Qualitative and quantitative research

Term 2 2021 - Write a Social Impact Business Plan [Advanced Diploma of Business]

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Assessment Information

Unit Slides

Unit Recordings

1. Prepare market research plans for implementation

Introduction (32:27)
What skills will you need?
The role of market research (4:17)
1.1 Determine research policies and procedures
Qualitative and quantitative research
Learning activity: Quantitative and qualitative data (51:38)
Data validity
Objective in collecting the data (23:47)
Learning activity: Research findings 1 (14:44)
Essential qualities of information
Research techniques (7:07)
1.2 Develop or commission and review market research project plan and detailed work plans to point of finalisation
Primary data collection techniques
Conclusion (6:40)

1. Prepare market research plans for implementation - Market Research

Interviews
Focus groups
Questionnaires
Observations
Diaries
Samples
Secondary data collection techniques
1.3 Execute processes to obtain required resources to implement market research project plan and work plans
Non-statistical forms of analysis
Learning activity: Research findings 2
Section summary/checklist

2. Engage external consultants or service providers - Research Plan

2.1 Identify requirements for external consultants from market research project plan
Elements of project planning
2.2 Specify goods and services required to implement plans, and detail criteria for selection
Learning activity: Scenario reflection 'concept'
2.3 Identify, evaluate and select potential consultants or other providers of required goods and services
Learning activity
Objectives
Budget
Policy and procedures
Develop new policy techniques
Legislative requirements
Discrimination
Learning activity: Discrimination
Direct marketing code of practice
Defamation
Privacy
Trade Practices Act
Learning activity: Trade practices
Learning activity: Application of national privacy principles
Section summary/checklist
Further readings

3. Manage market research activity

Introduction
External providers
Learning activity: Choosing consultants 1
2.4 Contract selected consultants or providers of goods and services
Learning activity: Choosing consultants 2
Evaluating proposals
Learning activity: Choosing consultants 3
3.1 Monitor work plan activity to ensure adherence to market research project plan and work plans, and consistency with organisational market research policy and procedures
3.2 Manage external consultants or service providers to ensure performance is in line with expectations and contractual requirements
Learning activity: Monitoring reports
Communication skills
Effective communication
The Encoder
Learning activity: Getting to the point
The Decoder
Learning activity: Decoding your message
The Medium
The Message
Learning activity: Voice modulation
Feedback
Noise
Learning activity: Do I really listen?

Ten Laws of Effective Communication

4. Evaluate research processes and findings - Evaluate Outcomes

4.1 Confirm validity of information and data obtained by market research
Review, research and plan outcomes
Learning activity: Research outcomes
4.2 Review relevance and usefulness of findings against research objectives outlined in market research project plan
4.4 Measure stakeholder satisfaction with research process and findings
Learning activity: Stakeholder feedback
4.3 Assess performance of project against all relevant elements of market research project plan and work plans

4. Evaluate research processes and findings - Preparing Reports

4.5 Prepare reports for future improvements to research process
Audience analysis
4.6 Implement revised policy and practices in accordance with organisational requirements
Learning activity: Title page and introduction
Language for report writing
Learning activity: Research reports
Organisational requirements for producing reports
Learning activity: Checklist
Section summary/checklist

Glossary

Appendix 1: Case study

Appendix 2: MacVille policy and procedure manual

Appendix 3: Marketing plan - Zelda's espresso

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