SHS

Principles of Marketing
Module 6
ABM • Principles of Marketing
Grade 11: Module 6
First Edition, 2021

Copyright © 2021
La Union Schools Division
Region I

All rights reserved. No part of this module may be reproduced in any form without
written permission from the copyright owners.

Development Team of the Module

Author: Narciso A. Martin Jr., T-II

Editor: SDO La Union, Learning Resource Quality Assurance Team

Illustrator: Ernesto F. Ramos Jr., P II

Management Team:

Atty. Donato D. Balderas, Jr.

Schools Division Superintendent

Vivian Luz S. Pagatpatan, Ph.D

Assistant Schools Division Superintendent

German E. Flora, Ph.D., CID Chief

Virgilio C. Boado, Ph.D, EPS in Charge of LRMS

Lorna O. Gaspar, EPS in Charge of ABM

Michael Jason D. Morales, PDO II

Claire P. Toluyen, Librarian I

 Target

Every day, the world of economics is changing. Thus, every stage of any
economic development and progress attached to it must be carefully documented
and studied to interpret market economic conditions.

The market, where buyers and sellers meet, where products and services can
be accessed upon and offered for the consuming public, are produced and delivered
both by manufacturers and producers, can be understood how it works. In this
lesson, learners position to understand the nature of our market economy by defining
and identifying the significance of conducting market research to help achieve our
Philippine economy objectives.

After going through this learning material, the learner is expected to:

Define marketing research, its importance to a business enterprise, and

identify marketing research (ABM_PM11-Ie-i-11).

Subtasks
1. To discuss the importance of marketing research in an enterprise
2. TTo identify the steps in marketing research

Pretest. What’s In

Directions: Arrange the boxes from the FIRST STEP down to the LAST STEP when
doing simple research. Transfer these boxes in your answer sheet. (5 points)

Questionnaire
Presentation /
of Data Interview

Problematization Findings/
Claims/
Conclusions/
Arguments Recommendations

3
 Jumpstart
For you to understand the lesson well, let us do
some practice drills. Have fun!

Activity 1: Matching Type.

Directions: Discover the meaning and purposes of doing marketing research

by drawing a line that best describes Column A with Column B. Copy first.
The two columns in a separate sheet then answer. (10 points)

Column A Column B
This is part of the methods and
procedures during data
gathering, in which the 1) Title
researchers interact “face-to-
face” with their interviewees.
This is a portion of the study
wherein essential keywords
2) Introduction
have customized meaning to
use in the study.
Researches use the "Interview
Guide Questions" to ask
3) Statement of the Problem
responses and opinions from
their interviewees.
The data gathering was through
any strategies such as
Interview, Observation, Survey,
4) Importance of the Study
Documentary, Checklist,
Questionnaire, Group
Discussions, or Small Activities.
This part of the research
provides a brief explanation of
the research context by 5) Definition of Terms
discussing all the research facts
related to the topic at hand.
They are the prime beneficiaries
of the results and findings of 6) Research Method
the research.
It serves as the "Question Guide
Statements" throughout the
conduct of the study. 7) Research Instrument
This is the result of data
8) Respondents
gathering and must

4
communicate with the
beneficiaries of the research.
This gives the reader only an
idea or concept about the 9) Interview
research.
They are the sources of data,
whether through an interview
10) Research Findings
approach or answering the
questionnaire forms.

