Learner Assessment Pack

Manage Market Research

BSBMKG607
Table of Contents
Learner Assessment Pack

3 Recording
Record of Assessment

8 Assessment Delivery
Learner Information
Steps for Learner
Assessment Agreement

12 Assessment
Tasks
Context
Assessor Feedback

BSBMKG607 Manage Market Research

New South Wales Business College

Level 2, 38 College street, Darlinghurst NSW 2010

|2
www.nswbc.nsw.edu.au | email: [email protected]
Learner Assessment Pack Learner Assessment Pack

Learner Assessment Pack

Recording
 Learner Assessment Pack

Record of Assessment

Learner Details Assessor Details

Name Name

Course Code Site and Date

Unit Code Unit Name

BSBMKG607 Manage Market Research

Performance Criteria Mapping

Needs More
Assessment Activity PC Mapping Satisfactory
Evidence

Task 1 – Theory: Short Answer Questions

KE 3
PE 3
□ □
1.1, 1.2, 1.3
Task 2 – Practical: Prepare Market Research Plan
for Implementation
2.1, 2.2, 2.3, 2.4 □ □
3.1, 3.2

Task 3 – Project: Prepare and Present a Market

Research Report
4.1, 4.2, 4.3, 4.4 □ □
1.1, 1.2, 1.3
2.1, 2.2, 2.3, 2.4

Task 4 – Evidence Record

3.1, 3.2
4.1, 4.2, 4.3, 4.4
□ □
PE 1, 2, 3, 4, 5
KE 1, 2, 3, 4

Needs More
Performance Evidence Mapping Satisfactory
Evidence

PE1 Prepare a market research plan Tasks 2 and 4 □ □

PE2
Develop specifications for research
components, outsourced to external Tasks 1, 2 and 4 □ □
consultants as appropriate

PE3
Manage market research activities in
accordance with organisational market Tasks 1, 2 and 4 □ □
research policy and procedures

PE4
Evaluate research processes and findings
against relevant market research project Tasks 3 and 4 □ □
plan and work plans

PE5
Prepare and present a report on market
research findings.
Tasks 2, 3 and 4 □ □
BSBMKG607 Manage Market Research

New South Wales Business College

Level 2, 38 College street, Darlinghurst NSW 2010

|4
www.nswbc.nsw.edu.au | email: [email protected]
 Needs More
Knowledge Evidence Mapping Satisfactory
Evidence

Outline principles and practices of market

research including:
• Data processing methods and data
analysis techniques
• Project design to meet given budgets
and other resource constraints
KE1 • Qualitative and quantitative research Tasks 2, 3 and 4 □ □
• Design of samples
• Development and application of
hypotheses
• Role of research in enterprise
development
• Use of survey instruments

Compare and contrast project

management principles and practices,
including:
• Consultation and stakeholder
involvement

KE2
• Development of policies and
procedures Tasks 2, 3 and 4 □ □
• Methods of action to ensure
performance
• Monitoring of timelines, budgets and
other implementation plans
• Organisational procedures for
engagement of consultants

Provide an overview of key provisions of

KE3
relevant legislation, codes of practice and
national standards affecting marketing
Tasks 1 and 4 □ □
operations

KE4
Discuss the impact of economic, social
and industry directions, trends, and Tasks 2, 3 and 4 □ □
practices on marketing functions.

Needs More
Context Mapping PC Mapping Satisfactory
Evidence

□ □

□ □

□ □
Foundation Skills Mapping

ACSF Mapping Needs More

Skill Description Level
Satisfactory
Evidence

Accesses complex information from

Reading
a range of sources and accurately
analyses data relevant to marketing
6
Tasks
1, 2, 3 □ □
and 4
activities

Prepares a range of workplace

Writing
documentation, using clear language
and required format, to convey 6
Tasks 2,
3 and 4
□ □
priorities and critical strategic
information

Actively participates in verbal

exchanges using suitable language 6
Tasks 2
and 4
□ □
Oral and non-verbal features
Communication Uses active listening and
questioning techniques to confirm 6
Tasks 2
and 4
□ □
understanding

Numeracy
Measures and analyses complex
numeric information during 6
Tasks 2,
3 and 4
□ □
evaluation process

Understands and adheres to

organisational policies and 6
Tasks 2,
3 and 4
□ □
Navigate the objectives
world of work Is highly autonomous, taking
responsibility and ownership for 6
Tasks 2,
3 and 4
□ □
most or all aspects of own work

