The document discusses customer needs as essential components for business success, highlighting the importance of market research to gather information on consumer preferences. It distinguishes between primary and secondary research methods and emphasizes analyzing both qualitative and quantitative data. The example provided suggests conducting research on fashion trends among students to compile a comprehensive market report.

2. What are Customer Needs?
“the wants of customers of a business,
the desires of people who buy a product”

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

4. Lots of choice

5. Convenient location

6. Knowledgeable and friendly staff

7. Good quality products

8. Reasonable prices

9. When we gather information about
customers and their needs it is called:
MARKET RESEARCH
Primary Research
Gathering information that no one
has collected before

10. Surveys
Primary Research

11. Primary Research
Focus Groups

12. Focus
Primary Research Primary Research
Observation

13. Experimentation
Primary Research

14. When we gather information about
customers and their needs it is called:
MARKET RESEARCH
Primary Research
Gathering information that no one
has collected before
Secondary Research
Gathering information that has
already been gathered

15. Secondary Research
Telephone Directories

16. Internet
Secondary Research

17. Secondary Research
Newspapers

18. Market Reports
Secondary Research

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

20. 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 . . .

21. Analysing Data Quantitative Data
Only 10% of my friends
liked the blue top
Data that can be expressed
as numbers or statistics
10%

22. Compile a Market Report
Conduct 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.