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Research Methodology.

Extracts from this document...

Introduction

Research Methodology This part deals with conducting a primary research and its methodology. We would be conducting a survey aimed at young consumers aged 18-25 yrs. The sample size used for the purpose of this study would be 100-150 consumers. The two main questions that we want to answer by conducting this survey are: * How are consumers affected by the branding of the soft drink Products? * What makes young customers choose between Pepsi and Coca Cola while making a purchase decision. There are two types of research which are used in Marketing - Quantitative and Qualitative. We shall look at both of them before choosing the most appropriate method for our research. Let us first have a look at qualitative research and its tools: * Qualitative Market Research Qualitative research is about understanding people. It's used to identify and interpret consumer attitudes and behavior by focusing on the "typical" person or "typical" group. It tells us how people think, what people think about, how they evaluate or decide and why. What motivates, drives and pleases them. Qualitative research allows us to get inside people's experience, perceptions, attitudes and values, to identify and understand what they see -- how they will react when they see it -- and what enables them to react. In our case we will try and ascertain the stimuli behind them going in to buy either Pepsi or Coca cola. What do they feel after consuming a drink and what makes having one drink better than the other ( other than the taste) . The understanding of this emotion is vital for our study and thus the method that we follow shall be qualitative as well as quantitative. Qualitative research techniques provide a completely different form of knowledge: * A form of knowledge not possible using quantitative techniques. * An understanding of emotional, non-rational processes involved in a topic. ...read more.

Middle

In our case, Our researchers would be in front of them to take note of the gestures. * When returned questionnaires arrive in the mail, it's natural to assume that the respondent is the same person you sent the questionnaire to. This may not actually be the case. Many times business questionnaires get handed to other employees for completion. Housewives sometimes respond for their husbands. Kids respond as a prank. For a variety of reasons, the respondent may not be who you think it is. It is a confounding error inherent in questionnaires This is also not applicable to us because we are going to get them filled in front of us. * Finally, questionnaires are simply not suited for some people. For example, a written survey to a group of poorly educated people might not work because of reading skill problems. More frequently, people are turned off by written questionnaires because of misuse. This is not applicable in our case as we are conducting a survey in a developed country and on teenagers. Let us now look at the major issues and points that we need to keep in mind while designing our questionnaire. Questionnaire Design - Suggestions to make it effective Most problems with questionnaire analysis can be traced back to the design phase of the project. Well-defined goals are the best way to assure a good questionnaire design. When the goals of a study can be expressed in a few clear and concise sentences, the design of the questionnaire becomes considerably easier. The questionnaire is developed to directly address the goals of the study. One of the best ways to clarify our study goals is to decide how you intend to use the information. We have to do this before we begin designing the study. This sounds obvious, but many researchers neglect this task. Why do research if the results will not be used? ...read more.

Conclusion

8. Does not imply a desired answer. The wording of a question is extremely important. We are striving for objectivity in our surveys and, therefore, must be careful not to lead the respondent into giving the answer we would like to receive. Leading questions are usually easily spotted because they use negative phraseology. As examples: Let us now summarize our methodology: Sample size: 100-150 people Target Group: 18-25 yr olds Location: Randomly picked 5 tube stations in London (30 people would be interviewed at each station by the researchers ) Sampling technique used: Random sampling. Research Technique used: Questionnaire & short interview. Details of the location and reason for this choice: Tube stations would be the ideal choice of the research because it's very easy to find our target group here. We can request them to participate in the research to claim their free drink and they can easily do so while they are waiting for the respective trains. I have chosen 5 stations which represent the major zones of London East - Stratford Station West- Hounslow Central Station Centre- Liverpool Street North - Camden Town South- Waterloo Station. We aim to understand the way that these individuals behave while making their purchase and what effects their decisions the most. Our questions will aim at understanding the major motivating factor behind their purchase. We will also study the brand loyalty and brand retention of the two brands through our questionnaire. We wouls also attempt to find out the emotions or feelings attached to the purchase or consumption of these soft drinks. The questionnaire has to be short and so there would be no more than 15 questions which is why we have considered the design aspect so carefully. We want to get the maximum information from the least no of questions. It would be highly structured and we aim to finish the data collection within one day. It would take another day to tabulate it and by the end of the fourth day, the data would be analysed and ready to be presented in the form of a report. ...read more.

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