T-1.8.

1_v3

Details of Assessment
Term and Year 1/2021 Time allowed
Assessment No 2 Assessment Weighting 60%
Assessment Type Project Report
Due Date Week 8 Room
Details of Subject
Qualification BSB52415 Diploma of Marketing and Communication
Subject Name Marketing Research
Details of Unit(s) of competency
BSBMKG506 Plan market research
Unit Code (s) and
Names BSBMKG508 Plan direct marketing activities
Details of Student
Student Name
College Student ID

Student Declaration: I declare that the work submitted is my

own and has not been copied or plagiarised from any person Student’s
or source. I acknowledge that I understand the requirements Signature: ____________________
to complete the assessment tasks. I am also aware of my
right to appeal. The feedback session schedule and Date: _____/_____/_________
reassessment procedure were explained to me.

Details of Assessor
Assessor’s Name B Paul

Assessment Outcome
Assessment
Competent Not Yet Competent Marks / 60
Result
Feedback to Student
Progressive feedback to students, identifying gaps in competency and comments on positive
improvements:

Assessor Declaration: I declare that I have conducted

a fair, valid, reliable and flexible assessment with this
student. Assessor’s
Signature: ___________________
Student attended the feedback session.
Date: _____/_____/________
Student did not attend the feedback session.

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Purpose of the Assessment

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The purpose of this assessment is to assess the Satisfactory Not yet Satisfactory
student in the following learning outcomes:
(S) (NS)

BSBMKG506
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
1.5 Develop statement of market research needs
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
3.1 Identify types of data required to inform
objectives
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 on data types, combinations,
gathering methods, sources, quantities and
processing methods
4.1 Estimate resources and timelines required for
market research projects
4.2 Determine feasibility of market research
projects
4.3 Prepare market research plan for approval
4.4 Obtain approval to implement plan from
appropriate personnel as required
BSBMKG508
1.1 Develop customer acquisition strategies for
numbers of new customers, cost of recruiting,
media options and promotional activities within an
overall budget
1.2 Develop customer retention strategies on
customer needs and wants, customer buying
patterns, opportunities for up-selling or
cross-selling, and customer renewals and
reactivations
1.3 Develop customer loyalty strategies addressing
relationship marketing objectives and contributing to
long-term partnerships
2.1 Analyse changes in market trends to identify
and select direct marketing opportunities
2.2 Compare advantages and disadvantages of
types of direct marketing activities
2.3 Select most appropriate direct marketing activity

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2.4 Match direct marketing activity to business

objectives
3.1 Document direct marketing objectives and
purpose
3.2 Analyse previous response data to determine
performance gaps and required corrective actions
3.3 Calculate costs of direct marketing activities
3.4 Select methods to report and measure
effectiveness of direct marketing activities
3.5 Assign responsibilities to team members for
data capture and reporting

Assessment/evidence gathering conditions

Each assessment component is recorded as either Satisfactory (S) or Not Satisfactory (NS). A student can
only achieve competence when all assessment components listed under Purpose of the assessment section
are Satisfactory. Your trainer will give you feedback after the completion of each assessment. A student who
is assessed as NS (Not Satisfactory) is eligible for re-assessment.

Resources required for this Assessment

 Upon completion, submit the assessment printed copy to your trainer along with assessment
coversheet.
 Refer to the notes on e Learning prior to the assessment
 Any additional material will be provided by Trainer
Instructions for Students
Please read the following instructions carefully
 This assessment has to be completed In class At home
 This assessment is to be completed according to the instructions given by your assessor.
 Students are allowed to take this assessment home.
 Feedback on each task will be provided to enable you to determine how your work could be improved.
You will be provided with feedback on your work within 2 weeks of the assessment due date. All other
feedbacks will be provided by the end of the term.
 Should you not answer the questions correctly, you will be given feedback on the results and your gaps
in knowledge. You will be given another opportunity to demonstrate your knowledge and skills to be
deemed competent for this unit of competency.
 If you are not sure about any aspects of this assessment, please ask for clarification from your
assessor.
 Please refer to the College re-assessment and re-sit policy for more information.

