MARKETING RESEARCH

MOD-1
1. Describe the Steps and Process of Marketing Research (6)

➔We divided the marketing research process as consisting of six steps.

Step 1: Problem Definition

The first step in any marketing research project is to define the problem. In defining the
problem, the researcher should consider the purpose of the study, the relevant background
information, the information needed, and how it will be used in decision making. Problem
definition involves discussion with the decision makers, analysis of secondary data, some
qualitative research, such as focus groups. Once the problem has been defined, the research
can be designed and conducted properly.
Step 2: Development of an Approach to the Problem
Development of an approach to the problem includes formulating an objective or theoretical
framework, analytical models, research questions. This process is guided by discussions with
management and industry experts, analysis of secondary data, qualitative research.
Step 3: Research Design Formulation
A research design is a framework or blueprint for conducting the marketing research project. It
details the procedures necessary for obtaining the required information. Formulating the
research design involves the following steps:
1. Definition of the information needed
2. Secondary data analysis
3. Qualitative research
4. Methods of collecting quantitative data (survey, observation, and experimentation)
5. Measurement and scaling procedures
6. Questionnaire design
7. Sampling process and sample size
8. Plan of data analysis
Step 4: Fieldwork or Data Collection
Data collection involves a field force staff that operates either in the field, as in the case of
personal interviewing from an office by telephone through mail or electronically. Proper
selection, training, supervision, and evaluation of the field force help minimize data-collection
errors.
Step 5: Data Preparation and Analysis
Data preparation includes the editing, coding, transcription, and verification of data. Each
observation form is inspected or edited and, if necessary, corrected.
Step 6: Report Preparation and Presentation
The entire project should be documented in a written report that addresses the specific
research questions identified; describes the approach, the research design, data collection,
and data analysis procedures adopted, and presents the results and the major findings. The
findings should be presented in a comprehensible format so that management can readily use
them in the decision-making process. In addition, an oral presentation should be
made to management using tables, figures, and graphs to enhance clarity and impact. The
Internet is also being used for this.
------------------------------------------------------------------------------------------------------------------------------
 Importance of MR in making decision (6)

In marketing, the main goal is to understand and meet customer needs. To do this effectively,
marketing managers require information about customers, competitors, and market trends. Due to
factors like global expansion, higher consumer expectations, increased competition, and fast-paced
changes, the demand for accurate and timely information has grown. Marketing research is the tool
used to assess these needs and provide management with relevant, accurate, and actionable
insights. In today's competitive environment, relying on data is crucial for making sound decisions,
rather than relying solely on instincts or intuition.
2. Define and classify the MR industry (8)

➔ The marketing research industry consists of suppliers who provide marketing research
services. Marketing research suppliers and services provide most of the information needed
for making marketing decisions. Most of the big suppliers have several subsidiaries and
divisions that encompass various areas of marketing research. Nevertheless, it is useful to
classify marketing research suppliers and services. Broadly, research suppliers can be
classified as internal or external. An internal supplier is a marketing research department
within the firm. Many firms, particularly the big ones, ranging from automobile companies (GM,
Ford, Chrysler) to consumer products firms (Procter & Gamble, Colgate Palmolive, Coca-Cola)
to banks (JPMorgan Chase, Bank of America), maintain in-house marketing research
departments.

External suppliers are outside firms hired to supply marketing research data. These external
suppliers, which collectively comprise the marketing research industry, range from small (one
or a few persons) operations to very large global corporations. External suppliers can be
classified as full-service or limited-service suppliers.
Full service suppliers offer the entire range of marketing research services, from problem
definition, approach development, questionnaire design, sampling, data collection, data
analysis, and interpretation, to report preparation and presentation. The services provided by
these suppliers can be further broken down into syndicated services, customized services, and
Internet services. Syndicated services collect information of known commercial value that
they provide to multiple clients on a subscription basis. Customized services offer a wide
variety of marketing research services customized to suit a client’s specific needs. Each
marketing research project is treated uniquely. Internet services are offered by several
marketing research firms, including some that have specialized in conducting marketing
research on the Internet.
Limited-service suppliers specialize in one or a few phases of the marketing research project.
Field services collect data through mail, personal, telephone, or electronic interviewing, and
firms that specialize in interviewing are called field service organizations. Focus groups and
qualitative services provide facilities and recruitment of respondents for focus groups and
other forms of qualitative research such as one-on-one depth interviews. Some firms may
provide additional services such as moderators and prepare focus group reports. Technical
and analytical services are offered by firms that specialize in design issues and computer
analysis of quantitative data, such as those obtained in large surveys. Other services include
branded marketing research products and services developed to address specific types of
marketing research problems.
How MR related to MIS and DSS? (4)