Discover

The Importance of Marketing Research

Marketing research is primarily concerned with understanding the nature and
movement of economic activities in the market. Therefore, research findings must be
instrumental in providing insights into the market status quo to help the
management team decides.
The primary objective of conducting marketing research is for the enterprise
to gain a competitive advantage and position in the market share. But how is it
objectively attained in the first place?
There are several reasons we can explore why marketing research is
considered necessary in an enterprise where the competition more rigid because of
politics, cultures, social, economic, legal, and even technological factors that
surround the marketplace.
Through marketing research, the enterprise knows about the prevailing
market conditions, market challenges, and even future problems within proximity
areas. The enterprise can make a necessary adjustment in anticipation of the effects
of the possible issues that might arise along the way. Some common problems that
could affect the enterprise are fluctuating costs and prices of commodities, shortages
in supplies and materials, higher demands, and increasing competition level with the
same industry lines.
Through marketing research, the enterprise could also understand the
attitude and consumer behavior displayed by the target market, providing the
business with an opportunity to devise strategies in the business cycle. Some
common examples are consumer service patterns, system enhancements, and
customer feedback for greater efficiency and operational flexibility.
Through marketing research, the enterprise understands its market position
when the competition gets in. It gives the chance to identify strong competitors in
the market for “healthy competition,” benchmarking, innovations, and even
breakthroughs in business economic activities. The market competitors encourage
entrepreneurs or management teams to adjust the sail and be at par in the prevailing
market conditions. Some common examples of apparent competition in the market
are product endorsements, service delights, latest trends, and “what’s hit.”
Through marketing research, the enterprise weighs market opportunities in
this ever-demanding business environment. Research can confirm any claims and
arguments concerning the evolving market trends, market structures, and market
conditions to improve the whole enterprise. Some common examples are merging
company assets and resources, partnerships, business acquisitions and expansions,
business conglomerates, and diverse stem of economic activities (e.g., gas and oil,

5
banks, mining, investments, food processing, service provisions).

Identifying the Steps in Marketing Research

What is the primary objective of why we are conducting marketing research?
In helping us discover the many reasons behind, we have to observe how the market
takes place, how market players behave in the marketplace, and how consumers
display their buying behavior when market demands and opportunities favor their
tastes and want.
Technically, the marketplace where products and services are delivered and
offered, the sellers and buyers meet. We can see different consumers with different
buying behaviors (Word-of-Mouth, Post-purchase, Repeat purchase), how much they
will buy (quality over quantity or vice), and how much they are willing to pay. In a
mostly consumer-oriented marketplace, we always look for their convenience and
satisfaction to sustain their positive buying behavior today and in the future.
Big producing firms and enterprises prioritize studying market trends first. It
will help them decide how many goods to make and how much safety margin will get.
Besides, we have Economists who monitor market changes where the most common
are the prices of essential commodities, the cost of production materials, and the
expected profit in doing business.
All this information must retrieve in providing more data for further market
analysis. Therefore, market research analysis becomes one of the essential business
economic approaches in the Philippine economy.
In preparing simple marketing research, it is a pre-requisite to have mastery
of the technical aspect of research writing that will surely help us design and present
the marketing research data objectively.
In the technical aspect of conducting marketing research, we consider the
book entitled “Methods of Research,” published by Ventayen (2017). The author
mentioned the “scientific method” in the marketplace following the science of
consumer buying behavior, buying capacity, and providing a sufficient supply of
production goods and resources available to meet the daily marketplace
requirements.
He mentioned the following systematize research steps;
1. Identification of a problem – the marketplace is observed flexible, but some
factors may or may not contribute to market equilibrium; thus, this is where
marketing problems (problematization) and challenges come in.
2. Definition of the problem – the market players need to state the prevailing
marketing problems that objectively require immediate resolutions.
3. Formulation of appropriate hypotheses – these are tentative answers to the
marketing problems that need careful examination.
4. Data Collection – the data are available because the market players such as
the consumers, producers, and even the actual marketplace can help provide
answers or solutions on the identified marketing problems.
5. Analysis of the data – the market players’ data as supported by marketing
experts and the-knowledgeable-others (e.g., Economist, Market Analysts, DTI,
et al.) can provide objective information for reliable economic decisions.
6. Inference and conclusion-based – the processed data can confirm previous
claims or arguments, which become the basis of conclusive recommendations
that will benefit all market economy members.

We can conclude that it becomes challenging to do a marketing research

analysis on the prevailing market problems because it requires careful analysis
considering its procedural and multi-disciplinary approaches. Nevertheless, through
continuous marketing research, we can help in sustaining a progressive and

6
balanced market economy.
In understanding the procedural approaches of conducting marketing
research, the following figure serves as our guide.

