Course Title: Conduct market research
Part B: Course Detail
Teaching Period: Term1 2019
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
Tel: 99255522
Email: alain.grossbard@rmit.edu.au
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
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, workshops and laboratory exercises. Additional assessable activities may also be provided to students to complete outside of the timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments. There will be a large range of online materials incorporated into these learning activities.
Teaching Schedule
Teaching Schedule |
Week beginning 2019 |
Weekly Schedule |
Competency/References |
|
Week 1
|
Course Overview Introduction to Market Research
|
BSBMKG408B/1 – 6 Introduce WIL Project and other assessments. Text: Zikmund et al., Chapter 1 |
|
Week 2
|
Problem Definition |
BSBMKG408B/2&3 Zikmund et al., Chapter 2 Students to have determined project team members. |
|
Week 3
|
Exploratory Research |
BSBMKG408B/2&3 Zikmund et al., Chapter 3 |
|
Week 4
|
Quantitative Research |
BSBMKG408B/2&3 Zikmund et al., Chapter 3 |
|
Week 5
|
Digital Research |
BSBMKG408B/1&4 Zikmund et al., Chapter 4
|
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Week 6
|
Measurement |
BSBMKG408B/2&4 Zikmund et al., Chapter 8
|
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Week 7
|
Questionnaire design |
BSBMKG408B/2&4 Zikmund et al., Chapter 9
|
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Week 8
|
Questionnaire design and Major Assignment |
BSBMKG408B/2&4 Zikmund et al., Chapter 9
|
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Week 9
|
Sampling |
BSBMKG408B/4 Zikmund et al., Chapter 10
|
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Week 10
|
Sampling (Part 2) Editing & Coding |
BSBMKG408B/4&5 Zikmund et al., Chapters 10&11
|
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Week 11
|
Statistical Analysis (Part 1) |
BSBMKG408B/5 Zikmund et al., Chapter 12
|
Mid Semester break |
19 April to 26 April inclusive |
|
|
Week 12
|
Major Assignment |
BSBMKG408B/6 Zikmund et al., Chapter 16 Major Project due
|
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Week 13
|
Communicating Research Results Revision |
BSBMKG408B/5 Zikmund et al., Chapter 14
|
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Week 14
|
Evaluation - Test |
BSBMKG408B/1-6 Zikmund et al., Chapters 1,2,3,4,8,9,10,11,12,14,16. |
Week 15 |
Project Presentation (Panel Interviews covering all content) |
BSBMKG408B/1-6 Panel Interviews covering all content Zikmund et al., Chapters 1,2,3,4,8,9,10,11,12,14,16.
|
|
Week 16
|
Project Presentation (Panel Interviews covering all content) |
BSBMKG408B/1-6 Panel Interviews covering all content Zikmund et al., Chapters 1,2,3,4,8,9,10,11,12,14,16. |
|
Week 17 |
Re-submission |
Learning Resources
Prescribed Texts
References
Other Resources
Zikmund, William G et al., Marketing Research, Asia Pacific 10th edition, Thomson South-Western, 2010, |
|
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 1 – Major Project (group work) plus (group) PresentationStudents will form groups that will be given a range of research tasks to complete as part of the Major Project. These groups should consist of 3 – 4 students and are expected to work on the given case study which will form the basis of the project work to be completed during this semester. The major project is scheduled to be completed and submitted in Week 14 with the Presentation of your findings in Week 15 and week 16. |
Assessment 2 – TestClass activities spread across the semester will aim to measure the student’s performance in terms of their understanding of the theoretical aspects of Marketing Research as delivered in Lectures. This assessment is intended to encourage students to attend lectures; read the text; and participate in activities across the entire semester. In actual fact this is a gauge of how committed you are to this course! Students absence from these activities will need to provide supporting documentation. |
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
Resubmissions:
If you are found to be unsuccessful in a 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 (Competency Achieved) result to your overall result 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.
Final results will be in the following format:
CA Competency Achieved
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