2. Consumer Behavior is the behavior that the consumers
display in searching for, purchasing, using ,evaluating
and disposing of products ,services and ideas which
they expect will satisfy their needs”.

3.  Consumer Behavior refers to how consumer behaves
or acts or reacts in making a purchase of goods and
services of his choice in different situations .
Importance of Consumer Behavior
 To consumers
 To Marketers

4. The Various Disciplines having influence on consumer Behaviour
Economics
Demand,Supply,Income,Purchasin
g Power
Psychology
Needs &
Motivation,Personality,Perception
,Learning , Attitudes
Sociology
Society ,Social class, Power, Esteem ,
Status
Socio Psychology
Group Behaviour,confirmity to group
norms,Group influences,role of a
leader
Cultural Anthropology
Values,Beliefs,Caste System,Joint
family system

5. Characteristics of Indian consumers

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Geography
Population
Urban rural composition
Sex composition
Age factor
Literacy level
Income level
Linguistic Diversity
Religion
Dress, food habits & festival

6. Factors Influencing consumer behaviour
Cultural Factors
Social Factors
Personal factors
Psychological
factors
1.Culture
2.Sub culture
3.Social class
1.Reference group
2.Family
3.Role & Status
1.Age & stage of
Life cycle
2.Occupation
3.Economic
circumstances
4.Life style
5.Personality & self
concept
1.Motivation
2.Perception
3.Learning
4.Beliefs &
Attitude

7. Models of consumer Behaviour
 Economic model
 Psychological model
 Learning model S-R Model
 Sociological model
 Howard sheth model
 Nicosia Model
 Webster & Wind model
 Engel kollat blackwell model

8. Economic model
Under economics it is assumed that man is a rational human
being,who will evaluate all the alternatives in terms of cost &
value received and select that product /service which gives
him/her max satisfaction. Consumers are assumed to follow the
law of diminishing marginal utility.
Economic model is based on certain predictions of buying
behaviour 1.price effect –lesser the price of the product ,more will
be the quantity purchased
2.Lesser the price of the substitute product,lesser will be the
quantity of the orginal product bought(Substitution effect).
3.Income effect-more the purchasing power ,more will be the
quantity purchased

9. Motivation may be said to be the driving force behind human behaviour.
Maslow has made a framework of a set of heirachy of human needs and
explained the strength of certain needs ,which is given here under.
1.Physiological –basic needs lik food,water and shelter
2.Safety-Insurance policy
3.Social-self of belongingness
4.Esteem-park avenue,Car
5.Self Actualisation-to become everything one is capable of

10. Learning Model
Pavlovian Learning Model
According to this model,behaviour is learned by repetitive associations between a
stimulus and response (S-R Association).
The model is based on a experiment performed on a dog by a russian
physiologist.This experiment is based on how a dog responds (measured on the
basis of saliva secreted by the dog)to various conditional stimulus and
unconditioinal stimulus(ringing of a bell-presenting a piece of meat).Knowing
the learning process is very important for a marketing manager.
Learning can be defined as all changes in behaviour which occurs as a result of
practise and based on previous experience.

11. Sociological Model
Acc to this model individual buyer is a part of the institution
called Society.Since he is living in a society,he gets
influenced by it and in turn also influences it in its path of
development.He is playing many roles as a part of various
formal & informal associations or organisations i.e as a
family,as a employee of a firm,as a member of professional
forum .such interactions leave some impressions on him
and may play a role in influencing his buying behaviour.

12. Howard Sheth Model
The model bascially serves two purposes
 It indicates how complex the whole question of
consumer behaviour really is
 It provides a framework for including various concepts
like learning,perception,attitude etc..which play a role
in influencing consumer behaviour

13. Inputs in Howard sheth theory.
These cues may be Significative if it comes to the buyer from the product
itself when he is involved in a shopping activity.A similar set of cues
which are symbolic in nature may also act as information sources.Both
these significative and symbolic information cues represent the firms
marketing efforts..these are impersonal sources lik mass
communication,advertising etc.
Third source is social information cues which could affect the buying
behaviour towards the product or brand and these include
family,friends or other members of the group with which the buyer
comes into contact.The social source is personal and has no control
over this source.

