Student Assessment Tasks
BSBMKG607 Manage market research
Table of Contents
Table of Contents 2
Assessment Information 3
Assessment Instructions 5
Student Assessment Agreement 6
Assessment Task 1 Cover Sheet 7
Assessment Task 1: Written Questions 8
Assessment Task 1 Instructions 10
Assessment Task 1 Checklist 12
Assessment Task 2 Cover Sheet 14
Assessment Task 2: Market research planning project 15
Assessment Task 2 Instructions 16
Assessment Task 2 Checklist 19
Assessment Task 3 Cover Sheet 20
Assessment Task 3: Market research management project 21
Assessment Task 3 Instructions 23
Assessment Task 3 Checklist 27
Assessment Task 4 Cover Sheet 28
Assessment Task 4: Market research evaluation project 29
Assessment Task 4 Instructions 31
Assessment Task 4 Checklist 34
Assessment Information
The assessment tasks for BSBMKG607 Manage market research are included in this Student Assessment Tasks booklet and outlined in the assessment plan below.
To be assessed as competent for this unit, you must complete all of the assessment tasks satisfactorily.
Assessment Plan
| Assessment Task | Assessment Task Summary |
| 1: Written questions | You must correctly answer all questions. |
| 2: Market research planning project | You must develop a market research project plan. |
| Market research management project | You must demonstrate your ability to manage market research by developing a brief for external contractors, identifying suitable selection criteria and identifying, selecting and contracting a contractor. You must also show that you can monitor progress and take action to manage the performance of the external contractor. |
| Market research evaluation project | You must evaluate and report on market research findings and processes, as well as update marketing policy and procedures for market research processes. |
Assessment Preparation
Please read through this assessment thoroughly before beginning any tasks. Ask your assessor for clarification if you have any questions at all.
When you have read and understood this unit’s assessment tasks, print out the Student Assessment Agreement. Fill it out, sign it, and hand it to your assessor, who will countersign it and then keep it on file.
Keep a copy of all of your work, as the work submitted to your assessor will not be returned to you.
Assessment appeals
If you do not agree with an assessment decision, you can make an assessment appeal as per your Newton College’s assessment appeals process.
You have the right to appeal the outcome of assessment decisions if they feel they have been dealt with unfairly or have other appropriate grounds for an appeal.
Naming electronic documents
It is important that you name the documents that you create for this Assessment Task in a logical manner.
Each should include:
· Course identification code
· Assessment Task number
· Document title (if appropriate)
· Student name
· Date it was created
For example, BSBMKG607_AT2_Market Research Plan Given Name_Surname_20_10_18
Additional Resources
You will be provided with the following resources before you begin each Assessment Task.
Assessment Task 2.
- Market Research Plan Template
- Marketing Policy and Procedures
Assessment Task 4.
- Marketing Policy and Procedures
Assessment Instructions
Each assessment task in this booklet consists of the following:
Assessment Task Cover Sheet
This must be filled out, signed and submitted together with your assessment responses.
If you are submitting hard copy, the Cover Sheet should be the first page of each task’s submission.
If you are submitting electronically, print out the cover sheet, fill it out and sign it, then scan this and submit the file.
The Assessment Task Cover Sheet will be returned to you with the outcome of the assessment, which will be satisfactory (S) or unsatisfactory (U). If your work has been assessed as being not satisfactory, your assessor will include written feedback in the Assessment Task Cover Sheet giving reasons why. Your assessor will also discuss this verbally with you and provide advice on re-assessment opportunities as per
Newton College’s re-assessment policy.
Depending on the task, this may include
· resubmitting incorrect answers to questions (such as short answer questions and case studies)
· resubmitting part or all of a project, depending on how the error impacts on the total outcome of the task
· redoing a role play after being provided with appropriate feedback about your performance
· being observed a second (or third time) undertaking any tasks/activities that were not satisfactorily completed the first time, after being provided with appropriate feedback.
Assessment Task Information
This gives you:
· a summary of the assessment task
· information on the resources to be used
· submission requirements
· re-submission opportunities if required
Assessment Task Instructions
These give questions to answer or tasks which are to be completed.
Your answers need to be typed up using software as indicated in the Assessment Task Instructions.
Copy and paste each task’s instructions into a new document and use this as the basis for your assessment task submission. Include this document’s header and footer.
If you are submitting electronically, give the document a file name that includes the unit identification number, the task number, your name and the date.
