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Date post: 23-Feb-2016
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Marketing Research Project on :. Presented to : Prof. A. K. Halder. Group Members : Samik Gupta Siddharth Dixit Kailash Gupta Kalyan Kumar Das. Agenda. Overview Management Decision Problem (MDP) Graphical Model Marketing Research Problem (MRP) Broad Statement - PowerPoint PPT Presentation
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Marketing Research Project on : Presented to : Prof. A. K. Halder Group Members : Samik Gupta Siddharth Dixit Kailash Gupta Kalyan Kumar Das
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Page 1: Marketing Research Project on :

Marketing Research Project on :

Presented to : Prof. A. K. Halder

Group Members : Samik GuptaSiddharth DixitKailash GuptaKalyan Kumar Das

Page 2: Marketing Research Project on :

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

Page 3: Marketing Research Project on :

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

Page 4: Marketing Research Project on :

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

Page 5: Marketing Research Project on :

Management Decision Problem (MDP)

• What should be done to increase circulation?

Page 6: Marketing Research Project on :

Graphical Model

Beliefs

Interests

Purchase Experience/Evaluation

Repeat Purchase

Customer RetentionCirculation

Page 7: Marketing Research Project on :

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 :

Page 8: Marketing Research Project on :

• 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 :

Page 9: Marketing Research Project on :

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 :

Page 10: Marketing Research Project on :

Marketing Research Problem (MRP) contd.

Coverage of local news Presentation style Quality of papers Attractive subscription options Easy availability

Page 11: Marketing Research Project on :

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

Page 12: Marketing Research Project on :

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

Page 13: Marketing Research Project on :

Data Analysis

Page 14: Marketing Research Project on :

Readership

Page 15: Marketing Research Project on :

Hypotheses Testing Results

MR_ results_perception.spv

MR_One sample T-test.spv

Page 16: Marketing Research Project on :

Multiple Attribute Attitude Model

Attitude towards the Newspaper A0

bi = Beliefs towards the factorei = Importance of the factori = Factors

Page 17: Marketing Research Project on :

Belief and importance

Page 18: Marketing Research Project on :

Belief

Lucid or E

asy la

nguage

Page 3

news

In-depth new

s cover

age

Wide new

s cover

age

Varity

of adve

rtisemen

ts

Coverag

e of G

lobal new

s

Coverag

e of lo

cal new

s

Presen

tation sty

le

Supplem

entar

y secti

on

Quality

of pap

ers

Attractive

subscr

iption options

Easy a

vailab

ility

0

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

Page 19: Marketing Research Project on :

Importance

Lucid or E

asy la

nguage

Page 3

news

In-depth new

s cover

age

Wide new

s cover

age

Varity

of adve

rtisemen

ts

Coverag

e of G

lobal new

s

Coverag

e of lo

cal new

s

Presen

tation sty

le

Supplem

entar

y secti

on

Quality

of pap

ers

Attractive

subscr

iption options

Easy a

vailab

ility

0

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

Page 20: Marketing Research Project on :

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

Page 21: Marketing Research Project on :

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

83.0288.68

18.18

84.09

42.22

16.9811.32

Perception about Statesman( in %)

YesNo

Respondents perception

Page 22: Marketing Research Project on :

Some more data Analysis…• Multiple Regression Analysis• Factor Analysis

MR_ results_perception.spv

Page 23: Marketing Research Project on :

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”

Page 24: Marketing Research Project on :

Thank You


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