➔ Marketing research, along with internal records and marketing intelligence, is a crucial part
of a firm's Marketing Information System (MIS). Think of the MIS as a structured set of
procedures that continuously generates, analyzes, stores, and shares information with
marketing decision-makers. Unlike specific research studies, the MIS provides information
regularly. It's designed to match the needs and style of each decision-maker. Information from
various sources, like invoices and marketing research, is combined and presented in an easy-
to-use format for decision-making. While an MIS offers more continuous information than one-
time research projects, it has limitations. The information is structured and not as easily
changeable as in specific research projects.

To overcome the restrictions of a Marketing Information System (MIS), we have Decision

Support Systems (DSS). DSS lets decision-makers directly interact with databases and
analysis tools. It's like a comprehensive system that includes hardware, networks, databases,
models, software, and the user (the decision-maker). All of these components work together to
collect and interpret information for decision-making. Marketing research contributes data to
the database, models to the model base, and specific programs for analyzing marketing data
to the software base. DSS is different from MIS because it allows more direct interaction and
flexibility for decision-makers.

Decision Support Systems (DSS) are user-friendly and flexible. They work well in an
interactive mode and can adjust to changes in the environment or how the decision-maker
wants to make decisions. Over time, DSS has evolved into expert systems that use artificial
intelligence to incorporate expert judgment into the decision-making process. In simple terms,
DSS makes decision-making easier, more adaptable, and smarter
3. Difference between Problem-identification research and problem-solving research (8)

➔
Point Problem-identification
research
Nature of the Research This type of research focuses on
identifying and defining a
problem or opportunity.
Goal to recognize and define a
problem
Focus Focuses on understanding the
"what" and "why" of a situation,
identifying the key issues or
opportunities.
Timing Typically conducted at the initial
stage of the problem-solving
process.
Methods Involves exploratory methods
such as surveys, interviews.
Decision-Making Impact Provides information that
informs decision-makers about
the nature and scope of a
problem, helping them decide
whether to take action.
problem-solving research
problem-solving research
involves finding solutions or
strategies to address the
identified problem.
to develop actionable solutions
to the identified problem.
Focuses on the "how" of
addressing the problem, finding
practical solutions and
strategies.
Takes place after the problem
has been identified and involves
finding ways to address it.
Involves a range of methods
including experimental research,
simulations.
Provides specific guidance on
how to address the problem

------------------------------------------------------------------------------------------------------------------------------

Significance of research question and hypothesis. (4)

➔ In marketing research, the significance of research questions and hypotheses is particularly

pronounced due to the dynamic and competitive nature of the field. Here's why they are
essential:
Research Questions:
Market Understanding:
Research questions help marketing researchers gain a deep understanding of market
dynamics, consumer behavior, and industry trends.

Decision-Making Support:
Research questions provide a foundation for decision-making. And also guide the selection of
appropriate research methods and tools.

Competitive Advantage:
By formulating research questions, marketers can gain insights that may lead to a competitive
advantage. Understanding customer needs, preferences, and market trends can inform
product development, pricing strategies, and promotional efforts.
Hypotheses:
Testing Marketing Strategies:
Hypotheses in marketing research allow for the formulation and testing of specific marketing
strategies.

Data-Driven Decision-Making:
Tested hypotheses contribute to data-driven decision-making.

