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"Education is a liberating force, and in

our age it is also a democratising force,
cutting across the barriers of caste and
class, smoothing out inequalities imposed
by birth and other circumstances. "

- Indira Gandhi
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'f.1tTRuT ~ m :g 1 ~ '3cql~"1 ~ c6 ~ ~ ~ ~ (consumer
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3 ' ~iI~R1~ (middlemen) 3ilq~llCf) ~ -g 1 "

4 fclcluR ~"Fcrulli $R -q qRqct"1 ~ -g I- -,

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Source: Marketing principles arid methods, Carman and UHI.P 7

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Rl~Clfj'11~ ~ ~ FclCl5ffid ~ ill Rlf.1~Tul \j~1l)1l11
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cWTI cBT"~ ~ 3tR ~ Rl~Clc;qIq) if <Tttl. ~ ~.~, ~,
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x:rBl 3l~ If ~ Rl~ClCllIy"l ~ cpf ~ ~ fu<rr ~ I

~ ~ 5lf ~ ~ ~¥ t ~ fctqur;:r ~ ~'~ ~ ~

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fclRn \YfT'~ I~ ~ ~q If .~ f1i~ (myth) ~ ~ ~ cWTI cBT
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cpf ~ ~ cBT 3lICl~~Cl5cil3TI Cl5T qgill'i'i ~ "fIT~ mm ~ I~
fcMuR ~ If ~ ~ fcMuR ~ cpf Rl~&lt:lUI ~ ~ ~
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, \1-l ~ 31ICl~Cl5dl3TIm ~ 31IClNCl5dl3TI cBT ~ ~ ~ ~ ~
~ ~ ~ xf ~'xf ~ ;ffif fclRn \YfT'fjCf)f ~ <:IT ~. ~ ~
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fcMuR Rl~&lt:lUI cpf ~q.~ cBT ~ ~,Cl5T'~ m ~ "fIT~ mm ~"

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~ SWOT Fci~&lt:lUI,ffi~Rlll f.11:rtur .(scenario building), Wffi w:rrcr Rl~&lt:lUI'
(cross !mpact analysis) 3tR ~ ~ Xia+r cR1mur~dCl5'11cBI 15

1
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. Cf)T1:f~ m R1t!fJi\JlI\ll!l~. (heterogeneous markets) cpl fiJi\JlI\l'll1

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R1~c'lt!f°1 CR ~ et> 6IlCf'fclcrur;:r ~tICP ~ et> ~.
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G'hfCfjIC'l (fCl) ~ ~ "fjCf)ill %. ~ ~ c;{~ ~ (market targeting)
'Cf)'5T"\J1ldT% I c;{~ ~ ~ ~ ~ et> 6IlCf ~ ~ ~ (market
positioning)et> ~ -B f.1uT<l ~ Nw %. ~ ~ Nw % fcp ~
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fcp~~1ft~1

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'P' <IT fclcrur;:r Pi$)fOf -B "ifR" 'P' 'Cf)'5T"\J1ldT% I ~ ~ fclcrur;:r Pi$)fOf ~
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, 3lICl~l1Cfjdl~ ~ ~ CR ~ et> ~ ~ et> ~ if ~ 5RT'iT
3l'IClNCfj Nw % fcp m 3lICl~l1Cfjdl3lT ~ ~et> ~ ~ ~ ~ ~
~ ~ 3l'4T 1fr ~ ~ CR"\!5T % <.TT~.I ~ ~ "ill31I,Cl~l1Cfj
qRClct"1 et> ~ -B f.1uT<l ~ Nw %I~ f.mRur (branding) ~561liiG"1
(packaging) R1w<ql~N xfcrr, ~ et> ~ -B '4T f.1uT<l' ~ Nw %I

~ (Price): ¥T~~31GT~%1 ~~~~fcp

erg irTC1- ~ :))01Clfll et> ~ er ~ "C1lTI f.1+mn cpl "(1TlTIf,~ ~ 1\Jl1 ~ ~I,

16
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x=r4T cm UfR 1) ~ -Nw % 1

- ~:iClEf'1 (Promotion) : ~, ~$114'1 3tR ~ /00 ~ ~tT 1) ~3IT

cm ~ ~ ~ ~ ~ ~ 1~ >rfitRIT 1) ~$114'1 cr:m ~- ~, ~
~ tT "6"RT~ mfl1c;r M% 1 ~ 31R'lRCftl '!W l1P-IT 1) ~ ~.
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3tR ~ RlIIlICi m '4T ~ .\Jfffi~,1

tflRl<p nldi(UI (Physical Distribution): \3X1 >rfitRIT cm ~-~ ~ ~ -

~ ~ "(jCf) ~ %1~ ~ ~, 4RCl5'1 m~ fctffi1JT
cfi LfaT wf"4c;r mer ~ "GlT fc@Ff ~ 1:R If[C>f cm ~ cfi ~ 311Cl~lI Cl) mer
~ 1~ ~ fctffi1JT ~ (distribution channels) cfi ~ cfi x=rr~ '4T Nw
_% 1 ~ f.1uT<:r'~ Nw %
cm <rq fcp ~ ~ Cll141RlI'j ~ ~ ~

.. ~3IT'"6"RT m<fT <TTfi:R xfu1 ~3IT cm ~ ~ ~ 1 ~ "ffCf~

~ erg Nw % "GlT ~ cm ~ cm CW"f
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Cl)41Felll 1:R x=rtT ftrc& ID 3tR ~ Cf5T~ ~ ID 1

4, (f)llIfP4d ~ 31'lx ~?[UJ ~: ~~ TRUT 1) fct4'ur;, "$l <IT\JRT cm

Cl)IlIH~ld ~ Nw % r Cl)IlI~~ II'1 cfi ti jRld Cl)14wJi cfi 3!1lTCf1) fct4'ur;, "$l
<IT\JRT ~ Cl)14ClI61 ~ CR xg \JfRlT %1 fct4'ur;, Cf5TCl)III~~ II '1 fct4'ur;, cfi
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~ cYWf <:BT ~ 8RT ~ ~ cpr ~, ~ "QCf ~

'{jf.1 ~'iI d 'Cf)'X~ tI <TI?f <rg, ~ ~ '4T 3WH~ ch t fcn 'f.i<t?rur ~ 'lf
~ ~ ~ ~ili 1Pc)tC: t 3fR ~ ~ ~ cwmT cfi ~ 312TCIT~
~MI

~ 3fl@fJ5fUT Ptt1I,<OI ~. 1954 (Prevention and Food Adultration

Act, 1954): ~ ~ cpr ~ xmu ~m <:BT ~ 31~ ~. m (f~
~ ~m cfi \30'1 1~'1, ~, fclmur "QCf ~ cfi cfRR ~ ("11Clc lR ~tr
c;rTAT tI
j
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Magic Remedies (Objectionable Advertisement) Act, 1954) ,: ~ ~ 'lf
~-~ ~31T cm m% Pc)$1lq"11' 8RT l:\lf.1Cl?I,«Cl?,~, \3qCl?~OII "QCf
, \3q'ilI~'j cfi m m cfi ~ ~ fcn<:rr 'l<lT tI

fi:rfT, 'flt~~, '1 g'<i Cl?d1 ~ cfi WTI cfi f.1ClI,«OI cfi ~ Pc)$1IQ'1 ~"lR ~tr
~ ~ tl ~ 8RT ~ ~~ ~ ~ lR '4T ~ ~ <Tt tl

311t1:tll<b, q~ ~ (Essential Commodities Act, 1955) : ~ 'lf 'i:TRT

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~lFft ~ (Companies Act, 1956) : <rg ~ ~ ~ cpr t. ~

~ criq f.1<J'j cfi ~ "QCf ~ ~ wrrcfr cpr frIwR Nill t I~ 650 xl
~ ~ t 3fR ~>rCf>Rx:rg~: ~ ~ ~ tl ~ ~ 'lf
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~ cj\JjI Cl'ld czrr:rR "QCf ~ ~ cfi Pc)f.1<Jli'1 <:BT CIfC.IX-tm tI
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1969) : ~ ~ COT~ ~ cfi "{en~~ ~ 3tR *~"ICb~OI cnT
~ 3tR ~ l'lCJR1<l'i 1R Pi<l'?lOI ('JiIICbx ~ ~ ~
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~ ~ ~ - (Restrictive Trade Practices Act)3tR (Resale Prices Act) 1 ~

~ am "Rl'l (MRTP) 1969 ~ ~ ~ 'R ~ % 1

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1?mT % ~ m~ COT\3~IC;'1 511 m~ ~am -&<rn- 311Fc1t:q?lx
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%1 m~ ~ am 311Fc1t:q?lxCb3l~ ~ ~ ~ cnT ~ \i'fTffi
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1~76L; ~ ~ +f ~ ctT ~ +rr?IT~ +f ~ ctT CZfCR-l2TI% 1 <r
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311~xi~li, \ilTl1, <&tT~, ~' ~, ~~ 3lft % 1

~<fill ~e:rur ~. 1986 (Consumer Protection Act, 1986): ~ +f

~ f.1uf<IT cnT w:nfcm m~ ~ ctT ~ +f ~ WaTUT ~
1986 (fT\Jft ~'% 1 ~ ~ +f ~ WaTUT (~) ~ 2002 am
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q£llCl'tOI (x:Ra=fUT)~ if q£lTCl'tOI * x:Ra=fUT~ ~ * x=rr~-x=rr~~
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of IndianStandard Act, 1986) :

*
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(Agricultural Produce Grading and Marking Act (AGMARK), 1937) : ~
c

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fur;:r ~3lT
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fcn<n \JlTill ~ ~
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cp~ ~ m~ cnW cD1f ~ ill ~ ~tT -B fcrq-ur;:r 3tR f.1ftaTUT ~ ~ ~ 11<.Yf
4 *~
fcrq-ur;:r xi<.Yflg4Jlx Cf5T ~14J14d cBI \JIT ~ ~ 1~ ~ * x~LR cnW ~
~ ~ ~ ~ <ft m {Sj~ Ci1x CflT tfm CfT1R-fCR ~ \JlTill ~ 1 1986
*~ ~
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Riq)IR~1 ~ *~ 1971 -B'~ GRT'3f1~lfl'l4J C1fll(f ~ ~ ~ cBI
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~ 31R1RCI'd ~ ~ ~ 31llfl1-wrr f.1crRur f.'141:1 1955 3l1x ~ Cl llllf (~

~<n) 1:fCnci) f.'141:1 1977 1fi ~ ~, cnfc.n ~ ~ xf ~ ~ *~
40
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1) ~ ~ xr Cfm ~ % 7 fcNuR cfi ~ ~ 3tR ~ ~

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xi (11~ g;ol ilT ~ ~ fcpm ~ m~ ull (Hi Iftl Cf) cnm f.11i11~., LR !>I R1~ C'1 w:ncr
~ I .f7.ttruA ~ ~ ~ ~ ilT ~. 3i1<11~(1 ~ ~ GtR ~ ~. ~
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~~~I

