Strategic Review2015-2020Prepared by XYZ Consultants.docx

Strategic Review
2015-2020
Prepared by XYZ Consultants
Version 1.0
20 September 2016
Table of Contents
1 About FitLife 1
1.1 Background 1
1.2 Mission, Vision and Values 1
2 Goals and Objectives 2
2.1 Goals 2
2.2 General Objectives 2
2.3 Proposed Marketing objectives 2
3 Situation Analysis 3
3.1 SWOT Analysis 3
3.2 Product Portfolio – BCG Boston Matrix 4
3.3 PEST/STEEP Analysis 5
3.4 Trend Analysis 6
4. Competitor Analysis 8
5 Key Statistics 14
6 Financials 16
References 18

Introduction
The health and wellbeing industry is a dynamic sector and plays
a critical role in the Australian economy. The industry has
grown substantially within the last decade, generating
$2.2billion revenue on an annual basis (with 3.5% annual
growth rate) through 3265 health clubs housing 32,875
employment opportunities across the country. The industry also
plays a key role in improving the health and fitness of
Australians.
An evaluation of the company’s internal strengths and
weaknesses, external opportunities and threats, market trend
analysis, and macro environment study established a
groundwork to prepare this strategic review.1 About FitLife1.1
Background
FitLife is a privately-owned Sydney based Australian health
club chain with 70 health clubs and 182,000 active members in
Australia. FitLife serves as one of the industry leaders in the
sport and fitness segment providing multi-purpose fitness
venues across the country providing state of the art facilities,
equipment and services.
FitLife has its base of operations in North Sydney (Health Club
and Head Office), Sydney and operates in each state:
State
Total Health Clubs
Total Members
NSW
38
98,800
QLD
10
26,000
VIC
9
23,400

SA
4
10,400
ACT
3
7,800
WA
3
7,800
TAS
2
5,200
NT
1
2,600
Grand Total
70
182,000
Each health club offers the following facilities and services:
· Gym for weightlifting and cardio
· Gymnastics room (martial arts, boxing and kendo)
· Classes (Pilates, Yoga, BodyPump, Cycle, BodyAttack, Full
Body Lift, and FatBurner).1.2 Mission, Vision and Values
The mission, in engagement with the community, is to provide
innovative health clubs delivering cutting-edge fitness and
lifestyle programs that will motivate people of all ages,
backgrounds and abilities to lead active, healthy lives.
The vision is to be regarded as a premier provider of quality
fitness, gymnastics and wellness through innovative programs
and services that result in measurable and transformational
changes in the lives of those they serve.
FitLife are passionate for promoting the quality of life for
everyone on the basis of the following values and attitudes in
all of their staff, members and the community:

Quality
Accountability
Energy
Mutual Respect
Diversity
Enthusiasm
Integrity
Accountability
Care
Honesty
Responsibility
Professionalism
2 Goals and Objectives

Due to its healthy outlook, the Executive Management would
like to allocate a total of $1,061,059 budget to market research
and then develop and implement new centres in new locations
along with new products and or services. This budget includes
the costs for research then development, distribution,
promotion, training, equipment, labour, and any other
operational costs to develop and implement opportunities for
new markets.2.1 Goals
The goal of FitLife over the next few years will be:
· to maintain premium pricing and differentiation of core
products
· to introduce innovative fitness and lifestyle programs,
products and services to include new markets
· to grow our own employees of the future.2.2 General
Objectives
· Achieve a minimum ROI of 20% in each investment area.
· Achieve a minimum gross margin percentage of 30%.
· Increase membership count by 10% in each health and fitness
club every year within the next five years.
· Achieve a ratio of 2:1 of current assets to current liabilities.
· Achieve a ratio of 1:1 of owner’s equity to borrowed funds.
· Achieve 5% improvement in customer retention rates every
year within the next five years.
· Enrich the brand in a national scale cultivating the
organisational image as the premier health and wellness
provider.2.3 Proposed Marketing objectives
· Develop a new FitLife center in an appropriate location.
· Develop a minimum of two innovative fitness and wellbeing
programs within the next twelve months.
· Develop a minimum of two innovative fitness and wellbeing
products and services within the next twelve months.
3 Situation Analysis3.1 SWOT Analysis
Internal
Strengths
Weaknesses

· Excellent brand awareness, strong brand image and market
leadership with current target segments
· Superior technology, cutting-edge equipment and world-class
recreational facilities embedded in health and wellbeing
programs
· Innovative culture supported by high-class trainers and
nutritionists
· Omnipresence in major geographical areas
· Executive Management commitment and expertise
· Availability of high number of equipment, classes and trainers
during peak hours
· Specialised fitness and health programs tailored for specific
needs that are unique to individual clients and corporate
businesses
· Special classes for the elderly and children allowing parents
work out freely – no other health clubs offer this feature
including First Class Fitness
· Existence of nationally recognised former professional
sportsmen and sportswomen in the executive team
· Lack of direct distribution in international markets
· High cost structure including service delivery, labour and
maintenance
· Weak online presence
· Difficulty in finding high quality and experienced personal
trainers
· Clients who don’t necessarily want to pay for the well-located
and well-known chains
· Lack of on-site extras such as a health bar that competitors
provide
· Higher pricing structure attracts less international students
than competitors
· Current operating hours limit the use of the club (Mon-Fri:
6am-9pm, Sat: 7am-9pm, Sun: 7am-7pm) as compared to other
competitors
External

Opportunities
Threats
· There are only a limited number of direct competitors in our
current and new target markets
· 63% of Australian adults are overweight or obese and is the
second highest contributor to disease
· Australian Government public awareness programs on
smoking, obesity and many other health illnesses have had
significant impact on changing the culture of our people
towards living a healthy lifestyle, which has stimulated public’s
willingness to exercise regularly and follow a balanced diet
· The availability of substitute fitness centres
· Lower cost competitors
· 7/24 open fitness clubs
· Projected success is likely to attract the interest of larger
(global) competitors such as First Class Fitness
· Seasonal customers may be reluctant to pay during summer
when outdoor sports are more popular
· Fast-growing health, fitness and wellbeing related IT gadgets
and apps
· Availability of wide range of free health and wellbeing
resources on the Internet that teach people how to exercise and
eat properly without paying anything
3.2 Product Portfolio – BCG Boston Matrix
Using the BCG growth-share matrix below, FitLife’s offering
portfolio for the next year is outlined:
Market Growth Rate
(Cash Usage)
High
Relative Market Share
(Cash Generation)
High

Low
Stars
Question Marks (new markets)
· Children exercise programs
· Elderly exercise and diet programs
· BodyPump
· FatBurner
· BodyAttack
· Zumba
· To be analysed?
Low
Cash Cows
Dogs
· Personalised weight lifting programs
· One-on-one training sessions
· Martial arts
· Boxing
· Pilates
· Yoga

· Cycle spinning
· Full Body Lift
· Kendo
3.3 PEST/STEEP Analysis
Political
Social
· The following elements must be closely monitored as they
change regularly and will have an influence on delivering
nationally accredited courses:
· VET Fee-Help loan scheme
· Smart and Skilled government-subsidised training (in NSW)
· Changes in national standards
· Updates in training packages.
· Compliance with Work Health and Safety Act 2011 and Work
Health and Safety Regulations 2011 through launching the
mandatory web-based training to provide all staff easy access to
simple templates and resources to apply to FitLife club
environment.
· The Australian Consumer Law:
· unfair contract terms
· misleading communication
· sales tactics.
· Privacy Act 1988: privacy and confidentiality of client
information.
· Australia is the fifth most obese country in the world, with
about 24.6 percent of its citizens considered obese. If the
current trend is not slowed down or reversed, it is estimated that
almost three out of four Australians will be obese or overweight
in 2025.
· The popularity of weight loss reality TV shows, efforts by the
government to promote healthy living and weight loss, and the
household outsourcing trend are some of the factors that have
contributed to the increase in demand for fitness services and
products (Close, 2013).

