Marketing Research
Practicum in Marketing Dynamics
Marketing
Lesson Plan
Performance Objective
The student identifies marketing research as a specific inquiry to solve a problem.
Specific Objective
 The student can express the importance of marketing research.
 The student can describe areas of marketing research such as advertising, product, market and
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sales.
The student can explain the purpose of test marketing.
The student can identify trends affecting marketing research.
The student can communicate the benefits and limitations of marketing research.
Terms
Marketing Research - the systematic gathering, recording, analyzing, and presentation
of information related to marketing goods and services
Test Marketing - type of marketing research that occurs when a new product is placed in
one or more selected geographic areas.
Time
When taught as written, this lesson should take one to two days to teach.
Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the
activities may result in the elimination of any or all of the TEKS listed.
§130.348. Practicum in Marketing Dynamics
(c) Knowledge and Skills
(17) The student identifies marketing research as a specific inquiry to solve a problem.
The student is expected to:
(A) express the importance of marketing research;
(B) describe areas of marketing research such as advertising, product, market,
and sales;
(C) explain the purpose of test marketing;
(D) identify trends affecting marketing research; and
(E) communicate benefits and limitations of marketing research.
Copyright © Texas Education Agency, 2015. All rights reserved.
1
Interdisciplinary Correlations:
§110.47 Reading I, II, III
(b) Knowledge and skills.
(2) The student acquires an extensive vocabulary through reading and systematic word
study. The student is expected to:
(A) expand vocabulary by reading, viewing, listening, and discussing;
(B) determine word meanings through the study of their relationships to other
words and concepts such as content, synonyms, antonyms, and analogies;
(4) The student comprehends texts using effective strategies. The student is expected
to:
(A) use prior knowledge and experience to comprehend;
(B) determine and adjust purpose for reading; and
(D) summarize texts by identifying main ideas and relevant details.
Occupational Correlation (O*Net – www.onetonline.org/):
Job Title: Market Research Analysts and Marketing Specialists
O*Net Number: 13-1161-00
Reported Job Titles: Business Development Specialist, Client Service and Consulting Manager,
Client Services Vice President, Communications Specialist, Market Analyst, Market Research
Analyst, Market Research Consultant, Market Research Manager, Product Line Manager,
Project Manage
Tasks:

Prepare reports of findings, illustrating data graphically and translating complex findings
into written text.
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Seek and provide information to help companies determine their position in the
marketplace.
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Gather data on competitors and analyze their prices, sales, and method of marketing
and distribution.

Collect and analyze data on customer demographics, preferences, needs, and buying
habits to identify potential markets and factors affecting product demand.

Devise and evaluate methods and procedures for collecting data, such as surveys,
opinion polls, or questionnaires, or arrange to obtain existing data.
Soft Skills: Speaking, Active Listening, Critical Thinking, Judgment and Decision Making, Social
Perception
Accommodations for Learning Differences
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2
It is important that lessons accommodate the needs of every learner. These lessons may be
modified to accommodate your students with learning differences by referring to the files
found on the Special Populations page of this website (cte.unt.edu).
Preparation
 Review and familiarize yourself with the terminology,
 Have materials ready prior to the start of the lesson.
References:
Textbooks:
Kimbrell, G., & Woloszyk, C. A. (2005). Marketing Essentials. Woodland Hills: McGraw-Hill
Companies.
Online:
http://www.onetonline.org
Instructional Aids
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Textbook
Lesson Presentation
Instructor Computer/Projection Unit
Online Websites
Introduction
The main purposes of this lesson is to help students understand

