Elements and Performance Criteria

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

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.