The document describes different types of research methods used in market research. It discusses cross-sectional and longitudinal research designs, as well as survey methods like telephone, personal, mail, and electronic interviews. It also describes observation methods like personal and mechanical observation, and provides examples of mechanical devices used like audiometers, people meters, and eye tracking monitors. The advantages and disadvantages of different research methods are highlighted.

2.  Describes characteristics of relevant groups
such as consumers, salespersons,
competitors and market areas. (qualitative
research)
 Estimate population parameters, establish
relationships between variables. (quantitative
research)

3.  Cross-sectional designs: This design
involves collection of information from any
given sample or population only once. In
◦ ‘Single’ cross-sectional design, information is
obtained only once from one sample
◦ ‘Multiple’ cross-sectional design information is
obtained only once from more than one sample.

4.  Longitudinal designs:
 In this design data is collected from same
sample(s) repeatedly over a time period. Such
sample is also called ‘panel’.

5. Cross-sectional Longitudinal
Detecting change
- +
Large volume of
data collection - +
Accuracy
- +
Representative
sample + -

6.  Survey method
 Observation methods are

7. Survey methods
 Telephone Personal Mail Electronic
Interview Interview Interview Interview

8.  Advantages:
 Respondents can be contacted faster.
 Economical.
 Disadvantages:
 Persons with telephone connection can only
be contacted.
 Cannot show sample products, pictures,
visual aids etc.
 Respondent on other side may not be
targetrespondent

9.  An interview is called personal interview
when interviewer asks questions face-
to-face to respondent.
 Advantages:
 Respondent develops highest trust in
interviewer.
 Can show sample products, pictures,
visual aids etc.
 Longer interviews are possible.
 Disadvantage:
 Expensive
 Time requires more

10.  Advantages:
 People give more honest answers when
answering on computer followed by mail
survey.
 Economical.
 Can show sample products, pictures, visual
aids etc.
 Useful for sensitive issues.
 Respondent can answer at his leisure time.

11.  Disadvantages:
 Takes longer time to get responses.
 Follow-up is required.
 Lower response rate that may lead to biased
sample.

12.  Advantages:
 Respondent gives most honest answers.
 Speed.
 Online updating of database.
 Can attach picture and sound files.

13.  Disadvantages:
 Respondent must have access to computer.
 No control over responses that may lead to
biased sample.
 Few respondents can respond several times.

14.  Observation method involves recording
behaviour of people, objects and events
systematically.
 Observation methods can be classified by
mode of administration & they are as follows:
Personal Mechanical
Observation Observation

15.  In personal observation, researcher observes
actual behavior as it occurs.
◦ Participant Observation
◦ Non participant observation

16.  In mechanical observation, mechanical devices,
rather than human observers, record the
observation. Various mechanical devices are as
follows:
 Audi meter: Attached to tv to continually record
what channel is tuned?
 People meters: In addition to what channel is
tuned to, records who is watching channel?
 On-site cameras: Records movement of objects.
 Eye-tracking monitors: Records the gaze
movement of eyes. These devices can be used to
find out how a respondent reads the
advertisement or views the TV commercial.

17.  Psycho galvanometer: Measures changes in
the electrical resistance of the skin.
Excitement leads to increase in electrical
resistance of the skin.
 Voice pitch analysis: Measures frequency of
human voice.

18.  Use of mechanical devices assumes that
physiological reactions are associated with
specific cognitive responses.
 It permits measurement of actual behavior
rather than intended or preferred behavior.
Also certain data can be best obtained by
observation.
 E.g. Babies at play.

19.  Little is known about the underlying motives,
beliefs of a particular behavior. E.g. Customer
may be purchasing a brand for his neighbor.
 Expensive
 Difficulty in observing & interpreting some
form of behavior.
 Since observation method has potential to
provide limited valuable information, it is to
be viewed as a complimentary method

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