STUDENT ASSESSMENT

BOOKLET
BSBMKG408

Conduct market research

Siew Ling Yew

Student name: ____________________________________________________________________________________

Insert your student ID

Student ID: ________________________________________________________________________________________
ASSESSMENT OVERVIEW............................................................................................................................................................................. 4
ASSESSMENT PLAN......................................................................................................................................................................................... 5
ASSESSMENT TASK COVER SHEET – ASSESSMENT TASK 1.................................................................................................... 7
ASSESSMENT TASK 1: WRITTEN QUESTIONS.................................................................................................................................. 9
ASSESSMENT TASK COVER SHEET – ASSESSMENT TASK 2.................................................................................................17
ASSESSMENT TASK 2: PLAN MARKET RESEARCH....................................................................................................................... 19
Part A – Conduct initial desk research.............................................................................................................................................. 20
Part B – Survey and respondents....................................................................................................................................................... 20
Part C – Research report and approval............................................................................................................................................ 21
ASSESSMENT TASK COVER SHEET – ASSESSMENT TASK 3.................................................................................................23
ASSESSMENT TASK 3: MARKET RESEARCH REPORT AND PRESENTATION..................................................................25
Part A – Conduct the research, collate and analyse the results........................................................................................... 25
Part B – Write your research report.................................................................................................................................................... 26
Part C – Present your research report............................................................................................................................................... 26
Part D – Submit your work...................................................................................................................................................................... 27
 ASSESSMENT OVERVIEW
This Student Assessment Booklet includes all your tasks for assessment of this unit.

About your assessments

This unit requires that you complete three assessment tasks.
You must complete all tasks to achieve Competency for this unit.

Assessment Task About this task

Assessment Task 1: Written questions You must correctly answer all 16 questions to show that you
understand the knowledge required of this unit.

Assessment Task 2: Plan Market Research You are required to develop an initial briefing report about
market research requirements.

Assessment Task 3: Market research You are to conduct market research as identified in
report and presentation Assessment Task 2 and develop a market research report.

How to submit your assessments

When you have completed each assessment task you will need to submit it to your assessor.
Instructions about submission can be found at the beginning of each assessment task.
Make sure you photocopy your written activities before you submit them – your assessor will put the
documents you submit into your student file. These will not be returned to you.

Assessment Task Cover Sheet

At the beginning of each task in this booklet, you will find an Assessment Task Cover Sheet. Please fill it in for
each task, making sure you sign the student declaration.
Your assessor will give you feedback about how well you went in each task, and will write this on the back of
the Task Cover Sheet.

Assessment appeals
You can make an appeal about an assessment decision by putting it in writing and sending it to us. Refer to
your Student Handbook for more information about our appeals process.
 ASSESSMENT PLAN
The following outlines the requirements of your final assessment for this unit. You are required to complete all
tasks to demonstrate competency for this unit.
Your assessor will provide you with the due dates for each assessment task. Write them in the table below.

Assessment Requirements Due date

1. Written questions 17/10/2021

2. Plan Market Research 17/10/2021

3. Market research report and presentation 17/10/2021

AGREEMENT BY THE STUDENT

Read through the assessments in this booklet before you fill out and sign the agreement below. Make sure
you sign this before you start any of your assessments.
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

Siew Ling Yew

Student name: ______________________________________________________________________________________
Ling 17/10/2021
Student signature: ______________________________________________________ Date: ________________________

Assessor name: _____________________________________________________________________________________

Assessor signature: _____________________________________________________ Date: ________________________

 ASSESSMENT TASK COVER SHEET – ASSESSMENT TASK 1

You: Please fill out this cover sheet clearly and accurately. Make sure you have kept a copy of your work.

Name: Siew Ling Yew

17/10/2021
Date of submission:

Unit/s:
 BSBMKG408

Assessor to complete

Satisfactory/ Was this a re-

Not submission?
Assessment Task Satisfactory Date Y/N

Written questions

STUDENT DECLARATION

Siew Ling Yew

I _________________________________________________________ declare that these tasks are my own work.

þ None of this work has been completed by any other person.

þ I have not cheated or plagiarised the work or colluded with any other student/s.
þ I have correctly referenced all resources and reference texts throughout these assessment tasks.
þ I understand that if I am found to be in breach of policy, disciplinary action may be taken against me.

Ling
Student signature: ___________________________________________________________________________________

Siew Ling Yew

Student name: ______________________________________________________________________________________
ASSESSOR FEEDBACK
Assessors: Please return this cover sheet to the student with assessment results and feedback.
A copy must be supplied to the office and kept in the student’s file with the evidence.

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

Assessor signature: __________________________________________________________________________________

Assessor name: _____________________________________________________________________________________

Date: ______________________________________________________________________________________________
 ASSESSMENT TASK 1: WRITTEN QUESTIONS

TASK SUMMARY:
You are to answer all the questions in this task.

