CORE SERVICES STAFF MANUAL SECTION 4.

4 STUDENT INDUSTRY PROJECTS GUIDELINES “The value of research is directly proportional to the degree to which findings are actionable.” Which all students have to undertake an Industry Project at WLCI?

1) These guidelines are applicable to the following students: a) PCL – II Business Stream Students: These students shall submit a final semester ‘Industry
Project’ on an allotted topic.

i.

In case of students who are on Traineeship. They shall do this project with the company in which they are placed as trainees. The Industry Project problem shall be defined by their supervisors, in consultation with the concerned Head of Department. In case of the students who are not on Traineeship, the Company and the Industry problem shall be defined by the Head of Department at the Campus.

ii.

b) All Post Graduate Business Stream Students who are not in Traineeship:
(i.e. Project in lieu of their Traineeship grading)

i) Students on Traineeship get a ‘Traineeship Review Report’. They do not have to do an Industry
Project in lieu.

ii) Students who are not on traineeship shall submit an Industry Project, in lieu of their Traineeship
Grading. The company and the Industry Project problem shall be allocated by the concerned Head of Department / Faculty at the Campus.

iii)

Methodology to be followed by Campuses for Allotting Research Projects to Applicable Students:

2) Each student is allotted a Company for his / her research Project. The Companies shall be allocated
as mentioned above.

3) The research problem shall be relevant to the Specialization of the Student (e.g., a student with
‘HR’ as a specialization shall be allotted an HR problem).

4) The names of the Companies and the Research Problems are communicated to the students in
writing / through an email, and a confirmation taken from them. The students are thereafter, expected to conduct research on the allotted problems and produce Research Project Reports. When & by Whom are the Projects Allotted?

5) PCL – II Business Stream Students: They are allotted Industry Projects at the beginning of their
Final Semester / Level. Page 1 of 18

Methodology for Assessing and Grading Students on Research Projects 8) Research Projects are assessed on the basis of the following: 9) A written Research Report: The project report has to be submitted in a hard back copy form of atleast 50 A4 size pages with proper acknowledgements and references as per Harvard referencing system and research data to be produced as and when asked for. the Project grading shall be discussed with and obtained from the companies in which they are working as Trainees. b) A viva voce on the Project. in lieu of the Traineeship. ACL – I . at the Campus. Page 2 of 18 . to a Panel of experts. 10) Consequence of non-submission of project: If a student fails to submit his project. 11) In case of PCL – II Students on Traineeship. Coordination is by the Academic Coordinator(s). II and PCL – I: In this case. 7) Projects are allotted by the Head of Department / Programme Manager Business. a) A Presentation on the Project. In the absence of the Head of Department / Programme Manager. his results & provisional Grade Sheet shall be withheld by WLCI. (The word limit may be changed at the discretion of the Campus authorities allotting the Project): To be submitted by the specified date. c) The Presentation and Viva Voce shall be held together and shall last for 15 minutes to ½ an hour maximum.6) PG Business Students. by the same Panel of Experts. The dates for these shall be specified to the Students at the beginning of the Semester / Level. the Projects shall be allotted by the Campus Director / Campus Head. if a student is not on Traineeship by the end of the 8th Week of the Semester / Level. the Presentations and viva voce for the Integrated Assignments and the Projects shall be combined and held during the same period. d) For ease of conduct. he / she is allotted a Research Project.

PROJECT TOPICS: 12) Suggested Project Topics are: i) MARKETING PROJECTS: (1) Branding and Awareness (a) (b) What do people really perceive about a brand. product. or company? What are their perceptions of the competition? (2) New Product Development (a) (b) (c) We are designing a new product. and how can we best market to them? Page 3 of 18 . but are unsure which components to include. Can we pinpoint the problem? (b) What do people really think of your customer service? What are its strengths and what are its weaknesses? (4) Attracting New Customers (a) (b) (c) (d) How can we increase our share of the market? What do potential customers really want? How effective are our current methods of marketing our product? How can we improve advertising and communications approaches? (e) Who is our most effective target? What are their identifying characteristics. Which product characteristics are most preferred by your potential customers? At what price should a new product be introduced to the market? (d) How much of a market impact can we expect with the introduction of our new product? (3) Customer Service (a) We have noticed a slip in business that may relate to customer service issues.