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MARKING CRITERIA (for trainer use only)

The assessor is required to use the marking rubric below to assess the learner performance in each task as mentioned.

MARKS MARKS
TASK DETAILS
ALLOCATED RECEIVED
Part 1: Plan Market Research (25 marks)

1. Identify Market Research Needs 2

2. Define Market Research Objectives 3

3. Define Data Gathering Approaches 12

4. Develop a Market Research Plan 8

Part 2: Plan Direct Marketing Activities (35)

1. Develop Direct Marketing Strategies 6

2. Select Direct Marketing Activities 14

3. Produce Direct Marketing Plan 9

4. Knowledge Evidence 6

TOTAL 60

TABLE OF CONTENTS

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TASK DETAILS PAGE

Part 1: Plan Market Research (25 marks)

1. Identify Market Research Needs

2. Define Market Research Objectives

3. Define Data Gathering Approaches

4. Develop a Market Research Plan

Part 2: Plan Direct Marketing Activities (35)

1. Develop Direct Marketing Strategies

2. Select Direct Marketing Activities

3. Produce Direct Marketing Plan

4. Knowledge Evidence

ASSESSMENT BRIEF AND INSTRUCTIONS

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Performance Objective

Student will demonstrate skills and knowledge required to plan market research by identifying market
research needs, defining research objectives, identifying data gathering approaches and developing a
market research plan.

Students will also demonstrate skills and knowledge required to plan direct marketing activities and
develop marketing plans matching organisational objectives.

Organisation

Roxy is QuiksilverRossignol’s female line of Quiksilver clothing, accessories, and surf equipment. The
brand was introduced in 1991 to target young girls and women, whilst maintaining the synonymous 
Quiksilver quality.  It operates in the female surf wear market. This was portrayed through the design
of the Roxy logo which was a modification of the Quiksilver logo but on a ninety-degree tilt reflection,
thus forming a heart. QuiksilverRossignol  is  an  American‐based beach lifestyle brand giant. Under
its umbrella are other well known surf wear and other board sport-related equipment brands, including
DC Shoes and Quiksilver.

Context and Situation

You are working in the Marketing Department of Roxy, Sydney Office. Your marketing manager has
tasked you to plan market research and plan direct marketing activities. Your tasks include
identifying market research needs, defining market research objectives, defining data gathering
approaches, developing market research plan, developing marketing research strategies, selecting
direct marketing activities and producing direct marketing plan. Your trainer will play the role of the
marketing manager and expects you to submit a project report following the instructions below:

Instructions on Submission Requirements

± Refer to Roxy Case Study to answer the assessment requirements.
± You are required to use the project report template, appendices and follow the of table
contents to plan market research and plan direct marketing activities of this organisation. You
are to follow the exact layout of the template and complete all the sections of the template.
± The templates attached include table of contents and project report with the instructions on
each task requirements.
± All sources are referenced consistently and comprehensively using the recommended
referencing system as prescribed in the subject description/outline.
± Overall presentation is professional including spell and grammar checked judicious use of
headings, font size, layout etc.
± A marking criteria table (to be completed by the assessor) is also attached for your reference
to get idea on the weights for each requirements of the plan.
± Submit a hard copy on the due date.

PROJECT REPORT

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Part I: Plan Market Research For Roxy (25 marks)

1. Identify Market Research Needs: Consult with your marketing manager and identify two
contributions of market research to Roxy. (2 marks)

Contributions of market research to Roxy:

a. It helps Roxy to identify and evaluate new potential markets and clients.
b. Market research reduces uncertainty for Roxy and enables them to better understand
consumer demands and problems.
2. Define Market Research Objectives: Draft one suitable research objective for Roxy and
undertake preliminary scoping. List two scopes. (3 marks)

Research objective for Roxy: Understanding the consumer buying behaviour and the end-to-end
process of the consumer buying process.
Scopes of market research:
a. Research on Advertising
b. Research on Price

Consult with your marketing manager on research objective to ensure relevant and useful information
is gathered. Have the research objective and scopes of market research approved by the marketing
manager.

