ASSESSSMENT TASK 2: CONDUCT DESK RESEARCH AND DEVELOP RESEARCH METHODOLOGY AND OBJECTIVES
Assessment type: Case study

Assessment instructions
• This is the second assessment task which consists of a case study which you must read and complete activities relating to the case study.
• For this task, you will need to refer to the marketing plan attached and the virtual company called “Coffeeville” – website link http://coffeeville.simulations.australiantrainingproducts.com.au/
and complete all the activities. Read the information about Coffeeville and review the company profile and documents under the “Intranet” tab and answer the questions listed below.
Applicable conditions
• You must demonstrate research and the ability to complete the tasks in your own words. Your assessor might ask you questions to demonstrate your understanding and authenticity of your answers
• Your assessor will provide you with feedback once you have submitted the task.
• No marks or grades are allocated for this assessment task. The outcome of the task will be Satisfactory or Not Satisfactory.
• Where your answers are deemed not satisfactory after the first attempt, a resubmission attempt is allowed. (please note that this may be also dependent on individual needs of students)
Purpose of assessment
The purpose of this assessment task is to assess that the student hold required knowledge required to:
• develop and implement a market research survey tool
• accurately record and securely store survey data in accordance with organisational procedures
• utilise a range of methodologies to analyse market research information
• document market research activities and findings in a research report.
Assessment Conditions
Assessment will be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:
• relevant legislation, regulations, standards and codes
• relevant workplace documentation and resources
• case studies and, where possible, real situations
• Interaction with others.
Delivery location: Level 2 and 6 / 401 Sussex Street, Sydney, NSW 2000
Benchmark for Assessment
• You are expected to respond to all aspects of each question and case study. In some cases, direction is provided on the expected length of your response. These assessments will require a Short, Medium or Long response.
• The following is a guide to the expected number of words for each of these categories unless otherwise indicated.
Short 30+ words
Medium 100+ words
Long 150+ words
CASE STUDY
Read the case study on Coffeeville below and complete this task.
CoffeeVille
CoffeeVille is entering its third year of business operation. Due to effective positioning, the cafe has been well-received by the Melbourne consumer market. Continuing effective marketing is considered to be critical to the company’s future success and profitability.
According to the company mission, CoffeeVille provides a unique and compelling cafe experience for the discriminating and socially aware Melbourne coffee drinker.
CoffeeVille provides:
? high quality, fair trade, coffee
? superior hot and cold gourmet food and beverages
? consistently high level of expert and knowledgeable, fast and friendly service
According to the CoffeeVille vision, within five years, the company will have established itself as a premier provider of gourmet coffee and food for the ethically and socially aware Melbourne coffee drinker. CoffeeVille will have expanded to a number of key locations in the Melbourne CBD.
CoffeeVille aims to achieve company mission and vision through the implementation of several key strategic directions:
? increase revenue through targeted marketing campaigns
? control direct and indirect operational costs
? maintain superior product and service quality standards
? establish CoffeeVille brand as ethical and environmentally responsible company
? maintain highly trained and motivated staff.
You are working for a marketing company and have been contacted by the owners of the owners of CoffeeVille to launch a marketing campaign to promote its products and services in order to reach its strategic objective. You have decided to conduct a desk research to gather background market information about CoffeeVille and its customers. In order to conduct a audit, you are required to:
2.1. Conduct initial research using appropriate sources to gather background market information. You can gather information about CoffeeVille from the website and downloading documents from the intranet. You can also refer to the Marketing Plan attached. Document your research in the space below. (Guide: Medium - 100 - 150 words).
2.2. Explain what tools and methods did you use to collect information for your desk research for CoffeeVille? (Guide: Short - 50 words)
2.3. Consult with the owner of CoffeeVille and seek approval for what format to present the research information in. Your assessor will act as the owner of Coffeeville. Document your discussions with your assessor in the space below. (Guide: Long - 150 – 200 words)
2.4. You are now required to gather all the evidence you collected from your research and report on your initial research findings in a approved report format as discussed with your assessor. (Guide: Long – 150+ words).
2.5. You have presented your initial research findings to the owners of CoffeeVille. The owners are satisfied with your initial report. They would like to now find out what if they opened longer hours, would they still have the same number of customers stopping over for coffee. The owners have asked you now to develop research methodology and objectives to justify longer opening hours. You are required to develop hypotheses and research objectives for market research. List these in the space below.
(Guide: Short - 50 – 100 words).
Objectives:
Hypotheses:
2.6. You are required to identify options for quantifying data you collected. You can refer to CoffeeVilles Marketing and Business Plan to extract data. (Guide: Short - 50 – 100 words).
2.7. Whilst you have developed some hypotheses for late night trading, you would still like to develop a few different surveys which you would like to test on some customers to get their feedback.
a) Develop a few different surveys to test customers such as questionnaires, survey monkey questionnaire, face-to-face meeting questions, focus group questions, etc. You must demonstrate the ability to use a range of methodologies to analyse market research information. (Guide: Short - 50 words)
CUSTOMER SURVEY

