Page 42 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes 6. Where? Where shall we measure the shoppers?
7. Should it be outside the stores, soon after they visit or should we contact them at their
residence?

8. Why? Why do you want to measure them?
9. What is the purpose of measurement? Based on the information, are there any strategies
which will help the retailer to boost the sales? Does the retailer want to predict future sales
based on the data obtained?
10. Answer to some of the above questions will help us in formulating the hypothesis.
11. How to measure? Is it a 'structured' questionnaire, 'disguised' or 'undisguised'
questionnaire?

3.3.1 When to use Descriptive Study?

1. To determine the characteristics of market such as:
(a) Size of the market

(b) Buying power of the consumer
(c) Product usage pattern
(d) To find out the market share for the product
(e) To track the performance of a brand.
2. To determine the association of the two variables such as Ad and sales.

3. To make a prediction. We might be interested in sales forecasting for the next three years,
so that we can plan for training of new sales representatives.
4. To estimate the proportion of people in a specific population, who behave in a particular
way?

Example: What percentage of population in a particular geographical location would be
shopping in a particular shop?

Hypothesis study at the descriptive research stage (to demonstrate the characteristics of the
group).

Management problem Research problem Hypothesis
How should a new product Where do customers buy Upper class buyers use ‘Shopper’s Stop’
be distributed? a similar product right and middle class buyers buy from local
now? departmental stores
What will be the target What kind of people buy Senior citizens buy our products. Young
segment? our product now? and married buy our competitors
products.

3.3.2 Types of Descriptive Studies

There are two types of descriptive research:
1. Longitudinal study
2. Cross-sectional study

36 LOVELY PROFESSIONAL UNIVERSITY