Marketing Research Projects

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Authentic Learning | Infusion Level

Subject: Math

Video Transcription

[Teacher speaking]

This is the marketing management and applications class, most of these students are juniors and seniors, and they study all the advanced processes in marketing. In addition with that they are all involved in DECA, the students organization for people that are in marketing.

One of the projects for marketing is a research‐based event and that’s what these students are all involved in. They had to pick a store, that most of them work at these places of business and they’re going to do some background researching their customer service offerings. And they’re going to compare it to the customer service offerings of their nearest competitor.

[Student 1 speaking]

The business I’m working on is Auntie Anne’s; it’s a pretzel place inside the mall. And we had to describe all about the services we offer and like the description of the community it’s in. I use the internet to find some of the information, I use Microsoft Excel to get some of the graphs that I have on this. This graph right here is the Population Increases in Altamonte Springs from 1990 to 2004. And this graph right here is the male to female ratio population.

[Teacher speaking]

After they’ve done some background information, like finding out the demographics of the city where their business is located they then develop a survey and then that survey is then given to customers of the business. And when we get the surveys back then they will analyze those results and come up with a promotion plan for the customer service offerings of their business.

The laptops have become very, have helped in this classroom a lot. Before I’d either have to move them to a computer lab, but here they get to stay within their friendly confines. They get to stay right here, they get to take the computer to their desk, and it’s easy for me to maneuver between the desks and get to each one of them, and help them, as they’re needed.

The laptops have been invaluable, because they’re wireless they’re able to access their network share so they can save things there and call it up anywhere else on campus. They are also able to go onto the internet and research the information

because there they get all this demographic information on their city. They had to find the different sources for that, so it has helped them learn how to search in different ways to find the information that they need.

Video Transcription

[Teacher speaking]

This is the marketing management and applications class, most of these students are juniors and seniors, and they study all the advanced processes in marketing. In addition with that they are all involved in DECA, the students organization for people that are in marketing.

One of the projects for marketing is a research‐based event and that’s what these students are all involved in. They had to pick a store, that most of them work at these places of business and they’re going to do some background researching their customer service offerings. And they’re going to compare it to the customer service offerings of their nearest competitor.

[Student 1 speaking]

The business I’m working on is Auntie Anne’s; it’s a pretzel place inside the mall. And we had to describe all about the services we offer and like the description of the community it’s in. I use the internet to find some of the information, I use Microsoft Excel to get some of the graphs that I have on this. This graph right here is the Population Increases in Altamonte Springs from 1990 to 2004. And this graph right here is the male to female ratio population.

[Teacher speaking]

After they’ve done some background information, like finding out the demographics of the city where their business is located they then develop a survey and then that survey is then given to customers of the business. And when we get the surveys back then they will analyze those results and come up with a promotion plan for the customer service offerings of their business.

The laptops have become very, have helped in this classroom a lot. Before I’d either have to move them to a computer lab, but here they get to stay within their friendly confines. They get to stay right here, they get to take the computer to their desk, and it’s easy for me to maneuver between the desks and get to each one of them, and help them, as they’re needed.

The laptops have been invaluable, because they’re wireless they’re able to access their network share so they can save things there and call it up anywhere else on campus. They are also able to go onto the internet and research the information

because there they get all this demographic information on their city. They had to find the different sources for that, so it has helped them learn how to search in different ways to find the information that they need.

Objectives

In the completion of this project, students demonstrate marketing skills as well as learn/understand the importance of:
- Communication skills-the ability to exchange information and ideas with others through writing, speaking, reading or listening
- Analytical skills-the ability to derive facts from data, findings from facts, conclusions from findings and recommendations from conclusions
- Critical thinking/problem solving skills
- Production skills-the ability to take a concept from an idea and make it real
- Teamwork-the ability to be an effective member of a productive group
- Priorities/time management-the ability to determine priorities and manage time commitments and deadlines
- Identify of competitive conditions within a market area.

Procedure

In this project students select a business in which to base their research. Each year the topic changes. This year the topic is customer service offerings of the business.
Students will research the background of a business and community.
Students will conduct a survey that will evaluate the customer service offerings of the chosen business as well as the customer service offerings of the chosen business’s competitors.
Then students analyze the customer preference research data. Based on the analysis and comparison of the research, they identify proposed customer service offerings for the chosen business.
Students complete the project by developing a promotional campaign for the customer service offerings that includes goals/objectives and rationale of the promotion.

Technology Present

Project guidelines (as provided by National DECA in the DECA Guide)
Laptops
Microsoft Excel
Microsoft Word

Grade Level: 9-12

Note: The TIM is about teaching, not technology. The placement of a lesson on the TIM is based entirely on the teaching practices demonstrated in the lesson and not on the specific technology employed. Effective pedagogy is our concern, not whether the tech involved is the latest, greatest, or most expensive. In fact, most of the sample videos were recorded some time ago as part of the original development of the Technology Integration Matrix. As you view these videos, focus on the teaching practices. When using the TIM-O to observe a lesson, remember that you can display the detailed indicators by clicking the tab on the right if you are completing a Matrix-based observation or are reviewing the TIM profile of a question-based lesson. The TIM Tools Admin Guide contains additional suggestions for observing a lesson and developing a TIM profile.

Video Reference Number: 1114

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