14.  Perceptual constructs :This refers to all the complex states or
psycological processes (perception)and how the individual deals
with the information cues received from various sources.
 Learning constructs:-Second set of hypothetical constructs in
this theory are more complex and numerous .Motives referes to
the goal the individual attempts to achievie through his or her
buying behaviour.most closely related to the buyers intention is
his attitude towars the product /brand.other learning constructs
include brand comprehension i.e knowledge /awareness about
the brand features that forms the basis for the buyers evoked set
of alternatives ,choice criteria and the confidence the individual
has about that brand .Finally the model includes a construct
satisfaction .This refers to feedback mechanism i.e post purchase
and post use evaluation of the output of the process.

15. Nicosia Model
This model was developed in 1966 by Nicosia an expert in consumer
motivation and behaviour.The nicosia model tries to explain buyer
behaviour by establishing a link between the organisation and its
consumer.
The nicosia model groups the above activity explanations into four basic
areas.
1.Field one has two subareas-the consumer attributes and the firm attributes
the advertising msg sent from the company will reach the consumers
attributes. Depending on the way the msg is is received by the consumer ,a
certain attribute may develop. The newly developed attributes becomes the
input for area two.
2.The second area or area two-is related to the search & evaluation
undertaken by the consumer.
3.Third area explains how the consumers actually buys the product.
4.Area four is related to the uses of the purchased items.

16. Webster & wind model
This is a complex model developed by F.E.Webster and Y.wind as
an attempt to explain the multifaceted nature of organisational
buying behaviour .This model refers to the environmental
,organisational,interpersonal & individual buying determinants
which influences the organisational buyers.These determinants
influence both the individual and group decision making
processes and on the final buying decisions.
The environmental determinants comprise of the physical &
technological factors,economic ,political,legal and socio cultural
environmental factors.These are external factors which cannot
be controlled,but an understanding of the same may be crucial
to succeed.

17. An individual may be involved in one or more buying roles
during organisational buying :These roles are
 Users
 Influencers
 Buyers
 Deciders
 Gate keepers
This model is valuable contribution and helps in revealing
the whole range of direct & indirect influences which affect
the organisational buying behaviour.

18. Engel Kollat Black well Model
This model talks of consumer behaviour as a decision making process in
the form of five steps which occur over a period of time.
The 5 steps involved in decision making making process stage are :
1.Problem recognition
2.Information Search
3.Alternative evaluation
4.Choice

19. Diffusion of innovations
Diffusion of innovation is the process by which acceptance of
an innovation is spread by communication (mass
media,sales people,informal conversation)to members of
the target market over a period of time.
The Diffusion Process
New concept or
new idea
Implementation
of the idea or
converting idea
into
product/service
Market
acceptance or
diffusion
process

20. Types of decision making
1.Routinised response Behaviour/Habitual
2.Limited problem solving
3.Extensive problem solving

21. Stages in buyer decision process
I.
II.
III.
IV.
V.
Problem Recognition
Information search
Evaluation of Alternatives
Purchase decision
Post purchase Behaviour

22. Buyer Decision process towards
New products
Stages of adapting New Products
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption

23. Individual Differences in
innovativeness
40.00%
35.00%
30.00%
25.00%
20.00%
Series 1
15.00%
Column1
10.00%
Column2
5.00%
0.00%
Innovators
Early
Adopters
Early
majority
late
majority
Laggards

24. Category of Adoptors
1.Innovators
2.Early adopters
3.Early Majority
4.Late Majority
5.Laggards

25. What is a Brand
 Brand is a comprehensive term and could be a
name,sign,symbol,logo etc which is used to
differentiate the product or services of one
seller/sellers from those of competitors .

26. Industrial /organisational Buying Behaviour
According to Fredrick E Webster and Yoram Wind have
defined organisational buying as the decision making
process by which formal organisations establish the
need for purchased products and services and identity
,evaluate and choose among alternative brands &
suppliers.

