P. 1
Scope of Study

Scope of Study

|Views: 281|Likes:

More info:

Published by: GULSHANKUMARVERMA on Oct 26, 2010
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as DOCX, PDF, TXT or read online from Scribd
See more
See less






 The study is conducted on Mobile Service user  The study is confined to the Lovely Professional University.  The size of the sample: 100

Research Methodology
Sampling Plan:
a) Population: The populations interviewed in the research are students of LPU. b) Sample Size: Owing to the constraints of time & budget , the sample size is restricted to 100 students. c) Sample Element: The sample elements of the research are students of LPU. d) Sample Unit: Lovely Professional University e) Sample Duration: The sample duration was between March 2010 and April 2010.

Sampling Technique:
The sampling technique used is convenience sampling

Research Design:
A research design is the detailed blue print used to guide a research study towards its objectives. It helps to collect measure and then analyze the data.

Types of Research
The study undertaken is of Exploratory Research in nature. Exploratory research studies are those which are concerned with new hypothesis.

Nature of Research
The study undertaken is of Qualitative in nature. It is structured, standardized, question based.

Type of Question
The type of questions asked during the study are ³Straight forward and limited probing´

Type of Questionnaire

Micromax Mobile. Maxx Mobile etc. So a study to measure the effectiveness of sport sponsorships in brand building was a must and an attempt has been made to do it. Type of Analysis The type of analysis carried out during the study is using charts and graphs to interpret the answer of respondents. This study can be very useful for the companies which are in to sport sponsorship to find out to what extent people recall their brand and to what extent their brand value has increased or decreased.The type of questionnaire used during the study is Structured and Formalized. . Each and every company whether new or old they are in to sport sponsorship. Many new companies like Karbonn Mobile.1 Need of the Study: Many companies in these days are associating themselves with one or the other sport and the major reason behind that is Brand Building. Not only these new companies but also reputed companies like DLF have their Brand Value.2 Scope of the Study The Study on ³Sport Sponsorship as a Tool of Brand Building´ has been done to measure the impact on the consumer towards brand building of those companies which are associated with sport sponsorship activities. have made their presence felt in the market only after associating themselves with the game of Cricket. 3. 3.

3 Objective of the Study The prime objective of this study is to understand whether sponsoring a sport or a sporting event is a successful technique of building a brand image and creating brand awareness among the sport lovers.3. The objectives of our study include the following:- .

. the researcher should keep in mind two types of data viz. . It helps to collect measure and then analyze the data. primary and secondary. While deciding about the method of data collection. Data sources The task of data collection began after a research problem has been defined and a research design has been chalked out.Research Methodology A successful completion of any project and getting genuine results from that depends upon the method used by the researcher. The Research to be undertaken is of Exploratory Research in nature. The plan or the methodology for this study would be laid upon the following basis: y y y y y Research design Sources of data collection Research approach Research instruments Sampling plan     Framework of the population Sampling procedure Sampling unit Sampling size y Contact method Research Design A research design is the detailed blue print used to guide a research study towards its objectives.

age group. Research approach The approaches mainly opted by the researcher to get the results include behavioral. which included the closed ended questions mostly as well as the personal details of the person. For conducting this research the approach used was Survey approach (interview of the people). experimental approaches etc. survey. The secondary data are those that have already been collected by someone else and which have already been passed through the statistical process. while in case of secondary data the nature of data collection work is merely that of compilation. education and income level. observational. The methods of collecting primary data are to be originally collected. The questionnaire was designed keeping in mind the research problem. Research instruments The primary data was obtained during the course of doing research in a systematic manner with the help of questionnaires and interviewing people.The primary data are those. Sampling plan . Questionnaire Method: The questionnaire used by me for the purpose of data collection was of structured type (Non-disguised).  This research mainly involved the primary sources of collecting the data. which are collected a fresh and for the first time and thus happen to be original in character.  The data was gathered from the sports lovers belonging to different gender.

. y Sampling technique: In this research study. techniques such as percentage. age group and income level. Convenience sampling is done purely on the basis of convenience or accessibility. y Sample size: A sample size of 500 respondents would be taken for conducting this research. respondents from Ludhiana and Phagwara have been interviewed. Tabulation and Analysis of Data Analysis of the study would be carried out by using SPSS to interpret the answer of respondents and the raw data would converted in to pie charts. the person feels free to respond when given a chance to express his thoughts openly. Moreover. Contact method Each and every respondent was surveyed directly by meeting them personally and interviewing them. For higher age groups and income level. For youth the respondents are the students of LPU. and ratings were used to arrive at the final results instead of more complicated techniques. which have been used to draw important inferences with the help of simple observations. This was done so that the actual behavioral and psychological responses could be achieved. non ± probability convenience sampling would be opted for.y Framework of the population: Respondents of this survey belongs from different gender.

To date. and Etienne 1996. paying so little attention to the advertisements. Scales for perceived interactivity are needed to help researchers understand the role of interactivity and advertisers benefit from the potential of Web-based interactivity . If advertising is to be persuasive in environments such as the Web. despite the widespread use of such terms. Huhtamo 1999. 30). However. Heeter 1989. Miller. Schultz 2000. Smethers 1998). 1998. However. A better understanding of interactivity is of critical importance for those who want to analyze and/or develop Web-based advertising. Researchers have begun to develop perceptual measures for the Web. Calder. The purpose of this study is to operationalize measures of perceived interactivity in the context of the World Wide Web using the rigorous scale development process applied to many marketing scales. Wu 1999). A central focus of advertising research is consumer perception. Katovich.The word "interactive" is often used as a synonym for new media such as the World Wide Web. Sundar et al. that the message cannot function persuasively" (Bezjian-Avery. and Iacobucci 1998. and Iacobucci (1998) indicate that new media fundamentally change relationships between consumers and producers by opening up the potential for new forms of dialogue. Bezjian-Avery. their study also indicates that "the consumer can still simply buzz right through the interactive media. Jankowski. Lee 2000. Advertising practitioners and researchers use the phrase "interactive advertising" to describe Internet or Web-based advertising. and Saxton 1997. such as attitude toward the Web site (Chen and Wells 1999). p. McMillan 2000a. 2000. Heeter 2000. scholars have noted that interactivity is often either undefined or underdefined (Hanssen. Calder. advertisers need to understand interactivity better so that they can more effectively engage and interact with consumers. research on perceived interactivity of the Web has been primarily conceptual rather than operational or has used measures that were not fully tested and sometimes had low reliability (Cho and Leckenby 1999.

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->