1. RE
CONSUMER ^
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2. Qualitative
Quantitative
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3. Which Research should be done?
To come up To learn the
with a new idea frequency of
for an use of a
advertising particular
campaign??? product???
QUALITATIVE QUANTITATIVE
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4. THE PROCESS OF RESEARCH
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5. 1. To specify OBJECTIVES
S
M
A
R
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6. 2. Collect Secondary Data
• Secondary Research
• Literature Review
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7. 3. Design the Research
• Exploratory
• Descriptive
• Causal
A Bad Design gives false
Results and spurious
Co-relations!
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8. Sampling
1. Who is to be
surveyed??
2. How many to
survey?
3. How should the
respondents be
chosen?
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9. RAVNEET BHANGU

10. Kindly answer………………
• Likert Scale
• Semantic Differential Scale
• Rank Order Scale
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11. 4. Qualitative (Primary) Data Collection
Depth Interviews • Thematic Appreciation
Test
Projective • Word Association Test
Techniques
• Sentence Completion
Test
Focus Group
• The Third Person
Techniques
Laddering
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12. 5.Quantitative (Primary) Data
Collection
SURVEYS OBSERVATIONS EXPERIMENT
Personal
Interview
Mail
Survey
Telephone
Survey
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13. The Process
• Specify Objectives
• Collect and Evaluate Secondary Data
• Design Primary Research
• Sampling
• Data Collection
• Analyzing
• Report
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14. RAVNEET BHANGU