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\JfT wmft % ~ ~
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>ITWm31T GtR >lollfc;j~'j Cf)T xrc I . >ITWm31T GtR >l011fc;j~'j et ~ ~ ~ ~
'<jf.1~RI(1 ~ % fcp ~ wl~ cnT wm ~ f.1&1a-r, Rl~q'{i'-I)I<1 GtR ~
~ fiic;ffir ~ ~ ~ ~ f.1of<T (informed decisions) ~ x-rc# I ~
~ ~ \0fi ¥Cl ~ %~ 3AcP \31T >l011fc;j<1i ·mcfr -g ~ w:ITrr
~ ~ Cf)T Xi1rg, ~ ~ ~ et.~ CfmT -g fJru- ~ wltfCl?
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~ 3.1 # fclLrYA ~ ~ et· 3AcP tTCcf5T cnT RI!5lI <11 'Tm % I ~ <r5 '4'r
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~, XI\J1··nR1Cf) ~ GtR ~ ~ c#r ft~ ~ ~ ~ ~IFcffi<1i
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~ ~ ~ c#r ~\J1I~" ~ ~ ~ ffl \JlTclI %I <r5 ~ et ~

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f.1of<T et 3ITtTR LR
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5Till t 3iR "'1"tr ~ >nTIft" ~ 5Till t I 311CJ~~q} ~ 5Till t fcp ~
~ ~, ~ 3iR ~ fmtr 3iR C2T<1 efl fucRuIT cnT ~ 1)
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wt~ cnT ~ CR ~ ~ f.1uf<l AA 1) ~ ~ 51 x=rcfiI

Marketing Information System :

~
Marketing
Environment Internal
reporting
system
...-. Marketing
Research
system
Marketing
manager

• Target
• Analysis
market
l X- l ., Planning
• Marketing
Channels Marketing
Intelligence
system
...-. Analytical
marketing
system
•
•
Implement-
ation
Control

Marketing decisions and communications

Figure 3.1 : Marketing Information System

Source: Adapted/ram Phi/ip Kotler, MW'/'t lillg Management: Analysis, Planning and
Control, 5th edition, Prentice Hall. l.nglewood Cliffs, 1984.
 ~) f<)qul"1 ~T.f"1T y~ (Marketing Intelligence System) : <:ffi >r$::r cnT
)
,
. .
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cfi 31'Gx ~ 3fR. ~ cfi ~
fcMuR~~~~mm·.%~
~ ~ ~ ~. ffic:R 31J'ClR LR
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,~ (f2lT ~ "# ~ ~ ~ 3RT ell Fcl'd41 ~ ~ Id~"ld Cffcf> ~QCI)
li6,fClg:oT ~ ~ C!'iX~ ~ I

~ "# ~ cnW:~ 5TdT % (fij ~ ~afOT ~ ~-~ cnT

~ m -$T 'l[CP ~ fctfu % I fcMuR ~QCI) ~ ~ "# ~ C!'iX
, . <:ffi ~ fcp ~ ~ (windows displays) "# ~ ~ QJT ~
. f$<:rr ~ xgr ~"#
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3fR ~ x:itIT cfi fcMuR ~tft ~ cnT ~ ~ G"11I

TT) . f<)qul"1 ~EIT"1' yUfT(,ifi (Marketing Research System): I3)tR rn rn

. -GT >lOIIf?;j41 cfi ~tT 'B fct:c!ix f$<:rr, ~ fcMuR ~tlCPTcnT ~ ~ ctr
~ ~ %, ~ fcMuR ~ ~:cm c;ra-<:l \Rl ~ QJT fiChC'1"j'"
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49

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~ cw:r ~ %~ 31CRR lOO cm f21~~ l'j01 ~ I <::f5 cw:r ft~

f21~~l'jOI ~ fcpm "*
\JITdT % <TT ~ f.1tq'IC;'i cm f21~~l'jOI ~ I ft~
f21~~l'jOI (situation analysis) "* ~ ~ "* fcr:TuA" ~ "* ~ t:lCCBT,cm
fcmrcl f21~~ l'j° Ifcpm % fcr:TuA" ~ cnT ~
\JITdT "* ~ fcr:TuA"
I ~tTCf> cnT
f.1~GiftJd ~ cBT 31lq~""lctJC41 ircfr % : .
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~ ~, ffi-~
,
~, ~ ~, lJi'ifi\CcZll ~ 3fR
. JI~~~C"1dl
(population density and mobility)
• ~~ qR~~1 (Competitive Environment): ~ -q ~ cBT 1ff?!T
3fR \R-fCl)f ~ I

• tlt5ll1<f> qR~~1 (Support Environment) :~, »111, ~ l1TC"1', :rIJiT 3fR

+rnT'iT cBT ~ 3fR cwm 1°1 q'dl, cwm f21$11q'i 3fR ~ Wn3lT ~
~ TI2lT R1T.j~Gi""l'j tR ~ ~ czm 3fR ~ ~, mI
• 3nf~;f<t> qR~~1 (Economic Environment) : ~ ~ ~ (GNP) 3fR
mTI ~ 3lm, ~ ~, 5~1{(bl~ TI2lT ~ 3fR C""llqlRctJ ~ I

• ID'C\dlf)'I(f>llI qR~~1 (Technological Environment): Sl~C'\.""l'dTIq4l cnT CflTl1 -q

~ cm xm 3fR cwm I

• tll'""lIRit<f> ~~ ~~ (Socio-Cultural Environment): trB, ~,

fue=rr "* xm, ~, ~, ~, ~ ~ 3fR C""llqlRctJ ~2.lTCt I "

• '<1\Jl4'lRl<f> 3TR ~;fi ~~ (Political and Legal Environment): ~

xllJi'11~ctJ ~ "* ~, ~ cBT ft-l2RC1T 3fR fcr:TuA" ~~ 3AcP CflTTlI

~ ~ ~ ~ m<T: ~"* ffidl""lctJ ~"* fficTI ~ fictJGiC4 cBT

~ %I~ I~
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,~~ ~ 3fR ~ WPR ~ ~ cB1 ~ 51 ~'~ x=r4T
~ '# ~ ~ q)T,~ 3fR ~,Wl xf ~ men ,t I

59

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 cgt9"ffl1<l ¥ 1:x~~l'i ~ ~ ~ ~ (audience research)~. ~ .
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3fR Cfl14stlli'i ~ ~ 3TR "ffl1<l -q q Rch-t'i ~ ~ ~ ctr ~ ~ ~
ctr ~ I <:ffi ~ m ~~ 1:x~~l'i ~ WFT ~ fililillxq?!'i -q ~
fcR¥ \H'i 1Clc1l l'ICfl1~I d CRTm 3TR' ~ ~ ~ ~ fcl? ~ 1N q)X
1:x~~l'i ~ llR-f ~ ~ I ~ ~ ~ 3ITmX 11X ~ ctr ~ ~ x:mm ctr
~ cnT ~ m ~~ 1:x~~l'i ~ 31lR Cfll4stlli'i cnT ~ "fill ~ 3TR
"ffl1<l~~~~~~1

. iii) ~ ~trR (Projjuct Research) : ~ ~trR CfiT~ ~

lig0:1~Ol ~ ~ ~ fcrq)m 3TR ~.~ ~ ~ ~ ~ ~
%f vmrr % I~ ~ <:ffi. f.'rtITftf m ~~ ~ vmrr ~ fcl?
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~ ~ ~ ~ \JIT x=rcf>I ~ ~ ~tft, ~3IT CfiT 1&"<1iCfl'i m.
~ ctr ft~ CfiT cRte1UT m 3TR ~ ~ fm#r ~ CfiT 3lJl1R WTA ~
~ '4T ~ ~'C1CP ~ ~ CfiT~ m ~I
iv) ~-f.'rtrhur 31:!~trR (Pricing Research) : ~-f.1trRur ~ CfiT
~ ~ ctr ~ ~ 3TR ~ ~ c:BT fr· cnT Pl~ild m ~
~ ~ ~-f.1trRur
vmrr ~ I ~trR I~ ~ ctr ~ ~3IT tR
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v) fcl~lq'1· 31:!~~ (Advertising Research) : ~ qiqPl<1i Rl$1lq'i CfiT

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CfiT~ ~ vmrr ~ I

60

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cfi fcmxuT ~ 3tR ~ ~ cm ~ 3tR ~ ~. 3tR C1TlTffi cfi
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65

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'&) Cf<1T 3jfq ~ % ftp ~ec1''ifc)\Jl'"1'i cBT ~ .f ~ it cTr 3lmT 'C1"X5

~%I

. Tf) ~ '<11Tf ~ % ftp ~ ec1''iRl\Jl ~'j cBT WRT.f ~ 'ec11 Fcl\Jl'"11CflT

CflT4 3TiUT ffirr % cmr'3jfq, ixf Cf>~ ~ ~' % 7

f • •

~ <fI'1T 'B 1l5<1T,~ 3TiUT fctcPc;q %'~ ~, ~ .f ~ ~ % ('&) '3fR.

(Tf) ~ ~ fctcPc;q ~ %~ ~ IDXT. ij'dNIC'1IW'~ ~ ~ ~ ~
,. '\J1T w-% 1

~ 1011C'liCf)LfaIT' et> ~ .f ~ cPT ~. 'fI1llf UTR ~ ~, ftp ~ ~

~ ~ (close ended questions) cm ~ ~ CfR' ~ ~ (open ended
_questions)cm~~~~ J'~~~ ~.~ ~ %~ ~
ij'dNIC1IW' cm ~ 5fTC1' cBT ~ ~ % ftp ~ ~ CflT~ 3l1R ~ .f ~ 1 '~

~ ~ •
~ CflT \[Cf) ij GLi3~OI% - "~ c~
C'\
et> -be CflT 3lTli fcnx1 WPR ~
•. , /

. quR' .~" 1 ~ ~ ~ <TI ~ \Jl'Till% fip "~ ~~ CflT ~cmr

ijq(fl~Cf) % 7" ~/""1T.f Bm ~ 1 ID <:ffi ~ ~ qrc;rr ~ m\Jl'Till'%~'
: ij'dNIC'1J w.=r et> ~ 3l1R ~ .f ~ ~ WRIT 1 ~ ID ~ et> ~' .f ~. ~
FclCf)(>ll'j .f ~ ~ \[Cf) cm cf>crc;r ?ten CfR"'"1Tffirr %1

~ ~ ~ ~ CflT~ m CflT~ ~ % ftp ~ ij'dxGIC'1IWcm 3l1R

~ .f ~ ~ cpr' ~ Ncfr % ·1 ~ m ~~ et> ~tl .f ~ WAT 3lR
\Jl1'1Cf)I~ fiic;r ~ %~ ~tl .f ~ ~ ~ (fCf) ~ cBT ~ 1
~ ~ ~ ~ ~ ~ ~ ~ '<1'p1 <+5 % ftp \YfCf)T xiafq CfR"'"1T3lffiR
ffirr % 3lR \YfCf)T Tf<1(f 3lci wrR cBT ~ ~ ,~ X5 ~ 1

