Amr Salar Proposal Final

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Semester 2 final project done for applied market research at SIIB. Time duration to complete the proposal - 10 days. This was a part of the semester exam.

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Amr Salar Proposal Final

  1. 1. Market research proposal – Semester 2 - SIIB TABLE OF CONTENTS COVERING LETTER 3 RESEARCH PROPOSAL 4 Background and project rationale 5 Importance of the project to the manager 5 Company profile 6 Objectives 7 Operational definitions 7 Scope of the project 8 Limitations 9 Assumptions 9 Respondent profile 10 Exploratory research undertaken 10 Focus groups: 11 Data Collection Design 12 Data collection Format 13 Classificatory Variables: 13 Data variables 14 Sampling design 19 Analytical design: 20 Field work design 22 Budgetary requirements 23 POLARIS: ONE OF THE BEST MARKETING RESEARCH FIRMS 24 Salar Bijili- salarbijili@gmail.com 1
  2. 2. Market research proposal – Semester 2 - SIIB Managerial Brief The manager represents the marketing division of a multi national organization making cell phones of different types in India. He wants to know the usage experience, satisfaction levels and suggestions for improvement among cell phone users in pune. The research is to be conducted in the city of Pune. It would be done in English. Project budget: INR 75000/- Time: 12 weeks. Salar Bijili- salarbijili@gmail.com 2
  3. 3. Market research proposal – Semester 2 - SIIB Polaris Research Regd office: 4, Dhule patil road, Camp, Pune-411033 www.polarismr.in mail@polarismr.in Ph: 020-2234768 ------------------------------------------------------------------------------------------------------------ Covering letter To The Manager, Buena mobiles, 71, Hadapsar road, Kondhwa, Pune- 411055 Date: 11-April-2009 Respected Sir, (Subject: Proposal to undertake the research assignment to know the usage experience, satisfaction levels and suggestions for improvement among cell phone users in pune) With reference to our meeting held on 4-April-2009 that discussed the written market research brief from your side and the subsequent meetings that clarified outstanding issues, we hereby present a market research proposal for the afore mentioned research brief. Polaris is a 20 year old veteran market research firm that has successfully bid and executed several market research assignments spanning various domains and geographies. We have undertaken projects that have given managers excellent insight into the market and have resulted in successful offerings. The launch and subsequent success of Eat-healthy (a health restaurant) in pune based on our research is a case in point. We hereby exude confidence in handling this project to the best of our abilities. The details of the proposal are enclosed. Do contact us for any clarifications. Thanking you Yours sincerely, Salar Mohamed Bijili, Chief researcher, Polaris research Enclosures: 1. Research proposal for the assignment 2. List of major clients and their testimonials. Salar Bijili- salarbijili@gmail.com 3
  4. 4. Market research proposal – Semester 2 - SIIB Research Proposal Introduction The cell phone is the fastest-selling consumer electronic in the world. On a global basis, over 800 million cellular telephones are sold each year. More camera-equipped cell phones are sold each year than stand-alone digital cameras. More MP3 player-equipped cell phones are sold than stand-alone MP3 players. Rapid development of new technologies is leading to ever more versatile, multipurpose mobile devices, including Internet-enabled cell phones and PDAs. These developments are creating challenges for legacy companies and opportunities for nimble marketers and managers. Meanwhile, in major Asian markets, cell phones are rapidly evolving into mobile payment systems, where consumers are able to use cell phones to wirelessly, instantly make purchases at vending machines, train ticket stalls and elsewhere A lot of water has flowed under the bridge from the time that cellphones were unheard of in India to the present where they have become almost ubiquitous. Beginning from those days, Indian subscribers paid around Rs. 16.40 for a mobile to mobile call and around Rs 32.80 for a mobile to a landline call. Today, as per recent statistics, customers pay far lesser for calls and occasional text messages that add up to around Rs 300 a month and upwards. Now that cellphones have moved into the affordable bracket, there is a great demand for additional mobile services such as cellphones, email, stock market quotes, and astrology services, just to