ASSESSMENT 1

Part A: Written Assessment
Part B: Written or Oral Questions

Assessment 1 Part A – Written Assessment - Market Research Project Scope

Task Description

Prepare a project scope document for a market research project of your choice. Identify a problem that requires research from your workplace, or an enterprise of interest to you.

Step 1:

Identify a problem that requires research from your workplace, or an enterprise of interest to you, by analysing enterprise planning & performance documents

Step 2:

Consult with relevant personnel to determine research needs & draft research objectives

Step 3:

Consider all the elements required in project scoping in preparation to prepare a completed document

Assessment 1 Part B – Written or Oral Questions

Your organisation Tasty Foods, is considering lauching a new range of prepackaged frozen meals. As the brand manager, you believe you should engage in market research to explore the opportnity further.

Answer the following:

1. Explain the overall role market research would play in your organisation.

2. List 4 specific contributions which market research on pre-packaged frozen meals could potentially make to Tasty Foods.

3. List at least 4 internal sources you would review or consult, in order to uncover possible opportunities for pre-packaged frozen meals, and what information from these documents or people may help you with your research needs.

ASSESSMENT 2

Part A: Multiple Choice
Part B: Written or Oral Questions

Assessment 2 Part A – Multiple Choice

Circle the correct answer for the following 6 multiple choice questions:

1. Market research plays a significant role in many areas except:
a. setting organisational goals and objectives
b. evaluating performance
c. determine the yearly budget
d. measuring satisfaction levels

2. Market research provides clear and concise answers/solutions to organisational problems.
a. True
b. False

3. Which of the following is not a feature of quantitative research?
a. gain attitudinal and perceptive information
b. obtain descriptive data
c. tightly controlled research
d. findings are expressed in numbers

4. Primary data can be described as:
a. data collected for a specific research purpose
b. data already obtained and used for a different purpose
c. research that shows the effects of one variable against another
d. data collected by one primary person

5. A focus group interview is an example of:
a. descriptive research
b. exploratory research
c. causal research
d. secondary data

6. Which of the following key things does marketing research answer best?
a. research gains knowledge for how consumers evaluate your product
b. research provides information on consumers constantly changing tastes
c. research informs organisations on how consumers react to new ideas
d. all of the above

Assessment 2 Part B – Written or Oral Questions

Complete the following 10 short answer questions in the space provided.

1. Why do you need to communicate the role of market research in an enterprise operation?

2. Identify two contributions of market research to enterprise activity.

3. Explain why it is important to consult with the relevant personnel to determine your research needs.

4. Explain the difference between qualitative and quantitative data.

5. Identify 4 methods for gathering primary data.

6. List two internal sources of data & two external sources of data.

7. Identify two data processing methods used in market research.

8. Explain why it is important to accurately estimate timeframes in a market research plan.

9. List 4 important elements of a market research plan.

10. What is the purpose of a market research plan?