Recognises importance of taking

audience, purpose and contextual
Interact with
others
factors into account when
making decisions about what to
6
Tasks 2
and 4
□ □
communicate with whom, why and
how

Uses logical planning processes,

and an increasingly intuitive
understanding of context, to gather
6
Tasks 2,
3 and 4
□ □
relevant information

Systematically analyses and

evaluates information to assess
performance and identify
6
Tasks 2,
3 and 4
□ □
Get the work opportunities for improvement
done
Makes a range of critical and
non-critical decisions in relatively
complex situations, taking a range of
6
Tasks 2,
3 and 4
□ □
factors into account

Recognises potential of new

approaches to enhance work 6
Tasks 2,
3 and 4
□ □
practices and outcomes
(please tick appropriate box) Yes No

Comments and future action noted in Learner

Assessment Pack

Results discussed and agreed to

You have the right to appeal the outcome of □ □
your assessment.

Competent
The Learner is
Not Yet Competent

Learner Comments

Assessor Comments

Details of further evidence required

Competent
After reassessment the Learner is
Not Yet Competent

Assessor Signature Date

The signature confirms that I have submitted all my own work and agree with the assessment decision
and feedback.

Learner Signature Date

 Learner Assessment Pack

Learner Assessment Pack

Assessment Delivery

BSBMKG607 Manage Market Research

New South Wales Business College

Level 2, 38 College street, Darlinghurst NSW 2010

|8
www.nswbc.nsw.edu.au | email: [email protected]
Learner Information
Each Learner Assessment Pack is made up of three parts:

Assessment Delivery
Learner Information
Steps for Learners
Assessment Agreement

Assessment
Tasks
Context
Assessor Feedback

Recording
Record of Assessment

Before you commence your Assessment, ensure that you have good knowledge of
the subject, have thoroughly read your Learner Resource, and clearly understand the
Assessment requirements and the expectations of the Assessor.

You may be required to demonstrate knowledge and skills which may be difficult for
the Assessor to witness. If so, an Evidence Record is supplied which will allow the
knowledge or skill to be verified by at least one third party, and preferably two or more.
These witnesses would usually be current or recent supervisors or your Assessor.

Explanations are given for each Task. If you have any questions, consult with your
Assessor.

To contextualise this Assessment to your industry, you must complete a few additional
tasks based on your employer ’s industry. These will be provided by your Assessor.

The assessment tasks may be answered using your business, the simulated business
or a mixture of both as instructed by your Assessor.

Records must be kept of all aspects of the Assessment in your Learner Pack.

The record of assessment is a legal document and must be signed, dated, and a
copy stored as required by your Registered Training Organisation (RTO).
 Learner Assessment Pack

Steps for Learners

1. Receive your Learner Assessment Pack and discuss with your Assessor the
expectations of this Assessment. You may also need to supply contact details
of one or two work referees who can confirm your skills in the industry. Discuss
with your Assessor if you intend to undertake the tasks based on your employing
organisation or using the simulated business, Bounce Fitness or a mix of both.

2. Your Learner Assessment Pack is where you will get the Task information.
Complete the Tasks as instructed, using either the simulated business, Bounce
Fitness, or your employing organisation and include in the Learner Assessment
Pack for your Assessor.

3. After you complete your Assessment, gather and return your evidence documents,
as detailed in the Task(s) in the timeframe agreed with your Assessor.
Assessment Agreement

Have you signed off:

Delivery Method

Classroom
Small Group
One-on-One
Online
Other (please describe)

Assessment Method

Learner ’s Organisation –
Pre-assessment meeting conducted

Simulated Business

Assessment Conditions

Assessment must be conducted in a safe environment where

evidence gathered demonstrates consistent performance of
typical activities experienced in the marketing field of work
and includes access to:
• Office equipment and resources
• Previous market research plans and exemplars of market
research project specifications
• Case studies and, where possible, real situations.
Assessors must satisfy NVR/AQTF assessor requirements.

I confirm that the activities and assessment completed as part of this unit are my
own work and comply with all relevant copyright and plagiarism rules. I understand
that if there is any doubt of the authenticity of any piece of my assessment I can
be orally examined and the signatory of evidence records may be contacted.

Learner Name

Learner Signature ________ Date

Assessor Name

Assessor Signature Date

BSBMKG607 Manage Market Research

New South Wales Business College

Level 2, 38 College street, Darlinghurst NSW 2010

| 11
www.nswbc.nsw.edu.au | email: [email protected]
 Learner Assessment Pack

Learner Assessment Pack

Assessment
 Learner Assessment Pack

Tasks
You are required to complete all tasks as instructed.

