Title: Be specific. Tell what, when, where, etc. In one main title and a subtitle, give a clear idea of what the
paper investigated.
Acknowledgment: Include only if special help was received from an individual or group. Abstract: Summarizes the report including the hypotheses, procedures, and major findings. Introduction: Sections may be combined in short reports.
Statement of the Problem: This is a general introduction to the topic.
Purpose: What is the goal to be gained from a better understanding of this question?
Statement of the Hypothesis: In one statement (not a question) declare the question which is investigated
and the expected results. (For a null hypothesis, no difference is predicted.)
Assumptions: Explain everything that is assumed in order for the investigation to be undertaken. Limitations: Explain the limitations that may invalidate the study or make it less than accurate.
Review of Related Literature: Gives the reader the necessary background to understand the study by citing
the investigations and findings of previous researchers and documents the researcher's knowledge and preparation to investigate the problem.
Description of the Research Design and Procedures Used: Completely explain step-by-step what was
done.
Sources of Data: Give complete information about who, what, when, where, and how the data was collected. Sampling Procedures: Explain how the data was limited to the amount which was gathered. If all of the
available data were not utilized, how was a representative sample achieved?
Methods and Instruments of Data Gathering: Explain the procedures for obtaining the data collected.
Include the forms or manner by which it was recorded.
Analysis of Data: Describe the patterns observed in the data. Use tables and figures to help clarify the
Summary and Conclusions: This section condenses the previous sections, succinctly presents the results
concerning the hypotheses, and suggests what else can be done.
Major Findings: The final results from the analysis are presented, the hypothesis stated, and the decision
about the rejection or the failure to reject the hypothesis is given.
Conclusions: Comments about the implication of the findings are presented.
Recommendations for Further Investigation: From the knowledge and experienced gained in undertaking
this particular study, how might the study have been improved or what other possible hypotheses might be investigated?
End Notes: These are like footnotes but are located at the back rather than the bottom of each page. These
would include all of the references for all works cited in the Review of Related Literature or any other sections of the report as well as the references for quotations, either direct or indirect, taken from other sources, or any footnote comments that might have been included. These are listed in numeric order as presented in the text.
Bibliography or Literature Cited: These are the bibliographic reference for each of the works cited in the
End Notes.
Appendix: Any tables, figures, forms, or other materials that are not totally central to the analysis but that
Chapter 2
1. PRODUCT RESEARCH
The purpose of product research is to develop a product line which meets the needs of consumers in general. Product research facilitates the process of making products more attractive, useful and agreeable to
consumers.
Meaning of Product Research:
Product research is one major area of MR. It is concerned with different aspects of a product which include name, features, uses, package used, brand name given, price, consumer support and so on.
The term product research covers all aspects relating to manufacturing and marketing of a product. Product planning and development, product innovation and modification, product pricing, product life cycle studies branding, labelling, packaging, etc. are the different areas aspects) of product research
Packaging and branding are treated as two components of product research. This is because they are closely connected with the product itself. Moreover, sale depends on the product as well as on its packaging and branding. In product research, existing products of the company are made superior (in quality) and agreeable to consumers.
In addition, new products with promising market demand are developed. This is called new product research. Product research is directly related to product-mix which is one component of basic marketing mix.
There are four components of product mix.
These are:
1. Product range 2. Brand,
3. Package and
4. Service after sale.
Product research has two important aspects. These are:
a. Technical aspect of a product, and b. Marketing aspect of a product.
Technical research of a product is conducted in the laboratory in order to develop a product with latest design and features at the lowest possible cost. Products marketing research relates to the attitudes of consumers and their preferences towards the specific product.
Product research is necessary at the product planning stage. This is because marketing will be easy and quick when the produce manufactured is as per the needs and expectations of consumers. For this, product
opportunities must be studied and product must be adjusted accordingly. Marketing efforts will not be rewarded if the product to be sold is not as per the needs and expectations of consumers.
This suggests that marketing research should start at the product promotion stage.
The researcher should suggest the details of product (nature, features, packaging, etc.) which can be marketed effectively. This creates proper background for success in marketing efforts
NEED OF PRODUCT RESEARCH:
In addition, product research is needed in order to develop new products which will have good demand over a long period.
In short, the following points suggest/justify the need of product research:
(1) To assist in the setting up of objectives towards which the research and development department will have to work in order to develop and bring out a new product in the market.
