Plan Market Research

Complete and submit this assessment (as requested) via email and give your trainer a hard copy 4. You are required to complete all parts of the assessment and to answer every question to gain competency in each unit. 5. All your answers must be in your own words and direct copying will result as a non competent assessment result. Please source your work where appropriate within the text. . Please at the end of your assessment attach a reference page of work that has been sourced. 7. Please number your answers to the questions clearly in your unit paper. 8. Please do not remove the questions, place your answers underneath each question or where instructed as appropriate. 9. Additional assessment work such as overprints or excel should be submitted as attachments with this assessment. 10. All submitted work is required to have size 12 fonts and size 14 for headings and 1. 5 line spacing. BSBMKG506B Assessment Task 1 Case study – D. A.

Garden Supplies Part 1 Performance objective The student must demonstrate the ability, knowledge and skills required in identifying market research needs and drafting research objectives for a proposed market research project. Assessment description identifying market research needs to a following case study. You will also need to explain how market research can contribute the operations of the organization and draft initial research objectives. Procedure 1 . Read the case study. 2. Prepare a proposal for D. A. Garden Supplies that addresses the following. A.

What market research is and its role in identifying and resolving the current issue? Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing. ” Marketing Research is to UNDERSTAND who are your customers, what are their problems, how can you help. Is to confirm; to quantify; to measure; to test to support with decision making. Marketing research can also supply the essential information for a company by offering the services to meet the customers needs and expectations.

The most important is try to identify the cause of the problem so that racketing can be very helpful targeted accordingly for positive lucrative results in the future for D. A. Garden Supplies. B. How market research can contribute to the success of the D. A. Garden Supplies? Market research doesn’t make decisions and doesn’t guarantee success, but it is important indeed to specify alternative courses of action and probability of success. The Market Research can contribute to the success of the D. A. Garden Supplies discovering more information regarding market trends in the garden supply and nursery business.

Through of Marketing Research we can gain a better understanding of how customer think, feel and behave. The more you understand these areas the easier it is to meet their needs better than the competitors. C. What are the research needs of D. A. Garden Supplies? Marketing research enables researchers to test and compare different theories and approaches, explore different methods and learn from other people’s experience. It also enables them to rule out or at least consider external factors which might influence their results. In terms of D.

A Gardens, a market research plan can be very helpful in determining their future profit. D. Draft research objectives. The research objectives of this project are as follows: to find our why Nursery sales have dropped by 5% in the last two years, why Garden Supplies sales have also dropped by 5% and why landscaping project numbers have been flat. 3. Your proposal should also include a. A statement of the market research needs for D. A. Garden supplies, based on an analysis of D. A. Garden Supplies’ financial and performance records. B.

Information scoping the project. C. Details of any industry individuals or external bodies you consulted in determining these research needs. Specifications You must provide: A market research project proposal that addresses all the points listed in the procedure. Your assessor will also be looking for: Compliance with key provisions of relevant legislation, including but not limited to: Anti-discrimination legislation and principles of equal opportunity, equity and diversity: Ethical practices Trade Practices Act Privacy Laws Codes of Practice.

Application of market research principles and practices to your proposal: Development of hypotheses. Role of research in enterprise development. Application of project planning principles and practices including: gaining of approvals needs analyses. A clearly communicated proposal that is suitable for use by senior management in deciding to commission a full market research plan. Adjustment for distance-based learners No variation to assessment is required. Case study David and his wife, Alison, have been in the garden supply and nursery business for the last 13 years.

David supervises the nursery and garden supply part of the business, while Alison does the administration and bookkeeping and oversees the landscaping projects. Their employees comprise two full-time gardeners, a part-time landscaping consultant and two part-time cashiers. The trading hours are as follows: Moon -Wed 9 am -6 pm Thrust – Fri.. 9 am -6 pm (9 am -9 pm in summer) Saturday 8 am – 6 pm Sunday 1 Am -6 pm The business is located in a main road, opposite a small suburban shopping centre that includes a supermarket, department store, cafe and 12 specialty shops.

About 2 kilometers down the road is a large Buntings store. The business has prospered over the years through a steady stream of customers who are happy with the quality and cost of the goods and services, and the professional advice. David has a good rapport with most of them, and takes a keen interest in making sure their gardens are properly maintained. Five years ago David and Alison opened a small cafe inside the nursery.