Context
Your Assessor will advise you of the tasks that you must complete related to your
industry.

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BSBMKG607 Manage Market Research

New South Wales Business College

Level 2, 38 College street, Darlinghurst NSW 2010

| 13
www.nswbc.nsw.edu.au | email: [email protected]
 Learner Assessment Pack
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BSBMKG607 Manage Market Research

New South Wales Business College

Level 2, 38 College street, Darlinghurst NSW 2010

| 14
www.nswbc.nsw.edu.au | email: [email protected]
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.

You may need to conduct further research.

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.

Ensure that you gain the approval of your choice from your Assessor before
progressing.

Precision Group (Australia) Pty Ltd prides itself on the quality of this product. If
you believe that you have received an inferior quality or photocopied book, please
contact our office on +61 7 3351 6336, [email protected], or send the
book with your full name, phone number and return address to PO Box 323, FERNY
HILL DC, QLD 4055, and we will despatch a new copy the next working day.
Task 1 – Theory: Short Answer Questions

Task 1 requires you to briefly answer or explain the following to

demonstrate your knowledge. If you need more space, use your own
paper but put your name on the top of the page and include the Task
number and letter beside each answer.
a) Describe how confidentiality impacts on the research completed in Task 2.
For qualitative researchers, maintaining respondent confidentiality while
presenting rich, detailed accounts of social life presents unique challenges. These
challenges are not adequately addressed in the literature on research ethics and
research methods. Using an example from a study of breast cancer survivors, I
argue that by carefully considering the audience for one’s research and by re-
envisioning the informed consent process, qualitative researchers can avoid
confidentiality dilemmas that might otherwise lead them not to report rich, detailed
data

b) Describe how copyright law impacts on the research completed in Task 2.

Copyright in research. Copyright is the right to copy and publish a work.

Undercopyright law, the person who creates the work or the employer owns
the copyrightof that work. In research, you can usually use copyrighted work as long
as you cite the owner or the source.

c) Describe how defamation laws impact on the research completed in Task

2.
Defamation laws have developed over several centuries to provide recourse for
people whose reputation is or is likely to be harmed by publication of information
about them.

In theory, the objective of defamation laws is to balance protection of individual

reputation with freedom of expression. In practice, defamation laws are frequently
used as a means of chilling speech. A threat of (costly) defamation proceedings and
damages, whether or not a plaintiff's claim is likely to be upheld by a court, is often
used to silence criticism not only by a particular person or group but also as a threat
to others.

d) Describe how privacy laws impact on the research completed in

Task 2.

While privacy laws differ in their scope, focus, and approach, they all involve
restrictions on the collection, use, sharing, or retention of information about people.
In practice, these requirements can lead organizations to refrain from collecting
certain data, only use data with the consent of the individual, or to delete data after a
certain timeframe or at the request of the individual. At the same time, scientific
research is increasingly using the tools of data analytics and machine learning.
These tools rely on “big data” and the idea that powerful computers and
sophisticated analytical tools can examine very large data sets to reveal new
insights and discoverie

Task 1 – Theory: Short Answer Questions (continued)

e) Describe how Australian Consumer Law (ACL) impacts on the

research completed in Task 2.
The Australian Consumer Law (the ACL) came into force from 1 January 2011,
as the new single national consumer protection law. The ACL replaces the Trade
Practices Act and specifically sets out rights of customers, which suppliers and
manufacturers are obliged to meet. These rights are known as ‘consumer
guarantees’. You cannot avoid your responsibility to meet the consumer
guarantees, regardless of whether you operate your business online or not. This
article focuses on those doing business online.

f) Discuss when sweepstakes regulations might impact on market research.

The campaign objectives are successfully meets the legal and ethical requirements
in the marketing areas of Bounce Fitness. The objectives are fully satisfied with the
anti-discrimination legislation and privacy law, which are the basic legal
requirements for a fitness brand. Anti-discrimination legislation is an act to promote
equal opportunity for everyone by protecting people from unfair discrimination.
Bounce Fitness always promotes equal opportunities to its members. Based on the
privacy law, the advertisement campaign of Bounce Fitness never asks people to
reveal their personal information such as email address, telephone number etc
(Coleman, 2001). Bounce Fitness has a list of ethical and legal consideration that
they maintain properly to make responsible advertisement. 
Case Study

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. Print 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

You may also need to conduct further research.

BSBMKG607 Manage Market Research

New South Wales Business College

Level 2, 38 College street, Darlinghurst NSW 2010

| 18
www.nswbc.nsw.edu.au | email: [email protected]
 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.