Checklist
This will be used by your assessor to mark your assessment. Read through this as part of your preparation before beginning the assessment task. It will give you a good idea of what your assessor will be looking for when marking your responses.
Student Assessment Agreement
Make sure you read through the assessments in this booklet before you fill out and sign the agreement below.
If there is anything that you are unsure of, consult your assessor prior to signing this agreement.
Have you read the assessment requirements for this unit? ¨ Yes ¨ No
Do you understand the requirements of the assessments for this unit? ¨ Yes ¨ No
Do you agree to the way in which you are being assessed? ¨ Yes ¨ No
Do you have any specific needs that should be considered? ¨ Yes ¨ No
If so, explain these in the space below.
Do you understand your rights to re-assessment? ¨ Yes ¨ No
Do you understand your right to appeal the decisions made in an assessment? ¨ Yes ¨ No
| Student name | |
| Student number | |
| Student signature | |
| Date | |
| Assessor name | |
| Assessor signature | |
| Date |
Assessment Task 1 Cover Sheet
Student Declaration
To be filled out and submitted with assessment responses
¨ I declare that this task is all my own work and I have not cheated or plagiarized the work or colluded with any other student(s).
¨ I understand that if I am found to have plagiarized, cheated or colluded, action will be taken against me according to the process explained to me.
¨ I have correctly referenced all resources and reference texts throughout these assessment tasks.
| Student name | |
| Student ID number | |
| Student signature | |
| Date |
Assessor declaration
¨ I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.
| Assessor name | ||||
| Assessor signature | ||||
| Date | ||||
| Assessment outcome | S | NS | DNS | Resubmission Y N |
Feedback
Student result response
¨ My performance in this assessment task has been discussed and explained to me.
¨ I would like to appeal this assessment decision.
| Student signature | |
| Date |
A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 1: Written Questions
Task summary
This is an open book test, to be completed in the classroom.
A time limit of 1 hour to answer the questions is provided.
You need to answer all of the written questions correctly.
Your answers must be word processed and sent to the assessor as an email attachment.
Required
· Access to textbooks/other learning materials
· Computer and Microsoft Office
· Access to the internet
Timing
Your assessor will advise you of the due date of this assessment.
Submit
· Answers to all questions
Assessment criteria
All questions must be answered correctly in order for you to be assessed as having completed the task satisfactorily.
Re-submission opportunities
You will be provided feedback on their performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
Written answer question guidance
The following written questions use a range of “instructional words” such as “identify” or “explain”, which tell you how you should answer the question. Use the definitions below to assist you to provide the type of response expected.
Note that the following guidance is the minimum level of response required.
Analyses – when a question asks you to analyses something, you should do so in in detail, and identify important points and key features. Generally, you are expected to write a response one or two paragraphs long.
Compare – when a question asks you to compare something, you will need to show how two or more things are similar, ensuring that you also indicate the relevance of the consequences. Generally, you are expected to write a response one or two paragraphs long.
Contrast – when a question asks you to contrast something, you will need to show how two or more things are different, ensuring you indicate the relevance or the consequences. Generally, you are expected to write a response one or two paragraphs long.
Discuss – when a question asks you to discuss something, you are required to point out important issues or features and express some form of critical judgement. Generally, you are expected to write a response one or two paragraphs long.
Describe – when a question asks you to describe something, you should state the most noticeable qualities or features. Generally, you are expected to write a response two or three sentences long.
Evaluate – when a question asks you to evaluate something, you should do so putting forward arguments for and against something. Generally, you are expected to write a response one or two paragraphs long.
Examine – when a question asks you to examine something, this is similar to “analyses”, where you should provide a detailed response with key points and features and provide critical analysis. Generally, you are expected to write a response one or two paragraphs long.
Explain – when a question asks you to explain something, you should make clear how or why something happened or the way it is. Generally, you are expected to write a response two or three sentences long.
Identify – when a question asks you to identify something, this means that you are asked to briefly describe the required information. Generally, you are expected to write a response two or three sentences long.
List – when a question asks you to list something, this means that you are asked to briefly state information in a list format.
Outline – when a question asks you to outline something, this means giving only the main points, Generally, you are expected to write a response a few sentences long.
Summarize – when a question asks you to summarize something, this means (like “outline”) only giving the main points. Generally, you are expected to write a response a few sentences long.
