Student-Designed Market Research for Entrepreneurship

Created byTeresa Lowery

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Student-Designed Market Research for Entrepreneurship

Grade 9TechnologyOther4 days

This project-based learning experience for ninth-grade students focuses on designing and implementing a market research plan for a startup business. Students explore essential entrepreneurship concepts by analyzing market trends, conducting competition assessments, and creating detailed customer personas. Leveraging technology, students present their findings in engaging multimedia presentations, honing their data collection, analysis, and communication skills. The project emphasizes ethical considerations in market research, preparing students to make informed, strategic business decisions.

EntrepreneurshipMarket ResearchTechnologyCompetition AnalysisData CollectionEthicsStrategic Planning

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Inquiry Framework

Question Framework

Driving Question

The overarching question that guides the entire project.How can you design and implement a comprehensive market research plan for your startup business, leveraging technology and ethical considerations to understand market trends, identify your target audience, and strategically analyze the competition?

Essential Questions

Supporting questions that break down major concepts.

What are the key components of a successful market research plan?
How can understanding market trends influence business decisions?
In what ways does competition analysis impact business strategy?
Why is it important to identify and understand your target audience in entrepreneurship?
How do economic and technological advancements affect market research and business planning?
What ethical considerations must be taken into account during market research?
How does data collection and analysis play a role in forming a business strategy?

Standards & Learning Goals

Learning Goals

By the end of this project, students will be able to:

Students will understand and apply the key components of market research including trend analysis, competition assessment, and target audience identification.
Students will develop and refine skills in data collection and analysis, utilizing technology for strategic business planning.
Students will evaluate and incorporate ethical considerations into the process of market research.
Students will communicate findings effectively using multimedia elements to support business decision-making.

NGSS

9-10.ETS1-1

Primary

Analyze a major global challenge to specify qualitative and quantitative criteria and constraints for solutions that account for societal needs and wants.Reason: The project involves creating a business strategy which aligns with assessing societal needs and wants as described in the standard.

Common Core Standards

9-10.W.7

Primary

Conduct short as well as more sustained research projects based on focused questions, demonstrating understanding of the subject under investigation.Reason: The project requires students to conduct a comprehensive market research plan aligning with this research-oriented standard.

9-10.SL.5

Secondary

Include multimedia components (e.g., graphics, sound) and visual displays in presentations to clarify information, strengthen claims and evidence, and add interest.Reason: Students will use technology to present their market research findings effectively, involving visual and multimedia elements.

Entry Events

Events that will be used to introduce the project to students

Shifting Trends Contest

Students participate in a live simulation where market trends shift rapidly. They must adapt their businesses in real-time to maintain customer interest, simulating the dynamic nature of real-world markets.

Digital Marketing Challenge

Students participate in a challenge where they create a social media campaign. They analyze digital market trends and competition to construct a campaign for their mock businesses, emphasizing the role of digital research in entrepreneurship.

Customer Profile Investigation

Students engage in a workshop to create detailed customer profiles based on hypothetical scenarios. They use these profiles to conduct market research, aligning project decisions with evolving customer needs.

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Portfolio Activities

These activities progressively build towards your learning goals, with each submission contributing to the student's final portfolio.

Activity 1

Competitor Analysis Challenge

Students conduct a thorough analysis of competitors within their business field. They look at competitor strengths, weaknesses, opportunities, and threats (SWOT) to position their startup effectively in the market.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Students research their main competitors using industry reports, websites, and digital analytics tools.

2. They perform a SWOT analysis to understand the competitive landscape.

3. Students develop strategies to differentiate their business from competitors based on their analysis.

Final Product

What students will submit as the final product of the activityA comprehensive SWOT analysis of competitors with strategic insights for the startup's positioning.

Alignment

How this activity aligns with the learning objectives & standardsSupports 9-10.W.7 through research activities and 9-10.ETS1-1 as students create strategies based on competitor analysis.

Activity 2

Tech-Enhanced Presentation

Students summarize their comprehensive market research and present their findings using technology-enhanced multimedia presentations. This activity emphasizes the use of visual and audio elements to effectively communicate their business strategies.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Students compile their research insights, organizing data and strategic plans for a multimedia presentation.

2. They incorporate graphics, videos, and interactive elements to enhance their presentation.

3. Each group presents their findings to the class, using technology to engage the audience and receive feedback.

Final Product

What students will submit as the final product of the activityA multimedia presentation showcasing their market research findings and business strategies.

Alignment

How this activity aligns with the learning objectives & standardsConnects to 9-10.SL.5 by including multimedia elements and to 9-10.W.7 through the presentation of research findings.

Activity 3

Market Trend Tracker

Students investigate current market trends related to their startup business ideas. Through researching online resources and databases, they collect data on industry growth patterns, customer preferences, and technological innovations impacting their sector.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Students identify their business sector and research recent market trends using digital tools and databases.