Introduction of Bounce Fitness:

The Bounce Fitness fitness centre consists of four fitness centres. The headquarters is
currently being established in Cairns, Queensland. Other centers are located in Brisbane
(Queensland), Sydney (New South Wales) and Melbourne (Victoria). The purpose of the
board is to open a new center in Perth (Western Australia).

It was founded in 2001 by Margaret Building and is a single aerobic studio. Two years
later, members increased the demand for the expansion of small rental centers and the
construction of new facilities on the land purchased by the organization. In 2004, a
second center was established in Brisbane, followed by a second center in Sydney and
Melbourne. The headquarters office is still in Cairns and has a board of directors that
oversees the business functions of all centers. Each center has a manager who is
responsible for the Cairns CEO and a team of permanently hired fitness instructors and
other leisure coaches who report to the center manager.

Need / Objectives for Research: -

Bounce Fitness has developed various goals to provide training activities. Training is an
activity that helps to improve people's knowledge and skills. Stakeholder goals: Enhance
the importance of stakeholders by effectively communicating with stakeholders.

Market Research Plan for Bounce Fitness

 Research Competition:
on There are many competitors of bounce fitness like community fitness
competitio programs, better bodies and forever fit gym etc. The market research
n: is done to know the competitors in the market, their products,
services, how often their services are used and their marketing plan to
attract more and more customers.

Ways to understand competition:

There are different ways to understand and know the competitors’

policy and plans for e.g.
 Hiring the employees of the competitors to know what are their
strategies, who are their customers, how to attract them,
pricing strategies, staff training programs and marketing plans.

 Asking customers to identify the competitors

 Informal interview with the suppliers of the equipment and

services

 Attending the conferences and shows about what they are

offering

 Conduct the survey with the internal and external stakeholders

 Call the competitor as customer and ask your areas of

research

Measuring awareness:

It is important to measure the awareness in the employees and other

clients about the product and services offered. The target markets are
asked questions to know how much they are familiar with the brand;
therefore, the brand recognition questions are considered. The
questions are:
1. How familiar are you with Bounce Fitness?

2. When you think about Bounce Fitness?

 3. Talking about fitness centers, what brands come to mind?

4. Do you know about Bounce Fitness?

 Research Consumers
on
consumers A good time to ask customers to fill out a questionnaire is for you to
: complete a job for them. Customer satisfaction surveys give
customers the opportunity to point out any possible sophies

Ways to understand consumers:

1) Do not make assumptions

The assumptions about customer preferences and beliefs must be

abandoned as it is not considered an intelligent marketing strategy.
Any strategy that may be successful in a year may not be as
successful in the next year. Customer interaction with the brand
continues to evolve over time, and companies do not have to make
decisions based on past practice, but must use the latest data about
the customer to develop a strategy that is beneficial to the customer.
With the influx of the latest information, commercial enterprises will
better understand their customers, abandon general assumptions to
achieve business success and provide an enhanced customer
experience.

2) Using social media

A survey found that only 38% of marketers rely on data on social

media to help them better position themselves. Having a social media
account is a necessary condition for businesses to use it to interact
with their customers. Social media platforms such as Facebook and
Twitter provide insights about customer preferences, their habits, and
the most important ways to buy. Customers often make complaints
about products or services, and solve these problems through social
media. Businesses can understand customer preferences and
dislikes. Most posts on Facebook or Twitter get extra comments from
old customers and potential customers that companies can use to
better understand their customers. Because the interaction between
the company and the customer is visible, it shows everyone the
company's position on customer satisfaction.

3) Asking customers

This is one of the easiest ways business companies can use to better
understand their customers. Asking questions will provide insights into
the real needs of the customer and help the company better serve
them. These questions must emphasize “why” and “how” to clearly
understand what must be done to deliver a superior customer
experience. This approach can really help companies find new
opportunities and stand out from the competition.

4) Conduct an investigation

Surveys are one of the best ways to get honest feedback about a
product or service. Conducting surveys and getting feedback from
customers can be very helpful in understanding what customers think
and what they think about products or services. Personal surveys can
be very useful to get specific information about your customers.
Companies can use the software tools such as Qualaroo, WebEngage
or Foresee to conduct surveys through their websites. Companies
must carefully review the survey to gain insight into the mindset of
respondents and change marketing strategies accordingly.

