RE

CONSUMER ^

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Qualitative

Quantitative

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Which Research should be done?

To come up with a new idea for an advertising campaign???

QUALITATIVE

To learn the frequency of use of a particular product???

QUANTITATIVE

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THE PROCESS OF RESEARCH

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1. To specify OBJECTIVES

SMART

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2. Collect Secondary Data

• Secondary Research

• Literature Review

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3. Design the Research

• Exploratory

• Descriptive

• Causal

A Bad Design gives false

Results and spurious

Co-relations!

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Sampling

1. Who is to be surveyed??

2. How many to survey?

3. How should the respondents be chosen?

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Kindly answer………………

• Likert Scale

• Semantic Differential Scale

• Rank Order Scale

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4. Qualitative (Primary) Data Collection

Depth Interviews

Projective Techniques

Focus Group

Laddering

• Thematic Appreciation

Test

• Word Association Test

• Sentence Completion

Test

• The Third Person

Techniques

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5.Quantitative (Primary) Data Collection

SURVEYS

Personal Interview

Mail Survey

Telephone Survey

OBSERVATIONS EXPERIMENT

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The Process

• Specify Objectives

• Collect and Evaluate Secondary Data

• Design Primary Research

• Sampling

• Data Collection

• Analyzing

• Report

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