Working Capital concept: Types and Need. Are there elements of company culture that can be developed to help attract and retain good people? (2) Our company is about to undergo a major transition. Annexure. Bibliography. Questionnaire. Receivables Management. (5) Compensation policy of a insurance company. Inventory Management: Need. Page 4 of 18 . Conclusions.ii) HR PROJECTS (1) We are having trouble retaining employees. Summary of Findings. Types and Techniques. Data Analysis and Interpretation. motives for holding cash. Cash Management: Factors affecting cash needs. How can we ensure that employees' transitions will be smooth and how should we communicate to them what is going on? (3) HRP for a BPO. Suggestions and Recommendations. (4) Training need analysis for a manufacturing unit. (6) Recruitment process for an IT company. iii) FINANCE PROJECTS (1) Project Report on Working Capital Management: Points to be covered: (a) (b) (c) (d) (e) (f) (g) (h) (i) (j) (k) Introduction.

Suggestions and Recommendations. Operational definition of the concepts. Product Profile. Limitations and Methodology of the Study. (ii) Part B: About the subject. Questionnaire. vision. Objective. Bank Profile. Conclusions. Bibliography. Research Design. Annexure. (3) (a) (b) Company Profile: (i) Introduction. Analysis of Equities and Mutual Fund: Points to be covered: Introduction: (i) Part A: About the Industry. Competitors. (iii) Strategy. Statement of the problem. (ii) Objectives. Data Analysis and Interpretation. Summary of Findings. Page 5 of 18 .(2) (a) (b) (c) (d) (e) (f) (g) (h) (i) A Study on Financial Performance of a MNC Bank Points to be covered: Indian Banking System. culture and values. (c) (d) (e) Research Design: Title of the study. Scope.

Market Risk. Market Risk Management & Operational Risk Management” (a) (b) (c) (d) (e) (f) For a Bank. ideas. (5) “Credit Risk Management. iv) PROJECT TITLES FOR RETAIL (1) New Product/Services Development and Feasibility Studies. This type of study could be helpful in establishing performance pay baselines. Liquidity Risk. New Basle II Capital Adequacy Framework. Theoretical Background of the study. Currency and Stock market derivatives. (b) Methodology: Definition of derivatives. Liquidity. Interest Risk. concepts. Derivatives and Commodities derivatives market. Need and importance of the study. Beyond initial findings. Forwards. results may be used to develop indexes that establish benchmarks. Conclusions. Large market capitalization. Types of Derivatives-Options. Test customer receptiveness to new products. Objectives of the Research. This methodology is highly effective in defining optimal feature bundles or best pricing strategies for emerging products and line extensions. Pinpointing Page 6 of 18 . (3) Competitive Analysis: Gaining valuable insights on competitors is extremely useful in developing products. Industry and Company Profile. Operational Risk. Suggestions and Recommendations. (g) Credit disbursement channel and Types of advances handled by different types of branches. prerequisites for derivatives market. and report achievement over time.(4) Equities and Derivatives: Points to be covered: (a) Introduction: Background of the study. implement the leading edge conjoint analysis tool. and services. programs. statement of the problem. In addition to more traditional approaches. track performance. Swaps. awareness levels. (h) Findings. and overall perceptions of competitors. and features. Futures. for example. Researched Methodology and Limitations. Clearing house that guarantees trades. Design studies that assess customer satisfaction levels. (2) Customer Satisfaction and Preference Studies: Product or service satisfaction can be measured against customer expectations. Credit Risk.

