Page 34 - DMGT506_CONSUMER_BEHAVIOUR

Unit 2: Consumer Research

7. In semantic differential scale, the respondents have to mark their preferences in between Notes
the …………….. attributes related to a product or service.
8. If a bank wants to find out about individual attitude and perception towards the services
of the bank, then the most appropriate technique is to use……………… method.
9. The target population that would be sampled is known as ………………….. .
10. ………………. studies are undertaken to identify the cause and effect relationship.

2.7 Review Questions

1. Why is it so important to conduct a consumer research before launch of any campaign?
2. Take examples of any two companies and find out what kind of research activities they
undertake. Spot any two incidences when the product failed because of lack of consumer
research.
3. Compare and contrast between qualitative and quantitative techniques of research design.
Which one do you think is better?

4. Bring out the differences and similarities between observation, experimentation and survey
techniques. Give examples.
5. Develop a likert scale and a semantic differential scale to find out consumer's views about
a recently launched bicycle.
6. Which type of research-qualitative or quantitative- do you think is better, when a company
want to know the effect of new product and promotions on customers? Justify.
7. Prepare a questionnaire to find out that which bank the customers prefer to bank with and
which bank they trust the most.

8. Discuss different types of attitude scales. How are they useful for insurance marketers?
9. "Ethics is often misunderstood and generates controversies." Discuss
10. Discuss some ethical issues that you may face as a consumer and as a marketer.

Answers: Self Assessment

1. qualitative 2. secondary
3. depth interview 4. thematic Apperception

5. mall 6. close ended
7. bipolar 8. observation
9. universe 10. Casual

2.8 Further Readings

Books Batra, Satish K and Kazmi, S H H, Consumer Behaviour, Excel Books, New Delhi.
Hawkins, D.L & Best, Roger, Consumer Behaviour – Building Marketing Strategy,
McGraw Hill, Indian Edition, New Delhi.
Leon G Schiffman, Consumer Behaviour, Pearson Education.

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