Research objective and scopes are approved (For trainer only) :

□ Yes

□ No. Details for revisions below

Marketing Manager signature over date of consultation

3. Define Data Gathering Approaches: Identify and evaluate suitable gathering methods.

A. Create and attach a survey for Roxy in line with your research objectives.
Minimum 5 questions. Your survey questions should determined combinations of
types of data to best inform your research objectives. (5 marks for questions)

Attach survey below.

1. Where did you hear/learn about Roxy?
2. What was Roxy’s impression as a brand to you?
3. Are you a frequent online buyer?
4. Do you think Roxy’s prices are justified?
5. How long usually do you take to decide on buying something similar?

B. Identify two other market research methodologies and explain why you chose
those methodologies for Roxy. (4 marks)

1. Focus groups: Focus groups can give the researcher a better idea about how the
audience (sample audience) is feeling, and their attitudes towards certain
products and services. It gives the researcher an important insight about how the
audience perceives the brand, its image, its products and services, and what do
they feel about its price. Its an easy way to gauge the audience reviews through a
smaller representative group of the wider audience.
2. Surveys: Surveys are an inexpensive and widely used methodology which people
are find of and are easy to conduct. Moreover, conducting a survey allows the

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researcher to take a larger group of audience into consideration. A well-designed

survey provides important written information about the audience and their
perception about the product/service.

C. Direct questioning. Answer questions below.

- You have designed a survey in Question 3A. How many respondents are you targeting to
participate in the market research? Explain why. (1 mark)

Sample Size of 4,000 participants.

According to researches a sample of 4000 can reduce the margin of error to 1.5% and we
might want to reduce our margin of error by increasing our sample size. But that will be costly
as the gains in accuracy diminish for greater numbers. Hence, selected a sample size of 4000
can be justified.

- Identify and evaluate two data processing methods for your market research. Decide on
which method you are using and explain why. (2 marks)

- Real time processing: Ensures relatively shorter periods of processing times without any
delay and this saves time. Up to date information means there is no lag and action can be
taken immediately without any delay and the organization can gain insights based on the
updated information.

- Batch Processing: Repetitive jobs are done faster in batch processing and operational costs
are minimised with the use of batch processing decreasing the use of human clerks and
physical hardware. However, this system needs meticulous quality control and assurances
which can increase costs and increase employee downtime.

Hence, for Roxy Real time processing is advised to make the most of real time information
and basing the informed decisions on that.

4. Develop a Market Research Plan:

A. Estimate resources needed for market research. Search the internet for market research services
quotation. Identify one Australian research company, write brief description and research fees. Your
answer here must be consistent with your answers in question 3B - other market research methodology.
Example: if you proposed telephone survey, you have to research a company that conducts telephone
survey and get a quotation of research fees. (3 marks)

Leapfrog research

Why choose them: according to question 3B, we will use interviews and focus group as other market research methodologies. Leapfrog
research has considerable experience in qualitative research including focus groups, in depth interviews, observational and ethnographic
research. They have experience in both traditional face-to-face research as well as on-line qualitative research.

Fees: $3000 to $5000 depends on the sample size and report requirement.

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B. Prepare a Gantt Chart for Roxy’s market research plan and have your activities and timelines (30 days)
approved by the marketing manager. (3 marks)

Insert Gantt Chart here.

