ADVERTSING AND MARKETING

RESEARCH

Revised SYLLABUS
2024-2025

Semester-V- TYBAMMC

EDITION IV
By: Dr HANIF LAKDAWALA
[email protected]

NOTE: This material is for non-commercial purpose. Only for the purpose of reference.

BY: Dr Hanif Lakdawala [email protected]

 MODULE: I
FUNDAMENTALS OF RESEARCH

RESEARCH FUNDAMENTALS

MEANING OF RESEARCH:
Research in common parlance refers to a search for knowledge. One can also define research as a scientific and
systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The
Advanced Learner’s Dictionary of Current English lays down the meaning of research as a careful investigation or
inquiry especially through search for new facts in any branch of knowledge. Redman and Mory define research as a
“systematized effort to gain new knowledge.” Some people consider research as a movement from the known to the
unknown. It is actually a voyage of discovery. We all possess the vital instinct of inquisitiveness for, when the unknown
confronts us, we wonder and our inquisitiveness makes us probe and attain full and fuller understanding of the
unknown. This inquisitiveness is the mother of all knowledge and the method, which man employs for obtaining the
knowledge of whatever the unknown, can be termed as research.

OBJECTIVE OF RESEARCH
The purpose of research is to discover answers through the application of scientific procedures. The main aim of
research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study
has its own specific purpose, we may think of research objectives as falling into number of broad grouping:
• To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are
termed as exploratory or formulative research studies.
• To portray accurately the characteristics of a particular individual, situation or a group (studies with this object
in view are known as descriptive research studies);
• To determine the frequency with which something occurs or with which it is associated with something else
(studies with this object in view are known as diagnostic research studies).
• To test a hypothesis of a casual relationship between variables (such studies are known as hypothesis-testing
research studies).

BY: Dr Hanif Lakdawala [email protected]

Qualitative Research and Quantitative Research

Qualitative Research

Qualitative research is a research method that aims to explore and understand the subjective experiences,
perspectives, and meanings of individuals or groups. It focuses on gathering in-depth insights and rich descriptions
of phenomena through methods such as interviews, observations, and textual analysis.
In qualitative research, the emphasis is on understanding the social and cultural context in which the phenomenon
occurs, rather than relying on numerical data or statistical analysis. It seeks to uncover the complexities, nuances, and
underlying meanings of human behavior, beliefs, and interactions.
Qualitative research methods often involve open-ended questions and flexible approaches to data collection and
analysis.

Some common techniques or Methods used in qualitative research include:

1. Interviews: Conducting one-on-one or group interviews to gather detailed information and personal
perspectives on a topic.
2. Observations: Systematically observing and documenting behaviors, interactions, and contexts in natural
settings.
3. Focus groups: Facilitating group discussions to explore shared experiences, opinions, and perceptions.
4. Case studies: In-depth investigation of a specific individual, group, or phenomenon to gain a detailed
understanding.
5. Content analysis: Analyzing textual or visual data, such as documents, interviews, or media, to identify
themes, patterns, and meanings.
6. Ethnography: Immersing in a particular social or cultural setting to gain a holistic understanding of the
people and their practices.

Qualitative research often involves iterative and interpretive processes, where researchers engage in constant analysis
and reflection to develop theories or explanations. Findings are typically presented in narrative form, using quotes,
examples, and descriptions to convey the richness of the data.
Qualitative research is commonly used in disciplines such as social sciences, anthropology, psychology, education,
and humanities. It provides insights into the subjective experiences and perspectives of individuals, offering a deeper
understanding of human behavior, social phenomena, and cultural contexts.

BY: Dr Hanif Lakdawala [email protected]

Key characteristics of qualitative research include:
1. Focus on Context and Meaning: Qualitative research aims to understand the social and cultural context in
which a phenomenon occurs. It explores the meanings, interpretations, and subjective experiences of
individuals or groups.
2. In-depth Exploration: Qualitative research emphasizes detailed exploration and rich descriptions of
phenomena. It seeks to uncover complexities, nuances, and underlying processes that may not be captured by
quantitative methods.
3. Flexible and Emergent Design: Qualitative research often follows a flexible and iterative design.
Researchers adapt their approach and research questions as new insights emerge during data collection and
analysis.
4. Data Collection through Interviews, Observations, and Textual Analysis: Qualitative research involves
methods such as interviews, participant observations, focus groups, and analysis of texts or documents.
These methods allow researchers to gather rich, in-depth data directly from participants.
5. Small and Purposeful Sampling: Qualitative research typically involves smaller sample sizes compared to
quantitative research. Participants are purposefully selected based on their relevance and potential
contribution to the research questions.
6. Subjectivity and Researcher's Role: Qualitative research acknowledges the subjectivity of both researchers
and participants. Researchers' perspectives, biases, and interpretations are considered important and are often
explicitly acknowledged.
7. Inductive Data Analysis: Qualitative data analysis involves inductive reasoning, where themes, patterns,
and categories emerge from the data itself. It focuses on identifying commonalities, differences, and
relationships within the data.
8. Naturalistic and Ecological Validity: Qualitative research often takes place in natural settings, allowing for
the examination of real-world phenomena as they naturally occur. This enhances ecological validity and the
relevance of findings to real-life situations.
9. Rich Descriptive Reporting: Qualitative research findings are typically reported using rich and descriptive
language, including quotes and examples. This helps convey the depth and complexity of the phenomena
being studied.
10. Emphasis on Interpretation and Understanding: Qualitative research goes beyond surface-level
description and aims to interpret and understand the underlying meanings, social dynamics, and cultural
influences at play.

These characteristics distinguish qualitative research from quantitative research and reflect its focus on exploring
subjective experiences, social contexts, and the complexities of human behavior and interactions.

BY: Dr Hanif Lakdawala [email protected]

Quantitative research

Quantitative research is a research method that focuses on collecting and analyzing numerical data to examine
relationships, patterns, and trends, and to make statistical inferences about a population or phenomenon. It aims to
quantify and measure variables, allowing for objective analysis and statistical comparisons.
In quantitative research, researchers use structured research designs and employ various data collection techniques,
such as surveys, experiments, or secondary data analysis. The data collected is typically numerical in nature and can
be analyzed using statistical methods.

Key characteristics of quantitative research include:

1. Objective and systematic approach: Quantitative research seeks to be objective and relies on systematic
procedures to ensure reliability and replicability.
2. Large sample sizes: Quantitative studies often involve larger samples to enhance the generalizability of
findings to a larger population.
3. Standardized measurement: Researchers use standardized measurement tools, such as questionnaires or
scales, to gather data in a consistent and uniform manner.
4. Statistical analysis: Quantitative data is analyzed using statistical techniques to examine relationships, test
hypotheses, and draw conclusions.
5. Emphasis on generalizability: Quantitative research aims to generalize findings from a sample to a larger
population, using probability-based sampling methods.
6. Common statistical techniques used in quantitative research include descriptive statistics (e.g., mean,
median, standard deviation), inferential statistics (e.g., t-tests, regression analysis, ANOVA), and correlation
analysis.
Quantitative research is often used in disciplines such as psychology, sociology, economics, and natural sciences. It
allows researchers to study large-scale phenomena, test hypotheses, identify cause-effect relationships, and make
predictions. Quantitative research is particularly useful when trying to understand patterns, trends, and statistical
associations within a population or when comparing different groups or conditions. Quantitative research employs
various methods to collect and analyse numerical data.

Here are some commonly used methods in quantitative research:

1. Surveys: Surveys involve administering questionnaires or structured interviews to collect data from a large
number of respondents. Surveys can be conducted through various modes, such as in-person interviews,
telephone interviews, online surveys, or paper-based questionnaires.

BY: Dr Hanif Lakdawala [email protected]

 2. Experiments: Experiments are conducted to study cause-effect relationships by manipulating independent
variables and measuring their impact on dependent variables. Controlled conditions are created to isolate the
effect of the variables being studied.
3. Observational Studies: In observational studies, researchers systematically observe and record behaviors or
phenomena in natural settings. Observations can be structured (following a predefined coding scheme) or
unstructured (allowing for open-ended exploration).
4. Secondary Data Analysis: Researchers analyze existing datasets collected by other researchers or
organizations for a different purpose. This method involves utilizing data from sources such as government
agencies, research institutions, or large-scale surveys.
5. Content Analysis: Content analysis involves systematic analysis of texts, documents, or media content to
extract meaningful information. Researchers categorize and code the content based on predefined criteria or
emerging themes.
6. Psychometric Testing: Psychometric testing is used to develop and validate measurement tools, such as
questionnaires or scales, to assess constructs such as attitudes, personality traits, or cognitive abilities. This
method ensures reliability and validity of measurement.
7. Statistical Modeling: Researchers use statistical modeling techniques, such as regression analysis, factor
analysis, or structural equation modeling, to analyze relationships among variables, test hypotheses, and
make predictions.
8. Longitudinal Studies: Longitudinal studies involve collecting data from the same participants over an
extended period to study changes and trends over time. This method allows for the examination of temporal
relationships and the exploration of developmental processes.
It's important to note that these methods can often be combined or used in conjunction with each other to enhance the
validity and reliability of findings in quantitative research. The choice of method depends on the research objectives,
available resources, and the nature of the research question being investigated.

Variable
In research, a variable is a concept, characteristic, or attribute that can vary and is measured or manipulated by the
researcher. Variables are used to study relationships, make comparisons, and test hypotheses.
They can be classified into two main types: independent variables and dependent variables.
1. Independent Variable: The independent variable is the variable that is manipulated or controlled by the
researcher. It is often denoted as X. In experimental research, the independent variable is deliberately
changed or manipulated to observe its effect on the dependent variable. For example, in a study investigating
the effects of a new medication on pain relief, the independent variable would be the administration of the
medication (e.g., dosage, frequency).

BY: Dr Hanif Lakdawala [email protected]

 2. Dependent Variable: The dependent variable is the variable that is being measured or observed and is
expected to be influenced by the independent variable. It is often denoted as Y. The dependent variable is the
outcome or response that researchers are interested in studying. In the pain relief example, the dependent
variable would be the level of pain experienced by the participants, which is measured or assessed using a
pain scale or questionnaire.
In advertising and marketing research, variables play a crucial role in understanding consumer behavior, measuring
the effectiveness of advertising campaigns, and analyzing market trends. Here are some common types of variables
used in advertising and marketing research:
1. Demographic Variables: These variables include age, gender, income, education level, occupation, and
other demographic characteristics of the target audience. Demographic variables help segment and
understand consumer groups and their preferences.
2. Psychographic Variables: Psychographic variables focus on consumers' attitudes, beliefs, values, interests,
and lifestyle choices. They help in segmenting the market based on psychographic profiles, allowing
marketers to tailor their advertising messages to specific consumer segments.
3. Behavioral Variables: Behavioral variables capture consumers' actual behaviors, such as purchase behavior,
brand loyalty, usage patterns, and decision-making processes. These variables provide insights into
consumers' actions and can help identify trends and opportunities.
4. Perception Variables: Perception variables refer to consumers' perceptions and interpretations of
advertising messages, brands, and products. These variables can include measures of brand image, brand
awareness, product attributes, and customer satisfaction.
5. Attitudinal Variables: Attitudinal variables capture consumers' attitudes, opinions, and emotional responses
towards brands, products, or advertising campaigns. These variables can be measured using scales or surveys
to assess factors like brand preference, purchase intent, or overall satisfaction.
6. Advertising Effectiveness Variables: These variables assess the impact and effectiveness of advertising
campaigns. They can include measures such as ad recall, brand recognition, message comprehension, brand
association, and purchase intent.
7. Market Performance Variables: Market performance variables evaluate the market dynamics, competitive
landscape, and sales performance. These variables can include market share, sales revenue, customer
acquisition, customer retention, and profitability.
8. Media Variables: Media variables refer to the characteristics of the advertising medium or platform used,
such as television, radio, print, online, or social media. These variables can include metrics like reach,
frequency, media cost, click-through rates, or engagement levels.
9. Competitive Variables: Competitive variables focus on the actions and strategies of competitors within the
market. These variables can include competitor market share, pricing strategies, promotional activities, and
product positioning.

BY: Dr Hanif Lakdawala [email protected]

 10. Environmental Variables: Environmental variables encompass external factors that may impact advertising
and marketing efforts. These variables can include economic conditions, cultural trends, regulatory changes,
technological advancements, or social influences.
Understanding and measuring these variables in advertising and marketing research helps marketers make
informed decisions, develop effective advertising strategies, target specific consumer segments, and
evaluate the success of marketing campaigns. Understanding and identifying variables is crucial in research
as they form the basis for hypothesis formulation, research design, data collection, and data analysis. Clear
definition and operationalization of variables ensure that the research study is focused and can generate
meaningful findings.

Literature review

A literature review is a critical and comprehensive summary and analysis of existing published research literature on
a specific topic or research question. It involves identifying, evaluating, and synthesizing relevant scholarly sources
to provide a comprehensive overview of the current state of knowledge in a particular field or subject area.
A literature review in serves several purposes:
1. Understanding the Current State of Knowledge: It provides a comprehensive overview of the existing
research and theories in marketing and advertising. This helps researchers gain a thorough understanding of
the current state of knowledge in the field, including key concepts, trends, and debates.
2. Identifying Research Gaps and Opportunities: By reviewing the literature, researchers can identify gaps
in knowledge, inconsistencies, or unanswered research questions in the field of marketing and advertising.
This helps in formulating research objectives, hypotheses, and identifying areas for further investigation or
innovation.
3. Exploring Theoretical Frameworks and Models: Literature reviews in marketing and advertising help
researchers identify and analyze theoretical frameworks, models, and concepts that have been widely used in
the field. This provides a foundation for developing research frameworks or theoretical underpinnings for
future studies.
4. Examining Methodologies and Research Approaches: A literature review allows researchers to evaluate
different research methodologies and approaches used in marketing and advertising studies. It helps in
understanding the strengths and weaknesses of various research methods and provides insights into selecting
appropriate methods for future studies.
5. Synthesizing Findings and Establishing Consensus: By reviewing and analyzing multiple studies, a
literature review in marketing and advertising enables researchers to synthesize the findings, identify

BY: Dr Hanif Lakdawala [email protected]

 patterns, and establish areas of consensus or disagreement among researchers. This helps in building a more
comprehensive understanding of the field.
6. Informing Practical Implications: Literature reviews also contribute to the practical implications of
marketing and advertising. They provide insights into effective marketing strategies, consumer behavior,
branding, communication, and other relevant areas, which can guide marketers and practitioners in their
decision-making processes.

Overall, a literature review in marketing and advertising helps researchers and practitioners stay updated with the
latest research trends, identify gaps in knowledge, and build a foundation for their own research studies and practical
applications in the field of marketing and advertising.

Steps for Conducting a Literature Review

1. Choose a topic. Define your research question: Your literature review should be guided by a central research
question. Remember, it is not a collection of loosely related studies in a field but instead represents background
and research developments related to a specific research question, interpreted and analyzed by you in a
synthesized way.
• Make sure your research question is not too broad or too narrow.
• Is it manageable? Begin writing down terms that are related to your question.
• These will be useful for searches later.
• If you have the opportunity, discuss your topic with your professor.
2. Decide on the scope of your review: How many studies do you need to look at? How comprehensive should
it be? How many years should it cover?
• This may depend on your assignment.
• How many sources does the assignment require?
3. Select the databases you will use to conduct your searches: Make a list of the databases you will search.
Remember to include comprehensive databases such as WorldCat and Dissertations & Theses, if you need to.
Tips: Look at the library’s research guides in your discipline to select discipline-specific databases. Don't
forget to look at books!Make an appointment with or contact your subject librarian to make sure you aren't
missing major databases.
4. Conduct your searches and find the literature: Keep track of your searches:
• Review the abstracts of research studies carefully. This will save you time.
• Write down the searches you conduct in each database so that you may duplicate them if you need to
later (or avoid dead-end searches that you'd forgotten you'd already tried).
• Use the bibliographies and references of research studies you find to locate others.
• Ask your professor or a scholar in the field if you are missing any key works in the field.

BY: Dr Hanif Lakdawala [email protected]

 • Use RefWorks to keep track of your research citations.
5. Review the literature: Some questions to help you analyze the research: What was the research question
of the study you are reviewing? What were the authors trying to discover? Was the research funded by a source
that could influence the findings? What were the research methodologies? Analyze its literature review, the
samples and variables used, the results, and the conclusions. Does the research seem to be complete? Could it
have been conducted more soundly? What further questions does it raise? If there are conflicting studies, why
do you think that is? How are the authors viewed in the field? Has this study been cited?; if so, how has it been
analyzed?
• Again, review the abstracts carefully.
• Keep careful notes so that you may track your thought processes during the research process.

Stages in Research process.

1. Identify and Define the Research Problem: Conduct a preliminary exploration of the topic to identify
gaps in knowledge or areas for further investigation. Clearly define the research problem or question to be
addressed. Consider the significance and relevance of the research problem in the broader context of the
field. Formulating a problem is the first step in the research process. In many ways, research starts with a
problem that management is facing. This problem needs to be understood, the cause diagnosed, and solutions
developed. However, most management problems are not always easy to research. A management problem
must first be translated into a research problem. Once you approach the problem from a research angle, you
can find a solution. For example, “sales are not growing” is a management problem.
2. Review the Literature: Conduct a comprehensive search of relevant literature using academic databases,
journals, books, and other reliable sources. Read and analyze the literature to understand the current state of
knowledge, theories, and research findings related to the research problem. Identify key concepts, variables,
and theoretical frameworks that inform the research.
3. Formulate Research Questions or Hypotheses: Based on the research problem and insights gained
from the literature review, develop specific research questions or hypotheses. Research questions are used in
qualitative research to guide exploration and understanding, while hypotheses are used in quantitative
research to test relationships between variables.
4. Design the Study: Determine the appropriate research design based on the research questions, data
availability, and feasibility. Select the target population or sample and decide on the sampling method.
Choose data collection techniques such as surveys, interviews, observations, experiments, or a combination,

BY: Dr Hanif Lakdawala [email protected]

 ensuring they align with the research objectives. Address any ethical considerations and obtain necessary
approvals or permissions.
5. Sample Design and method: Marketing research projects rarely examine an entire population. It’s
more practical to use a sample—a smaller but accurate representation of the greater population. In
order to design sample, researcher must find answers to these questions:
• From which base population is the sample to be selected?
• What is the method (process) for sample selection?
• What is the size of the sample?
• Once researcher has established who the relevant population is (completed in the problem
formulation stage), researcher have a base for sample. This will allow researchers to make
inferences about a larger population. There are two methods of selecting a sample from a
population: Probability or Non-probability sampling.
6. Collect Data: Implement the chosen data collection techniques to gather relevant data from the identified
sample or population. Ensure the data collection process is consistent, reliable, and free from bias. Keep
detailed records of the data collection process, including any changes or challenges encountered.
7. Finding and Analyze Data: Organize and prepare the collected data for analysis. Apply appropriate
statistical or qualitative analysis techniques to the data. Interpret the analyzed data to derive meaningful
insights and patterns. Use software tools or statistical packages as necessary to facilitate data analysis.
8. Interpret and Draw Conclusions: Interpret the findings in the context of the research questions or
hypotheses. Discuss the implications and significance of the findings, relating them to the existing literature
and theoretical frameworks. Address any limitations or potential biases that may have influenced the results.
Identify any areas for further research or exploration.
9. Research Report Prepare a research report or manuscript that presents the research process, methodology,
findings, and conclusions. Follow the appropriate format and guidelines for the intended audience (e.g.,
academic journal, conference presentation, or client report). Clearly communicate the research findings using
visual aids, tables, and graphs as needed. Share the research findings with relevant stakeholders and engage
in discussions or presentations to disseminate the knowledge.
Throughout the research process, it is crucial to maintain transparency, rigor, and ethical standards to ensure the
validity and reliability of the research findings. One approach to resolving this conflict is to prepare two reports: the
technical report and the summary report. The technical report discusses the methods and the underlying assumptions.
In this document, researcher discusses the detailed findings of the research project. The summary report, as its name
implies, summarizes the research process and presents the findings and conclusions as simply as possible.
Another way to keep research findings clear is to prepare several different representations of findings. PowerPoint
presentations, graphs, and face-to-face reports are all common methods for presenting research information.

BY: Dr Hanif Lakdawala [email protected]

Along with the written report for reference, these alternative presentations will allow the decision maker to
understand all aspects of the project.

MODULE: II
RESEARCH DESIGNS

Research Design: Meaning and Importance

Research design is the overall strategy or blueprint that outlines how a research project will be conducted. It serves
as a framework guiding the researcher through the process of collecting, analyzing, and interpreting data. A well-
crafted research design ensures that the research is systematic, organized, and addresses the research problem
effectively.
Definitions of Research Design:
1. According to David J Luck and Ronald S Rubin, “A research design is the determination and statement of
the general research approach or strategy adopted for the particular project. It is the heart of planning. If the
design adheres to the research objective, it will ensure that the client’s needs will be served.
2. According to Kerlinger, “Research in the plan, structure and strategy of investigation conceived so as to
obtain answers to research questions and to control variance.
3. According to Green and Tull, “ A research design is the specification of methods and procedures for
acquiring the information needed. It is the over-all operational pattern or framework of the project that
stipulates what information is to be collected from which source by what procedures.
The function of a research design is to ensure that requisite data in accordance with the problem at hand is collected
accurately and economically. Simply stated, it is the framework, a blueprint for the research study which guides the
collection and analysis of data. The research design, depending upon the needs of the researcher may be a very
detailed statement or only furnish the minimum information required for planning the research project.
Importance and scope of Research Design
1. Ensures Clarity: A well-defined research design clarifies the scope and objectives of the study, making sure
the researcher stays focused on the research problem.
2. Prevents Bias: Proper design reduces researcher biases and ensures that the findings are accurate and
credible.
3. Efficiency: A good design helps in efficient use of resources such as time, money, and effort by outlining the
step-by-step process.
4. Guides Data Collection: It provides a structured approach to data collection, ensuring that the data is
relevant and meets the research objectives.

BY: Dr Hanif Lakdawala [email protected]

 5. Enhances Reliability and Validity: By carefully considering control over variables, sampling, and data
collection methods, research design enhances the validity and reliability of the findings.

Types of Research design:

On the basis of information to be collected, research designs can be classified into the following three categories:

a) Exploratory research
b) Descriptive research
c) Causal research

BY: Dr Hanif Lakdawala [email protected]

Exploratory Research:

Exploratory research is conducted to clarify ambiguous situations or discover potential business opportunities. As the
name implies, exploratory research is not intended to provide conclusive evidence from which to determine a
particular course of action. In this sense, exploratory research is not an end unto itself. Usually exploratory research
is a first step, conducted with the expectation that additional research will be needed to provide more conclusive
evidence.
i. Exploratory research is often used to guide and refine these subsequent research efforts.
ii. Exploratory research aims to develop initial hunches or insights and provide direction for any further
research needed.
iii. The primary purpose of exploratory research is to shed light on the nature of a situation and identify any
specific objectives or data needs to be addressed through additional research.
iv. Exploratory research is most useful when a decision maker wishes to better understand a situation and/or
identify decision alternatives.
v. Exploratory research is conducted when decision makers sense a need for marketing research but are unsure
of the specific direction the research should take.