Predicting where markets will move in the future. use multivariate statistics to analyze data a company has collected over time. to identify annual and seasonal trends and predict future directions. and then apply a suite of statistical methods to discover the characteristics of those with propensity to buy. training programs. Assess the impact and potential opportunity of new technologies. v) PROJECT TITLES OF ADVERTISING AND MARKETING COMMUNICATION (1) Image and Advertising Studies: Determine the most compelling advertising message.competitors' weaknesses helps identify market opportunities. and various other factors affecting market niche now and for the future. This type of study is also useful when developing strategic marketing messages that can emphasize a product’s strength over a competitor's weakness. (2) Employee Attitudes and Opinions Studies: Companies facing organizational changes and challenges can benefit from research on internal issues conducted by an objective outside party. (5)Customer profiling and Identification of Target Markets: Collect the appropriate demographic and psychographic information. and human resource initiatives. Companies best prepared for the future are those who most accurately forecast industry trends. and converting this information to drive meaningful messages in various communications. Define issues objectively. Elicit candid views from study participants. (4) Business Forecasting/Trend Analyses. awareness and preference can provide insights relevant to product positioning and competitive challenges. as well as the effectiveness of advertising in various media. In addition. keeping this in mind design marketing plan for a segment of 224 general practioners in a given market segment where hospital is located. studies of brand recognition. vii) PROJECT TITLES FOR HOSPITALITY Page 7 of 18 . (2) How to plan and execute a project on establishing a 100 bedded exclusive hospital for medical and surgical cardiology. (3) Do a project on hospital information system and its use in nursing administration. as well as diplomatically protecting employee confidentiality. critical to successful marketing. In addition. use of the Internet. vi) PROJECT TITLES OF HOSPITAL ADMINISTRATION (1) Discuss the human organ transplant act and its implications on hospitals involved in organ donation. (4) Diagnostics leads to medical intervention which may lead to surgical intervention. real or perceived.

multi-billion dollar company based in San Jose.per person inclusive of an alcoholic welcome drink which includes prawns / crabs as delicacy to make it a unique selling proposition. is the leading global provider of networking for internet. (4) Calculate the costing for restaurant offering a buffet of 101 dishes to be sold at Rs 444/. the storage location of the product was not tracked and balances reflected correct inventory quantities but not locations. Previously. PROJECT TITLES FOR IT AND SYSTEMS viii) (1) Project 1 Part 1: Oracle at CISCO Systems Cisco Systems.(1) Design a comprehensive plan to make your restaurant offer steaming hot lunch to a random of employees working in nearby 7 call centers on lines of the dabbawalas of Mumbai. was done manually. Customized specific information must travel with each product throughout the warehousing process. INC. California and offers the broadest choice of standards. Cisco is a fast growing. Another issue was the amount of time needed to pull an order of the shelf. for their 3 San Jose warehouses.based networking software and hardware for delivering networked applications. Cisco offers nearly infinite number of assemble-to-order software and hardware with unique customer sales order information behind every piece. (2) Design a house keeping operational plan for a hotel with 75 beds. (3) Calculate expense sales ratio / break even ratio for a theme restaurant offering authentic Kerala food. Cisco’s fast growth precipitated the need to reduce one and half hour pull time to 35 minutes for continued efficiency gains. and to what segment will you promote it. While warehouse personnel keyed in pertinent tracking information and terminals at each inventory stage. the Cisco Item Replenishment (CIR) process. Cisco systems hired Brower Palmer & Associates to address four concerns: • • • • Amount of time taken to enter data Accuracy of the data entered The need for a locator system Ensure that the process is non-intimidating and easy-to-use Page 8 of 18 .

Within a month. a new systems group of 4 professionals started work on a complete marketing. Sales orders were misplaced. and the personnel update file was a mixture of obsolete and new update cards. c) Draw a flowchart of the processes followed by the Company pre and post implementation. 2. production was jammed up. Part 2: 1. a. They worked closely with the managers for nearly a year. well within the capabilities of the employees to implement. Part 2: Page 9 of 18 . Both the systems designers and managers felt that the MIS design was an efficient one. on the design of the MIS. Explain the differences between them. b) Suggest a solution from the ERP perspective. Domain Name System or DNS is an application program in the TCP/IP protocol suite. Identify the best possible solution and justify. production and personnel MIS.a) Identify the problem. (2) Project 2 Part 1: In a manufacturing Company of 2000 employees. confusion was rampant. c. Research and find the equivalent of this protocol (*if any) in the OSI model. Research and find all of them. forecasting. Compare and contrast the two. Define the problem and its cause as you see it. b. The changeover to the new computerized system was carried out over a two-week period so that workers could be shifted to their new jobs and trained for the new operations. There are several network layer models proposed in the OSI model. Suggest several Solutions.

