VET Fair BSBMKG506: Plan Market Research Student Assessment

This student assessment guide, designed for the BSBMKG506 Plan Market Research unit, outlines the requirements for two assessment events: knowledge questions and a FitLife simulation. The guide covers various aspects of market research, including its importance, key project planning processes, relevant legislation, and data gathering approaches. Students are tasked with answering theoretical questions to demonstrate their understanding of market research principles and practices, and participating in a simulation where they plan research for a new fitness center location. The assessment emphasizes the development of a market research plan, considering resources, timelines, and feasibility analysis, and requires students to consult with stakeholders, define objectives, and identify data collection methods. The guide also provides a detailed overview of the FitLife simulation, including background information, phases, and the student's role, alongside an observation check sheet. This comprehensive guide ensures students have the necessary information to perform well in their assessment, and is provided by VET Fair, with all intellectual property rights reserved.

Student Assessment Guide
BSBMKG506
Plan Market Research

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Table of Contents
Intellectual Property Statement 2
Assessment Information 1
Assessment Event 1 – Knowledge Questions 2
Question 1 2
Question 2 2
Question 3 2
Question 4 3
Question 5 3
Question 6 3
Question 7 3
Question 8 3
Question 9 4
Assessment Event 2: FitLife Simulation 5
Task 1: Identify Market Research Needs 5
1.1 Review and describe the current results of the organisation 5
1.2 Identify and list the organisation’s growth opportunities 5
1.3 Identify an organisational need that may require market research 5
Task 2: Consult with Key Stakeholders on Market Research Needs 6
2.1 Identify the profile and direction of the organisation 6
2.2 Identify the performance of market research in the organisation 6
2.3 Consulted with relevant personnel to determine market research needs 6
2.4 Develop statement of market research opportunities 6
Task 3: Define Market Research Objectives 7
3.1 Develop a market research objective(s) 7
3.2 Develop a scoping document for this objective 7
3.3 Consult with stakeholders on draft objectives and scope and seek feedback 7
3.4 Review this feedback and finalise market research objective 7
Task 4: Define Data Gathering Approaches 8
4.1 Identify the research questions 8
4.2 Identify types of data required 8
4.3 Identify data collection methods 8
4.4 Identify data sources 8
4.5 Quantify required data 8
4.6 Identify and evaluate suitable data processing methods 8
Task 5: Develop Market Research Plan 9
5.1 Estimate the resources and timelines required 9
5.2 Undertake a feasibility analysis 9
5.3 Submit the market research plan to a key stakeholder for approval 9
Appendix A: FitLife Simulation 10
Simulation Background 10
Simulation Phases 10
Your Role in the Simulation 10
Phase 1: 10
Phase 2: 11

Phase 3: 11
Simulation Setup 12
Assessment Conditions for the Observation 13
Appendix B: Observation Check Sheet 14

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:
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.
To complete the Simulation, you will need to refer to the following resources:
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.
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.
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.
Performance required
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 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
 where you use an external source of information, you must provide citation.
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.
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.
Question 2
Explain the key project planning processes listed in the table below.
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
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Processes Explanation
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.
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.
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
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Legislations/Codes/Standards Key Provisions
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.
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.
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
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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.
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:
 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.
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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.
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
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
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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
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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.
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.
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.
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.
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.
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