Course Title: Conduct market research

Part B: Course Detail

Teaching Period: Term1 2020

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: Felicity Burns

Course Contact Phone: +61399255486

Course Contact Email: felicity.burns@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Alain Grossbard

alain.grossbard@rmit.edu.au

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

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 unit applies to individuals working in entry level public relations positions who need to apply knowledge of the structure, organisation and functioning of the public relations industry in order to effectively conduct market research.

This course will be delivered through face-to-face classes and by accessing materials and resources here in Canvas. In this course you will learn basic requirements of market research covering principles and practices, but also making it applicable to larger business project. 

A range of learning activities will be provided in terms of lecture participation, workshop activities, presentations and discussions. Effective performance in this unit will involve the performance needed to demonstrate achievement of the element. Assessment of performance will be consistent with the evidence guide provided below


Teaching Schedule

Week

 

Week Commencing (2020)

Topics

Assessment

1

10 February

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

 

 

2

 

17 February

Introduction to Market Research

Text: Zikmund et al., Chapter 1

Introduce WIL Project and other assessments.

 

3

 

24 February

 Problem Definition

Students to have determined project team members.

4

 

2 March

 

Exploratory Research (Part 1)

Zikmund et al., Chapter 3

 

5

9 March

Exploratory Research (Part 2)

Zikmund et al., Chapter 3

Activity 

6

16 March

Digital Research

Zikmund et al., Chapter 4

 

 

7

23 March

Questionnaire design 

Zikmund et al., Chapter 8

Due date for Assessment Task 1

8

30 March 

Questionnaire design 

Zikmund et al., Chapter 8

 Activity 

 

 

Mid-semester break (9-15 April)

  

9

16 April

Statistical Analysis

Zikmund et al., Chapters 10&11

  

10

20 April

Communicating Research Results

Zikmund et al., Chapter 12

 

 Due date for Assessment Task 2

11 

 27 April

Communicating Research Results

Zikmund et al., Chapter 12

Activity

 

 

12

4 May

Review and feedback of content for Major Assignment

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

 

13

11 May

Evaluation 

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

 

14

18 May  

Project Review - Major Assignment submission

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

Major Assignment submission (Task 3)

 

15

25 May

Project Presentation preparation

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

 

 

16

1 June

Project Presentation

Project Presentation

 

17

8 June

Re-submission

 

 


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in Canvas.


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 tasks and expectations for this course in terms of assessment will be as follows:

A range of assessment methods will be used to assess practical skills and knowledge in this unit. The following tasks and expectations for this course will include: 

  • analysis of responses to case studies and scenarios
  • analysis of survey tools
  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • observation of data collection techniques
  • observation of presentations of market research results
  • oral or written questioning to assess knowledge and understanding
  • review of authenticated documents from the workplace or training environment.

Student assessment Task 1: Quiz

Assessment Task One (1) is one of three (3) assessment tasks you need to complete satisfactorily, to be deemed ‘competent’ for this unit of study.

This assessment is a short-answer knowledge assessment task designed to assess your understanding of relevant legislation, codes of practice and national standards relating to business operations in marketing communications / Public Relations.

These questions are based on the PR / Marketing Communications industry and associated roles and responsibilities of industry practitioners.

 

Due: Week 7

 

Student Assessment Task 2: Desk Research

This is Assessment Task 2 (two) of 3 (three) assessments that you need to complete satisfactorily, in order to be deemed ‘competent’ for this unit. 

The purpose of this task is to demonstrate the required skills and knowledge to conduct market research using survey methodologies (not specialist statistical design and analysis) and to report on your findings.

This is an individual assessment task:

 This assessment task consists of 2 parts:

Part A:  You are required to conduct ‘desk research’ (secondary research) in response to a Market Research Brief (provided) and prepare a report on your findings.

Part B: You are required to prepare a research plan and prepare for primary research that will be conducted by you (for Assessment Task 3) using an approved format provided.

 

Due: Week 10

 

Student assessment Task 3: Research Report

This is Assessment Task 3 (two) of 3 (three) assessments that you need to complete satisfactorily, in order to be deemed ‘competent’ for this unit. 

The purpose of this task is to demonstrate the required skills and knowledge to conduct market research using survey methodologies (not specialist statistical design and analysis) and to report on your findings.

This is an individual assessment task:

 

You are required to conduct primary research consistent with the Research Plan that you developed as part of Assessment Task 2, analyse your data, prepare a report on your findings, and present a summary of this report (in-class).

You are to complete the following tasks as part of your research report:

  1. Recruit survey respondents 
  2. Conduct primary market research to gather data and information
  3. Check the data collected
  4. Analyse and interpret the data
  5. Store the data (private, secure)
  6. Summarise the data and make conclusions
  7. Report on your methods and findings  (written report and an in-class presentation)

 You are required to use the following resources as part of your research:

  • Research Brief (provided)
  • Your desk research report 
  • Your Research plan 
  • Research tools / methods from your Research Plan

Due: Week 15


Assessment Matrix

A student assessment guide will be provided in the RMIT CANVAS shell. It comprises of list of criteria for assessment to demonstrate competency and a rubric that will assess the quality, research and competency achieved for each of the three tasks outline above.

 

 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

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 re-submission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the re-submission.  

 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.

 

Successful re-submissions will contribute a CA (Competency Achieved) result to your overall assessment 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: 

 https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment

 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