Marketing Research Project on :

Presented to : Prof. A. K. Halder

Group Members : Samik GuptaSiddharth DixitKailash GuptaKalyan Kumar Das

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

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

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

Management Decision Problem (MDP)

• What should be done to increase circulation?

Graphical Model

Beliefs

Interests

Purchase Experience/Evaluation

Repeat Purchase

Customer RetentionCirculation

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 :

• 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 :

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 :

Marketing Research Problem (MRP) contd.

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

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

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

Data Analysis

Readership

Hypotheses Testing Results

MR_ results_perception.spv

MR_One sample T-test.spv

Multiple Attribute Attitude Model

Attitude towards the Newspaper A0

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

Belief and importance

Belief

Lucid

or Easy

langu

age

Page 3

news

In-depth new

s cove

rage

Wide n

ews c

overag

e

Varity

of adve

rtisem

ents

Coverag

e of G

lobal new

s

Coverag

e of lo

cal new

s

Presen

tation st

yle

Supplem

entar

y secti

on

Quality

of pap

ers

Attractive

subscr

iption options

Easy

avail

abilit

y0

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

Importance

Lucid

or Easy

langu

age

Page 3

news

In-depth new

s cove

rage

Wide n

ews c

overag

e

Varity

of adve

rtisem

ents

Coverag

e of G

lobal new

s

Coverag

e of lo

cal new

s

Presen

tation st

yle

Supplem

entar

y secti

on

Quality

of pap

ers

Attractive

subscr

iption options

Easy

avail

abilit

y0

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

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

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

83.02

88.68

18.18

84.09

42.22

16.98

11.32

Perception about Statesman( in %)

YesNo

Respondents perception

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

MR_ results_perception.spv

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”

Thank You