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Introduction to Marketing (BMI3C)
The Ontario Curriculum Grades 11 and 12 – Business Studies Revised 2006
Unit Topic: Information Technology
Time Allocation:
4 classroom lessons (70 minutes each)
2 periods spent in computer lab (70 minutes each)
Unit Overview:
1. Introduction to Information Technology
2. How is IT used in Marketing?
3. Communications Technology in the workplace
4. Fashion, fads, and trends in the Electronic Age
5. Culminating Activity – IT based market research project
Prepared by:
Wes Guldemond
February 2008
Marketing BMI3C
Prepared by Wes Guldemond
Unit: Information Technology
Related Expectations: Ontario Ministry of Education
Overall Expectations for BMI3C
– demonstrate an understanding of the importance of marketing research to a business
and how information technology can be used to obtain and analyse marketing-related
information;
Stream: Trends in Marketing
Overall Expectations
By the end of this course, students will:
– explain the effects of new information technologies on marketing strategies
and consumer trends;
Specific Expectations
Information Technology in Marketing
By the end of this course, students will:
– identify advances in electronic commerce applications (e.g.,web-page design, order
entry systems, database design for market research) and describe how these
advances have affected business-to-business and business-to-consumer marketing;
– explain how emerging information technologies (e.g., wireless communication, digital
technology) have affected the dynamic nature of marketing and stimulated the rate of
change in marketing strategies;
– describe the effects that new communication technologies have on marketing in a
business environment (e.g., with respect to business etiquette, use of language,
literacy standards in business);
– describe how fashion, fads, and trends (e.g., buying behaviour, conspicuous
consumption) are influenced by the immediacy characteristic of the electronic age.
Content Overview
1. Introduction to Information Technology (IT)
– What is Information Technology?
– What role does IT play in our every day lives?
– How does IT affect aspects of business?
2. How is IT used in Marketing?
– Investigate how advances in IT have influenced consumer profiling, market
research, and marketing campaigns
3. Communications Technology in the workplace
– What are the positive and negative results of new communications technologies
in the workplace?
– What skills are important for success in the working world?
4. Fashion, fads, and trends in the Electronic Age
– How has IT affected the ways that marketers influence or respond to trends?
5. Culminating Activity
– In this market research project, students will survey the preferences or habits of
their peers
– Research implementation and presentation must be completed using IT
applications (e.g. web survey, PowerPoint presentation)
Marketing BMI3C
Prepared by Wes Guldemond
Unit: Information Technology
Lesson 1: What is Information Technology?
Overall Expectations (Trends in Marketing stream)
By the end of this course, students will:
– explain the effects of new information technologies on marketing strategies and
consumer trends;
Specific Expectations
Information Technology in Marketing
By the end of this course, students will:
– identify advances in electronic commerce applications (e.g.,web-page design, order entry
systems, database design for market research) and describe how these advances have
affected business-to-business and business-to-consumer marketing;
Content
– What is Information Technology?
– What role does IT play in our every day lives?
– How does IT affect aspects of business?
Teaching Strategies
• Socratic method of question and answer
• Class Discussion
• Group Work
• Think Pair Share to assist conceptual understanding
• Personal connection questions
• Media examples – clips, articles, websites
Learning Activities
• Group discussion
• Media examples – clips, articles, websites
• Personal Connections – survey assignment
Accommodations
• Large font PowerPoint for visual difficulties
• Printed note outline for students who have difficulty with note taking
Assessment and Evaluation
Homework assignment
Resources
World of Marketing, Notman & Wilson.
Marketing Essentials (3rd Edition). Farese, Kimbrell, & Wolosyzk
Teaching Materials
• LCD Projector*
• Laptop with Powerpoint (and internet access if possible)*
• Movie: Minority Report
• Flip chart & markers for group work
*Due to the subject matter for this
unit, it would be preferable to use a
LCD projector and a laptop in order
to demonstrate what you are
teaching, otherwise additional
computer lab time may be beneficial
Teacher Notes Lesson 1 – Introduction to Information Technology
Note:
Before Lesson 1, collect student email addresses and have them fill out the following online
survey as homework. The results will be presented to the students at various connection points
during the unit, and it will also serve as a demonstration of the culminating activity.
