BSBMKG607 Develop Market Research Plan for Houzit Homeware Chain

This assignment presents a comprehensive market research plan developed for Houzit, a 15-store homeware chain in Brisbane, aiming to assess the feasibility of adding lighting fixtures to their product assortment. The plan includes defining research objectives, scope, and specifications, developing a project schedule and budget, and outlining the consultant/supplier selection process with a detailed Statement of Work. It also covers the research phase, focusing on milestone achievements and consultant performance management, and the reporting phase, involving report review with stakeholders and summary preparation. The assignment further includes a knowledge test addressing principles and practices of market research, project management, relevant legislation, and the impact of economic and social trends on marketing functions. The plan adheres to Houzit's policies and procedures, ensuring ethical and practical research methods while respecting privacy and legal requirements. The document also provides details on consultant quotes, internal resource allocation, and preferred suppliers, all within a set budget and timeline.

Instructions for Students: Assessment
AT1: Develop market research Plan
Submission details
Student’s name ID no.
Assessor’s name Phone
no.
Assessment
date/s Time/s
Submitting assessments:
The Assessment Task is due on the date specified by your assessor. Any
variations to this arrangement must be approved in writing by your
assessor. Submit this document with any required evidence attached. See
specifications below for details.
You must submit the assessment on [e-mail]. You must
clearly mention in Subject line: Unit Code ID – STUDENT ID & NAME –
ASSESSMENT Number. You must submit the assessment in Microsoft Word
format. Submit this document with any required evidence attached. See
specifications below for details.
Performance objective
In this assessment you are required to establish guidelines for researching
and gathering information and work with your staff to gather and evaluate
the data.
Assessment description
You need to review existing policy and procedure documents (in the
appendices of your Student Workbook) and develop guidelines for
managing the process of gathering research information for Houzit. You
also need to identify and plan to acquire all resources necessary for
supporting the project.
Procedure (Steps)
1. Read the case study provided in Appendix 1: Case Study
2. For the given case study, you are required to develop or commission
and review market research project plan and detailed work plans to
point of finalization in accordance with Houzit’s policy and
procedures. Your market researchproject plan must contain the
following elements (You can use Appendix 3: Research Project Plan
template) :
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1. Planning Phase
a. Definition/scope phase
i. Define research objectives
ii. Define scope of research
iii. Specifications for research components
iv. Determine policies and procedures applicable for
market research.
b. Project schedule and Budget
i. Develop Project activities/milestones schedule
ii. Determine in-house resource. describing requirements
for goods and services within the project plan
iii. Develop Project budget
c. Consultant/supplier selection phase
i. Define consultant/supplier selection criteria
ii. Identify preferred potential consultant/suppliers
iii. Develop Statement of Work (You can use Statement of
Work Template attached as Appendix 4 of this
assessment) that includes:
o Requirements for external consultant/supplier
o Performance monitoring and reporting
requirements
iv. Evaluate proposals
v. Select consultant/supplier.
2. Research phase
i. Monitor milestone achievements
ii. Consultant/supplier performance management.
3. Reporting phase
i. Review Market Research report with stakeholders
ii. Prepare summary report.
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Knowledge Test
4. Describe following principles and practices of market research in
minimum 75 words:
a. data processing methods and data analysis techniques
b. project design to meet given budgets and other resource
constraints
c. qualitative and quantitative research
d. design of samples
e. development and application of hypotheses
f. role of research in enterprise development
g. use of survey instruments
5. Compare and contrast project management principles and
practices, minimum 75 words:
a. consultation and stakeholder involvement
b. development of policies and procedures
c. methods of action to ensure performance
d. monitoring of timelines, budgets and other
implementation plans
e. organisational procedures for engagement of consultants
6. Provide an overview of key provisions of relevant legislation, codes
of practice and national standards affecting marketing operations.
(minimum 250 words)
7. Discuss the impact of economic, social and industry directions,
trends, and practices on marketing functions. (minimum 250 words)
Specifications
You must provide:
A written Work Plan Summary including a Statement of Work for the products
and services required to be provided by external service provider (Steps 1-
3).
