RESEARCHPROPOSALFOR

GENDERBIASESI
NTHEFIELDOF
MARKETING(
ISLAMABADUNDERFOCUS)
BY:Fai
zanHaq

01-
121181-
023

TO:
Dr.
Ari
fkhat
tak

ON:
Jan3,
2019

Page|
1
 TABLEOFCONTENTS

TI
TLE.
…………………………………………………….
……………………….
.PAGE3

I
NTRODUCTI
ONBACKGROUND/LI
TERATUREREVI
EW………………PAGE3

RESEARCHQUESTI
ONANDOBJECTI
VES.
…………….………………….
.PAGE6

METHODOLOGY…………………….
..
………………………………………….PAGE7

Resear
chDesi
gn…….
..
……………………….
.…………………………….
.PAGE7

Dat
aCol
l
ect
ion……………………………………………………………….PAGE8

TI
MESCLALE…………………………………………………….
………………PAGE9

RESOURCES………………………………………….
.………………………….
.PAGE11

REFERENCES………………………………………….
.…………………………PAGE12

GENDERBI
ASESI
NTHEFI
ELDOFMARKETI
NG
Page|
2
 (
ISLAMABADUNDERFOCUS)

I
NTRODUCTI
ONANDBACKGROUND/
LITERATUREREVI
EW:
“
Mar
ket
ing”i
sar
obustassetofacor
por
atewor
ldandar
api
dexpansi
onoft
hef
iel
d
si
ncepastf
ew decadescanev
ident
lybeobser
vedbyev
erycommonper
sonoft
he
pr
esenter
a.Thef
actt
hatt
hisf
iel
dhol
dsundaunt
edpot
ent
ialf
orf
utur
eist
heat
tr
ibut
e
t
hatbest
owst
hisf
iel
d wi
tht
heexcept
ionaland ext
raor
dinar
yimpor
tanceov
eral
l
exi
sti
ngcondui
ts.Appr
ehendi
ngandcogi
tat
ingt
hest
rengt
handpot
ent
ial
sofMar
ket
ing,
i
twoul
dbeunf
airt
oignor
ethebl
emi
shesandv
ari
ancest
hatl
i
eundert
hepr
act
icesof
t
hisbr
iskl
yemer
gingf
iel
d.Ther
efor
eiti
sessent
ialt
ogi
vet
hisr
esonanceadeep
consi
der
ati
on ofj
ust
if
icat
ion,t
o subst
ant
iat
ethe bar
ri
ers and di
ff
erences hel
din
Mar
ket
ing’
spr
act
iceswhi
chwoul
dbei
mpossi
blewi
thoutani
n-dept
hanal
ysi
sfort
he
i
nsi
nuat
ionofsoci
etyandpsy
chol
ogi
calpat
ter
nsi
nmar
ket
ingandaboutmar
ket
ing,
connect
edwi
tht
hebehav
ior
alandpr
act
ical
domai
nsofmar
ket
ingpr
act
ices.

Thescr
uti
nyofpsy
chol
ogi
cal
pat
ter
nst
hati
nter
prett
hebehav
ior
alaspect
sinandabout
mar
ket
ingi
sev
ident
lyapot
ent
ialneedofMar
keti
ndust
ryi
tsel
f,f
orcl
earper
cept
ions
andi
dealgr
ipov
eri
tsoper
ati
ons.Mar
ket
inganal
yst
snotonl
yhav
etor
efert
owar
ds
concr
etef
act
soft
het
radi
ti
onsbutt
heyessent
ial
l
yneedt
otakei
ntoconsi
der
ati
ont
he
pr
esentconsequencesandcur
rental
ter
nat
ingf
act
ors.Resear
chi
sav
italt
ooli
nthi
s
caseandt
hemostf
rui
tf
ulaspectf
orbet
terunder
standi
ngandr
ati
onal
i
zat
ion.

Thei
nit
ialbasesofmar
ket
ingf
iel
dar
etobej
ust
if
iedandappr
ehendedpr
oper
lybef
ore
i
nit
iat
ingpr
olongedspansofi
nfor
mat
ioni
ntegr
ati
onf
ort
hispur
poset
hef
ocusshi
ft
s
t
owar
dst
hef
oundat
ionsandor
igi
nal
i
tybef
oret
hev
astst
ret
chesofexpansi
on.Wher
e
st
art
ingf
rom f
oundat
iont
hemar
ket
ingf
iel
disanessent
ial
ofbui
l
dingcor
por
atei
dent
it
y
andcor
por
atewor
ldhaspr
omi
nent
lybeendomi
nat
edbymal
egenderf
orcent
uri
es.The
v
italr
eal
i
tycannev
erbedeni
edt
hatequal
i
tyhasnev
erbeenani
mpr
essi
veappr
eci
ati
on
i
nmar
ket
ingf
iel
dthr
oughoutt
het
imest
oo.Genderdi
ff
erencesar
easev
ereper
cept
ion
par
ti
cul
arl
yincaseofMar
ket
ing.

