MODULE 4.

MARKET RESEARCH

PRE-TEST: 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. C.
2. A.
3. B.
4. D.
5. B.
6. D.
7-9: Market research is an organized effort to gather information about target markets
and customers: know about them, starting with who they are. It is a very important
component of business strategy and a major factor in maintaining competitiveness.
10-15:
Observation:
seeing is believing, they say. Making direct observations of simplistic phenomena can be
a very quick and effective way of collecting data with minimal intrusion. Establishing the
right mechanism for making the observation is all you need.

Interviews:
Interviews can be conducted in person or by phone, and can be structured (using survey
forms) or unstructured.
The downsides are that interviews require time and money to plan and execute —
including interviewer training — and they require more cooperation on the part of the
interviewee, who may be uncomfortable sharing personal information.
But there are also many benefits to interviews: They don’t require the literacy on the
part of the respondents, for one thing. For another, they allow the interviewer
(especially a well-trained one) to uncover deep insight by clarifying and deep-diving into
the respondent’s answers, as well as by collecting nonverbal data.
Telephone interviews are less expensive than in-person interviews, and provide access
to anyone in the world with a phone. They also provide a measure of anonymity that
may encourage the respondent to be more forthcoming with their answers. But they
lack the rich data of face-to-face interaction.
Surveys / Questionnaires:
Questionnaires are a popular means of data collection because they are inexpensive and
can provide a broad perspective. They can be conducted face-to-face, by mail,
 telephone, or Internet (in which case, they can include respondents from anywhere in
the world).

ACTIVITY 1. Identify the following

1. Data Gathering
2. Personal Interview
3. Survey
4. Survey
5. Data Collection
6. Survey
7. Personal Interviews
8. Focus Group Discussion
9. Interview
10. Focus Group Discussion
11. Interviews
12. Telephone interviews
13. Surveys - Keep it simple as possible.
14. Focus Group 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)
15. Interviews - 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.

ASSESSMENT: Test I. Answer the questions below. Encircle the letter of your choice.
1. D.
2. B.
3. B.
4. D.
5. B.
6. D.
7. B.

Test II. Explain briefly but in a concise manner.

1. The process of gathering, analyzing and interpreting information about a market,
about a product or service to be offered for sale in that market, and about the past,
 present and potential customers for the product or service; research into the
characteristics, spending habits, location and needs of your business's target market,
the industry as a whole, and the particular competitors you face.
2. SURVEY (Questionnaire), INTERVIEW and FOCUS GROUP DISCUSSION

MODULE 5: THE MARKETING MIX (7P’s MARKETING) IN RELATION TO THE BUSINESS

OPPORTUNITY

PRE-TEST: Multiple Choice

1. B.
2. A.
3. C.
4. C.
5. C.
6. D.
7. B.
8. C.
9. B.
10. D.
11. A.
12. A.
13. A.
14. B.
15. C.

ACTIVITY 1. Draw to Survive

Direction: Create a Concept Map for the 7 P’s of Marketing Mix in the box provided.
Activity 1.2 What I Can Do
Paste the P’s
 Look for newspapers or magazines. Find and identify pictures related to the P’s in
Marketing Mix. Cut out the pictures, sort and paste them on the box, then write a short
description on the line next to the picture.

ASSESSMENT
Identification : Direction: Write the word or phrase that is being described or completes the
thought of each statement.

1. Marketing Mix
2. Price
3. Marketing Mix
4. Pricing Objective
5. Product
6. Packaging
7. 7P’s Model
8. 7P’s Model
9. Promotion
10. Differentiated Product
11. People
12. Place
13. Positioning
14. Brand Name
15. Branding

QUARTER CHALLENGE 1
 MODULE 6: 4M’s OF PRODUCTION AND BUSINESS MODEL

PRE-TEST: Directions: Write True if the statement is correct, otherwise write

False if the statement is incorrect on the space provided below.

1. True
2. True
3. True
4. True
5. True
6. True
7. True
8. False
9. True
10. True
11. True
12. True
13. True
14. True
15. True

ACTIVITY 1. GUESS THE PICTURE

Direction: Given with the following pictures, fill in the following blanks
below to form a meaningful word. Two (2) points for each correct word.

MANPOWER
MACHINES
MATERIALS
METHODS

ACTIVITY 2. General Directions: Answer the following questions based on your

learnings about 4M’s of production and Value Chain or Supply Chain. Write your
answer on the space provided. Five (5) points in each correct answer for Problem
No.1 and 2 points for each correct answer in Problem No.2.

Problem No. 1. “In your home, when you want to eat egg sandwich before going to
school, your mother would surely prepare it for you. Your egg sandwich would not be
produced without a process.”

1. My mom
2. Sandwich, bacon/egg
3. Spreading utensils, a spoon could be.
 4. First, prepare your sandwich then second, put your egg/bacon. Lastly, if you
prefer to finish the dish promptly, we can add some flavors such as
Mayonnaise or Lettuces.

Problem No. 2: With the pictures shown below, identify each picture whether it is
Value Chain or Supply Chain.

1. Value Chain
2. Supply Chain
3. Value Chain

Assessment
1. D.
2. A.
3. B.
4. C.
5. A.
6. C.
7. B.
8. B.
9. D.
10. C.
11. A.
12. D.
13. B.
14. C.
15. C.