Student Assessment Guide for BSBMKG506 Plan Market Research

This Student Assessment Guide provides information on the assessment for BSBMKG506 Plan Market Research. It includes two events - Knowledge Questions and Simulation: FitLife. The guide explains the requirements and performance expectations for each event. It also provides an overview of the key project planning processes and relevant legislation, codes, and standards that impact market research processes.

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Student Assessment Guide
BSBMKG506
Plan Market Research

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Table of Contents
Intellectual Property Statement.............................................................................................................................................................2
1.Assessment Information.....................................................................................................................................................................5
2.Assessment Event 1 – KnowledgeQuestions.......................................................................................................................................6
3.Question 1..........................................................................................................................................................................................6
4.Question 2..........................................................................................................................................................................................6
5.Question 3..........................................................................................................................................................................................7
6.Question 4..........................................................................................................................................................................................8
7.Question 5..........................................................................................................................................................................................8
8.Question 6..........................................................................................................................................................................................9
9.Question 7..........................................................................................................................................................................................9
10.Question 9......................................................................................................................................................................................11
11.Assessment Event 2: FitLifeSimulation..........................................................................................................................................12
12.Task 1: Identify Market Research Needs........................................................................................................................................12
13.1.3 Identify an organisational need that may require market research.........................................................................................12
14.Task 2: Consult with Key Stakeholders on Market Research Needs..............................................................................................13
15.2.1 Identify the profile and direction of the organisation .............................................................................................................13
16.2.2 Identify the performance of market research in the organisation............................................................................................13
17.2.3 Consulted with relevant personnel to determine market research needs.................................................................................13
18.2.4 Develop statement of market research opportunities...............................................................................................................13
19.Task 3: Define Market Research Objectives..................................................................................................................................15
20.3.1 Develop a market research objective(s)...................................................................................................................................15
21.3.2 Develop a scoping document for this objective........................................................................................................................15
22.Title.......................................................................................................................................................................................15
24.Project Justification ..............................................................................................................................................................15
25.This project will look to gather the different information regarding setting up of the new market research offices to
increase the productivity of the company in the long................................................................................................................15
26.Project objective....................................................................................................................................................................15
27.Operation Scope ...................................................................................................................................................................15
It will increase the resources of the company in the market......................................................................................................15
28.Other Scope...........................................................................................................................................................................15
29.Will help the company in improving the goodwill of the company and will also help the company in building and
maintaining employer image in front of employee. Also, it will help the company in building good sort of the working
environment, this may help the company in retaining the employee for longer period of time................................................15
30.Beginning Date .....................................................................................................................................................................15
32.End Date ...............................................................................................................................................................................15
35.3.3 Consult with stakeholders on draft objectives and scope and seek feedback..........................................................................16
36.3.4 Review this feedback and finalise market research objective..................................................................................................16
37.Task 4: Define Data Gathering Approaches..................................................................................................................................17
38.4.1 Identify the research questions.................................................................................................................................................17
39.4.2 Identify types of data required.................................................................................................................................................17
40.4.3 Identify data collection methods..............................................................................................................................................17
41.4.4 Identify data sources................................................................................................................................................................18
42.Task 5: Develop Market Research Plan.........................................................................................................................................21
43.5.1 Estimate the resources and timelines required........................................................................................................................21
44.5.2 Undertake a feasibility analysis...............................................................................................................................................21
45.5.3 Submit the market research plan to a key stakeholder for approval.......................................................................................21

46.AppendixA: FitLife Simulation.......................................................................................................................................................23
47.Simulation Background..................................................................................................................................................................23
48.Simulation Phases..........................................................................................................................................................................23
49.Your Role in the Simulation...........................................................................................................................................................23
50.Phase 1:..........................................................................................................................................................................................23
51.Phase 2:..........................................................................................................................................................................................25
52.Phase 3:..........................................................................................................................................................................................25
53.Simulation Setup.............................................................................................................................................................................26
54.Assessment Conditions for the Observation...................................................................................................................................27
55.Appendix B: Observation Check Sheet...........................................................................................................................................28