· According to the Fitness Industry Survey 2015 (EZYPAY,
2015, p. 33), the most significant growth areas for the
Australian industry are:
· 24-hour clubs 50.4%
· Seniors market 37.4%
· Adult obesity 30.0% and Child obesity 22.6%
· It was indicated that personality (71.5%), qualifications
(71.0%) and experience (70.0%) are the most important
qualities when choosing a PT for the club (EZYPAY, 2015, p.
35).
Economic
Technological
· The fitness industry has been growing steadily over the past
few years. The Australian government is making a significant
effort to encourage Australians to adopt a healthier lifestyle,
resulting in a greater demand for fitness products and services.
· The fitness industry in Australia generates an average of about
one billion dollars in revenue on an annual basis. There
altogether 2,856 gyms and fitness centres across the country,
which collectively provide employment for more than 17,000
people. In 2013, about 3.3 million Australians used a
professional exercise service (Close, 2013).
· Decrease in discretionary household income can shift
consumers to cheaper alternatives.
· According to the Department of Employment, projected
employment growth five years to 2019:
· Sports and Physical Recreation Activities industry will
increase by 13.6%
· Skills Level 3 (Certificate III or IV) will increase by 8.3%
whereas Skills Level 2 (Diploma) will increase by 10.4%
(Department of Employment, 2015).
· According to the Fitness Industry Survey 2015 (EZYPAY,
2015), 26.3% of people use apps to track runs, log calories and
find healthy recipes, 13.5% use social media to keep up with
diet and fitness blogs and 8.5% use devices that transmit their
stats to their smartphone.

· Although the use of apps is quite a popular way to track health
and fitness progress, 67.4% of Australian survey respondents
didn’t use them. 27.4% of those who did opted for free apps,
while 5.1% chose paid apps.
· It was highlighted in the survey that 35.7% of Australian clubs
intended to invest on staff training specifically to delivery
exceptional customer service (EZYPAY, 2015, p. 42).
· Embedding technology in our products and services is vital.
There has been an increasing trend on using gym gadgets,
particularly wireless enabled wearable technology devices such
as Fitbit Tracker. However, FitLife doesn’t have the internal
competency to develop such products.
Ecological Environment
· Environmental factors are not expected to immensely alter
FitLife’s trade and profit generation as these factors affect agri-
businesses much more directly.
3.4 Trend Analysis
In addition to the macro environment analysis in Section 3.3.,
the following market trends have been identified:
Wearable Health and Fitness Devices and Apps
Wireless enabled wearable technology devices and apps assist in
losing weight, increasing physical activity or improving overall
health. These devices are able to collect data on your physical
lifestyle (such as eating habits, sleeping patterns, calories burnt,
etc.) and paired with a companion web account or mobile app.
Some famous devices include smartwatches, activity trackers,
wristlets, lightweight GPS enabled clip-on trackers, etc.
Bootcamp Health and Fitness Holidays
Health and fitness holidays for people who enjoy time abroad
whilst also improving their health. Major competitors are
Thailand Fitness Boot Camp, Health and Fitness Travel,
International Fitness Holidays, and CruiseFit.

Group Training Programs
Customised group fitness classes for niche groups including
pregnant women, seniors, children, cyclists, kettlebell lovers,
post-birth mums, yoga with babies and toddlers, aqua fitness,
High Intensity Interval Training (HIIT), body-mind-spirit (yoga,
Tai Chi, Hatha, Pilates, etc.), dance and fitness, aqua Zumba,
and boxing workouts to name a few.
Customised Daily Meal Delivery
Meals plans designed specifically for weight loss but can also
be used for the convenience by people who live a busy lifestyle.
Customers order weekly meals fully customised in accordance
to their goals. Major competitors are Life n’ Easy, Eat Fit Food,
Jenny Craig, and Ultra Lite Australia.
Health Bar
Located in the health club premises, health bars offer freshly
made healthy meals, snacks, organic protein shakes, juices, etc.
The health bars can also provide handpicked some of the finest
organic health products on the market, which can also be
extended for online shopping to generate additional revenue.
Training and Employment
To ensure the best quality customer service experience, in-
house built training programs can be delivered. The national
qualification to become a fitness instructor is the Certificate III
in Fitness. When registered as a RTO, a wide range of
qualifications can be issued. Promising students can be offered
further employment. Theory classes can be delivered online to

encourage flexible learning and reduce training costs whereas
practical sessions can be conducted in real business premises to
foster the teaching experience.
Physio-Gym Culture
Located in the health club premises, physiotherapy service can
be offered to diagnose, rehabilitate and improve people with
movement disorders. Diagnostic techniques provide targeted
treatments which can be integrated into individual exercise
program. The service can also be offered to non-members.
Online Health Coaching
The popularity of online health coaching is rising rapidly
allowing people to get one-on-one personalised nutrition and
training support through remote communication methods which
may include Skype, email, etc.
Wearable Health and Fitness Devices and Apps
Bootcamp Health and Fitness Holidays
17% interested
12% interested
Group Training Programs
Customised Daily Meal Delivery
74% interested
23% interested
Health Bar
Training and Employment
88% interested

92% of staff interested
Physio-Gym Culture
Online Health Coaching
84% interested
78% interested
Figure 1: Distribution of member count by age group
Figure 2: Distribution of member count by marital status
Figure 3: Distribution of member count based on state and
major NSW regions
4. Competitor Analysis
Competitor
Financial Performance
(%, ’11-15)
Market share
(‘15-‘16)
Value to customers
Strengths
Weaknesses
First Class Fitness
-12.3
%23.4%
· Quality staff
· Good equipment and facilities
The largest health club in the world
· High cost structure
· Locking contracts
· Operating hours
Zen and Chi Lifestyle
-2.6
14.2%

· Cheaper option for First Class Fitness
· Family-friendly
· Modern facilities
· Strong public image
· Unstaffed gyms
· Most dominant in QLD, SA and WA
· 24-hour access
· Press presence (The Biggest Loser)
· Locking contracts
· Operating hours
· Weak coverage in NSW
24/7 Fitness
+162.2
12.9%
· Low-budget
· 24-hour access
· Wide presence
· Unstaffed gyms
· 24-hour access
· Proven franchise model
· Limited facilities
· Staff unavailability
· Only focus on gyms
· Not family oriented
Fitness 365
+170.8
8.1%
· Low-budget
· 24-hour access
· Wide presence
· Unstaffed gyms
· 24-hour access
· Limited facilities
· Staff unavailability

