Exam 2: Understanding Customer Needs

Before conducting primary research,this technique can help identify gaps in knowledge and what traps to avoid.

The main goal of primary research techniques is to

Southwest Airlines' decision to focus on the customer segment that does not want frills,only low fares,demonstrates the firm's deep understanding of

Companies like Dyson know that customers need a set of complementary goods and services to complete the experience.

Common sources for secondary research include

Customers are always able to articulate their needs in terms of

In organizations where there is no clear and widely shared understanding of customer needs

While formal market research is useful,do not discount informal ways to listen to your customers.

All questionnaires include this class of questions.

Using movie theatres as an example,explain why smart companies offer complementary products and services.

In ethnographies,the researcher becomes

Focus groups allow clients to

By letting customers customize their own experience,Build-A-Bear is involving customers in the innovation process.

A caution you should heed when conducting secondary research is that

Companies that try to push a good or a service on customers are destined to fail without a proper understanding of

DeWalt's sending researchers to work alongside professionals who work with their tools is an example of

Winning companies create new markets by focusing on offering the same value as competitors.

By offering food services at movie theatre complexes so that patrons can get a meal before the show,movie theatre companies are creating value by

Surveys are not used to generate ideas but to

Common sources of secondary data include the government,educational institutions,and professional associations.