conduct research

Certificate IV in Marketing
PROJECT ASSESSMENT TYPED REPORT UNIT COVER SHEET
BSBMKG408B Conduct Market Research

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Read the sections in the textbook to help you answer the following questions
Assessment activity 1 (p7-9, 11)

1.1 In conducting market research, what factors could influence the choice of sources used?

1.2 Why can data and information cross-checks and cross-references be necessary when doing research? (& p11)

Assessment activity 2

2.1 Why is desk research the first research you should undertake? (p7)

2.2 What (desk research) tools and sources could you use to collect and organize data? (p8, 11, 12)

2.3 Why should desk research include data related to the organization's current and past performance? (p11)

Assessment Activity 3

Describe reporting formats that you might follow when submitting desk research results. (p14)

Assessment activity 4 (p15)

4.1 Define a hypothesis and a null hypothesis.

4.2 Give 3 examples of hypotheses that could guide 3 different market research projects for Kingston International College.

4.3 How do these hypotheses help to focus the research?

Assessment activity 5

5.1 Why might a researcher choose to conduct qualitative market research rather than quantitative research? (p20)

5.2 Which method/s could be used to collect qualitative data and how is it/they different from a method used to collect quantitative data? (p18)

5.3 What groups would you target when doing research? Why would such groups be targeted? (p17)

5.4 Explain what a measure of central tendency is and how it is used in analysing market research data. (p19)

Assessment activity 6 (p23-27)

What data collection methods are commonly used? List them and explain the circumstances under which they are used. Why do you consider these to be the most effective?

Enterprise and purpose dependent - identify the enterprise you choose for your answer.

Method for collecting your data Circumstance for choosing this method Reason for choosing this method
Telephone survey .

Focus group

Formal questionnaires

Simple observational survey

Mystery shopping observation

Product testing

Informal discussion and feedback forms.

Assessment activity 7 (29-30)
Why is it essential that market research plans demonstrate that they will collect information that will enable clear identification of customer needs, wants and expectations? (30)

Assessment activity 8

Which of the following respondent characteristic might be of importance when selecting respondents for a marketing research project?(p29-30, 34, 36-38)

Respondent Characteristic On a scale of 1-5 where 1 is not important and 5 is important, Rate the importance (circle a number)
A customer
A potential customer
Not a customer
Was selected at random
Was a stakeholder
Required an incentive
Was interested
Had the time and was available
Is someone who dislikes the products

Assessment activity 9 (p39)

Why is preparation of facilities and equipment in readiness for the research procedure important?

Assessment activity 10 (p41)

10.1 In reports submitted after the survey process what types of information are likely to be included?

10.2 How might survey tools and data be kept confidential and accessible only to authorized people?

Assessment activity 11

11.1 What procedures would you follow (questions asked) to check the quality of the data you collect during market research? (ref p44 & appendix 1)

11.2 Why are quality checks necessary? (p43)

Assessment activity 12

Select a market research project on which you have worked, explain how the data for this project was aggregated (i.e. collected and assembled) and summarised and why it is necessary to summarise the data. (p46-47)

Assessment activity 13

Describe software packages that might be commonly used to record and manage research data. (suggestion: read the text p48 and search the Internet for ideas)

Assessment activity 14

14.1 List the elements of a template that could be used to record and present research reports
(suggestion: read the text p51 and search the Internet for ideas)

14.2 Under what circumstances might you use charts and graphs? Give examples of the data that might be represented by specific chart or graph formats. (p52-53)

14.3 How can a force field analysis assist in presenting data relative to proposed change and how does market research data contribute to the analysis? Give an example of a FFA diagram that includes all the elements. (ref p53)

14.4. To whom might a research report and findings be submitted in an organization? (p51)

Validation Questions

TASK 2 A

Create two Quantitative questions, one using a scale another using check boxes that would help researchers understand the needs of KIC students.

TASK 2 B Create two different qualitative questions that would help researchers understand the needs of KIC students.