Research Methodology

Question No 1)

Answer :

Introduction

Observational research gathers primary customer data by observing them in a natural

setting. Observational research helps researchers understand how people behave in
different situations and which factors influence their decisions.Concealed and unconcealed
observation techniques each have their own set of advantages and disadvantages. Here's
an overview:

Concept and Application :

Concealed Observation Technique:

➢ Advantages:

1. Natural Behavior: Since participants are unaware they're being observed, they're
more likely to exhibit natural behavior, providing more authentic data.

2. Reduced Observer Effect: There's less chance of the observer effect (altering
behavior due to awareness of being observed) influencing the results.

3. Ethical Considerations: In situations where obtaining informed consent is

impractical or would alter behavior, concealed observation may be more ethically
feasible.

➢ Disadvantages:

1. Limited Context: Observers may miss important contextual information that could
provide insights into observed behavior.

2. Ethical Concerns: Concealed observation raises ethical questions about privacy

and consent, especially if sensitive or private behaviors are being observed.

3. Logistical Challenges: It can be logistically challenging to maintain concealment,

especially in retail environments with multiple observers.
 Unconcealed Observation Technique:

➢ Advantages:

1. Contextual Understanding: Observers can better understand the context

surrounding observed behaviors, providing richer data.

2. Transparency: Participants are aware they're being observed, which can reduce
ethical concerns and enhance trust in the research process.

3. Opportunity for Clarification: Researchers can interact with participants to

clarify behaviors or ask follow-up questions, enhancing data interpretation.

➢ Disadvantages:

1. Observer Effect: Awareness of being observed may alter participants' behavior,

leading to less authentic data.

2. Social Desirability Bias: Participants may exhibit socially desirable behaviors

rather than their true behaviors, especially if they feel judged.

3. Selection Bias: Participants may self-select into or out of observed situations,

leading to biased results.

For Shoppers Stop's observational research study, using an unconcealed observation

technique may be more appropriate. Here's why:

1. Contextual Understanding: Retail environments like Shoppers Stop are complex,

with various factors influencing shopper behavior. Unconcealed observation allows
researchers to better understand the context surrounding shoppers' behaviors.

2. Transparency and Trust: Shoppers are likely to appreciate transparency in the

research process, leading to increased trust and cooperation.

3. Opportunity for Interaction: Researchers can interact with shoppers to clarify

observed behaviors or ask follow-up questions, enhancing data interpretation and
validity.

Conclusion

It's crucial for Shoppers Stop to mitigate the potential drawbacks of unconcealed
observation, such as the observer effect and social desirability bias, by minimizing
interference and ensuring participants feel comfortable and unjudged during the
observation process.
Question No 2)

Answer :

Introduction

A mediating variable (or mediator) explains the process through which two variables are
related, while a moderating variable (or moderator) affects the strength and direction of
that relationship.Mediating and moderating variables are both concepts used in statistical
analysis, particularly in regression analysis, to understand the relationship between
independent and dependent variables. However, they serve different roles in explaining
this relationship.

Concept & Application

1. Mediating Variable:

- A mediating variable helps to explain the relationship between the independent

variable and the dependent variable . It comes in between the independent variable and
the dependent variable in the causal chain.

- In other words, independent variable affects the mediator, which in turn affects the
dependent variable. The mediator carries the influence of the independent variable to the
dependent variable.

- The mediating variable explains the process or mechanism through which the
independent variable influences the dependent variable.

- For example, if the relationship between stress independent variable and job
performance dependent variable is mediated by job satisfaction, then job satisfaction acts
as a mediator in this relationship.

2. Moderating Variable:

- A moderating variable affects the strength or direction of the relationship between the
independent variable and the dependent variable.

- It doesn't explain the process of the relationship like a mediator does but rather
specifies conditions under which the relationship between the independent variable and
dependent variable holds.

- The effect of the IV on the dependent variable depends on the level of the moderating
variable.

- For example, if the relationship between study time (independent variable) and exam
performance (dependent variable) is moderated by intelligence, then the effect of study
time on exam performance would vary depending on the level of intelligence.
In summary, the main difference lies in their roles:

- A mediating variable explains the process of the relationship between independent

variable and dependent variable.

- A moderating variable affects the strength or direction of this relationship under

different conditions.

