Course Title: Conduct market research

Part A: Course Overview

Program: C4360

Course Title: Conduct market research

Portfolio: BUS

Nominal Hours: 60.0

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.

Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education

Face-to-Face or Internet

Term1 2016

Course Contact: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:

Course Description

This unit describes the skills and knowledge required to conduct market research using interview and survey methodologies (excluding specialist statistical design and analysis) and report on findings.

It applies to individuals who undertake data and information gathering and analysis as a major part of their role and are required to conduct market research. These individuals often work in areas such as marketing, communications, strategic planning and organisational development.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBMKG408 Conduct market research


1. Conduct desk research to gather background market information

2. Develop research methodology and objectives

3. Recruit respondents

4. Gather data and information from respondents

5. Analyse research information

6. Prepare research reports

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to conduct market research using interview and survey methodologies (excluding specialist statistical design and analysis) and report on findings.

Overview of Assessment

This course is co-delivered and co-assessed with MKTG7886C Establish and Adjust the Marketing Mix

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

Evidence of the ability to:

  • develop and implement a market research survey tool
  • accurately record and securely store survey data in accordance with organisational procedures
  • utilise a range of methodologies to analyse market research information
  • document market research activities and findings in a research report.

Knowledge Evidence

To complete the unit requirements safely and effectively, you must:

  • identify key provisions of legislation, codes of practice and national standards relevant to marketing roles
  • outline relevant marketing communications concepts and processes
  • explain relevant market research principles and practices including:
    - data processing methods and data analysis techniques
    - design of samples
    - development and use of hypotheses
    - research reporting formats
    - roles and uses of qualitative and quantitative research
    - use of survey instruments
  • outline typical information contained in a market research report, as well as requirements of a house or other style manuals or protocols for written communication.


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.