BSBMKG506 Plan market research RECORD ASSESSMENT

Posted: January 31st, 2023

Assessment Task 3: Developing a Market Research Plan (Updated for Semester 1, 2025)

As your instructor in the Diploma of Marketing and Communication here at the University of Sydney’s Business School—drawing from over two decades teaching these practical skills—I’m always heartened by how this task brings theory to life. It’s designed to build on Assessments 1 and 2, where you’ve tackled the foundational questions and presented your initial ideas. Now, with the landscape shifting faster than ever—think AI-driven insights and post-pandemic consumer shifts—we’re refining this for 2025 to emphasise agile planning and ethical data handling, much like the updated briefs I’ve seen from TAFE NSW and similar programs this year. This isn’t just paperwork; it’s your chance to craft a plan that could genuinely steer a business forward. Let’s get into it together, step by step, so you feel supported every inch of the way.

Task Summary

You’ll develop a comprehensive market research plan for the same company you selected in Assessment Task 2 (or one assigned by me, if needed). This builds directly on your presentation feedback, focusing on defining robust data-gathering approaches and securing ‘approval’ through a short discussion with me. The goal? Demonstrate how you’d identify needs, set objectives, choose methods, and outline execution—all within a realistic $25,000 budget over two months. This mirrors real-world briefs from 2024/2025 vocational courses, like those from Holmes Institute, but with added emphasis on digital tools and sustainability metrics to reflect current industry demands.

Resources and Equipment Needed

• Computer with Microsoft Word (or equivalent) for drafting.
• Internet access for secondary data review (e.g., Google Scholar, Statista).
• A market research plan template (I’ll share a simple one via email—it’s based on AMSRS standards).
• Optional: Free tools like SurveyMonkey for mock-ups or Canva for visuals.

When and Where to Complete This

Treat this as flexible homework, but aim to wrap it up over two weeks so we can chat informally. Submit digitally via the LMS by the due date; I’ll be here if life gets in the way—we all know how that feels.

What to Submit

• A concise Market Research Plan (maximum 2,500 words, formatted professionally with headings, tables for timelines/budgets, and appendices for any mock surveys).
• An email to me (as ‘Managing Director’) inviting a 15-minute virtual meeting to walk through your plan and field questions.

If Things Don’t Go to Plan

No one’s perfect, and that’s okay—I’ve marked thousands of these. If any section misses the mark, we’ll pinpoint it together: resubmit just the revised parts, with a quick note on what you adjusted. You’re capable; this is about growth, not perfection.

Instructions: Your Roadmap to Success

Imagine you’re the Marketing Manager at your chosen company (e.g., a Sydney-based eco-friendly coffee roaster facing stagnant sales). Your team includes a junior analyst and a data whiz. With the MD (me) needing clarity, here’s how to build your plan:

