3rd Floor Ever Gotesco Mall, Commonwealth Ave.

,
Brgy. Batasan Hills, Quezon City, 1126 Metro Manila
Tel. No. (028) 2533859

MODULE IN
ENTREPRENEURSHIP
Grade 12

1st Quarter - Week Five and Six

Market Research
Name: ____________________________________________ Date: ____________________
Grade/Strand/Section: ______________________________ Score: ____________________

I. SUBJECT CONTENT:
Market Research

II. OBJECTIVES:
At the end of this module the students are expected to:
1. Discuss market research.
2. Know the meaning of data gathering.
3. Identify the different data gathering techniques.

III. REFERENCES:
Books:
 Edralin, Divina M. Entrepreneurship. Quezon City: Vibal Group, Inc. 2016.
 Raymund B. Habaradas and Tereso S. Tullao Jr., Pathways to Entrepreneurship, 2016,
Phoenix Publishing House.

IV. PRE-TEST:
I. MULTIPLE CHOICE
Directions: Read each question very carefully. Encircle the correct answer.
1. It is the most common way to gather primary research with the use of questionnaires or
interview schedule.
A. Interview C. Survey
B. Focus Group Discussion D. Data Gathering

2. It is the traditional method of data collection which is normally done on personal manner with
the respondents.
 A. Personal Interview C. Survey
B. Focus Group Discussion D. Data gathering
3. A data gathering technique where it can be moderated to group interviews and brainstorming
sessions that provide information on user’s needs and behaviors.
A. Personal Interview C. Survey
B. Focus Group Discussion D. Data Gathering
4. It refers to information gathered directly from the respondents who answered set of questions.
A. Primary Research C. Survey
B. Secondary Research D. Data Gathering
5. A data gathering technique where it can be done via direct mail, over the phone, internet or e-
mail.
A. Data Gathering C. Focus Group Discussion
B. Survey D. Interview
6. It refers to the process of gathering, analyzing and interpreting the information about the
product or the services to be offered for sale in the market.
A. Primary Research C. Data Gathering
B. Secondary Research D. Market Research

II. ESSAY
Direction: Answer the following questions based on your understanding and prior knowldege.
7 – 9. What is Market Research? (3 points)
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________

10 – 15. Give at least three data gathering techniques and explain. (6 points)
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
 3rd Floor Ever Gotesco Mall, Commonwealth Ave.,
Brgy. Batasan Hills, Quezon City, 1126 Metro Manila
Tel. No. (028) 2533859

MODULE IN
ENTREPRENEURSHIP
Grade 12

1st Quarter - Week Five and Six

Market Research
Name: ____________________________________________ Date: ____________________
Grade/Strand/Section: ______________________________ Score: ____________________

V. LESSON PROPER:

LESSON 5 and 6:
MARKET RESEARCH

VI.
A. MOTIVATION:
Answer the following statements honestly. There is no right or wrong answer. Indicate
your response to the items by putting a check that best corresponds to your answer.
 After answering all the statements, add your score. Refer to the conversion and the
verbal interpretation of your score:
40 – 50 = Very high intention to become an entrepreneur
30 – 39 = High intention to become an entrepreneur
20 – 29 = Average intention to become an entrepreneur
19 & below = Low intention to become an entrepreneur

B. DISCUSSION:
Firms and other business companies need to understand their service offerings and their
customers to ensure that their services will be adopted as solutions to consumer needs. In order
for the firms to recognize the needs of the market or the customers, they need to conduct market
research.
The Market Research or Marketing Research Process can be defined as the process
of gathering, analyzing and interpreting the information about the products or the services to be
offered for sale to the potential consumers in the market.

DATA COLLECTION is the most valuable tool of any type of research study. Inaccurate data
collection may cause mistakes and ultimately lead to invalid results.

TIPS in GATHERING DATA

 Organize collected data as soon as it is available
 Know what message you want to get across and then collect data that is
relevant to the message
 Collect more data
 Create more data
 Regularly run experiments or collect data
 Challenge your assumptions
  Set reasonable expectations
 Take note of interesting or significant data

In this lesson, we will consider the three different data collection techniques – SURVEY
(Questionnaire), INTERVIEW and FOCUS GROUP DISCUSSION – and evaluate their
suitability under different circumstances.

SURVEYS
- are the most common way to gather primary research with the use of questionnaires or
interview schedule. These can be done via direct mail, over the phone, internet (e.g. Google) or
email, face-to-face or on Web (e.g. Skype or Viber).
When designing or constructing your own research questionnaire, remember the
following guidelines. (Edralin, 2016)
 Keep it simple as possible.
 Make sure it is clearly appealing and easy to read.
 Cluster or block related questions.
 Move from complex questions to more specific questions.
 Make sure questions are concise and easily understood.
 Avoid questions that are difficult to answer.
 Make sure any response scales used are consistent with categories that are mutually
exclusive.

