MARKET RESEARCH - PPT

MARKET
RESEARCH
Choose the letter of the best answer.
1.It is the most common way to gather
primary data 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
personally with the respondents.
a.Personal Interview
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
c.Survey
d.Data Gathering
4. It refers to information gathered
directly from the respondents who
answered a 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 email, 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(3) data
gathering techniques and
explain each.
Unique Selling Proposition (USP)
Refers to how you sell your
product or services to your
customers and how you will
address the wants and desires of
your customers.
Tips for the entrepreneur on how to
create an effective unique selling
proposition to the target customers are:
•Identify and rank the uniqueness of

the product or services character
•Be very specific
•Keep it short and simple
MARKET RESEARCH
OR MARKETING
RESEARCH PROCESS
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 (De
Guzman, 2018, p. 25)
Data Collection
•Is the most valuable tool in any
type of research study. Inaccurate
data collection may cause mistakes
and ultimately lead to invalid
results. (Edralin, 2016, p. 80)
Tips in Collecting 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
• Take note of interesting or significant data
THREE DIFFERENT DATA
COLLECTION TECHNIQUES
SURVEY (QUESTIONNAIRES)
INTERVIEW
FOCUS GROUP DISCUSSION
SURVEY (QUESTIONNAIRE)
•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 e-
mail, 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 as simple as possible
Make sure it as 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 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 person 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 customer’s
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
& Ormrod, 2001, pp. 38-39)
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. (Leedy & Ormrod, 2001, pp. 39)
TELEPHONE INTERVIEWS
•Are less expensive and less time-
consuming, but thee 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 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
Conduct focus groups discussion with 8 to 10
participants per group.
Assign an expert moderator/facilitator who can manage
group dynamics
Use a semi-structured 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) (Leedy & Ormrod, 2001, pp.
40-41)
ACTIVITY:
•Conduct a survey among 30
highschool students in our
school about “milk tea”.
Create your own survey
questionnaires.
QUIZ
•1. It is information
gathered directly from
the respondents who
answered a set of
questions.
•2.It is the traditional
method of data
collection which is
normally done in person
with the respondents.
3. It contains information on
general attitudes, and
understands the circumstances
under which customers might
require your product or services
and understand their desired
outcome.
4. It is one of the most
reliable and credible
ways of getting relevant
information from the
target customers.
5. It is the most
valuable tool in
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. It is an excellent
method for
generating and
screening ideas and
concepts.
9. It can be moderated
group interviews and
brainstorming sessions
that provide information
on user’s needs and
behaviors.
10. It normally lasts from
15-40 minutes but they
can last longer depending
on the participants
interest in the topic.
11. It is a type of
interview which is
less expensive and
less time-consuming.
For items 12 to 14, give at least one
guideline or consideration in the
use of the following data gathering
techniques in market research:
12. Surveys
13. Focus Group Discussion
14. Interviews
PERFORMANCE
TASK
•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. Ask them what they
have observed in the community or in the other
places that they have gone to so that they may
have prospects on what are the products being
bought or patronized by the customers which
are not yet offered by other entrepreneurs in
your locality. List down 3 possible products to
be introduced for the target market.

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•Identify and rank the uniqueness of

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