IMPORTANT Q&A

Q1. Define research. And describe the different steps involved in a research process.
Definition
 According to C.R Kothari, Research is a systematic and scientific process of collecting,
analyzing, and interpreting information to increase our understanding of a phenomenon or
to solve a specific problem.
 It involves a structured inquiry that follows a set of defined steps to discover new
knowledge or validate existing theories.
 According to John W. Creswell, Research is the process of collecting and analyzing
information to understand a topic or issue.
Steps in the Research Process
1. Identify the Problem (What is the issue?):
 Before starting research, you must know what problem you are trying to solve.
 Example: A restaurant is losing customers, and the owner wants to find out why.
2. Review Existing Information (What do we already know?)
 Look at past research, market reports, or customer feedback.
 For example, The restaurant checks customer reviews and finds complaints about slow
service and high prices.
3. Set Research Objectives (What do we want to find out?)
 Define clear goals for the research.
 Example:
o To understand why customers are not returning.
o To analyze whether price or service quality is the main issue.
4. Choose Research Methodology (How will we collect data?)
 Decide whether to use surveys, interviews, observations, or data analysis.
 Example: The restaurant conducts:
o Surveys for customers who visited recently.
o Interviews with staff to understand service issues.
5. Collect Data (Gather information)
 Conduct the surveys, interviews, or analyze business records.
 Example:
o 200 customers fill out an online survey about their dining experience.
o Sales records show whether higher prices affected orders.
6. Analyze Data (What does the information tell us?)
 Look for trends and insights in the collected data.
 Example: 70% of customers say slow service is the biggest issue. Only 20%
complain about high prices.
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7. Make Decisions & Take Action (What should the business do?)
 Use the research findings to solve the problem.
 Example: The restaurant:
o Hires more staff to improve service speed.
o Trains employees for better customer service.
8. Monitor Results (Did the solution work?)
 Check if changes made a difference.
 Example: After a few months, customer complaints about slow service drop, and
sales improve.
Q2. What is the significance of Review of Literature in research? List the points to be kept
in mind while carrying out literature reviews.
Significance
1. Identifies Research Gaps
 Helps pinpoint what has already been studied and what areas still need exploration.
 This allows researchers to position their study in a way that contributes new
knowledge.
2. Prevents Duplication
 Ensures that the researcher does not repeat existing work.
 Encourages innovation and originality in the research approach.
3. Builds a Theoretical Framework
 Provides the conceptual basis for the study.
 Helps the researcher understand key theories, variables, and models relevant to the
topic.
4. Aids in Hypothesis Development
 Offers insights and patterns that support the formulation of meaningful hypotheses
or research questions.
5. Guides Research Design and Methodology
 Allows the researcher to choose appropriate methods, tools, and sampling
techniques based on proven practices in similar studies.
6. Enhances Understanding of the Subject
 Gives a comprehensive view of the field, including historical development and
current trends.
7. Supports Data Interpretation
 Enables the researcher to interpret their findings in the context of existing
knowledge and compare them with earlier studies.
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Points to Keep in Mind While Carrying Out a Literature Review:

1. Be Systematic:
Follow a structured approach to collect and evaluate sources.
2. Use Credible Sources:
Prioritize peer-reviewed journals, academic books, and authoritative databases (e.g., JSTOR,
Google Scholar, Scopus).
3. Stay Relevant:
Focus on literature that directly relates to your research problem or question.
4. Note Publication Dates:
Use recent studies (preferably within the last 5–10 years), unless older works are seminal.
5. Avoid Plagiarism:
Always cite sources properly using recognized citation styles (APA, MLA, etc.).
6. Be Critical, Not Just Descriptive:
Analyze and compare studies—do not just summarize them.
7. Organize Thematically or Chronologically:
Present the review in a logical order to show development over time or by theme.
8. Keep Track of Sources:
Use reference management tools like Zotero, Mendeley, or EndNote for organizing citations.
9. Identify Contradictions or Debates:
Highlight inconsistencies or different perspectives within the literature.

Q3. Discuss various research designs. Write a detail note on Qualitative research design.
Exploratory research design
 Exploratory research design is used when business wants to understand a problem better
but does not have enough information to make decisions.
 It helps explore new ideas, identify trends and gather insights before conducting detailed
research.
 Exploratory research helps identify the root cause of a problem when a business has
limited information.
 It has no fixed structure and involves interviews, focus groups or observations.
Descriptive research design (When you want to describe a situation in detail)
 Descriptive research design is used to describe and analyze business trends, customer
behavior, or market conditions without changing or influencing them.
 It answers “what,” “when,” “where,” and “how” but not “why.”
 It focuses on collecting actual data and uses surveys, case studies, and reports.
Causal Research Design (When you want to study cause-and-effect relationships)
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 Causal research design is used to find out whether one factor causes a change in another.
 It answers the question: "If we change X, will it affect Y?"
What is Qualitative Research
 Qualitative research is a method used to understand people's thoughts, feelings,
experiences, and behaviors.
 Instead of using numbers and statistics (like quantitative research), it focuses on collecting
detailed and descriptive information through interviews, observations, and open-ended
questions.
 Imagine a company wants to know why customers prefer one brand over another. Instead
of just looking at sales numbers, they conduct interviews with customers and ask open-
ended questions like: "What do you like most about this brand?" "How does using this
product make you feel?"
Significance of Qualitative Research
1. Provides In-Depth Understanding
 Qualitative research allows for a detailed exploration of experiences, perceptions,
and interactions, providing a deeper understanding of people's thoughts and
behaviors in specific contexts.
2. Captures Social Context and Meaning
 This design is effective in studying social processes and understanding how people
create meaning from their experiences.
3. Flexibility in Data Collection
 Qualitative research allows for flexible, iterative approaches to data collection.
Researchers can adjust their methods as they progress, making the design more
adaptive to the research context.
4. Generates New Theories and Concepts
 Qualitative research is often used for theory-building, where researchers can
uncover new concepts, patterns, and ideas that have not been explored before.
5. Illuminates Experiences of Marginalized Groups
 Qualitative methods are particularly effective in giving a voice to marginalized
populations, such as minority groups, which may be overlooked or
underrepresented in quantitative research.

Role of Qualitative Research

1. Understanding Human Behavior – It helps researchers understand how people
think and act in real-life situations.
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2. Improving Products & Services – Companies use it to learn customer opinions and
make better products.
3. Exploring New Ideas – It helps discover new trends, opinions, or social issues.
4. Solving Real-World Problems – Used in healthcare, education, and social sciences
to find solutions to human problems.
Example:
A school wants to improve online learning. Instead of just looking at test scores, they interview
students and teachers to understand:
 What challenges students face while studying online.
 How teachers feel about digital teaching methods.
Q4. What do you mean by sampling? Discuss in brief probability and non-probability
methods of sampling.
Meaning of sampling
 Sampling in business research refers to the process of selecting a small group (called a
sample) from a larger population to study, analyze, and draw conclusions about the whole
group — without surveying everyone.
 It helps researchers make predictions, test theories, and gather feedback efficiently and
cost-effectively.
 It helps enables researchers to draw conclusions about customers, employees, or markets.
Probability method of Sampling
Meaning
 Probability sampling is a sampling method where every member of the population has a
known and non-zero chance of being selected in the sample.
 It ensures that the sample is random, unbiased, and statistically representative of the
whole population.
 It is useful for large-scale surveys, market research, and academic studies.
 For example, A company wants feedback on a new product from 1,000 customers. It uses
software to randomly select 100 customers to survey.
 Since every customer had an equal chance of being chosen, it is a probability sample.

Types/Methods/Techniques of Probabilistic Sampling

1. Simple Random Sampling
 Simple random sampling is the most basic form of probability sampling.
 In this method, each individual in the population has an equal and independent chance of
being chosen.
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 For example, A company has 1,000 customers and wants to conduct a satisfaction survey
with 100 of them. Using simple random sampling, the company could use a computer
program or random number generator to select any 100 customers from the list. Every
customer has an equal chance of being chosen, whether they are new or old, from
different regions, etc.
2. Systematic Sampling
 Systematic sampling is a method where to select every nth person from a list after
choosing a random starting point.
 The population must be listed in a logical order, such as alphabetically or by ID.
 For example,An HR manager wants to survey 100 employees out of a total of 1,000. She
might first randomly choose a starting number between 1 and 10—let’s say she picks 4.
Then, she selects every 10th employee starting from number 4 (i.e., employee 4, 14, 24,
34, and so on).
3. Stratified Sampling
 In stratified sampling, the population is divided into subgroups or strata based on shared
characteristics (such as age, gender, income, job role, etc.), and then random samples are
drawn from each subgroup.
 For example, A university that wants to survey 400 students about their online learning
experience. The student population includes 25% from the 1st year, 25% from the 2nd
year, 25% from the 3rd year, and 25% from the final year. The researcher would divide
students into these four groups and randomly select 100 students from each group. This
ensures that feedback is collected equally from each academic level.
4. Cluster Sampling
 Cluster sampling is used when the population is spread across a wide geographical area or
when it is difficult to get a complete list of all individuals.
 For example, A retail company wants to survey customer service quality across its 200
stores nationwide. Instead of randomly selecting individual customers from each store, the
company randomly selects 20 stores (clusters) and surveys all customers from those
selected locations.

Non- Probability method of Sampling

Meaning
 Non-probability sampling is a method of sampling in which not every individual in the
population has a known or equal chance of being selected.
 Instead of using random selection, researchers use their judgment, convenience, or
specific criteria to choose who gets included in the sample.
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 This method is commonly used in exploratory research, qualitative studies, or early stages
of business research when quick, low-cost data is needed or when a full list of the
population is not available.
 For example, A retail store manager wants quick feedback on a new layout. She asks 10
regular customers she personally knows and sees often. This is non-probability sampling
because only a few familiar customers were chosen, not randomly.
Types/Methods/Techniques of Non-Probabilistic Sampling
1. Convenience Sampling
 This is the simplest form of non-probability sampling. The researcher selects people who
are easiest to reach, such as nearby individuals or volunteers.
 For example, A supermarket manager interviews the first 20 customers who walk into the
store on a Monday morning to ask their opinion about a new product display.
2. Judgmental or Purposive Sampling
 In this method, the researcher uses personal judgment to select individuals who are most
relevant to the study.
 For example, A company launching a new luxury product selects only high-income
customers or brand-loyal customers for feedback, because they are more likely to
purchase it.
3. Snowball Sampling
 In snowball sampling, current participants help recruit more participants. It’s like a chain
referral.
 For example, If a researcher is studying freelance cryptocurrency traders, they may start
with one known trader who introduces them to other traders, and those traders bring in
more.
4. Quota Sampling
 In quota sampling, the researcher divides the population into subgroups (or quotas) based
on specific characteristics, then selects participants non-randomly from these subgroups
to meet a predetermined quota for each group.
 For example, A market researcher might want to ensure a survey includes equal numbers
of men and women, so they set quotas for each gender. Once the quota is filled for each
group, the sampling stops.

Q5. What are the different methods of data collection? Which one is most suitable for
checking effectiveness of RTE (Right to education) program in Gujarat.
Methods of Data collection
A. Primary Data Collection Methods
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These involve collecting original data directly from sources for a specific research purpose.
1. Surveys and Questionnaires.
 Structured forms with open- or close-ended questions.
 Ideal for collecting standardized data from a large sample.
2. Interviews.
 Can be structured, semi-structured, or unstructured.
 Provide in-depth and detailed responses.
3. Focus Group Discussions (FGDs).
 Small groups of participants discuss a topic guided by a moderator.
 Useful for exploring community opinions, group dynamics, and shared beliefs.
4. Observation.
 Directly observing behaviors, environments, or events.
 Can be participant or non-participant.
5. Experiments and Field Trials.
 Controlled testing of interventions.
 Often used in impact evaluation studies with control groups.
6. Case Studies.
 In-depth study of a single case or a few cases.
 Good for detailed, contextual analysis of programs or policies.

B. Secondary Data Collection Methods

These involve using already existing data such as:
1. Government Reports and Documents
2. Educational Records and Enrollment Data
3. Published Research Papers and Articles
4. NGO or Agency Reports
5. Census Data and Surveys (like NSSO or UDISE+ in India)
Most Suitable Method to Check Effectiveness of RTE (Right to Education) Program in
Gujarat.
To assess the effectiveness of the RTE Act implementation in Gujarat, a mixed-method approach
is most suitable—combining both quantitative and qualitative techniques.
Recommended Methods:
1. Surveys and Questionnaires (Quantitative)
 To collect data from parents, teachers, and school administrators about enrollment
rates, infrastructure, dropout rates, and student learning outcomes.
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 Example: Use structured questionnaires to assess awareness and satisfaction with

RTE provisions.
2. Interviews & Focus Group Discussions (Qualitative)
 To understand barriers to implementation, like caste discrimination, school
availability, or lack of awareness.
 Interviews with education officers and FGDs with parents in rural and urban areas
offer deep insights.
3. Secondary Data Review
 Analyze existing data from UDISE+, Sarva Shiksha Abhiyan, and State Education
Department reports on RTE compliance and performance.
 Example: Enrollment data of marginalized groups, infrastructure status, student-
teacher ratios.
Q6. Write a detail note on descriptive research and causal research.
Descriptive research
Meaning
 Descriptive research is a type of research method that is used to describe a situation,
event, or group of people in detail. It does not try to find the cause of something; instead,
it simply explains “what is” happening.
 It answers questions like: What is happening, Who is involved, When and Where is it
happening, How much or How does often does it happen.
 The main purpose of descriptive research is to paint a clear picture of a specific topic. It
helps researchers to collect factual and accurate information that can be used for further
analysis or decision-making.
Features
1. Factual and accurate.
2. Structured.
3. Quantitative or Qualitative.
Methods
1. Survey and Questionnarie.
2. Observation.
3. Case studies.
4. Secondary data analysis.
Advantages
1. Simple and easy to conduct.
2. Helps in understanding trends and patterns.
3. Useful for making informed decisions or policies.
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Limitations
1. It cannot explain the reason behind the data (no cause-effect).
2. Results can be biased if the sample or questions are not well chosen.
Example:
A coffee shop notices a drop in customers but doesn’t know why.
Now, after identifying the problem, the café moves to Descriptive Research to get detailed facts
and figures about the situation.
Descriptive Research Design for the Café:
Objective:
To understand customer behavior, preferences, and purchasing patterns in detail.
Methods Used:
1. Customer Surveys – The café distributes a questionnaire to 500 customers asking about their
preferences for Wi-Fi, seating, pricing, and menu options.
2. Sales Data Analysis – They check which items are selling the most and which are selling the
least over the past 6 months.
3. Competitor Comparison – They collect pricing and service details from top competitor cafés
in the area.
Findings:70% of customers prefer cafés with free Wi-Fi.
50% of customers think the prices are slightly higher than nearby cafés.
Most customers visit in the evening, but morning sales are very low.
Causal research.
Meaning
 Causal research (also called explanatory research) is a type of research used to find out the
cause-and-effect relationship between two or more variables.
 It helps answer the question: Why is this happening? It goes beyond just describing a
situation — it tries to explain why something happens.
 The main purpose of casual research is to identify the cause of a problem, Prove or test a
relationship between two things and predict future outcomes based on past causes.
Features
1. It looks for a reason behind an outcome (e.g., A causes B).
2. Often uses experiments to test if changing one thing leads to a change in another.
3. Researchers often use two groups: One that receives the treatment (test group) and One that
does not (control group).
4. Follows a clear plan to test relationships between variables.
Methods
1. Experiments.
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2. Surveys with Structured questions.