The survey can be created for free at www.surveymonkey.com , use the following questions:
Marketing Class Student Survey
o Name
o Email
o Age
o Gender
o Do you have a part-time job during school? If yes, how many hours do you
spend working per week?
o How much do you use the internet?
o Facebook?
o Do you think it is ethical for people to download pirated music and movies?
o Generally, would you say that Facebook/MSN/Email helps you get more work
done or less work done?
o Rate the following aspects of our marketing class:
o amount of group work : Too much << 5 4 3 2 1 >> too little
o amount of real life examples
o amount of homework
o amount of variety
Other comments:
1. Introduction to Information Technology
- What is Information Technology?
• Definition: IT deals with the use of electronic computers and computer
software to convert, store, protect, process, transmit and retrieve
information, securely.~Wiki
• Before computers – the medieval IT help desk
(http://youtube.com/watch?v=3lU1-msp5u0)
• A big part of all of our lives
• Examples in your life?
[Think Pair Share - have the students think about where they use
IT in a regular day (e.g. how soon after you wake up is the first
time you use IT?)]
- The Electronic Age - A Time of Rapid change
[have students generate examples of information technology]
• Computers
o from IBM PC, 1981 -, 4.77 MHz processor, 64K of RAM, 160 KB
floppies disks for external storage (Memory keys?)
o Apple Macbook Air – 1.6 GHz processor, 2 GB RAM, 80 GB
hard drive
• Software
• Operating Systems - platform for running software applications
• Office Applications
word processors, email, presentations, Information
management (databases, spreadsheets), digital media &
graphic design, etc.
• Telecommunications
• Satellite (communications, video, GPS)
• Internet - commercial internet started in the late 1980’s small transfers, now B2C & B2B, music & video)
• Wireless (voice, text, now data e.g. video & email)
How are technology changes in recent decades are affecting business?
•
-
[group exercise – generate ideas for what parts of business are affected by
developments in IT and explain how, or divide the following categories and have
them come up with the examples]
•
•
Almost everyway you can think of, and not just office jobs:
(have groups/pairs generate ideas, then explain how that area or
industry has been affected)
• Customer service (frequent custormer cards, foreign call centres)
• Communications (emails, reports, presentations, wireless)
• Public Relations (websites)
• Accounting (tracking, reporting)
• Distribution (courier package tracking)
• Manufacturing (automated processes)
• Inventory Management (accurate measures, predictions – e.g.
autoparts warehouse – inventory tracking, reporting, even
shipping labels improved efficiency and profitability)
• International Business (communications, e.g. ordering)
• Supply management (Just-in-Time delivery, automated reordering)
Example: World of Marketing Ch 8 – Distribution /
Logistics
Grand & Toy – OrderPoint softare (B2B) p. 307
- what marketing functions have been
accelerated?
• Other - (retail, trades, service industries relay on IT – invoices,
marketing, POS systems)
• Marketing/Sales – in depth next lesson
Why do marketers care?
- Information Collection and Analysis
- Marketing Research
- Detailed Consumer Profile (WofM p50)
- Leads to:
- New marketing methods
- More Personalized Marketing
• more efficient/effective
• Minority Report – futuristic look at marketing - Minority
Report with Tom Cruise (clip where he is walking and the
store signs recognize him and advertise directly to him).
Interactive Ads Play Big Role in "Minority Report"
http://www.clickz.com/showPage.html?page=1369861
• Its about increasing effectiveness to increase sales –
don’t waste energies or budget marketing outside your
target markets (e.g. why don’t Canadians get to see
many of the American ads during the Superbowl?) vs
SPAM – the lack of personalization is one major
drawback of spam techniques
Homework – due next class
Browse 3 of your favourite commercial websites (only 1 can be a social networking site), making
note of the following for each site:
1. Approximately how many advertisements or corporate messages did you encounter while
using the site (during approximately 10 minutes of use)
2. What are they promoting? Why?
3. Make sure one of your sites has some kind of survey or contest opportunity. Fill out the
survey or enter the contest (enter fake information or only partially complete the forms if you
like). What kind of information did they want and why do you think they wanted it?
