Submit the following:

1. Business Name
2. Business Vision and Mission
3. Objectives
The process of gathering, analyzing and interpreting
information about a market, about a product or
service to be offered for sale in that market, and about
the past, present and potential customers for the
product or service; research into the characteristics,
spending habits, location and needs of your business's
target market, the industry as a whole, and the
particular competitors you face .
 Sales Data Mining

Focus Group Discussion

Observation Technique

Survey Research
is a process used by companies to turn raw data into
useful information. By using software to look for
patterns in large batches of data, businesses can learn
more about their customers and develop more effective
marketing strategies as well as increase sales and
decrease costs.
 Male Female
Hotdog
Time 12 20 12 20
Bought 13 19 13 19
below above below above
7 8am
9 10am
11 12nn
1 2pm
3 4pm
5 6pm
Total
 HISTOGRAM PIE CHART

Hotdog Sales Hotdog Sales

25 7 - 10 am 11 - 2 pm 3 - 6 pm

20
Hotdog Sold

15 16%

10 39%

0
7 - 10 11 - 2 3 -6
45%
am pm pm
Female 4 5 7
Male 3 15 10
A controlled group interview of a target audience
demographic, often led by a facilitator. A set series of
questions or topics are covered, and the results are
used to guide marketing efforts.
 FGD can be used to address substantive issues such as:
understanding consumers perceptions, preferences,
and behavior concerning a product category;
obtaining impressions on new product concepts;
generating new ideas about older products;
developing creative concepts and copy material for
advertisements;
securing price impressions; and
obtaining preliminary consumer reaction to specific
marketing programs.
 Lasting for an hour and a half up to three hours, the
FGD is an interview by a facilitator of a small group of
people who are selected because of their knowledge
about the topic.

There are four key decisions to be made in an FGD: (1)

respondent selection; (2) sample size; (3) data
gathering; and (4) data analysis.

Respondent selection includes: (1) the definition of

the respondents; (2) the classification of the
respondents; and (3) the screening of respondents.
 Data gathering methods in FGD involve: (1)
the selection and preparation of the venue
and equipment; (2) the formulation of the
discussion agenda; and (3) a facilitator who is
very skilled in moderating and possesses the
ability to draw out significant insights from
the participants.
 Data analysis includes: (1) the integration of
the information gathered; (2) some
observations on respondent behavior; and (3)
listing of recommendations and report
writing.
 Nine steps in conducting a focus group discussion:
1. Develop the research objectives. What is the research all about?
2. Determine the participants profile. Who are the most knowledgeable or most
relevant participants?
3. Determine the appropriate token or compensation for the participants.
4. Develop a participant screener questionnaire.
5. Recruit the participants.
6. Select a good facilitator. The key qualities of a good facilitator are:
kindness with firmness
involvement and encouragement
complete understanding
flexibility
sensitivity
7. Develop a facilitators discussion guide.
8. Arrange for the venue and logistics.
9. Analyze the results of the focus group discussion.
 Prior to doing the observation, it is important for
the researcher to ensure that the following
conditions are met:
1. The needed information must be observable or
inferable from the behavior that can be
observed.
2. The subject matter contains some sensitivity
that needs detached observation.
3. The behaviors of interest must be repetitive,
frequent, or predictable in some manner.
4. The behaviors of interest must be of a relatively
short duration.
 The advantages of observation research are:
1. It allows the researcher to see what customers
actually do rather than rely on what they say
they do.
2. It allows the researcher to observe customers in
their natural setting.
3. It does not subject the researcher to the
unwillingness of customers or their inability to
reply to certain questions.
4. Some information are better gathered quickly
and accurately through observation.
 The disadvantages of observation research are:
1. The researcher cannot get the reasons behind
the behavior.
2. The researcher can only focus on the here and
now. It cannot cover the past nor cover the
future.
3. Finally, the observation technique may border on
the unethical because the respondents have not
agreed to be observed.
 Below are the guidelines in conducting observation
research.
1. Determine the pre-observation objectives.
2. Prepare your pre-observation tips:
a. Prepare and clarify your observation points
and issues.
b. Prepare your observation materials.
c. Identify the persons to be observed.
d. Position yourself strategically without being
noticed.
3. Focus on what you want to observe:
a. Is it customer demographics?
b. Customer buying behavior?
c. Customer usage behavior?
d. Other customer information?
4. Observation proper:
a. Observe keenly and listen intently.
b. Be mindful of the surroundings.
c. Be alert for obvious movements.
d. Be sensitive to subtle movements.
e. Look at the customer when the customer is
not looking.
f. Do not be obvious.
g. Observe and take note of other things that
you feel are important.
5. Post-observation tips:
a. Review your notes.
b. Make sure that the flow is correct.
c. Tabulate what needs to be tabulated.
d. Interpret and analyze your data.
e. Make a formal report.
 The respondents are asked a variety of
questions which are often about their
personal information, their motivations, and
their behavior.
In planning a survey, there are three
important concerns that one has to look into:
1. Sampling technique
2. Getting the sample size
3. Designing the questionnaire
 Steps in Conducting a Survey Research
1. Develop the research objectives.
2. Determine your sample.
3. Choose the interviewing methodology.
4. Create your questionnaire.
5. Pre-test the questionnaire.
6. Conduct interviews and enter data.
7. Analyze the data.
 Demographics

