LESSON PLAN

TEACHER NAME: SUBJECT AREA: LESSON TITLE: TIME OF LESSON(S): DATE:

Sanders McCown Business Essentials 2. Crunchies- crunchin numbers to find a winner 50 minutes 2/21/2013

DESCRIPTION

The purpose of this lesson is for students to acknowledge that most New products arent new. An additional goal of the assignment is to aid students in understanding how they might conduct their own market research to be used in their final eBay Project.
ESSENTIAL QUESTION(S)

How is market research conducted and what can you learn from the process? Before purchasing items, what do consumers review? How do companies align their product with the research that consumers conduct?

OBJECTIVES

1. Students will be able to explain methods to generate demand for a product/service by creating a market research study that follows the five steps in Marketing Research plan to a 90% degree of accuracy. (BCS-BE-37c) 2. Students will be able to justify the role of market research by completing the excel market research template to a 90% degree of accuracy. (BCS-BE-37d)

3. Students will be able to justify the importance of defining a target market and marketing niche through identifying what a niche is and how having a target market aids in creating market research to a 90% degree of accuracy. (BCS-BE-36c)

INSTRUCTION PLANNED

TEACHER-DIRECTED (T-D): STUDENT-CENTERED (S-C):

Instruction MS Word explanation, Independent Work

MATERIALS

TEACHER:

Computer; Textbook; Projector; MS Word/Excel and template document; MS Internet Explorer Computer; Textbook; MS Word/Excel and template document; MS Internet Explorer, Paper and Pencil

STUDENTS:

LESSON PROCEDURES/BODY

FOCUS: Instructional Strategies: In an MS Word document students will type out a club, sport or extracurricular activity they are involved in or would like to get involved in here at school. Next the students will list similarities that other participants have that are involved with that club, sport or extracurricular activity. Finally students will create two to three questions to ask fellow participants to discover additional similarities.

Obj./Learning Styles Obj. 1, 2,& 3/ verbal; visual;

Min. 3

BODY: Instructional Strategies:

Obj./Learning Styles

Min. 5

Market Research Sheet: Ask the students to answer the questions on Obj. 1, 2,& 3/ verbal; their worksheet. Once all students have finished, explain that you visual; have designated five places in the room, one for each response. When you read the question aloud, you should walk to the corresponding area in the room. Select one student to record all the responses for each question on the board. Go through PowerPoint with the students, and engage the students with open ended questions about the lesson. Have students open the Excel Marketing Research template. Instruct the students that they are to use the data we collected from the market research sheet to create graphs of the responses for each question. CLOSURE/SUMMARY: Instructional Strategies: Have the students open up Microsoft Word and create a document and name it (Last name).(First Initial)MarketResearch. Students must create a hypothetical market research plan on a topic of their choosing. Students will utilize the five steps in marketing research Obj. 1 & 2/ visual; verbal;

10

10 Obj. 1 & 2/ visual; logical;

Obj./Learning Styles Obj. 1, 2, &3/ verbal;

Min. 20

found in the book and on the PowerPoint. Students should include all five steps of the marketing research in their essay. The assignment is worth a total of twenty points. Clear objectives for each step must be stated for full credit and points will be taken off for grammar, punctuation and spelling errors. Student will be graded based off the rubric provided.

EVALUATION/ASSESSMENT: Instructional Strategies: INFORMAL: This is a Ticket-Out-The-Door, on a sheet of note book paper students will write one question that they could use in a market research study.( 0-3 Points toward participation grade)

Obj./Learning Styles Obj. 1 verbal;

Min. 2

FORMAL: Market Research Study worth a total of twenty points. Students must create a hypothetical market research plan on a topic of their choosing. Students will utilize the five steps in marketing research found in the book and on the PowerPoint. Students should include all five steps of the marketing research in their essay. The assignment worth a total of twenty points. Clear objectives for each step must be stated for full credit and points will be taken off for grammar, punctuation and spelling errors. Student will be graded based off the rubric provided.

