Class: Senior Secondary School 1 (SS1 / SSS 1)
Term: 2nd Term
Week: 8
Age: 15 years
Duration: 45 minutes
Subject: Marketing
Curriculum Theme: Trade
Previous Lesson: Marketing Planning Process And Research: Importance And Marketing Research.
Topic: Marketing planning process and research
Subject Matter: Reasons for marketing research, Information gathering, Data for planning

Specific Objectives

By the end of the lesson, pupils should be able to:

Cognitive Domain:

Define marketing research.
State at least three reasons for conducting marketing research.
Explain various methods of gathering marketing information.
Identify and differentiate between primary and secondary data for planning.

Affective Domain:

Appreciate the importance of accurate information in marketing decision-making.
Value the role of marketing research in business success.

Psychomotor Domain:

Design a simple questionnaire for gathering marketing information.
Categorize given data as either primary or secondary.

Participate in group discussions about real-world marketing research examples.

Reference Materials

The following resources were used in planning this lesson:

9 Years Basic Education Curriculum for Senior Secondary Schools.
Lagos State Unified Scheme of Work for Marketing (SSS 1).
Any standard Marketing textbook for Senior Secondary Schools (e.g., “Marketing for Senior Secondary Schools” by a relevant author).
https://www.business.gov.au/marketing/market-research
https://www.investopedia.com/terms/m/market-research.asp

Instructional Materials

The teacher will teach this lesson with the aid of:

Charts illustrating opinion polls.
Sample questionnaires.
Textbooks and internet-enabled devices for research.

Rationale for the Lesson

This lesson helps pupils understand how businesses gather information to make good decisions about their products and services. It shows them why understanding customers and the market is important for a business to succeed and grow.

Prerequisite/Previous Knowledge

Pupils have a basic understanding of marketing concepts and the idea of a business selling products or services.

Lesson Content/Board Summary

Marketing Planning Process and Research

Definition of Marketing Research

Marketing research is the systematic process of gathering, recording, and analyzing data about customers, competitors, and the market. Its purpose is to provide information that helps marketing managers make effective decisions.

Reasons for Marketing Research

Marketing research is conducted for various reasons to aid business decision-making. The following are some reasons:

To identify and define marketing opportunities and problems.
To generate, refine, and evaluate marketing actions.
To monitor marketing performance.
To understand consumer behaviour and preferences.
To assess market potential and market share.
To analyze competitor strategies.

Methods of Information Gathering

Information for marketing research can be gathered using various methods. The following are common methods:

Surveys: Collecting data from a sample of people through questionnaires (online, phone, mail, in-person).
Interviews: One-on-one conversations to get in-depth information.
Observation: Watching how consumers interact with products or services.
Focus Groups: Bringing together a small group of people to discuss specific topics.
Experiments: Testing different marketing approaches in a controlled environment.
Opinion Polls: Gathering public opinion on a particular topic or product.

Data for Planning

Data used for marketing planning can be categorized into two main types:

Primary Data: This is original data collected specifically for the current research problem. It is gathered directly from the source.
- Examples: Data from surveys, interviews, focus groups conducted by the researcher.
Secondary Data: This is data that has already been collected for purposes other than the current research problem. It is readily available from existing sources.
- Examples: Government publications, industry reports, company records, academic journals, internet articles.

Teaching Methods/Instructional Techniques

Discussion, Lecture, Demonstration, Question and Answer, Visual Aids

Instructional Procedures

Step 1: Introduction

Time: 5 minutes
Teaching Skill: Set Induction
Teacher’s Activity: The teacher greets the pupils and asks them what they think businesses do before launching a new product. The teacher then introduces the topic: “Marketing planning process and research.”
Pupils’ Activity: Pupils respond to the teacher’s questions and listen attentively.
Learning Point: Pupils are introduced to the topic and its relevance.