WHAT DO I NEED IN ORDER TO COMPLETE THIS ASSESSMENT?

 Access to textbooks and other learning materials.
 Access to a computer and the Internet (if you prefer to type your answers).

WHEN DO I DO THIS TASK?

This task may be done in your own time as homework or you may be given time to do this task in class (if
applicable). Your assessor will advise.
Write in the due date as advised by your assessor: 17/10/2021_____________________________________

WHAT DO I NEED TO SUBMIT?

Your answers to all the questions.

WHAT DO I NEED TO DO IF I GET SOMETHING WRONG?

If your assessor marks any of your answers as incorrect, they will talk to you about resubmission. You will
need to do one of the following:
 Answer the questions that were incorrect in writing.
 Answer the questions that were incorrect verbally.

Instructions to you:
 This is an open book test – you can use your learning materials as reference.
 You need to answer all 16 questions correctly.
 You must answer the questions by writing in the space provided.
 If you need more space, you can use extra paper. Make sure you write on each extra piece of paper your
name and the question number/s you are answering.
 You may prefer to use your computer to type your answers. Your assessor will let you know if you can
email your answers as a Word file, or if you must print and submit hard copies.

QUESTION 1
Briefly describe the steps for conducting market research.

Firstly, Determine the issue Identifying the marketing or business issue that must be addressed, as well as
the research objectives. Next, defining the information required through secondary research and secondary
data sources, as well as the budget, data collection methods, and analytical strategy. Then, use appropriate
procedures and primary and secondary research, generate information from data collecting. Next,
analysing market survey data entails converting primary and secondary data into valuable information and
insights that respond to the study objectives. Lastly, the presentation is given once the report is finished,
and the suggestions are given

.
QUESTION 2
Why would your research data need to be processed? Describe four methods you can process your data.

Qualitative Research:

This procedure is carried out using quantitative tools such as questionnaires, attitude scaling, and standard
outcomes. Texts and narratives are commonly used, but audio and video presentations are also used.

Quantitative Evaluation:

This investigation is based on numbers. The data here are presented in terms of measurement scales and
can be further manipulated statistically.

Analytical statistics:

Data collection, interpretation, and validation are all part of statistics. The process of completing many
statistical procedures to quantify data and apply statistical analysis is known as statistical analysis.

Text analysis:

This method involves analysing texts in order to extract machine-readable information. Its goal is to build
structured data from unstructured and free resources.

QUESTION 3
What is primary data? Describe four techniques of collecting primary data and determine if those collection
techniques are qualitative or quantitative.

Focus group discussions take the interactive benefits of an interview to the next level by bringing together a
carefully selected group for a guided discussion on the survey's topic. It's a technique that's classified as
qualitative.

Interviews allows you to gain a better grasp of the rationale behind the respondents' responses, which can
help you overcome many of the shortcomings of the previous two data gathering strategies we've
examined. It's a technique that's classified as qualitative.

Direct observations are a useful technique to get simple information regarding mechanical, ordered tasks,
such as counting the number of manual interventions required per day to maintain an assembly line
running smoothly. It's a technique that's classified as qualitative.

Questionnaires are stand-alone data collecting devices that will be sent to the sample subjects through
mail, phone, or online. It allows researchers to outline and design their data gathering plan with precision.
It's a technique that's classified as qualitative.
QUESTION 4
What is secondary data? Describe the two main methods of collecting secondary market research data.

Data gathered by someone other than the primary user is referred to as secondary data. Censuses,
information collected by government departments, organisational records, and data acquired for other
research purposes are all common sources of secondary data for social science.

Reports on market research:

It offers information about a certain market scenario in a specific geographic area. Market shifts due to
social, technological, and economic changes are detailed in the studies. The focus on organisational
alignment, business processes, and capital structures when explaining market possibilities and how to
harvest them is on organisational alignment, business processes, and capital structures. It also provides a
comprehensive picture of an industry, including quantitative data on market size, growth rates, and industry
participant market share that is difficult to come by.

Information from other government departments, like social security, tax records, etc.:

When registering people, conducting transactions, or preserving records usually when providing a service ,
government departments and organisations acquire information on a regular basis. Administrative data is
the term for this type of information. Personal information such as names, dates of birth, and addresses can
be included.

QUESTION 5
Describe the most common methods of analysing qualitative and quantitative data.

Quantitative data:

Inferential analysis

The process of inferring attributes of an underlying probability distribution via data analysis. Inferential
statistical analysis is used to infer population attributes. To generalise data and create predictions, these
complicated studies illustrate the correlations between several variables.

Descriptive research

It's a crucial first step in performing statistical analysis. It provides an overview of the data distribution, aids
in the detection of outliers and mistakes, and identifies relationships between variables. The ideal way to do
descriptive analyses is to first decide on the sorts of variables and then apply descriptive analysis
approaches based on those variables.