Page|
3
Ski
mmi
ngt
hroughoutt
hemap,
genderbi
asesi
sgaudi
l
yobser
vedi
nal
laspect
sofev
ery
f
iel
d.For
exampl
eJoanneMandaandBr
ight
onM.Mv
umi(
2008)ar
guet
hatt
hewomen
al
lov
ert
hewor
ldcont
inuet
obeunder
-r
epr
esent
edi
nthemaj
ori
tyofpol
i
ticaland
busi
nessi
nst
it
uti
onsconsi
der
ingt
hef
act
,onl
y14count
ri
eshav
edemocr
ati
cal
l
yel
ect
ed
f
emal
eleader
s(Cat
aly
st2012a)andagendergapst
il
lexi
stsev
eni
nmost
egal
i
tar
ian
soci
eti
esaccor
dingt
oHausmannetal
.(2012)
.Theheal
thsect
orshav
edef
inedt
he
di
scr
imi
nat
ioni
nexper
iencesoff
emal
enur
ses,communi
tyheal
thwor
ker
s,andhome
car
ers,i
ncl
udi
ngt
heunpai
d,under
pai
d,unsuppor
ted,anddi
spr
opor
ti
onat
elyf
emal
e
wor
kfor
cest
hatof
tenconst
it
utet
hei
nfor
malcar
eeconomybyNewman(
2014)Human
Resour
cesf
orHeal
th.Al
so,
theUni
tedNat
ionsMi
l
lenni
um Decl
arat
ionpr
omul
gat
est
he
pur
sui
tofgenderequal
i
tyasoneoft
heei
ghtMi
l
lenni
um Dev
elopmentGoal
stobe
r
eached by2015.Pr
obl
ems r
egar
ding women’
s par
ti
cipat
ion i
nthe l
abormar
ket
became one of t
he mai
n i
ssues under cur
rent di
scussi
on because of t
he
f
inanci
al–economi
ccr
isi
sandagi
ngofsoci
eti
esi
ndev
elopedcount
ri
est
her
eisno
r
elat
ionshi
pbet
weeneconomi
cgr
owt
handt
henar
rowi
ngofear
ningsgapsf
orwomen
(
Her
tzetal
.2008;
BlauandKahn2001;
Tzannat
os1999)
;&ot
herr
easonst
hathav
ebeen
f
oundt
obel
i
nkedt
ogenderear
ningsdi
spar
it
iesar
e:sect
ori
alsegr
egat
iont
olower
wagesect
orsagai
nstwomenbyTzannat
os(
1999)
,lowerf
emal
enetsuppl
yandwage
st
ruct
ure accor
ding t
o Bl
au and Kahn (
2001)
,labor mar
ket l
i
ber
ali
zat
ion,and
i
nst
it
uti
onal
framewor
kineachcount
ry.

Thi
nki
ng f
rom an ent
repr
eneur
ialper
spect
ive,Janka I
.St
oker
,Mandy Vel
de and
Lammer
s,(
2009)i
l
lust
rat
eint
hei
rst
udy(
Fact
orsRel
ati
ngt
oManager
ialSt
ereot
ypes:
TheRol
eofGenderoft
heEmpl
oyeeandt
heManagerandManagementGenderRat
io)
t
hati
ncr
easehascoi
nci
dedwi
thashi
fti
nthi
nki
ngonef
fect
ivel
eader
shi
pasdescr
ibed
byYukl(
2002)
,whocl
aimst
hatwomenar
emor
eski
l
ledati
nter
per
sonalr
elat
ionshi
ps
and ar
e,t
her
efor
e,super
iormanager
sin pr
esentsoci
ety(
the so-
cal
l
ed Femi
nine
adv
ant
age)
.Al
soI
ngr
idVer
heul
,Mar
ti
nCar
reeandRoyThur
ik(
2009)ar
guet
hatMal
e
andf
emal
eent
repr
eneur
sar
eli
kel
ytodi
ff
erwi
thr
espectt
othet
imet
heyspendonsi
de-
act
ivi
ti
es.Forexampl
e,i
tiswel
l
-knownt
hatwomenspendmor
eti
meonf
ami
l
ycar
e
t
hanmeni
nthei
rresear
chaboutt
heAl
l
ocat
ionandpr
oduct
ivi
tyoft
imei
nnewv
ent
ures
off
emal
eandmal
eent
repr
eneur
s.
Page|
4
Anot
heral
l
egat
ionbyLukasPi
tel
,Andr
eaMadar
asov
aGeckov
a,Ji
tseP.
vanDi
j
k,Si
j
men
Rei
j
nev
eld(
2011)i
sthatt
heGi
rl
sinbi
gci
ti
esseem t
odeser
vespeci
alat
tent
ion.
Wher
easHel
eneM Paar
up,JesperBael
um,JonasW Hol
m,Cl
ausManni
cheandNi
els
Wedder
koppdi
scusst
hebi
asesf
rom musi
cali
ndust
ryper
spect
ivei
nthest
udyabout
Pr
eval
enceandconsequencesofmuscul
oskel
etalsy
mpt
omsi
nsy
mphonyor
chest
ra
musi
ci
ansv
arybygender
,thatTher
ewasapr
onouncedgenderdi
ff
erencewi
thf
emal
e
musi
ci
anshav
ingahi
gherpr
eval
enceofcompl
aint
sthanmal
es.A si
mil
argender
di
ff
erencewasf
oundi
nthegener
alwor
kfor
ce.Howev
er,compar
edt
othegener
al
wor
kfor
cebot
hgender
sofsy
mphonyor
chest
ramusi
cianshadahi
gherpr
eval
enceof
muscul
oskel
etal
compl
aint
s.