Identifying
Marketing Research
Problems

Research Finalizing Research

Step 1
Findings/Conclusions Instruments/
Questionnaires/
/Recommendations Step 5 Step 2 Respondents

Step 4 Step 3

Data Gathering/
Data Analysis/Data Face-to-Face (or Online)
Interpretation Interview/Questionnaire
s Distribution/Online
Survey

Figure 1. Steps in Marketing Research

Sample Researchable Market Condition

Fidel conducted market research and analyzed consumer behavior when
purchasing Maggo Magic Pinasarap, which cost them P4.00 per sachet over Norr
NamNam at P3.50 in Bauang Public Market. He presented detailed analyses of why
consumers kept on patronizing Maggo Magic Pinasarap over its competitor. The data
gathering was done via an online random interview with household mothers in town
last September 2020.
Let us carefully study the provided information on the table below.

Marketing Research Information

Buying Behavior of Maggo
Step
Identifying Marketing Research Problems Magic Pinasarap and Norr
1
NamNam

Step Finalizing Research Household Mothers (Random

2 Instruments/Questionnaires/Respondents Sampling)

7
 Data Gathering/Face-to-Face (or Online)
Step Random Online
Interview/Questionnaires
3 Interview/Questionnaires
Distribution/Online Survey

Step Presentation of data using

Data Analysis/Data Interpretation
4 graphs/tables/descriptions

Product loyalty/ Price is not

Step Research
an issue/Quality of
5 Findings/Conclusions/Recommendations
taste/Generic flavor enhancer
Table 1. Sample Marketing Research

Explore

Let us check how well you have understood the lessons by working
on some of the enrichment activities below. Good luck!

Directions: Create an Interview Guide Questions. Interview one (1) online seller who
used social media platforms in marketing his/her products. The rubric is provided
below for the pointing system. Use a separate sheet for the results of the interview
using the Steps in Marketing Research.

Marketing Research Information

Step
Identifying Marketing Research Problems
1

Step Finalizing Research Interview Guide Questions/ 1

2 Instruments/Questionnaires/Respondents online seller

Data Gathering/Face-to-Face (or Online)

Step
Interview/Questionnaires
3
Distribution/Online Survey
Step
Data Analysis/Data Interpretation
4

Step Research
5 Findings/Conclusions/Recommendations

8
 Deepen

Enrichment Activity 1: Completing the Marketing Research Study

Directions: Supply the necessary information following the technical requirements
in presenting a marketing research study. The rubric is provided below for the
pointing system. Use a separate sheet for your answers.

Marketing Research Topic: Facemask and Face shield in Bauang La Union

Title (8-14 words only)

Sample Answer only: Problems Encountered on The Availability of Facemask
and Face shield in Bauang Public Market
Introduction (5-10 statements will do for a practice drill)
Statement of the Problem (Minimum of 3 sentences)
Importance of the Study (Declare who will benefit your research)
Definition of Terms (2-3 keywords will do for a practice drill)
Research Method (Survey, Interview, Questionnaires)
Research Instrument (Interview Guide, Questionnaires)
Respondents (Profiling)
Research Findings (2-3 statements will do for a practice drill)
Research Conclusions (2-3 statements will do for a practice drill)
Recommendations (2-3 statements will do for a practice drill)

Great job! You have understood the lesson well! Are you
now ready to take the final assessment?

9
 Rubric

3 2 1 0 0
90%+ 80%+ 70%+ 60%+ Less than
60%
Approaching
Mastered Exceeded Attained Unattained
Attainment
The learner The learner Learner meets Learner Learner
presents a clear, presents a clear, written works’ knowledge of knowledge of
specific specific expectations. the topic is the subject is
understanding understanding understood but not shown.
of the of the The learner at a minimum Steps through
competency. All competency. demonstrates level of the process
notes, All notes, new knowledge competency. were not
assignments, assignments, learned in oral The written followed. Notes
tests, work tests required participation works are and written
completed on are completed and or written occasionally works lack
time, exemplary on time, tasks. The work incomplete and neatness,
well-organized, organized, and is well- could organize organization,
and questions answered organized and better. detail, and
are answered accurately. complete. The evidence of new
accurately. learner Some resources knowledge.
The learner understood the have been used, Work does not
High interest has used more assignments. but it is not meet the
and excitement resources clear what the requirements.
have led the then required The learner learner Parts are
learner to reach and used the understood. missing.
far beyond the demonstrates resources
requirements. new knowledge required and The learner Participation is
in written work organized does most of weak, or learner
The learner has and uses information in what is is often not
used his/her this knowledge all written required, but participating.
new knowledge in his/her works, carefully nothing more.
when assignments done Some of the The learner has
participating in and oral and the learner work may not failed to grasp
making participation. meets just be finished. new concepts
assignments above the Tasks are not covered in the
and written All tests are minimum carefully done, competency.
work. beyond the requirements and the
standard level of and information The level of
The learner achievement expectations. from the achievement is
obtained the between 80%. resources is not below
highest level of All tests, used. 60%.
achievement participation
above 90%. and Written works
assignments are at a level of
meet the achievement
standard level between
of 60% to 69%.
achievement
between
70% to 79%.
https://www.uky.edu/ie/sites/www.uky.edu.ie/files/uploads/Assessment/Accounting.pdf