Obj. 1/ verbal;

Total: 50 ARTIFACTS/HANDOUTS/WORKSHEETS/PRESENTATIONS (minimum of 3) List ALL artifacts below AND attach them to the actual lesson plan (if it is a website link, copy the link and do a print screen, paste it in a Word document, and print out to attach to the lesson plan. >Notebook paper ticket-out-the-door >Market Research Worksheet >Excel Marketing Research >PowerPoint Slides >Rubric for Market Research plan essay

NAME: ______________________________________________

Market Research
Circle the answer that best describes how you feel.

1) Which of the following best describes how appealing or unappealing it is to buy a product online?
Very Appealing Fairly Appealing Neither Appealing nor Unappealing Fairly Unappealing Very Unappealing

2) Which of the following best describes how appealing or unappealing buying a product from a brick and mortar store?
Very Appealing Fairly Appealing Neither Appealing nor Unappealing Fairly Unappealing Very Unappealing

3) Which of the following best describes how appealing or unappealing buying clothes online?
Very Appealing Fairly Appealing Neither Appealing nor Unappealing Fairly Unappealing Very Unappealing

4) Which of the following best describes how appealing or unappealing buying clothes from a brick and mortar store?
Very Appealing Fairly Appealing Neither Appealing nor Unappealing Fairly Unappealing Very Unappealing

5) Which of the following best describes how appealing or unappealing buying discounted clothes from a yard sale?
Very Appealing Fairly Appealing Neither Appealing nor Unappealing Fairly Unappealing Very Unappealing

6) Which of the following best describes how appealing or unappealing buying discounted clothes from a consignment shop?
Very Appealing Fairly Appealing Neither Appealing nor Unappealing Fairly Unappealing Very Unappealing

Excel Market Research Template Screenshot

4/22/2013

What is Market Research?

Crunchies- crunchin numbers to find a winner
Marketing Research: finding solutions to problems by designing studies and having consumers participate in the studies. Complete the Market Research handout. When finished, put your pencil down and look to the front. In your own words rewrite this definition, and I will pull popsicles for students to share.

Marketing New Products

Most New Products are improvements on existing products.

Steps in Marketing Research

Step 1 Step 2 Step 3 Step 4 Step 5
Define the marketing problem Study the situation. Develop a data collection procedure. Gather and analyze information. Propose a solution

Identify which of the above products are truly new products.

Research Studies
Surveys: Gather information from people Focus Groups: Gather opinions, ideas, experiences of consumers Observations: Collect data by recording actions instead of asking consumers Experiment: Present two carefully controlled alternatives

Marketing Product Planning

Idea Development Idea Screening Strategy Development

Full-Scale Production

Limited Production and Test Marketing

Production & Financial Planning

4/22/2013

Services
Services are intangible. They have no physical form. Services are inseparable. They are consumed at the same time they are produced. Services are perishable. You can not store the service for later. When a concert sells out, there is no more service offering/seats available. Services are heterogeneous. There will be a difference in the type and quality of the service provided.

Rubric Market Research Plan

Crunchies- crunchin numbers to find a winner

Expectations:

Utilizing todays lesson you should be able to outline the steps in marketing research and create your own market research plan.

Requirements:

Students must create a hypothetical market research plan on a topic of their choosing. Students will utilize the five steps in marketing research found in the book and on the PowerPoint. Students should include all five steps of the marketing research in their essay. The assignment worth is a total of twenty points. Clear objectives for each step must be stated for full credit, and points will be taken off for grammar, punctuation and spelling errors.

1-2 Point Five Steps in Marketing Research Grammar One to two steps of marketing research included Not acceptable; many errors Not acceptable; many errors One to two stated objectives

3-4 Points Three to four steps of marketing research included Needs improvement; few errors Needs improvement; few errors Three to four stated objectives

5 Points Five steps of marketing research included

Exceeding; No errors

Spelling

Exceeding; No errors

Clearly stated objectives

Five stated objectives, one for each step