.IH'1IC1cl) .f w-n cm'~ Wl1 .f ~ ~ ftp ~ ~ ij'dxGiC'1IW .f

/
~<1iJtzll tfGT CfR (fm ~ f1'<<1C'11~4Cf1~ ~ \ill ~ 1 l'l~'1IC1ct'i .f Xffif
~ ~~ ~ ~-~ ~ ~ cm ~ ~I

67

r-

I
 ~~~~3ffi~~Cf)f~qmf~~~~~et
. Cl:fCffiR et ~ ~3lT ~. ~ ~'4T ~ fiChC'1'1 et ~ ~
SOI~'1lq('?1 ~ I
.
........................................................................................................................................................................
v
......................... - .

, •••••••••••••••••••••••••• '., •••••••••.••••••••••••••••••••••••••••••••••••••••••••••••••••••• '!." ••••••••••••••••••••••••••••••••••••••••••••••••••••.••••••• ~•••••••••••••

11) yRtT.l~"1 mUAT (Sampling plan)

I.
I
et ~ <IT xWa=rur
~a=rur *~ SOI~"1iqc1"I.CBT~ m et~· ~ CBT ~
.m et GfTG ~ ~ 3llq~lICh m \Jllill ~ f$ ~ et ~ ~ ~ CfR'1
~ CBT ~ (population of universe) et ~ xl '4T \JfFIT \Jllill ~ I fctqur;:r
~ m et ~ ~ ~ xl ill3l]"q ~Cf)f fiChC'1'1 ~ CR ~I .
3l]"q ill ClIRkFl'i <IT ~ChI~(J'j et ~ ~ xl ~ CBT~ M-~ ~ '
(sampling) cmn \Jllill ~ I 3lTI: ~ xl 3lm<l ClIRk1(J'j <IT ~ChI~(J'i Cf)f ~ mer
.~ ~ ~ ~ \3"ff ~. ~ x=r4T Rl~lfl(1l~ ~ t, ~ ~et ~
~ .f$m \Jllill ~ I fcNoR ~ et ~ ~ CfJT~ ;:r m ·et.Cf>RUT
PI hi fc;!fu! (1 .t.:
en) ~ If ~ChI~(J'j ~ ~ et ~q If \J11~.ChI~ ~ '4T m~ ~.
~) ~ ~ ~ChI~(J'j ~ ~ ~ ~ m ~~, 3tR.j<IT ~ ~ ~
. xl ~ m~ ~~ ~ >fCfilX ~ If ~ ~ wm WT x=rcmrr ~I

'1') ~ et ~ 11G CBT ~ Cf)X'1T ~ ~ m x=rcmrr'~ I

.~ lf~ ~ (items) ~ ~ ~ ~ Cfl11 ~ ~ ~ ~ ~q If

\J11'1ChI~ ~ ! (~f$ fcpxfr ~ If ~ ~, ~.<IT '{i'<ChI~ 3l7lT1'{:q~(1I."rtC'1'j
~ ~) 06f ~ et ~ et ~ If ~. Cf)f ~ f$m \ilT x=rcmrr ~I ~
~ ~ lfill ~ xl ~ ~ (re-presentative groupj et ~
\Jllill t ~ ~ ~x=r4T Rl~lfl(1l~ ~ ~ ~ ~ ~ et ~ xl \JfFIT
\Jllill ~ I ~ et ~ ~ Cf)f ~ f$m \Jllill ~ I fcpxfr ~ CBT°'Cf)11lIf .
C'l'R et ~ If ~ ~ et GfTG, ~ ~ mcrr Q~T.llI'1 ~ Cf)f 6RFIT ~ I
SOI~T.llI'1 ~ et ~ If cft;f ~ ~ ~ t I -4 Plhifc;!fu!(1 tI
• ~ If ~ xWa=rur ~, ·312lffi SOI~T.llI"1 ~ Cf)f ~,

• ~ ~ Ch1~(Jl' Cf)f xWa=rur Cf)X'1T ~ 3l2lffi ~ et 3llCPR Cf)f ~ ~

• ~ ~ ChI~ (J'i cnt ~ fcRr >fCfilX xl f$m ~, ~2lffi SOl

~ 1:11I'1 ~ Cf)f
.~I

SOI~1:1l1'1 ~ Cf)f ~ \3"ff ~ 'R f.r4x (fRill ~ ~ ~ If 3l]"q ~

CR ~ m o~ ~ et \3"ff >fCfilX Cf)f ~ ~ 3i1CJ~lIChdl~ I fc;!fqRcCh
68
~l 0-
\0
I~
J~¥ ~;1&ii~i!t~
~ ~~ ~ '!li 1& ~ ~!
~~ I r~!
~ (',.
i1&11 r !1&1&
1&"'"i~
~ 1; 1& fi
!i 11&~ ~ f~~fi'~ 1&1&~ t
I
~t~ .
-t.~~~~1&! ~1&li! ~.~ . ~~~ "
;~t~:~ii'
. ~1i%~ ~ 2~~
!~
g
~tii!t!i~~1"1&~:~
~~~ .~ ft; ~ ~ ~
@
t!t
110 ~ ~ '0;; ~
~iW~l''€~~dIl~ tt'Wtl& ~ ~ I '
1i 14ID~~f I~I
~iEltt~l~l:'ii~i ! ~~ ~ . i'i~4ID~~gil'
i! ~iI~li! ~~!i1&!~. ~!~
. i~~~Jfili~
i~.;; j' ~~ & I~
1&
~~~~~-1! ~J ~ ! ~
!.~ ~
"t
~
~~.
. ~ g~. 1&1&t~~~i1&""
~ll'1&<l'
~~"'"
~~ ~.
.!~
1~·t~1&{; ~ ~
:~ ~ F.i~ !l;'~
~'-/fr' .
~ ~ ~ &' ~ ~ ~ ~tu
", ~
i ~~~@lt~
:: !i; .~ _ ~ f~~ 5: ~ ~ :~
r!~!~! ~ i~ ~ 1& ~ i
I
I·%~. ·i~~; ~~~1~_
~~~t~~~~~~ ~~
ib .~
~ &11 . lEi4ID&l~~l,li
!"lir I~~
~ 'fg "~'
~~!~:~~
I Jf'.l ~] ~ ~ : ~ .~ ~
~:f5·~I~~ ~
~
t~·~ t l~~
~
1; ~ lE"'" I
1& W
~·~i~~!t~i§~.,~~~~I l ~1'1 1i ~ ,~ t ~~~~~~ -,
". -_ .•.
 ~ ~ cnT <Tg f.1of<:r ~ .~. %fcp ~ 3f ~Cbl~~'i c#t eft ~ ~
cj) ~ cj) ~ ~ ~ ~~iI~'1, ~ "CflT~'cR?'~ err WFI' ~ c#t
~~iI~'1 ~ullR1~'i cj) ~ ~ ~ i:
~1f[jCbdl ~~iI~~ (probability sampling) GtR ~lfllCbdd,( ~fdil~'1 (non-probability
sampling) 1~ xf'~ ~ ~ c#t ~ ~,c#t ~~~~ICb ~ ~ ~ if
'Wr \JfR c#t WeT3tR ~{ (non-zero) ~r ~ % 1~ fctcRffi ~1f[jCbdC1~
~~iI~'1 c#t ft~ iT ~ .~ ~ cj) 3lTtlTX 'qx ~Cbl~~'i "CflT~
"Ctl«TI %·1 ~,qx ~, \J'1" ~Cbl~~'i cnT ~ "Ctl«TI % ~ ~ xf'
, ~ \JfT ~ (WFI,~c#t~) -m ~ ~Cf)I~""li ~ IJII'1CbI~,% 3tR ~
~,xf ~ ~ cf<fT 1 ~1f[jCbdd,( ~~iI""l'1 ~ g5T ~m<:r: '(iSirC1~1
~ (explorating research) c#tft~ iT fcn-m \YITC1T% ~ ~ "CflT~
, S"j€;0".lL[ol"'1lft ~ ~ \i'f5i"ffift ~. c#t 3lICl~ilCbC11 ~ % cffiT ~1f[jCbdl m
.. ""l11Fiv Cb (random) \@ iI""l'oi'-'"CflT
~ fcn-m \YITC1T%1 ""l11R1§?p ' ~ ~ iI ""l'1 c#t ,
{l€;I""ldl xf ~ ~', c#t,R1~I~(jI3lT"CflT"ffift ~ C1llT 1mrr % ~ .'~
~ If[j Cbdd '( ~ ~iI ""l'1 c#t gR'1T iT <Tg ~ ~ ~ %1 f.1of<:r ,~ cj) ~ iT
<Tg ~ ~ % fcp 3JTC1~ ~ (fiX wmf %~ fctx:R "ffift ~ c#t
~ 3lICl~""lCbC11% 1

,~ WR-m iT ~ ~1JI1~'1 cnT~ xf CbI""ll"'CI""l'1WR-m (implementation

, stage)"CflT ~ ~ ~ %1~ ~ 3llClNCb ~ % fcp al?r iT \JfTCfiX~
~ "CflT'CflT4 ~ fcn-m ~ 1 al?r 'CflT4 c#t err 3fCTX~, ~ (1) al?r 'CflT4 "CflT,T["()rf
CR'1T 3tR' (2) m."CflTIT<fu1ffUTCfiX'111 , ,
'

af?r m Q>T TJ(Ff (Organising Field Work): ~ cnB' if <Tg (plCR'1T ~

%fcp al?r 'CflT4 fctx:R ~ cnT,~ %. ~, ~ll""ldlq CfflT ~. ~ fclRr
~~ l n R1 Cb al?r iT 'CflT4 ~ ~~ \J'1""CflT~1ffUT fclRr ~ xf fcn-m ~ 1 allCl N Cb
1 ~ % fcp \J'1" ajfrffl~'i cnT 'TIT.~ \JlT x:m1ffUT~ \JfR ~ x{?ffi xf ~ 51' 1
, , \J'1" ~ cnT m~ ~ ~ \JlT lJI'1iFcl?$)""l ~xf x=rr~ ~ \JfR ~
13'f1'(~ldl3lT cj) ~ 51'. ~ l3:cN~IC1I3lT cj) ~ 51' 1 ~ I3't1Nldl3lT 8RT
~-'ffilEfi cj) ,w<l cj) ~q iT x=rr~ cj) ~ ~ cnT ~ CR'1T 'TC'f(f
5Nr I' ~ ~ ~ "CflT\1ffi "'1lft ~ ~ 1~ "ill ~ m.rr fcp ~ 'CflT4 cj)
~ ~,~ cnT~ fcn-m ~ 1

x=rr~ 'CflT4 cj) ~ al?riT Cb14Cbdl cnT~ cj) ,~ ~ ~ m.rr fcp ~

. ~ _ fcn-m ~ ~~ ~1ffUT cj) 13~~~~) 3tR CbI3jR1~ xf ~ ~ -I

CRI ~ ~ 1 <Tg t!PI~ild cnB cj) ~ fcp ~~~iI""l'1' ~3lT cj) ,~ ~

~~iI""l'1~CbI~~) ~% ~. ~ "CflT~ ~ cj) ~ .~ fcrWc ~ ~
\JfT ~ l ~ ~ WriT ,~, ~~ LfftcrR cnT~. ~'qYlls1e ~ iT
70 . X1l1 ~ (even number) ~ ~ ~ wT ~. ~ 1

