Republic of the Philippines

Department of Education SHS

Region V
Division of Sorsogon

PRINCIPLES OF MARKETING

Quarter 1, LAS 6, Week 6

Marketing Research

Name of Student: __________________________________________________

Learning Area-Grade Level: ________________________________________
Date: _________________________________________

I. Introductory Concept
Marketing researchers specify the information needed to address marketing issues,
design the method for collecting information, manage and implement the data collection
process, analyze the results and communicate the findings and their implications.
Marketing researchers engage in a wide variety of activities, ranging from analyses of
market potential and market shares to studies of customer satisfaction and purchase
intentions. Every marketer needs research.
In the last chapter you learned about the complex and changing marketing environment.
In this chapter, you will look at how companies develop and manage information about
important elements of the environment about their costumers, competitors, and product.

II. Learning Competencies

Define marketing research, its importance to a business enterprise and identify the
steps in marketing research. (ABM_PM11-Iei-11)
After going through this Learning Activity Sheet, you are expected to:
1. Define marketing research,
2. Discuss the importance of marketing research to a business enterprise, and
3. Explain the Marketing process

III. Activities
A. LET US STUDY

Marketing Research
Marketing research is the process of collecting and analyzing data to address a
specific marketing problem. It can be concerned with the different aspects of the
market, including product, sales, buyer behavior, promotion, distribution, pricing, and
packaging. Many companies have used marketing research to decide whether to
launch a product, introduce a variant of the product, reinvent the branding, and so on.
The role of marketing research is not to make marketing decisions but rather help
reduce risks in decision making.
Importance of Marketing Research
Marketing research assists the marketing organization in many ways. It can
contribute to the success of different marketing activities. For example, conducting
marketing research before introducing a product to the market can help identify the
demographics of the target market, determine the probability of success, and the
alternative courses of action. This helps marketers avoid potential loss and iron out
issues that may occur.
Marketing research can help update marketers regarding the competitors’ activities
and strategies through comparative studies. The results of the research will enable
them to devise ways to improve their competitive advantage
It can also help determine aspects of the business that need to be changed or
upgraded. It may indicate the need for an organization to improve marketing
strategies, update products or services, and review its business plan. It can also help
identify opportunities and new areas for expansion. For example, the toy company
lego is more known for its toys for boys. In a company study, it is revealed that only
nine percent of current active LEGO households have females as primary users of the
toy. LEGO conducted a four-year global research with 3,500 girls and their mothers
to find out what would make them more interested in playing with LEGO products.
Based on the results of its research, LEGO launched LEGO Friends in 2012 as an
answer to the target market’s preference. Tech giant Apple has a marketing research
arm called apple Customer Pulse which conducts online surveys about Apple
products. The data generated from the surveys have been helpful in creating products
and modifying existing designs.
The Marketing Research Process
In conducting marketing research, it will help to follow these steps:

1. State the objectives – the marketing researcher should first establish the objectives
of the research which will be the bases for research question (e.g. Where is the best
location for my business?) and potential research issues (e.g., research budget, size of
the research project). They should be clear, concise, attainable, measurable, and
quantifiable.

Defining the objectives aids the researcher in designing a market research process that
suits the company’s capacity and needs. Also, it helps him or her avoid setting
conflicting expectations and gathering irrelevant data.

2. Determine the research methodology – the researcher should choose a combination

of appropriate research methods to fulfil the research objectives.

The research methodology may be adapted to the manner of gathering

information.

 Primary research gathers original information directly through surveys,

experiments, field tests, direct observation, focus group discussions, and
interviews.

 Secondary research uses previously published information such materials on

the internet existing marketing research results, data from the company’s stock
lists and customer databases, and information from external organizations (e.g.
industry bodies, government agencies).

The methodology may also be based on the type of information to be gathered.

 Quantitative research involves numerical data such as customer return

frequency, sales figures, and financial trends. This type of research can be
used understand the demographics of customers, identify the size of the
market, and discover areas for sales growth.

 Qualitative research mainly studies views and attitudes in relation to the

company’s products and services. This may involve focus group discussions
with clients and potential customers and reviews of competitors.

It may also depend on the type of study.

 Exploratory research involves reaching a better understanding of the

research problem and identifying the variables to be measured. This can be
done through trial studies, interviews, group discussions, and experiments.
  Descriptive research describes marketing or marketing mix characteristics
and the extent of association between variables. Before conducting this type of
research, the researcher must already have a good understanding of the
research problems through a prior exploratory study.

