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Subject: Principles of Marketing Week: 7

Quarter: 3rd Quarter Days: 5

I. LESSON TITLE Marketing Research


II. MOST ESSENTIAL LEARNING Define marketing research, its importance to a business enterprise, and
COMPETENCIES (MELCs) identify 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
Time frame
A. Introduction A pleasant day!
Panimula At the end of this lesson, you are expected to:
1. define marketing research,
30mins 2. discuss the importance of marketing research to a business
enterprise; and
3. demonstrate 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
120mins 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
Enrichment, Remediation or
Assessment to be given on Weeks
15mins of being skilled in writing marketing research in your personal life? Write
3 and 6) your answer in your notebook.
VI. REFLECTION
In your notebook, write your insight about the lesson using the prompts
5mins below:

I understand that .
I realize that
.
I need to learn more about .
Prepared by: Checked by:

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