C. Explain how Roxy can determine the feasibility of market research projects.
(2 marks)

It is necessary to consider possible business scenarios and pros and cons. The market feasibility study is
logistical, and the market plan a specific plan of action to take. To have a successful feasibility study Roxy
should include on it: sales projections, competition, description of the industry, potential buyers and
revenues and current market analysis. There are some steps for Roxy to determine the feasibility of market
research projects which includes;

1. Conduct preliminary analysis

2. Outlining project scope and conducting current analysis
3. Comparing proposal with existing products
4. Examining the market conditions
5. Understanding the financial costs
6. Reviewing and analysing data
Prepare market research plan for approval. Market research plan (answers to question 4) is approved (For trainer only) :
□ Yes

□ No. Details for revisions below

Marketing Manager signature over date of consultation

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Part II: Plan Direct Marketing Activities For Roxy (35 marks)
1. Develop Direct Marketing Strategies

A. Explain two customer acquisition strategies you will use to attract new customers
for Roxy. (2 marks)

1. Social Media marketing – Gives Roxy a chance to interact with their audience directly on
social media platforms and start conversations with them to get a better insight of what they’re
looking for and to share relevant product info. Social media platforms enable Roxy to increase
its reach exponentially as the word is shared by the audience with their entire network.
2. Direct Email – A relatively inexpensive method to attract new customers by sending out
personalised emails with a call-to-action trigger which can lead to immediate results at times.

B. The marketing manager gave you a budget of $100,000 for direct marketing
activities. Explain and allocate the budget for recruiting techniques (new
customers) and media options for direct marketing activities for Roxy. (2 marks)
Tv Adverts - $30,000 – Traditional way to reach out to the masses and the wider audience.
Social Media Marketing - $30,000 – A new way to reach out to potential audience to start
conversations and reach out the younger chunk of the audience who are present and use social
media very often in their daily use.
Trade Shows - $20,000 – Creating an opportunity to go face-to-face with the customers, business
corporations and partners to give them a run down and look and feel of the product.
Email Marketing - $10,000 – Making the most of this less expensive method to reach out to people
with special offers or new products to subscribers or targeted customers can trigger call to action.
Text/Voice Messages Marketing - $10,000 – Younger chunk of the audience is more likely to use
mobile devices and communicate using text messages. Getting the message across through this way
can help spread the word with the risk of spamming.
C. The marketing manager gave you another budget of $80,000 for the direct
marketing activities for Roxy’s current customers. Explain and allocate the budget
for your customer retention/loyalty strategies and direct marketing activities. (2
marks)

Building a mobile app - invest $40000 into it. Mobile app will make life easier for the users and allows us to
design the optimal user mobile experience for our customers and increase conversions, send direct push
notifications from the app, reminding customers to visit our store, reward loyal customers and more.

Using CRM - invest $20000. A CRM system allows us to track, monitor and communicate
with customers using an automated platform. We can customise messages to focus on items,
issues, products or information of interest to specific customers, which helps build retention into the
communications mix.

Retargeting Ads - invest $20000. Another way to reach customers post-purchase is to use
retargetted ads, which allow us to display a specific ad to customers who had already visited or
purchased from us. These ads can be segmented based on the consumer profiles and their digital history and
buying patterns

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2. Select Direct Marketing Activity

A. Conduct PEST analysis in the Australian market to analyse the changes in

market trends. (2 marks)
Political: Australia is connected to several organisations, including the OECD, World Trade
Organisation, G20, and Commonwealth of Nations. Govt.’s transparent policies makes it popular amongst the
public as well as for local and foreign investors. The political situation is stable,
allowing investors to feel confident in their purchases.

Economic: Australia remains a low-cost location for business relocations even today. Problems stem from the
company tax rates; it’s 30 percent. This doesn’t affect all businesses though; if a company has a turnover of less
than $25 million, they qualify for the lower tax bracket. The economic scenario indicates increasing purchasing
power to Australians and there is also the improvement in their standard of living as well. The strong dollar
position and strong demands for clothing at global level has been highly promising to Roxy.

Social: Australia has a smaller population than most other countries. Australia is
multicultural and multiracial. There are three social classes in Australia: the working, middle,
and upper class. Australia has a growing youth, which shows the care that must be taken with the
fashions and international trends. These young people tend to follow European and Western trends

Technological: Australia is known for its technological innovations. It adopts new technology
more frequently than countries in similar standing. The technological trend is also significant in clothing
industry, and Roxy is making use of technology for achieving higher overall exposure in the industry.