· Only focus on gyms
· Not family oriented
· Costly franchise model
Dynamite Gym & Club
+27.0
7.2%
· Family-friendly
· Low-budget
· Teen gym
· Pools
· Programs for disabilities
· Community focused
· Wide presence
· Diverse exercise programs
· No nutrition programs
· Religion imposed
· Operating hours
· Not classy outlook
· Outdated equipment
· Too crowded
Rise and Shine Women Health Clubs
-9.3
6.1%
· Women only
· Wide presence
· Niche market
· Customised programs exclusive to women
· Pregnancy support
· Nutrition programs
· Threatened by emerging female oriented health clubs
· Unisex gyms with women-only sections capturing the market
Go Active Sports
+145.6
4.9%

· Customer-centric approach
· Diversity in nutrition and exercise programs
· High quality image
· Flexible membership
· Child minding
· Classy gym and fitness centre experience
· Weak online presence
· Operating hours
· More gym focused
· No seniors programs
Table 1: Comparison of major competitors
Figure 4: Market share by major competitors in 2014
Figure 5: First Class Fitness Revenue Analysis 2011-2015
Figure 6: Zen and Chi Lifestyle Revenue Analysis 2011-2015
Figure 7: 24/7 Fitness Revenue Analysis 2011-2015
Figure 8: Fitness 365 Revenue Analysis 2011-2015
Figure 9: Dynamite Gym & Club Revenue Analysis 2011-2015
Figure 10: Rise and Shine Women Health Clubs Revenue
Analysis 2011-2015
Figure 11: Go Active Sports Revenue Analysis 2011-2015
5 Key Statistics
Revenue
Annual Growth 2010-2015
Annual Growth 2015-2020

$2.2bn
3.5%
5.2%
Profit
Employment
Health Clubs
$265m
32,000
3265
Figure 12: Chart showing the distribution of health clubs across
Australia
Products & Services
Main Age Group Interested
Total Member Interest
Male Breakdown
Female Breakdown
Martial Arts
15-35
32%
26%
6%
Nutrition Program
20-60

76%
41%
35%
Boxing
18-30
18%
17%
1%
Kendo
25-35
3%
2%
1%
Mums and Bubs Yoga
25-38
32%
0%
32%
Body-Mind-Spirit
18-65
38%
6%
32%
Children Programs
4-14
29%
18%
11%
BodyPump
18-45
27%
7%
20%
FatBurner
18-45
33%

17%
16%
Zumba
18-45
19%
1%
18%
BodyAttack
18-45
21%
5%
16%
Gym - Weightlifting
15-50
88%
56%
32%
Gym - Cardio
15-50
88%
48%
40%
Table 2: Utilisation of products & services based on gender and
age groups
State
Number of Clubs
Population
Member/Club ratio
State Supply
NSW
1123
6996071
6230
34.4%
VIC

776
5449419
7022
23.8%
QLD
654
4447871
6801
20.0%
WA
412
2421494
5877
12.6%
SA
156
1553457
9958
4.8%
ACT
77
366662
4762
2.4%
TAS
49
475953
9713
1.5%
NT
18
239766
13320
0.6%
Grand Total
3265

21950693
6723
100%
Table 3: Number of clubs and their distribution across each
state’s population for the age group 0-74. There is a clear
demand for more health clubs to accommodate the needs of
Australian people (Australian Bureau of Statistics, 2015)
6 Financials
State
Region
Health Clubs
Members
Annual Gross Revenue
NSW
Sydney Central
6
21736
$24,779,040
NSW
Sydney Eastern Suburbs
4
15808
$18,021,120
NSW
Sydney North Shore
4
13832
$15,768,480
NSW
Sydney North West
4
12844
$14,642,160
NSW

Sydney South
4
11856
$13,515,840
NSW
Sydney West
4
9880
$11,263,200
VIC
Melbourne South East
4
9435
$10,755,900
QLD
Brisbane Central
2
6785
$7,734,900
SA
Adelaide
2
6547
$7,463,580
VIC
Melbourne Central
2
5973
$6,809,220
QLD
Gold Coast
2
5698
$6,495,720
ACT
Canberra City

2
5468
$6,233,520
TAS
Hobart
2
5200
$5,928,000
WA
Perth
2
4876
$5,558,640
QLD
Brisbane North
2
4678
$5,332,920
QLD
Brisbane South
2
4227
$4,818,780
SA
Mount Gambier
2
3853
$4,392,420
NSW
Sydney Northern Beaches
3
3755
$4,280,700
VIC
Ballarat
1

3687
$4,203,180
WA
Albany
1
2924
$3,333,360
NT
Darwin
1
2600
$2,964,000
QLD
Brisbane West
1
2354
$2,683,560
ACT
Deakin
1
2332
$2,658,480
QLD
Sunshine Coast
1
2258
$2,574,120
NSW
Wollongong
2
2243
$2,557,020
VIC
Melbourne East
1
2236

$2,549,040
NSW
Central Coast
2
2100
$2,394,000
VIC
Geelong
1
2069
$2,358,660
NSW
Newcastle
2
1945
$2,217,300
NSW
Wagga Wagga
2
1676
$1,910,640
NSW
Dubbo
1
1125
$1,282,500
Grand Total
70
182000
$207,480,000
Table 4: Projected Revenue for 2016 by region
State
NSW
$112,632,000

QLD
$29,640,000
VIC
$26,676,000
SA
$11,856,000
ACT
$8,892,000
WA
$8,892,000
TAS
$5,928,000
NT
$2,964,000
Grand Total
$207,480,000
Table 5: Projected Revenue for 2016 by State
State
Region
Branch
Members
NSW
Sydney Central
North Sydney
9129
$10,407,060
NSW
Sydney Eastern Suburbs
Randwick
6639
$7,568,460
NSW
Sydney North Shore
Chatswood
5809

$6,622,260
NSW
Sydney South
Rockdale
5394
$6,149,160
NSW
Sydney West
Parramatta
4980
$5,677,200
VIC
Melbourne South East
Bayside
4150
$4,731,000
QLD
Brisbane Central
Brisbane CBD
3963
$4,517,820
SA
Greater Adelaide
The City
2850
$3,249,000
QLD
Gold Coast
Gold Coast City
2750
$3,135,000
WA
Perth
Perth CBD
2509
$2,860,260

Grand Total
48173
$54,917,220
Table 6: FitLife Top 10 Revenue Generators
References
Australian Bureau of Statistics, 2015. Australian Demographic
Statistics, Mar 2015. [Online]
Available at:
http://www.abs.gov.au/AUSSTATS/[email protected]/DetailsPa
ge/3101.0Mar%202015?OpenDocument
[Accessed 10 October 2015].
Australian Institute of Health and Welfare, 2015. Overweight
and Obesity. [Online]
Available at: http://www.aihw.gov.au/overweight-and-obesity/
Close, L., 2013. Australia's fitness sector sees growth in the
billions. [Online]
Available at:
http://www.businessreviewaustralia.com/leadership/153/Australi
a's-fitness-sector-sees-growth-in-the-billions
Department of Employment, 2015. Employment Projections.
[Online]
Available at:
http://lmip.gov.au/default.aspx?LMIP/EmploymentProjections
EZYPAY, 2015. The Ultimate Guide to the Australian Fitness
Industry 2015: Member Insights. [Online]
Available at: https://www.ezypay.com/files/downloads/2015-
AU-FIS-Guide.pdf
Distribution of Age Groups

