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Course Name: Applied Market Research- I

Project name:

Study of opinions and attitudes of residents of a old-age-

home in Pune, which is managed by an NGO towards the

facilities provided and also towards the NGO.

Program: MBA-IB Batch:10-12

Fresh Season: October 2010.

Semester-1Name of the Student: Sandeep Bilwal

PRN:10020241058

Div:A

Submitted toProf. S V Godbole.

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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Title:

To study the attitudes and opinions of the residents of a Old-age home in Pune towards the

facilities provided to them and also towards the NGO that manages this Old-age home.

Managerial Brief:

Our manager is the Director of an UK based funding agency. He has appointed an NGO to

manage one old-age-home in Pune. Our manager wants to know the opinions and attitudes

of the residents of the old-age-home towards the facilities provided and also towards the

NGO.

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Importance of the project:

Traditionally, in India, the most common form of family structure was the joint family. But

with growing urbanization and depending on the availability of jobs, children are moving out

of the extended family set-up, leaving the empty nest and establishing their own nuclearfamilies.Migration of young couples from the rural areas to cities in search of better

employment opportunities to fend for themselves resulted in left alone old ones of the family.

Youngsters on their part are sometimes resentful of the attitude of their parents. Many

youngsters have moved to places far away from their native homes and in the recent past to

many countries abroad. So even if they want to they cannot accommodate their parents in

their own homes. Elders are sometimes too incapacitated or unwell to look after themselves

or get medical care especially in an emergency.

Old age homes are meant for senior citizens who are unable to stay with their families or are

destitute. These old age homes have special medical facilities for senior citizens such as

mobile health care systems, ambulances, nurses and provision of well-balanced meals. For

older people who have nowhere to go and no one to support them, old age homes provide a

safe haven. These homes also create a family like atmosphere among the residents. Senior

citizens experience a sense of security and friendship when they share their joys and sorrows

with each other.Old-age homes ensure that senior citizens feel at home, are comfortable and

lead a happy and peaceful life. The optimum facilities need to be provided to the residents of

the old-age home for their comfort and peaceful living. The residents pay nominal charges for

the facilities provided to them. The funding agency provides the remaining charges.

This study will help the manager to understand:

The opinions and attitudes of the residents of old-age-home towards the facilities

provided and also towards the NGO.

It will further help us in getting better insights from the residents regarding scope for

improvement in the facilities provided to them like lodging, boarding, medical health,

recreation, safety & security and other services.

It will also help the manager to understand that how effectively NGO is managing the

old-age home.

This study will also help the manager to understand how effectively NGO is utilizing

the funds that are being provided by the funding agency.

Objectives:

To study the opinions of the residents towards the facilities provided and the NGO.

To study the attitudes of the residents towards the facilities provided and the NGO.

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Sub-objectives:

To know the level of satisfaction of the inmates with regards to the services andfacilities provided by the old age homes.

To identify the various problems faced by the old age homes.

To provide suggestions based on the findings of the study.

Scope:

The research is conducted and restricted to the old-age-home in Pune. This old-age home is

managed by an NGO which in turn get its funds from a funding agency of UK.

Operational Definitions:

Attitude: Attitudes are positive, negative or neutral views of an object i.e. a person,

behaviour or event. For this project, it is towards the various facilities provided to the

residents at the old-age-home.

Opinion:Opinion means a person's own view or attitude about something. An opinion

is how someone would judge or esteem something to be based on their own thoughts or

value system.

Respondents: Respondents are the residents of the old age home who avail the

facilities provided at the old age home.

Facilities: Something designed, built, installed, etc., to serve a specific function

affording a convenience or service. For this project, facilities refer to the services

provided at the old age home in terms of lodging, boarding, medical health, recreation,

safety & security and other services.

Satisfaction: The contentment one feels when one has fulfilled a desire, need, or

expectation.

Old-age home: Old age homes are meant for senior citizens who are unable to stay

with their families or are destitute.

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Exploratory study proposed to be undertaken:

Secondary data will be used for the purpose of exploratory study.

