ENNETURR

ESPHRIPE
ACADEMIC TRACK-WEEK 6 / Module 6

Name:

Section:
 Welcome Notes:
WELCOME YOUNG ENTREPRENEURS!!!

Just be yourself. Work hard, and do something you

love. Focus: do less, but do it better. And give back
when you can. — Jordan Fliegel, Founder of CoachUp

HOW TO USE THE MODULE?

As you start studying the module, I want you to set aside other task/s that may disturb you while enjoying
the lessons. Read the instructions below to successfully enjoy the objectives of this kit. Have fun!
Follow carefully all the contents and instructions indicated in every page of the module.
Don’t forget to answer Pre-test before moving on to the other activities included in the
module.
Read the instruction carefully before doing each task.
Observe honesty and integrity in doing the tasks and checking your answers.
Analyze conceptually the post-test and apply what you have learned.
Finish the task at hand before proceeding to the next.
Enjoy studying!
Return this module to your teacher once you are through with it.
If you encounter any difficulty in answering the tasks in this module, do not hesitate to
consult your teacher. Always bear in mind that you are not alone.
 LESSON Market Research
6

After going through the module, you are expected to:

1. Discuss market research
2. 2. Know the meaning of data gathering
3. 3. Identify the different data gathering techniques

Before starting with this module, let us see what you already know about market research
and data gathering techniques. Answer the questions below by encircling the letter of the correct answer.
1. It is the most common way to gather primary research with the use of questionnaires or interview
schedule.
A. Interview B. Focus Group Discussion
C. Survey D. Data Gathering
2. It is the traditional method of data collection which is normally done on personal manner with the
respondents.
A. Personal Interview B. Focus Group Discussion
C. Survey D. Data gathering
3. A data gathering technique where it can be moderated to group interviews and brainstorming sessions
that provide information on user’s needs and behaviors.
A. Personal Interview B. Focus Group Discussion
C. Survey D. Data Gathering
4. It refers to information gathered directly from the respondents who answered set of questions.
A. Primary Research B. Secondary Research
C. Survey D. Data Gathering
5. A data gathering technique where it can be done via direct mail, over the phone, internet or e-mail.
A. Data Gathering B. Survey
C. Focus Group Discussion D. Interview
6. It refers to the process of gathering, analyzing and interpreting the information about the product or the
services to be offered for sale in the market.
A. Primary Research
B. Secondary Research
C. Data Gathering
D. Market Research
7 – 9 In your own opinion what is Market Research?
10 – 15 Give at least three data gathering techniques and explain.

Answer the following statements honestly. There is no right or wrong answer. Indicate your
response to the items by putting a check that best corresponds to your answer.

Questions Strongly Disagree Neither Agree Agree Strongly

Disagree or Disagree Agree
(1) (2) (3) (4) (5)
I always think about having my own
business in the future.
I do activities related to starting my
own business
I have a strong desire to start my
own business
I will make every endeavor to start
my own business
I would like to follow the footsteps of
a successful entrepreneur
I will comply all the requirements
needed to start a business
I will be very happy when I am able
to start my own business
I know my family would support of
my dream to start a business
I would have a great opportunity of
being successful if I try to start a
business while I am still young
When problems come my way, I will
not easily give up while starting my
own business
 TOTAL

After answering all the statements, add your score. Refer to the conversion and the verbal
interpretation of your score:
40 – 50 = Very high intention to become an entrepreneur
30 – 39 = High intention to become an entrepreneur
20 – 29 = Average intention to become an entrepreneur
19 & below = Low intention to become an entrepreneur

DATA COLLECTION is the most valuable tool of any type of research study. Inaccurate data collection
may cause mistakes and ultimately lead to invalid results.
TIPS in GATHERING 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
● Regularly run experiments or collect data
● Challenge your assumptions
● Set reasonable expectations
● Take note of interesting or significant data
In this lesson, we will consider the three different data collection techniques – SURVEY
(Questionnaire), INTERVIEW and FOCUS GROUP DISCUSSION – and evaluate their suitability under
different circumstances
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 Web (e.g. Skype or Viber).
When designing or constructing your own research questionnaire, remember the following
guidelines. (Edralin, 2016)

● Keep it 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 any response scales used are consistent with categories that are
mutually exclusive

INTERVIEW is one of the most reliable and credible ways of getting relevant information from target
customers. It is typically done in personal 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.

In a structured interview, the researcher asks a standard set of questions and nothing more (Leedy and
Ormrod, 2001).
● 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. It generates
highest response rates in survey research. They also allow the researcher to clarify indefinite answers
and when necessary, seek follow-up information.
● 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.
FOCUS GROUP DISCUSSION (FGD) - is an excellent method for generating and screening ideas and
concepts. It can be a 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.
● Usually, conduct focus groups discussion with 8 to 10 participants per group.
● Assign an expert moderator / facilitator who can manage group dynamics.
● Use a semi-structure or open-format discussion.
● Strive for consistency in the group’s composition (for example, it may not be advisable to have
business customers and retail customers in the same focus group, their needs are very different).

