Entrepreneurship

                                                                                Unit Title: Conducting Market Research

                                                                                    Subject: Entrepreneurship   Grades 9-12   

                                                          Teacher (s): Brian Ferry, Alison Fox & Daniel Lysak

                                              Bloomsburg University, Instructional Strategies and Assessment Class

                                                                                  Semester: Spring 2007     

Overview   

Entrepreneurship is the practice of embarking on a new business venture with the intent of providing a good or service to a surrounding community. In order for the entrepreneurial venture to be profitable the entrepreneur needs to be aware of the factors that can impact the business. For example, who is the competition that is providing the same or a similar good or service? With this in mind the entrepreneur needs to be aware of the market that encompasses the customers that will purchase the goods and services. Therefore, the entrepreneur needs to know how to conduct research and understand its value when beginning a business venture.

Topics to be Covered:    1. Market Research and its Value    2. How to Perform Market Research 3. Understanding the Competition

Performance Objectives:    Students will be able to-   

1. Define target market and explain the importance of the customer.

2. Define and explain the customer profile as it relates to market segmentation.
3. Use secondary data, demographics, to identify a target market.
4. Use primary data, psychographics, to develop a target market.
5. Describe and apply the five steps of primary market research.
6. Define direct and indirect competition.
7. Determine and analyze the direct and indirect competition that affects the sale of goods or services.
8. Define and develop strategies that can assist in maintaining customer loyalty.

                    Unit Plan Format Overview        Proposed Unit Outline   

Table Of Contents:    Click on Hyperlinks to access documents

1. Introductory Lesson Plan    -     Advanced Organizer   - Advanced Organizer Key

2. Activities and Projects  

3. Unit Learning Center   

4. Learning Activities / Web-based Activities:

    Finding Your Target Market    Psychographics Using a VALS Survey    Identify Your Competition

5. Unit Plan:    Formative Assessment   &    Answer Key                       

6. Resources                                                                          

7. References