5) Organizing events

If the business enterprise has a physical location in the community, it

is recommended to hold a suitable event to provide an opportunity to
interact with the customer. It is best to organize activities in the target
market area. Companies may encounter customers who are satisfied
or dissatisfied with the product or service, and may even interact with
potential customers. For web-based businesses, webinars can help
companies better understand their customers. Participants must have
the opportunity to introduce themselves and must ask questions to
understand their mentality.

Measuring awareness

Survey

Whether you're investigating via email, website or phone, you can ask
existing customers how they heard you, or if they are familiar with your
brand, feel free to choose someone.

2. View website traffic

Measuring your website traffic over time can reveal insight into brand
awareness, but it's important that you are looking for the right location.

3. View search volume data

Use Google Adwords Keyword Planner and Google Trends to check

the search volume for your brand name and track over time to see if
the search volume is increasing.

4. Use social listening

Perhaps the most effective strategy is to look at places people are

 already talking about - social media and other sites.

• If you need to explain anything to the interviewee or showcase the

product, face-to-face work works well.

• Telephone surveys can also be very effective, but it's hard to grab
people when they have time to talk.

• If you send surveys by mail and email, you may find that you must
provide incentives to convince people to take the time to fill out the
survey.

 Research Place:Marketing logistics network (location) is a system that is

on place: efficient and efficient to manufacture and acquire

End user products and services.

It consists of marketing channels. Members of the marketing channel

move goods from consumer producers and suppliers.

Members may include retailers, manufacturers,

Warehouses, transportation companies, terminals and terminals.

Ways to understand the Place:involves obtaining information about

the organization and its organization Business Environment. It allows
you to study events or situations in detail

It's in a broader context and decides how to change or improve it. This
kind

Information can be obtained in the following ways:

 Interview with internal staff

 Analyze companies, markets, competition and the industry as a

whole

Situational analysis or diagnosis can be expressed in a variety of

ways.

 Matrix form

 Overlapping circles (Ven map)

 Relationship mind map

Measuring awareness

What can I do in Bounce fitness?

What faculty the bounce fitness includes?

What the advantage of the Bounce Fitness?

 What the disadvantage of the Bounce fitness?

Is there have enough captivity to have more people at same time?

 Research Price:List price, discounts, allowances etc. what will make them part
on pricing: with their money? What the customer is willing to exchange for the
product that they want.

Ways to understand the Price:Price is the exchange value charged

for a product or service.

Accommodation, education tuition, highway tolls, interest on money

Borrowed from the bank, and so on.

Price is the only factor that generates revenue in a marketing mix; all
others

(product, promotion and distribution) is the cost. Common way of the

company research price includes:

 Pricing is cost-oriented

 Do modify prices to reflect market changes

 Pricing does consider the rest of the marketing mix

 Prices are frequent enough for different products and market

segments.

Measuring awareness

How does price affect our customers?

Are the products available in the wrong place?
Do customers prefer price now

Are the prices comparable between areas, private and larger

companies?

 Research Products and services

on Bounce Fitness provides wellness strategies to business in the main
products business center of the cities. A wellness strategy is a long-term effort,
and coming both health-promotion and exercise-related activities designed
services: to facilitate positive lifestyle changes in members of a company’s work
force.

Bounce Fitness will work with a company’s senior management to

help it develop a mission statement for its wellness program. The
client company’s employees will undergo a health-risk analysis,
 following which each employee will be given the opportunity to meet
with a health professional to design a personalized health program.

Ways to understand the products and services

Provide a full range of retailer services to shoppers

• These include specializing in some sporting goods, sales staff to

assist customers from the purchase of fitness equipment, to hire a
fitness trainer, to Brounce fitness goals to complete a one-stop service

• Provide more professional projects and provide more free return

policies, credit plans, etc.

Measuring awareness

What is the buyer really buying?

What kind of service do you want us to offer?

What needs to be improved for the service?

Is the service type too monotonous?

What service is considered redundant?

Promotion
 Research Advertising, personal sales, promotions. All activities, actions taken to
on let customers of Bounce Fitness understand the benefits of the
promotion: product and how it meets their needs

Ways to understand the promotion

Promotional pricing: The company determines the price of the loss

leader (reducing charges when launching the product, hoping it will
lead to more sales and repeat purchases), special event pricing and
psychological discounts.

developing and spreading persuasive communications about an offer

1. Increase Bounce Fitness awareness.

2.
3. Provide appropriate information.
4.
5. Build sales and profits.
 Measuring awareness:

What promotion is the most popular?

When do you make promotions for better promotion?
Need to join the media promotion?
How high is the acceptance of advertising?
What channel do you know about Bounce Fitness, is it a promotion?