1. Refine Your Research Foundation Start with a 300-word background summary from Task 2: Recap the business goals, target segments (e.g., urban millennials via psychographics), and the core problem (e.g., “Why are repeat purchases dropping 15% in Q4?”). Tie in 2025 trends like ethical sourcing preferences—pull from recent ABS data if it fits.
2. Define Objectives and Scope Craft 3-4 SMART objectives (Specific, Measurable, Achievable, Relevant, Time-bound), e.g., “Gather qualitative insights from 50 target customers on pricing perceptions by Week 6.” Update your high-level scope:
   • Stakeholders: List 4-5 (e.g., MD for approval, team for execution, external agency for surveys).
   • Requirements: Data types (mix primary/secondary, qual/quant), methods (e.g., online surveys for scale, focus groups for depth).
   • Risks/Constraints: Budget caps, privacy compliance (GDPR-inspired under AMSRS Code), timeline squeezes.
   • Deliverables: Raw data sets, analysis report, recommendations.
   • Exclusions: No full implementation—just planning.
   • Timelines/Milestones: Gantt-style table (e.g., Week 1: Lit review; Week 8: Final report).
3. Dive into Data Gathering Approaches Analyse and recommend:
   • Data Types: Justify a blend—e.g., quantitative for trends (surveys yielding stats), qualitative for ‘why’ (interviews). Primary for fresh insights, secondary for benchmarks (e.g., IBISWorld reports).
   • Methodologies: Propose 2-3 combos, like stratified sampling surveys (n=200 for representativeness) plus 3 focus groups. Discuss feasibility: How many participants? Tools (Zoom for virtual)?
   • Sources: Internal (CRM data), external (industry journals, social listening via Brandwatch).
   • Processing: Outline steps—cleaning via Excel/SPSS, thematic coding for qual data. Rationale: Cost-effective manual first, AI-assisted for speed.
   • Costs: Break down ($5k surveys, $10k incentives/recruitment, $5k analysis tools, $5k buffer). Align to budget; suggest trade-offs if over.
4. Data Analysis and Rationale Describe methods (e.g., regression for quant correlations, NVivo for qual themes). Explain how this informs objectives—e.g., “Uncover barriers to loyalty, enabling targeted promos.” End with a compelling 200-word pitch: Why invest now? (Link to ROI, like 20% sales uplift potential.)
5. Seek Approval Email me the plan as an attachment, inviting a casual Zoom chat (suggest 3 slots). In the meeting, highlight key sections; I’ll probe (e.g., “How’s this ethical?”). Use this to simulate real feedback loops.

Performance Criteria (Grading Rubric)

We’ll assess holistically, but here’s the breakdown (out of 100%):

• Clarity and Structure (20%): Professional, error-free, audience-appropriate.
• Analysis Depth (30%): Insightful on methods, data, costs—evidence-based.
• Alignment to Objectives (20%): Logical flow from problem to plan.
• Innovation/Ethics (15%): Incorporates 2025 elements like inclusivity or tech.
• Meeting Engagement (15%): Confident discussion, responsive to queries.

Satisfactory = Competent across elements 1-4 of BSBMKG506 (needs ID, objectives, approaches, plan dev). Feedback will be detailed, with examples from strong past submissions.

You’re already halfway there from Task 2—trust your instincts, reach out anytime. This plan could be the one that lands you that grad role. Keen to see what you create.

Suggested References (Harvard Format)

Lim, W.M., 2022. Transformative marketing in the new normal: A novel practice-scholarly integrative review of business-to-business marketing mix challenges, opportunities, and solutions. Journal of Business Research, 146, pp.1-15.

Theodoraki, C., Messeghem, K. and Kraus, S., 2022. Marketing decisions and implementation process for entrepreneurial ventures: A systematic review and future research agenda. Journal of Business Venturing Insights, 18, p.e00347.

Böhm, F., Bongers, D., Jaakkola, E., Kowalkowski, C. and Ulaga, W., 2025. Selling and sales management for successful servitization: a systematic review and research agenda. Journal of Personal Selling & Sales Management, 45(2), pp.1-28.

Kannan, P.K. and Wedel, M., 2025. AI-evolved marketing research methods: Industry and academic perspectives. Journal of Interactive Marketing, 64, pp.1-15.