1. Assessment Information
Welcome to your Student Assessment Guide for BSBMKG506Plan Market Research. This Guide provides
you with information on the assessment particularly what you have to do and to what level of performance.
This assessment has the following twoevents:
To complete the Simulation, you will need to refer to the following resources:
Remember, you do not type your responses in this Student Assessment Guide, but use the Student
Assessment Workbook, which is a separate document. This document is simply a guide to explain what you
are required to do, and by doing so, this will assist you to perform at your best.
Please note that your responses for both assessment events can (where appropriate) use dot point format. See
below for an example of a dot point response and a full sentenceresponse.
Performance required
 complete all of the questions and tasks listed in the Student Assessment Workbook
 meet all the requirements listed in this Student Assessment Guide
 your responses to the questions and tasksmust berelevant, accurate and specific
 submit your completed Student Assessment Workbook to your Assessorwithin the set timeframes
 your work must be in your own words
Assessment Event 1 – Knowledge Questions
There are nine questions that will provide us with evidence of your general knowledge of tools, processes,
and legislation associated with market research.
This assessment is completed in your own time and by a submission date provided by your Assessor. You
may use support material in the development of your responses, but you must indicate the source. In
addition, you must not ‘cut and paste’content from your source, rather,use your words, unless it is a direct
quote.
Assessment Event 2 – Simulation: FitLife
You will complete a number of tasks that will provide us with evidence of your skills withplanning market
research. These tasks will be based on your role ofMarket Research Project Officerin a simulation with an
organisation titled FitLife, a provider of Fitness Centres across Australia. In your role, you will plan
research on the potential demand of a centre in a new location.
FitLife Strategic Review A consultant’s report on the industry trends and opportunities based on the
strengths and weaknesses of the organisation. You will refer to this report
throughout the simulation in Assessment Event 2.
Project Scope Template The scoping document that provides the direction for market research. You will
populate this document in accordance to the simulation organisation’s market
research initiative.
Dot point format Presentation Plan includes the following:
 outcomes
 needs of the audience
 context.
Full sentence format When you are preparing for a Presentation, there area number of tasks that must
be carried out. These are; listing the outcomes that you want to achieve, followed
by the identification of the needs of your audience. When you have completed these
two tasks, you then check on the room you will be conducting the simulation in etc.

 where you use an external source of information, you must provide citation.
2. Assessment Event 1 – KnowledgeQuestions
The information contained in this assessment event lists the questions that you will need to develop a written
response. These questions are theoretical and provide evidence of your understanding of the principles,
practices, and legislations involved with market research.Each question includes the requirements which
indicate what you have to do and the depth of your response to achieve a satisfactory result.
1. Question 1
Describe reasons why market research is important to an organisation.
1. It is crucial for a better understanding of your customers
Market research will help to let business understand about the customers and through their understanding
company will provide the products accordingly and this in turn assist to meet the define aim and objectives.
Therefore, the ideal customers persona will be based upon the ideal customers that help to define and
segment for content marketing team.
.
Market research will help you map out the full profile of your ideal customer. Knowledge of your
customers will help you determine the market size and what triggers them to buy.
2. Knowledge about your competitors, and how they approach the market
Through effective market research, company determine their rival firm and this in turn assist to develop
strategy which in turn assist to meet the define aim. Not only this, through effective e marketing research
company analyse the weakness of rival and try to convert that weakness into own strength so that it will
help to meet the define aim and objectives.
The competitors are taking away your customers and win in the marketplace. That’s because they’ve done
their research ahead of you. And now, you need to do the same if you want to stay in the game.
Market research will help assess the market to identify both key players and those on the
rise. Furthermore, it will help you find the weaknesses in your competitor’s approach. These are gaps that
you can utilize to gain more customers. You can also learn what performed the best for the competition. In
turn, you will be able to think more creatively while modeling your new strategy.
Knowing as much as you can for your competition will be pivotal to the success of your business.
2. Question 2
Explain the key project planning processes listed in the table below.

3. Question 3
In the table below, outline key provisions of relevant legislation, codes of practice and national standards
that impact on the market research processes within an organisation.
R 1. explain the key provisions of each legislation/codes/standards in terms of market research
R 2. word count is approximately 50 words per explanation.
Processes Explanation
Needs analyses It is the first step which help to determine the need or want to develop
the planning and by determining the specific need company will
determine the gap and try to develop strategy as per that.
Scoping practices This stage will help to analyse the future scope of the project. Such that
by setting up clear and measurable objectives, company develop the
project updates and also focus on deliverables as well as engage sponsor
and stakeholders as well.
Gaining approvals Once the objectives are set, company has to take an approval from all the
stakeholders and they may also make changes in order to make the
project planning more accurate.
Consultation and stakeholder
involvement
This is also included in planning process where, researcher has to
involve all the stakeholders and also take consultation which in turn
assist to complete the project in more better manner.
Creating implementation plans Under this, stakeholders provide different range of option as an
implementation plan which help to take a project in next level or step.
Therefore, it can be stated that among all, manager chooses the best out
of all.
Development of timelines In this, for each task, timeline is specified and this in turn help to analyse
whether the task is met or not.
Budgets For every task, there is need to specify the budget and the project
sponsor provide the capital which in turn help to meet the define aim and
objectives.

