1. Understanding Customer Needs
Unit 1
Topic 1.1.2

2. Lesson Objectives Must learn: customer needs and wants
Should learn to understand what is meant by market research and primary research
Could learn the difference between qualitative and quantitative data

3. Starter
You are a customer. Brain storm all your needs from a business when you purchase a product or service.
Customer

4. Customer Needs
Did you get these: -

5. What is Market research?
There are two type of Market Research, primary research (or field research) and secondary research.

6. What is Primary Research?
Mini Plenary Can you think of what they might be?

7. Types of Primary Research

8. Types of Primary Research

9. Types of Primary Research

10. Mini Plenary Write the meaning of the following key terms: Survey
Respondents
Questionnaire
Focus Group

11. Did you get them?

12. What is Secondary Research?

13. Types of Secondary Research
Telephone Directory
Internet
Local Newspapers
Market Reports
Journals
Books

14. Qualitative & Quantitative Date
Below is a list of market research questions. Choose ‘Quantitative’ or ‘Qualitative’ for each number 1
Why do people like Heinz Beans? 2
What percentage of consumers in Scotland buy Heinz? 3
Is the market share of Heinz rising or falling? 4
What are customers’ attitudes towards supermarkets’ ‘own brand’ beans?

15. Qualitative & Quantitative Date
Peer Assessment – Did the person next to you get them right? 1
Why do people like Heinz Beans?
Qualitative 2
What percentage of consumers in Scotland buy Heinz?
Quantitative 3
Is the market share of Heinz rising or falling? 4
What are customers’ attitudes towards supermarkets’ ‘own brand’ beans?

16. Plenary Write three short paragraphs in your own words.
Explaining what is: -
primary research;
secondary research;
and qualitative & quantitative Date

17. Homework
Create one piece of primary research i.e: a questionnaire (on any business related topic)
Collect one piece of secondary data i.e: a graph from the internet showing Apple lnc sales of the Iphone 4s