name a few. A recent survey pointed to the fact that for most customers, mobile phones have become an extension of their personality. Many go a step ahead to say that mobile phones define their individuality as well. For most individuals, mobile phones are becoming a single point of contact for the world surrounding them covering a wide range of utilities like emailing, entertainment, and banking. More and more people are looking out for more than just talk time on their cellphones. All this is generating a lot of enthusiasm for mobile companies. A number of serious players in this industry are looking at a range of such value added services, which have the capability to boost their bottom line. Not only are Indians enthralled, but they started spending a considerable amount on these services too. This figure amounted to around $250 million last year. This figure is expected to reach $1.7 billion by the year 2010. This is a boon in disguise for Indian cellular operators who are seriously looking forward to enhance their revenues. Salar Bijili- salarbijili@gmail.com 4
  5. 5. Market research proposal – Semester 2 - SIIB Currently, nearly 80% of the revenues come from services like ring tones and SMS. This makes India the second largest mobile market on earth. The young mobile savvy generation currently feels less privileged in nearly every sector. And that’s precisely what is fuelling the growth in mobile services across the country. As the market expands but fulfilling the needs of mobile users by providing them attractive services, mobile phones are becoming a new vehicle for reaching out to the mobile generation. Mobile content providers also visualize a big jump in their services. These include many global companies such as Google, Yahoo and MSN, which have signed up with many Indian operators like Airtel, Bharti, Vodafone, Tata, and Reliance Communications. Together, they offer a host of services based on the local and regional markets in their area of operation. The Indian mobile scenario seems to be all set for the next stage – expansion and consolidation, but there are a few complications as well. Not all users can afford costlier services beyond messaging and talk time. What is expected is increase in the already growing user base so such services can become affordable to one and all in the long run. Background and project rationale Buena mobiles is a leading multinational cell phone manufacturer. It has a strong presence and popularity among the populace of pune. It wishes to know the usage experience, satisfaction levels and suggestions for improvement among cell phone users in pune. To achieve these objectives, the company has commissioned a market research to help know the usage experience, satisfaction levels and suggestions for improvement among cell phone users in pune. Importance of the project to the manager Our manager is the marketing head of Buena mobiles, a Multi National organization making cell phones in India. The following actions may be taken by the manager with the results of the marketing research. 1. Expand the current fleet of models a. The manager using the research data can figure out what the customer needs in addition to the existing features available in the market. This might help him decide on expanding the current available models. 2. Improve service and product features Salar Bijili- salarbijili@gmail.com 5
  6. 6. Market research proposal – Semester 2 - SIIB a. Based on the satisfaction level data from the customers, he can improve After-sales service for his product by opening more service centers and also improve existing product features that are not up to the mark in the minds of the customer. b. Also this would optimize costs for the company because the manager would give only the offerings that the customer wants in the cell phone 3. Inputs to R&D a. The manager might forward the suggestions for improvement obtained from the market research to the R&D department to enhance the current products and work on new models based on suggestions. Company profile Polaris is a 20 year old veteran market research firm that has successfully bid and executed several market research assignments spanning various domains, geographies and demographies. We provide services like conducting market research, providing secondary data and consulting. With a dedicated workforce we have successfully executed major market research projects for multinationals in India. The launch and subsequent success of Eat-healthy (a health restaurant chain) in pune is a case in point. We have been appreciated by our clients for our impeccable dedication, timeliness and delivery. Our strengths lie in our employees who include experienced researchers, well trained support functions and also in tested processes and use of latest software in data analysis, data interpretation and report generation. Salar Bijili- salarbijili@gmail.com 6