4. Question 4
In the table below, explain data processing methods in market research.
R1.describe the typical process involved in each method
R2.word count is approximately 50 words per description.
Legislations/Codes/Standards Key Provisions
Privacy Act 1988
This act will help to protect the privacy of the
individual and also assist to regulate how agencies
wok in order to prevent their personal data.
Copyright Act 1968
It is the right which is belonging to owner and licensee
of a artistic and dramatic work in order to reproduce
the deal with work.
Spam Act 2003
The act which help to regulate the commercial email
and other types of commercial electronic message so
that it will help to meet the define aim.
Fair Work Act 2009
It is commonwealth legislation which is regulating the
employment and workplace relations and also provide
the terms and condition of employment by setting
their rights and responsibilities.
Anti-Discrimination Laws
This act assist to prevent the premises from
discrimination and it also protect employees from
unfair treatment on the basis of personal characteristic
i.e. age, gender.
Do Not Call Register Act 2006
This provide an outlines rules for making unnecessary
telemarketing calls and non- essential marketing faxes
to number on register.
AMSRO Privacy (Market & Social Research) Code
2014
It is set out how the members of Association off
Market and social Research organization in order to
comply with all Australian Privacy Principles in
Privacy Act so that market research is conduct in
proper manner.
AMSRS Code of Professional Behaviour
It helps individuals who are always responsible for
make sure that people who are working in
organization posses strong knowledge for market
research , activities and aware with principles of a
code as well.
AS/ISO 20252
It is actually relevant to market and social research
agencies where consistent and perfect delivery of the
quality services are essential. Thus, it also provides
guidance for conducting and bullying market In order
to meet specified results.
WHS Act 2011
It helps to provide perfect working environment to the
company’s employees and for that it also make sure
that company provide effective equipment, fire
extinguisher and emergency exit to their employees.

5. Question 5
Describe data analysis techniques in market research.
qualitative data analysis techniques
Qualitative approach does not use numerical data and does not need large number of people or digits to gain
valuable information; the researcher usually use small group of employees (3 or 4) interviews to for
example, find questions that might be used in a survey. The researchers consider that even the small group
don’t represent the whole group; the research will show deeper and richer understanding of these
individuals’ experiences. A qualitative and quantitative research actually complements each other.
Example of qualitative are :
1. One-on-one interviews: Under this, one interviewer and interviewee is present and the format of
interview is oral conversation where interviewee is asking question towards the end.
2. Focus group: Under this method, researcher brings 6-10 people together in a room in order to collect
the feedback with regards to any product, service and marketing campaign. In trained mediator is also
involved to gather helpful information.
two quantitative data analysis techniques
It refers to all kind of numerical or statistical data, it usually needs a large pool of respondents and it also
needs to be analysed by trained personnel that can discern wether the information is real, valid a show
realistic patterns or behaviours that would show specific data.
Example of quantitative are:
Data Processing Methods Typical Process
Data Editing Data Editing
Typically, large data sets include errors. For example, respondents may fill
fields incorrectly or skip them accidentally. To make sure that there are no
such errors, the researcher should conduct basic data checks, check for outliers,
and edit the raw research data to identify and clear out any data points that may
hamper the accuracy of the results.
For example, an error could be fields that were left empty by respondents.
Data Coding This is one of the most important steps in data preparation. It refers to grouping
and assigning values to responses from the survey.
For example, if a researcher has interviewed 1,000 people and now wants to
find the average age of the respondents, the researcher will create age buckets
and categorize the age of each of the respondent as per these codes. (For
example, respondents between 13-15 years old would have their age coded as
0, 16-18 as 1, 18-20 as 2, etc.)
Data Classification It is the process of organizing the data through relevant categories so that
project manager use the same in better and protected manner. It also helps to
make data easier to locate and retrieve.
For example, a firm uses the data as a restricted, private and public such that
under public data, represents the sensitive data with low security requirements
which restricted data requires high security.
Data Tabulation It is the method which classified data into a tabular form because it is a
systematic arrangement of statistical data in rows and columns.
For example, when a company needs to make a data in the form of girls and
boys and also generate the outcome. At that time, this is used in order to
determine the values in as per different segments.

 questionnaires : Under this method, researcher send an email to selected respondents which is related to
specific question. Through this, it is easy to determine the views from customers and concluded the results.
 Observation: It is completely relies upon the statistical and numerical analysis method which help to
determine the relationship between two variables.
6. Question 6
Describe factors that would need to be considered when determining the feasibility of a market research
project.
 Stakeholder in- depth interview: There is a need to determine the views from the stakeholder ad
through their views, researcher also add the things into its market research as well.
 Market trend: The market trend is keep changing and that is why, researcher has to make sure that
proper trend needs to be analyzed in order to reach final conclusion.
 Competitive assessment: One of the most affecting tool which creates a direct impact upon business
such that it will help to determine the actual condition of the market and determine the weak point of
the rival firm as well.
 Demand model: It will help to estimate and predict the likelihood of the end users and then
determine the actual strategy that need to determine.
7. Question 7
Describe how you design a sample.
The subset of a population which is chosen for the study is known as a sample and in the context of market
research, sampling is the collecting opinions from the chosen segments of a large mass as per the
characteristic.
Principle:
 Statistical regularity
 Inertia of large number
 Reduce error of bias
 Feasible and affordable
 Select large number of group to generate best results\
3. Question 8
Explain how a hypothesis is developed and used in market research.
For example: Attract more customers by dropping the price up to 20% and help to increase total profit.
 Chi-square test: Help to determine the differences between categorical variables in same population.
Like to determine the difference in the view of boys and girls.
 Anova test: Help to determine the relationship between two variables.
 Regression analysis: Assist to examine the relationship between two and more variable.
 Descriptive statistic: In this mean, mode and median or standard deviation is analyzed through excel.
 T-Test: Help to determine the difference between the mean of two group related to certain features

