Assessment 1: Develop Market Research Plan

1. Develop guidelines reflecting organizational policy and procedures to be used

for conducting research. These guidelines for research must provide
information and guidance under the following headings:
 WHS

WHS stands for Workplace Health and Safety. All employers are responsible
for the health and safety in the workplace they provide. It is about protecting
the safety, health and welfare of people engaged in work or employment.
These standards are basic human right and should be accessible by each
and every worker. These rights are set out in legislation to ensure that
employers are clear about the obligations and the consequences for
neglecting them.

 Data privacy
The Data Protection Act 1998 is the key piece of legislation that all
researchers need to understand. The Act impacts every aspect of the
research process. The Data Protection Act 1998 regulates the collection and
processing personal data. The act covers every step of the research process,
from commissioning and design of research, though interviewing and data
processing to reporting of findings and storage and destruction of data,
helping researchers and their clients stay within the law.

 Staff involvement
The management makes sure that the administration is carried out according
to all legislations and brings together the different groups participating in the
research. The project manager also prepares the marketing plan and defines
what it is necessary to complete the market research. It is essential that the
administration sticks to this plan as correct administration helps keeping track
of timeframe.

 KPIs
KPI stands for Key Performance Indicator. Companies use KPIs to measure
their success. Organizations use KPIs to evaluate their success at reaching
targets. It is a type of performance measurement. There are some important
characteristics of an effective KPI: non-financial; timely; simple; team-based.

 Quality of data
It refers to the level of quality of data. Data is generally considered high quality
if they are fit for their intended uses. They should be objective and non-bias.
 The data collected in a market research should be reliable and usable in the
future as well.

2. Meet with and commission a staff member (your assessor) to develop detailed
work plans for how research will be undertaken, using the guidelines you have
established. Make sure you agree on the format of the materials
(print/electronic/oral, etc.) and a date for the provision of these materials.
When the staff member returns the plans to you, you will need to review the plans to
identify the following and providing a written Work Plan Summary (document) – the
steps below should be the main sections of your summary:
1. Resources: Identify all required resources to support the implementation of
the plans by:
a. creating a list of all required resources
Internal resources:
- human resources – Tony, Marie, Joanne
- company archives containing customer feedback and surveys
- budget - $15000
External resources:
- external consultant – to collect primary data
- suppliers providing materials as secondary data resources
b. completing the Resource requisition/acquisition form provided for each
resource

Resource Resource Internal or External

description quantity external resource costs
Human 3 internal N/A
resources

Previous Not known internal N/A

customer
feedbacks of
Houzit

Chosen external 1 external $12000

consultant
Australian 1 external $250
Bureau of
Statistics

IBIS market 1 external $1200

report

Homeware 1 external $250

Magazines and
Publications

2. Consultants: Identify preferred consultants by:

a. describing requirements for external consultants within the project plan
The ideal consultant company should be able to do certain methods of
research such as surveys and interviews focusing on the target group.
b. detailing selection criteria for selection of external consultants
It is essential that the chosen company can conduct the research within
the timeframe and within the budget. They should also be specialized
in the required field and focus on the target area which is the greater
Brisbane area.
c. identifying which consultant/s from the preapproved list is/are suitable.

In my opinion, the best candidate to be the external consultant would

be Lombard Consulting. They are a local market research firm focusing
on home accessory products and markets. They quoted $12000 to
complete the research within 8 weeks which means they fit into the
budget and the time frame as well. They are also able to do all methods
of research such as surveys and interviews which Houzit especially
wants to include in this research.

3. Providers and suppliers: Identify preferred providers and suppliers by:

 describing requirements for goods and services within the project plan
They should provide an overview of the industry, focus in the target
area and give a view on the competitors.
 detailing selection criteria for selection of providers and suppliers
The providers should meet the requirement of the budget. Also, Houzit
is mostly looking for surveys and for data on the target groups.
 identifying which providers and suppliers from the preapproved list
is/are suitable
Suitable providers and suppliers for secondary external data are:
Australian Bureau of Statistics which has census data for the target
area. It is focused on the greater Brisbane area and it is within the
budget as it only costs $250.
IBIS market report covers homewares as well and it is also focused on
the target area. It costs $1200 which still fits into the budget.
Homeware Magazines and Publications is international, but it is about
homeware innovations. It can provide information on competitors in the
market and also give ideas about other innovations which could further
improve the position of Houzit in the market.
 Assessment 2: Market Research

A contract for the supply of consulting services from the Lombard consulting for

This contract is made on the Date 07 Month 03 Year 2018, between Houzit and Lombards Consulting
City of Brisbane, state of Queensland , and Lombards consulting and Houzit City of Brisbane, state of
Queensland.
For valuable consideration, the parties agree as follows:
1. All the data collected for the research report must be credible and valid.
2. The market research report together with summary must be ready to be presented to board in
8 weeks’ time.
3. Budget for the project is $15,000 to cover external consultants and associated external
material costs, must stay within this budget.
4. All the resources utilized for the completion of the research project must comply with the
OH&S policies of the company.
5. Houzit’s policy and procedures requires for the summation a resources usage application for
all resources require in the project both internal and external.
6. All the data privacy collected for the research must comply the policy and procedures.
7. No modification of this contract will be effective unless it is in writing and is signed by both
parties.
8. This contract binds and benefits both parties and any successors.
9. Time is of the essence of this contract.
10. This document, including any attachments, is the entire agreement between the parties.
11. This contract is governed by the laws of the state of Queensland

Signature
The parties have signed this contract on the date specified at the beginning of this contract.

