Overview: In this lesson students will demonstrate the steps of the Marketing Research Process.
Objectives: To be able to: Explain the steps in designing and conducting marketing research. Collect and interpret marketing information. Create and administer a marketing research survey
Description: Students will complete the five steps of the marketing research process. Each student will be placed into a group of 3 or 4. Groups will be given a predetermined focus group based on age ranges of the overall student population (11-12 years, 13-14 years, 15-16 years, 17-18 years). They will need to have 20 or more students complete their surveys. Each group will create their own survey form, chart/graph their data, and create a presentation.
Step 1 Defining the Problem: I will give each group the same problem: What one new entree item does the student population want to see on the lunch menu? During this stage each group will determine what questions they will ask and create their surveys using Survey Monkey or Google Forms. Each form will have 10-15 questions; part of these questions will be gender, age, and grade-level information. They are to create the look and layout of the form/survey/questionnaire.
Step 2 Obtaining Data In this stage, each group will begin obtaining the data needed for their research. Each group member will ask students, in the age range they were given, if they would participate in their research. If so, they are to send them the link to the survey. Surveys can be completed on mobile devices as well as desktop and laptop devices.
Step 3 Analyzing Data At this point, each group will begin examining and charting the data they have received from their surveys. Students can choose to use Chartle, Chartgo, orChart Tool to create charts/graphs to record the data. They will need to check to see if the questions they asked rendered the right type of data they were looking to retrieve. If not, they will need to start over.
Step 4 Recommend Solutions Groups will draw up their conclusions and present it in two different formats. One will be in report form. Using Zoho Docs or Google Docs students will create a report. Recommendations for a new lunch entree will need to be clear and the report will need to have the components mentioned (some may not be applicable) in our textbook:
Acknowledgements of people who assisted in the research effort
Table of Contents
List of tables, figures, charts, and graphs
Review of the research information
Summary and conclusions
The second format will be to create a presentation using a choice of Prezi, or Google Slides to create and present to the class. The presentations will need to include the links to their surveys and charts/graphs.
Step 5 Applying the Results I will have the Principal and Lunchroom Manager come and speak to class to help determine if their findings could be applied in our lunch program.
Links to Resources: Chartgocreate online charts and graphs with ease Chartle create, embed and share your charts, plots, diagrams and maps online. Chart Tooldesign and share charts online for free Google Docswrite, edit and collaborate from anywhere at anytime Google Formscollect and organize information for free Google Slidescreate and present when ever and where ever you are located Prezioffers an innovative method for students to present information. Survey Monkeyallows students to create a survey and easily send to others to complete. Zoho Docsallows for easy collaboration and storage of word processing documents.
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