Answers to the Knowledge Test
Your assessor will be looking for:
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 Evidence that you have examined the case study and reviewed
organisational requirements to develop market research plans.
 Knowledge of principles and practices of market research
 Knowledge of project management principles and practices
 Knowledge of key provisions of relevant legislation, codes of practice
and national standards affecting marketing operations
 Knowledge of the impact of economic, social and industry directions,
trends, and practices on marketing functions.
Appendix 1: Case study
You are the marketing manager for a 15 store chain of homeware stores in Brisbane
called Houzit. The stores specialise in bathroom fittings, bedroom fittings, mirrors
and decorative items. As part of the strategic plans of the business, the board want
to broaden the store offer by including lighting fixtures in the assortment mix. The
board identified the need to carry out market research to determine the market
feasibility of adding the lighting fixtures category to Houzit’s assortment. The board
have requested that this work be undertaken by a specialist market research firm
with extensive knowledge of the target market and who can undertake a wide
variety of research methods and complete the process in a timely manner.
The CEO has asked you to manage the entire market research process for the
board. You are asked to liaise with the general manager of store operations and the
group buying manager. Initially you are required to develop the guidelines for
conducting the market research which must adhere with Houzit’s policy and
procedures. The scope of research to be undertaken encompasses the greater
Brisbane area.
The CEO explained that the market research report together with your summary
must be ready to be presented to the board in 10weeks’ time. You have been
allocated a budget for the project of $15,000 to cover external consultants and
associated external material costs. You are required to stay within this budget.
Houzit’s policy and procedures requires that you submit a Resource Usage
application for all resources required in the project both internal and external.
Your marketing team consists of Tony (search engine optimisation and website
maintenance), Marie (advertising and public relations) and Joanne an administration
officer. You have asked Tony to take responsibility for the operational aspects of the
project and estimate that it will take up 50% of his time over the next 11 weeks.
Joanne will also be involved for about 20% of her time in attending to administration
matters. You estimate that you will need to allocate 30% of your time to manage
the overall project.
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The CEO meets with you and you and Tony to discuss the plans. The CEO explained
that it is Houzit’s policy to always engage external consultants when deciding on
major category changes because it provided some objectivity to the decision
making process.
The three preferred consultants are:
1. Acworth Accounting: 27 Pitt Street, Hawthorne QLD, who prepared the
business plan for Houzit but who don’t have specialist market research staff
2. Lombard Consulting: 78 Queen Street, Brisbane QLD, who are a local
specialist market research firm based in Brisbane specializing in home
accessory products and markets.
3. Holt & Burrows: 58 Lonsdale Street, Melbourne Vic, a national marketing firm
based in Melbourne who consult on all issues relating to branding and
marketing for all industries. They specialise in fashion, cosmetics and
consumables.
The CEO explained that there was extensive information available in the company
archives concerning customer feedback and surveys that has been collected by the
stores over the past few years. This could prove useful in the research. The CEO
also explained that you would need to have a member from head office do the
information extraction work and could take up to 20 hours to complete.
The CEO would like to see a report that covered five main areas:
1. industry overview
2. target category and market
3. business environment
4. competitors
5. conclusion.
Tony prepared a list of preferred suppliers together with the products and services
that they supplied to help determine the materials needed in accordance with the
CEO’s directive that it be a credible source, within the budget and easily accessible.
These materials could be included in the project if required and it is within budget:
Homeware Trade association has an Australian wide industry report for
$1,000
Australian Bureau of Statistics has Census data for the target area the is
mostly free but will costs about $250 in search fees
IBIS market report covers each major market in Australia including the
greater Brisbane area - $1,200
Australian Chamber of Commerce has Australia wide surveys on industries
$1,450
Homeware Magazines and Publications is an international magazine covering
innovations in home wares $250 per quarter
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Newspaper subscriptions covering local issues $100 per quarter.
You and Tony meet with each of the consultants identified by the CEO and explain
to them need to meet the time frame set by the board. You know that the
Definition/Scope Phase together with the Consultant/Supplier Selection Phase will
take 2 weeks. You also realise that you will need a week at the end to prepare your
reports.
