Isha- AMR Final Sem 2

8/8/2019 Isha- AMR Final Sem 2

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ISHA AGGARWAL, SEAT NO. 025421, PRN NO. 09020241075Page 1

Course Name: Applied Market Research- II

Project name : To determine theattitudes of resident students towards the hostel

facilities offered to them at their hostel complex and their suggestions or improvement,

if any.

Programme: MBA-IB Batch: 2009-11

Fresh / Backlog: Fresh Season: April 2010.

Semester-II

Seat No. : 025421

Name of the Student : Isha Aggarwal

PRN: 09020241075

Div: B

Submitted to:

Prof. S.V. Godbole

Marks obtained:

Marks out of :

Signature of the examiner:

Name:

SYMBIOSIS INSTITUTE OF INTERNATIONAL BUSINESS (SIIB)

constituent ofSYMBIOSIS INTERNATIONAL (DEEMED UNIVERSITY)

(Estd. Under section 3 of the UGC act 1956, notification no. F-9-12/2001(A)-U-3 of the Govt. of India)

Accredited by NAAC with A Grade


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y Managerial Brief:

CLIENT : Chief warden of a hostel complex

To study the attitudes of the resident students towards hostel facilities offered and their

suggestions for improvement, if any

Apart from boarding facilities, the complex also has a outpatient clinic, canteen, gym,

swimming pool and facilities for indoor games like table tennis, badminton, chess etc.

All the above mentioned facilities apart from the boarding facilities are paid facilities.

Budget allotted for the entire project : Rs. 60,000

Estimated time : 8 weeks

y Assumptions proposed for the research :

Respondents under consideration are students residing in the Symbiosis Infotech

Campus, Hinjewadi, Pune. Students are enrolled in a compulsory residential MBA programme at Symbiosis

University and thereby for all practical purposes the hostels A, B or C is their

permanent home.

Hostel A, B and C are three hostels located on the Symbiosis Infotech Campus.

Hostel A is a boys hotel while Hostel B and C are girls hostels.

y Reasons for assumptions :

Respondents to be surveyed are proposed to be students on SIC campus as they best

qualify for the respondents. SIC at Hinjewadi attracts students from every part of thecountry and also from students from different countries. Thus, conducting a survey at SIC

will give the manager deep insight and proper understanding of the attitudes of resident

students towards hostel facilities.


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INDEX

Contents Page No.

1.Covering letter . 42.Research proposal

2.1 Objectives 5

2.2 Operational Definitions .5-6

2.3 Data collection Design . 6-7

2.4 Data collection Format 7

2.5 Data section .. 8-102.6 Sampling Design . 10- 11

2.7 Analystical Design . 12 - 13

2.8 Fieldwork Design .. 13 - 16

2.9 Activity chart 17

2.10Budgetray Requirement .. 18


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1. Covering Letter

Dart Consultants Ltd.

18, Fergusson College Road, Pune 411072, Maharashtra

Tel no : 020- 23451720

[email protected] www.dart.com

To , Date : April 10, 2010

Chief WardenSIC Campus,

Hinjewadi,

Pune

Subject : Research proposal for determining the attitudes of resident students towards hostel

facilities offered to them at their hostel complex.

Sir,

With reference to the advertisement in Sakaal, Pune dated April 1, 2010 for conducting a

research on Determining the attitudes of the resident students towards hostel facilities offered

to them at their hostel complex in Pune city, we are submitting a detailed research proposal for

the same.

Established in 2007,Dart consultants is a young market research firm doing great business in

the market. In a short span of time, our clients already include some of the big names in the

industry. We believe in utmost integrity and quality of work.

We had recently handled a project for the leading fashion store, Pantaloons, Pune. The research

was on the Attitudes of residents of Pune towards branded garments and the factors influencing

their attitudes. The research was completed in March 2010, surveying a sample size of 120

respondents in Pune city. The research was carried out by using Mall intercept survey technique.

The findings were indeed useful to the company in knowing their customers better and taking

decisions accordingly.

With our highly qualified and competitive team of researcher, we are thereby confident of

handling this project to the best of our abilities in the aim of giving you maximum value fromthis research. Please feel free to contact us for any clarifications.

Yours truly,

Isha Aggarwal

(Manager Dart Consultants Ltd.)


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2.Research Proposal

2.1 Objectives:I. To measure the attitudes of the students residing on Symbiosis Infotech Campus towards

the existing hostel facilities.