8. Question 9
Using the table below, explain the use of survey instruments in market research.
R 1. list two qualitative survey methods
R 2. list two quantitative survey methods
R 3. list three strengths and three limitations of each method
R 4. list five principles of effective design for survey instruments
R 5. word count is not critical.
Survey
Instrument
Strengths Limitations
Qualitative
Observation Simple and affordable method It completely relies upon the
observer’s reliability and did not
get exact answer.
In-depth
interviews
Help to determine the
detail information and
personal feelings related
to question
It relies upon the respondent’s
accuracy and its intensity of
time, expense
Quantitative
Questionnaire It is practical method and assist
to collect range of new
information
Dishonest answer lead to wrong
answers.
Focus group Help to provide richer insights There is no guarantee of depth
and accuracy.
Principles:
 Focus
 Connection
 Respect
 Action
 Engagement

4. Assessment Event 2: FitLifeSimulation
In this assessment, you will undertake a number of tasks associated with planning and preparing a Market
Research Plan for FitLife.In this simulation,you will perform the following actions:
 analyse the current situation of FitLife
 summarise the performance of the organisation and the role marketing research has played
 prepare and consult to develop a Market Research Plan.
Please ensure that you familiarise yourself with this set of requirements that underpin this simulation. This
includes understanding the background of the simulation and the criteria you will be assessed on. These are
located in the Appendix of this document.
9. Task 1: Identify Market Research Needs
In this task, you will analyse the relevant data given in the Strategic Review document and then identify
market research opportunities.
14.1.1 Review and describe the current results of the organisation
The operational result of the company FitLife is that the company is operating with a chain of health clubs
of approximately 70 in numbers and also there are 182,000 active members all over the Australia. Also, the
company deals in the providing of the facilities relating to the different range of fitness like gym for the
weight lifting people, cardio, different classes including the facilities of yoga, full body lift, cycle spin, body
attack and many other different kind of services. The company is also planning to invest in the marketing
department as the marketing is very esstial for the company because of increase in the competition.
15.1.2 Identify and list the organisation’s growth opportunities
The major two opportunities which are listed in the strategic review of the FitLife are as follows-
The major opportunity is of setting up of a marketing research department as there are many different
changes taking place in the highly competitive market which need to be undertaken by the company for
being in the competition.
Another major opportunity for the company is expansion of the product range and to create a new fitness
centre with more modern and advance facilities and amenities.
16.1.3 Identify an organisational need that may require market research
The opportunity which requires a thorough market research is the opportunity of expansion of the product
range or the creation of the new fitness centre. This requires a lot of market research as here the company
has to research for the latest trend going on in the market among the consumers. This is necessary because if
this will not be done then the company will not be able to know or assess the requirements of the consumers
to a great extent. Also, there can be possibility that the company may fail to take into consideration the
requirement of the consumers and business may fail.

17. Task 2: Consult with Key Stakeholders on Market Research Needs
In this task,you will plan and then deliver an interactive workshop with key stakeholders of the organisation
to finalise an area to undertake market research.
18. 2.1 Identify the profile and direction of the organisation
The major strength of FitLIfe is that they are able to working on gaining the competitive advantage in this
highly complex and competitive world. Thus, this is a major strength of the company because due to this
reason that company is planning to work in accordance with the latest trends going on within the market and
this will help company in getting more consumers.
The major weakness of the company is that the company is not having the good and advance marketing
department and because of this the company is not able to market the goods and services of FitLife in much
effective manner. Also, the company is not able to research for the latest trends going on within the market.
The major opportunity for FitLife is that the company can invest money in the development of the marketing
research department and also in the latest technology. This will help the company in managing the work in
accordance with the latest trend as the major role of marketing research department is to research for the
latest things going on in the market.
19. 2.2 Identify the performance of market research in the organisation
The role of market research is very essential in the operations of FitLife as this will help the company in
gaining the knowledge of the fact that what is currently going on in the market and among the consumer
behaviour. Thus, this will help the company in getting proper knowledge about the latest trends going
among the consumer, what are the strategies used by the other competitors.
The major benefits of market research for FitLife are as follows-
The major benefit is that this will help the company in increasing the sales of the company. This is majorly
because of the reason that the market research will hlpe the company in assessing the current requirement of
the company and this assist the company in making goods as per that requirement and because of this the
sales of company increases.
Another major benefit is that the consumer are satisfied with the services of company and because of this
they are loyal to the company and will not switch over to other companies and their services
The major drawback of this is that the company is not using the latest technology for the market research ad
because of this the company is not able to get the latest data and requirements of the consumers.
Another major drawback of the way market research was conducted in the past is that the past records are
not as per the current requirement of the business. This is because of the fact that the consumer demand
changes very frequently and it is very essential for the company to follow that which is not provided by the
past records of data.
20. 2.3 Consulted with relevant personnel to determine market research needs
The stakeholder are presented with the summary of the above all discussion. The presentation to the
stakeholder will include the fact that currently the company is operating at low level and further it will
include the development of the market research department. Also the role and benefit of using the market
research wll be given to the stakeholder.