Houzit Lombards
Signature Signature

Houzit Lombards
Name Name

Mario
Witness Witness
Mario
 Weekly Monitoring Reports

The market research in question conducted by Lombard Inc. was monitored

by a team appointed by the Houzit Company CEO. The monitoring effort focused on

outlining the progress results of the market research carried out by the Lombard firm.

Based on the information revised, several deficiencies about provider compliance

were noted. This section seeks to present a critical review of a summary of the

weekly monitoring reports of the provider with respect to the project progress,

adherence to the laid plan as well as overall performance of the contractor.

Progress

Overall, the project was accomplished within the established timeframe.

Noteworthy to mention, the definition and scope phase as well as consultant

identification took two weeks, the research took eight weeks while the report

preparation took two weeks.

Adherence to the Plan

As established in the research plan, the definition of the project, as well as

consultant selection, was completed within the established time. Noteworthy to

mention, the research plan indicated that the activity was to take at most two weeks.

Overall the information needs activities did not follow the set timeframe

established in the research paper except for the development of market research

questionnaire. Worth mentioning, the development of the market research

questionnaire activity was completed within the estimated timeframe. However, the

document needs activities were completed one week later. The identification of the
specific information to be collected during the research period was reported one

week later. Also, the activity regarding information sources identification was late by

one week.

A majority of the research work activities conducted by the Lombard firm were

completed within the estimated period. Worth mentioning, research participants

were identified on time. Correspondingly, the documentation of research findings

was delivered on time. Also, the interviews with the research participants were

conducted on time except for the Houzit store managers. However, the identification

of research techniques to be used for the research was one week late. Also, the

timing and budget for the whole research was late by two weeks. Finally, the

development of the research report was late by two days.

Contractor Performance

Overall, the performance of external contractors was not in line with the

contractual requirements and expectations. Worth mentioning, the contractor did not

follow the time requirement established in the contract. Also, not all study

participants were investigated by the contractor as established in the contract and

other subsequent contractual documents provided. Specifically, the contractor did

not interview the store managers.

 Assessment 3: Research Project Evaluation
Market Research Report

Abstract

The objective of the research was to examine the market viability of adding

the lighting fittings classification to Houzit’s variety. Existing and new customer’s

survey was conducted regarding the efficiency and value addition of lighting fixtures

sold by Houzit Company. The outcome proves that lighting and fixtures are mostly

used by those household which are renovating their houses. The conclusion of the

report is that including lighting fixtures on products sold by Houzit is a viable business

idea. It is therefore recommended that Houzit should go ahead and continue selling

the lighting fixtures as well as invest more on advertisement of the product.

Introduction

Lighting fixtures are used in illuminating through by means of several lighting

expertise. About 90% of households in Australia are busy constructing houses as

well as renovating the old ones. As a result, there is a high demand of lighting fixtures

by these households. calls such a situation as good for the market since the

households creates a high demand for the lighting fixtures hence calling for more

suppliers of the products. A part from the need of common lighting fixtures, the public

is in need of high energy efficient, durable and high quality light fixtures.

Due to the daily demand of the lighting fixtures by the customers of Houzit

Company, the company decided to supply and sell the products. Surprisingly, the
loyal existing customers talked to other people of how efficient the lighting fixtures

from Houzit are making them to also come and buy from the store .This report

inspects the viability of selling lighting fixtures to its loyal customers as well as the

new customers.

Methods

The research was carried out by questionnaire as well as observation on the

number of customers who buy the products daily .About 1000 questionnaires were

given to customers who bought the products while 1000 others were sent through

email. Observation of the number of customers that bought the lighting fixtures was

carried out for one month. There were both Lakert scaled questionnaire and open

ended questionnaires for any other information that customers could provide. The

assessment assembly boxes were situated in all the branches of Houzit Company

for a period of one month. The research was voluntary as well as random so as to

avoid biasness.

Findings
 The above pie chart shows the 3 billion (96%) value of new places and

renovations .With only 130 million (4%) being the demand of home-wares.

The above chart shows that out of the total 130 million of home-wares that

are demanded by consumers, 22 million which is equivalent to 16 % are light fixtures.

Results show that there is an increasing trend in the growth rate of the

renovation and constructions of new homesteads as well as the growth rate of

Brisbane region which is the largest market for lighting and fixtures.

The growth rates are demonstrated in the graph shown below:

 When the customers were asked on the total amount of income spend on

home-wares, the research found out that out of $110,000 that every person earned

per year, they only spend $560 on home-wares. This is 0.5% of the total income

which is 99.5%.
According to research, Houzit has one chain competitor in the lighting and fixtures

products which only takes a small part of the market of lighting and fittings in

Australia.