10
 Gauge

Posttest. Summative.
Directions: Choose the best answer. Use a separate sheet for your answers.

1. Which one gives the reader an idea or concept only about marketing research?

Abstract B. Introduction C. Market Research Findings D. Title Page

2. When a research topic is predetermined, the researchers must look for

supporting documents (books, journals, magazines, newspapers, articles,
brochures, theses, and dissertations) related to the researcher’s present idea
and organize it. Which part of the marketing research study?
A. Introduction B. Recommendations
C. Research Findings D. Research Conclusions

3. Which part of a marketing research study where the specific problems or

objectives presented?
A. Statement of the Issues B. Statement of the Problem
C. The Questionnaire D. The Interview Guide
4. Which part of the marketing research study declares the different groups of
people who will benefit from the research?
A. Definition of Terms B. Importance of the Study
C. Introduction D. Title Page
5. Where do essential keywords have customized meaning to use in the
marketing research study?
A. Definition of Terms B. The Interview Guide
C. The Questionnaire D. The Respondents
6. Select the best definition of a research method that requires a face-to-face
form of data gathering.
A. Interview B. Observation
C. Simulation D. Survey

7. Select the best definition of a research method that requires an ocular

inspection or actual visit onsite (e.g., going to public market) form of data
gathering.
A. Interview B. Observation
C. Simulation D. Survey

8. Select the best definition of a research method that requires a researcher to

personally witness and record any change or progress form of data gathering.
A. Interview B. Observation C. Simulation D. Survey

11
9. What fact/s would you select to show the actual final question statements
for the respondents?
A. Statement of the Problem B. Statement of the Issues
C. The Questionnaire D. Actual Title

10. What information would you use to obtain background information about
the population and demographic profile of the respondents?
A. Facebook Account B. Profiling
C. Tiktok Account D. YouTube videos

11. What possible solution that confirms how the statement of the problem has
answered?
A. Data Collection B. Data Gathering
C. Recommendations D. Research Findings

12. Can you design Marketing Research Conclusions in the absence of data
gathering?
A. There is a need for further review of related researches and studies.
B. Yes, because we have hypotheses (tentative conclusions).
C. No, because we need the data first.
D. Either A or B

13. What possible solution can you suggest to obtain data from your respondents
while there is still COVID-19?
A. Set aside the marketing research study
B. An online interview might be possible
C. Discontinue the marketing research
D. Wait for the release of the vaccine

14. How many ways can you show that data gathering is possible even there is
still COVID-19?
A. Facebook live B. Google meet C. Zoom conferencing D. All of the above

15. Can you create a marketing research proposal that would discuss how
COVID-19 affects the country’s market economy?
A. Yes, because all consumers and producers comprised the market is
concerned.
B. No marketing research study because of the COVID-19 pandemic.
C. No, because there is no regular economic activity in the market.
D. Either A or B

12
References
Book
Ventayen, Randy Joy Magno (2017). Methods of Research: An Introduction to Research Writing. First
Printing Edition. ISBN: 978-1986314480. CreateSpace. The United States of America. Pp 1-61

Website

https://books.google.com.ph/books/about/Methods of Research.html?id=djB0tAEACAAJ&redir
esc=y