II. To obtain suggestions for improvement of existing facilities and suggest some new

facilities, if needed.

2.2 Operational Definitions :

y Attitude: It is the tendency or orientation of mind towards hostel facilities. For thepurpose of the research, attitude of respondents is based following attributes for each

facility :

i. Fee charged

ii. Hygiene

iii. Quality of service

iv. Ambience

v. Appropriate timings

vi. Quality of equipments used

y Student : An individual pursuing MBA- compulsory residential programme from a

college on SIC, Hinjewadi, Pune .

y Hostel Facilities : Apart from the basic facilities like electricity connection, driniking

water, weekly room cleaning provided in the hostel, 24-hour generator backup, securityguards at the hostel and campus gates which are included in the basic hostel fees,hostel

facilities also include the other paid facilities on the campus. These are :

- Outpatient clinic

- Canteen

- Gymnasium

- Laundry

- Swimming pool

- Table tennis

- Badminton

- Chess

- Carom

- Mess

- Grooming facilities- beauty parlour


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It is proposed that the research and thus analysis be conducted on the paid facilities

offered to the students at the campus, as the students bother about the paid facilities

much more as compared to the basic facilities, which they take it given. Also, for basic

facilities like generators, electricity connection, students do not generally have much of

an opinion and have a casual attitude towards them. Thus, it is proposed there may not

be much of scope of suggestions from the students towards the basic facilities, thus the

research be conducted to determine the attitudes of students towards paid facilities.

y Suggestions : Feedback in the form of inputs towards improvising or adding hostel

facilities by the students.

2.3 Data collection Design

Data collection design to be used if proposal is granted is Personal In-Home

interviews.

This is considered to be the most appropriate method for data collection because of the

following reasons :

i. Flexibility of data collection : HIGH for personal in-home interviews. As a range

of questions need to be asked, thus the interviewer might have to be explain a few

of them in detail, especially in case of open ended questions.

ii. Sample control: HIGHfor personal in-home interviews. For the purpose ofmeasuring the attitudes of respondents towards hostel facilities, it is important that

we get genuine responses of the respondents with minimum intervention and

participation from others.

iii. Diversity of questions : HIGH for personal in-home interviews. As a variety of

questions are to be asked from the respondents about their attitude towards a

number of hostel facilities, thus this is an important criteria.

iv. Quantity of data collected: HIGH: Questions have to be asked about the

respondents attitude towards each hostel facility, that involves whole lot of

questions to be asked, thus, Personal in-home interview was considered to be

appropriate.


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y Comparative analysis of the survey techniques:

CRITERIA TELEPHONE

INTERVIEW

IN-HOME

INTERVIEW

MALL

INTERCEPT

E-MAIL

INTERVIEW

FLEXIBILITYOF DATACOLLECTION

MODERATE HIGH HIGH LOW

DIVERSITY

OF

QUESTIONS

LOW HIGH MODERATE LOW

SAMPLE

CONTROL

MODERATE HIGH MODERATE LOW

QUANTITY

OF DATA

LOW HIGH MODERATE MODERATE

For the purpose of this research, Sample control is considered to be the most

important criteria for data collection. This forms the basis of rejecting other data

collection formats like Mall intercept surveys, telephonic or mail surveys.

2.4 Data collection Format :

Questionnaire : Semi- structured and non-disguised type of questionnaire

will be used to conduct surveys if the proposal is granted.

- Semi structured : The questionnaire will contain both open- ended and

close- ended questions.

- Non- disguised : The respondents will be aware of the purpose of data

collection and can more openly answer the questions asked.

y For the following reasons :

a. to avoid interviewer bias in determining attitudes of the respondents

b. for the ease of coding and processing of data.


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2.5 Data section :

Classificatory variables considered : following are the classificatory variables proposed:

I. Gender:

i. Male

ii. Female

II. Facilities offered:

i. Outpatient clinic

ii. Mess

iii. Canteen

iv. Gymnasium

v. Laundryvi. Swimming pool

vii. Indoor games table tennis, badminton, chess, carom

viii. Grooming facilities beauty parlour

-Reasons for choosing these classificatory variables:

1. Gender : It has been proposed as a classificatory variable as the expectations

and thus the attitude of males and females is different towards different facilities.

2. Facilities offered: It has been proposed to be a classificatory variable as it is

important to study the attitude of respondents towards every facility differently as

the expectations of students from different facilities is different and needs to be

considered.

There may be more added on the basis of secondary data, if the proposal is

granted.

