Thakur College of Commerce of Science

Project Report On: - Marketing Research

Under The Guidance of: - Professor Rupal Shroff

Group Number: - 08
Names Roll Numbers
Aastha Pandey 937053
Leisha Changrani 937021
Shruti Singh 937022
Vaishali Shetty 937023
Surabhi Pangtey 937024
Deepika Narayan 937051
Neha Ashani 907053
 The Research Process
There are 15 steps in the research process

A research project is conducted through several stages called research process.

Various steps involved in that process are interwoven into each other in the sense that each
step will have same influence on the successive steps. Thus, MR Procedure means a sequence
of steps taken to initiate and complete the entire research project. The given chart suggests
steps involved in marketing research process.

Formulating the Research Problem

The first step in the research process is formulating the research problem. This is the
most important stage. It is rightly said that “a problem well defined is half solved”. Poorly
defined problems cause confusion and do not allow the researcher to develop a good research
design.

To identify the research problem three situations must be identified

➢ Overt Difficulty

Overt difficulties are those which are quite apparent and which manifest
themselves. These problems are like competition, maximum retail price determining and
such other problems.

➢ Latent Difficulty

Latent difficulties are those which are not so apparent but they are not checked
they would not soon become evident. Over here the focus should be more on creativity as
teenagers are losing interest in Print Media.

➢ Unnoticed Opportunity

Once the researcher has identified two or more problems the next step is that he
has to decide which of the problem is to be selected. He should select the problem that
will give him the maximum net value of research. After the problem has been chosen the
next task is to formulate it precisely. A complete problem definition must specify each of
the following:

• Unit of analysis

The individuals or objects whose characteristics are to be measured are called the unit
of analysis. The units always identify the objects to be studies.

The unit of analysis over here is the number of teenager’s i.e. 50(approx).

• Time and Space Boundaries

The time and space boundaries are from 25th Jan 2010 to 8th Feb 2010.

• Characteristics Of Interest

This aspect identifies the focus of the problem. The focus of the problem is to
determine the impact of Print Media on Teenager’s.

• Hypothesis Development

A hypothesis is a proposition which the researcher wants to verify. Over here the
hypothesis is that is to find the impact of Print Media has Effect on Teenager’s.

Determining the Sources of Data

Methods used for Analysis

There are three types of sources from where the data can be collected they are as
follows:-

1. Correlation

It is a bivariate analysis. Correlation is a statistical technique. It is used to measure the

relationship between two or more variables. It is conducted by drawing a graph of the
two series under study. Scatter diagram is used showing independent variables and
dependent variable that is collected from teenagers and from other people.

2. Regression

It is a bivariate analysis. It is used when the researcher wants to estimate the value of
one variable with another. The relationship between the two variables can be linear or
 non-linear. When the relationship is linear, independent variable change is followed
by absolute change in the dependent variable. To perform regression method data for
x and y variable are required.

Analysis of The Problem

We are following the Structured and non-disguised questionnaire in which we are
following the Ordinal Scale technique for data collection. They are as follows:-

1. Structured and Non Disguised Questionnaire

In this questionnaire the questions are listed in a pre-arranged and logical manner. The
respondents are told about the purpose of the study for collecting information.

2. Ordinal Scale

Ordinal scale is a ranking scale. It possesses the characteristics of numerical scale and also
indicates the order e.g. If there are five executives who are to be ranked as per their annual
income the person with the highest income will be given No.1 and the next ranking person
will be ranked No.2 and so on.

Determining Sample Design and Sample Size

As a researcher we have decided we carry out a field survey. Field survey can be of
any of the two types i.e. census survey or sample survey. In most the cases sample survey is
taken because it has a lot of advantages over census survey. When it is decided to have a
sample survey it is necessary to have a clear cut definition about the definition about the
population from which the sample is it to be drawn before deciding o the type of the sample
design to be used.

Over here the sample survey is done of 50 teens.

The sample size can be two types. They are as follows :-

1. Adhoc/ practical approach

2. Statistical approach
 Organizing and Conducting the Field Survey
1. What do u like to read?
News paper

Magazines

Journals

2. Do you read newspapers? Yes No

3. How often do you read it?

Holiday

Weekend

Daily

Occasionally (during IPL, World Cup, and Elections ETC)

4. Do you read Business magazines? Yes No

5. How much do you find the entertainment columns are given

importance?
 More

Average

Less

Nil

6. What matters more in a Print Media to you?

Content

Outlook

Both

7. What type of ads attracts you more?

Print ads AV ads

8. Do print media help in spreading social awareness message?

Yes

No

9. Have you been inspired by printed ads to buy the product?

Yes

No

10. Which is the last print ad which u can recall?

___________________________________________________________________________
___________________________________________________________________________
__________________________________________

11. Any suggestions which can be considered as ads should be in a print

medium in magazines, newspapers?

___________________________________________________________________________
___________________________________________________________________________
__________________________________________

Processing and Analyzing the Collected Data

1. What do u like to read ?

News paper

Magazines

Journals

Analysis :- Newspaper and Magazine are most high Preference, i.e. 61%
and 37% by teenagers for reading.

2. Do you read newspapers ? Yes No

Analysis :- Majority of the Teenagers read newspapers. 82% agree that yes
they read newspapers.

3. How often do you read it ?

 Holidays

Weekend

Daily

Occasionally (during IPL, World Cup, and Elections ETC)

Analysis :- Majority of the teenagers, 44% of them read newspapers daily

that shows the popularity of newspapers and impact of newspapers on
them.

4. Do you read Business magazines? Yes No

Analysis :- 72% of the teenagers do not read business magazines.

5. How much do you find the entertainment columns are given

importance?
More
Average
Less
Nil

Analysis :- Teenagers think that the entertainment columns are given

moderate importance not more or not less. Almost 64% of the teenagers
have given these answers.

6. What matters more in a Print Media to you?

Content

Outlook

Both

Analysis :- 60% of Teenagers feel that the content and outlook both should
be meaningful at the same time.

7. What type of ads attracts you more?

Print ads AV ads both
 Analysis :- 98% of the population in teenager’s selected Av ads as they
said that they found Audio Visual Advertisements very interesting.

8. Do print media help in spreading social awareness message?

Yes

No

Analysis :-According to Teenagers 74% of them feel that yes print media
helps in spreading social awareness messages.

9. Have you been inspired by printed ads to buy the product?

Yes

No

Analysis: - 68% of teenagers are inspired to buy various products are

viewing print ads. Thus the impact of print media is good on teenagers.

10.Which is the last print ad which u can recall?

Answer :
• Pantaloons
• Spykar
• Titan Watch
• Club Mahindra
• Toyota
Analysis :- The first Ads that teenagers recollect are pantaloons, spykar,
titan watch, club Mahindra, Toyota, and times of India teach campaign.

Pantaloons Titan Toyota Club Mahindra

1. Any suggestions which can be considered as ads should be in a print
medium in magazines, newspapers?
Answers:
• More Colourful
• Price Details
• Bigger in Size
• Informative

Analysis :- Teenagers think that print medium should have the following
changes such as they should be more colorful, informative, bigger in size,
and price details should be given.

Conclusion

From the above observation we can that teenagers have an great

impact on Print media but still it faces some problems with respect to
being more creating or when it comes down to reading business
magazines or journals. If the Print Media industry is able to solve this, it
can further increase its market share.