Unit of competency details

Unit descriptor 

This unit describes the performance outcomes, skills and knowledge required to conduct market research using interview and survey methodologies (not specialist statistical design and analysis) and to report on findings.

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

Application of the unit 

This unit applies to non specialist market research personnel who have data and information gathering and analysis as a major part of their role and who are required to conduct market research. These individuals may work in areas such as marketing, communications, strategic planning and organisational development.

Prerequisite units 

Employability skills 

This unit contains employability skills.

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

ELEMENT 

PERFORMANCE CRITERIA 

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 the 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

REQUIRED SKILLS AND KNOWLEDGE 

This section describes the skills and knowledge required for this unit.

Required skills 

• culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities
• information management skills to categorise, store and retrieve market research information
• innovation and creativity skills to conceptualise, test and refine qualitative and quantitative questionnaires and other tools
• literacy skills to prepare reports containing complex ideas
• research and data collection skills to locate information sources, to design and analyse a market research strategy.

Required knowledge 

• key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:

• anti-discrimination legislation and principles of equal opportunity, equity, and diversity
• Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice
• ethical principles
• Free TV Australia Commercial Television Industry Code of Practice
• privacy laws

• marketing communications concepts and processes
• 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

• requirements of house or other style manuals or protocols for written communication.

EVIDENCE GUIDE 

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment 

Critical aspects for assessment and evidence required to demonstrate competency in this unit 

Evidence of the following is essential:

• developing and implementing a market research survey tool
• accurately recording and securely storing survey data in accordance with organisational procedures
• utilising a range of methodologies to analyse market research information
• documenting market research activities and findings in a research report.

Context of and specific resources for assessment 

Assessment must ensure:

• access to office equipment and resources including computer hardware and software
• access to exemplar survey tools and recently used survey tools.

Method of assessment 

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

• analysis of responses to case studies and scenarios
• analysis of survey tools
• direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
• observation of data collection techniques
• observation of presentations of market research results
• oral or written questioning to assess knowledge and understanding
• review of authenticated documents from the workplace or training environment
• review of testimony from team members, colleagues, supervisors or managers.

Guidance information for assessment 

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

• other marketing units.

RANGE STATEMENT 

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Appropriate sources  of background market information may include:

• published (including on the internet) data and information from:

• articles and advertisements
• business advisors
• clients and suppliers
• conferences
• government bodies
• industry associations and trade media
• other research projects
• reports from trade or professional associations annual reports
• reports to regulatory or funding bodies
• speeches

• enterprise information such as:

• sales data
• attendance figures

Information collection and collation tools and methods  may include:

• forms for recording information sources reviewed
• procedures for abstracting key information and citing sources
• rules for including or not including information and data reviewed

Reporting formats  may include:

• prose reports
• verbal presentations
• visual aids, such as:

• charts
• photographs
• tables

Market research methodologies  may include:

• brand equity research
• brand name testing
• concept testing
• consumer decision process research
• depth interviews
• descriptive techniques
• experimental techniques
• focus groups
• mystery shopping
• observational techniques
• projective techniques
• qualitative research
• quantitative research
• random sampling

Survey tools  may include:

• handouts
• one-on-one discussions
• overhead transparencies
• questionnaires
• small group discussions

Potential respondents  may include:

• current, past or potential clients
• key stakeholders
• persons identified from lists or directories
• staff

Research and organisational requirements  may include:

• legal requirements
• need for respondent to meet demographic or psychographic criteria
• need for respondent to represent an organisation, have specific expertise or knowledge, or meet other criteria
• quality assurance policy and procedures
• requirements for statistical validity in sampling

Resources for data gathering  may include:

• appropriate venues and rooms
• organisation of tables, chairs, audio and visual equipment, refreshments
• audio-visual recording and display devices
• telecommunications equipment and facilities

Checks  may include:

• ensuring data is:

• a true record of interview
• accurate
• adequately expressed
• authentic
• complete
• not fabricated

• ensuring others collecting data and information have studied and understood instructions
• keeping records on data sources, copyright and privacy information
• rejecting inadequate data and resurveying to overcome gaps
• reporting to senior personnel on issues and problems in data collection
• where required, verifying records of interview with respondents

Appropriate techniques  to summarise data may include:

• charts and tables
• coefficient of variation
• mean
• median
• mode
• percentile
• prose commentary
• range
• standard deviation
• statistical detailed analysis
• statistical overview
• variance

Software files  may include:

• databases with specified forms and fields
• spreadsheets with specified axes
• word processing programs with specified heading structures, text and table formats

Interpreting and aggregating data and information  may include:

• development of further hypotheses based on initial processing of raw data, and statistical tests of these hypotheses
• bringing together data or datasets
• statistical analysis of raw data using general or specialist software

Categorisation  may include:

• creation of a preliminary report table of contents with headings and subheadings under which data and information could be organised
• data tabulation in a format appropriate for the type of analysis to be performed
• development of basic market segmentation categories by demographic or psychographic characteristics

Research reports  may include:

• detailed data analysis
• explanation of methodology
• key observations and findings
• key summaries of data
• recommendation and implementation issues
• recommendations for future research
• references, citations and other correct acknowledgement for all non-original material

Unit sector 

Competency field 

Business Development - Marketing

Co-requisite units