Republic of the Philippines

Department of Education
National Capital Region
DIVISION OF CITY SCHOOLS – MANILA
Manila Education Center Arroceros Forest Park
Antonio J. Villegas St. Ermita, Manila

PRINCIPLES OF MARKETING
Quarter 1 Week 6 Module 6

Learning Competency:
After going through this module, you are
expected to:
1. define marketing research and its importance to
a business enterprise; and
2. identify the steps in marketing research.

ABM_PM11-Ie-i-11
 Learning Module for Principles of Marketing

HOW TO USE THIS MODULE?

Before starting the module, I want you to set aside other task/s that will
disturb you while enjoying the lessons. Read the simple instructions
below to successfully enjoy the objectives of this kit. Have fun!
1. Follow carefully all the contents and instructions indicated in
every page of this module.
2. Write on your notebook the concepts about the lessons.
Writing enhances learning, that is important to develop and
keep in mind.
3. Perform all the provided activities in the module.
4. Let your facilitator/guardian assess your answers using the
answer key card.
5. Analyze conceptually the posttest and apply what you have
learned.
6. Enjoy studying!

PARTS OF THE MODULE

• Expectations - These are what you will be able to know after

completing the lessons in the module.
• Pre-test - This will measure your prior knowledge and the concepts to
be mastered throughout the lesson.
• Looking Back to your Lesson - This section will measure what
learnings and skills did you understand from the previous lesson.
• Brief Introduction- This section will give you an overview of the
lesson.

• Activities - This is a set of activities you will perform with a partner.

• Remember - This section summarizes the concepts and applications
of the lessons.
• Check your Understanding - It will verify how you learned from the
lesson.
• Post-test - This will measure how much you have learned from the
entire module.

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 Learning Module for Principles of Marketing

LESSON Market Opportunity Analysis and Consumer

6 Analysis

EXPECTATIONS

As we study and immerse ourselves in “Principles of Marketing” in the process,

it is necessary to know some Marketing Principles and Strategies. The module is
subjected to discuss Module 6 – Market Opportunity Analysis and Consumer
Analysis.
You will investigate the nature of marketing research. Specifically, this module
will help you to:
1. define marketing research and its importance to a business
enterprise; and
2. identify the steps in marketing research.
Let us start your journey in learning
more on this topic. I am sure you are ready
and excited to answer the Pretest. Smile
and cheer up!

PRETEST

MULTIPLE CHOICE.
Directions: Read the phrases below. Choose the letter of the correct answer that makes
the phrases a complete sentence.
____1. Marketing research provides important ______ to help solve marketing challenges
that a business will most likely face--an integral part of the business planning
process
A. Facts B. Events C. Data D. Meaning E. Science
____2. Market research is the _________ of determining the viability of a new service or
product through research conducted directly with potential customers.
A. Way B. Custom C. Process D. Style E. Idea
____3. There are four common types of market research ______ which include surveys,
interviews, focus groups, and customer observation
A. Ignorance B. Lack C. Techniques D. Inability E. Incompetence
____4. The purpose of market research is to ______data on customers and potential
customers. The collected data aids business decision making. This therefore reduces
the risks involved in making these decisions
A. Scatter B. Disperse C. Gather D. Distribute E. Assign
____5. Marketing research specifies the information required to address these
issues, designs the methods for collecting information, manages and
implements the data collection process, analyzes, and communicates the
findings and their implications.
A. Techniques B. Ways C. Methods D. Means E. Types
Great, you finished answering the questions.
You may request your facilitator to check your work.
Congratulations and keep on learning!

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 Learning Module for Principles of Marketing

LOOKING BACK TO YOUR LESSON

VISUAL THINKING APPROACH

Directions: Analyze the pictures below. What situation is depicted on it? Decide
as to either such picture is a factor or element of Macro Environment or
Microenvironment. Explain your answer briefly by writing on the space provided
for.

Pictures Explain here.

1. These are people who buy the

products of a company.

2. YouTubers or Vloggers who can

influence people to patronize or
boycott a product

3.
TV stations and its artists who
influence people either to patronize
or not buy your product

4. The Philippine Government

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 Learning Module for Principles of Marketing

5.
Poverty in the Philippines

6.
Philippine Unemployment

BRIEF INTRODUCTION

According to Philip Kotler, Marketing research ‘is the function linking the
consumer, customer and public to the marketer through information -
information used: to identify and define marketing opportunities and problems;
to generate, refine and evaluate marketing actions; to monitor marketing
performance; and to improve understanding of the marketing process.”

