Page 39 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes 1. Determine the objective: The objective may be general or specific. General category – It
would like to know how effective the advertising campaign was.
The corollary looks like a statement with an objective. In reality, this is far from the case.
There are two ways of determining the objectives precisely: (1) The researcher should
clarify with the MR manager "what effective means". Does effective mean, the awareness
or does it refer to an increase in sales or does it mean it has improved the knowledge of the
audience, or the perception of audience about the product? In each of the above
circumstances, the question to be asked from the audience varies (2) Another way to
determine objectives is to find out from the MR Manager, "What action will be taken,
given the specified outcome of the study?"

Example: If research findings to the previous advertisement by the company was indeed
ineffective, what course of action does the company intend to take? (a) Increase the budget for
the next Ad (b) Use different appeal (c) Change the media (d) Go to a new agency.
If the objectives are proper, the research questions will be precise. However, we should
remember that objectives do undergo a change.

2. Consider environmental factors: Environmental factors influence the outcome of the
research and the decision. Therefore, the researcher must help his client to identify the
environmental factors that are relevant.

Example: Assume that the company wants to introduce a new product like iced tea or
frozen green peas or ready to eat chapathis.
The following environmental factors are to be considered:
1. Purchasing habits of consumers

2. Presently, who are the competitors in the market with similar product.
3. What is the perception of the people about other products of the company, with respect to
price, image of the company.

4. Size of the market and target audience.
All the above factors could influence the decision. Therefore, the researcher must work
very closely with his client.

3. Nature of the problem: By understanding the nature of the problem, the researcher can
collect relevant data and help suggest a suitable solution. Every problem is related to
either one or more variables. Before beginning the data collection, a preliminary
investigation of the problem is necessary for a better understanding of the same.

Notes Initial investigation could be carried by using a focus group of consumers or sales
representatives.
If a focus group is carried out with consumers, some of the following questions will help
the researcher to understand the problem better:

i. Did the customer ever include this company's product in his mental map?
ii. If the customer is not buying the company's product, the reasons for his not doing
so.

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