Qualitative data:

Grounded Theory Analysis

This method entails the creation of a hypothesis through the collecting and analysis of data. The
fundamental benefit of this approach is that it aids in the creation of theories. They're useful for deciphering
massive amounts of data from a large, unstructured group.
QUESTION 6
Discuss why qualitative and quantitative data both play an important role in research.

It helps businesses make better judgments. We may employ statistical tests to make statements about the
data because it is in numeric form. These statistics include descriptive statistics such as mean, median, and
standard deviation, as well as inferential statistics such as t-tests, ANOVAs, and multiple regression
relationships (MRC) The major strength of quantitative research is that they provide descriptive data,
allowing us to capture a picture of a user population, but we have difficulty interpreting them. Qualitative
research provides useful information for product design, such as information on user demands, behaviour
patterns, and use cases. Qualitative data provides information about user behaviour, wants, desires,
routines, use cases, and a range of other factors that are crucial in creating a product that fits into a user's
life. While quantitative research necessitates data standardisation for statistical comparison, qualitative
research necessitates flexibility, allowing for responses to user data as it emerges during a session.

QUESTION 7
What is the rationale for sampling in market research?

For researchers, sampling is significant since it saves time. It takes time to contact everyone in a population.
And, invariably, some people will ignore your initial attempts to reach them. Follow-up requires more time
from researchers. Random sampling takes substantially less time than surveying the entire population,
while non-random sampling is almost always faster than random sampling. As a result, sampling saves
time for researchers.
QUESTION 8
In two to three paragraphs discuss sample design in market research.

A sample design is a framework, or road map, that guides the selection of a survey sample while also
influencing many other critical parts of the survey. In a broad sense, survey researchers are interested in
gathering information from a population, or universe, of interest through a survey. A sampling frame must
be defined that represents the population of interest and from which a sample will be chosen. A sample is a
subset of a population or census that encapsulates the features of the entire universe under investigation.
As a result, a sample is a small piece of the population/universe taken from which it may represent that
population.

QUESTION 9
What is the purpose of having a hypothesis? Discuss the principles a market researcher would need to apply
to develop a strong hypothesis.

Strong hypotheses help decision-makers attain their business objectives. It's easy to make outrageous
assumptions or get stuck in analytical paralysis when making decisions like how much to spend on
advertising or what effect a price hike would have on the client base. Because it is founded on basic
information, a business hypothesis overcomes this difficulty. Hypotheses are based on theory in all fields of
science. Theory explains what you can expect from a certain path of inquiry in general.
QUESTION 10
In your own words, describe the aims of the Privacy (Market and Social Research) Code 2014? How has the
Code come about and who complies with the Code?

The Australian Privacy Commissioner's Authority has issued this act. The Privacy (Market and Social
Research) Code 2014 (the AMSRO code) has been registered under section 26U (1) of the Privacy Act 1988.
(Privacy Act). The Association of Market and Social Research Organizations (AMSRO) applied to the Office
of the Australian Information Commissioner (OAIC) on September 11, 2014, to have the AMSRO code
registered as an APP code under section 26F of the Privacy Act. The purpose of this act is to improve
individual privacy protection. It also aims to encourage entities to handle personal information responsibly
and transparently.

QUESTION 11
In your own words summarise the general rules of professional behaviour that a market researcher should
observe under the Australian Social and Market Research Society Code of Professional Behaviour.

Researchers will require specific items and services to determine market feasibility. Use the right marketing
mix, which includes the 4Ps that are relevant to the market. Research customer behaviour and product
motivation

.
QUESTION 12
The Spam Act 2003 regulates unsolicited commercial electronic messages in Australia. What are the three
things that an electronic message cannot be sent without under the Act?

You cannot send an electronic message to request permission since it is a marketing message. We cannot
use the phone numbers or email addresses we receive for marketing purposes. The message must identify
the firm that authorised the communication

QUESTION 13
Discuss what the difference is between questionnaires and interviews. What is the advantage and
disadvantage of using one method over the other?

Interviews are substantially more expensive than questionnaires. Self-administered questionnaires are a
cost-effective approach to swiftly collect vast volumes of data from a big number of individuals in a short
period of time without having to engage surveyors to do face-to-face interviews. Questionnaires are a cost-
effective and practical way to collect information. They can be directed at certain groups and handled in a
variety of ways. We can pick and choose which questions are answered, and they provide a convenient
approach to collect large volumes of data on any topic. Unlike interviews, they can be used in a variety of
ways. When it comes to questionnaires, honesty might be a problem. When it comes to face-to-face
interviews, however, most interviewees will avoid dishonesty. Dishonesty occurs for a variety of reasons,
including social desirability bias and the desire to safeguard personal information. Stop dishonesty in its
tracks by ensuring responders that their privacy is respected and that the process will not identify them
personally.

QUESTION 14
Briefly discuss the use of cross-sectional and longitudinal surveys.