 Causal research investigates cause-and-relationship or why a change in one

variable brings about a change in another.

3. Gather data – the researcher should collect data based on his or her chosen research
method. He or she should ensure that the gathered information are detailed and
complete to avoid misleading or irrelevant results.

Companies can also gather through their marketing activities. For example, online
surveys are included in company websites to get useful customer feedback. Focus
group discussions are facilitated to consult selected consumers regarding the
effectiveness of a campaign material.

4. Interpret the results – After collecting the data, the researcher should now be ready
to interpret them. To select appropriate statistical tools for quantitative data, the
researcher must first figure out how many samples are to be compared, whether these
samples are related or unrelated to one another, and the levels of data measurement
(e.g. frequency of items, ranking of items). For qualitative data, the researcher can use
tables, flow charts, or perceptual maps to group similar information; identify trends
and themes; and take note of major points that are uncovered.

It should be emphasized that only data that correspond to the company’s needs should
be interpreted for formulate relevant conclusions.

5. Present the results – Interpreted data can be presented in a textual report with
graphs, charts, tables, and figures. There should be a comprehensive documentation of
the entire research process so it can be a helpful reference for the firm’s future
decision-making needs.

B. LET US PRACTICE

Exercise 1. Direction: Identify the term described in each statement.

_____________1. It is type of research that can be used to understand the demographics of customers,
identify the size of the market, and discover areas for sales growth.
_____________2. It is the systematic and objectives search for and analysis of information relevant to
the identification and solution of any problem in the field of marketing.
_____________3. It is a type of research that gathers original information directly through surveys,
field tests, direct observations, focus group discussions, and interviews.
_____________4. It is a type of research that mainly studies views and attitudes in relation to the
company’s products and services.
_____________5. It is a type of research that describes marketing or marketing mix characteristics
and the extent of association between variables.
C. LET US REMEMBER

Marketing research provides important data to help solve marketing challenges that a
business will most likely face--an integral part of the business planning process. It is the
process of determining the viability of a new service or product through research conducted
directly with potential customers.
In other words, the purpose of market research is to gather data on customers and
potential customers. The collected data aids business decision making. This therefore reduces
the risks involved in making these decisions.
There are four common types of market research techniques which include surveys,
interviews, focus groups, and customer observation.
Surveys are most frequently used by researchers, they ask users a short series of open- or
closed-ended questions, which can be delivered as an on-screen questionnaire or via email.
Interviews are one-on-one conversations with members of your target market. These can be
done face-to-face or online.
Focus group discussions is about bringing together a carefully selected group of people
who fit a company’s target market. There is a moderator that will lead the flow of the group
discussion and question and answer activities.
A researcher will be observing the customer and reads its verbal and non-verbal
communication or activities to gain the study needed by the organization.
There are two main types of marketing research: Quantitative and qualitative.
Quantitative research usually includes phone, mail, Internet or in-person interviews.
Quantitative data can be counted, measured, and expressed using numbers. While,
Qualitative data is descriptive and conceptual. Qualitative data can be categorized based on
traits and characteristics.

D. LET US APPRECIATE

Exercise 2. Directions: Answer briefly the following questions.

1. What is the relevance of marketing research to a company’s decision-making needs?

___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
2. How is marketing research done? Summarize the steps in the research process.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
E. EVALUATION

Exercise 3. Directions: Complete the diagram on Marketing Research Process below and
explain each step. Provide examples for each step.

IV. Rubrics For Scoring

Rubric for Exercises 2 & 3

Criteria Specific Attainable Measurable Relevant

Ideas are well – Realistic and Include The idea is
defined and achievable within measurable aligned with the
clearly stated.. the resources. indicators to other goals
track progress
25% 25% 25% 25%

V. Answer Key

Exercise 1, 2 & 3- Students’ response will vary.

VI. References
Golden, Shelby. Study.com. 2021. https://study.com/academy/popular/paragraph-writing-rubrics.html
(accessed august 23, 2021).
Real C. So, Oscar G. Torres. "Marketing Principles and Strategies." In Marketing Principles-
Teacher's Manual, by Oscar G. Torres Real C. So, 2-12. Cebu City: Vibal GRoup Inc., 2016.
Cynthia A. Zarate "Principles of Marketing for Senior High School" C & E Publishing, Inc., 2017.
Twin, Alexandra. investopedia. August 17, 202https://www.investopedia.com/terms/m/marketing.asp
(accessed August 20, 2021).

Prepared by:

ELEANOR M. GRATIL
Teacher 1