Course Title: Conduct market research

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG5830C

Course Title: Conduct market research

School: 650T Vocational Business Education

Campus: City Campus

Program: C5335 - 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

Peter Lawrance  Phone:  99255661

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 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


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 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

Details of Learning Activities

 Students will be
* 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 and documenting market research activities and findings in a research report.

Teaching Schedule

Week 1 - Introduction to the course including:
Week 2 - Introduction to Market research : Market Research Process
Week 3 - Focus Groups
Week 4 - Surveys – Questionnaire Design
Week 5 - Surveys – Questionnaire Design
Week 6 - Surveys – Questionnaire Design
Week 7 - Sampling
Week 8 - Sampling

Aug 31 - 7 September - Mid Semester Break

Week 9 - Market research analysis
Week 10 - Market research analysis
Week 11 - Class time to work on Major Assignment
Week 12 - Class time to work on Major Assignment
Week 13 - Individual Interviews
Week 14 - Individual Interviews
Week 15 - Individual Interviews
Week 16 - Assessment feedback /resubmissions

Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

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.

Assessment Tasks

Assessment Task/Titles: (there should be no more than 3 assessment tasks)

Task 1: Major Assignment - Research Plan – (Due Week 6)

As part of the Major assessment students will be required to submit a research plan including survey tool to be used (i.e Questionnaire)

Task 2 : Major Assignment – Final Report and Presentation – (Due Week 11)

The second assessment task 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. Reports are to be submitted on Blackboard. Each group will also be required to present their findings in class in a short (10 minute) presentation

Assessment 3

Interview – Individual - (Due in class Week 14)

The third assessment task 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


Assessment Matrix

See teacher or Program shell for further information on assessment mapping.

Other Information

This subject is being co-delivered with Analyse Consumer Behaviour for Specific Markets.

Course Overview: Access Course Overview