Learning Area PRINCIPLES OF MARKETING Grade Level 11

W7 Quarter 3rd Quarter Date

I. LESSON TITLE Marketing Research

II. MOST ESSENTIAL LEARNING Define marketing research, its importance to a business enterprise, and identify
COMPETENCIES (MELCs) the steps in marketing research. (ABM_PM11-Ie-i-11)
III. CONTENT/CORE CONTENT The learners demonstrate an understanding of the importance of information,
the market characteristics affecting consumer behavior, and the bases of
market segmentation.
References:
So, R.C. and Torres, O.G.2016.DepEd Principles of Marketing Textbook. Quezon City. Vibal
Group. pp.35-43
So, R.C. and Torres, O.G.2016.DepEd Principles of Marketing Textbook. Quezon City. Vibal
Group.pp26-28
Suggested
IV. LEARNING PHASES Learning Activities
Timeframe
A. Introduction A pleasant day!
Panimula At the end of this lesson, you are expected to:
1. define marketing research and its importance to a business
30mins enterprise; and,
2. identify the steps in marketing research.

Before we begin, let us have some warm-up.

Activity 1: To Research or Not to Research?

Marketing Research is the systematic process of designing, collecting,
analyzing, and reporting data and findings relevant to solve a specific
marketing situation facing the company. Likewise, it is the manner of
determining the viability of a new service or product through gathering and
evaluating the market and consumer-based information directly from
potential customers for decision making and determining the marketing
strategic direction.

Directions: In your notebook, write down your views on the statement.

“Marketing without market research is like driving with your eyes closed.”
-Dan Zarrella

B. Development
Pagpapaunlad The product value to consumers is difficult to measure for it is subjective and
is based on their perception. Companies are interested to know who uses
160mins their products, what happened, how it is used, and the general behavior of
their consumers after the product purchase. Likewise, for the new products
or new markets, they may not be completely certain of the acceptance
behavior of the market. This is where marketing research comes in. It can be
costly yet it is purposeful and relevant.

The following are some of the importance of marketing research:

Identify viable new products and services
Reduce uncertainty and risks
Identify market opportunities, problems, and threats
Determine the level of customer satisfaction
Pinpoint and anticipate market trends or changes
Decide on the best advertising medium
Pre-test and post-test advertising and promotional campaigns
Evaluate the results of test marketing
Evaluate the results of packaging, brand name, and label testing
Determine consumer price awareness and sensitivity
Undertake location studies
 Activity 2: My Importance

Directions: Give at least five importance of marketing research. Write it in

your notebook and be ready to share it in class or with any member of your
household.

The Marketing Research Process

Marketing research is conducted for various reasons. Some of these are: to
identify marketing opportunities and problems, generate and evaluate
potential marketing actions or plans, monitor marketing performance, and
improve marketing as a process. But, how does one carry out marketing
research? The book Marketing Research by Alvin C. Burns and Ronald F. Bush
gave the answer.

Here are the common 11 steps in conducting the marketing research:

So, R.C. and Torres, O.G.2016.DepEd Principles of Marketing Textbook. Quezon City.
Vibal Group. p. 37

1. Research need determination

To do research or not to do research, that is the question. Research is
expensive, tedious, and time-consuming that it is a necessity for any business
to assess and analyze the problem situation to determine if it needed
marketing research at all. Conversely, the research may no longer be
necessary if pertinent information is readily available and/or due to budget
constraints. Likewise, if the results become worthless if they cannot be
delivered to the decision-maker on time and the costs outweigh the value of
the research.

