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: 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

Contact Liz Grady
Phone +61 3 9925 5423

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.

2. Develop research methodology and objectives.

3. Recruit respondents.

4. Gather data and information from respondents.

5. Analyse research 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
2.1.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
3.1.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
4.1.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
5.1.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
6.1.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 thought various technology platforms and include your contribution to homework activities, reflective journals, quizzes 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

Topic 1
Course Introduction and overview
- key learning outcomes
- course in the context of PR

Topic 2
Market Research Overview
- types of research
- market research process
- secondary research - library

Topic 3
Secondary Research (cont.)

Topic 4
Research Methodology
Problem definition & hypotheses

Topic 5
Research Methodology (cont.)
Exploring research tools

Topic 6
Research Methodology (cont.)
Exploring research tools

Topic 7
Identifying & recruiting respondents
Preparing data gathering resources

Topic 8
Gathering data using various tools

Topic 9
Gathering data (cont.)

Topic 10
Analysis of research information
Continue working on Assessment 2

Topic 11
Analysis of research information
Collation and analysis

Topic 12
Preparation of research reports

Learning Resources

Prescribed Texts


Other Resources

There are no prescribed texts for this course. Resource materials will be provided through the course delivery.

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

PLEASE NOTE The above has been superseded by the below:

Assessment Task 1
Quiz – Concepts and Theories (Due in class Week 7)
A one hour quiz testing key theoretical concepts and application of basic theoretical principles will. This is an individual assessment, is closed book and must be completed within the allocated time period.

Assessment Task 2
Major Project Part 1 (Due in class Week 11)
Working in groups of 3-4, students will work with a real-world client to develop a market research brief. Students will prepare a brief research plan incorporating both qualitative and quantitative research.

Assessment Task 3
Major Project and Presentation Part 2 (Due in class Week 15)
Building from Assessment Task 2, students will work in the same groups to conduct the research and prepare a research report that collates and analyses the collected data.

Assessment Matrix

Course Overview: Access Course Overview