### Lesson Plan: Marketing Research
#### Subject: Marketing
#### Grade: Senior Secondary 1
#### Duration: 60 minutes
#### Topic: Marketing Research
#### Objectives:
1. Define marketing research and understand its importance.
2. Identify the types of marketing research.
3. Understand the steps involved in the marketing research process.
4. Encourage students to engage in discussions and practical applications of marketing research.
#### Materials Needed:
- Whiteboard and markers
- Projector and computer for PowerPoint presentation
- Handouts of key terms and concepts
- Activity worksheets
- Samples of marketing research surveys
#### Introduction (10 minutes):
1. **Greeting and Attendance**: Greet students and take attendance.
2. **Icebreaker Activity**: Ask students to mention one product or service they admire and one they don't. This will help introduce the idea of consumer behavior and preferences.
3. **Objective Overview**: Briefly explain what they will learn about marketing research and why it's important.
#### Instruction (20 minutes):
1. **Definition of Marketing Research**:
- Use a PowerPoint slide to show the definition.
- Discuss the concept that marketing research involves gathering, analyzing, and interpreting information about a market, and the products and services offered in that market.
2. **Importance of Marketing Research**:
- Explain how businesses use marketing research to make informed decisions, improve products, and understand consumer preferences.
- Show real-world examples of companies that have successfully used marketing research (e.g., Coca-Cola, Apple).
3. **Types of Marketing Research**:
- Primary Research: Discuss methods such as surveys, interviews, and observations.
- Secondary Research: Explain how existing data, reports, and studies are used.
- Qualitative vs. Quantitative Research: Describe the differences and give examples of when each type is used.
4. **Marketing Research Process**:
- PowerPoint slide outlining the steps:
1. Defining the Problem
2. Developing a Research Plan
3. Collecting Data
4. Analyzing Data
5. Reporting the Findings
- Discuss each step briefly with real-world examples.
#### Activity (20 minutes):
1. **Group Activity**:
- Divide students into small groups.
- Assign each group a hypothetical product (e.g., a new smartphone, a brand of shoes, a home cleaning service).
- Provide worksheets that guide them through creating a simple marketing research plan for their product, asking them to identify the problem, choose research methods, and outline the data they need.
2. **Presentation**:
- Each group presents their marketing research plan to the class.
- Allow time for questions and constructive feedback.
#### Conclusion (5 minutes):
1. **Recap**: Summarize the key points discussed in the lesson.
2. **Q&A**: Open the floor for any questions from the students.
3. **Homework Assignment**: Ask students to find an example of a marketing research study online and write a one-page report on how it was conducted and what the findings were.
#### Assessment:
- Observe group activity and presentations for understanding and participation.
- Review homework assignment for comprehension of marketing research.
#### Follow-up:
- Discuss different sources of secondary data in the next class.
- Plan a practical assignment where students create a survey and collect data.
This lesson plan aims to provide students with a foundational understanding of marketing research, involve them in interactive learning activities, and prepare them for more detailed study in future lessons.