Methods for Conducting Exploratory Research

There are several methods commonly used for conducting exploratory research. These methods allow researchers to
gather information, gain insights, and explore a research topic in a flexible and open-ended manner. Here are some
common methods for conducting exploratory research:
1. Literature Review: Conduct a comprehensive review of existing literature, including academic papers,
books, reports, and relevant publications. This helps to identify key concepts, theories, and gaps in
knowledge related to the research topic.
2. Interviews: Conduct semi-structured or open-ended interviews with individuals who have relevant
knowledge or experience related to the research topic. Interviews allow researchers to delve deeply into
participants' perspectives, opinions, and insights.
3. Focus Groups: Organize small group discussions with a selected group of participants who have diverse
backgrounds or expertise related to the research topic. Focus groups facilitate interactive and dynamic
conversations, allowing researchers to explore different viewpoints and generate rich qualitative data.
4. Observations: Engage in direct observations of people, behaviors, or events related to the research topic.
Observations can be conducted in natural settings or controlled environments and provide researchers with
firsthand insights into the phenomenon under study.

BY: Dr Hanif Lakdawala [email protected]

 5. Surveys: Use surveys to collect data from a larger sample of participants. Surveys can be conducted through
online questionnaires or paper-based forms and allow researchers to gather quantitative and qualitative data
on a wide range of variables related to the research topic.
6. Case Studies: Conduct in-depth investigations of specific cases or organizations relevant to the research
topic. Case studies involve collecting and analyzing various sources of data, such as interviews, documents,
and observations, to gain detailed insights into a particular context or phenomenon.
7. Exploratory Experiments: Design and conduct small-scale experiments to explore relationships or effects
between variables. Exploratory experiments help researchers generate initial hypotheses or identify potential
areas for further investigation.
8. Online Research: Utilize online platforms, social media, or online communities to gather data or insights
related to the research topic. Online research methods can include analyzing user-generated content,
conducting virtual interviews or focus groups, or utilizing online surveys.
9. Expert Consultations: Seek guidance and insights from experts in the field or individuals with specialized
knowledge related to the research topic. Expert consultations can provide valuable perspectives and help
researchers understand current trends, challenges, and opportunities.

It is important to select the appropriate methods based on the research objectives, the nature of the research topic,
available resources, and ethical considerations. Often, a combination of methods is used to triangulate data and gain a
comprehensive understanding of the research topic. The choice of methods should facilitate exploration, generate
insights, and provide a foundation for further research.

Descriptive Research
As the name implies, the major purpose of descriptive research is to describe characteristics of objects, people,
groups, organizations, or environments. In other words, descriptive research tries to “paint a picture” of a given
situation by addressing who, what, when, where, and how questions.
This research describes the who, what, when, where, and how regarding the current economic and employment
situation. Unlike exploratory research, descriptive studies are conducted after the researcher has gained a firm grasp
of the situation being studied. This understanding, which may have been developed in part from exploratory
research, directs the study toward specific issues. These statements help greatly in designing and implementing a
descriptive study. Without these, the researcher would have little or no idea of what questions to ask.
Descriptive research often helps describe market segments. For example, researchers used descriptive surveys to
describe consumers who are heavy consumers (buy a lot) of organic food products. The resulting report showed that
these consumers tend to live in coastal cities with populations over 500,000, with the majority residing on the West

BY: Dr Hanif Lakdawala [email protected]

Coast. The most frequent buyers of organic foods are affluent men and women ages 45–54 (36 percent) and 18–34
(35 percent).
Interestingly, consumers who buy organic foods are not very brand-oriented—81 percent of them cannot name a
single organic brand. Research such as this helps high-quality supermarkets such as Whole Foods make location
decisions. Over half of Whole Foods’ food products are organic.

Methods for Conducting Descriptive Research

Descriptive research is a type of research that aims to describe and document the characteristics, behaviors, or
phenomena of a particular population or group. It involves observing and recording data without manipulating any
variables. The primary objective of descriptive research is to provide an accurate and comprehensive representation
of the research subject. Descriptive research is a type of research that aims to describe and document the
characteristics, behaviors, or phenomena of a particular population or group. It involves observing and recording data
without manipulating any variables. The primary objective of descriptive research is to provide an accurate and
comprehensive representation of the research subject.
Descriptive research can be categorized into several types based on the nature and objectives of the
study.

The main types of descriptive research are:

1. Cross-Sectional Study: In a cross-sectional study, data is collected from a sample of participants at a single
point in time. The purpose is to provide a snapshot of the characteristics, behaviors, or attitudes of the
population at that specific moment. Cross-sectional studies are often used to gather baseline data or to
compare different groups within the population.
2. Longitudinal Study: A longitudinal study involves collecting data from the same sample of participants
over an extended period of time. This allows researchers to track changes, trends, or developments within the
population over time. Longitudinal studies can be further categorized as:
a. Cohort Study: In a cohort study, a specific group of individuals (cohort) is followed over time to
examine changes or differences in variables within that group. This type of study is particularly
useful for investigating the effects of certain factors or exposures on outcomes.
b. A true panel: also known as a longitudinal panel or a panel study, is a type of research design that
involves the collection of data from the same group of individuals, known as a panel, over multiple
time points. True panel studies aim to track and observe changes in the panel members'
characteristics, behaviors, or attitudes over time.

BY: Dr Hanif Lakdawala [email protected]

 c. An omnibus survey: It is a type of market research survey that combines multiple questions from
different clients or research objectives into a single questionnaire. It is called "omnibus" because it
covers a wide range of topics or research needs in a single survey administration.
3. Case Study: A case study involves in-depth examination and description of a particular individual, group,
organization, or event. It focuses on providing a detailed analysis of specific cases and often involves
multiple data sources, such as interviews, observations, and document analysis. Case studies are valuable for
exploring unique or complex phenomena in real-life contexts.
4. Comparative Study: A comparative study involves comparing and contrasting two or more groups,
populations, or variables to identify similarities, differences, or relationships. It aims to provide a
comprehensive understanding of the research subject by exploring variations across different groups or
settings.
5. Correlational Study: In a correlational study, the focus is on examining the relationship between two or
more variables without manipulating any variables. The objective is to determine the strength and direction
of the relationship between variables. Correlational studies are useful for identifying associations but cannot
establish causation.
6. Survey Research: Survey research involves collecting data from a sample of participants through structured
questionnaires or interviews. It aims to gather information about opinions, attitudes, behaviors, or
characteristics of the target population. Survey research is widely used in social sciences and market
research.

Methods of descriptive research:

These types of descriptive research designs offer different approaches for describing and understanding various
aspects of a research subject. Researchers select the most appropriate design based on their research objectives,
available resources, and the nature of the phenomenon under investigation.
Descriptive research utilizes various methods to collect data and describe the characteristics, behaviors, or
phenomena of a specific population. The choice of methods depends on the research objectives, the nature of the
research subject, and available resources.
These methods can be used individually or in combination, depending on the research objectives and the complexity
of the research subject. Researchers should carefully select the methods that best align with their research goals,
ethical considerations, and available resources.

Causal or Experimental Research

BY: Dr Hanif Lakdawala [email protected]

Causal research design is a type of research methodology that aims to understand the cause-and-effect relationships
between variables. It seeks to determine whether changes in one variable directly cause changes in another variable.
Causal research is concerned with establishing causal relationships, identifying the factors that influence outcomes,
and determining the extent to which one variable affects another.
Here are some key characteristics and components of causal research design:
a. Experimental Design: Causal research often involves experimental designs, where researchers manipulate
one or more independent variables to observe the effects on the dependent variable(s). Experimental designs
allow for better control over potential confounding factors and help establish a causal relationship between
variables.
b. Control Group: In experimental designs, a control group is often used as a basis of comparison. The control
group does not receive the intervention or manipulation, while the experimental group(s) receive the
treatment or manipulation. By comparing the outcomes of the control and experimental groups, researchers
can assess the causal impact of the independent variable.
c. Random Assignment: To minimize bias and ensure comparability between groups, participants are
typically randomly assigned to either the control group or the experimental group(s). Random assignment
helps distribute potential confounding factors equally among the groups, increasing the internal validity of
the research design.
d. Manipulation of Independent Variables: Causal research involves intentionally manipulating one or more
independent variables to examine their effects on the dependent variable(s). The independent variable is the
factor that the researcher believes has a causal impact on the dependent variable. The manipulation can be
introducing a treatment, changing a condition, or implementing an intervention.
e. Measurement of Dependent Variables: Causal research requires careful measurement of the dependent
variable(s) to assess the impact of the independent variable(s). The dependent variable is the outcome or
response variable that researchers want to understand or predict. It is measured before and after the
manipulation or treatment to observe any changes.
f. Control of Confounding Factors: Causal research designs aim to control or account for potential
confounding factors that could influence the relationship between the independent and dependent variables.
Various strategies, such as randomization, control groups, and statistical techniques, are employed to address
confounding variables and enhance the internal validity of the study.
g. Data Analysis: Causal research involves analyzing the collected data using statistical techniques to
determine the causal effects of the independent variable(s) on the dependent variable(s). Statistical tests, such
as t-tests, analysis of variance (ANOVA), regression analysis, or structural equation modeling (SEM), are
used to examine the relationships and establish causality.

BY: Dr Hanif Lakdawala [email protected]

Causal research designs are widely used in fields such as psychology, social sciences, medicine, and economics to
investigate cause-and-effect relationships and inform evidence-based decision-making. They provide a strong basis
for understanding the impact of interventions, treatments, policies, or other factors on specific outcomes.
Methods of conducting causal research
When conducting causal research, there are several methods and approaches that researchers can use to establish
cause-and-effect relationships between variables. Here are some commonly employed methods of conducting causal
research:
1. Experimental Design: Experimental design involves manipulating one or more independent variables while
controlling other factors to determine their causal impact on the dependent variable(s). Participants are
randomly assigned to either the control group or one or more experimental groups, and the outcomes are
compared between the groups. Experimental designs provide high internal validity and are often considered
the gold standard for establishing causality.
2. Quasi-Experimental Design: Quasi-experimental design is similar to experimental design but lacks random
assignment of participants to groups. Instead, existing groups or natural settings are used, and the
independent variable is manipulated or observed within these groups. Quasi-experimental designs are useful
when random assignment is not feasible or ethical, but they may have lower internal validity compared to
experimental designs.
3. Observational Studies: Observational studies involve observing and measuring variables without
manipulating them. Researchers carefully select and control potential confounding factors to minimize bias
and establish causal relationships. Various types of observational studies, such as cohort studies, case-control
studies, and cross-sectional studies, can be used depending on the research question and available data.
4. Longitudinal Studies: Longitudinal studies involve collecting data from the same participants over an
extended period to assess changes in variables over time and determine causality. By measuring variables
before and after the manipulation or intervention, researchers can examine temporal relationships and
identify causal effects.
5. Randomized Controlled Trials (RCTs): RCTs are experimental studies in which participants are randomly
assigned to either an experimental group receiving the intervention or a control group. RCTs are commonly
used in medical and healthcare research to evaluate the effectiveness of treatments, medications, or
interventions. They provide a strong basis for establishing causal relationships.
6. Field Experiments: Field experiments involve conducting experiments in real-world settings rather than
controlled laboratory environments. Researchers manipulate independent variables and observe their effects
on the dependent variable(s) in natural or field conditions. Field experiments provide high external validity,
but researchers may have less control over potential confounding factors.

BY: Dr Hanif Lakdawala [email protected]

These are just a few methods commonly used in causal research. Researchers need to carefully select the appropriate
method based on their research question, available data, ethical considerations, and practical constraints to ensure
valid and reliable results.

MODULE III
PREPARING QUESTIONNAIRE

A questionnaire is a research instrument or tool used to collect data from individuals or respondents. It consists
of a set of structured questions that are designed to gather specific information, opinions, attitudes, or behaviors
from the participants. Questionnaires can be administered in various formats, including paper-based forms,
online surveys, or interviews

1. Survey instrument: The term "survey instrument" is used to refer to questionnaires that serve as the
primary source of information on a given respondent. The primary variables found within the main data set are
derived directly from one or more survey instruments. Good survey instrument design is the most important step and
ensures that you are able to get the insights and results your research objectives.
One of the most important areas of research tools in the field of applied social science is the ‘survey research’. It is
one of the most relevant techniques basically used for collecting data and involves any measurement procedures that
prominently include asking questions from respondents or the subjects selected for the research study. The term
“survey” can be defined as a process which may involve an investigation/ examination or assessment in the form of a
short paper- and-pencil feedback form to an intensive one-on-one in-depth interview. With the help of the
questionnaire or other statistical tools, the method tries to gather data about people, their thoughts a behaviours.
A survey instrument refers to the tool or document used to collect data from participants in a survey. It typically
includes a set of questions or items designed to gather specific information, opinions, attitudes, or behaviors from the
respondents. The survey instrument can take different forms depending on the mode of administration, such as paper-
based questionnaires, online surveys, or interview guides.
Here are some key components and considerations when creating a survey instrument:
1. Introduction: The survey instrument should begin with an introduction that explains the purpose and
objectives of the survey. It may include information about the researcher, the organization or institution
conducting the survey, and assurances of confidentiality and voluntary participation.

BY: Dr Hanif Lakdawala [email protected]

 2. Instructions: Clear and concise instructions should be provided to guide respondents on how to complete
the survey. Instructions should explain how to answer different types of questions, any response formats or
scales used, and any specific requirements or guidelines.
3. Question Types: The survey instrument should include a variety of question types based on the research
objectives. Common question types include multiple-choice questions (with single or multiple response
options), Likert scale questions (measuring agreement or satisfaction on a scale), ranking or rating questions,
open-ended questions, and demographic questions.
4. Ordering and Sequencing: The questions in the survey instrument should be ordered and sequenced in a
logical and coherent manner. It is common to begin with introductory or demographic questions before
moving on to more specific or sensitive topics. Questions should flow smoothly and be organized in a way
that makes it easy for respondents to understand and answer.
5. Response Options and Scales: The survey instrument should provide appropriate response options and
scales for each question type. For multiple-choice questions, response options should be exhaustive and
mutually exclusive. Likert scale questions should have a balanced or odd-numbered scale to allow for a
neutral response. Response options and scales should be relevant to the research objectives and provide
meaningful data.
6. Skip Logic and Branching: Skip logic or branching allows for dynamic survey flow, where respondents are
directed to specific questions based on their previous answers. This helps to personalize the survey
experience and ensure that respondents only answer relevant questions. Skip logic should be used judiciously
to minimize survey length and respondent burden.
7. Layout and Formatting: The survey instrument should be visually appealing and easy to read. Clear
headings, consistent formatting, and sufficient spacing should be used to enhance readability. It is important
to consider the design and layout for both paper-based and online surveys to ensure a user-friendly
experience.
8. Pretesting: Before administering the survey instrument to the target population, it is essential to conduct
pretesting or pilot testing. This involves testing the survey instrument with a small sample of participants to
identify any potential issues, such as unclear questions, ambiguous response options, or technical problems.
Pretesting helps ensure the reliability and validity of the survey instrument.
Creating an effective survey instrument requires careful consideration of the research objectives, target population,
question types, response options, and overall survey design. By following best practices and paying attention to
detail, researchers can develop a reliable and valid instrument that effectively collects the desired data from survey
participants.

Interview:

BY: Dr Hanif Lakdawala [email protected]

In research, an interview is a method of data collection that involves a direct interaction between the researcher and
the participant. It is a structured or semi-structured conversation designed to gather information, insights, opinions,
or experiences from individuals or groups.
Interview is a kind of face to face interaction which helps in providing more honest answers and responses from
the sample, as the interviewer (the one who is interviewing i.e., the researcher) works directly with the respondent
or the interviewee (the one who is being interviewed). Unlike questionnaires, the interviewer has an opportunity to
ask follow-up questions. They are the best suitable methods for those questions which require opinions or
impressions from the respondents.
Interviews can be of different types as given below:
1. Structured Interviews: In structured interviews, the interviewer follows a predetermined set of questions
with standardized wording and response options. The questions are typically closed-ended, meaning they
have specific answer choices. Structured interviews are used when the researcher aims to collect quantitative
data or when consistency and comparability of responses across participants are important.
2. Semi-Structured Interviews: Semi-structured interviews involve a mix of open-ended and closed-ended
questions. The interviewer has a predetermined set of questions but has the flexibility to probe for more
information or ask follow-up questions based on the participant's responses. Semi-structured interviews
allow for a deeper exploration of topics and the participant's perspectives, experiences, and opinions.
3. Unstructured Interviews: Unstructured interviews are characterized by an open-ended and flexible format.
There is no predetermined set of questions, and the conversation flows more freely. The interviewer may
have a general topic or guiding theme but allows the participant to share their thoughts, experiences, and
insights without specific prompts. Unstructured interviews provide rich qualitative data and allow
participants to express their perspectives in their own words.
4. Informal or Conversational Interviews: Informal interviews resemble casual conversations rather than
formal research interviews. The interviewer engages in a friendly and relaxed discussion with the participant,
allowing for a more natural exchange of ideas. Informal interviews are often used to build rapport and gather
initial insights or background information before conducting more structured interviews.
5. Group Interviews (Focus Group): Group interviews involve multiple participants who discuss a specific
topic or research question together. A moderator leads the discussion, encourages participation from all
participants, and guides the conversation. Group interviews can generate rich data through interactions
among participants, allowing for the exploration of group dynamics and collective perspectives. They are
commonly used in market research and social sciences.
6. Phone or Telephone Interviews: Phone interviews are conducted over the phone, allowing researchers to
reach geographically dispersed participants conveniently. Phone interviews can be structured, semi-
structured, or unstructured, depending on the research objectives. They are particularly useful when face-to-
face interviews are not feasible, and they provide the advantage of anonymity and comfort for participants
who may feel more at ease in a remote setting.

BY: Dr Hanif Lakdawala [email protected]

 7. Online or Virtual Interviews: Online or virtual interviews are conducted using video conferencing
platforms or web-based tools. They allow researchers and participants to interact face-to-face in a virtual
setting, mimicking an in-person interview. Online interviews offer convenience and flexibility, especially for
remote or international participants, and they can be recorded for later analysis.
Each type of interview has its advantages and is suited for specific research purposes. Researchers should carefully
consider the research objectives, the target population, and the nature of the data they seek to collect when choosing
the most appropriate interview type for their study.

TYPES OF QUESTIONS IN A SURVEY RESEARCH

Structured questionnaires
Structured questionnaires are designed to collect specific data by using a predetermined set of questions and response
options.
They are commonly used in surveys and quantitative research.
Here are some types of structured questionnaires:
1. Multiple-Choice Questions: Participants are presented with a list of options and are asked to select the most
appropriate answer. Multiple-choice questions can have single-select options (only one answer choice) or
multiple-select options (multiple answer choices). For example: Which of the following social media
platforms do you use? (Facebook, Instagram, Twitter, LinkedIn)
2. Rating Scale Questions: Participants are asked to rate their agreement, satisfaction, or preference on a scale.
Common rating scales include Likert scales, semantic differential scales, and numeric rating scales. For
example: On a scale of 1 to 5, how satisfied are you with the customer service you received? (1 = Very
dissatisfied, 5 = Very satisfied)
3. Ranking Questions: Participants are asked to rank a set of options or items in order of preference or
importance. For example: Rank the following factors in order of importance when choosing a restaurant:
price, location, food quality.
4. Rating Questions: Participants are asked to assign a rating or score to a specific item or attribute. This can
be done on a numerical scale or using descriptive categories. For example: Please rate your level of
agreement with the following statement: "The product is user-friendly." (Strongly agree, agree, neutral,
disagree, strongly disagree)
5. Dichotomous Questions: Participants are presented with two options and are asked to choose one. This type
of question is useful for gathering binary data. For example: Have you ever purchased a product from our
brand? (Yes, No).

BY: Dr Hanif Lakdawala [email protected]

 6. Checklists: Participants are provided with a list of items, and they are asked to check the ones that apply to
them. Checklists are useful for capturing multiple responses to specific items. For example: Please check the
items that you have purchased from our store: T-shirts, Jeans, Shoes, Accessories.
These are just a few examples of structured question types. Structured questionnaires can be customized to suit the
specific research objectives and the data needed. The design of the questionnaire should ensure clarity, minimize
ambiguity, and provide response options that cover the range of possible answers.

Unstructured questionnaire
Unstructured questionnaires, also known as open-ended questionnaires, allow respondents to provide free-text
responses without any predetermined set of response options. This type of questionnaire is used to collect qualitative
data, capturing participants' opinions, experiences, and in-depth insights.
Here are some types of unstructured questionnaires:
1. Open-Ended Questions: Participants are asked to provide detailed responses in their own words. These
questions do not limit the scope or format of the response. For example: "Please describe your experience
with our product/service." "What are your thoughts on the current marketing strategies employed by our
company?"
2. Essay Questions: Participants are given a specific topic or prompt and are asked to provide a detailed
written response. This allows for more elaborate and narrative-based answers. For example: "Discuss the
impact of social media on consumer behavior."
3. Prompted Questions: Participants are provided with prompts or guiding statements to elicit specific
information or perspectives. These prompts can be open-ended or require participants to consider specific
aspects. For example: "How has your experience with our brand influenced your purchasing decisions?"
"Share an example of a memorable advertisement that resonated with you and explain why."
4. Probing Questions: Probing questions are used to delve deeper into a participant's response and seek
additional details or clarification. They help to uncover underlying motivations, emotions, or reasons behind
their initial answers. For example: "Can you provide more details about the challenges you faced when using
our product?" "Why do you believe our customer service exceeded your expectations?"
5. Follow-Up Questions: Follow-up questions are asked based on a participant's previous response to explore a
particular aspect in more detail. These questions help researchers gain a deeper understanding of the
participant's perspective. For example: "You mentioned that you had a negative experience with our
customer service. Could you elaborate on what specifically went wrong?"
6. Semi-Structured Questions: Semi-structured questionnaires combine elements of structured and
unstructured questions. While some questions may have predefined response options, other questions allow

BY: Dr Hanif Lakdawala [email protected]

 for open-ended responses. This provides a balance between obtaining specific information and capturing
qualitative insights.
Unstructured questionnaires allow participants to provide rich, detailed responses, offering valuable qualitative data
for analysis. Researchers can use techniques such as content analysis, thematic analysis, or narrative analysis to
extract and analyze themes, patterns, and meanings from the responses.

