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Project Study (M-404) Guidelines ; especially prepared for Major Marketing students:

1. Cover page, Certificate, Preface, Acknowledgement, Exec. Summary = 05 pages

2. Content – 02 pages

3. Introduction to the industry: go to “google” – find latest trends in the industry, related
products & services, big & active companies (brief intro) involved in the industry, photos logos
(max 10), etc – 30 pages (chapter 01)

4. Introduction to the organization: its history, location, owner, products, services, photos of
the retail shop or showroom, owner / manager, products etc (max 10) – 20 pages (chapter

5. Research Methodology: - 40 pages (chapter 03)

1) Explain title of the study and each term of the title in detail (use internet)
2) Give details of the duration & location of the study.
3) Why have you chosen this topic and this industry study only, in particular,
also explain the logic & objective of the study and how the study will be beneficial
for the firm, industry and consumers.
4) Type of the Research: give full conceptual framework (refer book of
CB – Hawkins, Coney, Best & Mookherjee, 9e, Tata McGraw) / (also refer
book of MR – Naresh K Malhotra, 4e, Pearson and Tull & Hawkins 6e,
PHI) of the subjects – Consumer Behavior and Marketing Research in detail such as
find from; -
a) Definition of consumer behavior
b) Applications of consumer behavior
c) Market segmentation
d) CB model – general
e) Explain briefly about CB & Learning, CB & Perception, CB & Motivation, CB &
f) Introduction of Marketing Research
g) Marketing Research Process
h) Research Design Classification

i) Briefly explain what is exploratory RD, Descriptive RD, and Causal RD and its
further classification
j) Potential sources of errors
k) Method of collection of primary data and secondary data
l) Classification of scaling techniques and its brief explanation
m) Show the category in which your research fits – generally it is Descriptive /
Survey through use of questionnaire for primary data)
n) Give brief explanation of Sampling Design, process and classification
(probability & non-probability sampling techniques) and state which one fits for
you, generally it is random sampling, give related definitions and state total no.
of respondents you have approached.
5) Scope of the study; state that how further research can be conducted and how it was
useful. – 01 page
6) Limitations of the study; such as – 02 pages
a) Conceptual framework – Training of Field Workers, pg 418, chapter 13, 4e,
Naresh k Malhotra, Pearson
b) funding for petrol, refreshments, print-outs etc
c) difficult accessibility to the company / retail firm
d) convincing the owner / manager for certificates
e) taking pressure of the compulsions from the project guide, patiently
f) searching & then convincing the respondents
g) time constraint
h) limited experience of the researcher in the field
i) and many more

6. Facts & Findings: what the researcher learns from field work and what are his/her ideas on
the project and how it can be improved in the future. – 02 page max. (chapter 04)

7. Analysis & Interpretaition: - 15 pages min. (chapter 05)

1) Conceptual Framework;
a) questionnaire design process
b) choosing question structure
2) Graphical Presentation of each and every question by Pie diagram or Bar Charts, one
question on each page with brief interpretation.

3) Interpretation for each question would mean that why y0u have asked this question
and how the respondents have reacted and what they think about it.

8. SWOT (strength of the firm / company, weakness of the firm / company, opportunities for the
firm in the environment i.e, how the sales can be improved / increased and threat to the firm /
company from the present competitors & its product / services) – 04 pages (chapter 06)

9. Conclusion; should be brief of interpretations of every question plus you should be able to
put your thoughts as well. – 01 page (chapter 07)

10. Suggestions (01page) & Recommendation(01page); based on interpretations;

suggestions related to improvement of services or product features of the company could be
added; and recommendations for further research could be given to the firm/ company and
students of upcoming batches as well. – 02 page (chapter 08)

11. Appendix: - 07 pages

1) List of tables, graphical presentations, photos etc to be given on each page number. -
01 page
2) Questionnaire format (response sheet) to be included - 01 page
3) Original sample response sheet, say 05 out of 40 respondents, as a proof of field
work and that the candidate has actually done the survey and collected the response
sheets. – 05 pages