  7. 7. Market research proposal – Semester 2 - SIIB Objectives The objectives of the project are as below. 1. To know the usage experience among cell phone users in pune 2. To obtain satisfaction levels of cell phone users in pune 3. To obtain suggestions for improvement from cell phone users in pune The objectives map to the managerial actions as below Managerial action Objective Expanding fleet of models To study the usage experience among the cell phone users in pune Improve After-sales service and enhance To obtain satisfaction levels of cell phone current products. users in pune Inputs to R&D team To obtain suggestions for improvement from cell phone users in pune Operational definitions 1. Usage : The act, manner, or amount of using. In our case it will be the act, manner, amount of use of cell phones by the respondents 2. Usage Experience: Experience as a general concept comprises knowledge of or skill in or observation of some thing or some event gained through involvement in or exposure to that thing or event. In this case it will be the experience of the respondent with various features of the cell phones. 3. Cell phone A hand-held mobile radiotelephone for use in an area divided into small sections, each with its own short-range transmitter/receiver 4. Cell phone user A person who owns or owned a cell phone in the past. In our project we consider respondents who, at some point in time had owned and used a cell phone in the last six months. 5. Satisfaction The fulfillment or gratification of a desire, need, or appetite. Pleasure or contentment derived from such gratification. A source or means of gratification. Salar Bijili- salarbijili@gmail.com 7
  8. 8. Market research proposal – Semester 2 - SIIB 6. Satisfaction level A measure of satisfaction against preset scales for quantification purpose The level or extent to which a person is satisfied with a particular product or service. It can be positive or negative 7. Suggestions: Any opinion for improvement given by respondent regarding the existing product features provided by the client or any additional enhancement expected by customer. 8. Pune Area under the jurisdiction of Pune Municipal Corporation. Scope of the project 1. The project covers the following brands of cell phone handsets, their usage experience and satisfaction levels. 1) Nokia 2) Motorola 3) Sony ericsson 4) Samsung 5) Other(to be specified by the user) 2. The scope of investigating the respondents usage experience of the cell phone involves the following factors 1) Calls(make and receive) 2) Instant messaging(SMS/MMS) 3) Bluetooth 4) Camera 5) Organizer(alarms/calendar) 6) Music player 7) GPS interface 8) WI-FI receiver 3. Assess observable phenomena in terms of satisfaction levels in the following factors 1) Cost of acquisition 2) Battery life 3) Weight/Size 4) Looks 5) Ease of After-sales service 6) Instant messaging(SMS/MMS) 7) Bluetooth 8) Camera 9) Organizer(alarms/calendar) 10) Music player 11) GPS interface Salar Bijili- salarbijili@gmail.com 8
  9. 9. Market research proposal – Semester 2 - SIIB 12) WIFI receiver 4. Investigate the respondents’ suggestions for improvement. The following aspects will be put forward to the respondents and their suggestions will be sought for 1) Cost of acquisition 2) Battery life 3) Weight/Size 4) Looks 5) After-sales service 6) Instant messaging(SMS/MMS) 7) Bluetooth 8) Camera 9) Music player 10) GPS interface 11) WIFI receiver 12) Any other suggestion (This list has been arrived after looking into secondary data from a market research done for a similar objective) Limitations 1. The inference from this project may not provide any conclusive evidence to any social characteristics associated with usage of cell phones although they help us in understanding an underlying pattern. 2. The research is done in Pune and hence may not be directly applicable to other cities in India on counts of socio-cultural diversity 3. Because of frequent change in perceptions among users and high technological obsolescence in handset technology, the research needs to be done frequently to keep in pace with fast improving technology. Assumptions • We assume that once the objectives we propose are approved by the manager, they would not be changed. • We assume that the manager needs research to be done on cell phone users of any brand and not limited to the users of his brand. • We assume that the latest market research brief we received is the baseline version and no changes would be made in it after the project execution starts. • We assume that an average cell phone user would be aware of at least the basic functions of cell phone usage viz. making and receiving calls and instant messaging services. Salar Bijili- salarbijili@gmail.com 9
