1. Class : Y10
Lesson Topic: Marketing
Scheme of Work: Market Research

2. Higher thinking Skills
P&D
Planning and
Data
Lesson Objectives
ALL (KNOWLEDGE)
Describe a market and the different aspects of market research
MOST (ANALYSIS)
Analyse a market research techniques
SOME (EVALUATION )
Evaluate the usefulness of market research to the success of a business.
Higher thinking Skills

3. By end of lesson you will Climb the Ladder
ATD
Apply to
demonstrate
A-A*
(8-12m) 8+ connectives & key words
C-B
(5-7 m) connectives & key words
E-D
(2-4m) connectives & key words

4. Market research Primary research Secondary research Desk research
Key Words;
Before we start can you find these definitions in your textbook
Market research
Primary research
Secondary research
Desk research
Field research
Questionnaire
Sample

5. CONNECTIVES for Analysis CONNECTIVES for Application
CONTRASTING
Although… Except…
Moreover… If…
However… Yet…
Apart from… Unless…
Despite… As long as…
COMPARING
Equally…
As with…
Like…
In the same way…
Similarly…
Even so…
Likewise…
QUALIFYING
Despite… Yet…
As long as… Unless…
Apart from… If…
Moreover… Except…
However… Although…
CAUSE & EFFECT
Consequently… Due to…
As a result… Therefore..
Because of… Because…
ADDING
In addition… And…
Too… Also…
Additionally… As well as…
Furthermore…
CONNECTIVES for Analysis
CONNECTIVES for Application
CONNECTIVES for Evaluation
CONCLUDING
Firstly… After…
Secondly… Before…
Overall… I believe…
Finally… I think …
In conclusion… it depends…
To conclude… short term…
Meanwhile… Long term…
EMPHASISING
Most importantly…
Significantly…
Notably…
Especially…
Above all…
In particular…
Indeed…
ILLUSTRATING
For instance… Such as…
In the case of… So…
For example…
As revealed by…
As illustrated by…

6. The Marketing Mix
The key elements of a firm’s marketing strategy. Known as the 4Ps.
What do you think comes under each P?

7. Marketing Mix

8. Prepare for Learning – 5mins
PfL
VIDEO
What data would a supermarket like to know about their customers and what they buy?

9. Market Research
Process of collecting and analysing data about the market;
FIND OUT…
Customer wants
Pricing / Promotions
Times of purchases
Segmentation
Location

10. Primary v. Secondary Research
Primary research Collected by business, original data. Secondary research Collected someone else, second hand data.

11. Primary Research methods
Questionnaires or surveys (open/closed) – Online, phone, direct.
Interview – Ask questions from potential customers
Focus group – Ask questions from group of people
Test marketing – soft launch product in restricted area.
Sampling (Random) – Select a portion of the market as a representation. Can’t ask everyone!

12. Primary research Questionnaire
Open questions mostly give more QUALITATIVE DATA
Closed questions give QUANTITATIVE answers
Create 2 questions of each about school.

13. Secondary market research
Business websites (Published accounts)
Competitors website
Government agencies (Environment agency)
Department for Business
Media organizations (newspapers)
Financial Times

14. Qualitative v. Quantitative data
Factual information and number analysis is called quantitative data
Information collected about opinions and views is called qualitative data

16. Market research Evaluation
Limitations
Biased websites
Misinformation
Customers unpredictable
Market changes
Depends on
Costs
Effective questioning
Good sample?
How data is used.

18. Writing a questionnaire
You work as a Market Researcher for Qatar Tourism
They want to know who the tourists are
They want to know about peoples holiday habits
They want to know how Qatar can be improved for tourists
Write a questionnaire which will give them suitable information to help with this
It must include open and closed questions
There must be a minimum of 15 questions

19. CONNECTIVES for Analysis CONNECTIVES for Application
CONTRASTING
Although… Except…
Moreover… If…
However… Yet…
Apart from… Unless…
Despite… As long as…
COMPARING
Equally…
As with…
Like…
In the same way…
Similarly…
Even so…
Likewise…
QUALIFYING
Despite… Yet…
As long as… Unless…
Apart from… If…
Moreover… Except…
However… Although…
CAUSE & EFFECT
Consequently… Due to…
As a result… Therefore..
Because of… Because…
ADDING
In addition… And…
Too… Also…
Additionally… As well as…
Furthermore…
CONNECTIVES for Analysis
CONNECTIVES for Application
CONNECTIVES for Evaluation
CONCLUDING
Firstly… After…
Secondly… Before…
Overall… I believe…
Finally… I think …
In conclusion… it depends…
To conclude… short term…
Meanwhile… Long term…
EMPHASISING
Most importantly…
Significantly…
Notably…
Especially…
Above all…
In particular…
Indeed…
ILLUSTRATING
For instance… Such as…
In the case of… So…
For example…
As revealed by…
As illustrated by…

20. Higher thinking Skills
P&D
Planning and
Data
Lesson Objectives
ALL (KNOWLEDGE)
Describe a market and the different aspects of market research
MOST (ANALYSIS)
Analyse a market research techniques
SOME (EVALUATION )
Evaluate the usefulness of market research to the success of a business.
Higher thinking Skills

21. By end of lesson you will Climb the Ladder
ATD
Apply to
demonstrate
A-A*
(8-12m) 8+ connectives & key words
C-B
(5-7 m) connectives & key words
E-D
(2-4m) connectives & key words

22. 3 pieces of information 2 new things you learnt 1 question
you need to ask
2 new things you learnt
3 pieces of information R
Review the Learning