B. What are the purpose and objectives of direct marketing activities? List two
objectives for your activities which need to be SMART (Specific, Measurable,
Attainable, Relevant and Timely). (2 marks)

1. Lead Generation for Sales – Main and eventual target of direct marketing campaigns is to
generate sales and leads. Some ways in which direct marketing results in sales leads are;
Generating trial orders, upselling, cross-selling, repeat selling and reacquiring lost customers.

2. Raise Brand Awareness – Making the audience aware of the brand by successfully carrying
out the message of what the brand stands for, its beliefs and vision are some of the core
messages that the audience needs to know, and this can usually be achieved by direct
marketing as its objective. For e.g.
– A direct mail flyer tangible (tangible experience for the customers) and will be read
– A telemarketing call will involve a conversation
– A direct email will be read

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3. Select and create two direct marketing activities to promote Roxy. Your direct response offer
must match the objectives and must cover the following elements - an offer, sufficient
information (about the product, delivery methods, payment term options), an explicit “call to
action” and means of response (what the respondents must do and supply). (8 marks - 4
marks each activity)

Activity 1

Cataloguing have the common feature of a printed catalogue that is delivered to customers who can
then directly order the products from descriptions and / or illustrations in the catalogue.

- Offer – Products, prices, offers, specs and details will be mentioned along with illustrations.

- Sufficient Information - Material, size, modes and usage and photos of models using to assist

in the purchase decision, modes of payment and deadlines and modes of delivery.

- Call to Action - While supplies last

- Means of response - completing a response form at the end of the catalog in exchange for a

discount coupon of 10% to give us data on a potential lead for future references.

Activity 2

Direct Mail aims to carry out the message for the organization through emails. It is a personalized way
of sending out promotional messages to target audience with a call to action option online.

- Offer – Products quoted at the best possible price to remain competitive.

- Sufficient Information – applicable products and payable through the link in the email which directs the
customer to Roxy’s On Sale page.

- Call to Action discount code available for 48 hours (to initiate prompt action)

- Means of response – How many persons accept the website for that link and how many read the
email.

4. Explain the advantages and disadvantages of chosen direct marketing activities. (2 marks)

Direct Mail is cost saving and inexpensive, and lets the organization be a bit more flexible. It
is a fast and efficient way to reach out to audience who quite normally use their emails. Direct
Mails can ensure brand visibility in a potential customer’s email inbox.
However, direct emails can be annoying for the customer and might as well be seen as
spamming. The customer can become saturated by too many emails and can lose interest in
important offers that the email tells him/her about. Moreover, certain publics e.g. elder people

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who are not tech-savvy might resist these modes of communication to convey offers and may
take it negatively.

Catalogue Selling
There is a large space for product details and to present the product in different ways to the
consumer, and no physical space is required to display the product or to make the sale.
Moreover, a catalogue can have the whole product mix along with company messaging
delivered to the customer.
However, the customer will have no physical demonstration and catalogues hardly initiates
any impulse sales. The product displayed in the catalogue might have a different look and feel
in person and the deliveries may take longer.

3. Produce Direct Marketing Plan

A. Read Appendix A of the case study and analyse previous response data to
determine performance gaps and required corrective actions. Explain these gaps
and corrective actions. (2 marks)

Gaps: number of customers who enquired did not meet the number of target customers. Number of
customers who purchased was not close to number of customers who enquired.
Corrective Actions:
1. Increase Conversion Rates by introducing CRM to track customer buying patterns and
behaviours and ensuring strong and efficient follow-up strategies to turn potential customers
into clients of the business.
2. Increase enquiry rate i.e. number of customers who enquire by multichannel direct marketing
including direct email, direct mail, telemarketing, face to face sale and social media, so that
there a better chance to sell the product.

