Marketing Research Project on : Presented to : Prof. A. K. Halder Group Members : Samik Gupta...
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Transcript of Marketing Research Project on : Presented to : Prof. A. K. Halder Group Members : Samik Gupta...
Marketing Research Project on :
Presented to : Prof. A. K. Halder
Group Members : Samik GuptaSiddharth DixitKailash GuptaKalyan Kumar Das
Agenda
• Overview• Management Decision Problem (MDP)• Graphical Model • Marketing Research Problem (MRP)
o Broad Statemento Specific components ]– Research Questionso Hypotheses
• Research Technique & Methodology• Data Analysis• Recommendation
Overview of Daily circulation
The Times of India The Telegraph The Statesman0
500000
1000000
1500000
2000000
2500000
3000000
3500000
3146000
484971
180000
Daily circulation
Daily circulation
Overview on The Statesman
• The Statesman is an Indian English-language daily newspaper founded in 1875
• The Statesman is owned by The Statesman Ltd.,its headquarters in Kolkata
• It has an average daily circulation of approximately 180,000
Management Decision Problem (MDP)
• What should be done to increase circulation?
Graphical Model
Beliefs
Interests
Purchase Experience/Evaluation
Repeat Purchase
Customer RetentionCirculation
Marketing Research Problem (MRP)
• Determine the strength and weakness of The Statesman vis-à-vis other dailies with respect to factors that influence readership
Broad Statement :
• What criteria do readers look for in a Newspaper?
• How do readers evaluate statesman and other newspapers in terms of the criteria identified above?
Marketing Research Problem (MRP) contd.Research Questions :
Ho : Readers are indifferent to lucid/easy language Page-3 news in-depth news coverage wide news coverage variety of advertisement coverage of global news
Marketing Research Problem (MRP) contd.Hypotheses :
Marketing Research Problem (MRP) contd.
Coverage of local news Presentation style Quality of papers Attractive subscription options Easy availability
Marketing Research Problem (MRP) contd.
Ho: Readers are indifferent in their perception about Statesman
Intelligent Old-fashioned IntellectualHo : Readers do not consider Statesman to be
fun
Research Technique & Methodology
• Behavior – Understanding the beliefs and interest factors for purchasing a daily & perception about “The Statesman”
• Scales – Use of Likert Scales• Collection of Data
– Through random sampling & questionnaire survey– Sample size of 65
• Statistical Processing & Analysis – One-Sample T-tests , Multiple Regression Analysis, Factor Analysis
Data Analysis
Readership
Hypotheses Testing Results
MR_ results_perception.spv
MR_One sample T-test.spv
Multiple Attribute Attitude Model
Attitude towards the Newspaper A0
bi = Beliefs towards the factorei = Importance of the factori = Factors
Belief and importance
Belief
Lucid
or Easy
langu
age
Page 3
news
In-depth new
s cove
rage
Wide n
ews c
overag
e
Varity
of adve
rtisem
ents
Coverag
e of G
lobal new
s
Coverag
e of lo
cal new
s
Presen
tation st
yle
Supplem
entar
y secti
on
Quality
of pap
ers
Attractive
subscr
iption options
Easy
avail
abilit
y0
1
2
3
4
5
6
7
4.32812
3.79687
6.20634 6.11666
4.29032
5.9365 5.85483
4.54.16393
4.70312
4.09677
6.09523
Belief
Belief
Importance
Lucid
or Easy
langu
age
Page 3
news
In-depth new
s cove
rage
Wide n
ews c
overag
e
Varity
of adve
rtisem
ents
Coverag
e of G
lobal new
s
Coverag
e of lo
cal new
s
Presen
tation st
yle
Supplem
entar
y secti
on
Quality
of pap
ers
Attractive
subscr
iption options
Easy
avail
abilit
y0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
1.35937
0.21538
1.45161 1.4357
0.23809
1.430761.48437
1.42187
0.90476
0.5873
0.854830000000001
1.67187
Importance
Importance
Respondents perception
Price Favourite Content Attractive Display Favourite supplement Reliable content0
5
10
15
20
25
30
35
40
45
7 7
2
32 33
1416
19
24
15
39
35
41
2
17
The StatesmanThe TelegraphThe Times of India
Newspaper comparison
Inteligent Fun Creative Old Fashioned Intellectual0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
90.00
100.00
81.82
15.91
57.78
83.02
88.68
18.18
84.09
42.22
16.98
11.32
Perception about Statesman( in %)
YesNo
Respondents perception
Some more data Analysis…• Multiple Regression Analysis• Factor Analysis
MR_ results_perception.spv
Recommendation
• Readers gives a lot of importance to lucid/easy language and presentation style but belief about these two attributes in statesman is very low among readers . So Statesman needs to improve in these two factors.
• They also do perceive The Statesman as “old fashioned” and “intellectual” paper but not as “fun”
Thank You