4. If you use a social networking site, what kinds of info did you submit to the site? Why did you
submit the information?
Marketing BMI3C
Prepared by Wes Guldemond
Unit: Information Technology
Lesson 2: How is IT used in Marketing?
Overall Expectations (Trends in Marketing stream)
By the end of this course, students will:
– explain the effects of new information technologies on marketing strategies and
consumer trends;
Specific Expectations
Information Technology in Marketing
By the end of this course, students will:
– explain how emerging information technologies (e.g., wireless communication, digital
technology) have affected the dynamic nature of marketing and stimulated the rate of change
in marketing strategies;
Content
How is IT used in Marketing?
– Investigate how advances in IT have influenced consumer profiling, market research, and
marketing campaigns
Teaching Strategies
• Socratic method of question and answer
• Class Discussion
• Group Work
• Personal connection questions
• Media examples – clips, articles, websites
Learning Activities
• group work
• Culminating Activity planning
• Review Media examples – clips, articles, websites
Accommodations
• Large font PowerPoint for visual difficulties
• Printed note outline for students who have difficulty with note taking
Resources
World of Marketing, Notman & Wilson.
Teaching Materials
•
•
•
LCD Projector*
Laptop with Powerpoint (and internet access if possible)*
Flip chart & markers for group work
*Due to the subject matter for this unit, it would be preferable to use a LCD projector and a laptop
in order to demonstrate what you are teaching, otherwise additional computer lab time may be
beneficial
Lesson 2 Teacher Notes – How is IT used in Marketing?
How IT relates to Marketing
- What we do differently in Marketing due to technology?
o Marketing Research p123
“Systematic collection, analysis, and interpretation of information used to
develop a marketing strategy or to solve a marketing problem” ~WIKI
Types: secondary (others research) and primary (qualitative – people’s
responses, and quantitative – survey to make predictions). Internal info
sources, test marketing, surveys, focus groups
• Primary WofM Figure 4.15 – online bookstore data mining
• What is Data Mining?
o Sophisticated Consumer Profiling (WofM p50)
Technologies
• Point-Of-Sale systems
o Salsa & Nachos, but Diapers and Chips?
o Why does Future Shop ask for your postal code?
Collecting information via the internet:
• Traffic monitoring
o E.g. where are people coming to the website from?
Where do people exit from the online check-out process
most often & why?
• Online Surveys
• Cookies to monitor website usage
• Registered users
o Record activities, cater marketing efforts
CBC Hockey video ‘Mashup’ contest
Apple Music Store - When you enter the online
store through your iTunes music player, the
online store content is customized to you
o
How do they get you to provide all this info?
o Unknowingly – cookies, credit card spending profiles
o Voluntarily – Future Shop postal code question
o Required (have to fill this out to get the information you
are looking for)
o Incentive – win a prize, get a discount etc.
Massive increase in online Marketing
• E- commerce stores
• Pay-per-click, searches, banners etc.
• Cross promotion from other media
o View the Superbowl ads at
http://www.myspace.com/superbowlads
o TSN vote for the play of the game
What does Information Technology mean for the marketing mix?
• Product
• Price
• Place
• Promotion
[have groups work on one of the 4 P’s, then share with the class]
Promotion:
Highly personalized marketing campaigns
Expands markets because you can target more specific and widely spaced groups more
efficiently (e.g. GAP wouldn’t send me advertisements about GAP Kids specials)
On-demand TV
Customized web content (Chapters – “other customers who bought…”)
User specific web content
Personalized Emails and direct mail
Marketing BMI3C
Prepared by Wes Guldemond
Unit: Information Technology
Lesson 3: Communications Technology in the workplace
Overall Expectations (Trends in Marketing stream)
By the end of this course, students will:
– explain the effects of new information technologies on marketing strategies and
consumer trends;
Specific Expectations
Information Technology in Marketing
By the end of this course, students will:
– describe the effects that new communication technologies have on marketing in a business
environment (e.g., with respect to business etiquette, use of language, literacy standards in
business);
Content
Communications Technology in the workplace
– What are the positive and negative results of new communications technologies in the
workplace?