They now have two full-time staff and an additional part-time staff member who works over lunch-time and on weekends; although during the school holidays Liaison’s daughter also assists in the cafe. A new cafe opened for business 18 This new operation is open Monday – Friday from am-pm offering breakfast and lunch, specializing in gourmet food and beverages. About three years ago, David and Alison decided to extend the cafe operations to include a larger lunch menu, more tables and extended the trading hours of the cafe so that it now opens at the same mime, and closes one hour before, the nursery.

The cafe offers takeaway food as well as sit-in dining and the menu includes a variety of beverages, made-to-order sandwiches, salads, gourmet pies/sausages rolls, quiches and savory slices, chips/ wedges, cakes and slices, ice creams and sorbets, a kids menu and soups and casseroles in winter. The whole concept was a good one however their total business net profit has dropped steadily over the last two years, although gross revenue remains acceptable. They are at a loss to identify what has gone wrong and decide to seek help to redress the situation. David and Alison seek advice from you.

They brief you on the problem and you suggest they do marketing research as a first step on the road to establishing what the problem is. You have been supplied with basic sales performance data for the last three years that shows the following: Nursery sales have dropped by 5% in the last two years. These sales of these products currently contribute 41% to overall profits. Garden Supplies sales have also dropped by 5%, although the last year saw an increase in drought proofing related products such as mulch. These products currently contribute 34% to overall profits.

Landscaping project numbers have been flat; however, the size and profit on each project has grown slightly. This has meant a steady contribution to overall profits of 10%. Cafe trade has been steadily increasing for the last three years and as result profits from this have been growing at a rate of 2-3% per annum, currently contributing 15% to the overall profit of the business. BSBMKG506B Assessment Task 2 Case study – D. A. Garden Supplies Part 2 The student must demonstrate the ability, knowledge and skills required to define market research objectives, and to identify the data types and data gathering ethos for the planned research.

Assessment description For this assessment you are required to apply your ability, knowledge and skills in defining market research objectives and identifying the data types and data gathering methods for planned research to a case study. Using the AD Gardening Supplies Case Study from Assessment Task 1 and the feedback you received from your facilitator in relation to this assessment, you are to assume that you have been given approval to proceed with the research proposal and now need to draft a preliminary project scope. You will also need to describe the data gathering approaches you will be using.

Procedure 1. Re-read the case study in Assessment Task 1 . 2. Review your proposal (Assessment Task 1) and the feedback you received from your facilitator. 3. Prepare a report that includes three sections as follows: a. A relevant personnel: I. Identifies the human, financial and physical resources required and available I’. Identifies any external market research assistance that will be required iii. Describes possible research locations ‘v. Describes your planned research methodologies v. Explains the sample size and nature of your sample v’. Documents the time required and available. Data Gathering Approaches: I. Discuss the types of data required for this research noting what combinations of data will be best for this research. It. Identify and evaluate at least three suitable data gathering methods for this research project, describing why each of these methods was chosen. Iii. Identify the sources of the required data and explain why these were chosen. ‘v. Quantify the required data, explaining your reason. V. Identify and evaluate each of the four data processing methods and determine the most appropriate method’s for this research. C. A final revision of the draft objectives: I.

Discuss the changes to the draft research objectives in the light of new information from the scoping. 4. Assessment of collated records of D. A Garden Supplies are: A) Garden Supplies: the sales are declined (5% drop) but 34% of contribution to overall profit B) Nursery: the sales are declined (5% drop) but 41% of contribution to overall profit c) Landscaping Project: the sales not change. 10% of contribution to overall profit d) Cafe trade: the sales increased (2-3% growth) and 15% of contribution to overall profit PROCEDURE The research methodologies used to identify the factors that may have affected the Ross revenue of D. A.

Garden Supplies are: * Collect information from employees and owners to understand the situation * Analyze all sales records * Analyze all services/product offered * To do a Survey/ Customer satisfaction research (quantitative marketing research) – to understanding of a customer’s satisfaction The external market research assistance will be required. A research outside will be to do a survey in shopping, restaurants and other industries with customers with the same or similar product as D. A. Garden Supplies. Situation. A discussion will be important to understand many points of views about he progressive decline in the last two years.