I
 /~ ~1J~ «PT tnfct~ (Superv;sion of Data Collection) : <:f5 ~Rm
'<jf.1
.
,J m "* ~J$'~ ~ ~ ~ >IIIIIfill45 ~ "lT~ ~ ~ m CfiTmalUT
llg("Clcr01 men- ~ I ~' ~,m ~ ~~ (field surveyors) iBT iTl1'qmrr ~
3iR ~ iTl1 cm ~ mlffCl) efl ~m ~ men- ~ I mlffCl)efl W~1-r
,~ fcllrn ~ . iTl1 efl ~ f0f >lffi~., eflaf?r~m
*~
~ ~ ~ ~ I
' ,~ .

mlffCl) 31c'f1T-~ f0f ~~~' iTl1 efl ~ \JIT ~ ~ I >rm:

~ efl ~ mlffCl) xr flic;ffi- ~ I ~,~ ,~ '~ eR \ffi x-tfq ~ ~ Cf2IT
3tR,~ ~~ 'qmf -w:m ~ m ~~ cm x:n+Frr~ ~ ~ ~ ~tr
~ ~-fcllrn qmf ~ I '

~ ~ m~ iTl1 ~efl'~ \ifR efl 3jffiRCfd mlffCl), ;Q11filJ45

~ (random check) ~ q;x ~ ~ ~ ~,'tlf.1rlq~. 51 ~ fcl;'~ ~ .
~.~ >lllllf1lI45·.g,1 ~ ~ eC'1~q)~.,·tR'.··ir~ .~-<~tR ~ ~ .
~ 51,,:~ >If?1t:1;Q., ~ cCr ~-~" ~ '~1ffCl) \3'tNeW41 ~ ~
'~ ~ fcl; ~ AA qrc;n ~ \Nfcf> 'Cffi1 GWTI ~ m ;fflf 3tR ~ WPR'.
\3't1'1!c;l('H ~ ~ m-;:r. ~ q;x erg ~ cCr "lT~'~ \il"f\jf-~ ~, .

("m~ \3't1'1!c;ldl ~ ~ ~ ~ q;x erg ~ ~ <l~ ~ ~ q;x ~

~ I ;Q11fiu45 ~ m CfiT\3q~~;Q <:f5 ,men- ~ fcp ~ 451445dl ~ CfiT~
>IIIIIfil.l45 "fficf xl qmf ~ I '

,'~ ~ \ifR ~ ~, CfiT~ ~arill"~ "lT2IT~ efl ~tr ~ ~ ~

men- ~'I ~''BT ~ ~ ~-~ ~ men- ~ ~ ~ Xjf.1~Rld
if ~ fcp'~ ,451445dl efl, ~ m \3't1~sldl efl ~ efl Cf)RUf ~ ~
~-~;fflf f$m rrm ~ I \3't1'1!Gld~1CfiT~"~ 6Till ~ fcp cWIT ~~:
3lLR~tr ~ ~ ~ CfR ~ ~ ~ ~ ~'I \3GIt5'1!OIl~ ~ 3Wl, cgt9' ,
~~ et Nlf?l~ (~ x:ft 3iR, ~ ciJ)~I"'I!) 3fR \ificR ~ (~ ~ wrrr'
~ ~ \ilAT) ~~ m efl ~ ~ <:f5 ~ ~ men- ~ fcp ~ efl ~
efl ~tr ~ ~ u:rfcffi ~ 3lLR ~ ~ 6TcT~ I~ :fIT~ (interviewer) ~
~ ~ efl ~ >rm: ~~ cm ~ ~ ~ ~~, ~"~ ~ ~
fcp~~~ ~~~xl~~~3iRfA~I~~~
~ ~ ~ ~ 3iT \i1TdT~I

~ m efl ~ tfIT '41 ~ ~ ~ ~ ~ ~ xl ~ ~ ~ erg tR 1R

..,. ~ m erg m CfiTmR ..,.,~ ~ 51 I mlffCl) cm ~ fcp erg ~
451445dl cm ,~ fcp ,~ ft~ ~ cmT ~ ~ I 451445dl \3't1'1!Gldl efl LfRf

.. \RI -w:m \JIT ~ ~ Wl erg tIX 1R ~ xgm- 51 I cri 5fR ~ LfRf \ifR '

1R '41 ~ \3't1'1!Gldl ~ ..,. 51 ~ ill \N-fCfiT-.,.p:f~ ~alUT xl ~ ~

~ tfIT '4I.men- ~ fcp ~'\3't1'I!Gldl tR 1R~';fflf men-ill ~ 451445dl ~
x{)ffi 1R \NfCfi ~ efl ~ 3RT ClffcKr xl ~ ~ q;x ~ ~ I <:f5 ~
-;frfc1.,;fflf~ ~ ~ m xl ~alUT ~ $rc;r ,~ C;QFckllll efl ~ -#.~
~~ ~ ~ \J!T~ 45f445dl efl \ifR efl -w:m 3lLR tR 1R ~ rn ~I
71

I
 . '<j.

~,cpl ~ ~ ~.~ ~ ~ Cf)T ~, ~ ~ Rl~c'l~ul ~

mm % ~ \JXl 3ffiAT xl ~ \JfT ~ ~. f.1"uP:r ~ fcp ~ -B \R-fCfiT
wWT FcP<:rr\JfT ~ I ~ et> Rl~c'l'~ul ~ ~ >If>f><1I~ melt % \JlT f.i~~~d ~ :

Cfi),~~

~) '{ilxufi<1'1 ~ ~ ~
,11") ~ 'fT&Nar
~) fi Iftcll CfJ~<1 ~
~.) ~tr ~ 3lffiRcm ~ Rl~c'l~ol

-
at~T:fl~ (Data Editi,;tg): ~ ~ ~ ~·cm ~ ~ ~ ~
~ ~ ~ ~ 10lCft11 ~ cpl' 'tlPifhtl ~ \iIT ~ I ~ rrl ~'
>I~1IqC'1'>j Cf)T <:T6 '®'d' m et> ~ t9A-~ ctr ~ ~.fcl; '3t1xqldl ID'<T~ ~
'Gm ~ %~ ~ ~ ~ et> ~ ~ ~ ~ I ~ ~ \1ftq FcP<:rr \ifT(fT % fcp
Cfm ~ '3t1xq Id I -to w.1 Cf)T ~ ~ et> ~ ~ tr ~ Cf)T wWT FcP<:rr % I
'BR .~ fcp, ~ w.1 et> 'Gm Cf)T ~ FcP<:rr ~ W' % fcp ~,~ 3lm. Cfm .
% ?" ~ 611 -qm ~. fcp cgu c>IT<IT -t 'Gm -B ~ ~ 3lm ~% \iVf fcp , '-
3RT c>IT<IT -t ~ 3lm eft' % ('f6f ~ m=m Cf)T ~. ~ >rcPR fcP.m \JfFfT ~
fcp ~ 'Gm 'fIlIT'1' ~ (unit) -B iTI 31m-c, ~ 3lm -B <T6
et> ~ CfiT4. ~ .
3lm cpT 12 xl TIT cwf> <IT ~ 3lm ctr.~ cpT 12 xl ~ ~ FcP<:rr \JfT
~ % I >I~'11q C'1~ctr \1ftq cwf> <T6 ~ ~ mm % fcp ~ Cf)T Bm ~
IT<IT t' <IT ~ I fGr;:r >I~'1lq~4\j -B 6fSd' ~ 'Gm ~ ~ ~ ~Rl~c'l~ul CfiT4
xl~~~1

tll,<uflll'1 3I'R lJ~ ~ : f.1uf<:r ~ et> CfiT4-B wWT et> ~ ~

f.iCf)Ii.'1~ et> ~ ~ Cf)T '{ilxufi<1'1 FcP<:rr \JlTdT % ~ 'WLf) et> ~ -B ~,~.
. \JlTdT % I &i f4tll1 d ~1ffUlT<IT ~ cpl '3Q gCffi CJllT -B~ \JlTdT % ~ f1R \Rctr
'fORT ctr ~.~ I~ >rcPR 611 \i1T'1' -qffi ~. fcp ~ ~ ~.~ ~ _
~ % <IT \Rctr 3llCJ:fum (frequency distribution) Cfm mm % I ~ >1cflR Cf)T
'{ilxufi<1'1 3llCJ:fu~ ~ ~ ctrr %. ttm- ~ 3.1 -B ~{5lI<11 IT<IT % I
~ 3.1 : "l1'1~1 tic;:r
~~ 2005 1{ ~Tfi ~ . \VI ~CfiFif Cf>'t~~
~<t>Hpir Cf>'t~~ uIT ~ fi«tft CfR ~
100 ~ 18
101-120 25
.,
.'
-:
- 121-140 33
141-160 29 ,

161-180 19
181-200 11
, 200 xl ~ 4

72

I
 ~ ~ -B ~ ~ TR (variable) m~ ~~ fcn ~ 3.1 -B ~~Illl 'Tm
..
.
~ <:ITcIT <:IT~ 3li$p TR m ~ ~ ttrn l'lfdcllflCf5,,!OI (class-classification) <:IT
l'lfdfll,,!o~ll'i %T \JfTill ~ I ~ -B <ft <Tt ~ cm- ~ ~ "* ~ ~
~ ."* mlf>T 3fR ~ (diagrams) .cpf w:IT<T Q?"!" ~ ~ I

~T ~~ (Data Summarization). ~m ~ ~ ~ .~ <:IT"

~ ~ -.:rffi CRffi I ~ ID fclRfr ~ ~ 3tcf> qft- 3llqNCficH ~ ~ ~

~ "* ~ ~ \jqqllft ~ PtCfik1~ ~ "!1t\lllCfi m~ 3fR ~ "* ~

M ~~ ~ qft-.~ Q?"!" ~ I~ tt 3tcf> -B ~"*"ff~"*~' "
~ (mean) ~ (mode) 3fR ~ ~ 3tR-m <:IT~ ~ qft- ~
qft- vmfl ~ I ~ (decision making) qft- ~ ~ "!1t\llldl "* ~ ~ .
~ et; "ff~ cm ~ 3.3 ~ ~~Iql 'Tm ~ I
vGl'f;{ 3.3
~ '11'6 ~ ~ ~Cf; ~ 3TTCfiR CfiT ·~Ejri(UI

. 1Wf'~ ftp ~ ~"ifR ~ CJTR ~ cf; ~ 3ltR ~ cf; ~ ~ tfq; ~

1f ~ ~ ~ I 1Wf ~ fcp Cffi -qcp-~ cf;tfq; (single day pack) ~ ~~
~ ~ 3l~ \Nl tfq; 1f ~ cf;.~~ ~ m~ >rm: fcp ~ ~ 1f -qcp ~ 1f
~ \JIRlt ~I ~'cnB"~ ~ ~ ~ ~ ~ cf; ~ cf; ~ WfTI ~ cf; .
. ~(1ljf1l'< ~"t)q? 1f ~ ~ ~ ~ W: \jfT ~ ~ I .~ cf; fcmA ~ ~ \3fT'! ~
"fl'<itr 1f 3ljffiR CIR cf; xm ~ cf; ~ Cffi ~ ~ tWcR fcNuR ~ ~ .~ cnB
<PT f.'raf<l "ffift ~ I

3ljffiR ~ <ffi CIJl<f GT ~ 1f ~ ~ I~ ~ 1f Cffi lOll1fmCfJ ~ ~ "fl"R ~

~"ifR ~ 1f qtq ~ ~ ~ ~ \ill ~ cf; ~ ~I ~ ~ 1f %T
\IfffiT ~ ftp ~ ~ ~ <ffii ~ cf; fcmA ~ ~ ~ IDcfi ~ ~ "fl'<itr 1f ~ -qcp
~.\fCf) ~ ~I ~ ~ ~ ~ ~ Cffi ~ mfr ~ 1f mfr ~ ~
~ ~. CJTR ~ cf; ~ ~ 3tRm (m llTUI) ~ ~ 1fOAT ~ ~ I ~ "11JUl 1Wf ~
M (~"ifR ~ 1f qtq~. ~ 3TICPR20) ~ ~ 1f ~ llTUIllRT
(frequency) ~ ~ ~ ~ tfq; 1f W: IJfR CJTR ~ cf; ~ ~ ~ cf; \3ffi cf;
m1f~1Wf~-gT~1 "

"i:RUT 1
,
Lff«rR 1

~ ~ ~ ~~-~~T ~ "~~
'I.~l+jql"! 4
~ ,
+jlIC"lClI"! 3

f{'CfCfR I
2
~ ".

