Application

This unit describes the skills and knowledge required to prepare for, manage and evaluate market research projects across an organisation.
The unit applies to individuals who are senior marketing professionals responsible for preparing market research plans for implementation, engaging external consultants, managing market research activity, and evaluating research processes and findings across an organisation.
No licensing, legislative or certification requirements apply to this unit at the time of publication.

What You'll Learn

Assessment Requirements

Performance Evidence

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
• prepare, manage, implement and evaluate at least one market research plan, including:
• developing specifications for research components, outsourced to external consultants
• managing market research activities according to organisational policy and procedures
• evaluating research processes and findings against relevant market research project plan and work plans
• preparing and presenting a report on market research findings.

Knowledge Evidence

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
• principles and practices of market research including:
• data processing methods and data analysis techniques
• project design to meet given budgets and other resource constraints
• qualitative and quantitative research
• sample design
• development and application of hypotheses
• role of research in enterprise development
• use of survey instruments
• project management principles and practices, including:
• consultation and stakeholder involvement
• development of policies and procedures
• methods of action to ensure performance
• monitoring of timelines, budgets and other implementation plans
• organisational procedures for engagement of consultants
• provisions of relevant legislation, codes of practice and national standards affecting market research.

Assessment Conditions

Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
This includes access to:
• examples of previous market research plans and exemplars of market research project specifications.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

Foundation Skills

• {'skill': 'Reading', 'description': 'Accesses complex information from a range of sources and accurately analyses data relevant to marketing activities'}
• {'skill': 'Writing', 'description': 'Prepares a range of workplace documentation, using clear language and required format, to convey priorities and critical strategic information'}
• {'skill': 'Oral Communication', 'description': 'Actively participates in verbal exchanges using suitable language and non-verbal features; Uses active listening and questioning techniques to confirm understanding'}
• {'skill': 'Numeracy', 'description': 'Measures and analyses complex numeric information during evaluation process'}
• {'skill': 'Self-management', 'description': 'Understands and adheres to organisational policies and objectives; Is highly autonomous, taking responsibility and ownership for most or all aspects of own work'}
• {'skill': 'Teamwork', 'description': 'Identifies importance of taking audience, purpose and contextual factors into account when making decisions about what to communicate with whom, why and how'}
• {'skill': 'Planning and organising', 'description': 'Uses logical planning processes, and an increasingly intuitive understanding of context, to gather relevant information'}
• {'skill': 'Problem solving', 'description': 'Makes a range of critical and non-critical decisions in relatively complex situations, taking a range of factors into account; Recognises potential of new approaches to enhance work practices and outcomes'}

Related Units

• BSBINS402 — Coordinate workplace information systems
  Same training package
• BSBMKG435 — Analyse consumer behaviour
  Same training package
• BSBLDR813 — Lead and influence ethical practice
  Same training package
• BSBMKG432 — Research international markets
  Same training package
• BSBLEG529 — Apply legal principles in corporation law matters
  Same training package
• BSBMKG436 — Design and test direct marketing activities
  Same training package