27. Characteristics of Industrial Markets
 Fewer Buyers
 Larger Buyers
 Geographically concentrated Buyers
 Derived Demand
 Inelastic Demand
 Fluctuating Demand
 Professional Buying
 Direct purchasing
 Reciprocal Buying

28. Buying Decisions involved in industrial Buying
Types of Buying Situations
 Straight routine Rebuy- Electricity, water ,gas, cigrattes
 Modified Rebuy- New car, electrical
components, computer terminal, consultancy service
 Completely new task with negotiation-complex
buildings, damns, custom built office

29. Factors influencing industrial buying Behaviour
Environmental
Organistional
Interpersonal
Individual
Participant
Level of demand
Objectives
Authority
Age
Economic outlook
Policies
Status
Income
Value of money
procedures
Empathy
Educational
qualification
Supply conditions
Organisational
structure
persuasiveness
Job position
Technology
improvement
Organisational
system followed
Political
Environment
Competition level
changes
personality
Attitude towars
risk

30. Stages in industrial Buying process
 Problem Recognition
 General need description
 Product specification
 Supplier search
 Proposal solicitation
 Supplier selection
 Order routine Specification
 Performance to add to customer value

31. Opinion Leadership
Opinion Leadership is a process by which one person
informally influences the actions or attitudes of
others, who may be opinion seekers .The influence is
informal & verbal through communication between
opinion leader & opinion seeker.

32. Characteristic opinion Leaders
 Social status characteristics
 Greater Exposure to mass media
 Greater interest & knowledge
 Personality traits
 Attitudes & intentions
 Loyal to group standards
 Innovators
 Demographic Characteristics

33. Opinion Leaders & firms promotional strategy
Advertisement that stimulate opinion leadership
 To arouse product related discussionsbetween friends
if they find it good.
 To develop highly entertaining and emotional
campaigns that consumers engage in discussions
about the product.
 To secure high visibility of the item such as
demonstration of the product.

34. Reference Group
 Reference group can designate to any person or group that
serves as a point of comparison for an individual informing
either general or specific values ,attitudes or behaviour.
 Reference group is a type of group that an individual uses
as a point of reference in determining his own
judgements,prefrences,beliefs , and behaviour.
Advantages of reference group appeal
 Better communication & increased brand awareness
 Reduces perceived Risk.

35. Types of reference groups
 Normative Reference Group: refrence group that directly
influences behaviour
Ex: childs reference group is his family.
 Comparative reference group :Ex: individual may admire his
neighbour
 Indirect reference groups such as film star
 Contactual group: person interacts & has regular contact .Ex:
club
 Aspirational Groups: at times ppl get influenced by groups to
which they do not belong
Ex:Teenage cricket player wanting to play for India.
 Avoidance group: group in which the person holds no
membership nor has face to face contact but he disapproves of
the groups values ,attitudes ,behaviour etc.Ex:ISKON

36. Family
Two or more persons related by blood ,marriage or
adaption who reside together.
Family role structure
 Initiator-who recognises the need
 Influencers – who persuades others in purchase
 Information Gatherer –who gathers information about
the product
 Decider-who decides purchase
 Buyer-who makes actual purchase

37.  Gate Keeper-is the person who control the flow of
products into the family
 User- who uses the product
 Maintainer –who maintains durables
 Disposer- Who disposes the product

38. Attitude
 Attitude s are an expression of inner feelings about a
person, product, service, brand or store that reflects
whether a person is favorably or unfavorably
predisposed to a product.
Nature of attitudes
 Attitudes refers to feelings or beliefs of individuals
 Feelings & beliefs are directed towards other ppl
 Attitude tend to result in behavior
 All ppl irrespetive of their status or intelligence hold
attitudes

39. Formation of Attitudes
 Direct experience with the object:
Ex:if everyone who has held a job has been promoted
within 6months,current job holders are likely to
believe that they will also be promoted within 6mts.
 Classical conditioning & Attitudes: pavlov experiment
 Operant conditioning: attitudes are reinforced
 Family & peer group : a person learns attitudes
through imitation of his parents.
 Economic status & occupation

40. Changing attitudes
Ways of changing attitudes

41. Personality & Self concept
 Personality is a unique combination of factors in persons.
These factors may be self
confidence,dominance,autonomy,defence,sociability,defen
siveness &adaptability. Personality has been viewed by
theorists in a number of ways. Some have emphasized the
dual influence of heredity and early childhood experiences
on personality development; some others have emphasized
that broader social, and environmental influences make up
the personality.
 Personality is the inner psychological characteristic that
both determine & reflect how a person responds to his or
her environment.

