2. Previous Session: Marketing Research Process
Source: Malhotra and Dash (6e)
Conclusive/Confirmatory
Exploratory
Research Design
Descriptive Causal
1. Pilot Surveys
2. Qualitative Research
Direct: FGDs & In-
Depth Interviews
Indirect: Projective
techniques
3. Secondary data
(Qualitative)
3. Case Study Analysis
1. Secondary data
(Quantitative)
2. Surveys
3. Observations
1. Experiments
3. Structure of Survey?
Section 1: Survey respondent contact details and declaration by the survey collector
Section 2: Screening and basic details of respondents
Section 3: Main section of the questionnaire
Questions 1-3: Customer’s current brand awareness & purchase location preferences for juices
Question 4: Customer segments based on buying behavior
Question 5-12: Preferences for brand, fruit juice flavors, package type, size, prices & relative
importance of juice attributes for packed fruit juices in general
Questions 13-23:
o Preferences for package type, size, prices, relative importance of juice attributes, purchase
locations & turnoffs for sugar cane juice
o Identify potential product positioning for customers
5. Primary Scales of Measurement
1
2 3 ₹ 90
₹ 80 ₹100
6
5 4
Purchase
Likelihoods toward
flavor on 7-point
scale
Source: Malhotra and Dash (6e)
Which flavor you
would like to try
6. Characteristics of Primary Scales
Store ID
Nominal
Ranking
Ordinal
Liking Towards Stores on 7 point
scale
Interval
Sales
Ratio
A 1 6 ₹ 90, 000,00
B 2 5 ₹ 60, 000,00
C 3 4 ₹ 40, 000,00
D 3 3 ₹ 20, 000,00
7. Characteristics of Primary Scales
Characteristics Nominal Ordinal Interval Ratio
Description
Unique labels used to designate each
value of the scale
Yes Yes Yes Yes
Order
Relative positions of descriptors
Yes Yes Yes
Distance
Absolute differences
between scale descriptors are known
Yes Yes
Origin:
Unique beginning/ true zero point
Yes
Characteristics of Primary Scales
8. Scaling Techniques
Comparative Scales:
Involve direct comparison
of stimulus objects Non-comparative Scales:
Each object in stimulus set
is scaled independently
1. Paired Comparison
2. Rank Order
(Orange, Mango) Mango
(Mango, Apple) Apple 1. Itemised rating scale
o Likert Scale
o Semantic scale
9. Scaling Techniques
Comparative Scales:
Involve direct comparison
of stimulus objects Non-comparative Scales:
Each object in stimulus set
is scaled independently
1. Paired Comparison
2. Rank Order
1. Itemised rating scale
o Likert Scale
o Semantic scale
10. Scaling Techniques
Comparative Scales:
Involve direct comparison
of stimulus objects Non-comparative Scales:
Each object in stimulus set
is scaled independently
1. Paired Comparison
2. Rank Order
1. Itemised rating scale
o Likert Scale
o Semantic scale
11. Scaling Techniques
Comparative Scales:
Involve direct comparison
of stimulus objects Non-comparative Scales:
Each object in stimulus set
is scaled independently
1. Paired Comparison
2. Rank Order
1. Itemised rating scale
o Likert Scale
o Semantic scale
19. Choosing a Scaling Technique
Practical factors:
1. Level of information (nominal, ordinal, interval, or ratio) desired
2. Capabilities of the respondents
3. Characteristics of the stimulus objects
4. Method of administration
5. Context
6. Cost
20. Previous Session: Marketing Research Process
Source: Malhotra and Dash (6e)
Conclusive/Confirmatory
Exploratory
Research Design
Descriptive Causal
1. Pilot Surveys
2. Qualitative Research
Direct: FGDs & In-
Depth Interviews
Indirect: Projective
techniques
3. Secondary data
(Qualitative)
3. Case Study Analysis
1. Secondary data
(Quantitative)
2. Surveys
3. Observations
1. Experiments
21. External Data
Data generated by sources outside the organization
Example:
o Government Datasets: NSSO
o Syndicated Services: Consumers Pyramid dataset;
Nielson Dataset
o NCAER & University of Maryland: IHDS
o User Generate Data: Twitter Sentiment Analysis
Secondary Data
Internal Data
Data generated within the organization for
which the research is being conducted.
Example:
o Mixer Grinder Data
Secondary Data (Quantitative Analysis)
22. Previous Session: Marketing Research Process
Source: Malhotra and Dash (6e)
Conclusive/Confirmatory
Exploratory
Research Design
Descriptive Causal
1. Pilot Surveys
2. Qualitative Research
Direct: FGDs & In-
Depth Interviews
Indirect: Projective
techniques
3. Secondary data
(Qualitative)
3. Case Study Analysis
1. Secondary data
(Quantitative)
2. Surveys
3. Observations
1. Experiments
23. Observation Methods
Observation methods involves recording the
behavioral patterns of
– people,
– objects, and
– events
in a systematic manner to obtain information
about the phenomenon of interest
Disguised vs. Undisguised
Structured vs. Unstructured
Natural vs. Contrived setting
https://www.youtube.com/w
atch?v=Hatmm84sqm0
https://www.youtube.com/wa
tch?v=yjFkUqAeUq8
24. Observation Methods
When Canon was losing market share in the
US to Minolta, it relied on personal
observation and sent three managers to the
US to look into the problem.
Canon’s head of the team spent almost 6
weeks in America. On entering a camera
store, he would act just like a customer. He
would note how the cameras were displayed
and how the clerks served the customer. He
observed that dealers were enthusiastic
about Canon.
This led Canon to open its own sales
subsidiary, resulting in increased sales and
market share
Disguised vs. Undisguised
Structured vs. Unstructured
Natural vs. Contrived
setting
25. Observation Methods Classified by Mode of
Administration
Researcher observes
or/and records actual
behavior as it occurs
E.g.: observing &
recording traffic flows in
department store
26. Observation Methods Classified by Mode of
Administration
Mechanical devices,
rather than human
observers, record the
phenomenon being
observed
27. Observation Methods Classified by Mode of
Administration
Researcher inventories
brands, quantities, &
package sizes of
products in a
consumer’s home
28. Observation Methods Classified by Mode of
Administration
The objective,
systematic, and
quantitative description
of the manifest content
of a communication.
E.g.: Potrayal of Women
in Magazines
29. Observation Methods Classified by Mode of
Administration
An approach in which data
collection is based on physical
traces, or evidence, of past
behavior
E.g.: Relative popularity of
museum exhibits assessed through
selective erosion of tiles
30. Previous Session: Marketing Research Process
Source: Malhotra and Dash (6e)
Conclusive/Confirmatory
Exploratory
Research Design
Descriptive Causal
1. Pilot Surveys
2. Qualitative Research
Direct: FGDs & In-
Depth Interviews
Indirect: Projective
techniques
3. Secondary data
(Qualitative)
3. Case Study Analysis
1. Secondary data
(Quantitative)
2. Surveys
3. Observations
1. Experiments
31. Next Class
Source: Malhotra and Dash (6e)
Conclusive/Confirmatory
Exploratory
Research Design
Descriptive Causal
1. Pilot Surveys
2. Qualitative Research
Direct: FGDs & In-
Depth Interviews
Indirect: Projective
techniques
3. Secondary data
(Qualitative)
3. Case Study Analysis
1. Secondary data
(Quantitative)
2. Surveys
3. Observations
1. Experiments