~QX-<-tIClqIX
- 5
6
- ~~>pqIX

~IPtClI"! 5
-
.~
3
73

I
" .

" 4+3.+2+5+6+5+3 28
•• < "'." ,

1=f]t:Zf = ---------~~~---- ::!: -- = 4

.7(~"$1~) 7
T.RUT 2
~ >ICPlX xl ~ ~ f CBI~ll'j cfi 1=f]t:Zf BR "$1 1fOAT ,"$1 .~ %I BR ~
fciJ 20 ~
,
~CBI~ll'j cfi 1=f]t:Zf 'BR A~~Rsld
.
t :.

~ 1=f]t:Zf lfPfT cm ~ ~ B ~: CllClf{~ ~ xl ft~ tIT ~ %:

~ 1{Ff .. ~
(y~ ~ ~ tl~-~~' ~ (qR(u,<l ~ 'fl~)
'fl~)
2 ~ .' 1 ,

. 3
. 1

4 2
(
5 1 J

6
- 3
7 4
8 6
.. '
9 1

10
- 1

~·Ift.~ctn~
.Pt&f)~r (Statistical inference): ~ ~ cfi ~ ~ cfi ~tT
B~ ~ f.iCBIC'14 cfi ~ ~ .~ 'Cf)T~ ~ \iWfT % I ~ ~tT 'If-'
~ fcl1WTI 'Cf)T~ (population values) FcP<:rr \iWfT %:~ lfPfT 'Cf)T~
C'flTFfT, ~ l1AT "$1 l'IlCfCf)(,{F1I (hypothesis) ~ ~ B lfPfT cfi ~ 'Cf)T
~efUT ~ fcNuR'~ f.1uf"<TI f.C)~~~OII('liCB ~ cfi XiJlf ~ '!iiftc<#l£l ..~ cm
~ ~ xl '!~qzfd fi'rc;r W % I

~'i{q 31'R 31R1RCfd ~T ~~ (Correlation and additional data

analysis): ~ cfi ~elLr B \Jl1"1CBI{) ~ ~ cfi 3ifdRCfd fcl"quf:f ~.~
cfi ~ ~ ~tT3lR ~ cfi 1011,liCB"Q"aT xl ~ ..~1ft ~.~
«. ~I
.~
.
cfi ~
~
~
3lR ~ .

'Cf)T~efUT
'!ilftc<:jcCt£l ~
fclRrr '\JlT ~
3lR dCB-1lcp'i "$1'!it:I£ldl
% I
xl ~ cfi

~tT ~ (correlation coefficient) 11JlT CRill % fcp ~ ~ B qRClct"1 'Cf)T

~ ~ B q R Clct ~ cfi "!iT~ xWtT "$1 ~ cmT %I fcl"quf:f 'Q6ftTCf)cfi ~ B 31T1l
~ ~ fcp fcl$1lq"1 1:R \ill" 31T1l ~ m ~~ 3lR ~ 4)C'1N~q rn
crrcfr fmt1 cfi ~ cmT ~ ~tT% I cmT <rg ~tT ~aT ~ xl '!ili Ijq Ifd CB % ?
fcl $11q '1 B ~ <IT ~ xl fclw<:r B cfc& <IT ~, <IT ~ ~ ~ 'Cf)T ~tT %I
74
<IT ~ ~ ~ cfi ~ ~ 1ft ~tT ~ % I~' ~ ~tT B U1'R ~ ~ {ffif
 <:rg ~ fcp- ~tf ~ Cf)R1JT~tf cpl ~ ~-I fctw<l ~ fcl~ 14'1 Cf5Tit
muwr ~- 5tTI, ~ ~ ~ ~ fctw<l cm- ~ qmf ~ I ~tf ~
<:rtT f.1<hT CfR(fT ~ fcp- fcpxft ~ q)J ~tf ~ ~ - <:rg 31 Pi ~Rld ~ <TTCf)R1JT
~tf t ~ f.1mxuT 3tR ~ LRle:JUT m ~-~-it m X1Cf)ctT~ I 3ll1l c#t
~ ~ ~ \(~(>"(i~'1 c#t ~ 3tR fctw<l *~ ~tf m X1Cf)ctTt eRg <:ffi" ..
+H5~101 ~ ~I

cD ~ ~ ~ Cf)R1JT~tf ~ ~ ~ 3ll1l-X=fBP>t<:fUTfcl~c'ltjOI (regression _

analysis) Cf5T>r<IT<T q)X ~ ~ I ~ dCfl.fICfl Cf5T~ ~ 3l}Lf ~ ~ (~
.fcp-,fcl$114'1 Clj<:f ~ 3iT'tlT\("~ ~ TlXT (~ frp fctw<l) ~ ~ ~ ~ (YflTI
~~'I

, ~ 0CIJ51A GT ~ ~ ~ ~tf ~ fcfcrn fcP"<n ~ -~ ~ ~tf 3tR

"W1T~ fcl~c'ltjol \34gCfd 'dCfl'-l)lcf; ~ ~ CfffifCT ~ ~ Cf)R1T[~ ~ ~ ~
3WIT I 3ll1l "ill ~ fcp- ~ ~ (dependent variables) ~ ~ ~ ~
(independent variables) Cf5T~ ~ ~ I fctw<l ~ fcl$114'1 6J\JlC, ~ If!Ur:r
~, fcl$114'1 ~ ~ ~. \(~(>"(i~~l c#t ~. ~ c#t c#r=rcl, fctmur ~
I c#t cg~lC1dl TI~ ~ ~ ~ Cf5T~ ~ ~ I en <TT~ ~ ~ ~ ~
Cf)R1JT~tf cpl ~ ~ ~ ~ xiiftc£lc6111 dClf.fIcf; (variate statistical
technique) \34gCfd 6ld1 ~ I~ xf ~ ~ lig~101 ~ "W1T~ BtfclV:;~c'lmtjTITOI
(multiple regression analysis) 3lR ~ fcl~c'ltjOI (discriminant analysis) ~ I
~ <TT'~eMT rf; ~ ~tf Cf5T~ m ~~,'fuWcn ~ ~
f~ (factory analysis) ~'~ fcl~c'ltjOI Cf5T_~ >r<IT<T CfR<f,~ I ' x~ c#t
~ ~ Cf)R1JT'~ qCfl'-l'ICfil * ~tf ~ fcR:d-Rxf ~ '~ c#t \JlT W- ~'I ~
S1Cfl'i"ICfi'j~ ~tf ~ 3tR \J11'1CflI~ ~ ~. 3ll1l ~ ~ ~_ ~ +=fAq)
~ Cf5T31~ q)X ~ ~I

3.8.5 ,ftqli<fft ~~ 31lx y~ta

~ ~ -cpl ~ om- ~ ~.Cf)RT ~ ~ ~ ~ I ~ ~

~ ~ ~ Pihi~Rsld 4RiU~ ~ ~ ~ I
cp) ~~~ 3'itx <PnfyU'JR'ft (Objectives and Methodology): ~ 4RiU~ ~
_~ ~ \3C;:~~4'i c#t ~ eft· ~ 6ld1 t 3tR ~ ~ >r<IT<T c#t \J11~cllc1'l '
~ ~\J1I~'1 3tR CflI<ll'lOII<:11Cf5Tfcl~lllqC'11Cfl'1 ~ s3lT ~ ~ I
~)~f1>~IT 3'itx Rlq)IR~rr q)J ~ (Executive summary of Conclusions
and Recommendations): ~ 4RiU~ ~ ~ 31~ ~ _!!-{.~.~
~ ~ ~ ~ I 31ur<:A' '~ ~ ~ ~ 3iT'tlT\("~ fclcrur;:f witfCf)· &RT f.iuh:T

.
Wf ~ xt5111dl ~ ~
- "v.:oI."_~Q-"': .
Riq)IR~'i 'c#t ~ .
~ '.
I
'T) y~ ~.'Jlllil:;i(Sample Design): ~ .4RiU~ ~ 31ur<:R ~ >mliT c#t ~
~ l'IFc'lilll '1 ~ Cf5T~ fctcRur ~ 'T<n 5TctT ~ ~ 31 Fc'lRCfd ~
\3f1'{~ldl3lT c#t 'l1~li'I~Cfl ~~, ~ xillilfGiCfl ~~~ 3tR ~ -'
fcl~ltjdl~ ~ eft ~ ~ I
tf) ~ f.)1S(f)~f 3'itx YlffUT (Detailed findings and observations) : ~
4RiU~ ~ fiCfl~d'~ cpl ~ ~ ~ ~ fcP"<n \JITC1T~ fcp- ~ m
-CTTC1T
~ 31RTRT, ~ ~ ri I ~ cpl ~ ~ ~ ~ <TT~ ::cni '# 75

. '" ",

I
 " ,

~ <PT ~ 31'R ,~ ~ ~ -q fll CfCl ~ 11=1 <.TT1lft ~~ 1RI?I <.TT'~ wft et> fi 111={J'F"I
et> ~ -q xm
~-el~ \iff ~ t I' "

~,) qR~It>C (Appendices}: 31f(r:r qRmG -q >l~""IlcIc113fix ~ ~ cpl

xm \JlTffi t 1

fctcrrR" wltfCf) et> ~~ ~ c#t \J'm~ff'3lR ~ ~ ~ cpl ~ ~ -q

xm \JlTc!T t, ~ erg31~ ~ ~ 3fix ~'~~ ~,~ 'fM 3tR - ': '-
~' ~ f.101<l AA -q'~ 11G'G 'fBc;r~ 1 '
, ,\ '

f.101<l AA et> ~ -q fcr:rur;:r, ~ Cf>TlffiC'Cf ~ et> ~ 1ffi(f c#t CZICl~i 1"1,

~'~ ,~ ~ ~ 'q)l1 wWT qmfr ~ 1 1fqffi 3fix WO et> ~ -q cgt9 ~
-q?if (~: ~ \Jfr iils'!l~l"1 ctiqPl~l c#tflgl"1Cf)~) fcr:rur;:r ~ Cf>TwWT '
qmfr ~ 1 ~ ~ ~ cgti ~ cpil PI "1 r~m'~ LR fcr:rur;:r ~' ..,~ ~ '<IT

.. ~ ~ <m fctquR ~ ~ 'cpl x~ ~ ~ ~ m Cf>TQ)RUf .

