Department of Education

Region V-Bicol
Department of Education
Division of Camarines Sur
Pili National High School
Pili, Camarines Sur

ENTREPRENEURSHIP
Quarter 1 – Module 4: Market Research

Grade&
Name:
Section: Date:

MOST ESSENTIAL LEARNING COMPENTENCY:

Recognize a potential market TLE_ICTAN11/12PC-Ia-1

At the end of the module, you should be able to:

1. Discuss market research

2. Know the meaning of data gathering

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.

What 1. It is the most common way to gather primary research with 6. It refers to the process of gathering, analyzing and
Iknow the use of questionnaires or interview schedule. interpreting the information about the product or the

A. Interview B. Focus Group Discussion C. Survey D. Data Gathering services to be offered for sale in the market.

2. It is the traditional method of data collection which is normally A. Primary Research C. Data Gathering

done on personal manner with the respondents. B. Secondary Research D. Market Research

A. Personal Interview B. Focus Group Discussion C. Survey D. Data gathering 7 – 9 In your own opinion what is Market Research?
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 10 – 15 Give at least three data gathering techniques and
4. It refers to information gathered directly from the respondents who explain.
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

LESSON 1: MARKET RESEARCH

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

Iknowbest corresponds to your answer.

Strongly Neither Agree Strongly

Disagree Agree

Questions

Disagree

or Disagree

Agree
(2) (4)
(1) (3) (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

After answering all the statements, add your
a successful entrepreneur
score. Refer to the conversion and the verbal

I will comply all the requirements

interpretation of your score:
needed to start a business

I will be very happy when I am able 40 – 50 = Very high intention to become an

to start my own business entrepreneur

30 – 39 = High intention to become an

I know my family would support of

my dream to start a business entrepreneur

20 – 29 = Average intention to become an

II would have a great opportunity of
entrepreneur
being successful if I try to start a
19 & below = Low intention to become an
business while I am still young

entrepreneur
When problems come my way, I will

not easily give up while starting my

own business

TOTAL
 Department of Education
Region V-Bicol
Department of Education
Division of Camarines Sur
Pili National High School
Pili, Camarines Sur

ENTREPRENEURSHIP
Quarter 1 – Module 4: Market Research

What"st
Is I 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).

What"se
Mor
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.
 Department of Education
Region V-Bicol
Department of Education
Division of Camarines Sur
Pili National High School
Pili, Camarines Sur

ENTREPRENEURSHIP
Quarter 1 – Module 4: Market Research

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:  Male  Female Grade Level__________

What are your reasons for buying the product?

___________________________________________________________________________________________________

_________________________________________________

Where do you buy the product?

___________________________________________________________________________________________________I

s 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

What
Ihave Identify the following:
Learned
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 ____________________________________________________

 Department of Education
Region V-Bicol
Department of Education
Division of Camarines Sur
Pili National High School
Pili, Camarines Sur

ENTREPRENEURSHIP
Quarter 1 – Module 4: Market Research

ASSESSMENT
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 b. Primary Research c. Secondary 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 b. Focus Group Discussion c. Survey 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 b. Survey c. Focus Group Discussion d. Personal Interview

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. 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

6. It is the traditional method of data collection which is normally done on a personal manner with the respondents.

a. Personal Interview b. Focus Group Discussion c. Survey 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 b. Survey c. Focus Group Discussion 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.)

_________________________________________________________________________________________

_________________________________________________________________________________________

_________________________________________________________________________________________

____________________________________________________________________

Congratulations! You have succeeded Module 4. Now, you are ready to learn the 7P’s of Marketing and Branding in Module 5.

Quarter 1 – Module 4: Market Research

REFERENCES:
Published by the Department of Education – Region X – Northern Mindanao Regional Director: Dr. Arturo B. Bayocot, CESO V

PREPARED BY:

TERESITA A. AMPONGAN
Teacher I-SHS