Chosen Research Type and reasons

I chosen qualitative research because I want to get inside my customers’ minds. Face-to-
face interviews and focus groups can provide valuable insights into my products, my
market and my customers

Qualitative research can help me finding out not just what people think but why they think
it. It’s about getting people to talk about their opinions so I can understand their
motivations and feelings.
Face-to-face interviews and group discussions are the best way to get this kind of in-
depth feedback. Qualitative research can be valuable when I am developing new
program or coming up with new marketing initiatives and I want to test reactions and
refine my approach.

Costing:

I need to talk to lots of my costumers, finding out what they think and put them together,
which need more time.
 Task 3 – Project: 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, arrange a time with your Assessor to give them a
hard copy and for you to present the results of your research to the Assessor and
training group acting as your client. 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.

Include copies of any documents to which you refer for your Assessor.

Executive Summary
This bounce fitness assignment will focus on Bounce fitness, a single branched small
fitness business located in Brisbane. The business only has a single branch but has
access to a large customer based. To tap into this increasingly demanding requirements
amount the public, it is essential for the business to develop effective market expansion
strategies which will help the business gradually expand its operation to the local city
residents. Only after the local Brisbane market has been covered fully can Bounce
fitness consider expanding its operations to neighboring cities and states before
considering international expansions. The bounce fitness assignment shall outline
strategies and approaches the business needs to adapt to expand its operations
successfully thus allowing the brand to gradually and steadily expand its operation while
allowing its staff and management the opportunity to adapt to the market expansion
management strategies to help improve the businesses operations.

1.0 Introduction
Fitness has grown to become an important health requirement amount urban dwellers
mainly due to the adoption of poor lifestyles habits. This has seen an increase in demand
for fitness centers and trainers like bounce fitness which help urban resident’s asses and
plan their daily exercise routine to help keep their bodies in shape and more importantly
maintain good health. This bounce fitness assignment will evaluate different aspects
linked to the fitness industry and how the fitness industry has gradually grown to be
among the most important health requirements in urban settings across the globe.
Health issues continue to increase globally as a result of lack of proper physical activity
amount urban resident’s result in on overweight, high cholesterol, and escalating diabetic
levels. With the increasing health considerations linked to lack of exercise, there has also
been an sudden increase in the number of fitness service providers setting up their
operations across the Australia and the globe making it important for existing service
providers like bounce fitness to adopt new marketing strategies which will help the brand
retain its market position as well as deliver valuable services to its customers. The
increasing demand for fitness services is increasing competition between service
providers thus making it important to assess bounce fitness current market and strategy
to determine future strategies that can help the business improve its operations.

Targeting selective consumer segments

In addition to targeting new markets, Bounce fitness also needs to develop fitness
programs which cater to each community member’s needs. Fitness is an increasingly
demanded urban requirement but at the same time, a major concern linked to fitness
centers across Australia is their emphasis towards bodybuilding as opposed to simply
delivering daily fitness programs to help office workers retain a good body posture and
good health. This has resulted in the fitness centers mainly being classified as being for
the young and fit members of society with older members as well as overweight people
simply avoiding to visit the fitness centers due to lack of confidence to work on their
fitness alongside younger and more fit fitness center members. To address this Bounce
fitness human resource and public relations manager will have to develop fitness
programs designed for specific members of society and segregating special timing to
those categories to avoid mocking which could deter unhealthy and unfit members of
society from visiting Bounce fitness.

Adopting friendly work out environments

Another major concern which needs to be addressed by Bounce fitness is the growing
concern raised by fitness center clients who complain of cramped and unfriendly fitness
center conditions. After spending a long day at the office, many customers want to
perform their fitness programs out in the open. This has resulted in more people opting
to visit the local gardens and parks where they do their fitness programs such yoga
simply due to this allowing them to do their fitness programs in the open and surrounded
by nature as opposed to within a fitness room. For Bounce fitness to tap to a larger
customer base, it is important for the business to focus its attention towards delivering a
wider verity of facilities and services thus catering to a wider verity of society members
thus allowing the service to grow and expand its operations.

Results

The report provides information regarding the strategic planning of Bounce and Fitness
centers located in Australia. It analyzes the mission, value and vision statement of the
organization. Moreover the marketing performance of the company with the short and
long term objectives is stated in order to understand the futuristic goal. Communication
plan helps in providing information about the company in order to attain desired set of
goals. Systematic planning is equally important for an organization to attain sustainable
objectives on a long run.

