Marketing Research

1. Change Management dilemma to research objective

2. Research objective: Ankit, Sameer, Abhishek
a. Primary research: Students, parents and employers
b. Secondary research: Journal, literature analysis. Interview aspiring students,
employers, alumni of IPM
c. Exploratory: Owner of coaching classes, parents, teachers of IPM courses
3. Quantitative Research: Kunal
a. Educational industry trend
b. What is total population
c. How many people going for such education
d. How many total students
e. How many are in 11th, 12th, graduation and prospective aspirants
f. Who should be targeted and number of that TG
g. The details of other institutes offering such courses and what are their detail
curriculum and fees
4. Sampling exercise: Kunal
a. Decide the total number of samples by states
b. Use 99% confidence level and 2% margin of error
c. Use checkmarket.com for market size calculation
5. Questionnaire: Ishan(as he has already worked on this)
a. Handbook of marketing scales: For such questions, which are already tested and
confirmed
b. Add parental income, ask ranking preference on location, don’t add any new
location beside Noida and Lucknow.
6. The most important: How to analyse the questionnaire (Ankit, Abhishek, Nishant) – 10
marks
a. We need to explain the detail process over here