12. Bibliography; (apart from your internet searches, add the following also): - 01 page
1) Consumer Behavior - Best Cooney & Hawkins, 9e, Tata
McGraw – refer especially for conceptual framework
2) Consumer Behavior - Schiffman Kanuk, 5e, PHI
3) Consumer Behavior – Batra & Kazmi, Excel Book
4) Marketing Research - Naresh K Malhotra, 4e, Pearson -refer
especially for conceptual framework
5) Marketing Research - Tull & Hawkins, 6e, PHI
6) Marketing Research – Luck & Rubin, 7e, PHI
7) Marketing Management – Philip Kotler, 12e, Pearson Education
8) Marketing Management – Kotler & Keller, 12e, Pearson Education
You may also refer few of the other books of Consumer Behavior, and Marketing Research, you may
also refer any book of Research Methodology – for detailed Conceptual Framework wherever your
require. Try to extend at least upto suggestive page limits in each chapter.
All the students studying CBMR as their major subject can sit together and make conceptual
framework combinedly. In this way, you will be able to prepare for your examination (CBMR) also.

Thank You,
All the Best!!!!!!

Sandeep S. Solanki
Sr Lecturer – MBA and Project Study Guide


For Major – Marketing (SOM & SOMG) / 2010-11 batch

Prepare a Questionnaire on – Consumers’ preferences & likings of products & services amongst your
relatives, friends, faculty members, school & college students as respondents (min. 40).

1. Furniture –
2. Mobile Telecom Services -
3. Franchise Formalities in Garments –
4. Consumer feedback survey in Two-Wheelers –
5. Brand Awareness of Isabgol -
6. Milk Consumption Awareness –
7. Tourism Services in Jodhpur (travel agencies) –
8. Retail Services –
9. Cosmetics Usage (fairness cream) –
10. Chocolates –
11. Fast Food -
12. Customer Experience at restaurants –
13. Telecommunication Retail Market Survey in Jodhpur city –
14. Cinema Halls of Jodhpur City –
15. Ice-creams (pricing as motivational factor) –
16. Analyzing Consumer Behavior in purchasing shoes (local or branded) –
17. Newspaper Readership –
18. Tiles –
19. Heritage Hotel Services –
20. Pre-purchase perception for a Digital Camera –
21. Customer care services in Banking -
22. Distribution Channel study in Telecommunications -
23. Beverages (tea, coffee, milk, soft drinks, juice, lassie / hot v/s cold) -
24. Bottled Water (mineral water) –
25. Insurance market in Jodhpur city –
26. Impact Study of Advertising in purchase of cosmetic products
27. Impact Study of Advertising in purchase of soap & detergents

1. Introduction to the Industry – 10 pages

2. Introduction to the Organization – 20 pages (you may include history, hierarchy,

products / services)

3. Research Methodology – 10 pages

3.1 Title of the Study (main objective of the study)

3.2 Duration of the Project (01 month)

3.3 Objective of Study (how the suggestive solutions will be

beneficial to the organization & society as a whole)

3.4 Type of Research (Field & Descriptive)

3.5 Sample Size (minimum 50 respondents, their

characteristics, demographics etc) and method of selecting
sample (random – write what is sampling & then random
sampling – theoretical concepts)

3.6 Scope of Study (importance and scope for further research)

3.7 Limitation of Study (such as students’ resources,

accessibility to the company & respondents etc)

4. Facts and Findings – 05 pages (researchers’ own experiences with the product /
service in the market, which he / she might not know in advance and learns
during the field work)

5. Analysis and Interpretation – 30 pages (10 questions maximum in a questionnaire

with graphical presentation – bar or pie diagrams)
[no. of questions should be minimum 10]

6. SWOT (strength, weakness, opportunities & threat to the organization & its
product / services vis-à-vis competitiors)
– 04 pages

7. Conclusion (based on analysis & interpretations) – 02page

8. Recommendation and Suggestions (of the researcher) - 02 page

9. Appendix (questionnaire, table or diagram list etc) – 04 page

10. Bibliography (sources of secondary data such as organizational

pamphlets, internet searches, library books & journals referred) – 02 page