Assessment Task 1 Instructions
Provide answers to all of the questions below:
- Outline two ways of processing market research data.
- Outline the term standard deviation and its use in analysis of market research data.
- Outline the use of correlation analysis in market research. Give an example to illustrate your answer.
- Explain two issues that should be considered in the design of a market research project to ensure that budget constraints and limited resources are met.
- Outline three differences between qualitative and quantitative research with regard to market research objectives, sample size and data collection and analysis methods.
- Explain the importance of sample size in market research.
- Discuss two common approaches to determining sample size and the merits or otherwise of the approach.
- Explain probability and non-probability sampling.
- Outline how hypotheses are developed and used in market research.
- Explain why market research is beneficial for growing a business and give two examples to illustrate your answer.
- Explain the following types of market research and the circumstances in which a business may use them:
a. Exploratory research
b. Ethnography
c. Causal research
- Discuss three advantages and disadvantages of in-depth interviews in market research.
- Explain the use of a questionnaire as a survey instrument in market research and the importance of testing a questionnaire prior to using it.
- Explain the importance of valid and reliable market research data.
- Discuss three advantages and disadvantages of focus groups in market research.
- Outline the key steps in a policy and procedure development process.
- Identity two methods of consulting with stakeholders within a project. Compare and contrast each of the methods you identify.
- Outline PERT and CPM project management techniques and explain the different circumstances in which they are best used.
- Compare and contrast two methods that can be used to measure project outcomes and progress and provide example to illustrate your answer.
- Explain two different methods that an organization can use to engage consultants for market research.
- Identify and outline five examples of legislation and regulations that can apply to marketing operations.
- Outline the purpose and scope of the Market & Social Research Privacy Code?
- Outline three important behaviors that a market researcher should observe to ensure the Market & Social Research Privacy Code is upheld.
- Discuss the impact of economic trends on market research.
- Identify a social trend that may impact on market research and discuss its impact.
- Outline marketing industry trends and how this impacts on choosing media options for marketing communication.
Assessment Task 1 Checklist
Student’s name: | |||
| Did the student provide a sufficient and clear answer that addresses the suggested answer for the following? | Completed successfully | Comments | |
| Yes | No | ||
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| Task Outcome: | Satisfactory ¨ | Not Satisfactory ¨ | ||
| Assessor signature | ||||
| Assessor name | ||||
| Date | ||||
Assessment Task 2 Cover Sheet
Student Declaration
To be filled out and submitted with assessment responses
¨ I declare that this task is all my own work and I have not cheated or plagiarized the work or colluded with any other student(s).
¨ I understand that if I am found to have plagiarized, cheated or colluded, action will be taken against me according to the process explained to me.
¨ I have correctly referenced all resources and reference texts throughout these assessment tasks.
| Student name | |
| Student ID number | |
| Student signature | |
| Date |
Assessor declaration
¨ I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.
| Assessor name | ||||
| Assessor signature | ||||
| Date | ||||
| Assessment outcome | S | NS | DNS | Re submission Y N |
Feedback
Student result response
¨ My performance in this assessment task has been discussed and explained to me.
¨ I would like to appeal this assessment decision.
| Student signature | |
| Date |
A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 2: Market research planning project
Task summary
You are required, in the role of Marketing Manager for Nature Care Products, to prepare and implement a market research project plan.
As the company has not undertaken market research to date, you are also required to amend an existing marketing policy and procedures to include market research policies and procedures.
This assessment is to be completed in the simulated work environment in the Newton College.
Required
- Access to textbooks/other learning materials
- Computer with Microsoft Office and internet access
- Market Research Plan Template
- Marketing Policy and Procedures
Timing
Your assessor will advise you of the due date of these submissions.
Submit
- Email with revised marketing policy and procedures and market research plan attached.
Assessment criteria
For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all of the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.
Re-submission opportunities
You will be provided feedback on their performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
Assessment Task 2 Instructions
Nature Care Products is based in Brisbane, Queensland Australia and commenced business in 2006 manufacturing and retailing Eco-friendly, high quality beauty skin care products. The business was established to cater for a growing demand for skin products that contain Eco-friendly and natural ingredients. There is also an emphasis on eco-friendly packaging.
The company has a range of products (not organically certified) currently that include:
Cleansing creams to soothe skin during make-up removal. Primary ingredients include Shea butter to nourish the skin and plants extracts that are also rich in essential oils with regenerating and anti-inflammatory properties. This product will be for delicate and mature skins and could also be used as a baby cream.
