BSBMKG506 Assessment V1.0615 (2) .Docx - Paulo

Assessment Materials
BSBMKG506 Plan Market Research

To achieve competency in this unit you must complete
the following assessment items. All tasks must be
submitted together. Tick the boxes to show that each
task is attached.
Task 1. Short answer questions
Task 2. Market Research Plan
NOTE: If this is a group assignment, each member of your group
must individually submit a separate and complete copy.
Student ID
Student Name
22263
Paulo Falco Melo Corra Lima
The other members of my group are:

1. Name:Click here to enter text. Student ID#: Click here to enter
text.
text.

text.
ILSC Business College
BSBMKG506 Assessment V1.0615
Page 1 of 20
PLEASE NOTE: SECTIONS HIGHLIGHTED IN THIS COLOUR ARE FOR TRAINER

USE
TASK 1 MARKING SHEET

Outcomes
Competent
Did the candidate:

Submit answers to all 32 questions?
Performance indicators
NYC
Competent
Did the candidate:
NYC
1. Identify market research needs
1.1.
Communicate role of market research in enterprise
operations to relevant personnel
1.2.
Identify contribution of market research to
enterprise activity
1.3.
Analyse enterprise planning and performance
documentation to determine research needs
1.4.
Consult relevant personnel to determine research
needs
2. Define market research objectives
2.1.
Draft research objectives
2.2.
Undertake preliminary project scoping
2.3.
Consult with relevant personnel on draft research
objectives to ensure relevant and useful information is
gathered
2.4. Review and finalise draft objectives in light of scoping

parameters
1.5.Develop statement of market research needs
3. Define data gathering approaches
Page 2 of 20
3.2.
Determine combinations of types of data to best
inform objectives
3.3.
Identify and evaluate suitable data gathering
methods
3.4.
Identify data sources
3.5.
Quantify required data
3.6.
Identify and evaluate suitable data processing
methods
3.7. Make decisions in relation to data types, combinations,

gathering methods, sources, quantities and processing methods
4.1.
Estimate resources and time lines required for
market research projects
4.2.
projects
3.1.
Identify types of data required to inform objectives
4. Develop market research plan
4.3.
Determine feasibility of market research

Prepare market research plan for approval
4.4. Obtain approval to implement plan from appropriate

personnel as required
TASK 2 MARKING SHEET
Outcomes
Competent
Did the candidate:

Submit a report that includes:
a marketing research plan
discussion on data gathering approaches
the problem or issue to be addressed
the research objectives
the human, financial and physical resources required
any external market research assistance that will be
required
possible research locations
planned research methodologies
the sample size and nature
the sources & types of data
suitable data processing methods
an implementation plan including time lines, key milestones
and cost estimates.
Performance indicators
Identify the human, financial and physical resources
NYC
Competent
Did the candidate:
NYC
Page 3 of 20
required and available?

Identify any external market research assistance that will be
required?
Describe possible research locations?
Describe your planned research methodologies?
Explain the sample size and nature of your sample?
Document the time required and available?
Discuss the types of data required for this research noting
what combinations of data will be best for this research?
Identify and evaluate suitable data gathering methods for
this research project, describing why these methods were
chosen?
Identify the sources of the required data and explain why

these were chosen?
Quantify the required data, explaining the reason?
Identify and evaluate data processing methods and
determine the most appropriate method/s for this research?
Competent
Did the candidate:
NYC
Comply with key provisions of relevant legislation, including but

not limited to:
ethical practices?
anti-discrimination legislation and principles of equal
opportunity, equity and diversity?
Trade Practices Act?
privacy laws?
Codes of Practice?
Demonstrate application of market research principles and

practices, including:
data processing methods and data analysis techniques?
design of samples?
development and use of hypotheses?
roles and uses of qualitative and quantitative research?
use of survey instruments?
Demonstrate application of project planning principles and

practices including:
consultation and stakeholder involvement?
gaining of approvals?
scoping practices?
Demonstrate application of statistical methods and techniques?
Demonstrate organisational and time management skills to

develop complex market research plans, including timelines and
options?
Demonstrate research and data collection skills to determine

organisational market research requirements?
Page 4 of 20
ASSESSMENT - SUMMARY
Assessors checklist tick when finalized
Task 1
ASSESSORS GENERAL COMMENTS
(see individual tasks & marking guides for more detail)
Assessor Name
Page 5 of 20
RESULT
COMPETENT
NOT YET COMPETENT
Task 1: Short answer questions