Sample questions :

y Multiple choice question :

Q. How often do you use the laundry in the campus?i. Once a week iii. Ocassionally

ii. Twice a week iv. Never

(if the answer to the above problem is Never, then the next question will be asked)


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Q. Why dont you use the facility?

i. Facility not required iii. High priced

ii. Poor facilities iv. Availability problem

v. Others.

- This question will help to determine some of the attributes which are considered by the

respondent to form his attitude towards laundry.

y Questions using scales:

Q. How satisfied are you with the laundry services?

o Extremely satisfied

o Moderately satisfied

o Indifferent

o Moderately dissatisfied

o Extremely dissatisfied( We use Likert scale to rate the satisfaction of the students using various facilities)

y Open ended question:

Q. Suggestions for improvement of existing facilities, if any.

i. Oupatient clinic

ii. Mess

iii. Canteen

iv. Gymnasium

v. Laundry

vi. Swimming pool

vii. Indoor games

viii. Beauty parlour

(This is kept as an open ended question so that students feel free to give their

suggestions)

- The question will involve Probing and Prompting. This is to ensure that the respondent

gives his suggestions for every facility considering the various attributes taken for the

purpose of the research.


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2.6.3 Sample size :

- Sample size should be adequate and representative of the population.

y Time availability of respondents as per daysWeekdays(5:30 pm- 9:30pm

Saturdays(3:30pm- 9:30pm

Sundays(10:00am 2:pm

(3:00pm- 9:00pm

No. of hoursavailable

4 6 10

No. of interviewsconducted

3 4 7

y Break up of time for each day :

- Actual Interview time : 25 minutes

- Gossip time : 5 minutes

- Travelling time (both sides) : 1.5 hours ( on an average)

(on weekdays and Saturdays, the travelling time will not affect the time available to take

interviews as the investigators working hours are more than 4 or 6 hours that are available

for inyterview of the respondent, however on Sundays, as the working hours of the

interviewer is also 10hours, thus it will effect the number of interviews that can be

conducted)

- Waiting time : 15 mins ( on an average)

-T

ime between interviews : 20 minutes ( on an average)- Number of Weekdays in 20 day period : 14 ( on an average)

- Number of Saturdays in 20 day period : 3 ( on an average)

- Number of Sundays in 20 day period : 3 ( on an average)

- Thus, total no. of interviews : 75

Per interviewer in 20 day period

- Total no. of interviews during actual : 62

Fieldwork( excluding pre-testing)

- No. of investigators : 4 (calculated in the fieldwork design section)

Sample size = No. of investigators * no. of interviews per investigator in the 17 day period


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Sample size proposed : 248

Non- response error, sampling error : 3%

( A low response error is expected as the survey is being conducted for the Chief warden

who would try and improvise the facilities as per the findings in the report. Thus, the

students are expected to actively participate in the survey)

Thus, total no. of successful interviews expected = 240

( The calculation of the sample size, in detail, is done in the fieldwork design section)

2.7Analytical Design

Classificatory variables proposed are:

i. Genderii. Facilities offered

Analyses may be done to find if the attitude of males and females is different towards an

attribute of a facility. In this manner, the analysis thus obtained will help the manager ( the

chief warden) to take decisions regarding what improvements to be done in Men and

women hostels respectively and for which facility, which attribute is the most important.

y Sample profile table

Table 1: Sample Profile 1

n=240

Gender Male Female Total

Number of

Respondents

Percentage to Total


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y If for instance, we take Quality of equipments used as an attribute to measure the attitude

of males and females towards the facilities which involve using equipments.

Table 2 : Quality of equipments

n=240

Clinic laundry canteen gym Swimming

pool

Indoor

games

Beauty

parlour

mess

Males

Females

Z-test can be conducted for this attribute for each facility to find if the importance given to this

attribute varies with gender or it does not.

The values in these blank spaces will be calculated by taking an average of the weights given by

all the male respondents and so with the female respondents. We then conduct a Z- test to find if

the two averages are significantly different.

In a similar manner, we can construct analytical tables for each attribute proposed for each

facility. We will get the importance given by males and females to each attribute for each

facility, which will clearly suggest to the manager as to what improvements are required in

every facility.

2.6 Fieldwork Design Assumptions :

i. The investigators are already available and there is no need to hire new investigators.

