Ans 1

Introduction
Observational research is a type of research method where the researcher observes and
records the behavior of individuals or groups in their natural environment. In other words, the
researcher does not intervene or manipulate any variables but simply observes and describes
what is happening. In an observational study, the researchers only observe the subjects and do
not interfere or try to influence the outcomes. In other words, the researchers do not control
the treatments or assign subjects to experimental groups. Instead, they observe and measure
variables of interest and look for relationships between them. Usually, researchers conduct
observational studies when it is difficult, impossible, or unethical to assign study participants
to the experimental groups randomly. If you can’t randomly assign subjects to the treatment
and control groups, then you observe the subjects in their self-selected states.

Concept and application

Covert observation
When the observer observes the group passively from a distance without participating in the
group activities, it is known as non-participant observation. Here he does not try to influence
them or take part in the group activities.

However, purely non-participant observation is extremely difficult. One cannot penetrate into
the heart of a matter without proper participation in it. One really cannot imagine a kind of
relationship, when the researcher is always present but never participates. This situation is
hardly conducive for both the observer and the group. A combination of both participant and
non-participant method is sometimes selected.

Advantages of Non-Participant Observation:

Following are the merits of participant observation:
(a) Objectivity and neutrality:
If an observer participates in the event actively and emotionally, he may try to justify the evil
things of the group as just things. In this frame of mind, he cannot analyse the phenomena
with neutrality. But in non-participant observation, the objectivity or neutrality can be
maintained.

(b) Command respect and co-operation:

In case of non-participant observation, the researcher plays an impartial role. Therefore,
every member of the group gives him a special status and co-operate with his study.

(c) More willingness of the respondent:

Often people do not feel shy to disclose their secrets, weaknesses or informal things to a
stranger. But they always become reluctant to disclose these things to a known person.

(d) Careful analysis:

In participant observation because of the much familiarity with the events, sometimes the
observer does not realize the significance of same events and neglects them.

(e) Freedom from groupism:

In non-participant observation the researcher always maintains his impartial status. His
aloofness from petty conflicts helps him to carry his research work more smoothly.

Disadvantages of Non-Participant Observation:

The following are the disadvantages of non-participant observation:
(a) Subjectivity:
In non-participant observation the observer does not have clarity about certain events on
activities. He cannot clear his doubts by asking various questions to the group members.
Therefore he has to simply understand and interpret what he sees.

(b) Inadequate observation:

The observer can observe only those events which take place in front of him. But that is not
enough and only a part of the phenomena as a vast range of information required for the
research.

(c) Unnatural and formal information:

The members of a group become suspicious of a person who observes them objectively. It
creates bias and what the observer collects is not actual or normal thing but only formal
information’s.
(d) Inconvenience to the respondents:
The members of a particular group always feel uncomfortable when they know that their
behaviour is critically analyzed by an outsider.

Overt means that research subjects know that researchers are present, but they do not interact
with each other – for example, when a researcher joins employees for meetings without
interfering at all.

What is the overt method?

What are the disadvantages of participant observation?

List of the Disadvantages of Participant Observation

 Participant observation has a high risk of bias entering the data.

 The representative sample being studied is relatively small.
 It takes a lot of time to gather factual data using participant observation.
 Ethical questions exist for this qualitative research method.

What are two advantages and two disadvantages of participant observation?

Advantages and Disadvantages of Participant Observation

 Validity – produces rich qualitative data which shows picture of how people
really live.
 Insight – Allows researcher to gain empathy through personal experience.
 Flexibility – more flexible and allows for an open mind.

Conclusion
Shopping has been considered a search process where shoppers would like to ensure that they
make the right decision. In addition, they also intend to derive emotional satisfaction (Tauber,
1972). It has been found that a high level of brand awareness need not always translate into
sales. Shoppers do take into consideration the information they acquire in stores, rather than
just relying on out of store communication.
concealed observation is far better than non-concealed observation for the shopper stop.
Ans 2

A mediator variable is the variable that causes mediation in the dependent and the
independent variables. In other words, it explains the relationship between the dependent
variable and the independent variable. The process of complete mediation is defined as the
complete intervention caused by the mediator variable. This results in the initial variable no
longer affecting the outcome variable. The process of partial mediation is defined as the
partial intervention.
The mediation caused by the mediator variable is developed as a mediation model. This
model that develops due to the mediation is a causal model. In other words, this means that
the mediator variable has been assumed to cause the affect in the outcome variable and not
vice versa. In the field of psychology, the mediator variable explains how the external
physical events affect the internal psychological significance.

