This Presentation was presented in the 23rd Edition of MRSI, the Annual Market Research Seminar by Lavanya Ramanan, Aaroshi Asija and Vishal Khullar.
The objective of the research presented in the paper was to improve the process of data collection in terms of the quality of data collected while simultaneously ensuring that the instrument was itself not tedious (for the respondent) and yet is able to accurately (with a very high degree of accuracy) classify respondents into predetermined segments. While these seem like distinct objectives, we were able to achieve both by changing the scale of some of the questions in the instrument and also by modifying the scale of some of the questions after capture.
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