21. 2.4 Develop statement of market research opportunities
To: marketing manager
Subject: notes of the presentation
Dear sir
The presentation was successful and the major discussion of the presentation was on the marketing
opportunity present for the company and it is a good choice of business opportunity for growth and
development of the business.
Thanks and regard
Manager

22. Task 3: Define Market Research Objectives
In this task,you will develop a project objective through consultation with the stakeholders of the
organisation.
23. 3.1 Develop a market research objective(s)
To gather different information regarding setting up of market research offices with the help of different
promotional activity in coming 2 month.
“Different information will be gather in the organisation with the help of observation and also with the help
of primary research activity that is interview”
24. 3.2 Develop a scoping document for this objective
Project purpose
Current situation
In current situation the organisation is taking help of third party organisation to carry out different
marketing activity of the company.
Impact
Biggest impact which will be seen by the organisation is that cost of the company will be save in the long
run of the business. Also it will help the company in improving the reliability of different information
which is carried out.
Opportunities
This will open up the opportunity in the organisation in context of fresh information as organisation can
divert variety of their activity according the market need.
Assumptions
This project will look to gather the different information regarding setting up of the new market research
offices to increase the productivity of the company in the long.
Constraints
Biggest limitation of this project is that setting up of marketing office will not help the company in getting
success guaranteed. As marketing is a supporting activity.
Project objectives
To gather different information regarding setting up of market research offices with the help of different
promotional activity in coming 2 month. .
“Different information will be gather in the organisation with the help of observation and also with the help
of primary research activity that is interview”

Project Scope
In Scope
 It will increase the resources of the company in the market
 It will help in increasing the sales of the company in the long run as more number of the customer
will be served by the company.
 It will increase the profitability of the company in the long run, as increase in the sell is positively
related with the profitability of the company in the long run.
Out Scope
Will help the company in improving the goodwill of the company and will also help the company in
building and maintaining employer image in front of employee. Also, it will help the company in building
good sort of the working environment, this may help the company in retaining the employee for longer
period of time.
Project roles and responsibilities
Name Role Responsibilities
Marketing manager Will responsible for all the
activity which will be carried out
in the organisation.
Will make different policy related
to the marketing activity.
Assistant Marketing manager Will assist employee in different
work and problem faced by them
Project deliverables
Resource type required Skills required Funding requirement
 Human resource
 Machinery
 Premises
 Decision making skills
 team work
 research skill
50000 pounds.
25. 3.3 Consult with stakeholders on draft objectives and scope and seek feedback
From:
TO:
CC:
Subject: Scope plan approval

Good morning,
As you are having knowledge that organization is looking to introduce the new project in the
organization which is setting up different marketing office in the organization for the same reason a project
is being formulated to gather different information from the market. Scope for the same project has been
attached with the mail. So please go through the same and provide us with the feedback so that we can
improvise the different project according to the same.
10.3.4 Review this feedback and finalise market research objective
After going through the different feedback it has been find out that marketing manager has asked for more
specific objective and has asked to relace the primary research method from interview to the survey. So final
objective of the business is as follows:
To gather different information regarding setting up of market research offices with the help of market
observation and conducting survey in the market in coming 2 month. .

