APARRI EAST NATIONAL HIGH SCHOOL

Senior High School

Maura, Aparri, Cagayan 3515
School ID: 341899

GROUP NO. ______ LVL / SEC. _______________ SCORE: _________

MEMBERS: ______________________________ ______________________________
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MINI-PROJECT 1
MARKETING RESEARCH AND MARKET ANALYSIS

The following activity will cover the performance task for the content:
MARKET OPPORTUNITY ANALYSIS AND CONSUMER ANALYSIS in which the learners shall be able to
conduct marketing research, interpret market buying behavior on product or service, and identify the
product or service target market.
Purpose : The purpose of this mini-project is to become familiar with techniques used in marketing
research and to learn to apply these techniques to marketing decision-making. There are many
techniques that can be used.
Overview : For this mini-project your group should assume you are attempting to develop and
market a new brand of a consumer product (not a service) for a real business. For the
Research Mini-project, you will plan and conduct research which will provide the information
needed for the development of the new product or service.
Specifics:
1) Decide on a Product Category for the project
2) Develop initial ideas for possible characteristics of new product and/or brand.
3) Make a preliminary list of these characteristics.
4) Identify your planned target audience for the product
5) Make of list of additional information you need from your planned target audience – information which
will help you crystallize your product idea and determine whether it can be commercial success or not.
6) Develop a research and sampling plan, and a structured survey questionnaire for collecting this
information
7) Administer the questionnaire to at least 50 members of your target audience.
8) Enter the data in EXCEL or SPSS for analysis. Or you can use Google Forms.
9) Analyze the data using descriptive statistics (means, frequencies, percentages, etc.), tables, charts,
and graphs wherever appropriate.
10) Form your conclusions about the finalized product, its marketability and target audience.

Some of the techniques which you might use are:

a) Structured Surveys
b) Focus groups
c) Structured observation
Remember, customer sensitivity or the marketing concept says that we must first identify customer needs and
wants and then provide satisfactions better than the competition. This research mini-project will allow you to do
just that. Also, please remember to clear your final questionnaire with the instructor before going ahead.
(Deadline of checking survey questions January 13, 2020)
NOTE: A FORMAL QUESTIONNAIRE AND TABULATING FORM AND ALL DATA AND ANALYSIS MUST
BE TURNED IN WITH YOUR PROJECT. YOUR GROUP WILL NOT RECEIVE CREDIT FOR THIS
PROJECT IS THIS PART IS OMITTED.
Each group will develop a 10-minute class presentation of their research and its results.
(Presentation date: February 9, 2020, Monday, can be moved only by force majeure)

Grades on this project will be determined based on the following rubric:

Final report to be typed, double spaced and should include:
1. Introduction. A general overview of the product or concept.
Covering items 1 to 5 of the Specifics (mentioned earlier) (15 points)
2. Research Methodology. The first few paragraphs should discuss the technique used, why that technique
was chosen, and details of the procedures involved (e.g., questionnaire and its development, survey
methodology, sampling, data tabulation). You should collect at least 50 surveys. Include all copies of your
surveys along with the report. Or you can use the Google Forms for your survey and include the response
sheet (generated based on responses) along with the report.
Covering items 6 to 7 of the Specifics (mentioned earlier) (15 points)
3. Analysis of the Data. A thorough analysis of the data and results of the research should be presented. Use
tables, charts, graphs (whatever is appropriate). You will either enter your data in MS Excel spread sheet or if
you know someone who has SPSS, you can build your tables, charts, and graphs from this data using
descriptive statistics from SPSS.
With tables, graphs, and/or charts, covering items 8 and 9 of the Specifics (20 points)
4. Conclusion. A thorough discussion of your conclusions from the data and what consumers want in this
product category that they are not currently getting. Is there a specific segment of the market which wants
specific characteristics? What does this tell management about development of a new brand of this product
category? Who is the target market as determined by an analysis of the demographics and lifestyle variables in
the survey?
With managerial action recommendations and target market description,
covering item 10 of the Specifics (15 points)

Paper quality (10 points)

 Double spaced
 Well-organized
 Easy to understand
 Few typos and/or grammatical problems
 Follows recommended format
 Appendices: table, graphs, and charts labeled properly and referenced in the text of the paper.
 References in alphabetical order at the end of the paper (use appropriate bibliographic format)

Presentation (25 points)

TOTAL (100 points)

DO NOT INCLUDE ANY BRAND NAMES, PRODUCT PACKAGE DESIGNS, OR ADVERTISEMENTS IN

THIS PROJECT. THIS PROJECT IS STRICTLY EXPLORATORY RESEARCH DESIGNED TO HELP YOU
IDENTIFY A PRODUCT OR BRAND TO MARKET IN THE FUTURE.
TEAM PARTICIPATION: All members of the team WILL BE involved in ALL team efforts. If you choose not to
participate with your team, the team, by majority vote CAN FIRE YOU! If you are fired by your team, you will
receive a grade of ZERO on the project. As a team member, you will be required to evaluate yourself and all
other team members on the quality and quantity of each group activity. Your final grade will be based on your
team members’ evaluations of you. Your project grade may be significantly lower than the project grades of
your team members, depending on your participation and contributions.
Example: Group Grade on Project = 95; Your Peer Evaluation scores = /10 (You obviously didn’t do what you
were supposed to do). Your Grade on the Mini-Marketing Research would be: (20/25) x 95 =76.
Adopted from: Winthrop University
Team Member Evaluation Guidelines:
Below are guidelines for your evaluations. For any score within a given range, a team member does not need to do all the
things listed; these are just guidelines.
25 points. The team member went above and beyond the call of duty in terms of his or her Taskwork and Teamwork. The
team member did more than his or her fair share of the work, contributed excellent quality work, provided leadership,
motivated the team, was effective in team meetings, was not a source of destructive conflict, and/or helped resolve
conflict. The team member performed at an excellent level.
24 points. The team member did his or her fair share of the work, contributed good to high quality work, was effective in
team meetings, and was not a source of frequent conflict. The team member may have provided leadership or motivated
the team on occasion. Overall, this team member was very good, but not exceptional.
22-23 points. Like the above, but less in degree. For example, the team member usually did his or her fair share of the
work but was not always a good team player (or vice versa—he or she was a good team player but did not always do his
or her fair share of the work).
20-21 points. The team member did not do his or her fair share of the work and was a not good team player. If you
assign a score in this range. You will also need to provide comments explaining your decision.
Record your name and the names of all other team members in the left-hand column. Then distribute the total number of
allowable points among all team members including you in the right-hand column. Be sure to follow the instructions about
the total number of points you can distribute.

Prepared by: Checked by:

CHRISTEN JOYCE A. CONDE REGIDOR D. TORIO VINA VICTORIA F. ABADILLA

Subject Teacher Master Teacher I Master Teacher II

Approved by:

JONAH JOYCE R. URBI

Principal I
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For 1-4 points allocated, please state your reason at the back For 1-4 points allocated, please state your reason at the back

Team member’s name Score Team member’s name Score

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For 1-4 points allocated, please state your reason at the back For 1-4 points allocated, please state your reason at the back