2. Defining the problem/opportunity

Defining and identifying the problem or the opportunity is a crucial step that
you have to think broadly about the possible causes. It involves specifying
the symptoms, listing the possible causes, and itemizing reasonable
alternative courses of action to avoid wasted efforts for both can be a subject
of marketing research.
3. Establishment of research objective/s
Objective/s guide and direct the researcher exactly what he or she should
be looking for and what he or she must do to obtain accurate information
that is necessary to allow the manager to choose between the decision and
the alternatives. The development of a hypothesis can be helpful.
4. Research design
A research design is a blueprint or framework for conducting a marketing
research project. It determines the methods and procedures for the
collection and analysis of information. These are the most common methods
used:
 Research Design
Quantitative Research Qualitative Research
Descriptive Causal Exploratory

5. Information identification
Primary: information collected by the researcher himself specifically for the
problem at hand by conducting interviews and surveys.
Secondary: these are easy and inexpensive information readily available
from previous researches, journals, periodicals, industry statistics, etc.
6. Data access method
After you pinpoint the type of information needed, your next step is to
determine methods of accessing data. Examples: Face-to-face interviews,
online surveys, mall-intercept studies, mail surveys, company reports, etc.
7. Data collection forms design
It is designing the form in which data will be collected. It can be a
questionnaire or an observation form. Common questionnaires use are:
● categorical response questions
● open-end questions
● metric questions
8. Size and sampling plan
As a researcher, you have to define your target population from which to
drawn sample. A good sampling procedure provides good reliability.
Sampling plan: identifies who is to be sampled and how to select them for
study, either probability or non-probability based.
Probability Sampling Plan: simple random sampling; systematic sampling;
cluster sampling; stratified sampling
Non-Probability Sampling Plan: convenience sampling; judgment sampling;
referral sampling; quota sampling
Sample size: how many elements of the population should be used to make
up the sample. It is determined using three variables:
Confidence Level: usu. 90%, 95% and 99%
Variability: usu. pegged at 50%
Margin of error: usu. ranged from 2%-10%
The higher the confidence level, the lower the margin of error, the larger the
sample size needed. In practice, common sample sizes are 100 at 95%
confidence level, 50% variability, and 3% margin of error. When calculating
appropriate sample size from a population, you can use the Slovin’s Formula.
9. Data collection
This step relates to the collecting of facts to be used in solving the problem.
It can be Primary data collection: it is collected from the original base through
empirical research by means of various tools; Secondary data collection: it is
collected from magazines, periodicals, etc. Some errors in data are likely to
occur and researchers need to know the sources of these errors to implement
control and minimize them.
10. Data analysis
In this stage collected data is summarized and generalized to determine its
differences and relationships. It involves entering data into computer files,
inspecting data for errors, and running tabulations and various statistical tests.
Common statistical tools used are: percentage and mean difference test,
cross-tabulation, correlation, etc.
11. Preparation and presentation of the report
The final report should address the following:
❖ the identified specific research questions
❖ the research design
❖ data collection, analysis, and procedures
❖ the results and major findings
❖ interpretation, conclusions, recommendations
❖ You can add visual aids like charts, graphs, tables, etc.

A well-presented report reflects the skills and quality of the researches. It is

important that your report is not over or understated as it will serve as a basis
in creating and implementing successful marketing programs.
 Activity 3: My Objective

Directions: Mostly the objectives of marketing research is to understand the

market and the effectiveness of the marketing mix. In your notebook, write
down at least three objectives for your marketing research. Be ready to
share it with your classmates or any member of your household.

C. Engagement Activity 4: The Marketing Research Process

Pakikipagpalihan
15mins

Direction: Give the correct sequence of marketing research process.

D. Assimilation Activity 5: Research Design

Paglalapat 15mins
Directions: In 3-5 sentences, discuss the importance of determining the right
research design for any marketing research. Write your answer in your
notebook.

V. ASSESSMENT Activity 6: What Is It To Me?

(Learning Activity Sheets for Directions: In 3-5 sentences, express your thought about the relevance of
Enrichment, Remediation or
Assessment to be given on Weeks
15mins being skilled in writing marketing research in your personal life? Write your
3 and 6) answer in your notebook.
VI. REFLECTION
In your notebook, write your insight about the lesson using the prompts below:
5mins
I understand that ________________________________________________.
I realize that _____________________________________________________.
I need to learn more about ______________________________________.

Prepared by: Ma. Cristina F. Pabalate, SDO Imus City Checked by: Feliz A. Tayao,
Cherie L. Logatoc