Market Research Fundamentals

Lesson Overview

Duration: 40 minutes
Class size: 15 students
Year group: 2nd Year
Subject: Business Studies
Location: Ireland
Curriculum Framework: IE Curriculum (Curriculum framework for IE)

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Learning Intentions

By the end of this lesson, students will be able to:

• Define marketing and market research clearly.
• Identify the reasons why businesses conduct market research.
• Explain the benefits of carrying out market research.
• Understand and differentiate between the two main types of market research: Field Research and Desk Research.

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Linked IE Curriculum Objectives and Competencies

Curriculum Strand	Learning Outcome Description	Competency Focused
Business Studies – Theme: Marketing and Market Research	Demonstrate an understanding of marketing concepts and the importance of market research in decision-making. (LO 2.1 & 2.2)	Critical thinking, Communication, Information literacy
Business Studies – Theme: Enterprise Skills and Sustainable Business	Gather, analyse and interpret data relevant to a business decision. (LO 3.1)	Research skills, Analytical skills

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Resources Required

• Whiteboard and markers
• Student notebooks and pens
• Printed definitions and examples sheets
• Short video clip explaining market research (30 seconds) – prepared in advance, no hyperlink given but teacher can have ready
• Market research scenario cards (for group work)
• Feedback sheets

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Lesson Structure

Introduction (5 minutes)

• Begin with a stimulating question: “Have you ever wondered how companies know exactly what people want to buy?”
• Brief class discussion to engage prior knowledge about marketing.
• Show a quick video clip (30 seconds) introducing market research.
• Teacher writes and explains definitions on the board:
  • Marketing: The process by which businesses create interest in their products or services.
  • Market Research: The gathering and analysing of information about consumers’ needs and preferences.

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Main Activity (25 minutes)

Part 1: Defining and Understanding (10 minutes)

• Hand out printed sheets with definitions and examples of marketing and market research.
• Teacher models examples of why companies use market research (e.g., launching a new product, entering a new market).
• Class brainstorm session: ask students to come up with reasons businesses might conduct market research. Write ideas on the board.
• Make connections to the IE Curriculum emphasis on linking theory to real-world scenarios.

Part 2: Exploring Benefits (5 minutes)

• Following the brainstorm, introduce benefits of market research:
  • Reduces risk, improves product design, enhances understanding of customer needs, helps set prices, identifies market trends.
• Students copy notes into their notebooks.

Part 3: Types of Market Research (10 minutes)

• Explain Field Research (Primary Research): collecting new data directly from sources. Examples: surveys, interviews, focus groups.
• Explain Desk Research (Secondary Research): using existing data from reports, internet, studies, government publications.
• Activity: Divide class into small groups (3 students each), distribute scenario cards describing different business situations. Each group decides which type of research to use and why.
• Groups report back their decisions briefly to the class.

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Conclusion & Assessment (10 minutes)

• Quick class quiz – verbal or using mini whiteboards:
  • Define marketing and market research.
  • List two reasons why market research is important.
  • State two benefits of market research.
  • Name and distinguish between field and desk research.
• Peer feedback: students in pairs quiz each other.
• Teacher collects or reviews feedback sheets for understanding and offers clarifications.

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Differentiation Strategies

• Provide extra scaffolding sheets with sentence starters for students who need support.
• Challenge more able students to think of examples of market research they see in real life and share them.
• Use mixed ability groups to encourage peer learning.

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Skill Development Focus

• Critical Thinking: Evaluating types and uses of market research.
• Communication: Presenting group decisions and explanations.
• Information Literacy: Differentiating between data sources and research methods.
• Collaboration: Group work and peer feedback.

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Reflection for Teachers

• Students showed strong engagement by linking market research to brands they know.
• Incorporating video and scenario-based learning supported diverse learners well.
• Consider follow-up project where students design a simple market research survey for a school event.

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End of Lesson