f
emi
nisti
dent
it
yhascl
assi
cal
l
ybeendef
inedi
nopposi
ti
ont
osomespeci
fi
cwor
ldv
iews,
such as conser
vat
ivei
deol
ogybyLi
ss etal
.(2001)i
nthe U.
S.and Fr
ąckowi
ak-
Sochańska(
2011)i
nPol
andwhi
chf
urt
herr
efer
sthe.t
heor
iespor
tray
edmenasmor
e
i
ndi
vi
dual
i
sti
crel
ati
vet
omor
esoci
alf
emal
es,wi
thmenexhi
bit
ingmor
eindependent
andwomenmor
eint
erdependentsel
f-
const
rual(
CrossandMadson1997;Mar
kusand
Ki
tay
ama1991)
.

Ev
enf
rom pur
chasi
ng poi
ntofv
iew t
heposi
ti
veef
fectofpubl
i
cbr
and i
mageon
r
epur
chasei
ntenti
sconsi
der
edst
rongerf
orwoment
hanf
ormenbyBj
örnFr
ank,
Takao
Enkawa&ShaneJ.Schv
anev
eldt(
2008)whof
urt
herdescr
ibet
heposi
ti
veef
fectof
r
elat
ional
swi
tchi
ngcost
sonr
epur
chasei
ntenti
sweakerf
orwoment
hanf
ormeni
nthei
r
st
udyaboutt
hesuccessf
act
orsdr
ivi
ngr
epur
chasei
ntentbet
weenmal
eandf
emal
e
cust
omer
s.

Fr
om t
hisst
andpoi
nt,t
hest
udyf
ocusedongenderdi
scr
imi
nat
ionandpat
ter
nsof
psy
chol
ogi
cal
alt
erat
ionsf
orgenderr
olesi
nmar
ket
ingf
iel
disf
lour
ishedwi
thscopeand
benef
ithav
ingv
eryscar
ceexposur
eint
heexi
sti
ngbodyofknowl
edge.Ther
efor
ethi
s
st
udyi
sofv
itali
mpor
tanceandf
ort
hepur
pose,I
slamabadt
hecapi
talofPaki
stani
s
sel
ect
edbecausePaki
stani
sanI
slami
ccount
rybehol
dinghugei
ntensi
tyofbusi
ness
pr
ospect
sandcul
tur
ali
ntegr
ati
ons,t
her
efor
ether
egi
onpossessi
tsowni
mper
ati
ve
v
aluef
orr
esear
ch.

Page|
5
RESEARCHQUESTI
ONANDOBJECTI
VES:

Ther
esear
chwi
l
lai
mtoachi
eveanabsol
uteanswerf
ort
her
ateofoppor
tuni
ti
esand
pr
ospect
sint
hemar
ket
ingf
iel
dsei
zedbyf
emal
egenderi
nPaki
stan.Thi
sanswerwi
l
l
be based ov
ert
he degr
ee ofsuccess and achi
evementbyf
emal
e popul
ati
on i
n
I
slamabadPaki
stan.Thedet
ail
edst
udyofexper
iences,suppor
t,assi
stance,obst
acl
es,
comf
ortandhur
dlesf
acedbyf
emal
epopul
ati
onr
elat
edt
omar
ket
ingf
iel
dwoul
dbean
ef
fect
ivemeasur
etocal
cul
atet
henot
chofov
eral
lper
cept
ions,
changi
ngpsy
chol
ogi
cal
pat
ter
ns,behav
ior
sandpr
ior
it
ylev
elsoft
hesoci
etyongenderpr
efer
enceswi
tht
he
passageoft
ime.Ther
efor
ecor
econcer
nsoft
her
esear
chwi
l
lbet
ofi
ndoutt
he
accur
acyandt
hor
oughnessoft
heconceptofawomen’
ssur
viv
ali
nmar
ket
ingf
iel
d
l
eadi
ng t
owar
ds t
he l
evel of success and sat
isf
act
ion possi
ble i
n soci
etal
ci
rcumst
ancesoft
hecommuni
ty.I
nanut
shel
lthecombi
nat
ionoft
hest
udyabout
psy
chol
ogi
calpat
ter
ns,peopl
e’
sper
cept
ions,changi
ngsoci
etaldi
mensi
ons,bel
i
eves
andbehav
ior
swi
tht
hest
udyaboutl
evelofwomensur
viv
alanddegr
eeoft
hei
rsuccess
i
nMar
ket
ingwoul
dleadt
her
esear
cht
owar
dit
scor
edi
sci
pli
neofr
easoni
ngandext
ent
ofpr
eci
sion.Fort
hispur
poset
hecent
ral
obj
ect
iveswi
l
lbedef
inedas:

 Theest
imat
ionofdi
ff
erencef
ort
hesur
viv
aloff
emal
egenderi
nmar
ket
ingf
iel
d
ascompar
edt
otheot
hergender
.

 Assessmentofpsy
chol
ogi
calpat
ter
ns,soci
etalci
rcumst
ancesi
nrel
ati
ont
o
mar
ket
ingpr
act
ices,
changi
ngf
ort
hef
emal
egenderwi
thpassageoft
ime.

Page|
6
Theset
wocor
eobj
ect
ivesar
esel
ect
edonSMART(
speci
fi
c,measur
eabl
e,achi
evabl
e,
r
eal
i
sti
candt
imebound)cr
it
eri
atoswi
ft
lymov
etowar
dst
hedept
hofr
esear
chgoal
s
wi
thoutanyhi
ndr
anceorgl
i
tchesand cov
ert
hemaxi
mum scopeofcat
egor
yfor
appr
oxi
mat
ioni
nourconcl
usi
on.Ledbyasi
mpl
ereal
i
sti
cint
err
ogat
ion,
thesegoal
sar
e
ai
med t
orej
oindert
he t
hinki
ng al
ti
tudesand suppl
ementt
othe exi
sti
ng bodyof
knowl
edgewi
thhugecont
ri
but
ionandr
esponsi
bil
i
ty.Ther
efor
ethepur
posef
ulr
esear
ch
quest
ionf
abr
icat
edt
oachi
evet
heseaddr
essedr
esear
chobj
ect
ivesandgoal
sis:
“
Doest
hef
emal
egenderhol
dequalempl
oymentoppor
tuni
ti
esandsuccessr
atei
nthe
f
iel
dofmar
ket
ing?
”

Thi
svi
ndi
cat
esourar
chi
tect
uredr
esear
chobj
ect
ivesandder
ivesasour
ce-
ful
lsmoot
h
anal
ogyandcor
respondencebet
weent
hem t
obeat
tai
nedt
hroughr
esear
ch.

METHODOLOGY

Ther
esear
chwi
l
lbeaqual
i
tat
iveone,usi
ngadescr
ipt
ivedesi
gn.Thi
sisbecauset
he
t
opi
cisav
astcat
egor
ythatr
equi
resext
ensi
ver
esear
chandi
nor
dert
oful
l
yexpl
aint
he
r
esear
chquest
ioni
tisi
mpor
tantt
otakei
ntoaccounti
nfor
mat
ionf
rom v
ari
ouspr
imar
y,
secondar
ysour
cesandt
hent
hedat
awi
l
lbeanal
yzed.Theanal
ysi
sfal
l
sundert
he
qual
i
tat
ivedesi
gnumbr
ell
aandi
twi
l
lbeadescr
ipt
iveonesi
ncei
twi
l
lhi
ghl
i
ghtt
hef
act
s
and r
easons behi
nd t
he genderdi
scr
imi
nat
ion i
n mar
ket
ing f
iel
d speci
fi
cal
l
yand
psy
chol
ogi
cal
pat
ter
nswi
l
lal
sobedi
scussedundert
hef
low.

