Course Title: Conduct market research

Part B: Course Detail

Teaching Period: Term1 2013

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


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


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


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

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

WeekWeek CommencingTopicsAssessment
111 Feb (1) Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
(2) Pre-Training Review
• Includes skills analysis and Recognition of Prior Learning and Credit Transfers
(3) Introduction to the course
(Overview of marketing)
218 Feb The external marketing environment 
325 Feb Consumer & business decision making 
44 Mar Segmenting, targeting and positioning 
511 Mar Decision support systems and marketing research 
618 MarConduct market research#1  Assessment Task 1a
Due date – last class of week 6
(Assessed tutorial exercises)
You will receive the feedback in week 8. If required, resubmission for this assessment is due by the end of week 9.
725 Mar Conduct market research#2 
 28 Mar - 3 Apr Mid-semester break 
71 Apr Conduct market research#2 
88 Apr Conduct market research#3 
915 Apr Product concepts (Goods & services) 
1022 Apr Price Concepts 
1129 Apr Place (marketing channels & logistics decisions) 
126 MayPromotions mix   Assessment Task 1b
Due date – last class of week 12
(Assessed tutorial exercises)
You will receive the feedback in week 14. If required, resubmission for this assessment is due by the end of week 15
1313 May Integrated marketing communications 
1420 May 1. Student consultation session
2. Major assignment due
NB: Due date – Last class of week 14
3. Students to prepare for oral test/interview
 Assessment Task 2 Due date – last class of week 14)
(Major assignment)


1527 May Oral test/interview Assessment Task 3
163 Jun Assessment Feedback and resubmissions 

Learning Resources

Prescribed Texts



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

This course is co-delivered and co-assessed with MKTG5811C Establish and adjust the marketing mix


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

1. Clear instructions about what the students need to do

Assessment 1
TASK 1a & 1b (Due Dates: Last class of week 6 & 12 respectively)
These assessment tasks will require students to complete set tutorial activities/exercises to reflect on their learning on learned concepts/principles taught.

Assessment 2
TASK 2 (Due Date: Last class of week 14)
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

Assessment 3
TASK 3 (Due Date: Week 15)
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: All assessment tasks need to be submitted via Blackboard.
You should:
• Ensure that you submit assessments on or before the due date. 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 is available at;ID=ls0ydfokry9rz website.
• 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 work for assessment is available from the Student forms website.
• 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.

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 Learning and Assessment Tool available from your course teacher.

Course Overview: Access Course Overview