Post on 02-Nov-2014
description
Understanding customer needs
Using Chapter 2 of your textbook, create a set of notes or mind map covering the key terms and concepts we have discussed in this topic.prepare for a test on the content of this
Chapter
Complete the extended writing task about Grace and Peter Fletcher by answering Questions 1 – 3.make good use of the technique tips
provided and that your answers are fully EXPLAINED.
Homework
60 second mind meld
Learning objectives
understand that customer needs
are central to starting a business
understand how to collect and
interpret primary and secondary
market research
understand the difference between
qualitative and quantitative
market research
understand the value of market
knowledge through direct
customer contact
Customer needsThere are really only three ways to start up a
successful business:do something really new that people wantdo something that already exists, but do it
betterdo something that already exists, but at a
lower costWhatever approach you take you need to
know the wants and desires of your customersmarket research is the key to finding out the
needs of your customers
What is market research?
DefinitionThe process of gaining
information about customers, competitors and
market trends through collecting primary and
secondary data
DefinitionThe process of gaining
information about customers, competitors and
market trends through collecting primary and
secondary data
How to gather the dataThere are two types of market research you
could use to gather data
Primaryresearch
gathering new data which has not been
collected before
Primaryresearch
gathering new data which has not been
collected before
Secondary research
gathering data that already exists and
has not been specifically collected
for your use
Secondary research
gathering data that already exists and
has not been specifically collected
for your use
Task 2: What’s what?On your worksheet, decide whether each of
the forms of market research listed is an example of primary or secondary market research in the table mark each method of market
research P for primary or S for secondary
Types of dataThere are two types of data that can be
collected from market research
Quantitative data
Data that can be expressed as numbers and
analysed statistically
Quantitative data
Data that can be expressed as numbers and
analysed statistically
Qualitative data
Information about opinions, judgements
and attitudes
Qualitative data
Information about opinions, judgements
and attitudes
Task 2: Firefly TonicsAs you watch the video, jot down answers to
the questions on your worksheet
Before we move on to design a questionnaire which you can use to conduct market research for your product you need to check your understanding of the topic of market research
Use the exam multiple choice questions in your worksheet to check that you have understood what we have introduced
It’s OK to use your notes!
Task 3: exam practice
Group taskYou are thinking of setting up a teenage
fashion businessYour task is to write a market report which will
be part of the business plan you present in order to secure a start-up loan to write this report you will need to conduct
some market research of Year 10 studentsyou should conduct your research using
a questionnairea focus group
Designing a questionnaireGeneral tips on designing a good market
research questionnaire / focus group questionsbe clear about WHAT you want to find out
before you start!be clear about what KIND of data you want
– quantitative or qualitative? think about the type of RESPONSE you want
to the question – open or closed?- think about how you can ‘scale’ the response
keep it short think about the sequence – easy / general
first!
Good or bad?What’s good or bad about these questions?
Suggest an improvement in each caseMost cool teenagers wear hair gel. How
often do you wear hair gel?everyday at weekends never
Do you like this product name? Yes No Would you buy this product? Yes No Which brand of toothpaste do you use?
_______________How often do you buy frozen yoghurts?
sometimes occasionally regularly
Working collaborativelyYou will be working in table groups It is important that you work collaborative
elect someone to ‘chair’ your meetingsdecide what needs to be donedecide who is going to do whatmake sure that everyone contributes
Use OneNote to create a collaborative working spaceeveryone set up a SkyDrive account first
using your school email address ‘chair’ will create the notebook and share