Guidelines for Devising a Good Questionnaire or Principles

of developing questionnaire.
Designing a good questionnaire is crucial for collecting accurate and meaningful data. Here are some guidelines to
consider when devising a questionnaire:
1. Clearly Define the Research Objectives: Understand the purpose of your research and clearly define the
objectives you aim to achieve with the questionnaire. This will guide the selection of appropriate questions
and ensure that the questionnaire aligns with your research goals.
2. Keep it Clear and Concise: Use clear and concise language in your questions to ensure that respondents
understand them easily. Avoid jargon or technical terms that may confuse participants. Keep the questions
brief and to the point, avoiding unnecessary complexity.
3. Use Simple and Unbiased Language: Use simple and unbiased language to ensure that questions are easily
understood and interpreted in the same way by all respondents. Avoid leading or loaded questions that may
influence respondents' answers.
4. Start with Easy and Non-Threatening Questions: Begin the questionnaire with easy, non-threatening
questions to establish rapport and make respondents feel comfortable. This helps to increase response rates
and engagement.
5. Use a Logical Flow: Arrange the questions in a logical and coherent sequence. Start with general questions,
then move to more specific or sensitive ones. Group related questions together to maintain flow and
coherence.
6. Mix Question Types: Use a mix of question types to gather different types of data and maintain respondent
interest. Incorporate closed-ended questions (multiple-choice, Likert scales) for quantitative data and open-
ended questions for qualitative insights.
7. Use Response Scales and Anchors: Provide clear response scales and anchors for rating or ranking
questions. Ensure that the scales are consistent and cover the full range of possible responses.
8. Avoid Ambiguity and Assumptions: Ensure that the questions are unambiguous and do not assume prior
knowledge or assumptions on the part of respondents. Use clear, specific language to avoid confusion or
misinterpretation.

BY: Dr Hanif Lakdawala [email protected]

 9. Test and Pilot the Questionnaire: Before deploying the questionnaire, test it with a small sample of
respondents to identify any issues or areas for improvement. Pilot testing helps ensure that the questionnaire
is clear, relevant, and captures the desired information.
10. Provide Instructions and Context: Provide clear instructions at the beginning of the questionnaire to guide
respondents on how to answer the questions. Provide necessary context or background information to help
respondents understand the purpose and relevance of the questionnaire.
11. Consider Layout and Formatting: Pay attention to the layout and formatting of the questionnaire. Use
appropriate fonts, spacing, and formatting to ensure readability. Use headers, subheadings, and numbering to
make the questionnaire visually organized and easy to navigate.
12. Consider Ethical Considerations: Respect respondents' privacy and confidentiality. Clearly communicate
the purpose of the research, the voluntary nature of participation, and how the data will be used and
protected.
By following these guidelines, you can create a well-designed questionnaire that collects reliable and valid data,
ensuring the success of your research project.

Types of data and sources

Primary and Secondary data sources
Market research can be either primary or secondary. In marketing research, there are two types of data. Primary data
is data that has to be collected and analyzed from scratch, while secondary data refers to data that already exists and
was gathered for purposes other than current research project. Primary research is new research, carried out to answer
specific issues or questions. It can involve questionnaires, surveys or interviews with individuals or small groups.
Secondary research makes use of information previously researched for other purposes and publicly available. This is
also known as 'desk research'. Secondary research includes published research reports in a library, surveys or the
Internet. It can also include scientific reports produced by medical councils, universities or government, for example,
the Royal College of Physicians, the Indian Heart Foundation and the Department of Health.

Primary research
Primary data refers to the original data that is collected firsthand by the researcher or research team for a specific
research project or purpose. It is gathered directly from the source or through direct interaction with individuals,
organizations, or phenomena under study. Primary data is unique to the particular research study and is not
previously published or available in any existing sources. It is collected with the specific research objectives and
questions in mind.

BY: Dr Hanif Lakdawala [email protected]

Primary data can be collected through various methods, such as surveys, interviews, observations, experiments, and
focus groups. The researcher has control over the data collection process and can tailor the methods and instruments
to gather the required information.
The advantages of primary data include:
1. Relevance: Primary data is specifically collected to address the research objectives and is directly related to
the research question, ensuring its relevance to the study.
2. Control: Researchers have control over the data collection process, allowing them to design the methods,
instruments, and sampling techniques according to their research needs.
3. Accuracy: Since primary data is collected firsthand, there is no risk of misinterpretation or bias introduced
by other sources. Researchers can ensure data accuracy through careful design, validation, and verification.
4. Flexibility: Researchers can collect primary data that is tailored to their specific research requirements,
allowing them to gather detailed and specific information.
5. Timeliness: Primary data is collected in real-time for the research project, ensuring that the information is up
to date and reflects the current circumstances.

However, collecting primary data can be time-consuming, resource-intensive, and may require significant planning
and execution. Researchers need to carefully consider the research design, sampling techniques, data collection
methods, and ethical considerations to ensure the quality and integrity of the primary data.
Primary data is valuable for generating new insights, testing hypotheses, and contributing to the body of knowledge
in a particular field of study. It is often used in academic research, market research, social sciences, and other areas
where specific data is required to address research questions and objectives.

Secondary research

Secondary research is defined as an analysis and interpretation of primary research. Secondary research (also
known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary
research, in which data are collected from, for example, research subjects or experiments. The method of writing
secondary research is to collect primary research that is relevant to a writing topic and interpret what the primary
research found. For instance, secondary research often takes the form of the results from two or more primary
research articles and explains what the two separate findings are telling us. Or, the author may have a specific topic
to write about and will find many pieces of primary research and use them as information in their next article or
textbook chapter. Internal company data like customer details, sales figures, employee timecards, etc. can also be
considered secondary data. Published articles, including peer-reviewed journals, newspapers, magazines, and even
blog postings like this count as secondary data sources. Sometimes, secondary research is required in the

BY: Dr Hanif Lakdawala [email protected]

preliminary stages of research to determine what is known already and what new data is required or else to inform
research design. At other times, it may be the only research technique used. A key performance area in secondary
research is the full citation of original sources, usually in the form of a complete listing or annotated listing.
Secondary sources could include previous research reports, newspapers, magazines and journals as well as
government and NGO statistics.
You can break the sources of secondary data into:
1. internal sources and
2. external sources.
Internal sources include data that exists and is stored inside your organization. External data is data that is
collected by other people or organizations from your organization's external.
Internal sources include data that exists and is stored inside your organization. External data is data that is
collected by other people or organizations from your organization's external environment.
Let's dig a little deeper into each of these general categories. Examples of internal sources of data include, but are
certainly not limited to, the following:
• Profit and loss statements
• Balance sheets
• Sales figures
• Inventory records
• Previous marketing research studies
If the secondary data you have collected from internal sources will not be sufficient, you can turn to external
sources of data. Some external sources include:
• Government sources, such as the U.S. Census Bureau
• Corporate filings, such as annual reports to the U.S. Securities and Exchange Commission (SEC)
• Trade, business and professional associations
• Media, including broadcast, print and Internet
• Universities
• Foundations
• Think tanks, such as the Rand Corporation or Brookings Institute
• Commercial data services

2. Projective Techniques

Projective techniques are qualitative research methods used to uncover individuals' thoughts, feelings, attitudes, and
motivations that may be difficult to express directly. These techniques aim to elicit responses from participants by

BY: Dr Hanif Lakdawala [email protected]

asking them to project their thoughts and feelings onto external stimuli or hypothetical scenarios. By bypassing
conscious or guarded responses, projective techniques provide insights into participants' subconscious or underlying
beliefs and emotions.
Qualitative market research is often aimed at increasing understanding of consumers’ thoughts and feelings toward
brands, products, concepts, advertising, social issues and other important topics. Projective techniques are indirect
methods used in qualitative research. These techniques allow researchers to tap into consumers’ deep motivations,
beliefs, attitudes and values. This is important because psychology has told us for a long time that much of what
drives behavior can be emotional and irrational in nature. To some extent, these emotional drivers of behavior lie
below conscious awareness.
Consumers tend to be aware of their conscious motivations and decision-making processes. Therefore, when a
researcher directly asks a consumer why they like a product, favor a brand, or prefer a competitor, responses tended
to be rational and purposeful. However, we know that our connections to brands and our preferences for some
products over others stem from motivations and values in which consumers are not consciously aware.
Projective techniques are useful because people tend to have limited understanding of their own behavior; likewise,
people often have difficulty articulating their motivations and desires. While direct questioning works well most of
the time, sometimes market researchers want to investigate consumers’ deeper values and beliefs. In such cases,
projective techniques are typically used in conjunction with direct questioning in qualitative research.
The following general categories of projective techniques are described: association, completion, construction and
expression.

1. Association Techniques
Association techniques, also known as associative techniques, are research methods used to explore the subconscious
associations and connections individuals make between different concepts, ideas, or stimuli. These techniques aim to
uncover implicit attitudes, preferences, and perceptions that may not be readily apparent through direct questioning.
Here are a few commonly used association techniques:
a. Word association: Participants are presented with a stimulus word and asked to respond with the first word
that comes to mind. The researcher analyzes the responses to identify patterns, underlying associations, and
implicit attitudes towards the stimulus word.
b. Brand Association: Participants are exposed to a brand or product and asked to generate a list of words or
phrases that come to mind when they think about the brand. This technique helps uncover the associations
consumers have with the brand, such as attributes, emotions, or values.
c. Implicit Association Test (IAT): This computer-based test measures the strength of associations between
different concepts or attributes. Participants are required to quickly categorize stimuli into different categories,
revealing their subconscious associations and biases.

BY: Dr Hanif Lakdawala [email protected]

2. Completion Techniques
Completion techniques, also known as sentence completion techniques, are a type of projective technique used in
research to gather qualitative insights and understand individuals' thoughts, feelings, and attitudes towards a
particular topic. These techniques involve providing respondents with incomplete sentences or prompts and asking
them to complete them in their own words. The responses obtained through completion techniques can reveal
subconscious or deeper thoughts and emotions that may not be readily expressed through direct questioning.

Here are a few examples of completion techniques:

a. Sentence Completion: Participants are given incomplete sentences and asked to complete them using their
own words. For example, "I feel happiest when..." or "One thing I wish I could change about my life is...".
The responses can provide insights into personal experiences, emotions, desires, or aspirations.
b. Story Completion: Participants are given a brief story or scenario with an open ending and asked to write or
verbally describe how they think the story would continue. This technique can uncover individuals' thought
processes, motivations, and attitudes towards different characters or situations.
Example:
"Once upon a time, there was a small local bakery called Sweet Delights. The bakery had been serving its
community for many years, but recently, it had been experiencing a decline in customers and sales. The
owners, Mehek and Krish, were determined to turn things around and make Sweet Delights the go-to bakery
in town again. One day, they came across a magical recipe book hidden in the back of a dusty shelf. This
recipe book had recipes for unique and extraordinary desserts that had the power to captivate anyone who
tasted them. Excited and filled with hope, Mehek and Krish decided to try out one of the recipes for a special
event they were hosting. Now, it's your turn to complete the story. What do you think happened next? How
did the magical recipe book transform Sweet Delights' business and reputation?"

Participants would then continue the story by describing their ideas and predictions about how the magical
recipe book's influence impacted Sweet Delights. They might introduce concepts like increased foot traffic,
delighted customers, new marketing strategies, or innovative dessert creations. The completed stories can
provide insights into participants' imagination, ideas for marketing strategies, and their perception of the
impact of unique offerings on a business's success.

3. Construction Techniques

In research, construction techniques can be used as a method within projective techniques to uncover consumers'
subconscious thoughts, motivations, and attitudes. Projective techniques are designed to elicit responses that go
beyond direct questioning and tap into consumers' deeper feelings and perceptions. Construction techniques within

BY: Dr Hanif Lakdawala [email protected]

projective methods involve asking participants to create or construct something, such as, drawing a picture, or
Fantasy scenario.
Here are some examples of construction techniques used within projective techniques in research:
a. PICTURE RESPONSE: It is a projective technique used in marketing research to understand consumers'
thoughts, emotions, and associations by analyzing their responses to visual stimuli. In this method,
participants are presented with a series of images or pictures and asked to provide their reactions,
interpretations, or associations with each picture. The pictures can be related to specific products, brands,
advertisements, or general concepts. Participants' responses to the pictures can be in the form of verbal
descriptions, written narratives, or even non-verbal cues such as facial expressions or body language. The
goal is to elicit spontaneous and unfiltered responses that tap into participants' subconscious or emotional
reactions rather than relying solely on rational or conscious thought processes.
b. Thematic Apperception Test (TAT): It is a projective technique commonly used in psychology and
marketing research to assess individuals' underlying motives, needs, and desires. It involves the
interpretation of a series of ambiguous pictures or scenes, where participants are asked to create stories or
narratives based on what they see. In a typical TAT session, participants are presented with a set of black-
and-white pictures, one at a time. They are instructed to examine each picture and construct a story that
explains what is happening in the image, what led to that situation, and what the possible outcomes might be.
Participants are encouraged to be imaginative and creative in their storytelling.The narratives generated
through the TAT are believed to reflect the individual's subconscious thoughts, desires, and conflicts. By
analyzing the content, themes, and imagery within the stories, researchers can gain insights into the
individual's personality traits, motivations, and emotional states. In marketing research, TAT is often used to
understand consumers' underlying needs and desires related to specific products, brands, or advertising
campaigns.
c. The Cartoon Method is a qualitative research technique used in marketing research to elicit consumer
insights and opinions. It involves the use of cartoons or comic-like visuals to stimulate participants'
responses and gather their perspectives on a particular topic or concept. In the Cartoon Method, researchers
create a series of cartoons or comic strips that depict various scenarios or situations relevant to the research
objective. These cartoons are designed to be visually appealing and engaging, with characters, objects, and
settings that reflect the context being studied.
d. A fantasy scenario: It is a research technique used to explore consumer attitudes, desires, and preferences
by creating a hypothetical or imaginary situation. It allows researchers to delve into participants' imagination
and uncover insights that may not arise in real-life contexts.In a fantasy scenario, participants are presented
with a specific scenario or context that is fictional or imaginative. This scenario could involve a made-up
product, a fictional brand, or a hypothetical situation related to the research objective. Participants are
encouraged to imagine themselves in this scenario and provide their thoughts, opinions, and reactions.

BY: Dr Hanif Lakdawala [email protected]

 e. Personification: It is a technique used in marketing research to assign human characteristics, qualities, or
traits to a product, brand, or entity. It involves attributing human-like qualities, behaviors, emotions, or
personalities to non-human entities in order to create a relatable and engaging connection with consumers. In
personification, a product or brand is portrayed as if it were a person with distinct characteristics. This can be
done through various means, such as visual representation, storytelling, or branding elements. For example, a
brand mascot or spokesperson can embody specific traits and interact with consumers in a human-like
manner.

4. Expressive Techniques
Expressive techniques refer to methods used in research to encourage participants to express their thoughts, feelings,
and opinions in a creative and open-ended manner. These techniques are designed to elicit rich and deep responses
that go beyond simple yes/no answers or rating scales. By tapping into participants' creativity and imagination,
expressive techniques provide valuable insights into their subconscious attitudes and emotions.
Some commonly used expressive techniques in marketing research include:
a. The third-person technique: It is a qualitative research method that involves asking participants to provide
insights and opinions about a particular topic or experience as if they were talking about someone else.
Instead of speaking in the first person ("I" or "me"), participants are encouraged to use third-person language
("he," "she," or "they"). By employing the third-person technique, researchers aim to create a psychological
distance between participants and the topic being discussed. This distance can help overcome biases, social
desirability, and self-perception concerns that participants might have when providing personal opinions or
experiences. It allows participants to express their thoughts more freely and provides a different perspective
on the subject matter.
b. Role Playing: Participants are encouraged to assume a particular role or persona and engage in simulated
scenarios or discussions. This technique allows participants to express themselves from different
perspectives and provides insights into their motivations, needs, and decision-making processes. During role
playing, participants are given instructions or scenarios that outline their roles, objectives, and the context of
the situation. They are encouraged to immerse themselves in their assigned roles and interact with other
participants, responding and making decisions as they believe their character would. Researchers observe
and analyze the interactions, behaviors, and outcomes to gain a deeper understanding of the research topic.

3. Attitude measuring Scaling techniques

Attitude scales are used to measure people's attitude towards a product in market. Products are often measured
using product rating in consumer research.
Four types of scales are generally used for Marketing Research.

BY: Dr Hanif Lakdawala [email protected]

 1. Nominal Scale: A Nominal Scale is a measurement scale, in which numbers serve as “tags” or “labels” only,
to identify or classify an object. A nominal scale measurement normally deals only with non-numeric
(quantitative) variables or where numbers have no value. Example numbers representing subjects in mark
sheet.
2. Ordinal Scale: An ordinal scale is a scale (of measurement) that uses labels to classify cases
(measurements) into ordered classes. ... Some examples of variables that use ordinal scales would be movie
ratings, political affiliation, military rank, etc.
3. Interval Scale. An interval scale is one where there is order and the difference between two values is
meaningful. Examples of interval variables include: temperature (Farenheit), temperature (Celcius), pH, SAT
score (200-800), credit score (300-850)
4. Ratio Scale: The most common examples of ratio scales are weight, age, height, and money. In the case of
marketing research, sales, market share, price, and number of consumers are measured on a ratio scale.
These are the most informative scales as it tells about the order and the number of objects between the values
of the scale.

Various Methods of Attitude measuring scale:

1. Simple Attitude Scaling: Simple attitude scaling refers to a straightforward approach for measuring
attitudes using a basic scale or rating system. It involves asking individuals to provide their opinions or
evaluations on a single dimension or aspect of an attitude using a simple and easy-to-understand scale. The
purpose of simple attitude scaling is to obtain a quick and straightforward assessment of attitudes without the
complexity of more elaborate scaling techniques.
Here are a few examples of simple attitude scaling techniques:
• Binary Scale: This is the simplest form of attitude scaling, where respondents are asked to choose
between two options or categories. For example, participants may be asked to indicate whether they
agree or disagree with a statement or whether they have a positive or negative opinion about a
particular topic.
• Yes/No Scale: Similar to the binary scale, this technique asks respondents to answer with a "yes" or
"no" response to a specific question or statement. It provides a dichotomous measure of attitudes.
Example
iPhone should offer more choices in colour
_______ AGREE ______ DISAGREE
2. Likert scale: A Likert scale is an ordered scale from which respondents choose one option that best aligns
with their view. It is often used to measure respondents' attitudes by asking the extent to which they agree or
disagree with a particular question or statement. Example: Iphone is the most awesome smart phone

BY: Dr Hanif Lakdawala [email protected]

 available in the market. Responders specify their level of agreement to above statement typically in five
points: (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree.
3. Semantic differential scale: The semantic differential scale measures the connotative meaning of things.
For example, while the word “heart” is defined as the organ that pumps blood around the body, it's
connotative meaning is love or heartache. The scale is used in surveys to gauge people's feelings towards a
particular subject. When scoring a semantic differential scale assessing evaluation, responses are coded from
1 to 7 or from –3 to +3, with higher numbers reflecting more positive evaluations. Responses to individual
items are then summed or averaged to provide an overall score. The answer options consist of opposite
adjectives at each end. For eg. Love/hate, like/dislike, happy/sad etc.
Example: the taste of the new flavor ice cream
1 7
2 3 4 5 6
Like dislike
4. Stapel Scale: It is a unipolar (one adjective) rating scale designed to measure the respondent's attitude
towards the object or event. The scale is comprised of 10 categories ranging from –5 to +5 without any
neutral point (zero).
Example: The service at Big Bazar is
+5
+4
+3
+2
+1
High Quality
-1
-2
-3
-4
-5
5. The Constant Sum Scaling: It is a technique wherein the respondents are asked to allocate a constant
sum of units, such as points, currency, chips or chits among the stimulus objects according to some specified
criterion. For example, you may want to ask respondents to allocate 100 points among four different
package designs in a way that reflects their likelihood to purchase.
Example:
Divide 100 points among the characteristics listed so that the division will reflect how
Important each characteristic is to your selection of a new automobile.
Price ____
Economy ____

BY: Dr Hanif Lakdawala [email protected]

 Dependability ____
Safety ____
Comfort ____
Style ____
Total 100
6. The paired-comparison test: It is used to determine whether two products differ in a specified attribute,
such as sweetness, crispness, yellowness, etc. The paired comparison implicates the “forced” choice and
therefore the judges must give an answer in any case.
Example: Which brand do you prefer?
___ Coca-Cola ___ Pepsi
7. Guttman scale: In the social sciences, the Guttman or “cumulative” scale measures how much of a positive
or negative attitude a person has towards a particular topic. ... For example, on a 5-point quiz, if a person gets
to question 3 and then stops, it implies they do not agree with questions 4 and 5
8. Thurstone scale: It is defined as a unidimensional scale that is used to track respondent's behavior, attitude
or feeling towards a subject. Respondents indicate the statements that they agree with, and an average is
computed. These are also known as equal appearing interval scales. They are used to measure the attitude
towards a given concept or construct. For this purpose a large number of statements are collected that relate
to the concept or construct being measured. The judges rate these statements along an 11 category scale in
which each category expresses a different degree of favourableness towards the concept. The items are then
ranked according to the mean or median ratings assigned by the judges and are used to construct
questionnaire of twenty to thirty items that are chosen more or less evenly across the range of ratings.

DATA COLLECTION
Methods of collecting Primary Data

1. Depth interview
2. Focus group
3. Survey
4. Observation

BY: Dr Hanif Lakdawala [email protected]

 5. Experimentation

A. Depth interviews
Depth interviews, also known as in-depth interviews or qualitative interviews, are a qualitative research method used
to gather detailed and rich information about individuals’ experiences, perceptions, attitudes, and behaviors. Depth
interviews involve conducting one-on-one interviews with participants in a semi-structured or unstructured manner,
allowing for in-depth exploration of the topic of interest.
Depth interviews are frequently used by marketing researchers when direct questioning is impractical, more costly, or
less accurate. These techniques generally referred to as Qualitative research.
Depth Interviews – (unstructured one-on-one interviews intended to discover deep seated motivations) – One-on-one
interviews that probe and elicit detailed answers to questions, often using clinical nondirective techniques to uncover
hidden motivations. Thus, psychologists and people with Doctorates in Marketing (which is a combination of applied
psychology and applied economics) are often called upon to conduct Depth Interviews, as well as Nominal Grouping
Sessions.
Individual depth interviews typically require 30-45minutes. The interviewer does not have a specific set of pre-
specified questions that must be asked according to the order imposed by a questionnaire. Instead, there is freedom to
create questions, to probe those responses that appear relevant, and generally to try to develop the best set of data in
any way practical. However the interviewer must follow one rule; one must not consciously try to affect the content of
the answers given by the respondents. The respondent. The respondent must feel free to reply to the various questions,
probes, and other, subtler, ways of encouraging responses in the manner deemed most appropriate.
 Subject of interest is discussed in detail.
 There is no fixed pattern for eliciting information from the respondents.
 Generally conducted by highly trained interviewers. They must be thorough in probing the
respondents.
 The interviewee is asked about the subject of his choice, coffee, for example, and an attempt is made
to explore the respondents’ attitudes in depth by probing extensively into any other areas which may
come up.
 Interviewers have a general series of topics that they will introduce – perhaps such topics as coffee, or
sleep, and will introduce them from time to time if the respondent does not bring them up.
 Tone of the interview is permissive and the respondent is allowed to talk as much as he likes.
 The interviewer must not influence the answers of the respondent.
 The interpretation of the answers is very subjective and knowledge of human behavior is required to
analyze the information received.

