Student Assessment Guide: BSBMKG506 Plan Market Research VET Fair

This document serves as a comprehensive student assessment guide for the BSBMKG506 Plan Market Research unit. It outlines the assessment requirements, including two main events: Knowledge Questions and a FitLife Simulation. The Knowledge Questions assess the student's understanding of market research principles, practices, and relevant legislation through written responses. The FitLife Simulation provides a practical application of market research planning skills, where students assume the role of a Market Research Project Officer for FitLife, a fitness center provider. The simulation involves tasks such as identifying market research needs, consulting with stakeholders, defining objectives, defining data gathering approaches, and developing a market research plan. The guide also includes relevant resources such as the FitLife Strategic Review and a Project Scope Template, along with assessment conditions and an observation check sheet. The assessment covers essential aspects of market research, from initial needs analysis to the development of a comprehensive research plan.

Intellectual Property Statement
VET Fair (ABN 44 983 956 589) is a provider of educational products and services for the vocational
education and training (VET) sector.
By purchasing the ‘BSBMKG506Plan Market Research’ assessment resources (“Product”), you are entitled
to use it for educational purposes only, but the intellectual property remains with VET Fair. This Product
includes the following components:
 Assessor Guide
 Student Assessment Guide
 Student Assessment Workbook
 any other material to support the implementation of the Product (e.g. policy and procedures, templates,
etc.).
VET Fair owns all copyright to the Product as subject to the provisions of the Copyright Act 1968.
Student Assessment Guide
BSBMKG506
Plan Market Research

This purchase grants you a non-exclusive, perpetual, non-sublicensable, and non-shareable right to use and
contextualise this Product. You have the right to distribute unlimited copies of this Product to your students
or internal staff, limited to only for educational purposes; however, you must not:
a) reproduce this Product or produce other assessment resources based on this Product
b) share this Product with any other external person or entity other than your students and internal staff
through physical or electronic including online access
c) use this Product for any other purposes than education (e.g. assessing student competency, conducting
validation and moderation activities, etc.)
d) resell this Product to any party of individual
e) use this Product without affixing the following statement in each copy of a modified, adapted,
customised or contextualised version of this Product that is distributed electronically or in a physical
format to your target learner audience:
“The assessment activities and information in this guide are
derived from the BSBMKG506Plan Market Research
assessment resources provided by VET Fair. VET Fair owns
all copyright to this information and the intellectual property
of this resource remains with VET Fair.”
Breaches of this copyright will result in VET Fair claiming for loss of sales.

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