42. Nature of personality
 Personality Is the essence of individual
differences.
 Personality is consistent & enduring
 Personality can change.

43. Self concept/Image/Perception
 Self is closely related to consumer behaviour.Self
image is the image a person has about himself or
herself as a certain kind of person with certain
characteristics,traits,habits,possessions,relationships
and behaviour.what a person thinks about himself is
his self image because he behaves in the manner in
which he perceives himself.if he thinks himself to be a
king,he will behave like a king in purchasing.

44. Theories of Development of self concept
 Self Appraisal:-Under this theory an individual appraises his
behaviour as to what is social and what is unsocial and repeated
confirmation develops his own image.
 Reflected Appraisal:-This theory says that what appraisals a
person receives from others ,he moulds his self concept.These
others are significant others such as parents,friends etc.
 Social Comparision:-This theory depends on how individuals see
themselves in comparison to others in the society.
 Biased Scanning:-This theory views self concept development in
terms of identity inspiration and biased scanning of
environment for information to confirm how well a person is
meeting his own perception.

45. Self concept & consumer Behaviour
Self image has a great influence on consumer behaviour.
 He purchases products or buys certain brands-reflect
his image.
 Choose store which confirm their self image.

46. Different types of self
 Actual self:- what he actually thinks of himself.
 Ideal self :- what one would ideally like to be
 Social self:- What he believes others actually perceive
him to be.
 Ideal social self :- perception of one’s image as he
would like others to have of him.

47. Consumer behaviour Audit is a fundamental
part of the marketing planning process.It is
conducted not only at the beginning of the
process ,but also at a series of points during
the implementation of the plan.Consumer
behaviour audit considers both internal &
external influences on marketing
planning,as well as review of the plan itself.

48. Consumer Behaviour Audit
The Consumer Behavior Audit is divided into the following sections:
MARKET SEGMENTATION
 A.
External Influences
B. Internal Influences
C. Situational Influences
D. Decision-Process Influences
PRODUCT POSITION
 A.
Internal Influences
B. Decision-Process Influences
PRICING
 A.
External Influences
B. Internal Influences
C. Situational Influences
D. Decision-Process Factors

49. DISTRIBUTION STRATEGY
A. External Influences
B. Internal Influences
C. Situational Influences
D. Decision-Process Factors
PROMOTIONAL STRATEGY
A. External Factors
B. Internal Factors
C. Situational Influences
D. Decision-Process Influences
PRODUCT
A. External Influences
B. Internal Influences
C. Situational Influences
D. Decision-Process Influences

50. Consumer Research Process
Major steps in Research process include
 Determining the objectives of the Reasearch
 Situational Analysis
 Collecting & Evaluating Data
 Designing a primary research study
 Analysing the data
 Preparing a report on the findings
 Follow up action

51. Types of Research

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Action Research
Descriptive Research
Exploratory studies
Historical Research
Comparative Research
Theory construction Research
Model Building Research
Pure Research
Applied Research
Operations Research
Library Research
Individual & Group Research

52. Steps in Research
 Formulating the Research problem
 Extensive literature survey
 Development of working Hypothesis
 Preparing Research Design
 Determining Sample Design
Deliberate Sampling
2. Simple Random Sampling
3. Systematic Sampling
4. Stratified Sampling
1.