3. Regression analysis.
Advantages
1. Helps in understanding real causes behind problems.
2. Useful for making predictions and policy decisions.
3. Helps in testing hypotheses scientifically.
Limitations
1. Can be time-consuming and expensive.
2. Difficult to control all variables, especially in social research.
3. Sometimes hard to prove causality, only correlation.
Example
A coffee shop notices a drop in customers but doesn’t know why.
Now that the café has completed exploratory research (to identify problems) and descriptive
research (to collect detailed data), it moves to causal research to test cause-and-effect
relationships.
Objective:
To test if offering free Wi-Fi and lower prices will bring more customers.
Methods Used:
1. Experimenting with Free Wi-Fi: For one month, the café offers free Wi-Fi to half of its
customers and keeps the other half without Wi-Fi. They track the number of customers in both
groups.
2. Testing Lower Prices: The café reduces coffee prices by 10% for one month to see if sales
increase. They compare sales before and after the price change.

Findings:
The number of customers increased by 40% in the free Wi-Fi group compared to the non-Wi-Fi
group. After the price reduction, coffee sales rose by 25%.

Q7. “It is never safe to take published statistics at their face value without knowing their
meaning and limitation”. Elucidate this statement by enumerating and explaining the
various points which you would consider before using any published data with its merits
and demerits.

 This statement emphasizes the importance of critical evaluation of Secondary Data

before accepting any published statistics as true or reliable.
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 While published data often comes from credible sources, it can still be biased, outdated,
misinterpreted, or incomplete if used without proper understanding.
Points to Consider Before Using Published Data.
1. Source of Data
Who published the data? Is the organization reliable (e.g., Government, UN, WHO, NSSO)?
Reliable sources ensure authenticity and credibility.
2. Purpose of Data Collection
Was the data collected for marketing, academic, policy-making, or advocacy?
3. Methodology Used
How was the data collected? Was it through surveys, experiments, or observation?
4. Date of Publication
When was the data collected and published?
5. Definitions and Terms
Are the terms and variables clearly defined?
6. Coverage and Scope
What area or population does the data cover? Is it national, regional, urban, rural, or global?
7. Possible Bias or Manipulation
Was there any vested interest in publishing this data?
8. Units and Measurement
Are the units used (e.g., %, absolute numbers) properly understood?

Merits of Secondary Data

1. Time-Saving
 Since the data is already collected, processed, and organized by someone else, the
researcher does not have to go through the entire process of primary data collection.
2. Cost-Effective
 Collecting primary data can be expensive as it involves surveys, field visits, and
manpower.
 Published data, especially from government or public sources, is usually available free of
cost or at a low price, making it more economical for researchers.
3. Easily Accessible
 Published data is often available in books, journals, research reports, websites, and online
databases.
 This makes it convenient for researchers to access relevant data without much effort.
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4. Covers Large Populations

 Government and international data sources often conduct large-scale surveys and
censuses.
 These cover wide geographical areas and large populations, which would be difficult for
individual researchers to manage on their own.

Demerits of Secondary Data

1. May Be Outdated
 Published data is not always current. Some reports or statistics might be a few years old
by the time they become available to the public.
 Using such outdated data can lead to wrong conclusions, especially in fast-changing areas
like technology or health.
2. Lack of Relevance
 Published data is usually collected for a specific purpose or objective by the original
organization.
 It may not exactly match the specific research needs of another researcher. For example,
data on general school enrollment may not include specific details a researcher needs
about dropout rates or gender-wise data.
3. No Control Over Data Collection
 When using published data, researchers have no control over how the data was collected.
 They must trust the original methods, which may not always meet high standards. This
can raise concerns about reliability, accuracy, or sampling errors.
4. Possible Bias or Manipulation
 Some published data may reflect the bias of the agency or organization that collected or
reported it.
 For instance, a company may only share data that shows its product in a positive light.
Government statistics may sometimes be influenced by political interests.
5. Incomplete or Missing Information
 Published data may lack certain important details such as methodology, sample size, or
definitions of terms used.
 Sometimes, only summary data is available, with no access to the original raw data.
Q8. “Describe the meaning and objectives of measurement in business research. Explain
the four types of measurement scales with examples.”
OR
What do you mean by measurement? Explain in detail various levels of measurement.
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Meaning
 In business research, the term “measurement” refers to the process of assigning numbers
or labels to variables or characteristics according to specific rules, so that they can be
quantified, compared, or analyzed.
 Measurement helps researchers turn abstract concepts (like customer satisfaction, brand
loyalty, or motivation) into observable and analyzable data.
 Measurement allows businesses to: Compare different customer segments, Track
performance over time, Make data-driven decisions.
Objectives
1. To Quantify Abstract Concepts
 Many variables in business (like customer satisfaction, brand loyalty, or employee
motivation) are intangible or abstract. Measurement helps convert these into quantifiable
data that can be observed and analyzed.
 Example: Customer satisfaction can be measured using a 1–5 rating scale in surveys,
making it easier to track and compare across customers or time periods.
2. To Enable Comparisons
 Measurement allows researchers to compare different individuals, groups, time periods, or
conditions. This is essential for identifying trends, patterns, and differences in business
performance.
 Example: Measuring monthly sales figures enables a company to compare store
performance in different cities or between different marketing campaigns.
3. To Support Statistical Analysis
 Measurement produces structured data that can be subjected to statistical techniques such
as correlation, regression, or hypothesis testing. This allows businesses to make
inferences, test relationships, and validate assumptions.
 Example: A company might measure advertising spend and sales revenue across regions
and use regression analysis to see if ad spend drives sales.
4. To Monitor and Control Performance
 Businesses need to monitor KPIs (key performance indicators) such as revenue, costs,
productivity, and quality. Measurement helps in setting benchmarks, tracking performance
over time, and making corrections if needed.
 Example: Measuring customer complaints monthly helps management assess service
quality and implement improvements.
5. To Ensure Objectivity and Consistency
 Using standardized measurement tools and scales ensures that data collection is
consistent, unbiased, and repeatable, reducing subjectivity.
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 Example: Using a structured questionnaire with predefined rating scales ensures that every
respondent interprets the questions similarly, leading to consistent results.
6. To Facilitate Decision-Making
 Measurement provides the evidence base for managerial decisions. Without data,
decisions would be based only on intuition or guesswork.
 Example: A business considering a new product launch measures customer demand and
willingness to pay through surveys. This helps decide whether to proceed.
7. To Establish Relationships Between Variables
 Measurement allows researchers to identify causal or correlational relationships between
different business variables.
 Example: Measuring both training hours and employee productivity may show that more
training leads to better output, helping justify training investments.
Four types of measurement scales with examples.
1. Nominal Scale
 The nominal scale is the most basic type.
 It is used to label or categorize data without any sense of order or hierarchy.
 For instance, if a researcher collects data on employees’ departments and assigns the
labels "1" for HR, "2" for Sales, and "3" for Marketing, these numbers don’t imply any
ranking—they are just labels. Similarly, gender or marital status are measured using
nominal scales.
 The numbers assigned are only identifiers and have no mathematical value.
2. Ordinal Scale
 The next level is the ordinal scale, which not only categorizes data but also allows for a
ranking or order among the categories.
 However, the differences between the rankings are not known or consistent.
 For example, if customers are asked to rate their satisfaction as 1 for "Very Unsatisfied", 2
for "Unsatisfied", 3 for "Neutral", 4 for "Satisfied", and 5 for "Very Satisfied", we know
that 4 is better than 2, but we cannot say that the difference between 4 and 2 is exactly
twice as much as between 2 and 1.
 The ordinal scale gives a relative sense of positioning but not the magnitude of difference.
3. Interval Scale
 The interval scale provides both the order of values and the exact differences between
them.
 This means that the intervals between each point on the scale are equal. However, it does
not have a true zero point.
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 A good example is temperature measured in Celsius or Fahrenheit. The difference

between 20°C and 30°C is the same as the difference between 30°C and 40°C. However,
0°C does not indicate an absence of temperature—it is just another point on the scale.
 Another example is an IQ score, which allows for comparisons and statistical analysis, but
a score of 0 doesn’t mean the person has no intelligence.
4. Ratio Scale
 The most advanced measurement scale is the ratio scale, which includes all the features of
the interval scale, with the addition of a true zero point.
 This allows for the comparison of absolute quantities and the calculation of ratios.
 For instance, if a company measures the monthly sales revenue of its branches, and one
branch earns ₹100,000 while another earns ₹200,000, we can say the second branch earns
twice as much.
 Examples of ratio scales include income, weight, height, number of products sold, or age.
 Zero on a ratio scale indicates the complete absence of the variable being measured.

Q9. Data processing is an intermediary stage of work between data collection and data
analysis. Explain the statement by enumerating the various operations involved in it.
OR
Depict your knowledge about effective data preparation.

Major Operations Involved in Data Processing

1. Data Editing
 Data editing involves reviewing and correcting collected data to ensure it is accurate,
complete, consistent, and properly formatted before analysis.
 This step is essential whether data is collected via surveys, interviews, or online tools.
 It Correct errors or omissions in data, ensure consistency in responses, detect and handle
missing values and prepare the data set for coding and analysis.
Types of Data Editing
1. Field Editing
2. Central Editing

2. Data Coding
 Data coding is a critical step in the data preparation process, where responses—especially
qualitative or categorical answers—are converted into numeric values or standardized
categories so they can be analyzed statistically.
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 It translates raw responses into a structured format suitable for quantitative analysis.
 Facilitates input into statistical software (like SPSS, Excel, R).
Types of Data Coding.
1. Closed-Ended Question Coding
2. Open-Ended Question Coding
3. Dummy Coding (Binary Coding)
4. Likert Scale Coding

3. Data Classification
 Data classification is the process of organizing data into meaningful categories or groups
based on shared characteristics.
 In business research, this step is essential for transforming raw data into a structured
format suitable for analysis.
 It simplify complex data, enhance comparability and interpretability and identify patterns,
trends, and relationships.
Types of Data Classification.
1. Qualitative vs. Quantitative Classification
2. Primary vs. Secondary Data
3. Cross-sectional vs. Time Series Data
4. Nominal, Ordinal, Interval, and Ratio (Measurement Scales)
5. Based on Source: Internal vs. External Data

4) Data Tabulation
 Data tabulation is the process of systematically arranging data in rows and columns to
make it easier to understand, interpret, and analyze.
 It helps transform raw data into summarized, meaningful formats, allowing researchers to
detect patterns, relationships, and trends.
 Data tabulation present data in a clear, organized, and readable format and summarizes
large volume of data.
Types of Data Tabulation
1. Simple (One-Way) Tabulation
2. Cross (Two-Way) Tabulation
3. Multi-Way Tabulation

5) Data Entry(Using SPSS)

 IMPORTANT Q&A

 Data entry in SPSS (Statistical Package for the Social Sciences) is the process of manually
or electronically inputting collected data into the software, typically for statistical analysis.
 The data entry process in SPSS is structured and grounded in the principles of accuracy,
clarity, and consistency.
 It convert raw data (from questionnaires, surveys, etc.) into a structured format.
 It helps to prepare for statistical analysis such as regression, correlation, or ANOVA and
also minimizes errors in data interpretation process.

