Page 136 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes It involves inspection of goods delivered between visits. If the stock of any product in the shop
is accurately counted during both the visits and data on deliveries are accurately taken from the
records, the collection of sales of a product over that period can be determined accurately as
follows:
Initial stock + Deliveries between successive visits - Second time stock = Sales

If this information is obtained from different shops from the representative sample of shops,
then the accurate estimates of sales of the product can be made. To do this, some shops can be
taken as a "Panel of shops" representing the universe.
Advantages

 It provides information between audits on consumer purchase over the counter in specific
units. For example, KGs, bottles, No's, etc.

 It provides data on shop purchases i.e., the purchases made by the retailer between audits.
 It is a very reliable method.
Disadvantages

 Experience is needed by the market researcher.
 Cooperation is required from the retail shop.
 It is time consuming.

Did u know? With the help of wholesale and retail data, the manufacturer comes to know
how competitor is doing.

7.2.3 Advertising Data

Since a large amount of money is being spent on advertising, data needs to be collected on
advertising. One way of recording is by using passive meter. This is attached to a TV set records
when the set was 'On'. It will record "How long a channel is viewed". By this method, data
regarding audience interest in a channel can be ascertained. One thing to be noticed from the
above is that it only tells you that someone is viewing television at home. But it does not tell you
"who is viewing at home". To find out "who is viewing" a new instrument called 'People's Meter'
is introduced. This is a remote-controlled instrument buttons. Each household is given a specific
button. When that button is pressed, it signals the control box that a specific person is viewing.
This information is recorded electronically and sent to a computer that stores this information
which is subsequently analysed.

Miscellaneous Secondary Data

This data includes trade associations such as FICCI, CEI, Institution of Engineers, Chamber of
Commerce, libraries such as public library, university libraries, etc., literature, state and central
government publications, private sources such as All India Management Association (AIMA),
Financial Express and financial dailies, world bodies and international organizations such as
IMF, ADB, etc.

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