Understanding Customer Needs
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![Page 1: Understanding Customer Needs](https://reader033.fdocuments.us/reader033/viewer/2022061210/548e6e14b47959fc198b45c6/html5/thumbnails/1.jpg)
UNDERSTANDIN
G CUSTOMER
NEEDSPrimary and Secondary Market ResearchQualitative and Quantitative Data
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What are Customer Needs?
“the wants of customers of a business, the desires of people who buy a product”
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Putting customers first is essential to the success of a business. Customers want:
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Lots of choice
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Convenient location
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Knowledgeable and friendly staff
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Good quality products
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Reasonable prices
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When we gather information about customers and their needs it is called:
MARKET RESEARCH
Primary ResearchGathering information that no one
has collected before
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Surveys
Primary Research
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Primary Research
Focus Groups
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Focus
Primary Research Primary Research
Observation
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Experimentation
Primary Research
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When we gather information about customers and their needs it is called:
MARKET RESEARCH
Primary ResearchGathering information that no one
has collected before
Secondary ResearchGathering information that has
already been gathered
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Secondary Research
Telephone Directories
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Internet
Secondary Research
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Secondary Research
Newspapers
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Market Reports
Secondary Research
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For the research to be useful, once data has been collected it needs to be analysed
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Analysing Data Qualitative Data
Are these the right colour
jeans for me?
Data about opinions and attitudes
Yes
No
Maybe
Prefer you in a darker colour
Try another shop
Errr . . .
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Analysing Data Quantitative Data
Only 10% of my friends liked the blue top
Data that can be expressed as numbers or statistics
10%
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Compile a Market ReportConduct research into the current
fashion trends amongst Year 10 students
Use primary and secondary research to gather data about where young people like to shop for fashion items, the brands they prefer and the kinds of things they like to buy. Present your findings in a market report so that it includes both quantitative and qualitative data.