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MKF2121 WEEK11.Whatis Marketing Research? 2.The main focus of this unit will be to learn how to use survey method to understand customer attitudes and behaviours and their relationships •Examples of customer attitudes: satisfaction, brand perception, loyalty, etc •Examples of customer behaviour: purchase frequency,spending per shopping trip, media viewing habits, etc •Most marketing research is undertaken to better understand consumer attitudes and behaviour •Customer survey is the most commonly used instrument to obtain measures of customer attitudes and behaviourA particular focus is the quantifying customer opinions, beliefs and attitudes • Example – on a 1 to 5 scale, 1 being the lowest and 5 being the highest, rate your satisfaction with your shopping experience.The data collected allow you to answer questions like the following • Do male students on average have different grade expectations compared to female students? • Is there an association between preference for physical activity and grade expectation?