  10. 10. Market research proposal – Semester 2 - SIIB Respondent profile • Current resident of pune • At least 16 years of age. • The respondent must either be a current user of a cell phone or must have been a cell phone user in the last six months at the time of survey. Exploratory research undertaken Secondary data analysis for this project could be obtained from the repository of case studies that Polaris maintains. Exploratory research is undertaken to • Provide more insights to the problem in hand. • Define the problem more precisely • Isolate key variables and relationships for further examination. In this project we use secondary data analysis of reputable past studies as a cost effective method to explore the research problem further and gain insights into the current problem. We have access to various market research forums and archives. One such case study has been used as a source of exploratory research. The case is titled “Study of mobile phone usage among the teenagers and youth in Mumbai”. The main inferences from the case study are 1. Out of total 165 respondents 58% were male and rest female. 34% possessed their own cell phones for past 2 years Age group % No of respondents 15-19 35.15 58 20-24 40.00 66 25-29 24.85 41 2. The ratio of mobile owners to non mobile owners was found to be 7:3 and out of the owners 55% were male and 45%female 3. Cell phone ownership was found to be independent of work status and age of respondent 4. In majority of instances, nokia was found to be the first choice of handsets. This clearly indicates the superiority of nokia over other brands 5. And among the service providers, hutch was the leader(55%). 6. The most frequent handset-service provider combinations was nokia-hutch and nokia-airtel 7. Usage a. The total usage of talktime was highest in females Salar Bijili- salarbijili@gmail.com 10
  11. 11. Market research proposal – Semester 2 - SIIB b. For postpaid users the average billing was around 700-1000 per month. 8. In 78% of instances it was “need” that resulted in purchase of phone 9. Mobile functionality a. High usage of SMS 10. Awareness a. Awareness levels found higher in boys than girls 11. Perceptions a. 85% of respondents agreed that cell phone is a necessity b. “The model you buy shows how fashionable you are” c. 63% believe that they don’t perceive any medical harm in using mobile phones for longer duration of time The findings of this past research might give the manager lot of insight into the objective in hand. For instance, the study shows that 85% of respondents agreed that cell phone is a necessity. This tells the manager that the cell phone has become a necessity from being a luxury a few years ago. Also the study says that cell phone ownership was found to be independent of work status and age of respondent. This might also be of help to the manager Limitations of secondary data • Partial relevance of the data to the problem in hand • The objectives of the project from which secondary data was obtained might be different from the problem in hand and may not be appropriate in the current situation How to overcome limitations of secondary data? • Use only the data that the manager feels would be relevant to the problem in hand • Find multiple sources of data and compare those using standard statistical methods. • Try to secure secondary data from primary sources and not acquired sources so as to improve credibility of the data Focus groups: A focus group will be conducted for the purpose of this project. A focus group is a form of exploratory research where an interview conducted by a trained expert and in a natural manner with a few respondents. Focus group would be characterized by homogeneity but with variations among participants to allow contrasting opinions and to get different perspectives. Number of focus groups: 3(since more features need to be discussed and the focus group members may not have used some of the features that need to be discussed) Number of participants: 8 per group Duration of focus group: 30-60 minutes Salar Bijili- salarbijili@gmail.com 11