Components of SPSS Data Entry Theory

1. Variable Definition
2. Data Entry in Data View
3. Data Coding
4. Handling Missing Values
5. Data Validation and Cleaning

6) Data or Statistical Analysis(SPSS)

 Data analysis is the process of systematically examining, organizing, transforming, and
modeling data to extract meaningful insights, identify patterns, support decision-making,
and test hypotheses.
 It plays a critical role in business research, social sciences, healthcare, engineering, and
virtually every data-driven field.
 According to Hair, “Data analysis refers to the process of inspecting, cleaning,
transforming, and modeling data with the goal of discovering useful information, drawing
conclusions, and supporting decision-making.”
 It test hypotheses and theories, identify relationships between variables and make
predictions based on historical data.
Types of Parametric Data Analysis
1. Descriptive Analysis
2. Inferential Analysis
3. Predictive Analysis
4. Multivariate Analysis
Types of Non-parametric
1. Frequency Analysis
2. Cross-Tabulation (Contingency Tables)
3. Chi-Square Test of Independence
4. Mann–Whitney U Test
 IMPORTANT Q&A

5. Kruskal–Wallis H Test
6. Wilcoxon Signed-Rank Test
7. Spearman’s Rank Correlation (ρ or rho)

Q10. What do you mean by Data Analysis? What considerations are taken into account
while analyzing data?
Meaning
 Data analysis is the process of systematically examining, organizing, and interpreting
collected data to discover useful information, draw conclusions, and support decision-
making or research findings.
 It transforms raw data into meaningful insights by identifying patterns, relationships,
trends, or differences among variables.
 According to C.R Kothari “Data analysis involves a number of closely related operations
such as classification, coding, tabulation, and drawing statistical inferences.”
Considerations While Analyzing Data
1. Nature of Data Collected
 Understand whether the data is qualitative (non-numerical) or quantitative
(numerical).
 The method of analysis will differ based on this.
2. Level of Measurement
 Identify whether data is nominal, ordinal, interval, or ratio.
 For example, mean and standard deviation can be calculated only for interval or
ratio data.
3. Accuracy and Completeness
 Ensure that the data is free of errors, duplicates, or missing values.
 Faulty data leads to inaccurate results.
4. Choice of Analytical Techniques
 Choose suitable methods:
o Descriptive statistics (mean, median, mode, standard deviation)
o Inferential statistics (correlation, regression, hypothesis testing)
o Content analysis for qualitative data
5. Research Objectives and Hypotheses
 The analysis should align with the original objectives and questions of the
research.
 Avoid over-interpreting data beyond the scope of the study.
6. Software and Tools
 IMPORTANT Q&A

 Select appropriate tools such as SPSS, Excel, R, Python, or NVivo (for qualitative
data).
 Tools should match the complexity and size of your dataset.
7. Ethical Use of Data
 Respect privacy, confidentiality, and consent of participants.
 Do not manipulate or misrepresent data to favor a desired outcome.
8. Interpretation Skills
 The researcher must be able to critically interpret what the numbers or themes
mean.
 Statistical significance does not always imply real-world importance.
Q11. Explain the purpose of research report? What are various stages of report writing
and explain criteria for good research report.
OR
What are the characteristics of good Research report?

Purpose of research report

1. Documentation of Research Work
 A research report provides a complete written record of all the steps taken during the
study.
 It ensures that the methods, tools, and results are documented for future reference or
replication.
2. Communication of Findings
 It helps the researcher share key insights, discoveries, and conclusions with others.
 It translates complex research into understandable language for decision-making or further
study.
3. Evaluation of Research Quality
 Supervisors, examiners, or funding bodies use the report to evaluate the credibility,
accuracy, and significance of the research.
 The quality of the report reflects the researcher’s effort and clarity.
4. Basis for Decision-Making
 In applied research (e.g., education, healthcare, business), the report helps policy-makers
and practitioners make informed decisions based on scientific evidence.
5. Encouraging Further Research
 By discussing limitations and suggesting future directions, the report helps others build on
the current work and expand knowledge in the field.
6. Accountability and Transparency
 IMPORTANT Q&A

 Especially in funded research, the report serves to justify the use of resources and ensures
transparency in how the research was conducted and what was found.

Explain the contents of research report.

1. Title Page
 Title of the report, researcher’s name, organization/institution, date.
 Example: “A Study on Consumer Loyalty Towards Apple iPhones in Urban India”
2. Abstract / Executive Summary
 A brief overview of the entire report—objectives, methods, key findings, and
recommendations.
 Example: This study explores consumer loyalty towards Apple iPhones,
highlighting that 65% of users repurchase due to perceived product quality and
brand image.
3. Table of Contents
 List of headings, subheadings, and page numbers.
4. Introduction
 Background of the problem, research problem, objectives, scope, and significance.
 Business Example: Smartphone brands are in constant competition. This report
investigates why Indian urban consumers remain loyal to Apple despite the
presence of cheaper alternatives.
5. Literature Review
 Summary of past research, theories, and current market insights.
 Business Example: Studies by Kotler and others suggest that emotional branding
and innovation are major drivers of smartphone brand loyalty.
6. Research Methodology
 Research design, sample size, data collection tools, techniques used.
 Business Example: A survey was conducted with 200 iPhone users in Mumbai
using a structured questionnaire. Data was analyzed using SPSS and correlation
analysis.
7. Data Analysis and Results
 Presentation of data (charts, tables, graphs), statistical analysis, key findings.
 Business Example: 80% of respondents stated that brand image was the top factor
for choosing Apple. Price sensitivity was low among users aged 25–35.
8. Discussion
 Interpretation of results in context of literature, unexpected findings, implications.
 IMPORTANT Q&A

 Business Example: The results suggest that despite high prices, Apple's focus on
aspirational branding keeps users loyal. This aligns with previous studies on luxury
consumption.
9. Conclusion and Recommendations
 Summary of findings, practical recommendations for business decisions.
 Business Example: Apple should continue to focus on high-end customer
experience in India while offering flexible financing plans to appeal to younger
professionals.
10. References
 All books, journals, articles, and data sources cited in the report.
 Examples:
o Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.).
Pearson.
o Statista (2024). Smartphone Market Share. https://www.statista.com
11. Appendices
 Extra materials—questionnaires, raw data, charts, interview transcripts.
 Example: Appendix A: Consumer Survey Questionnaire
Appendix B: Full Data Table from Survey Responses

Characteristics of a good research report

1. Clarity and Simplicity
 The language should be clear, concise, and free from jargon or ambiguity.
 Example: Instead of saying "A multifaceted consumer engagement protocol was
utilized", say "A customer feedback survey was conducted."
2. Logical Structure
 The report should follow a logical order—title, abstract, introduction,
methodology, results, conclusion, and references.
 Example: A study on “Brand Loyalty Toward Samsung Smartphones” should
move from defining loyalty to explaining how it was measured.
3. Accuracy and Objectivity
 Facts, data, and interpretations must be accurate and unbiased.
 Example: If 60% of respondents prefer Samsung due to affordability, the report
must not claim they prefer it due to quality.
4. Evidence-Based
 Conclusions must be based on data collected and properly analyzed.
 IMPORTANT Q&A

 Example: Use of charts, tables, and statistical tools (like SPSS or Excel) to support
findings in a market survey.
5. Conciseness
 Avoid unnecessary repetition; keep content focused on the research objective.
 Example: Instead of repeating similar findings in multiple sections, summarize key
points under one heading.
6. Relevance
 All information presented must relate directly to the research problem and
objectives.
 Example: In a report about consumer behavior for OPPO, avoid including
irrelevant data about unrelated tech products.
7. Proper Citation and References
 Sources should be cited using accepted academic formats (APA, MLA, etc.).
 Example: Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.).
Pearson.
8. Visual Presentation
 Use of charts, graphs, and tables enhances understanding and engagement.
 Example: A pie chart showing the percentage of Apple vs. Samsung vs. OPPO
users improves data presentation.
Q12. Define Research. Explain various types of Business research
Definition
 According to C.R Kothari, Research is a systematic and scientific process of collecting,
analyzing, and interpreting information to increase our understanding of a phenomenon or
to solve a specific problem.
 It involves a structured inquiry that follows a set of defined steps to discover new
knowledge or validate existing theories.
 According to John W. Creswell, Research is the process of collecting and analyzing
information to understand a topic or issue.
Types of Business research
1. Exploratory Research
 Purpose: To explore new problems or areas where little information is available.
 When used: At the initial stage of a project, to clarify ideas or formulate
hypotheses.
 Methods used: Interviews, focus groups, secondary data review.
 Example: Studying customer preferences before launching a new product.
2. Descriptive Research
 IMPORTANT Q&A

 Purpose: To describe characteristics of a market or business situation.

 When used: When the problem is well defined and specific questions need
answers.
 Methods used: Surveys, observational studies, and data analysis.
 Example: Describing the buying behavior of millennials in urban areas.
3. Causal Research (Explanatory Research)
 Purpose: To determine cause-and-effect relationships between variables.
 When used: When a company wants to know the impact of one variable on
another.
 Methods used: Experiments, regression analysis.
 Example: Analyzing how a price change affects sales volume.
4. Qualitative Research
 Purpose: To understand human behavior, opinions, and motivations.
 When used: To explore complex, subjective, or emotional issues.
 Methods used: In-depth interviews, focus groups, content analysis.
 Example: Understanding why customers prefer Brand A over Brand B.
5. Quantitative Research
 Purpose: To quantify data and generalize results from a sample to the population.
 When used: To answer questions like "how many?", "how much?", "how often?".
 Methods used: Surveys with closed-ended questions, statistical analysis.
 Example: Measuring customer satisfaction using a scale from 1 to 10.
6. Applied Research
 Purpose: To solve specific, practical business problems.
 When used: When a company wants immediate solutions for operational issues.
 Example: Improving employee productivity or optimizing supply chain efficiency.
7. Basic (or Pure) Research
 Purpose: To expand general knowledge without immediate application.
 When used: In academic or theoretical settings.
 Example: Studying how organizational culture affects long-term innovation.
8. Field Research
 Purpose: To collect data directly from the real environment where business
activities take place.
 Methods: Observations, interviews, and on-site data collection.
 Example: Observing consumer behavior in retail stores.
Q13. Define Variable. Exemplify various types of variables.
Definition
 IMPORTANT Q&A

 According to Kothari, “A concept which can take on different quantitative values is called
a variable.”
 In research, a variable is any characteristic, number, or quantity that can be measured or
categorized and may change or vary across people, situations, or over time.
 Variables are fundamental components of research because they help in formulating
hypotheses, designing studies, and analyzing data.

Types of Variables
1. Independent Variable (IV)
The variable that is manipulated or controlled by the researcher to observe its effect.
Example: In a study on the effect of study hours on exam scores, study hours is the independent
variable.
2. Dependent Variable (DV)
The variable that is observed or measured to assess the effect of the independent variable.
Example: In the same study, exam scores are the dependent variable because they depend on
study hours.
3. Controlled Variable
Variables that are kept constant to prevent them from influencing the outcome.
Example: In an experiment on the effect of fertilizers on plant growth, factors like sunlight,
water, and soil type are controlled.
4. Extraneous Variable
Unwanted variables that may affect the dependent variable but are not the focus of the study.
Example: A student’s prior knowledge affecting test performance in a study on teaching
methods.
5. Categorical Variable (Qualitative)
Variables that represent categories or groups rather than numbers.
Example: Gender (male/female), education level (high school, college, postgraduate).
6. Quantitative Variable (Numerical)
Variables that can be measured numerically.
Example: Age, income, height, test scores.
7. Continuous Variable
A type of quantitative variable that can take an infinite number of values within a range.
Example: Weight (can be 60.1 kg, 60.12 kg, etc.), temperature.
8. Discrete Variable
Quantitative variables that take specific, separate values (usually whole numbers).
 IMPORTANT Q&A

Example: Number of students in a class, number of books sold.

Q14. What is literature review and how it is useful in business research process?
 The Review of Literature is the second step in the business research process.
 It involves studying existing research, articles, reports, and case studies related to the
problem being investigated.
 This helps businesses understand what is already known and what gaps need further
research.
 Literature review is important as it helps understand past trends, challenges, and solutions
and also find areas where more research is needed.
How is literature review useful and important in business research process.
✅ Helps Define the Research Problem
 It clarifies the issue by reviewing past studies and industry reports.
 Example: If a company’s sales are declining, reviewing literature on consumer
behavior can help identify possible causes.
✅ Avoids Repeating Past Mistakes
 By studying previous research, businesses can learn from past failures and
successes.
 Example: If previous research shows that high prices reduce customer retention,
businesses can explore pricing strategies instead of repeating the same mistake.
✅ Provides Theoretical and Conceptual Framework
 It helps build a logical structure for the research based on existing theories and
models.
 Example: A company studying customer loyalty can use established frameworks
like the Customer Satisfaction Model to guide their research.
✅ Identifies Research Gaps
 Helps businesses find new areas to explore where little or no research has been
done.
 Example: If most studies focus on urban consumer behavior, a business can
research rural market preferences.
✅ Supports Data Collection and Methodology
 Past studies guide the selection of research methods (e.g., surveys, interviews, case
studies).
 IMPORTANT Q&A

 Example: If previous research on employee productivity used surveys, a company

can refine its survey design based on those studies.
✅ Enhances Credibility of Research
 Using existing literature strengthens the reliability and validity of the research
findings.
 Example: A business proposing a new marketing strategy can support its
recommendations with findings from academic and industry research.
Q15. Distinguish between qualitative and quantitative research
Feature Qualitative Research Quantitative Research
Focuses on understanding Focuses on numbers,
Definition thoughts, feelings, and statistics, and measurable
experiences. data.
Descriptive (words, Numerical (numbers,
Data Type
opinions, observations). charts, graphs).
Interviews, focus groups, Surveys, experiments,
Research Method
observations. structured questionnaires.
Purpose To explore ideas,
To measure and analyze
emotions, and reasons
data to find patterns.
behind behavior.
Example A company interviews A company collects sales
customers to understand data to see which product
why they prefer a product. sells the most.
Outcome Provides deep insights and Provides clear, statistical
detailed understanding. results and trends.