However, the exisiting investigators will be trained before conducting the survey.

ii. The defined working hours of respondents is 10 hours. In case, the fieldwork requires

him to work less than 10 hours, he may do so.

iii. The payment to supervisor, trainer and investigators are all on daily fixed amount

basis. Neither of them will be given anything extra as food or travelling allowance fora particular day.

iv. The company pays for the training of the investigators. The trainer is paid his

travelling and lodging expenses at the place of traning.


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Training time for investigators

3 days

Pre- testing

3 da s

actual fieldwork

17 days

Organisation Chart :

y Researcher is responsible for the entire project.

y Supervisor co-ordinates with activities of all the departments and reports directly to theresearcher while the focus group moderators undertake the entire responsibility of theFocus groups and report directly to the researcher.

y Data Entry Operator transfers the data obtained by the interviewer into the database on tothe computer and uses various statistical tools and techniques which are helpful whileanalysing the data.

y Focus group supervisor conducts the focus group discussions.

y Training of the investigators is done by the trainer.y Investigators do all the fieldwork for the project.

Budgetary allocation and sample size calculation :

y Break up of fieldwork(23 days)

Chief Researcher

Chief Supervisor

Trainer (1)

Focus group

moderator (2)

Data entry

operator(1

Investigators

(4)

Recorder

(2)Master

coder(1)


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y Budgetary allocation to fieldwork

No of trainers : 1

No of supervisors : 1

- Total allocation of budget to fieldwork = Rs. 30000

(50% of total budget)

y Allocation of Fieldworkbudget

Total fieldwork

Overheads (20%)

Training + fieldwork(80%)

Training (20%) Actual fieldwork(80%)

Supervisors Investigators

Assuming that the researcher will not be involved throughout the fieldwork process, instead

will take routine checks of the proceedings and thus will be working around 3-4 days during

the fieldwork process.

- Salary of the trainer( per day) = Rs. 225

- Rent of venue of training = Rs.2000

- Amount spent on stay, food and travelling = Rs. 2100

of the trainers

- Total budget allocated to training = Rs. 4800- Salary of supervisor (per day) = Rs. 250

- Total budget allocated to supervisor = Rs. 5000

y Total budget available for Investigators = Rs. 14200

y To calculate the no. of supervisors

Total budget for the entire project for investigators = Rs.14200


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Total budget for investigators per day = Rs. 710

Lump sum amount given to each investigatior = Rs. 200(per day)

No. of investigators for the research = 4

Determining sample size

- Total no. of interviews per interviewer

In the 20 day period(including pretesting) : 75

- Total no. of interviews per interviewer for : 62

actual fieldwork( excluding pre testing)

- Total interviews throughout actual : 248 interviews

fieldwork( excluding pre testing)

Sample Size : 248 interviews

Accounting for 3% non- response and sampling error , we get,

No. of successful interviews : 240 interviews


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2.7 Activity chart :

S.no Activity Duration(days)

Start day Finish day Total(days)

Pre- fieldwork 15 0 14 15

1. Meeting the manager 2 0 1 22 O bjective formulation 2 2 3 4

3. Selecting members for focusGroup

3 4 6 7

4. Mailing list agenda toFocus group members

1 7 7 8

5. Focus groupDiscussion

3 8 10 11

6. Questionnaire formulation 4 11 14 15

Fieldwork 23 15 37

7. Training of investigators 3 15 17 18

8. Pre-testing 3 18 20 219. Fieldwork 17 21 37 38

Post fieldwork 16 38

9. Data entry 2 38 39 40

10. Data checking 3 40 42 43

11. Analysis 5 43 47 48

12. Report writing 5 48 52 53

13. Final submission 1 53 53 54

Contingency time 2 56

Total 56


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2.8 Budgetary requirement :

S.no Budget Head No. of

days

Payment

(Rs/day/person)

No. of

people

Total

(Rs.)

1. Chief Researcher 35 375 1 13125

2. Chief Supervisor 20 250 1 50003. Investigators 20 200 4 16000

4. Master coder 1 150 1 200

5. Computer operator 2 100 2 200

6. Focus group

moderator

3 225 2 1350

7. Recorder 3 150 2 900

8. Trainer 3 225 1 675

9. Other costs of training

(venue + lodging of trainer)

4125

10. Overheads during fieldwork

(rent of building etc)

6000

11. Overheads during pre fieldwork

And post fieldwork(rent of building, depreciation

Of building etc)

7500

9. Miscellaneous

Expenses( includesCost of stationary,transportation,

Telephone and other expenses

4925

Total 60000

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