This is the case analysis of Bharat Sports daiy.

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Amrita School of Business, Kochi
Case analysis of
Bharat Sports Daily

2. Contents
 About the Case
 Problem Identification Process
 Management Decision Problem
 Narrowing down of a broad
decision problem
 Management Research problem
 Type of Research
 Unit of Analysis
 Dependent Variable
 Independent Variable
 Moderate Variable
 Intervening Variable
 Extraneous Variable
 Analytical Model
 Research Objectives
 Research Hypothesis
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3. About the case
 Mr. Anil Mehra, a senior executive in a newspaper firm,
proposed the idea of launching a sports daily to the top
management.
 Mr. Mehra, just wrote a few notes on explaining the
need of such a daily.
 But, he has no answers when asked for estimates of
demand in the first year and etc. His proposal was
rejected.
 His superior Mr. Ashok Kapoor, suggested Mehra to
convince him with the help of an empirical or scientific
study.
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4. Problem Identification Process
Management Decision Problem
Discussions
with subject
experts
Review of
existing
literature
Organization
Analysis
Qualitative
Survey
Management Research Problem / Question
Research framework / Analytical
model
Statement of Research Objectives
Formulation of Research Hypothesis
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5. Management Decision Problem
 It is defined as the issue/decision that needs
to be resolved through research.
 Here the MDPs are,
‐ “Whether to launch a sports daily?”
‐ “What is the demand in the first year?”
‐ “Is it going to be profitable?”
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6. Discussions with subject experts
 By discussing the MDP to the subject and industry experts, the
current and probable scenario is understood.
Review of existing literature
 Looking through published data like articles and journals also
going through unpublished data also helps in research.
Organizational analysis
 Organizational demographics- firm, size, assets, nature of
business, location, etc. are used to define research problem
Qualitative Survey
 Survey with readers and conducting focus group discussion to
uncover relevant and typical issues in the problem
Narrowing down of broad decision problem
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7. Management Research problem
 Once the audit of all secondary review and interviews
and survey is over, the researcher defines the issue
further, in the form of an unambiguous and clearly-
defined research problem.
 Here the MRPs are,
‐ “What is the awareness and perception of sports lovers
for sports daily?”
‐ “What is the purchase intentions for sports daily?”
‐ “How is the current environment for a sports daily?”
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8. Here the goal of the research is action oriented and
focuses on immediate results. Therefore we are
conducting an applied research.
And, we will conduct a triangulation research, because it
resolves the ambiguity and gives a better understanding
of the concept and also provides a direction to initiate.
And also, drives us to a conclusion.
Type of Research
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9. Unit of Analysis
 Identifying that particular source from which
the required research information is obtained.
 Here the UoA is,
‐ “The people who are interested in reading sports
related news.”
‐ “Experts in the area of sports.”
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10. Dependent Variable
 A dependent variable is measurable and
quantifiable variable in nature. It is most crucial
variable to be analyzed in a research study.
 Here the D.Vs are,
‐ “The demand for a sports daily in the current
scenario?”
‐ “The purchase intensions of the sports enthusiasts”
‐ “The sales of sports magazines in the market”
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11. Independent Variable
 An independent variable is one that influences
dependent variable in either a positive or
negative way.
 Here the I.Vs are,
‐ “Attitudes of people towards the sports?”
‐ “Demographic environments of the consumers”
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12. Moderate Variable
 A moderating variable is the one that has a
strong contingent effect on the relationship b/w
independent and dependent variable.
 Here the M.Vs are,
‐ “Literacy rate in the society”
‐ “Influence from the family”
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13.  A intervening variable is a temporal occurrence
which follows the Independent and precedes the
dependent variable.
 Here the IVVs are,
‐ “Performance of the Indian sports teams ”
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Intervening Variable

14.  An extraneous variable is responsible for the
chance variations that are often observed in
research investigation.
 Here the E.Vs are,
‐ “Increased focus of Government on sports”
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Extraneous Variable

15. Research framework/Analytical Model
P.I=F(A, De, )
P.I= Purchase Intensions
A= Attitudes
De= Demographics of people
G= Govt. Focus
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P.I
(D.V)
Attitude (I.V)
Demographics
(I.V)
Literacy rate
(M.V)
Performance
(I.V.V)
Govt. Focus
(E.V)
Graphical Model
Mathematical Model
A=F(L, P)
A= Attitudes
E= Literacy rate
P= Performance

16. Research Objectives
 Who all will be the target audience?
 What should be the price for the sports daily?
 Why should a reader opt for an exclusive sports daily
when you have a sports page in the newspaper?
 At what time should the sports daily brought out?
 Which all games should the sports daily emphasize?
 Whether we forecast the demand for the sports daily
for one year?
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17. Research Hypothesis
 Relational Hypothesis: In this hypothesis there is
a typical relationship between the two variables.
 H0: Attitudes of people has an impact on the
purchase intensions of the sports daily
H1: Attitudes of people has no impact on the purchase
intensions of the sports daily
Other Hypothesis:
 H0: The literacy level of people has positive
relation with the purchase intensions
 H0: Demographic environments of consumers has a
relationship with the sales of the sports daily.
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