RESEARCH METHODOLOGY
1. You have been hired by a firm as a researcher to understand the consumer preferences for one of their product categories within a state in India. After going through the requirements, you realized that you need to discover various qualitative aspects of product preferences from the consumers. Hence, you decided to speak to some groups of consumers at various parts of the state to understand more about the given problem. The management approves your idea of interview and gave you a go ahead. Answer the following questions:
Why do we conduct interview in research? Discuss about the structured and unstructured interview process.
2. A major bank in the country wants to launch a new investment scheme. However, they are not sure whether it will be a success of failure among the consumers. To arrive at a conclusion, they may outsource the research activities to a well-known research firm in the city. The bank has asked the firm to submit a research strategy by the end of the coming week so that the bank can decide if it would be feasible for them to move further. Answer the following questions:
What is the purpose of having a research strategy? Discuss the various research strategies that you know about.
3. In a study among the college students in a tier I city in India, it was found that their ‘behavior’ can be predicted by understanding their ‘intention’, which in turn can be predicted by a host of other factors. All these factors can be grouped into three different variables like ‘attitude’, ‘subjective norms’ and ‘perceived control’. It was also found that these three variables impact each other.
a. Identify the dependent variable and the independent variables. Is there any mediator in the model? Explain in all the cases.
b. Draw the conceptual model.
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