One of the points that can be in discussion is to implement training staff and workshops to have a time more prepared and excellent customer service. Everyone can bring ideas and strategic plans to help the situation. All methods can help this situation but I think the most appropriate method for this research is the survey because we can reach a larger number of customers and non- customers and organize specific questions that will lead to a deeper and some analysis. A questionnaire will be implement to 100 people that live around from G. A. Garden Supplies.

Everyone will be required – customers and new/possible customers. This survey will analyze the age/gender/socio-economic status and will include short questions as “How this people is influence to purchase plants and gardening supplies? “. They can answer between many options as a advertisements, TV/radio programs, seasons or impulse per example. Also will ask about the date, time and frequency they preferred to visit a garden shop or nursery. Questions about what is expected or which are reasons for choice this places can be included. A good investigation about competitors in the area need to be analyzed as a implement.

Specifications a preliminary project scope addressing all points listed in the procedure. A discussion on data gathering approaches that address all points listed in the ethical practices anti-discrimination legislation and principles of equal opportunity, equity and diversity Trade Practices Act privacy Laws Application of market research principles and practices, including: data processing methods and data analysis techniques design of samples development and use of hypotheses roles and uses of qualitative and quantitative research use of survey instruments.

Application of project planning principles and practices including: consultation and stakeholder involvement gaining of approvals scoping practices. Application of statistical methods and techniques. Organizational and time management skills to develop complex market research plans including time lines and options. Research and data collection skills to determine organizational market research requirements. Adjustment for distance- based learners BSBMKG506B Assessment Task 3 Plan market research project The student must demonstrate the ability, knowledge and skills required in planning rake research.

Assessment description planning market research. You will need to identify a market research need, define the research objectives, prepare a preliminary scope, define the data gathering approaches and prepare, and have approved, a market research plan for either your workplace or a suitable organization. Procedure 1 . Identify an issue or problem at your workplace, or at a suitable organization, in which market research could be used to identify a solution. Note: If you are to use another business, you will need to obtain approval from your facilitator and the organization owner (preferably in writing) before proceeding. 2.

You will need to document the consultation process you use during this project, including details of: who you consulted, including their name and role research needs, gaining approval to move from proposal to scope stage etc. ) how the consultation was done (I. E. Where, when and how). 3. Prepare a proposal for your proposed research that includes: an explanation of the identified issue/problem and what role market research can play in identifying the underlying causes and resolving it what the research needs of your workplace/ organization are based on an analysis of the organization’s enterprise planning and performance documentation. . Prepare a preliminary project scope for your research that: identifies the human, financial and physical resources required and available identifies any external market research assistance that will be required describes possible research locations describes your planned research methodologies explains the sample size and nature of your sample documents the time required and available. 5. Discuss your project scope with your manager / the organization owner, document heir feedback and use this to finalize your project scope. 6.

Prepare a Market Research Plan for approval that includes: a description of the problem or issue to be addressed the research objectives the finalized project scope a description of the research methods and sources of data the types of data required to inform objectives combinations of types of data to best inform objectives identifying and evaluating suitable data gathering methods quantifying required data identifying and evaluating suitable data processing methods a feasibility report a detailed project plan including time lines, key milestones and cost estimates. Have your research plan approved (in writing) by your manager/the organization owner. A market research plan that includes points listed in step 5 and 6 of the procedure and the following appendices: the proposal the preliminary project scope feedback received on the preliminary scope documentation regarding your consultations. Implicate with key provisions of relevant legislation, including but not limited to: application of market research principles and practices, including: data processing project design to meet given budgets and other resource constraints design of samples ole of research in enterprise development application of project planning principles and practices including: consultation and development of time lines, budgets and other implementation plans gaining of needs analysis application of statistical methods and techniques. Uncial skills to set and manage market research budgets. Negotiation skills to gain approvals from senior management. Organizational and time management skills to develop complex market research plans including timeliness and options. Research and data collection skills to determine organizational market research requirements. The market for nightly entertainment in Surfers Paradise is very competitive.

It is a market like any other, whose knowledge of buying behavior can assist in their future strategic decisions. Just over five months has created a special party at the nightclub Sin City to attract Brazilian students living in Surfers Paradise and surrounding areas. It was found that many Brazilian living in the region and the nightclub decided to prepare some special attraction and choose a date of the week to organize the “Brazilian Party”.