13
 14
PRETEST
FIRST STEP Problematization
Questionnaire/
Interview
Presentation
of Data
Claims/
Arguments
Findings/
LAST STEP Conclusions/
Recommendations
JUMPSTART
Column A Column B
This gives the reader only an idea or
1) Title
concept about the research.
This part of research provides a brief
explanation about the context of
2) Introduction
research by discussing all the research
facts related to the topic at hand.
It serves as the "Question Guide
3) Statement of the Problem Statements" throughout the conduct of
the study.
They are the prime beneficiaries of the
4) Importance of the Study
results and findings of the research.
This is the portion of the study wherein
important keywords are given
5) Definition of Terms
customized meaning as how they are
going to use in the study.
The data gathering was done through
any of the following strategies such as
Interview, Observation, Survey,
6) Research Method
Documentary, Checklist,
Questionnaire, Group Discussions, or
Small Activities
Researches use the "Interview Guide
7) Research Instrument Questions" to ask responses and
opinions from their interviewees.
They are the sources of data whether
8) Respondents through an interview approach or
answering the questionnaire forms.
This is part of the methods and
procedures during data gathering in
9) Interview
which the researchers interact “face-to-
face” with their interviewees.
This is the result of data gathering and
10) Research Findings must be communicated to the
beneficiaries of the research.
Key Answer
EXPLORE

Interview Guide Questions (Sample Only)

1. What are the products you offered in the market?

2. How long have you been in online selling?
3. What are the advantages/disadvantages when you go to online marketing?
4. Please share your honest opinions and experiences in online selling/marketing?
5. What will you recommend to the future online sellers?

Marketing Research Information

Step Identifying Marketing Stress Management in Doing Online
1 Research Problems Business
Finalizing Research
Step Interview Guide Questions/ 1 online
Instruments/Questionnaire
2 seller
s/Respondents
Data Gathering/Face-to-
Step Face (or Online) Online Interview via Facebook/Interview
3 Interview/Questionnaires Guide Questions
Distribution/Online Survey
Step Data Analysis/Data
Written/printed texts/ Dendogram
4 Interpretation

Research Consistent exposures to radiation/

Step
Findings/Conclusions/Reco Time-consuming during customers’
5
mmendations inquiries/ Delivery and payment issues

15
 16
GAUGE
1. D 6. A 11. D
2. A 7. D 12. B
3. B 8. B 13. B
4. B 9. C 14. D
5. A 10. B 15. A
DEEPEN
Title (8-14 words only)
Problems Encountered on The Availability of Facemask and Face shield in Bauang
Public Market
Introduction (5-10 statements will do for a practice drill)
The prevailing health crisis signals to take good care of our health conditions. The environment becomes
susceptible to the virus intruders we do not even see. We do not even know when they will attack our
immune system. In protecting ourselves from unknown microorganisms, bacteria, and viruses, the
Health Experts suggested that we wear protective gear at all times. In the past months, health-protective
kits such as facemask and face shield have issues because of market challenges.
Statement of the Problem (Minimum of 3 sentences)
1. How many people need facemask and face shield in the area?
2. How many supplies are being delivered and offered in the market?
3. What are the challenges of health-protective kits in the market?
4. What course of action can propose to address the challenges of health-protective kits?
Importance of the Study (Declare who will benefit your research)
1. Consumers
2. Health care providers
3. Local Government Units
Definition of Terms (2-3 keywords will do for a practice drill)
Consumers – they are primary beneficiaries of health-protective kits during the pandemic.
Facemask and Face shield – used as small suit and health-protective kits during the pandemic.
Market – the place where health-protective kits offer for selling and buying.
Research Method (Survey, Interview, Questionnaire)
Online/Interview Guide
Research Instrument (Interview Guide, Questionnaire)
Semi-structured/Interview Guide
Respondents (Profiling)
Random Sampling (Market consumers)
Research Findings (2-3 statements will do for a practice drill)
1. There was a shortage of facemask and faces shield in the past months.
2. Health care providers in the area requested sufficient supplies of health-protective kits.
Research Conclusions (2-3 statements will do for a practice drill)
1. Panic buying might be a possible reason for the insufficiency of facemask and face shield in
the market.
2. Only the rich ones have enough supplies of health-protective kits.
Recommendations (2-3 statements will do for a practice drill)
1. The Local Government Unit may intercede to ensure a sufficient supply of health-protective
kits in the area.
2. The National Government, through the support of local DTI, must monitor the prices of
health-protective kits and products since we have a global pandemic.