Topic Overview

Resources for the TEKLA curriculum at Junior Secondary Topic 1 Market Research

Strategies and Management – Extension Learning Element

Module E5 Marketing

Topic Overview

Topic

Strategies and Management

E5 Marketing: Simple Method to Conduct Market Research

Level

Duration

3 lessons (40 minutes per lesson)

Learning Objectives:

1. Understand the purpose of market research, and

2. Understand and apply the market research process.

Overview of Contents:

Lesson 1

Objective and Data Collection

Lesson 2

Research Design

Lesson 3

Execution and Presentation

Resources:

 Topic Overview and Teaching Plan

 PowerPoint Presentation

Suggested Activities:

 Class Discussion

 Group Discussion

 In-class exercise

 After-class exercise

Resources for the TEKLA curriculum at Junior Secondary Topic 1 Market Research

Strategies and Management – Extension Learning Element

Module E5 Marketing

Lesson 1

Theme

Objective and Data Collection

Duration

40 minutes

Expected Learning Outcomes:

Upon completion of this lesson, students will be able to:

1. describe what is a market research,

2. describe the market research process, and

3. collect relevant data for research.

Teaching Sequence and Time Allocation:

Activities

Reference

Time

Allocation

Part I: Introduction

 Teacher starts the lesson by a group discussion and

raises the importance of conducting a market

research.

PPT #2

6 minutes

 Teacher explains the concept of market research.

PPT #3

3 minutes

Part II: Content

 Teacher introduces the market research process.

 Teacher explains the first step: defining problem.

PPT #4

PPT #5

3 minutes

 Activity 1: Class discussion

 Further to PPT slide #2, students in groups

should discuss the problems to be considered in

planning the Lunar New Year fair stall project.

 Teacher invites each group to share their results

and makes conclusion.

PPT #6

PPT #7

4 minutes

2 minutes

 Teacher continues to explain the 1

step: identifying

the objective.

 Teacher explains the 2

step: how to collect data.

 Teacher explains the 3

step: selecting appropriate

research approach.

PPT #8 – 9

PPT #10 – 13

PPT #14 – 15

4 minutes

8 minutes

5 minutes

Part III: Conclusion

 Teacher concludes the lesson by reviewing the key

points covered.

2 minutes

Resources for the TEKLA curriculum at Junior Secondary Topic 1 Market Research

Strategies and Management – Extension Learning Element

Module E5 Marketing

Lesson 2

Theme

Research Design

Duration

40 minutes

Expected Learning Outcomes:

Upon completion of this lesson, students will be able to:

1. design simple questionnaire for research, and

2. design sample plan and survey contact method.

Teaching Sequence and Time Allocation:

Activities

Reference

Time

Allocation

Part I: Introduction

 Teacher recaps the 1

to 3

steps of market

research process.

PPT #2

2 minutes

Part II: Content

 Teacher explains the 4

step: research design.

PPT #3 – 7

10 minutes

 Activity 1: Group discussion

 Students are required to design a questionnaire

taking “the kind of toys to be sold and price to

be set?” as the research purpose.

 Students are invited to present their ideas.

 Teacher goes through suggested samples and makes

conclusion.

PPT #8

PPT #9 – 10

10 minutes

4 minutes

 Teacher explains the 5

step: design sample plan.

 Teacher explains the 6

step: survey contact

method.

PPT #11 – 12

PPT #13

4 minutes

3 minutes

 Activity 2: After-class exercise

 Students are required to conduct a research

based on the questions they have discussed in

class. Data collected will be used for analysis in

the next lesson.

PPT #14

5 minutes

Part III: Conclusion

 Teacher concludes the lesson by reviewing the key

points covered.

2 minutes

Resources for the TEKLA curriculum at Junior Secondary Topic 1 Market Research

Strategies and Management – Extension Learning Element

Module E5 Marketing

Lesson 3

Theme

Execution and Presentation

Duration

40 minutes

Expected Learning Outcomes:

Upon completion of this lesson, students will be able to:

1. conduct a market research,

2. analyse data collected, and

3. present the research result.

Teaching Sequence and Time Allocation:

Activities

Reference

Time

Allocation

Part I: Introduction

 Teacher recaps the 1

to 6

steps of market

research process.

PPT #2

2 minutes

Part II: Content

 Teacher explains the 7

step: research execution.

Differences between primary and secondary are

also explained.

 Teacher explains the 8

step: data analysis. Use of

mathematical calculations for simple analysis is

introduced.

PPT #3 – 6

PPT #7

10 minutes

4 minutes

 Activity 1: In-class exercise

 Data analysis by using simple mathematics.

 Teacher goes through the answers and makes

conclusion.

PPT #8

6 minutes

3 minutes

 Teacher explains the 9

step: preparation of

research report.

PPT #9 – 11

5 minutes

 Activity 2: In-class exercise

 Students are required to make

recommendations from their research and

make presentation.

 Teacher makes conclusion.

PPT #12

6 minutes

2 minutes

Part III: Conclusion

 Teacher concludes the lesson by reviewing the key

points covered.

2 minutes

Note:Afterdiscussion,teachercaninvitestudentstoreportwhattheyhavediscussed

andaskthemhowtheyknowtheirproductswouldhavegoodsale.Thenintroduce

‘marketresearch’tobeexplainedinthefollowingslides.

3 4

Teacherinvitesstudentstoraisetheirideas.

