SECOND QUARTER

MODULE 4 MARKET RESEARCH

WEEK 4

I. INSTRUCTION
This module was designed to cater your academic needs in these trying times. We hope that you
cooperate and let your parents/guardians support and guide you in answering the activities found in this
module. Use this module with care and take down notes in answering the activities in separate sheets or on
your lecture notes. Read the instruction carefully before doing each task.

II. INTRODUCTION
In this module, you are expected to:
A. Discuss market research;
B. Know the meaning of data gathering; and
C. Identify the different data gathering techniques.
III. CONCEPT/S TO BE LEARNED
 Firms and other business companies need to understand their service offerings and their customers to
ensure that their services will be adopted as solutions to consumer needs. In order for the firms to
recognize the needs of the market or the customers, they need to conduct market research.
 The Market Research or Marketing Research Process can be defined as the process of gathering,
analyzing and interpreting the information about the products or the services to be offered for sale to the
potential consumers in the market.
 There are different ways to collect the data. The most important methods you can consider are surveys,
focus group discussion and interviews.

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.

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 • 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)

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.
SAMPLE SURVEY FORM

IV. GENERALIZATION

 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.
 SURVEYS are the most common way to gather primary research with the use of questionnaires or
interview schedule.
 INTERVIEW is one of the most reliable and credible ways of getting relevant information from target
customers.
 Personal interviews are the traditional method of conducting an interview. It allows the researcher to
 •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

REFERENCES:
Yacas, J, et al. (2020). Entrepreneurship – Grade 12. Department of Education – Bureau of Learning Resources (DepEd-BLR) Office
Address: Masterson Avenue, Upper Balulang, Zone 1, Cagayan de Oro City, Cagayan de Oro, Lalawigan ng Misamis Oriental

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Compiled by: Namerah M. H. Ali and ASMALIA DIDA-AGUN-MEDAL
 ACTIVITY SHEET
Date: _____________

Name: ______________________________________Grade/Section: _________Score: 50

Direction: 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. 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

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 WORKSHEET No. 1
Date: _____________

Name: ______________________________________Grade/Section: _________Score: 30

General Instruction: Avoid any ERASURES/ALTERATIONS otherwise it will mark as invalid answer.
I. Identify the following. Then, write your answer on the blanks provided. [1 point each]
______________________________ 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 respondent.
______________________________ 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 ____________________________________________________
II. MULTIPLE CHOICE. Select only the letter that will best satisfy the statement. [1 pt. each]
______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
III. 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.)
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________

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Compiled by: Namerah M. H. Ali and ASMALIA DIDA-AGUN-MEDAL