  12. 12. Market research proposal – Semester 2 - SIIB The following methodology will be followed in the focus group that is to be held 1. Identify respondents who either use a cell phone or have used a cell phone in the past six months. 2. Choose 8 homogeneous respondents. They would be homogenous on the basis of either SEC or age and have basic knowledge about the subject matter to avoid conflicts and forge discussion. 3. Have a relaxed, informal atmosphere 4. Use videotaping if required 5. The following might be a focus group sequence for this project a. Intros and warmup b. Talk about the current cellular environment (5 mins) c. Talk about each others cell phone models(5 mins) d. The interviewer will intervene and encourage the group to talk about their experience on the following heads i. Cost ii. Battery life iii. Size iv. Looks v. After-sales service e. Talk about experiences with the handsets on the following features. Also encourage discussion about which of these features the respondents use and also the ones they have but don’t use i. Calls( make and receive) ii. Instant messaging(SMS/MMS) iii. Bluetooth iv. Camera v. Web connectivity vi. Music player vii. GPS viii. WI-FI f. Use visual aids to show the various features and then ask for respondents experience about them g. Encourage discussion on satisfaction levels of their respective cell phones. h. Elicit their suggestions for improvement and note them down Tabulate the key points and report to the manager. Data Collection Design Most of the characteristics of information need point to “MALL INTERCEPT PERSONAL INTERVIEWS”. So for this research we propose to use MALL INTERCEPT PERSONAL INTERVIEWS. A few of the important characteristics we have considered are tabulated below. Salar Bijili- salarbijili@gmail.com 12
  13. 13. Market research proposal – Semester 2 - SIIB SerialNo. Data Characteristic Importance 1. Flexibility of data collection High 2. Diversity of questions High 3. Use of physical stimuli High 4. Perceived anonymity of respondent Low 5. Obtaining sensitive information Moderate 6. Potential for interview bias High Limitations of mall intercept method: 1. There can be interference in conducting mall intercept interviews because degree of participation of other people may be difficult to control. 2. People may be in hurry and hence may give superficial answers in mall intercept interviews. 3. It may be difficult to get an appointment, because people might be in a hurry and rejection rate may be high Data collection Format The questionnaire used for this project is proposed to be a 1. Semi-structured questionnaire format as it would have a combination of both open-ended like for asking for suggestions and close-ended questions that limit the options of answering to the ones mentioned. 2. Non-disguised questionnaire. The advantages of using non-disguised and semi structured format are:- 1. As the respondents would know for what purpose the research is being conducted they might be more helpful in giving frank opinions and unbiased responses. 2. It will produce more reliable results as there is a structured format. Classificatory Variables: 1. Age category of the respondent a. 16-25 b. 25-40 c. Above 40 The age category of the respondent would be found by asking a direct question with age limits given *** Justification: Respondents as young as 16 are also users of cell phones and are tech savvy too. So they have also been included. Salar Bijili- salarbijili@gmail.com 13
  14. 14. Market research proposal – Semester 2 - SIIB Q: Which range does your age fall? Please tick the range 1. 16-25 2. 25-40 3. Above 40 2. SEC – Socio economic classification a. A1 b. A2 c. B1 d. B2 e. C f. D The SEC of the respondent would be found out by asking questions about the educational qualification of the respondent and his nature of current employment. The SEC grid would be used to find out the SEC of the respondent. SEC would be used as one of our classificatory variables. Q1: Please mention your education level a. Below high school b. High school c. Under graduate d. Post graduate Q2: Please mention your occupation a. Officers/Executives-Middle/Senior b. Officers/Executives-Junior c. Supervisory Level d. Clerical/Salesman e. Self Employed/Professional f. Businessman (employees 10+) g. Businessman (employees 1-9) h. Shop owner i. Trader j. Unskilled Worker k. Skilled Worker l. Student Data variables 1) Level of Usage: The following question will be put forward to the respondent to classify him depending on the number of available features the respondent uses. • Minimal user of cell phone Salar Bijili- salarbijili@gmail.com 14
