Amr Salar Proposal Final

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


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.



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.



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.



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



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.



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.



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
7) Bluetooth
8) Camera
10) Music player
11) GPS interface



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
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.



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



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



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.



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.



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



• 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
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



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
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



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



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.



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



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



*** 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

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



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

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.



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



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-



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



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)


Amr Salar Proposal Final

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