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Sources of secondary data:
V surveys
V purchase panels
V media panels
V Scanner volume tracking data
B Yhere are various sources which can be located on the
internet.
Online focus group
FAQǯs
Blogs
V eview of trade journals like global cosmetics industry and
chemical market reporter.
V Popular fashion magazines like glamour, cosmopolitan,
elee, etc.
V Internet can be a valuable source of info for the fragrance
V 1 can visit website of Estee lauder, Chanel, evlon etc.
V One an also use the various search engine to locate other
sites info.
V Several of internet databases can be searched using
appropriate keywords finally 1 can visit newsgroup and chat
groups to collect more information
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V µ
V
É
V sers are asked a variety of
questions regarding there
behavior, intention, attitude,
awareness, motivation ands
demographics and lifestyle
characteristics. Since
questionnaire is simple to
administer. Analysis and
interpretation of data is relatively
simpler
V
V Yhese maps shows the frequency
of the usage and the areas where
they are used mostly.
V Focus groups can be used to understand the issue that
concern women when purchasing frag and to get a feel
for thr preferences for scents and brands. Yhen a
survey oif women can be done to determine thr
preferences for scents and uses of frag lo learmn if thr
are untapped opportunities in the mkt place.
Answer 3
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V AttitudesÉ what Is the overall attitude of women 2wrds frag
V Attitude 2wrds specific brandsǥspecific brands
V Prefer=== whaich brand s do women prefer?
V Purchase intntn=== which brand do women plan to purchase in next 3
months in which outlet do they plan to purchase?
V Behaviouyr=== whichg brand have women purchsed in past years at
which location have they purchgased these? How often are frag used?
On what occasn?
V Motivation== why do they purchase it? Yo what image do women
aspire? What roles do women assure wen they wear a frag//
V psycho
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V Yhe techniques of collecting information are:É
V Mall intercept interviews
V Projective techniques
V Blind test
V Questionnaires
V Comparative scaling techniques especially rank
ordering used to determint the prefernce mong brands
so that small diffrences between stimulus objects can
be detected// data is non metric the study will be ltd I
n its spplo
V Non comparative scLING like likert scale can be done
in placde of comparative technq to enabe us to
generalizr beyond the brands considered in the survey
V Either techniqueq can be used depending n the
particular informatuon being souhat in a survey
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It provides insight and understanding problem setting.
Qualitative research is undertaking to explain the
findings from quantitative research.
Yhe techniques which can be used as:
V Focus group
V Mall intercept interviews
V Association techniques
V Blind test
V Qualitative ..
V Focus group
V Depth interview..
V Laddering techniqe for uncovering the emotions
because the line of questioning proceeds from use
characteristics to personal characteristics.
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V P. If you are married, how many children do you have?
V Yhis question is irrelevant.
V 7. If you shop at department stores, which one do you
frequent?
V Wrong question
V Part 2
V 8. I usually buy my fragrances in a department store.
V Ambiguous words should not be used.
V 9. I usually buy my fragrances in a drugstore.
V Ambiguous words should not be used.
V 12. Free gift packages are a definite incentive to buy a
fragrance product.
V Among 6 Wǯs, Ǯwhenǯ is not given time can be during winters,
diwali.
V 16. I frequently try new fragrances.
V Ambiguous words should not be used.
V Part 3
V 17. Now often don you buy fragrances?
V Since ambiguous word is used and a particular time period is
not started.
V How often do you buy fragrances within two month?
V 20. Are you happy with the fragrances currently on the
market?
V V
:É Since what matter is that which are the
product that customers are using not those which brands are
present in the market.
Y