_____________________________________________________________

BSBMKG506
Plan market research
RECORD ASSESSMENT OUTCOME
Unit of Competency:
Student Name:
Student ID Number:
Assessor Name:
The student provided satisfactory work of the following assessment task(s): Yes No
Assessment 1 Written Questions ? ?
Assessment 2 Project- Market research planning ? ?
Assessment 3 Written Report – Market Research ? ?
Final Assessment Results
Competent ? Not Yet Competent ?
Did the student meet the criteria for the following elements of competency? Yes No
1. Identify market research needs ? ?
2. Define market research objectives ? ?
3. Define data gathering approaches ? ?
4. Develop market research plan ? ?
Feedback to student on overall performance during assessment:
The student has been provided with feedback and informed of the assessment result and the reasons for the decision.
Assessor Name:
Assessor Signature: Date:
I have been provided with feedback on the evidence I have provided. I have been informed of the assessment result and the reasons for the decision.
Student Name:
Student Signature: Date:
Assessment Task 1: Written Questions
Student ID Number:
Student Name:
Trainer/Assessor Name:
Due date:
Student Declaration: By signing this declaration, I certify that:
• The assessment work is my own work;
• All sources and materials have been acknowledged where required;
• I have not copied or plagiarized in any way materials of another person or work of a fellow student and referenced all sources of information.
Student Signature:
Assessment Result Details
Attempt Number ? Attempt 1 ? Attempt 2
Assessment Outcome: ? Satisfactory ? Not Satisfactory
Feedback to Student:
Re-assessment
*Required skill(s) to be developed or evidences to be submitted for re-assessment
Student Declaration: I have been given with feedback on my assessment performance/result from the assessor.
Student Signature:
Trainer/Assessor Signature:
Date:
Assessment Task 1: Written Questions
TASK SUMMARY:
You are to answer all the questions in this task.
RESOURCES AND EQUIPMENT REQUIRED TO COMPLETE THIS TASK
? Access to textbooks and other learning materials.
? Access to a computer and the Internet (if you prefer to type your answers).
WHEN AND WHERE DO I COMPLETE THIS TASK?
This task may be done in your own time as homework or you may be given time to do this task in class (if applicable). Your assessor will advise.
WHAT DO I NEED TO SUBMIT?
Your answers to all the questions.
WHAT HAPPENS IF I GET SOMETHING WRONG?
If your assessor marks any of your answers as incorrect, they will talk to you about resubmission. You will need to do one of the following:
? Answer the questions that were incorrect in writing.
? Answer the questions that were incorrect verbally.
INSTRUCTIONS:
? This is an open book test – you can use your learning materials as reference.
? You need to answer all 23 questions correctly.
? You must answer the questions by writing in the space provided.
? If you need more space, you can use extra paper. Make sure you write on each extra piece of paper your name and the question number/s you are answering.
? You may prefer to use your computer to type your answers. Your assessor will let you know if you can email your answers as a Word file, or if you must print and submit hard copies.
QUESTION 1
Identify and outline five items of regulations and laws that apply to the marketing industry in Australia.
QUESTION 2
In your own words summarise the general rules of professional behaviour that a market researcher should observe under the Australian Social and Market Research Society Code of Professional Behaviour.

QUESTION 3
Discuss at least two ways in which the Market and Social Research Privacy Code 2014 incorporates privacy issues?
QUESTION 4
Identify and discuss one action that a market researcher could take to avoid discrimination claims?
QUESTION 5
Briefly describe the steps for conducting market research.
QUESTION 6
Why would your research data need to be processed? Describe four methods you can process your data.
QUESTION 7
Briefly discuss what is meant by quantitative research and outline common sources of quantitative data.
QUESTION 8
Briefly discuss what is meant by qualitative research and outline common sources of qualitative data.
QUESTION 9
Briefly describe three statistical methods for analysing qualitative research data and how each of them is used.
QUESTION 10
Briefly describe three statistical methods for analysing quantitative research data and how each of them is used.
QUESTION 11
Discuss why qualitative and quantitative data both play an important role in research.
QUESTION 12
In two to three paragraphs discuss the principles behind sample design in market research.

QUESTION 13
Discuss the differences between probability and non-probability sampling and provide at least two methods of selecting the sample from each.
QUESTION 14
What is the purpose of having a hypothesis? Discuss the principles a market researcher would need to apply to develop a strong hypothesis.
QUESTION 15
Designing an effective survey tool is not always an easy take. List and describe five principles that you should follow when designing your survey or questionnaire.
QUESTION 16
Discuss why is it important to test a questionnaire to be used in market research prior to using it?
QUESTION 17
Discuss at least four reasons that an organisation would undertake regular market research.
QUESTION 18
The Triple Constraint (or Project Management Triangle) is one of the most well-known mechanisms for signifying the interaction of the key attributes of a project. In a page, describe what the Triple Constraint is and its use in project management.
QUESTION 19
Discuss the role of the project sponsor. At what points are they involved in the project? What are they responsible for?
QUESTION 20
Make a list of at least four other possible stakeholders in a workplace project. Briefly discuss their roles in a project.