Q16. What are projective techniques? Categorise various types of projective

techniques used in RM.
Meaning
 Projective techniques are special indirect research methods used to understand
hidden thoughts, feelings, and motivations of customers.
 Instead of asking direct questions, businesses use creative exercises to help
people express their true emotions and opinions in a natural way.
 Projective techniques help uncover real emotions, attitudes, and subconscious
feelings.
Types of Projective Techniques
1. Association Techniques
 IMPORTANT Q&A

 Respondents are asked to associate a word, picture, or concept with the first thing
that comes to mind.
 Examples: Word Association Test: The researcher says a word, and the respondent
replies with the first word that comes to mind. Brand Association: Asking what
comes to mind when hearing a brand name.
2. Completion Techniques
 Respondents are asked to complete an incomplete stimulus such as a sentence or
story.
 Examples: Sentence Completion Test: “People who buy luxury cars are ___.” Story
Completion Test: A story is partially provided and the respondent must complete it.
3. Construction Techniques
 Respondents are required to construct a story or dialogue in response to a stimulus.
 Examples: Thematic Apperception Test (TAT): Respondents are shown ambiguous
pictures and asked to tell a story about them. Cartoon Test: Respondents write or
say what the characters in a cartoon might be thinking or saying.
4. Expressive Techniques
 Respondents are asked to role-play, act, or draw to express their feelings.
 Examples: Role-Playing: “Pretend you are a customer complaining about a service.
What would you say?” Drawing Test: Asking respondents to draw how they feel
about a product or brand.
5. Choice or Ordering Techniques
 Respondents choose or rank items to indicate preferences and attitudes.
 Examples: Picture Preference Test: Selecting one image over others to reveal
attitude. Ranking Tasks: Rank brands from most to least preferred.
Q17. What is sampling? Categorise different types of sampling design.
 Sampling in business research refers to the process of selecting a small group
(called a sample) from a larger population to study, analyze, and draw conclusions
about the whole group — without surveying everyone.
 It helps researchers make predictions, test theories, and gather feedback efficiently
and cost-effectively.
 It helps enables researchers to draw conclusions about customers, employees, or
markets.
Types of Sampling Design
Sampling designs are broadly categorized into two main types:
1. Probability Sampling (Random Sampling)
2. Non-Probability Sampling (Non-Random Sampling)
 IMPORTANT Q&A

Types of Probability Sampling:

a) Simple Random Sampling
 Every individual has an equal chance of selection.
 Uses random number tables or computerized randomizers.
 Example: Drawing names from a hat.
b) Systematic Sampling
 Selects every kᵗʰ item from a list after a random starting point.
 Example: Selecting every 10th student from a roll list.
c) Stratified Sampling
 The population is divided into homogeneous subgroups (strata) based on
characteristics (e.g., age, income).
 A random sample is taken from each stratum.
 Example: Dividing a city into income groups and sampling from each.
d) Cluster Sampling
 The population is divided into groups or clusters (often geographically).
 Random clusters are selected, and all or random members within them are
studied.
 Example: Choosing 5 schools randomly and surveying all students in them.
Types of Non-Probability Sampling:
a) Convenience Sampling
 Samples are taken from a group that is easy to access.
 Example: Surveying people at a mall or in your class.
b) Judgmental (Purposive) Sampling
 The researcher selects subjects based on their judgment about who will
provide the best information.
 Example: Interviewing experts or key informants.
c) Quota Sampling
 The population is segmented, and a fixed number of respondents (quotas)
are selected from each segment non-randomly.
 Example: Interviewing 30 males and 30 females regardless of how they're
chosen.
d) Snowball Sampling
 Existing subjects recruit future subjects from their acquaintances.
 Useful for studying hard-to-reach or hidden populations.
 Example: Researching drug users or people with rare diseases.
 IMPORTANT Q&A

Q18. Draft appropriate questionnaire for survey for a company which wants to
conduct a survey for launching new Ice cream brand in market.

Section A: Demographic Details

1. Age Group:
☐ Below 18
☐ 18–25
☐ 26–35
☐ 36–50
☐ Above 50
2. Gender:
☐ Male
☐ Female
☐ Other
☐ Prefer not to say
3. Location/City: ______________________
4. Occupation:
☐ Student
☐ Working Professional
☐ Homemaker
☐ Business Owner
☐ Other: ___________

Section B: Ice Cream Consumption Habits

5. How often do you consume ice cream?

☐ Daily
☐ Weekly
☐ Monthly
☐ Rarely
☐ Never
6. What type of ice cream do you usually prefer? (Select all that apply)
☐ Cups
☐ Cones
 IMPORTANT Q&A

☐ Bars
☐ Family packs
☐ Sugar-free/Low-fat
☐ Other: ___________
7. Where do you usually buy ice cream?
☐ Ice cream parlors
☐ Grocery stores
☐ Supermarkets
☐ Online delivery apps
☐ Street vendors
☐ Other: ___________

Section C: Preferences and Perception

8. What factors influence your decision to buy a particular brand of ice cream? (Rank
1 to 5, with 1 being most important)
☐ Taste
☐ Price
☐ Packaging
☐ Ingredients/Health factor
☐ Brand reputation
9. Which flavors do you prefer the most? (Select up to 3)
☐ Vanilla
☐ Chocolate
☐ Strawberry
☐ Mango
☐ Butterscotch
☐ Cookies & Cream
☐ Coffee
☐ Other: ___________
10. How much are you willing to spend on a single serving of premium ice cream?
☐ ₹20–₹40
☐ ₹41–₹60
☐ ₹61–₹100
 IMPORTANT Q&A

☐ ₹101–₹150
☐ ₹151 or more

Section D: New Brand Expectations

11. What would make you try a new ice cream brand? (Select all that apply)
☐ Introductory offers
☐ Unique flavors
☐ Organic or natural ingredients
☐ Attractive packaging
☐ Positive reviews
☐ Availability in nearby stores
12. Would you be interested in trying a local/homegrown ice cream brand?
☐ Yes
☐ No
☐ Maybe
13. How likely are you to recommend a good new ice cream brand to friends or family?
☐ Very likely
☐ Likely
☐ Neutral
☐ Unlikely
☐ Very unlikely

Section E: Suggestions
14. Any flavor or feature you’d love to see in a new ice cream brand?
15. Additional comments or suggestions:
Q19. Write a short note on focus group and depth interview
Focus Group
Meaning
 A focus group is a small group of people (usually 6–12) brought together to
discuss a product, service, idea, or issue.
 A moderator leads the discussion, asking questions and encouraging participants
to share their opinions, thoughts, and experiences.
 It helps businesses and researchers understand customer needs, preferences, and
opinions before making decisions.
 IMPORTANT Q&A

 It is a great way to gather opinions before launching a product or making a

business decision.
 It helps companies understand customer needs, improve products, and make
smarter choices.
How Focus Group Research Works
1. Define the Research Objective – What do we want to learn? (e.g., customer opinion on
a new phone design)
2. Select Participants – Choose people who represent the target audience.
3. Prepare Discussion Questions – Open-ended questions to encourage conversation.
4. Conduct the Focus Group – A moderator leads the discussion while responses are
recorded.
5. Analyze Feedback – Identify common opinions, preferences, and concerns.
6.Use Insights for Decision-Making – Improve product or marketing based on feedback.
Merits of Focus Group
1. Real and Honest Customer feedback
2. Interactive and In depth discussion
3. Faster insights.
4. Cost-effective
5. Increases customer enagagement
6. Increases Brand Loyalty
Demerits of Focus Group
1. Not always representative.
2. Group influence.
3. Bias in responses.
4. High cost.
5. Time consuming.

Depth interview
Meaning
 A depth interview is a one-on-one, detailed conversation between a researcher
and a participant.
 It is a qualitative research method used in business to explore customers’
thoughts, feelings, motivations, and behaviors in depth.
 Unlike surveys or focus groups, depth interviews allow researchers to ask
open-ended questions and adjust their approach based on the participant’s
responses.
 IMPORTANT Q&A

 This helps businesses understand why customers make certain decisions rather
than just what they prefer.

Steps in Conducting a Depth Interview

Step 1: Define the Objective
Step 2: Select Participants
Step 3: Prepare Questions
Step 4: Conduct the Interview
Step 5: Analyze the Responses
Step 6: Use the Insights for Business Decisions
Advantages of Depth Interviews
1. Provides Deep Insights
2. No Group Influence (More Honest Responses)
3. Flexibility to Explore New Topics
4. Ideal for Sensitive or Personal Topics
Disadvantages of Depth Interviews
1. Time-Consuming Process
2. Expensive Compared to Other Methods
3. Small Sample Size – May Not Represent the Whole Market
4. Risk of Researcher Bias
5. Participants May Give Socially Desirable Answers
Q20. What is experiment? Explain any three types of experimental design?
 An experiment is a research method used to study the cause-and-effect relationship
between variables.
 In an experiment, the researcher manipulates one variable (called the independent
variable) and observes its effect on another variable (called the dependent variable)
while keeping all other factors constant.
 For example, A company changes its packaging design (independent variable) to see
if it increases product sales (dependent variable).
Three Types of Experimental Design
1. Pre-Experimental Design
This is the basic and simplest form of experiment. It involves only one group and no
comparison group, so it's hard to prove a strong cause-effect relationship.
 Example: A teacher uses a new teaching method in class and checks if
students improved — but there’s no control group to compare results.
 Weakness: No control over other influencing factors.
 IMPORTANT Q&A

2. True Experimental Design

This is the most reliable type of experiment. It uses random assignment of participants into
different groups (such as experimental and control groups).
 Example: One group of students learns with a new method (experimental
group), another with the old method (control group). Both are tested before
and after.
 Strength: Best at proving cause-and-effect relationships.
3. Quasi-Experimental Design
This is used when random assignment is not possible (like in schools or companies). It still
compares two or more groups, but those groups are already existing (not randomly
selected).
 Example: Two branches of a company – one tries a new marketing strategy,
the other does not. Their sales are then compared.
 Strength: Practical for real-world settings.
 Weakness: Less control, so results may not be fully accurate.
Q21. When is observation as method of data collection used in research? Explain in
detail the strengths and limitation of observation method of data collection.

Observation as method of data collection used in research.

1. To study natural Behavior
 If researchers want to see how people actually behave rather than what they say.
 For example, A store manager observes which product section customers visit
first without asking them.
2. To get honest answers
 People may change their responses in surveys or interviews to look good (social
desirability bias).
 For example,A restaurant wants to know if customers really follow hygiene rules
(like using hand sanitizers) instead of just saying they do.
3. Non-verbal communication
 Some behaviors can’t be explained in words, like body language or facial
expressions.
 For example, A company observes customer reactions to a new product display
in a store.
4. Work environments
 Businesses use observation to improve workflow, employee efficiency, and
customer interactions.
 IMPORTANT Q&A

 For example, A company observes employees to identify time-wasting activities

and improve productivity.
5. Testing a New Business Strategy
 Businesses use observation to check if a new strategy is working.
 For example, A fast-food chain watches if more people order from a digital menu
board compared to a regular one.
6. Studying Public Behavior
 Observation is useful for understanding how people behave in public places.
 For example, A city planner observes how people use public parks to design
better seating areas.

Strengths of Observation Method

1. Provides Real and Accurate Data
✔ Since observation captures actual behaviors, it is more reliable than asking people
through surveys or interviews.
For example, A restaurant observes customer seating preferences instead of relying on
survey answers, which may be biased.
2. Useful When Participants Cannot Provide Information
✔Helps in studying children, animals, or people with communication barriers who may
not be able to express themselves clearly.
For example, A child psychologist observes how children play to understand their
emotions.
3. Captures Non-Verbal Cues
✔Unlike surveys or interviews, observation can record body language, facial expressions,
and actions that people might not openly share.
For example, A store manager observes how customers react to product displays to
improve store layout.
4. Reduces Response Bias
✔ In surveys and interviews, people may give false or socially desirable answers.
Observation eliminates this issue by recording what people actually do instead of what
they say.
For example, A company wants to know if employees follow safety rules. Instead of
asking them, they observe their behavior during work hours.
5. Provides Data in Real Time
 IMPORTANT Q&A

✔Observation collects immediate, real-time data, unlike surveys, which rely on memory.
For example, A researcher observes how many people stop at a storefront advertisement
rather than asking them later.
6. Can Be Used in Natural Settings
✔The observation method allows researchers to study people in their natural environment,
leading to more accurate insights.
for example, A fast-food chain observes customers at the counter to see how long they take
to decide their order.
Limitations of the Observation Method
1. Time-Consuming and Expensive
Observing people in real-time can take a lot of time and effort, especially for large groups.
It also requires trained observers, which adds cost.
For example, Watching employee productivity in a factory for weeks takes more time than
conducting a simple survey.
2. Observer Bias
The researcher’s own beliefs or prejudices may affect how they interpret what they see.
For example, If a manager already thinks employees are lazy, they might focus only on
times when employees are not working.
3. Ethical Concerns
Observing people without their consent (covert observation) may lead to privacy
violations.
For example, If a company secretly watches employees during lunch breaks, it may cause
ethical concerns.
4. Does Not Explain "Why"
Observation shows what people do, but it doesn’t explain why they do it.
For example, A store sees that customers leave quickly after entering, but they don’t know
why—was it the pricing, store layout, or customer service?
5. Limited to Public Behaviors
Private thoughts, emotions, or personal experiences cannot be observed directly.
For example, A researcher can observe how many customers look at a product, but they
cannot know if they like it or not without asking.
6. Difficult to Observe Long-Term Behaviors
Some behaviors take months or years to study, which makes observation impractical.
For example, A company wants to know how a new product affects customer loyalty over
a year—this would be hard to observe continuously.
 IMPORTANT Q&A

Q22. What are the characteristic of good research? Explain with an example.
Characteristics of Good Research
1. Purpose clearly defined
 A clearly defined purpose means that the research has a specific, focused, and
well-stated goal. It should clearly explain: What the research is about (the topic
or issue). Why it is being conducted (the reason or importance).What it aims to
achieve (expected results or solutions).
 A well-defined purpose ensures that the research stays organized, relevant, and
useful. It prevents unnecessary data collection and confusion.
 For example, A company wants to improve customer satisfaction. Instead of just
asking, "What do customers think about our service?" (vague), they define their
research purpose as:
"What are the key factors that influence customer satisfaction in our online
shopping platform?"
This helps them focus on important areas like delivery time, product quality, and
customer support.
2. Research design thoroughly planned
 A thoroughly planned research design means that the research process is well-
structured, with clear steps on how data will be collected, analyzed, and
interpreted. A good research design ensures accuracy, efficiency, and reliability
of results.
 By thoroughly planning the research design, the company ensures they collect
useful and accurate data for better decision-making.
 For example, A company wants to launch a new product and needs to
understand customer preferences. Instead of randomly asking people, they:
✔ Conduct online surveys with their target customers.

✔ Organize focus groups to gather in-depth opinions.

