BSBMKG607 Manage Market Research Assignment

BSBMKG607 Manage Market Research Assignment

BSBMKG607 Manage Market Research Assignment

Assessment 1 – student information

This information is to be handed to each student to outline the assessment requirements.
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

Assessment 2 – student information

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 analysis specifically requested by you.
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