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To run a robust model of Career Counselling
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To run a robust model of Career Counselling

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To run a robust model of Career Counselling To run a robust model of Career Counselling Presentation Transcript

  • School of Business, Coimbatore By The RetPaP
  • 03-09-2013 Market Research The DM & MR problems The DM & MR problems Research design Research design Secondary research Secondary research Qualitative research Qualitative research Road to the survey Road to the survey SamplingSampling Descriptive research Descriptive research What we have learnt What we have learnt RecommendationsRecommendations What could have done better What could have done better The personal learning and credit The personal learning and credit FlowFlow 2
  • 03-09-2013 Market Research Set up and run a robust model of Career Counselling/Guidance in the Indian Schools. DM ProblemDM Problem 3
  • 03-09-2013 Market Research Identify and evaluate the factors influencing need and attitude of the Students, Parents & School authorities towards Career Counselling. MR ProblemMR Problem 4
  • 03-09-2013 Market Research Awareness Willingness Expectations/ Needs Competition Market/ Scope Feasibility MR Problem SubdivisionsMR Problem Subdivisions 5
  • RESEARCH DESIGNRESEARCH DESIGN Market Research 03-09-2013 Market Research 6
  • 03-09-2013 Market Research Research DesignResearch Design Descriptive ResearchDescriptive ResearchExploratory ResearchExploratory Research Expert Interview Expert Interview Qualitative Research Qualitative Research Secondary Data Secondary Data Focus GroupsFocus Groups In-depth Interviews In-depth Interviews Triad: StudentsTriad: Students SurveySurvey 7
  • SECONDARY RESEARCHSECONDARY RESEARCH Market Research 03-09-2013 Market Research 8
  • 03-09-2013 Market Research Accomplishing your passion and potential Scope of career counselling Goal of career education 9 Our FocusOur Focus
  • 03-09-2013 Market Research Types of Cases Frequency Percentage Academic 77 94% Personal 76 93% Family issues 65 79% Career 67 82% Disciplinary cases 77 94% others 22 31% Source: 2012 2nd International Conference on Social Science and Humanity IPEDR vol.31 (2012) © (2012) IACSIT Press, Singapore Frequency & percentage of the types of cases counsellors normally handle Frequency & percentage of the types of cases counsellors normally handle 10
  • 03-09-2013 Market Research 45.68% 31.66% 57.32% 62.85% 48.47% 0.48% 8.34% 15.79% 22.96% 26.18% 17.86% 23.94% 10.68% 6.57% 3.92% 35.98% 36.06% 16.21% 7.62% 21.43% Higher secondary schools High Schools Middle Schools Primary Schools Pre-Primary Schools Government Local Bodies Private Aided Private Unaided Source: Statistics of School Education 2009-10, Ministry of human resources Development Snap shot on percentage of institutions held by various players Snap shot on percentage of institutions held by various players 11
  • QUALITATIVE RESEARCHQUALITATIVE RESEARCH Market Research 03-09-2013 Market Research 12
  • 03-09-2013 Market Research Mrs.Punitha Chandrasekhar-Principal, Shri Nehru Vidyalaya, Coimbatore Ms.A.Samrajyam -Principal, APSWRC at Lusttepeta Dr. Madhu Menon- Training professional, 14 years of practice of Applied Psychology in the fields of Education Ms. Shivani Manchanda -Director career track Expert InterviewExpert Interview 13
  • 03-09-2013 Market Research “Scope for career is very large in India in different areas. The consultant should not behave as a 2nd Google to the student” - Ms. Shivani Manchanda Insights: Expert interviewInsights: Expert interview “Many organizations have a tie ups with schools in career counselling from many years. 90% of the students come and participate in this career counselling in schools.” - Dr. Madhu Menon “All the career counsellors project their own products in schools/college. They show avenues to the students but not doing the real job of a career counsellor “ - Ms. Punitha Chandrasekhar 14
  • 03-09-2013 Market Research Ms.Laxmi tulasi bai –Teacher In-depth InterviewIn-depth Interview Student from Amrita School of Engineering, Coimbatore 15
  • 03-09-2013 Market Research Second year MBA students of ASB Group of eight girls doing their post graduation in different stream like nursing, biotechnology, literature etc. Parents Focus GroupFocus Group 16
  • 03-09-2013 Market Research Money does not matter for career counselling if it is so important Parents care more about their children‟s future. There is discrimination in the society against girls. Insights-Focus GroupInsights-Focus Group 17
  • 03-09-2013 Market Research Money does not matter for career counselling if it is so important Parents care more about their children‟s future. There is discrimination in the society against girls. Career guidance should begin from the lower classes . Insights-Focus GroupInsights-Focus Group 18
  • 03-09-2013 Market Research A new firm should be patient enough to gain a name. Prefer brick and mortar model than online. If online, it should have a tie-up with a reputed website. It is better to have a tie-up with the school. Advertisement has effect on students. Insights-Focus GroupInsights-Focus Group 19
  • ROAD TO SURVEYROAD TO SURVEY Market Research 03-09-2013 Market Research 20
