A researcher may use inductive or deductive logic while conducting analysis of problem at hand. Inductive logic refers to the method of research where the researcher starts with the general information concerning his problem and draws specific conclusions after analysis. For example, while developing advertising message for products many creative people proceed inductively. The collect opinion of consumers, dealers, experts and competitors to spot ideas. Suppose a half sunray company carries out consumer research annually to determine consumer dissatisfaction with existing brands. If it is found that consumers would like stronger holding power, the company would use the appeal, assuming the company’s brand promises good holding power or can be reformulated to meet this claim.

Inductive logic may be described as the “system of synthesis” because it cries out a large-scale analysis of general information gathered preferably though census method and draws specific conclusions. The Government of India conducts census after every ten years starting from 1951 and collects and analyses data on each Indian citizen to draw specific conclusions about the overall Indian population like their sex ratio, per capita income, etc. similarly, individual researcher also collects and analysis maximum available data on the problem and draws specific confusions. This is more true in the case of exploratory research. Suppose, the researcher has a problem at hand “MIS proactive in public Sector in India”, This is an exploratory research problem and the researcher would proceed inductively.

On the other hand, deductive logic refers to a situation where the researcher begins his analysis of specific data draws wise ranging general conclusions. It is also clear form the dictionary precedes or from premises. In this approach, the researcher divides the whole into smaller parts and analyses each of these to reach conclusions. For example, while generating advertising appeals, Maloney developed a possible framework. He suggested that the buyer may be expecting any four types of reward form an offering: rational, sensory, social and ego satisfaction. And the may visualize these rewards form results-of-use experience, product-in-use experience, or incidental-to-use experience. by multiplying these four attributes by three, eh gets twelve conations to develop the messages. In this case, he stared from specific and cam to the general conclusions also called reverted funnel approach.

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