Course Title: Conduct market research

Part B: Course Detail

Teaching Period: Term2 2018

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:

Name and Contact Details of All Other Relevant Staff

Alain Grossbard




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 the 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

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 class room based activities. The self-based activities will be delivered through various technology platforms. The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice skills in a simulated workplace environment.

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


The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course. This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.





Competencies Delivered


Introduction to the Course including:

·       Course requirements

·       Course support documents

·       CANVAS access to the course

·       Accuracy of enrolment

·       Assessment requirements

·       Reminder re Plagiarism

·       Reminder re Appeals

·       Extensions/Resubmissions

·       Feedback in this course

·       Reminder re submission requirements

Course Overview

 Introduction to Market Research





Introduction to Market Research


Introduce WIL Project and other assessments.

Text: Zikmund et al., Chapter 1



 Problem Definition

Students to have determined project team members.



Exploratory Research (Part 1)

Zikmund et al., Chapter 3



Exploratory Research (Part 2)

Zikmund et al., Chapter 3



Digital Research

Zikmund et al., Chapter 4





Zikmund et al., Chapter 8




Questionnaire design (Part 1)

Zikmund et al., Chapter 8




Zikmund et al., Chapter 10

 Task 2 Due

You will receive the feedback in week 12.  If required, resubmission for this assessment is due by the end of week 13.





Statistical Analysis

Zikmund et al., Chapters 10&11


BUSMKG4088/4 &5


Communicating Research Results

Zikmund et al., Chapter 12

Major Project due




Review and feedback of content for Test


Zikmund et al., Chapters 1,2,3,4,8,9,10,11,12,14,16.



Evaluation - Test




Project Presentation

Zikmund et al., Chapters 1,2,3,4,8,9,10,11,12,14,16.












Grade entry




Learning Resources

Prescribed Texts


Other Resources

A range of resources will be provided to you throughout the semester.

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 Task 1: Major Research Project

Major Research Project

  1. Research Brief
  2. Research Proposal
  3. Research Report


This assessment is based on a real life market research project. Use the same client in all three parts of this assessments.  Request your client to brief you on their company and their research requirements.

This major research project is comprised of three parts:

Firstly, your team will develop a Research Brief that outlines the information required by your client.  You should determine a suitable structure for this and prepare the document as if you were on your client’s staff and are given the responsibility of outsourcing this Market Research project.

Secondly, your team will now “change hats” and act as staff of a Marketing Research Company that is interested in tendering an ‘industry-standard’ Research Proposal. This encompasses a Research Design Plan including a detailed Work plan

Thirdly, a Research Report that contains all the work depicted in your Design Plan including Research Methodology, Findings and an evaluation of the process used.


Part 1: Research Brief

Your team can decide the structure of this document, however, ensure that you construct it from the perspective of your Client. You need a clear statement of the Client’s Problem and some key research objectives along with the other detail required in the structure you decide on.

Research Brief

•   Key sections and information requirements to include in a research brief:

1.  Background

2.  Your business and research objectives

3.  Your target audience

4.  Thoughts on approach

5.  Deliverables

6.  Timing

7.  Budget

8.  The project team

9.  Contact Details


Part 1 B : Research Proposal/Plan

The proposal must contain a comprehensive plan that describes how your company intends to achieve the requirements that were specified in the Research Brief. You should endeavour to supply appropriate detail under the following headings and required elements:

As a special requirement of this Project, your Research Plan must contain:

1. digital research;

2. qualitative research technique (eg. focus group or In-depth interview); and,

3. quantitative research technique (eg. survey).


Executive Summary

1      Introduction and Background

2      Problem

3      Research Objectives

4      Research Design 

5      Research Design Rationale

6      Field Work

7      Data Analysis

8      Reporting

9      Materials Required

10    Discussion

11    Conclusion

12    Set of recommendations

( Include References and Appendices)


Assessment Task 2: Research Reports

Short reports (maximum 300 words in ‘report format’) that covers the Lectures with special emphasis on the Findings for the Digital research, Focus Group and the Survey.

Suggestions and Recommendations are made.

This should outline the tasks that were undertaken with a description of whether they were problematic or completed successfully on-time.

Individual activities. 

It is not necessary to submit the journal, however, your teacher may request to see it.

The following documents must be attached as Appendices (they are not part of the word count maximum):

  1. Focus Group Discussion Guide
  2. Survey Questionnaire.



Assessment Task 3 - Test

A multiple choice and short answer test that covers all aspects of conducting market research over the semester.  

All the information will be derived from lecture notes provided.



Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements   You should:

  • Ensure that you submit assessments on or before the due date.  
  • 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 use the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

Other Information

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:   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:   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   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:   Marking Guide (Competency):    You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.   You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.    Marking Guide (Grading)    After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:    Final Grades table:   CHD Competent with High Distinction CDI Competent with Distinction CC Competent with Credit CAG Competency Achieved – Graded CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment   Further information regarding the application of the grading criteria will be provided by your teacher.

Course Overview: Access Course Overview