Marketing researchers specify the information needed to address

marketing issues, design the method for collecting information, manage and
implement the data collection process, analyze the results and communicate the
findings and their implications. Marketing researchers engage in a wide variety
of activities, ranging from analyses of market potential and market shares to
studies of customer satisfaction and purchase intentions. Every marketer needs
research.
“function that links the consumer, customer, and public to the marketer
through information-information used to identify and define marketing
opportunities and problems; to generate, refine, and evaluate marketing actions;
to monitor marketing performance; and to improve understanding of the
marketing process. Marketing research specifies the information required to
address these issues, designs the methods for collecting information, manages
and implements the data collection process, analyzes, and communicates the
findings and their implications.”

Source: Kotler, Philip, Armstrong, Gary. Harris, Lloyd C. and Piercy, Nigel (2016). Principles of Marketing
European Edition 7th edition published by Pearson.

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 Learning Module for Principles of Marketing
The Marketing Research Process

Source: https://bbamantra.com/market-research-process-techniques/

1. Identification and definition of Research Problem- This involves

a. Identification of Research Problem
b. Laying down objectives,
c. Determining the extent of information required.
2. Conducting situational analysis and informal investigation –
conducting situational analysis involves collecting information regarding
business environment, market situation, competitions and industry
surrounding the problem in general. An informal investigation includes an
investigation with the people outside the organization like suppliers,
wholesalers, consumers, advertising agencies etc. This is done to
determine whether a detailed study is necessary and feasible or not.
3. Planning and conducting the formal investigation – involve the
following:
a. Preparing research design – exploratory, descriptive, casual
b. Selecting the sources of information – primary data or secondary
data
c. Deciding methods of data collection – survey, observation,
experimentation, online survey, etc.

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 Learning Module for Principles of Marketing
d. Planning the Sample Frames, Sample size, and Questionnaire
e. Collecting the data – survey, observation or experimentation
4. Analyzing and Interpreting Data – involves classification, tabulation and
interpretation of the data collected. Statistical techniques are used to draw
conclusions and make recommendations of the report.
5. Summarizing the findings and preparing a research report – The last step
involves the preparation of a written report that helps the management to
make effective decisions based on the finding and recommendations of the
report.

Importance of Marketing to Business are the following:

✓ It helps in the formulation of marketing plans, policies and strategy;
✓ It helps in problem-solving and decision making;
✓ It acts as a controlling technique for marketing activities;
✓ It helps to understand market complications and opportunities; and
✓ It aids in understanding consumer behavior and consumption
patterns.
Source: Bbamantra, B. (2017, August 30). Market Research - Objectives, Types, Process, Techniques,
Importance. Retrieved June 25, 2020, from https://bbamantra.com/market-research-process-techniques/

ACTIVITIES

Note: You will be doing all activities with a partner. A partner may perform all
activities so both of you could exchange findings and ideas through constant
collaboration and clear communication.

Activity 1
Venn diagram activity
Objective: Demonstrate the learning on market research
Materials: Pen and Paper
Procedure:
1. Draw two overlapping circles. Label each circle
2. In each circle, fill in the characteristics of each item.
3. Identify which characteristics appear in three circles. These characteristics
go in the intersection (where the three circles overlap).
4. What are the similarities and differences that the Venn diagram illustrates?
5. After comparing the ideas, come up with your own idea of what a market
research is in a local setting.

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 Learning Module for Principles of Marketing

Idea A:
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.
(Entrepreneur.com, 2020)

Idea B:
Market research is the process of determining the viability of a new service or
product through research conducted directly with potential customers. Market
research allows a company to discover the target market and get opinions and
other feedback from consumers about their interest in the product or service.
(Investopedia, 2020)

Note: Modify and be creative

Try your own activity! You may design and explore more to check your understanding.
Ex. You may do other similar activity, then answer the same question/s.

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 Learning Module for Principles of Marketing
ACTIVITY 2

Brainstorming Activity:
Objective: Using the Marketing Research Process concept
Materials: Pen, Paper and Group Chat or Group Messenger.
Final output: Microsoft Word (You may adopt your research subject format)
Procedure:
1. Brainstorm with your peers (3-5 members per group)
2. Identify business establishment problems in your barangay or in City of
Manila. Propose a title for your market research.
3. Conduct situational analysis and informal investigation through online
research, electronic business books, DepEd Commons, and available
learning materials.
4. Plan the formal investigation or research methodology.

Propose Title :
_____________________________________________________________________________________
_____________________________________________________________________________________
____________________________________________________________________________________
Guided Questions:
1. What are the specific problems you identified? Enumerate at least three.
2. Can you list important and useful data you gathered from available resources?
3. Which type of market research techniques (surveys, interviews, focus
groups, and customer observation) is/are the best for this problem?
Explain.

