Understanding Customer Needs - Unit 1

Question 1

If you are meeting customer needs you are providing… State at least 3.

Answer 1

• Good quality
• Good product range
• Convenient location
• Good customer service
• Fair price

Question 2

Market research can tell a business…. (State at least 3)

Answer 2

• What features customers want
• How much they are willing to pay
• Where they shop
• What age and gender they are
• Who the main competitors are
• If the market is growing or shrinking

Question 3

What is Primary research?

Answer 3

Collecting data that did not already exist before (e.g asking questions)

Question 4

What is secondary research?

Answer 4

Collecting data that already exists (e.g Internet research)

Question 5

What are some examples of primary research? (3)

Answer 5

• Surveys
• Focus groups
• Observations
• Questionnaires
• Experiments

Question 6

What are some benefits of using primary research rather than secondary research? Name at least 2.

Answer 6

• More accurate
• Up to date
• Specific to needs
• Effective at collecting qualitative data
• Direct customer contact

Question 7

What are some examples of Secondary research? Name at least 3.

Answer 7

• Sales data
• Internet sites
• Local newspapers
• Telephone directories
• Market reports
• Government statistics

Question 8

What are some benefits of using secondary research rather than primary research? Name at least 2.

Answer 8

• More general
• Less time-consuming
• Effective at collecting quantitative data

Question 9

What is qualitative data?

Answer 9

Information about opinions, judgements and attitudes.

Question 10

What is quantitative data?

Answer 10

Data that can be expressed as numbers and statistically analysed