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Importance of marketing research
Areas that can benefit from marketing research
The purpose of test marketing
Trends affecting marketing research
The benefits and limitation of marketing research.
Ask students how they think companies find out what type of products people would like?
Ask students if they think their opinion is important to marketers?
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3
Outline
MI
Outline
I. Terms
A. Marketing Research
B. Test Marketing
II. Marketing Research
A. Identifies opportunities
B. Solves problems
C. Implements marketing plans
D. Monitors marketing
Instructor Notes
Use presentation as visual aide
Have students write vocabulary
terms and meanings
Discuss role of marketing
research using the Presentation
and listed resources
III. Marketing Research used in
A. Advertising
B. Packaging
C. Product design and development
D. Determining market
E. Sales
F. Secondary Data
IV. Trends in Research
A. Mobile devices
B. Social media
C. Speed of business
D. Many sources of data
V. Benefits of research
A. Determine best way to reach customer
B. Identify opportunities
C. Minimize risk
D. Identify problems
E. Establish market position
VI. Limitations of Marketing Research
A. Increases value
B. Increases demand
C. Supply and Demand
Allow students 20 minutes to
complete guided practice
VII. Guided Practices
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Multiple Intelligences Guide
Existentialist
Interpersonal
Intrapersonal
Kinesthetic/
Bodily
Logical/
Mathematical
Musical/Rhythmic
Naturalist
Verbal/Linguistic
Visual/Spatial
Application
Guided Practice
Students will brainstorm reasons why products might fail.
Independent Practice
Students will research products that have failed and reasons why those products have failed.
Summary
Review
1.
2.
3.
4.
5.
Importance of marketing research
Areas that can benefit from marketing research
Purpose of test marketing
Trends that affect marketing research
Benefits and limitations of marketing research .
Evaluation
Informal Assessment
Informal assessment will be made as the student participates throughout the discussion process and
contributes to the guided practice activity. Teacher will observe students by walking the classroom
during each activity.
Formal Assessment
Students will research at least five products that have been failures upon product launch. They
will explain why those products failed and how marketing research might have helped save
those products. They will prepare a written report and a digital presentation to present to the
class.
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Enrichment
Extension
Integrate writing skills: Assign students to research how major companies conduct marketing
research. They should research how much emphasis the corporation places on marketing
research. Do they conduct focus groups, survey’s, observations? Do they use social media to
contact customers? They will write a paper explaining their organizational structure and how
marketing research fits into their corporation.
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Failed Product Research
Working in small groups students will research five products that have failed upon launch.
 Explain what the product was and provide a brief history
 Discuss why the product failed For instance:
o Did it not meet target market expectations?
o Was it the wrong target market?
o Did the product not work correctly?
o Did customers want different options?
 Explain how marketing research might have helped make the product a success.
The paper and presentations will be graded using the following rubric.
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Failed Product Research
Categories
Content
Preparedness
20
15
Student is
Student shares
knowledgeable and
information
includes all
required in
information plus
presentation
additional content in
presentation
Student is prepared
Student seems
and has rehearsed prepared but should
extensively
rehearse more
Enthusiasm
Facial expressions
and body language
show interest and
enthusiasm about
the topic
Facial expressions
and body language
sometime show
interest
Speaking, eye
contact, and
posture
Speaks clearly,
stands straight and
makes eye contact
with audience 100%
of presentation
Speaks clearly,
stands straight and
makes eye contact
with audience 90%
of presentation
Written Report
Extensive
information included
with descriptive
factors regarding the
economic and
political system and
is well constructed.
Information
included regarding
economic and
political systems
and is well
constructed
10
Student is missing
one or two
elements in
presentation
5 or less
Student is missing
multiple elements
of content and is
lacking knowledge
Student is
somewhat
prepared but is
lacking rehearsal
Facial expressions
and body
language are used
to try to generate
enthusiasm
Student is not
prepared
Speaks clearly,
stands straight
and makes eye
contact with
audience 80% of
presentation
Information
included
regarding
economic and
political systems
Total Score ________
Maximum 100 Points
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Very little used of
facial expressions
or body language.
Did not generate
much interest in
topic
Mumbles, slouches
and does not look
at the audience
throughout the
presentation
One or more
elements are not
included regarding
the economic and
political system