<l5 ~ fcp ~ ~ 3l~ i1,1l1fTJ Cf) ('11 ~'<~fl -;:j1fc'f 3tR' 31l<ITff LR ~tr m et>
CJmlIi ~# ~ ~ ~ ft~ ~ 1 i3({1IRfl ~3TI c#t ¥f~ 3fix ~-q
~ cfi ~ et>'Q)RUf ~ ~ cpl ~ 3fix ~ ~ ~
~ ~ ~I"cpil \Jfr cgt9 ~~ ~ \ffi,~ ~ ~ ~'~~ ~ ~

~*~ 'cm c>rR <IT'~ ~ m 'et> ~. ~ q'l~ilg""l'~ ~I

, ~ 31Fc1RCfC1~ 1lJlIT CJJTi3({1IG'1 ~~, LRm~T~, 3rcf: ~~*
, ~~ ~e=r x-i% -q ~ ~ ~ ~ fcr:rur;:r ~ m c#t 31ICl~"1Cf)dl ~,
mcfT ~ 1 ~ Cf>T~tr ~ c;Wrm ~ ~ ~ 3fix fc1~1~ $Id 1 ~ ~iffUT
~ ~ mm ~ 1 wlm cpl fcr:rur;:r ~~ et ~q -q ~ \Jj 1 ""ICf)1 {] ~ mcfT
~~: ~ -q ~ ~ cpl ~ ~ ~ ~ 3fix ~ LR ~ \JlR ~
~ ~ C"l<l, cm l{l'iC'1~41 ~ ~ 1

~ 5TC1"-q ~~ 6fGC1 'Tt t ~: 3ffiit et> ~ -q. ~ c#t ~ -q "

m ~'3Rl
.'" > ••

qRClct""l 31R .3fix~ -q ~ t:[C';n3TI et> ~,1ffi(f et> ~ Cf>T

~ ~ ~ ~ 1f"1f t 1 ~ -q ~ ~ lfI?TT -q ~ 3fR ~ ~ '~~"'. --' ..
~ m cfi '~ ~ ~ ~ ~ <Tt t1 3AcP ~3TI et> ~q ~ \Jfr ~
'~ ~ (seller's marketj ell. 31'61'erg ~ ~ (buyer's market) m;·Tf<.lT t1
l'I~i1,1l1r1~, 31'61'\3'Ul ~ c#t m <Tt t~ ~, -q * ~3TI cpl 3fix ~
~ ~C1lTT t 1 ~, uftq.:r ~ (product life cycle): 31'61'~ m ll<TI t I'cpil'
~ ~Clfll~ q)f ~m ~ t o~ ~ ~ ,3fix ~~, ~
~~ 'C'1'fT, ~I 'fiWrur et> ~-~\'Xf!tR ~ m ll<TI ,%1'~ '# ,~:' .!

~. ~ Cf>Tx-QTR~li~d,! ~ (non price competitjon)M'~ ~I'

'" ,'" " , ,,'
~, qRClct""ll c6- l{l('l{<N1Q ~ ~ Cf>T m ~ ~ '~ ~,"<9" .

irxT- ,
"

'S3iT m ll<TI t 1 ~: .'<-illfdd al?rcP -q fc1qOI""lCf)('1i3#cf> ~ ~ ~'~~' ,r"

,- ~ et> ~ ~ f.1om c¥rr ~ mm '\J1i m tl,~::31'6I' '·ff.1uf<T

*r
~'~r " '

'~-q fcr:rur;:r ~
..
31ICl~~Cf)dl cpl ~ ~
. .
m:c;r.T ~.. 1,.1
~,
,"

31~ ~et> 31~ -q <T5 ~ ~. %~ ~ cpilfclqur-:r'~fLR ;, ~v,"

~'C"l<l CfR m t. ~ ~,~ ~ \iiT ~ ~ ~'~~,~.iTx" '

~ ~~.
t fcn '3RT ~'c#t'cpil ~,~ if ,,'
ftm;:rT ,~~.~.
. i:...
'
76 I .< ~

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• , , ;
, \
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,"

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~ ~ # '+fR(f # ~ ~u # fclJm .\ifA CfIc'fTClfll' ~ tt' CJ?11~ 1 1980 et_

~ et 11ti:r # Cf)<"(i[kll ~~ ~c"!QI~\i1 (CORE) ~~~I~I~ ~ ~ ~U #'-
. ~up:r;=f. fclJm ~ 1 . 130 ~ ill qXi III Lfjiff cpJ--~ ~up:r;=f # -qn:rr 'Tm fcn 40
~ ~ ~~ ~ m -fr CJ?11~ fclJm &R 46 ~ ~ ~ ~ ~
m 3tR ~ ~ m et ~ ~ fclJm cficfc;r' ~ 'ifR'.~ ~ ~ 10