Step 2: Definition of Marketing Research

Time: 7 minutes
Teaching Skill: Explanation/Definition
Teacher’s Activity: The teacher defines marketing research, explaining it as a systematic process of gathering and analyzing information to help businesses make decisions. The definition is written on the board.
Pupils’ Activity: Pupils listen, take notes, and ask questions for clarification.
Learning Point: Pupils understand the meaning of marketing research.

Step 3: Reasons for Marketing Research

Time: 8 minutes
Teaching Skill: Elucidation/Listing
Teacher’s Activity: The teacher explains and lists various reasons why businesses conduct marketing research, such as understanding customers, identifying opportunities, and evaluating marketing actions. These points are highlighted on the board.
Pupils’ Activity: Pupils listen, contribute ideas, and copy the points from the board.
Learning Point: Pupils identify the purposes of marketing research.

Step 4: Methods of Information Gathering

Time: 8 minutes
Teaching Skill: Demonstration/Discussion
Teacher’s Activity: The teacher discusses different methods of gathering information, such as surveys, interviews, and focus groups, using the instructional materials like sample questionnaires and charts of opinion polls. The teacher may demonstrate how a simple survey question is formulated.
Pupils’ Activity: Pupils observe the materials, participate in discussions, and suggest other methods.
Learning Point: Pupils learn about practical ways to collect marketing data.

Step 5: Types of Data for Planning

Time: 7 minutes
Teaching Skill: Classification/Differentiation
Teacher’s Activity: The teacher explains the two main types of data: primary and secondary data, providing clear examples for each. The teacher emphasizes the difference in how they are collected.
Pupils’ Activity: Pupils listen, ask questions, and differentiate between primary and secondary data.
Learning Point: Pupils can distinguish between primary and secondary data.

Step 6: Class Activity/Discussion

Time: 5 minutes
Teaching Skill: Group Work/Application
Teacher’s Activity: The teacher divides pupils into small groups and asks them to discuss a recent product launch they know of and what kind of research they think was done for it. The teacher monitors and guides the discussion.
Pupils’ Activity: Pupils discuss in groups and share their thoughts with the class.
Learning Point: Pupils apply their understanding to real-world scenarios.

Step 7: Evaluation/Review

Time: 5 minutes

Teaching Skill: Questioning/Assessment

Teacher’s Activity: The teacher evaluates the learning by asking the following questions:

Define marketing research.
State three reasons why businesses conduct marketing research.
Mention two methods used for gathering marketing information.
Differentiate between primary and secondary data, giving one example for each.

Pupils’ Activity: Pupils answer orally and in writing.

Learning Point: Pupils demonstrate understanding of the lesson.

Step 8: Conclusion

Time: 2 minutes
Teaching Skill: Summarization
Teacher’s Activity: The teacher summarizes the key points of the lesson, reiterating the importance of marketing research for effective business planning and decision-making. The teacher assigns homework: “List five sources of secondary data you can find in your community.”
Pupils’ Activity: Pupils listen to the summary and copy the homework assignment.
Learning Point: Pupils reinforce their understanding and prepare for future learning.

Lesson Keywords

Marketing Research – The systematic process of gathering, recording, and analyzing data about customers, competitors, and the market.
Primary Data – Original data collected specifically for the current research problem.
Secondary Data – Data that has already been collected for purposes other than the current research problem.
Questionnaire – A set of printed or written questions with a choice of answers, devised for the purposes of a survey or statistical study.
Opinion Poll – A survey of public opinion conducted by questioning a representative sample.

Differentiation

For pupils who grasp concepts quickly, the teacher can challenge them to think of ethical considerations in marketing research. For pupils needing more support, the teacher can provide simplified examples and visual aids, ensuring they understand the core definitions and reasons for marketing research.

Note for teachers using this lesson plan

Teachers should encourage pupils to bring real-life examples of products or services that they believe benefited from good marketing research. Emphasize the practical application of these concepts in everyday business scenarios. Ensure that pupils understand that effective marketing planning relies heavily on accurate and relevant information.