11. Task 4: Define Data Gathering Approaches
In this task, you will plan the market research project to achieve the objective by identifying research
questions and the method of data collection, along with the source for this information, and how the data
will be analysed.
12.4.1 Identify the research questions
In your thought what is the main role of marketing offices of different gym?
What are the different resources which are require setting up marketing office?
What amount of Human resources which are requires in marketing office of the company?
What are the different advantages which will be seen by the organization due to incorporation of new market
research office?
What are the different disadvantages which will be seen by the organization due to incorporation of new
market research office?
What amount of the cost which will be require to incorporate marketing office?
13.4.2 Identify types of data required
 In regards of roles and resource which will be require qualitative data will be require required in
the organization.
 In regards of Human resource require in the organization quantitative data will be required in the
organization.
 In regards of different advantage and disadvantage of marketing office qualitative data will be
require required in the organization.
 In regards of cost which will be require in the organization quantitative data will be required in
the organization.
14.4.3 Identify data collection methods
R 1. Primary and Secondary data collection tool which will be used in the organization to collect the data.
Primary data is the data which will be collected for the first time, secondary data are collected by the
source who have collected data from source who have already collected.
R 2. Primary data collection
Advantage
 Good quality data
 Controlled by the investigator

 More specific data
Disadvantage
 Time Consuming
 High cost
 Not always Feasible
R 3. Secondary Data collection tool
Advantage
 Economical
 Saves effort and cost
 Help make in primary data collection data
Disadvantage
No specific answer
Not relevant information
Duplicate information
15.4.4 Identify data sources
Secondary Source
Two source to collect the data are Books and journal and different online article, with the help of the books
and journal, organization will be selecting the different books and journal related to the topic and different
information will be collected, Also, to collect the information with the help of the article, different
information will be collected with the help of different article by taking help of tutor.
Two primary data collection tool are observation and survey, in survey different information will be
collected with the help of looking at the performance of competitor marketing offices. At the same time
survey will be done on different employee on the basis of the questionnaire.
This type of the method which has been selected are due to that there are many different scholar who has
already used the same and has got the good return out of the same in the market.
32.4.5 Quantify required data
For collecting the different information respondent that is sample size will be 50 employee of gym
offices of different organization. This will be selected with the help of simple random sampling method in
which all the respondent will be given the equal chance to be get selected in the sample base of the company
in the long run. Reason for selecting this sort of the sample size of the company is that employee of the
different organization will be already having the experience of going through the different experience in the
market, this eventually help the company in gathering the different information more easily from the market.

At the same time other reason of selecting this sort of the sample size in the organization, is that they
are the best who can understand the different question in better way as compare to selecting any other
respondent to answer the same research question which has been formulated in the above section.
33.4.6 Identify and evaluate suitable data processing methods
The three types of data processing methods are
Manual data processing
Strengths
The major strength of this method is that this brings accuracy of the data and this assist the company in
handling the data in more effective manner
Strength is that here involvement of human is also there and not the complete reliance of the data entry is on
the machines.
As this involve the human effort thus this is a mode of creating the job within the business environment
Weakness
Here as the human are involved hence there is high chance of getting error.
Also another major weakness is that as the human works so the speed of the data entry is also low.
Another major weakness is that there is inconsistency in the data as the data is manually entered so there are
chances of misinterpretation.
Mechanical data processing
Strength
This makes use of different devices like typewriter, printers and many others different methods.
These are faster than the manual data processing
Also it is more accurate and provides more reliable and valid outcomes.
Weakness
This is not much advanced as compared to the other methods going on in the market
It includes a high cost of installation in the company
Not much reliable and also includes a lot of time
Electronic data processing
Strength
The major strength is that once created this will help the company in managing data at reduced cost.
Also the management cost of this processing method is very low and the outcomes are more beneficial.
Here the company can also search for other different things along with the processing of data.
Weakness
It can be hacked by the computer hackers and because of this it is unsafe.
This sometimes also takes up more storage as these data are heavier in storage.
Also, this requires a lot of technical skills and knowledge for being operated within the company.
The data processing system used for the company is the electronic data processing as this makes the use of
the electrical machines for the input and processing of the data and hence because of this the company can
have more accurate and relevant data results.

34. Task 5: Develop Market Research Plan
In this task,you will develop a plan in readiness for the implementation of the market research project.
35. 5.1 Estimate the resources and timelines required
36. 5.2 Undertake a feasibility analysis
The major issue which were critical to the success of the project are as follows
Quality and this was critical as if the quality will not be ensured then the project will not be of success for
the company.
Technology was also a critical issue because there are lot many changes taking place in the environment and
if these will not be entertained then the project will not be successful.
Trends among the consumer are also a major issue of importance because these are also studied for the
success of the company and the project.
Managing finance was also an issue which was of importance for the success of the company as without
money the project cannot be completed and the company would not be able to expand the business.
Another major issue was the human resource because of the fact that if the company will not be having good
and efficient employees then the project and the expansion of the company will not be successful.
37. 5.3 Submit the market research plan to a key stakeholder for approval
Quality – this need to track because if quality is
ensured then the consumer will not be attracted
towards the use of the services and product of
FitLift.
2 months
Technology – in the current advance and modern
world there are many different technologies and this
will help company in managing and improving the
performance of the company.
4 months
Finance- this is also important resource as without
this no work can be done and the business cannot run
the activity.
2 months
Human resource- this is also an important resource
in the running of the business. This is because if the
employees will not work in proper manner then the
company will not be able to run its operation in
effective manner.
3 months

To: marketing manager
Subject: market research plan
Dear sir,
In the mail i have attached the complete market research plan which was made after the earlier presentation
which was provided to you. In this current mail all the details relating to the expansion of the marketing
research department is attached and this will assist you in the finalising of the fact that whether the plan will
be successful or not.
In the end all the related and relevant data is being attached. Kindly share your views over the market
research plan and let me know about any of the changes.
Thanks and regard.

