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.
(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.