Assignment title

In this assessment you will have opportunities to provide evidence against the following criteria.

Indicate the page numbers where the evidence can be found.

Criteria reference

To achieve the criteria the evidence must show that the student is able to:

Task no.

Evidence

(for student to fill)

Assessor’s Feedback

LO1 Understand buyer behaviour and the purchase decision making

process

1.1 describe the main stages of the purchase decision making process

Understand and discuss  at least one of the following:

1. The key stages of the buyer purchase decision making process

2. The types of buying decisions

3. Dimensions of buyer behaviour

4. The general model of buyer behaviour

1.1

1.2 explain theories of buyer behaviour in terms of individuals and markets

Understand and discuss at least one of the following:

1. The importance of understanding buyer behaviour

2. Influences on buyer behaviour

3.  Customer and prospect profiling

1.2

1.3 explain the factors that affect buyer behaviour

Understand and discuss at least one of the following:

1. The major factors that affect buyer behaviour

2. Social and cultural factors

3. Psychological factors

4. Lifestyle and life cycle factors

1.3

1.4 evaluate the relationship between brand loyalty, corporate image and repeat purchasing

Understand and discuss at least one of the following:

1. The influence of brand loyalty and corporate image

2. The importance of repeat purchasing

3. The relationship between repeat purchasing and brand loyalty

4.  The relationship between repeat purchasing and  corporate image

1.4

LO2 Be able to use marketing research techniques

2.1 evaluate different types of market research techniques

Understand and discuss at least one of the following:

1. The need for market research and marketing information

2. The marketing research process

3. Quantitative data,  quantitative data analysis, and graphs

4. Qualitative data and qualitative data analysis

5. Interviews and observation techniques

6. Samples and the sampling process

2.1

2.2 use sources of secondary data to achieve marketing

research objectives

Understand and discuss at least one of the following:

1. research proposal and objectives

2. Sources of marketing data

3. Primary and secondary sources of data

4. Internal and external sources of data

2.2

2.3 assess the validity and reliability of market research

findings

Understand and discuss at least one of the following:

1. The importance of validity and reliability in marketing research

2. The importance of ethics on the conduct of marketing research

3. Market research companies

2.3

2.4 prepare a marketing research plan to obtain information in a given situation

Understand and discuss at least one of the following:

1. The research plan and marketing research activities

2. Types of marketing research

3. research data supporting research planning

4. Producing actionable recommendations

5. Evaluating research findings for decision making

2.4

LO3 Be able to assess market size and future demand

3.1 assess market size trends within a given market

Understand and discuss at least one of the following:

1. Measuring the market size and assessing market trends

2. Market growth, trends, and forecasts

3. Market segmentation

3.1

3.2 plan and carry out a competitor analysis for a given organisation

Understand and discuss at least one of the following:

1. The need for competitor analysis

2. Competitive analysis

3.  Market/product profile of competitors

4. Brand and market share of competitors

5. Characteristics of competitors

3.2

3.3 evaluate an organisation’s opportunities and threats for a given product or service

Understand and discuss at least one of the following:

1. The need to evaluate the organisation’s opportunities and threats for a given product or service

2. SWOT analysis

3. PEST analysis

3.3

LO4 Be able to measure customer satisfaction

4.1 evaluate techniques of assessing customer response

Understand and discuss at least one of the following:

1. The need to assess customer responses and techniques used

2. Defining the customer

3. customer satisfaction

4. Customer service and customer relationship management

4.1

4.2 design and complete a customer satisfaction survey

Understand and discuss at least one of the following:

1. measuring customer satisfaction

2. Customer surveys

3. Mystery shopping and product placement

4.2

4.3 review the success of a completed survey

Understand and discuss at least one of the following:

1. Customer care

2. Servicer delivery and  service promises

3. Handling difficult customers

4. Monitoring and encouraging customer complaints

4.3

Merit descriptors

Indicative characteristics

Assessor’s Feedback

In order to achieve a merit the learner must:

·  elaborate viewpoints / synthesize opinions on buyer behaviour and decision process

The learner’s evidence shows, for example:

·  elaborate various viewpoints and synthesize the opinions on buyer behaviour and decision process

·   justify method of choice

·  select/design and apply appropriate methods/techniques

·  explain how different market research techniques are appropriate to assist different marketing situations using effective judgment.

·  explain the reasons for choosing the particular method of data collection for a selected product or service

·   present and communicate appropriate findings

·  interpret the analysis of market trends, competition, opportunities and threats for a given product or service in the marketing research proposal.

·  discuss viewpoints and give their own opinions with logical suggestions presented in the customer satisfaction survey.

Distinction descriptors

Indicative characteristics

Assessor’s Feedback

In order to achieve a distinction the learner must:

·  apply comprehensive knowledge and understanding of key ideas and concepts of marketing research methods

The learner’s evidence shows, for example:

·  apply comprehensive knowledge,  key ideas and concepts  of marketing research methods

·  solve  a diverse range of complex issues in the marketing intelligence contexts.

·  communicate findings and ideas and  take responsibility for managing and organizing activities

·  communicate findings and ideas of the marketing research proposal in a concise, logical, well-balanced and systematic way for

·  manage  and organize marketing intelligence activities

·  demonstrate excellent ability with thorough and critical analysis

·  ideas have been generated and decisions taken

·  critical and effective thinking have been applied has taken place

·  problems have been solved with recommendations in a well grounded approach