BY: Dr Hanif Lakdawala [email protected]

 B. Focus Group discussions (F.G. Ds):
The standard focus group interview involves 8 and 12 individuals and lasts about 2 hours. Normally each group is
designed to reflect the characteristics of a particular market segment. The respondents are selected according to the
relevant sampling plan and meet at a central location that generally has facility for taping and/ or filming the interviews.
In Europe, focus tend to consist of 6 to 8 respondents, vary in length from 1.5 to 4 hours and are often conducted in
the home of the recruiter. Otherwise the interviewers are similar.

Focus group discussions (FGDs) are a qualitative research method that involves a small group of individuals
(typically 6-10 participants) who engage in a facilitated discussion on a specific topic or research question. FGDs
aim to generate insights, perspectives, and in-depth understanding of participants’ opinions, attitudes, beliefs, and
experiences related to the research topic.

Here are some key features and characteristics of focus group discussions:
1. Group Dynamics: FGDs capitalize on the interactive and dynamic nature of group discussions. Participants
engage in a guided conversation, sharing their thoughts and interacting with each other in response to the
moderator’s prompts and questions. The group setting allows for the exploration of diverse viewpoints and
the emergence of collective insights.
2. Moderator Facilitation: An experienced moderator facilitates the focus group discussion. The moderator
guides the conversation, ensures all participants have an opportunity to speak, encourages active
participation, and manages the group dynamics. The moderator’s role is to create a comfortable and open
environment that fosters honest and insightful discussions.
3. Semi-Structured Format: FGDs typically follow a semi-structured format. The moderator prepares a
discussion guide or set of open-ended questions to steer the conversation. However, the format allows for
flexibility, enabling participants to introduce new topics, raise additional questions, or delve deeper into
certain areas of interest.
4. Sample Selection: Participants for focus group discussions are purposefully selected to represent the target
population or specific segments relevant to the research topic. The sample may be homogeneous
(participants with similar characteristics) or heterogeneous (participants with diverse backgrounds or
perspectives), depending on the research objectives.
5. Rich Data Collection: FGDs generate rich qualitative data. The discussions are often audio or video-
recorded, with participants’ consent, to capture their conversations and interactions. Detailed field notes may
also be taken by the moderator or an assistant to record important observations, non-verbal cues, and
contextual information.
6. Group Synergy: The group setting of FGDs creates a synergy that can lead to the emergence of new ideas,
shared experiences, and a deeper exploration of the topic. Participants may build upon each other’s

BY: Dr Hanif Lakdawala [email protected]

 comments, challenge or support different perspectives, and generate collective insights that may not arise in
individual interviews.
7. Qualitative Data Analysis: The data collected from FGDs are analyzed using qualitative data analysis
techniques. This involves transcribing the recordings, reading and familiarizing oneself with the data,
identifying themes, patterns, and recurring concepts, and interpreting the findings in the context of the
research objectives.
FGDs are commonly used in various fields, such as Advertising research, market research, social sciences, and
healthcare, to explore perceptions, opinions, and experiences related to a particular topic. They provide valuable
qualitative insights, help uncover group dynamics, and facilitate a deeper understanding of complex issues. FGDs
complement other research methods, such as interviews and surveys, by providing a group perspective and fostering
interactive discussions among participants.
Focus Group Interviews can be applied to:
1. Basic- need studies for product idea creation,
2. New product idea or concept exploration,
3. Product positioning studies,
4. Advertising and communications research,
5. Background studies on consumer’s frames or reference,
6. Establishment of consumer vocabulary as a preliminary step in questionnaire development and,
7. Determination of attitudes and behavior.

C. Survey Method:
The survey method is a research technique that involves collecting data from a sample of individuals through the
administration of standardized questionnaires or surveys. Surveys are widely used in social sciences, market research,
and various fields to gather information, measure attitudes or behaviors, and make statistical inferences about a larger
population.

Types of Surveys:
There are mainly 4 methods by which we can collect data through the Survey Method
a. Telephonic Interview
b. Personal Interview
c. Mail Interview
d. Computer or Internet or Electronic Interview
1. Telephonic Interview
Telephone Interviewing stands out as the best method for gathering quickly needed information. Responses
are collected from the respondents by the researcher on telephone.

BY: Dr Hanif Lakdawala [email protected]

 Advantages of Telephonic Interview
a. It is very fast method of data collection.
b. It has the advantage over “Mail Questionnaire” of permitting the interviewer to talk to one or more
persons and to clarifying his questions if they are not understood.
c. Response rate of telephone interviewing seems to be a little better than mail questionnaires
d. The quality of information is better
e. It is less costly method and there are less administration problems
Disadvantages of Telephonic Interview
f. They cant handle interview which need props
g. It cant handle unstructured interview
h. It cant be used for those questions which requires long descriptive answers
i. Respondents cannot be observed
j. People are reluctant to disclose personal information on telephone
k. People who don’t have telephone facility cannot be approached
2. Personal Interviewing
It is the most versatile of the all methods. They are used when props are required along with the verbal response
non-verbal responses can also be observed.
Advantages of Personal Interview
a. The person interviewed can ask more questions and can supplement the interview with personal
observation.
b. They are more flexible. Order of questions can be changed
c. Knowledge of past and future is possible.
d. In-depth research is possible.
e. Verification of data from other sources is possible.
f. The information obtained is very reliable and dependable and helps in establishing cause and effect
relationship very early.
Disadvantages of Personal Interview
g. It requires much more technical and administrative planning and supervision
h. It is more expensive
i. It is time consuming
j. The accuracy of data is influenced by the interviewer
k. A number of call banks may be required
l. Some people are not approachable
3. Mail Survey
Questionnaires are send to the respondents, they fill it up and send it back.
Advantages of Mail Survey

BY: Dr Hanif Lakdawala [email protected]

 a. It can reach all types of people.
b. Response rate can be improved by offering certain incentives.
Disadvantages of Mail Survey
c. It can not be used for unstructured study.
d. It is costly.
e. It requires established mailing list.
f. It is time consuming.
g. There is problem in case of complex questions.
4. Computer or Internet or Electronic Interview
Electronic interviewing is a process of recognizing and noting people, objects, 40ccurrences rather than asking
for information. For example-When you go to store, you notice which product people like to use. The Universal
Product Code (UPC) is also a method of observing what people are buying.
Advantages of Electronic Interview
a. There is no relying on willingness or ability of respondent.
b. The data is more accurate and objective.
Disadvantages of Electronic Interview
c. Attitudes cannot be observed.
d. Those events which are of long duration cannot be observed.
e. There is observer bias. It is not purely objective.
f. If the respondents know that they are being observed, their response can be biased.
g. It is a costly method.

4. OBSERVATION
A. Observation Research
The observation method of research involves systematically watching, listening to, and recording behaviors or events
as they happen in their natural setting. This method is commonly used in qualitative research and allows researchers
to gather data firsthand without relying on participants' self-reports, such as surveys or interviews. By directly
observing the subjects, researchers can capture more accurate and detailed data on how individuals behave in certain
environments or situations.
Key Features of the Observation Method
1. Natural Setting:
o The observation usually takes place in a real-world environment, like a workplace, school, or public
space, without interference from the researcher. This helps capture authentic behaviors.
2. Systematic:

BY: Dr Hanif Lakdawala [email protected]

 o The observation is carefully planned and follows a structured process to ensure that the data collected
is consistent and relevant to the research questions.
3. Non-intrusive:
o In some cases, the researcher tries to be as unobtrusive as possible to avoid influencing the behavior
of the subjects (e.g., through concealed or distant observation).
4. Subjective and Objective Data:
o Observation can yield both objective data (e.g., counting the number of interactions between
individuals) and subjective data (e.g., interpreting body language or emotions).
Conditions for Using “Observations” in Research: (all three must be present)
1. The desired information must be inferable from observation of subjects’ behavior;
2. The behaviour of interest must be frequent, repetitive, or predictable; and
3. The behaviour of interest must be of relatively short duration.

3
Observation Research

People
People Mystery Shoppers
Watching
Watching
People
People One-Way Mirrors

Types
Types of
of People
People
Observation
Observation Watching
Watching Audits
Research
Research an
anActivity
Activity

Machines
Machines Traffic Counters
Watching
Watching
People
People Passive People Meter

36

Types of observation research

I. People watching people: refers to people (rather than machines) watching other people.
Various Types of People watching people:
a. Mystery Shoppers – people that are employed by a firm to pose as consumers and shop at competitors’
stores to compare prices, displays, service performances, cleanliness, and the like.
b. One-Way Mirror Observations – The practice of watching unseen from behind a one-way mirror. Often
used for product testing and with focus groups.

BY: Dr Hanif Lakdawala [email protected]

 c. Shopper Patterns – refers to drawings that record the footsteps of a shopper through a store. They show
the flow of a representative sample of shoppers through a store.
d. [Also used to study the effect of music on shopper behavior. For instance, we know that slow music makes
them stay longer and buy more.]
e. Content Analysis – A technique used to study written material, usually advertising copy, by breaking it
into meaningful units, using carefully applied rules. Content Analysis attempts to determine what is being
communicated to a target audience by objectively and systematically describing the communication’s
content.
f. Humanistic Inquiry – A method of inquiry in which the researcher is immersed in [becomes a part of]
the system or group under study, rather than using the scientific method of standing apart from the system
being studied.

II. People Watching an Activity

Audits: - are examinations and verifications of the sales of subject products. Audits involve the physical
inspection of inventories, sales receipts, shelf facings, prices, and other aspects of the marketing mix to
determine sales, market share, relative price, distribution, or other relevant information. Audits – are
examinations and verifications of the sales of subject products. There are two general categories: Retail
audits measure sales to final consumers, and wholesale audits determine the amount of product movement
from warehouses to retailers. Retail distribution audits are similar to store audits however these audits do
not measure inventory sales: instead they are observational studies at the retail level. Field agents enter
stores unannounced and without permission.

III. Machine Observation Types:

A. Traffic Counters – Machines used to measure vehicular flow over a particular stretch of roadway.
B. Physiological Measurement – refers to measuring the level of involuntary change in a person’s
activation based upon the stimuli of interest. Activation – refers a person’s feeling of arousal, inner tension,
or alertness. Activation is stimulated via a subcortical unit, called the reticular activation system (RAS),
which is located in the human brainstem.

D. EXPERIMENTATION
Experiment – experiments are widely used in causal research designs. Experimental research allows a researcher to
control the research situation so that causal relationships among variables may be evaluated. The experimenter
manipulates one or more independent variables and holds constant all other possible independent variables while
observing effects on dependent variable(s). Events may be controlled in an experiment to a degree that is simply not
possible in a survey.

BY: Dr Hanif Lakdawala [email protected]

Independent variables are expected to determine the outcomes of interest. In an experiment, they are controlled by the
researcher through manipulations. Dependent variables are the outcomes of interest to the researcher and the decision
makers. A simple example would be thinking about how changes in price would influence sales. Price would be an
independent variable and sales would be a dependent variable. An experiment measures the change in the dependent
variable created by a specific, controlled change in another variable(s) which is called the independent variable(s).
• Thus the researcher’s goal in conducting an experiment is to determine whether changing an experimental
independent variable causes changes in the specified dependent variable.
Examples
i. The effect of price changes on sales volume of a particular product can be examined by actually varying
the price of the product
ii. Advertising Experiment: Will replacing commercial A with commercial B lead to a marked increase in
consumer preference for a company’s brand?
iii. Pricing Experiment: Can a company improve the profitability of its fashion clothing line by increasing
its price by 10 percent?
iv. Sales Productivity Experiment: Will an increase in the average number of sales calls per customer from
six to eight per year significantly improve sales?

Three types of Experimental research:

a. Laboratory Experiments – Tests done in a sterile environment in which the researcher can control almost all
possible causal factors. However, while the laboratory allows the researcher to control the variables involved,
the lab may not accurately represent the real marketplace. Thus, the research results my not hold up when
transferred to (generalized to) the actual marketplace. Thus, lab results are said to have good internal validity,
but often lack external validity. This suggests that lab results are more likely to be statistically correct than
results from field experiments, but less likely to be generalizable to the population of interest which is always
located outside of the laboratory.
b. Field Experiments – Tests conducted outside the laboratory in an actual market environment. A test market
is a good example. This solves the problem of realism of the test environment, but factors other than the
independent variable(s) of interest may influence the observed changes in the dependent variable of interest
because the researcher cannot control all other independent variables that may affect the dependent variable.
For instance, the researcher cannot control nor even precisely measure the effects of competitive actions, the
weather, the economy, societal trends, the political climate, nor other elements of the uncontrollable
environment. Thus, field experiments often lack internal validity, while having better external validity. This
suggests that the results have a better chance of being statistically wrong, but they are more likely generalizable
to other similar market situations, if they are statistically correct. A major difference between the two
approaches is the degree of control available during the manipulation and measurement process. A laboratory

BY: Dr Hanif Lakdawala [email protected]

 experiment clearly offers better control than a field experiment with respect to extraneous factors capable of
influencing consumer preferences.

• Internal validity is the extent to which observed results are solely due to the experimental
manipulation.
• External validity is the extent to which observed results are likely to hold beyond the experimental
setting. An ideal experiment is one whose results will have high internal as well as external validity,
although there is usually a trade-off between these two forms of validity.

c. Continuous research: A survey conducted on a regular and frequent basis among parallel samples within the
same population or a survey in which the interviews are spread over a long period of time. In this way, a picture
of market trends can be built up. This type of longitudinal research is often funded on a syndicated basis.
Syndicated research usually involves an independent research company collecting data and supplying it
simultaneously to a number of clients.

MODULE: IV
SAMPLING

Meaning of Sample and Sampling

Sampling in research refers to the process of selecting a subset of individuals, cases, or elements from a larger
population to study and make inferences about the whole population. It is impractical and often impossible to collect
data from every member of a population, so researchers use sampling techniques to gather information from a
representative subset of the population.
In statistics, a sample is a subset of a population that is used to represent the entire group as a whole. When doing
research, it is often impractical to survey every member of a particular population because the sheer number of
people is simply too large. Sampling is a process used in statistical analysis in which a predetermined number of
observations are taken from a larger population. Thus Sampling is the process of selecting units (e.g., people,
organizations) from a population of interest so that by studying the sample we may fairly generalize our results back
to the population from which they were chosen.
Why Do Researchers Use Samples?
When researching an aspect of the human mind or behavior, researchers simply cannot collect data from every single
individual in most cases. Instead, they choose a smaller sample of individuals that represent the larger group. If the

BY: Dr Hanif Lakdawala [email protected]

sample is truly representative of the population in question, researchers can then take their results and generalize them
to the larger group.

Process of Sampling

There are seven steps in sampling process:

Step Description
1. Define the population The population is defined in terms of a) element, b) units, c)
extent and d) time.
2. Specify sampling frame The means of representing the elements of the population – for
example telephone book, map, or city directory – are
described.
3. Specify sampling unit The unit for sampling – for example, city block, company, or
household – is selected. The sampling unit may contain one or
several population elements.
4. Specify sampling method The method by which sampling units are to be selected is
described.
5. Determine sample size The number of elements of the population to be sampled is
chosen.
6. Specify sampling plan The operational procedures for selection of the sampling units
are selected.
7. Select the sample The office and fieldwork necessary for the selection of the
sample are carried out.

Step 1: Define the population

At the outset of the sampling process, the target population must be carefully defined so that the proper sources from
which the data are to be collected can be identified. The usual technique for defining the target population is to
answer questions about the crucial characteristics of the population. The question to answer is, “Whom do we want
to talk to?”
Step 2: Specify the Sampling frame
In practice, the sample will be drawn from a list of population elements that often differs somewhat

BY: Dr Hanif Lakdawala [email protected]

from the defined target population. A list of elements from which the sample may be drawn is called a sampling
frame. The sampling frame is also called the working population because these units will eventually provide units
involved in analysis.
Step 3: Specify the sampling Unit
The sampling unit is the basic unit containing the elements of the population to be sampled. It may be the element
itself or a unit in which the element is contained. During the actual sampling process, the elements of the population
must be selected according to a certain procedure. The sampling unit is a single element or group of elements subject
to selection in the sample.
Step 4: Specify the Sampling Methods
It indicates how the sample units are selected. One of the most important decisions in this regard is to determine which
of the two –probability and non-probability sample –is to be chosen. Probability samples are also known as random
samples and non-probability samples as non-random samples.
There are various types of sample designs, which can be covered under two broad groups – random or probability
samples and non-random, or non-probability samples.
Step 5: Determination of the Sample size
The sample size is decided based on the precision required from the sample estimates, time and money available to
collect the required data. While determining the sample size due consideration should be given to the variability of
the population characteristic under investigation, the level of confidence desired in the estimates and the degree of
the precision desired in estimating the population characteristic. the sampling situation.
Step 6: Specify the Sampling Plan
The actual procedure to be used in contacting each of the prospective respondents selected to form the sample should
be clearly laid out. The instruction should be clearly written so that interviewers know what exactly should be done
and the procedure to be followed in case of problems encountered in contacting the prospective respondents.
Step 7: Select the Sample
The sample respondents are met and actual data collection activities are executed in this stage. Consistency and control
should be maintained at this stage.

Methods of Sampling

Sampling Techniques
Sampling techniques may be broadly classified as non-probability and probability sampling techniques.

BY: Dr Hanif Lakdawala [email protected]

Non-probability sampling techniques:
1. It relies on the personal judgment and convenience of the researcher rather than the chance to select sample
elements.
2. The researcher can arbitrarily or consciously decide which element to include in the sample.
3. Non-probability may yield good estimates of the population characteristic. However they do not allow for
objective evaluation of the precision of the sample results.
4. Since there is no way of determining the probability of selecting any particular element for inclusion in the
sample, the estimates obtained are not statistically projectable to the population.

Probability sampling techniques:

1. Researcher uses the element of chance for selecting sample.
2. It is possible to pre-specify every potential sample of a given size that could be drawn from the population, as
well as the probability of selecting each sample.
3. Every potential sample need not have the same probability of selection, but it is possible to specify the probability
of selecting any particular sample of a given size.
4. This requires not only a precise definition of the target population, but also a general specification of the sampling
frame. Because sample elements are selected by chance.
5. It is possible to determine the precision of the sample estimated of the characteristics of interest. Confidence
intervals, which contain the true population value with a given level of certainty, can be calculated. This permits
the researcher to make inferences of projections about the target population from which the sample was drawn.
Probability sampling techniques are classified based on :
− Element versus cluster sampling
− Equal unit probability versus unequal probabilities
− Unstratified versus stratified selection
− Random versus systematic selection
− Single-stage versus multistage techniques
Diagrammatic representation of the sampling techniques.

Sampling techniques

Non probability Probability sampling

sampling techniques techniques

BY: Dr Hanif Lakdawala [email protected]

 Convenience Judgmental Quota

Simple Systematic Stratified Cluster Multistage

Sampling Sampling
Random Sampling Sampling

Non-probability method of sampling:

1. Convenience Sampling: Convenience sampling involves using participants in a study because they are
convenient and available. A non-probability sampling technique that attempts to obtain a sample of convenient
elements. The selection of sampling units is left primarily to the interviewer.
Explanation
• It is a form of Non-Probability sampling.
• It is mainly used for Dipstick studies. This type of sampling is normally used to get basic information to
take elementary decisions.
Convenience samples are often used in exploratory situations when there is a need to get only an approximation
of the actual value quickly and inexpensively. Commonly used Convenience samples are associates and “the
man on the street”. Such samples are often used in the pre-test phase of the study, such as pre-testing of a
questionnaire. Examples: Use of students, church groups, and members of social organizations, Mall-intercept
interviews without qualifying the respondents, Department stores using charge account lists Tear out
questionnaire included in a magazines, and People on the street interviews
2. Judgmental sampling: A form of convenience sampling in which the population elements are purposively
selected based on the judgment of the researcher. A judgment sample is one in which there is an attempt to
draw a representative sample of the population using judgmental selection procedures. Judgment samples are
common in industrial market research. Example: A sample of addresses taken by the municipal agency to
which questionnaires on bicycle riding habits were sent. A judgment sample was taken after researchers looked
at traffic maps of the city, considered the tax assessment on houses and apartment buildings (per unit), and
kept location of schools and parks in mind.

BY: Dr Hanif Lakdawala [email protected]

 3. Quota Sampling: Definition: A non probability sampling techniques that is a two stage restricted judgmental
sampling. The first stage consists of dividing the population into various groups or quotas based on predefined
population elements. In the second stage, sample elements are selected from each group based on convenience
or judgment
Explanation: The main reason why researchers choose quota samples is that it allows the researchers
to sample a subgroup that is of great interest to the study. If a study aims to investigate a trait or a characteristic
of a certain subgroup, this type of sampling is the ideal technique. In Quota Sampling, the samples are selected
in such a way that the interest parameters represented in the sample are in the same proportion as they are in
the universe/ population. Quota Sampling is widely used in consumer panels.
4. Snowball Sampling: A variety of procedures. Initial respondents are selected by probability methods.
Additional respondents are obtained from information provided by the initial respondents. For example, in the
interview phase, snowball sampling can be used to reach hard-to-reach populations. Participants or
informants with whom contact has already been made can use their social networks to refer the researcher to
other people who could potentially participate in or contribute to the study. It is also know as reference or
network sampling.
5. Purposive sample: Purposive sampling is when a researcher chooses specific people within the population
to use for a particular study or research project. Subjects selected on the basis of specific characteristics or
qualities. Users of a particular technology. Such as Young mothers with small children, doctors, members of
a fan club, target market members.

Probability Method of sampling:

Probability sampling techniques vary in terms of sampling efficiency. Sampling efficiency is a concept that reflects a
trade-offs between sampling cost and precision. Precision refers to the level of uncertainty about the characteristic
being measured. The greater the precision, the greater the cost and most studies require trade-off.