Resear
chdesi
gn:Thesampl
efort
hisr
esear
chwi
l
lcompr
iseofal
lthei
ndi
vi
dual
s
who ar
erel
ated t
o mar
ket
ing f
iel
d(f
rom mar
ket
ing f
ir
ms/
agenci
es,mar
ket
ing
empl
oyees,mar
ket
ingspeci
ali
stsandst
udent
s)i
nIsl
amabadPaki
stan,ast
heywi
l
lbe
abl
etogi
vet
hei
rdef
ini
tev
iewpoi
nt.I
nor
dert
oful
l
ycompr
ehendt
het
opi
cthesampl
e
wi
l
lbekeptl
i
mit
edt
o5-
10peopl
efr
om eachsect
or.Thesampl
ewi
l
lbekeptl
i
mit
edt
o
I
slamabadpopul
ati
oni
nor
dert
okeepast
rongbondi
ng,
under
standi
ngandr
elat
ionshi
p

Page|
7
wi
tht
her
espondent
stoacqui
remor
eaccur
ateandr
eal
i
sti
cdat
a.I
nfor
mat
ionwi
l
lbe
channel
i
zed t
hrough an ar
rayofof
fi
cialr
ecor
ds and sour
ce-
ful
ldocument
sfr
om
mar
ket
ingschool
s,agenci
esandi
nst
it
uti
onsofI
slamabadPaki
stani
nor
dert
ocol
l
ect
t
hef
act
ualdat
a.Quest
ionnai
resandi
nter
viewswi
l
lbepr
ocessedi
nthi
sregar
d.The
i
nter
viewswi
l
lpr
ovi
deadet
ail
edanal
ysi
soft
het
opi
cincl
udi
ngt
hebehav
ior
alaspect
s
j
udgedt
hroughexper
iences,
psy
chol
ogi
calpat
ter
ns,
per
cept
ionsandpr
efer
encesabout
genderdi
ff
erencesi
nPaki
stanisoci
etyandt
her
easonsofgenderbi
asesi
nmar
ket
ing
f
iel
d.I
nter
viewi
ngt
echni
quesar
echosenf
orapur
poseofdi
rectencount
erwi
tht
he
r
espondent
sand exami
net
heexact
nessofpr
ovi
ded i
nfor
mat
iont
hroughpr
act
ical
av
ail
abi
l
ity
,int
eract
ion,body l
anguages and expr
essi
ons r
eadi
ng.Wher
eas t
he
quest
ionnai
rewi
l
lhel
pusgetexactanswer
stopar
ti
cul
arquest
ionsaboutourt
opi
c
f
rom compar
ati
vel
yawayl
argersegmentofr
espondent
sinor
dert
ocompl
ement
per
sist
enceandpr
eci
siont
oourbodyofknowl
edge.Thecol
l
ect
edi
nfor
mat
ionwi
l
lthen
bescr
uti
nizedt
ogi
veadet
ail
edexpl
anat
ionandr
easoni
ngaboutt
hemat
ter
.

Dat
acol
l
ect
ion:t
her
elat
eddocument
sandr
ecor
dsofmar
ket
ingf
ir
msandagenci
es
wi
l
l be col
l
ect
ed t
oget
her wi
th t
he per
missi
on and aut
hor
izat
ion f
rom t
he
f
ir
m/or
gani
zat
ion f
orf
ormalr
ecor
ding ofcompar
ati
ve dat
a.Thi
s dat
a al
ong wi
th
secondar
ydat
afr
om ar
ti
cles,
jour
nal
s,r
esear
chpaper
sandot
hersour
ceswoul
dhel
pus
f
ormi
ngconcr
eteaspi
rat
ionsandf
oundat
ionsf
orourr
esear
chwi
tht
hepr
oof
sand
r
efer
ences.

Quest
ionnai
rewi
l
lbedev
eloped(
sel
f-
craf
tedandt
est
if
iedbyanexper
torsuper
visor
)to
col
l
ectt
hedat
afr
om t
her
espondent
s.Quest
ionnai
rewi
l
lcont
ainquest
ionsaboutal
l
i
nvol
ved v
ari
abl
es(
dependent
,independent
).I
nthi
swe wi
l
lst
udyt
he r
elat
ionshi
p
bet
weent
hev
ari
ousv
ari
abl
es.I
nthequest
ionnai
re,most
lyLi
ker
tscal
equest
ions(
1=
St
rongl
yDi
sagr
ee2=Di
sagr
ee3=nei
therAgr
eenorDi
sagr
ee(
aver
ageorneut
ral
)4=
Agr
ee5=St
rongl
yAgr
ee)wi
l
lbeused.At
otalof15-
20quest
ionswi
l
lbedev
elopedf
or
sy
stemat
icabsor
pti
onofv
iewsi
nar
egul
arf
lowf
rom r
espondent
s.Quest
ionnai
reswi
l
l
bedi
str
ibut
edamongmar
ket
ingschoolanduni
ver
sit
yst
udent
s,mar
ket
ingt
eacher
s/
l
ect
urer
s and heads ofmar
ket
ing depar
tment
,the mar
ket
ing pr
ofessi
onal
s and
speci
ali
sts,mar
ket
ingpr
act
it
ioner
sandempl
oyeesf
rom t
hemar
ket
ingagenci
esand

