Lesson 3

Define Marketing Research, Its importance to a Business

Enterprise and Identify the Steps in Marketing Research
(ABM_PM11-le-1-11)

What’s More

Activity 2: Multiple Choice

Directions: Circle the correct answer

D. 1. Clearly communicate the research findings to the

client. a. 5. Identify Information Types and Sources

b. 6. Determine Methods of Accessing Data
c. 1. Establish need for marketing research
d. 11. Prepare and Present the Final Research Report

D. 2. Research objectives tell the researcher exactly what information needs

to be gathered and analyzed to allow managers to make decisions related
to a problem. They need to be clear and measurable.

a. 4. Determine Research Design

b. 1. Establish the need for Marketing Research
c. 5. Identify Information Types and Sources
d. 3. Establish Research Objectives
 D. 3. You don’t need MR if:
- The information is already available
- The timing is wrong to conduct MR
- Costs outweigh the value of MR

a. 3. Establish Research Objectives

b. 6. Determine Methods of Accessing Data
c. 5. Identify Information Types and Sources
d. 1. Establish the need for making Research

B. 4. Can be found online, using surveys, or observing

customers a. 2. Define the Problem

b. 6. Determine Methods of Accessing Data
c. 4. Determine Research Design
d. 11. Prepare and Present the final Research Report

Activity 3: True or False

Directions: Write TRUE if the sentence is correct and right FALSE is not correct.

1. Using IBM or SPSS, data analysis is to use statistical tools to present data in a
form that full fills the research objectives - 1. Establish the need for Marketing
Research
False

2. Primary Information: collected specifically for the problem at hand

Secondary: information already collected (always look at first)- 1. Establish
the need of marketing research
False

3. Define a Problem Statement that summarize the problem briefly - 6. Determine

Methods of Accessing Data
False

What I Have Learned

Activity 4: Reflection:

1. Why is marketing research important for business owners?

- Market research process can reveal information about product branding,

product differentiation, pricing strategies, marketing campaigns and much more. It can be
useful for established businesses who are looking to improve their sales, or for
new businesses seeking to understand if their business model is viable

2. In what ways can marketing research help you as a consumer? Explain

- Consumer market research can serve a variety of purposes, including the

following: Help companies make better business decisions and gain advantages over the
competition. Help marketing managers or executives make numerous strategic and tactical decisions in
the process of identifying and satisfying customer needs.
 Lesson 4

Differentiate the buying Behavior and Decision Making of

individual/household customer versus the Business (organizational)
customer
(ABM_PM11-le-i-13)

What’s more
Activity 2: Explain in one pharagraph

A popular shampoo brand in the market is “Smooth and Fragrant Hair All Day” The brand
is positioned as a fragrance shampoo, curently a very desirable attribute to both men
and women. However, consumer preferences and priorities change over time. If,
example, five years from now, consumers give more importance to the ability of shampoo to
make their hair and shiny, how should “Smooth and Fragrant Hair All day” reposition itselt in
the market?

-"The smooth and fragrant hair all day" probably it's just a tag line or to give attention to

people what it claims.

Explanation:

or it can be true using that certain shampoo can really make your hair smell good all day long.

Activity 3: Explain in one pharagraph

If you are going to visit a large supermarket and observe shoppers in the personal care or
toiletries section buying either toothpaste, soap, or shampoo. What do you observe of their
buying behavior and decision making process. Classify specific shopping behaviors with
certain population segments such as: men, women, teenage, middle-aged, elderly, wealthy,
middle-class, etc. And after that, you are going to document and evaluate their observations.

- Buying behavior is the process and act of people involved in making decisions on what commodity to
buy. There are four types of buying behavior. These are; complex buying behavior, habitual buying
behavior, dissonance-reducing buying behaviors, and variety-seeking buying behavior.
 What I Have Learned

Activity 4: Reflection
As a student;
1. What do you think is a good way to improve your buying behavior?
- Identify Customer Expectations. Interview customers and understand,
from their perspective, what they are expecting and what's driving it.

2. Does impulse buying considered a negative consumer behavior? Give

some instances and explain.

- But while impulse buying does indeed mean more product bought,

it can also lead consumers to harbor negative post-
shopping feelings about the producer and retailer (Zhang and Wang
2010).
 Lesson 5
Identify and Segment Market for Product or Service
(ABM_PM11-le-l-14)
Select the appropriate target market segment and its positioning
(ABM_PM11-le-I-15)

What’s New

Activity 1:
Activity 1: Picture

The picture above are part of the organizational markets about their 3W purpose and operation of these
markets. List down the product what they want. And explain why you did not choose the other
product? five sentence only.

-The product that familiar tied,snickers,cup noodles and also hunts.I

did not choose the other product
because I’m not familiar to the product. Also I don’t know how to use that product. I just choose
the product that familiar to me because I saw that when I buy that products when we goes to
supermarket.