2. They compile their findings into a digital document, focusing on opportunities and challenges in the market.

3. Students analyze how these trends could affect their business and note potential strategies for adaptation.

Final Product

What students will submit as the final product of the activityA digital report summarizing relevant market trends and their potential influence on the startup.

Alignment

How this activity aligns with the learning objectives & standardsSupports 9-10.W.7 by engaging students in focused research on market trends, demonstrating understanding through documentation.

Activity 4

Customer Persona Workshop

In this workshop, students develop detailed customer personas to better understand and identify their target audience. They analyze demographic and psychographic data to create fictional profiles that guide their marketing strategies.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Students conduct research on customer demographics relevant to their business using surveys and online tools.

2. They create fictitious yet realistic customer profiles, detailing lifestyle, preferences, and buying behavior.

3. Groups share their customer personas and receive peer feedback to refine their profiles.

Final Product

What students will submit as the final product of the activityA set of comprehensive customer personas informing the startup's marketing strategies.

Alignment

How this activity aligns with the learning objectives & standardsConnects with 9-10.W.7 by emphasizing research and 9-10.ETS1-1 through understanding customer needs.

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Rubric & Reflection

Portfolio Rubric

Grading criteria for assessing the overall project portfolio

Entrepreneurship Market Research Project Rubric

Category 1

Market Research Understanding

Assesses the student's ability to comprehend and apply key market research concepts including competitor analysis, trend tracking, and target audience identification.

Criterion 1

Competitor Analysis

Evaluates the thoroughness and strategic insights derived from the SWOT analysis of competitors.

Exemplary

4 Points

The SWOT analysis is detailed and insightful, demonstrating sophisticated understanding of competitors' strengths, weaknesses, opportunities, and threats. The strategic insights are innovative and well-supported by evidence.

Proficient

3 Points

The SWOT analysis is thorough, with appropriate understanding of competitors. Strategic insights are relevant and supported by evidence.

Developing

2 Points

The SWOT analysis shows basic understanding of competitors. Strategic insights are limited and inconsistently supported by evidence.

Beginning

1 Points

The SWOT analysis is incomplete or inaccurate, showing minimal understanding of competitors. Strategic insights are sparse or unsupported.

Criterion 2

Market Trends Analysis

Assesses the student's ability to identify and analyze relevant market trends impacting the business sector.

Exemplary

4 Points

The analysis of market trends is comprehensive, accurately identifying key opportunities and challenges. The strategies for adaptation are innovative and clearly linked to the analysis.

Proficient

3 Points

The analysis of market trends is accurate and identifies important opportunities and challenges. Strategies for adaptation are clear and appropriate.

Developing

2 Points

The analysis of market trends is basic, with limited identification of opportunities and challenges. Strategies for adaptation are unclear or underdeveloped.

Beginning

1 Points

The analysis of market trends is incomplete or incorrect, with minimal identification of opportunities and challenges. No clear strategies for adaptation are presented.

Criterion 3

Customer Profile Development

Evaluates the creation and refinement of detailed customer personas to target the audience effectively.

Exemplary

4 Points

Customer personas are detailed, realistic, and well-researched, demonstrating advanced understanding of demographics and psychographics. Feedback is effectively used to refine profiles.

Proficient

3 Points

Customer personas are clear and well-researched, showing a good understanding of demographics and psychographics. Feedback is used to improve profiles.

Developing

2 Points

Customer personas are basic and show limited understanding of demographics and psychographics. Some use of feedback to refine profiles.

Beginning

1 Points

Customer personas are undeveloped or unrealistic, showing minimal understanding of target audience. Little to no use of feedback.

Category 2

Technology-Enhanced Communication

Evaluates the effective use of technology and multimedia to present market research findings and business strategies.

Criterion 1

Multimedia Presentation

Assesses the use of technology, including graphics and interactive elements, to present research findings.

Exemplary

4 Points

The multimedia presentation is engaging, creatively integrating technology to enhance research findings. Visual and audio elements are used effectively to support arguments.

Proficient

3 Points

The multimedia presentation is clear, effectively using technology to present research findings. Visual and audio elements support the arguments.

Developing

2 Points

The multimedia presentation is basic, with limited use of technology. Visual and audio elements partially support the arguments.

Beginning

1 Points

The multimedia presentation is unclear or lacks effective use of technology. Visual and audio elements are minimal or irrelevant.

Reflection Prompts

End-of-project reflection questions to get students to think about their learning

Question 1

Reflect on your understanding of the key components of a successful market research plan. What aspects of your learning will you apply to real-world scenarios?

Text

Required

Question 2

How confident are you in utilizing technology for strategic business planning after completing this project?

Scale

Required

Question 3

Which ethical considerations did you find most challenging to address during your market research, and why?

Text

Optional

Question 4

How effectively did your team communicate the research findings using multimedia elements? Select the option that best represents your team’s performance.

Multiple choice

Required

Options

Not effective

Somewhat effective

Moderately effective

Highly effective

Question 5

In what ways has understanding your target audience influenced your strategic decisions for your startup?

Text

Required