I ,. ~ ~ -fr ~ ~ fclJm~~'et ~ et XTJ1l# ~~.~ ill

~ fcn fctquR. ~ LR fclJm \ifA CfIc'fT~. ~ tt CJ?11~ 1 <TI? ~ O.
.-01 ~(f~ ~ 1.3 ~ ~I ~ ~ (~~ 91%)et~·~m{# ..
:ll5 clf<:rcficrc;r 0.4 ~ <TT~ '4T CJ?11~ (~. 3.1 ~) 1~ ~ -fr <d .
, ~ '4T irill 'qC1T fcn 31~ <=\41 fTlCf) ~ Cf5T ~ ~ ~. fcD:ruA ~ LR ~
~CR-xtt2ft1 -, -, "
. '

~~~"~'fcD:ruA~'4T .~.~·J:R\~I .~~.

et 31j'<iR ~'!1fllC1 XTJ1l -fr ~ LR Clfll' ~ ~ (170 # -fr 150) Ci?T ~~
Clfll' Clll6[\ifC 20,000 'Xi) 3tR 5,00,000 ~. et .~ 2ll t cficrc;r 19 ~ -g,- .5 ~ m
-fr ~ ~ CR -xtt 2ft (~ 3.2 ~) 1 ~. ~ <TI? ~ m \rlTC1-r,~ fcn.
~ ~~~~(fCf)~~u#~tTCJ?11~fcnm~ I~
3,3 # ~{5jllll 'Tm .~ fcn ~ # ~ ~ l~ ~ ~ CfllT -g'1 ~
~~ et .~ et ~u -it fctqiJR 31TftrR LR 'ff6ffi 31fuq) ~ fcnm ~. ~ I.' .
-~ ~ ~~ 3ffirr ~ fcn ~ 'et wWT' LR fclJm ~,q:rc;rr ~. ~ fcn
6IT\i1R. 3ffl et ~u ~ ~ CflTI'lT, Qffi"!'lJrqm et ~ # ~ ~ ~, .+Wr
CflT ~ CflTI'lT, ~. # wnx C1"AT, mw ~ ~ ~ l1fJT ~ 3tR .f.1ufm
I ~. CflT~ ~ 1~ ~ fffif ill <TI? ~ fcn ~ fcl$114'l LR, ill ~ ~
'~ CRCfr'·~~. f.1ufm Cf5T Wl et ~u -q ~ fcl$R ~trFf Cf5T ~ ~
,Cfjllf # "ltf m 1~ ~ fclJm \ifA CfIc'fT fcl$114"1 ~ (fCf). wwft m '4TaT~
~ lOJ:f"l iCf)'l m et ~ ~. ~ CflT wWT 3tR'4T CJ?11fctm IJffclT _~ 1
~ ~# mw xffi.~et ~u # ~. ~ LR '4T ~ ~ ~ -fr
Clfll' "ltf fclJm IJffclT 1
/ .
mxofi 3,1 :' 1985-86 -q ~I'{d)~ 1l>1IT IDXT ~qul"1 3T:!~qr;f Uffl
I

.. Uffl \3t1,,{ G Id I (1l>1IT Cf>T ytawa")

I"
f4QUf""l\ 3T3WElfrT CZfll (W,1{) ,
~.
}

1 ~ 'Xi) -fr CJ?11 , 40.0

1 ~'Xi) -fr 10 ~ (fCf) 46.0
,10 ~'Xi) -fr ~ '. 14,0 ..

., 100
~ et vffmrr et ~ 1{' f4qoJOj <, --
.,

3T3rfElfrT CZfll " , "

.- ...
-, ,'-~..
0,01 (fCf) 1 '28,0
0,02 -fr 0.09 (fCf) 34,0'
c: 0.10 -fr 0.40 (fCf)'
-
) 29.0 /
, , \ .
0040 ~~ " 9,0'
<~ ..
~.. 100,
~ . /

$' :'fi\Jffi c5 ~ u~ fu:rci ~ ~ : ~q{4qmCJ'~ -c% ~ ~, 'fffi<:rr 1. :

. 199'7 TO 71-100. - ' . . .
•~ : ~ ~ B ~ c5 ~ fcn<) ~. u:r<:r Cf.~ ~. cBT .~ trx .~ TJ\:; u:r<:r mfi'rc;r
tl . .
77
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 ~ 3.2 1fffif'"If 'f<)qul'1 3Fl"fl~ lR, frrmfur~ "ff ~ ~ ~ <PT
lfT?IT q; ~ 6lIffi

~uft , ~.~ lJT?fT qj"4f.nTI ,~ ~

"fl~
Al 50 c>rrur Xi) ~ ~ 1
A2 L5-50 c>rrur Xi) 1
"
Bl 10-25 c>rrur ~ . .5

B2 5-10 c>rrur Xi) ',,10-12

,

Cl 2- 5 c>rrur Xi) ,18-:-20 I

, C2 1-2 c>rrur Xi) 30

Dl 2 c>rrur ~-1 c>rrur Xi) 100
.mer : ~ 3. fq5 X1lfI'1I

~ : ~ Cll<IT 1f l'lffi f'd ('1 *~ 3fR l'lffi f'd 1'i *~ fcn<l ~ ~(f~r
31-Jffqr;=r tR ~ ~ ~ ~ ~ I

~ 3.3 1fffif "If et ~ ftRl{ f<)qul'1 ~ETR <PT «fR-«fRlJm ~

\ifTffi tI '

'~
~ <PT lJf{r ~Rf* ~
-;:p:ff ~ f.1um ,
58
~ 3ffl COT ~j~I" ~ 49 .
, . .- ( l'lffix"tl
,'+Wr
~
COT ~~'
* ~tL·1f ~ ~ ~CWfT 47 ,

46
~ '1f WTR ~ttt f.1um J
44
~ ~.~"$l +nq 43
~ft~f.1um 42
~f.1um 40
~ f.1um
I!5l~Cfp~ol 38
fctw1 fcttl<:r / ~ f.1um
'
31
'~ f.mRuT f.1um 30
.

~ 'WIT f.1um . J " 27

'~ ClJT ~ ~ COT f.1um 21
Rl $11q '1 cBT WilfcKrr COT A 20
" ~ 1f WTR CJ)( f.1um , 09
.
" -m-a : ~ 3.1 cf> X1lfI'1
* ~ ~ \3'1 ~ xl ~ vIT ~. ~ <PT ~ ~ tT ~' -q 6fN-EfR. ~ ~ ~ I

~ 3.4 1f R~llll 1p:ij% fcn ~ qjqPilli fctcruR' ~ ~ ~ ~

~
1f ~
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~
~
COT 'X'~
% fcn ~
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qjqPilll
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COT ~
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~ ~ CfJT-wWT ~ ~tr -r ~ ~ ~ ~ <:ffi~ ~ cf>crc;r 40 ~

~ et> Lfffi tt m 3llA- tt ~ x-c'fq) rn ~1,~ '6IlG RI$11q '1 qJi P{illl
q'<ll"f~l<m1l3IT3tR ~ ~ oo3l1 cmx~ ,3ffilT ~!
~ \ic;cYt'<Sl.;'hl ~ ftp ~ x-c'fq) Cf)f -wWT ~ '31TCf>R~ ~ ~.~'~
~ R1t<i1'1 et> ~) fctquR ~3l1, fcrq-crpr'~ qJiFw:jl 3tR ~ '
, "Wrr~ ,Cl5Tcf>crc;r ~-~ ~,tt cpm-r ~'~ 1 ~-uliT ~ m<l: 3llRf' '
- ~ ~ Fci$114'1qJiPxi~)&RT ~~ 1~ ~ et>~ Cl5T m
,'~ ~ ~ fcrtWIT 3lWT-3lWT ~ ~ 13ftC1:~lf7lcp Cffg3l1 3tR ~3l1 ~ ~
~ m<l: 3llA- ~ "fCTll) aiR ~ R1t<il'1' et> ~ et> "fCTll) ~ ~ ~ ~ ~
. '~Cffg ~~fcr:rrR ,qJiPxi~'>j BfR ~ ~ ~3l1 ltm ~ '
~~ " .
, ~ 1

~/ll51iT $T ~ 3lIq~~CPdl3l1 Cl5TWT m cfi' ~tr -r ~ ~ qJiPxi~l

et> ~ -r ~Gl ~ -r ~'CJf.& ~'~'I ~'fcrq-crpr ~ ~3l1 '
, ~ +WT -r CJf.&Cl5T~ ~ ~ -r ~ ~ ~ -r fctquR ~ qJi"Pxi~'>i
~ x~ ~ ~ (l)qJi"Pxi~i Gl ~ ~ t 1 cgt9qj-Pxi~i C\QFcrnlld ~ ~
3lIq~~CPdl3lT Cl5TWT ~ ~ ~,~ ~ q'Ji"P<illi ~ et> 1rl ~
~ 'WMt 3lIq~~~dl3l1 Cl5TWT ~ ~ I,
',-'

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3tR Ptll~O'1 et> ~ <rg ~ cgffi1 ~ ~ <mT ~ 1 ~ m<l:' cf>crc;r ~-~
~ qiq Pt ~ i tt
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ctlq PI ~'iTIW"' 3f) C\~1fTl41 ~w Cl5T~. ~ ~ rtt ~ ~ 6fSG ~ cfc& .~

'Tt % I ~'~ cf; x:i6itr ~,~ 3RT ~ qRClct'i s3lT ~ crfum' PI~l\J1'i,
xTlT \34\C1'iCflI<hflli'i, m~ ~., ~ "fR!ffUT~!:;I~\Tll'i .~ TR~ql~qRCf):

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.~ ~ ~ ~ +n?IT ~ ~ >r<IT<T .fclRrr' \ifAT I ~ ''{i'i!CfII{J~ ~
'{illi 1~ 41 ~ 3f6T ~. m· c;rT. ~ fcp wwft fctcfJR-r TI~ ~ ~ .
.' CfIfl1I01cf>1f\'~W Cl5T~ m ~~ ~ ~ ~ 3lICl~llCfl ~ I

.. ".. , -
~ ~ '])OICl'tj1~ CflT~ ~ ~ ~ <mT%1 ~ ~>~31T ~
...- ...•. . fCl$11q';f'j rtt ~ 51 '\JfR. ~ qiRUf' fClqoH4IdJW ~/~ ~ ~ cf>crc;r
\JHiFchc#lll ~ (demographic profile) ~ ..~ 51lJ<TI % I fClqol'iCfldl 3f6T
'~ ~ c;rT ~ fcp ~ mgqJ ~ ffi-~ <IT ~ ~ ~ <IT 31m
cM ~ ·tT '1tf irc1, ~ \1'i'CfIT <11Rffi cq 3fCR 3D1:f ~ 3T'ilm Nm t ~ 311Rr
~. ~ -
ITctt %TI~ ~ 311Rr li!:;cqICflI~ ITctt ~ I 3TI'f: fClqol;;JCfldl 3f6T
.
~W xl, 3fCR ·trfficflT CflT 10llfliCfl fctcR<rr ~ c;rT ~ ~ 11'iT-C[<l
(psychographies) 'CfI5T \J1Tffi t 3fR ~ >r<IT<T ~ ~ '])OICl'tj1~ Cl5T
fClCflffid m ~~ fclRrr \J1Tffi % I ~ CflT'tilt1Cf1xol m 41~xiPill
(positioning) Cl5TfClCfl8id ~ ~ fCl$1lq'i x:i6i~ ~ Cl5T'~ ~ <:[6
fClqol'iCfldlW ~ ~ ~ \3q~llD, ~ Nm %I

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1:R'TI~~ x:i6itf ~ UlFf ~ c#f 6ffif <:[6 % fcp ~'~ fctcruA ~tfFf CR'iT
31ff-f'R CflTli '1tf % I '<:[6~ ~ ~ ~ I~ ~. ~a'f11T ~ ~ ~ ~ .
3l1-Cl~llCfl% fcp ~ .. CtJi- CJ)l1 xl CJ)l1 1000 ~Fdilll'i ~CfII~4i ~{ 6Iicr \JfR (f~
~-~ ft~ CJ)l1 ~ CJ)l110,000~Rffi~'i CflT~~ fclRrr ~ I.~ 31~
Nm. % fcp, ~ WPR. rtt ~ ~ Cl5T~
.
m ~~ ~.~ fi. ~
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~ ~ ~ I ~ '+lflSITW~. ~ ~ qiRUf 311Cl~ll,Cf151 \J1Tffi.% fcp !H'i IClc4I 'Cf)j'
~ CJ)l1 ~ CJ)l1 5-6 '+lflSITW~ fclRrr \JfR I ~ ~!ffUT m ~x:i6itf '#
31TtfTRc.p ~ (infrastructural) ~ CfIfd'il~lli ~ % I qRCl!:;'i ~ ~ ~
CflT~: fClCflffid ~ ~ ~ qiRUf ~ - ~ ft~ <11Rffi~'j (fCj? ~ ~ m
\J1Tffi % I ~ ~ ~ <11Rffi~'j Cl5T~!ffUT ~ ~ '1tf fclRrr \J1Tffi ill ~
~ rtt \J1'i '{i\S«.lI CflT~ ~ ~ CR '4Till1 ~ c1"lll41 ~ CflT31liTCJ'
5l'1T ~ 3RT~ % I \J1'i II °1'i I ill ~ ~ ern ~ 6i'R rtt ~ % I 1:R'TI
~ ~ .~ Cl5T'ff11<1 tR ~411~ Id '1tf·fclRrr \J1Tffi I \3q ~CJf1 ~ Fdilll 'i ~
CflT~ ~'~ ~ qiRUf ~~3lT Cl5T~1f£lCflcidX ~Fdilll'i ~01lR1~'j, (non-
probability sampling methods) ctT ~ CR'iT ~ t ftrffil ~ ~ itr
, . fCl~ClXi'11lldl ~ ~llilfUlCfldl LR fctq-fuj- WlTCJ'~ %I