Page|
8
f
ir
msi
nIsl
amabad.Theci
rcumst
ancesandcondi
ti
onswhi
l
efi
l
li
ngquest
ionnai
reswi
l
l
besuper
vised f
orassur
ing t
heambi
gui
tyofr
espondent
,thenonexi
stenceofany
ext
ernalpr
essur
e and i
nsur
ance aboutt
he r
ati
onal
i
ty ofdat
a.I
nter
views wi
l
lbe
conduct
edi
nacl
osedenv
ironment
,wher
enoex
ter
nalpr
essur
eorst
ressbeendor
sed.
Theenv
ironmentwi
l
lbekeptqui
tei
nor
dert
orecor
dtheent
ir
eint
erv
iewst
hrough
camcor
der
s/v
ideocamer
asasapr
oofandconf
ir
mat
ionofr
esour
ce.Recor
dingof
i
nter
viewswi
l
lal
sohel
pingat
her
ingt
hemi
ssedchunksofi
nfor
mat
ionandanal
yzi
ng
t
heexpr
essi
onsdur
ingl
aterr
epor
ti
ngandi
nvest
igat
ingphases.Al
i
mit
ednumberof
r
espondent
swi
l
lbesel
ect
ed f
ori
nter
viewsr
angi
ng f
rom (
bot
h mal
eand f
emal
e)
mar
ket
ing pr
act
it
ioner
s,mar
ket
ing speci
ali
sts,mar
ket
ing empl
oyees,mar
ket
ing
anal
yst
s,mar
ket
ingt
eacher
s/HODsandst
udent
s.I
nter
vieweddat
awi
l
lbecheckedand
r
echeckedwi
tht
hedat
acol
l
ect
edt
hroughquest
ionnai
resandr
ecor
ds/
document
sfor
ar
ti
cul
ati
ngabsol
utei
nfer
ence.

Li
ter
atur
erev
iew wi
l
lal
soassi
stusi
ndev
elopi
ngaconcl
usi
onsoi
nthatcaset
he
secondar
ydat
awi
l
lal
sohel
pus.I
twi
l
lhi
ghl
i
ghtt
hef
act
orsduet
owhi
chpsy
chol
ogi
cal
pat
ter
nsar
edev
eloped,
aff
ect
edandt
ransf
ormed.Theal
readyest
abl
i
shedr
esear
chwi
l
l
def
ini
tel
yhel
pint
hisr
egar
d.Rel
ati
onalgr
idsandgr
aphi
calr
epr
esent
ati
onwi
l
lbeused
t
osubst
ant
iat
eandv
indi
cat
eourr
easoni
ngofi
nfer
encesandr
esul
ti
ngdeduct
ions.I
n
ot
herwor
ds,
ourconcl
usi
onswi
l
lbebasedov
ert
hegr
aphi
calr
epr
esent
ati
onsandgr
ids
f
ashi
onedont
hehear
tofassembl
eddat
a.

Thei
nfor
mat
ion ext
ended and acqui
red t
hroughoutt
hepr
ocess,wi
l
lbepr
eser
ved
st
ri
ctl
y undert
he const
rai
nts ofet
hicall
i
mit
ati
ons.Al
lrel
evanti
dent
it
ies wi
l
lbe
pr
otect
edonaconsci
ousconsi
der
ati
onandkeptanony
mousi
fdesi
redbyt
heper
sonor
or
gani
zat
ioni
tsel
f.I
ndemni
fi
cat
ionandobser
vanceofConf
ident
ial
i
tywi
l
lbemandat
ory
t
opr
otectcommer
cial
i
tyandsensi
ti
vi
tyofdat
acol
l
ect
ed.

TI
MESCALE:

Page|
9
The ent
ir
eresear
ch wi
l
lbe conduct
ed i
nthe di
vi
sion ofsi
x di
ff
erentphases
di
ssemi
nat
edov
eraper
iodoff
ourandahal
fmont
hs.Thewor
kst
ream i
sdi
vi
dedi
na
wayt
hatobst
inat
eandt
enaci
ouswor
ker
randsar
edi
vi
dedequal
l
yov
ert
hedur
ati
onof
t
imewi
thanaddi
ti
onofsomesl
i
ppaget
imei
nor
dert
oel
i
minat
eev
erymenaceor
adj
our
nmentduet
otheencount
erofanymi
sfor
tune,
cal
ami
tyorunpl
annedi
nci
dent
.

