ADAPTIVE TEACHING GUIDE

Most Essential Topic # 1: Market Research

Lesson #1: Market Research

Prerequisite Content-Knowledge: Recognize and Understand Market

Prerequisite Skill: Understanding

Prerequisites Assessment:
Fill in the blanks:
Entrepreneurs will take a look at each customer’s demand in the market. Understanding your market will help reach your goal to
compete with bigger competitors. Building positive relationships with customers require more understanding in customers’
purchasing motivations and habits. __________________ and ______________________ basically join hand in
hand to promote its product and services. ____________________is a sage in market identification process that aims to
determine the buyers’ common needs and behavior. There are four (4) methods for segmentation, ____________________,
____________________, ______________________, and _____________________. There are two types of customer
requirements, the ___________________ and _________________, the tangible and intangible things. Understanding your
market will help reach your goal to compete with bigger competitors.

Pre-lesson Remediation Activity:

1. For Students with Insufficient Level on Prerequisite Content-knowledge and/or Skill(s):
 The teacher will let students recall Recognizing and understanding market through a short discussion or provide printed
materials and video links for students’ review.
2. For Students with Fairly Sufficient Level on Prerequisite Content-knowledge and/or Skill(s):
 Question and Answer activity where the students will share their difficulties on the topic.
Introduction:

1. TIME ALLOTMENT: (Three (4) Sessions) TEACHER’S CONTACT INFO: _________________________________

2. RUA (OBJECTIVE/The student is expected to gain from learning the topic/lesson)
At the end of the lesson, the learners will:
 Explain what market research is
 Understand the meaning of data gathering
 Identify the different data gathering techniques
 Appreciate the importance of market research
3. Context where the student is going to apply his/her learning (In what PAA/EFAA and personal use?)
The learners will use their knowledge on doing Market Research.
4. Overview:
 In this lesson student will know what is market research and its importance.
 In this lesson student will know what are data collection techniques.
 Students able to assess them self by creating one of data collection techniques.
Student’s Experiential Learning:
Market Research
Chunk 1: Students will define what is market research based on their prior knowledge.
Formative Question 1: What is Market Research?
Market Research or Marketing Research Process can be defined as the process of gathering, analyzing and interpreting the
information about the products or the services to be offered for sale to the potential consumers in the market.
 Formative Question 2: What is Data Collection?
DATA COLLECTION is the most valuable tool in any type of research study. Inaccurate data collection may cause mistakes
and ultimately lead to invalid results.

TIPS in COLLECTING DATA

 Organize collected data as soon as it is available
 Know what message you want to get across and then collect data that is relevant to the message
 Collect more data
 Create more data
 Take note of interesting or significant data

Chunk 2: Understand the 3 types of data collection techniques.

Formative Question 3: What is the common way to collect data?
1. SURVEYS are the most common way to gather primary research with the use of questionnaires or interview schedule.
These can be done via direct mail, over the phone, internet (e.g., Google) or email, face-to-face or on the Web (e.g. Skype or
Viber).

Formative Question 4: In creating a survey, how will you design or construct you questions?
 Keep it as simple as possible
 Make sure it is clearly appealing and easy to read
 Cluster or block related questions
 Move from complex questions to more specific questions
 Make sure questions are concise and easily understood
 Avoid questions that are difficult to answer
 Make sure response scales used are consistent with categories that are mutually exclusive
 Formative Question 3: What is the most reliable in gathering data?
2. INTERVIEW is one of the most reliable and credible ways of getting relevant information from target customers. It is
typically done in person between the researcher/entrepreneur and a respondent where the researcher asks pertinent questions
that will give significant pieces of information about the problem that he will solve. The interview is also helpful even when the
business has already started because the customers’ feedback provides the entrepreneur a glimpse of what the customers think
about the business.
Interviews normally last from 15 to 40 minutes, but they can last longer, depending on the participants’ interest in the topic.

Two types of Interviews

 Personal interviews are the traditional method of conducting an interview. It allows the researcher to establish relationship
with potential participants and therefore gain their cooperation.
 Telephone interviews are less expensive and less time-consuming, but the disadvantages are that the response rate is not
as high as the face-to-face interview, but considerably higher than the mailed questionnaire.

3.FOCUS GROUP DISCUSSION (FGD) - is an excellent method for generating and screening ideas and concepts. It can be moderated
group interviews and brainstorming sessions that provide information on user’s needs and behaviors.
The following are considerations in the use of focus group discussions
in market research:
 The length of the session is between 90 and 120 minutes.
 Conduct focus groups discussion with 8 to 10 participants per group.
 Assign an expert moderator / facilitator who can manage group dynamics.
 Use a semi-structured or open-format discussion
 Strive for consistency in the group’s composition

Synthesis:
Market Research is __________
Data collection is __________

Market Research plays a vital role in gaining an understanding of customers- their needs, preferences and behaviors that
affect the way they make purchases and build loyalty to a brand. There are several research methodologies that an
entrepreneur may employ to able to perform market research. Data collection s the process of gathering and measuring
information on variables of interest, in an established systematic fashion that enables one to answer stated research
questions, test hypotheses, and evaluate outcomes. The interview is one of the most reliable and credible ways getting
relevant information from target customers. Focus Group Discussion is commonly used by market researchers to capture
qualitative results from target customer. And Survey is the most commonly use to gathered information.

RUA of a Student’s Learning

For students with internet connectivity
The students are tasked is imagining they are about
to open a “Lemon Juice and Shake” business in their
neighborhood. They will conduct a simple market
research to know if it is feasible or not.
Students may send your research output with
pictures thru e-mail or
messenger.
For students without internet connectivity
The students are tasked is imagining they are about
to open a “Lemon Juice and Shake” business in their
neighborhood. They will conduct a simple market
research to know if it is feasible or not.
Students will pass a Hard copy of their output

Post-lesson Remediation Activity

The teacher will provide feedback on the outputs submitted by the students and conduct a tutorial session as the need
arises. Then, give another similar activity to capture or achieve the target competencies and skills of the lesson.