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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Manage the advertising research process 
SAQA US ID UNIT STANDARD TITLE
117651  Manage the advertising research process 
ORIGINATOR
SGB Marketing 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Marketing 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 6  Level TBA: Pre-2009 was L6 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Registered" 
2005-10-12  2008-10-12  SAQA 0362/05 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2009-10-12   2012-10-12  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
Learners credited with this unit standard will be able to determine the need for advertising research, assess the need and establish and set research objectives. Learners are also able to evaluate and research providers and services for the process as well as select a provider or service based on project objectives. They are also able to analyse, interpret, present and apply research findings in a manner that is understandable and objectives clear.

The qualifying learners are capable of:
  • Assessing the need for advertising research
  • Establishing and setting research objectives
  • Evaluating research providers and services
  • Selecting and briefing providers and determining research methods
  • Analysing, interpreting, presenting and applying research findings and results 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence against the standards in the qualification, National Certificate in Copywriting at NQF Level 5 or equivalent. 

    UNIT STANDARD RANGE 
  • Forms of marketing communications include but are not limited to; adverting, direct marketing and relationship marketing, sales promotions, public relations and alternative strategies
  • Media includes but is not limited to; all electronic, print, outdoor, digital media, e-media and direct media
  • Primary purpose in marketing communications includes but is not limited to; promoting image, providing information, creating, increasing and stabilising demand, differentiating product features and benefits, providing competitive differentiation, lead generation, customer retention, motivating staff
  • Advertising research includes but is not limited to; internal evaluation, concept testing, pre-testing, post testing, on-going tracking 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Assess the need for advertising research. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Proposed research objectives are assessed for compatibility against original brief. 

    ASSESSMENT CRITERION 2 
    Provision is made for monitoring, evaluating and assessing data in according to project brief and time frame. 

    ASSESSMENT CRITERION 3 
    Research assessment is conducted within agreed format and time frames. 

    SPECIFIC OUTCOME 2 
    Establish and set advertising research objectives. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Objectives that achieve the required effects of the research are developed and integrated within the required format. 

    ASSESSMENT CRITERION 2 
    Proposed objectives are assessed for their compatibility with research needs using set company assessment procedures. 

    ASSESSMENT CRITERION 3 
    Provision is made for monitoring, evaluating and adjusting research objectives to meet overall strategy. 

    ASSESSMENT CRITERION 4 
    Proposed objectives take into consideration factors, which may influence research responses in line with company practices. 

    ASSESSMENT CRITERION 5 
    Objectives are established and set within agreed time frames and presented in the required format. 

    ASSESSMENT CRITERION 6 
    Research objectives are communicated for approval in accordance with the advertising agency's requirements. 

    SPECIFIC OUTCOME 3 
    Evaluate research providers and services. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Evaluation methods are used to identify suitability and capacity of potential in line with objective requirements. 

    ASSESSMENT CRITERION 2 
    Evaluation of information from potential providers is matched with provider assessments following the correct procedure. 

    ASSESSMENT CRITERION 3 
    Internal and/or external providers and services are identified an short-listed in required format and following company short listing procedures. 

    ASSESSMENT CRITERION 4 
    Criteria for providers are defined in line with objective requirements. 

    SPECIFIC OUTCOME 4 
    Select and brief providers and determine research methods. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Provider is selected based on requirements and in line with company selection criteria. 

    ASSESSMENT CRITERION 2 
    Provider is notified of selection within agreed time frame. 

    ASSESSMENT CRITERION 3 
    Provider is notified of services required with supporting information. 

    ASSESSMENT CRITERION 4 
    Provider is briefed within agreed time frame. 

    ASSESSMENT CRITERION 5 
    Research implications are identified and documented in required format. 

    ASSESSMENT CRITERION 6 
    Concept, pre-testing, post testing and on-going tracking research methods are established and communicated within required format and time frame. 

    SPECIFIC OUTCOME 5 
    Analyse, interpret, present and apply research findings and results. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Findings and results are documented in the required format and within agreed time frames. 

    ASSESSMENT CRITERION 2 
    Research findings are received and analysed in accordance with company standards and procedures. 

    ASSESSMENT CRITERION 3 
    Research implications are identified, analysed and recommendations are discussed with approved individuals/stakeholders within the required timeframe. 

    ASSESSMENT CRITERION 4 
    Findings and recommendations are implemented into accepted strategy plan according to the original objectives. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this unit standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA
  • Anyone assessing a learner against this unit standard must be registered as an assessor with the relevant ETQA
  • Any institution offering learning that will enable achievement of this unit standard or assessing this unit standard must be accredited as a provider with the relevant ETQA
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • Knowledge of methods and techniques for conducting advertising research.
  • An understanding of the methods, technology and analytical skills required for analysis and interpretation.
  • An understanding of methods and techniques for setting objectives.
  • An understanding of the industry, the product and the industry role players.
    Range: This knowledge will apply to the particular economic sector in which the learner is learning. Moderation of this aspect will therefore need to be carried out by the relevant Educational and Training Quality Assurance Body (ETQA). 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems related to the research process so that requirements are pre achieved. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others when managing the advertising research process. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that alternative objectives exist in the event of current objectives being rejected or failing. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information so that the analysis and interpretation is accurate and in line with objectives. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when presenting findings and results of the research, so that stakeholders correctly interpret information. 

    UNIT STANDARD CCFO CONTRIBUTING 
    In order to contribute to the full personal development of each learner and the social and economic development of society at large, it must be the intention underlying any programme of learning to make an individual aware of the importance of: being culturally sensitive across a range of social contexts when researching so that the results are acceptable to all stakeholders. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    UNIT STANDARD NOTES 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  49603   Bachelor of Visual Communications  Level 6  Level TBA: Pre-2009 was L6  Reregistered  2021-06-30  CHE 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 



    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.