SAQA 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.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Design a Measuring Instrument to gather the desired information 
SAQA US ID UNIT STANDARD TITLE
10058  Design a Measuring Instrument to gather the desired information 
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 5  Level TBA: Pre-2009 was L5  10 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

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 
This standard is an Elective unit standard and forms part of the National Diploma and is registered at Level 5 on the National Qualifications Framework (NQF). Learners working towards this standard will be learning towards the full qualification, or will be working within a marketing environment, specialising in Market Research, where the acquisition of competence against this standard will add value to one's job.
This standard will also add value to learners who are involved as individuals and want to become involved in a range of marketing research activities.

The qualifying learner is capable of:
  • Deciding upon question/discussion sequence.
  • Deciding upon the wording of the questions.
  • Ensuring that the questions meet the analysis requirements.
  • Piloting / pre-testing measuring instrument. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence against the standards in the National Certificate - Marketing Research or equivalent at NQF4. 

    UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies.
  • Measuring instruments including questions, questionnaires, internet.
  • External factors including competitive, technological, economic, political, environmental, legal, social, cultural, logistical problems
  • Internal factors including sales policy, marketing policy, production, purchasing, human resources, financial, equipment, building.
  • Marketing research includes qualitative and quantitative research. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Decide upon question/discussion sequence. 
    OUTCOME NOTES 
    Decide upon question/discussion sequence (range: quantitative will apply to questionnaires and qualitative will apply to discussion guides). 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Sequence selected is logical. 

    ASSESSMENT CRITERION 2 
    2. Earlier questions must not bias response to later questions. 

    ASSESSMENT CRITERION 3 
    3. Sensitive questions are included towards the end. 

    SPECIFIC OUTCOME 2 
    Decide upon the wording of the questions. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Respondents are willing to answer the questions. 

    ASSESSMENT CRITERION 2 
    2. Questions are not leading. 

    ASSESSMENT CRITERION 3 
    3. Language is such that the respondents understand it. 

    ASSESSMENT CRITERION 4 
    4. Double negative/innuendoes are avoided. 

    ASSESSMENT CRITERION 5 
    5. Questions are clear, simple and concise. 

    SPECIFIC OUTCOME 3 
    Ensure that the questions meet the analysis requirements. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Unaided and aided questions are correctly used. 

    ASSESSMENT CRITERION 2 
    2. Open and closed questions are used in the correct context. 

    ASSESSMENT CRITERION 3 
    3. Scaled questions are correctly used. 

    ASSESSMENT CRITERION 4 
    4. Special analysis questions are appropriately used. 

    ASSESSMENT CRITERION 5 
    5. The likely outcome of each individual question is understood. 

    ASSESSMENT CRITERION 6 
    6. Productive, multiple and other qualitative techniques are applied. 

    ASSESSMENT CRITERION 7 
    7. Sample is designed in accordance with analysis requirements. 

    SPECIFIC OUTCOME 4 
    Pilot/pre-test measuring instrument. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Field staff, Data capturers', Editors' and Coders' and Checking and Supervisory staff find the use of the Questionnaire discussion guide easy. 

    ASSESSMENT CRITERION 2 
    2. The layout is logical and sequential. 

    ASSESSMENT CRITERION 3 
    3. Questions are understood by all individuals partaking in the pilot/pre-test. 

    ASSESSMENT CRITERION 4 
    4. The sequence works. 

    ASSESSMENT CRITERION 5 
    5. Respondents respond as expected. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    Providers offering learning towards this standard will be accredited by the Educational Training Quality Assurance Body (ETQA) of the services SETA and/or by GENFETQA. 

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    A demonstrated understanding of:
  • A broad understanding of techniques and methods for designing measuring instruments.
  • A comprehensive understanding of techniques for writing and wording market research questionnaires / discussion guides.
  • A basic understanding of corporate and organizational business and marketing strategies
  • An all rounded and generic 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 jointly by the relevant educating and training quality assurance body (ETQA) and the services ETQA. 


  • Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to measuring instruments. 

    UNIT STANDARD CCFO WORKING 
    Understand the world as a set of related systems where questions asked and impact on research efforts. 

    UNIT STANDARD CCFO ORGANISING 
    Organize oneself and one's activities so that alternative measuring instruments in place in the event of current measuring instruments rejected or fail. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organize and critically and constructively evaluate information so that questions asked are accurate and inline with organizational requirements. 

    UNIT STANDARD CCFO CONTRIBUTING 
    Be culturally sensitive across a range of social contexts when designing and developing measuring instruments, so that these are appropriate and acceptable to a range of consumers with varying incomes and buying needs and cultural backgrounds. 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  20188   National Certificate: Real Estate  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  SERVICES 
    Elective  58820   National Certificate: Advertising  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  MICTS 
    Elective  58978   National Certificate: Journalism  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  MICTS 
    Elective  20896   National Diploma: Marketing Research  Level 5  NQF Level 05  Reregistered  2023-06-30  SERVICES 


    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.
     
    1. Artshub Institute (Pty) Ltd 
    2. ATTI Nelspruit Pty Ltd 
    3. Falcon Business Institute (Pty) Ltd 
    4. Gauteng Central College PTY LTD 
    5. IALE School of Advanced Learning and Education (Pty) Ltd 
    6. In Excess Trading 22 T/A ATTI Polokwane 
    7. Jeppe College of Commerce and Computer Studies 
    8. Kundani Trading 
    9. South African Film Institute 
    10. The Media Workshop cc 



    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.