1 Module 1 – Executive Summary and Management Feasibility

2 Module 1 – Executive Summary and Management Feasibility

PROGRAM OUTCOMES
By the time of graduation, the students of the program shall be able to:
1. Articulate and discuss the latest developments in the specific field of practice.
2. Effectively communicate orally and in writing using both English and Filipino
3. Work effectively and independently in multi-disciplinary and multi-cultural teams.
4. Act in recognition of professional, social, and ethical responsibility.
5. Preserve and promote "Filipino historical and cultural heritage".
6. Perform the basic functions of management such as planning, organizing, staffing, directing and
controlling.
7. Apply the basic concepts that underlie each of the functional areas of business (marketing, finance, human
resource management, production and operations management, information technology, and strategic
management) and employ these concepts in various business situations.
8. Select the proper decision making tools to critically, analytically and creatively solve problems and drive
results.
9. Express oneself clearly and communicate effectively with stakeholders both in oral and written forms.
10. Apply information and communication technology (ICT) skills as required by the business environment.
11. Work effectively with other stakeholders and manage conflict in the workplace.
12. Plan and implement business related activities.
13. Demonstrate corporate citizenship and social responsibility.
14. Exercise high personal moral and ethical standards.
15. Analyse the business environment for strategic direction.
16. Prepare operational plans.
17. Innovate business ideas based on emerging industry.
18. Manage a strategic business unit for economic sustainability.
19. Conduct business research.
20. To participate in various types of employment, development activities, and public discourse particularly in
response to the needs of the communities one serves.

COURSE TITLE
BAC 7 - Research/Feasibility Study –Part 1

COURSE DESCRIPTION
This course deals with the theories and concepts of the research. It focuses on business research
and in the preparation of a business research or proposed project study.

COURSE OUTCOMES (CMO)

In this course, you should be able to:
1. evaluate your decision to become an entrepreneur;
2. analyze your own entrepreneurial tendencies;
3. examine what it takes for a business idea to become successful;
4. develop an understanding of managing and growing an entrepreneurial firm; and
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5. recognize the impact of internal and external environmental factors on managerial decisionmaking.

INTRODUCTION
This module deals with the methodology of the research, common difficulties in the conduct of
research and the state of legal form of business organization chosen and other important documents to be
complied for a certain business organization.

Market feasibility study is considered to be the most important study of the detailed studies. This
study is essential to the rest of the feasibility studies, without having a market study it’s difficult to go for
further studies of the detailed feasibility study. The market study is prepared to achieve and assure, some of
the main objectives of the project, which cannot start without specifying these goals confining it broadly.

This module is divided in to two lessons, namely:

Lesson 1 Significance of the study;
Lesson 2 Business Organization

MODULE LEARNING OUTCOMES

In this module, you should be able to:
1. describe the introduction of research/feasibility study;
2. identify scope and limitations of the study; and
3. specific variables to be invested gated must be written clearly.

LESSON 1: Significance of Study

SPECIFIC LEARNING OUTCOMES

In this lesson, you should be able to:
1. identify and explain several methodology of research/feasibility study;
2. explain the several methodology of research/feasibility study;
3. describe the methods of data collection;
4. explain difficulties in conducting research; and
5. identify scope and limitations of the study.

PRE-ASSESSMENT
Instruction: Write True if the statement is correct and False if the statement is wrong on the space provided
before the number.
_______1. It is therefor, vital that the researcher is able to cogently articulate the value of the
investigation to various individual, groups, or sectors.
_______2. Study-derived benefits may accrue to all any of the following: individual level, organizational
and others.
_______3. Due to its limitations, its internal and external validity may open to questions.
4 Module 1 – Executive Summary and Management Feasibility

_______4. Action research is conducted to develop or recommend fresh approaches, policies, programs,
strategies, or skills to solve problems in an actual organizational setting.
_______5. In data gathering, sampling has many advantages over census or total enumeration.
_______6. Some data about the company are known only to key informants, such as the controller,
mangers, or owners of the firm.
_______7. Purposive sampling involves the selection of key informants based on a predetermine set f
criteria.
_______8. The common techniques applied in business research are the survey. Observation, tests, and
scales, and experimentation.
_______9. Telephone interview data are collected by the interviewer through the telephone.
_______10. Email/Internet data are collected by the researcher by encoding the questions in the
computer and sending them directly to the respondents.

LESSON MAP

EXECUTIVE SUMMARY

Significance of the Study

Methods of Data Collection

Actual Data Gathering

Scope and Limitation of the Study

The map above describes the topics of Executive Summary

CORE CONTENTS

ENGAGE: Quotation Analysis

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1. What are your thoughts about the quotation above?