– What skills are important for success in the working world?
Teaching Strategies
• Experiential learning – Planning group project work
• Socratic method of question and answer
• Class Discussion
• Group Work
• Think Pair Share to assist conceptual understanding
• Personal connection questions
• Media examples – clips, articles, websites
Learning Activities
• Case Study – group work
• WAYTA – internet short forms exercise
• Culminating Activity
• Media examples – clips, articles, websites
Accommodations
• Large font PowerPoint for visual difficulties
• Printed note outline for students who have difficulty with note taking
Assessment and Evaluation
Quiz
Resources
World of Marketing, Notman & Wilson.
Additional Resources
Time permitting, the following documentary would be an ideal addition to this unit (in
conjunction with lesson 3 or 4 ideally)
“Growing Up Online” – PBS documentary for class viewing and discussion:
http://www.pbs.org/wgbh/pages/frontline/kidsonline/
Teaching Materials
•
•
•
LCD Projector*
Laptop with Powerpoint (and internet access if possible)*
Flip chart & markers for group work
*Due to the subject matter for this unit, it would be preferable to use a LCD projector and a laptop
in order to demonstrate what you are teaching, otherwise additional computer lab time may be
beneficial
Lesson 3 Teacher Notes – Communication Technology in the workplace
[Quiz on terms]
Introductory Exercise – WAYTA (what are you talking about?)
Fill in the blanks - Online Abbrevs.(handout or just on powerpoint)
New Communications Technology and the Workplace
How have new communication technologies affected the modern workplace?
– How we work
– Productivity
• able to process large amounts of information
• working at home
• get less work done due to distraction & multi-tasking (cite results of
class survey)
–
Health issues
• Ergonomics
• Stress of everything being expected immediately
[CASE STUDY – “Turn off e-mail and do some work”]
-
-
Ethics
• illegal to distribute copyright materials, but it is so easy so our view of
what is ethical has changed rapidly
[cite survey results]
Language
• MSN/Facebook language
• Spellchecker
[have our communication abilities improved due to technology?]
Why important to use professional language in business communications
such as emails?
"There are four ways, and only four ways, in which we have
contact with the world. We are evaluated and classified by these
four contacts: what we do, how we look, what we say, and how
we say it."
- Dale Carnegie (1888-1955) American Writer & Educator
[Agree? Disagree?]
-
Professionalism
• social practices
i. Trendspotting with Demetri Martin http://ca.youtube.com/watch?v=VpcvR1tIBfQ
ii. It's hard to make close friends on Facebook, study says http://www.cbc.ca/technology/story/2007/09/10/sciencewebsites.html
Additional Content:
If needed, this lesson can be extended with the following discussion questions for written
reflections or for a brief class debate
- Has our electronic connectedness (cell phones, Facebook, iPods) helped or hindered
human relationships? Explain your reasons
- Is it okay to answer your phone while talking with someone else? Why?