Multi Protection Day Moisturizing Creams for dry to normal skin types that help protect the skin during the day and includes Shea butter and extracts from fragile green algae that provides hydrating and protective properties.
Regenerating facial scrub to clean off dead skin cells to promote regeneration of healthy new cells. This product will be used for most skin types.
The company has become well established in the Australian market and sells its products in health stores across the country. It also sells its products online through its own web site. The company targets customers that want high quality, eco-friendly products. The company’s target customers are currently professional women aged 25 to 55. The current strategy of the company as identified in its latest Marketing Plan is niche marketing to the target group based on positioning the products as high quality and eco-friendly. The company is in a strong financial position as shown in its Business Plan.
Company staff include the CEO, General Manager, Marketing Manager, Marketing Officer and Administration/Project Officer and a receptionist.
The company has not previously undertaken formal market research. The research is now required to assist in growing the company through identification of new products and/or new markets.
Due to lack of qualified staff/staff time, it has been identified that external consultants should be used to conduct the primary market research. A budget of $30,000 has been allocated for this primary research. Staff time only will be required for the secondary research and so will not attract specific costs.
The CEO wishes to have all of the research completed and reported on within the next two months.
Management has also indicated the following information for use in developing the required market research policies and procedures:
Complete the following activities:
The first part of this assessment requires to develop market research policies and procedures for Nature Care Products as the company needs a framework for its market research activities as it not conducted any to date.
The company already has existing marketing policy and procedures, and you are required to add a section to this on market research. As a minimum this should cover:
· Market research methods that can be used.
· Use of external consultants
· Approval procedures
· Frequency and timing of market research.
· Whether incentives will be offered to customer participating marketing research
· Confidentiality of research information
Save this document as Revised Policy and Procedures.
Review the case study information and consider the stated purpose of the research, market research objectives and the most effective market research methods to achieve the market research objectives.
Conduct research on the range of market research methods that may be appropriate and make notes for use in your market research project plan. The following is a recommended site:
http://www.slideshare.net/danyashea/market-research-implementation-plan
Your market research plan must address:
· The purpose of the research
· Market research objectives
· Market research methods
· Timelines according to identified procedures
· Budget according to specifications for project
· Actions to be completed.
Your market research plan must be in clear and concise English to convey required information
You will be assessed on this.
Use the Market Research Plan Template to guide your work.
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
It should introduce and summarize the contents of the attachments, seek their feedback and approval to proceed (as set out in the company’s research policies and procedures) so the required resources can be obtained.
Attach your revised policy and procedures and market research plan to the email.
Assessment Task 2 Checklist
Student’s name: | ||||
| Did the student: | Completed successfully | Comments | ||
| Yes | No | |||
| Develop market research policies and procedures to guide all market research conducted according to format and content requirements specified? | ||||
| Identify NatureCare Products market research requirements from the scenario and clearly and correctly outline these requirements in the market research project plan? | ||||
| Develop the market research plan in the required template and include: · Suitable market research objectives to reflect market research requirements? · Suitable recommendation on effective market research methods based on research conducted? · Action plan to achieve the market research plan requirements, including a detailed work plan showing actions, responsibilities and timing? | ||||
| Provide completed market research project plan to the CEO and seek approval so the required resources are obtained to implement the market research required? | ||||
| Develop market research project plan in clear and concise English to clearly convey all required information to all users? | ||||
| Develop market research policies and procedures to guide all market research conducted according to format and content requirements specified? | ||||
| Identify Nature Care Products market research requirements from the scenario and clearly and correctly outline these requirements in the market research project plan? | ||||
| Task Outcome: | Satisfactory ¨ | Not Satisfactory ¨ | ||
| Assessor signature | ||||
| Assessor name | ||||
| Date | ||||
Assessment Task 3 Cover Sheet
Student Declaration
To be filled out and submitted with assessment responses
¨ I declare that this task is all my own work and I have not cheated or plagiarized the work or colluded with any other student(s).
¨ I understand that if I am found to have plagiarized, cheated or colluded, action will be taken against me according to the process explained to me.
¨ I have correctly referenced all resources and reference texts throughout these assessment tasks.
| Student name | |
| Student ID number | |
| Student signature | |
| Date |
Assessor declaration
¨ I hereby certify that this student has been assessed by me and that the assessment has been carried out according to the required assessment procedures.
| Assessor name | ||||
| Assessor signature | ||||
| Date | ||||
| Assessment outcome | S | NS | DNS | Re submission Y N |
Feedback
Student result response
¨ My performance in this assessment task has been discussed and explained to me.
¨ I would like to appeal this assessment decision.
| Student signature | |
| Date |
A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 3: Market research management project
Task summary
You are required to manage market research by auctioning the market research project plan, identifying and contracting an external consultant to conduct the primary research. You will be required to develop a project brief for the external consultant, as well as identify suitable selection criteria and select the external consultant.
This assessment is to be completed in the simulated work environment in the Newton College.
Required
- Access to textbooks/other learning materials
- Computer with Microsoft Office and internet access
- Market research plan (from Assessment Task 2)
Timing
Your assessor will advise you of the due date of these submissions.
Submit
- Selection Criteria email with project brief attached
- External Consultants email
- Market Research email with project brief attached
- Selected Consultant email
- Consultant Contract email
- Updated Marketing Plan Consultant email with updated marketing plan attached
- Updated Marketing Plan Team email with updated marketing plan attached
Assessment criteria
For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all of the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.
Re-submission opportunities
You will be provided feedback on their performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
Assessment Task 3 Instructions
Carefully read the following:
The CEO has approved your plan to conduct the market research you have identified for Nature Care Products. You may now proceed in identifying a suitable external consultant to conduct the primary market research component
Complete the following activities:
1. Write a project brief
Develop a project brief for the consultants identified about the market research to be conducted.
The project brief should include:
· A brief overview of the company
· An outline of the market research to be conducted
· Timelines
· Budget.
Your project brief should also include contact details for submission of the quote (this will be your email) and the date by which the quote is to be submitted.
The brief should be no more than one page, address all of the above points and should be written in clear and concise English.
2. Develop selection criteria
Consider suitable selection criteria against which to select the consultant.
Clearly, the ability to meet time and budget constraints will be required, but you should consider whether there are any additional criteria which you require the consultants to meet.
3. Send an email to the CEO (your assessor).
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
It should introduce and summarize the contents of the attachment and inform them of the final selection criteria and the reasons why you chose each of them.
The email’s subject line should be Selection Criteria.
Attach your project brief to the email.
Research and identify providers of market research services who could be contracted to provide the services required. Using the Internet, conduct research and identify at least three companies who could offer the services required.
Write down the names of each of the companies and the services they offer, as well as your reasons for considering that the company may be suitable.
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
The email text should give the list of external consultants that you have identified.
The email’s subject line should be External Consultants.
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
The email text should outline the project and asking for a quote.
The email’s subject line should be Market Research.
Attach your project brief to the email.
You have received three quotes from the companies above as outlined below.
Question and Answer Market Research
Quoted $25,000 plus GST for completion of the work. Can meet the timelines specified in the brief. Four staff will be assigned to the project including two senior members of the team. Suggest using focus groups and one to one interviews as the research methodology. Have access to a large database of possible market research respondents. Will conduct all the focus groups in Brisbane and interviews will be by phone and cover a range of respondents nationally. The company has also provided information on the range of organic products market research it has conducted.
Colin Bryants
Quoted $26,000 plus GST for completion of the work. Can meet the timelines specified in the brief. Two senior members of staff will be assigned to the project. Suggest using focus groups and surveys for conducting market research. Have access to a large database of possible market research respondents. Will conduct one focus group in each capital city. Will email out survey to identify market research respondents. The company is focusing on its nationwide reputation as a high-quality provider of market research services.
HandPrints Market Research
Quoted $23,000 plus GST for completion of the work. Can meet the timelines specified in the brief. Four staff will be assigned to the project. Suggest using focus groups and surveys for conducting market research. Will conduct all of the research in Brisbane. The company has focused on its credibility in terms of working with small to medium sized businesses
Review the scenario information above and identify a suitable external consultant using the selection criteria you identified.
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
The email text should give the details of the external consultants you have selected to conduct the research and why, based on the selection criteria you identified in your project brief.
Ask the CEO to give their approval or otherwise and advise you that you may proceed with the contract.
The email’s subject line should be Selected Consultant.
Once you have received formal approval from the CEO for the external consultant, you will need to inform the consultant in writing that they have been selected to complete the work.
