G12 Principles of Marketing W8 LAS
G12 Principles of Marketing W8 LAS
G12 Principles of Marketing W8 LAS
Region III
SCHOOLS DIVISION OF ZAMBALES
Zone 6, Iba, Zambales
Tel./Fax No. (047) 602 1391
E-mail Address: zambales@deped.gov.ph
website: www.depedzambales.ph
I. Introduction
In making good marketing decision, the business needs accurate
information about what is happening in the market. Many firms realize
that it doesn’t pay to wait until you have important questions you cannot
answer. They anticipate the information they will need. Managers cannot
usually get all of the information they like, but part of their job is to find
cost-effective ways to get the information that is imperative. Through
Marketing Research, developing and analyzing new information about the
market and creating a good decision becomes easier.
III. Objectives
At the end of this learning activity sheet, you are expected to:
1. define marketing research;
2. understand the role and importance of Marketing Research;
3. identify steps in marketing research.
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IV. Discussion
For instance,
Apple has been the most well-known in technology for years.
This is not necessarily because they appear to be the most innovative,
but rather they use market research to find out exactly what their
customers want from their devices. Through that, they figure out how
to make those wants a reality. Their research group, Apple Customer
Pulse, created online surveys. With this, the company is able to compile
and analyze the data faster, and the surveys are easy to administer,
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without much effort. These surveys and strategies have led to different
modifications and designs of various Apple products. Modifications
include having bigger screens for videos and games more clearly.
By Source
By Methodology
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purchase a particular type of ice cream on why he prefers that type
over other options.
By objectives
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Causal Research – the main purpose of this research is to test
hypotheses about cause-and-effect relationships.
1. Define 3. Design
objective and Prepare
and Research 5. Analyze
problem Instrument Data
2. 4. 6. Visualize and
Determine Sampling Communicate
Research and Data Results
Design Collection
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to determine possible answers to the research questions, test the
hypotheses of interest, and provide the information needed for
decision making.
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Step 5. Analyze Your Data
V. Activities
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Exercise 2: Let’s Analyze!
Instruction: Read the case below and answer the question that follows.
Write down your answer in your activity notebook.
Case Study
Lucas and Max run a chain of milkshake shop called The Tea
Breeze, which allow customers to bring in or buy at the shop their own
ingredients to make a milkshake of their choice. They have been
currently making a small profit for the five years they have been trading.
Currently The Tea Breeze offers only milk shakes but Lucas wants to
start selling Coffee alongside their current product range. Josh feels
there is too much competition from more established competitors.
Source: https://www.tes.com/teaching-resource/market-research-lesson-2-3-primary-
and-secondary-marketing-research-gcse-business-studies-11183089
Question #2: Lucas feels that just taking a small questionnaire around the
local area will provide all the detailed results The Tea Breeze will need to
make the right decision regarding selling of coffee. Do you agree with his
decision? Explain your answer.
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
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Exercise 3: Design Your Own!
Instruction: Design your own questionnaire that is answerable by the
given choices to carry out on friends/teachers. Complete the following
steps.
You have been asked to carry out some research into the feasibility of
opening a new canteen in your local area. The owner wants to know the
consensus of the community when it comes to what variety of foods the
canteen should serve in order to properly reach out to potential customers.
As a researcher, create an appropriate questionnaire to assess customer in
terms of their preferred variation of products and foods.
not applicable
disagree
disagree
uncertain/
strongly
strongly
agree
agree
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
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________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
2. How many people you are going to ask?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Criteria 5 4 3
Excellent Good Fair
Ideas
Organization
Content
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VI. Assessment
Instruction: Read the case below and answer the question that follows.
Write down your answer in your activity notebook.
Case study
Mandy has a business that manufactures a range of clothes. Its
best-selling products are casual clothes and sweatshirts. The customers
of these products are ranging from 18-25 years old and usually have
high incomes. Mandy wants her business to continue to grow by
widening her range of products. She employed a market researcher to
investigate the clothing market. She wanted to identify a consumer need
and the gap in the market and asked to research the 18-25 year age
range. The researcher interviewed a sample of potential consumers.
3. After finding out the results of the research, what do you think
Mandy’s next move? Take into consideration all the findings noted
when interpreting the results.
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__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
VII. Reflection
Instruction: In your activity notebook, make a 10 sentence reflection paper
on the topic below.
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
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VIII. References
Books
E-book
Website
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(For teacher’s copy only. Don’t include this part in the distribution)
Exercise 1: Let’s explore!
The learner has their own answer
Rubric is provided for the exercise.
Exercise 2: Let’s Analyze! (Case Study)
The learner has their own answer
Rubric is provided for the exercise.
Exercise 3: Design Your Own!
The learner has their own answer
Exercise 4 Let’s Grasp!
The learner has their own answer
Rubric is provided for the exercise.
Exercise 5: Fill in the Blanks
1. Marketing 6. expensive
2. Secondary 7. up to date
3. cheaper 8. relevant
4. journal 9. surveys/interviews
5. Field 10. surveys/interviews
VI. Assessment
Case Study
The learner has their own answer
Rubric is provided for the exercise.
VII. Reflection
The learner has their own answer
Rubric is provided for the exercise.
IX. Answer Keys