QUESTION 21
Discuss the process of conducting a needs analyse in relation to market research.
QUESTION 22
Outline the process of developing a project scoping document. Discuss who is involved in the development and approval of this document.
Question 23
Briefly outline the project management process. In what phase are the timelines, budgets and implementation plans established and monitored?
What do I need to hand in for this task? Have I completed this?
Your answers to each question ?
ASSESSMENT TASK 1: WRITTEN QUESTIONS
Attempt 1
Yes/No
Date: Attempt 2
Yes/No
Date:
Did the student answer all written questions correctly? (Please note which questions were answered incorrectly, if applicable.)
If ‘no’ to the above, did you identify gaps in the student’s understanding and knowledge?
If ‘yes’ to the above, what arrangements have been made for reassessment?
Please add any feedback to the student about this task on the Assessment Cover Sheet. Keep a copy of the completed Assessment Task Cover Sheet.
Please note any reasonable adjustments for this task below.
Assessment Task 1 Outcome Satisfactory • Not Satisfactory • Date:
Student name:
Trainer/assessor name:
Trainer/assessor signature:

Assessment Task 2: Project – Market Research Planning
Student ID Number:
Student Name:
Trainer/Assessor Name:
Due date:
Student Declaration: By signing this declaration, I certify that:
• The assessment work is my own work;
• All sources and materials have been acknowledged where required;
• I have not copied or plagiarized in any way materials of another person or work of a fellow student and referenced all sources of information.
Student Signature:
Assessment Result Details
Attempt Number ? Attempt 1 ? Attempt 2
Assessment Outcome: ? Satisfactory ? Not Satisfactory
Feedback to Student:
Re-assessment
*Required skill(s) to be developed or evidences to be submitted for re-assessment
Student Declaration: I have been given with feedback on my assessment performance/result from the assessor.
Student Signature:
Trainer/Assessor Signature:
Date:
Assessment Task 2: Project – Market Research Planning
TASK SUMMARY:
This assessment task requires you to plan market research for a company of your choice. You must then develop and deliver a presentation using Microsoft PowerPoint or similar program to your team on the market research to be conducted. You will use the information you identify for this assessment to inform the development of your market research plan to be developed in Assessment Task 3.
RESOURCES AND EQUIPMENT REQUIRED TO COMPLETE THIS ASSESSMENT
? Access to a computer with Microsoft PowerPoint or similar program
? Access to the Internet for research
? Access to a projector
? Access to a space for presentation.
WHEN AND WHERE DO I COMPLETE THIS TASK?
? This task may be done in your own time as homework or you may be given time to do this task in class (if applicable). Your assessor will advise.
WHAT DO I NEED TO SUBMIT?
• Marketing plan PowerPoint presentation (based on your market research)
• Email with revised presentation
WHAT HAPPENS IF I GET SOMETHING WRONG?
If your assessor identifies that you have not completed any of the tasks in this assessment satisfactorily correctly you will be given the opportunity to resubmit. You will only be required to redo the tasks that are unsatisfactory however you will need to resubmit the entire assessment. Your assessor will discuss the details for resubmission with you.
INSTRUCTIONS:
Imagine that you are the Marketing Manager for a company of your choice. You have been provided with a small budget of $25,000 to conduct market research. You are required you to conduct and report on the research within the next 2 months. You have a small team of staff to assist you including a Marketing Officer and Project Officer.
Your Managing Director is not an expert in marketing and has not given you any direction on what to research. You will need to define the problem, develop the statement of market research needs, draft the marketing objectives and complete an initial high-level project scope before you present your ideas and plans for approval.
For the purposes of this assessment, assume that you are the Marketing Manager of the company that you have chosen and that your assessor is the Managing Director. Assume that the location of the business is in the city or suburb you are living in.
Complete the following activities:
1. Choose a company you wish to conduct market research for. Alternatively, your assessor can provide you with a company and their marketing plan.
The marketing plan must include
• business goals,
• background to the company,
• target customers,
• marketing/branding strategy,
• sales forecasts and
• marketing budget.
2. For your research look at the
• segmentation,
• product,
• pricing
• promotion strategies
• distribution channels
3. In your statement mentions the following:
• What is the exact problem that needs to be solved?
• Where does the problem occur?
• When does the problem occur or what factors contribute to the occurrence of the problem?
4. Include S.M.A.R.T objectives in your marketing research.
5. Include a high-level project scope in your research.
The scope should cover the following headings as a minimum:
• A statement of market research needs (that you drafted above Q3)
• Marketing Research Objectives (that you drafted above Q4)
• Stakeholders
• Project Requirements
• Constraints/Risk
• Deliverables and inclusions
• Exclusions
• Timeframes and milestones
6. Prepare a presentation to deliver to your peers (students) and Managing Director (your assessor):
? You will have 10 minutes to present
? Your presentation should be prepared in Microsoft PowerPoint or similar software. Ensure the language is clear, concise and suitable for the audience, grammatically correct and free of errors.
7. At the end of your presentation, invite the team to provide feedback on your planned market research.
You should also ask the team to provide input on any research needs you may not have considered.
Your assessor will also provide you with feedback, which you will have to take into account in your planned market research.
8. Following the presentation, consider the feedback that you have received in Q7 and revise your presentation and submit email it to your Managing Director (your assessor).
In your email you should indicate the changes you have made to your presentation.
What do I need to hand in for this task? Have I completed this?
• Marketing plan PowerPoint presentation (base on your market research)
• Email with revised presentation ?
?
ASSESSMENT TASK 2: PROJECT – MARKET RESEARCH PLANNING
Did the student: Attempt 1
Yes/No
Date: Attempt 2
Yes/No
Date:
Submit a presentation documentation that was in a professional template, and use clear and concise language that was suitable for the audience, and
Was grammatically correct and free of errors?
Address the following in the presentation :
• business goals,
• background to the company,
• target customers,
• marketing/branding strategy,
• sales forecasts and
• marketing budget.
High level project scope that includes:
• A statement of market research needs (that you drafted above Q3)
• Marketing Research Objectives (that you drafted above Q4)
• Stakeholders
• Project Requirements
• Constraints/Risk
• Deliverables and inclusions
• Exclusions
• Timeframes and milestones
Deliver an effective presentation of 10 minutes in length.
During the presentation speak clearly and use suitable language.
Demonstrate appropriate non-verbal communication techniques?
At the end of the presentation, invite the team to provide feedback and
• responding to questions clearly?
• use active listening skills?
Please add any feedback to the student about this task on the Assessment Cover Sheet. Keep a copy of the completed Assessment Task Cover Sheet.
Please note any reasonable adjustments for this task below.
Assessment Task 2 Outcome Satisfactory • Not Satisfactory • Date:
Student name:
Trainer/assessor name:
Trainer/assessor signature:
Assessment Task 3: Written Report – Market Research
Student ID Number:
Student Name:
Trainer/Assessor Name:
Due date:
Student Declaration: By signing this declaration, I certify that:
• The assessment work is my own work;
• All sources and materials have been acknowledged where required;
• I have not copied or plagiarized in any way materials of another person or work of a fellow student and referenced all sources of information.
Student Signature:
Assessment Result Details
Attempt Number ? Attempt 1 ? Attempt 2
Assessment Outcome: ? Satisfactory ? Not Satisfactory
Feedback to Student:
Re-assessment
*Required skill(s) to be developed or evidences to be submitted for re-assessment
Student Declaration: I have been given with feedback on my assessment performance/result from the assessor.
Student Signature:
Trainer/Assessor Signature:
Date:
Assessment Task 3: Market research plan
TASK SUMMARY:
This assessment requires you to identify and define your research gathering approaches and have them approved. Develop a market research plan for the company specified in Assessment Task 2.
RESOURCES AND EQUIPMENT REQUIRED TO COMPLETE THIS ASSESSMENT
? Access to a computer with Microsoft word or similar program
? Access to the Internet for research
? Market research plan template.
WHEN AND WHERE DO I COMPLETE THIS TASK?
? This task may be done in your own time as homework or you may be given time to do this task in class (if applicable). Your assessor will advise.
WHAT DO I NEED TO SUBMIT?
? Short Marketing Research Plan (2 pages)
? Email invitation to an informal meeting
WHAT HAPPENS IF I GET SOMETHING WRONG?
If your assessor identifies that you have not completed any of the tasks in this assessment satisfactorily correctly you will be given the opportunity to resubmit. You will only be required to redo the tasks that are unsatisfactory however you will need to resubmit the entire assessment. Your assessor will discuss the details for resubmission with you.
INSTRUCTIONS:
Complete the following activities:
1. Develop a market research plan for approval by the Managing Director.
Summarise Research and analyse data gathering approaches
? The types of data used in relation to the planned market research (for example quantitative and/or qualitative and primary and/or secondary )
? The range of possible methodologies for collecting the data (for example interview, focus groups, surveys, analysis of statistics, etc. )
? Types of data and data collection methods
? Data sources (for example sources in relation to secondary data.)
? Data processing and review (for example manually or using specialised software)
? Costs of the data collection
Your plan should include:
? Background to the planned market research – a summary of the information from your power point presentation
? Objectives of the planned market research
? Research methodology including types of data and data collection methods
? Data analysis methodology
? Timelines for conducting the research
? Costs of conducting the research, in accordance with the budget given.
2. To submit your plan to the Managing Director (your assessor) you need to invite your assessor an informal meeting.
3. During an informal meeting you are to discuss main points of your plan. Your assessor may ask you questions required to gain approval for your Market research plan.
What do I need to hand in for this task? Have I completed this?
Short Marketing Research Plan (2 pages)
Email invitation to informal meeting ?
?
ASSESSMENT TASK 3: WRITTEN REPORT – MARKET RESEARCH
Did the student: Attempt 1
Yes/No
Date: Attempt 2
Yes/No
Date:
Analyse and report on types of data that could be used in relation to the planned market research e.g. quantitative and/or qualitative and primary and/or secondary
Analyse and report on the range of methodologies for collecting the data e.g. interview, focus groups, surveys, analysis of statistics, etc.
Analyse and report on possible combinations of types of data and data collection methods that would best inform the research objectives?
Analyse and report on how much data is needed e.g. if the plan is to conduct interviews or focus groups, how many?
Analyse and report on how the data will be processed and reviewed e.g. manually or using specialised software and the rationale for this approach?
Analyse and report on the costs of the data collection methods discussed?
Recommend options for collecting and analysing the data, including a consideration of the costs of data collection against the budget allowed?
Develop a market research plan that include:
• the background to the planned market research
• objectives of the planned market research
• research methodology including types of data, collection methods
• data analysis methodology
• timelines for conducting the research
• identifying costs of conducting the research.
• Provide a clear and convincing rationale for conducting the market research
• Use clear and concise English to explain key concepts.
Please add any feedback to the student about this task on the Assessment Cover Sheet. Keep a copy of the completed Assessment Task Cover Sheet.
Please note any reasonable adjustments for this task below.
Assessment Task 3 Outcome Satisfactory • Not Satisfactory • Date:
Student name:
Trainer/assessor name:
Trainer/assessor signature:

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