being able to use appropriate methods to answer the question.1. Domain Name System or DNS is an application program in the TCP/IP protocol suite. Starting points can be . Research and find all of them. knowing when to stop. better communications. topic definitions in Page 10 of 18 . We view market research as part of a holistic marketing and management process where the best decisions are made by smart organizations that set goals. 2) We. plan strategies. discussion using Internet facilities such as electronic mail. plot courses of action. discussion groups or mailing lists. are committed to equip our students who would eventually take up roles in assisting businesses and organizations with the upfront components of strategic decision-making. Explain the differences between them. Compare and contrast the two. and equip their people with the skills and knowledge to be a vital part of the process. research the unknown. at WLC College. the concepts it includes and how they are to be defined. better communications. The Project Questions shall be defined by the Company in question and passed on to the student by the Faculty / HOD / Campus Director. papers. understanding the context of the question. increased sales and more meaningful customer service follow up. Finding a suitable topic for research can be difficult. 3) Finding a Research Topic 4) Good research depends on a clear question. Research is a vital component of the strategic marketing and management process. Faculty shall coordinate this. Research and find the equivalent of this protocol (*if any) in the OSI model. 2. Before thinking about how to answer a research question you need to be clear about the topic. discussion with a supervisor or colleagues. increased sales and more meaningful customer service follow-up. (3) Project 3: Students on Traineeship shall identify a practical problem being faced by the Company in which they are placed on Traineeship. thesis and dissertations in the subject area of your interest. It leads to effective product and service development. It leads to effective product and service development. There are several network layer models proposed in the OSI model. GUIDELINES TO STUDENTS FOR CONDUCTING PROJECT RESEARCH 1) Research is a vital component of the strategic marketing and management process. “ further research needed” sections of journal articles.

Page 11 of 18 . The overall design of a research project is crucial. defining the research problem dictates how useful the study will be for you and your company (client). you are looking for topics where there is doubt and uncertainty. In each case. Accurately defining the research problem is important because it: a) Identifies the scope of issues to be explored b) Determines the nature of the sample c) Structures the questions to be asked of respondents during data collection d) Determines the types of analyses required to answer the research questions ii) Ultimately. Good research design helps ensure project success. 5) Research Design & Methodology 6) The elements of effective research design include the following steps a) Steps to Custom Research b) Types of Studies c) Methodology 7) Steps to Custom Research: There are. begin by working with your targeted respondents/clients to identify key issues and overall goals of the study. disputed or contradicted statements. real world applications. so that questions are phrased and data collected in appropriate and effective formats. This step generally involves a 1-2 hour brainstorming session to gather detailed information on critical issues and questions. a) Step 1: Research Problem Definition: i) Defining the research problem can be one of the most critical and difficult steps in market research. lacking.encyclopedias and "state-of-the-discipline" reviews in the journal literature. dated topics where evidence from a study on one community or a group could be compared with evidence from an associated group. iii) To ensure the success of every project. the following six steps that lead to design and completion of scientifically valid studies that have meaningful. and how relevant recommendations will be for application in a real world situation. Then develop a draft of survey instrument to be further refined with additional client input. This information also guides the type of analysis that will be required — important. since it guides and shapes the study. topics where evidence is incomplete. normally.