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 Learning Module for Principles of Marketing

REMEMBER

Marketing research provides important data to help solve marketing

challenges that a business will most likely face--an integral part of the business
planning process. It is the process of determining the viability of a new service
or product through research conducted directly with potential customers.
In other words, the purpose of market research is to gather data on
customers and potential customers. The collected data aids business decision
making. This therefore reduces the risks involved in making these decisions.
There are four common types of market research techniques which include
surveys, interviews, focus groups, and customer observation.
Surveys are most frequently used by researchers, they ask users a short
series of open- or closed-ended questions, which can be delivered as an on-
screen questionnaire or via email. Interviews are one-on-one conversations with
members of your target market. These can be done face-to-face or online.
Focus group discussions is about bringing together a carefully selected
group of people who fit a company’s target market. There is a moderator that will
lead the flow of the group discussion and question and answer activities.
A researcher will be observing the customer and reads its verbal and non-
verbal communication or activities to gain the study needed by the organization.
There are two main types of marketing research: Quantitative and
qualitative. Quantitative research usually includes phone, mail, Internet or in-
person interviews.
Quantitative data can be counted, measured, and expressed using
numbers. While, Qualitative data is descriptive and conceptual. Qualitative data
can be categorized based on traits and characteristics.

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 Learning Module for Principles of Marketing

CHECK YOUR UNDERSTANDING

MULTIPLE CHOICE.
Directions: Choose the letter of the appropriate word that makes the sentence correct.
Write your answer on the space provided before each number.

____1. The purpose of market research on customers and potential customers. This aids
business decision making. This therefore reduces the risks involved in making these
decisions
a. Reimburse data
b. Disperse data
c. Gather data
d. Distribute data

____2. It specifies the information needed to address marketing issues, design the
method for collecting information, manage and implement the data collection
process, analyze the results and communicate the findings and their implications.
a. Analyzing and Interpreting Data
b. Conducting situational analysis and informal investigation
c. Market Research
d. Summarizing the findings and preparing a research report

____3. It involves collecting information regarding business environment, market

situation, competitions and industry surrounding the problem in general.
a. Analyzing and Interpreting Data
b. Market Research
c. Conducting situational analysis and informal investigation
d. Summarizing the findings and preparing a research report

____4. It involves classification, tabulation and interpretation of the data collected.

Statistical techniques are used to draw conclusions and make recommendations of
report.
a. Market Research
b. Conducting situational analysis and informal investigation
c. Analyzing and Interpreting Data
d. Summarizing the findings and preparing a research report

____5. The last step involves preparation of a written report that helps the management
to make effective decisions based on the finding and recommendations of the report.
a. Market Research
b. Conducting situational analysis and informal investigation
c. Summarizing the findings and preparing a research report
d. Analyzing and Interpreting Data

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 Learning Module for Principles of Marketing

POST-TEST

Fill in the blanks

Directions: Write the letter of the correct answer that best completes the sentence in
the space provided before the number.
____1. Marketing research provides important ______ to help solve marketing challenges
that a business will most likely face--an integral part of the business planning
process
A. Facts B. Events C. Data D. Meaning E. Science
____2. Market research is the _________ of determining the viability of a new service or
product through research conducted directly with potential customers.
A. Way B. Custom C. Process D. Style E. Idea
____3. There are four common types of market research ______ which include surveys,
interviews, focus groups, and customer observation
A. Ignorance B. Lack C. Techniques D. Inability E. Incompetence
____4. The purpose of market research is to ______data on customers and potential
customers. The collected data aids business decision making. This therefore reduces
the risks involved in making these decisions
A. Scatter B. Disperse C. Gather D. Distribute E. Assign
____5. There are two _____ of marketing research: Quantitative and qualitative.
Quantitative research usually includes phone, mail, Internet or in-person interviews.
A. Techniques B. Ways C. Types D. Means E. Methods

REFLECTIVE LEARNING SHEET

Directions: Write a reflective learning on the (topic) by answering the questions

inside the box. You may express your answers in a more critical and creative
presentation of your great learning. Write your answer in yellow pad or bond
paper.

What other
Market research What learnings
examples can I
guides me to ponder have I found from
contribute to
on… this lesson?
explore and think
?more?

What learnings can I What good character What is my

share with my family have I developed from conclusion on the
and peers? this lesson? lesson?

