Course Title: Conduct market research

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG5830C

Course Title: Conduct market research

School: 650T Vocational Business Education

Campus: City Campus

Program: C5371 - Diploma of Business (Public Relations)

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 51275

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


Name and Contact Details of All Other Relevant Staff

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 relevant to research objectives

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


Learners will understand how to gather data and information and then conduct market research analysis. This will be applied to work in areas such as marketing, communications, strategic planning and organisational development.


Details of Learning Activities

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 thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes 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

 

Week 1 - 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
• Ensure LLN Skills analysis completed
• Explain Recognition of Prior Learning and Credit Transfers (for new students)
Student checklist
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
 

Week 2 :Assessment One overview

Introduction to Market research
Market Research Process

Value and Consumer Behaviour Value Framework

Week  3

Focus Groups

Perception

 Week 4:

Secondary Data

Comprehension, memory and cognitive learning

Week 5:

Surveys – Questionnaire Design

Motivation and Emotions driving consumer behaviour

 Week 6:

First assessment

Surveys – Questionnaire Design

Week 7:

Personality , lifestyles

Sampling 

Attitudes

 Week :8

Sampling

Consumer Culture
Group and Interpersonal Influence
 

Week 9: 

Market research analysis

Consumer decision making

 Week 10,11,12: 

Class time for Major Assignment

Week 13

Major Assignment Due

Week 14

Revision

Week 15,16

Assessment Three :Individual Interviews

 


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Assessment will show evidence of:

  • 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.


Assessment Tasks

Assessment task 1 – Individual Research Brief:       

A business report (maximum 2000 words in ‘report format’) is written that covers the above details with particular emphasis on secondary research.

Assessment task 2 - Major Research Project:                       

A business 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.

 

Assessment Task 3: Presentation

  • 25% of total mark
  • Briefed: Week 6
  • Due: Week 14 (in class)

As a group, you will now assume the role of the company that is selling the product. This 30-minute presentation should be thought of as a pitch. You are pitching why you should receive funding for this product so that it can be launched and sold in Australia. It can be fun, interesting and completed in a way that is unique to you and the intended audience. As part of the presentation you will need to use visual aids.


Assessment Matrix

Course Overview: Access Course Overview