___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________

EXPLORE: Reading Concept

WHAT IS AN EXECUTIVE SUMMARY?
• An executive summary is a brief introduction and summary of your business plan. It should describe
your business, the problem that it solves, your target market, and financial highlights.
• A good executive summary grabs your reader’s attention and lets them know what it is you do and
why they should read the rest of your business plan or proposal. It’s not unusual for investors to make
an initial decision just based on reading an executive summary, so it’s important to get it right. We’ll
show you how to write an executive summary that sets your business plan apart from the rest.

Is an executive summary necessary?

Are you writing a business plan to show to investors or bankers? Then you need a good
executive summary. Many people will read only the summary, no matter what. Others will read the
summary first to decide whether or not they read the rest of the plan. The executive summary is
essential in plans that are being written for outsiders.

Now if you’re writing a business plan solely for internal use you may not need to write out an
executive summary. However, there are some internal plans ––such as an annual operations plan or
a strategic plan—that can use a summary to highlight necessary information and showcase a
digestible version of the overall plan.

It takes some effort to do a good summary, so if you don’t have a business use for the
summary, don’t do it.

HOW TO WRITE EXECUTIVE SUMMARY

1. A description of your product or service and the problem your business solves
Include a brief description of the product or service you offer and why it’s necessary. Your business
doesn’t need to serve a larger social problem, but it should address a need for customers or an
opportunity in the market.

2. A description of your target market

Your target market is who you think your customers will be. Sometimes the product name itself
defines the market, such as “Peoria’s Best Thai food,” or “Mini Cooper Dashboard Accessory.” If not,
then a brief description of the target market—your primary audience, or the people you think will
spend money on your solution will suffice.
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3. Competition
Assuming your business has competition (every business does!), then briefly describe how your
business will differentiate itself. Are you competing on price, quality, or something else? Briefly
describe what makes your business different here.

4. Financial Overview
If you’re an existing company, this might be as simple as highlighting recent annual sales and growth
over the last year. For a start-up, it might be a brief description of aspirations, such as a sales
forecast goal for the next year or three years from now. I often recommend a simple highlights chart,
a bar chart with sales and gross margin for the next three years.

5. Your Team
This is especially important for start-up companies. Investors want to know who is behind the
business idea and why you and your team are the right people to build the business. It also may be
valuable to highlight any gaps in your team and how you intend to fill them. If you have potential
partners or candidates in mind, briefly mention them and expand on their qualifications within your full
business plan.

6. Funding Needs
If you are using your business plan to raise money for your business, your executive summary should
highlight how much money you are looking for. Investors will want to know this upfront and not have
to dig through a business plan to find this detail.

One of the primary considerations in undertaking research is the immediate or long-term benefit
accruing to the end-user. It is therefore, vital that the researcher is able to cogently articulate the value of the
investigation to various individual, groups, or sectors. Study-derives benefits may accrue to all or any of the
following:
Individual Level Organizational Level Others
Researchers Firms Government
Students Industry Communities
Employees Associations Consumers
Managers Schools Suppliers
Entrepreneur’s Funding agencies Investors

METHODOLOGY
Research Designs
• Descriptive Research is conducted to illustrate and determine patterns or characteristics of
variables in particular instances or events.
• Exploratory Research is undertaken to gather initial data patterns or characteristics of variables
in a situation where studies have not been done or minimal data are available to establish
significant patterns or relationships of variables in a specified scope.
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• Causal/Explanatory Research is carried out to ascertain that the occurrence of, or change in,
the independent variables leads to changes in the dependent variables.
• Correlational Research is conducted to establish the fact that the outcome of certain patterns of
relationships occur together in a specified manner without suggesting that one variable causes
the other variable to change. In this design, relationship is also clearly identified as positive or
negative correlation.
• Comparative Research is undertaken to confirm if two or more variables reveal similar or
different patterns of characteristics when compared, using a set of variables as standard bases.
• Evaluative Research is conducted to assess performance outcome or impact of a set of
variables on another one. This design considers an adequate time span to pinpoint the effective
accurately. This kind of research could also be a longitudinal study.
• Experiment Research is undertaken to determine the possible cause-and –effect relationships
through experimental and control groups. Such research design is usually done in a simulated
environment. The experimental group, which may be one or more, is exposed to the treatment
conditions or manipulations, while the control group, which may also be one or more, does not
receive the treatment and is used to compare the results. It is also possible under limited
conditions to conduct actual field experiments to approximate the conditions of the true
experiment. This design is called quasi-experimental. Due to its limitations, its internal and
external; validity may be open to questions.
• Action Research is conducted to develop or recommend fresh approaches, policies, programs,
strategies, or skills to solve problems in an actual organizational setting. This design is the most
applied-oriented research. Feasibility studies, corporate strategy papers, industry studies, and
policy-oriented researches are predominantly action research in design. In the statement of
specific objectives, some of the appropriate verbs/phrases to use are develop, propose, suggest,
recommend, determine alternative approaches, identify solutions, and formulate policies.