  15. 15. Market research proposal – Semester 2 - SIIB • Average user • Heavy user Q: Please fill the following grid based on the features’ availability in your cell phone and fill the usage accordingly. Mark only those features that your cell phone has. Feature Available(Yes/No Using(Yes/No ) ) 1) Calls(make and receive) 2) INSTANT MESSAGING(SMS/MMS) 3) Bluetooth 4) Organizer(alarms/calendar) 5) Camera 6) Music player 7) GPS interface 8) WIFI receiver *** The respondent can mark a feature as ‘using’ only if that feature is available in the phone he/she possesses. This is to reduce bias on the side of the respondent. Probes and hints would be given in case the respondent is not sure if the feature is available in the cell phone or not. *** Also the following logic applies to classify the respondent on usage level Using <=33% of available features Minimal user of cell phone Using 33-67% of available features Average user of cell phone Using >=67% of available features Heavy user of cell phone *** The figure of 33% has been arrived for minimal user because calls and messaging are the basic features of any cell phone The figure of 67% has been arrived for heavy user because the last two features mentioned are not very commonly available and used. 2). Usage Experience of cell phone user: The following question will be put forward to the respondent to classify him depending on the type of experience the respondent has with the features in the cell phone. • Very Useful • Somewhat Useful • Not very Useful • Not useful at all The respondent would be requested to fill in the following scores for his experience Salar Bijili- salarbijili@gmail.com 15
  16. 16. Market research proposal – Semester 2 - SIIB Very Useful - Give ‘+2’ Useful – Give ‘+1’ Not very Useful – Give ‘-1’ Not useful at all- Give ‘-2’ Feature Available(Yes/No) Usage Experience of the feature 1) INSTANT MESSAGING(SMS/MMS) interface 2) Bluetooth 3) Organizer(alarms/calendar) 4) Camera 5) Music player 6) GPS interface 7) WIFI receiver *** The respondent can mark experience in a feature only if that feature is available in the phone he possesses. This is to reduce bias on the side of the respondent. *** Also the following logic applies to classify the respondent on level of experience. The sum would be taken and divided by the number of features available. -2 to -1 Not useful at all -1 to 0 Not very Useful 0-1 Useful 1-2 Very Useful 3.) Satisfaction levels: To find out the satisfaction levels, the following question is put forward Q. Rate your satisfaction of the features in the following way. Please rate only those features those are available in your cell phone and mark ‘N.A’ for not applicable. Highly dissatisfied – give (-2) Dissatisfied – give (-1) Neither satisfied nor dissatisfied – give (0) Satisfied – give (1) Highly satisfied – give (2) Feature Rating 1. Cost of acquisition 2. Battery life 3. Weight/Size Salar Bijili- salarbijili@gmail.com 16
  17. 17. Market research proposal – Semester 2 - SIIB 4. Looks 5. Ease of After-sales service 6. INSTANT MESSAGING(SMS/M MS) interface 7. MMS interface 8. Bluetooth 9. Camera 10. Music player 11. GPS interface 12. WIFI receiver *** In the question for satisfaction, the following logic applies to find out overall satisfaction level with the handset the respondent possesses. Add up all the satisfaction scores and divide the score by the number of features rated. So in the range -2 to +2 we classify satisfaction levels as Range Satisfaction level -2 to -1 Highly dissatisfied -1 to 0 Dissatisfied 0 Neither satisfied not dissatisfied 0-1 Satisfied 1-2 Highly satisfied Q2. How satisfied overall are you with your handset? Highly Dissatisfied Neither Satisfied Highly satisfied dissatisfied satisfied nor dissatisfied ** This question maps to the information need – satisfaction levels. A 5 point likert scale with a neutral point is used to gauge satisfaction levels. The least of the answers in Q1 and Q2 would be taken and would be fed in during data analysis. 4). Suggestions for improvement: The question for suggestions for improvement would be open ended and would contain the feature under which the respondent would give suggestions. Q. Feature Suggestion for improvement 1. Cost of acquisition Salar Bijili- salarbijili@gmail.com 17
  18. 18. Market research proposal – Semester 2 - SIIB 2. Battery life 3. Weight/Size 4. Looks 5. Ease of After-sales service 6. INSTANT MESSAGING(SMS/M MS) interface 7. MMS interface 8. Bluetooth 9. Camera 10. Music player 11. GPS interface 12. WIFI receiver Any other suggestion Probes and prompts: Adequate use of probes and prompts would be done. Oral and progressive prompting would be done. This so as to elicit information and extract unbiased views of the respondent. Eg. If the respondent is not aware of GPS or WI-FI the interviewer would show the feature and elicit a response from the respondent. Salar Bijili- salarbijili@gmail.com 18
