UNIT 2.2 - Sources Of Collecting Information From Customers On Their Buying Behaviour

Question 1

What is a Survey?

Answer 1

1. An instrument that asks consumers to respond to a predetermined set of questions.
2. Can be conducted in person, by mail, over the phone or on the internet.
3. Survey is a method for collecting quantitative information about items in a population.

Question 2

2 Advantages of using Telephone methods?

Answer 2

1. It is fairly cost efficient, depending on local call charge structure.
2. Interviewers can encourage sample person to respond, leading to higher response rates.

Question 3

2 Disadvantages of using Telephone methods?

Answer 3

1. Respondents can simply hang up.

2. Cannot be used for non-audio information.

Question 4

What is Mystery Shopping?

Answer 4

• “Mystery Shopping” is an objective view of a business through the eyes of your customer.
• A mystery shopper visits your store anonymously, posing as a regular customer, to experience and evaluate the level of customer service provided.

Question 5

What is Focus Group?

Answer 5

Focus groups involve a marketing researcher meeting a group of consumers in either formal or informal setting. Encouraging customers to share their feelings about their needs or reactions to different products and services.

Question 6

What is an Interview?

Answer 6

It is similar to focus groups, interviews involve direct contact with customers.

Question 7

3 Valuable information obtained reports.

Answer 7

1. Purchased amount
2. Frequency of purchase
3. Type of good purchased