Count
[0-4][4-16] [16-40] [40-60] [60 and above] 9100 27300
100100.00000000001 27300 18200
Distribution of Marital Status
Count
Married (no dependants) Married (with dependants)
Married (pregnant) Other 32760
50960.000000000007 41860 56420
Distribution of Members by Geography
% Members
NSW, [VALUE]
QLD VIC SA ACT WA TAS NT Sydney Central Sydney
Eastern Suburbs Sydney North Shore Sydney North West
Sydney South Sydney West Other
0.14285714285714285 0.12857142857142856
5.7142857142857141E-2 4.2857142857142858E-2
4.2857142857142858E-2 2.8571428571428571E-2
1.4285714285714285E-2 0.11942857142857143
8.6857142857142855E-2 7.6000000000000012E-2
7.0571428571428577E-2 6.5142857142857141E-2
5.4285714285714284E-2 7.0571428571428577E-2
Gym / State Ratio
State Supply
NSW VIC QLD WA SA ACT TAS NT
0.3439509954058193 0.23767228177641653
0.20030627871362941 0.12618683001531394
4.7779479326186827E-2 2.3583460949464011E-2
1.5007656967840736E-2 5.5130168453292492E-3

Strategic Review
20 September 2016
Page 18 of 18
Project title:
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Project Purpose
Current Situation:
·
Impact:
·
Opportunities:
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Assumptions:
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Constraints:
Project objectives:
Identify level of interest in Health Bars in Sydney outlets
Project Scope
In Scope:
Out of Scope:
Project Roles and Responsibilities
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Responsibilities
Project Deliverables
Project Deliverables:
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·
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·
Sponsor endorsement: (signature)
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Project Scope Template 1.0 | June 2016

of 3
Student Assessment Guide
BSBMKG506
Plan Market Research
Version 3.0
October 2016
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Breaches of this copyright will lead to legal remedies being
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Table of Contents
Assessment Information 1
Assessment Event 1 – Knowledge Questions 2

Question 1 2
Question 2 2
Question 3 2
Question 4 2
Question 5 2
Question 6 2
Question 7 3
Question 8 3
Question 9 3
Question 10 3
Question 11 3
Question 12 3
Question 13 4
Question 14 4
Question 15 4
Assessment Event 2: FitLife Simulation 5
Task 1: Identify Market Research Needs 5
1.1 Review and describe the current performance of the
organisation 5

1.2 Identify and list the organisations growth opportunities 5
1.3 Identify an organisational need that may require market
research 5
Task 2: Consult with Key Stakeholders on Market Research
Needs 6
2.1 Present the current performance and direction of the
organisation 6
2.2 Table the current performance of market research in the
organisation 6
2.3 Describe the role of marketing research in an organisation 6
2.4 Develop statement of market research opportunities 6
Task 3: Define Market Research Objectives 7
3.1 Develop a market research objective(s) 7
3.2 Develop a scoping document for this objective 7
3.3 Consult with stakeholders on draft objectives and scope and
seek feedback 7
3.4 Review this feedback and finalise market research objective
7
Task 4: Define Data Gathering Approaches 8
4.1 Identify the research questions 8
4.2 Identify types of data required 8
4.3 Identify data collection methods 9
4.4 Identify data sources 10
4.5 Quantify required data 10
4.6 Identify and evaluate suitable data processing methods 10
Task 5: Develop Market Research Plan 11
5.1 Estimate the resources and timelines required 11
5.2 Undertake a feasibility analysis 12
5.3 Submit the market research plan to a key stakeholder for
approval 12

Appendix A: FitLife Simulation 13
FitLife Simulation Background 13
Simulation Phases 13
Your Role in the Simulation 13
Phase 1: 13
Phase 2: 14
Phase 3: 14
Assessment Conditions for the Observation 15
Appendix B: Observation Check Sheet 16
BSBMKG506 Student Assessment Guide v3.0 Page 1
Assessment Information
Welcome to your Student Assessment Guide for BSBMKG506
Plan Market Research. This Guide provides you with
information on the assessment particularly what you have to do
and to what level of performance.
This assessment has the following two events:

Assessment Event 1 – Knowledge Questions
There are fifteen questions that will provide us with evidence of
your general knowledge of your understanding of
tools, documents, processes and legislative context in relation
to market research planning.
This assessment is completed in your own time and by a
submission date provided by your Assessor. You may use
support material in the development of your responses, but you
must indicate the source. In addition, you must not
‘cut and paste’ content from your source, rather, use your
words, unless it is a direct quote.
Assessment Event 2 – Simulation: Fit Life
You will complete a number of tasks that will provide us with
evidence of your skills with producing a market
research plan. These tasks will be based on your role of Market
Research Officer in a simulation with an organisation
that is wanting to get marketing information on the level of
potential demand with setting up in new location.
To complete the Simulation, you will need to refer to the
following resources:
Fit Life Strategic Review A consultant’s report on the industry
trends and opportunities based on the strengths
and weaknesses of the organisation.

Project Scope Template The scoping document that provides the
direction for your market research.
Remember, you do not type your responses in this Student
Assessment Guide, but use the Student Assessment
Workbook, which is a separate document. This document is
simply a guide to explain what you are required to do, and
by doing so, this will assist you to perform at your best.
Please note that your responses for both assessment events can
(where appropriate) use dot point format. See below
for an example of a dot point response and a full sentence
response.
Dot point format Presentation Plan includes the following:
Full sentence format When you are preparing for a Presentation,
there are a number of tasks that must be
carried out. These are; listing the outcomes that you want to
achieve, followed by the
identification of the needs of your audience. When you have

completed these two tasks,
you then check on the room you will be conducting the
simulation in etc.
Performance required
Assessment Workbook
nt Assessment
Guide
accurate and specific
your Assessor within the set timeframes
u use an external source of information, you must
provide citation.
Please be aware that your Assessor is here to provide you with
the necessary support throughout the assessment
process. If you have questions, then contact them for guidance.