~ ~ fctcruA ~ CflT~ ~ ~ >r<IT<T ~ VlR ~ 3RT qiRUf fctcruA

wltfCflT * 3fCR fct-c.rR ~ I 1980 ~ ~ 1WOf~ ctlXifkll 3fR ~ ~ (CORE)
!TIXT31Rf<A ~ lRIT ~ fcp. ~ fctcruA wltfCflT CflT'iCl % fcp ~tfFf ~ ~
Cl1«1 fClCfl,dI CflT~ '1tf ~ 3fR ~ >f[l:(f ~ ~ fCl~Cl'{i'11ll '1tf

gO irc1 fcp' f.1uh:l AA ~ m ~\1'i'CfIT ~ fclRrr \JIT ~ I mtT ctlq PI ~'j ~ wltfCfl .

I
 " ,

~ ~ ~ ~ ~ ~ I~ 31 ffI RCli1 3AcP wf~ cpr <:ffi '4'r ~ m f$

fctq1JR ~ 'R ~ \Jf"R ~,~ -$T ~ ~ ~ ~ ~ CW1 ~,-gr
q)lf ~ ~I ~. 'fl11<T C¥f \JffiIT ~ 3i'R ~ ~ cfi <W<l ~ xg ~ I -'
~ ~3IT cfi ~ 3WT 3fA ~ ~ ~ fctq1JR ~.cpr ~ ~
~ ~ \Jf"R -$T ~ ~ I~ 31R -m mqm- ~ ~ 3i'R ClWTR ~tlt
~ <l?T \3GR 6RT Rm ~ 3i'R ~ 31R ~ ~ ~ ~ \JfT W ~I ,
~ ~ <:ffi irn f$ &11Clxi Ifu Cf) coil, Xi14\i1f.1Cf) WIT ~ ~ fctq1JR,
~ cpr ~ ~ CflBT ~ ClR ~ I

3.10 ,til~I~I

.fctq1JR ~tlt f.1uTm ~ ~. cpr ~ -gr~ ~ mm ~ I ~ ~,

~ffI '(-q 1f?mT 3.tR xi ~ I;qCf) xlcrr ~ cnc>IT cfi ~q d
~ Rlq 0ICf) 13IT <l?T 3AcP WPR -$T
~ -$T 311Cl~;qCf)<11tmlT ~ I ~ ~ fctq1JR ~ ~q'r ~ -$T. '4T
311Cl~;qCf)<11tmlT ~ I fcl:troA ~ ~. fctqoR ~ f.1uTm CflT ~ cfi ,~
f.1;qf?m 3tR "<jf.1ljl~<1 <trT ~, ~ cpr ~ Rl~~tlOI 3i'R ~ cfi ~
~3IT 3i'R ~ 011~ q'j cpr xrc tmlT ~ 3i'R <:ffi fclcrrR'~ <l?T ~ ~ ~
Xi~I;qCf)' tmlT ~ I ,fclcrrR ~,~ -$T 'qR' ,\311 ~oll~;qj 5tft ~ I <1 ~ ..
~ ~
Rl~~ tl'i 1({1Cf)fclcrrR
\jq;qlllCf)<113IT cfi ~
~,
~
fclcrrR, ~

\jq<TllA
I fclcrrR
m, ~
~
~,
~.
fclcrrR

3i'R f.1n:raT
~
~

m c=rm
5T;fr ~
~
~ Gffi
f$ ~
~ crrc;IT <l?T
'.
<:ffi ~ ~ f.1;q~ <1 ~ ~ ~ x=rcf> I

fcMuR ~ ~ fclcrrR ~ cpr' ~ 3f<T 51w ~ 3i'R <:ffi ~ ~ ~

~ ~ ~ &1Fcl'dq'j cfi ~ ~, fctq1JR ~ cfi ~ cfi ~ ~
cfi fi Cf)C'1'i 3i'R >mR -$T ~{l-TCf 3i'R f.1n:raT ~ cfi ~ fi Cf)C'1'i fcIR:rr \JffiIT
, ~ I' fclcrrR ~ ~ ~ crrc;IT ~ xi ~ I;q<11m ~ ~ - ~ fuR:l ~-QTfc1 <:TT
~ cpr ~ CR' xt ~ \ffi ~~, ~ ~ cfi ~ ~dj~lx CflRUlT cpr
f.1GR ~ 3tR ~ eft rt fclcrrR ~ ~ '{i~I;qCf) ~ RlCf)(>ql -$T ~
~I

fclcrrR ~ cpr ~ ~ ~ men ~ 3i'R x-MT -crGT'R ~{l-TCf wftfCflT

.EmT ~ \Jf"R ~ wf~ cwiT <l?T m <:TTf.1<i?ruT ~ x-MT WPR cfi cwiT ~
<:ffi fclcrrR wfqcpT cfi CIWf ~ 3ffiff ~ I fclcrrR ~ cfi ~ ~ wWr m~-
~~, ~ ~,.~~, ~ f.1uhur ~trA,
Rl$11q 'i ~trA, fctc:RuT ~~ 3i'R fclw<:T ~ I

<:ffi '<jf.1~ij<1 m cfi ~ f$ ~ ~ x-MT 3lICl~;qCf) 3i'R f.1n:raT ~ f.1uh:r

m crrc;IT ~ fl1c;r ~ ~, fclcrrR ~ _<l?T ~ W1TI cpr ~ CflBT mm
~, fCjffi fclcrrR ~cpgr ~ \JffiIT ~ I ~ ~ ~ et ~ .
f.1l:'i~rtm W11 <1 'ffif ~ : (1) ~ -$T ~, (2) ~ ~\i1I~'i cpr
f.1mxur, (3) aBr ~ 3i'R ~ ~, (4) ~ Rl~~tlOI 3i'R ~ -$T (fmfr
'3i'R ~I
81

I
.. \3~1~Cf)~01 cB-3lR 3tR ~ "Jf ~ "Wf ~ ~
,. -.
m cB- 45C'lfCl'<'iq~ "$T ~
~~Cj)f~wWT~~-gI~~tpl=jl"$T ,
x~.~ -g Cf2lT~ ~ ~ cnT ~ ~ ~ 3tR ~ ~
~ ~ >rGR m ~ -g 1 ~ ~ ~ ~ fctfclmIT Cffi>fT ~ -g,. 3lCf:
<.ffif. lR ~ m 0lT "CflT<f 3TffiR ~ ffirr ,I W lR ~' >fCPR "$T ~
~ -qct ~ cB-_~-~ ~ ~qr xilix~lq_'4't ~ ~ ~ ft~-q
- .~~:x:MT~ __
~~cB-~~~~.xf~~m-g~> _
,~ "Jf ~ ~,~ ~"Jf ~ ~ ~ ~ 5RT -~~ 5T"\iffilT -g 1
. . .', '.

fitrnltIOIl('JtCf) ~qol"1 yum;ft (Analytical Marketing System) : ~ ~ ,

fctqu:r;:f ~ 3tR dq)'1~Cf)) Cj)f m 3tR \RCflT wWT ~'cB- 'x=rr~ffirr -g, ,
~ ~1g IlId I ~ 'x:frrcR "Jf ~ ~ Cj)f Fc1~~ 1St
01 fcpm\ifT "fTC# 3tR /m
~ ~ cnT &mt ~ ~ ~ \ifT ~i ~ m 1l l!C1fjlil"1 ~ \ifT
- ~I '

31idRCf) filITi yuffi.4t (Internal Reporting System) ,: Cffi'.~. \IlT >1f1ZT-

. "', .
-~, ~ ~ ~,.~~<-c~ ~, >1f1ZT ~ 3tR ~.~ ~:~ ~ Cj)f
~~-gl .

~qol"1 ~Tf"1T yum;ft (Marketing Information System) : ~ '~qr f.1uf<:IT

cnT ~ ~ ~ f.ill~d 3tR '<jf.i41fu1<1'~ ~ ~ Cj)f ~, Fcl~~IStOI3tR ~
- cB-~ ~311 ~ ~ollfc;jlll' 'PT ~ 1-

~qol"1 3JNlTf"1T yum;ft (Marketing Intelligence System): ~ ~tTCflT cnT

~ ~ -g _~ ~ 31mR lR ~.~ 3tR,~ ffiill ~ 31"1~qilfTxCf)
"Wf ~ Wd' fcpm \iffilT ~ 1 -

"-,
.'
( .

~qol"1~EJR (Marketing Research): ~ q;-+f .r ~ ~ ~ ClIFctdll'j

~ ~~' ~ ~ cB-~ tfi ~v~ cB- xiCf)C'l"13tR ~"$T
ClfCI'ft~ 3tR f.1s:Ta=r ~ 1 •

l1T~ ~ (Primary Data) : ~ ~ ~ ~: ~ ~ cB-

~' x1'CflC'l"1fcpm \iffilT -g 1

, ylt"1lq<.>f) '(Questionnalre) : ~ "$T ~ ~ ~ x~ ffirr, t, ~

(\3"dx~ldlzm ~.~ ~ cnT ~ \ifT ~ 1 ,. \.

\3'd'<~ldl (Respondents) : % 'ClIfcffi" \IlT 31CAI CllFctdll('1 ~ ~ m~

m-2lT er; ~ cB-"Wf "Jf ~ q Fd il ~ "1 ~ "$T 311<HlI Cf)d 1311cnT ~'"CflXdT -g
, ..
E2
 ",

3tR ~ wm ~ ~~ et ~ fclRrr \JfTill % I \3Xl \j't1'<~ldl ~,

~ \JfTill %~ Cffi l'l~'1ICjc11 et ~ cpT I3m ~ %I

~~'(Sample) :~ et ~ fBm Tfm ~ mer"ffi ~ ~ ~ c#r

,x-M1 fcl~l tj d I~ ~ % 3tR Cffi \R:iCf)f ~ ~ mm %I
~d)lJ<t> ~ (Secondary Data): ~ ~ ~ ~ ~ 1ft ~ ~ <IT
~ &m ~ fclRrr Tfm % 3tR \JlT l'lCflI~ld m 31l'lCflI~ld X'llf +) ~ ~ I

rilffUT (Survey): m~ ~'CI?1 ~ '~ c#r ~ I~ ~ +)

~ "CflT~ ~ et'l'l~'1ICjc1"1 c#r xi!3ll1dl ~ fclRrr \ifIill % I ~ ~ •
q5T ~ &:IFcttPld X'llf~, e.c1"1Lf)1'1tR <IT ~ &m fcnm \JfT wmrr % I

3.12 t<tq'{~ q~

1) fclcruR ~ ~ cpl,~ et ~ ~ fclcruR ~qcp cpl m~

>rcPR c#r WA1 c#r 31ICj~lICfldl ~ %, ~ CflIT ~ ? , '

2) fclcruR WA1 ~ 'CflIT % ?~ ~ ~ m~m~ % ?

3) fcrRit ~ et ~' fclcruR WA1 ~ c#r ~\i1 1~'1 ~ "'{1l1<l ~ ~ cpl
~4~~1
4) 'fclcruR ~ CflIT % ? fclcruR WA1 ~ ~ <:f5~ >rcPR ~ ~ %?
5). fclcruR ~ et cgu ~ wWIT "CflT~ ~ I

6) fclcruR ~ 3!UnFf ~ et m 'B m-m ~~ Wl1 ('CRUT) 5Tcf

~ ? 'fcrRit l'l1CfCj')('q'1Ic-l"jCfl
(hypothetical) fclcruR ~ QR£ll\i1'11 c#r
fl!3l11dl ~ ~ ~tr "CflT,'ffafq"#- ~ ~ I

7) ~ +) fumur ~ et crWrR ~et ~ +) -.ne ~ I

8) ~kj~fuld et ~ 3I':dx~:

,cp) fclcruR WA1 ~ 3tR ~ ~ ~

"&) 'lJT5Cj) ~ (customised) 3tR ~ (syndicated) ~

11) m~ 3tR ffidlllCfl ~

c:r) fIT\JfR ~ 3tR fmRuT ~

-rre : ~ ~ &m ~ ~ ~ c#r "YO'1' "flTlf!ft cpl ~ +) xi !3111d I

.~ I-~'~ et \J\f'<T cpl JOj\(Ylllcti'1et ~'fcl~CjfclE:lIc1l1 ~ c#r
31ICj~~Cfldl ~ %~ <) ~ 3lNCf> ~ ~ g'1'<I~R1 et ~ ~
~~I

83

I
 Aaker, David A., V. Kurnar and George S. Day, Marketing Research, John Wiley &
Sons Inc., New York.I 999.

Beri, G. c.. Marketing Research, Tata McGraw Hill Ltd. Publishing Co., 1993.

Boyd, Harper W., Ralph Westfa 1 and Stanley F. Stasch, Marketing Research: Text and
, Cases, 7th edition, Richard D. Irwin Inc. 1999.

Green, Paul E.; Donald S. Tull and Gerald Albaum, Research for Marketing Decisions,
5th edition, Prentice Hall of India Ltd .., New Delhi, 1997:

Jain, Sanjay K,_"Marketing Research in hdhl:A Perspective", Management & Change',

Volume I, No.I, 1997. pp. 71-100.·

Jain, Sanjay K, "Marketing-Research Services Marketing" in Ravi Shankar, ed., Services'

Marketing: The Indian Perspective, fS!X.celBooks, New Delhi, 2002, pp. 528-554.
, . Luck,David J. and Ronald S Rubin, Marketing Research, Prentice Hall of India Ltd,
New Delhi, 1995.

Malhotra, Naresh K, Marketing Research: An Applied Orientation, Pearson Education

Asia, New Delhi, 1999. .

Rao, Sushi la, "Marketing Research in India: The State of the Art", Business India,
November, 17-30, 1986,pp.111-112.

84

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MPDD/IGNOUJP.O.3K1November 2018 (Reprint)
'

"

ISBN : 978-81-266~4411-7