Consumer research ravs!
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Transcript of Consumer research ravs!
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RE
CONSUMER ^
RAVNEET BHANGU
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Qualitative
Quantitative
RAVNEET BHANGU
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Which Research should be done?
To come up with a new idea for an advertising campaign???
QUALITATIVE
To learn the frequency of use of a particular product???
QUANTITATIVE
RAVNEET BHANGU
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THE PROCESS OF RESEARCH
RAVNEET BHANGU
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1. To specify OBJECTIVES
SMART
RAVNEET BHANGU
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2. Collect Secondary Data
• Secondary Research
• Literature Review
RAVNEET BHANGU
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3. Design the Research
• Exploratory
• Descriptive
• Causal
A Bad Design gives false
Results and spurious
Co-relations!
RAVNEET BHANGU
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Sampling
1. Who is to be surveyed??
2. How many to survey?
3. How should the respondents be chosen?
RAVNEET BHANGU
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RAVNEET BHANGU
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Kindly answer………………
• Likert Scale
• Semantic Differential Scale
• Rank Order Scale
RAVNEET BHANGU
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4. Qualitative (Primary) Data Collection
Depth Interviews
Projective Techniques
Focus Group
Laddering
• Thematic Appreciation
Test
• Word Association Test
• Sentence Completion
Test
• The Third Person
Techniques
RAVNEET BHANGU
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5.Quantitative (Primary) Data Collection
SURVEYS
Personal Interview
Mail Survey
Telephone Survey
OBSERVATIONS EXPERIMENT
RAVNEET BHANGU
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The Process
• Specify Objectives
• Collect and Evaluate Secondary Data
• Design Primary Research
• Sampling
• Data Collection
• Analyzing
• Report
RAVNEET BHANGU
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RAVNEET BHANGU