These questions are theoretical and provide evidence of your
understanding of tools, documents, processes, and
legislative context in relation to market research planning.
Each question includes the requirements which indicate what
you have to do and the depth of your response to
achieve a satisfactory result.
Question 1
Describe reasons why market research is important to an
organisation.
R 1. provide a minimum of two reasons
R 2. word count is approximately 40 words per reason.
Question 2
List factors that you would need to consider when determining
the market research requirements of an organisation.
R 1. provide a minimum of five factors
R 2. word count is approximately 15 words per factor.
Question 3
List stakeholders and why you would consult these people, in
defining the market research needs of the organisation.
R 1. provide a minimum of three stakeholders
R 2. word count is approximately 20 words per stakeholder

Question 4
List and describe key provisions of relevant legislation that
impacts on the market research processes within an
organisation. With each, include why this is relevant to market
research.
R 1. provide a minimum of four key legislations
R 2. word count is approximately 50 words per legislation.
Question 5
Define what is a research objective.
R 1. provide a minimum of two key points to the definition
R 2. word count is approximately 40 words in total
Question 6
Discuss what is meant by a hypothesis.
R 1. provide a minimum of two key points to the definition
R 2. word count is approximately 40 words in total

Question 7
Using the table format below, list methods of data collection.
For each method, list a strength and a limitation of each
method.
R 1. provide five methods
R 2. word count is approximately 15 words for each method.
Method Strengths Limitation
Question 8
List qualities of a valid sample.
R 1. provide a minimum of three qualities
R 2. word count is approximately 20 words in total.
Question 9
Describe data analysis techniques that are used to interpret a

dataset.
R1. identify two qualitative data analysis techniques
R2. identify two quantitative data analysis techniques
R3. describe the typical process involved in each technique
R4. provide an example of how each technique can be used in a
real-life setting
R5. word count is approximately 30 words per description.
Question 10
Describe reasons why it is important to gain approval from key
stakeholders.
Question 11
List items a proposal should contain and why.
R 1. provide a minimum of five items
Question 12
List items that should be included in a scoping document, then
provide your rationale.
R 1. provide a minimum of five items

Question 13
Describe factors that would need to be considered when
determining the feasibility of a market research project.
R 1. provide a minimum of four factors
R 2. word count is approximately 40 words per factor.
Question 14
List key areas that need to be monitored with any market
research implementation, then include in each area why it
is important to monitor.
R 1. provide a minimum of two areas
R 2. word count is approximately 30 words per area.
Question 15
In the table below, list advantages and limitations of
quantitative research and qualitative research.
R 1. provide a minimum of three advantages with each method
R 2. provide a minimum of three disadvantages with each

method
R 3. word count is approximately 60 words for each method.
Method Advantages Limitations
Assessment Event 2: Fit Life Simulation
In this assessment, you will undertake a number of tasks
associated with developing a market research plan for a
fitness company, Fit Life. The focus is on planning and
producing a Market Research Plan for estimating the usage of

products and services of a new centre in approximate location to
the College where the student is completing their
course.
Fitlife. In this simulation, you will perform the following
actions:
Please ensure that you familiarise yourself with this set of
requirements that underpin this simulation. This includes
understanding the background of the simulation and the criteria
you will be assessed on. These are located in the
Appendix of this document.
Task 1: Identify Market Research Needs
In this task, you will analyse the relevant data given in the
Strategic Review document and then identify market
research opportunities.
organisation
R 1. list, then describe one operational performance with Fit
Life

R 2. it must be in your own words and not a "cut and paste"
R 3. It is approximately 30 words in length
1.2 Identify and list the organisations growth opportunities
R 1. list then describe two opportunities arising from the
current situation with Fit Life
R 2. each opportunity must be related to new markets:
R 3. each opportunity must be in your own words and not a "cut
and paste"
R 4. each opportunity is approx. 30 words in length.
research
R 1. select one issue from the strategic review that requires
further market research
R 2. describe why you selected the preferred opportunity
R 4. this opportunity is approx. 40 words.

Task 2: Consult with Key Stakeholders on Market Research
Needs
In this task, you will plan and deliver an interactive workshop
with key stakeholders of the organisation to finalise an
area to undertake market research.
organisation
R 1. prepare and present to two Fit Life stakeholders the current
performance:
R 2. Prepare and present the planned direction for the
organisation:
s and threats of the market

R 3. for additional requirements, refer to the Observation Check
Sheet in Appendix B
R 4. the duration of this part of the interactive session is 15
minutes.
organisation
R 1. describe the role market research has played in Fit Life
operations
R 2. include two limitations to the way market research has
been conducted in the past
Sheet in Appendix B
R 4. the duration of this part of the interactive session is 15
minutes
2.3 Describe the role of marketing research in an organisation
R 1. include in your presentation above, material on the benefits
of using a sound market research approach in Fit Life
(refer to subtask 1.1)
R 2. these benefits list and explain three advantages on using a
more thorough marketing research approach in Fit Life
R 3. the benefits contain a minimum of three PowerPoint Slides
R 4. these slides have a professional appearance

Sheet in Appendix B
R 6. the duration for this part of the session is 15 minutes.
2.4 Develop statement of market research opportunities
R 1. review your notes from the presentation and finalise a
preferred market opportunity:
stakeholders
information to complete tasks that follow
R 2. send an email to the Marketing Manager (on this occasion
it is your assessor) that describes the marketing
opportunity and a summary of the type of market research that
is needed to achieve outcomes
R 3. this email is approximately 50 words and included a brief
overview of the approach they would take with this
marketing research
R 4. this email requests approval to proceed from the Manager:
receipt
with feedback on your request and give
you any comment that requires you to adjust
your project

Task 3: Define Market Research Objectives
In this task, you will develop a project objective through
consultation with the stakeholders of the organisation.
3.1 Develop a market research objective(s)
R 1. write an objective(s) that is:
vable
R 2. word count is not critical.
3.2 Develop a scoping document for this objective
R 1. complete the Project Scope template provided (see separate
attachment provided)
R 2. word count is approx. 200 words.

seek feedback
R 1. send email to Marketing Manager requesting feedback on
scope document:
R 1. ensure response was received from Marketing Manager:
R 2. word count is not critical as it is dependent on feedback
given.
Task 4: Define Data Gathering Approaches

In this task, you will plan the market research project to achieve
the objective as follows:
4.1 Identify the research questions
R 1. develop a minimum of eight research questions
R 2. each question aligns to the objective
R 3. each question is specific and measurable
R 4. each question does not duplicate each other
4.2 Identify types of data required
R 1. for each research question, list what type of data it will use
R 2. for each research question, list what type of research will
provide this data and information
Research questions Types of data required

4.3 Identify data collection methods
R 1. list a combination of data collection methods
R 2. provide three strengths of these methods
R 3. provide three limitations of these methods
Research questions Types of data required Data collection
methods
Method Strengths Limitation

4.4 Identify data sources
R 1. list a minimum of two sources of secondary data
R 2. list two primary data instruments
R 3. with this list, explain why these were selected
R 4. word count is approx. 150 words in total.
Research questions Data collection methods Sources of data and
information

rationale
4.5 Quantify required data
R 1. identify sample size for the targeted group
R 2. explain why you calculated this size
4.6 Identify and evaluate suitable data processing methods
R 1. identify three data processing methods
R 2. provide three strengths of each method
R 3. provide three limitations of each method
R 4. make a decision on the most appropriate method providing
with a rationale

Task 5: Develop Market Research Plan
In this task, you will develop a plan in readiness for the
implementation of the market research project. This will require
the following:
5.1 Estimate the resources and timelines required
R 1. list the critical resources required
R 2. these resources must be appropriate to the action
R 3. include a timeline
R 4. this timeline must be achievable
R 5. word count is not critical
Research
question
Target group Research
method
Information
source
Survey
questions
Resources Timeline