SAMPLING
Sampling is the process of choosing adequate and representative elements from the population. By
studying the sample, the researcher is able to draw insights and conclusions for the entire population. In data
gathering, sampling has many advantages over census or total enumeration. Aside from being able to
generalize the finding for the entire population, the researcher is also able to save in terms of time, effort, and
cost. Sampling makes the scope of the study manageable because of the small number of respondents to be
covered, and increases the likelihood of obtaining more reliable and accurate result.
Probability Sampling
a. Systematic Sampling
b. Stratified Sampling
c. Cluster Sampling
d. Area Sampling
e. Double Sampling
f. Multi-Stage Sampling
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Non-Probability Sampling
a. Quota Sampling
b. Judgement Sampling involves the selection of respondents considered to be in the best position,
or most knowledgeable, to give the needed information. Some data about the company are known
only to key informants, such as the controller, mangers, or owners of the firm.
c. Convenience Sampling allows the researchers to gather data from respondents who are
conveniently available to provide the necessary information. This design is used to get information
fast.
d. Accidental Sampling implies that information is collected from respondents who, by chance or
circumstance, are met by the researchers in the process of data gathering.
e. Snowball Sampling means choosing initial samples. These samples will then refer other
respondents from whom the same information may be obtained.
f. Purposive Sampling involves the selection of key informants based on a predetermined set of
criteria. These are people considered to be the most appropriate source of data in terms of the
objectives of the study.

METHODS OF DATA COLLECTION

Two major opinion in collecting data:
1. Primary data collection this method involves the gathering of data directly from the respondents
through the use of the different techniques. The common techniques applied in the business
research are the survey (either using questionnaire or interview), observation, tests and scales,
and experimentation.
a. Survey
• Personal Interview data are gathered with the interview asking the questions based on the
interview form/guide, and recording the responses in the form. This technique can be done
on a one-on-one basis or through a panel.
• Telephone Interview data are collected by the interviewer through the telephone.
• Self-Administered Questionnaire data are collected by the researcher by direct
administering/giving the form to a respondents or group of respondents who answers the
form by themselves simultaneously.
• Mailed Questionnaire data are collected by sending the form to the respondents through
mail.
• Email/Internet data are collected by the researcher by encoding the questions in the
computer and sending them directly to the respondents.
b. Observation this method requires observing people by systematically looking at behavioural
and nonbehavioral phenomena with the use of one’s senses and or with the aid of a camera,
one –way mirror, and/or recording instrument in observing people. This method is
advantageous in studies when original data can be collected at the time it is happening. This
captures the entire event as it unfolds in a natural or man-made setting when participants
ignore information which they consider common. Some good examples of situations where
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observation is beneficial are in researchers on consumers reaction with regards to the taste of
a brand new pizza or friend chicken or a new film in a neighbouring theatre.
• Participant Observation enables the researcher to assume a legitimate social role within
the group being investigated, like becoming a member of an organization that analyses
leadership styles and conflict.
• Non participant Observation enables the researchers to be detached and need to become
an integral part of a group under study, like observing consumers in a supermarket when
they buy a particular brand of laundry soap or studying staff behaviour during department
meeting.
2. Secondary data collection in data collection, the secondary method may be used which involves
the acquisition of data from second hand sources like statistical publications, census reports,
financial statements, annual reports, brochures, catalogues, and other documents and reports.
a. Private companies
b. Business/ trade organizations (PCCI, BAP, ect)
c. Labor Organization (TUCP)
d. Commercial Information Services Groups
e. Universities (UP, Ateneo, DLSU, AIM)
f. Government (DTI, SEC, NCSO, NEDA, BLES, DOLE)
3. Other Data Collection Methods
a. Delphi Method is a qualitative process of acquiring information on issues. It involves
forecasting or projecting trends or outcomes.
b. Projective Method is the use of standardize psychological tests. These data can be very useful
in studies on consumer preferences and worker’s motivation. To apply this method, the
services of trained or professional psychometrician in admistering the tests will be required.
c. Unobtrusive Method is using data sources aside from individual. For instance, the time is a
source of information on employee attendance. The number of various brands of bottled water
found in trash cans is a measure of bottled water patronage level. Another good example is
the water and ear on magazines in a magazine rental store which could be a good indication
of their popularity. Lastly, the number of finished product rejections in the production
department discloses the level of effectiveness of the production line employees.