38. AppendixA: FitLife Simulation
39. Simulation Background
The simulation centres on FitLife, a privately owned Australian health club chain with 70 health clubs and
182,000 active members across Australia. With a Head Office in North Sydney, FitLife is one of the market
leaders in sport and fitness with a range of products and services at the high end of the market. All centre’s
offer:
 Gym for weightlifting and cardio
 Classes (Pilates, Yoga, BodyPump, Cycle, BodyAttack, Full Body Lift, and FatBurner, Cycle spin).
FitLife is intent on furthering its competitive edge in the marketplace by developing new centres in new
locations and new products and services within its centres. Currently, FitLife does not have a marketing
research department and instead outsources all its marketing research initiatives to an established and
recognised provider. However, the organisation has not been satisfied with the quality of a recent
consultant’s work, particularly the Strategic Review for 2015- 2020. In addition, they are needing more
flexibility in terms of currency. Most consultant reports have extended completion dates that make the
company less able to respond to changes in the market place.
As a result, they are now focused on setting up a marketing research department that will internally run
market research initiatives. However, the new Market Research Project Officer believes the expansion of
the product range and or the creation of new Fitness Centres (as stated in the marketing objectives) requires
more thorough market research before the company invests resources into these programs and services.
The Market Research Officer believes it is necessary to develop a market research plan for whatever
opportunities are approved by Management. The Marketing Officer is well aware that to produce a
professional plan would be an excellent opportunity for showcasing the new department. It will send a
strong message to the organisation on how to undertake market research and will ensure that future projects
become the responsibility of the department and not outsourced to consultants.
40. Simulation Phases
This simulation is divided into the following phases:
41. Your Role in the Simulation
You will be the Marketing Research Project Officer of FitLife in the simulation. Your roles and
responsibilities in the simulationare as follows:
42. Phase 1:
Phase 1 occurs from Task 1.1 to Task 1.3.In Phase 1your main duties in the organisation are as follows:
 review the strategic review
 identify current performance both operations and market research
 prepare for interactive session with stakeholders.
Phase
1:
identification, analysis of current performance of organisation and of marketing research.
Phase
2:
meeting with stakeholders to determine market research needs.
Phase
3:
development of a Market Research Plan.

43. Phase 2:
Phase 2 occurs in Task 2.1 to Task 2.5. In Task 2.4, you will interact with two stakeholders to elicit the
opinions and clarify and confirm marketing opportunities that would require market research. This session
will have a duration of 45 minutes.
Note that your Assessor will not play a role in this observation activityasthey will be observing your
interaction with the stakeholders and documenting evidence in the Observation Check Sheet provided in
Appendix B.
In Phase 2 your main duties in the organisation are as follows:
 review strengths and weaknesses of the organisation
 identify current performance of the organisation
 document role of marketing research past and future
 identify marketing opportunities that require marketing research and engage in consultation to obtain
support for role of marketing research activities.
44. Phase 3:
Phase 3 occurs from Task 3.1 to Task 5.3. In Phase 3, your main duties in the organisation are as follows:
 define data gathering approaches
 develop market research plan.