  • 03-09-2013 Market Research Inputs from Desk Research and discussion with mentor and guide Divided the target group in to students, parents and teachers 21
  • 03-09-2013 Market Research Insights from the qualitative research and expert interviews Questionnaire design for all three target groups. Pre-test of the questionnaire Choosing the location to do survey and posting online survey 22
  • SAMPLINGSAMPLING Market Research 03-09-2013 Market Research 23
  • Market Research Male – 33 (36.3%) Female – 58 (63.7%) Intermediate– 4 (4.3) Undergraduate (General)– 19 (20.4) Undergraduate (General)- 64 (68.8) PG – 6 (6.5%) Sampling Methods- Convenience and Judgemental Sampling Sample size = 95 03-09-2013 24
  • DESCRIPTIVE STATISTICSDESCRIPTIVE STATISTICS Market Research 03-09-2013 Market Research 25
  • 64% 36% 0% 10% 20% 30% 40% 50% 60% 70% Female Male GenderGender 03-09-2013 Market Research 26
  • EducationEducation 4% 20% 69% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 11-12 standards Graduate (General) Graduate (Professional) PG (Professional) 03-09-2013 Market Research 27
  • 37% 63% 0% 10% 20% 30% 40% 50% 60% 70% No Yes Awareness on Career Counseling Awareness on Career Counseling Awareness on Psychometric Test Awareness on Psychometric Test 72% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% No Yes 03-09-2013 Market Research 28
  • 53% 47% 42% 44% 46% 48% 50% 52% 54% No Yes Willingness to Attend Career Counseling Willingness to Attend Career Counseling Among respondents who said “NO”, 51.3% believe that their parents and teachers can show better “career “ than a career counselor. 03-09-2013 Market Research 29
  • 83.7% 72.2% 16.3% 27.8% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Female Male No Yes Willingness To PayWillingness To Pay Willingness To Attend Free Career Counselling Seminars Willingness To Attend Free Career Counselling Seminars 27.3% 50.0% 72.7% 50.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% Female Male No Yes 03-09-2013 Market Research 30
  • 5% 41% 34% 17% 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Appropriate age to begin Career Counseling Appropriate age to begin Career Counseling 03-09-2013 Market Research 31
  • 53%-60% percentage of students are having well planned career path. Among them 73.8% chose their career themselves Among people who don‟t have planned career path 66% of students are confused in choosing their career path. 87% of people believe that it is very important for students to under go career counselling 03-09-2013 Market Research Descriptive: InsightsDescriptive: Insights 32
  • 03-09-2013 Market Research Factors important for Career Counselling** Factors important for Career Counselling** A career counselling firm should Tell about the student's hidden potentials and abilities Tell about best fit career for A student Guide A student to the best institute Guide A student for foreign university **Conclusion derived through Single T-Test 33
  • 03-09-2013 Market Research Reputation of the firm Profile and educational qualification of the career counsellor Location of the firm Fees charged Infrastructure of the firm Advertisements Factors important for Career Counselling Firm ** Factors important for Career Counselling Firm ** **Conclusion derived through Single T-Test 34
  • RECOMMENDATIONSRECOMMENDATIONS Market Research 03-09-2013 Market Research 35
  • 03-09-2013 Market Research Our recommendations are based on the assumption that the findings we got from our survey is true for 160,000 plus university students and another great number of school students. Can start a robust model of career counselling in Coimbatore with the following conditions Put a slightly high initial investment for start up. May have to spend on advertisements, creating tie ups finding suitable partners etc. 36
  • 03-09-2013 Market Research Branding efforts should be initiated Should definitely have tie up with some of the colleges and schools Free workshops to convert 53% of the „willing to attend‟ in the total population to „willing to pay‟ category. Free workshops to build awareness about the psychometric test and its importance. Resurgent should focus more on schools rather than in colleges. 37
  • WHAT COULD HAVE DONE BETTERWHAT COULD HAVE DONE BETTER Market Research 03-09-2013 Market Research 38
  • 03-09-2013 Market Research Conducting a detailed qualitative survey would have helped us to better understand the market scenario Survey among teachers and parents could have been done Survey among school children could have been conducted. Survey questioner could have been better structured More respondents could have been collected from diverse group of individuals Better understanding about competition Striving for perfectionStriving for perfection 39
  • THE PERSONAL LEARNING AND CREDIT THE PERSONAL LEARNING AND CREDIT Market Research 03-09-2013 Market Research 40
  • 03-09-2013 Market Research The Retpap feels Lot of will power, hard and smart work is required to convert the dreams in to action. Learned how to mutually compliment for individuals performance. Always have a Back up plan. Learned to work beyond personal interest- we realized our passion to reach our destiny. We are deeply grateful and thankful to our Mentor Mr. Abhisekh Borha 41
  • 03-09-2013 Market Research 42 Thank you sir, for your valuable insights and guidance you had given us through out the project Work…..
  • 03-09-2013 Market Research 43