This unit describes the skills and knowledge required to plan market research by identifying market research needs, defining market research objectives, identifying data gathering approaches and developing a market research plan.

It applies to individuals in a non-market research organisation who conduct market research planning at a managerial level.


  1. Identify market research needs
  2. Define market research objectives
  3. Define data gathering approaches
  4. Develop market research plan

Upon successful completion of this unit, you will:

  • identify and define market research requirements in an organisation
  • develop a documented market research plan describing scope, objectives, time and budget for market research to be undertaken by an organisation

Demonstrate knowledge of:

  • key provisions of relevant legislation, codes of practice and national standards that affect aspects of business operations
  • market research principles and practices including:
  • data processing methods and data analysis techniques
  • project design within given budgets and other resource constraints
  • design of samples
  • development and use of hypotheses
  • role of research in enterprise development
  • roles and uses of qualitative and quantitative research
  • use of survey instruments
  • project planning principles and practices including for:
    • consultation and stakeholder involvement
    • development of timelines, budgets and other implementation plans
    • gaining approvals
    • needs analyses
    • scoping practices
  • statistical methods and techniques

Nominal Hours: 50