BSBMKG607 Manage Market Research Assignment Task 3- International College of Melbourne AU.

Assessment Task 3
Assessment instructions:
1.This assessment contains two parts. Part A-Case study and Part B-Knowledge based Questions.
2.Write a summary report including the findings, performance and review.
3.Use the research guidelines you have developed in assessment task 1 and revise it according to the lesson learned during the project for you to use in
your next research project.
4.Complete the following assessment task activities during the allowed assessment date/s and time/s.
5.The assessment task is due on the date specified by your assessor.
6.Any variations to this arrangement must be approved in writing by your
7.Submit your work with any required evidence attached.
8.See the specifications below for details of submission requirements.
9.Time allowed for the assessment task is 4 hours.
BSBMKG607 Manage Market Research Assignment Task 3- International College of Melbourne AU.

BSBMKG607 Manage Market Research Assignment Task 3- International College of Melbourne AU.

You must provide:

  • A written Final Report (Steps 1-3)
  • Written revised Research Guidelines for the organisation.
  • Answers to 4 questions (Part B)

Performance objective:
This assessment task requires you to review the market research project and evaluate the findings that have been presented, as well as evaluating and recommending improvements to the research approaches and processes used and knowledge required to prepare for, manage and evaluate market research projects across an organisation.

Assessment context:
Simulated work environment. This assessment will be conducted within the training facility in the specific training room allocated for the trainee/s during the training sessions planned for assessment using simulated workplace scenario with the access to materials and equipment facilitated by your assessor.

Required resources:
1.Assessment task 3, instructions and case scenario in Appendix 1
2.Computer with Internet access and word-process software (MS Word)
3.Workspace, table, chair and stationery

Your assessor will be looking for:

  • Evidence that you have examined the case study and have reviewed the market research process for the organisation.
  • prepare and present a report on market research findings.

Part A – Case study Your Task:
From the case study provided you are required to prepare a final report on the market research process including information under the following headings:

A review of the research report provided to you by the consultant including:
a. a brief summary of the report findings
b. a description of how you confirmed the validity of information and
data included in the report
c. a statement assessing the relevance and usefulness of findings against
research objectives.

Assess the project performance against the research plan.

A review of the feedback provided to you from various stakeholders, and any changes to the process required by this feedback. Also review all of the
monitoring reports and monitoring activities completed throughout the
project (in Assessment Task 2) and make recommendations for changes or
improvements to the research process.

4.Revised research guidelines:
With your completed report you also need to submit a revised set of research guidelines (from Assessment Task 1) incorporating the changes noted in your report for use in the next market research project.

Part B – Questions
Answer the following 4 questions.

1.Outline principles and practices of market research including:
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

2.Describe project management principles and practices, including:
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

BSBMKG607 Manage Market Research Assignment Task 3- International College of Melbourne AU.

BSBMKG607 Manage Market Research Assignment Task 3- International College of Melbourne AU.

3.Provide an overview of key provisions of relevant legislation, codes of
practice and national standards affecting marketing operations

4.Briefly discuss the impact of the following on marketing functions:
a. Economic environment,
b. Social environment,
c. Industry directions and
d. Trends.

Case study
You receive a market research report from Lombards Consulting (see following pages).

You sent out the market research report as well as your variance summary of the marketing activities taken to key stakeholders and asked them to reply by email.

Later, in discussion with the principals of Lombards Consulting, you are made aware of the location and availability of source data on which the report was based. These include the original responses to the customer surveys, taped interviews and focus groups (with signed participant consent forms) and notes taken during conversations with staff, with Houzit staff/managers and customers. Copies of secondary data was also available, crossed referenced and physically identified in the report and source document. Where possible Lombards Consulting used the scientific method of careful observation, formulation of hypotheses, prediction, and testing in their research. They also spoke of using multiple methods to ensure greater confidence in the findings.

When asked about the lack of time spent with the Houzit managers, Lombards consulting spoke about the healthy scepticism they have built toward assumptions made by managers about how the markets work. They also said that the intellectual divergences between the mental styles of line managers and marketing researchers often got in the way of productive
relationships. The marketing researcher’s report may seem abstract, complicated, and tentative, while the line manager wants concreteness, simplicity, and certainty. Lombards suggested they be involved in the earliest part of the planning process, in fact why not make them permanent feature in the marketing strategy team.

Emails from stakeholders:
The general manager said in an email “I was disappointed that Lombards did not speak to the store managers more. They have real ‘day to day’ contact with customers and have much knowledge about what customers want. Perhaps next time they could be involved formally in the process”

BSBMKG607 Manage Market Research Assignment Task 3- International College of Melbourne AU.

BSBMKG607 Manage Market Research Assignment Task 3- International College of Melbourne AU.

The group buying manager said in an email “The report confirms what we thought about the new category. I would have liked to see more opinion from the consultants describing what they believed that the business environment data meant in terms of the business opportunity.”

The CEO said that the “feedback from the board was to pass on their congratulations to you on a job well done given the short time frame.” You replied that a research of that magnitude would normally require a 12-14 week turn around. The CEO agreed.

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