UNDERSTANDIN

G CUSTOMER

NEEDSPrimary and Secondary Market ResearchQualitative and Quantitative Data

What are Customer Needs?

“the wants of customers of a business, the desires of people who buy a product”

Putting customers first is essential to the success of a business. Customers want:

Lots of choice

Convenient location

Knowledgeable and friendly staff

Good quality products

Reasonable prices

When we gather information about customers and their needs it is called:

MARKET RESEARCH

Primary ResearchGathering information that no one

has collected before

Surveys

Primary Research

Primary Research

Focus Groups

Focus

Primary Research Primary Research

Observation

Experimentation

Primary Research

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

Secondary Research

Telephone Directories

Internet

Secondary Research

Secondary Research

Newspapers

Market Reports

Secondary Research

For the research to be useful, once data has been collected it needs to be analysed

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 . . .

Analysing Data Quantitative Data

Only 10% of my friends liked the blue top

Data that can be expressed as numbers or statistics

10%

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.