  19. 19. Market research proposal – Semester 2 - SIIB Sampling design Sampling frame The sampling frame is the list of our study population. For our project it includes those people currently dwelling in pune city and satisfies the following criteria: 1. He/She uses a cell phone or used one in the past 6 months 2. Present in the vicinity of the mall during our survey 3. Would not reject our request for being a respondent in the survey Sampling unit Individual respondent who is a part of the sampling frame Sampling technique Area sampling- The city of pune would be divided into 4 zones and malls from these zones would be selected Quota sampling- On the basis of age and SEC Systematic sampling – Every tenth person who comes out of the mall would be selected as our respondent. Justification for quota sampling Measurable and representative quotas should be assigned.We define the quota variables based on the classificatory variables Sample size • Time available for project: 12 weeks o Available number of days: 84 o Available days for fieldwork: 42 (50%) o Training time: 4 days o Pre-Testing: 3 days o Actual field work: 35 days • Number of investigators: 4 • Total available time per day:4 hrs(240 minutes) o Traveling time to/from the mall per day: 40 mins o Actual interview time: 15 mins o Gossip time: 5 mins o Waiting time between interviews: 3 mins o Refusal time: 2 mins • Total number of interviews per day: (240-40)/25 = 8 • Total sample size = No of interviews*no of interviewers*no of available fieldwork days o Sample size = 8*4*35= 1120 o Provision for random/nonrandom sampling error: 3% of 1120 o Final sample size: 1086 Salar Bijili- salarbijili@gmail.com 19
  20. 20. Market research proposal – Semester 2 - SIIB Analytical design: The sample profile as per the age and SEC is given below. This would be given to the manager Table 1: Sample profile based on SEC and age SEC Age A1 A2 B1 B2 C D TOTAL 16-25 25-40 Above 40 TOTAL The various levels of satisfaction classified as per the classificatory variables can be tabulated as follows Table 2: Satisfaction levels of respondents as per SEC and age within each SEC SEC A SEC B Satisfaction level Age 16-25 25-40 > 40 Age 16-25 25-40 > 40 TOTAL Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied TOTAL SEC C SEC D Satisfaction level Age 16-25 25-40 > 40 Age 16-25 25-40 > 40 TOTAL Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied TOTAL Salar Bijili- salarbijili@gmail.com 20
  21. 21. Market research proposal – Semester 2 - SIIB *** Z-test can be done to merge SECs’ A1 and A2 into SEC A in case there is no significant difference in satisfaction levels among respondents in SEC A1 and A2. The same test can be done for SEC-B too. In case the % of representation of SEC-D is less than 10% of sample size then it can be merged into SEC-C Table 3: Usage level classified on basis of SEC and age within SEC. SEC A SEC B Nature of usage of Age 16-25 25-40 > 40 Age 16-25 25-40 > 40 TOTAL cell phone Minimal usage Average usage Heavy usage SEC C SEC D Nature of usage of Age 16-25 25-40 > 40 Age 16-25 25-40 > 40 TOTAL cell phone Minimal usage Average usage Heavy usage ***Z-test can be done to merge SECs’ A1 and A2 into SEC A in case there is no significant difference in usage levels among respondents in SEC A1 and A2. The same test can be done for SEC--B too. In case the % of representation of SEC-D is less than 10% of sample size then it can be merged into SEC-C Table 4: Usage experience of cell phones features classified based on SEC and age within SEC SEC A SEC B Nature of Age 16-25 25-40 > 40 Age 16-25 25-40 > 40 TOTAL experience Not useful at all Not very Useful Useful Very Useful TOTAL SEC C SEC D Nature of Age 16-25 25-40 > 40 Age 16-25 25-40 > 40 TOTAL experience Not useful at all Not very Useful Useful Salar Bijili- salarbijili@gmail.com 21