✔Analyze market trends and competitors.
3. High ethical standards applied
 Applying high ethical standards in research means conducting the study with
honesty, fairness, and respect for participants. It ensures that data is collected
and used responsibly..
 Participants must know about the research and agree to take part. Personal data
should be protected and not misused. No falsifying or manipulating data.
 IMPORTANT Q&A

 For example, A company conducts a survey to improve its services. Instead of

secretly collecting customer data, they:
✔ Inform customers about how their responses will be used.
✔ Keep survey responses anonymous.

✔Avoid misleading or biased questions.

4. Limitations frankly revealed
 Revealing limitations means that researchers openly acknowledge the
weaknesses of their study. No research is perfect, so it’s important to be honest
about any factors that may affect the results.
 For example: A company conducts a survey to understand customer satisfaction
but:
✔ Only collects data from online buyers (excluding in-store shoppers).

✔ Surveys only 500 customers, which may not represent the entire market.

✔The study is done in one city, so results may not apply everywhere. By clearly
stating these limitations, the company avoids misleading conclusions and
improves future research.
5. Findings presented unambiguously
 Presenting findings unambiguously means that the results are clear,
straightforward, and easy to understand.
 This helps others interpret the research without confusion and ensures the
conclusions are based on solid evidence.
 For example, A company conducts a market study on customer preferences for a
new product. Instead of using complicated charts and unclear language, they:
✔ Present data in simple graphs.
✔Use plain language to explain the findings, e.g., "60% of customers prefer
eco-friendly packaging."
✔ Avoid vague statements like "some people like it," and instead provide
specific numbers. This makes it easy for management to decide whether to
move forward with the eco-friendly packaging.
6. Must be well-documented
 IMPORTANT Q&A

 Well-documented research means that the study is thoroughly recorded and

organized, so others can understand, verify, and build upon it. This includes
keeping clear notes on methods, data sources, and conclusions.
 For example, A company conducts a customer satisfaction survey. Instead of just
using the results, they:
✔ Document the survey questions and explain why they were chosen.

✔ Record the sampling method (e.g., random selection of 1,000 customers).

✔Provide a clear analysis of data with detailed explanations of the findings. This
documentation helps other departments or researchers understand how the
results were reached and use the information effectively in the future.
7. Conclusion justified
 A justified conclusion means that the research findings directly support the
conclusions drawn. The conclusion should be based on evidence from the study,
not assumptions or guesses.
 For example, A company surveys customers about their new product, and the
results show that 70% of customers like the product but 30% dislike it due to its
price. If the company concludes that "Most customers will buy it if we lower the
price", this conclusion is justified because it directly follows from the feedback.
 On the other hand, a conclusion like "All customers will buy it if the price is
lower" would not be justified, as it overgeneralizes the findings.

Q23. Develop the research proposal for the measurement of consumer buying
behaviour for a smartphone brand (like Apple, Samsung, and OPPO etc.).
Title
Measuring Consumer Buying Behaviour for Smartphone Brands: A Comparative Study of
Apple, Samsung, and OPPO
1. Introduction / Background
In today's digital age, smartphones have become essential tools for communication, work,
and entertainment. Brands like Apple, Samsung, and OPPO dominate the global
smartphone market. Understanding consumer buying behaviour towards these brands can
offer key insights for marketing strategy, customer segmentation, and brand positioning.
2. Research Problem
 IMPORTANT Q&A

Despite high competition, brands like Apple, Samsung, and OPPO maintain strong
consumer bases. What influences customer preferences and decisions when choosing
among these brands? Existing research lacks a comparative study examining the
behavioral factors that drive consumer purchases across these three major brands.
3. Objectives of the Study
 To identify the key factors influencing consumer buying decisions for
smartphones.
 To compare consumer perceptions of Apple, Samsung, and OPPO.
 To measure the impact of brand image, price, features, and peer influence on
buying behaviour.
 To provide recommendations to smartphone brands based on consumer
insights.
4. Research Questions
1. What are the primary factors that influence consumers when buying a
smartphone?
2. How do consumers perceive Apple, Samsung, and OPPO in terms of brand
value, price, and innovation?
3. Is there a significant difference in buying behaviour across different
demographics?
5. Literature Review
Several studies (e.g., Kotler & Keller, 2016; Schiffman & Wisenblit, 2019) highlight
psychological, personal, social, and cultural factors as drivers of consumer buying
behaviour. Brand equity and consumer perception are also crucial in the smartphone
market. However, brand comparisons specific to Apple, Samsung, and OPPO remain
underexplored in emerging markets.

6. Research Methodology
6.1 Research Design
Descriptive and quantitative research using survey methods.
6.2 Population and Sampling
Target Population: Smartphone users aged 18–45.
Sample Size: 300 respondents (100 each for Apple, Samsung, and OPPO users).
Sampling Technique: Stratified random sampling.
6.3 Data Collection Methods
Primary data: Structured questionnaire (Likert-scale and multiple-choice questions).
Secondary data: Academic journals, market reports, and brand case studies.
 IMPORTANT Q&A

6.4 Data Analysis

 Descriptive statistics (mean, frequency)
 Inferential analysis (ANOVA, chi-square tests)
 Correlation to assess the relationship between variables (e.g., price
sensitivity and brand loyalty)
7. Significance of the Study

This research will help smartphone brands understand what motivates consumer choices
and refine their marketing strategies. It will also aid in segmenting the market and
enhancing customer satisfaction by focusing on key buying factors.

8. Limitations
 Limited to three brands only
 Data collected through self-reported surveys
 Urban-focused sample may not represent rural behavior
9. Timeline
Activity Timeframe
Literature Review Weeks 1–2
Questionnaire Design Week 3
Data Collection Weeks 4–6
Data Analysis Weeks 7–8
Report Writing & Submission Weeks 9–10
10. References
 Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.).
Pearson.
 Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.).
Pearson.
 Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being
(12th ed.). Pearson.
 Statista (2024). Smartphone Market Share Worldwide.
https://www.statista.com

Q24. The company’s food service would like to determine how many employees eat in
the Staff cafeteria? Suggest the survey method that could be used to obtain this
information and why?
 IMPORTANT Q&A

To determine how many employees eat in the staff cafeteria, the company can use the
Observation Method as there survey method.
Reason for Using Observation Method
1. Provides Accurate Count of Actual Behavior
 You want to know the exact number of employees using the cafeteria — not just
what they say they do.
 Observation directly records real actions, ensuring accuracy.
 People might forget, lie, or guess wrong on surveys, but observation captures the
truth.
2. Non-Intrusive and Simple
 Employees don’t need to be disturbed or asked any questions.
 An observer can quietly count how many people enter during meal times.
 No disruption to employee routines.
3. Quick and Cost-Effective
 This method requires minimal resources—a person with a tally counter or even an
entry sensor can record the data during specific time periods.
 Ideal for companies looking for fast, low-cost insights.
4. Avoids Response Bias
 If a questionnaire were used, some employees might not respond honestly or at all.
 Observation eliminates such biases since it records actual usage, not opinions.
5. No Need for Prior Knowledge or Consent
 Since you are only counting entries, there’s no need to explain the study in detail to
each employee, making it efficient and simple to carry out.

How to Use the Observation Method for This Survey

1. Define the Objective
 To determine the exact number of employees who eat in the cafeteria during a
specific time period (e.g., lunch hours) each day.
2. Choose the Type of Observation
 Non-disguised, direct observation is best suited here.
 Non-disguised: Employees are aware they are being observed (e.g., a staff person is
visibly counting people).
 Direct: The observer physically watches and counts cafeteria users in real-time.
3. Set the Observation Period
 IMPORTANT Q&A

 Observe over multiple days (e.g., one full week) during peak meal hours (e.g., 12:30
PM – 2:00 PM).
 This helps account for variation across days and gives a more accurate average.
4. Place of Observation
 Station the observer at the entrance of the cafeteria.
 Count how many unique employees enter (excluding visitors, cleaning staff, etc.).
5. Recording Data
 Use a tally sheet or handheld counter to record the number of people entering.
 Optional: Note down time slots, so you can track peak usage times.
 If possible, use ID scanners or access cards to automate the counting and identify
regular vs. occasional users.
6. Analyze the Data
 At the end of the week, calculate the average number of employees per day.
 Compare usage patterns by time and day to determine cafeteria demand.

Q25. “Processing of data implies Editing, Coding, Classification and Tabulation”.

Describe in brief these four operations pointing out the significance of each in context
of research study.
What is Data Editing
 Data editing refers to the process of checking and correcting the data collected
through various methods like surveys, interviews, observations, or experiments to
prepare it for analysis.
 It is a crucial step in the research process that involves carefully examining the
collected data for errors, inconsistencies, omissions, and accuracy before it is
analyzed.

Significance of data editing

1. Ensures Accuracy of Data
Editing helps correct such factual and typographical errors so the data accurately
represents what was intended to be recorded.
2. Removes Inconsistencies
Sometimes, responses are logically inconsistent (e.g., a respondent selects both "Yes" and
"No" for the same question). Editing helps to detect and fix these inconsistencies, ensuring
the data is logically sound.
3. Handles Missing or Incomplete Data
 IMPORTANT Q&A

Data editing helps to identify missing responses and take appropriate action—like deleting
incomplete records or using imputation techniques.
4. Standardizes Responses
Responses may be recorded in different formats (e.g., “Male” and “M”). Editing helps
standardize such entries for consistency in analysis.
What is Data Coding
 Data coding is the process of transforming collected raw data (especially from open-
ended or structured surveys, interviews, or observations) into a standardized and
analyzable format, typically numerical.
 It is a vital step in the research process, especially in quantitative studies.
 It involves assigning symbols, numbers, or labels to responses or data items so that
they can be easily entered, categorized, and analyzed using statistical tools.
Significance of data coding
1. Facilitates Data Entry and Analysis
Coded data can be easily entered into software like Excel, SPSS, or R. It makes it possible
to use statistical methods and tools to analyze large datasets efficiently.
2. Reduces Errors and Confusion
Coding converts varied or descriptive responses into clear, standardized categories, which
reduces the risk of misinterpretation or duplication.
3. Enables Quantitative Analysis
Most statistical tests require numerical input. Coding allows qualitative or categorical data
to be converted into numbers.
4. Organizes Complex Data
Open-ended responses can be grouped into themes or categories, making large volumes of
data manageable.

What is Data Classification

 Data classification is the systematic arrangement of data into categories or groups
according to their common features.
 It transforms unstructured raw data into a structured form, which is essential for
both qualitative and quantitative research.
 This step is essential to organize raw data so that it becomes easier to interpret,
analyze, and draw conclusions.
Significance of data classification
1. Organizes Complex Data
 IMPORTANT Q&A

Classification helps to simplify large volumes of data by organizing it into manageable and
understandable groups.
2. Enables Comparison and Analysis
By grouping data, researchers can compare trends, patterns, and relationships between
different variables.
3. Improves Accuracy in Interpretation
When data is classified, it becomes easier to interpret and understand, especially in
statistical and graphical presentations.
4. Facilitates Statistical Analysis
Classification allows researchers to apply statistical techniques like averages, percentages,
frequency distribution, correlation, etc., more effectively.
What is Data Tabulation
 Data tabulation refers to the process of summarizing and organizing classified data
into a tabular form.
 It helps in condensing raw data into a manageable and readable format, allowing
researchers to extract meaningful insights.
 This process transforms classified data into structured tables, making it easier to
analyze, interpret, and present research findings clearly.
Significance of data tabulation
1. Simplifies Complex Data
Raw or classified data can still be difficult to understand. Tabulation condenses large
amounts of information into an easy-to-read format.
2. Enables Easy Comparison
By aligning data in rows and columns, tabulation allows direct comparison between
categories, variables, or time periods.

3. Improves Accuracy and Clarity

Tabulated data reduces the chances of error in interpretation by presenting organized and
cleanly labeled figures.
4. Helps in Drawing Conclusions
Tabulated data makes it easier to identify trends, patterns, and relationships.
Q26. Differentiate between Stratified random sampling and cluster sampling in detail
with examples.

Aspect Stratified Sampling Cluster Sampling

 IMPORTANT Q&A

Aspect Stratified Sampling Cluster Sampling

Population divided into Population divided into
Division
homogeneous strata heterogeneous clusters
Random sample from each
Selection Randomly select entire clusters
stratum
Ensure representation of all sub- Simplify data collection, save time
Goal
groups and cost
To make data collection more
To ensure representation of all
Purpose cost-effective and practical when
sub-groups in the sample.
the population is widespread.
Strata are homogeneous within
Group Clusters are heterogeneous within,
but different from each other
Formation but similar to each other overall.
(e.g., age, income, gender).
Sample some students from each Survey all students from a few
Example
grade selected schools

Q27. Explain the criteria for good measurement with different steps in detail with
example.
Criteria for Good Measurement
1. Validity
Definition: Validity refers to the extent to which a tool measures what it is intended to
measure.
 Types of Validity:
o Content Validity: Covers the full range of the concept.
o Construct Validity: Relates to the theoretical concept.
o Criterion Validity: Correlates with external criteria.
Example: A math test should measure mathematical ability, not language skills. If a math
test includes difficult English vocabulary, its validity is poor.

2. Reliability
Definition: Reliability refers to the consistency of measurement results over time or across
different observers.
 A tool is reliable if it gives the same results under the same conditions
repeatedly.
Example: A weighing scale showing the same weight every time you weigh a 1 kg object
is reliable.
3. Practicability (Feasibility)
 IMPORTANT Q&A

Definition: The measurement should be easy to administer, cost-effective, and not too
time-consuming.
Example: A short and easy-to-understand customer satisfaction survey is more practical
than a 10-page questionnaire.
4. Sensitivity
Definition: The tool should be able to detect small changes or differences in the variable
being measured.
Example: A thermometer that measures to 0.1°C is more sensitive than one that only
measures whole numbers.
Steps in the Measurement Process
Step 1: Define the Concept to be Measured
Clearly define what you want to measure (e.g., satisfaction, productivity, motivation).
Example: Define what "employee satisfaction" includes—work environment, salary,
growth, etc.
Step 2: Select the Appropriate Measurement Tool or Scale
Decide whether to use surveys, interviews, observations, or standardized tests.
Example: Use a Likert scale (1 to 5) to measure satisfaction levels.
Step 3: Design the Instrument
Create questions or measurement items that represent the concept clearly.
Example: Include questions like “How satisfied are you with your manager’s support?”
Step 4: Test the Instrument (Pilot Study)
Conduct a small trial to check for clarity, consistency, and reliability.
Example: Give the survey to 10 employees and check if they understand all questions
similarly.
Step 5: Revise Based on Feedback
Modify or improve the tool based on pilot results.
Example: Remove confusing or irrelevant questions.

