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BSBMKG506 Assessment V1.0615 (2) .Docx - Paulo
BSBMKG506 Assessment V1.0615 (2) .Docx - Paulo
Student Name
22263
Page 1 of 20
NYC
Competent
NYC
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
2.1.
2.2.
2.3.
Consult with relevant personnel on draft research
objectives to ensure relevant and useful information is
gathered
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3.2.
Determine combinations of types of data to best
inform objectives
3.3.
Identify and evaluate suitable data gathering
methods
3.4.
3.5.
3.6.
Identify and evaluate suitable data processing
methods
4.1.
Estimate resources and time lines required for
market research projects
4.2.
projects
3.1.
4.3.
Competent
NYC
Competent
NYC
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Competent
NYC
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
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RESULT
COMPETENT
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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?
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It is the information that you collect specifically for the purpose of your research
project.
23.
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.
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.
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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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:
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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:
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6.5
Page 15 of 20
the cost estimate and the expected date that the results will be
available.
7. Obtain Approval
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:
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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.
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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%.
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.
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13.
14.
15.
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6.6
16.
Obtain Approval
17.
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:
Page 20 of 20