VIII. Listen to the dialogue again and find words to fit the following definitions.

useful answer:_________________________________________________
a survey group which is not typical of a target group:__________________
model of a product in development:________________________________
percentage of a people who complete a survey:_______________________
the group of people a company wants to sell to:_______________________
information known about a customer:_______________________________

IX. Now complete the sentences below using the correct form of the words you have found.

a) Rolex’s_______________________ is wealthy people who see a watch as a status symbol.

b) When you log on to a website, the pages you look at and the amount of time you spend on them are saved in your____________________________________

с) Even the best-designed surveys only have a ___________________ of about 4%, so don’t set expectations too high.

d) A__________________ will make the data you gather worthless, so think carefully about who fills in your questionnaires.

e) We did an online survey but we didn’t get many_________________. Most of the visitors to our website aren’t customers.

f) Once the product development department has created a _________________, we can display it at trade fairs. I’m sure it will attract more people to our stand.

X. Read the text and think of a title. Translate the text in written form.

Consumer behaviour is one of the most important areas of marketing – not surprising, considering the emphasis on customer centrality. It often takes up more than one chapter in introductory marketing texts and may take up more than one lecture in your course. It certainly accounts for a large proportion of academic research.

Essentially, consumer behaviour is about people’s decision-making about purchases, and the influences on those decisions. Understanding the processes involved helps with the managing exchange theme and also with the segmentation theme.

XI. Look at the following scenarios. Work with partner to decide which data collection method is best for each one. Try to use phrases from the Useful Phrases box to give your opinions and to agree or disagree.