you what knowledge and skills you need to demonstrate in each assessment. The Level of Performance Grading Sheet will tell you how well you are performing (tracking at a P, C, D or HD level).

 


Assessment Tasks

 

Students are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.

Task 1: Major Assignment - Research Plan – Group  (Due Week 6) 25% of total mark
As part of the Major assessment students will be required to submit a research plan including survey tool to be used (i.e Questionnaire)

The Plan must include information on the market or market segment for the product or service (according to your group’s case study)
 

Task 2 : Major Assignment – Final Report and Presentation – Group (Due Week 11) 50% of total mark
The second assessment tasks will require students to work in designated groups on a major assignment. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given. Each student MUST upload the reports are to be on Blackboard. 

Assessment 3
Interview – Individual - (Due in class Weeks 14 and 15) 25% of total mark

The third assessment tasks will require students to present themselves in a face-to-face test/interview to articulate their overall understanding of the course taught during the semester to be deemed competent. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given

*More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.

 

Submission Requirements
 

You should:
• Ensure that you submit assessments on or before the due date.
• Always retain a copy of your assessment tasks. (hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on blackboard.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.


Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
Where an extension of greater than seven days is needed, you must apply for special consideration.
Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”. If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

 

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:
 

Final Grades table:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment
Further information regarding the application of the grading criteria will be provided by your teacher.


Assessment Matrix

 

 

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Assessment Guide available from your course teacher.

Other Information

NA

Course Overview: Access Course Overview