Reference no: EM132237990
Assessment Task 1
Report: Develop a market research plan
Performance objective
The candidate will demonstrate the ability to demonstrate the skills and knowledge required to prepare for, manage and evaluate market research projects across an organisation.
Assessment description
This assessment consists of preparing a market research plan. You may consult with your trainer/assessor if any additional support and guidance is required.
Procedure
You are to develop a professional Market Research Plan. This task does not require you to undertake the research, but to professionally plan it. Your Market Research Plan can be for any type of market research, including (but not limited to)
• research on competition:
» comparing consumer attitudes to an organisation's
» services and those of competitors
» identifying frequency of use of competitors' products and services
» identifying key competitors and their strengths
» measuring awareness
• research on consumers:
» developing detailed consumer profiles
» identifying changes in attitudes and behaviour patterns
» identifying existing, potential or lapsed consumers
• research on place:
» identifying attitudes towards location
» identifying cooperative opportunities for distribution of information or services
» identifying demand for products or services at other locations
• research on pricing:
» identifying attitudes towards prices
» identifying costs
» testing alternative pricing strategies
• research on products and services:
» evaluating competitors' products
» evaluating consumer attitudes towards presentation and packaging
» identifying potential new products or services or ones which may be at the end of their life cycle
» measuring attitudes towards existing products or services
• research on promotion:
» measuring advertising and promotion effectiveness
» testing alternative messages
» testing and comparing different media options
Your research must align to an actual business, product or service.
Specifications
Your Market Research Plan must (as a minimum)
• Include a statement of market research needs
• Include research objectives
• Include project scope
• Identify the specific data required, including how it will be gathered, quantified and processed
• Include estimates of time lines and costings
• Include all required forms and recording instruments for each research method chosen
You must stay in contact with your client / supervisor throughout this process to ensure you are on track. You must also present and explain the rationale behind your final Market Research Plan to your client / supervisor for approval
• Classroom / Simulated environment.
» Your assessor may present a business, an "imaginary company" or the college as your client
» Your assessor will play the role of the client / supervisor throughout the assessment.
» You must ensure all dealings with your "client" is professional, as you will be assessed throughout the full process
Your assessor will be looking for your ability to:
– consult and communicate effectively with relevant stakeholders to:
– prepare a market research plan
– develop specifications for research components, outsourced to external consultants as appropriate
– manage market research activities in accordance with organisational market research policy and procedures
– evaluate research processes and findings against relevant market research project plan and work plans
– prepare and present a report on market research findings.
Adjustment for distance-based learners
– No variation of the task is required.
– Documentation can be submitted electronically or posted in the mail.
Assessment Task 2
Project: Implement, monitor and evaluate market research plan
Performance objective
The candidate will demonstrate the ability to demonstrate the skills and knowledge required to prepare for, manage and evaluate market research projects across an organisation.
Assessment description
This assessment consists ofcompleting a project on implementing, monitoring and valuating your market research plan. This task is to be undertaken in three parts.
Procedure
PART A - Develop a detailed, realistic implementation program:
You are to ensure that as a minimum, your implementation program:
• Includes an implementation strategy for the identification, selection, contracting and monitoring of all external consultants.
• Defines and communicates clearly all priorities, responsibilities, timelines and budgets, along with all personnel involved
• Outlines all resources required, where and how they would be obtained, along with associated costs and conditions
• Incorporate contingencies for at risk areas
• Includes a monitoring process to ensure the project sticks to budget and stays on course
• Determines how you will measure your stakeholder satisfaction at the end of the project
• Includes an evaluation process for final review of your project.
PART B - Conduct an information session:
Next, you are to conduct an information session for your contractors, who will conduct the research in accordance with your plan. Your information session must include:
• instructions to your researchers in regards to their role and your expectations
• documentation and submission procedures
• communication strategies
Your assessor will role-play the contractor for this task
PART C - Evaluate the research process and findings:
Your assessor will provide you with a set of statistics as defined in Task 1. Your assessor may also answer any questions you ask in relation to the implementation of the research program. Make sure you are prepared when you talk with your assessor, as he/she will only answer your questions, not provide additional information unless specifically requested by you.
Specifications
Once you have received this data, you are to produce a report that reflects the implementation of your marketing research project. Within this report, you should:
• Evaluate the usefulness of the findings in terms of relevance to initial objectives
• Evaluate the marketing research methods used
• Suggest any adjustments required as a result of the evaluations
• Provide a modified research and implementation plan that reflects the adjustments you would make
Your assessor will be looking for your ability to:
– consult and communicate effectively with relevant stakeholders to:
– prepare a market research plan
– develop specifications for research components, outsourced to external consultants as appropriate
– manage market research activities in accordance with organisational market research policy and procedures
– evaluate research processes and findings against relevant market research project plan and work plans
– prepare and present a report on market research findings.
Adjustment for distance-based learners
– No variation of the task is required.
– Documentation can be submitted electronically or posted in the mail.
Assessment Task 3
Performance objective
The candidate will demonstrate the ability to demonstrate the skills and knowledge required to prepare for, manage and evaluate market research projects across an organisation.
Assessment description
In this assessment task, you are required to provide answers to the questions asked. You may use additional documents as required.
Procedure
1. Read and understand the questions clearly.
2. Provide answers to the questions asked.
3. Give examples from your own experience as far as possible.
4. Submit all documents required in the specifications below to your assessor. Ensure you keep a copy of all work submitted for your records.
Specifications
You must:
– meet with your assessor to clarify any confusion
– provide answers to all the questions
– submit your notes and any additional documents.
– If you utilise material from published authors make certain that you cite and reference appropriately. If you do not know how to reference discuss this with your assessor. Plagiarism is unacceptable.
Your assessor will be looking for your ability to:
– consult and communicate effectively with relevant stakeholders to:
– prepare a market research plan
– develop specifications for research components, outsourced to external consultants as appropriate
– manage market research activities in accordance with organisational market research policy and procedures
– evaluate research processes and findings against relevant market research project plan and work plans
– prepare and present a report on market research findings.
Adjustment for distance-based learners
– No variation of the task is required.
– Documentation can be submitted electronically or posted in the mail.
Answer the following questions:
You are required to answer the questions given below. You may either use the space being provided for your answers or attach separate answer sheets as required.
1. How do the following legislation / regulations / principles affect the design of your document and content? Discuss any two.
• Ethical principles
• Consumer protection laws
• Anti-discrimination legislation
• Copyright
• Privacy laws
2. What are the Australian Privacy Principles?
3. List 3 points you should follow to ensure you comply with the Australian Privacy Principles.
4. In terms of privacy what is considered "Personal information"?
5. What is the purpose of the Trade Practices Act 1974?
6. Briefly describe ADMA Direct Marketing Code of Practice.
7. What is the 2010 Commercial Televisions Industry Code of Practice
8. What is the Australian E-commerce Best Practice Model?
9. What is data analysis? Detail 3 different types of data analysis
10. What is Ethnography?
11. What is Semiotics?
12. What is the difference between quantitative and qualitative data collection, and how are they used in market research?
13. What is extrapolation (in terms of marketing forecasting)?
14. What is Econometric (in terms of market forecasting)?
15. What are the primary approaches to forecasting market share?
16. Describe how the following issues impact the practices of marketing in today's environment
• Economics
• Social direction
• Industry direction
• Market trends and practice
Attachment:- Assessment Tasks.zip