53. 5.Quota Sampling
6.cluster Sampling & Area Sampling
7.Multistage sampling
8.Sequential Sampling
 Collecting Data
1. By observation
2. Through Personal Interviews
3. By Mailing Questionnaires
4. Through Telephone Interviews
5. Through Schedules

54.  Evaluation of Project
 Hypothesis Testing
 Generalisation & Interpretation
 Preparation of the Report

55. Criteria of Good Research
 The purpose of the research should be clearly defined.
 The Research procedure used should be described in




sufficient detail to permit another researcher to repeat the
research for further advancement.
The procedure of Design should be clearly planned to yield
results that are as objective as possible.
Analysis of the data should be sufficiently adequate to
reveal its significance and the method of Analysis used
should be appropriate.
The validity of the data should be checked carefully.
Conclusions should be confirmed to those justified by the
data of the research.

56. Research Design
 An Architect prepares a blue print before he approves a




construction.
An Army prepares a strategy before an attack
An Artist makes a design before he executes his ideas
So also a Researcher makes a plan of his study before
he undertakes his Research Work. This will enable a
researcher to save time & Resources.
Research Design Indicates a plan of action to be
carried out in connection with a proposed research
work.

57.  Dependant Variable: if one variable depends upon or is
a consequence of the other variable,it is termed as
dependant variable,and the variable antecedent to the
dependant variable is termed as Independent
variable.
 Ex if we say height is dependant on Age.
Height is dependant variable & Age is independent
variable.

58. Major Steps in Preparing Research
Design








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
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Review of earlier Literature
Source of Information to be tapped
Development of Bibliography
Nature of the study
Objective of the study
Geographical areas to be covered
Time dimension of the study
Dimension of the study
Basis for selecting the Data
Techniques of Study
Establish the reliability and validity of the test instrument
Chapter Scheme

59. Factors Affecting Research Design
 Availability of sufficient data
 Proper exposure to the source of data ,especially
primary data
 Availability of Time
 Availability of Money and Man power
 The Ability ,skill ,knowledge and technical
background of the researcher.

60. Types of Research Design
We can classify the Research Design into three broad categories: Exploratory Research Design:-is useful when the Researcher
lacks a clear idea of the problems he will meet during the
study.Through exploration the researcher develops concepts
more clearly ,establish priorities, and improve the final research
design.In such type of research ,the researcher use the following
four research techniques:1. Secondary data analysis
2. Experience survey
3. Focus groups
4. Two stage Designs

61.  Descriptive & Diagnostic Research Design:-Those studies
which are concerned with study of present status or
characteristics of a particular individual or group is called a
descriptive studies.Those research studies which determine
the frequency with which something occurs or its
association with something is called as diagnostic
research.Generally diagnostic research investigate whether
two variables are co related or not.But descriptive research
studies make predictions with narration of facts and
charactristics related to individual ,group or situation.

62.  Hypothesis testing testing Research Design:- are
commonly known as Experimental research study.it is a
method or procedure involving the control or
manipulations of conditions for the purpose of studying
the relative effectiveness of various treatments applied to
members of a sample.Experiment is the process in which
the experimenter manipulates one variable(Independent
variable) to study the effect of the manipulation on another
variable(dependant variable).

63. Sampling & Sample Design
 A Sample is a smaller representation of a large whole.
When some of the elements are selected with the
intention of finding out something about the
population from which they are taken,that group of
elements is referred as sample and the process of
selection is called sampling.
“Sampling is the selection of part of an aggregate or
totality on the basis of which a judgement or inference
about the aggregate or totality is made”.
Design – describes the method by which the sample is
chosen.

64. Sampling Process
Step
Description
1.Define the Population
The population is defined in terms of
a)element b)units c)Extent d)Time
2.Specify sampling Frame
The means of representing the
elements of the population.
EX.Telephone Book,map
3.Specify Sampling Unit
The unit for sampling is selected .The
Sampling unit may contain one or
several population elements
4.Specify sampling method
The method by which the sampling
units are to be selected is described.
5.Determine Sampling size
The number of elements of the
population to be sampled is chosen
6.Specify Sampling plan
The operational procedures for
selection of the Sampling units are
selected

65. Essentials of Good Sampling
The essentials of a good sampling are:
 The Sample should be true representative of the universe
 There should be no bias in selecting a sample.
 All the items should be independent of each other
 Quality and time of the sample should be the same
 The conditions should be the same for all items
 Sampling needs to be adequate
 It should be possible to measure or estimate the sampling
error
 The result of the sample study in general should be
applicable to all items of the universe . A good sample
should be consistent of homogeneous items.

