Summary Syllabus/Lessons Sem I English I

1. Market research
Marketing myopia:
 A near-sighted focus on selling products and services rather than seeing
the big picture of what consumers really want.
Market research:
 Outsourcing
 Online surveys
 Focus groups
 Level of customer satisfaction
 Primary research: hold in-depth interviews with potential customers
 Secondary research (= desk research): makes use of date that can be
found on the internet or in printed form
 Main goal: determine the target audience and decide how best to
communicate with them
 Sample size
 Quantitative: research where the results van be show in the form of
numbers, percentages etc
 Qualitative: relating to the quality or standard of something rather than the
quantity
 Respondent: someone who answers a set of questions, especially in a
survey
 Gauge: measure how people feel about something or the effect something
is likely to have on them
 Viable: something that is realistic and therefore may succeed
Skimming & scanning:
 Skimming: getting only the main idea and a general overview of the
content
 Scanning: locate a specific piece of information
 Cutting corners: to do something in the cheapest way possible