Innovation:
Hypotheses support innovation by allowing marketers to test new ideas and concepts.
 MOD – 2

1. Critically analysis the following statement – “Management decision problem and

Marketing Research problem significantly different” (8)

➔ The statement that "Management decision problems and marketing research problems
are significantly different" highlights a crucial distinction between the broader challenges
faced by management in decision-making and the more specific issues addressed by
marketing research. Let's critically analyze this statement:

Points of Consideration:

Scope and Breadth:

Management Decision Problem: Management decision problems are broad in scope and
encompass various aspects of organizational strategy, operations, and resource allocation.
Marketing Research Problem: Marketing research problems, on the other hand, are narrower
in focus. They specifically pertain to gathering information and insights related to marketing
decisions, such as understanding customer preferences, assessing market trends, or
evaluating the effectiveness of advertising campaigns.

Level of Detail:
Management Decision Problem: Management decision problems deal with high-level strategic
issues. They may involve determining the overall direction of the organization, entering new
markets.
Marketing Research Problem: Marketing research problems are more detailed and specific.
They involve formulating questions that can be answered through data collection and analysis,
such as understanding consumer behavior or measuring the impact of a pricing strategy.

Information Needs:
Management Decision Problem: Management decision problems require a comprehensive
understanding of the business environment, industry trends, and organizational capabilities.
Information needs are diverse.
Marketing Research Problem: Marketing research problems focus on addressing specific gaps
in information related to the marketing function such as product development, market
segmentation, or promotional strategies.

Critique:
While there are distinctions between management decision problems and marketing research
problems, it's important to note that they are not entirely independent. Strategic decisions at
the management level often require insights from various functions, including marketing.
Marketing research can contribute valuable information to address broader organizational
challenges.
The differentiation between management decision problems and marketing research problems
may vary based on the context and the specific industry.
------------------------------------------------------------------------------------------------------------------------------
What are the 4 basic tasks in problem definition?
• Discussions with the decision makers
• interviews with industry experts and other knowledgeable individuals,
• analysis of secondary data,
• sometimes qualitative research.
 2. Difference between Exploratory, Casual, Descriptive. (6)

---------------------------------------------------------------------------------------------------------------------------------------
Describe potential source of error. (6)
➔Several potential sources of error can affect a research design. A good research design attempts to
control the various sources of error. The total error is the variation between the true mean value in
the population of the variable of interest and the observed mean value obtained in the marketing
research project. Random sampling error occurs because the particular sample selected is an
imperfect representation of the population of interest. Random sampling error is the variation between
the true mean value for the population and the true mean value for the original sample. Non-
sampling errors can be attributed to sources other than sampling, and they may be random or
nonrandom. They result from a variety of reasons, including errors in problem definition, approach,
scales, questionnaire design, interviewing methods, and data preparation and analysis.
Non-sampling errors consist of nonresponse errors and response errors. Nonresponse error
arises when some of the respondents included in the sample do not respond.
Response error arises when respondents give inaccurate answers or their answers are mis-
recorded or mis-analyzed.
Responses error consist of Researcher Error, Interviewer Error, Respondent Error.
Errors made by the researcher include measurement, population definition, sampling frame, and
data analysis errors. Measurement error may be defined as the variation between the information
research and the information generated by the measurement process employed by the researcher.
Population definition error may be defined as the variation between the actual population relevant
to the problem at hand and the population as defined by the researcher. Sampling frame error may
be defined as the variation between the population defined by the researcher and the population as
implied by the sampling frame (list) used. Data analysis error encompasses errors that occur while
raw data from questionnaires are transformed into research findings.

Response errors made by the interviewer include respondent selection, questioning, recording,
and cheating errors. Respondent selection error occurs when interviewers select respondents other
than those specified by the sampling design or in a manner inconsistent with the sampling design.
Questioning error denotes errors made in asking questions of the respondents or in not probing
when more information is needed. Recording error arises due to errors in hearing, interpreting, and
recording the answers given by the respondents. Cheating error arises when the interviewer
fabricates answers to a part or all of the interview.
Response errors made by the respondent are comprised of inability and unwillingness errors.
Inability error results from the respondent’s inability to provide accurate answers. Unwillingness
error arises from the respondent’s unwillingness to provide accurate information.
 3. Difference between Primary and Secondary data. (8)

---------------------------------------------------------------------------------------------------------------------------------------
Pros and Cons of Primary and Secondary data (4)
➔Advantages of Secondary Data
• Identify the problem.
• Better define the problem.
• Develop an approach to the problem.
• Formulate an appropriate research design
• Answer certain research questions and test some hypotheses.
Disadvantages of Secondary Data
• lacking in accuracy
• Relevance Issues
• Purpose Mismatch
• Dependability Issues
• Evaluation Before Use
• Secondary data may not be entirely current. The information might be outdated.
Advantages of Primary Data
• Flexibility in Methodology
• Uniqueness of Insights
• Greater Research Control
• better control over confidentiality and privacy concerns.
• allows researchers to research into specific aspects of interest in great detail.
• more up-to-date compared to secondary data.
• there is a higher likelihood of accuracy
• control over the design of data collection methods, allowing for customization based on the
unique needs of the study
Disadvantages of Primary Data
• Collecting primary data can be expensive.
• data collection typically takes time
• Managing the logistics of data collection, especially in large-scale studies
• may not always be easily generalizable to the broader population.
• There is a risk of bias in primary data collection
 4. Difference between Qualitative and Quantitative research (8)

---------------------------------------------------------------------------------------------------------------------------------------
Define Research Design phase and identify the tasks associated with it. (8)
➔A research design is a framework or blueprint for conducting the marketing research project. It
details the procedures necessary for obtaining the information needed to structure or solve marketing
research problems. A good research design will ensure that the marketing research project is
conducted effectively and efficiently. Typically, a research design involves the following components,
or tasks:
• Define the information needed
• Design the exploratory, descriptive, and/or causal phases of the research
• Specify the measurement and scaling procedures
• Construct and pretest a questionnaire (interviewing form) or an appropriate form for data
collection
• Specify the sampling process and sample size
• Develop a plan of data analysis
Research designs may be broadly classified as exploratory or conclusive. The primary
objective of exploratory research is to provide insights into, and an understanding of, the
problem confronting the researcher. Exploratory research is used in cases when you must
define the problem more precisely, identify relevant courses of action, or gain additional
insights before an approach can be developed. The information needed is only loosely
defined at this stage, and the research process that is adopted is flexible and unstructured.

Conclusive research is typically more formal and structured than exploratory research. It is
based on large, representative samples, and the data obtained are subjected to
quantitative analysis. Conclusive research designs may be either descriptive or causal, and
descriptive research designs may be either cross-sectional or longitudinal.
5. Difference between Cross sectional design and Longitudinal design
Point Cross sectional
Definition collection of data from
participants at a single point in
time. It provides a snapshot of
the current situation.
Time Dimension Focuses on a specific moment,
Purpose used to describe the
characteristics of a population
at a particular point in time.
Data Collection Data are collected only once
Suitability for Trends and Less suitable for capturing
Changes trends and changes
Flexibility Less flexible in capturing
dynamic changes.
Applications in Marketing Useful for market
Research segmentation studies,
understanding market
characteristics at a specific
moment.
Data Analysis Involves descriptive analyses
(Don’t allow advance analyses)
Longitudinal
collection of data from the
same participants over an
extended period, allowing for
the examination of changes
and trends over time
Focuses on multiple time
points
Used to examine trends,
changes, and developments
within a population over time.
Requires repeated
measurements over time
Ideal for capturing trends,
tracking changes, and
understanding the evolution of
variables over time.
Provides flexibility to adapt
research questions and
hypotheses.
useful for studying consumer
behavior changes over time
Allows for more advanced
analyses,
 MOD – 4

1. Difference between Sampling and Census (4)

---------------------------------------------------------------------------------------------------------------------------------------
Classify and explain each of the non-probability sampling techniques. (8)
➔
• Convenience sampling
• Judgmental sampling
• Quota sampling
• snowball sampling
Convenience sampling
Convenience sampling is when we pick people or things that are easy to reach or find. The selection
is often left to whoever is doing the survey. It could be people in the right place at the right time, like
students or members of social groups. Examples include interviewing people in malls without
checking if they're the right fit, using lists from stores, putting questionnaires in magazines, or doing
interviews with random people on the street. It's not the most precise method, but it's convenient.
Judgmental sampling
Judgmental sampling is a bit like convenience sampling, where we choose samples based on what's
easy, but here, it's more about the researcher's judgment. The researcher, using their knowledge,
picks elements they think represent the entire group well. For example, choosing specific markets to
test a new product, selecting engineers in industrial research, or picking certain stores to try out a
new display. It's about relying on the researcher's judgment to get a sample that's thought to be a
good match for the whole population.
Quota sampling
Quota sampling is a nonprobability sampling technique that is a two-stage restricted judgmental
sampling. The first stage consists of developing control categories of population elements. In the
second stage, sample elements are selected based on convenience or judgment.
snowball sampling
In snowball sampling, an initial group of respondents is selected, usually at random. After being
interviewed, these respondents are asked to identify others who belong to the target population of
interest. Subsequent respondents are selected based on the referrals. This process may be carried
out in waves by obtaining referrals from referrals, thus leading to a snowballing effect.
 2. Explain the steps in Sampling process. (4)

---------------------------------------------------------------------------------------------------------------------------------------
Classify and explain each of the probability sampling techniques. (8)
• simple random sampling (SRS)
• systematic sampling
• Stratified sampling
• cluster sampling
Simple Random Sampling (SRS)
In simple random sampling (SRS), each element in the population has a known and equal probability
of selection. Furthermore, each possible sample of a given size (n) has a known and equal probability
of being the sample actually selected. This implies that every element is selected independently of
every other element. The sample is drawn by a random procedure from a sampling frame.
Systematic sampling
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, i, is determined by
dividing the population size N by the sample size n and rounding to the nearest integer. For example,
there are 100,000 elements in the population and a sample of 1,000 is desired. In this case, the
sampling interval, i, is 100. A random number between 1 and 100 is selected. If, for example, this
number is 23, the sample consists of elements 23, 123, 223, 323, 423, 523, and so on.
Stratified sampling
Stratified sampling is a two-step process in which the population is partitioned into subpopulations, or
strata. The strata should be mutually exclusive and collectively exhaustive in that every population
element should be assigned to one and only one stratum and no population elements should be
omitted. Next, elements are selected from each stratum by a random procedure, usually SRS.
Cluster sampling
In cluster sampling, the target population is first divided into mutually exclusive and collectively
exhaustive subpopulations, or clusters. Then a random sample of clusters is selected, based on a
probability sampling technique such as SRS. For each selected cluster all the elements are included
in the sample.
 MOD – 3

1. Define, classify, explain each of the observation technique. (12)

Personal Observation
In personal observation, a researcher observes actual behavior as it occurs. The observer does not
attempt to control or manipulate the phenomenon being observed. For example, a researcher might
record traffic counts and observe traffic flows in a department store.
Mechanical Observation
In mechanical observation, machines, not people, watch and record what's happening. These devices
can do this continuously without needing the people being observed to directly participate. There are
different types of machines, like eye trackers that follow eye movements, devices measuring how
quickly someone responds, and others like the Nielsen audimeter. These machines help researchers
analyze behavior without relying on human observers.
Audit
In an audit, the researcher collects data by examining physical records or performing inventory
analysis. Audits have two distinguishing features. First, data are collected personally by the
researcher. Second, the data are based upon counts, usually of physical objects. In a pantry audit,
the researcher takes an inventory of brands, quantities, and package sizes in a consumer’s home,
perhaps in the course of a personal interview.
Content Analysis
Content analysis is like a methodical way of looking at communication instead of actions or things. It
means systematically and objectively describing the visible part of a message. This could include
counting certain words, looking at characters or objects, identifying themes or ideas, measuring the
length of the message, or focusing on the subject. Researchers develop categories and rules to break
down the communication and analyze it in a structured way. In marketing research, this method is
used to observe and understand communication patterns.
Trace Analysis
In trace analysis, data collection is based on physical traces, or evidence, of past behavior. These
traces may be left intentionally or unintentionally by the respondents.
2. 4 primary scales of measurement techniques. (12)
➔ The scales of measurement can be considered in terms of their mathematical properties. The
most widely used classification of measurement scales are: (a) nominal scale; (b) ordinal scale;
(c) interval scale; and (d) ratio scale.
A. Nominal scale:
Nominal Scale Definition:
Nominal scale is like a labeling system where numbers are assigned to events, but the order of
the numbers doesn't matter. For example, giving numbers to basketball players for identification.
No Order or Quantity:
The assigned numbers in a nominal scale don't indicate any order or quantity. They're just labels
for categories and don't have a meaningful numerical value.
Limited Arithmetic Operations:
You can't do much math with nominal data. You can count the members in each category, but you
can't average or compare the assigned numbers between different groups.
Statistical Tests:
The Chi-square test is commonly used for statistical significance with nominal data.
Least Powerful Measurement:
Nominal scale is the least powerful level of measurement. It doesn't show order or distance
relationships, and it lacks an arithmetic origin.

B. ordinal scale
Ordinal Scale Definition:
The ordinal scale is a step up from nominal, putting events in order. However, it doesn't make the
intervals (gaps between ranks) equal according to any specific rule.
Rank Orders:
Ordinal scales often involve rank orders, used in research dealing with qualitative phenomena. For
example, a student's rank in a graduation class is based on an ordinal scale.
Caution in Interpretation:
When using ordinal scales, be cautious about making statements about the scores. For instance,
if Ram is ranked 10 and Mohan is ranked 40, we can't say Ram's position is four times better than
Mohan's. Ordinal scales only allow ranking, not precise comparisons.
Appropriate Measures:
Median is the appropriate measure of central tendency for ordinal scales. Percentile or quartile
measures are used for measuring how spread out the data is.
Limited Comparisons:
Comparisons are limited to stating 'greater than' or 'less than' without specifying the exact
difference. The real difference between ranks 1 and 2 might not be the same as between ranks 5
and 6.
Rank Meaning:
Since the numbers on an ordinal scale represent ranks, not quantities.

C. Interval scale:
Interval Scale Definition:
Interval scales go beyond ordinal scales by not just ranking but also making the intervals between
units equal. However, these intervals are equal based on certain assumptions.
Arbitrary Zero:
Interval scales can have an arbitrary zero point. This means you can't measure the complete
absence of a characteristic using an interval scale.
Example - Fahrenheit Scale:
The Fahrenheit temperature scale is an example of an interval scale. You can say an increase
from 30° to 40° is the same as an increase from 60° to 70°, but you can't say 60° is twice as warm
as 30° because zero is arbitrarily set at the freezing point of water.
Measurement Limitation:
Because of the arbitrary zero, you can't make meaningful statements about ratios. For example, a
temperature of 60° is not twice as warm as 30° because zero is not a true absence of
temperature.
More Powerful than Ordinal:
Interval scales are more powerful than ordinal scales.

D. Ratio scale:
Ratio Scale Definition:
Ratio scales have a true zero point of measurement, representing an absolute absence of the
measured trait. Examples include physical measures like weight, height, and distance.
Absolute Zero:
While some measures, like length, have a clear absolute zero, concepts like absolute zero of
temperature are theoretical and may not be practically attainable.
Comparison Significance:
Ratio scales allow meaningful comparisons, such as saying one person's performance is twice as
good as another's. This kind of comparison isn't possible with interval scales.
Examples of Ratio Scale:
Counts like the number of traffic violations or typing errors can be scores on ratio scales. All
violations or errors are considered equal in significance.
Statistical Techniques:
All statistical techniques can be used with ratio scales, and mathematical operations like
multiplication and division are applicable.
Application in Sciences:
Physical sciences often use ratio scales for precise measurements.
 3. Reliability vs. Validity (4)

---------------------------------------------------------------------------------------------------------------------------------------
Mention 4 main types of Experimental Design (2)

---------------------------------------------------------------------------------------------------------------------------------------
Explain condition for Causality (6)
➔There are 3 condition must be satisfied –
• concomitant variation
• time order of occurrence of variables
• elimination of other possible causa factors.
These conditions are necessary but not sufficient to demonstrate causality.
Concomitant variation
Concomitant variation is about checking if a cause (let's call it X) and its effect (let's call it Y) happen
together as expected in a hypothesis. For instance, consider a department store thinking that better
in-store service (X) leads to higher sales (Y). To test this, we look for concomitant variation. If stores
with good service also have good sales, and stores with bad service have bad sales, it supports the
idea. If we find the opposite pattern, it suggests the hypothesis might not be true. Essentially, it's
about seeing if changes in one thing go along with changes in another as we expect.
Time order of occurrence
The time order of occurrence condition says that if one thing causes another, it has to happen before
or at the same time, not after. For example, if better in-store service causes higher sales, the
improvements in service must happen before or at the same time as the increase in sales. So, if a
department store trains or hires more sales staff to improve service, the sales should go up in the
following months. It's about making sure the cause comes before or together with the effect, not after.
Elimination of other possible causal factors
The absence of other possible causal factors means that the factor or variable being investigated
should be the only possible causal explanation. In-store service may be a cause of sales if we can be
sure that changes in all other factors affecting sales, such as pricing, advertising, level of distribution,
product quality, competition, and so on were held constant or otherwise controlled.
 4. Difference between Focus group and Depth interview (4)

---------------------------------------------------------------------------------------------------------------------------------------
Describe different Projective Technique (8)
➔ Projective Techniques:
• These methods keep the research purpose hidden.
• They involve indirect, unstructured questions to get respondents to share their hidden
motivations, beliefs, attitudes, or feelings.
• Instead of describing their own behavior, respondents interpret the behavior of others,
indirectly revealing their own thoughts and feelings.
• Ambiguous scenarios are used, making respondents project their emotions, needs, motives,
attitudes, and values.
Categories in Projective Techniques:
• Association
• Completion
• Construction
• Expressive
In simpler terms, projective techniques aim to uncover hidden thoughts and feelings by using unclear
scenarios.
Association:
• These methods aim to uncover thoughts by presenting a stimulus/encourage and asking for an
immediate response.
• A common technique is word association.
Word Association
• Respondents are given a list of words, one at a time.
• They are asked to respond with the first word that comes to mind.
• Important words (called test words) are mixed with neutral words to hide the study's purpose.
• For instance, in a department store study, test words might be "location," "parking," "shopping,"
"quality," and "price."
Recording Responses:
• The subject's immediate responses are noted, and the time taken is sometimes measured.
• If there's hesitation (more than 3 seconds to reply), it's identified.
• The interviewer, not the respondent, records the responses.
In simple terms, association techniques use stimuli / encouragement, like words, to quickly get
respondents' immediate thoughts, helping researchers understand their unfiltered reactions.
Completion
• These methods involve asking respondents to finish an incomplete stimulus.
Types of Completion Techniques:
Sentence Completion:
• Respondents get incomplete sentences and fill in the blanks.
• They use the first word or phrase that comes to mind.
Story Completion:
• Respondents are given part of a story without revealing the ending.
• They're asked to provide their own conclusion.
• This reveals their hidden feelings and emotions.
Example:
• In sentence completion, respondents might get sentences like "I feel happy when..." and they
fill in the rest.
• In story completion, they might be given the beginning of a story and asked to finish it.
Purpose:
These techniques help uncover deeper thoughts and emotions by letting respondents’ complete
sentences or stories based on their own perspectives.
Construction
• These methods ask respondents to create a response like a story, dialogue, or description.
Two Main Construction Techniques:
Picture Response:
• Respondents see pictures, some clear and others vague.
• They're asked to tell stories about these pictures.
• This helps reveal the individual's personality.
Cartoons:
• Cartoon characters in a situation related to the problem are shown.
• Respondents say what one character might respond to another.
• Responses show feelings, beliefs, and attitudes toward the situation.
Origin:
• Picture response techniques trace back to the Thematic Apperception Test (TAT), using
pictures to understand personality.
• Cartoon tests involve characters in situations, gauging responses for insights into feelings and
attitudes.
Comparison:
Cartoon tests are simpler to use and analyze compared to picture response techniques.
Expressive
• These methods ask respondents to talk about the feelings and attitudes of other people in a
given situation, not their own.
Two Main Expressive Techniques:
Role Playing:
• Respondents act as someone else, taking on their feelings and behavior.
• The researcher believes respondents will project their own feelings into the role.
• By analyzing responses, the researcher understands more about the individual.
Third-Person Technique:
• Respondents describe the beliefs and attitudes of a third person, not their own.
• This third person could be a friend, neighbor, colleague, or a "typical" person.
• Asking in the third person reduces the pressure to give socially acceptable answers.
Purpose:
• These techniques aim to uncover personal beliefs and attitudes by indirectly asking
respondents to talk about others.