ASSESSMENT PLAN

ASSESSMENT TASKS
BSBMKG506 Plan market research

Student name: ______________________________________________________________

Date submitted: ____________________________

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Assessment plan
The following outlines the requirements of your final assessment for BSBMKG506 Plan market research. You
are required to complete all tasks to demonstrate competency in this unit.
This unit is assessed through the following:

Assessment Requirements Method of Assessment

Completion of written questions Written questions

Project Project

All assessments will ensure that the principles of assessment and rules of evidence are adhered to. The
principles of assessment are that assessment must be valid, fair, reliable and consistent. The rules of
evidence state that evidence must be sufficient, valid, current and authentic.

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If reassessment is required, you will be given the chance to resubmit the assessment task. You will have up
to three opportunities to resubmit each assessment task. If, after the third attempt, the assessment is still not
satisfactory your trainer/assessor will make alternative arrangements for assessment.
Have you read and understood what is required of you in terms of assessment?  Yes  No

Do you understand the requirements of this assessment?  Yes  No

Do you agree to the way in which you are being assessed?  Yes  No

Do you have any special needs or considerations to be made for this assessment?  Yes  No
If yes, what are they?

Do you understand your rights to appeal the decisions made in an assessment?  Yes  No

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Assessment Task 1: Written questions

Student instructions
This open book task will be completed during class time and needs to be completed within one hour (60
minutes). You can use the Internet, books, magazines and other resources supplied by your trainer/assessor
to help you with your answers.
Make sure you answer all questions. You are required to answer all questions correctly. If incorrect answers
are provided, your assessor will identify the gaps in your knowledge and understanding and make
arrangements for reassessment.

Resources required for this assessment

 Pen, paper
 Computer
 Access to the Internet
 Access to magazines, journals, textbooks and other reference materials

Question 1
Which of the following can be the benefits of consulting with stakeholders (e.g. managers, supervisors,
suppliers or clients) when planning market research? (Circle the correct answer/s)

a) To gain feedback on the plan

b) To ensure support

c) To identify and track needs and expectations

d) To identify and track perceptions and attitudes

e) To provide feedback on specific planned developments

f) To evaluate marketing plan implementations and actions

g) To establish the brand values and positioning of the corporation as seen by others


Satisfactory Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

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Question 2
Which of the following information a business can use to gain from conducting market research? (Circle the
correct answer/s)

a) current business customer buying habits

b) market structure and competition

c) customer perceptions of our brand or product

d) products or services currently offered

e) competitor activity in our proposed area

f) pricing in the market or within immediate vicinity of our business (5–15 km radius)

g) advertising/promotion strategies used in the market

h) distribution of products or services and channels of distribution

i) new product innovation

Satisfactory 
Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

Question 3
Which of the following methods can be used to conduct market research? (Circle the correct answer/s)

a) Interviews

b) Focus groups

c) Mystery shopping

d) Observational techniques

e) Qualitative research

f) Quantitative research

g) Random sampling

h) Concept testing

i) Brand name testing.

Satisfactory 
Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

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Question 4
Which of the following stand for SMART in the context of market research objectives? (Circle the correct
answer/s)

a) Special, Medium, Achievable, Reachable, Target

b) Specific, Measurable, Agreed upon, Realistic, Timely
c) Statistical, Mode, Authentic, Receivable, Traceable
d) Systematic, Mean, Authorized, Robust, Trialling

Satisfactory 
Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

Question 5
Briefly describe primary data in a market research context.


Satisfactory Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

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Question 6
Briefly describe secondary data in a market research context.

Satisfactory 
Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

Question 7
Which of the following ways can be used to present qualitative and/or quantitative data collected through
market research? (Circle the correct answer/s)

a) In a graph format

b) In report format

c) In a table

d) Chart format e.g. pie chart

e) Excel sheet

Satisfactory Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

Question 8
For both qualitative and quantitative research, briefly describe the following: objective, preferred sample size,
date collection methods and data analysis methods.

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Satisfactory 
Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

Question 9
Briefly discuss the rationale for sampling in market research.

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Satisfactory 
Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

Question 10
Briefly discuss how samples are designed.

Satisfactory 
Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

Question 11
Discuss at least one reason why it is important to test a questionnaire prior to be used in market research
prior to using it.

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Satisfactory 
Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

Question 12
Which of the following statements can be the aims of the Market & Social Research Privacy Code? (Circle
the correct answer/s)

a) to facilitate the protection of identified information provided by, or held in relation to, the
participants or subjects of market and social research
b) to ensure all the organizational business data are stored and processed according to the
organizational requirements
c) to enable quality research to be carried out, so as to provide accurate information to government,
commercial and not for profit organisations to support their decision making processes
d) to allow market and social research small business operators that are otherwise not subject to the
Privacy Act 1988 (Commonwealth) to benefit from compliance with industry best practice in
relation to the handling of identified data
Satisfactory 
Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

Question 13
Regarding the Australian Social and Market Research Society Code of Professional Behaviour, which
following statement can be the important behaviours that a market researcher should observe?
(Circle the correct answer/s)

a) Provide accurate and clear information about the research being conducted.
b) Where data is to be passed on to another person, the researcher should inform the
participant of this.
c) Gain customers personal data and pass them onto the business stakeholders for business
purposes.
d) Do not mislead participants in research

Satisfactory Verbal Questioning required

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 
Yes No Satisfactory
 
Yes No

Question 14
Which of the following privacy issues are incorporated with the Market and Social Research Privacy Code
2014? (Circle the correct answer/s)

a) Participation in market and social research is voluntary

b) Market and social researchers are not interested in making use of the identity of research
participants and

c) AMSRO members use, disclose and/or transfer the information obtained only for research purposes.

d) A Research Organisation must have a clearly expressed and up-to-date research information privacy
policy about the management of identifiable research information by the Organisation.