(2) To pinpoint the needs and wants of consumers which the proposed product is expected to satisfy. (3) To estimate the sales potential of the new product
(4) To verify the benefits of the new product to the consumers.
(5) To find out the possible impact of the new competitive products on the sales potential of the existing product of the company.
(6) To test prototypes of the product.
(7) To predict the possible success or failure of the product once it is introduced in the market.
(8) To reduce the chances of product failure after its modification or after its entry in the new market and also to increase the possibilities of product success.
(9) To introduce consumer friendly products as consumer preferences are dynamic.
PR is needed on continuous basis for adjusting the products as per the needs/expectations of consumers. to introduce attractive package and brand name to the product for sales promotion.
WHEN PRODUCT RESEARCH IS NECESSARY?
(1) Introduction of new product/modifications in the existing product: Product research is necessary when company develops a new-product or desires to introduce an existing product with suitable modifications as per the requirements of consumers.
Here, the objective is to raise the popularity of existing products and to reduce the new product failure rate through extensive research and testing of a new product before its introduction in the market.
Product testing is a valuable tool in marketing research.
Such testing is before launching a new product in the market. Such product testing includes technical testing and consumer testing.
(2) Introduction of new product by competitor: Product research is necessary when a competitor introduces a new product or improved version of the existing one in the market.
IMPORTANCE/ADVANTAGES OF PRODUCT RESEARCH:
Product research is important as it offers the following advantages: 1. Product research helps to explain the features of the product. 2. It helps to simplify the product line.
3. It enables a manufacturer to develop new products with good market demand in the existing product line.
4. Product research brings best sales returns.
5. It widens market for the product and also creates goodwill for the product and its manufacturer. 6. It facilitates appropriate price fixation of the product. (7) Product research brings to the limelight the
different uses of the product for effective publicity for sales promotion.
7. It facilitates modification and renovation of existing products so as to make them highly competitive and agreeable to consumers.
8. It enables a manufacturer to introduce attractive package and brand name to the product for sales promotion.
METHODS OF CONDUCTING PRODUCT RESEARCH:
There are three methods used for the conduct of product research as explained below: (1) Staggered Comparison Test:
In the staggered comparison test, the respondent is first given one product and is asked to give his opinion about the same. Later on, he is asked to try a second product and give his opinion on that product.
This test is very natural in character as in actual life also a consumer uses one product and forms his opinion. Thereafter, he may shift to another product if he is not satisfied with the first one. However, he will certainly not like to use two identical products at one and the same time.
Staggered comparison test is useful for knowing the views of respondents accurately. However, this method is rather costly.
Secondly, consumers’ views may be bias as they may not be fully away from the influence of the product used previously.
(2) Paired Comparison Test:
In the paired comparison test, consumers are offered two products for giving their opinion. The products are outwardly identical but they differ in some way or ways which ordinary consumers cannot readily identify. This test is useful for judging the attitudes of consumers. Such test is also useful for brand reference studies, pre-testing of advertisements and multi-dimensional scaling.
Paired comparison test can be used to compare an experimental product with an existing product or for evaluating several existing products with slight differences.
Here, two different products are compared by the consumer.
If more than two products are to be evaluated, the products are paired off for the purpose of study. Paired comparison method of product testing has certain limitations. Here, the respondent participating in a test may behave differently from the way he normally would. If these tests are repeated in order to verify results, it becomes visible that there is considerable instability among the respondents. However, this test is useful in identifying those individuals who have no real preference for any of the products actually tested
(3) Non-directive Method (Test): In the non-directive method, information is collected from the
respondents without giving them any idea before hand as regards the research work undertaken. For example, a housewife is given a pair of identically wrapped products and is asked to use them.
She is given no reason to believe that the products are different. In addition, she is also not given any idea that she will be interviewed subsequently. In brief, an impression should be created in her mind that free samples are provided to her for use.
In due course i.e. after about two week’s duration, the respondent (housewife) is called on again and asked whether she has used both the products. In case of actual use of the products, a brief interview is taken which will give adequate information about product differences. Direct questions may be asked to the respondent to collect adequate information, if she fails to give information in the conversation. This method is better than the previous two methods as it represents real market situation. The information supplied can be used effectively for drawing certain conclusions.