STUDENT ASSESSMENT TASK 4

BSBMKG607

Manage market research

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Assessment Task 4 : Evaluation Project

T ASK SUMMARY:

In this assessment task you will need to evaluate and report on the research findings and process
based on the case study. You are also required to present this information to the management
team and update the marketing research policy and procedure.

WHAT DO I NEED IN ORDER TO COMPLETE THIS ASSESSMENT ?

 Computer with internet access and applicable software (such as and Microsoft Office)
 Market Research Policy and Procedure (your assessor will provide you with an editable
electronic copy)

WHEN AND WHERE DO I NEED TO DO THIS?

 You will do this task in your own time, or in the classroom (if applicable)
 Write in the due date as advised by your assessor:
________________________________________________

WHAT DO I HAVE TO SUBMIT?

 Evaluation report
 Update Market Research Policy and Procedure
 Draft a memo/email to staff & CEO

WHAT DO I NEED TO DO IF I GET SOMETHING WRONG?

If your assessor sees that you have not completed all parts of the task satisfactorily; the details of
resubmission will be discussed with you when your assessor provides you with the outcome for this
task.

Instructions:

a) The market research has been completed. Due to the delay in conducting the focus groups as
explained in the previous activity, there was an overall delay of two weeks. The budget has been
achieved.
b) You have received a report from the marketing officer at NatureCare Products that the secondary
research conducted internally has identified the following relevant information from a number of
secondary sources:
 Organic skin products are in high demand.

 Younger shoppers (under 28) are increasingly seeking organic skin care products.
 Online shopping is becoming increasingly in demand for purchases of organic products generally.
 Two certified organic competitors are seeing steady growth in their sales.

 Organic skin care products for infants are in demand.

c) You discovered through completing the secondary source research that there was a wealth of
information available from these sources and that it may have been better to conduct the secondary
research first, before engaging the consultant.
d) The report from the external consultants regarding the focus groups and one-to-one interviews
have provided the following findings:

 Four focus groups comprising of six people were conducted. The six people in the group were all
women and were aged over 35.

BSBMKG607 Student Assessment Task 4 Orange International College Pty Ltd

Version 1.1 CRICOS No: 03446A | RTO No: 41315
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 One-to-one interviews with 50 people. Each interview lasted ten minutes. Interviews were conducted
with 10 men and 40 women. Age ranges were between 30 and 50.
e) The overall findings from the qualitative research conducted was:
 Value for money is important even for high-end organic or natural skin care products. However,
consumers were generally willing to pay more than for mainstream products.

 There was roughly a 50% split on whether organic certification was important or not.
 The men interviewed are also seeking organic skin care products.
 Opportunities to purchase in a number of retail outlets, as well as online were sought.

f) Complete the following activities:

a. Analyse the data and prepare an evaluation report
 Use all of the information above to develop a report for your CEO and senior managers (your
assessor). Address in your report:

– The outcomes of the market research

– Performance of the project, noting budgetary issues and timelines
– Your view on the validity and reliability of the data provided from the market research,
including the sample size and demographics

– Whether you consider that the right mix of research methods were used
– To what extent the research has provided information against the research objectives
specified in your market research project plan
– Recommended improvements that you would make to the research process in the
future including actions for implementation. Make at least one recommendation for
change.

 Your report should be clear and written in plain English and sufficiently address each of the
points above. You may also consider using tables and graphs to report your research
findings and project performance to make the report visually appealing and easy to read.
 Submit your report to the CEO (your assessor) requesting feedback and an indication of the
management team's level of satisfaction on the research process and the research findings.

b. Implement revisions
 Update the Market Research policy and procedure based on the feedback you receive from
the CEO and management team.
 Prepare a memo or email to circulate the updated policy and procedure to staff, and to
express the management team's satisfaction, or otherwise, of the process and research
findings.
• Submit your memo/email and the updated policy and procedure to your assessor.

What do I need to hand in for this task? Have I completed this?

Evaluation Report 

Update Market Research Policy and Procedure 

Draft memo/email to staff and CEO 

BSBMKG607 Student Assessment Task 4 Orange International College Pty Ltd

Version 1.1 CRICOS No: 03446A | RTO No: 41315
 Orange International College Pty Ltd | ABN: 15 167 063 596
RTO No: 41315 | CRICOS Provider Code: 03446A
Level 6, 420 Collins Street Melbourne Victoria 3000
Phone: +61 3 9670 2985 | Email: info@orange.edu.au | Web: orange.edu.au