Assessment description and instructions
You must demonstrate the ability, knowledge and skills required in identifying market
research needs and research objectives for a proposed market research project; and
to identify the data types and data gathering methods for the planned research.
Furthermore you must demonstrate the ability, knowledge and skills required in
planning market research.
Answer all 32 questions below. Click in the space provided and type your answer.
The answers to most of these questions can be found in your workbook for this unit,
available on the ILSC Moodle. However, you must use your own words to answer the
questions below.
Identify market research needs
1. In your own words, explain the difference between Marketing Research
and Market Research.
Marketing research is the plan ( how to do ) and Market Research is
the action ( gather information from the people ).
2. Why do we need to communicate the role of market research in
enterprise operations to relevant personnel?
Marketing is a selling, need to inspire them, consutation, etc.
3. When planning market research, you will need to ensure that you can
communicate the role of the research to various groups of people both
internal and external to the organisation.
a. Who may you need to communicate with internally and why?
People from work. Why they care about it.
b. Who may you need to communicate with externally and why?
Banks, Finantial Institutes. To get recourse.
4. The general purpose of market research is to provide an enterprise
with the information and data needed to solve a problem. Market
research also contributes to an enterprise through collecting
information on what other areas?
Page 6 of 20
Primary research original research that you have collected during an

interview, questionnaire you created. Secondary research newspaper,
online, reports.
5. The initial step in planning any market research is to determine your
research needs. In order to determine the research need of the
organisation, you first need to identify and define a market research
problem. What are the five steps involved in this process?
1. Define management problem.
2. Understand research problem.
3. Find cause of management objectives.
4. Determine research objectives.
5. Use research hypothesis.
6. In order to define the management problem, what documents or other
information would you need to see that will enable you to draft a
research proposal for a client?
Customer satisfaction, development of products and services, datas,
questionnaires.
7. What are the three main types of market research methodologies?
1. Secondary external.
2. Secondary internal.
3. Primary research.
8. Explain what exploratory research could involve.

To gain background information, clarify problems, explore alternatives.
9. When developing a statement of market research needs, the
hypothesis you develop for your research should be in the form of a
statement that is to be proven or disproved. While there are no
definitive rules for constructing this statement, you should consider
what the overall aim of your research is and consider this in
developing your statement.
Provide an example of a Statement of Market Research Needs and
some suggestions on the type of information that could be included in
your statement for various research situations.
Competitive price. An example is bulk packaging. A warehouse store
offers bulk packages of household cleaning products, foods, office
supplies and other basic product needs at a discounted price, which
offers better value than the same products sold individually at the
supermarket. If target market needs emphasize value and low price,
Page 7 of 20
your marketing should emphasize the selection of bulk-packaged

goods your warehouse store offers.
10.
Draft research objectives are first created during the
identification of the research needs of a market research project.
Before proceeding with your research project, you need to further
define your research objectives in order to do what 2 things?
1. Qualitative research.
2. Quantitative research.
11.
When reviewing your draft objectives against the initial brief
provided to you, you should consider the process undertaken to
determine the objectives.
In particular what 3 things should you focus on ensuring?
1. Performance.
2. Improvement.
3. Outcomes.
Page 8 of 20
Define market research objectives

12.
Why is it important to consult with relevant personnel when you
are preparing draft research objectives?
Consultation involves developing excellent communication skills with
the people who are identified as stakeholders as well as those who can
provide the research you desire.
13.
Make a list of what project scoping may include:
Justification, Product scope description, acceptance criteria,

deliverables, project exclusions, constraints and assumptions.
14.
For a marketing project, the project scope may also be referred
to as the draft research proposal and is used mainly to establish
what 3 things?
1. Theoretical orientation.
2. Methodological approach.
3. Ethical issues.
15.
Learning activity: Project templates
Using the internet, your workplace or other sources, to locate the

following:
three different project scope templates
two different timelines mechanisms or project charts.
Review these documents.