Step 6: Use the Tool for Data Collection

Administer the final version of the instrument to the target sample.
Step 7: Evaluate the Measurement
After data collection, assess the validity and reliability using statistical tools.
Q28. Describe Split-ballot Technique & Double-Barrelled Questions technique with
suitable example in detail.
What is the Split-Ballot Technique?
 IMPORTANT Q&A

 The Split-Ballot Technique is a method used in survey research where the sample is
divided into two or more groups, and each group receives a slightly different version
of a questionnaire.
 This technique is used primarily to test the effect of changes in wording, question
order, or response options on how people respond.
 It helps researchers identify response biases, measure reliability, and evaluate the
impact of questionnaire design on survey results.
Purpose of Using Split-Ballot Technique:
1. To reduce measurement bias
2. To test question wording or format
3. To identify sensitive topics where responses change based on phrasing
4. To improve the validity and reliability of survey instruments
Benefits of Split-Ballot Technique:
1. Improves questionnaire design.
2. Identifies biases in responses.
3. Enhances comparability in longitudinal or cross-sectional studies.
4. Can test multiple survey versions at the same time
Detailed Example:
Suppose a research team wants to understand public support for government spending on
welfare.
They split the sample of 1,000 respondents into two equal groups:
 Group A (500 people):
They are asked:
“Do you support increasing welfare benefits for the poor?”
 Group B (500 people):
They are asked:
“Do you support increasing government spending on social assistance
programs?”
Though both questions aim to understand support for welfare, the phrasing is different.
 “Welfare benefits for the poor” might evoke positive emotions.
 “Government spending” might trigger concerns about taxes or budget.
By comparing responses, researchers can see how wording influences answers, helping
them refine the question for accuracy and neutrality.
What is a Double-Barrelled Question?
 A double-barrelled question is a type of flawed survey or interview question that
asks two different things at once, but expects only one answer.
 IMPORTANT Q&A

 This makes the question confusing and the responses unreliable because the
participant may have different opinions about each part of the question.
Why is it a Problem?
 Respondents may agree with one part of the question but disagree with the other,
and yet are forced to give a single answer.
 This leads to unclear, ambiguous, or inaccurate data.
 It violates one of the basic rules of good questionnaire design: ask one question at a
time.
Example of a Double-Barrelled Question:
Question:
“Do you agree that the company offers fair salaries and good working conditions?”
This question asks two things:
1. Whether the company offers fair salaries
2. Whether it offers good working conditions
But the respondent can only say Yes or No — what if:
 They think the salaries are fair but working conditions are poor?
 Or vice versa?
This creates confusion and unreliable responses.
Corrected Version (Better Design):
To avoid this, break the question into two separate ones:
1. “Do you agree that the company offers fair salaries?”
2. “Do you agree that the company provides good working conditions?”
Now, the respondent can give independent answers to each, giving more accurate data.
Q29. What is questionnaire? Define questionnaire design process in detail.
1) Meaning
 Questionnaire design is the process of creating a set of written questions used to
collect information from people.
 In business research, questionnaires help gather data from customers, employees, or
stakeholders to understand opinions, behaviors, or experiences.
 It helps collect accurate and relevant data, saves time and effort and ensures
questions are clear, unbiased and easy to answer.
2) Steps in designing a good questionnaire
1. Define the Research Objectives
 Before writing any question, know what you want to find out.
 Set clear, specific goals.
 IMPORTANT Q&A

Example:
A gym wants to understand why members are cancelling memberships.
2. Identify the Target Respondents
 Determine who will answer your questionnaire.
 This group should have relevant knowledge or experience.
Example: Gym members who cancelled their membership in the last 3 months.
3. Choose the Method of Data Collection
 Decide how you’ll distribute your questionnaire:
 Online (e.g., Google Forms, Survey Monkey)
 Face-to-face
 Phone
 Paper forms
Example: The gym sends an online survey link by email.
4. Decide the Question Types
There are two major types of questions:
a) Closed-ended Questions
 Easy to answer and analyze
 Give predefined options
Examples:
 Yes/No: “Did you use our gym more than twice a week?”
 Multiple Choice: “Which facility did you use most?”
D. Swimming C. Classes B. Weights A. Cardio
 Rating Scale: “Rate our customer service (1 = Poor, 5 = Excellent)”
b) Open-ended Questions
 Let respondents give detailed opinions
 Harder to analyze but rich in information
Example: “Please share any suggestions to improve our services.”
4. Decide the Question Types
There are two major types of questions:
a) Closed-ended Questions (Dichotomous questions)
 Easy to answer and analyze
 Give predefined options
Examples:
 Yes/No: “Did you use our gym more than twice a week?”
 Multiple Choice: “Which facility did you use most?”
D. Swimming C. Classes B. Weights A. Cardio
 IMPORTANT Q&A

 Rating Scale: “Rate our customer service (1 = Poor, 5 = Excellent)”

b) Open-ended Questions
 Let respondents give detailed opinions
 Harder to analyze but rich in information
Example: “Please share any suggestions to improve our services.”
6. Organize the Questionnaire Logically
 Start with easy or general questions.
 Group related topics together.
 End with personal/demographic questions
Example Structure:
1. How often did you visit the gym? (General)
2. Which services did you use? (Specific)
3. Why did you cancel? (Core question)
4. How can we improve? (Open-ended)
5. Age, gender, location (Demographics)
7. Pre-test the Questionnaire
 Test it with a small sample group.
 Look for confusing questions or technical issues.
 Revise based on feedback.
Example: Send the draft survey to 10 ex-members and ask for feedback.
8. Finalize and Distribute
 Make the final edits.
 Ensure it works on all devices if online.
 Set a deadline and send reminders.
Q30. What is hypothesis? Explain different types of hypothesis.
What is Hypothesis
 A hypothesis a statement that explains what you expect to happen in an experiment
or study.
 It is based on prior knowledge, observation or research.
 It helps in making predictions of the relationships between two or more variables of
the business problem and in proving or disproving an idea.
 For example,
1. You want to test whether drinking coffee improves concentration, then the hypothesis
for this could be ‘If a person drinks coffee before studying, them there concentration will
improve.’ And to test this, two groups can be compared 1) one group that drinks coffee
 IMPORTANT Q&A

before studying (2) and the other group that does not drink the coffee before studying. And
with the following test the focus level of both the groups can be measured.
2. A company wants to increase sales on its website. They form a hypothesis ‘If we offer a
10% discount to first-time customers, then our sales will increase by 20%. And to test this,
the company applies a 10% discount to first-time customers for a month and then they will
compare sales data before and after the discount.
Types of Hypothesis
1. Null Hypothesis
 A null hypothesis (H₀) is a statement that assumes there is no relationship or no
effect between two things.
 It suggests that any observed difference or change happens by chance and not
because of any real influence.
 In business research, the null hypothesis helps to test if a strategy, decision, or
change actually makes a difference or if it just appears to.
 It assumes no change, no difference, or no effect.
 It ensures decisions are based on real data, not just assumptions.
 For example, "Offering a 10% discount has no effect on monthly sales."
(Here, the hypothesis suggests that the discount won’t impact sales.)
2. Alternative Hypothesis
 An alternative hypothesis (H₁ or Hₐ) is a statement that suggests there is a real
effect, relationship, or difference between two things.
 It is the opposite of the null hypothesis (H₀) and claims that a change in one
variable will cause a change in another.
 In business research, the alternative hypothesis helps test whether a new strategy,
marketing campaign, or product feature actually improves results.
 It assumes there is a significant effect or difference.
Types of Alternative Hypotheses
1. Directional Hypothesis (One-Tailed)
 Predicts the direction of the effect (increase or decrease).
 For example, Increasing ads spend will increase sales."
2. Non-Directional Hypothesis (Two-Tailed)
 Predicts a change but not the direction.
 Example: "Changing product packaging will affect customer perception."
(It doesn’t specify if it will be positive or negative.)
Q31. Justify relative comparison of exploratory research, descriptive research, and
conclusive research
 IMPORTANT Q&A

Aspect Exploratory Descriptive Conclusive

Purpose To explore a To describe To test hypotheses
problem or gain characteristics of a and reach
insights. population or decisions or
situation conclusions.
Nature Flexible, Structured and Highly structured
unstructured formalized and systematic.
When used At the early stage When the problem When decision-
of research is clearly defined. making is needed
based on
quantitative
evidence.
Data type Qualitative Mostly Quantitative
(interviews, focus quantitative (experiments,
groups) (surveys, surveys).
observations).
Outcome Discovery of ideas, Detailed, factual Specific
problem information. conclusions and
clarification actionable
decisions.
Example Literature review, Surveys, case Experiments,
techniques expert interviews, studies, statistical analysis,
focus groups observational market testing.
methods.
Example use case Exploring reasons Understanding Testing which
for declining customer advertising
customer loyalty satisfaction levels. strategy increases
sales.

Q32. Explain cross sectional studies with its advantages & disadvantages.
What is a Cross-Sectional Study?
 A cross-sectional study is a type of observational research that collects data from a
group of people at one single point in time.
 It is like taking a "snapshot" of a population to understand what is happening right
now.
 For example, Imagine you want to study the eating habits of college students. You
conduct a survey with 500 students only once (not repeatedly). You ask them about
their diet, exercise, and lifestyle. This is a cross-sectional study.
Advantages
1. Quick and Time-Saving
 IMPORTANT Q&A

 A cross-sectional study collects data once, not over a long period. This makes it
much faster than longitudinal studies that require months or years.
 Example: A company can survey customer satisfaction today and get results within
a week.
2. Cost-Effective
 Since the study is conducted at a single point in time, it reduces expenses such as
follow-up visits, tracking, or long-term monitoring.
 Example: A school can conduct a survey on student health in a day without
spending much money.
3. Allows Study of Large Populations
 Cross-sectional studies can be applied to large groups of people because it’s a one-
time effort.
 Example: A government health agency surveys 10,000 people to understand current
smoking habits.
4. Good for Studying Relationships Between Variables
 These studies help identify associations (but not causes) between different
variables—like age and exercise habits.
 Example: A study might find that people who work more than 10 hours a day tend
to sleep less.
5. Useful for Generating Hypotheses
 Cross-sectional data can help researchers spot unusual or interesting patterns that
lead to new research questions.
 Example: A one-time survey shows high stress levels among teachers, leading to a
deeper study on teacher burnout.
Disadvantages
1. Cannot Establish Cause and Effect
 Since cross-sectional studies collect data at just one point in time, they cannot show
which variable caused the other.
 Example: If a study shows a link between stress and poor sleep, we can’t tell
whether stress causes poor sleep or vice versa.
2. Not Suitable for Studying Changes Over Time
 These studies provide a snapshot, not a timeline. They do not show how things
change or develop.
 Example: If you want to know how a child’s reading ability improves over 5 years, a
cross-sectional study won’t help.
3. Respondent Bias or Inaccurate Responses
 IMPORTANT Q&A

 Participants may give incorrect or socially desirable answers, especially in self-

reported surveys.
 Example: People might underreport alcohol consumption or overreport exercise
habits.
4. Misses Seasonal or Time-Based Variations
 If data is collected only once, it may not reflect seasonal behaviors or temporary
events.
 Example: A study on ice cream sales done only in winter may give misleading
results.
5. Data May Be Superficial
 Cross-sectional studies usually focus on broad data, not in-depth analysis.
 Example: A survey might find students unhappy with a course but not explain why.
Q33. Being a developing country, research is in development stage in India.
According to you, which are the major problems encountered by researchers in India
Major problems encountered by researchers in India.
1. Lack of Adequate Funding
 Research often needs money—for equipment, travel, data collection, lab work, and
publishing.
 Many researchers in India do not get enough financial support from the government
or private sector.
 They may be forced to do limited or low-quality work.
2. Insufficient Research Facilities
 Good research needs proper labs, libraries, digital tools, and access to global
journals.
 Many Indian universities and colleges lack these basic facilities.
 Researchers cannot conduct advanced or meaningful research.
3. Lack of Proper Guidance
 Young researchers need experienced mentors to guide them.
 Many supervisors are either overburdened or not trained in modern research
methods.
 Students often struggle to select topics, use correct methods, or write quality papers.
4. Time Constraints
 Many researchers also have to teach or do administrative work.
 They get very little time to focus on actual research.
 Research remains incomplete, outdated, or superficial.
 IMPORTANT Q&A

5. Bureaucratic Hurdles
 Getting approvals, grants, or research permissions can involve too much paperwork.
 This delays projects and discourages researchers.
 Talented researchers often lose interest or go abroad.
6. Lack of Access to International Literature
 For good research, access to global journals and articles is necessary.
 Many institutions cannot afford expensive journal subscriptions.
 Researchers remain unaware of the latest trends and findings.
7. Low Focus on Innovation
 True research should create something new or solve problems.
 Many researchers repeat old topics or copy others’ work.
 India’s research output remains high in quantity but low in quality.
8. Language Barrier
 Research papers are mostly written in English.
 Not all researchers are confident in English writing and communication.
 Even good ideas are not published or accepted internationally.
Q34. What is causal research? Differentiate between lab v/s field experiment.
What is Causal Research
 Causal research is a method of investigation where researchers manipulate one or
more variables (called independent variables) and observe the effect on other
variables (called dependent variables) to determine if a causal relationship exists.
 It helps businesses understand why something happens—not just what is happening.
 Causal research is essential when businesses need to make high-impact decisions
such as: Launching a new product, Changing prices, Starting marketing campaigns,
Modifying services.