1. Simple Random Sampling: A simple lottery system. A probability sampling technique in which each
element in the population has a known and equal probability of selection is known as simple random
sampling (SRS). Every element is selected independently of every other element and the sample is drawn by
a random procedure from a sampling frame. Explanation In random sampling, each element in the
population has a known and equal probability or chance of selection. Furthermore, each possible sample of a
given size (n) has a known and equal probability or chance of being the sample actually selected. This
implies that every other element is selected independently of every other element. The sample is drawn by a
random procedure from a sampling frame. This method is equivalent to a lottery system in which names are
placed in a container, the container is shaken, and the names of the winners are then drawn out in an
unbiased manner. To draw a simple random sample, the researcher first compiles a sampling frame in which

BY: Dr Hanif Lakdawala [email protected]

 each element is assigned a unique identification number. Then random numbers are generated to determine
which element to include in the sample. The random numbers may be generated with a computer routine or a
table.
2. Systematic sampling: A probability sampling technique in which the sample is chosen by selecting a
random starting point and then picking every ith element in succession from the sampling frame. In
systematic sampling, the sample is chosen by selecting a random starting point and then picking every ith
element in succession from the sampling frame. The sampling interval, it’s a, is determined by dividing the
population size N by the sample size n and rounding to the nearest integer. Example It’s a three step process:
a. Find out Sampling Interval. Sampling interval = Population divided by sample size
b. To select random starting point through simple random process
c. To select the sample
Suppose there are 100,000 elements in the population and a sample of 1000 desired. In this case the sampling
interval, is calculated by dividing 100,000 by 1000. It comes to 100. A random number between 1 to 100 is
selected. If say number 23 is selected, the sample will then consists of elements 23, 123, 223, 323, 423, 523,
and so on.
3. Stratified Random Sampling: A probability sampling technique that uses a two-step process to partition the
population into subpopulations, or strata is known as stratified random sampling. Elements are selected from
each stratum by a random procedure. Explanation: A probability sampling technique that uses a two-step
process to partition the population:
It’s a two step process:
a. Divide the populations into subpopulations, or strata based on well defined criteria.
b. Elements are selected from each stratum or group based on the proportionate representation by a
random procedure.
Stratified Random Sampling emerges from the word Stratum. A Stratum in a population is a segment of that
population having one or more characteristics. E.g. people in the age strata of 35-40, people in the income
strata to Rs. 20000 p.m. etc
Stratified Sampling involves treating each stratum as a separate subpopulation for sampling purposes, and
from each stratum sampling units would be drawn randomly.
4. Cluster Sampling: The target population is divided into mutually exclusive and collectively exhaustive
subpopulation called clusters. Then a random sample of clusters is selected based on probability sampling
techniques such as simple random sampling. For each selected clusters, either all the elements are included in
the sample or a sample of elements is drawn probabilistically.
Explanation
• If all the elements in each selected cluster are included in the sample, the procedure is called one stage
cluster sampling.

BY: Dr Hanif Lakdawala [email protected]

 • If a sample of elements is drawn probabilistically from each selected cluster, the procedure is called two-
stage cluster sampling.
• The key distinction between cluster sampling and stratified sampling is that in cluster sampling only a
sample of subpopulations (clusters) is chosen, whereas in stratified sampling all the subpopulations are
selected.
• The objective of the cluster sampling is to increase the sampling efficiency by decreasing costs.
Example
If the study requires studying the households in the city then in cluster sampling the whole city is divided into
Blocks and to take each household on each block selected. Thus to get a representative whole of the universe.
5. Multistage sampling: Multistage sampling is the taking of samples in stages using smaller and smaller
sampling units at each stage. Multistage sampling can be a complex form of cluster sampling because it is a
type of sampling which involves dividing the population into groups. Cluster sampling uses several levels
of clusters. Whereas cluster sampling uses clusters whereas multistage sampling uses stages

MODULE V: Preparing Data Sheet & Processing

Practical work in class room with live demonstration of using

Excel.

MODULE VI: DATA ANALYSIS

Practical work in class room with live demonstration of

conducting data analysis with the help of dummy data

BY: Dr Hanif Lakdawala [email protected]

 MODULE: VI & VII
Data Analysis & Methods of Data Analysis

WHAT ARE STATISTICS

Statistics is a mathematical science pertaining to the collection, analysis, interpretation or explanation and
presentation of data. It provides tools for predicting and forecasting the economic, marketing and other activities.
Meaning of Statistics: Statistics is concerned with scientific methods for collecting, organising, summarising,
presenting and analysing data as well as deriving valid conclusions and making reasonable decisions on the basis of
this analysis. Statistics is concerned with the systematic collection of numerical data and its interpretation. The word
‘ statistic’ is used to refer to 1. Numerical facts, such as the number of people living in particular area. 2. The study
of ways of collecting, analysing and interpreting the facts.

TYPE OF STATISTICS:
1. Descriptive Statistics consists of methods for organizing, displaying, and describing data by using tables, graphs,
and summary measures.
2. Inferential Statistics consists of methods that use sample results to help make decisions or predictions about a
population.

DESCRIPTIVE STATISTICS
Descriptive statistics is the term given to the analysis of data that helps describe, show or summarize data in a
meaningful way such that, for example, patterns might emerge from the data. Descriptive statistics do not, however,
allow us to make conclusions beyond the data we have analysed or reach conclusions regarding any hypotheses we
might have made. They are simply a way to describe our data.
Descriptive statistics are very important because if we simply presented our raw data it would be hard to visualize
what the data was showing, especially if there was a lot of it. Descriptive statistics therefore enables us to present the
data in a more meaningful way, which allows simpler interpretation of the data. For example, if we had the results of
100 pieces of students’ coursework, we may be interested in the overall performance of those students. We would
also be interested in the distribution or spread of the marks. Descriptive statistics allow us to do this.

BY: Dr Hanif Lakdawala [email protected]

Typically, there are five general types of statistic that are used to describe
data:
E. Frequency table
F. The central tendency (Mean, Median & Mode)
G. The dispersion: S,D, Variance, Range
H. Distribution (Skewness & Kurtosis)
I. Measures of Position (Percentile, Quartile )

J. Frequency table:

In statistics, a frequency distribution is a list, table or graph that displays the frequency of various outcomes in a
sample. Each entry in the table contains the frequency or count of the occurrences of values within a particular group
or interval.

A frequency table is a tabular representation of data that displays the frequency or count of each unique value or
category in a dataset. It organizes the data into categories or intervals and shows how many times each category or
interval occurs. The purpose of a frequency table is to summarize and present the distribution of data in a clear and
organized manner.
Here’s an example to illustrate the concept of a frequency table:
Consider a dataset of students’ test scores:

78, 85, 90, 78, 92, 85, 78, 78, 90, 92, 85, 85
To create a frequency table, we first identify the unique values or categories in the dataset: 78, 85, 90, 92. Then, we
count the frequency of each value by tallying how many times it appears in the dataset:
Value Frequency
78 4
85 4
90 2
92 2

In this example, the frequency table shows that the value 78 appears 4 times, the value 85 appears 4 times, the value
90 appears 2 times, and the value 92 appears 2 times. Frequency tables can be useful for understanding the
distribution of data, identifying the most common values or categories, and detecting any patterns or outliers. They
provide a concise summary of the data and are often used as a starting point for further analysis or visualization.

BY: Dr Hanif Lakdawala [email protected]

B. Measures of Central Tendency
Mean, mode, and median are three common measures of central tendency used in statistics to describe the typical or
central value of a dataset. Here’s an explanation of each:
1. Mean: The mean, also known as the average, is calculated by summing up all the values in a dataset and
dividing by the total number of values. It is often denoted by the symbol “μ” (mu) for a population mean or
“x̄” (x-bar) for a sample mean. The mean is sensitive to extreme values and can be affected by outliers.
2. Mode: The mode is the value or values that occur most frequently in a dataset. In other words, it is the value
that has the highest frequency. A dataset can have one mode (unimodal) if there is a single most common
value, or it can have multiple modes (multimodal) if there are multiple values with the same highest
frequency. It is possible for a dataset to have no mode if no value is repeated.
3. Median: The median is the middle value in a dataset when the values are arranged in ascending or
descending order. If the dataset has an odd number of values, the median is the middle value. If the dataset
has an even number of values, the median is calculated by taking the average of the two middle values. The
median is not affected by extreme values or outliers and is often used when the distribution of data is
skewed.

EXAMPLE: 15, 15,15,20,20,21,25,36

The sum of these 8 values is 167, so:
1. the mean is 167/8 = 20.875.
2. The Median is the score found at the exact middle of the set of values. 20 is the median
3. Mode: the value 15 occurs three times and is the model.

C. Measures of spread or Dispersion.

Measures of spread or Dispersion: these are ways of summarizing a group of data by describing how spread out
the scores is. For example, the mean score of our 100 students may be 65 out of 100. However, not all students will
have scored 65 marks. Rather, their scores will be spread out. Some will be lower and others higher. Measures of
spread help us to summarize how spread out these scores are. To describe this spread, a number of statistics are
available to us, including the range, quartiles, absolute deviation, variance and standard deviation.
When we use descriptive statistics it is useful to summarize our group of data using a combination of tabulated
description (i.e., tables), graphical description (i.e., graphs and charts) and statistical commentary (i.e., a discussion
of the results).
Measures of spread describe how similar or varied the set of observed values are for a particular variable (data
item). Measures of spread include:
1. Range
2. variance
3. standard deviation

BY: Dr Hanif Lakdawala [email protected]

 1. Range: In statistics, the range refers to the difference between the highest and lowest values in a dataset. It
provides a measure of the spread or variability of the data. To calculate the range, you subtract the lowest
value from the highest value. The range is simply the highest value minus the lowest value. In our example
distribution, the high value is 36 and the low is 15, so the range is 36 – 15 = 21.
2. Variance — Variance measures how far are data points spread out from the mean. A high variance indicates
that data points are spread widely and a small variance indicates that the data points are closer to the mean of
the data set. In statistics, variance is a measure of the spread or dispersion of a dataset. It quantifies how much
the values in a dataset deviate from the mean. A higher variance indicates greater variability, while a lower
variance suggests less variability. Mathematically, the variance is calculated by taking the average of the
squared differences between each value and the mean. The formula for variance depends on whether you are
calculating it for a population or a sample: The variance is a measure of variability that utilizes all the data. It
is based on the difference between the value of each observation (xi) and the mean (x for a sample, m for a
population).
3. Standard Deviation: It’s a quantity or number expressing by how much the members of a group differ from
the mean value for the group. Standard deviation is the measure of dispersion of a set of data from its mean.
It measures the absolute variability of a distribution; the higher the dispersion or variability, the greater is
the standard deviation and greater will be the magnitude of the deviation of the value from their mean.

D. Distribution:
The distribution is a mathematical function that describes the relationship of observations of different heights. A
distribution is simply a collection of data, or scores, on a variable. Usually, these scores are arranged in order from
smallest to largest and then they can be presented graphically.

K. Skewness: Skewness is a measure of symmetry, or more precisely, the lack of symmetry. A distribution, or
data set, is symmetric if it looks the same to the left and right of the center point. Skewness characterizes the
degree of asymmetry of a distribution around its mean. Skewness is a statistical measure that quantifies the
asymmetry or lack of symmetry in the distribution of a dataset. It helps to understand the shape of the
distribution and whether it is skewed to the left (negative skewness), skewed to the right (positive skewness),
or symmetric (zero skewness).

BY: Dr Hanif Lakdawala [email protected]

 MODULE: VIII
REPORT WRITING
1. Essential of a good report,
2. Content of report,
3. Steps in writing a report,
4. Footnotes and Bibliography
Essential of a good report
1. Information collected in the report must be relevant and focused to derive desired results. Pictorial and
graphical presentation of data and related information help to understand the details easily. There is a
possibility that the collected data in the report needs to be represented at many places in different formats to
fulfil the report goals. The ultimate goal is to determine all the issue and make suitable strategies to cope up
with these issue or problems.
2. Report should follow the exact predefined goals and objectives. If there is any sort of divergence of related
information which does not match the goals then the results are of no use. In fact there is a probability of
landing up in making negative or out of focus strategies, which will be very dangerous.
3. The report should always contain the executive summary of the work. This is generally kept before the
actual report starts as it shows the summary of the desired business plan.
4. Apart from the actual analysis the report should also depict the reasons of making this report and what
advantages and profit it can provide after successful implementation of business plans described inside the
report.
5. It should also contain the methodology of the research which shows the overall process adopted to create
the report.
6. It is important that the report contains the possibility of errors in any of the module or process so that
immediate measures could be taken to cope up with these errors.
7. The report should contain the description of the questionnaires used in analysis and the way it has been
prepared.
8. The methodology used in the interviews should also be elaborated and what was achieved in this should also
be described.
9. If the information show that some aspects needs to predict the future trends then the reports should depict
that prediction. This prediction should have scale of success so that the accuracy could be judged
efficaciously. The report should also define each and every variable and element used in creating these
predictive analyses.

BY: Dr Hanif Lakdawala [email protected]

 10. The report should be flexible enough to be changed accordingly. The analytical information described inside
the report should be maintained in such a way that there is no extra effort laboured if any strategy or process
it to be changed in future. It should necessarily mould the changes without changing the structure of the
report.

Contents of Research Report

The researcher must keep in mind that his research report must contain following aspects:
1. Purpose of study
2. Significance of his study or statement of the problem
3. Review of literature
4. Methodology
5. Interpretation of data
6. Conclusions and suggestions
7. Bibliography
8. Appendices
1. Purpose of study: Research is one direction oriented study. He should discuss the problem of his study.
He must give background of the problem. He must lay down his hypothesis of the study. Hypothesis is
the statement indicating the nature of the problem. He should be able to collect data, analyze it and prove
the hypothesis. The importance of the problem for the advancement of knowledge or removed of some
evil may also be explained. He must use review of literature or the data from secondary source for
explaining the statement of the problems.
2. Significance of study: Research is re-search and hence the researcher may highlight the earlier research
in new manner or establish new theory. He must refer earlier research work and distinguish his own
research from earlier work. He must explain how his research is different and how his research topic is
different and how his research topic is important. In a statement of his problem, he must be able to explain
in brief the historical account of the topic and way in which he can make and attempt. In his study to
conduct the research on his topic.
3. Review of Literature: Research is a continuous process. He cannot avoid earlier research work. He must
start with earlier work. He should note down all such research work, published in books, journals or
unpublished thesis. He will get guidelines for his research from taking a review of literature. He should
collect information in respect of earlier research work. He should enlist them in the given below:
• Author/researcher
• Title of research /Name of book
• Publisher

BY: Dr Hanif Lakdawala [email protected]

 • Year of publication
• Objectives of his study
• Conclusion/suggestions
Then he can compare this information with his study to show separate identity of his study. He must
be honest to point out similarities and differences of his study from earlier research work.
4. Methodology: It is related to collection of data. There are two sources for collecting data; primary and
secondary. Primary data is original and collected in field work, either through questionnaire interviews.
The secondary data relied on library work. Such primary data are collected by sampling method. The
procedure for selecting the sample must be mentioned. The methodology must give various aspects of
the problem that are studied for valid generalization about the phenomena. The scales of
measurement must be explained along with different concepts used in the study. While conducting a
research based on field work, the procedural things like definition of universe, preparation of source list
must be given. We use case study method, historical research etc. He must make it clear as to which
method is used in his research work. When questionnaire is prepared, a copy of it must be given in
appendix.
5. Interpretation of data: Mainly the data collected from primary source need to be interpreted in systematic
manner. The tabulation must be completed to draw conclusions. All the questions are not useful for report
writing. One has to select them or club them according to hypothesis or objectives of study.
6. Conclusions/suggestions: Data analysis forms the crux of the research problem. The information
collected in field work is useful to draw conclusions of study. In relation with the objectives of study the
analysis of data may lead the researcher to pin point his suggestions. This is the most important part of
study. The conclusions must be based on logical and statistical reasoning. The report should contain not
only the generalization of inference but also the basis on which the inferences are drawn. All sorts of
proofs, numerical and logical, must be given in support of any theory that has been advanced. He should
point out the limitations of his study.
7. Bibliography: The list of references must be arranged in alphabetical order and be presented in appendix.
The books should be given in first section and articles are in second section and research projects in the
third. The pattern of bibliography is considered convenient and satisfactory from the point of view of
reader.
8. Appendices: The general information in tabular form which is not directly used in the analysis of data but
which is useful to understand the background of study can be given in appendix.

BY: Dr Hanif Lakdawala [email protected]

Footnotes and Bibliography

Footnotes and bibliography are two elements commonly used in academic writing to provide references and citations
for sources used in a research paper or scholarly work.

Footnotes:

Footnotes are small, numbered references placed at the bottom of each page or at the end of a chapter or article. They
are used to provide additional information, explanations, or citations for specific points or statements made in the main
text. Footnotes can be used to acknowledge the sources of direct quotations, paraphrased information, or to provide
further context or clarification on a particular topic. Each footnote is numbered sequentially, and the corresponding
number is placed as a superscript in the main text where the reference is made.

Bibliography:

A bibliography, also known as a reference list or works cited page, is a comprehensive list of all the sources consulted
and cited in a research paper or scholarly work. It is typically placed at the end of the document and provides detailed
information about each source, such as the author's name, title of the work, publication date, and other relevant
publication details. The bibliography allows readers to locate and verify the sources used in the research and provides
credit to the original authors or creators of the information.
The main difference between footnotes and a bibliography is their placement and purpose. Footnotes are used to
provide specific references or additional information within the text itself, while the bibliography provides a
comprehensive list of all sources used in the work.
It is important to use footnotes and bibliography accurately and consistently to ensure proper citation and attribution
of sources, avoid plagiarism, and allow readers to access and verify the information used in the research. The specific
formatting style, such as APA, MLA, or Chicago style, may have specific guidelines for the use of footnotes and
bibliography, so it is important to follow the appropriate style guide for your academic discipline or publication
requirements.

BY: Dr Hanif Lakdawala [email protected]

MODULE: IX
ADVERTISING RESEARCH

Introduction to Advertising Research

Advertising research refers to the systematic study and analysis of various aspects of advertising campaigns, strategies,
and their impact on target audiences. It involves gathering data and conducting research to gain insights into consumer
behavior, advertising effectiveness, market trends, and the overall impact of advertising efforts. The primary goal of
advertising research is to inform and improve advertising decisions, optimize campaign performance, and maximize
return on investment.

Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising.
Advertising research is the systematic gathering and analysis of information to help develop or
evaluate advertising strategies, ads and commercials, and media campaigns. Advertising research is as old as
advertising in India and key advertising decisions are made based on advertising research. Many major marketing
campaigns are launched in India and advertising research is used for many of these campaigns.

Why is Advertising Research Important?

The crafting of advertising: Advertising research can be implemented not only to measure the potential/effectiveness
of a specific advert, but to clarify the need for advertising in a specific audience. What kind of advertising is liked by
the consumers of our products and services? What values should be communicated? What type of humor should be
used? What kind of lifestyle should be reflected? Research into the crafting of advertising allows for the creation of
adverts, which provide a clearer and more attractive delivery of your desired message to your audience.
It defines which market to best target with your advertisements,
It conveys the identity of the ideal consumer base in which to advertise your product or service,
It determines which advertising medium will make the greatest impact on these consumers,
It identifies whether or not your targeted consumers are receiving your advertisements with the intended message.

There are four stages where Advertising Research can take place:

BY: Dr Hanif Lakdawala [email protected]

 1. Beginning of creation process (Copy Research)
2. End of creation process (Copy Testing)
3. End of the production stage (Pretesting)
4. After the campaign has been launched (Post Testing)

I. COPY RESEARCH

Copy Research
It starts with the beginning of creation process. Account team wants assurance that the ad does what it is supposed
to do. The client wants to see how well a particular ad scores against the average commercial of its type. Copy
research is a good idea most of the time--it can yield important data that management can use to determine the
suitability of an ad concept and basic idea.
Purposes of Copy Research
1. Idea Generation. An agency is often called on to invent new, meaningful, ways of presenting a brand to
a target audience.
2. Concept Testing seeks feedback designed to screen the quality of new ideas or concepts.
3. Audience Definition. Once a target segment have been identified, advertising planning can proceed with
a developing a message that will be meaningful to the consumers.
4. Audience Profiling. Creative need to know as much as they can about the people to whom their ads will
speak.
Evaluative Criteria in Copy Research
a. Clarity: Do consumers understand the ad?
b. Knowledge: Tests of recall and recognition
c. Attitude change: Determine where a brand stands.
d. Feelings and emotions
e. Physiological changes: Changes in eye movements or respiration
f. Behavioral intent: Do people say they will buy the product

Copy Research Methods

BY: Dr Hanif Lakdawala [email protected]

 Copy Research Methods
• 1. Concept Testing
a. Card concept
b. Poster test
c. Layout test
• 2. Name testing
• 3. Slogan testing
•

1. Concept Testing
Concept testing involves testing the “idea” of something, rather than the actual thing itself. The concept is
communicated with a rough illustration or photograph, along with a written description. Think of a concept as a rough
print ad, although concepts can be presented in storyboard or video form.
Concept testing is widely used to evaluate new product ideas, so that potentially successful new products can be
identified early on. Then limited research and development resources (and limited marketing resources) can be focused
on the new product concepts with the greatest probability of consumer acceptance in the marketplace. Concept testing
can also be used to help evaluate advertising concepts, promotional concepts, packaging concepts, and strategy
concepts.
Concept testing is used to generate communication designed to alter consumer attitudes toward existing products.
These methods involve the evaluation by consumers of product concepts having certain rational benefits, such as "a
detergent that removes stains but is gentle on fabrics," or non-rational benefits, such as "a shampoo that lets you be
yourself." Such methods are commonly referred to as concept testing and have been performed using field surveys,
personal interviews and focus groups, in combination with various quantitative methods, to generate and evaluate
product concepts.
The concept generation portions of concept testing have been predominantly qualitative. Advertising professionals
have generally created concepts and communications of these concepts for evaluation by consumers, on the basis of
consumer surveys and other market research, or on the basis of their own experience as to which concepts they believe
represent product ideas that are worthwhile in the consumer market.

BY: Dr Hanif Lakdawala [email protected]

The quantitative portions of concept testing procedures have generally been placed in three categories:
a. concept evaluations: where concepts representing product ideas are presented to consumers in verbal or visual
form and then quantitatively evaluated by consumers by indicating degrees of purchase intent, likelihood of
trial, etc.,
b. Positioning: which is concept evaluation wherein concepts positioned in the same functional product class are
evaluated together, and
c. Product/concept tests: where consumers first evaluate a concept, then the corresponding product, and the
results are compared.

Types of Concept Testing:

a. Card concept test– Creative strategies are presented to respondents in the form of headline, followed by body
copy placed on a white card for review. Each concept is placed n the separate card.
b. Poster test: This is similar to card test but expands illustrations and copy and places them on a large poster
instead of a white card.
c. Layout test: Layout test involves showing a rough copy of a print ad or artwork for a TV ad. Layout tests are
more finished than a poster tests in that they use the total copy and illustration as they will appear in the finished
ad. Additionally, whereas a card or poster test measures the appeal of the basic concept, the purpose of the
layout test may e to measure more subtle effects such as communication, understanding and confusion.