Provide a summary of the project’s requirements, timelines and agreed budget in email text and indicate that a formal contract will be sent as per company procedure.
The email’s subject line should be Consultant Contract.
The market research project has commenced but about three weeks into the project you receive an email from the market research consultants indicating that the research has been delayed due to difficulties in recruiting suitable market research respondents. The company estimate that this will result in a two-week delay.
As the delay is only two weeks, it is agreed that this is acceptable and that only some of the timelines need to be changed to reflect this.
However, there can be no further delays.
Review the information above to identify appropriate action to be taken.
Update your action plan in the market research project plan.
Save this document as Updated Market Plan.
This should include contacting the external consultant to discuss the delays and expected performance, as well as your team to keep them up to date with variations.
Note that all parties involved will have to receive an updated market research project plan.
The objective of this email is to demonstrate that you can manage the consultant’s work.
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
The email text should introduce and summarize the contents of the attachment and discuss the delays and their expected performance.
The email’s subject line should be Updated Marketing Plan Consultant.
Attach your updated marketing plan to the email.
The objective of this email is to demonstrate that you can manage the consultant’s work.
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
The email text should introduce and summarize the contents of the attachment and the changes that you have made to the Marketing Plan. It should also summarize the delays that have been experienced.
The email’s subject line should be Updated Marketing Plan Team.
Attach your updated marketing plan to the email.
Assessment Task 3 Checklist
Student’s name: | ||||
| Did the student: | Completed successfully | Comments | ||
| Yes | No | |||
| Outline the company’s requirements for market research in the project brief for external consultants to ensure that requirements are clearly identified? | ||||
| Clearly specify project requirements in the brief, including timing and budget as documented in the market research project plan? | ||||
| Develop and document appropriate criteria for selection to ensure that a suitable consultant is selected and include in the project brief? | ||||
| Identify at least three suitable consultants that may be able to provide required market research services? | ||||
| Provide an evaluation of responses from external consultants and based on required criteria, provide a clearly justified recommendation for the most suitable consultant? | ||||
| Develop an email to formally appoint selected consultant? | ||||
| Write agreement in clear and concise English and address timing, agreed cost and project requirements to ensure market research is conducted to requirements? | ||||
| Review progress information and communicate with external consultants to ensure project requirements are met? | ||||
| Task Outcome: | Satisfactory ¨ | Not Satisfactory ¨ | ||
| Assessor signature | ||||
| Assessor name | ||||
| Date | ||||
Assessment Task 4 Cover Sheet
Student Declaration
To be filled out and submitted with assessment responses
¨ I declare that this task is all my own work and I have not cheated or plagiarized the work or colluded with any other student(s).
¨ I understand that if I am found to have plagiarism, cheated or colluded, action will be taken against me according to the process explained to me.
¨ I have correctly referenced all resources and reference texts throughout these assessment tasks.
| Student name | |
| Student ID number | |
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A copy of this page must be supplied to the office and kept in the student’s file with the evidence.
Assessment Task 4: Market research evaluation project
Task summary
You are required to evaluate the research findings and process based on the scenario information provided and prepare and present a report at a meeting with the management team about the findings, as well as research process. You will also need to seek the management team’s feedback on the findings and process
This assessment is to be completed in the simulated work environment in the Newton College.
Required
- Access to textbooks/other learning materials
- Computer with Microsoft Office and internet access
- Marketing Policy and Procedures
- Printer
- Meeting space
- Role play participants
Timing
Your assessor will advise you of the due date of these submissions.
Submit
- Email with Draft Evaluation Report attached
- Email with the updated policy and procedures and updated evaluation report attached.
Assessment criteria
For your performance to be deemed satisfactory in this assessment task, you must satisfactorily address all of the assessment criteria. If part of this task is not satisfactorily completed, you will be asked to complete further assessment to demonstrate competence.
Re-submission opportunities
You will be provided feedback on their performance by the Assessor. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you written feedback along with guidance on what you must undertake to demonstrate satisfactory performance. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that may hinder you when attempting any part of the assessment.
Assessment Task 4 Instructions
Carefully read the following:
The market research has been completed. Due to the delay in conducting the focus groups, there was an overall delay of two weeks. The project has come in on budget.
