This document outlines a research study to understand and address the problem of gender selection of fetuses in India. It presents an agenda that includes defining the management decision and marketing research problems, as well as the proposed research design and recommendations. The research design involves collecting both qualitative and quantitative data through surveys of families to understand the psychographic profiles and motivational factors for preferring male children, and to assess the effectiveness of government efforts. Recommendations include government programs for women's employment and financial support for educating girl children, especially in lower income groups, to reduce viewing females as economic liabilities.

1. HOW TO STOP
GENDER SELECTION?
Presented By-
Sana Khan
Nahid Anjum
Shruti Bagchi
Ashwin Agarwal
Rajan Kumar Singh

2. Agenda
• Management decision problem
• Marketing research problem
• Research design
• Recommendation

3. Management Decision Problem
Why does the social malice of sex selection of
foetus exist in India?

4. Marketing Research Problem
To determine the preference of a male or female
child in a family
• Component 1: Psychographic profile of families:
– Income group
– Educational background
– Cultural background
• Component 2: What are the motivational factors
for selecting a male child.
– Economical factors
– Social factors
• Family legacy
• Role in the family
• Security
– Legal rights
• Component 3: Why are the government efforts
not effective in convincing the families?

5. Research Design
Information needed:
 How male/female child better fulfill the
expectation of parents?
 What is their economic status?
 Influence of the family members
 Influence of the society
 Pattern observed with respect to the number of
male or female children in a family.
 The number of educated family members.
 The educational qualification of the family
members.
 Is a female child looked upon as an economic
liability.
 Awareness about the legal rights of a male and
female child

6. Research Design
 Is a male child looked upon as source of income
 Do families with male child feel socially superior
 Is a male child seen as a support for parents in
their old age.
 Awareness about the steps taken by the
government and how effective are they.

7. Research Design
Target population for this case is defined as
follows:
 Element : a) Fathers and mothers
b) Male or female head of the family
involved in decision making
process of the family
 Sampling Units : Families with children below
the age of 10 years and newly married couples.
 Sample Size: 28 families
 Extent : Kolkata
 Time : 2011

8. Research Design
 Research design
 Exploratory – Secondary data and qualitative
research
 Descriptive – Quantitative research

9. Research Design
Measurement and Scaling:
• Rank Order
• Likert scale
• Dichotomous Questions

11. Recommendation
 Government should initiate programs for
the employment of women, especially in
the lower income groups, so that they are
not looked upon as economic liability.
 The Government should provide financial
support to families in the lower income
groups who send their girl child to school.

12. Thank You