66. Methods of Sampling
Probability Sampling
Methods(Random)
Non Probability Sampling
Methods
(Non Random)
a)Simple random Sampling
(Unrestricted random sampling)
•Accidental sampling
•Quota Sampling
•Purposive Sampling
•Convenience Sampling
b)Restricted Random sampling
•Stratified Sampling
•Systematic sampling
•Cluster & area sampling
•Multiphase/stage sampling
•Sequential Sampling

67. Simple/unrestricted Random sampling:-is a sampling
technique in which each & every item or each possible
sample combination in the whole population has an equal
and independent chance of being included in the sample.
Mixed /stratified Random Sampling
Under this process the entire population is divided into
homogeneous groups or types or classes called strata and a
sample is drawn from each stratum at random.These
samples are then combined to form a single
sample.Stratification of the population for a purpose of
sampling contributes to efficiency of sampling if it
establishes classes.This method is suitable for a large
heterogeneous population.

68.  Systematic Sampling/Quasi Random Sampling:-
Is one in which every Kth item(10th item)is selected in a list representing a
population or a stratum.The no
K is called the sampling interval.The items of population are arranged in
systematic order on the basis of its important characteristics.
 Multi stage sampling or cluster sampling:Is a sampling procedure which is carried out in several stages.The
population is distributed into a no of first stage sampling units and a
sample is taken of these first stage units by some some suitable
method.Each of these units is subdivided into second stage units , &
from these again a sample is taken by some suitable method.Large
groupings within the population (at the first stage)are called
clusters.The clusters are the sampling units known as primary units
first stage-state level,second stage-District level,Third stage- village
level,fourth level- household level.

69.  Sequential Sampling: ultimate size of sample under
this technique is not fixed in advance but is
determined according to mathematical decision rules
on the basis of information yielded as survey
progresses .This method is adopted in case of
acceptance sampling plan in context of statistical
quality control.when a particular lot is to be accepted
or rejected on the basis of single sample.But when the
number of samples is more than two but how many is
neither certain nor decided in advance,this type of
system is referred to as Sequential sampling.

70. Non Random/Non probability Sampling
Here there is no assurance that every element has some
chance of being included.
 Accidental Sampling:-Here the researcher simply
reaches out & takes cases that fall to hand continuing
the process till such time as the sample reaches a
designated size.
Ex : The researcher may take first 50 persons he meets
on the road who are wiling to be interviewed or to
provide the kind of information that he is seeking .

71.  Convenience Sampling:- is also called the chunk.A
chunk refers to that fraction of the population being
interviewed or investigated which is selected neither
by probability or by judgement but by convienience.A
sample obtained from readily available lists such as
telephone directory etc.
 Judgement or purposive Sampling: - A judgement
sample is one which is selected according to some
one’s personal judgement .

72.  Quota Sampling
Is one in which the interviewer is instructed to collect
information from an assigned no or quota , of
individuals in each of several groups the groups being
specified as to age,sex,income or other characterisitcs
much lik the strata in stratified sampling. Quota
sampling is very popular in market surveys and public
opinion polls because it is cheaper per elementary
sample than random sampling.

73. Field observation in Research
Observation may be defined as systematic viewing
,coupled with consideration of the seen phenomena.
Components of Observation
 Sensation – Is derived from sense organs.The accuracy
of observation depends,to a great extent,on the power
of the sensory organs like eyes ,nose ,ears etc.
 Attention-is related to the ability to concentrate on the
subject matter of study.
 Perception-enables the mind to recognise the facts by
identifying sensations and drawing upon experience &
introspection.

74. Types of Observation
There are mainly 2 types of observation
 Controlled – Mechanical aid is used.
 Uncontrolled-no mechanical aid is used,data is
collected without standardising method.The
investigator thinks that he knows more than what he
actually observes.Thus dependable may not be
collected through this type of observation.

