Page 91 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes  Two way focus group: Under this method one group will listen to the other group.
Later, the second group will react to the views of the first group.
 Dual moderator group: Here, there are two moderators. One moderator will make
sure that the discussion moves smoothly. The second moderator will ask a specific
question.

4. Case studies: Analysing a selected case sometimes gives an insight into the problem
which is being researched. Case histories of companies which have undergone a similar
situation may be available. These case studies are well suited to carry out exploratory
research. However, the result of investigation of case histories is always considered
suggestive, rather than conclusive. In case of preference to “ready to eat food”, many case
histories may be available in the form of previous studies made by competitors. We must
carefully examine the already published case studies with regard to other variables such
as price, advertisement, changes in the taste etc.

A Case in Point

A company manufacturing electric shavers, known for its brand, wanted to introduce the product
in Japan. Before the launch, the company made sure that all the 4Ps are acceptable to customers.
When the product was launched, it met with failure. The company wondered what went wrong.
Later investigations revealed that Japanese palms were very small and hence the product was
not convenient for use. All possible causes were not listed and examined. This shows the
importance of listing all factors during an exploratory research.

Self Assessment

Fill in the blanks:

3. The major emphasis in exploratory research is on converting ........................., vague problem
statements into ............... and .............................. sub-problem statements.
4. In experience surveys, it is desirable to talk to persons who are well informed in the area
being.............................
5. Under the method of ....................................... group, the moderator will select one of the
participants to act as a temporary moderator.
6. Most of the companies conducting the ........................... groups first screen the candidates to
determine who will compose the particular group.

7. The moderator must not miss the .............................comment.
8. The moderator must encourage ........................ members to participate.

6.4 Conclusive Research

Meaning: This is a research having clearly defined objectives. In this type of research, specific
courses of action are taken to solve the problem.
In conclusive research, there are two types:
(a) Descriptive research
(b) Experimental research or Causal research.

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