Course Title: Plan market research

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5835C

Course Title: Plan market research

School: 650T TAFE Business

Campus: City Campus

Program: C5229 - Diploma of Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact

Name and Contact Details of All Other Relevant Staff

Course Contact Chris Lee
Course Contact Phone 99255471
Course Contact Email

Contact time: Wed, 11.30am-12.30pm
Level 10, Extension 55471

Nominal Hours: 50

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 required

Course Description

This unit applies to individuals in a non market research organisation who conduct market research planning at a managerial level. While market research planning can be undertaken as part of a broader role, it does require a good general knowledge of market research principles and practices, and a detailed understanding of the organisation’s operations, objectives and the application of market research.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG506B Plan market research


1. Identify market research needs

Performance Criteria:

1.1Communicate role of market research in enterprise operations to relevant personnel
1.2Identify contribution of market research to enterprise activity
1.3Analyze enterprise planning and performance documentation to determine research needs
1.4Consult relevant personnel to determine research needs
1.5Develop statement of market research needs


2. Define market research objectives

Performance Criteria:

2.1Draft research objectives
2.2Undertake preliminary project scoping
2.3Consult with relevant personnel on draft research objectives to ensure relevant and useful
information is gathered
2.4 Review and finalize draft objectives in light of scoping parameters


3. Define data gathering approaches

Performance Criteria:

3.1Identify types of data required to inform objectives
3.2Determine combinations of types of data to best inform objectives
3.3Identify and evaluate suitable data gathering methods
3.4Identify data sources
3.5Quantify required data
3.6Identify and evaluate suitable data processing methods
3.7Make decisions in relation to data types, combinations, gathering methods, sources, quantities
and processing methods


4. Develop market research plan

Performance Criteria:

4.1Estimate resources and time lines required for market research projects
4.2Determine feasibility of market research projects
4.3Prepare market research plan for approval
4.4 Obtain approval to implement plan from appropriate personnel as required

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to plan market research by identifying market research needs, defining market research objectives, identifying data gathering approaches and developing a market research plan.

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, 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



Week Commencing




6<sup>th</sup> Feb

(1) Pre-training review:

&middot;         RPL

&middot;         LLN

Familiarisation with:

&middot;         Program

&middot;         Services/facilities

&middot;         Other students

&middot;         Teacher(s)

&middot;         Where to get support

&middot;         Student responsibilities

&middot;         Course requirements

&middot;         Course support documents

&middot;         Pre-reading

&middot;         Blackboard

&middot;         Overview of assessment requirements

&middot;         Grading

&middot;         Plagiarism

&middot;         Appeals

&middot;         Extensions

&middot;         Feedback

&middot;         Privacy

&middot;         Submission requirements

&middot;         Resubmission policy

(2) Course Overview:

     Role of marketing research



13<sup>th</sup> Feb

Problem definition and the research process


Students to have determined project team members


20<sup>th</sup> Feb


The research brief



27<sup>th</sup> Feb

The research proposal




5<sup>th</sup> March

The research proposal


Task 1 Due

(Assessed: Research brief to be submitted


12<sup>th</sup> March
(Monday, Labour Day)

Exploratory research & secondary data




19<sup>th</sup> March

Survey research #1


Task 2 Due

(Assessed: Research proposal to be submitted)


26<sup>th</sup> March

Survey research #2




2<sup>nd</sup> April




Mid semester break (5 April to 11 April)


9<sup>th</sup> April





16<sup>th</sup> April

Experimental research & test marketing




23<sup>rd</sup> April

Manage market research activity AND

Evaluate research process and findings



30<sup>th</sup> April

Research report




7<sup>th</sup> May

Research report & student consultation session



14<sup>th</sup> May

1. Final student consultation session

2. Research report due

NB: Due date: 18 May 2012 (Fri) 5.00pm

3. Students to prepare for oral test/interview


Task 3 Due

(Assessed: Research report due)


21<sup>st</sup> May

Oral test/interview

Task 4 (Oral test/interview)


28<sup>th</sup> May

Re-submissions if applicable






Learning Resources

Prescribed Texts


internet, library database

Other Resources

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

You are required to complete 4tasks. You must successfully complete all 4 tasks to be deemed competent in this unit.


TASK 1 (Due Dates: Week 5)

This assessment task will require students to complete their research brief. Students are to construct their brief from the perspective of their client.


TASK 2 (Due Date: Week 7)

The second assessment tasks will require students to construct a research proposal/plan. The group must take a perspective that sees it as representing a research company. The proposal must contain a comprehensive plan that describes how your company intends to achieve the requirements that were specified in the research brief. 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



TASK 3 (Due Date: Week 14)

The third assessment tasks will require students to write a short research report with special emphasis on the findings for the digital research, focus group and the survey. The report should also include suggestions and recommendations made to the client and a section of your report that evaluates the research process (evaluation of research process) which outlines the tasks that were undertaken with a description of whether they were problematic or completed successfully on-time.



TASK 4 (Due Date: Week 15)

The fourth 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

Assessment Matrix

Course Overview: Access Course Overview