Market needs 

The company that is Bounce fitness is providing the services of the health care
management program for the employees or the working youth so that their productivity
as an employee of the organization can be enhanced. It is offering the following benefits
to the customers-

1. Convenience- Bounce fitness is undertaking various strategies to make the products

and the services to the targeted consumers as convenient as possible by opening up
fitness centers at various locations across Australia. 

2. Customization- The major benefit offered by the bounce fitness company is that it

offers customization in its services according to the needs and demands of the clients. 

Marketing Strategy

Mission 

The mission statement of the Bounce Fitness is “to serve the community with
comprehensive, quality, distinctive and unique health programs and services” (Bounce
Fitness, 2019). 

Marketing objectives 

The marketing objectives of the Bounce fitness are-

1. To enhance market penetration every month. 

2. To increase the sales of the company by 10 % each year. 
3. To establish the image or reputation of the Bounce Fitness as the premier and long-
term health and wellness program service provider. 
4. To enhance customer acquisition by 15 % by the next 2 years. 

Marketing Mix
There are 7 major marketing mix elements that are described in the following section-

1. Product/service- The company Bounce fitness offers unique services of establishing

customized wellness programs for the companies and their employees in order to
improve the productivity of each employee in the organization. So, the main business
operation of the company is to organize the wellness programs for the employees of the
organization and to offer customization in their services.

2. Price- Bounce fitness adopts competitive pricing strategy in order to price their

services and offer customization to the clients. For example, a client would pay $ 100 on
monthly basis for availing the services of the bounce fitness whereas, in any other
general fitness center in Australia, the client is charged $ 150 on monthly basis. So,
competitive pricing helps the organization to gain a large number of clients and enhance
its customer base.

3. Place- In products/services of the Bounce fitness is distributed to the consumers or

clients through the official worksite of the company and through the bounce fitness
centers that are spread all over Australia.

4. Promotion- For promoting the products of the company, Bounce fitness adopts below
the line marketing strategies that are offering discounts to the clients, and other
customized discount offers. In addition to this, the company also promotes its products
through the official website of the company (Grönroos, 1994). 

5. People- People refers to every individual who works for the company i.e. employee of
the company and founders of the company. The company aims to provide a satisfactory
experience to every customer and provide exceptionally best services with attractive
offers. 

6. Process- The process of the company comprises the services, delivery, response

time, and complaints of the company. The company focus to provide service quality
more than the expectations of customers. In case of any complaint, the company
process aims to resolve it quickly. 

7. Physical evidence- The stories of the customers are the main source of physical
evidence. The recommendations, and general buzz for the organization are also
considered as physical evidence of the credibility of the company. You can refer to the
website of the company and have a look at buzz created by the social media
campaigns. 

The above given 7 p’s of the marketing mix is very important to be analyzed carefully to
understand the marketing strategies and elements of the organization. Students who are
assigned to write assignments for different organizations like, boost juice, Woolworths,
bounce fitness, etc. can get assignment help California. 

Conclusion

From the above discussion, it can be analyzed that Bounce fitness is actively involved in
following various kinds of marketing strategies to achieve competitive advantage in the
industry of fitness and wellness. The above report summarizes the market segmentation
followed by the company; the market needs to be identified by the Bounce fitness. In
addition to this, the report also outlines the mission, marketing objectives and the
marketing mix of the bounce fitness. 
Task 3 – Assessor Verification of Presentation

The Assessor will complete this form as they observe the Learner participating in
a presentation of their marketing research report as described in Task 3. This form
provides verification and evidence that the Learner has been observed successfully
acquitting all of the performance criteria listed here.

Not
Performance Criteria Satisfactory
Satisfactory

Did the Learner effectively present a brief summary of their results

and then provide recommendations for the client?

Did the Learner use effective communication and interpersonal

skills to establish rapport and build relationships with clients?

Was the plan of the Learner delivered in a manner appropriate to

the client and containing the necessary information that would be
sought by the client?

Include a fair interpretation and assessment of the market research

results?

Did the Learner clearly understand the concepts of this Task?

I as the Assessor verify that I have assessed the

Learner and found them to be ‘Satisfactory’ or ‘Not satisfactory’ as noted in the
chart.

Signature of the Assessor Date

Any other comments:

Task 4 – Evidence Record

The Learner is required to prepare for, manage and evaluate market research
projects across an organisation. This unit applies to senior marketing professionals
who are responsible for preparing market research plans for implementation,
engaging external consultants, managing market research activity, and evaluating
research processes and findings across an organisation.

The Assessor will observe aspects of this by the Learner as much as possible but
will also require information from the Supervisor of the Learner to corroborate and
verify their assessment.