B. Select two methods to report and two ways to measure the effectiveness of your
direct marketing activities. (4 marks)

1. Control Group: When targeting our client databa, we can send our print communication to a
group of them and compare the response rate of whom haven’t received. A third group ca be tracked
this way too who has received both email and mail also. Effective Direct Mail results demands
personalized touch to the emails. The same textual message can be more appealing with the use of
colours and images, but this personalization is directly proportional to the purchasing power and

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buying behaviour of the client base we’re doing this for.

2. Satisfaction Survey and Unique Contact Us line: Establishing a channel for dialogue with
customers, who are now more considerate; and the company is more likely to be successful
in offering its products and services, meeting the real demands of its customers. Developing
ways for our clients to get in touch through a unique code or link on the webpage, to track the
impact of customer services and quality assurance on the business. Recording calls and call
response times can also play a great role in creating an efficient communication system with
the clients.

With these techniques we will have the metrics for website visitors, actions are taken on our
landing page, email or telephone calls received, and calculate the conversion rate for our
direct mail piece.

C. Identify three marketing team members and assign them with responsibilities to
your direct marketing activities. What will they be reporting to the marketing
manager in relation to direct marketing activities’ results? (3 marks)

1. Telemarketer – Call and explore new leads to generate sales and maintain relationships with
existing clients over the phone. Finding out a target list using the CRM system and reporting
the customer concerns to the respected department.
2. Social Media Analyst – Using social media tools and strategies to make the most out of the
social media channels to reach out to potential audience. Developing engaging content for
audiences on platforms like Facebook, Instagram, Twitter, Youtube and Google, who are
most likely to interact with the creative messages put up. Besides, interacting with the
audience online to get their feedback of the product and report to the manager with results
and conversion rates.
3. Email Marketer – Sending newsletters to Roxy’s subscribers on a weekly and monthly basis
as well as looking for new offers to pitch to the target audience as lucrative opportunities
through Direct Emails. Maintaining the CRM lists to make the most of the target audiences
email addresses saved. Generate email automation, different strategies and content towards
new and existing customers. Update the manager about email click through rate and sales
conversion rate etc.

4. Knowledge Evidence

Research and explain the answers to the questions below.

A. Outline one key provision for the following that may affect aspects of business operations in
conducting direct marketing activities. (3 marks)

 Relevant legislation: The Australian Consumer Law (ACL) is a national law that aims to protect
consumers and ensure fair trading in Australia.

 Codes of practice: The Australian Consumer Laws (ACL), Privacy Act 1988, Spam Act 2003. Codes
of practice are referenced in Acts and Regulations. They may include: Marketing Research -
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and practical advice for how a business or industry should operate detailed business practices where
businesses must comply with specific standards. You must comply with any instructions in a code of
practice, as well as train your staff to ensure they are aware of and know how to comply with relevant
codes. Ideally, you would cover codes of practice as part of your staff induction program and hold
regular 'refresher' training to ensure everyone is aware of their responsibilities under a code of practice.

 National Standards: Mandatory standards are compulsory standards that all businesses must follow if
they operate within a particular industry or sell certain products. In Australia, the Australian

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Competition and Consumer Commission (ACCC) is responsible for most mandatory standards.

B. Outline organisational policies and procedures. Research one company’s policies and
procedures in conducting direct marketing activities. (3 marks)
On 1 January 2020, Boardriders introduced a Whistle-blowers Policy,
The policy applies to Australian Boardriders’ current and former:
(a) officers
(b) employees;
(c) suppliers of services or goods, and their employees (paid or unpaid); and
(d) associates,
and their relatives, spouse and dependents (Eligible Whistle-blower).
An Eligible Whistle-blower qualifies for protection under the Corporations Act 2001 (Cth)
(‘Corporations Act’) if:
(a) they have made a disclosure of information relating to a ‘disclosable matter’ directly to an
‘eligible recipient’ or to ASIC, APRA or another Commonwealth body prescribed by regulation;
or
(b) they have made a disclosure to a legal practitioner for the purposes of obtaining legal
advice or legal representation about the operation of the whistle-blower provisions in the
Corporations Act.

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