2. Name testing
Starting with the right campaign name (and logo) is the cornerstone of Ad campaign. A good name to identify a Ad
campaign or distinguish from others must be unique and original, yet capable of carrying a favorable message to
motivate the customer to have dealings with that company. Creating such a name is an art as well as a science with
rules and guidelines rooted in sociology, psychology, semantics, and the law. Simply put, a good Ad campaign name
gives a good first impression and evokes positive associations with the brand.

3. Slogan testing:
A slogan, a tagline etc. of a product or service is tested by a manufacturer or researcher. As the samples are informed
about the product or service, it enables them to form a connection between the proposed slogans and taglines and
products or services. Rating scales are used to choose the most preferred slogan.
Slogans are also tested in a similar fashion where the respondents are given details about the product or service and
chose the best fit.
The purpose of the slogan testing is to find out whether the slogan achieves the following:
1. Aid memory recall: It should be easy and pleasant to remember.

BY: Dr Hanif Lakdawala [email protected]

 2. To describe the use of a product.
3. To suggest the product’s special advantage or unique benefit.

1. Copy testing measures and methods:

Copy testing start at the end of creation process and before the production start. Copy testing is a general class of tests
that evaluate and diagnose the communication power of an advertisement – either broadcast (television, radio), print
(newspapers, magazines), or more recently, the Internet.
When Used: Copy tests are an integral part of the creative development process, and (of necessity) always follow the
development of one or more advertising alternatives. These alternatives attempt to embody an advertising strategy that
has been identified through previous phases of research.
Copy Testing definition: Research that measures responses to marketing communication copy in a test environment
to evaluate the copy's effectiveness in fulfilling the intended objectives. Copy testing is a method used by advertisers
to see whether or not an ad will work once it is produced. The premise is that exposure to an ad should affect the way
a consumer perceives a product or service.
By conducting copy testing, advertising campaigns can be revised and sometimes corrected. It is believed that by using
copy testing an advertising agency will be able to lower the chances that their advertising campaign will be
unsuccessful.
Copy tests are usually conducted
a. After a strategic/positioning study indicated an opportunity for the brand that, in turn, feed copy
development
b. After qualitative research (focus groups, in-depths) has been used in the creative development process;
or
c. After tracking research has indicated that the current campaign is no longer building awareness or
image. Practically speaking, copy tests can be conducted at any time there is new advertising that
needs to be evaluated.
Copy testing questions
• What message are we really communicating?
• Is anyone offended by our advertising?
• Is our advertising clear and easy to understand?
• Does our advertising project the right image?
• Are we saying the right things?

BY: Dr Hanif Lakdawala [email protected]

Techniques of Copy Testing for preparing rough Ads for research:
a. ANIMATICS: This is art work in the form of either cartoons or realistic drawings showing limited movement.
b. PHOTOMATICS: These are photographs shot in sequence still images are worked into a sequence. Like a
storyboard, it shows staccato frames to show how the story goes. Various elements can be changed in this
method and as you look at the image you can decide what changes need to be made. This makes manipulation
easier and involves lesser time and technology.
c. LIVEMATICS: This involves filming or taping live talent and is very close tote finished commercial. This
method is useful because it can showcase the entire range of emotions that the respondents display when shown
the product. This can be used to convey the mood of the final commercial when the real model will be used.
d. RIPOMATICS: The conversion is made from footage of other commercials taken from ad agency
promotional reels. They are usually used for experimentation on visual techniques.(e.g. Prints taken from
foreign miniature samples and customized).

Various methods of Copy testing

1. Direct questioning
2. Focus Groups
3. Direct Mail Tests
4. Statement-comparison tests
5. Qualitative interviews
6. Free Association tests
1. Direct questioning: Direct questioning - elicits a full range of responses from which researchers can infer
how well test advertising messages convey key copy points. It is especially effective for testing alternative
ads in the early stages of development. The heart and soul of copy research is the depth interview, a lengthy
(one to two hours), one-on-one, personal interview, conducted directly by the copy researcher. Much of the
power of the depth interview is dependent upon the insight, sensitivity, and skill of the researcher. The
interviewing task cannot be delegated to traditional marketing research interviewers—who have no training in
motivational techniques.
2. Focus Groups: Definition: limited to those situations where the assembled group is small enough to permit
genuine discussion among all its members“. Interviewing more than one person at a time sometimes proves
very useful; some young people need company to be emboldened to talk, and some topics are better discussed
by a small group of people who know each other. Interviewer asks group members very specific questions

BY: Dr Hanif Lakdawala [email protected]

 about the test ads after considerable research has already been completed. Focus group can be define as a
"carefully planned discussion designed to obtain perceptions about the test copy in a permissive, non-
threatening environment"
3. Direct Mail Tests: A group of prospects are selected from the mailing list randomly and are sent different test
ads. Then to measure the response, the orders against each lot are noted.
4. Statement-comparison tests: In Statement comparison, respondents are given different sentences related to
the various aspects of the test ads and asked to give their opinion.
5. Qualitative interviews: The heart and soul of copy research is the depth interview, a lengthy (one to two
hours), one-on-one, personal interview, conducted directly by the copy researcher. Much of the power of the
depth interview is dependent upon the insight, sensitivity, and skill of the researcher. The interviewing task
cannot be delegated to traditional marketing research interviewers—who have no training in motivational
techniques. Unlike conversations in daily life, which are usually reciprocal exchanges, qualitative interviews
involve an interviewer who is in charge of structuring and directing the questioning. In qualitative interviews,
open-ended responses to questions provide the evaluator with quotations, which are the main source of raw
data. It reveals the respondents' levels of emotion with respect to copy. Qualitative interviews also promote
understanding and change, the emphasis is on intellectual understanding of the test copy rather than on
producing personal views. The task for the qualitative evaluator is to provide a framework within which people
can respond in a way that represents accurately and thoroughly their point of view about the copy."

6. Free Association tests: Free association utilizes the ‘projective hypothesis’ by encouraging the
respondent to provide the first set of words or associations that comes to mind after their exposure to a stimulus
- such as a product category, brand name or brand symbol Then follow up with probes and amplifications.
Initial reactions tend to be pragmatic but later ones show paths to emotional ideas
 Ask respondents to say what comes into their head when exposed to the copy
 Then follow up with probes and amplifications
 Initial reactions tend to be pragmatic but later ones show paths to emotional ideas
 Verbal association tests help to obtain information about the attitude of a respondent to certain idea or
concepts named by the words of the respondent's native language. A typical procedure is as follows:
participants are asked to respond to a copy with the words that the stimulus evokes in their mind.

I. Pretesting
Test of the Ads before its release to Media

BY: Dr Hanif Lakdawala [email protected]

Pre-testing is a type of research that involves gathering reactions to messages and materials prior to release in Media.
Pre-testing is the stage of advertising research in which a complete ad is tested. It is important that the objectives of
pre-testing research relate back to the agreed advertising strategy. Pre-tests may occur at a number of points, from as
early on as idea generation to rough execution to testing the final version before implementing it. More than one type
of pre-test may be used. A number of variables can be evaluated in pre-testing, including the ability of the ad to attract
attention, comprehension by the reader/viewer, recall, persuasion, attitude toward the brand, credibility and irritation
level. Pre-tests should be used as guides and not as absolute predictors of winners or losers.
The purpose of pre-testing is as follows:
• To spot errors in the copy
• To make communication more effective
• To design the ad better
• To reduce wastage in advertising
• To ensure that the money is spent prudently.

In pre-testing it is always best to use multiple measures to evaluate. In particular, the multiple measures
recommended are:
1. Impact: The ability of the advertising to be noticed and remembered.
2. Communication: The ability of the advertising to impart a message, which is clearly and uniformly understood by
the target market.
3. Relevancy: The ability of the advertising to persuade consumers that their needs will be met by the product.
4. Affinity Building: The ability of the advertising to generate consumer affinity (liking) for both the advertisement
and the brand being advertised.
5. Call to Action: The ability of the advertising to motivate consumers to try or re-buy the brand being advertised.
6. Brand Building Ability: The ability of the advertising to create, change or reinforce certain key predetermined
brand attributes (features, benefits, feelings) as encompassed in the brand’s positioning objectives and strategy.
7. Involvement: The ability of the advertising to involve the consumers, or keep him/her interested.
8. Brand fit: The ability of the advertising to demonstrate brand fit, or keep him/her interested.
9. Creative Diagnostics: The pre-test should elicit a host of creative diagnostics to help answer the “whys?” that
always emerge from behind the above measures.

Types of Pre-testing
1. Print Pre-testing
2. Broadcasting Pretesting
3. Physiological pretesting

BY: Dr Hanif Lakdawala [email protected]

A. Print Pretesting

a. Consumer Jury Test, b. Portfolio test, c. Paired comparison test, d. Order-of-merit test, e. Mock magazine test, f.
Direct mail test.
1. Direct questioning
2. Focus group
3. Direct mail test.
4. Portfolio test
5. Paired comparison test
6. Order-of-merit test
7. Mock magazine test
8. Consumer Jury test
1. Direct questioning: Direct questioning is a research method commonly used in advertising research to gather
information and insights from respondents through structured and targeted questions. It involves directly
asking individuals specific questions related to their attitudes, behaviors, opinions, or preferences regarding
advertising campaigns, products, brands, or related topics. Direct questioning allows for standardized data
collection and quantitative analysis, enabling comparisons and generalizations.
2. Focus Groups: Focus groups are a qualitative research method commonly used in advertising research to
gather insights and opinions from a small group of individuals about a specific topic or product. It involves
conducting a structured or semi-structured discussion in a group setting, facilitated by a moderator.A small
group of individuals who represent the target audience or consumer segment of interest is selected to participate
in the focus group. Participants are usually recruited based on specific demographic, psychographic, or
behavioral criteria relevant to the research objective. Focus groups provide a valuable opportunity to explore
consumers' attitudes, perceptions, motivations, and preferences in-depth.
3. Direct Mail Tests: Direct mail tests, also known as direct mail experiments, are a research method commonly
used in advertising to evaluate the effectiveness of direct mail campaigns. It involves sending promotional
materials or advertisements directly to a sample of individuals and measuring their responses and outcomes.
A sample of individuals is selected to receive the direct mail materials. The sample can be randomly selected
or based on specific criteria, such as demographics, geographic location, or past purchasing behavior. Direct
mail tests provide a controlled environment to assess the impact of direct mail campaigns on consumer
responses. By comparing the outcomes between the experimental and control groups, researchers can isolate
the effects of the direct mail materials and measure their effectiveness.
4. Portfolio test: The portfolio test is a research method commonly used in advertising to evaluate the
effectiveness and impact of advertising portfolios or collections of advertisements. It involves presenting a

BY: Dr Hanif Lakdawala [email protected]

 group of advertisements to participants and measuring their responses and perceptions. A set of
advertisements, representing different campaigns, variations, or concepts, is selected to create the advertising
portfolio. The ads can be for the same product or brand, targeting the same or different audiences, or
showcasing different creative approaches. The selected participants are exposed to the advertising portfolio,
which typically includes multiple advertisements presented in a specific order or sequence. The portfolio can
be presented through various mediums, such as print ads, television commercials, online banners, or a
combination of different formats.
5. Paired comparison test: The paired comparison test is a research method commonly used in advertising to
assess preferences and rankings between different advertising elements or stimuli. It involves presenting pairs
of advertisements or elements to participants and having them choose their preferred option in each pair.A set
of advertisements or advertising elements is selected for comparison. These can be different versions of an
advertisement, different campaigns, or different creative elements (such as headlines, visuals, or slogans). The
stimuli should represent the range of options being evaluated. The paired comparison test allows researchers
to directly compare different advertising elements or stimuli in a controlled and systematic manner.
6. Order-of-merit test: The order-of-merit test is a research method used in advertising to rank or evaluate a set
of advertisements or marketing elements based on their overall effectiveness or performance. It involves
presenting the stimuli to participants and having them assign ranks or scores to each item based on their
judgment. The order-of-merit test allows researchers to assess and rank a set of advertisements or marketing
elements based on their perceived effectiveness or performance.
7. Mock (“dummy”) magazine test: The mock magazine test, also known as the dummy magazine test, is a
research method used in advertising to evaluate the effectiveness and impact of advertisements within a
simulated magazine format. It involves creating a mock or dummy magazine that includes the advertisements
being tested and presenting it to participants for evaluation and feedback. Participants are provided with the
mock magazine, which includes the selected advertisements along with relevant editorial content. They are
instructed to read the magazine as they would read a real magazine and engage with the advertisements as they
normally would. By presenting the ads within a magazine format, it provides a more realistic and immersive
environment for participants to evaluate the advertisements.
8. Consumer jury testing: Consumer jury testing is a research method used in advertising to evaluate and
gather feedback on advertisements by involving a group of consumers who act as a "jury." The participants
are selected based on their demographic characteristics, preferences, or relevance to the target audience.
They are presented with the advertisements and provide their opinions, insights, and judgments about the
effectiveness and impact of the ads. The selected advertisements are presented to the consumer jury either in
a sequential or simultaneous manner. The participants may view the ads through various mediums, such as
TV screens, laptops, or print materials. They may also have the opportunity to interact with the ads or engage
in discussions related to the content.

BY: Dr Hanif Lakdawala [email protected]

B. Broad casting Pretesting

Broadcast pretesting refers to the process of evaluating television or radio advertisements before they are broadcasted
to the wider audience. This pretesting helps advertisers and broadcasters assess the effectiveness, impact, and
suitability of the advertisements, ensuring that they align with the intended messaging and achieve the desired
communication goals. Here are some common methods used in broadcast pretesting:
a. Trailer tests:
b. Theatre test:
c. Live telecast tests:
d. Clutter test
a. Trailer tests: Trailer testing is a specific type of pretesting method used in broadcasting to evaluate the
effectiveness of television or film trailers. Trailers are short promotional videos that provide a glimpse of an
upcoming movie, TV show, or program, aiming to generate excitement and interest among the audience.
Here's an overview of trailer testing in broadcasting pretesting. The trailer is presented to the participants
through various mediums such as in-person screenings, online platforms, or mobile devices. The participants
watch the trailer in its entirety or selected clips depending on the research objectives. The results of trailer
testing help inform decisions related to marketing strategies, trailer editing, promotional campaigns, and
overall audience reception.
b. Theatre test: Theatre testing is a pretesting method used in broadcasting to evaluate the effectiveness of
television programs, commercials, or other content in a theatrical setting. It involves screening the content to
a sample audience in a controlled theatre environment to gather feedback and assess audience reactions.
Here's an overview of theatre testing in broadcasting pretesting. The content, such as a television pilot,
episode, or commercial, is presented to the audience in a theatre setting. The screening may be conducted on
a big screen or projection system to replicate the experience of watching in a cinema. Audience Reactions
and Feedback: During the screening, researchers observe the audience's reactions, including their facial
expressions, body language, and engagement. Feedback forms, surveys, or discussion sessions may also be
conducted immediately after the screening to capture qualitative and quantitative feedback from the
audience.
c. Live telecast tests: Ads are put on air either by narrow casting or live telecasting. These ads are test ads, and
not the regular ads. Later, viewers are interviewed to know their reactions. Here the inaccuracies of artificial
testing environment are not encountered.
d. Clutter test: A clutter test is a research method used in broadcasting and advertising to evaluate the
effectiveness of advertisements within a cluttered media environment. It helps assess how well an
advertisement stands out and captures viewers' attention amidst competing advertisements or other visual

BY: Dr Hanif Lakdawala [email protected]

 and auditory distractions. Here's an overview of the clutter test in advertising research. The clutter test is
typically conducted in a controlled environment that simulates a cluttered media context. This can be
achieved by displaying multiple advertisements simultaneously, creating a realistic representation of a media
platform, such as a television screen or webpage.

C. Challenges to pre-testing

While pre-testing methods in advertising research provide valuable insights and help optimize advertising campaigns,
they also come with certain challenges. Here are some common challenges faced during pre-testing:
1. Sample Representativeness: Ensuring that the sample used for pre-testing accurately represents the target
audience can be a challenge. If the sample does not reflect the characteristics of the intended audience, the
results may not accurately reflect how the advertisement will be received by the actual target market.
2. Artificial Testing Environment: Pre-testing often takes place in controlled settings that may not fully
replicate real-life viewing or consumption contexts. Participants may behave differently or have altered
perceptions when exposed to advertisements in a controlled environment compared to when they encounter
them naturally.
3. Limited Exposure Duration: Pre-testing typically involves brief exposure to advertisements, which may not
reflect the actual exposure duration in real-world settings. This limited exposure may not capture the full
impact and effectiveness of the advertisement over a longer period.
4. Halo Effect: Pre-testing focuses on isolated advertisements, which may not account for the context in which
the advertisement is viewed or experienced. Factors such as media placement, program content, or surrounding
advertisements can influence audience perceptions and responses, which may not be captured in pre-testing.
5. Recall Bias: Participants in pre-testing studies may experience recall bias, where their ability to accurately
remember or report their responses to advertisements is compromised. Memory limitations or the influence of
other stimuli can affect the accuracy of participant recall and feedback.
6. Overexposure Effect: Pre-testing involves repeated exposure to the same advertisement, which may result in
participants becoming desensitized or fatigued, leading to biased responses or reduced attention and
engagement.
7. Limited Predictive Power: Pre-testing methods aim to provide insights into the potential effectiveness of
advertisements, but they may not always accurately predict real-world performance. Factors such as market
dynamics, competitive landscape, and evolving consumer attitudes and preferences can influence how an
advertisement performs beyond the pre-testing phase.

HALO EFFECT: The tendency for an impression created in one area to influence opinion in another area

BY: Dr Hanif Lakdawala [email protected]

Halo effect is the greatest limitation of pretesting. When we like or dislike one aspect of the ad good, we are likely to
make a similar evaluation in other aspects of the ads. Factors other than advertising creatively and/or presentation may
affect recall during pre-testing. Interest in the product or product category, the fact that respondents know they are
participating in a test, or interviewer instructions (among others) may account for more differences than the ads itself.
In marketing, a halo effect is one where the perceived positive features of a particular item extend to a broader brand.
It has been used to describe how the iPod has had positive effects on perceptions of Apple Computer are other products.
Sometimes participants rate an ad good on all characteristics because they like a few and overlook specific weaknesses.
This tendency, called the halo effect, distorts the ratings and defeats the ability to control for specific components. Of
course, the reverse may also occur-rating an ad bad overall due to only a few bad attributes. The phrase was first coined
by Edward Thorndike, a psychologist who used it in a study published in 1920 to describe the way that commanding
officers rated their soldiers. He found that officers usually judged their men as being either good right across the board
or bad. There was little mixing of traits; few people were said to be good in one respect but bad in another.

4. Post-testing
Research after the ad is release in the media
a. Recall tests, b. Recognition test, c. Triple association test, d. Sales effect tests ,e. Sales results tests, f. Enquires test

Post-Testing:
This is the testing, which is done after the ad copy has come out in the media and the audience has seen the
advertisement.
Post-testing refers to the evaluation and assessment of advertising effectiveness after the advertisement has been
launched and exposed to the target audience. It is conducted to measure the actual impact and outcomes of the
advertising campaign and to inform future advertising strategies. Here are some common methods and objectives of
post-testing in advertising research.
Post-testing typically involves interviewing readers to determine how many remember seeing a particular ad, if they
read it, and what they remember about it. Post-testing or Ad tracking, as otherwise known, can be customised or
syndicated. Tracking studies provide either periodic or continuous in-market research monitoring a brand’s
performance, including brand awareness, brand preference, product usage and attitudes. Advertising tracking can be
done by telephone interviews or online interviews—with the two approaches producing fundamentally different
measures of consumer memories of advertising, recall versus recognition.

BY: Dr Hanif Lakdawala [email protected]

Purpose of Post Testing:
The purpose of ad tracking is generally to provide a measure of the combined effect of the media weight or spending
level, the effectiveness of the media buy or targeting, and the quality of the advertising executions or creative. Some
newer forms of online tracking, separate the issues of the quality of the creative component from the quality of the
media buy and instead focus on the relative performance of ads versus the competitive ads that are airing at the same
time. All forms of tracking data are used to provide inputs to Marketing Mix Models which marketing science
statisticians build to estimate advertising return on investment (ROI).
Some ad tracking studies are conducted by telephone while others are conducted on the Internet. The two approaches
produce very different measures of advertising awareness because the interviews tap into consumer memories of
advertising using fundamentally different measures, recall versus recognition.

Post-testing measures the following factors:

 Has the advertisement campaign result in sales?
 Has it created memorability for the brand name?
 Has it created positive image and a favorable attitude towards the company and the brand?
 How much advertising is necessary on a continued basis, to sustain the same level of consumers’ interest in
the brand?
 Are the consumers convinced that the brand is superior of competitors

The post-testing methods.

• 1. Recall tests
• 2. Recognition test
• 3. Triple association test
• 4 Inquires test.
• 5. Sales results tests

This actually gives us an idea about the actual performance of the ad in terms of exposure, perception, communication
and sales effect. We can assess the credibility and comprehension of the ads.
Few of the methods of this type of tests are:
1. Recall tests: In this type of tests the individuals are asked to answer about the ads entirely on the basis of
their memory. It could be aided recall, where they are given few cues to help them recall and unaided
recall, which of course is based on memory alone.