The longitudinal and cross-sectional studies are both observational studies. A cross-sectional study design
has the advantage of allowing researchers to compare multiple variables at once. With little or no additional
cost, we could, for example, look at age, gender, income, and educational level in relation to walking and
cholesterol levels. A cross-sectional study design has the advantage of allowing researchers to compare
multiple variables at once. With little or no additional cost, we could, for example, look at age, gender,
income, and educational level in relation to walking and cholesterol levels.
QUESTION 15
Conduct your own research to find out how a research report should be formatted. Briefly outline your findings
to include the headings that might be used, the order of your data and the style and tone you would you.

Section Preliminary

The Main Body

The Study's Structure

Data Interpretation

Conclusions and Summary

Section of Reference

QUESTION 16
Outline the information that an organisation might define in a style guide in relation to writing and
communicating research data and reports. Why is a style guide important?

Define a brand's guiding principles using mission and vision statements so that everyone in the
organisation understands what the company is all about. Determine the size and placement of your logo.
Logos are the focal point of a brand's visual identity, and they're often the most identifiable part of it. As a
result, it's critical to maintain a consistent look and feel from one component to the next. The criteria for how
your logo should be sized, positioned, and coloured should be clearly stated in your style guide. Image and
photography play an essential role as well. Giving our team a decent degree of leeway to integrate
graphics, photography, and other imagery into the basic components of your brand is frequently the key to
making it feel authentic, but the crucial word here is "reasonable." Define the brand's voice and writing style
as well.

What do I need to hand in for this task? Have I completed this?

Your answers to each question 

 ASSESSMENT TASK COVER SHEET – ASSESSMENT TASK 2

You: Please fill out this cover sheet clearly and accurately. Make sure you have kept a copy of your work.

Insert your name

Name:

Date of submission: 17/10/2021

Unit/s:
 BSBMKG408

Assessor to complete

Satisfactory/ Was this a re-

Not submission?
Assessment Task Satisfactory Date Y/N

Part A – Initial research

Part B – Survey and respondents

Part C – Research report and approval

STUDENT DECLARATION

Insert your name

I _________________________________________________________ declare that these tasks are my own work.
þ None of this work has been completed by any other person.
þ I have not cheated or plagiarised the work or colluded with any other student/s.
þ I have correctly referenced all resources and reference texts throughout these assessment tasks.
þ I understand that if I am found to be in breach of policy, disciplinary action may be taken against me.

Insert your signature

Student signature: ___________________________________________________________________________________

Insert your name

Student name: ______________________________________________________________________________________
ASSESSOR FEEDBACK
Assessors: Please return this cover sheet to the student with assessment results and feedback.
A copy must be supplied to the office and kept in the student’s file with the evidence.

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

Assessor signature: __________________________________________________________________________________

Assessor name: _____________________________________________________________________________________

Date: ______________________________________________________________________________________________
 ASSESSMENT TASK 2: Plan Market Research

TASK SUMMARY:
For this assessment task you are required to develop an initial briefing report about market research
requirements for John’s Gym.

WHAT DO I NEED IN ORDER TO COMPLETE THIS ASSESSMENT?

 Access to a computer and Microsoft Office or similar program
 Access to the Internet for research
 Research briefing report template
 John’s Gym Style Guide
 John's Gym Marketing Policy.

WHEN DO I DO THIS TASK?

This task may be done in your own time as homework or you may be given time to do this task in class (if
applicable). Your assessor will advise.
Write in the due date as advised by your assessor: 17/10/2021_____________________________________

WHAT DO I NEED TO SUBMIT?

 Completed briefing report and survey.

WHAT DO I NEED TO DO IF I GET SOMETHING WRONG?

If your assessor sees that you have not completed all parts of the task satisfactorily, they will talk to you about
resubmission. You will only have to re-do the parts of the task that are incorrect; however you will need to
resubmit the entire assessment. Your assessor will discuss an appropriate timeframe for resubmission with
you when you are provided with the outcome for this task.

INSTRUCTIONS:
Read through the instructions below and complete the activities that follow. If you are doing this course as a
workplace-based student, your assessor will discuss the details of the meeting with you directly.

