The research process

Chapter 9 : 
1. Selecting relevant variabels
Germ killing effectivenessEase of useEase of carryingFragrance: Strength and type of the
fragrance Time of action: Instant dryness after application Product form: Spray, Gel, and
Liquid.

Price (three levels at Rs. 100, Rs. 150 or Rs. 200).

2. Selecting & assigning participants

3. Pilot testing

the team conducted a ‘Pilot Test’ for the product concept among
the female students from IIMA who were already a part of the
target segment for the product

4.Analyzing the data 

Two different questionnaires were prepared for pilot users and

for non-users to understand similarities and differences in their
evaluation of the product.
Non user group survey : control group
Pilot test survey group: experiment group

Communication approach 

1. non user group : 

Respondents were randomly selected from the target group for the survey. Data
collection was done online using the survey analysis tool, Qualtrics
2. Pilot : self admistered survey 

the group re- ceived 35 responses on the questionnaire

administered
 administered survey an instrument delivered to the participant via personal (intercept) or
nonpersonal (computer- delivered, mail-delivered) means that is completed by the
participant without additional contact with an interviewer.

Data analysis ; 

uses simple and multiple predictions to pre- dict Y from X values.

factor analysis a technique for discovering patterns among the variables to determine if
an underlying combination of the original variables (a factor) can summarize the original
set.

cluster analysis identifies homogeneous subgroups of studyobjects or participants and

then studies the data by these subgroups.

conjoint analysis measures complex decision making that re- quires multiattribute
judgments; uses input from nonmetric independent variables to secure part-worths that
represent the importance of each aspect of the participant’s overall assess- ment;
produces a scale value for each attribute or property.