This document discusses various research techniques used to gather market data, including observation, surveys, sampling methods, and conducting survey research. It describes observation as collecting data about customers in their natural setting without direct interaction. Surveys are preferred for in-depth quantitative research and involve questionnaire design and sampling techniques. Sampling methods can be probability-based (e.g. simple random, stratified) or non-probability (e.g. convenience, snowball). Steps in conducting survey research include developing objectives, determining the sample, choosing an interview method, creating and testing a questionnaire, conducting interviews, analyzing data. The document also provides reflections on cultural influences on food preferences, buying habits, and peer/environmental influences.

1. Observation Technique

2. Life Performance
Outcomes
I am a credible, responsive
communicator and team player,
building harmonious community
through active collaboration.

3. Essential Performance
Outcomes
Willingly share responsibilities and
participate actively in fostering group
collegiality, cohesion and
effectiveness.

4. Intended Learning
Outcomes
Willingly share responsibilities and
participate actively in the new lesson
about the market.

5. Business Planning
S W O T
STRENGTH WEAKNESS
OPPORTUNIT
Y
THREAT

6. Observation Technique is probably one of the best
ways of gathering data about customers in their natural
setting without having to interact or talk to them.
Observation Technique

7. Prior to doing the observation, it is important for the
researcher to ensure that the following conditions are met:
• The needed information must be observable or inferable from the behavior that
can be observed.
• The subject matter contains some sensitivity that needs detached observation.
• The behaviors of interest must be repetitive, frequent or profitable in some
manner.
• The behavior of interest must be of a relatively short duration.

8. Survey is the most preferred instrument for in
depth quantitative research.
Survey Research

9. In planning a survey, there are three important
concerns that one has to look into:
• Questionnaire Design
• Sampling Technique

10. Questionnaire
Design
• The questions, their totality, should be able to elicit all the necessary
information required in the research.
• Each question should be clear and definite
• Each questions should cover one topic at a time
• Each question should be presented in a neutral manner.
• Each question should be translated into the dialect that the target
respondents are familiar with.

11. Sampling
Techniques

12. It is where the respondents are randomly
selected from a population such as in the
lottery method.
Probability Sampling

13. Types of Probability
Sampling Method

14. In simple random sampling technique, every item in
the population has an equal and likely chance of being
selected in the sample.
Simple Random Sampling

15. In a stratified sampling method, the total population is
divided into smaller groups to complete the sampling
process.
Stratified Sampling
𝑛 =
𝑛𝑜. 𝑜𝑓 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡 𝑖𝑛 𝑠𝑡𝑟𝑎𝑡𝑢𝑚
𝑡𝑜𝑡𝑎𝑙 𝑛𝑜. 𝑜𝑓 𝑝𝑜𝑝𝑢𝑙𝑎𝑡𝑖𝑜𝑛
× 𝑛𝑜. 𝑜𝑓 𝑠𝑎𝑚𝑝𝑙𝑒𝑠 𝑟𝑒𝑞𝑢𝑖𝑟𝑒𝑑

16. In the systematic sampling method, the items are selected from
the target population by selecting the random selection point and
selecting the other methods after a fixed sample interval.
Systematic Sampling
𝑘 =
𝑁
𝑛

17. Activity
Boys Girls
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18. It refers to the technique that is resorted to “ when
it is difficult to estimate the population of the study
because they are mobile or transitory in a given
location.
Non-Probability Sampling

19. Types of Non-
Probability Sampling
Method

21. Convenience sampling is a non-probability sampling
technique where samples are selected from the population
only because they are conveniently available to the
researcher.
Convinience Sampling

22. Consecutive sampling technique gives the researcher a
chance to work with many topics and fine-tune his/her
research by collecting results that have vital insights
Consecutive Sampling

23. Quota sampling is defined as a non-probability sampling
method in which researchers create a sample involving
individuals that represent a population.
Quota Sampling

24. In the judgmental sampling method, researchers select the
samples based purely on the researcher’s knowledge and
credibility.
Judgmental Sampling

25. Snowball sampling or chain-referral sampling is defined as a
non-probability sampling technique in which the samples
have traits that are rare to find.
Snowball Sampling

26. Steps in
Conducting a
Survey Research

27. Let us go to the steps in conducting a survey
Research:
• Develop the Research objectives.
• Determine your sample.
• Choose the interviewing methodology.
• Create your questionnaire.
• Pre-test the questionnaire.
• Conduct interviews and enter data.
• Analyze the data.

28. Reflections

29. • Are there any special foods preferences, buying habits and ways of
dressing that are unique to your local area? What are they? Reflect on
what cultural and or historical factors brought these about.
• Who is your peer or reference group? Does your group have a special
interest that influences what you do and buy?
• Given your home or area of residence, how do your environmental
surroundings affect what you do and buy?
(5 sentences each questions.)

30. Intended Learning
Outcomes
Willingly share responsibilities and
participate actively in the new lesson
about the market.

31. Essential Performance
Outcomes
Willingly share responsibilities and
participate actively in fostering group
collegiality, cohesion and
effectiveness.