marketing research
TRANSCRIPT
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Marketing Research
Presented Byo Aswin Joseph Christieo Nishant Khatwannio Rakesh Gakareo Saranya Royo Siddhartha Goutam
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Management Decision Problem
04/13/2023 2
The choice of a new generation
(1990)
Yehi hai right choice baby Aha
(1992)
Yeh dil maange more (1999)
Oye Bubbly(2006)
Yeh hai youngistaan meri
jaan (2010)???
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Marketing Research Problem
04/13/2023 3
Who are the Youth?
What makes a Youth?
Who influences the Youth?
How does the youth perceive themselves in the world?
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Research Design
04/13/2023 4
The information required The phases of the research Measurement and scaling procedures
Characteristics Lifestyle Age group Stereotyping Product
expectation Symbology
Exploratory Qualitative Quantitative
Likert Scale Rank Order Interval Scale
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Research Design
04/13/2023 5
Preparing the questionnaire Sample size and sampling method
Plan of data analysis Prepared on
the basis of the data collected from qualitative research
Sample Size: 80Convenience
Sampling
Questionnaire checking
Editing Data cleaning Statistical
adjustment of data
Data analysis strategy as per the Questionnaire
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Phases of research
04/13/2023 6
Exploratory phase
Qualitative phase
Quantitative phase
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Phases of research
04/13/2023 7
Exploratory phase
Qualitative phase
Quantitative phase
Sample size: 10Information collated for
qualitative phase
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Phases of research
04/13/2023 8
Exploratory phase
Qualitative phase
Quantitative phase
Sample size: 30Rotter
Incomplete Sentence Blank
Test
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Phases of research
04/13/2023 9
Exploratory phase
Qualitative phase
Quantitative phase
Sample size: 80Questionnaire developed as per the data collated
from the qualitative phase
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Hypothesis
04/13/2023 10
Ho: Age defines youth
H1: Age doesn’t define youth
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Marketing Research Analysis
04/13/2023 11
86%
14%
YES NO
Do you consider yourself a youth?
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Marketing Research Analysis
04/13/2023 12
"18-27" "28-37" "38-47" "48-57"0
10
20
30
40
50
60
70
60
7
1 14
1
5
1
YES NO
Cross tabulation of Q1 and Q9
Age BandNo. of respondents
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Marketing Research Analysis
04/13/2023 13
strongly disagree disagree neutral agree strongly agree
-30
-20
-10
0
10
20
30
40
50
-22
-16
0
16
38Age defines youth
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Marketing Research Analysis
04/13/2023 14
Rate the following on the basis of their importance to you(5 being the most important and 1 being the least important)
Independence Power Knowledge Money Integrity3.6
3.7
3.8
3.9
4
4.1
4.2
4.3
4.44.375
4.2375
4.1
3.8625
4.1
Rating
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Marketing Research Analysis
04/13/2023 15
Rate the following on a scale of 5-1(5 being your biggest worry and 1 being the least)
Failure Loss of loved one losing my identity Social disapointment Dependence on somebody0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
3.7625
4.18754.3625
3.05 3.15
Rating
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Marketing Research Analysis
04/13/2023 16
Rate the following past times on a scale of 1 to 5. (5 being the your most favorite and 1 being the least favorite)
Watchin TV Watching Movies Surfing the internet Online Gaming Sport0
0.5
1
1.5
2
2.5
3
3.5
4
3.175
3.6
3.95
2.825
3.3625
Rating
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Marketing Research Analysis
04/13/2023 17
Rank the following on the basis of their influence on you
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Marketing Research Analysis
04/13/2023 18
In your opinion................................
Take away:
33%
68%
The endorser sells the product The product sells itself
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Marketing Research Analysis
04/13/2023 19
Youth Icons lose their influence with age
Take away:
No34%
yes66%
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Net Take Away
04/13/2023 20
Hypothesis proved(Chi-square test): Age defines youth Most important attribute: Independence Biggest worry: Loss of identity Favorite pass time: Surfing the net Biggest influence: Peers followed closely by role model A product sells itself rather than an endorser selling it Youth icons lose their influence with age
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Recommendation
04/13/2023 21
Communication channel: Internet Communication concept:
Negative aspect-Loss of identity Positive aspect-Independence Environment- Amongst peers
Endorser: Not needed If used then should be a youth icon who is chronologically young
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Thank You