INTERVIEW
- is one of the most reliable and credible ways of getting relevant information from target
customers. It is typically done in personal between the researcher/entrepreneur and a
respondent where the researcher asks pertinent questions that will give significant pieces of
information about the problem that he will solve. The interview is also helpful even when the
business has already started because the customers’ feedback provides the entrepreneur a
glimpse of what the customers think about the business.
Interviews normally last from 15 to 40 minutes, but they can last longer, depending on the
participants’ interest in the topic.
In a structured interview, the researcher asks a standard set of questions and nothing
more (Leedy and Ormrod, 2001).
 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.
 Telephone interviews are less expensive and less time consuming, but the
disadvantages are that the response rate is not as high as the face-to- face interview, but
considerably higher than the mailed questionnaire.
FOCUS GROUP DISCUSSION (FGD)
- is an excellent method for generating and screening ideas and concepts. It can be a
moderated group interviews and brainstorming sessions that provide information on user’s
needs and behaviors.
The following are considerations in the use of focus group discussions in market research:
 The length of the session is between 90 and 120 minutes.
 Usually, conduct focus groups discussion with 8 to 10 participants per group.
 Assign an expert moderator / facilitator who can manage group dynamics.
 Use a semi-structure or open-format 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).

Aside from the main basic groups of research methods (quantitative, qualitative and mixed),
there are different tools that can be used to collect data. Interviews can be done either in
personal or over the phone. Surveys/questionnaires can be paper or web based. Focus Group
Discussions can be moderated group interviews and brainstorming sessions that provide
information on user’s needs and behaviors.

C. ACTIVITIES:
Activity 1
Directions: Conduct a survey among 15 high school students in our school about “Milk Tea”.
Use the survey form below
Activity 2
Directions: Conduct a Focus Group Discussion (FGD) among five of your friends in your
neighborhood who are interested to have their own business in the future. The goal of your FGD
is to generate new business ideas. Ask them what they have observed in the community or in
other places that they have gone to so that they may have prospects on what are the products
being bought or patronized which are not yet offered by other entrepreneurs in our locality.

The learners’ output will be evaluated according to the rubrics:

Creativity - 20 points
Content/ Accuracy - 20 points
Timeliness - 10 points
Total - 50 points

D. ASSIGNMENT:
You are to open a “Lemon Juice and Shake” business in your neighborhood. Conduct a
simple market research to know if it is acceptable or not.

The learners’ output will be evaluated according to the rubrics:

Creativity - 20 points
Content/ Accuracy - 20 points
Timeliness - 10 points
Total - 50 points
 3rd Floor Ever Gotesco Mall, Commonwealth Ave.,
Brgy. Batasan Hills, Quezon City, 1126 Metro Manila
Tel. No. (028) 2533859

MODULE IN
ENTREPRENEURSHIP
Grade 12

1st Quarter - Week Five and Six

Market Research
Name: ____________________________________________ Date: ____________________
Grade/Strand/Section: ______________________________ Score: ____________________

VII. POST-TEST:
I. IDENTIFICATION:
Directions: Identify what is being asked in the following sentences, write your answers on the
space provided below.
__________________________1. It is an information gathered directly from the respondents
who answered set of questions.
__________________________2. It is the traditional method of data collection which is normally
done on a personal manner with the respondents.
__________________________3. It obtains information on general attitudes, understand the
circumstances under which customers might require your product or services, understand their
desired outcomes.
__________________________4. It is the most common way to gather primary research with
the use of questionnaire or interview schedule.
__________________________5. It is the most valuable tool of any type of research study.
__________________________6. A data gathering technique where it can be done via direct
mail, over the phone, internet or e-mail.
__________________________7. They also allow the researcher to clarify indefinite answers
and when necessary, seek follow-up information.
__________________________8. A data gathering technique where it can be moderated group
interviews and brainstorming sessions that provides information on user’s needs and behavior.
__________________________9. It is typically done in personal between the
researcher/entrepreneur and a respondent where the researcher asks pertinent questions that
will give significant pieces of information about the problem that he will solve.
__________________________10. It can be a moderated group interviews and brainstorming
sessions that provide information on user’s needs and behaviors.
__________________________11. It normally lasts from 15 to 40 minutes, but they can last
longer, depending on the participants’ interest in the topic.
__________________________12. It is a type of interview are less expensive and less time
consuming.

II. MULTIPLE CHOICE

Directions: Read each question very carefully. Encircle the correct answer.
1. It is the most common way to gather primary research with the use of questionnaires or
interview schedule.
A. Interview C. Survey
B. Focus Group Discussion D. Data Gathering.
2. It is the traditional method of data collection which is normally done on personal manner with
the respondents.
A. Personal Interview C. Survey
B. Focus Group Discussion D. Data gathering
3. A data gathering technique where it can be moderated to group interviews and brainstorming
sessions that provide information on user’s needs and behaviors.
A. Personal Interview C. Survey
B. Focus Group Discussion D. Data Gathering
4. It refers to information gathered directly from the respondents who answered set of questions.
A. Primary Research C. Survey
B. Secondary Research D. Data Gathering
5. A data gathering technique where it can be done via direct mail, over the phone, internet or e-
mail.
A. Data Gathering C. Focus Group Discussion
B. Survey D. Interview
6. It refers to the process of gathering, analyzing and interpreting the information about the
product or the services to be offered for sale in the market.
A. Primary Research C. Data Gathering
B. Secondary Research D. Market Research

III. ESSAY
Direction: Answer the following questions.
7 – 9. What is Market Research? (3 points)
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
10 – 15. Give at least three data gathering techniques and explain. (6 points)
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________