John’s Gym is a gymnasium located in a small country town in regional Victoria. The gym has
approximately 200 members and around 30 casual users visit the gym each day.
The gym includes a small weights room that has 3 treadmills, several bikes, 2 step machines and 2 rowing
machines. The gym offers a limited range of classes, including yoga, Pilates and stretch classes. Classes
are held at 6 am from Monday to Friday and then again at 9.30 am and 4 pm. All classes run for one hour.
There are two classes on a Saturday morning, at 8 am (Pilates) and 10 am (yoga) and another yoga class
on Sunday from 10 am to 11 am.
The opening time of the gym is 6 am to 7 pm Monday to Friday, 8 am to 1 pm on Saturdays and on Sunday
the gym is only open for the yoga class.
John’s Gym’s nearest competitor is located in another town that is about 15 kilometres away in a larger
town. This gym is larger with a wider range of services, including a more extensive range of classes,
childcare facilities and longer opening hours.
John's customers sign into the gym each time they visit so he knows what services and facilities they are
using. He also maintains a spreadsheet of membership with client details and record of payment.
 John, the owner of John’s Gym, has asked you as the Administration/Marketing Officer at the gym to
conduct some market research because member numbers are dwindling and John thinks that many of the
members have moved onto the gym 15 kilometres away. John is concerned that he isn’t offering the kind of
services his members want and doesn’t know if his prices are competitive.
John wants you to find out about:
 general information about fitness trends and customer use of gymnasiums
 profile of customers most likely to use his services
 optimum pricing of services
 most cost effective ways of promoting his gymnasium
 identifying additional services that he might offer including types of classes, any additional equipment
and additional services such as personal training and child care.
John has a small budget for market research and so he would like you to source some general quantitative
and qualitative information from free sources, identify average prices of gymnasium membership in country
areas and services offered, and conduct a small survey of potential new members to identify their exercise
habits and interest in being a member of a gym.
John has identified that the survey must a include a short statement regarding the purpose of the survey
and a range of questions that require feedback on the person’s interest or otherwise in fitness, their current
gymnasium membership status and a range of questions to find out about what they are prepared to pay to
use a gym and the services they expect, as well as some ideas on promotional activities he could conduct
to increase membership.

PART A – CONDUCT INITIAL DESK RESEARCH

1. Identify the objectives for the market research as per the scenario information. Between two and four
objectives is sufficient.
2. Draft your hypothesis. Your assessor will provide feedback during the meeting.
3. Determine the research methods you will use to collect the data. Indicate which methods is primary and
secondary research and whether you are using quantitative or qualitative processes. You are required to
include a survey as one of your methods. You will need to report on this in the briefing report.
4. Determine how you will collate and analyse the information you gather.
5. Identify the relevant sources of information that can be used to inform the market research including:
 general information on the fitness industry and fitness industry trends
 demographic and psychographic profile for customers most likely to use the gym’s services
 review of pricing of gymnasium services
 the range of services that can be offered by a gym
 potential promotional opportunities
 how many members and casual users have left John's Gym.
Your briefing report will need to include all the sources of information you have identified so you should
note down the web site address and titles and date of publications.
 4. Identify the objectives for the market research as per the scenario information. Between two and
four objectives is sufficient.

Objectives and goals

• Determine fitness trends and gym customer usage

• Determine optimal service pricing

• Determine the most cost-effective ways to promote John's gymnasium

• Identifying other services that may be offered additional services such as personal training and childcare.

5. Draft your hypothesis. Your assessor will provide feedback during the meeting.

• Customers prefer hiring a personal trainer at the gym to work out at home.

• Customers want additional gym equipment.

6. Determine the research methods you will use to collect the data. Indicate which methods is primary
and secondary research and whether you are using quantitative or qualitative processes. You are
required to include a survey as one of your methods. You will need to report on this in the briefing
report.

Surveys and interviews are collected using primary data.

• People are more aware of having experienced trainers to guide them

• More females are likely to go to the gym since they provide a space exclusively for women

• Provide special packages ranging from youngster prices to senior citizen prices

7. Determine how you will collate and analyse the information you gather.
Primary data will be collected in this study by a person-administered questionnaire survey. These
surveys are a type of quantitative research that generates data in the form of percentages without the
use of an interviewer or the recording of responses

In the study, descriptive statistics are used to represent the data's essential properties. Descriptive
statistics provide a quick overview of a data set. They are the foundation for any data's quantitative
analysis, as well as a simple graphical analysis. Descriptive statistics can be used in research to
effectively simplify large amounts of data.

8. Identify the relevant sources of information that can be used to inform the market research
including:

 general information on the fitness industry and fitness industry trends

- Online Training

- Wearable Technologies

- Body Weight Training

 - High Intensity Interval Training

 demographic and psychographic profile for customers most likely to use the gym’s services

-60.60% of gym members fall into the two largest age groups - 18 to 34 years of age (30.90% of
members) and 35 to 54 years of age (30.70%. Source from IHRSA - 2020]

 - According to the market segmentation ladies are the target audience. Ladies from 25 to 40 are
mainly target market of Zone fitness. Working class ladies are more heath conscious and enjoy
their exercise in health and fitness centre as they get relax in the environment

 review of pricing of gymnasium services

Cost-plus pricing—simply calculating your costs and adding a mark-up.

Competitive pricing—setting a price based on what the competition charges.

 the range of services that can be offered by a gym

Nutrition guidance, weight loss challenges, lifestyle seminars, boot camp, walking groups, and personal
training are some of the additional activities and services offered by several gyms. Others may
include a juice bar, a pool, a spa, or a sauna, as well as areas dedicated to specific activities such
as stretching and massage.

 potential promotional opportunities

- Understand what your audience wants

- Set a goal for gym promotion ideas

- Entice with a transformation challenge

- Partner with other businesses

 how many members and casual users have left John's Gym.