45. Simulation Setup
The simulation chosen is to give you the opportunity to provide to provide evidence that demonstrates your
ability to develop and present a Market Research Plan. We have tried to make this simulation as real as
possible within a classroom setting through use of a simulation that typifies the workplace. To carry out your
role in this simulation will require you to follow these steps:
Step 1 At the commencement of the unit, your Assessor will overview the assessment and have the
student sign the declaration of understanding located in the Student Assessment Workbook (Pre-
Assessment Checklist).
Step 2 They will select appropriate staff members from the RTO or external professionals to role play the
simulation.
Step 3 Your assessor will provide an overview on the assessment requirements and provide the data and
information required prior to you commencing Task 1.1.
Step 4 You will analyse the simulation background and identify results of FitLife (Task 1.1).
Step 5 You will identify FitLife’s growth opportunities (Task 1.2).
Step 6 You will now identify the needs for market research (Task 1.3).
Step 7 You will identify current profile and direction of FitLife (Task 2.1).
Step 8 You will identify performance of market research in the organisation and its role (Task 2.2).
Step 9 You will present this material to stakeholders of FitLife (Task 2.3).
Step 10 On completion of the meeting, you will use the feedback and develop a statement on the market
research (Task 2.4).
Step 11 You will commence on creating the Marketing Research Plan by developing objective(s) (Task
3.1).
Step 12 This Plan includes the completion of the Scoping Template (Task 3.2).
Step 13 On completion of the Scoping Template, you will send an email to their Manager (you, the
Assessor) seeking feedback (Task 3.3). Your Assessor will provide you with the required
feedback.
Step 14 On receipt of feedback, you will finalise your market research objective (Task 3.4).
Step 15 You will define your data gathering approaches by identifying their research questions (Task 4.1).
Step 16 This approach will include the type of data required (Task 4.2).
Step 17 You will now table the data collection methods (Task 4.3)
Step 18 You will list the sources for this data (Task 4.4).
Step 19 You will describe the sample size and provides a rationale (Task 4.5).
Step 20 With the approach completed, you will now commence on developing a Market Research Plan
which starts with estimating the resources and timelines required (Task 5.1).
Step 21 You will incorporate a feasibility analysis in their plan (Task 5.2).
Step 22 You will submit the draft plan to your Manager (your Assessor) for approval to implement (Task
5.3). Your Assessor will provide you with the required feedback. This will be their final feedback
to you to finalise your Market Research Plan.
Step 23 Upon the completion of the simulation, you will collate all evidence and submit your Student
Assessment Workbook to your Assessor by the deadline.

46. Assessment Conditions for the Observation
The information in this section outlines the assessment conditions for the Observation which occurs in Phase
2 and involves your interaction with two stakeholders.
Before the Observation:
 you must ensure that you have read and understood any documents required to undertake the
Observation
 you must ensure that you have read and understood all performance requirements listed under each task
 you must ensure that you have read the requirements listed in the Observation Check Sheet as your
performance will be judged based on these criteria (see Appendix B)
 your Assessor will inform you of the date of your Observation.
During the Observation:
 you will be interacting with the Manager of Products and Services and the Manager of Human Resources
 it has a total duration of 45 minutes
 other students will not be observers during the session as this will give them an unfair advantage
 these stakeholders will be role played by staff from the RTO or other externals
 your Assessor will brief them on your topicso that they can carry out their actions in an appropriate
manner
 you cannot refer to the Observation Check Sheet while undertaking the Observation
 your Assessor will:
observe you individually based on the criteria in the Observation Check Sheet
document their observations in detail on the Observation Check Sheet
provide extensive written feedback
ensure that the session will be free from distractions
 you must comply with WHS requirements
 you must demonstrate all the criteria in the Observation Check Sheet to achieve a satisfactory result for
the Observation.
After the observations:
 if you are successful, your Assessor will summarise your performance during the observation
 if you are unsuccessful, your Assessor will:
provide written feedback on the Observation Check Sheet explaining their justification in detail
communicate this feedback to you
arrange another suitable time to observe your second attempt.

47. Appendix B: Observation Check Sheet
We have provided the Observation Check Sheet for you to prepare for your assessment with the Assessor.
Remember, you will not be able to use this Check Sheet during this session. However, we recommend you
use this as a planning tool so that you are fully prepared for the observation.
Note that you must demonstrate all the criteria listed in the following Observation Check Sheet to be
deemed satisfactory.

Performance Requirements:
1. Introduction
 welcomes participants with a friendly and positive manner
 states the purpose of the meeting with specific, relevant, and achievable outcomes
 clearly and concisely explains the format of the session
 confirms understanding of the format and objectives
2. Body
2.1. Presents performance of the organisation:
 Includes descriptions on the current performance of the organisation
 reviews the previous role marketing research has played in FitLife
 tables two limitations of this role
 describes the benefits of using a more professional approach to market research
2.2. Presents market opportunities:
 tables two potential marketing opportunities
 seeks feedback on these opportunities
 generates discussion on the limitations of information on these opportunities
 takes notes
 reaches consensus on the most preferred opportunity
2.3. Credibility of data and information:
 provides accurate data/information
 provide relevant data/information
3. Conclusion summarises the session in terms of the extent objectives achieved seeks input on the quality of the session overviews next steps completes the session within the time limits of 45 minutes
4. Communication Skills
4.1. Body language:
 maintains eye contact
 show appropriate facial expressions
 posture is appropriate
 gestures fit message
4.2. Verbal skills:
 vocal pitch is appropriate
 tone is pleasant
 pace is at the right speed to achieve clarity
 volume is appropriate for participants
4.3. Sensitive to the cultural diversity of the participant:
 language avoids jargon
 language chosen is easy to understand
 level of formality that shows respect to team
 content is non-sensitive

Reference
https://humansofdata.atlan.com/2018/09/qualitative-quantitative-data-analysis-methods/