16.
Prepare a draft template you could use for scoping and planning
and tracking activities for a market research project.
17.
What resource requirements may you need for a market research
project?
Identify your market research objectives; set your success criteria
before you start interviewing; plan how you will analyse your data and
report your findings; keep your survey short and invest in a software
plan.
18.
What would be included in the research details section of the
project scope?
Specific, Measurable, Agreed Upon, Realistic and Time Bound
19.
Discuss what is meant by time constraints at the project
scoping stage?
Work on a deadline and need to be able to put together and effective
marketing plan designed to reach a large number of people in a short
period of time.
Page 9 of 20
20.
What are some types of external assistance you may need to
include in your draft research proposal?
What people think about it, what they want, which changes the place
needs?
Page 10 of 20
Define data gathering approaches

21.
When identifying types of data required to inform objectives,
data can be obtained from a number of different sources. Make a list of
the 6 main data types.
1. The research theme.
2. Research line.
3. Problem.
4. Hypothesis.
5. Objective of the research.
6. Type of research.
22.
In your own words, what is primary research data?
It is the information that you collect specifically for the purpose of your research
project.
23.
In your own words, what is secondary research data?
It is the information that has been collected for a purpose other than
your current research project but has some relevance and utility for
your research.
24.
Secondary data may consist of both internal and external data.
Give examples of internal and external data.
Internal sales, finance, marketing, human resources. External
Universities, Government sources, foundations, trade.
25.
Why should you always examine all available secondary data
before proceeding to primary data?
Secondary data tends to be readily available and inexpensive to
obtain. In addition, administrative data tends to have large samples,
because the data collection is comprehensive and routine. Whats
more, administrative data are collected over a long period. That allows
researchers to detect change over time.
26.
In your own words, what is a quantitative research approach?
The collection and analysis of statistics.

27.
Where can quantitative data come from?
Percentages, number of sales.

28.
In your own words, what is a qualitative approach to research?
Analysis the emotional of the market place.

29.
Give 4 examples of qualitative research methods.
1. Focus group.
2. Interviews.
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3. Questionnaire.
4. Projective techniques.
30.
When identifying the quantity of data required, the first question
you need to answer before collecting data is, Do I have to contact
everybody in the population of interest, or do I contact a small
section? In most research situations, you would collect the data from
a sample of the population of interest.
What is meant by sampling?
The process of selecting a group of individuals in a population, in order
to study and characterize the total population.
31.
What are the 4 main steps involved in designing samples?
1. Set Target.
2. Specify the sample.
3. Selection of sampling method.
4. Determination of the universe and the size of the sample.
32.
Data that you gather will need to be processed. When planning a
market research project, you should determine the method you will use
for processing the data.
What are the 4 main things you need to consider when deciding how to
process the data gathered?
1. Identify issues.
2. Brainstorm.
3. Planning.
4. Act on results.
33.
In order to make a final determination as to the data gathering
approaches to use in your market research project, you need to
consider the choices you have made so far. What are the 4 main things
you need to consider?
1. Plan.
2. Organise.
3. Drive.
4. Control.
Page 12 of 20
Assessment Task 2: Prepare a Market Research Plan

Case study
D.A. Garden Supplies
Submission details
Candidates
Name
Phone
No.
Assessors
Name
Phone
No.
Assessment
Site
Assessment
Date/s
Time/s
The assessment task is due on the date specified by your assessor. Any variations to
this arrangement must be approved in writing by your assessor.
Submit this document with any required evidence attached. See specifications below
for details.
Performance objective
The student must demonstrate the ability, knowledge and skills required in identifying
market research needs and research objectives for a proposed market research
project; and to identify the data types and data gathering methods for the planned
research. Furthermore the student must demonstrate the ability, knowledge and skills
required in planning market research.
Assessment description
You are the Market Research Manager at Capital Market Research a company that
helps small businesses to find solution to their market research problems. David and
Alison, the owners of DA Gardening Supplies, have approached you to help them find
solutions for them. They have never approached a market research company
previously and have asked you how market research can help them. They brief you
on the problem and you suggest market research as a first step on the road to
establishing a solution for their problem.
You explain that the first step in the market research process is to read/take the
clients brief > then at step 2 the market research company will draft a research
proposal once this has been approved by the client we move on to > stage 3 where
you will prepare the Market Research Plan this stage is often contended by 2 or more
research companies, only the company that prepares the best market research plan
will proceed to stage 4 once it has been approved by the client > stage 4 is to do the
actual Market research.
NB Based on the clients brief in Appendix 1 you have already prepared a draft
research proposal also known as the preliminary project scope for D.A. Garden
Supplies that established the following:
An outline of the overall objectives of the market research
Page 13 of 20
An initial plan on how the research will be conducted
An outline of time requirements.
Alice and David have accepted your draft research proposal and have given you the
go ahead to advance to stage 3 which is to prepare a full Market Research Plan for
them.
As you will be competing with 2 other Research companies for the opportunity to
conduct the actual market research at stage 4, your Market Research Plan must stand
out from your competitors.
NB for this unit of competence you are not required to perform stage 4 ie the actual
market research.
Procedure
1. Read the case study at Appendix 1.
2. Prepare a detailed business report to DA Gardening Supplies that
includes your documented full Market Research Plan describing the
project scope, market research objectives, and a detailed plan on how the
research will be conducted, time requirements and budget for the market
research to be undertaken.
The report must include the following sections:
Report Title Page
Provide the name of the project, the researcher and research organisation; also
include the clients details.
Introduction
The introduction should include:
A definition of market research; and explain how market research can