I. Aside from the main basic groups of research methods (quantitative, qualitative and mixed), there
are different tools that can be used to collect data. Interviews can be done either in personal or over the
phone. Surveys/questionnaires can be paper or web based. Focus Group Discussions can be
moderated group interviews and brainstorming sessions that provide information on user’s needs and
behaviors.
GUIDED PRACTICE / ACTIVITY:
Conduct a survey among 15 high school students in our school about “Milk Tea”. Use the survey form
below:

SURVEY FORM
Name of Respondent (optional):

Age Gender: Grade Level □ Male □ Female

What are your reasons for buying the product?

Where do you buy the product?

Is it available when you need it? □ Yes Sometimes □ No

What do you use as a substitute if it is not available?

Is the price affordable to you? □ Yes □ No

II. Identify the following:
1. It is an information gathered directly from the respondents who answered set of questions.

2. It is the traditional method of data collection which is normally done on a personal manner with
the respondents.
3. It obtains information on general attitudes, understand the circumstances under which customers
might require your product or services, understand their desired outcomes.

4. It is the most common way to gather primary research with the use of questionnaire or interview
schedule.
5. It is the most valuable tool of any type of research study.
6. A data gathering technique where it can be done via direct mail, over the phone, internet or e-
mail.
7. They also allow the researcher to clarify indefinite answers and when necessary, seek follow-up
information.
8. A data gathering technique where it can be moderated group interviews and brainstorming
sessions that provides information on user’s needs and behavior.
9. It is typically done in personal 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.
10. It can be a moderated group interviews and brainstorming sessions that provide information on
user’s needs and behaviors.
11. It normally lasts from 15 to 40 minutes, but they can last longer, depending on the participants’
interest in the topic.
12. It is a type of interview are less expensive and less time consuming

Give at least one guideline or consideration in the use of the following data gathering
techniques in market research:
13. Surveys -
14. Focus Group Discussion
15. Interviews

Conduct a Focus Group Discussion (FGD) among five of your friends in your neighborhood who
are interested to have their own business in the future related to your STRAND. The goal of your FGD is to
generate new business ideas. Ask them what they have observed in the community or in other places that
they have gone to so that they may have prospects on what are the products being bought or patronized
which are not yet offered by other entrepreneurs in our locality.

The learners’ output will be evaluated according to the

rubrics: Creativity - 20 points
Content/ Accuracy - 20 points
Timeliness - 10 points
Total 50 points

Test I. Answer the questions below. Encircle the letter of your choice.

1. It is the process of gathering, analyzing and interpreting the information about the product or the
services to be offered for sale in the market, the market and about past, present and any potential
consumers for the products.
a. Data Gathering c. Secondary Research
b. Primary Research d. Market Research
2. A data gathering technique where it can be moderated to group interviews and brainstorming
sessions that provide information on user’s needs and behaviors.
a. Personal Interview c. Survey
b. Focus Group Discussion d. Data Gathering
3. A data gathering technique where it can be done via direct mail, over the phone, internet or e-
mail.
a. Data Gathering c. Focus Group Discussion
b. Survey d. Personal Interview
4. It refers to information gathered directly from the respondents who answered set
of questions.
a. Primary Research c. Survey
b. Secondary Research d. Data Gathering
5. It is the most common way to gather primary research with the use of questionnaires or interview
schedule.
a. Interview c. Survey
b. Focus Group Discussion d. Data Gathering
6. It is the traditional method of data collection which is normally done on a personal manner with the
respondents.
a. Personal Interview c. Survey
b. Focus Group Discussion d. Data gathering
7. A data gathering technique where it can be done via direct mail, over the phone, internet or e-mail.
a. Data Gathering c. Focus Group Discussion
b. Survey d. Personal Interview
Test II. Explain briefly but in a concise manner.

1. What is Market Research? (3 pts.)

2. Enumerate and discuss the three data gathering techniques (5 pts.)

Performance Task
You are to open a “Lemon Juice And Shake” business in your neighborhood. Conduct a simple
market research to know if it is acceptable or not.
Video your answer and post to FB Group. https://www.facebook.com/groups/389319492252759

Post your video using this format

NAME:
SECTION:
TOPIC: Lemon Juice and Shake (Market Research)

Creativity - 20 points
Content/ Accuracy - 20 points
Timeliness - 10 points
Total 50 points

Congratulations! You have succeeded Module 6. Now, you are ready to learn the 7P’s of Marketing and
Branding in Module 7.

REFERENCES
Websites
1. https://articles.bplans.com
2. https://smartasset.com
3. https://www.scirp.org/(S(351jmbntvnsjt1aadkposzje))/reference/ReferencesPapers.asp x?
ReferenceID=2026950
4. https://www.google.com.ph/search?q=what+is+a+supplier+in+business&oq=what+is+a +sup
plier&aqs=chrome.0.69i59j69i57j0l4.6134j0j7&sourceid=chrome&ie=UTF-8
5. https://www.google.com.ph/search?q=value+chain&oq=value&aqs=chrome.1.69i57j69i
59j0l4.3827j0j9&sourceid=chrome&ie=UTF-8
6. Santos, ELi. "Marketing Mix the 7 Ps of Marketing." LinkedIn SlideShare. February 06,
7. 2012. Accessed January 04, 2019. https://www.slideshare.net/elisantos11/marketingmix-the-7-
ps- of-marketing.Tracy, Brian.
8. "The 7 Ps of Marketing."
9. Entrepreneur. May 17, 2004. Accessed January 04, 2019.
https://www.entrepreneur.com/article/70824.