  22. 22. Market research proposal – Semester 2 - SIIB Very Useful TOTAL Z-test can be done to merge SECs’ A1 and A2 into SEC A in case there is no significant difference in usage experience among respondents in SEC A1 and A2. The same test can be done for SEC-B too. In case the % of representation of SEC-D is less than 10% of sample size then it can be merged into SEC-C Field work design • Time available for project: 12weeks o Available number of days: 84 days (Sundays are working) • Allocation of time on major need o Pre-field work (25%) = 21 days (exploratory studies and research design) o Field work (50%) = 42 days (actual survey) o Post-field work (25%) =21days (analysis and report preparation) • Break-up of field work o Training time: 2 days o Pre-Testing: 1 days o Actual field work: 35 days Organization Chart: Chief Researcher (1) Chief Supervisor (1) Master Coder (1) Data entry Investigators (4) operator (1) 1. Chief researcher is the overall in charge of the of the project activities. 2. Chief supervisor is in charge of questionnaire designing, report preparation and training of investigators.Investigators do the field work job. 3. Master-coder enters the codes for the responses and makes master-code sheet for filled questionnaire.Data-entry operator fills the data for questionnaire. Salar Bijili- salarbijili@gmail.com 22
  23. 23. Market research proposal – Semester 2 - SIIB Activity chart Sr. Activity Duration Start Finish Total no. (days) day Day 1. Meeting the Manager 1 0 1 1 2. Objective formulation 2 2 3 3 3. Approval of objectives 1 4 4 4 4. Selecting focus group members 1 5 5 5 5. Mailing agenda to Focus group 1 6 6 6 members 6. Focus group discussion 2 7 8 8 7. Secondary data analysis 1 9 9 9 8. Recruitment, selection and training of 6 10 16 15 investigators 9. Questionnaire formulation 5 17 21 20 10. Pre-testing 3 22 24 23 11. Fieldwork 35 25 59 58 12. Data entry 4 60 63 64 13. Data checking 2 64 65 66 14. Analysis 5 66 70 71 15. Report writing 6 71 76 77 16. Final submission 5 77 81 82 Total 82 The above table takes into account the maximum time which could be taken for the respective works. There would be some activities which might happen concurrently and thus total time of the project may reduce. Budgetary requirements Sr. Budget Head No. of days Payment No. of Total No people (Rs/day/person) (Rs.) 1 Manpower Chief Researcher 82 375 1 30750 Chief Supervisor 42 200 1 8400 Investigators 42 150 4 25200 Master Coder 2 150 1 300 Computer 2 150 1 300 Salar Bijili- salarbijili@gmail.com 23
  24. 24. Market research proposal – Semester 2 - SIIB Operator Focus group 3 150 1 450 moderator Focus group 3 100 24 7200 members 2 Miscellaneous 2400 Expenses Total 75000 Polaris: One Of The Best Marketing Research Firms Brand Research Project "I have known the principals at Polaris for many years and hold them in high regard. They are smart, marketing-savvy, have high integrity, and are easy to work with. They have done a number of studies for us at the TATA technologies and have always under-promised and over-delivered. They add an important strategic dimension to their projects, something very few marketing research firms are able to provide. I highly recommend them." Prithwiraj Ghorpade CMO TATA technologies ltd Pune. New Product Research Project "Our law firm needed some statistically significant market research to determine if the theory in one of our cases was a reality. It was and so we decided to proceed. Polaris Marketing Research got us the information we needed to make a critical business decision in a timely manner and within the budget that was quoted. Without their assistance, our decision would have been a guess, albeit educated, which is generally unsettling and sometimes expensive. We will use Polaris Marketing Research again in the future." Dhananjay Bapat Legal advisor, Bapat law partners. New Product Research Project "Polaris Marketing Research was hired by cipla Pharmaceuticals to conduct research for a new product concept. A brilliant questionnaire was written and the survey was underway in a shorter period of time than promised. Once completed, Polaris analyzed the results and presented the data in a friendly easy- Salar Bijili- salarbijili@gmail.com 24
  25. 25. Market research proposal – Semester 2 - SIIB to-interpret format. As I write this, I realize how simple it all sounds. But it was only simple, because Polaris under-promised and over-delivered. Every person that I worked with was focused and professional. It was one of the most pleasant experiences I’ve had in outsourcing. I highly recommend Polaris to any company that is looking to conduct market research." Deanne Dolnick, M.S. Director of Sales Cipla Pharmaceuticals Salar Bijili- salarbijili@gmail.com 25
  26. 26. Market research proposal – Semester 2 - SIIB AMR PROPOSAL “Market research project on usage experience, satisfaction levels and suggestions for improvement among cell phone users in pune” SUBMITTED BY SALAR MOHAMED BIJILI SEAT NO: 24547 ROLL NO: 08020241071 MBA-IB(2008-2010) Salar Bijili- salarbijili@gmail.com 26

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