- Observe from the surveys given

PART B – SURVEY AND RESPONDENTS

1. Develop a proposed survey questionnaire. The survey must include a brief explanation for participants
about the purpose of the survey and a minimum of 10 questions. You should ensure that the survey is
clear and simple so it is user friendly for all users.
2. Create a profile/s of the potential survey respondents. Keep in mind you want to survey a cross section of
people, ideally the respondents would be an 'ideal customer'.

1. Develop a proposed survey questionnaire. The survey must include a brief explanation for participants
about the purpose of the survey and a minimum of 10 questions. You should ensure that the survey is
clear and simple so it is user friendly for all users.
 Survey Questionnaire

Please indicate how much you agree or disagree with each of the following assertions about John's gym.
Make a "X" in the box that corresponds to your answer.

Demographic questions:

1. Sex

□ Male
□ Female

2. Age

□ Below 25 years
□ 26-30 years
□ 31-49 years
□ Above 50 years

3. Occupation:

□ Student
□ Employee
□ Self-employed
□ Manager
□ Retired

Choice Questions:

1. Are you a fitness member?

□ Yes
□ No

2. What type of other fitness memberships or programme would you like to see offered by John’s gym.
□ Dancing studio
□ Free refreshments
□ Free mentoring programme
□ Others
______________

3. Would you be interest in participating in evening fitness classes?

□ Yes
□ No

4.Would you need a kid babysitting club to be available in the gym?

□ Yes
□ No

5.Is John’s gym operating hours convenient?

□ Yes
□ No

6.How many days per week do you come to John’s gym?

□ 0-2
□ 2-3
□ 3-4
□ More than 5

Scale Questions:

  Excellent Good Fair Poor

       
1. Registration contact

        
2. General appearance of facility

       
3. Atmosphere of the gym

       
4. Quality of the gym equipment

5. Quality and effectiveness of staff        

6. Price of the gym        

7. Overall satisfaction        

2. Create a profile/s of the potential survey respondents. Keep in mind you want to survey a cross section
of people, ideally the respondents would be an 'ideal customer'.

Dimension Category Number of respondents Percentage (%)

Sex Male 6 60

Female 4 40

Age Below 25 years 3 30

26-30 years 5 50

31-49 years 1 10

Above 50 years 1 10

Occupation Student 3 30

Employee 4 40

Self-employed 1 10

Manager 1 10

Retired 1 10
 PART C – RESEARCH REPORT AND APPROVAL

1. When you have completed all of the above activities, you are to develop a short briefing report for
discussion at a meeting with John (the assessor) using the template provided by your assessor. Your
assessor will advise of the date and time of the meeting. The purpose of the meeting is to discuss your
recommendations as documented in the briefing report and to seek approval to proceed with the market
research as planned. Your assessor will also test and review the survey questionnaire and provide
feedback.
The briefing report must:
 be typed and written in clear and concise English
 follow the requirements of John's Gym Style Guide and John's Gym Marketing Policy
 address all of the required content set out in these instructions.
3. Print a copy of your briefing report and survey questionnaire for the meeting.
4. At the meeting, you will need to:
 discuss key points from the briefing report, including proposed market research activities
 seek feedback on the proposed research and approval to proceed
 seek feedback on the survey questions and approval to proceed
 use effective communication skills including speaking clearly and concisely, asking and responding to
questions and demonstrate active listening.
5. Following the meeting, send a final electronic version of the briefing report and survey to your assessor
incorporating changes that they suggested.

Market Research Briefing Report

Introduction
Outline the rationale (and the problem) for conducting the market research
This research and statistical methods for business was conducted to determine the variables or issues
that caused the gym to lose money.
• There was a lot of competition in the gym business, according to the report.
• Members of the gym were dissatisfied with the gym's facilities, which need to be improved.
• They desired a gym that was completely equipped and had a pleasing physical look, as well as some
innovative features.

Research objectives
Identify 2 – 4 specific research objectives
• Research fitness trends and gym usage by customers.
• Optimal service pricing
• Determine the most cost-effective ways to promote John's gym.
• Identifying other services such as types of classes, any additional equipment, and additional services
such as personal training and childcare that may be offered.
• Look for possible promotional opportunities.

Hypothesis
Identify research hypotheses.
• Customers prefer hiring a personal trainer at the gym to work out at home.
• Customers want additional gym equipment.

Research Design
Outline how you will conduct your research. Include your approach (quantitative, qualitative), methods of
collection, method of collation, method of analysis, types of information you need and the sources of
information.
Primary data: Survey, Interviews

• People are increasingly aware of the need of having competent trainers to advise them
• More ladies are likely to go to the gym because they give an area exclusively for women
• Provide unique bundles ranging from a child's price to a senior citizen's pricing.