Concept and application

Mediation analysis tests a hypothetical causal chain where one variable X affects a second
variable M and, in turn, that variable affects a third variable Y. Mediators describe the how or
why of a (typically well-established) relationship between two other variables and are
sometimes called intermediary variables since they often describe the process through which
an effect occurs. This is also sometimes called an indirect effect. For instance, people with
higher incomes tend to live longer but this effect is explained by the mediating influence of
having access to better health care.

In R, this kind of analysis may be conducted in two ways: Baron & Kenny’s (1986) 4-step
indirect effect method and the more recent mediation package (Tingley, Yamamoto, Hirose,
Keele, & Imai, 2014). The Baron & Kelly method is among the original methods for testing
for mediation but tends to have low statistical power. It is covered in this chapter because it
provides a very clear approach to establishing relationships between variables and is still
occassionally requested by reviewers. However, the mediation package method is highly
recommended as a more flexible and statistically powerful approach.
Moderation analysis also allows you to test for the influence of a third variable, Z, on the
relationship between variables X and Y. Rather than testing a causal link between these other
variables, moderation tests for when or under what conditions an effect occurs. Moderators
can stength, weaken, or reverse the nature of a relationship. For example, academic self-
efficacy (confidence in own’s ability to do well in school) moderates the relationship between
task importance and the amount of test anxiety a student feels (Nie, Lau, & Liau, 2011).
Specifically, students with high self-efficacy experience less anxiety on important tests than
students with low self-efficacy while all students feel relatively low anxiety for less important
tests. Self-efficacy is considered a moderator in this case because it interacts with task
importance, creating a different effect on test anxiety at different levels of task importance.

Conceptual framework: Moderating variables

Moderating variables influence the strength of the relationship between two
variables in a conceptual framework. They are used to determine the external
validity of the research conclusions based on their ability to strengthen, negate or
otherwise affect the association between the independent vs. dependent
variables.
Moderating variables are helpful in a conceptual framework because they illustrate
the relationship between different variables in a research topic.
Example
Income levels can predict general happiness, although the relationship may be
stronger for younger people than for older workers. Age is the moderating variable
in this conceptual framework.
Moderators can be divided into categorical variables such as religion, blood group,
or race and quantitative variables like height, age, and income.
Example
In our study of drivers’ experience and accidents, we can introduce age as the
moderating variable. In this case, a driver’s age can influence the effect of years of
experience on the number of accidents. The researcher expects that ‘age’ moderates
the effect of experience on road safety.

Conceptual framework: Mediating variables

A conceptual framework also takes mediating variables into account. They
illustrate the impact of an independent variable on a dependent variable by showing
how and why the effect occurs. A variable is considered a mediator if:

 It is caused by an independent variable.

 It affects the dependent variable.

 The statistical correlation between the dependent and the independent

variable is more significant when it is considered than when it’s not.

Researchers use mediation analysis to test if a variable is a mediator

using ANOVA and linear regression analysis. ANOVA (Analysis of Variance) tests
the presence and strength of the statistical differences between the means
calculated from several independent samples.

Conclusion
In economics, intervening variables (mediating and moderator) can be used to understand
how changes in one economic factor affect another. For example, if economists want to
understand how changes in interest rates affect consumer spending, they may measure
intervening variables such as income or savings rates to help explain the relationship between
the two.

Testing theories: Researchers may use intervening variables to test theories about how certain
factors influence outcomes. For example, a researcher may hypothesize that social support
mediates the relationship between stress and depression. By measuring social support as an
intervening variable, the researcher can test whether the data supports the theory.

Ans 3
A

Whether you’re a beauty product enthusiast or a minimalist, everyone needs a solid

skincare routine. Part of this process involves finding a skincare brand that works best for
your skin type and concerns. Despite a slight dip in sales in 2020 due to the pandemic, the
skincare market still accounted for approximately 42 percent of the global beauty market —
the top category beating out haircare and cosmetics. A serum, moisturizer, eye
cream, exfoliant, face wash, and sunscreen are staples of an efficient skincare regimen.