Thesi
xphasesofwor
kdi
str
ibut
ionar
e:

 PHASE1:wi
l
linv
olv
ethecol
l
ect
ionandanal
ysesofal
lrel
atedsecondar
ydat
a,
r
esear
chpaper
s,news,ar
ti
cles,dat
afr
om web(
blogs,si
tesanddi
ff
erentpor
tal
s)
andr
elev
antanal
yti
caldat
aofanysor
tav
ail
abl
eany
wher
eundert
her
each.The
anal
ysi
swi
l
lbef
oll
owedbyt
her
easoni
ngandi
n-dept
hsubst
ant
iat
ionoft
hef
act
s
whi
chwi
l
lbei
l
lust
rat
edonj
udi
cioussanct
ions.

 PHASE2:wi
l
lcompr
ehendt
heanal
ysi
sofdat
athr
oughor
gani
zat
ionalr
ecor
dsand
r
epor
tsf
rom di
ff
erentmar
ket
ingagenci
esandi
nst
it
utesofI
slamabadt
onar
row
downt
hef
act
ual
under
standi
ngsandt
hei
rconcl
usi
onsi
ntof
unct
ional
deduct
ions.

 PHASE3:t
hequest
ionnai
rewi
l
lbedev
elopedi
naccor
dancet
oourr
equi
rement
sof
t
hest
udyanddi
str
ibut
edamongstt
her
espondent
s,f
oll
owedbyt
heexami
nat
ion
andexpl
orat
ionofi
nfor
mat
iongat
her
edt
hroughquest
ionnai
res.

 PHASE4:
thi
sphasewi
l
lent
ert
aint
hei
nit
iat
ionofi
nter
viewsi
naspeci
ali
zedf
ormat
,
i
twi
l
lbe t
ime consumi
ng and mostext
ensi
ve one.The assumpt
ions and
deduct
ionsf
rom pr
evi
ousphaseswi
l
lbecl
ari
fi
edi
nthi
sphaseandt
her
esear
chwi
l
l
st
artf
loat
ingt
owar
dsdi
rect
ionofi
tsf
inal
inf
erencesandout
comes.

Page|
10
 PHASE5:r
esul
tsofi
nter
viewsamal
gamat
edwi
tht
hei
nter
pret
ati
onsoff
ir
stt
hree
phaseswi
l
ltur
ntheemphasi
sofl
i
ter
atur
eandr
esear
cht
owar
dscor
efi
ndi
ngs.
Concl
udi
ngandanswer
ingt
hef
undament
alaspect
sandcor
eobj
ect
ivesoft
he
st
udy
.

 PHASE6:concl
usi
onswi
l
lbeaddr
essedt
hrought
hor
oughj
ust
if
icat
ion,r
easoni
ng
and depi
cted t
hrough di
ff
erentchar
ts and gr
aphi
calappr
oaches t
o def
ythe
exi
stenceofanyl
oophol
es.

PHASES DURATI
ON

PHASE1 2.
5WEEKS(
18DAYS)

PHASE2 2WEEKS(
14DAYS)

PHASE3 3WEEKS(
21DAYS)

PHASE4 5-
6WEEKS(
35-
42DAYS)

PHASE5 2WEEKS(
14DAYS)

PHASE6 4WEEKS(
28DAYS)

RESOURCES:

Ther
ecanbet
remendousr
iskofv
astst
ret
chesofv
ari
ancesandt
ransf
ormat
ions
i
nvol
ved i
fthe r
esear
ch t
ool
s and pr
ocedur
es ar
e notwel
ldef
ined,pl
anned and
i
mpl
ement
ed.Ther
efor
eresour
cesort
ool
srequi
redf
orcar
ryi
ngoutt
hisst
udyar
e
sel
ect
edandi
dent
if
iedaf
teranacut
econsi
der
ati
onwi
thpr
ofoundspeci
fi
cat
ions.The

Page|
11
r
esour
cesr
equi
redf
ort
hest
udyar
eli
stedas:

 Super
visor
sti
mef
ordi
ff
erentdur
ati
onsaccor
dingt
orequi
rement(
whenev
er
r
equi
red)
.

 Exper
topi
nionsandsuggest
ionsov
ert
hesel
f-
craf
tedquest
ionnai
re.

 Accesst
othepor
talofuni
ver
sit
y’
sdi
git
all
i
brar
y,accesst
oEmer
ald,Jest
er,
Spr
ingerandot
herr
esear
char
ti
clesbr
owser
s.

 Equi
pmentl
i
kecam-
coder
s,l
apt
op,pr
int
er,phot
ocopi
erandef
fect
ivev
ideo
capt
uri
ngdev
ices.

 Fi
nanci
al r
esour
ces enl
i
st t
he st
ati
onar
y, phone and i
nter
net bi
l
ls,
t
ranspor
tat
ionexpenses.

 Techni
calassi
stanceswi
l
lber
equi
redf
orl
apt
op,i
nter
nett
roubl
eshoot
ing,
pr
int
ersandcamer
a/v
ideomaker
/cam coderf
orr
ecor
dingpur
poses.