Secondary data: Gym related magazines, websites

Notes on sources of information:

Identify the sources of information that you will use to conduct your research, including in the case of
web references the URL and in the case of publications, the title and date of the publication and
addressing.
 https://www.glofox.com/blog/10-fitness-industry-trends-that-could-define-2020/
 http://www.abcfinancial.com/fitness-club-management-software/?
_ga=2.163289084.1111885578.1616694569-1534194853.1616694569
 https://www.ihrsa.org/improve-your-club/industry-news/2019-fitness-industry-trends-shed-light-
on-2020-beyond/
 https://www.globenewswire.com/news-release/2021/01/05/2153334/0/en/Australia-Gym-and-
Fitness-Centre-Markets-2018-2019-2020-2023.html

Proposed survey questionnaire

Include a proposed survey questionnaire – the survey must include a brief explanation for participants
about the purpose of the survey and a minimum of 10 questions. You should ensure that the survey you
develop is clear and simple so as to be user friendly for all users.

The survey should also adhere to John's Gym Marketing Policy.

Survey Questionnaire

Please indicate how much you agree or disagree with each of the following assertions about John's
gym. Make a "X" in the box that corresponds to your answer.

Demographic questions:

4. Sex

□ Male
□ Female

5. Age

□ Below 25 years
□ 26-30 years
□ 31-49 years
□ Above 50 years
6. Occupation:

□ Student
□ Employee
□ Self-employed
□ Manager
□ Retired

Choice Questions:

1. Are you a fitness member?

□ Yes
□ No

2. What type of other fitness memberships or programme would you like to see offered by John’s gym.
□ Dancing studio
□ Free refreshments
□ Free mentoring programme
□ Others
______________

3. Would you be interest in participating in evening fitness classes?

□ Yes
□ No

4.Would you need a kid babysitting club to be available in the gym?

□ Yes
□ No

5.Is John’s gym operating hours convenient?

□ Yes
□ No

6.How many days per week do you come to John’s gym?

□ 0-2
□ 2-3
□ 3-4
□ More than 5
Scale Questions:

  Excellent Good Fair Poor

       
1. Registration contact

        
2. General appearance of facility

       
3. Atmosphere of the gym

       
4. Quality of the gym equipment

5. Quality and effectiveness of staff        

6. Price of the gym        

7. Overall satisfaction        

Respondent Profile/s
Detail your respondent profile/s and where you might find these respondents.
Dimension Category Number of respondents Percentage (%)

Male 6 60

Female 4 40

Below 25 years 3 30

26-30 years 5 50

31-49 years 1 10

Above 50 years 1 10

Occupation Student 3 30

Employee 4 40

Self-employed 1 10

Manager 1 10
 Retired 1 10

What do I need to hand in for this task? Have I completed this?

Completed briefing report 

Survey 
 ASSESSMENT TASK COVER SHEET – ASSESSMENT TASK 3

You: Please fill out this cover sheet clearly and accurately. Make sure you have kept a copy of your work.

Name:
Insert your name

Date of submission: 17/10/2021

Unit/s:
 BSBMKG408

Assessor to complete

Satisfactory/ Was this a re-

Not submission?
Assessment Task Satisfactory Date Y/N

Part A – Conduct research, collate and analyse the

results

Part B – Write your research report

Part C – Present your research report

Part D – Submit your work

STUDENT DECLARATION

Insert your name

I _________________________________________________________ declare that these tasks are my own work.
þ None of this work has been completed by any other person.
þ I have not cheated or plagiarised the work or colluded with any other student/s.
þ I have correctly referenced all resources and reference texts throughout these assessment tasks.
þ I understand that if I am found to be in breach of policy, disciplinary action may be taken against me.

Insert your signature

Student signature: ___________________________________________________________________________________

Insert your name

Student name: ______________________________________________________________________________________
ASSESSOR FEEDBACK
Assessors: Please return this cover sheet to the student with assessment results and feedback.
A copy must be supplied to the office and kept in the student’s file with the evidence.

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

____________________________________________________________________________________________________

Assessor signature: __________________________________________________________________________________

Assessor name: _____________________________________________________________________________________

Date: ______________________________________________________________________________________________
 ASSESSMENT TASK 3: Market research report and presentation

TASK SUMMARY:
You are to conduct market research as identified in Assessment Task 2 and develop a market research report.

WHAT DO I NEED IN ORDER TO COMPLETE THIS ASSESSMENT?

 Access to a computer with word processing and spreadsheet applications
 Access to the Internet for research
 Survey developed in Assessment Task 2
 John’s Gym Style Guide
 John's Gym Marketing Policy
 Survey respondents
 Space for presentation.

WHEN DO I DO THIS TASK?