You have received a report from the marketing officer at Nature Care Products that the secondary research conducted internally has identified the following relevant information from a number of secondary sources:
· Organic skin products are in high demand
· Younger shoppers (under 28) are increasingly seeking organic skin care products.
· Online shopping is becoming increasingly in demand for purchases of organic products generally
· Two certified organic competitors are seeing steady growth in their sales
· Organic skin care products for infants are in demand.
Your internal staff report that there is a wealth of information available from secondary sources and that it may have been better to conduct the secondary research first, instead of conducting the secondary and primary research at the same time. The staff member also indicates that it might be easier to coordinate the research by employing contract staff that work within the organization rather than external consultants
The report from the external consultants regarding the focus groups and one to one interviews have provided the following findings:
· Four focus groups comprising of six people were conducted. The six people in the group were all women aged over 35.
· One to one interviews with 50 people. Each interview lasted ten minutes. Interviews were conducted with 10 men and 40 women. Age range was between 30 and 50.
· The overall findings from the qualitative research conducted was:
· Value for money is important even for high-end organic or natural skin care products. However, consumers were generally willing to pay more than for mainstream products
· There was roughly a 50% split on whether organic certification was important or not
· The men interviewed are also seeking organic skin care products
· Opportunities to purchase in a number of retail outlets, as well as online were sought.
Complete the following activities:
- Prepare an evaluation report
Use all of the information above to develop an evaluation report. You will use this report to inform a verbal presentation you will give at a meeting with your CEO and Senior Managers in the next activity. Your report should be clear and written in plain English.
Your report will need to address:
· Your view on the validity and reliability of the data provided from the market research, including the sample size, demographics and location.
· Whether you consider that quantitative research methods should have been employed.
· To what extent the research has provided information against the research objectives specified in your market research project plan?
· Performance of the project, noting budgetary issues and timelines.
· Recommended improvements that you would make to the research process in the future including actions for implementation.
Create a new Word document for your report.
You will be revising your report after you have presented it to your CEO and Senior Managers, so save this version of the document as Draft Evaluation Report.
Print a copy of your report to provide at the meeting.
- Send an email to your assessor.
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
It should introduce and summarize the contents of the attachment and ask for the place, date and time of your meeting.
Attach your Draft Evaluation Report to the email.
- Conduct the meeting
Meet with the management team (your assessor and two other students) to present the key findings of the report in around 5 minutes and invite questions and feedback.
Your management team will ask you at least two questions about the report to which you must respond, and they will express satisfaction or otherwise with the research process.
During the meeting you will be required to demonstrate effective communication skills including:
- Speaking clearly and concisely
- Using non-verbal communication to assist with understanding
- Asking questions to identify required information
- Responding to questions as required
- Using active listening techniques to confirm understanding
- Update the policy and procedures
Following the meeting and based on the improvements to processes that have been discussed, you should revise the market research section of the policy and procedures.
Save this version as Updated Policy and Procedures.
- Update your evaluation report.
Following the meeting and based on the discussion with the CEO and Senior Management, you should revise your evaluation report to reflect any selected changes.
Save this version as Updated Evaluation Report.
- Send an email to all staff (your assessor) to ensure implementation.
The text of the email should be in grammatically correct English, written in an appropriate (polite, business-like) style.
It should introduce and summarize the contents of the attachments and clearly explain the revisions that you have made to both documents.
The email text should state that implementation of the documents is expected from that date.
Attach your Updated Policy and Procedures and Updated Evaluation Report to the email.
Assessment Task 4 Checklist
Student’s name: | ||||
| Did the student: | Completed successfully | Comments | ||
| Yes | No | |||
| Provide an appropriate analysis and report on the validity and reliability of the data provided from the market research, including the sample size, demographics and location? | ||||
| Provide an appropriate analysis and report on the effectiveness of the market research method, including whether quantitative research methods should have been employed? | ||||
| Analyze and report on the extent to which research has provided information against the research objectives specified in the market research project plan? | ||||
| Provide an appropriate analysis and report on the referencing budgetary issues and timelines? | ||||
| Recommend and report on improvements to the research process in the future and document these for implementation? | ||||
| Assess stakeholder satisfaction with the research findings and process through use of effective communication skills including: Speaking clearly and concisely Using non-verbal communication to assist with understanding Asking questions to identify required information Responding to questions as required Using active listening techniques to confirm understanding | ||||
| Task Outcome: | Satisfactory ¨ | Not Satisfactory ¨ | ||
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