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Marketing Research Project on :

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

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Marketing Research Project on :

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  1. Marketing Research Project on : Presented to : Prof. A. K. Halder Group Members : Samik Gupta Siddharth Dixit Kailash Gupta Kalyan Kumar Das

  2. Agenda • Overview • Management Decision Problem (MDP) • Graphical Model • Marketing Research Problem (MRP) • Broad Statement • Specific components ]– Research Questions • Hypotheses • Research Technique & Methodology • Data Analysis • Recommendation

  3. Overview of Daily circulation

  4. 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

  5. Management Decision Problem (MDP) • What should be done to increase circulation?

  6. Graphical Model Beliefs Purchase Experience/Evaluation Interests Circulation Customer Retention Repeat Purchase

  7. 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 :

  8. Marketing Research Problem (MRP) contd. Research Questions : • What criteria do readers look for in a Newspaper? • How do readers evaluate statesman and other newspapers in terms of the criteria identified above?

  9. Marketing Research Problem (MRP) contd. Hypotheses : 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

  10. Marketing Research Problem (MRP) contd. • Coverage of local news • Presentation style • Quality of papers • Attractive subscription options • Easy availability

  11. Marketing Research Problem (MRP) contd. Ho: Readers are indifferent in their perception about Statesman • Intelligent • Old-fashioned • Intellectual Ho : Readers do not consider Statesman to be fun

  12. 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

  13. Data Analysis

  14. Readership

  15. Hypotheses Testing Results MR_ results_perception.spv MR_One sample T-test.spv

  16. Multiple Attribute Attitude Model Attitude towards the Newspaper A0 bi = Beliefs towards the factor ei = Importance of the factor i = Factors

  17. Belief and importance

  18. Belief

  19. Importance

  20. Respondents perception

  21. Respondents perception

  22. Some more data Analysis… • Multiple Regression Analysis • Factor Analysis MR_ results_perception.spv

  23. 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”

  24. Thank You

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