You will do Parts A, B and D in the classroom or as homework – your assessor will advise.
You will do Part C in the classroom (if you are a workplace-based student, your assessor will give you
information about how the presentation will be run).
Write in the due date as advised by your assessor: _______________________________________________

WHAT DO I NEED TO SUBMIT?

 Market research report

 Completed survey questionnaires and record of analysis
 Presentation.

WHAT DO I NEED TO DO IF I GET SOMETHING WRONG?

If your assessor sees that you have not completed all parts of the task satisfactorily, they will talk to you about
resubmission. You will only have to re-do the parts of the task that are incorrect; however you will need to
resubmit the entire assessment. Your assessor will discuss an appropriate timeframe for resubmission with
you when you are provided with the outcome for this task.

PART A – CONDUCT THE RESEARCH, COLLATE AND ANALYSE THE RESULTS

INSTRUCTIONS:
1. Conduct the secondary market research identified in your briefing report.
2. Collate the data electronically and provide a detailed analysis as per the research design approved in
your briefing report. Make sure your analysis identifies the list of topics John wanted covered. Check the
quality of the data you review, including how current it as well as how reliable the source is.
3. Conduct the survey you developed in Assessment Task 2 with at least 10 people.
 You will need to identify a minimum of 10 people who meet your respondent profile/s (who can be
your family or friends or fellow students) and who are willing to complete your survey.
 You may conduct the survey by sending it via email or completing the survey through face to face
contact
4. Collate and analyse the survey results electronically.
 During your analysis of the survey responses, you must check the surveys to ensure that all responses
have been completed and are legible. You should include a statement ‘checked’ and your signature
and date on each survey.
 In the process of collating and analysing the results, ensure that you are complying with the Marketing
Policy.
 Scan all of the responses into one PDF document and save it in accordance with the Marketing Policy
requirements

1. Conduct the secondary market research identified in your briefing report.

Demographic data

Gender

Valid Cumulative
Frequency Percent Percent Percent
Female 4 40.0 40.0 40.0

Male 6 60.0 60.0 100.0

Total 10 100.0 100.0

Age
Cumulative
Frequency Percent Valid Percent Percent
Below 25 years 3 30 30 30
26-30 years 5 50 50 80
31-49 years 1 10 10 90
Above 50 years 1 10 10 100
Total: 10 100 100

Occupation
Cumulative
Frequency Percent Valid Percent Percent
Valid Employees 4 40 40 40
Manager 1 10 10 50
Retired 1 10 10 60
Self-employed 2 20 20 80
Student 2 20 20 100
 Total 10 100.0 100.0

PART B – WRITE YOUR RESEARCH REPORT

INSTRUCTIONS:
Prepare a research report that has a title page, a table of contents and bibliography. The following headings
should make up the content: introduction (use the introduction from your briefing report), research hypothesis
and objectives (use the ones created in your briefing report), your research methodology, results/findings,
conclusion and recommendations.
In presenting your finding, your report should include the following:
 Your findings in relation to the data you have reviewed including the demographic and psychographic
profile of target customers, pricing information, possible promotional activities and any other information
that you have identified. You should present each part of this information in a chart, table or graph
 A comment on the quality and the reliability of the data you reviewed
 The findings of your survey
 Your recommendations for John’s Gym for increasing the number of members and addressing pricing
issues, promotional activities, targeting customers and additional services offered.
Notes:
 Your methodology should be direct and precise and written in the past tense. Include enough information
so that others could repeat the research and evaluate whether the results are reproducible. Include an
explanation of the collection and the analysis of your data so that readers know the reasons why you
chose a particular method or procedure and so the readers know that the collection or the generation of
the data is valid.
 Make sure your report complies with the requirements of John's Style Guide and Marketing Policy,
including representing numerical data and saving the report.
 Make sure your report is written in clear and concise language, and is error free

John’s Gym Marketing Research Report

Introduction

Research objectives

Research hypothesis

Research methodology
 Results & Findings

Conclusion & Recommendations.

PART C – PRESENT YOUR RESEARCH REPORT

INSTRUCTIONS:
1. You will be required to present your research report at a meeting with your team (this will be your
assessor and a number of your fellow students, or possibly colleagues if you are workplace based)
 outlining the results of your research. Your presentation must include graphics such as images, tables,
charts and graphs to provide a visual representation of information.
2. Conduct the presentation on the date and at the time specified by your assessor. You will have 10 minutes
for your presentation and you will be required to provide the opportunity for questions.
3. During the presentation and question time, you will be required to demonstrate effective communication
skills including:
 speaking clearly
 encouraging questions
 responding to questions
 using active listening techniques to confirm and clarify understanding.

Insert your PPT here

PART D – SUBMIT YOUR WORK

INSTRUCTIONS:
Submit electronic copies of your data analysis, scanned surveys, research report and your presentation.
Insert completed survey questionnaires here (10 people)

What do I need to hand in for this task? Have I completed this?

Market research report 

Completed survey questionnaires and record of


analysis

Presentation 