Research by Parveen Ahluwalia as on 23/09/2013

"Hallmark of any Quali researcher is how you take the discussion forward"

Quanti 

-> Primary Survey 

-> Questionnaire is the instrument/tool that will be used to research. 

    

• Structured (Close ended questions)
• Semi structured (Close and open ended questions)      

An in-depth interviews are those which try to understand the why's and the why nots. A one - on - one will take 45 - 1 hour whilst a Group Discussion will take 25 - 35 minutes to administer.  

In a Quali research, a transcription of the group discussion is usually used to analyse the said group discussion. 

Research Methodology  

Primary 

-> Sampling

• Random Sampling 
• Stratified 
• Quota

Universe for E.g. Automobile would be the Universe.

Population for E.g. Passenger Cars would be the Population of the above Universe.

Sample for E.g SUV will be the sample of the above Sample.  

"Sample has to be representative of the 'Population'"

Another example would be:

Confectionery would be the Universe

Chocolates would be the Population 

Bitter Chocolates would be the Sample 

"Advertising is solely connected to the end user"

"Marketing is solely done to connect to the 'target audience'"  

"Random Sampling in Research is never done. But 'Random Stratified' sampling is the one that is used the most, in Quantitative research"

"Quota Sampling is the most accurate for a research" 

Stratified Random Sample

500 interviews are to be done across Delhi/NCR, you break Delhi into 5 zones (North, East, West, South and the Central Delhi) 10 Localities in each zone thus meaning 10 interviews each in each locality. This would be an example for Stratified Random Sample. 

How to do Interviews...

You always chose one random numbered house (let's say 5th in this case) you move on to the every 5th house from then on. In the event that you should find the house not to be your target audience you either move +1 or -1 and then move on to the 5th house from that house, interval should as a rule be followed. 

(Average) Costs for Research across various firms per interview:

Household : 250/- to 300/-

Dealers : 2500/- to 3000/-

Professionals : 3000/- to 5000/- 

Per Focussed Group Discussion:

Household : 10 -15 K

Executive : 18 - 25 K 

Senior Level Executives : 35 - 50 K

Per Depth Interviews:

10 - 15 K 

P.S. "Never go to an interview/meeting alone."  

Assignment: Research Proposal 

Introduction and Background

Scope of Work/ Research Objectives

Nature of the Study as in Quanti or Quali or both.