Time permitting, the following documentary would be an ideal addition to this unit (in
conjunction with this lesson or lesson 4)
“Growing Up Online” – PBS documentary for class viewing and discussion:
http://www.pbs.org/wgbh/pages/frontline/kidsonline/
Culminating Activity Introduction
[Introduce the Culminating Activity and give the rest of the period to begin their work – see section
5 for full Culminating Activity description and instructions]
IT Based Market Research Project
Research Steps:
1. Define the problem
2. Develop the research plan
3. Collect Relevant Information
4. Develop Findings
5. Present Recommendations
WAYTA? - ______________________
name:
Fill in the blanks:
Answer Key (don’t photocopy):
brb
be right back
bbl
be back later
ttyl
talk to you later
ttfn
ta ta for now
lol
laugh out loud
rofl
rolling on the floor laughing
jk
just kidding
idk
i don't know
g2g
go to go
l8ter
later
bff
best friends forever
bffae
best friends forever and ever
bffl
best friends for life
ty
thank you
thx
thanks
sup
what's up
asap
as soon as possible
gr8
great
bc
because
gf
girlfriend
bf
boyfriend
cu
see you
fyi
for your information
411
information
inbd
it's not big deal
chillaxin
a mix of chilling and relaxing
lylas
love you like a sister
ne1
anyone
ppl
people
xoxo
hugs and kisses
QUIZ #
Unit: Information Technology
What do the following acronyms stand for?
1. B2B
2. B2C
3. JIT
What do the following terms mean?
4. Pay-per-click
5. Databases
6. Datamining
7. Secondary data source
NAME: ___________________
Marketing BMI3C
Prepared by Wes Guldemond
Unit: Information Technology
Lesson 4: Fashion, fads, and trends in the Electronic Age
Overall Expectations (Trends in Marketing stream)
By the end of this course, students will:
– explain the effects of new information technologies on marketing strategies and
consumer trends;
Specific Expectations
Information Technology in Marketing
By the end of this course, students will:
– describe how fashion, fads, and trends (e.g., buying behaviour, conspicuous consumption)
are influenced by the immediacy characteristic of the electronic age
Content
Fashion, fads, and trends in the Electronic Age
– How do changes in IT affect the ways that marketers influence or respond to trends?
Teaching Strategies
• Socratic method of question and answer
• Class Discussion
• Group Work
• Think Pair Share to assist conceptual understanding
• Personal connection questions
• Media examples – clips, articles, websites
Learning Activities
• Media examples – video clips, articles, websites
• Class discussion
Accommodations
• Large font PowerPoint for visual difficulties
• Printed note outline for students who have difficulty with note taking
Resources
• World of Marketing, Notman & Wilson.
Additional Resources
Time permitting, the following documentary would be an ideal addition to this unit (in
conjunction with lesson 3 or 4 ideally)
“Growing Up Online” – PBS documentary for class viewing and discussion:
http://www.pbs.org/wgbh/pages/frontline/kidsonline/
Teaching Materials
•
•
•
LCD Projector*
Laptop with Powerpoint (and internet access if possible)*
Flip chart & markers for group work
Lesson 4 Teacher Notes - Fashion, Fads, and Trends in the Electronic Age
–
Check project progress
How do marketers capitalize on trends?
Information Technology is developing at an unprecedented rate, resulting in big changes in how
people live, socially and economically.
As a result, marketers are continually responding to and influencing trends.
Q: From your perspective, what are some of the major trends in information Technology for the
past 10 years?
Wireless Communications
– WiFi laptop
– Mobile phone market expansion
– Teen markets, text messages expansion
– The numbers: see Figure 4.1-2 “Growth in Wireless Revenues” from Industry
Canada, Telecommunications Service in Canada: An Industry Overview,
http://www.ic.gc.ca/epic/site/smt-gst.nsf/en/sf05637e.html
Internet
The numbers:
The rapid growth of the Internet and its expanding applications have transformed it from a
specialty service with a limited market to a mass-market service targeting a wide
audience. The use of Internet has grown considerably in recent years. In 1999, 29
percent of households (3.3 million connected households) had either dial-up or highspeed Internet access at home. As of December 2003, there were approximately 8.0
million subscribers of dial-up, DSL or cable Internet access in Canada, of which over 65
percent had a high-speed connection.
Industry Canada, Telecommunications Service in Canada: An Industry Overview
http://www.ic.gc.ca/epic/site/smt-gst.nsf/en/sf05637e.html
The internet has become a major venue for:
–
–
Advertising & Marketing
– Facebook: $10 Billion Social Network?
(http://www.businessweek.com/technology/content/sep2007/tc20070924_995913.ht
m?chan=search)
– Q: Why is Facebook worth so much?