When the customers were asked about the efficiency of the lighting fixtures sold by

Hurzin, they gave the following responses:

Efficiency of Hurzin’s Lighting Responses in %

fixtures

Very efficient 87%

Efficient 10%

Nutral 2%

Poor 1%

When the customers were asked whether they would refer a person to purchase

Lighting fittings from Hurtzin, these were the responses:

Reference Responses

Yes 95%

No 5%
The results show that 95 % of the customers would advise their friends or families

to purchase the lighting and fitting products from Hourtzn.

Correspondingly, the customers were asked on their view about the price level and

they gave the following responses:

Price level Responses

High 20%

Affordable 70%

Neutral 7%

Low 3%

Validity and reliability of data

To confirm the validity and reliability of the collected data, a correlation

analysis was done on some responses. For example the customers were asked to

judge the efficiency of lighting as well how much money they spend on lighting and

fitting products from Houzin .There was appositive relationship between the two

variables meaning that the data was valid .There was a 0.5 % standard error in the

data which measured the variability of data.

Since the study was to investigate the feasibility of including lighting fixtures

in the assortment of Hourzin company, the above data was efficient in the

investigation .The main reason is that because it shows how the customers perceive
the products, the available market share of the product as well as how much money

people are willing to spend on the products.

Performance

Analytically, project performance was in line with research project. To begin

with, the major objectives outlined in the research plan were actualized after

undertaking the research project. Noteworthy to mention, among the objectives

outlined in the project plan was to assess the nature of the lighting fixture industry

as well as the level of competition within the industry. The two variables were

comprehensively covered as shown by the research report. Additionally, the

research questions were addressed comprehensively. As pointed out by research

report, all research questions were addressed comprehensively. Also, the described

methodologies outlined in the research plan were adequately followed. Notably,

scientific methods were adopted from data collection to data analysis. With scientific

methods applied, it is possible that credible and reliable conclusions were drawn

through the project. Finally, the project goals were actualized within the specified

timeline as indicated by the initial research plan. It is noteworthy to point out that,

such a project would take relatively a long time to accomplish as noted by previous

researches of such significance and magnitude. However, for this project, the

outcomes were actualized within a relatively short duration of time

Research guidelines

Research guidelines are crucial in conducting research. Research guidelines

help provide more concrete and reliable data which is useful in drawing up

meaningful conclusions. In conducting research, it is expected that the researchers

and the host institution must work hand in hand to facilitate the research process.

This section seeks to present the research guidelines which are to be followed by

the researchers as well as the host institution.

Review

The Lombard’s did not talk ask the store managers many questions yet they

have all the information pertaining to desires of customers .The main reason is that

the customers are always open with the store managers hence being able to tell

them their perception on the products .The Lombards should have spent more time

asking the store managers on the performance of the product and how many times

the customers visit the store to ask for the products.

Lombard results did not bring out how badly people need the product so that

Hourzin’s stakeholders confirm that their business idea was viable and on demand

.Lombard could have located large market which is need of Houzin’s lighting and

fitting products.

Researcher Guidelines

Integrity

1. Researchers are expected to maintain honesty during the research process,

including, generating data, analyzing data, publishing the findings as well as

pointing out areas of weakness.

2. Plagiarism and fabrication of results will be taken a serious misconduct during

research and will attract serious penalties

 3. The researchers should report cases of misconduct so that appropriate

actions are taken.

Openness

1. Researchers should maintain a high degree of openness to the relevant

parties provided that such openness does not infringe other laws particularly

intellectual property laws.

2. Researchers are expected to provide relevant data and materials to other

researchers provided that intellectual property rights are not infringed.

Observing professional standards and legal requirements

1. Where applicable, researchers are expected to observe professional

standards including scientific methods when undertaking their research.

2. The researchers should follow legal requirements of the host countries to

avoid unnecessary law suits and penalties.

Ethical Guidelines

1. The researchers are expected to follow the professional code of ethics

undertaking their research.

2. The host institutions should put into place appropriate mechanisms to ensure

that risks of misuse during the research are easily identified and managed.

Co-operation

1. There should be mutual co-operation between the researchers and the host

institution to foster easy exchange of ideas.

Supervision

1. The host institution should provide appropriate direction of research as well

as oversee the supervision of the researchers.

2. Individual responsibilities should be written and availed to supervisors.

3. Supervisors should oversee the overall research process to ensure

appropriate and significant findings are drawn.

Host institution Guidelines

1. The host institution should formulate appropriate formal procedures for

investigating and reporting researcher misconducts.

2. The institution should provide adequate structures to support good research

practices.

3. The institution should form a culture through which integrity is maintained

through the organization.

Conducting Research

1. High standards should be maintained when designing and conducting

research projects

2. Researchers should be aware of the relevant legal and ethical implications

that could occur during research

3. Resources used to generate data should be properly managed. Relevant

equipment used should be adequately stored.

4. The standard operating procedures should be noted and followed to ensure

consistency and accuracy of the information obtained.