Marketing 20 | Saskatchewan Curriculum

(a)	Discuss the purpose and importance of ongoing market research for effective and successful marketing.
(b)	Explain the correlation between market research and the ability to make sound business or operational decisions.
(c)	Examine the importance of identifying and monitoring the competition as part of initial and ongoing market research.
(d)	Define qualitative and quantitative research.
(e)	Describe ways in which qualitative and quantitative research might be conducted and how the results might be used in marketing research.
(f)	Differentiate between primary and secondary market research.
(g)	Identify ways (e.g., observations and surveys such as pop-up or omnibus) in which primary data can be gathered.
(h)	Discuss the advantages (e.g., less costly than primary research and easier/quicker to gather) and disadvantages (e.g., datedness and reason for collecting may not align with one’s purposes) of secondary research.
(i)	Identify sources of secondary data such as: government departments, libraries, business incubators and chambers of commerce (public and generally free); trade associations and research firms (commercial and generally associated with subscription or association fees); and, colleges, universities, technical institutes (academic).
(j)	Describe ways to confirm the credibility of sources of secondary data as well as the accuracy of that data.
(k)	Explain the concept of a target market.
(l)	Describe what market segmentation is and why it is beneficial.
(m)	Explore ways in which a market can be segmented, including: demographic (e.g., age, gender, income and occupation); geographic (e.g., location such as postal code or region); behavioural (e.g., online shopping habits, actions taken on a website and loyalty); and, psychographic (e.g., interests, lifestyles and attitudes).
(n)	Investigate how marketers use buyer personas to drive marketing success.
(o)	Outline the steps for creating a buyer persona.
(p)	Develop several buyer personas, including one for self.
(q)	Describe marketing strategies that would be effective with potential customers, including self, for a variety of products.

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