Course Title: Conduct market research
Part B: Course Detail
Teaching Period: Term2 2017
Course Code: MKTG5830C
Course Title: Conduct market research
School: 650T Vocational Business Education
Campus: City Campus
Program: C5371 - Diploma of Business (Public Relations)
Course Contact: Julia Makin
Course Contact Phone: +61 3 9925 51275
Course Contact Email: Julia.makin@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Alain Grossbard
99255522
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
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 |
Element: |
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 |
Element: |
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 |
Element: |
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 |
Element: |
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 |
Element: |
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 |
Element: |
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
Learners will understand how to gather data and information and then conduct market research analysis. This will be applied to work in areas such as marketing, communications, strategic planning and organisational development.
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.
It is expected that you will participate and contribute in all scheduled learning activities.
Teaching Schedule
Week 2017 |
Topics |
Assessment |
1 |
Course Induction Content: Course Overview – Class Activity |
Assessment overview |
2 |
Introduction to Market research Value and Consumer Behaviour Value Framework |
|
3 |
Focus Groups Perception |
|
4 |
Secondary Data Comprehension, memory and cognitive learning |
|
5 |
Surveys – Questionnaire Design Motivation and Emotions driving consumer behaviour |
Assessment One |
6 |
Surveys – Questionnaire Design Personality, lifestyles |
|
7 |
Sampling Attitudes |
|
8 |
Sampling Consumer Culture |
|
|
Mid semester break |
|
9 |
Market research analysis Consumers in situations |
|
10 |
Market research analysis Consumer decision making |
|
|
|
|
11 |
Class time to work on Major Assignment
|
|
12 |
Class time to work on Major Assignment
|
|
13 |
Major Assignment Due |
Assessment 2 |
14 |
Individual Interviews |
Assessment 3 |
15 |
Individual Interviews |
Assessment 3 |
16 |
Assessment feedback |
|
Learning Resources
Prescribed Texts
References
Other Resources
Nil
Overview of Assessment
Assessment will show evidence of:
- 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
- documenting market research activities and findings in a research report.
Assessment Tasks
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.
Students are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.
Task 1: Major Assignment - Research Plan – Group (Due Week 6) 25% of total mark
As part of the Major assessment students will be required to submit a research plan including survey tool to be used (i.e Questionnaire)
The Plan must include information on the market or market segment for the product or service (according to your group’s case study)
Task 2 : Major Assignment – Final Report and Presentation – Group (Due Week 11) 50% of total mark
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. Each student MUST upload the reports are to be on Blackboard.
Assessment 3
Interview – Individual - (Due in class Weeks 14 and 15) 25% of total mark
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.
Feedback
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.
Assessment Matrix
More detail of the Assessment Matrix will be provided in the early part of the course.
Other Information
Nil
Course Overview: Access Course Overview