5.2 Undertake a feasibility analysis
R 1. list a minimum of five issues that are critical to the success
of the project
R 2. with each issue state what the likelihood and impact could
be with each
R 3. with each issue develop an appropriate strategy to manage
the issue
R 4. each strategy must be relevant to the issue
R 5. word count for the strategy is approx. 20 words each.
approval
R 1. send an email to your Marketing Manager:

hours
R 2. submit revised plan
Appendix A: Fit Life Simulation
Fit Life Simulation Background
Fit Life is an privately owned Australian health club chain with
70 health clubs and 182,000 active members across
Australia. With a Head Office in North Sydney, Fit Life is one
of the market leaders in sport and fitness with a range of
products and services at the high of the market. All centre’s
offer:

(Pilates, Yoga, BodyPump, Cycle, BodyAttack, Full
Body Lift, and FatBurner, Cycle spin).
Fit Life is intent on furthering its competitive edge in the
marketplace by developing new centres in new locations and
new products and services within its centres. Currently Fit Life
does not have a marketing department and instead
outsources all its marketing initiatives to an established and
recognised provider. However, the organisation has not
been satisfied with the quality of recent consultants work,
particularly the Strategic Review for 2015- 2020. In addition,
they are needing more flexibility in terms of currency. Most
consultant reports have extended completion dates that
make the company less able to respond to changes in the market
place. As a result, they are now intent on setting up
a marketing department that will run internal market research
initiatives. In particular, they would like to commence
with a framework for undertaking quality marketing research.
Fit Life would like to use this Fit Life strategic review
and proposed objectives as the case study for developing a
market research set of procedures. They believe the
expansion of the product range requires more thorough market
research before the company invests resources into
the development of an array of new products and services.

They have requested that Market Research Officers with an
interest in market research develop a market research
plan for a centre in a new location. They believe it would be an
excellent case study for showing the organisation how
to undertake market research. With this framework, Fit Life can
use it not only in their new marketing department,
but for any part of the organisation that needs to undertake
research.
Simulation Phases
This simulation is divided into the following phases:
Phase 1: identification, analysis of current performance of
organisation and of marketing research.
Phase 2: meeting with stakeholders to determine market
research needs.
Phase 3: development of a Market Research Plan.
Your Role in the Simulation
You will be the Market Research Officer of Fit life in the
simulation. Your roles and responsibilities in the simulation
are as follows:
Phase 1:
Phase 1 occurs from Task 1.1 to Task 1.3. In Phase 1 your main

duties in the organisation are as follows:
research
Phase 2:
Phase 2 occurs in Tasks 2.1 to Task 2.3.
This simulation will have a duration of 45 minutes where you
will interact with two stakeholders as the Marketing
Research Officer of Fit Life. Note that your Assessor will not
play a role in this observation activity as they will be
observing your interaction with the stakeholders and
documenting evidence in the Observation Check Sheet(s)
provided in Appendix B.
In Phase 2 your main duties in the organisation are as follows:
ommunicate role of Market Research to the organisation

organisation and marketing research
Phase 3:
Phase 3 occurs from Task 3.1 to Task 5.3. In Phase 3 your main
duties in the organisation are as follows:
Assessment Conditions for the Observation
The information in this section outlines the assessment
conditions for the Observation which occurs in Task 2.1 to Task
2.3 and involves your interaction with two stakeholders.
Before the Observation:
documents required to undertake the Observation
performance requirements listed under each task

the Observation Check Sheet as your performance
will be judged based on these criteria (see Appendix B)
Observation.
During the Observation:
products and services
of 30 - 45 minutes
will give them an unfair advantage
or other externals
that they can
carry out their actions in an appropriate manner
undertaking the Observation
- observe you individually based on the criteria in the
Observation Check Sheet(s)
- document their observations in detail on the Observation
Check Sheet
- provide extensive written feedback

- ensure that the session will be free from distractions
ria in the Observation
Check Sheet(s) to achieve a satisfactory result for the
Observation.
If you are not successful, after the observation, the Assessor
will:
explaining their justification in detail
Appendix B: Observation Check Sheet
We have provided the Observation Check Sheet(s) for you to
prepare for your assessment with the Assessor.
Remember, you will not be able to use this Check Sheet(s)
during this session. However, we recommend you use this
as a planning tool so that you are fully prepared for the
observation.
Note that you must demonstrate all the criteria listed in the

following Observation Check Sheet(s) to be deemed
satisfactory.
Performance requirements:
- friendly
- introduces each other
- is positive
s of the session, which are:
- specific
- relevant
- measurable
- achievable
- time framed
- clear
- concise
- notes input

- where appropriate incorporates into session body
- performance of the organisation, includes:
- current performance of the organisation
- previous role marketing research has played in FitLife
- 2 limitations of this role
- the benefits of using a more professional approach to market
research
- market opportunities includes:
- two marketing opportunities
- used open ended questions (minimum of 3) to seek feedback
on these opportunities
- discussion on the merits of these opportunities
- took notes
- consensus on the preferred opportunity
- data/information presented is correct
- data/information is clear
- summarises the session in terms of the extent objectives
achieved
- seeks input on the quality of the session
- overviews next steps

- session is completed within the time allocated of 45 minutes
Performance requirements:
- maintains eye contact
- appropriate facial expressions
- posture is appropriate
- gestures fits message
- vocal pitch is appropriate
- tone is pleasant
- pace is at the right speed to achieve clarity
- volume is appropriate for participants
- language avoids jargon
- language chosen is easy to understand
- level of formality that shows respect to both parties
- content is non-sensitive
- watches for non-verbal signs of both parties
- seeks input if withdrawn through direct open questioning
- processes emotions of self and participants and stays calm
- feeds back to the group emerging issues
- these interpretations are accurate and appropriate

- requests views and opinions of participants
- listens
- does not interrupt
- encourages participants to give input
- validates this input
- uses open questions to explore issues
- where appropriate incorporates into draft plan and proposal
ASSESSMENT COVER SHEET
Assessment Details
Qualification Code and Title
BSB51915 Diploma of Leadership and Management
Block/ Term/ Year
Unit Code and Title
BSBMKG506 Plan Market Research
Assessment Type
A2 – Simulation : Fit Life
Re-assessment
YES
NO
Due Date
Student Details
Student Name
Student ID