Tony explains that there is an expectation that they will be able to complete the
following tasks in the time frame allowed:
iii. Develop market research information needs
questionnaire
iv. Document information needs
v. Identify information to be gathered in research
vi. Identify source of information
vii. Identify research participant
viii. Identify research technique
ix.
x. Conduct research
o Primary Market Research including customer surveys, focus
groups and interviews with Houzit staff/managers and
customers.
o Secondary Market Research including the materials provided by
Houzit.
xi. Document research findings
xii. Develop research report.
A week and a half into the project you receive the following responses from the
preferred consultants.
xiii. Acworth Accounting quote: $11,500. Will need to
engage external research staff. Will need ten weeks to
complete the report. Cannot do focus groups.
xiv. Lombards quote: $12,000. Have specialist staff
available in the home-wares field. Can complete the
work in seven weeks. Can apply all methods of
research.
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xv. Holt & Burrows quote: $14,500. Will send research staff
from Melbourne. Can complete the work within seven
weeks. Can apply all methods of research.
Appendix 2: HouzitResearch Guidelines, Polices & Procedures:
Research Guidelines for Houzit
Marketing Research Standards in Houzit are to ensure that research conform to the following
principles:
 Conduct research in an honest and ethical manner
 Instill confidence in research to encourage public cooperation
 Instill confidence that research is done in a professional and fair manner
 To provide relevant staff with guidelines that lead to research being conducted in
accordance with scientific, statistical and proven practical methods
 Carry out every research in accordance with the Code
 Respect the general public and its rights
Houzit undertakes market research on a regular basis to:
 Identify potential new customers
 Learn more about existing customers
 Inform their decisions regarding existing and new products or services
 Better understand their competitors
 Test new markets
 Identify performance, pricing or promotion opportunities
Houzit will:
 take all reasonable precautions that respondents are in no way directly harmed or
adversely affected as a result of their participation in a marketing research project.
 not misrepresent themselves as having qualifications, experience, skills, resources or
other facility locations that they do not possess.
 not refer to membership in the Marketing Research Association as proof of competence.
 never falsify or omit data for any reason at any phase of a research study or project. It is
a basic tenet of the profession, and incumbent on every member to conduct the
business of survey and opinion research with the utmost of integrity.
Privacy and Market Research Policy and Procedure
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Purpose Houzit is committed to protecting the privacy of everyone
who shops or interacts with us, and this policy sets out our
commitment to your privacy. We take this responsibility
seriously and ensure that we comply with our obligations
under the Commonwealth Privacy Act 1988 whenever your
personal information is collected, used or shared.
Relevant
legislation
1. Privacy Act 1988 (Cwlth)
The Federal Privacy Act 1988 (Cth), is legislation that defines a set of 13 Australian Privacy
Principles (APP’s) that govern the way organisations collect, use, protect and disclose personal
information.
Houzit’sresearch embraces the 13 Australian Privacy Principles because they build on our Company
objective to protect the privacy of respondents, clients and other people associated with our
Company.
Hozit’s research also abides by the principles of the Australian Market and Social Research
Society’s Code of Professional Behaviour.
Definition
Houzit always use fair and lawful means of collecting your information and in most
circumstances collect your information directly from you;
handle your information securely and carefully, and only use your information if
necessary to deliver you a service, or perform other necessary business functions
and activities;
not use your information for purposes unrelated to our services without first
obtaining your consent; and
When possible give you the option of interacting anonymously with us, if practicable
and lawful to do so.
The information we may collect
What personal information we collect will depend on the service or interaction, but
may include name, address, phone and other contact details, merchandise
information, and method of payment and delivery.
Depending on the circumstances, we may collect transaction information such as
where you shop or what your areas of interest are.
Why we collect your information
We may collect your information for a number of reasons including to: deliver
products or services to you, complete other transactions with you or on your behalf,
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improve our service, protect against fraud or theft, and provide offers that may be
of interest or benefit to you.
