Unit 17 Marketing Intelligence


 Unit 17:Marketing Intelligence
 Unit code:K/601/0955
 QCF level:4 
 Credit value:15 credits



  • Aim


The aim of this unit is to enable learners to understand the purchase decision-making process and how marketing research techniques are used to contribute to the development of marketing plans.


  • Unit abstract


This unit explores buyer behaviour and how this is influenced by a range of factors and situations. Learners will explore the marketing research process and assess the importance of different types of information. The approach is practical and learners will learn how to prepare and present a research proposal, assess the reliability of market research findings, and use secondary sources of data.


Learners will then develop the skills needed to assess trends and carry out competitor analysis.


Finally, learners will consider customer relationship management and how to assess levels of customer satisfaction.


The unit seeks to combine a sound theoretical framework with the development of useful business skills.


  • Learning outcomes


On successful completion of this unit a learner will:


1     Understand buyer behaviour and the purchase decision-making process


  • Be able to use marketing research techniques


3     Be able to assess market size and future demand


  • Be able to measure customer satisfaction.


















BH023329 – Edexcel BTEC Levels 4 and 5 Higher Nationals specification in Business –77 
Issue 1 – April 2010 © Edexcel Limited 2010 






Unit content




  • Understand buyer behaviour and the purchase decision-making process


Customers and markets: purchase decision-making process; buying situations and types of buying decision; dimensions of buyer behaviour


Buyer behaviour: influences on buyer behaviour; stimulus response model; models of purchase behaviour; diffusion and innovation; model unitary and decision-making units


Buying motives: psychological factors, socio-psychological factors, sociological factors, economic factors and cultural factors influencing customer behaviour; lifestyle and life-cycle factors; customer and prospect profiling


Branding: relationship between brand loyalty, company image and repeat purchase



  • Be able to use marketing research techniques


Market research: role and importance of marketing research; research process, objectives; issues relating to the use of primary and secondary data sources and methods; existing sources of primary and secondary market research; internal sources; external sources; competitor data and sources and customer data; ethics


Market research companies: benefits and limitations of use; cost; reliability and types


Research techniques: stages of the market research process; research proposals; qualitative and quantitative methods; surveys; sources of information; value and interpretation of data


Types: face to face, telephone/postal; data mining technique; focus groups; depth interviews; omnibus survey; psychological research; mystery shopper; sales, price and distribution research


Reliability of research: validity; sampling process; sample size; sample and interviewer bias; methods of recruitment


Researching developing and established markets: issues associated with researching the developing as well as the established consumer; industrial and service markets


Use of research data: research data supporting marketing planning; producing actionable recommendations; evaluating research findings for business decision making


  • Be able to assess market size and future demand


Measuring: defining the market; estimating total market size, value and volume; growth and trends; forecasting future demand


Competitive analysis: competitor analysis – market/product profiles of competition, brand and market share; characteristics of the competition – market innovator/follower; objectives of the competition; strategies of the competition; strengths and weakness of competition; future behaviour of the competition and their strategic intent










78BH023329 – Edexcel BTEC Levels 4 and 5 Higher Nationals specification in Business 
– Issue 1 – April 2010 © Edexcel Limited 2010 






  • Be able to measure customer satisfaction


Measuring customer satisfaction: post-sale surveys; data mining – web behaviour analysis; guarantees; complaint handling and suggestion systems; mystery shopping; product placement; service agreements; customer follow-up


Customer care: customer relationship management programmes, objectives, use and value in data collection, customer relationship management as a means of adding value and influencing purchase/repeat purchase behaviour, customer retention



Learning outcomes and assessment criteria


Learning outcomesAssessment criteria for pass 
On successful completion ofThe learner can: 
this unit a learner will:   
LO1 Understand buyer behaviour1.1describe the main stages of the purchase decision- 
and the purchase decision- making process 
making process1.2explain theories of buyer behaviour in terms of 
  individuals and markets 
 1.3explain the factors that affect buyer behaviour 
 1.4evaluate the relationship between brand loyalty, 
  corporate image and repeat purchasing 
LO2 Be able to use marketing2.1evaluate different types of market research techniques 
research techniques2.2use sources of secondary data to achieve marketing 
  research objectives 
 2.3assess the validity and reliability of market research 
 2.4prepare a marketing research plan to obtain information 
  in a given situation 
LO3 Be able to assess market3.1assess market size trends within a given market 
size and future demand3.2plan and carry out a competitor analysis for a given 
 3.3evaluate an organisation’s opportunities and threats for 
  a given product or service 
LO4 Be able to measure4.1evaluate techniques of assessing customer response 
customer satisfaction4.2design and complete a customer satisfaction survey 
 4.3review the success of a completed survey. 

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