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 Learning Module for Principles of Marketing

REFERENCES

Bbamantra, B. (2017, August 30). Market Research - Objectives, Types, Process,

Techniques, Importance. Retrieved June 25, 2020, from
https://bbamantra.com/market-research-process-techniques/

Business, Case Studies (2019, January 28). Why Target Marketed Research Is
So Important In Digital Marketing. Retrieved June 25, 2020, from
https://businesscasestudies.co.uk/why-target-marketed-research-is-so-
important-in-digital-marketing/

Farnsworth, B. (2019, June 11). Qualitative vs Quantitative Research – What Is

What? Retrieved June 25, 2020, from
https://imotions.com/blog/qualitative-vs-quantitative-research/

Garrovillas, Eduardo P (2007), Out of the Box Marketing Principles, that work
and make sense. Books Atbp. Publishing Corp

Go, Josiah (1996). Contemporary Marketing Strategy in the Philippine Setting,

Manila: National Bookstore

Grenier, L. (2019, January 22). Market Research: Definition, Methods, & How
to Do It [2020]. Retrieved June 25, 2020, from
https://www.hotjar.com/blog/market-research/

Kirk, K. (2016, October 07). TWO MAIN TYPES OF MARKETING RESEARCH.

Retrieved June 25, 2020, from http://www.kearneyevents.com/two-main-
types-of-marketing-research/

Kohler, M. J., Snouwaert, J. A., & Curcillo, J. (no date). Market Research
Definition - Entrepreneur Small Business Encyclopedia. Retrieved June 25,
2020, from https://www.entrepreneur.com/encyclopedia/market-research

Kotler, Philip, Armstrong, Gary. Harris, Lloyd C. and Piercy, Nigel (2016).
Principles of Marketing European Edition 7th edition published by
Pearson.

MEDINA, ROBERTO G. (2008), Principles of marketing revised edition REX

Bookstore.

Twin, A. (2020, January 29). What Market Research Tells Companies About New
Products and Services. Retrieved June 25, 2020, from
https://www.investopedia.com/terms/m/market-research.asp

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 Learning Module for Principles of Marketing

Acknowledgements
Development Team of the Module

Writers: Jupiter Q. Whiteside, MBA

Mark Vincent B. Emit, PhD
Editor: Isabel A. Gumaru, DBA
Evaluators: Hermosa, Manny , Ed.D
Ellaine Dela Cruz, DBA

Validators & Reviewers:

Remylinda T. Soriano, EPS, Math
Angelita Z. Modesto, PSDS
George B. Borromeo, PSDS
Management Team:
Maria Magdalena M. Lim, CESO V, Schools
Division Superintendent-Manila
Aida H. Rondilla, Chief Education Supervisor
Lucky S. Carpio, EPS
Lady Hannah C. Gillo, Librarian II-LRMS

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 Learning Module for Principles of Marketing

ANSWER KEY

PRETEST:
1-5: Letter C

LOOKING BACK TO YOUR LESSON:

Pictures
There are the people who
actually buy the products of a
company.
YouTubers or Vloggers who
can influence people to
patronize or boycott a product
Explain here.
Macroenvironment.
Customers are part of Social Factors of Macroenvironment.
Macroenvironment.
Youtubers or Vloggers are part of Technology which is the
trend today in business which is of Technological Factors
of Macroenvironment.
Can be part of culture as well.

TV stations and its artists who Macroenvironment.

influence people either to
patronize or not buy your
product
The Philippine Government
Poverty in the Philippines
Philippine Unemployment
Endorsers and broadcasting networks are part of
Technology which is the trend today in business which is of
Technological Factors of Macroenvironment. Can be part of
culture as well.
Macroenvironment.
Philippine Government is part of Political Factors of the
Business.
Macroenvironment.
Part of Economic factors.
Macroenvironment.
Part of Economic factors.

Explanation can be rated:

Rubrics for Grading the Essay:
5- If the paragraph consists of 5 or more sentences with correct and
complete
Information.
4- If the paragraph consists of 3 to 4 sentences with correct information.
3- If the paragraph consists of 2 to 3 sentences with correct information.
2- If the paragraph consists of 2 sentences with correct information
1- if the paragraph consists of only one sentence with correct information.

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 Learning Module for Principles of Marketing
ACTIVITIES:
Rubric for Compare and Contrast:

Total score 30 points.

Example computation:
Text support = 9
Placement = 8
Number of quality statements = 8
Total = 25points

Activity 2:

Propose Title: _________________________________________________________________

Guided Questions:
1. What are the specific problems you identified? Enumerate at least three.
2. Can you list important and useful data you gathered from available resources?
3. Which type of market research techniques (surveys, interviews, focus
groups, and customer observation) is/are the best for this problem?
Explain.
Rubrics for Grading the Essay:
5- If the paragraph consists of 5 or more sentences with correct and complete
Information.
4- If the paragraph consists of 3 to 4 sentences with correct information.
3- If the paragraph consists of 2 to 3 sentences with correct information.
2- If the paragraph consists of 2 sentences with correct information
1- if the paragraph consists of only one sentence with correct information.

CHECK YOUR UNDERSTANDING:

1-5. answer is Letter C.

POSTTEST
1-5. answer is Letter C.

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