Instructions to Students: Please read the following instructions
carefully.
· The purpose of this assessment is to assess your knowledge
and skills.
· This assessment is to be completed according to the
instructions given by your assessor.
· To be deemed satisfactory in this assessment, you must write
the answers to all written questions correctly or meet all the
performance criteria for activity based assessments by the due
date.
· Submission after the due date will result in a penalty fee.
· Should you not answer the tasks correctly, you will be given
feedback on the results and gaps in knowledge. You will be
entitled to one (1) resubmission in showing your competence
with this unit.
· If you feel the decision made by your assessor was incorrect
please refer to your Student Handbook for information on
assessment appeal for the required steps to appeal the decision.
· If you are not sure about any aspect of this assessment, please
ask for clarification from your assessor.
· Please refer to the College re-submission and re-sit policy for
more information.
· If you have questions and other concerns that may affect your
performance in the Assessment, please inform the assessor
immediately.
· Please read the tasks carefully then complete all tasks.
· To be deemed competent for this unit you must achieve a
satisfactory result with tasks of this Assessment along with a
satisfactory result for another Assessment.
· Remember, that it must be your own work and if you use other
sources then you must reference these appropriately.
· Submitted document should follow the given criteria. Font
should be Times New Roman, Font size need to be 12, line
spacing has to be Single line and Footer of submitted document

must include Student ID, Student Name and Page Number.
Document should be printed double sided.
· This is individual Assessment. Once you have completed the
assessment, please provide the hard copy of the Assessments to
your Trainer/ Assessor.
· Plagiarism is copying someone else’s work and submitting it
as your own. Any plagiarism will result in NYC.
For Assessor Use Only
Assessor’s Name
Assessment Decision: To be accessed as satisfactory in this
assessment task, the student must address ALL assessment
items/questions satisfactorily.
All individual assessment tasks of this unit must be completed
satisfactorily for a student to achieve an overall grade of
competent for this unit.
The Student’s Performance is
SATISFACTORY
NOT SATISFACTORY
Student Declaration: I declare that I have read and agreed to the
instructions mentioned above and declare that the work
submitted is my own and has not been copied or plagiarized
from any person or source. I have been assessed in this unit and
advised of my result. I am aware of my appeal rights.
Signature:
Date: / /
Assessor Declaration: I declare that I have conducted a fair,
valid and flexible assessment with this student and I provided
appropriate feedback.
Signature:

Date: / /
ASSESSMENT INFORMATION
Welcome to your Student Assessment Workbook for
BSBMKG506 Plan Market Research.
This Workbook is where you will write all your responses for
the simulation tasks. Please refer to the Student Assessment
Guide for more information.
This assessment has the following event:
Assessment Event 2 – Simulation: Fit Life
You will complete a number of tasks in developing a
comprehensive Market Research Plan. These tasks will be based
on your role of a Market Research Project Officer in a
simulation for Fit Life, an Australian organisation that runs
Fitness centres across Australia.
To complete the simulation, you will need to refer to the
following resources:
Fit Life Strategic Review
A consultant’s report on the industry and trends and
opportunities.
Project Scope Template
The scoping document that provides the direction for your
market research.
Please note that your responses for this assessments can (where
appropriate) use dot point format. See below of an example of a
dot point answers and a full sentence:
Dot point format
Presentation Plan includes the following:
· outcomes
· needs of the audience
· context.

Full sentence format
When you are preparing for a presentation, there a number of
tasks that must be carried out. These are listing the outcomes
that you want to achieve, followed by the identification of the
needs of your audience. When you have completed these two
tasks you then check on the room that you will be conducting
the presentation.
To Achieve Competence
To be deemed competent for this unit, you will need to meet the
following requirements:
· complete all of the questions and tasks listed in the Student
Assessment Workbook
· meet all the requirements listed in this Student Assessment
Guide
· your responses to the questions and tasks must be relevant,
· submit your completed Student Assessment Workbook to your
Assessor within the set timeframes
· your work must be in your own words
· where you use an external source of information, you must
provide citation.
ASSESSMENT 2 – Fit LIFE SIMULATION
In this assessment, you will undertake a number of tasks
associated with developing a market research plan for a fitness
company, Fit LIfe. The focus is on planning and producing a
Market Research Plan that is based on the following actions:
· review strengths and weaknesses of the organisation
· identify current performance of the organisation
· document role of marketing research past and future
· identify marketing opportunities that require marketing
research and engage in consultation to obtain support for role of
marketing research activities
· developing a market research plan
The simulation in Assessment Event 2 has its own set of
requirements related to the type of environment, facilities and

equipment (where applicable). Please ensure that you
familiarise yourself with this comprehensive set of requirements
that underpin this simulation. This includes understanding the
background of the simulation and the criteria you will be
assessed on. These are located in the Appendix of this
document.Task 1: Identify market research needs
In this task you will analyse the relevant data given in the
strategic review and then identify market research
opportunities. To achieve this, we have listed the following sub
tasks:
organisation
Write your response here:
1.2 Identify and list the organisations growth opportunities
research
Task 2: Consult with key stakeholders on market research needs
In this task, you will plan and deliver an interactive workshop
with key stakeholders of the organisation to finalise an area to
undertake market research.
organisation
You will be observed by your assessor for this task. Please see
your Student Assessment Guide.

organisation
2.3 Describe the role of marketing research in an organisation
2.4 Develop statement of market research opportunities
Finalise your market opportunity in relation to the feedback
received from your Manager:
Task 3: Define market research objectives
In this task you will develop a project objective through
consultation with the stakeholders of the organisation.
3.1 Develop a market research objective
3.2 Develop a scoping document for this objective
Complete the Project Scope Template (see separate document).
seek feedback
Send your draft Finalise your Project Scope Template to your
Manager.
Finalise your Project Scope Template based on the feedback
received from your Manager. Attach the final version.

Task 4: Define data gathering approaches
In this task you will plan the market research project to achieve
the objective as follows:
4.1 Identify the research questions
4.2 Identify types of data required
Write your response into the following table:
Research questions
Types of data required

4.3 With these data collection methods
Write your response into the table:
Research questions
Types of data required
Data collection methods

Method
Strengths
Limitation
·
·
·
·
·
·
·
·
4.4 Identify data sources
Research questions
Data collection methods
Sources of data and information

rationale
4.5 Quantify required data

4.6 Identify and evaluate suitable data processing methods
Data Processing Method
Strengths
Limitations
·
·
·
·
·
·
·
·
·
·
·
·
·
·
·
·
·
·

Evaluation:
Task 5: Develop market research plan
In this task you will develop a plan in readiness for the
implementation of the market research project. This will require
you to do the following:
5.1 Identify the resources and timelines required
Research question
Target group
Research method
Information source
Survey questions
Resources
Timeline

5.2 Undertake a feasibility analysis
approval
Revise your Market Research Plan in light of your Manager’s
feedback and attach the final version.

