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Topic: Characteristics and processes of marketing research 

Business Education

 Standard 45.  Understands characteristics and processes of marketing research
  Level IV (Grade 9-12)
   Benchmark 1.Knows purposes, benefits, and limitations of marketing research
    Knowledge/skill statements
     1.Knows purposes of marketing research
     2.Knows benefits of marketing research
     3.Knows limitations of marketing research
   Benchmark 2.Knows a variety of approaches to marketing research (e.g., observation, survey, experiment)
    Knowledge/skill statements
     1.Knows a variety of approaches to marketing research
     2.Knows observation as an approach to marketing research
     3.Knows survey as an approach to marketing research
     4.Knows experiment as an approach to marketing research
   Benchmark 3.Knows steps involved in marketing research (e.g., defining the problem; developing a hypothesis; collecting, analyzing, and interpreting quantitative and qualitative data; drawing and presenting conclusions)
    Knowledge/skill statements
     1.Knows a step involved in marketing research is to define the problem
     2.Knows a step involved in marketing research is to develop a hypothesis
     3.Knows a step involved in marketing research is to collect quantitative data
     4.Knows a step involved in marketing research is to collect qualitative data
     5.Knows a step involved in marketing research is to analyze quantitative data
     6.Knows a step involved in marketing research is to analyze qualitative data
     7.Knows a step involved in marketing research is to interpret quantitative data
     8.Knows a step involved in marketing research is to interpret qualitative data
     9.Knows a step involved in marketing research is to draw conclusions
     10.Knows a step involved in marketing research is to present conclusions
   Benchmark 4.Knows primary sources of data (e.g., interviews, questionnaires, observations) and secondary sources of data (e.g., library sources, governmental reports; reports published by trade associations, local Chambers of Commerce, banks, newspapers, and utility companies; industry research companies) used in marketing research
    Knowledge/skill statements
     1.Knows primary sources of data used in marketing research
     2.Knows interviews as a primary source of data used in marketing research
     3.Knows questionnaires as a primary source of data used in marketing research
     4.Knows observations as a primary source of data used in marketing research
     5.Knows secondary sources of data used in marketing research
     6.Knows library sources as a secondary source of data used in marketing research
     7.Knows governmental reports as a secondary source of data used in marketing research
     8.Knows reports published by trade associations as a secondary source of data used in marketing research
     9.Knows the local Chamber of Commerce as a secondary source of data used in marketing research
     10.Knows banks as a secondary source of data used in marketing research
     11.Knows newspapers as a secondary source of data used in marketing research
     12.Knows utility companies as a secondary source of data used in marketing research
     13.Knows industry research companies as a secondary source of data used in marketing research
   Benchmark 5.Understands characteristics and purposes of a marketing-information system (MIS) (e.g., analysis of economic, technological, social, and regulatory environments; product analysis; market analysis; competitive analysis; consumer analysis)
    Knowledge/skill statements
     1.Understands characteristics of marketing-information system (MIS)
     2.Understands purposes of marketing-information systems (MIS)
     3.Understands analysis of economic environments
     4.Understands analysis of technological environments
     5.Understands analysis of social environments
     6.Understands analysis of regulatory environments
     7.Understands product analysis
     8.Understands market analysis
     9.Understands competitive analysis
     10.Understands consumer analysis
 Standard 47.  Understands components and strategies of effective marketing plans (e.g., product development, pricing, distribution processes and methods, forms of promotion)
  Level IV (Grade 9-12)
   Benchmark 6.Knows components of the promotional mix (e.g., advertising, personal selling, public relations, sales promotion) and characteristics and costs associated with these components
    Knowledge/skill statements
     1.Knows components of the promotional mix
     2.Knows a component of the promotional mix is advertising
     3.Knows a component of the promotional mix is personal selling
     4.Knows a component of the promotional mix is public relations
     5.Knows a component of the promotional mix is sales promotion
     6.Knows characteristics associated with components of the promotional mix
     7.Knows characteristics associated with advertising
     8.Knows characteristics associated with personal selling
     9.Knows characteristics associated with public relations
     10.Knows characteristics associated with sales promotion
     11.Knows costs associated with components of the promotional mix
     12.Knows costs associated with advertising
     13.Knows costs associated with personal selling
     14.Knows costs associated with public relations
     15.Knows costs associated with sales promotion
   Benchmark 7.Understands the difference between public relations and publicity (e.g., public relations activities are deliberate and planned, of public interest, and involve two-way communication; publicity is often unplanned and beyond a company’s control)
    Knowledge/skill statements
     1.Understands the difference between public relations and publicity
     2.Understands public relations activities are deliberate and planned
     3.Understands public relations activities are of public interest
     4.Understands public relations activities involve two-way communication
     5.Understands publicity is often unplanned
     6.Understands publicity is often beyond the company’s control