Course Title: Conduct market research

Part B: Course Detail

Teaching Period: Term2 2014

Course Code: MKTG5830C

Course Title: Conduct market research

School: 650T TAFE Business

Campus: City Campus

Program: C5281 - Diploma of Business (Public Relations)

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Vicki Kyritsis

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


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


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


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

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 course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.

Teaching Schedule

Week 1 commencing Monday July 7
Topic: 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

Week 2 commencing Monday July 14
Market Research overview
• Types of research
• Market research process
• Secondary research

Week 3 commecning Monday July 21
 Secondary research

Week 4 commencing Monday July 28
Research methodology
• Problem definition
• Hypotheses

Week 5 commencing Monday August 4
Research methodology
• Exploring research tools

Week 6 commencing Monmday August 11
Research methodology
• Exploring research tools

Week 7 commencing Monday August 18
Assessment one due

Week 8 commecning Monday August 25
Identifying & recruiting respondents
Preparing data gathering resources

Mid semester break 1- 5 September

Week 9 commencing Monday September 8
:Gathering data using various tools and in class work on research plan

Week 10 commecning Monday September 15
Analysis of research information and in class work on research plan

Week 11 commencing Monday September 22
Analysis of research information and collation

Week 12 commecning Monday September 29
Preparation of research reports

Week 13 commencing Monday October 6
Topic: Presentation of reports

Week 14 commencing Monday October 13
 Practice quiz

Week 15 commencing Monday October 20
In class quiz

Week 16 commencing Monday October 27
Assessment feedback /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


MKTG5830C Conduct Market research is co-delivered and co-assessed with MKTG5814C Analyse Consumer Behaviour

Assessment Task One
Research Report Part A – Research Proposal Plan
Due: Week 7 on Thursday at the end of our scheduled class

The first component of this project involves constructing a research proposal/plan. To do this your team must take a perspective that sees it as representing a Research Company. The proposal must contain a comprehensive plan that describes how your company intends to achieve the requirements that were specified in the Research Brief.

Assessment Task Two:
Part B: Research Report/Presentation
Due: Week 13 on Thursday at the end of scheduled class

Write a short report (maximum 2000 words in ‘report format’) that covers the above details with particular emphasis on the findings for the digital Research, Focus Group and the Survey. It is recommended you support your analysis with graphs and charts alongside verbal descriptions. This part of the assessment is an individual assignment. Recommendations should also be made (from all three research techniques) to client. There should also be a section of your report that evaluates the research process (Evaluation of Research Process). This should outline the tasks that were undertaken with a description of whether they were problematic or completed successfully and on-time. The report should end with a brief Conclusion that summarizes the key findings and key recommendations. In week 13 your team will give a presentation to the class discussing the outcomes of your research project and the recommendations your team feel are appropriate. Your presentation should be approximately 15 minutes long, with equal participation by all group members. Dress appropriately for a professional presentation and use visual aids (Powerpoint, handouts etc) as you see fit.

Assessment Task Three:
Quiz on Concepts and Theories
Due: Week 15 in class

A one hour quizzes testing key theoretical concepts and application of basic theoretical principles. This is an individual assessment, closed book and must be completed within the allocated time period.


course delivery.
Submission Requirements:
Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
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 for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

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 also submit the Assessment record and Cover Sheet that includes a declaration and statement of authorship. You must complete and submit this sheet with all work you submit for assessment, whether individual or group work. Assessment Record and Cover sheets for each assessment will be in each course blackboard shells and distributed with your assessment.
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information:
Form to use:
Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information:;ID=g43abm17hc9w
Form to use:
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information:;ID=7usdbki1fjf31


Assessment Matrix

Full details on how this course is assessed against the Unit Elements & Performance Criteria plus critical aspects of evidence, this can found in the Learning and Assessment Tool available from instructor or course coordinator.

Other Information

Weekly learning materials will be available on Blackboard. Should a student be absent from a class it is essential that all information from missed class has been read and any activities completed.

Course Overview: Access Course Overview