Selling products & services
– B2B
– B2C
The numbers:
Online sales recorded their fifth consecutive year of double-digit growth in
2006, as e-commerce gained momentum among Canadian retailers. Private and
public sector online sales combined surged 40% to $49.9 billion. Online sales by
private firms increased 42% to $46.5 billion, while those by the public sector
rose 17% to $3.4 billion. Retail trade was one of the fastest growing sectors.
Retail firms sold goods and services online worth $4.7 billion last year. This was
nearly double the revised figure in 2005, and it accounted for 10% of all private
sector online sales.
http://www.statcan.ca/Daily/English/070420/d070420b.htm
–
Information sharing and social expression
–
–
user generated content
o product reviews, blogs, open source content (Wikipedia)
Social Networking
The numbers:
• Feb 07 - According to Hitwise, the US market share of Internet traffic to the top
20 social networking sites grew by 11.5 percent from January to February 2007,
to account for 6.5 percent of all Internet traffic in February 2007. Perhaps
unsurprisingly, MySpace is still the heavyweight in a market made up of
featherweights, with an 80% share. Facebook is 10% of the market.
(http://blogs.zdnet.com/social/?p=114)
• eMarketer…projects that $1.2 billion will be spent advertising on social networks
this year, with 70% of it going to the top two: MySpace and Facebook. By 2011,
eMarketer projects total ad spend in the space growing to more than $4 billion.
(http://mashable.com/2007/12/14/social-networking-ad-spending/)
Why do trends develop as they do?
As Information Technologies advance, new marketing techniques are possible.
examples: Internet security and Database integration with websites was necessary for ecommerce, higher bandwidths (cellular image sharing, movie downloads)
• Trend – Social Networking – Facebook
• Trend – Video sites - Youtube
• Trend - Social networking + video sites, leads to an increase in viral marketing
What is viral marketing again?
A marketing message is spread through existing social networks using
word of mouth, games, video clips, text messages, etc. For a detailed
explanation - http://en.wikipedia.org/wiki/Viral_marketing
•
Marketing has to keep adjusting to new trends, taking advantage of opportunities
that new social trends and technologies allow
– Text marketing (text your vote to… then they have your number)
– YouTube
• BMW viral ads with Clive Owen – “Star”
http://ca.youtube.com/watch?v=q1dYv_gKTA8
– Music – new marketing approach
• Buy music in the stores, watch videos on cable TV, then…
• Internet Downloads
• Band “OK Go”
• Released video “A Million Ways” without permission of their
record company - within one year it was the most downloaded
music video ever (9 million times)…cost $10
• http://ca.youtube.com/watch?v=bav63MWNUKg
• 2nd video, “Here it goes again” was watched 27 million times in
the first year - http://ca.youtube.com/watch?v=pv5zWaTEVkI
• So record companies have to adjust
• Apple Music Store
• Videos online
o Feist - "I Feel It All" OFFICIAL Music Video http://youtube.com/watch?v=IcgfdtkcIW0
• How has Facebook been used to market music?
Marketing BMI3C
Prepared by Wes Guldemond
Unit: Information Technology
Culminating Activity: IT Based Market Research Project
Content
In this market research project, students will survey the preferences or habits of their peers.
Research implementation and presentation must be completed using IT applications (e.g. web
survey, PowerPoint presentation)
Outcomes
Primarily students will gain firsthand experience with IT based marketing research. This
comprehensive exercise will further their understanding of marketing research, consumer
profiling, and web communications, and will be a valuable experience in group collaboration.
Teaching Strategies
• Constructivist/Experiential learning
• Group Work
Learning Activities
• Group project collaboration
• Computer Lab work (internet based activities)
Assessment and Evaluation
• See rubric
Resources
• Fundamentals of Marketing, 9th. Sommers, Barnes.
Teaching Materials
• Computer lab
Teacher Notes
Students should begin working on this project in lesson 3. completed in the 5th (& likely 6th) lesson
period depending on the level of connection to other marketing themes that is expected.
