Page 30 - DMGT506_CONSUMER_BEHAVIOUR

Unit 2: Consumer Research

2.2.4 Collecting Primary Data Notes
Data collection phase of research is probably the most expensive and quite prone to error. The
four major problems encountered are: some respondents will not be available at home and must
be either contacted again or replaced, other respondents will refuse the interview, still others
will give biased or dishonest answers and some interviewers themselves will be biased or
dishonest.
A quantitative study generally employs a field staff, recruited and trained directly by the
researcher or contracted from a firm that specializes in conducting field interviews. The completed
questionnaires received are reviewed on a regular basis to ensure that the recorded responses
are clear and complete.

2.2.5 Analysing Data

The last-but-one step in the research process is to extract relevant findings from the collected
data. In qualitative research, the moderator/analyst usually analyses the respondents’ responses.
The researcher supervises the data analysis in quantitative research. The responses are converted
into numerical scores then tabulated and analysed with the help of computers using sophisticated
analytical techniques.

2.2.6 Report Preparation

The researcher prepares a report of her/his findings to be presented to the relevant parties. It
may or may not include any recommendations for action depending on the requirements of the
management. The report includes a description of the methodology used, as well as tables and
graphics to support the research findings. The researcher should present major findings that are
relevant to decisions facing management and avoid detailing numbers and fancy jargon such as
“multivariate analysis of variance.”

Task On a Rank Order Scale, ask your friends to evaluate five different brands in
banking sector. Subsequently, use a Differential Scale for comparing their perceptions of
these competing brands. Now, suppose you the marketer of one of these brands. How can
you use the conclusions of the evaluation?

Case Study Wish-n-Shop

ish-n-Shop is a very large retail store in Delhi's major commercial area. It was
established in 1990 to cater to the segment of customers who have had exposure
Wto international shopping and were looking for a wide range of quality products
under one roof. In 1980, Wish-n-Shop was originally started as a mail order company and
subsequently moved to retailing after 10 successful years in mail order business.
Wish-n-Shop management views the whole plan as a grand exercise and emphasis on its
commitment to being world class in retail standards in India. The management is always
keen on innovating and finding new products and trends, and develops elaborate plans to
take the concept further.
Contd....

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