Market Research Unit
In this unit, students will turn in the following:
- Business Perspectives: Students will provide an example of how a real company uses the 7 functions.
- Learning Terminology: Students will answer questions from 2 Market Research pdf files.
- Obtaining Online Data: Students will create an online survey in an attempt to find a problem that exists for our students body (most likely through Google Forms). Other students will have a chance to fill out your survey.
- Awareness PSA: Students will create a public service announcement about a topic that is a problem for students at our school (most likely created in Canva)
-Presentation: Students will create a presentation that discusses their market research process and how they will gain awareness for their chosen social issue.
*PLEASE LOOK AT THE SCREENCAST BELOW FOR A VIDEO OVERVIEW OF THIS UNIT
- Business Perspectives: Students will provide an example of how a real company uses the 7 functions.
- Learning Terminology: Students will answer questions from 2 Market Research pdf files.
- Obtaining Online Data: Students will create an online survey in an attempt to find a problem that exists for our students body (most likely through Google Forms). Other students will have a chance to fill out your survey.
- Awareness PSA: Students will create a public service announcement about a topic that is a problem for students at our school (most likely created in Canva)
-Presentation: Students will create a presentation that discusses their market research process and how they will gain awareness for their chosen social issue.
*PLEASE LOOK AT THE SCREENCAST BELOW FOR A VIDEO OVERVIEW OF THIS UNIT
Standards Addressed
MKT-MP-7
"Acquire foundational knowledge of marketing information and research to understand the scope on business and marketing decisions."
"Acquire foundational knowledge of marketing information and research to understand the scope on business and marketing decisions."
Market Research and the 7 Functions
The definition of insanity has been noted as "Doing the same thing over and over and expecting different results." In light of this, if you find that your marketing efforts are not working, you must quickly find the cause of your problems and change your plan to fit the situation that you are in. Administering focus groups and conducting surveys is a great way to do so. In this lesson, you will be learning about market research and how that research can create awareness for a problem that exists in today's society.
Why Do We Conduct Research?
We conduct research to improve one or several of the 7 functions of marketing. The 7 functions are extremely important as everything that we do in here effects at least one of these functions. Check out the slide show below to understand these functions.
GRADE 1: Pick a company (OTHER THAN WALMART) and explain how it uses the 7 functions above. For example:
Walmart address the ____ function by _____. An example is shown below.
1. MARKETING INFO MANAGEMENT FUNCTION by giving customers prizes for filling out online surveys
2. PRICING FUNCTION by offering an "every day low price" guarantee to it's customers
3. PROMOTION FUNCTION by placing its famous smiley face signs around the store and promoting seasonal items at a low price
List your company at the top of the page and show how they address all 7 functions. You will probably need to do a little online research about your company to do this.
Upload a WORD document to showing these 7 examples.
Walmart address the ____ function by _____. An example is shown below.
1. MARKETING INFO MANAGEMENT FUNCTION by giving customers prizes for filling out online surveys
2. PRICING FUNCTION by offering an "every day low price" guarantee to it's customers
3. PROMOTION FUNCTION by placing its famous smiley face signs around the store and promoting seasonal items at a low price
List your company at the top of the page and show how they address all 7 functions. You will probably need to do a little online research about your company to do this.
Upload a WORD document to showing these 7 examples.
Types of Research
View the market research Power Point by clicking HERE. After looking at this file and the graphics below, you should begin to understand the basic concept of marketing research and how to create your own marketing research survey.
Market Research PDF's
GRADE 2: Read the pdf's below and answer the questions. Upload each set of answers in their appropriate assignment spot. Note: EACH pdf has it's own assignment spot because they will be graded individually.
1. Access the pdf entitled DATA DO IT by clicking HERE. Answer the questions on a Word document.
2. Access the pdf entitled DATA DIVING by clicking HERE Answer the questions on a Word document.
1. Access the pdf entitled DATA DO IT by clicking HERE. Answer the questions on a Word document.
2. Access the pdf entitled DATA DIVING by clicking HERE Answer the questions on a Word document.
Research Terminology
GRADE 3: Taking Notes: As you have seen, companies do not want to waste precious money engaging in the wrong marketing tactics. For this reason, they conduct market research so that they can make decisions based on results. To finish up this topic ( and get to the creative stuff!), take a look at the link below.