Aspect Lab Experiment Field Experiment

Conducted in a controlled setting (like Conducted in a real-world setting
Environment
a lab or computer simulation) (like a store, classroom, or market)
Control Over High control over all external and Less control due to real-world
Variables internal variables influences
More realistic and natural behavior is
Realism May lack realism or natural behavior
observed
Generally more expensive and harder
Cost Often cheaper and easier to replicate
to replicate
 IMPORTANT Q&A

Aspect Lab Experiment Field Experiment

Testing how people react to different Testing a new product price in an
Example
ads in a lab setting actual supermarket
Data may be accurate under test Data is applicable to real scenarios,
Data Accuracy conditions, but not always applicable but can be affected by external
to real life interference

Q35. Give evolutionary perspectives of research in today’s context and explain role of
theory in research.
Evolutionary Perspectives of Research in Today’s Context
 Research has evolved significantly over time—from simple curiosity-driven studies
to complex, data-driven problem-solving processes.
 Today, research is not only about discovering knowledge but also about solving
real-world issues, driving innovation, and supporting policy-making.
 For example, Maslow’s Hierarchy of Needs is a theory in psychology. A researcher
studying employee motivation might use this theory to explain and structure their
research on workplace performance.
Evolution of Research: A Modern Perspective
1. From Traditional to Technological
Earlier: Research was mostly theoretical, done with limited tools.
Today: Research uses AI, big data, machine learning, advanced statistics, and simulations.
2. From Isolated to Interdisciplinary
Modern research connects fields like biology with data science, economics with
psychology, etc., leading to cross-disciplinary insights.
3. From Local to Global
Researchers now collaborate across countries, making use of global databases, journals,
and virtual platforms.
4. From Slow to Rapid
Technology and the internet have accelerated research processes: data collection, analysis,
peer review, and publishing.
5. From Static to Dynamic
Research is continuously evolving with newer problems (e.g., climate change, pandemics,
digital privacy), requiring agile methods and real-time updates.
Role of Theory in Research
1. Provides a Framework
Theory gives researchers a structured path to explore problems, ask questions, and guide
the research design.
 IMPORTANT Q&A

2. Helps in Hypothesis Formation

Theories lead to the creation of testable hypotheses, which researchers can verify using
data.
3. Explains Relationships
Theory helps explain how and why variables are related (e.g., why customer satisfaction
leads to brand loyalty).
4. Improves Understanding
By applying theory, researchers can better interpret results and explain behaviors, trends,
or events.
5. Guides Data Collection
Theories help decide what data is relevant and how it should be collected.
6. Supports Generalization
A strong theory allows findings from a sample to be applied to larger populations or
different contexts.
Q36. Differentiate between Observation and Interview.
Aspect Observation Interview
Watching and recording
Asking questions to individuals directly to
Definition behavior or events as they
gather information
happen
Data Collection Passive (researcher does not Active (researcher interacts with
Method ask questions) participants)
Mostly behavioral and non-
Type of Data Mostly verbal or spoken responses
verbal data
Suitable for studying actions, Suitable for understanding opinions,
Suitability
habits, group behavior, etc. feelings, motivations, and experiences
Often more objective (if done Can be subjective (based on how questions
Objectivity
correctly) are asked or interpreted)
Time Can be time-consuming if done Can be quicker, depending on interview type
Consumption over long periods (structured/unstructured)
Observing how customers Asking customers how they feel about a new
Example
behave in a supermarket product
Q37. Answer the followings
1)Steps in Hypothesis testing (2)Basic guidelines in preparing report
Steps in Hypothesis testing
Step 1: Define the Hypotheses
The first step is to formulate two hypotheses:
For example, A company wants to check if offering free shipping increases online sales.
Null Hypothesis (H₀): "Offering free shipping does not increase online sales."
 IMPORTANT Q&A

Alternative Hypothesis (H₁ or Hₐ): ): "Offering free shipping increases online sales."
Step 2: Choose a Significance Level (α)
The significance level (α) represents the probability of rejecting the null hypothesis when
it is actually true.
 The most common α level in business research is 0.05 (or 5%).
 This means there is a 5% chance of making an incorrect conclusion.
Step 3: Collect Data
 The company applies free shipping for one month and records sales data
before and after.
 It collects sales numbers, website traffic, and conversion rates.
Step 4: Perform a Statistical Test
A statistical test determines if the observed change is significant or happened by chance.
Some common statistical tests in business research:
✔ T-test (for comparing two groups, e.g., sales before vs. after free shipping)

✔ Chi-square test (for analyzing customer behavior)

✔Regression analysis (for studying relationships between multiple variables)

Example (Statistical Test for Free Shipping Hypothesis):
 The company uses a T-test to compare sales before vs. after free shipping.
 The test gives a p-value (probability value).
Step 5: Analyze Results & Make a Decision
Interpret the p-value:
 If p ≤ α (0.05) → Reject the null hypothesis (H₀) → The free shipping
increased sales significantly.
 If p > α (0.05) → Fail to reject the null hypothesis → Free shipping had no
real impact on sales.
Step 6: Make a Business Decision
Based on the results:
✔ If the alternative hypothesis is accepted → Implement free shipping permanently.

✔ If the null hypothesis is accepted → Try a different strategy (e.g., discount coupons
instead).
Basic guidelines in preparing report
1. Clarity and Simplicity
 Use clear and simple language.
 Avoid jargon and technical terms unless necessary (and explain them if used).
 IMPORTANT Q&A

 Make sure the ideas flow logically from one section to the next.
2. Follow a Proper Structure
 A good research report should follow a standard format: 1) Title page 2) Table of
content 3) Abstract 4) Introduction 5) Methodology 6) Findings 7) Conclusions 8)
References or Biblography 9) Appendices
3. Use Visuals Wisely
 Use tables, graphs, and charts to present data clearly.
 Make sure each visual has a proper heading and explanation.
4. Be Accurate and Honest
 Report only true findings from your research.
 Avoid manipulating data or making assumptions not backed by evidence.
5. Keep it Objective
 Present facts and findings without personal bias.
 Base your analysis on data, not opinions.
Q38. You are the HR manager with XYZ company (India). XYZ has recently taken
over a major unit in Delhi. You are sent on a posting there and are given the task of
introducing a new operations management scheme which your parent organization
feels will improve efficiency. But you perceive during your stay that there is a
dissatisfaction among employees and it is essential to gauge their views and opinions
about the takeover and their expectations before introducing scheme. What is
recommended research design? Explain chosen research design and Justify your
selection .
 The chosen research design here is Descriptive Research Design as it is used
to describe the characteristics, opinions, or behaviors of a group of people.
 It does not manipulate variables but rather collects data that reflects the
current state of affairs.
Why This Design is Suitable for Your Scenario.
 As the HR Manager, your goal is to: (1)Understand employees' opinions
about the takeover. (2) Identify their level of satisfaction or dissatisfaction.
(3) Know their expectations before rolling out a new operations scheme
 These objectives do not require experimenting or altering anything, but
rather observing and collecting data systematically.
 A Descriptive Research Design is the most suitable because it helps you
understand “what is” rather than “why” or “how.”
Justification for Choosing Descriptive Research Design
1. Understanding Employee Sentiments
 IMPORTANT Q&A

Your objective is to assess:

 Employee satisfaction or dissatisfaction
 Their response to the takeover
 Concerns about future changes
 Suggestions or expectations
These goals are descriptive in nature—you are not trying to manipulate or test anything
yet; you're simply trying to understand the current situation clearly and objectively.
2. Use of Surveys for Large-Scale Input
A survey allows you to:
 Reach a large number of employees efficiently
 Use a structured questionnaire with both close-ended and open-ended
questions
 Gather quantifiable data (percentages, satisfaction scores) and qualitative
insights (comments, suggestions)
3. Real-time, Ground-level Insight
Descriptive research, especially when done with employees in their real work
environment, provides:
 First-hand, relevant, and current data
 A clear baseline to compare the effects of any new policy or operations
scheme introduced later
4. Helps in Informed Decision Making
By understanding employee opinions before implementing the scheme, you can:
 Avoid resistance from staff
 Tailor the operations strategy to address employee concerns
 Build trust by involving them in the process
This enhances the acceptability and success rate of the new operations plan.
5. Improves Internal Communication & Trust
Conducting a survey shows employees that:
 Management values their input
 Their voices are being heard
 Changes are being made with them, not just imposed on them
This boosts employee morale, reduces resistance, and fosters a positive work culture—all
critical in post-merger or post-acquisition scenarios.
Q39. An organisation wants to conduct a research to understand the perception of
people towards organic fruits and vegetables. Prepare the research design with
research objectives.
 IMPORTANT Q&A

Title:
“A Study on Consumer Perception Towards Organic Fruits and Vegetables”
Research Objectives:
1. To assess consumer awareness about organic fruits and vegetables.
2. To understand consumer attitudes and perceptions towards the quality, safety, and
benefits of organic produce.
3.To identify the factors influencing purchase decisions (e.g., price, availability,
certification).
Proposed Research Design
1. Type of Research Design:
Descriptive Research Design
 This design is suitable as the objective is to describe and understand current
consumer perceptions, preferences, and behaviors, without manipulating any
variables.
2. Research Approach:
Quantitative Research
 Use of structured questionnaires with mostly closed-ended questions to
collect measurable data from a large sample.
3. Sampling Design:
 Target Population: Consumers who purchase fruits and vegetables (urban
adults aged 18+)
 Sampling Method: Stratified random sampling (to include various age
groups, income levels, and geographic areas)
 Sample Size: Example – 300 respondents across major urban centers
4. Data Collection Method:
 Primary Data through:
o Online or face-to-face surveys (structured questionnaire)
o Optionally, short interviews for deeper insights
 Secondary Data from:
o Government and NGO reports on organic farming
o Market research publications
o Retail and industry data
5. Research Instrument:
 Structured Questionnaire including:
o Awareness and knowledge-based questions
 IMPORTANT Q&A

o Likert scale for perception statements (e.g., "Organic produce is safer

than regular produce")
o Demographic section (age, income, education, etc.)
6. Data Analysis Tools:
 Use of statistical software (e.g., SPSS, Excel) for:
o Frequency analysis
o Cross-tabulation
o Charts/graphs for visualization
o Possibly Chi-square or correlation for relationship testing
7. Time Frame:
 Planning & Designing: 1 week
 Data Collection: 2–3 weeks
 Data Analysis & Report Writing: 1–2 weeks
Q40. What is observation? Being a good researcher, how will you observe to measure
buying behavior of consumers for shopping of dairy products at super market.
Narrate your answer with good qualities of observer and type of observation
technique.
Meaning of Observation
 The observation method is a way of collecting data by watching and recording
people's behaviors, actions, or interactions in a natural setting without asking
questions.
 It helps researchers understand how people behave in real-life situations.
 Businesses use it to improve customer experience, marketing strategies, and
product placement.
 It provides real behaviour and rich data.
Observing Buying Behavior of Consumers for Dairy Products in a Supermarket
As a good researcher, observing consumer behavior while shopping for dairy products can
give valuable insights like:
 Which dairy items are picked more frequently?
 How long do customers spend in the dairy section?
 Do they compare prices or brands?
 Are purchase decisions influenced by offers, packaging, or labels?
Type of Observation Technique to Use:
Structured Non-Participant Observation (Disguised)
 Structured: Because you'll use a checklist of specific behaviors to watch
(e.g., time spent, product compared, brands chosen).
 IMPORTANT Q&A

 Non-participant: You will not interact with the shoppers.

 Disguised: Shoppers will not know they are being observed, ensuring natural
behavior.
Qualities of a Good Observer in Research:
1. Good Attention to Detail
✔ A good observer must be able to notice small details and record them accurately.
For example, A marketing researcher observing customers in a store should notice which
products they look at, how long they stay, and their facial expressions.
2. Patience and Concentration
✔Observation takes time and effort, so the observer must stay focused for long periods.
For example, A researcher studying employee behavior in an office should stay attentive
for hours without getting distracted.
3. Unbiased and Objective
✔ A good observer must avoid personal opinions or judgments while recording
observations.
For example, If a teacher observes students in a class, they should not assume a student is
lazy just because they are quiet.
4. Good Listening Skills
✔ Sometimes, observation includes hearing conversations or verbal interactions.
For example, A hotel manager observing guests should listen to customer complaints or
feedback to improve service.
5. Ethical and Respectful
✔ An observer must respect privacy and follow ethical guidelines while conducting
research.
For example, A company observing employees should inform them first if it’s an overt
(open) observation.
6. Good Memory and Note-Taking Skills
✔Since observation requires recording events, a good observer must have a sharp memory
and write clear notes.
For example, A researcher observing shoppers in a mall should quickly note customer
behaviors before forgetting them.
7. Quick Decision-Making Skills
 IMPORTANT Q&A

✔ A good observer should be able to decide what to record and filter out unimportant
details.
For example, While observing traffic patterns, a city planner should focus on vehicle
movement and pedestrian crossings instead of unrelated events.
Q41. A research company wants to conduct a research regarding impact of junk food
on health. Because of excessive use of junk food it impacts on mental illness, physical
illness, Obesity, diabetes, depression etc. Answer the following: 07
i. Suggest title for the study
ii. Identify variables of study
iii. Identify minimum two objectives of the study
iv. Develop two descriptive and two relational hypotheses. (Write Null and alternate
hypotheses both)
Suggested Title for the Study:
“A Study on the Impact of Junk Food Consumption on Physical and Mental Health Among
Adults”
Variables of the Study:
➤Independent Variable:
 Junk food consumption (frequency and quantity)
➤Dependent Variables:
 Physical illness (e.g., obesity, diabetes)
 Mental illness (e.g., depression, anxiety)
 Overall health (e.g., BMI, energy levels)
Objectives of the Study:
1. To assess the level of junk food consumption among individuals aged 18–40.
2. To examine the relationship between junk food consumption and physical/mental health
issues such as obesity, diabetes, and depression.
Hypotheses of the Study:

 Null Hypothesis (H₀₁):

There is no significant proportion of individuals consuming junk food more than
three times a week.