75. Data collection & processing
Data is the information obtained from the survey an
experiment or an investigation.
Types of Data
1.Primary Data
2.Secondary Data
Primary Data:-data collected from primary source.primary
data is the data collected for the first time by an
investigator or agency , who makes use of the data for the
first time.
Ex:-Data collected on brand awareness,brand prfrence,loyalty
etc.

76. How to select an appropriate data
collection method
The following aspects needs to be considered while
selecting a method for data collection.
 Objective of the study
 Size of the sample
 Nature of response
 Characteristics of Respondents
 Availability of manpower
 Type of information required

77. Secondary Data:-are collected from secondary sources .These data are
collected & stored after being collected and used for some purpose by
some agency.These data may be in published form or unpublished
form.
Sources of Secondary Data
A)Sources of published data
 National income statistics
 Statistical abstract of India
 Statistical systems of India
 Census Reports
 India trade Journals
 Reports of Economic department of RBI
 Reports of world bank
 Technical trade journals

78. b)Sources of unpublished data
 Records of private firms
 Materials kept with researchers
 Documents relating to registration, license etc.
3.Interview:- one of the widely used method for data
collection is interview.Interview is of two types: Personal Interview
 Telephonic Interview

79. Types of Interview
 Structured interview
 Unstructured interview
 Focused interview
 Stress interview
 Clinical interview
 Non directive interview
 Depth interview

80. 4)Observation: is one of the commonly used method of data
collection.observation is the process in which one or more persons
observe what is occuring in some real life situations and they classify &
record happenings according to some planned scheme.
Types of observation
 Structured observation
 Unstructured observation
 Participant observation
 Non paricipant observation
 Direct observation
 Indirect observation
 Controlled observation
 Uncontrolled observation

81. 5)Questionnaire:- : is one of the widely used method of data
collection .Questinnaire is a list of planned written
questions related to a particular topic with space provided
for indicating the response to each question.it is the most
popular & easy means to collect data.
Types of Questionnaire
 Closed form questionnaire
 Open form questionnaire
 Structured questionnaire
 Unstructured questionnaire

82. Important Aspects of a Questionnaire
1.Question sequence
2.Principles for constructing a questionnaire
• The objective of the questionnaire must be clearly stated
• Adequate alternatives should be given
• Double negative statements should be avoided.
• Questions framed should be appropriate for all
respondents
• The questions should be objective with no leading
suggestions
• question should not be too long

83. Research Report
A research report is a document which narrates the problem
investigated,the methods used , the methods used ,result of the
investigation and the conclusions inferred from the results.The
purposen of the research report is to communicate to the readers the
methodology & findings of the study in such a manner as to enable
them to understand the research process and to determine the validity
of findings.
Types of Research Report
 Short Reports-When the problem is well defined ,ltd in scope and has a
simple & straight forward methodology ,at that time short reports are
appropriate.These reports are about five pages ex: Summary
reports,Abstract.
 Long Reports –are of two types technical & management reports.
Technical report is written for an audience of researchers , and a
management report is written for a non technical oriented manager or
client.

84. Writing the Report
Pre writing concerns
 What is the purpose of the report?
 Who will read the report?
 What is the importance of the topic
 How the report will be used?
1.Prepare the outline- Topic,sub topic
2.Prepare the Draft
3.Readability
4.Comprehensability
5.Final proof

85. Measurement & Scaling
 By measurement we mean the process of assigning
numbers to objects or observations.
Measurement Scales
 Nominal Scale
 Ordinal Scale
 Interval Scale
 Ratio Scale

86. Multi Dimensional Scaling
 Multi Dimensional Scaling is a term used to describe a
group of analytical techniques used to study consumer
attitudes.Particularly attitude relating to perceptions
& prefrences .
Ex:- what brand compete most directly with each other?
 What would be the consumers ideal combination of
product attributes
 What sales & advertising messages are compatible
with consumer brand perceptions

87. Uses of Multi Dimensional Scaling
 Market Segmentation
 Product life cycle
 Vendor evaluations
 Advertising & media selection