market research report on
TRANSCRIPT
-
8/3/2019 Market Research Report On
1/6
MARKET RESEARCH REPORT ON
MEASURMENT AND SCALING
TECHNIQUES
Submitted to
Prof. Malini pande
Report done by
Saravanan.S (15)
BALAJI MURUGAN.U (21)
Batch: PGP/SS/2010-12/ISBE/FINANCE
-
8/3/2019 Market Research Report On
2/6
(1). PAIRED COMPARISION METHOD
Instructions:
We are going to present you with three pairs brands of cars brands
For each pair, please indicate which one of the two pairs are preferred
for personal use.
BRANDS Maruti Hyundai Tata
Maruti
Hyundai
Tata
Total
If u prefer the column brand over the row brand then mark 1.
If u prefer the row brand over the column brand then mark 0.
For the same corresponding brands mark (-)
The number of times a brand was preferred is found out by totalling
the 1s in each column
This is one of the easiest way of finding out the best brand among te
consumers mind
Even the time taken is very less to complete
-
8/3/2019 Market Research Report On
3/6
(2). RANK ORDER METHOD
Instructions :
We are now going to present you present you with five brands of soapbrands
Rank them in ascending order according to your preference, usage
and exposure to the brand.
BRANDS RANK ORDER
Hamam
Lux
Cinthol
Pears
Dove
you can also rank these brands on any criterion
Please mention the criterion which you choose in case it is other
than the above mentioned.
This method is very direct and easy for the customers to
rank according to their wish. The time taken to complete is very less
Out of all the scaling techniques this method is the most
preferred.
-
8/3/2019 Market Research Report On
4/6
(3). SEMATIC SCALE METHOD
Instructions:
You are presented with the features ofADIDAS productsPlease mark your ratings on a scale from 1 to 7 based on your
experience and exposure to the brand.
For example 1 being Very Poor. 3 being Average. 5 being good.and
7 being excellent
ADIDAS PRODUCTS
Uncomfortable _ _ _ _ _ _ _ Comfortable
Colourless _ _ _ _ _ _ _ Colourful
Rugged _ _ _ _ _ _ _ Delegate
Modern _ _ _ _ _ _ _ Old fashioned
Durable _ _ _ _ _ _ _ Non durable
Easy to construct, administer and understand about the brand
This method is very time consuming
This only gives a bird eye view about the brand
All the other important features of the brand may not be mentioned.
-
8/3/2019 Market Research Report On
5/6
(4). LIKERT SCALE METHOD:
You are presented with the features ofRELIANCE FRESH
Please mark the relevant feature which you feel is the most relevant
Markings can be made based on your past shopping experience,
product quality and availability of the products
RELIANCE FRESH:
Features Strongly
Disagree
Disagree Neither
agree nor
disagree
Agree Strongly
Agree
High
Quality
goods
Reasonable
Price
Customer
Service
This method helps us to find out which feature is most liked and which
feature is disliked by the consumers
This method is easy and comfortable for the respondents to complete
-
8/3/2019 Market Research Report On
6/6
(5). STAPLE SCALE:
INSTRUCTIONS:
You are presented about the following questions about Johnny shop.Make your ratings based on your experience, exposure and visit to
the shop.
JOHNNY SHOP:
+5 +5
+4 +4
+3 +3
+2 +2
+1 +1
HIGH QUALITY POOR QUALITY
-1 -1
-2 -2
-3 -3
-4 -4
-5 -5
This is the most easiest method as customer can easily mark
their ratings
Useful for the company to know where their product or brand
stands among the consumers.