Secondary data:This is a survey of old age homes in Kannur. This case study helps us to understand themanagement of the financial, infrastructural and other aspects related to the Management of

Old Age Home in Kannur.It also gives us a fair idea about the conditions of the residents of

this old-age home and the facilities being provided to them.

1). Old-Age Homes at Kannur- A Study

Findings of the study:

Govt. managed old age homes are very few in number when compared to that others.

Most of the old age homes have their own land and building.

Most of the old age homes are incurring an average monthly expense of Rs 20,000 to

Rs.40, 000.

All the old age homes are having telephone facility and recreation facility.

Most of the old age homes employ workers for food preparation and distribution work.

The inmates staying at the old age homes have been staying there for a period of 3 to5

years.

Majority of the inmates are satisfied with their stay at the old age homes.

Tools for Data Analysis

Simple percentage method was used for the analysis of data. Tabular form is used for data

presentation.

Data collected from the Management of Old age Homes in Kannur

I. Availability of facilities and Services:

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INTERPRETATION:

The table shows that all the old age homes have telephone and recreation facility.

94.4% of the old age homes are having Library/Reading room facility. It is also seen that only

50% have vehicle facility. Hence we can draw the conclusion that all the old age homes havetelephone facility and recreation facility.

II. Manpower employed at Old age Homes:

INTERPRETATION:

From the table it could be inferred that 23 workers are employed for food preparation and

distribution. 9 workers are employed in Administration Department. 6 workers are employed

for nursing care and as watchmen. And 11 workers are employed for other work. Hence it can

be inferred that majority are employed for food preparation and distribution work.

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III. Satisfaction level of the Inmates:

INTERPRETATION:

From the table and chart it can be seen that the majority of the inmates are satisfied with their

stay at the old age home. It is seen that 89% of the inmates are satisfied with the services and

facilities that they get from the old age homes. 11% of the inmates are found to be unsatisfied

with their stay at the old age homes. Hence it can be inferred that majority of the inmates are

satisfied with their stay at the old age homes.

2) Technology-integration in Old Age Homes in India-A Status Paper

Findings of the study paper:

There are three types of Old Age Homes based on the paying capacity of their potential

and existing users. These include Homes that provide shelter/services and activities free

of cost or with very low charges not exceeding Rs. 500/- per month; that provide shelter,

services and activities against payment of modest/medium monthly charges not exceedingRs. 5,000/- per month; and that provide shelter, services and activities on an

ownership/lease basis with recurring maintenance costs usually exceeding Rs. 5,000/- per

month with both refundable and non-refundable deposits.

Technology has been utilized in the Old Age Homes as one of the innovating and quality-

enhancing elements in providing improved standards of services and care to the residents

of Old Age Homes.

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The Old Age Homes identified for the study have been described in terms of parameters

that include Physical environment, Living conditions for the residents including the unit

of residence single, shared, or dormitory type, Common facilities, Services provided,

Fees and deposits charged, Administration and management, and Use of Assistive

Technologies and barrier-free features.

The identified institutions were visited to identify the elements and extent of technology-

integration at the level of four constituents - Living environment, Facilities, Services, and

Organization and management. Technology integration was assessed in terms of their

location, infrastructure available in the form of facilities constructed or acquired, services

provided to the residents

Classificatory Variables:Mandatory variable:

Physical fitness of the residents:

Independent (physically fit)

Dependent (physically unfit or ill)

After interviewing the respondents their category can be decided on the basis of their

Physical fitness .There are several types of residents in old-age home. Some are older

as compared to others so they require extra care and attention. Some may be medically fit

while others may be suffering from any disease.Independent residents will have different

set of opinions and attitudes towards the NGO from the opinions and attitudes of the

dependent residents.

Optional Variable:

Gender:

Gender is not as important as the other factors because irrespective of the gender, the

facilities and other services required are both for the same. Facilities like vehicle,

telephone, recreation are equally important for both the genders.

