Course Title: Conduct market research

Part B: Course Detail

Teaching Period: Term2 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

Alain Grossbard

alain.grossbard@rmit.edu.au

99255522

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 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.
It is expected that you will participate and contribute in all scheduled learning activities. 


Teaching Schedule

Week 2017

Topics

Assessment

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
• 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

2

Introduction to Market research
Market Research Process

Value and Consumer Behaviour Value Framework

 

3

Focus Groups

Perception

 

4

Secondary Data

Comprehension, memory and cognitive learning

 

5

Surveys – Questionnaire Design

Motivation and Emotions driving consumer behaviour

 Assessment One

6

Surveys – Questionnaire Design

Personality, lifestyles

 

7

Sampling

Attitudes

 

8

Sampling

Consumer Culture
Group and Interpersonal Influence
 

 

 

Mid semester break

 

 9
 

Market research analysis

Consumers in situations

 

10

Market research analysis

Consumer decision making

 

 

 

 

11

Class time to work on Major Assignment

 

 

12

Class time to work on Major Assignment

 

 

13

 Major Assignment Due

Assessment 2

14

Individual Interviews

Assessment 3

15

Individual Interviews

Assessment 3

16

Assessment feedback

 


Learning Resources

Prescribed Texts


References


Other Resources

Nil


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 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.

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.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions.  You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Matrix

More detail of the Assessment Matrix will be provided in the early part of the course.

Other Information

Nil

Course Overview: Access Course Overview