Psychographics

Tecnographics
 In demographic classification, we categorize
customers into the following:
1. Age
2. Income classes
3. Social classes/Reference groups
4. Ethnic backgrounds
5. Religious beliefs
6. Occupations
7. Domiciles
Psychographics defines the customers:
1. Motivations
2. Perceptions
3. Preferences
4. Lifestyle
Technographics classifies people according to their
level of expertise in using a product or a service. For
example:
1. Sports beginners might just want basic
equipment.
2. Sports regulars may be looking for more
sophisticated equipment.
3. Finally, sports professionals would want the best
of the best for competitive purposes.
1. The first way is to develop a product or service to test out in the
marketplace.
a. The customers most attracted to the product or service can
then be profiled.
b. After profiling, the next step is to find out how huge this
market is for exploitation purposes.
2. The second way is to profile the different types of customers in a
given industry or area as to their needs and wants.
a. From these types, the entrepreneur could then choose the
customer group with the best potentials.
b. Products or services can be developed by the entrepreneur
to match this chosen customer group.
 Market mapping refers to grouping customers and
products according to certain market variables.
The purpose of market mapping is to provide the
market analyst a better understanding of the market
as a whole and to paint a clearer picture of where the
different competitors are relative to the different
market segments.
Market mapping would also allow entrepreneurs to
discover market segments that are relatively unserved
or underserved. They could then develop products and
services that fulfill the gaps in the marketplace.
 Strong Flavor

Soft drinks
Energy drinks e.g. Coca cola
e.g. Monster

Trendy Value relative to

Price
Sports drinks
Tea and Coffee e.g. Gatorade
e.g. Nestle (French
Vanilla)
Flavored Water Juice
e.g. Blue e.g. Coca cola

Health Conscious
Make a Market Map of the following:
G1: Ice Cream
G2: Clothing Stores
G3: Coffee Shops
G4: Restaurants (serving Filipino dishes)
G5: Burgers
 High Quality

Low Price High Price

Low Quality
Write on a piece of paper the following:
1) Define:
1. Demographic
2. Psychographic
3. Technographic
2) Give example for each methods.
3) What is the importance of Market
Segmentation?
4) What is the significance of customer profiling?
5) Define Market Mapping and explain it
significance.
1. What are the 7 Ps of Marketing?
2. What are the 4 types of products marketed
by enterprises? Give example for each type of
product.
3. What are the important purposes of
packaging?