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Establishing Customer needs Primary research Any information that is original and is obtained outside an organisation is known as primary data. It is obtained by research conducted by or on behalf of the organisation, is specific to its needs and will involve a range of methods, such as discussions, questionnaires and surveys, and testing through pilots and field trials. Discussions with people One of the best ways of finding out about people's knowledge, feelings, preferences or thoughts is by asking them directly through discussion. There are a number of research methods that involve discussions with respondents. Face to Face interviews Face to Face interviews may include the following: * Street surveys. This is sometimes referred to as clipboard surveys. This involves people being approached in streets, often in busy town centres, and are asked to complete a survey immediately. * Shop surveys. These take place in shops, often in the entrance, and shoppers are asked to take part...

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