Course Title: Conduct market research

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5830C

Course Title: Conduct market research

School: 650T TAFE Business

Campus: City Campus

Program: C4228 - Certificate IV in Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact

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 required

Course Description

This unit applies to non specialist market research personnel who have data and information gathering and analysis as a major part
of their role and who are required to conduct market research. These individuals may work in areas such as marketing, communications, strategic planning and organisational development.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG408B Conduct market research


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


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


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


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


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


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

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.

Details of Learning Activities

This unit is clustered with Profile a Market and Establish & Adjust the Marketing Mix.
Students will undertake transnational project - required to undertake research to identify the market, scope and identify trends / opportunities. Use that information as the basis of constructing a marketing plan to answer the brief provided by an industry client.

Teaching Schedule

Week 1

Introduction/outline/getting ready for SKYPE session

Week 2

M1C – SKYPE tues am

M1A/B group interactivity

Research Approaches

Week 3

Research methods continued inc competitor analysis

Week 4

Structure survey/pilot survey

Week 5

SWOT PEST (LE to cover Monday 5th March)

Week 6

4P’s – product

Individual Assessment – report on research methods

Week 7

4P’s – price

Week 8

4P’s – promotion

Week 9

4P’s – place

Week 10

Activity planning, scheduling

Week 11


Week 12

Group Marketing Plan due in

Group Assessment

Week 13

Adjust marketing plan – individual reflection

3rd assessment (individual)

Week 14


Assessment for Make a Presentation (Jack Shearer)

Week 15


Week 16


Learning Resources

Prescribed Texts

Solomon, Saupin, Hughes, Citty, Marshall, & Stuart, Real Marketing, the People, the Choices, Pearson 2012
Zikmund, Marketing Research


References provided in class

Other Resources

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. 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.

Assessment Tasks

Assessment tasks have been adjust to answer the brief of the industry client.
1. Research report
2. Marketing Plan
3. Presentation

Assessment Matrix

Course Overview: Access Course Overview