Vodafone market research proposal

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Vodafone market research proposal

  1. 1. Market Research Proposal Stevens Business School, Batch: 2009 - 2011 Page 1 of 4 Research Proposal for Understanding the Effectiveness of Television, Hoarding, Newspaper & Online Advertisements in Cross-Media Campaign on Consumer Awareness of Vodafone PreparedBy Keyur Savalia Nikita Sanghvi Under the guidance of Mr. Siddharth Bisht (Professor, Stevens Business School)
  2. 2. Market Research Proposal Stevens Business School, Batch: 2009 - 2011 Page 2 of 4 Title Research Proposal for Understanding the Effectiveness of Television, Hoarding, Newspaper & Online Advertisements in Cross-Media Campaign on Consumer Awareness of Vodafone Background Advertisersare beginningtothinkholisticallyinplanningandmeasuringadvertisingcampaigns,sincethe media that are included in the mix can also impact the success or failure of the campaign. Media differ on a number of important characteristics - intrusiveness, sensory modality, motion, and interactivity - that may affect not only the overall effectivenessof eachmediumbuthowtheycomplementeachotheracrossthe stagesof the consumerdecision process ResearchObjectives 1) To derive the relationshipbetweendemographicvariables&choice of toolsof media. 2) To compare the effectivenessof cross-mediacampaign withreference toconsumerperception 3) To evaluate the performance of one mediatool overthe othermediatools. Approach to Problem Hypothesis H0: Cross-mediacampaignisnotaseffectiveassingle mediacampaign. H1: Cross-mediacampaignismore effective thansinglemediacampaign H0: DemographicVariables&toolsof media are not interdependentvariables H1: DemographicVariables&toolsof mediaare interdependentvariables ResearchDesign The proposed research will have three stages. The firststage will be to inspect existing sources to uncover the cross-media campaign coverage figure & other useful information. The secondstage will involvequalitative researchtoprovide in-depthinformation on various forms of media types, the preference of media vehicles & their impact on public. This information will help in formulating questionnaire in the third stage. Because of the conclusive nature of the objectives, we will primarily use quantitative questioning in the surveys. All qualitative questions will be left to a minimum for ease of analysis and reporting.
  3. 3. Market Research Proposal Stevens Business School, Batch: 2009 - 2011 Page 3 of 4 Fieldwork/ Data Collection  Methodof AdministeringQuestionnaire: Personal interviews&Electronicinterviews  ScalingTechnique:  Nature of Questionnaire:  Sampling Design  Target population : Above 18  Sampling techniques : Quota Sampling  Total sample size : 50 Data Analysis Once surveys are complete, data will be analyzed by SPSS. Time scale Sr. No. Activity Week 1 Finalize Objectives 2 Derive Research Objectives 3 Develop Questionnaire 4 Pilot Test And Revise Questionnaire 5 Surveying 6 Coding And Data Preparation 7 Analysis Of Data 8 Submit To Guide And Await For Feedback 9 Report And Presentation Preparation 10 Presentation And Final Report Reporting Following the analysis stage, a report and a PowerPoint presentation will be created. A formal presentation of all findings and conclusions will be given on DATE. A final copy of the report summarizing the findings of all phases of the research will then be submitted in the form of hard bind report as well as electronically through the mail.
  4. 4. Market Research Proposal Stevens Business School, Batch: 2009 - 2011 Page 4 of 4 Resources  Transportation expenses for market survey for fill up of questionnaire.  Stationary expenses for printing of questionnaires and report and binding of final copy of report. References  Marketing Research: An Applied Orientation (5th Edition) by Naresh K. Malhotra and Satyabhusan Dash (2009), Dorling Kindersley (India) Pvt Ltd, New Delhi  Research Methods for Business Students (3rd Edition) by Mark Saunders, Philip Lewis and Adrian Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi  Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005), Dorling Kindersley (India) Pvt Ltd, New Delhi. Proposal ApprovedBy Academic Guide: __________________________________________

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