Use language that is simple and precise. iii) iv) Multiple choice type questions with prompted responses. and to reduce selection bias or sampling error. satisfaction. determine an appropriate size of the sample by estimating sampling errors against cost factors. with results that can be confidently extended to the population of interest.iv) Some examples of research problems are already covered under the heading ‘Project Topics’ earlier in this document. Sampling strategy is crucial to successful research because results gathered from the sample are indicative of trends in the total population. a systematic random sample. a stratified random sample. Student shall allotted a research topic that they need to work upon. Ensure results that are valid and reliable. or another type of approach. Develop a sampling plan for you that is both effective and cost efficient. i) First. ii) Open-ended questions to gain top-of-mind insights. ii) Second. Recommend a sample size to keep sampling error within acceptable limits. Define the specific sampling strategy. or psychographic characteristics. field-test each and every survey prior to implementation to ensure that questions are clear and understandable and that the flow of the survey goes smoothly. income. In developing your surveys. Each question is formulated to provide responses appropriate to the intended type of analysis. iii) Third. with your objectives in mind. you must decide on the nature and size of your sample. Page 12 of 18 . The surveys generally include a variety of question types. recommend a sampling approach aimed at producing reliable and valid data. This definition most likely includes geographical or regional boundaries. age. Some types of questions often included are: i) Scalars/ratings to measure levels of importance. a cluster sample. locate a list of contacts. for example a simple random sample. as framed by your particular research problem. iv) c) Step 3: Survey Instrument Development: The next step is to design a survey instrument to collect the information you need. This process ensures that the sampled population is the target population. b) Step 2: Sampling Strategies: After you have defined your research problem and developed the ideas to be tested in a survey. as well as gender. Also. Numeric questions designed to gain continuous numeric data. define the target of research– the population for the study. or interest. take particular care to minimize bias that can result from improper wording of questions (measurement bias). You should be familiar with the full range of sources of contact lists. Fourth.

Very b) The expansion of the Internet over the past decade has provided the researcher with a range of new opportunities for finding information. the Internet opens up new possibilities for conducting research. older respondents who are loyal members of a specific organization. the changed chronology of interaction resulting from asynchronous communication. Through the use of tools such as online focus groups. a) Recommended for target markets with high Internet accessibility and use levels. accuracy and reliability of information obtained from online sources. to return surveys. ii) Telephone interviewing: Recommended for most quantitative research projects to reduce sampling bias and ensure collection of high quality data. recommend the most effective fielding format. and online questionnaires. conducting research. iii) Internet/Web surveys: effective for projects where visual props are necessary such as testing web sites or with a conjoint analysis approach that tests product preferences. restaurants or movies. with related savings in costs and time. No matter which type is used. and disseminating research results. these opportunities also raise new challenges for the researcher. such as problems of sampling. for example. vi) Demographics to retrieve information about the composition of the sample. physical access and skills required to use the technologies involved.v) Forced ranking where items are placed in sequence of order or preference. The following data collection methods may be adopted: i) Focus groups: Recommended mainly for qualitative data to help flesh out the issues. opportunities for including mixed multiple media in questionnaires. for example. iv) Intercepts: Recommended for projects with extremely specific target samples linked to geographic sites such as malls. electronic mail. take measures to ensure that data integrity is high on every project. It offers. vii) Psychographics to retrieve information about respondents' values and motivations. networking. On the other hand. the ethics of conducting research into online communities. new "communities" to serve as the object of social scientific enquiry. d) Step 4: Fielding: For each research problem. v) Mail out surveys: Recommended only for target samples with extremely high propensities e) Step 5: Analysis: Page 13 of 18 . while online surveys can be captured directly into a database the possibility of conducting interviews and focus groups by e-mail. for example shorter timeframes for collecting and recording data: e-mail messages can be saved and analyzed in qualitative data packages.

Then statistical tests should be run to reveal significant relationships between variables or other data patterns. rather than analysis.i) The researcher should draw from a variety of backgrounds including psychology. j) Factor analysis. While analysis procedures are unique to each study. Take time to synthesize results and summarize top conclusions. Select precisely the right analytical tools to fully address the research questions at issue. Page 14 of 18 . Drawing upon your broad expertise in business and marketing. develop intelligent. is the final step. creative suggestions for action. iii) A full suite of statistical techniques for analysis may be employed. This diversity would enable you to view research issues from different angles which lead to collection of richer data and more creative analysis. ii) Generally speaking. marketing. including: a) Chi-square and related tests of association for nominal data b) Difference of means tests for integer data c) Non-parametric d) Exploratory Data Analysis e) Analysis of Variance and Covariance f) Multivariate Analysis g) Conjoint Analysis h) Regression analysis i) Discriminate analysis. f) Step 6: Application i) Application. there are some commonalities. and help formulate realistic implementation plans. ii) Take the research process one crucial step further by synthesizing study findings into a set of actionable recommendations. results are examined question-by-question. Incorporate graphs to provide powerful visualizations of the key findings. k) Cluster analysis. business and anthropology.

