Entrepreneurship · Grade 12

Active learning ideas

Conducting Market Research

Market research is the foundation of a sound business plan. In this topic, students learn how to move from assumptions to evidence-based decision-making. They explore primary research methods, such as surveys, interviews, and focus groups, and secondary research using existing data from sources like Statistics Canada. The goal is to understand consumer needs, preferences, and behaviors within a specific Canadian context.

• Ontario Curriculum Expectations
• Expectation C1.1: Design and conduct primary market research.
• Expectation C1.2: Analyse secondary research data to identify market trends.

• 45–60 min
• Pairs → Whole Class
• 3 activities

Activity 01

• Inquiry Circle
• 45 min · Small Groups

Inquiry Circle: Survey Design Lab

Groups are given a business concept and must draft a 5-question survey. They then swap surveys with another group to provide feedback on question clarity, bias, and the likelihood of gathering actionable data.

Why is market research crucial before launching a venture?

• Analyze
• Evaluate
• Create
• Self-Management
• Self-Awareness

Activity 02

• Simulation Game
• 50 min · Small Groups

Simulation Game: The Focus Group

One group acts as a research team while another acts as a target market panel. The researchers lead a 10-minute discussion about a new product prototype, while a third group observes and notes the non-verbal cues and key insights.

What are the most effective methods for gathering consumer data?

• Apply
• Analyze
• Evaluate
• Create
• Social Awareness
• Decision-Making

Activity 03

• Stations Rotation
• 60 min · Individual

Stations Rotation: Secondary Data Scavenger Hunt

Students rotate through stations equipped with laptops. Each station has a specific task: find local population growth on Statistics Canada, identify industry trends on a trade blog, and analyze a competitor's social media engagement.

How do we ensure research data is reliable?

• Remember
• Understand
• Apply
• Analyze
• Self-Management
• Relationship Skills

A few notes on teaching this unit

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Watch Out for These Misconceptions

• Secondary research is 'cheating' or less valuable than primary research.

  Secondary research is essential for understanding the broader market context and is often more cost-effective. Comparing the two through a 'Data Source' sorting activity helps students see how they complement each other.

• If my friends like my idea, that's enough market research.

  Friends and family are often biased. Peer-critique sessions where students must defend their research methodology help them understand the need for objective, diverse data sets.

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Methods used in this brief

• Inquiry Circle
• Simulation Game
• Stations Rotation