
In order to analyse the data obtained, separate categories were assigned related to consumer orientation competence. For a more complete picture of the situation, other categories were also taken into account if this was justified by a reasonable response frequency from the subjects.
The table below shows the categories into which the respondents' statements were qualified. Analysis of the responses consisted of measuring their appearance in a given category.
Question / stem |
Analysed response categories |
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Attitude to the consumer and their importance
Focus on identification of customer needs
Potential actions taken towards the customer
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The level of consumer orientation competency depended on whether and how many people gave diagnostic responses, i.e. belonging to the proper category. This information is included in Table 8.2.
The replies of the respondents divided into categories are presented in the following Tables. These show the percentage of responses that fall into a given category. In the group of students, due to the large number of them, only example answers are given. Readers interested in the full results may obtain these via email. On the other hand, all answers given by the entrepreneurs are quoted.
Component of consumer orientation competency |
Question from the Metaphor Questionnaire Version I and Version II |
Stem from the Incomplete Sentences Questionnaire |
Category of response diagnostic for consumer orientation competency |
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Attitude to the consumer and their importance |
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Focus on identification of consumer needs |
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Potential actions taken towards the consumer |
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Areas in which Support is expected |
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