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Unit of competency details

BSBMKG408 - Conduct market research (Release 1)

Summary

Usage recommendation:
Superseded
Mapping:
MappingNotesDate
Supersedes and is equivalent to BSBMKG408B - Conduct market researchUpdated to meet Standards for Training Packages 24/Mar/2015
Is superseded by BSBMKG431 - Assess marketing opportunities 18/Oct/2020

Releases:
ReleaseRelease date
1 1 (this release) 25/Mar/2015


Training packages that include this unit

Qualifications that include this unit

CodeSort Table listing Qualifications that include this unit by the Code columnTitleSort Table listing Qualifications that include this unit by the Title columnRelease
BSB40115 - Certificate IV in AdvertisingCertificate IV in Advertising
MST50116 - Diploma of Applied Fashion Design and MerchandisingDiploma of Applied Fashion Design and Merchandising1-2 
MST50119 - Diploma of Applied Fashion Design and MerchandisingDiploma of Applied Fashion Design and Merchandising1-2 
CUA40213 - Certificate IV in Community CultureCertificate IV in Community Culture2-4 
CUA50513 - Diploma of Live Production DesignDiploma of Live Production Design2-4 
BSB42415 - Certificate IV in Marketing and CommunicationCertificate IV in Marketing and Communication1-2 
BSB30915 - Certificate III in Business Administration (Education)Certificate III in Business Administration (Education)1-3 
CUA50415 - Diploma of Live Production and Technical ServicesDiploma of Live Production and Technical Services1-3 
CUA40415 - Certificate IV in Live Production and Technical ServicesCertificate IV in Live Production and Technical Services1-3 
CUA40815 - Certificate IV in Arts AdministrationCertificate IV in Arts Administration1-2 
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Classifications

SchemeCodeClassification value
ASCED Module/Unit of Competency Field of Education Identifier 080505 Marketing  

Classification history

SchemeCodeClassification valueStart dateEnd date
ASCED Module/Unit of Competency Field of Education Identifier 080505 Marketing  30/Jul/2015 
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Unit Of competency

Modification History

Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 1.0.

Application

This unit describes the skills and knowledge required to conduct market research using interview and survey methodologies (excluding specialist statistical design and analysis) and report on findings.

It applies to individuals who undertake data and information gathering and analysis as a major part of their role and are required to conduct market research. These individuals often work in areas such as marketing, communications, strategic planning and organisational development.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

Unit Sector

Business Development – Marketing

Elements and Performance Criteria

ELEMENT 

PERFORMANCE CRITERIA 

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Conduct desk research to gather background market information

1.1 Conduct initial desk research using appropriate sources to gather background market information

1.2 Identify options for information collection and collation tools and methods

1.3 Determine and seek approval for reporting formats for market research documentation

1.4 Report initial research findings in approved formats in accordance with organisational procedures

2. Develop research methodology and objectives

2.1 Develop hypotheses and research objectives for market research

2.2 Identify options for quantifying data

2.3 Identify market research methodology and determine, develop, test and amend required survey tools

2.4 Determine and test methods of data extraction, collation and analysis

3. Recruit respondents

3.1 Interpret market research plans to identify potential respondents and their requirements

3.2 Identify respondents in line with research and organisational requirements

3.3 Recruit respondents in line with agreed research methodology and organisational requirements

4. Gather data and information from respondents

4.1 Prepare and arrange resources for data gathering

4.2 Gather data and information using survey tools

4.3 Record data and information gathered in approved formats, in accordance with organisational procedures

4.4 Store and safeguard survey information and data in accordance with organisational procedures

5. Analyse research information

5.1 Conduct checks on quality of data and information collected

5.2 Select appropriate techniques to summarise data and information

5.3 Design software files for entering data and information

5.4 Process data using a method appropriate to research design

5.5 Interpret and aggregate data and information, including categorisation, to provide observations relevant to research objectives

6. Prepare research reports

6.1 Collate and assess findings for relevance and usefulness to research objectives

6.2 Prepare research reports

6.3 Communicate research findings to relevant personnel and stakeholders in accordance with organisational procedures

Foundation Skills

This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.

Skill 

Performance Criteria 

Description 

Reading

1.1, 1.2, 2.1-2.4, 3.1-3.3, 4.1-4.4, 5.1, 5.4, 5.5, 6.1-6.3

  • Interprets and analyses text from a range of sources and identifies relevant and key information

Writing

1.1, 1.3, 1.4, 2.1, 2.3, 2.4, 3.3, 4.1, 4.3, 5.3, 6.2, 6.3

  • Organises content that incorporates results of research logically, using correct grammatical structure, clear language and required organisational format

Oral Communication

1.3, 3.3, 4.2, 6.3

  • Presents information using suitable tone, language and syntax
  • Gathers information through active listening and questioning

Numeracy

1.1, 1.4, 2.4, 3.1, 4.2, 5.1-5.5, 6.1

  • Extracts and evaluates mathematical information and uses a variety of techniques to interpret data and analyse trends

Navigate the world of work

1.4, 3.2, 3.3, 4.3, 4.4, 6.3

  • Recognises and follows explicit and implicit organisational protocols and procedures, and meets expectations associated with own role

Interact with others

1.3, 3.3, 6.3

  • Selects appropriate form, channel and mode of communication for a specific purpose relevant to own role

Get the work done

1.1, 1.3, 2.1-2.4, 3.1, 3.2, 4.1, 4.2, 4.4, 5.1-5.5, 6.1, 6.2

  • Develops plans to manage relatively complex, non-routine tasks with an awareness of how they may contribute to longer-term operational and strategic goals
  • Makes decisions by systematically analysing information, identifying and evaluating options against set criteria, and choosing most appropriate option
  • Uses digital technologies and systems safely and ethically to access, enter, organise, store and share information

Unit Mapping Information

Code and title 

current version 

Code and title 

previous version 

Comments 

Equivalence status 

BSBMKG408 Conduct market research

BSBMKG408B Conduct market research

Updated to meet Standards for Training Packages

Equivalent unit

Links

Companion Volume implementation guides are found in VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10

 

Assessment requirements

Modification History

Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 1.0.

Performance Evidence

Evidence of the ability to:

  • develop and implement a market research survey tool
  • accurately record and securely store survey data in accordance with organisational procedures
  • utilise a range of methodologies to analyse market research information
  • document market research activities and findings in a research report.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • identify key provisions of legislation, codes of practice and national standards relevant to marketing roles
  • outline relevant marketing communications concepts and processes
  • explain relevant market research principles and practices including:
  • data processing methods and data analysis techniques
  • design of samples
  • development and use of hypotheses
  • research reporting formats
  • roles and uses of qualitative and quantitative research
  • use of survey instruments
  • outline typical information contained in a market research report, as well as requirements of a house or other style manuals or protocols for written communication.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:

  • relevant legislation, regulations, standards and codes
  • relevant workplace documentation and resources
  • case studies and, where possible, real situations
  • Interaction with others.

Assessors must satisfy NVR/AQTF assessor requirements.

Links

Companion Volume implementation guides are found in VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10