Alternate Hypothesis (H₁₁):

A significant proportion of individuals consume junk food more than three times a
week.
 IMPORTANT Q&A

 Null Hypothesis (H₀₂):

The level of awareness about the health effects of junk food is not high among
individuals.

Alternate Hypothesis (H₁₂):

The level of awareness about the health effects of junk food is high among
individuals.

Q42. Explain the coding system of types of questions with example of each question
type.
Question Type Description Example Question Coding System Example
Offers two
1. Dichotomous response options Do you eat organic
Yes = 1, No = 0
Question (Yes/No, fruits?
True/False)
2. Multiple Several options, What is your
Amul = 1, Mother Dairy = 2,
Choice (Single respondent selects preferred dairy
Nestle = 3, Other = 4
Response) one brand?
3. Multiple Several options, Which of the
Pizza = 1, Burger = 2, Chips = 3,
Choice (Multiple respondent selects following junk foods
Cola = 4 (tick all that apply)
Response) more than one do you eat?
Measures level of
I believe junk food Strongly Agree = 5, Agree = 4,
4. Likert Scale agreement or
negatively impacts Neutral = 3, Disagree = 2,
Question frequency using
health. Strongly Disagree = 1
scale
Rank the following
Respondent ranks
5. Ranking fruits based on Apple = 2, Mango = 1, Banana =
options based on
Question preference (1 = 3
preference
highest)
Responses are manually coded
Respondent writes What do you think
6. Open-ended into themes/categories after
their answer in own are the health effects
Question collection (e.g., "obesity" = 1,
words of junk food?
"diabetes" = 2)
Rate dairy
7. Semantic Measures attitudes packaging: Scale from 1 to 5 (1 = Attractive,
Differential Scale on a bipolar scale Attractive __ __ __ 5 = Unattractive)
__ __ Unattractive

Q43. Describe different types of rating and ranking scales with appropriate
examples.
1. Rating Scales
A rating scale allows respondents to evaluate or express their level of opinion or feeling
toward a statement, item, or attribute independently on a predetermined scale.
 IMPORTANT Q&A

Types of Rating Scales:

Type of Rating
Description Example
Scale
"I believe organic food is healthier."
1. Strongly Disagree
Measures level of
2. Disagree
a. Likert Scale agreement/disagreement with a
3. Neutral
statement
4. Agree
5. Strongly Agree
"Rate the brand image of XYZ Ice
b. Semantic Cream"
Measures attitude using bipolar
Differential Cold ❘
❘
❘❘
❘
❘❘Warm
adjectives at ends of a scale
Scale
Expensive ❘
❘
❘❘
❘
❘❘Affordable
"How would you rate your satisfaction
c. Numerical Respondents rate an item using with our dairy products?"
Rating Scale numbers, typically from 1 to 10 1 = Very Dissatisfied, 10 = Very
Satisfied
A horizontal line labeled from “Poor”
d. Graphic Uses a visual scale (e.g., line or
to “Excellent”; respondent marks an
Rating Scale symbols) to mark opinions
“X” where they feel appropriate
e. Star Rating Common in online reviews, using "Rate the cleanliness of the store"
Scale symbols (e.g., stars) for quick ratings ⭐⭐⭐⭐☆ (4 out of 5)

2. Ranking Scales
A ranking scale asks respondents to order items based on preference or importance.
Types of Ranking Scales:
Type of Ranking
Description Example
Scale
"Rank the following reasons for
buying organic food:"
a. Ordinal Respondents assign ranks (1 = highest
• Health (1)
Ranking Scale priority) to a list of options
• Taste (2)
• Environmental concern (3)
"Which do you prefer?"
b. Paired Respondents compare two items at a
• Milk vs. Yogurt
Comparison Scale time and indicate a preference
• Cheese vs. Butter
"Distribute 100 points based on your
spending on food categories:"
c. Constant Sum Respondents distribute a fixed number
• Fruits: 40
Scale of points (e.g., 100) across options
• Dairy: 30
• Snacks: 30
 IMPORTANT Q&A

Q44. Prepare a research plan to study the Consumer Preference for newly launched
scanning application made in India with reference to major cities of Gujarat.
Title of the Study:
“A Study on Consumer Preference Towards a Newly Launched Made-in-India Scanning
Application in Major Cities of Gujarat”
1. Introduction:
With the increasing awareness of data privacy and growing demand for Indian digital
alternatives, this study aims to understand consumer preferences for a new scanning app
developed in India. The research focuses on consumer behavior, usage patterns, and
acceptance in major cities of Gujarat such as Ahmedabad, Surat, Vadodara, and Rajkot.
2. Research Objectives:
1. To identify consumer awareness about the newly launched Indian scanning application.
2. To understand consumer preferences and factors influencing app usage.
3. To evaluate the perceived advantages over foreign scanning apps (e.g., CamScanner).
4. To assess the challenges faced by users while using the new app.
3. Research Problem:
Despite the launch of indigenous digital products, consumers continue to use well-known
foreign apps. What are the key drivers that influence the choice and usage of an Indian-
made scanning app in Gujarat's urban markets?
4. Hypotheses:
H₀ (Null Hypothesis): There is no significant preference among consumers for the Indian
scanning app over foreign alternatives.
H₁ (Alternate Hypothesis): Consumers show significant preference for the Indian
scanning app due to privacy, features, or national sentiment.
5. Research Design:
Descriptive research is ideal for understanding patterns, preferences, and factors affecting
user decisions. A cross-sectional design will allow collecting data from different cities at a
single point in time.
6. Sampling Design:
Population: Smartphone users in Ahmedabad, Surat, Vadodara, and Rajkot who use
mobile scanning apps.
Sampling Method: Stratified Random Sampling (stratified by city)
Sample Size: 400 respondents (100 from each city)
7. Data Collection Method:
Primary Data: Structured questionnaire (Google Forms / in-person survey)
Secondary Data: Industry reports, app store reviews, and usage statistics
 IMPORTANT Q&A

8. Research Instrument:
A structured questionnaire covering:
 Demographics
 App usage frequency
 Features preferred (OCR, file sharing, UI)
 Satisfaction level
 Comparison with other apps
 Likert-scale questions on user experience and trust
9. Data Analysis Tools:
1. Descriptive Statistics (mean, frequency, percentage)
2. Cross-tabulation
3. Chi-square test (for preference vs. demographic variables)
4. SPSS or Excel for analysis
10. Findings
Insights into:
 Consumer preferences and awareness
 Key features driving usage
 Factors affecting adoption of Made-in-India tech apps
Q45. Enumerate and explain about ethics in Research and ethical behavior of
research.
What are Ethics in Research?
 Research ethics are a set of guidelines that help ensure the moral integrity,
transparency, and accountability of researchers while conducting scientific
investigations.
 These ethics protect the rights, dignity, and safety of research participants and
ensure that the research is conducted responsibly.
 Research ethics apply across all disciplines—be it social sciences, medicine,
engineering, or business—and are vital to maintain public trust, research validity,
and ethical standards.
Core Principles of Research Ethics
1. Informed Consent
Participants must be fully informed about the study’s purpose, risks, and benefits, and
voluntarily agree to participate.
2. Confidentiality
Information collected must be kept private and used only for stated purposes.
3. Non-maleficence
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The research should not harm the participants physically, mentally, or emotionally.
4. Beneficence
Research should aim to benefit individuals or society and contribute to knowledge.
5. Voluntary Participation
Participants should never be coerced into participating.
6. Honesty & Integrity
Data should be reported truthfully without fabrication or manipulation.
7. Objectivity
Avoiding bias in design, analysis, and interpretation of data.
What is Ethical Behavior in Research?
 Ethical behavior in research refers to the professional conduct that researchers are
expected to follow throughout the research process—starting from planning to
publication.
 It involves honesty, integrity, responsibility, respect for participants, and adherence
to legal and institutional ethical standards.
 Ethical behavior ensures that research is carried out in a way that respects the
dignity, rights, and safety of participants and maintains the credibility and reliability
of the research findings.
Key Ethical Behaviors Expected from Researchers
1. Honesty and Integrity
 Researchers must present data, results, methods, and procedures truthfully, without
fabrication, falsification, or misrepresentation.
 For e.g, A researcher must report a failed hypothesis honestly rather than adjusting
data to support it.
2. Respect for Participants
 Treat participants with dignity, respect their privacy, and ensure voluntary
participation.
 For e.g, When interviewing patients for a health study, ensure they are fully aware
of the purpose and can withdraw at any time.
3. Confidentiality and Data Protection
 Protect personal data and maintain anonymity of participants wherever necessary.
 For e.g, Store participants’ names separately from their responses in a password-
protected file.
4. Avoiding Plagiarism
 Always give credit to original authors and sources.
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 For e.g, Don’t copy and paste literature review content without quoting and
referencing it properly.
5. Responsible Publication
 Publish findings only after careful validation and peer review.
 For e.g, Publishing the same survey results in different journals without
acknowledgment is unethical.
6. Accountability and Transparency
 Be accountable to funding agencies, institutions, and participants.
 For e.g, Mention if a product company funded a study that evaluates its product.
7. Fairness and Non-discrimination
 Avoid discrimination based on gender, race, caste, or religion in sample selection or
reporting.
 For e.g, When conducting a social study, do not exclude responses from
underrepresented groups.
Q46. A motorbike manufacturer, Eicher Motors, found decline in sales during the
month of April in North. Prepare management research question hierarchy for
Eicher Motors for the above issue.
Management Research Question Hierarchy for Eicher Motors
Level 1: Management Question
Why have sales of Eicher Motors motorbikes declined in the Northern region during the
month of April?
Level 2: Research Questions
1. What are the factors influencing the decline in motorbike sales in the North?
2. Has consumer preference changed?
3. How do competitor activities affect Eicher's sales?
4. Are there issues in the distribution or supply chain?
Level 3: Investigative Questions
1. What changes occurred in consumer behavior during April?
2. Did Eicher Motors face stock shortages or dealership issues?
3. Were there new launches or promotional campaigns by competitors?
4. Were there changes in pricing, fuel costs, or economic conditions?
5. How did advertising and promotional efforts perform in that region?
Level 4: Measurement Questions
1. What is the percentage drop in sales compared to previous months/years?
2. What is the customer satisfaction score for April?
3. How many dealer complaints were reported?
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Level 5: Management Decision

What strategies should Eicher Motors implement to recover and improve motorbike sales
in the Northern region in upcoming months?
Q47. Distinguish between deductive and inductive reasoning method of research.
Aspect Deductive Reasoning Inductive Reasoning
Derives conclusions from general Builds theories by observing specific
Definition
theories or premises patterns or cases
Approach Top-down (General → Specific) Bottom-up (Specific → General)
Starts With A general theory, hypothesis, or law Specific observations or data
Goal To test an existing theory To develop a new theory
All Eicher bikes are fuel-efficient → Several Eicher bikes observed are
Example This bike is Eicher → Therefore, it is fuel-efficient → Eicher bikes are fuel-
fuel-efficient efficient
Used to identify patterns and build
Data Role Used to confirm or reject a hypothesis
hypotheses
Nature of
Certain (if premises are true) Probable, but not certain
Conclusion
Common in Quantitative research Qualitative research

Q48. Explain the various stage of field work process.

Stages of Field Work Process in Detail
1. Planning the Field Work
This is the preparation stage where the researcher decides how the fieldwork will be
conducted.
Key tasks:
 Define objectives of the field study.
 Choose research methods (e.g., survey, interviews, observation).
 Develop data collection tools (e.g., questionnaires, checklists).
 Identify target population and sample.
 Finalize budget and timelines.
Example: Preparing a survey form to collect feedback from Eicher Motors customers in
North India.
2. Recruiting and Training Field Staff
If the study involves a team, proper recruitment and training are essential.
Key tasks:
 Select field investigators or enumerators.
 Train them on how to ask questions, handle respondents, and record data.
 Explain ethical guidelines like confidentiality and consent.
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Example: Training interviewers to approach customers politely and maintain neutrality

while collecting responses.
3. Pre-testing / Pilot Study
Before full-scale data collection, a small trial run (pilot) is conducted.
Key tasks:
 Test the questionnaire or tools on a small group.
 Identify and fix issues like unclear questions or technical glitches.
 Revise the instrument if necessary.
Example: Testing a survey of 10 people to see if all questions are understood correctly.
4. Actual Data Collection
This is the main stage where the field staff collects data from respondents.
Key tasks:
 Visit respondents as per sampling plan.
 Ensure ethical conduct (get consent, keep data confidential).
 Accurately record responses or observations.
 Address non-response issues or missing data.
Example: Interviewing 200 customers across 5 cities in North India.
5. Monitoring and Supervision
To maintain quality, ongoing supervision is necessary during data collection.
Key tasks:
 Supervisors review the work of field staff.
 Check if questionnaires are filled properly.
 Ensure field staff follows instructions and guidelines.
Example: A supervisor cross-checks 10% of surveys for accuracy.
6. Data Verification and Validation
After collecting data, it is verified for completeness and accuracy.
Key tasks:
 Check for missing responses or inconsistencies.
 Follow up with respondents if necessary.
 Validate with supervisors or audit samples.
Example: Confirming responses from respondents who gave unclear or contradictory
answers.
7. Data Entry and Storage
Collected data is entered into a database or spreadsheet.
Key tasks:
 Enter data using software like Excel, SPSS, or Google Forms.
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 Code open-ended responses.

 Back up data and secure it for privacy.
Example: Typing survey results into a digital spreadsheet for analysis.
8. Reporting and Feedback
The final stage involves reporting the outcome of the fieldwork.
Key tasks:
 Summarize field experiences, challenges, and solutions.
 Provide feedback to stakeholders (e.g., company, management).
 Share suggestions for improving future field work.
Example: Reporting that customers in urban areas prefer online feedback while rural ones
prefer phone calls.