There will need to be lag time between the lab periods and the analyzing and presentation
periods as the students will need time to prepare their report and presentation.
Alternative approach – reduce focus on e-marketing by having students do a manual survey (i.e.
clipboards) and only use IT applications to analyze and present their findings (e.g. Excel,
PowerPoint).
IT Based Market Research Project
You are members of a marketing firm that is trying to figure how to better serve the needs of the
students at your school. Your firm prides itself on being a leader in the use of information
technology for market research.
Instructions
In your group, pick a characteristic of the student population that you would like to research, then
complete steps 1 to 5 below.
Sample ideas:
• Clothing preferences
• Cafeteria use
• Cell phone use
• Music preferences
•
•
•
•
School sports event attendance
Lunch food preferences
Reading habits
Other
Planning
1. Define the problem
• Why did you choose the particular market that you did?
• What is the problem that you want to research? What do you want to find out?
2. Develop the research plan
• Create your survey
• Decide on the method and content for getting people to provide you with information
(i.e. who will you contact, how will you contact them, and what will you communicate
to them to encourage them to participate)
To be handed in: description of your plan and goals, and the questions for your survey,
2 pages (steps 1 & 2)
Implementation of your research plan
3. Collect Relevant Information
• Create your online survey at www.surveymonkey.com
• Using email and/or social networking websites, send out your requests for survey
participants
Analyze Results
4. Develop Findings
• Analyze the results to determine how successful your survey was (what was the rate
of response, how useful and accurate is the information you received)
• Using the results of your survey, develop recommendations for how to market to your
target group
To be handed in: 2 page summary of results (e.g. statistics, rate of response, etc.) and
your recommendations
Presentation of Results
5. Present Recommendations
• Using Powerpoint (charts or graphs from Excel or SurveyMonkey are highly
recommended) present your results to the class:
• Statistical findings
• Marketing Recommendations
• Research adjustments – how would you approach the project differently if
you were to repeat it
• Presentation maximum length - 5 minutes
IT Based Market Research Project - Evaluation
Group Name:
Group Members:
Criteria
Level 4
Professional
(4 mks)
Level 3
Proficient
(3 mks)
Level 2
Approaching
Standard
(2 mks)
Level 1
Needs
Improvement
(1 mk)
Planning
• Problem definition
• Research plan
(Thinking)
Problem and goals
are clearly defined.
Research method
plan is specific and
well thought out
Problem and goals
are defined.
Research plan is
clear and shows
adequate
consideration.
Problem and goals
has missing
information.
Research plan
needs more detail
and consideration.
More information is
needed before the
research plan can
be carried out.
Implementation
•
Execution of
research plan
(Application)
IT & internet
applications are
used professionally
and creatively to
acquire the desired
information.
Large number of
survey participants
and high quality of
information.
IT & internet
applications are
used effectively to
acquire the desired
information.
Good number of
survey participants
and information is
reliable.
Use of IT & internet
applications needs
adjustment to
increase
effectiveness of
survey.
Quality of
information and
number of
respondents is
lacking.
IT & internet
applications was
not successfully
employed.
Information is
inaccurate or
unreliable, more
participants are
needed.
Analysis
•
Develop findings
•
Recommendations
(Application)
Results of research
are clearly
understood and
explained.
Recommendations
are insightful and
useful.
Results of research
are understood and
explained.
Recommendations
show good
consideration.
Results of research
need to be
analyzed further.
Recommendations
need more
connection to the
results.
Results are not
properly understood
or reported.
Reommendations
are not sensible or
need additional
work.
Reporting
•
Written summary
•
Oral Report
(Communication)
Findings and
recommendations
are clearly
communicated. IT
applications are
used in a very
professional
manner.
Findings and
recommendations
are stated. IT
applications are
used effectively.
Findings and
recommendations
are not clearly
communicated. Use
of IT applications
needs
improvement.
Findings and
recommendations
are not
communicated. IT
applications are not
properly employed.
Comments:
Mark: ____________