To be assessed for this competency, you must demonstrate your ability to:
- Prepare at least one market research plan
- Develop specifications for research components outsourced to external consultants as appropriate
- Manage market research activities in accordance with organisational market research policy and procedures
- Evaluate research processes and findings against relevant market research project plan and work plans
- Prepare and present a report on market research findings.
These may be conducted in your own workplace if you are able to access all the documents and conduct all of the activities or as a Case Study based on the simulated business, Bounce Fitness.
Ensure that you gain the approval of your choice with your Assessor before commencing. (Message Trainer.)
Information Regarding the Assessment
Using your organisation, one provided by the Assessor or the simulated business, Bounce Fitness, assess the needs of that organisation, prepare, manage and evaluate market research projects across the organisation.
If you are using your organisation or one supplied by the Assessor, simply substitute the name of that organisation for the Bounce Fitness references and complete the tasks using your chosen business.
You will need to print copies of documentation to which you refer as evidence to support your tasks.
The Board of Directors of Bounce Fitness have read and approved the Creative Brief for the Introduction of Corporate Fitness Programs presented to them by the Executive of Bounce Fitness. However, before committing funding, they want to see market research results taken from three of the regions that Bounce Fitness services to reinforce the usefulness of this project.
To do this, complete the following tasks. Include copies of any documentation to which you refer for the reference of your Assessor.
You will need to refer to the following documents on the Bounce Fitness website:
- Infrastructure / Current Projects / Creative Brief for the Introduction of Corporate Fitness Programs
- Policies / Marketing Policies / Market Research Policy
- Procedures / Marketing Procedures / Market Research Procedures
- Procedures / Human Resource Procedures /Procedure for Engaging External Consultants
Assessment Task 2 Practical: Prepare Market Research Plan for Implementation
Task 2 requires you to produce a market research proposal to the Board of Directors of your chosen organisation, the Case Study (Bounce Fitness), your organisation or one supplied by the Assessor.
The proposal should be presented in a professional manner modelled on the requirements in the Bounce Fitness Style Guide or those of the organisation chosen by you for this assessment.
Your proposal must be suitably formatted for this audience, be word processed, spell and grammar checked with appropriate headings including a Bibliography and Appendices if appropriate.
Your proposal must conform to the Bounce Fitness (or those of the organisation chosen by you for this assessment) Marketing Research Policy and Procedure for Engaging External Consultants. Include copies of the documents you used for the reference of your Assessor.
In your proposal you must detail:
- a) Objectives for the market research
- b) Projected plan to achieve the client’s objectives
- c) The cost of completing the research
- d) Projected timeline
- e) Who will conduct the research and why you made this choice
- f) Where the research will be conducted.
- g) What process would you use to confirm the validity of the information and data?
Include copies of any documents to which you refer for your Assessor.
Assessment Task 3 Practical: Prepare and Present a Market Research Report
Task 3 requires you to produce and present a market research report. You must base your report on the data collected in the Market Research Results of Creative Brief for the Introduction of Corporate Fitness Programs.
You will find the data and other basic information on the Bounce Fitness website at:
- Infrastructure / Current Projects / Market Research Results of Creative Brief for the Introduction of Corporate Fitness Programs
However, it is for you to describe the methodology. You must decide how this information was collected and develop a plan so that you can complete this Task.
The market research report must be presented in the same format you used in Task 2 and be suitable for the client. Your report must include a comprehensive summary of results and at a minimum include the following:
- Executive Summary
- Introduction
- Methodology
- Results – tables and graphs, which summarise relevant data for the client.
- Discussion – clearly discuss the results of your research and what applications /implications this information has for your client
- Recommendations – clear recommendations for your client which are suitable for their situation, i.e. consider financial, physical and managerial resources available to your client when making recommendations. These recommendations should also be clearly supported by both primary and secondary data
- Bibliography – include web sites
- Appendices – should include raw data collected from surveys, questionnaires and secondary data.
When your report is complete, submit it below and arrange a time with your Assessor for you to present the results of your research to the Assessor and training group acting as your client (either in person, or virtually via web conference or Skype call). After outlining the objectives of your research, you will provide a brief summary of your results and then provide recommendations for your client, which is supported by your research.
Contact your Assessor for Task scheduling details and instructions. Message Trainer.
Include copies of any documents to which you refer together with your report submission for your Assessor.
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