Satisfactory Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

Question 15
Identify and discuss one action that a market researcher could take to avoid discrimination claims? (Circle
the correct answer/s)

a) Design the project to be as inclusive as possible – allow as wide range of people as is consistent
with the objectives of the project. Do not exclude people needlessly, you may be missing the views
of an important group, as well as committing discrimination.

b) Ensure selection criteria for participation in market research are not apparent to potential
participants as they are less inclined to complain then if not included.

c) Participants must be able to check the identity and bona fides of the researcher without difficulty.

d) Ensure that everyone knows how to respond to questions about the screening criteria.

e) Researchers must take special care when carrying out research among children and young people
and other vulnerable groups in the community
Satisfactory 
Verbal Questioning required
 
Yes No Satisfactory
 
Yes No

Assessment Task 2: Project – planning market research

Resources required for this assessment

 Access to the Internet
 Computer
 Reference materials (ie textbooks, journals, magazines etc)
This project is due by the unit ending date according to your timetable.

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During your course, you will work on number of project activities that will assist you to complete this part of
the assessment. All activities will be completed in class as part of the simulated work environment.
Assessment task 2 requires you to plan market research for a company of your choice. In order to be able
to plan market research for the company, you will need to be able to access company documentation, for
example, business plans, marketing plans, financial reports, information about sales performance or any
other internal reports. You should also ensure that the information you access includes information about
any previous market research conducted by the company. If you are having difficulty in accessing this data,
speak to your assessor who will be able to assist you. Your assessor will be able to provide you with access
to a web site to enable you to identify a business and sample marketing plans.
Imagine that unless otherwise stated in the documentation you accessed, you have been provided with a
small budget of $25,000 to conduct the planned market research.
Before you start your assessment you will need to make an appointment with your assessor to discuss your
company of choice and the documentation you have identified in order to assist with planning market
research. You will also need to identify the type of market research that you believe would most benefit the
company (i.e. one or more of the following - research on competition, consumers, place, pricing, promotion
and products and services), what you believe the company’s market research needs are. Your assessor will
need to approve your choice of company and provide feedback on your view of company’s market research
needs, as well as any additional information that you will need such as information about previous market
research activities. Once your assessor has approved your choice and provided any feedback, you may start
this project. Your assessor will specify the date on which you must present and submit your work.

Part 1: Identify and present market research needs

The first part of this project requires you to prepare and present a power point presentation to your assessor
and class colleagues. Your presentation should last approximately 10 minutes. Your power point
presentation should clearly explain and provide sufficient detail on:
1. General information on the function and importance of market research.
2. The company’s position in the market place (and including market trends) and why you believe market
research would be of benefit to the company.
3. A statement of what you believe the company’s market research needs are (and as discussed with your
assessor in meeting prior to commencing Part 1) and based on the documentation that you have
reviewed. You will also need to state what the documentation is and explain how it assisted you to come
to your decision about what area of market research would be most useful.
4. Draft objectives for the market research to be conducted.
5. A scoping of the proposed market research that describes timelines for conducting the research, human,
financial and physical resources required, whether the market research can be conducted by internal
staff or if external assistance is also required, possible methodologies, sample size, etc.
At the end of your presentation you should seek feedback on your presentation and the planned market
research, including research objectives.
Your assessor and/or colleagues will provide you with feedback and you should use this to inform your
planned market research, including objectives.
Following the presentation, you must email your power point presentation to your assessor and indicate
where you have made changes to your planned market research, including objectives based on any
feedback provided at the presentation.

Part 2: Plan market research

The next part of the project is to plan the type of data you will collect and how you will collect it, as well as
the costs of collection and analysis. For this part of the assessment, you will need to prepare and send a
briefing paper to your manager (supervisor) outlining your approach to data collection for the planned

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market research. Your briefing paper should be written in plain English and should be clear and easy to
follow. Your briefing paper should be clear and include sufficient information on the following:
 The types of data that could be used in relation to the planned market research e.g. quantitative
and/or qualitative and primary and/or secondary
 The range of possible methodologies for collecting the data e.g. interview, focus groups, surveys,
analysis of statistics, etc.
 Possible combinations of types of data and data collection methods that would best inform the
research objectives.
 How much data is needed e.g. if you are conducting interviews or focus groups, how many?
 Data sources e.g. sources in relation to secondary data.
 How the data will be processed and reviewed e.g. manually or using specialised software and your
rationale for this approach.
 The costs of the data collection methods discussed.
 Your recommended options for collecting and analysing the data, including a consideration of the
costs of data collection against the budget.
You should provide the memo by the due date specified by your assessor.

Part 3: Develop a market research plan

The final part of the project is to develop a market research plan for approval by your manager (assessor).
Your plan will essentially summarise the work that you have completed in Parts 1 and 2 of this assessment
task.
Your plan will need to be submitted with a covering email. The covering email should refer to the plan
attached and should also include a clear recommendation for why you believe the market research should
be conducted. The recommendation is to convince your Manager to undertake the research so it needs to
be sufficiently detailed, as well as providing a strong argument for conducting the research.
Your plan should be clear and sufficient detailed and include:
 Background to the planned market research – a summary of the information from your power point
presentation
 Objectives of the planned market research
 Research methodology including types of data, data collection methods
 Data analysis methodology
 Timelines for conducting the research
 The identified costs of conducting the research.
You should provide the plan by the due date specified by your assessor.

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