Research Methodology.

... Research Methodology This part deals with conducting a primary research and its methodology. We would be conducting a survey aimed at young consumers aged 18-25 yrs. The sample size used for the purpose of this study would be 100-150 consumers. The two main questions that we want to answer by conducting this survey are: * How are consumers affected by the branding of the soft drink Products? * What makes young customers choose between Pepsi and Coca Cola while making a purchase decision. There are two types of research which are used in Marketing - Quantitative and Qualitative. We shall look at both of them before choosing the most appropriate method for our research. Let us first have a look at qualitative research and its tools: * Qualitative Market Research Qualitative research is about understanding people. It's used to identify and interpret consumer attitudes and behavior by focusing on the "typical" person or "typical" group. It tells

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