How we collect your information
The personal information we collect is in most cases supplied directly by you when
you give us your details, place an order for goods or services, seek a refund without
a tax invoice, open an account with us, provide feedback to us, join one of our
mailing or promotional lists, or shop in our stores.
How we use your information
Houzit will not sell your information to other parties. However, we may need to
share your information with companies who perform parts of our service delivery -
this includes other organisations such as delivery companies, external call centres,
our information technology support services and third party fulfilment centres.
Where we share your information, Houzit aims to ensure that these third parties
undertake to protect your privacy, and only use the information for the purposes of
service delivery.
Where we store your information, Houzit will take all reasonable steps to store your
information securely and to protect against the loss, misuse or alteration of your
information.
Access to your information
To access your information please write to our web service department at: 3-5
Queen Street, Brisbane QLD, 4000 and email [e-mail] or by
phoning Houzit's head office on [phone]. This may, however, result in the
circumstance that Houzit can no longer fulfil its contractual duties. A liability of
Houzit or the assertion of claims for damages is excluded in this case.
Cookies and how they work
When you visit Houzit's website, our site will automatically send you a "cookie". A
cookie is a small piece of text sent from a web server to your computer, and is used
to identify you only by a random number. This information does not personally
identify you, but it does tell us that your computer has visited our site, what areas
of the website have been browsed and may allow auto-login when you next visit our
site.
Other websites
Houzit is not responsible for the privacy practices of websites that are linked to
Houzit's website. Please take care and check the relevant privacy policies of these
external websites before disclosing your information.
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More information
Houzit may update its privacy policy from time to time in line with customer
expectations and legislative changes, and the most recent policy will be posted on
Houzit's website. More information about privacy law is available from the Office of
the Privacy Commissioner at www.privacy.gov.au.Assessment Task 2: Innovation
projects consultation
About our market research
We want to continually improve our service to you, so we need to know what you
think about the way we do things.
Our research seeks your feedback on the different things we do, such as:
 the service provided to you in our service centres, online or over the phone
 the helpfulness of a new process or service
 the design and content of information materials
 the effectiveness of delivering government programs
We conduct research using:
 telephone surveys
 online surveys or discussion boards
 discussion groups or individual interviews
We identify which groups of people are most relevant to each research topic and
then randomly select people from that group and invite them to participate. We
contact both customers and members of the public for some research projects.
Research companies
Sometimes we may contact you directly, but usually we hire independent market
research companies to work on our behalf. We believe you will be more comfortable
giving a full and honest opinion about us to someone who is not one of our staff.
We take great care to use only the most reputable market research companies that
guarantee their professional service and the protection of your personal
information.
Contact times
You may be contacted outside of normal business hours. This is so we can include a
wide cross section and as many customers as possible in our research. We or a
market research company may contact you between:
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 9 am to 8:30 pm during the week or
 9 am to 5 pm on the weekend
You choose whether to participate
We want and value your views but you don’t have to take part in any research
activity if you don’t want to.
You may decline to participate in one research project and agree to participate in
another. Your decision will not affect any payment or service you get from us.
If you do not wish to be contacted for any market research we do, please call
1800 132 000 and we will arrange to have your details removed from customer
sample lists.
The Australian Government has established a Do Not Call register to stop
telemarketers contacting you. Market research does not involve any attempts to sell
things, and is not covered by that register. Read more about registering on the Do
Not Call website.
Protecting your privacy
We and the research companies we use are bound by Commonwealth
confidentiality and privacy laws.
We do sometimes provide contracted research companies with limited customer
details. We only give them the information necessary to conduct each project. This
is done in accordance with strict confidentiality guidelines and privacy legislation.
Our contracts with research companies contain legally binding provisions to protect
your privacy. Your personal information remains confidential and:
 it cannot be used for any purpose except for the specific research activity
 it cannot be given to anyone else
 it must be destroyed or returned to us when the research is over
You will never be asked for your banking details or any other personal financial
information for our research. Read more about your right to privacy and our Privacy
Policy.
Your opinions are anonymous
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