BSBMKG506 Assessment V1.0615 (2).Docx_Paulo
May 4, 2017 | Author: Rafael Constantino Yasaka | Category: N/A
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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 Falcão Melo Corrêa Lima
The other members of my group are: 1. Name:Click here to enter text. Student ID#: Click here to enter text. 2. Name:Click here to enter text. Student ID#: Click here to enter text.
3. Name:Click here to enter text. Student ID#: Click here to enter text.
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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
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NYC
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Competent
Did the candidate:
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NYC
1. Identify market research needs
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1.1. Communicate role of market research in enterprise operations to relevant personnel
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1.2. Identify contribution of market research to enterprise activity
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1.3. Analyse enterprise planning and performance documentation to determine research needs
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1.4. Consult relevant personnel to determine research needs
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2. Define market research objectives
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Draft research objectives
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Undertake preliminary project scoping
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2.3. Consult with relevant personnel on draft research objectives to ensure relevant and useful information is gathered
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2.4. Review and finalise draft objectives in light of scoping parameters
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1.5.Develop statement of market research needs
3. Define data gathering approaches
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3.2. Determine combinations of types of data to best inform objectives
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3.3. Identify and evaluate suitable data gathering methods
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3.4.
Identify data sources
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Quantify required data
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3.6. Identify and evaluate suitable data processing methods
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3.7. Make decisions in relation to data types, combinations, gathering methods, sources, quantities and processing methods
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4.1. Estimate resources and time lines required for market research projects
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4.2. projects
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3.1.
Identify types of data required to inform objectives
4. Develop market research plan
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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
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NYC
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Competent
Did the candidate:
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BSBMKG506 Assessment V1.0615
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NYC
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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?
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Competent
Did the candidate:
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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?
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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?
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Demonstrate application of project planning principles and practices including: consultation and stakeholder involvement? gaining of approvals? scoping practices?
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Demonstrate application of statistical methods and techniques?
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Demonstrate organisational and time management skills to develop complex market research plans, including timelines and options?
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Demonstrate research and data collection skills to determine organisational market research requirements?
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ASSESSMENT - SUMMARY Assessor’s checklist – tick when finalized Task 1☐ ASSESSOR’S GENERAL COMMENTS (see individual tasks & marking guides for more detail)
Assessor Name
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RESULT
COMPETENT ☐
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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?
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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,
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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.
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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.
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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?
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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. What’s 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. ILSC Business College
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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.
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Assessment Task 2: Prepare a Market Research Plan Case study –
D.A. Garden Supplies
Submission details Candidate’s Name
Phone No.
Assessor’s 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 client’s 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
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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 client’s 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 organisation’s 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? ILSC Business College
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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:
ILSC Business College
the key milestones or goals of the project and the timelines associated with each milestone (Gantt Chart?) include an overall project duration,
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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
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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, café and 12 specialty shops. About 2 kilometres down the road is a large Bunning’s 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 café 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 Alison’s daughter also assists in the café. A new café 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 7am–3pm offering breakfast and lunch, specialising in gourmet food and beverages. About three years ago, David and Alison decided to extend the café operations to include a larger lunch menu, more tables and extended the trading hours of the café so that it now opens at the same time, and closes one hour before, the nursery. The café 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.
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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%.
Café trade has been steadily increasing for the last three years and as result profits from this have been growing at a rate of 2–3% 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: Paulo’s marketing Researcher: Paulo Lima Client’s 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 organisation’s problem; and some background about the organisation and the issue.
The Market Research Plan Project Scope from the Draft Research Proposal ILSC Business College
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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
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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
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