Recap of the session of 3rd August

Today Sir have well explained in class about the Qualitative Research. Also the differences between Qualitative and Quantitative reasearch are explained in the class.

Qualittative Research:
1) Expression of the views, opinions are very important in the current market( Indian Context)
2)Change in the Consumer behaviour pattern.

Three sets are included in the Qualitative Research:
1) Evaluation Set
2) Consideration Set
3) Evoked Set

As far as the Consideration Set is concerened the Relative Market Share is very important.Relative Market share is equals to the Trial Rate multiplied by the Repeat Purchase Rate.The bridge between the Consideration set and the Evoked Set is filled by the Marketing Mix viz product, place, promotion, people.
In the Qualitative Research Black Box Concept is crucial.This is because Black Box helps in analyzing the last minute interaction of the product with the consumer with respect to the following points.
a) Attitude
b) Behaviour
c) Motivation
d) Learning
e) Perception

Qualitative Researh is of the prime importance for the success of the Qualitative Research.So the rules while conducting the Qualitative Research must be followed strictly.
In the Qualitative Research Moderators role is important. The moderator's essentials are as follows:
1) The FGD in which the moderator is involved should be 8-12 and not more than that.
2) Ambience, Quality of mike matters a lot.
3) Time Duration: 15-20 mins.
4) Sign Confusions: Everything about the Research should be clearly stated to the respondents.Moderator should get a confirmation from the respondents whether he agrees or disagrees. Non verbal expressions should be decoded properly by gettin the confirmation from the respondents.
Approach to conduct FGD is different for the different people.Example Autoricksha drivers, housewives etc. If heated argument arises during the FGD or after the FGD ot should be handled carefully by the moderator.

Ethnographic Research: Its the research which is carried out through observation.For the example , refer the DEW DROPS CASE STUDY.Consumer Dairy is the Dairy which is given to a selected set of the sample respondents and asked to enter the daily purchases that they have made over a period of time.After the stipulated time the dairy is collected back from the respondents by the researcher and is further utilised for the analysis of the consumer behaviour.
Intricacies of the Ethnographic Research will be discussed in the next class.

SUJIT SONAWANE 119