MARKETING RESEARCH Conduct marketing research by jw8490k

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									                                                                           2952 version 3
                                                                           16-Oct-03
                                                                           1 of 5


                         MARKETING RESEARCH
                        Conduct marketing research


level:                      5

credit:                     10

final date for comment:     December 2001

expiry date:                December 2002

sub-field:                  Marketing

purpose:                    This unit standard is for people who need or seek to provide
                            market research information to assist marketing decision
                            making.

                            People credited with this unit standard are able to define the
                            role of marketing research; identify legal, ethical and cultural
                            considerations for marketing research and complete
                            marketing research assignments.

entry information:          Recommended: Unit 2926, Apply marketing principles to
                            enterprise activities; Unit 2935, Determine the marketing mix
                            or demonstrate equivalent knowledge and skills.

accreditation option:       Evaluation of documentation and visit by NZQA and
                            industry.

moderation option:          A centrally established and directed national moderation
                            system has been set up by Moderation Services.




                                                              New Zealand Qualifications Authority 2003
                                                                             2952 version 3
                                                                             16-Oct-03
                                                                             2 of 5


                          MARKETING RESEARCH
                         Conduct marketing research


special notes:                Assessment guidance
                              This unit standard can be assessed in a work based
                              environment, or in a training or education environment if
                              simulated marketing conditions are able to be provided, or in
                              a combination of both environments.




Elements and Performance Criteria

element 1

Define the role of marketing research.

performance criteria

1.1         The role of marketing research is defined and related to market research
            assignments in terms of providing marketing decision makers with information
            relating to consumers, customers, competitors and the marketing environment.

1.2         The role of marketing research is defined and related to market research
            assignments in terms of the systematic and objective collection, recording and
            analysis of information to support strategic marketing planning, decision making
            and problem solving.




                                                                New Zealand Qualifications Authority 2003
                                                                              2952 version 3
                                                                              16-Oct-03
                                                                              3 of 5


                          MARKETING RESEARCH
                         Conduct marketing research


element 2

Identify legal, ethical and cultural considerations for marketing research.

performance criteria

2.1         Legal and ethical requirements established in organisational and marketing
            policies are identified and met for all marketing research activities conducted,
            including both qualitative and quantitative research.

2.2         Legal implications are assessed for marketing research activities and research
            conducted meets all statutory and regulatory requirements.

2.3         Ethical implications are identified for all marketing research activities and
            research conducted meets all statutory, regulatory, professional and
            organisational requirements.

2.4         Cultural implications are identified for all marketing research activities and
            research conducted meets all statutory, regulatory, customary and
            organisational requirements.


element 3

Complete marketing research assignments.

Range:      qualitative and quantitative research.

performance criteria

3.1         Marketing research issues are defined and research objectives that address
            identified marketing issues are established.




                                                                 New Zealand Qualifications Authority 2003
                                                                      2952 version 3
                                                                      16-Oct-03
                                                                      4 of 5


                   MARKETING RESEARCH
                  Conduct marketing research


3.2   Information sources are determined in terms of primary and secondary data
      that meet the requirements of research objectives.

3.3   Research approaches are differentiated for consumer, service and non-
      consumer markets and research processes and techniques applied take
      account of market characteristics.

3.4   Research approaches and contact methods are evaluated and selected to
      meet research objectives and observation, survey and experimental research is
      conducted.

3.5   Sampling options and sample design factors that provide targeted feedback to
      meet research objectives are evaluated and selected.

3.6   Primary and secondary research data gathered is collated, analysed and
      interpreted in relation to identified marketing issues and research objectives.

3.7   Research findings and recommendations that address agreed marketing issues
      and research objectives are formulated and are reported in required format to
      research initiator/s.




                                                         New Zealand Qualifications Authority 2003
                                                                   2952 version 3
                                                                   16-Oct-03
                                                                   5 of 5


                     MARKETING RESEARCH
                    Conduct marketing research


         Comments to:


         NZQA Business and Management
         Unit Revision
         PO Box 160
         WELLINGTON

         by December 2001.

Please Note:        Providers must be accredited by the Qualifications Authority
                    before they can offer programmes of education and training
                    assessed against unit standards.

                    Accredited providers assessing against unit standards must
                    engage with the moderation system that applies to those unit
                    standards. [Please refer to relevant Plan ref: 0113]




                                                      New Zealand Qualifications Authority 2003

								
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