➢ Understanding Mediating and Moderating Variables:

1.Mediating Variable: A mediating variable explains the relationship between two other
variables. It mediates the effect of an independent variable on a dependent variable. In
other words, it helps to explain why or how the independent variable influences the
dependent variable.

2. Moderating Variable: A moderating variable influences the strength or direction of the

relationship between the independent and dependent variables. It affects the relationship
between the two variables being studied, but does not mediate it.

➢ Conceptual Model:

Let's consider a hypothetical study exploring the relationship between stress (independent
variable) and job performance (dependent variable) in the workplace. In this scenario, job
satisfaction could act as both a mediating and moderating variable.

1. Mediating Relationship:

- Stress (Independent Variable) --> Job Satisfaction (Mediating Variable) --> Job
Performance (Dependent Variable)

- Here, job satisfaction serves as a mediator between stress and job performance. High
levels of stress might decrease job satisfaction, which in turn affects job performance
negatively.

2. Moderating Relationship

- Stress (Independent Variable) --> Job Performance (Dependent Variable)

- Job Satisfaction (Moderating Variable)

 - In this case, job satisfaction moderates the relationship between stress and job
performance. For instance, individuals with high job satisfaction may handle stress better
and still maintain good job performance compared to those with low job satisfaction.

Conclusion

This conceptual model illustrates how mediating and moderating variables can be
incorporated into the relationship between stress, job satisfaction, and job performance in
the workplace. Through understanding these relationships, researchers can gain deeper
insights into the mechanisms through which variables interact and influence each other.

Question No 3 ) A)

Answer :

Introduction :

Unilever is a multinational consumer goods company that has been dominant in the
skincare industry for many years. However, a German-based specialist skincare company,
Sebamed, has emerged as a formidable disruptor, significantly impacting Unilever's
dominance. Sebamed's focus on catering to sensitive skin needs, skin-friendly pH levels,
and dermatological research has resonated with a growing segment of health-conscious
consumers seeking more gentle and hypoallergenic skincare solutions.

Concept and Application :

Dear Participant,

Thank you for taking the time to participate in this survey. Your feedback is valuable in
helping us understand consumers' preferences and expectations from skincare products.
Please answer the following questions honestly and to the best of your ability.

1. Demographic Information:

- Age:

- Gender:

- Occupation:

- Location (City/Country):

2. Skincare Routine:

- How often do you use skincare products? (Daily, Weekly, Monthly, Occasionally)
- Which skincare products do you regularly use? (Cleanser, Moisturizer, Sunscreen,
Serum, Others - please specify)

- Are you satisfied with your current skincare routine? (Yes/No)

3. Product Preferences:

- What factors influence your decision when choosing skincare products? (Price, Brand
Reputation, Ingredients, Packaging, Recommendations, Others - please specify)

- Do you prefer skincare products with natural or synthetic ingredients? (Natural,

Synthetic, No Preference)

- Are you more inclined towards hypoallergenic skincare products? (Yes, No, Not Sure)

4. Skin Concerns and Goals:

- What are your primary skin concerns? (Acne, Dryness, Sensitivity, Aging, Pigmentation,
Others - please specify)

- What are your skincare goals? (Hydration, Anti-Aging, Brightening, Soothing, Others -
please specify)

5. Brand Perception:

- How familiar are you with the brand Sebamed? (Very Familiar, Somewhat Familiar, Not
Familiar)

- What attributes do you associate with Sebamed? (Gentle, Hypoallergenic,

Dermatologist-Recommended, Effective, Trustworthy, Others - please specify)

- Has Sebamed's marketing or advertising influenced your perception of skincare brands?

(Yes, No, Not Sure)

6. Purchase Behavior:

- Have you ever purchased Sebamed products? (Yes, No)

- If yes, what motivated you to try Sebamed products?

- Would you consider switching to Sebamed or similar brands for your skincare needs?
(Yes, No, Maybe)
7. Additional Comments:

- Is there anything else you would like to share about your preferences and expectations
regarding skincare products?

Thank you for your participation!

B) Answer :

Conducting primary data collection is a crucial step in understanding consumer

behavior and preferences, especially in dynamic markets like skincare. For this
study, a survey based on the previously developed questionnaire was distributed
to a small sample of 10-15 respondents. This process aimed to gather firsthand
information about consumer preferences,