Feedback Evaluation Sheet
The Feedback Evaluation Sheet below is the assessment
questions and tasks for each of the assessment events that the
student is required to complete. Assessors, tick ‘S’ if the
student achieved a satisfactory outcome for an assessment task
and ‘NYS’ if the student does not meet these requirements.
Also, you are required to write comments on the quality of this
evidence under the ‘Comments’ column. For your judgement on
the student’s overall performance, tick ‘Satisfactory’ if the
student achieves a satisfactory outcome for all of the tasks or
‘Not-Yet-Satisfactory’.
Assessment Event 2
S
NYS
Comments
Task 1:
Identify market research needs
Sub Task 1.1

Sub Task 1.2
Sub Task 1.3
Task 2:
Consult with key stakeholders on market research needs
Sub Task 2.1
Sub Task 2.2
Sub Task 2.3
Sub Task
2.4
Task 3:
Define market research needs
Sub Task 3.1

Sub Task 3.2
Sub Task
3.3
Sub Task
3.4
Task 4:
Define data gathering approaches
Sub Task 4.1
Sub Task 4.2
Sub Task 4.3
Sub Task 4.4

Sub Task
4.5
Sub Task
4.6
Task 5:
Develop market research plan
Sub Task
5.1
Sub Task
5.2
Sub Task
5.3
Feedback to Students:

Assessment Outcome Satisfactory Not Yet
Satisfactory
Assessor’s Signature:
Date:
BSBMKG506 Plan Market Research – A2 12
ASSESSMENT COVER SHEET
Assessment Details
Qualification Code and Title
BSB51915 Diploma of Leadership and Management
Block/ Term/ Year
Unit Code and Title
BSBMKG506 Plan Market Research
Assessment Type
A1 – Knowledge Questions
Re-assessment
YES
NO
Due Date
Student Details

Student Name
Student ID
Instructions to Students: Please read the following instructions
carefully.
· The purpose of this assessment is to assess your knowledge
and skills.
· This assessment is to be completed according to the
instructions given by your assessor.
· To be deemed satisfactory in this assessment, you must write
the answers to all written questions correctly or meet all the
performance criteria for activity based assessments by the due
date.
· Submission after the due date will result in a penalty fee.
· Should you not answer the tasks correctly, you will be given
feedback on the results and gaps in knowledge. You will be
entitled to one (1) resubmission in showing your competence
with this unit.
· If you feel the decision made by your assessor was incorrect
please refer to your Student Handbook for information on
assessment appeal for the required steps to appeal the decision.
· If you are not sure about any aspect of this assessment, please
ask for clarification from your assessor.
· Please refer to the College re-submission and re-sit policy for
more information.
· If you have questions and other concerns that may affect your
performance in the Assessment, please inform the assessor
immediately.
· Please read the tasks carefully then complete all tasks.
· To be deemed competent for this unit you must achieve a
satisfactory result with tasks of this Assessment along with a
satisfactory result for another Assessment.
· Remember, that it must be your own work and if you use other
sources then you must reference these appropriately.

· Submitted document should follow the given criteria. Font
should be Times New Roman, Font size need to be 12, line
spacing has to be Single line and Footer of submitted document
must include Student ID, Student Name and Page Number.
Document should be printed double sided.
· This is individual Assessment. Once you have completed the
assessment, please provide the hard copy of the Assessments to
your Trainer/ Assessor.
· Plagiarism is copying someone else’s work and submitting it
as your own. Any plagiarism will result in NYC.
For Assessor Use Only
Assessor’s Name
Assessment Decision: To be accessed as satisfactory in this
assessment task, the student must address ALL assessment
items/questions satisfactorily.
All individual assessment tasks of this unit must be completed
satisfactorily for a student to achieve an overall grade of
competent for this unit.
The Student’s Performance is
SATISFACTORY
NOT SATISFACTORY
Student Declaration: I declare that I have read and agreed to the
instructions mentioned above and declare that the work
submitted is my own and has not been copied or plagiarized
from any person or source. I have been assessed in this unit and
advised of my result. I am aware of my appeal rights.
Signature:
Date: / /
Assessor Declaration: I declare that I have conducted a fair,
valid and flexible assessment with this student and I provided
appropriate feedback.

Signature:
Date: / /
ASSESSMENT INFORMATION
Welcome to your Student Assessment Workbook for
BSBMKG506 Plan Market Research.
This Workbook is where you will write all your responses for
the knowledge questions. Please refer to the Student Assessment
Guide for more information.
This assessment has the following event:
There are fifteen questions that will provide us with evidence
on your general knowledge of marketing research principles and
techniques.
Please note that your responses for this assessments can (where
appropriate) use dot point format. See below of an example of a
dot point answers and a full sentence:
Dot point format
Presentation Plan includes the following:
· outcomes
· needs of the audience
· context.
Full sentence format
When you are preparing for a presentation, there a number of
tasks that must be carried out. These are listing the outcomes
that you want to achieve, followed by the identification of the
needs of your audience. When you have completed these two
tasks you then check on the room that you will be conducting
the presentation.
To Achieve Competence

To be deemed competent for this unit, you will need to meet the
following requirements:
· complete all of the questions and tasks listed in the Student
Assessment Workbook
· meet all the requirements listed in this Student Assessment
Guide
· your responses to the questions and tasks must be relevant,
· submit your completed Student Assessment Workbook to your
Assessor within the set timeframes
· your work must be in your own words
· where you use an external source of information, you must
provide citation.
ASSESSMENT 1 – KNOWLEDGE QUESTIONSInstructions
The information contained in this section lists the questions that
you will need to develop a written response. These questions are
theoretical and provide evidence of your understanding of
principles and techniques in market research.
Note you must answer these questions in your own words.
Remember, you must get a satisfactory result with each question
to be deemed satisfactory for the whole of Assessment Event
1.Question 1
Describe two reasons why market research is important to an
organisation.
Question 2
List five factors that you would need to consider when
determining the market research requirements of an
organisation.

Question 3
List three stakeholders and why you would consult these people,
in defining the market research needs of the organisation.
Question 4
List and describe four key provisions of relevant legislation that
impacts on the market research processes within an
organisation. With each, include why this is relevant to market
research.
Question 5
Define what is a research objective
Question 6
Discuss what is meant by a hypothesis.
Question 7
Using the table format below, list four methods of data
collection. For each method, list a strength and a limitation of
each method.
Method
Strengths

Limitation
Question 8
List three qualities of a valid sample.
Question 9
Using the table format below, describe two data processing
methods that can be used to analyse information. For each
method, list a strength and a limitation.
Method
Description
Strengths
Limitation
Question 10

Describe two reasons why it is important to gain approval from
key stakeholders.
Question 11
List five items a proposal should contain and why.
Question 12
List five items that should be included in a scoping document
and say why
Question 13
Describe four factors that would need to be considered when
determining the feasibility of a market research project.
Question 14
List two key areas that need to be monitored with any market
research implementation and include in each area why it is
important to monitor.
Question 15

In the table below, list three advantages and three limitations of
quantitative research and qualitative research.
Method
Advantages
Limitations
Qualitative
·
·
·
·
·
·
Quantitative
·
·
·
·
·
·
The Feedback Evaluation Sheet below is the assessment
questions and tasks for each of the assessment events that the
student is required to complete. Assessors, tick ‘S’ if the
student achieved a satisfactory outcome for an assessment task
and ‘NYS’ if the student does not meet these requirements.
Also, you are required to write comments on the quality of this
evidence under the ‘Comments’ column. For your judgement on
the student’s overall performance, tick ‘Satisfactory’ if the
student achieves a satisfactory outcome for all of the tasks or
‘Not-Yet-Satisfactory’.

Assessment Event 1 Knowledge Questions
S
NYS
Comments
Question 1
Question 2
Question 3
Question 4
Question 5
Question 6
Question 7
Question 8

Question 9
Question 10
Question 11
Question 12
Question 13
Question 14
Question 15
Feedback to Students:
Assessment Outcome Satisfactory Not Yet
Satisfactory

Assessor’s Signature:
Date:
BSBMKG506 Plan Market Research – A1
7

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