Survey Technique:

The survey technique proposed here in this case is personal in- home interviews. In this

technique respondents are interviewed face-to-face in their homes. The interviewers task is

to contact the respondents, ask the questions and record the responses. Structured

questionnaire is proposed to be used. Interview will be conducted at the old-age-home.

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Flexibility of Data Collection: The personal interview allows the highest flexibility

of data collection as it is desirable in our case. Because the respondent and the interviewer

meet face-to-face, the interviewer can administer complex questionnaires, explain and

clarify difficult questions and even utilize unstructured techniques.

Diversity of Questions: The diversity of questions in our case is high as we want to

know everything from facilities and services provided by the old-age to the attitudes and

opinions of respondents towards these facilities and if there is any scope for

improvement. A wide variety of questions can be asked in home interviews because

respondent can see the questionnaire and an interviewer is present to clarify ambiguities.

Quantity of Data: In-home personal interviews allow the researcher to collect large

amount of data. The social relationship between the interviewer and the respondent, as

well as the home environment, motivates the respondent to spend more time with the

interviewer.

Response rate: Survey response rate is defined as the percentage of the total

attempted interviews that are completed. Home interviews yield the highest response

rate.

Definition of respondents:-The respondents must be the residents of the old-age home.

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Introductory Sentence:-

Good Morning/Afternoon/Evening Sir/Madam,

We, the students of Symbiosis Institute of International Business, Pune are studyingApplied Market Research in our MBA course. As a part of the Market Research

course project, we are conducting a survey at this old-age-home which is managed by

an NGO. This survey is regarding opinions and attitudes of the residents of the old-

age-home towards the facilities provided and also the NGO.

We would request you to kindly spare fifteen minutes with us to answer our few

questions. This survey will help the management to improve the quality and standard

of the facilities provided at the old-age-home.

Questionnaire:

Kindly answer in the space provided or mark the options wherever applicable.

Q 1. What is your name?

---------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------

(This is just an ice-breaking question in order to make respondent feel

comfortable to the following questions.)

Q 2. Do you feel comfortable at the old-age-home?

|--------------------|--------------------|----------------------|----------------------------|

Highly Moderately Neither Moderately Highlyagree agree agree nor disagree disagree

disagree

Q 3.Do you get continuous power supply?

Yes

No

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Q 4. How do you find the quality of food provided?

|--------------------|--------------------|--------------------|--------------------|

Very Good Good Neither good nor bad Bad Very bad

{This question will focus on the quality of food provided}

Q 5. Is there variety in the food provisions?

Yes

No

Q 6. Is there a doctor available round the clock? Yes

No

(This will give us an idea about the medical services provided by the old-age home

to the respondents)

Q 7.Are the required medicines available at the old age home?

Yes

No

Q 8. Is there an attendant or nurse available on requirement?

Yes

No

Q 9.Are there enough indoor recreational facilities provided?

Yes

No

{This question will give an overall idea regarding the attitude of the respondent

towards the indoor recreational facilities}

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Q 10.Are there enough outdoor recreational facilities provided?

Yes

No

{This question will give an overall idea regarding the attitude of the respondent

towards the outdoor recreational facilities}

Q 11.Which other recreational facilities would you like to have?

_______________________________________________________________

_______________________________________________________________

_______________________________________________________________

_______________________________________________________________

_______________________________________________________________

{This is an open ended question to know what recreational facilities the residents will

like to have at the old-age-home}

Q 12.Do you think enough personal security is provided?

Yes

No

(This question is very important as it will give us an idea about the personal

security of the respondent provided by the old-age home )

Q 13. Is there safe drinking water available?

Yes

No

Q 14.Do you get continuous water supply?

Yes

No

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Q 15.How is your overall experience at the old age home?

_____________________________________________________________________

_________________________________________________________

_______________________________________________________________

______________________________________________________________________________________________________________________________

{This question will give an overview of the experience of the respondent regarding

his/her stay at the old age home}

Thank You for spending your valuable time with us for the survey.

Let your blessings be with us all the time.

Thanking you!