![Page 1: Marketing Research Project on : Presented to : Prof. A. K. Halder Group Members : Samik Gupta Siddharth Dixit Kailash Gupta Kalyan Kumar Das](https://reader033.vdocuments.mx/reader033/viewer/2022051620/56649e105503460f94afab86/html5/thumbnails/1.jpg)
Marketing Research Project on :
Presented to : Prof. A. K. Halder
Group Members : Samik GuptaSiddharth DixitKailash GuptaKalyan Kumar Das
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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
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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
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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
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Management Decision Problem (MDP)
• What should be done to increase circulation?
![Page 6: Marketing Research Project on : Presented to : Prof. A. K. Halder Group Members : Samik Gupta Siddharth Dixit Kailash Gupta Kalyan Kumar Das](https://reader033.vdocuments.mx/reader033/viewer/2022051620/56649e105503460f94afab86/html5/thumbnails/6.jpg)
Graphical Model
Beliefs
Interests
Purchase Experience/Evaluation
Repeat Purchase
Customer RetentionCirculation
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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 : Presented to : Prof. A. K. Halder Group Members : Samik Gupta Siddharth Dixit Kailash Gupta Kalyan Kumar Das](https://reader033.vdocuments.mx/reader033/viewer/2022051620/56649e105503460f94afab86/html5/thumbnails/8.jpg)
• 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 : Presented to : Prof. A. K. Halder Group Members : Samik Gupta Siddharth Dixit Kailash Gupta Kalyan Kumar Das](https://reader033.vdocuments.mx/reader033/viewer/2022051620/56649e105503460f94afab86/html5/thumbnails/9.jpg)
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 :
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Marketing Research Problem (MRP) contd.
Coverage of local news Presentation style Quality of papers Attractive subscription options Easy availability
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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
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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
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Data Analysis
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Readership
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Hypotheses Testing Results
MR_ results_perception.spv
MR_One sample T-test.spv
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Multiple Attribute Attitude Model
Attitude towards the Newspaper A0
bi = Beliefs towards the factorei = Importance of the factori = Factors
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Belief and importance
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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
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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
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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
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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
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Some more data Analysis…• Multiple Regression Analysis• Factor Analysis
MR_ results_perception.spv
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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”
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Thank You