contribute the operations of the organisation
A statement of the case study organisations problem; and some

background about the organisation and the issue.
The Market Research Plan

Project Scope from the Draft Research Proposal
The project scope should include full details of the following:
1. The 5 step process; how you identified and defined the market research
problem?
2. What documents or other information you needed to see to enable you to
draft the scope/research proposal?
3. The purpose of the research?
a statement giving justification for the research
4. Proposed timeframe for completion?

Page 14 of 20
document the time required and available.
Also include here the process undertaken to review and determine

the objectives against the initial brief before getting the clients
approval?
Whom you consulted with?
5. The reviewed Statement of Market Research Needs
The research objectives should be clearly labelled and identified in

this section.
6. Market Research Plan details:

6.1 Research locations
Where will your research and researchers be based?
Will researchers need to be located with the research subjects?
describe possible research locations
6.2 Research methodologies
Is your planned research, exploratory, descriptive or causal?
What data collection methods will you use?
6.3 Sources of research data
Are you planning to collect primary research?
What is the profile of your primary data sources?
What are your sources of secondary research?
What sample size and method do you think will be required?
explain the sample size and nature of your sample
6.4 Required resources
identify the human, financial and physical resources required and

available
identify any external market research assistance that will be

required
6.5
Timelines, budget, milestones and deliverables

Provide full and complete details of:
the key milestones or goals of the project and the timelines

associated with each milestone (Gantt Chart?)
include an overall project duration,
Page 15 of 20
the cost estimate and the expected date that the results will be
available.
7. Obtain Approval
How will you gain approval for the plan?
8. Credentials
Some larger projects include details in the project plan of the credentials of
the key staff. This may be in the form of a brief biography of their skills,
experience and qualifications.
9. Australian Legislation:
Include all legislation that may affect aspects of the business operations.
Appendix:
detailed execution plan
scope approval documents
Page 16 of 20
Appendix 1 Case study

