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comsats magazine.taimoor tk

comsats magazine.taimoor tk

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Published by muhammadtaimoorkhan

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assignments, projects, business

see my profile to get copy
assignments, projects, business

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Published by: muhammadtaimoorkhan on Jul 27, 2009
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05/11/2014

IN THE NAME OF ALLAH THE MOST BENEFICIENT AND THE MOST
MERCIFUL
FINAL PROJECT
MARKETING MANAGEMENT
\u201cMarket Research and Marketing Mix for COMSMAG\u201d
Submitted to:Miss Maria Zia
Submitted by:
Group leader:
Muzammil Shahid
010
Group Members:
Taimoor Khan
028
Hamza Hassan
004
Adeel Abid
008
Hajra Fazal
029
Fahad Hassan
011
1
1. MARKETING RESEARCH OF COMSMAG PROJECT
1.1. RESEARCH PROBLEM / OBJECTIVE:

Basic purpose of research was to come up with better marketing strategies and other suggestion which leads us to more attractive, interesting, and positively positioned 3rd edition of COMSMAG (COMSATS Annual Magazine). COMSMAG 1st and 2nd edition published till now are not much successful and are not liked by majority of students (target market). Various reasons underlie this partial failure of endless efforts of Comsmag team.

We tried to follow sense and respond philosophy in our product improvement program,
i.e. we have asked from our audience of magazine that what they want to see in it.

Our research is ofexploratory nature. This means that our purpose is to explore all the aspects of COMSMAG (Annual COMSATS Magazine) and give suggestions for its betterment.

This above statement clarifies only broader scenario of research. Defining our purpose
more specifically gives the following points:

1. What is current image of COMSAMG in mind of audience? 2. Do people many have interest in it and of what intensity? 3. How do people rate its content and graphics 4. Compare it with other university magazines 5. Find suggestions for its improvement and better suggestions.

1.2 RESEARCH PLAN:
(Research plan was written before conducting research that\u2019s why it is in future tense)
Data sources:

Major part of our research will be based on the primary data collection. Reason for this is that no such evaluative and betterment program is conducted before for COMSMAG. So we will collect all the data specifically for this research purpose (Primary Data). However, some secondary data including magazines and COMSMAG itself will be studied for the purpose of comparison. Comparative analysis is done with the magazines of other popular institutes of same level including NCA, LUMS, University of Lahore, FAST, P.U. and G.C.

Research Approach:
Two types of approaches will be used by us that are explained as follow:
1. Observational Research
2. Survey Research
Observational Research: We will observe attitudes of people about COMSMAG by

generally discussing COMSMAG in gatherings, observing their behavior and interests in hostel casual life and discussing with them different other universities editorial works and noting their believes in general unstructured manner.

2
Survey Research: We will conduct a complete structured survey with a set of pre-

specified questions. It included both questionnaire and interviews. Questionnaire is filled from the students in general who have studied the magazine. And interviews are will be conducted of people highly concerned and related with COMSMAG. (Co-Editor and

Faculty Chief of Magazine)
Research Instruments and Contact Method:

The onlyinstrument, we will use in our research is thequestionnaire. It contains 10 questions. Most of these are closed ended questions designed to gather data for quantitative analysis. Questionnaire is designed after thorough analysis of the magazine to bring out remarks and suggestions of the audience. Some open ended questions are included to allow respondents express there feelings in their own words and to have ideas of believes and attitude. Copy of questionnaire is attached in the appendix A.

Contact method in both interview and questionnaire will be personal. Face to Face
interviews will be conducted and Questionnaires will also be administered personally.
Sampling Plan:
Sampling Unit: We will gather ad analyze data on individual basis. It means that our unit
of analysis in individual not dyad or group. We brought every respondent response into
analysis as separate unit without any aggregation.
Sample Size: We will select a sample of good number of students for questionnaire. So,
we will end up with at least 50 responses in total from those who have read COMSMAG
at least partly.
Sampling Method: Simple Random Sampling will be used. In which every student
chance of being selected in sample will be equal.
However, for interview purpose we will use non-probability sampling and that will be
Judgment Sampling will be used. This means that we will conduct interview of only those

people whom we think are sources of large amount of accurate information. Every single word of expression of these people will be considered as a solid and reality based information.

1.3 Collection and Analysis:

After this research plan and objectives are developed we stared with the execution step. We executed our research plan in totality. First we gather data and then analyzed it statistically and the findings of the research are shown in next step.

3

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