BY: Dr Hanif Lakdawala [email protected]

 Unaided Recall Tests: This is a kind of recall test where the respondents are not given any clue to recall
the ad. This proves to be more demanding than the aided recall, as respondents recalling the brands without
help shows a greater degree of penetration of the ad.
Types of Unaided Recall:
• Day-After- Recall (DAR): One day after the advertisement appears the readers or viewers are
questioned after that.
• Total Prime Time (TPT): Here the main item of research is viewer’s television viewing time.
2. Recognition test: A recognition test is a common method used in advertising research to assess the
effectiveness of an advertisement in terms of its ability to be recognized and remembered by the target
audience. It involves presenting individuals with a set of stimuli, including the advertisement itself, along
with other distractors or non-advertisement items, and asking them to indicate which stimuli they
remember or recognize as having been previously seen. The purpose of a recognition test is to measure
the level of recall and recognition of the advertisement among the target audience. It helps evaluate the
advertisement's impact in terms of brand awareness, memory retention, and message recall.
3. Triple association test: The triple association test is a research method used in advertising and marketing
to measure the associations that consumers make between a brand, a product attribute, and an
advertisement. It aims to assess the effectiveness of the advertisement in establishing positive brand
associations and conveying desired product attributes to the target audience. The test involves presenting
participants with three elements: the brand name, a specific product attribute or feature, and an
advertisement. Participants are then asked to make associations between these elements based on their
perception and understanding. The goal is to measure the strength and consistency of associations made
by participants and determine if they align with the intended messaging of the advertisement. Here’s how
the triple association test is typically conducted.
4. Inquires test: The "inquires test" is a research method used in advertising and marketing to measure the
response generated by an advertisement or marketing campaign in terms of inquiries or inquiries received.
It helps evaluate the effectiveness of the advertising or marketing efforts in generating interest,
engagement, and direct responses from the target audience. All inquiries received in response to the
advertisement are tracked and recorded. This can include phone calls, emails, website form submissions,
or any other form of communication initiated by the audience in relation to the advertised product or
service.The number and quality of inquiries received are measured and analyzed. This involves
quantifying the volume of inquiries, categorizing them based on their relevance or potential as leads, and
assessing the overall response rate or conversion rate from inquiries to desired actions (e.g., purchases,
appointments, sign-ups).
5. Sales results tests: Sales results tests, also known as sales impact tests or sales response tests, are research
methods used to measure the impact of advertising or marketing activities on actual sales performance.
These tests aim to evaluate the effectiveness of an advertising campaign or marketing initiative in driving

BY: Dr Hanif Lakdawala [email protected]

 consumer behavior and generating tangible business outcomes. The primary objective of sales results tests
is to assess the correlation between advertising or marketing efforts and changes in sales volume, revenue,
market share, or other relevant sales metrics. By analyzing the sales data before, during, and after the
implementation of a specific campaign or initiative, researchers can determine the extent to which the
advertising or marketing activities have influenced consumer purchasing decisions.

Physiological rating scales

Physiological rating scales, also known as psychophysiological measurement scales, are research tools used to assess
and measure physiological responses of individuals in various situations or stimuli. These scales are designed to
capture objective physiological data, such as heart rate, blood pressure, skin conductance, and brain activity, to
understand emotional or cognitive states, reactions, or preferences.
Physiological rating scales are commonly used in fields such as psychology, marketing, advertising, and user
experience research. They provide an objective and quantifiable measure of physiological arousal or responses,
which can complement self-reported measures and offer insights into subconscious or implicit reactions.
Here are a few examples of physiological rating scales:
1. Galvanic Skin Response (GSR) Scale:
2. Electroencephalogram (EEG) Scale:
3. Heart Rate Variability (HRV) Scale:
4. Eye Tracking Scale:
5. Facial Expression Analysis Scale: Facial Expression Analysis (FEA)

1. Galvanic Skin Response (GSR) Scale: GSR measures changes in the electrical conductivity of the
skin, which is influenced by factors like emotional arousal and stress. Participants wear sensors that
detect changes in sweat gland activity, reflecting changes in sympathetic nervous system arousal.
GSR can provide insights into the emotional impact of advertisements. By measuring changes in
skin conductance, researchers can determine the emotional arousal levels triggered by different ad
elements, such as visuals, sounds, or narratives. GSR helps identify the specific moments or
elements that evoke strong emotional responses in viewers.
2. Electroencephalogram (EEG) Scale: The Electroencephalogram (EEG) scale is a
neurophysiological measurement that records the electrical activity of the brain using electrodes
placed on the scalp. It measures brainwave patterns, providing insights into cognitive processes,
attention, emotional engagement, and information processing. In advertising research, the EEG

BY: Dr Hanif Lakdawala [email protected]

 scale can be used to understand and evaluate consumers' neural responses to advertisements or
specific marketing stimuli. EEG can help assess the level of attention and engagement during ad
exposure. By analyzing specific EEG wave patterns, such as alpha, beta, theta, and gamma waves,
researchers can determine the level of cognitive processing, attentional focus, and overall
engagement with the advertisement. EEG can also provide insights into the emotional impact of
advertisements. Certain EEG patterns can indicate positive or negative emotional valence.
Researchers can analyze EEG data to identify moments or elements in an ad that trigger emotional
responses in viewers.
3. Heart Rate Variability (HRV) Scale: Heart Rate Variability (HRV) is a physiological
measurement that assesses the variation in time intervals between consecutive heartbeats. It reflects
the autonomic nervous system's activity and provides insights into individuals' physiological
responses to stimuli, including emotional and cognitive states. In advertising research, HRV can be
used to understand and evaluate consumers' physiological and emotional responses to
advertisements or marketing stimuli. HRV can indicate individuals' emotional arousal levels during
ad exposure. Changes in HRV, such as increases or decreases in heart rate variability, can reflect
emotional engagement and reactivity to different ad elements or content. Researchers can analyze
HRV data to identify moments or aspects of the advertisement that elicit emotional responses. HRV
can provide insights into individuals' attentional focus and engagement with advertisements.
4. Eye Tracking Scale: Eye tracking is a research method that involves measuring and analyzing eye
movements to understand visual attention and cognitive processes. In advertising research, eye
tracking is widely used to gain insights into consumers' visual engagement with advertisements and
to optimize ad design. Eye tracking helps determine which elements of an advertisement attract the
most visual attention. By tracking participants' eye movements, researchers can identify areas of
interest, gaze duration, and fixation points. This information is valuable for understanding the
effectiveness of specific ad components, such as headlines, visuals, logos, or call-to-action buttons.
5. Facial Expression Analysis Scale: Facial Expression Analysis (FEA) is a research method that
involves analyzing and interpreting facial expressions to understand emotional responses and
reactions. In advertising research, FEA can be used to assess consumers' emotional engagement and
evaluate the effectiveness of advertisements. Here are some applications of Facial Expression
Analysis in advertising research. FEA can help capture and analyze consumers' emotional responses
to advertisements in real-time. By tracking facial expressions, such as smiles, frowns, or eyebrow
movements, researchers can identify the emotional states elicited by different ad elements or

BY: Dr Hanif Lakdawala [email protected]

 content. This information provides insights into the emotional impact of the advertisement and
helps gauge its effectiveness in evoking desired emotions.

MODULE: X
MARKETING RESEARCH

1. Introduction to Marketing Research

2. New product research,
3. Branding Research,
4. Pricing research,
5. Packaging research,
6. Product testing

Introduction to Marketing Research

Marketing research is a systematic and objective process of collecting, analyzing, and interpreting data to gain insights
and make informed marketing decisions. It helps businesses understand their target markets, customers, competitors,
and industry trends. Here are some key details about marketing research. The primary purpose of marketing research
is to gather information that supports marketing decision-making. It aims to provide insights into consumer behavior,
market dynamics, product development, pricing strategies, promotional campaigns, and other marketing-related
aspects.
Market research gives companies insight into how their market may react to these changes without the risk and expense
of implementing them. Oftentimes market research reveals serious flaws in a business plan that must be corrected
before launch; other times it confirms existing assumptions. Market research is about listening to people, analysing the
information to help organisations make better decisions and reducing the risk. It is about analysing and interpreting
data to build information and knowledge that can be used to predict, for example, future events, actions or behaviours.
This is where the real skill and value of market research lies.

Nature/Features of Marketing Research:

1. Continuous process: Marketing research is not only continuous but also a scientific and systematic process.
It is scientific and systematic because it has well-defined procedures. It is a process of generating and

BY: Dr Hanif Lakdawala [email protected]

 evaluating data, and then refining it. It is professionally organized. It is a continuous process because every
firm is faced with problems and opportunities.
2. Wide scope: Marketing is a specialized activity. It encompasses several functions. Thus, marketing research
has a wide scope. It includes product research, market research, consumer research, promotion research,
international market research, price research and distribution research.
3. Aid to decision-making: It helps the managers take practical decisions. Decisions based on experience and
research is better than decisions based on intuition. Functions such as description, evaluation, explanation and
prediction by the marketing researcher help in practical decision-making. Thus, it an essential tool not only for
marketing managers but also for other functional managers.
4. Uncertainty of conclusions: Consumer is the focal point of marketing research. However, consumer
behaviour is difficult to judge precisely. It is not a physical science, but social science. Due to this inherent
nature, it suffers from certain levels of inaccuracy.
5. Applied research: Marketing research is not a fundamental research because it does not reveal conceptual
aspects. It is an applied research, as it begins with defining or identifying a problem or opportunity, and ends
with a follow-up of recommendations made from research. Moreover, it is related to the commercial aspects.
6. Commercial intelligence: Marketing research is equivalent of military intelligence. It provides vital insights
and information of product, price, place and promotional aspects. It is the soul of modem marketing
management.
7. Statistical tools: Various mathematical and statistical tools are used for data analysis and interpretation.
Percentages, ratios, averages, z-test, t-test, chi-square tests, etc. are used for presentation and interpretation of
findings. The use of computer software has made it more convenient for in-depth analysis, cross-sectional
studies, detection of errors in sampling and questionnaires.
8. Research approaches: A researcher has several options of research methodology. Methods include the field
survey method, the observation method and the experimental research. The choice depends on factors such as
time availability, funds, number of respondents to be covered, location of respondents and literacy levels.
9. Links a company to the consumers and public: Marketing research is a function that links a company to
the consumers, customers and public, through information. It evaluates marketing actions, marketing
performances and marketing processes. This evaluation results in collection of information that brings
company closer to its customer and society.

1. New product research

BY: Dr Hanif Lakdawala [email protected]

New product research helps you to understand what customers really want. Thus, allowing you to customize the
products according to the customer’s needs and offers you a competitive edge. New product research help companies
refine their product designs and strategies and also drive innovation, keeping them one step ahead in competition.
Product definition is a critical starting point in the development of any new product. New ideas for products and
services are conceived every day — yet many of them fail because they weren’t properly introduced to the market.
New Product research helps ensure both that the product launch will hit the ‘right buttons’ in the consumer, and ensures
that the product idea itself addresses the (often unspoken) desires of the customer. In general, we can speak of seven
different steps in the New Product research process: understanding the market and the competition, targeting the
customer, devising a unique value proposition, determining marketing strategy, testing the product and overall
approach, rolling out the campaign, and keeping track of the overall lifecycle.

Types of New product Research

1. New Markets/ Existing Products research: Every company has a product that can travel. It can travel to new
geographical markets or to new industry segments that have not been tapped before. New markets wherever
they are - new countries or new segments - carry risk. New Markets/ Existing Products research help collect
information on potential customers and markets wherever they are in the world. With this knowledge a
company can build growth and value more quickly and more securely than by working from guesswork.
2. Existing Markets/Existing Products research: For many companies, the first place to look for more sales
is amongst existing customers. Current customers have already made the ultimate gesture of approval and paid
money to buy your products. A bit more persuasion and they may buy more. However, how many companies
know their customer so well that they know if they have every available piece of business? Ask yourself the
following questions:
a. How much is each customer buying of the products (or services) I sell to them?
b. What share do my competitors and I have of each customer's account?
c. What does the customer think of me against the other suppliers it could or does use?
d. What would make each customer buy more
Existing Markets/Existing Products research answer these questions. This can be achieved by relatively
straightforward research. All that require is a customer list and a good briefing. An appropriate questionnaire
is designed; interviews are carrying out and report on how to win more business.
3. New Markets/New Products research: The most dangerous territory of all is that of new markets and new
products. Here market research is a must.
4. Existing Markets/New Products research: The assets of every company are its customers. Existing
customers know and trust the company sufficiently well to do business. So much so, they may give serious
consideration to buying a new product or service from the company. In the research researcher find the
opportunities for new products or services with existing customers as part of its new markets programme. In
this method researcher take a brief during which he would discuss the products company want to sell and learn

BY: Dr Hanif Lakdawala [email protected]

 about their current customer. Researcher would then design a programme of interviews that could include face
to face and telephone contacts to determine how much business company could win and at what price.
1. Product specification:
• Organizing Customer Needs: Once customer needs are gathered, they then have to be organized. The
mass of interview notes, requirements documents, market research, and customer data needs to be
distilled into a handful of statements that express key customer needs. Affinity diagramming is a useful
tool to assist with this effort. Brief statements which capture key customer needs are transcribed onto
cards. A data dictionary which describes these statements of need are prepared to avoid any
misinterpretation. These cards are organized into logical groupings or related needs. This will make it
easier to identify any redundancy and serves as a basis for organizing the customer needs. In addition
to "stated" or "spoken" customer needs, "unstated" or "unspoken" needs or opportunities should be
identified. Needs that are assumed by customers and, therefore not verbalized, can be identified
through preparation of a function tree. Excitement opportunities (new capabilities or unspoken needs
that will cause customer excitement) are identified through the voice of the engineer, marketing, or
customer support representative. These can also be identified by observing customers use or maintain
products and recognizing opportunities for improvement.
• Comprehensive Specification: These customers needs then have to be translated into a set of product
requirements (more technical expressions of customer needs) that can be acted upon by Engineering.
Quality function deployment (QFD) is an excellent methodology to support this objective while
considering the competitive situation. QFD is a structured planning and decision-making methodology
for capturing customer needs and translating those requirements into product requirements, part
characteristics, process plans and quality/production plans through a series of matrices. These product
requirements are often expressed in the form of a product specification, functional specification, or
marketing requirements specification.

Seven steps of New Product research

1. Know your market — and your competitors New Product research often reveals counter intuitive facts
about your market, even if you think you are already well acquainted with it. For example, research has
shown that ‘snacks’ are often used as a meal substitute, and that therefore successful confectionery-type snack
products tend to be more ‘foody’ than one might expect: ingredients like cereal, peanuts, biscuits, and fruit
which help break up the overall chocolate are very well received by customers.
2. Target your customer: In order to get maximum results from your marketing with minimal cost, it’s crucial
to focus on those prospects most likely to buy from you. Perhaps they are currently buying a similar product

BY: Dr Hanif Lakdawala [email protected]

 and will appreciate your new offering’s added features. The best customers perceive they have a need for your
product, have the ability to buy it, and have already demonstrated a willingness to make the purchase (perhaps
by buying from the competition). In general, it’s much easier to fill an existing need than it is to create a new
one.
3. Devise your Unique Value Proposition: Why will customers want to purchase from you, compared with the
competition? What are you offering that makes you stand out? Not only does your new product or service
have to be unique and meet your customers’ desires and needs, but you must be able to communicate why
and how it does so. This is your Unique Value Proposition, and an excellent way to come up with one is by
speaking with customers to see what they value.
4. Determine your marketing strategy: At this point you will have enough information on your market to
understand how to best market and sell your product. What channels should you use — via retailers?
Catalogues? Online? Using multiple channels is, as most marketers are aware, an excellent idea.
Also remember to consider direct response marketing, whi1ch can offer extreme levels of ROI.
5. Test your product and overall approach: How will your product fly when your customers have it in their
hands? Ultimately the customer’s response will determine which features to emphasise and which
marketing approach to use, so product testing is crucial. Product testing can be as simple as having a research
participant test a single product (monadic testing) and fill out a suvey on the “key performance indicators”
like likelihood of purchase. Or, it can go into the various sensory qualities (appearance, flavour, etc) and make
use of sophisticated video recording and observational techniques.
6. Roll out your marketing campaign: Once it comes time to launch, you’ll want to employ both advertising
and public relations to maximize the impact of your new product launch. Media relations, for example, can
help you get articles and press coverage on the new product, or build buzz that drives interest in the new item.
Whichever you choose, of course, be sure the product is completely available for purchase — if the product
is not yet in stock when the coverage hits, consumers may be disappointed. Market research plays a role here
too, of course: especially in the first few weeks, you’ll want to monitor the results of your campaign and adjust
your techniques to focus on those that work best.
7. Monitor your product lifecycle: Finally, as your product matures you’ll start to see points of diminishing
return that mean it’s time to alter your marketing message, revise the packaging, alter the product itself, or
even start to phase it out to make room for your next big idea.

2. Branding Research

Manufacturers, traders and consumers support branding practice as it is useful to them in different ways. Large number
of products is sold in the market by brand name as consumers develop affinity to such brands and refer to them when

BY: Dr Hanif Lakdawala [email protected]

they visit retail shops. In order to secure these advantages, brand selected should be promising. An ideal brand needs
certain qualities. For example, it should be brief, simple and easy to remember and pronounce. Similarly, it should be
suggestive, decent, attractive and as per the current tests and fashions accepted by consumers. Research department
suggests appropriate brand names to the products of the company. For this, surveys are conducted and information is
collected through interviews, etc.
Such studies offer suitable guidance to management for the introduction of appropriate brand name for the product.
The research team will provide necessary information on the basis of which the management will have to take final
decision regarding brand name. This decision is critical as the results (good or bad) will be available only when the
brand is actually introduced in the market.

Various Branding research Methods

Branding Research can be done at every stage of Brand building process, the various researches related to Brands
are:
Branding research is a branch of marketing research that focuses on understanding the perceptions, attitudes, and
behaviors of consumers towards a brand. It involves studying various aspects of a brand, such as brand awareness,
brand image, brand positioning, brand equity, and brand loyalty. The objective of branding research is to gain
insights that can help businesses develop and manage their brands effectively. Here are some key components of
branding research:
1. Brand Awareness: Brand awareness research aims to assess the level of awareness and recognition that
consumers have for a particular brand. It involves measuring metrics such as brand recall (unaided and
aided), brand recognition, and brand familiarity. This research helps businesses understand the visibility and
reach of their brand in the market.
2. Brand Image: Brand image research focuses on understanding how consumers perceive a brand and what
associations they have with it. It involves studying the attributes, values, personality traits, and emotions that
consumers associate with the brand. This research helps businesses shape and manage the desired brand
image by identifying strengths, weaknesses, and areas for improvement.
3. Brand Positioning: Brand positioning research helps businesses identify their unique value proposition and
how they are positioned relative to their competitors in the market. It involves assessing consumer
perceptions of the brand's positioning, differentiation, and relevance to their needs. This research helps
businesses refine their brand positioning strategies to effectively communicate their value to target
customers.
4. Brand Equity: Brand equity research aims to measure the financial and non-financial value that a brand
holds in the market. It involves assessing consumer perceptions of brand quality, brand loyalty, brand

BY: Dr Hanif Lakdawala [email protected]

 associations, and brand loyalty. This research helps businesses understand the strength and value of their
brand and make informed decisions regarding brand investments and marketing activities.
5. Brand Loyalty: Brand loyalty research focuses on understanding the level of customer loyalty and
attachment to a brand. It involves measuring metrics such as customer satisfaction, repeat purchase behavior,
brand switching behavior, and customer advocacy. This research helps businesses identify factors that drive
brand loyalty and develop strategies to enhance customer retention and advocacy.
Measurement of Brand Loyalty: Brand loyalty can be measured using various metrics and
indicators, including:
• Repeat Purchase Behavior: Assessing the frequency and consistency of customers' repeat
purchases of a brand.
• Customer Retention: Measuring the percentage of customers who continue to purchase from
a brand over time.
• Customer Satisfaction and Loyalty Surveys: Conducting surveys to gather customer
feedback on their satisfaction with the brand and their likelihood to rem
ain loyal.
• Net Promoter Score (NPS): Using the NPS metric to gauge customers' likelihood to
recommend the brand to others, which is often correlated with loyalty.
6. Brand Tracking: Brand tracking research involves monitoring and measuring the performance of a
brand over time. It includes regular assessments of brand metrics such as brand awareness, brand
perception, brand preference, and brand usage. This research helps businesses track the
effectiveness of their branding efforts, evaluate the impact of marketing campaigns, and identify
areas for improvement.
7. Brand association research is a type of marketing research that focuses on understanding the associations
and perceptions that consumers have with a particular brand. It involves studying the mental connections,
beliefs, attitudes, and emotions that consumers attribute to a brand and how these associations influence their
behavior. Here are some key aspects and methods used in brand association research.
8. Brand Communication and Advertising Research: Branding research also includes studying the
effectiveness of brand communication and advertising campaigns. This involves conducting research to
evaluate the impact and recall of brand messages, assess the effectiveness of different advertising channels
and media, and measure the overall brand communication performance.
9. Brand health research: It is a type of marketing research that focuses on assessing and monitoring
the overall health and performance of a brand. It involves measuring various key metrics and
indicators to evaluate the brand's strength, reputation, and consumer perceptions. Brand health

BY: Dr Hanif Lakdawala [email protected]

 research provides insights into how well a brand is performing in the market, its competitive
position, and areas for improvement.

3. Pricing Research

Pricing research is a type of market research that focuses on understanding consumer perceptions, preferences, and
behaviors related to pricing strategies and price points. It helps businesses determine optimal pricing for their products
or services, evaluate pricing strategies, and make informed pricing decisions.
Pricing research involves first a pricing strategy assessment supported by strong pricing research capabilities. Sound
pricing market research requires a broad strategic perspective together with a focus on your pricing decision options.
Pricing research finds optimum price-product-feature configurations in the context of market positioning opportunities.
Pricing studies, we employ both qualitative research and quantitative research tools.Pricing research usually
concentrates on customers' sensitivity to pricing. This price sensitivity is driven by the nature of the market, the target
within that market, the differentiation level of product or service, and the value of brand.
Pricing is one of the more technical areas of market research.

Pricing research involves pricing strategy assessment supported by strong pricing research capabilities. Sound pricing
market research requires a broad strategic perspective together with a focus on pricing decision options. Pricing
research usually concentrates on customers' sensitivity to pricing. This price sensitivity is driven by the nature of the
market, the target within that market, the differentiation level of product or service, and the value of brand. Pricing is
one of the more technical areas of market research.
There are five main approaches:
1. The Gabor-Granger method
2. The Van Westendorp Price Sensitivity Meter (PSM)
3. Conjoint analysis
4. Price optimization models
5. Experimental pricing

1. The Gabor-Granger method

The Gabor-Granger method is a pricing research technique used to determine the price elasticity of demand
for a product or service. It helps businesses understand how changes in price will impact consumer demand
and revenue. The method involves conducting surveys or interviews with potential customers to gather data
on their willingness to purchase the product at different price levels.

BY: Dr Hanif Lakdawala [email protected]

The process typically follows these steps:
1. Selection of Price Points: A range of price points is chosen, usually including both higher and
lower prices than the current market price. These price points will be presented to respondents for
their evaluation.
2. Respondent Evaluation: Each respondent is presented with the product or service at one of the
selected price points and asked if they would purchase it at that price. The respondent's response is
recorded as a binary (yes/no) outcome.
3. Price Adjustment: Based on the respondent's initial response, the price is adjusted up or down for
subsequent respondents. If the respondent says "yes," the price is increased for the next respondent.
If the respondent says "no," the price is decreased.
4. Data Collection: The process continues with multiple respondents, each evaluating the product at a
different price point. The goal is to reach the point where roughly 50% of respondents say "yes" and
50% say "no" to the purchase at each price level.
5. Price Elasticity Calculation: Once data is collected, the percentage of respondents who say "yes"
at each price level is calculated. This data is then used to estimate the price elasticity of demand,
which measures how sensitive consumer demand is to changes in price.
The Gabor-Granger method provides insights into consumer price sensitivity and the optimal price point
for maximizing profitability. It helps businesses understand the price range at which customers are most
likely to purchase the product and provides a basis for pricing decisions and strategies.