David and his wife, Alison, have been in the garden supply and nursery business for
the last 13 years. David supervises the nursery and garden supply part of the
business, while Alison does the administration and bookkeeping and oversees the
landscaping projects. Their employees comprise two full-time gardeners, a part-time
landscaping consultant and two part-time cashiers. The trading hours are as follows:
Mon Wed
9 am
6 pm
Thurs Fri
9 am
6 pm (9 am 9 pm in summer)
Saturday
8 am
6 pm
Sunday
10 am
6 pm
The business is located in a main road, opposite a small suburban shopping centre
that includes a supermarket, department store, caf and 12 specialty shops. About 2
kilometres down the road is a large Bunnings store.
The business has prospered over the years through a steady stream of customers who
are happy with the quality and cost of the goods and services, and the professional
advice. David has a good rapport with most of them, and takes a keen interest in
making sure their gardens are properly maintained.
Five years ago David and Alison opened a small caf inside the nursery. They now
have two full-time staff and an additional part-time staff member who works over
lunch-time and on weekends; although during the school holidays Alisons daughter
also assists in the caf. A new caf opened for business 18 months ago around the
corner, in a small strip of shops attached to a business park. This new operation is
open Monday Friday from 7am3pm offering breakfast and lunch, specialising in
gourmet food and beverages.
About three years ago, David and Alison decided to extend the caf operations to
include a larger lunch menu, more tables and extended the trading hours of the caf
so that it now opens at the same time, and closes one hour before, the nursery. The
caf offers takeaway food as well as sit-in dining and the menu includes a variety of
beverages, made-to-order sandwiches, salads, gourmet pies/sausages rolls, quiches
and savoury slices, chips/wedges, cakes and slices, ice creams and sorbets, a kids
menu and soups and casseroles in winter.
The whole concept was a good one however their total business net profit has
dropped steadily over the last two years, although gross revenue remains acceptable.
They are at a loss to identify what has gone wrong and decide to seek help to redress
the situation.
David and Alison seek advice from you. They brief you on the problem and you
suggest market research as a first step on the road to establishing a solution for their
problem.
You have been supplied with basic sales performance data for the last three years that
shows the following:
Nursery sales have dropped by 5% in the last two years. These sales of these
products currently contribute 41% to overall profits.
Garden Supplies sales have also dropped by 5%, although the last year saw an
increase in drought proofing related products such as mulch. These products
currently contribute 34% to overall profits.
Page 17 of 20
Landscaping project numbers have been flat; however, the size and profit on
each project has grown slightly. This has meant a steady contribution to overall
profits of 10%.
Caf trade has been steadily increasing for the last three years and as result
profits from this have been growing at a rate of 23% per annum, currently
contributing 15% to the overall profit of the business.
Additional Information
NB On acceptance of your draft research proposal DA Gardening supplies has
indicated that they have a maximum budget of AUD$50,000.00 to spend on this
project; and wish to receive your report within the 6 week time frame.
PLEASE PASTE YOUR ASSESSMENT BELOW THIS LINE
Report Title Page

Project name: David & Alison
Research organisation: Paulos marketing
Researcher: Paulo Lima
Clients detail: David Supervises the nursery and garden supply.
Alison Administration and bookkeeping and oversees the
landscaping projects.
Introduction
Business market research is the process of collecting data to determine whether a
particular product/service will satisfy the needs of your customers. With effective
market research, your company can gain invaluable information about your
competitors, economic shifts, demographics, the current market trends and the
spending traits of your customers.
The introduction should include:
A definition of market research; and explain how market research can

contribute the operations of the organisation
A statement of the case study organisations problem; and some

background about the organisation and the issue.
The Market Research Plan

Project Scope from the Draft Research Proposal
Page 18 of 20
The project scope should include full details of the following:

10.
The 5 step process; how you identified and defined the market
research problem?
11.
What documents or other information you needed to see to enable
you to draft the scope/research proposal?
12.
The purpose of the research?
13.
a statement giving justification for the research

Proposed timeframe for completion?
document the time required and available.
Also include here the process undertaken to review and determine

the objectives against the initial brief before getting the clients
approval?
Whom you consulted with?
14.
The reviewed Statement of Market Research Needs
15.
The research objectives should be clearly labelled and identified in

this section.
Market Research Plan details:
6.1 Research locations
Where will your research and researchers be based?
Will researchers need to be located with the research subjects?
describe possible research locations
6.2 Research methodologies
Is your planned research, exploratory, descriptive or causal?
What data collection methods will you use?
6.3 Sources of research data
Are you planning to collect primary research?
What is the profile of your primary data sources?
What are your sources of secondary research?
What sample size and method do you think will be required?
explain the sample size and nature of your sample
6.4 Required resources
identify the human, financial and physical resources required and

available
Page 19 of 20

6.6
identify any external market research assistance that will be

required
Timelines, budget, milestones and deliverables
Provide full and complete details of:
16.
include an overall project duration,

the cost estimate and the expected date that the results will be
available.
Obtain Approval
17.
the key milestones or goals of the project and the timelines

associated with each milestone (Gantt Chart?)
How will you gain approval for the plan?
Credentials
Some larger projects include details in the project plan of the credentials of
the key staff. This may be in the form of a brief biography of their skills,
experience and qualifications.
18.
Australian Legislation:
Include all legislation that may affect aspects of the business operations.
Appendix:
detailed execution plan
scope approval documents
Page 20 of 20

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Assessment Materials

BSBMKG506 Plan Market Research

Paulo Falco Melo Corra Lima

The other members of my group are:

3. Name:Click here to enter text. Student ID#: Click here to enter

ILSC Business College