Concept and application

The German skin expert brand Sebamed recent campaign ‘Film stars kee nahi, science kee
suno’ made news for taking on its competition directly. With the brand ethos being science
for healthy skin, Sebamed’s communication highlights the benefits of its pH 5.5 based
cleansing bar which it claims prevents loss of moisture, keeps the skin soft and supple and
free from damage making it ideal for sensitive skin.
Commenting on the campaign Shashi Ranjan, India Head, Sebamed says the objective of
the campaign was to focus on the product and not the emotional attribute. He states, “My
product is the hero. We thought it was time for us to change the rules of the game and make
people understand that what matters are the product functionality and attributes and not the
make-believe factors traditionally spoken by brands. The campaign is not against any brand
or how they promote the brand. What we intend to do is to provide and empower customers
with right information when they make a choice about personal care. This is done through
visual demonstration and easily verifiable facts based on science.” He adds, “We are creating
a new paradigm in personal care where we are saying that you need to evaluate your personal
care choices based on scientific data points. We wanted to be true to ourselves and convey to
people that as a brand, we stand for trust and transparency and the core of our brand is
science for healthy skin. We stand for authenticity and honesty. This is our brand promises
and it is all based on solid facts.”
An open-ended question is one that can only be answered by a unique thought or
statement in someone’s own words — it cannot be answered in one word, or by yes/no,
or by multiple choice. Open-ended questions encourage people to come up with a more
thoughtful and filled-out answer incorporating more of their own information and point of
view.

People who want to keep an exchange of information and flow of thoughts going with
whomever they’re interviewing will generally stick with open-ended questions. These
questions encourage interviewees to explore their “why” and to give context to their
decisions.

Closed-ended questions require one specific answer — either a yes/no or a choice

between a few options. Sometimes they’re in pursuit of a fact, and sometimes a
decision. These types of questions are used to collect quantitative data(Open Link in new
window), which can be mapped out on charts or graphs.

Questions on Customer Profile

Gender

 Male
 female

To which age group do you belong?

Question Type: Single Select

 18-24
 25-34
 35-44
 45-54
 55-64
 65 +

I preferred to use open ended questions, so the customer can openly give their opinions.
1. How often do you buy skincare products?

2. On average, how much do you spend on skincare products each month?

3. Is the quality of the skincare products important to you?

4. Is the brand of the skincare products important to you?

5. Where do you get information about skincare products?

6. How to choose skincare products for your skin type?

7. What is your most used skin care product?

8. Where do you primarily purchase skincare product?

9.
Conclusion

As a skincare brand in the dynamic digital age, understanding your customers is no longer a
preference—it's a necessity. Why? Because knowledge about your customers' preferences,
needs, and habits is a powerful tool that can shape your business success in several ways.
Customer insights help refine your product range and formulations, allowing you to offer
solutions that your customers truly want and need. By aligning your product offering with
your customers' desires, you create a direct path to customer satisfaction and brand loyalty.

Knowing your customers allows you to tailor your marketing strategies effectively. Whether
it's about crafting compelling messages, choosing the right marketing channels, or timing
your campaigns, understanding your customers empowers you to make data-driven decisions
that hit the mark.

Ans 3 b
Introduction
In Statistics, data collection is a process of gathering information from all the relevant
sources to find a solution to the research problem. It helps to evaluate the outcome of the
problem. The data collection methods allow a person to conclude an answer to the relevant
question. Most of the organizations use data collection methods to make assumptions about
future probabilities and trends. Once the data is collected, it is necessary to undergo the data
organization process. Where, Primary data or raw data is a type of information that is
obtained directly from the first-hand source through experiments, surveys or observations.

Concept and application

  Consumer expectations of healthy, glowing and youthful skin are driving demand
for skin care products that offer more than just basic benefits. Euromonitor
segmented in-demand skin care benefits into five categories: Rejuvenating, age-
defying, age-reversing, imperfection correcting and beauty enhancing.
 Skin care routines are no longer restricted to cleansing and moisturizing. Consumers
seeking rejuvenation have added new products, formats and technology to their
routines.
 Anti-aging expectations can be better met with age-specific preventive and
corrective benefits, along with consumer education and expectation setting.
 Consumers (including men) worried about skin conditions will pay a premium for
dermocosmetics or dermatologist-recommended brands.
 Time pressure, as well as a preference for a natural make-up-free look, is pushing
women to pursue products with dual skin and cosmetic benefits. Euromonitor
explained that in order to better launch successful hybrid products globally, brands
must understand the nuanced perceptions of beauty in each market.

Conclusion
Fast moving consumer goods are essential for the people in their day-to-day life. Their
importance is giving the personality-oriented benefits to the consumers. The study reveals
that sebamed provide Satisfaction to the consumers in the way of price, Quality and
availability of the product. It is also association between the variables selected and the level
of satisfaction of the consumers.