b) Discuss your survey tools with your colleagues and amend and adjust the tools to target specific target groups. Adjust and amend your tools as required. (Guide: Short - 50 words).
c) Meeting
You are required to meet with the owners (your assessor) to discuss how you are going to extract the data, collect the data and analyse the data to get an overall picture of how you can ensure that the owners of the business can achieve their strategic objective. Record minutes of meeting in the space below. You can customise the template if you choose to however you must record all the contents of the meeting in the template below.
MINUTES OF MEETING
Present:
Date of meeting
Purpose of meeting:
Objective
Task Responsibility When

ASSESSSMENT TASK 3: RECRUIT RESPONDENTS
Assessment type: Case study
Assessment instructions
• This is the third assessment task which consists of a case study which you must read and complete activities relating to the case study.
• For this task, you will need to refer to the marketing and business plan from the virtual company “Coffeeville” – website link http://coffeeville.simulations.australiantrainingproducts.com.au/ and complete this task.
• You will be required to recruit customers who will respond to your survey, gather data and information from the respondents.
Applicable conditions
• You must demonstrate research and the ability to complete the tasks in your own words. Your assessor might ask you questions to demonstrate your understanding and authenticity of your answers
• Your assessor will provide you with feedback once you have submitted the task.
• No marks or grades are allocated for this assessment task. The outcome of the task will be Satisfactory or Not Satisfactory.
• Where your answers are deemed not satisfactory after the first attempt, a resubmission attempt is allowed. (please note that this may be also dependent on individual needs of students)
Purpose of assessment
The purpose of this assessment task is to assess that the student hold required knowledge required to:
• develop and implement a market research survey tool
• accurately record and securely store survey data in accordance with organisational procedures
• utilise a range of methodologies to analyse market research information
• document market research activities and findings in a research report.
Assessment Conditions
Assessment will be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:
• relevant legislation, regulations, standards and codes
• relevant workplace documentation and resources
• case studies and, where possible, real situations
• Interaction with others.
Delivery location: Level 2 and 6 / 401 Sussex Street, Sydney, NSW 2000
Benchmark for Assessment
• You are expected to respond to all aspects of each question and case study. In some cases, direction is provided on the expected length of your response. These assessments will require a Short, Medium or Long response.
• The following is a guide to the expected number of words for each of these categories unless otherwise indicated.
Short 30+ words
Medium 100+ words
Long 150+ words

Activities
3.1. You have decided to use a few different methodologies to gather data. These include questionnaires and surveys, documents and records and interviews from internal staff and customers. What resources would you need to gather data from customers? (Guide: Guide: Short - 50 words).
3.2. Develop a plan as to how you are going to collect data and identify who are the respondents you will target. You can use the template below as guide. (Guide: Short – 50+ words)
DATA COLLECTION PLAN
Purpose:
Type of data to be collected Target group Who will collect Where Frequency How

3.3. Role play: Gathering data
Using some of the tools developed e.g. surveys, questionnaires etc, you are now required to select a group of customers and gather data using your survey tools. In your meeting you will be required to explain to the customers why you would like to ask them to complete the survey and discuss with the customers that all data will be kept confidential and not sent to anyone. You must explain to the customers what legislations you will abide by to ensure that the data is safeguarded and stored as per organisational policy and procedures.
a) Prior to the meeting, document what you are going to discuss with the customers and discuss this with your assessor for feedback. Your assessor will allocate your colleagues to act as the customers and allocate a date and time for you to conduct your meeting. Your assessor will ensure that all the students have had a chance to document their notes prior to conducting the meeting to ensure that all the students can demonstrate their own skills and knowledge.
b) You can either hand them your surveys or ask them to complete online surveys if you have developed an online survey. Record the answers below or gather the completed surveys and attach it as part of your assessment task. (Guide: Short – 50+ words).

ASSESSOR’S OBSERVATION CHECKLIST OF ROLE-PLAY
THE KEY CODES
E=Effective use of skills E = Expand or explore the use of this skills I= Skill need improvement
N= Skills not applicable in this lesson
SKILLS OBSERVED KEY COMMENTS
Use effective communication skills such as listening, giving and receiving feedback, asking questions
Present information using suitable words and non-verbal features such as smiling, nodding, positive hand gestures to make others feel comfortable
Use clear and specific language to develop formal and informal documents for different audiences in accordance with organisational requirements
Interprets and analyses text from a range of sources and identifies relevant and key information
Uses digital technologies and systems safely and ethically to access, enter, organise, store and share information
Assessor’s comments:
Assessor’s signature: Date: