Discussion Guide

Business Research Methods: Project (Part 2)

By Group 3:
Bhavana Chapule
Deeksha Singh
Deny Sai Abhishek Darla
Kasina Tejaswini
Sandeep Agarwal
Hi!! We are the students of IIM Rohtak and are currently pursuing a course called “Business Research
Methods”. We are undertaking a project about consumer behavior towards products used in menstrual cycles by
women. Hence today, we have come here to talk to you, to know more about you and to understand your
consumption experiences. Please feel free to say what you think or feel. Remember, there are no right or wrong
answers, so express your opinions without getting conscious.
We assure you that all your views and opinions will be kept completely confidential and will be used only for
academic purposes. Anonymity will be maintained and no names or personal information will be revealed in
any form. The information would be destroyed immediately as soon as the analysis is completed.

Research Objective Theme Discussion Points Expected Outcome

Ice breaking  Let us start by knowing a little about The customer
you. becomes
 Tell me your name and where are you comfortable with us
from? and the
 What is your age? conversation can be
 What do you do? taken forward to the
 What are your hobbies? topic.
 For example, my name is Deeksha. I
am from Lucknow. I am currently
pursuing MBA from IIM Rohtak and I
love to sing and play badminton.
Profiling the  Are you aware about menstrual To have a basic
customer cycles? idea about what a
 What have been your experiences customer knows
about your menstrual days? and feels about the
 What all products do you use for your topic.
cycles?
 Do you feel there should be more
awareness and openness about this in
society?
Q1. What are the Screening  What are the products you use during An understanding
products for questions your menstrual cycles? of women’s
menstrual cycle that  Are you aware about Menstrual cups? awareness about
women are aware  How do you about sanitary Napkins/ menstrual products
about and through Tampons/ Menstrual cups? and the effective
what mediums?  Are there other products that you use? mediums that make
 Have you used Menstrual cups before them aware.
 or are you willing to use?
Q2. What are the  What comes to your mind when you Knowledge about
important factors think of these products? the factors that
that women consider  What are the major criteria for you to women deem
in a product used in buy a menstrual cycle product? important in a
menstrual cycle?  How do you rank these criteria? menstrual product.
 How are these criteria important for
you?
Q3. Which product is  What comes to your mind when you Measurement of
preferred for think of these products (Pads/ women’s
menstrual cycle Tampons/ Cups/ Clothes) preferences, i.e.,
based on different individually? which products do
factors mentioned  Which product do you prefer the most they use most to
above? based on which criteria? least.
 Considering all criteria which product
do you prefer?
Q4. What are the barriers  Are you well aware of usage of a Information about
faced by women menstrual cup? the difficulties that
against the usage of  If we provide a sample menstrual cup, women face while
menstrual cups? are you willing to use it? If not, why? using menstrual
 Did you have any bad experiences cups or factors that
while using a menstrual cup? stop them from
 What factors stop you from using using it.
menstrual cups during your periods?
Q5. Which products are  Do you prefer to try a new product for An understanding
preferred to use your menstrual cycle? of the relation
based on the  How much do you prefer to pay for between product
demographic and these products? preference/usage
psychographic  What is more important for you? Price and demographic
characteristics? or quality? and psychographic
characteristics.