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Part Two:
Customer Analysis
Lecture 4
Structure of the
Lecture:
Introduction
The Customer
Research Methods
decision-making
Introduction
Need for Research
http://www.youtube.com/watch?v
=D3c9YSrNRgY
The Customer
Who is the Customer?
http://www.google.co.uk/imgres?imgurl=http:/
/images1.wikia.nocookie.net/__cb201304181
41003/merp/images/7/7a/Orc
Example:
A kindergarten girl needs to buy color crayons to use in
class.
i)
ii)
iii)
iv)
v)
The Customer
Understanding
Customers
Key Questions
http://www.youtube.com/watch
?v=TgkDOK_QC1Y
Hooley, G. and Nicoulaud, B. Marketing Strategy and Competitive
Positioning, 5th Edition Hooley, G. and Nicoulaud, B. (2012).
Research Methods
Marketing
Research Methods
See lecture 9
Research Methods.
Use of
Qualitative Research
http://www.youtube.com/w
atch?v=MuiI7BFhQl4
Research Methods.
Use of Quantitative
Research - Surveys
Research Methods.
Use of Quantitative
Research - Experiments
See example
in Lect 9
Sampling methods
Collection methods
Pre-testing and
implementation
http://www.youtube.com/watch?v
=fGaVFRzTTP4
http://www.youtube.com/watch
?v=_p3WRWLstmw
Summary
Research defined
Research Design
Research Process
Week 8 - Lecture:
Competitor Analysis Chapter Five
Any
Questions?