5 6

7 8

Teachermayleteachgroupdecidewhatkindofgoodstheywanttosellandaskthem to

giveexamplesoftheirobjectives.

9 10

11 12

13 14

15 16

Teacherstartsthelessonbyrecappingsteps1to3ofatypicalmarketresearchprocess.

19 20

21 22

Studentsarefreetodesigntheirquestionnaire.Teacherhowever,hastoremindthem

toconsider'thethingstheyreallyneedtoknowfromrespondentsinordertomeetthe

survey'sobjectives?'

Teachermaysharewithstudentsthesamplequestionstostimulatetheirdesign.

Whenaskingaboutstudents’favouritecartooncharacter,teachershouldremind

studentsnottosellproductsinfringingpropertyright.

Teacherdiscusseswithstudentswhytheyusetheformatofe.g.closedoropen‐end

questions.Howthesecanhelpthemmakeaconclusion.

Teacherthenrefersstudentstothecriteriaforawell‐designedquestionnaireas

mentionedinthisslide.

Teacherexplainstheneedtoselectasamplefromapopulationbecauseitisnot

possibletoobtainallresponsesfromallrespondents.

Theconceptofasamplethusincludestheprocessofhowthedataareobtained(e.g.,

selectedorrandomvariables).

27 28

29 30

31 32

33 34

Observationsusuallyresultingreateraccuracyandobjectivity.

However,usingobservationstogatherdatanormallyrequiresmoretimeandexpenses

thanconductingsurveys.

Observationsmustbecarefullyplannedinordertoavoidinterferingparticipants’actions.

(Ifpeopleknowtheyarebeingwatched,theymayreactdifferently.)

35 36

37 38

39 40

41 42

Teachersimplyaskstudentstodosimplepresentationasthereisinsufficienttimefor

themtoshowgraphsetc. Forexample,studentsareonlyrequiredtomentionwhatto

doandhowtodoaftertheiranalysis.

43 44

Resources for the TEKLA curriculum at Junior Secondary Topic 1 Market Research

Strategies and Management – Extension Learning Element

Module E5 Marketing

Classwork/Home Assignment P.1

Section A: Multiple Choice Questions (@1, total 10 marks)

1. Why is it necessary to set an objective of a market research?

A. It helps to decide what information is required to obtain and how it can be obtained.

B. It helps to determine the cost of the research.

C. It helps to determine the response rate of the research.

D. It helps to decide whether to start the research or not.

Level of difficulty: *

2. Which of the following is not an objective of conducting a market research?

A. To understand what product customers would buy.

B. To see if it is cost-effective to conduct the research.

C. To see what price could be accepted by customers.

D. To design product packaging.

Level of difficulty: **

3. Which of the following is primary data for research?

A. Newspaper.

B. Internet forum.

C. Experiment.

D. Other research papers.

Level of difficulty: *

4. The method to discuss with the target customers face-to-face is called:

A. observation.

B. questionnaire.

C. experiment.

D. interview.

Level of difficulty: *

Resources for the TEKLA curriculum at Junior Secondary Topic 1 Market Research

Strategies and Management – Extension Learning Element

Module E5 Marketing

Classwork/Home Assignment P.2

5. Multiple choice questions is a type of ________ questions.

A. closed

B. open-ended

C. open response-option

D. research

Level of difficulty: *

6. Which of the following statements is correct?

A. Sample is known as a statistical population (all target respondents).

B. Sample is a set of data collected and/or selected from a statistical population (all

target respondents).

C. When the sample is set as 100 students, the population should include babies.

D. Sample size is larger than the population size.

Level of difficulty: **

7. Which of the following is not a method of contacting target customers?

(i) Mailed questionnaires.

(ii) Observations.

(iii) Personal interviews.

(iv) Telephone interviews.

A. (i) & (ii) & (iii)

B. (i) & (ii) & (iv)

C. (ii) & (iii) & (iv)

D. All of the above

Level of difficulty: **

Resources for the TEKLA curriculum at Junior Secondary Topic 1 Market Research

Strategies and Management – Extension Learning Element

Module E5 Marketing

Classwork/Home Assignment P.3

8. A good questionnaire design should be:

A. Simple and intelligible.

B. Composed of at least 30 questions.

C. Composed of all open-ended questions.

D. Expecting in-depth thinking of respondents.

Level of difficulty: *

9. Which of the following calculation methods is not used for data analysis?

A. Average.

B. Mode.

C. Percentage distribution.

D. Trigonometric functions: sine, cosine and tangent

Level of difficulty: *

10. When conducting market research, it is necessary to make sure _________ data are

collected for analysis.

A. all

B. almost

C. sufficient

D. minimum

Level of difficulty: *

Resources for the TEKLA curriculum at Junior Secondary Topic 1 Market Research

Strategies and Management – Extension Learning Element

Module E5 Marketing

Classwork/Home Assignment P.4

Section B: Short Questions (20 marks)

List any 5 types of market segmentation.

(5 marks)

***

Design a questionnaire with 3 closed questions regarding a research

for consumption pattern of a dinner buffet.

(9 marks)

Briefly describe the characteristics and contents of a good research

report.

(6 marks)

Resources for the TEKLA curriculum at Junior Secondary Topic 1 Market Research

Strategies and Management – Extension Learning Element

Module E5 Marketing

Classwork/Home Assignment P.5