Unit 17 Marketing Intelligence - Level 4

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Unit 17 Marketing Intelligence


LO1  Using an example of your choice, describe the main stages that an individual customer goes through when making a purchase. (i.e. business –to-consumer decision making process).

1.1 Describe the main stages of the purchase decision-making process

Q1.2. Explain theories of buyer behaviour in terms of individuals and markets

Q1.3  Explain the factors that affect buyer behaviour

Q1.4  Evaluate the relationship between brand loyalty, corporate image and repeat purchase

LO2 Be Able to Use Marketing Research Techniques

Q2.1 Evaluate different types of market research techniques

Q2.2 Use sources of secondary data to achieve marketing research objectives

2.3  Assess the validity and reliability of market research findings

2.4  Propose a marketing research plan to obtain information in a given situation

LO3 Explain how a customer’s culture and personal factors could affect or influence their buying behaviour for a product of your choice.

3.1  Assess market size trends within a given market

3.2  Plan and carry out a competitor analysis for a given organisation

3.3  Evaluate an organisation’s opportunities and threats for a given product or service

LO4 Be Able to Measure Customer Satisfaction

4.1 Evaluate techniques of assessing customer response

4.2 Design and complete a customer satisfaction survey

The questionnaire mentioned below can be used by a mobile manufacturer like Samsung.


How long have you used our product?

Less than 6 months

1 year to less than 3 years

3 years to less than 5 years

5 years or more

Which of our product do you use?


What is your sex?



Which age group do you belong to?





Which of the feature of our product do you like the most?

Touchscreen sensitivity

Battery backup


Display quality

How would you rate your overall satisfaction with our product?

Very satisfied

Somewhat satisfied


Somewhat dissatisfied

Very dissatisfied

How likely is that you would recommend us to a friend or colleague?

Very likely

Somewhat  likely


Somewhat unlikely

Very unlikely

When was the last time you received any after sale service from us?

What are the services you have received from us?

Firmware update

Accessory change

Repair of body damage


Was your issue completely solved in the after sale service?



How would you rate our service?





Very Poor

Do you have any suggestion for our product or service?

4.3  Review the success of a completed survey

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