 Humanr
esour
cesr
equi
redi
ncl
udet
her
espondentgr
oupsandi
ndi
vi
dual
s
f
rom I
slamabad.Thepi
l
oti
nggr
oupcanal
sobeacqui
redf
rom Rawal
pindi
I
slamabadf
orexcl
usi
vei
nfor
mat
ioni
ntegr
ati
on.

 Sof
twar
e’ssuchasQuar
tazf
orr
efer
enci
ngwi
l
lber
equi
red.

 Uni
ver
sit
yaut
hor
it
y’
s per
missi
on f
orgr
ant
ing me access orper
missi
on/
conf
idenceofent
ryi
ntheMar
ket
ingf
ir
msanddi
ff
erentmar
ket
ingagenci
es
f
orr
esear
chpur
pose.

 Mar
ket
ing or
gani
zat
ion (
such as AlSachiand Sachii
n F-
8Isl
amabad)
per
missi
onf
orgr
ant
ingmeaccesst
othei
rrecor
dsanddocument
sthatmi
ght
behel
pful
formypr
oposedr
esear
chpr
oject
.

Page|
12
REFERENCES

JoanneManda&Bri
ghtonM.Mvumi 2008)Genderr
.( el
ati
onsinhousehol
dgr
ain
stor
agemanagementandmar
keti
ng:t
hecaseofBingaDistr
ict
,Zi
mbabwe.Harar
e,
Zimbabwe.

AleksandraCi
chocka,AgnieszkaGol
ecdeZaval
a,Mir
ekKoft
a&JoannaRozum (2013)
ThreatstoFemini
stIdent
it
yandReacti
onstoGenderDi
scr
iminat
ion.Li
sbon,
Por
tugal
.
ConstanceNewman.( 2014)Timetoaddr
essgenderdi
scr
imi
nat
ionandi
nequal
i
tyi
nthe
heal
thwor kf
orce.Chapelhi
l
l,USA.
Dor
otaWit 2013)GenderDi
kowska.( spar
it
iesi
ntheLaborMar
keti
ntheEU.War
saw,
Pol
and.
Evel
yneKi
ptot&StevenFranzel
.(2011)Genderandagr
ofor
est
ryi
nAf
ri
ca:ar
evi
ewof
women’spart
ici
pat
ion.Nai
robi,
Kenya.
El
aineHatfi
eld,
MeganForbes&Ri
char 2012)Mar
dL.Rapson.( ket
ingLov
eand
di
ff
erences.Honol
ulu,
USA.
Val
entynaMelny
k&Sti
jnM.J.v anOssel
aer.(2012)Makemespecial
:Gender
di
ff
erencesi
nconsumers’
responsest
oloyalt
yprograms.Rot
ter
dam,Netherl
ands.
Björ
nFrank,TakaoEnkawa&ShaneJ.Schv anev
eldt
.(2013)Howdothesuccess
fact
orsdri
vi
ngr epurchaseint
entdif
ferbet
weenmaleandf emal
ecust
omers?
Depart
mentofI ndustri
alEngi
neeri
ngandManagement ,Toky
o.
Eli
sabethFi
scher&Mati
nQaim.(2012)Gender
,agr
icul
tur
alcommer
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i
zat
ion,
and
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ecti
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ioninKeny
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ti
ngen,Germany.
LukasPit
el,
AndreaMadarasovaGeckova,Ji
tseP.VanDij
k&Si
jmenA.(2010)Degreeof
urbani
zat
ionandgenderdi
ffer
encesinsubst
anceuseamongSlovakadol
escents.
Depart
mentofSocialMedi
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versi
tyMedical
Center
,Gr
oningen,
TheNetherl
ands.
HeleneM Paarup,JesperBael
um, JonasW Holm,ClausManni che&Niel
sWedderkopp.
(2011)Prev
alenceandconsequencesofmuscul oskelet
alsymptomsinsymphony
orchest
ramusiciansvarybygender:across-
secti
onalstudy.Cl
ini
cal
Resear
ch,Facul
ty
ofHealthSci
ences,Univer
sit
yofSout her
nDenmar k,Odense,Denmark.
I
ngri
dVerheul
,Mart
inCar
ree&RoyThuri 2009)Al
k.( l
ocati
onandpr
oductivi
tyoft
imei
n
newvent
uresoff
emaleandmaleent
repr
eneur
s.Maast
ri
cht,
TheNether
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JankaI
.Stoker,
MandyVanderVel de&Jori
sLammer s.(2011)Fact
orsRel
ati
ngt
o
Manager
ialSter
eot
ypes:TheRoleofGenderoftheEmployee,t
heManagerand
ManagementGenderRatio.Gr
oningen,
TheNetherl
ands.

Page|
13
Page|
14