ACTUAL DATA GATHERING

1. Ethical Issues in the Conduct of Research in all research situations, there are always at least two
parties involved the researcher and the respondents. Since research is also a social process, wherein
the researcher and the respondents share information, it is imperative that both are clear on their
accountabilities. The respondent, once he/she has consented to participate in the study, is obliged to
give full cooperation by providing truthful data. The researcher, on the other hand, has a number of
responsibilities to fulfil in relation to the respondent, among which are to:
• Explain fully the propose of the study
• Disclose the sponsoring organization of the research
• Discuss the specific duties and data expected from the respondent
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• Introduce oneself properly by showing credentials

• Respect the right to privacy of the individual
• Ensure data confidentiality
• Avoid bribing or threatening respondent in exchange for information
• Respect the opinion of the respondent and never to argue with respondent on answers to
questions posed
• Record objectively and accurately the responses given; avoid misinterpretation by checking with
respondent the information that needs clarification
• Acknowledge all data sources in the final report
• Provide the respondent a copy on the results of the study. It will help if validation meetings with
the respondents are held before the report is finalized.
2. Common difficulties in the Conduct of Research
DIFFICULTIES SOLUTIONS
1. Non-availability of the respondent at the time of data ▪ Set another appointment
gathering (due to sickens, being out of the country, ▪ Replace if possible
attending to an important business)
2. Unwillingness of the chosen respondent to cooperate ▪ Convince the respondent to
(refusal to answer questions or give secondary data) cooperate
▪ Replace if possible
3. Respondent’s difficulty to recall data ▪ Follow up the question or the
situations to facilitate recall.
▪ Ask respondent to refer to
documents for easy recall
4. Telling of story by respondent in answering ▪ Tactfully shorten the stories and
questions. ask respondent for direct answers
▪ Get the main point from the story
and repeat this to the respondent
to verify if this is the answer to the
question
5. Most of the answers given by the respondent are ▪ Conduct a call back
DON’T KNOW, NOT APPLICABLE, and NO ANSWER. ▪ Check if the selected respondent
is representative of eh population
of if somebody else answers for
him/her.
6. Respondent does not return the form ▪ Send a new form but this time
ensure that it is returned
▪ If form is not sent back again,
replace respondent if possible
7. Respondent is late in returning the form/answering ▪ Follow-up and convince the
the query by phone/mail. respondent to reply at a specified
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8.inaccessibility of respondent due to distance of
residence or office
9. false/incorrect data were given by the respondent
10. researcher encounters conflict with respondent
11. lack of funds
time
▪ If reply is still delayed, replace if
possible or if substitute is not
possible, drop the respondent.
▪ Replace respondent if possible
▪ Invalidate the from and then
substitute or drop respondent with
replacement if possible
▪ Resolve conflict and ask for
apology
▪ If conflict not resolve, replace
respondent or drop respondent
without replacement
▪ Look for additional sources of
funds
▪ Hold the project in abeyance until
additional funds are available
▪ Reduce the sample size and staff
▪ Cancel project

SCOPE AND LIMITATIONS OF THE STUDY

The statement of the research problem requires a detailed explanation of the study’s parameter and
limitations. The section on scope and limitation should indicate study coverage with concrete reference to (1)
variables, (2) sources of data, (3) method(s) to be employed in data collection and analysis, (4) timeframe,
and (5) constraints that might be encountered in the conduct of the investigation, such as non-availability of
data, uncooperativeness of respondents, inability of respondents to recall accurate responses, and
confidentiality of some relevant information.

EXPLAIN: Review Questions

Intense comprehension of the context

1. Recognize and several methodology of research feasibility study.
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2. Describe the methods of data collection.
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3. Identify and explain the difficulties in conducting research.
12 Module 1 – Executive Summary and Management Feasibility

__________________________________________________________________________________
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__________________________________________________________________________________
4. Determine how important is the scope and limitations of the study.
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TOPIC SUMMARY
In this lesson, you learned that: at:
• Sampling is the process of choosing adequate and representative elements from the population.
• There are different types of research designs such as:
o Descriptive Research
o Exploratory Research
o Causal/Explanatory Research
o Correlational Research
o Comparative Research
o Evaluative Research
o Experiment Research
o Action Research
• There are two types of sampling: Probability Sampling and Non Probability Sampling
• Two ways of collecting data include primary data collection, second data collection, and other data
collection methods (Delphi method, Projective method, and Unobtrusive method.
• Primary data collection this method involves the gathering of data directly from the respondents.
• Secondary data collection in data collection, the secondary method may be used which involves the
acquisition of data from second hand sources l

REFERENCES

• Ingram, Thomas N. et.al., Professional Salesmanship. C & E Publishing, Inc. 2017.

• Donalson, Bill., Sales Management Principles, Process and Practice 3 rd Edition., Palgrave
Macmillan 2007., 658.85
• Retrieved from: https://articles.bplans.com/writing-an-executive-summary/ht. Retrieved on March 2,
2022.