BSBMKG408 Conduct Market Research: Task 1: Knowledge Questions

BSBMKG408
Conduct Market Research

Task 1: Knowledge Questions
IH Sydney Training Services Pty Ltd

RTO Code: 91109 CRICOS Code: 02623G
Knowledge Assessment
Candidate Instructions
You will complete questions for purposes of formal assessment as per the questions outlined in the questioning record below,
and any additional probing or clarification questions required by the assessor.
The Knowledge Activity is designed to confirm your competency for all the required knowledge in the unit of
competency.
Task Details
There is no restriction on the length of the question responses, or time restriction in completing the
assessment. The word limit is a guide only.
The assessment may be re-attempted on two further occasions (maximum three attempts in total). All assessments must be
resubmitted 3 days within receiving your unsatisfactory grade. You must clearly indicate “Re-submission” on your
resubmitted work.
You must complete all questions unassisted by the assessor or other personnel but may refer to reference
material as may be needed.
All questions must be answered satisfactorily for the assessment to be completed satisfactorily.
For any assessment conducted that is incomplete, or without satisfactory performance, the assessment
will need to be completed again after further training support. This may be simply to focus on question
areas not achieved in the prior assessment.
Answer the activity in as much detail as possible, considering your organisational requirements.
In undertaking this assessment task, you as the candidate are providing consent for your work to be
reviewed for the purposes of formal assessment in the unit(s) of competency. If you have concern
regarding this permission, please discuss this with your assessor prior to undertaking the task.
To provide you with an opportunity to show you have the required knowledge
Objective
for this unit.

Candidate Declaration
Candidate name:
Candidate ID
Trainer’s name:
Date:
Assessment declaration: I declare that no part of this assessment has been copied from another
person’s work, except where clearly noted on documents or work submitted.
I declare that no part of this assessment has been written for me by another
person. I understand that plagiarism is a serious offence that may lead to
disciplinary action.
Candidate signature:
Your trainer and assessor will be grading your work and provide you with constructive feedback
on Canvas.

Task 1: Knowledge Questions
Question 1 Identify three legislations or standards relevant to a marketing role.

Answer:
1. Privacy Legislation in Australia
The Australian Federal Government provided individuals with privacy of information protections under the law. The
law revolves around asking people for permission to collect and use their information, and obligations to disclose
what information is being kept and for what purpose, and obligations relating to the correction of inaccurate or
disputed information.
2. Advertising Standards Regulation in Australia

The self-regulation system recognises that advertisers share a common interest in promoting consumer confidence
in and respect for general standards of advertising. It provides determinations on complaints about most forms of
advertising in relation to issues including the use of language, the discriminatory portrayal of people, concern for
children, portrayals of violence, sex, sexuality and nudity, and health and safety.
3. Intellectual Property in Australia: Trademarks, Patents, and Copyright

Only companies who have registered a trade mark with the Australian regulatory agency, IP Australia, may use the
® symbol and have a legal exclusivity on their trade mark (i.e. it is only defensible under Australian Law if you are
registered). Not everything can be registered - general rule of thumb is if the word is in common usage, you can't
claim ownership of it. Likewise, if the trademark you are attempting to register does not enable your goods or
services to be distinguished from other people's goods or services, then it cannot be registered.
Review the Australian Marketing Institute Code of Professional Conduct

Question 2 (http://apps.ami.org.au/About/code_of_conduct.asp). What ethical principles
should you consider when undertaking market research?
Answer:
Do respect the rights of all research participants: confidentiality, transparency, and privacy.
Ensure that all participants are voluntary, and that they have the right to withdraw their consent
at any point during the research process. Respondents must also be informed if they are being
filmed or recorded.
Provide a step-by-step guide outlining the process that you follow when
Question 3 conducting market research. You may present your answer in a bullet-point list.
Answer:
The 5 Step Marketing Research Process
- Define the Problem or Opportunity. The most important part of the marketing research process is defining the
problem. In order to do any research and collect data.
- Develop Your Marketing Research Plan. Your research plan can be overwhelming to create because it can include
any method that will help you answer the research problem or explore an opportunity identified in step one.
- Collect Relevant Data and Information. In marketing research, most of the data you collect will be quantitative
(numbers or data) versus qualitative, which is descriptive and observational.
- Analyze Data and Report Findings. It’s important to look for trends as opposed to specific pieces of information. As
you’re analysing your data, don’t try to find patterns based on your assumptions prior to collecting the data.

- Put Your Research into Action. Start developing your marketing strategies and campaigns. Put your findings to the
test and get going! The biggest takeaway here is that, although this round of research is complete, it’s not over.
Select two of the following market research principles and practices and explain
how this process would be carried out within an organisation (50 words each).
 Data processing methods and data analysis techniques
 Design of samples
Question 4  Development and use of hypotheses
 Research reporting formats
 Roles and uses of qualitative and quantitative research
 Use of survey instruments.
Answer:
Roles and uses of qualitative and quantitative research
Quantitative research could be used by a company both externally to measure things like
customer advocacy (e.g. NPS), satisfaction and internally for things like employee satisfaction.
As this type of research is more large-scale and numerical in nature it could be used in
conjunction with qualitative research to go beyond the numbers to provide companies with a
more in-depth understanding of the quantitative data via comments and written feedback.
Essentially, where quantitative research would provide the ‘what’; qualitative research would
provide the ‘why’.
Use of survey instruments
Survey instruments are essentially a methodological tool or technique that a company could use to collect
quantitative data. This could be customer feedback, advocacy, or employee satisfaction. These survey instruments
could also integrate qualitative research by including comments questions which would permit a more robust
understanding of the research question under investigation. The data generated from the surveys could then be
analysed to provide recommendations for companies to improve their services to both their customers and staff.
Outline the typical information which is included in a market research report

(for example, what would be included in the table of contents). You may
Question 5
present your answer in a bullet-point list.
Answer:
- Title page
- Introduction
- Background and methodology
- Executive summary
- Results
- Recommendations
- Conclusion
- Appendix
Question 6 Identify three requirements or protocols which you follow when producing

written documentation within your organisation.
Answer:
- Clear and concise language so it is easy to understood
- Inclusive terminology so that it does not exclude or offend anyone
- Consistent style guide for all communications to clear branding and professionalism


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BSBMKG408

Conduct Market Research

IH Sydney Training Services Pty Ltd

IH Sydney Training Services Pty Ltd

IH Sydney Training Services Pty Ltd

Question 1 Identify three legislations or standards relevant to a marketing role.

2. Advertising Standards Regulation in Australia

3. Intellectual Property in Australia: Trademarks, Patents, and Copyright

Review the Australian Marketing Institute Code of Professional Conduct

IH Sydney Training Services Pty Ltd

Use of survey instruments

Outline the typical information which is included in a market research report

IH Sydney Training Services Pty Ltd

IH Sydney Training Services Pty Ltd

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