2. The Van Westendorp Price Sensitivity Meter (PSM)

The Van Westendorp Price Sensitivity Meter (PSM) is a market research technique used to assess
consumer price preferences and determine the optimal price range for a product or service. It helps
businesses understand how consumers perceive pricing and how different price levels may impact demand
and profitability.
The method is based on the assumption that there are four key price points that are of interest to
consumers:
1. Point of Marginal Cheapness (PMC): This is the lowest price point at which consumers believe the
product is so cheap that its quality may be compromised.
2. Point of Marginal Expensiveness (PME): This is the highest price point at which consumers believe
the product is so expensive that its value no longer justifies the cost.

BY: Dr Hanif Lakdawala [email protected]

 3. Indifference Price (IP): This is the price point at which consumers feel the product offers a fair
value for the price.
4. Optimal Price (OP): This is the price point that maximizes both consumer demand and business
profitability.
The findings from the analysis provide insights into consumer price sensitivity and the optimal price range
for the product or service. It helps businesses understand how consumers perceive pricing and make
informed decisions about pricing strategies, positioning, and profitability.

3. Conjoint analysis
Conjoint analysis is a widely used method in marketing research to measure and understand consumers'
preferences and their decision-making process. It helps in determining the relative importance of different
product attributes and their impact on consumer choices and purchase decisions.
In a conjoint analysis, respondents are presented with a set of hypothetical product profiles or scenarios
that vary across multiple attributes and levels. These attributes could include price, features, design, brand,
or any other relevant factors that influence consumer choices. Respondents are then asked to rank or rate
the different profiles based on their preferences.
The analysis of the collected data allows researchers to estimate the utility or value that consumers
associate with each attribute level. This information is then used to derive part-worth utilities, which
represent the relative importance and impact of each attribute level on overall preference. The part-worth
utilities are typically combined using mathematical models to simulate and predict consumer preferences
and choices under different scenarios.

4. Price Optimization Models

Price optimization models are mathematical and analytical approaches used by businesses to determine the optimal
pricing strategy for their products or services. These models take into account various factors such as costs, demand
elasticity, competition, market conditions, and customer preferences to recommend the most effective pricing
strategy that maximizes profitability.

5. Experimental Pricing

BY: Dr Hanif Lakdawala [email protected]

Experimental pricing involves testing different price points and observing consumer responses and purchase
behaviors. This can be done through field experiments, where different prices are applied to different customer
segments, or through lab experiments that simulate real-world purchasing decisions.

4. Packaging Research

MEANING OF PACKAGING RESEARCH: Packaging research is one aspect of product research. It deals with
the needs and expectations of consumers about the package (size, shape,colour combination, durability, material used,
etc.) used. Packaging research is useful for making product packages secured, attractive and agreeable to consumers.
Packaging research plays a positive role in marketing.
 It acts as a sales promotion technique.
 It makes the product attractive and agreeable to consumers.
 Packaging needs constant changes as per the expectations of consumers and also as per the current trends in
packaging designs.
For achieving these objectives, packaging research is useful.
Moreover, the advantages of packaging indicate the importance and need of packaging and packaging research. For
large-scale marketing, attractive packaging is a must. It should be used for established as well as for new products. In
addition, renovations should be made in the packages after some interval.
For this package research is useful. Manufacturers, in India, now take active interest in package research. As a result,
we observe new packages of varied sizes, shapes and colour combinations in the market for all types of products
particularly consumer items such as soaps, cosmetics and oils.

WHY PACKAGING RESEARCH UNDERTAKEN?

Packaging research is undertaken for several reasons:
1. Consumer Perception and Preferences: Packaging research helps companies understand how consumers
perceive their packaging and what aspects of packaging design and functionality are most important to them.
It provides insights into consumer preferences, expectations, and behaviors related to packaging, allowing
companies to align their packaging strategies with consumer needs and desires.
2. Brand Differentiation: Packaging plays a crucial role in differentiating a brand from its competitors.
Packaging research helps companies assess the effectiveness of their current packaging in standing out on
store shelves and attracting consumer attention. It provides insights into how packaging can be optimized to
create a unique and recognizable brand identity.
3. Product Protection and Safety: Packaging serves as a protective barrier for products, ensuring their safety
and integrity during transportation, storage, and use. Packaging research helps companies assess the

BY: Dr Hanif Lakdawala [email protected]

 effectiveness of their packaging in safeguarding products and minimizing the risk of damage, contamination,
or tampering.
4. Sustainability and Environmental Considerations: With growing consumer concerns about environmental
sustainability, packaging research helps companies evaluate the eco-friendliness of their packaging
materials, design, and disposal practices. It assists in identifying opportunities for reducing packaging waste,
adopting more sustainable materials, and communicating the company's commitment to environmental
responsibility.
5. Packaging Functionality and User Experience: Packaging research assesses the usability and convenience
of packaging from the consumer's perspective. It examines factors such as ease of opening, portion control,
storage convenience, and overall user experience. By understanding consumer preferences for packaging
functionality, companies can make improvements to enhance user satisfaction.
6. Packaging in Different Channels: Packaging research acknowledges the diverse distribution channels and
shopping environments where products are sold. It examines how packaging needs to adapt to various
channels such as traditional retail, e-commerce, or direct-to-consumer models. It helps companies optimize
their packaging for each channel, considering factors such as transportation requirements, display options,
and unboxing experiences.

Following are the packaging research methods:

Packaging research is a specific area of market research that focuses on studying and evaluating various aspects of
product packaging. It aims to understand the impact of packaging design, functionality, and communication on
consumer perceptions, purchasing behavior, and overall brand experience. Packaging research helps businesses make
informed decisions about packaging strategies to enhance product appeal, protect the product, and drive customer
satisfaction and loyalty.
The key steps in packaging research include:
1. Packaging Design Evaluation
2. Functional Assessment
3. Brand Communication Analysis
4. Consumer Perception and Preference
5. Shelf Impact and Purchase Behavior
6. Packaging Innovations and Trends

1. Packaging Design Evaluation: Assessing the visual appeal, aesthetics, and overall design of packaging to
understand its impact on consumer attention, perception, and brand image. This includes evaluating color
schemes, typography, imagery, and other design elements.

BY: Dr Hanif Lakdawala [email protected]

 2. Functional Assessment: Examining the practical aspects of packaging, such as ease of use, convenience,
durability, and storage. This helps identify opportunities for improvement and optimization of packaging
functionality.
3. Brand Communication Analysis: Investigating how packaging effectively communicates brand values,
product features, and benefits to consumers. This includes evaluating the clarity and consistency of
messaging, brand positioning, and the alignment between packaging and overall brand strategy.
4. Consumer Perception and Preference: Studying consumer attitudes, preferences, and expectations
regarding packaging. This includes qualitative research methods like focus groups and interviews to gather
insights into how packaging influences purchase decisions, perception of product quality, and overall
satisfaction.
5. Shelf Impact and Purchase Behavior: Assessing the impact of packaging on the retail shelf and its
influence on consumer buying behavior. This includes in-store observations, eye-tracking studies, and
surveys to understand factors like shelf visibility, shelf standout, and packaging's ability to attract and engage
consumers.
6. Packaging Innovations and Trends: Monitoring industry trends and innovations in packaging design,
materials, sustainability, and functionality. This helps businesses stay competitive and adapt to changing
consumer preferences and market demands.

Packaging research methods can include a combination of qualitative and quantitative techniques, including surveys,
interviews, focus groups, observational studies, eye-tracking, and in-home usage tests. The findings from packaging
research provide valuable insights and actionable recommendations for businesses to optimize their packaging
strategies, improve product presentation, and create a positive and memorable brand experience for consumers.

6. PRODUCT TESTING

Product testing is a research method used to evaluate the performance, quality, functionality, usability, and consumer
perception of a product. It involves conducting experiments or studies to gather feedback and data from target users
or consumers regarding their experience with the product. The findings and insights obtained from product testing
help companies make informed decisions about product design, improvements, marketing strategies, and customer
satisfaction. It aids in identifying areas for enhancement, addressing potential issues or weaknesses, and ensuring that
the product meets or exceeds customer expectations. The main objective of product testing is to gather feedback and
data to assess the overall quality, performance, and user experience of a product. It helps identify any issues, flaws,
or areas for improvement and ensures that the product meets customer expectations. There are various types of
product testing methods depending on the specific objectives and nature of the product.

BY: Dr Hanif Lakdawala [email protected]

Some common product testing methods include:
a. The Staggered Comparison Test: It is a method commonly used in product testing to assess consumer
preferences and rankings for a set of products or variations. It helps researchers understand how consumers
perceive and evaluate different options and make choices between them. By presenting respondents with
pairs of options and asking them to choose their preferred option from each pair, the Staggered Comparison
Test provides valuable insights into consumer preferences and can inform product development, marketing
strategies, and decision-making.
In the context of product testing, the Staggered Comparison Test typically involves the following steps:
• Selection of Options: The researcher selects a set of products or variations that they want to
compare. These could be different formulations, flavors, packaging designs, sizes, or any other
attributes of the product under consideration.
• Pair Creation: The options are systematically paired with each other to create a series of pairs.
Each option is compared against every other option at least once, resulting in multiple pairs. The
pairs can be created using a predetermined pattern or randomized to minimize order bias.
• Respondent Task: Participants or respondents are presented with pairs of options one at a time and
asked to choose their preferred option from each pair.
b. Usability Testing: Usability testing is a method used to evaluate the usability and user experience of a
product, such as a website, application, or physical device. It involves observing and gathering feedback
from users as they interact with the product, with the goal of identifying any usability issues, areas of
improvement, and overall user satisfaction. In the context of product testing, usability testing specifically
focuses on evaluating the ease of use, efficiency, effectiveness, and satisfaction of the product from the user's
perspective. It helps businesses understand how well their product meets user needs, how intuitive and user-
friendly it is, and whether it provides a positive user experience.
c. Functional Testing: Tests the product's functionality, performance, and adherence to specified requirements
or standards. Functional testing is a type of product testing that focuses on verifying the functional
requirements and features of a product or system. It aims to ensure that the Product or application performs
as expected and meets the specified functional criteria. Functional testing is typically conducted to validate
that the product functions correctly and performs the intended tasks accurately. In the context of product
testing, functional testing involves testing the functionality and features of a product to ensure they work as
intended. It helps identify any defects or issues in the product's behavior, functionality, or user interface. By
performing functional testing, businesses can gain confidence in the product's ability to perform its intended
tasks and meet user needs.
d. Comparative Testing: Compares the product with competing products to assess its strengths, weaknesses,
and competitive advantages. Comparative testing is a method used in product testing to evaluate and
compare multiple products or variants to determine their relative performance, quality, or features. It
involves conducting tests on different products or options under similar conditions to identify strengths,

BY: Dr Hanif Lakdawala [email protected]

 weaknesses, and differences between them. Comparative testing allows consumers, researchers, or
businesses to make informed decisions by comparing the performance, functionality, or other relevant
attributes of various products side by side. Comparative testing involves defining specific criteria or
parameters against which the products will be evaluated. These criteria can include performance metrics,
quality standards, safety features, user satisfaction, price, or any other relevant factors that are important for
comparison. A representative sample of products or variants is chosen for testing. The selection may include
different brands, models, or versions of a product, allowing for a comprehensive comparison across different
options available in the market. Compares different versions or variations of the product to determine which
performs better in terms of user preferences, behavior, or outcomes.
e. A/B testing, also known as split testing: It is a method used in marketing and product development to
compare two versions advertisement, marketing elements, email, or of a web page, to determine which one
performs better. It involves dividing the audience or users into two groups and showing each group a
different version (A and B) of the element being tested. The goal of A/B testing is to identify which version
produces better outcomes, such as higher conversion rates, click-through rates, or engagement.
Here's how A/B testing typically works: First, a hypothesis is formed about the element that is being
tested. This could be a change in the design, layout, copy, call-to-action, or any other element of the
marketing asset. A control group is established where the existing version of the element (Version A) is
presented to a portion of the audience or users. This group serves as a baseline for comparison. The other
portion of the audience or users is assigned to the variation group, where an altered version (Version B) of
the element is presented. The variation typically includes the change or modification being tested. The
performance of both versions, A and B, is tracked and measured.
f. Beta Testing: Beta testing is a method of product testing that involves releasing a pre-release version of a
product or software to a select group of external users or customers. The purpose of beta testing is to gather
feedback, identify bugs or issues, and assess the overall user experience before the product is officially
launched or made available to the wider market. Beta testing involves providing the product to a limited
number of users who are typically representative of the target audience or customer base. The selected users
are given access to the product under controlled conditions. Beta testers are encouraged to use the product
and provide feedback based on their experiences. This feedback can include suggestions for improvement,
bug reports, usability issues, feature requests, and general impressions of the product.

CASE STUDY SAMPLE

CASE STUDY QUESTION:

BY: Dr Hanif Lakdawala [email protected]

Tata Consumer has acquired Bisleri, brand of bottled water, from Bisleri International owner Ramesh
Chauhan. Tata consumer intends to launched a new 360-degree integrated campaign, to reinforce consumers’
trust and raise awareness about the quality of stringent hygiene protocols in bottling Bisleri water. As a
researcher suggest an appropriate research design, sampling method and research process.

CASE STUDY SOLUTION

Research Design:
The suggested research design for this campaign is descriptive research design. Descriptive research is suitable when
the goal is to gain a deeper understanding of a particular topic or issue. In this case, the campaign aims to reinforce
consumers' trust and raise awareness about the quality of Bisleri water, which would benefit from exploring
consumers' perceptions, preferences, and attitudes towards bottled water and their trust in the Bisleri brand.
Sampling Method:
The suggested sampling method for this research is simple random sampling. In this case, Tata Consumer can select
participants from various locations where Bisleri water is readily available, such as retail stores, online platforms, or
specific target areas where the campaign will be focused. Convenience sampling allows for easy access to
participants and efficient data collection.

Research Process:
1. Problem Identification: Clearly define the research problem, which in this case is to reinforce consumers'
trust and raise awareness about the quality of Bisleri water.
2. Research Objective:
a. To study consumer perceptions of bottled water
b. identifying factors that influence consumer purchasing decisions.
c. To suggest an appropriate strategy for launching 360-degree integrated campaign, to reinforce
consumers’ trust and raise awareness about the quality of stringent hygiene protocols in bottling
Bisleri water.
3. Formulate Hypothesis:
• Null Hypothesis (H0): There is no significant change in consumers' trust and awareness of the
quality and hygiene protocols of Bisleri water after Tata Consumer's acquisition.
• Alternative Hypothesis (Ha): There is a significant increase in consumers' trust and awareness of the
quality and hygiene protocols of Bisleri water after Tata Consumer's acquisition.
4. Data Collection: Conduct primary research to gather data. This can be done through a combination of
qualitative and quantitative methods:
a. Qualitative Research:
• Conduct focus group discussions.

BY: Dr Hanif Lakdawala [email protected]

 • in-depth interviews with consumers to explore their perceptions, attitudes, and preferences
regarding bottled water.
This will provide insights into their trust in the Bisleri brand and the factors that contribute to it.
b. Quantitative Research:
• Administer surveys or questionnaires to a larger sample of consumers to gather quantitative
data on their awareness, perceptions, and behaviors related to bottled water and the Bisleri
brand. This will allow for statistical analysis and measurement of consumer sentiments and
preferences.
5. Determine the measurement techniques:
a. Designing Questionnaire: An undisguised structured questionnaire will be used for conducting the
survey.
b. Attitude Scales: The following attitude scale will be used for the designing the questionnaire:
• Simple attitude scale
• Likert scale
6. Data Processing and Data Analysis:
a. Data Processing: Data will be arranged in the tabular formats and coding will be done.
b. Data Analysis: Analyze the collected data using appropriate statistical techniques and qualitative
analysis methods. This will involve summarizing the data, identifying patterns, and drawing insights
and conclusions.
7. Findings and Recommendations: We will Summarize the research findings and derive meaningful insights.
Based on the findings, we will make recommendations for the campaign strategy and communication
approach to reinforce consumers' trust and raise awareness about the quality of Bisleri water.
8. Determine Time and cost:
The approximate time required for the completion of the research process is between 1 to 2 months. The
budget estimation is between Rs 1 to 2 lakhs.
9. Presenting research Report: The Following format will be used to present the Research Report:
FORMAT OF RESEARCH REPORTS
Title Pages
Acknowledgments (if any)
Chapter 1: Research Proposal
Chapter 2: Review of Related Literature (and analysis of previous research)
Chapter 3: Major Findings (reject or fail to reject Ho)
Chapter 4: Analysis of Data
Chapter 5: suggestions and Recommendations
Reference Section

BY: Dr Hanif Lakdawala [email protected]

CASE STUDY OPTION b. i 8 Marks

Question:
Design a questionnaire for a prelaunch survey by SAMSUNG INDIA before introducing their new smart
phone in the range of Rs 70,000 to Rs 80000.

Solution
Thank you for taking the time to participate in this survey. Your valuable feedback will help us understand consumer
preferences and expectations for our upcoming smartphone launch in the price range of Rs 70,000 to Rs 80,000.
Please provide your honest opinions and insights. Your responses will be kept confidential.

Section 1: Demographics
Use √ to select your appropriate choice
1. Gender:
• Male
• Female
• Other
2. Age:
• Under 18
• 18-24
• 25-34
• 35-44
• 45-54
• 55 and above
3. Occupation:
• Student
• Professional
• Homemaker
• Self-employed
• Retired
• Other (please specify)
4. Monthly Income:

BY: Dr Hanif Lakdawala [email protected]

 • Less than Rs 20,000
• Rs 20,000 - Rs 40,000
• Rs 40,000 - Rs 60,000
• Rs 60,000 - Rs 80,000
• Above Rs 80,000
Section 2: Smartphone Usage
5. How frequently do you use a smartphone?
• Rarely
• Occasionally
• Daily
• Multiple times a day
6. Which smartphone brand are you currently using?
7. Are you satisfied with your current smartphone?
• Yes
• No
8. What features do you consider important in a smartphone? (Select all that apply)
• Camera quality
• Battery life
• Display quality
• Processing power
• Storage capacity
• Operating system
• Design and aesthetics
• Security features
• Other (please specify)
9. How likely are you to upgrade your smartphone in the next six months?
• Very likely
• Somewhat likely
• Not likely
Section 3: New Smartphone Expectations
10. How important is the price range of Rs 70,000 to Rs 80,000 when considering a new smartphone purchase?
• Very important
• Somewhat important
• Not important
11. What features or specifications would you expect in a smartphone in this price range? (Open-ended)

BY: Dr Hanif Lakdawala [email protected]

 12. Would you prefer a larger screen size or a compact size for a smartphone in this price range?
• Larger screen size
• Compact size
• No preference
• How important is the camera quality for you when choosing a smartphone in this price range?
• Very important
• Somewhat important
• Not important
13. Would you be interested in advanced security features such as facial recognition or fingerprint scanning?
• Yes
• No
• Not sure
Section 4: Purchase Intentions
14. Based on the information provided, how likely are you to consider purchasing Samsung's new smartphone in
the price range of Rs 70,000 to Rs 80,000?
• Very likely
• Somewhat likely
• Not likely
15. What would be the primary reason for choosing Samsung's new smartphone in this price range? (Open-
ended)
16. If not interested, please specify the reason for not considering Samsung's new smartphone in this price range.
(Open-ended)

CASE STUDY OPTION b. ii 7 Marks

QUESTION:
“Web series is a threat to television viewership”. Write a report analyzing the validity of the statement.
SOLUTION:
Title: Analysis of the Impact of Web Series on Television Viewership: Validity of the Statement
Introduction
1.1 Background and Objectives

BY: Dr Hanif Lakdawala [email protected]

The introduction provides an overview of the topic, highlighting the growing popularity of web series and the
potential threat it poses to traditional television viewership. The objectives of the research report are clearly stated,
which include analyzing the validity of the statement and understanding the impact of web series on television
viewership.
1.2 Methodology
The methodology section explains the research approach adopted for the study. It includes details about data
collection methods, sample size, and data analysis techniques. The report mentions that a combination of primary
and secondary research was conducted, including surveys and interviews with viewers, data analysis of viewership
trends, and industry reports.
Overview of Web Series and Television Viewership
2.1 Definition and Characteristics of Web Series
This section provides a definition of web series and discusses their key characteristics, such as shorter episode
format, availability on online platforms, and diverse content genres.
2.2 Traditional Television Viewership Patterns
The report examines the traditional television viewership patterns, including prime time slots, scheduled
programming, and audience demographics.
2.3 Changing Consumer Preferences
This section explores the shifting consumer preferences towards online streaming platforms, including factors such
as convenience, content variety, and personalized viewing experiences.
Analysis of Web Series and Television Viewership
3.1 Market Share and Audience Reach
The report analyzes the market share of web series platforms and compares it with traditional television networks. It
also discusses the reach and popularity of web series among different demographic groups.
3.2 Content Diversity and Flexibility
The report compares the content diversity and flexibility offered by web series and traditional television
programming. It highlights the appeal of web series to niche and targeted audiences.
3.3 Technological Advancements
This section examines the impact of technological advancements on the consumption of web series and traditional
television. It explores the accessibility and convenience of web series through streaming services and the subsequent
impact on television viewership.
Findings
4.1 Shifting Audience Behavior
The report presents findings on the changing audience behavior, including the increasing preference for web series
over traditional television programming.
4.2 Fragmentation of Viewership

BY: Dr Hanif Lakdawala [email protected]

The report highlights the fragmentation of viewership as viewers have more options to choose from, resulting in a
decline in traditional television viewership.
4.3 Audience Overlap and Dual Consumption
This section explores the audience overlap between web series and television viewership, indicating that viewers
often engage in dual consumption by watching both web series and traditional television content.
4.4 Challenges Faced by Traditional Television
The report identifies the challenges faced by traditional television networks due to the rise of web series, such as
declining ratings and advertising revenue.
Analysis of the Validity of the Statement
5.1 Impact on Television Ratings
The report analyzes the impact of web series on television ratings and discusses whether it substantiates the
statement that web series pose a threat to television viewership.
5.2 Advertising Revenue and Monetization
This section evaluates the impact of web series on advertising revenue for traditional television networks and
examines alternative monetization strategies adopted by both web series platforms and television networks.
5.3 Future Outlook and Market Predictions
The report provides insights into the future outlook of web series and television viewership, including predictions on
market trends and potential strategies for the television industry.
Conclusion
6.1 Summary of Findings
This section summarizes the key findings from the research, highlighting the impact of web series on television
viewership.
6.2 Validity of the Statement
The report concludes by evaluating the validity of the statement "Web series is a

BY: Dr Hanif Lakdawala [email protected]