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MARKETING RESEARCH

Members
Ritu : Atul
Uma Sumit Manish
Tarun
AGENDA
Ø MANAGEMENT PROBLEM
Ø EXPLORATORY RESEARCH & FINDINGS
Ø MARKETING RESEARCH PROBLEM
Ø HYPOTHESES
Ø SAMPLING DESIGN AND PROCESS
• Target Population
• Sampling Frame
• Sampling Technique
• Sample Size
Ø DATA ANALYSIS
• Regression Analysis
• Cross-Tabulation
• Chi-Square Analysis
• Averages and Percentages
Ø CONCLUSIONS DRAWN
MANAGEMENT
PROBLEM

• Traditional cameras are losing
their market share to digital
cameras. Is there a survival
strategy for the film camera?
EXPLORATORY
RESEARCH
Ø Expert Interviews
• Sample Composition
• Sample Size: 5
• Occupation: Professional Still
Photographers
• Age Group: 40-60
Ø
Ø Qualitative Research
• Sample Composition
• Sample Size: 7
• Occupation: Students and Working
Professionals
• Age Group:21-30
• Income Group: Middle and Upper-middle
FINDINGS OF
EXPLORATORY
RESEARCH
Ø Preference- Digital Camera
• Perceived Benefits of Digital Camera:
• Ease of use
• Near-zero recurring expenditure
• Nearly unlimited number of shots
• Instant results
• Image enhancements

• Perceived Benefits of Film Camera:
• Quality of picture superior to digital
camera
• Quality of zoom better than digital
camera
MARKETING RESEARCH
PROBLEM
Ø
Ø Determine the market for film reel
cameras
Ø
Ø
Ø Determine the market for digital
cameras
Ø
Ø
Ø On the basis of various parameters,
compare the two markets and
conclude which the company should
THEORETICAL
FRAMEWORK
Ø Understand the attributes and
characteristics of traditional cameras
Ø Understand the type of target markets
for traditional cameras
Ø
Ø
Ø Understand the attributes and
characteristics of digital cameras
Ø Understand the type of target markets
for digital cameras
ANALYTICAL MODEL
Ø
Ø Consider the features and advantages
of both the cameras to be
independent variables
Ø
Ø
Ø Consider the type of camera (digital
and film) to be dependent variables
RESEARCH QUESTIONS
Ø What prompts a consumer to use a
particular kind of camera
Ø
Ø Have consumers made the shift from
traditional film cameras to digital
cameras completely?
Ø
Ø Will there be a market for film cameras
in India, in the long run?
Ø
HYPOTHESES
1.
2.There is no market left for traditional
film roll cameras in India
3.
4.
5.There is a niche market left for the
traditional camera
MEASUREMENT
Ø Exploratory Research:
• Expert Interviews (Telephonic)
• Qualitative Research (Pilot Survey)
• Secondary Data
Ø
Ø Conclusive Research:
• Single Multiple Cross-Sectional design
• Internet Interviews
• Traditional Telephonic Interviews
• Personal In-home Interviews
SAMPLING DESIGN AND
PROCESS
TARGET POPULATION
Ø
Ø People who click photos  Professional 
Freelancers/studio
Ø
Ø People who click photos Non-professional
Urban
Ø
Ø People who click photos Non-professional
Semi-urban
Ø
SAMPLING FRAME
Ø
Ø Personal Contacts
Ø
Ø
Ø The Press
SAMPLING TECHNIQUE
Ø
Ø Freelance/ Studio photographers:
Non-probability Judgmental
Sampling
Ø
Ø
Ø Casual photographers: Simple
Random Probability Sampling
SAMPLE SIZE
Ø Professional photographers: 11
Ø Urban Casual photographers: 20
Ø Semi-urban Casual photographers:
20
Ø
Ø
•Total Number of Respondents: 51

Ø
DATA ANALYSIS
Methods used:

Ø Regression Analysis
Ø Cross-Tabulation
Ø Chi-square Analysis
Ø Averages and Percentages
Ø Bar Graphs
Ø Correlation
REGRESSION ANALYSIS
Ø Y=3 - 0.07a - 0.11b - 0.15c
• where y= type of camera
• a= location
• b= profession
• c= age

Ø r-square = 0.26
Ø
Ø Inference:
• Age, location and profession do not affect
the type of camera used
CROSS-TABULATION
 
USAGE    

           
  PROFESSIONAL URBAN SEMI-URBAN TOTAL PERCENTAGE
Digital 7 19 17 43 84%
Film reel 4 1 3 8 16%
  11 20 20 51 100%
           
           
Set-wise % 14% 37% 33%   84%
  8% 2% 6%   16%
           
Row-wise  16% 44% 40% 100%
%
  50% 13% 38%   100%
CROSS-TABULATION
   FUTURE PURCHASE  
 

           
           
  PROFESSIONAL URBAN SEMI- TOTAL PERCENTAGE
URBAN
Digital 7 18 20 45 88%
Film reel 4 2 0 6 12%
  11 20 20 51 100%
           
           
Set-wise % 14% 35% 39%   88%
  8% 4% 0%   12%
           
           
Row-wise % 16% 40% 44%   100%
  67% 33%     100%
CROSS-TABULATION
       
      PREFERENCE
           
  Professional Urban Semi-Urban Total Percent
Digital 5 18 19 42 84%
Film reel 6 1 1 8 16%
  11 19 20 50 100%
           
           
Set-wise % 10% 36% 38%   84%
  12% 2% 2%   16%
           
           
Row-wise % 12% 43% 45%   100%
  75% 13% 13%   100%
CHI-SQUARE ANALYSIS
Ø Null hypothesis H₀: Choice of camera
depends on profession
Ø Alternate hypothesis H₁: Choice of
camera does not depend on
profession

•Critical value= 3.841
•Chi-square value= 4.675

Ø Inference:
•Hence, we reject the null hypothesis
AVERAGES AND
PERCENTAGES
Ø Benefits of cameras:
• Scale used- rating scale
• Observation- highest rating to ‘clarity of
photographs’
Ø
Ø
Ø Inference:
•The most sought-after benefits of

cameras were found to be clarity of
photos, ease of use and durability
AVERAGES AND
PERCENTAGES
Ø Buying behavior of cameras:
• Digital camera:
• Latest technology: 53%
• Reputed brand: 49%

• Film Reel camera:
• Discomfort with technology: 50%
• Budgetary constraints: 30%
• Latest technology: 20%

CORRELATION
Ø Correlation between age and
technology: (0.078)
Ø Correlation between age and ease of
use: 0.119
Ø Correlation between preference and
technology: (0.041)

Ø Inference:
•No correlation as such observed between

the given set of data. Hence, it shows
that a large part of the population has
FUTURE OF FILM REEL
CAMERAS
Ø 37 out of 51 respondents feel that reel
cameras will not survive
Ø Reasons:
• Advanced technology
• Inconvenience of developing reels
• Camera-makers are shifting to digital
cameras, forcing the consumer to do
so
Ø
Ø Respondents who felt that if innovations
like options to view and edit photos
were built into the product, reel
cameras had a chance to survive
CONCLUSIONS DRAWN
Ø Choice of camera is independent of
the age, location and profession of
user
Ø
Ø Even professionals have made or are
making the shift because they are
dependent on the camera-maker
Ø
Ø Only some professionals and few
people above the age of 40 prefer
film reel cameras
CONCLUSIONS DRAWN
Ø
Ø Hypothesis 1 holds true as the shift
to digital cameras is proved to be
inevitable
Ø
Ø
Ø Hypothesis 2 does not hold true as
there will be too small a market for
the company to operate in. This will
not be profitable in the long-run
THANK Y
OU