1. Using the website http://www.mymarketresearchmethods.com/an-overview-of-market-research-methods/ along with any other website that you choose to explore, make a chart that discusses the advantages and disadvantages associated with the following marketing research methods
a. Survey
b. Focus Group
c. Interviews
d. Observations
e. Experiments/field trials
2. What are the main advantages of conducting primary research? What are the disadvantages?
3. What are the main advantages of conducting secondary research? What are the disadvantages?
DEFINE THE FOLLOWING RESEARCH TERMS
1. Response bias
2. Variable
3. Test Market
4. Margin of Error
5.Sampling
1. Using the website http://www.mymarketresearchmethods.com/an-overview-of-market-research-methods/ along with any other website that you choose to explore, make a chart that discusses the advantages and disadvantages associated with the following marketing research methods
a. Survey
b. Focus Group
c. Interviews
d. Observations
e. Experiments/field trials
2. What are the main advantages of conducting primary research? What are the disadvantages?
3. What are the main advantages of conducting secondary research? What are the disadvantages?
DEFINE THE FOLLOWING RESEARCH TERMS
1. Response bias
2. Variable
3. Test Market
4. Margin of Error
5.Sampling
Step 2: After taking notes on the items above, spend some time learning how to create a Google Survey. It will be required for the next step. Practice creating one after visiting https://www.laptopmag.com/articles/create-survey-google-forms
Let's Make it Real!
GRADES 4 and 5: . You will be using online tools to create a well-constructed online survey for a social problem of your choice. Please see the Google Forms tutorial above if you would like to use this format (recommended). You will gather information in an attempt to see how many students struggle with this problem then recommend a solution to those who seek help. In doing so, you will create a print piece that serves as a public service announcement that is both informative and persuasive. Click the 3 examples below to see some great examples of PSA's that make the public aware of a problem. These are examples of what you will be creating. Canvas and Photoshop are great options for this assignment, but you can use any graphics software that you wish as long as the end result looks professional.
PHOTOSHOP FUN: The layout of your and the images that you chose cans end very powerful messages to the viewer. To help you attract the viewers attention, I will be showing you how to place graphics and patterns inside of text, how to add shadows, how to color overlay (1st ad below) and how to use the clone tool (2nd ad below.) I will also show you how to adjust the tint and brightness of a picture so that you can set a particular mode for your ad.
Assignment 4 grade: Submit the link to your survey AND place it on the class Google doc so that other classmates can answer your survey.
Assignment 5 grade: Upload your print ad (PSA).
Examples of PSA 's
Click each example below to see an expanded view.
Summative Project: Show Your Survey Results
GRADE 6: Create a presentation in the format of your choosing that shows the following:
1.The steps you took to conduct your market research (all steps must be listed)
2. Your online survey - The survey is written appropriately and contains the following question types at. minimum. Open ended, yes/no, multiple choice, and a rating scale.
3. Your survey results provided in a a Canvas infographic. Must contain primary and secondary information.
4. Your ad that brings awareness to the problem and offers help to those suffering from the problem. You must use AIDA and visual design terms to describe the ad. I will show you some great examples in class and discuss things like focal point, color, emotion, and tag lines to help you with this. Sources such as rhymnezone.com and terms like alliteration, homophones, and idioms will be discussed as well so you can come up with some very powerful text to accompany your images.
1.The steps you took to conduct your market research (all steps must be listed)
2. Your online survey - The survey is written appropriately and contains the following question types at. minimum. Open ended, yes/no, multiple choice, and a rating scale.
3. Your survey results provided in a a Canvas infographic. Must contain primary and secondary information.
4. Your ad that brings awareness to the problem and offers help to those suffering from the problem. You must use AIDA and visual design terms to describe the ad. I will show you some great examples in class and discuss things like focal point, color, emotion, and tag lines to help you with this. Sources such as rhymnezone.com and terms like alliteration, homophones, and idioms will be discussed as well so you can come up with some very powerful text to accompany your images.
Reflection
This is the end of the unit and you should now understand the following:
What is market research and why is it needed?
What are the steps associated with conducting thorough market research?
What are the different types of market research?
How do I create a well-crafted survey to gather information?
How do I make an effective PSA and explain its design to somebody else?
If you know the answers to the study guide below, you will do fine on the assessment for this unit. Fill it out and study for your quiz.
What is market research and why is it needed?
What are the steps associated with conducting thorough market research?
What are the different types of market research?
How do I create a well-crafted survey to gather information?
How do I make an effective PSA and explain its design to somebody else?
If you know the answers to the study guide below, you will do fine on the assessment for this unit. Fill it out and study for your quiz.
market_research_study_guide.docx | |
File Size: | 19 kb |
File Type: | docx |
mp_8_eney_meeny_can_be_a_dangerous_game-1.doc | |
File Size: | 49 kb |
File Type: | doc |