Conducting Market Research (Int)


Students will practice collecting market research information.
Student Level: 
Unit Group: 
Sales and Marketing

Warm Up (5 mins)

Do you work in a business-to-consumer industry (B2C) or business-to-business industry (B2B)?

Describe your organization's target customers.

Do you think customers have a positive feeling about your products or services? How do you know?

How could you test your answer?


Listening (5 mins)

Watch the following video about a market research experiment in a Prague supermarket.

1. What kind of product did the "test subject" choose?

Reading Comprehension (10 mins)

Read the following article.

1. What does "quantitative" research mean?

2. What does "qualitative" research mean?

3. What does market segmentation mean?

Grammar (5 mins)

Conditional sentences about imagined situations

We use conditional sentences to ask and describe about imagined situations, events and actions.

Questions and Answers


Imagined Situation

Where would you live

if you could live anywhere in the world?

What would you change about your company

if you were the CEO?

How much would you spend on a new car

if you needed to buy one?

Imagined Situation


If I could live anywhere in the world

I would live in Hawaii.

If I were CEO

I would change our company logo.

If I needed to buy a new car

I would spend $ 20,000.

Connect the following words and phrases to make conditional sentences about imagined situations.

Remember to change the conditional clause to the past tense.

e.g. How often would you buy our product if it were available in the your supermarket?

How often buy our product it is available in your supermarket
How much pay for our product you need it today
Where look for information you need to fix a computer problem
Who ask for advice you decide to buy a house
When reserve a plane ticket you plan to take a summer vacation


Vocabulary (5 mins)

hay feverAn allergic condition caused by pollen and other plant material in Spring.
nasal sprayA product blows medicated liquid into your nose.
symptomsYour body's bad reactions to sickness, disease or other health problems.

Brain storm with your instructor the different kinds of products which are available at drug stores to deal with common health problems e.g. colds, sore throats, headaches, stomach aches.

Make sentences about how these products are used and why.


I put drops in my eyes when they are itchy.

Role Play (15 mins)

Market Researcher:Excuse me, sir. Would you mind answering a few simple questions for a market research survey? It will only take a minute.
Participant:Sure. I guess I can do that.
Market Researcher:I'd like to ask you some questions about a new form of hay fever allergy treatment our company is promoting. Do you suffer from hay fever?
Participant:Yes, as a matter of fact I do.
Market Researcher:Do you take any medication for it?
Participant:Yes I do. It helps a little.
Market Researcher:How often would you say you suffer from hay fever at this time of year? Every day? Every few days? Once a week?
Participant:Oh, I suffer almost every day.
Market Researcher:What kind of symptoms do you have?
Participant:Just the usual. Runny nose. Sneezing. Itchy eyes.
Market Researcher:Have you ever tried a nasal spray to relieve your symptoms?
Participant:No I haven't?
Market Researcher:Would you be interested in using a nasal spray if one could cure your allergy?
Participant:Yes I would.
Market Researcher:How much would you be willing to pay if your local drug store sold the nasal spray?
Participant:Hmm. I guess maybe twenty dollars. Probably not more than that.
Market Researcher:OK. Thank you very much for your time.
Participant:You're welcome. Goodbye.

With your instructor brain storm some other products which you could buy from a drug store, supermarket or convenience store.

Try the role play again. Use your imagination.

Extension Activity

Marketers sometimes gather small groups of target customers into a focus groups and use their responses to collect research information about products. What do you think are some of the potential "pros" and "cons" of using focus groups?

Imagine you had to collect "qualitative" information from your organization's customers. What questions would you ask?

Imagine you have to create a report about your competitors. How would you gather information about them?

Review and Quiz (5 mins)

Do you have any questions about this lesson?

What did you learn today?

Did you learn any new vocabulary or expressions?

Ask your instructor for tips on how you can improve your English.

Finally, don't forget to take the quiz after all your lessons are finished today.

Thank you !