Unit 22 Market Research Assignment Brief | BTEC International Level 3 Business

This Unit 22 Market Research assignment, “Market research in action”, asks Pearson BTEC International Level 3 Business learners to examine the market research methods a real business uses, then plan, pilot and run their own research for a new fast-food outlet and analyse the findings. The brief covers Learning Aims A, B and C in one individual written report.

Unit 22 Market Research Assignment Brief

Learning Aims

• Learning aim A: Examine the types of market research used in business.
• Learning aim B: Plan and implement a market research activity to meet a specific marketing objective.
• Learning aim C: Analyse and present market research findings and recommend process improvements.

Vocational Scenario for Learning Aim A

You work part time as a research assistant for a market research agency that wants to win small and medium-sized businesses as clients. Your manager asks for a briefing paper that examines the types of market research organisations use and the benefits of using a specialist research agency.

Task 1

• Research the market research methods used by a business you know, such as a part-time employer or a work placement.
• Explain the full range of methods it uses, including at least two primary and two secondary methods, with examples of how each is used.
• Assess how appropriate and useful each method is for meeting the business’s marketing objectives and informing decisions, and suggest better alternatives where relevant.
• Justify why small and medium-sized enterprises should use specialist external agencies for original market research.

Vocational Scenario for Learning Aims B and C

A friend plans to open a fast-food corner in a local market that already has strong competition, including well-known brands. They ask you to plan and carry out market research so the new business can stand out and meet a clear marketing objective.

Task 2

• Set a marketing objective and carry out secondary research for it.
• Plan the research: choose primary methods, decide the type of data to collect and prepare a sampling plan, explaining the reasons for each choice.
• Run a pilot of your primary research, collect sample data, evaluate the pilot and recommend changes.
• Carry out the final research using a detailed sampling plan to gather a range of primary and secondary data.

Task 3

• Interpret the findings and present them in a range of formats such as tables, charts and graphs.
• Analyse the findings using statistical techniques and comment on confidence levels, subjectivity, bias and reliability.
• Assess the limitations of the data, judge whether the marketing objective was met and recommend improvements to the research process.

Assessment Criteria

Learning Aim A

• A.P1: Explain the range of market research methods used by a selected business.
• A.M1: Assess, using suitable examples, how different market research methods help meet marketing objectives and inform decision making.
• A.D1: Justify the use of specialist marketing agencies for carrying out original market research.

Learning Aim B

• B.P2: Undertake secondary research for a selected marketing objective.
• B.P3: Undertake pilot primary market research and collect sample data.
• B.P4: Undertake the final market research activity using a detailed sampling plan to obtain a range of secondary and primary data.
• B.M2: Analyse the reasons for choosing particular research methods, the type of data to be collected and the sampling plan.
• B.D2: Evaluate the effectiveness of the pilot research, recommending changes to the final market research activity.

Learning Aim C

• C.P5: Interpret findings from the market research, presenting them in a range of formats.
• C.M3: Analyse the findings using a wide range of statistical techniques and comment on confidence levels.
• C.D3: Assess the limitations of the data collected and justify improvements to the research planning process.

Answer

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