Page 15 of 18 . Often opt to use the two approaches together as complementary parts of a two-phase study. The primary advantage offered by most quantitative approaches is that the results of these studies can be generalized to the entire target population—something qualitative methods cannot. 11) Students conduct. in-depth interviews with selected respondents) iv) Elite in-depth Interviews 13) Quantitative a) Quantitative approaches are designed to gather hard data that can be analyzed using the most advanced statistical methods in the industry. and analyze qualitative and quantitative studies that produce results that are useful and immediately actionable. 12) Qualitative a) Qualitative research is directed toward gaining an in-depth understanding of participants’ perceptions and behavior. and thorough post-collection analysis is focused on discovery of strategic opportunities. The students can use a variety of techniques in gathering quantifiable data. one-on-one. Generally speaking. by themselves. Work closely with your 'clients' to design. Here are some types of studies they can typically perform: 9) Methodology 10) The students can adopt a wide range of qualitative and quantitative approaches to collecting and analyzing data. The typical qualitative methodologies would include: i) Focus groups ii) Ethnography iii) Tele-focus research (unstructured. including: b) Face to face surveys. because we believe the two approaches are not mutually exclusive. Quantitative research is most appropriate for testing the issues using a sample that is representative of the larger population. qualitative research is most appropriate for identifying and fleshing out unknown issues. provide. and observation of participant behavior. They should custom design and execute scientifically valid studies that produce meaningful results to clarify issues and identify strategic opportunities for their targeted ‘clients’. both. execute. qualitative and quantitative types of studies.8) Types of Studies: a) The students can adopt a wide range of approaches to market research projects. Customized research design. extensive probing. provide your ‘clients’ with the kind of detailed understanding possible through less-structured open-ended questioning. Using these qualitative methods.

ii) CAPI Administration. i) Paper and Pencil Administration. ii) CAPI Administration. Questions most often include response alternatives or request scalar/numeric responses. k) For typical quantifiable studies. Page 16 of 18 . the interview process should be guided and controlled to ensure that questions are asked in the same way of every respondent. ii) Difference of means tests and exploratory methods appropriate to ratio-level data. i) Choice-Based Conjoint. l) An analytic approach to all of your quantifiable studies typically would make use of many of the following: i) Chi-square and related tests of association for nominal data. e) On-line internet-based surveys. f) Computer Assisted Personal Interviews (CAPI). iii) On-line Administration. h) Group sessions using the Option Finder® Interactive Keypad system. d) "Secret Shopper" surveys. Analysis of Variance (ANOVA). The larger sample sizes typical of quantitative studies ensure that results accurately reflect characteristics of the target population. j) Adaptive Conjoint Analysis i) On-line Administration.c) Telephone surveys. g) Voice of the Consumer (VOC) panels. v) Multivariate Analysis of Variance (MANOVA). iii) iv) Non-parametric alternatives to difference of means tests.

Page 17 of 18 . (a) Hierarchical Bayesian derivation of point. (f) Utility Analysis. (e) Importance Analysis. (d) Market Simulations. Perceptual mapping using. (b) Cluster analysis. PROBIT. vii) Conjoint analysis. xii) Segmentation modeling using. x) Latent Class analysis. (c) Latent Class Models. (a) Multivariate Linear Regression Analysis. (c) Price Sensitivity. (b) CHAID. viii) Discriminant analysis.vi) Regression Analysis. xiii) Trending and forecasting using (a) ARIMA. (b) Estimates (for part-worth values). ix) (a) Factor analysis. (b) Multivariate LOGIT. (a) Cluster Analysis. xi) Scaling and Multidimensional Scaling.

Page 18 of 18 . ____________________________________________________________________________________ Research Guides and Faculty at WLC College would ensure timely and effective execution of Research Projects.(b) Survival Analysis. WLCI wishes students all the best for their Industry Projects.

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