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Marketing Intelligence AimThe aim of this unit is to enable learners to understand the purchase decisionmaking process and how marketing research techniques are used to contribute to the development of marketing plans. Learning outcomes and assessment LO1 Understand buyer behaviour and the purchase decisionmaking process1.1 describe the main stages of the purchase decision-making process1.2 explain theories of buyer behaviour in terms of individuals and markets1.3 explain the factors that affect buyer behaviour 1.4 evaluate the relationship between brand loyalty, corporate image and repeat purchasingLO2 Be able to use marketing research techniques2.1 evaluate different types of market research techniques2.2 use sources of secondary data to achieve marketing research objectives2.3 assess the validity and reliability of market research findings2.4 prepare a marketing research plan to obtain information in a given situationLO3 Be able to assess market size and future demand3.1 assess market size trends within a given market3.2 plan and carry out a competitor analysis for a given organisation3.3 evaluate an organisation’s opportunities and threats for a given product or serviceLO4 Be able to measure customer satisfaction4.1 evaluate techniques of assessing customer response4.2 design and complete a customer satisfaction survey4.3 review the success of a completed survey.
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