The Assessor will complete this form in discussion with the Supervisor of
the Learner.

Not
Element 1 – Prepare Market Research Plans for Satisfactory
Satisfactory
Implementation
Is the Learner able to effectively determine research policies and
procedures?

Is the Learner able to effectively develop or commission and review

market research project plan and detailed work plans to point of
finalisation?

Is the Learner able to effectively execute processes to obtain

required resources to implement market research project plan and
work plans?

Not
Element 2 – Engage External Consultants or Service Providers Satisfactory
Satisfactory

Is the Learner able to effectively identify requirements for external

consultants from market research project plan?

Is the Learner able to effectively specify goods and services

required to implement plans, and detail criteria for selection?

Is the Learner able to effectively identify, evaluate and select

potential consultants or other providers of required goods and
services?

Is the Learner able to effectively contract selected consultants or

providers of goods and services?

Not
Element 3 – Manage Market Research Activity Satisfactory
Satisfactory

Is the Learner able to effectively monitor work plan activity to

ensure adherence to market research project plan and work plans,
and consistency with organisational market research policy and
procedures?

Is the Learner able to effectively manage external consultants or

service providers to ensure performance is in line with expectations
and contractual requirements?
Task 4 – Evidence Record (continued)

Not
Element 4 – Evaluate Research Processes and Findings Satisfactory
Satisfactory

Is the Learner able to effectively confirm validity of information and

data obtained by market research?

Is the Learner able to effectively review relevance and usefulness

of findings against research objectives outlined in market research
project plan?

Is the Learner able to effectively assess performance of project

against all relevant elements of market research project plan and
work plans?

Is the Learner able to effectively measure stakeholder satisfaction

with research process and findings?

Is the Learner able to effectively prepare reports for future

improvements to research process?

Is the Learner able to effectively implement revised policy and

practices in accordance with organisational requirements?

Not
Performance Evidence Satisfactory
Satisfactory

Is the Learner able to effectively prepare a market research plan?

Is the Learner able to effectively develop specifications for research

components, outsourced to external consultants as appropriate?

Is the Learner able to effectively manage market research activities

in accordance with organisational market research policy and
procedures?

Is the Learner able to effectively evaluate research processes and

findings against relevant market research project plan and work
plans?

Is the Learner able to effectively prepare and present a report on

market research findings?

Not
Knowledge Evidence Satisfactory
Satisfactory

Is the Learner able to effectively outline principles and practices of

market research including:

• Data processing methods and data analysis techniques?

• Project design to meet given budgets and other resource
constraints?

• Qualitative and quantitative research?

• Design of samples?
• Development and application of hypotheses?
• Role of research in enterprise development?
• Use of survey instruments?
Task 4 – Evidence Record (continued)

Not
Knowledge Evidence Satisfactory
Satisfactory

Is the Learner able to effectively compare and contrast project

management principles and practices, including:

• Consultation and stakeholder involvement?

• Development of policies and procedures?
• Methods of action to ensure performance?
• Monitoring of timelines, budgets and other implementation
plans?

• Organisational procedures for engagement of consultants?

Is the Learner able to effectively provide an overview of key
provisions of relevant legislation, codes of practice and national
standards affecting marketing operations?

Is the Learner able to effectively discuss the impact of economic,

social and industry directions, trends, and practices on marketing
functions?

I being
[Name of Supervisor] [Job title and company]

verify that I consider the details ticked satisfactory / not satisfactory above to be, in
my opinion, a true, fair and honest reflection of the consistent performance of the
Learner named in relation to the performance criteria as noted in the table.

Signature of Supervisor: Date:

Any other comments:

Thank you for supporting this Learner!

Assessor Feedback
Key Points and Suggested Answers

Assessor feedback is recorded here. The Assessor will record what they saw or
heard, how it related to the performance criteria, their judgement and why they
made that judgement.

Task 1 – Theory: Short Answer Questions

Task 2 – Practical: Prepare Market Research Plan for Implementation

BSBMKG607 Manage Market Research

New South Wales Business College

Level 2, 38 College street, Darlinghurst NSW 2010

| 37
www.nswbc.nsw.edu.au | email: [email protected]
BSBMKG607 Manage Market Research

New South Wales Business College

Level 2, 38 College street, Darlinghurst NSW 2010

| 38
www.nswbc.nsw.edu.au | email: [email protected]
Task 3 – Project: Prepare and Present a Market Research Report
 Task 4 – Evidence Record

Tasks Sign-Off Sheet

Learner Name Assessor Name

Learner Signature Assessor Signature

Date Date