AN ASSIGNMENT ON APPLICABILITY OF MARKETING RESEARCH

TECHNIQUE IN THE REAL WORLD

SUBMITTED BY:-
GROUP – 9 (A)

ASHISH RANJAN - 120014

MANSI – 120023
PRERNA SINHA – 120032
SHANTANU RAJ – 120043
SHIVANI KUMARI – 120047
VISHAL PRATAP SINGH - 120060
Problem definition: What criteria do people use while selecting a jewellery shop?
Management decision problem : A new jewellery shop is being opened in the main
market of Kankarbagh. Should the shop be opened in the main market?

Marketing research problem: To determine consumer preferences and purchase

intentions for the jewellery product.

Research objectives:
 To discover customers attitude and motivation towards jewelleries.
 To identify suitable brand name and product design to attract target customers.
 To explore customers perception towards jewellery.
 To target the potential customers.
 To position the main market by analysing the expected price.

There are 5 main research objectives and according to the situation of each objective we
will use survey and focus method to conduct the research.

Focus group: Focus group might be used to learn how customers feel about a product or a
brand and gain insight into their emotional involvement because it can stimulate new ideas
and thought from respondents and make them response realistically under group pressure.
Therefore we will choose focus group to explore general customer attitudes.

Survey: In order to make marketing research more representable and realistic, it is

necessary to conduct surveys to grab statistical data. In terms of price, it is easy to find
which price range is the most proper one for the target customers.

Research design formulation-

 Conclusive research- As it will help in determining, evaluating and selecting the
best course of action to take in a given situation.
 Descriptive research: To determine the perceptions of target population about
various jewellery shop in the main market of Kankarbagh.

Descriptive research design:

Survey method: In order to make the marketing research more representable and
realistic, it is necessary to conduct surveys to grab statistical data. Respondents will be
asked variety of questions regarding their behaviour, intentions, attitudes, awareness,
motivation.

Fixed- Alternative questions will be present in the questionnaire.

Personal In-Home Interviews- In personal in-home interviews, respondents will be
interviewed face-to-face in their homes.

Scaling Techniques: Non-comparative Scaling Techniques-Likert scale

1- Strongly Agree 2 - Agree 3 - moderate 4 - Disagree 5 - Strongly Disagree

Questionnaire-
1. For purchasing jewellery, price matters.
2. Women are decision taker in buying jewellery.
3. Online jewellery shopping is safe.
4. Handmade jewellery is fashionable.
5. There is need of jewellery shop nearby.
6. I purchase jewellery frequently.
7. Jewellery is the best gift you can give to your dear ones.
8. TV is the main source of information about jewellery.

Sample- Target Population- Main Kankarbagh colony household respondents

Nonprobability sampling- Convenience sampling
Analysis technique - Factor Analysis will be done on data collected to understand target
population perception about jewellery. And according to the factors obtained course of
action of opening jewellery shop will be taken. The factors obtained from the principal
component analysis will help us to understand population characteristics.