Unit will last: 10 days 

Key Topics for this unit:

1. Understanding the need for market information
2. finding and managing marketing
3. using market research
4. collecting primary data

 

Knowledge and Comprehension - A layer:

65 points in this section for each topic presented (sections in bold are required) 

• Listen to 10 minute lecture and take notes or read typed notes and summarize in 1 paragraph (5pts per topic)
• Create a flash card for each vocabulary work in the daily topic (5pts per topic)
• Complete 1 of the available yellow worksheets for each daily topic (10pts per topic)
• Complete one of the available white worksheets for each daily topic (10pts per topic)
• Take quiz over each daily topic (10pts per topic)
• Draw a visual representation of the basic concepts for each daily topic (15pts per topic)
• Write 1-2 paragraphs relating what you learned to Gantt’s Got Grub and how you can use it (10pts per topic)
• Create a PowerPoint reviewing the information presented (15pts per topic)
• Create an original poem or song using 20 words, phrases, or clauses from the text (15pts per topic)

 

Application and Analysis – B layer:

Choose 2 of the options below each option is worth 60 points 

• Interview a business person in Santa Fe.  Create 15 interview question based on the information presented in this unit.  Write a newspaper article based on your interview.  You will be required to turn in your questions, your interview notes, and the newspaper article.
• Create a 3-D representation of the entire unit.  Your project should include text as well as the visual aid. (Video, diorama, etc…)
• Build a brochure teaching the basic concepts leaned in this unit. Think about trip brochures, you are selling the concept.
• Write a skit about the unit topic.  Create characters, setting, props, etc.  You will be required to perform your skit and turn in your script.

 
 
 

Synthesis and Evaluation C layer:

Choose one of the options below to complete for 75pts  

• Find 4 articles that relate directly to the unit, write a summary and reaction for each article.
• Write a paper (5-7 paragraphs) explaining to me how you personal see this unit at play in your daily life.
• Write a proposal to Gantts Got Grub incorporating the unit at hand and explaining how Gantt’s Got Grub can implement it.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Rubric

Worksheet (yellow) A

Understanding the need for market information 

1. Why may information about foreign markets and customers be more important than information about U.S. markets and customers?

 
 
 
 
 
 
 

2. How does the increased affluence of society affect businesses’ need for market information?

 
 
 
 
 
 
 

3. Name three types of customer information that are important for many businesses.

 
 
 
 
 
 
 

4. Name three types of information about the business environment used for business decisions.

 
 
 
 
 
 

5. What two crucial things are accomplished by having effective marketing information?

 
 
 
 
 
 
 

Worksheet (yellow) A

Finding and managing marketing 
 

1. What is the most widely used source of demographic data on the U.S. market?

 
 
 
 
 
 

2. What are three types of performance measures commonly used by businesses?

 
 
 
 
 
 

3. What is the Internet address of the Federal Government’s comprehensive statistics website?

 
 
 
 
 
 

4. What does an effective marketing information system do with routine decisions?

 
 
 
 
 
 

5. Why is output the most important element of an MkIS for most managers and business executives?

 
 
 
 
 

6. Name three factors that influence the selection of information sources.

 
 
 
 
 

Worksheet (yellow) A

Using Market Research  

1. Why is it important to use random sampling when conducting research on a target population?

 
 
 
 
 
 
 
 

2. List and describe the benefits of using marketing research to solve a marketing problem?

 
 
 
 
 
 
 
 

3. What is the primary limitation of marketing research?

 
 
 
 
 
 
 
 

4. What distinguishes secondary data from primary data?

 
 
 
 
 
 
 
 

5. What type of procedure does marketing research use to arrive at a solution to a problem?

 
 
 

Worksheet (yellow) A

The impact of Marketing 

1. Why is it important to keep surveys as short and focused as possible?

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

2. What are test markets used for?

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

3. What are two advantages of using mechanical methods of observation?

 
 
 
 
 
 
 
 

Worksheet (White) A

Understanding the need for market information 

Short Answer 

1. When a business uses the marketing concept, what is the first thing it needs in developing a marketing plan?

 
 
 
 
 
 

2. What are the three general categories of marketing information?

 
 
 
 
 
 

True or False 

     3.  Market information is critical so businesses can respond to groups of customers with similar needs.                   ___________ 
 

     4.  There are 4 general categories of information that marketers need.  

         ___________       

                                                                                  

     5.  Marketing research helps businesses that are involved in international competition.

                                                                ___________ 
 
 
 
 
 
 
 
 
 
 
 
 
 

Worksheet (White) A

Finding and Managing Marketing Information 

Short Answer 

1. What is the key difference between internal and external market information?

 
 
 
 
 
 
 
 
 

2. What are the 5 elements of an effective marketing information system, or MkIS?

 
 
 
 
 
 

True or False 

     3.  Common sources of marketing information include internal sources such as customer records and performance data as well as external sources.                                                                                        ___________

    

     4.  There are 4 elements to an effective MkIS.  

         ___________       

                                                                                  

     5.  Businesses that have effective marketing information systems do not need to use marketing research.

                                                                ___________ 
 
 
 
 
 
 
 
 
 

Worksheet (White) A

Using Marketing Research  

Short Answer 

1. Once a problem has been clearly defined, a marketer should identify what three things?

 
 
 
 
 
 

2. Why is it important to select the right participants from which to collect data?

 
 
 
 
 
 

3. What two things are important in preparing a report?

 
 
 
 
 
 

True or False 

     4.  The first step toward solving marketing problems are defining the problem, analyzing the situation, and developing a procedure to college data that can be used to arrive at a solution.                   ___________ 
 

    5.  Reports should not be prepared to meet the needs of the recipients who use them to make decisions but for the consumers responding to them

.

                                                                ___________ 
 
 
 
 
 
 
 

Worksheet (White) A

Collecting Primary Data 

Short Answer 

4. Name a common reason to use open-ended survey questions.

 
 
 
 
 
 

5. Why are the results of observation generally considered more accurate than survey results?

 
 
 
 
 
 

6. What is the main benefit of using experiments compared with the other methods of collecting primary data?

 
 
 
 
 
 

True or False 

     4.  Open-ended questions are often used while researchers are attempting to identify the problem or are completing situation analysis.                                         __________ 
 

    5.  Surveys should only ask questions that are needed to accomplish the objectives of the research.

.

                                                                ___________ 
 
 
 
 
 
 
 

Quiz A

Understanding the need for market information 

Essay- 

Summarize what you learned in the section in 500 words or less. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Quiz A

Finding and Managing Marketing Information 
 
 

Define the following terms: 

External Information- 
 

Marketing Information System- 
 

Storage- 
 

Input- 
 

Analysis- 
 

Output- 
 

Essay- 

Summarize what you learned in the section using all the above terms in 500 words or less and without redefining the terms in your summary. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Quiz A

Using Marketing Research  

Define the following terms: 

Marketing Research- 
 

Primary Date- 
 

Secondary Data- 
 

Population- 
 

Random sampling- 
 

Essay- 

Summarize what you learned in the section using all the above terms in 500 words or less and without redefining the terms in your summary. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Quiz (White) A

Collecting Primary Data 

Define the following terms: 

Closed-ended questions- 
 

Open-ended questions- 
 

Focus Group- 
 

Observations- 
 

Experiments- 
 

Test markets- 
 

Simulations- 

Essay- 

Summarize what you learned in the section using all the above terms in 500 words or less and without redefining the terms in your summary. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Written Notes A

Understanding the need for market information