Marketing Research

Presented By o Aswin Joseph Christie o Nishant Khatwanni o Rakesh Gakare o Saranya Roy o Siddhartha Goutam

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Management Decision Problem

07/26/11

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Marketing Research Problem How does the youth perceive themselves in the world? 07/26/11 3 .

Research Design s Characteristic Lifestyle Age group Stereotyping Product expectation Symbology Exploratory Qualitative Quantitative Likert Scale Rank Order Interval Scale 07/26/11 4 .

Research Design Prepared on the basis of the data collected from qualitative research Sample Size: 80 Convenience Sampling Questionnaire checking Editing Data cleaning Statistical adjustment of data Data analysis strategy as per the Questionnaire 07/26/11 5 .

Phases of research 07/26/11 6 .

Phases of research Sample size: 10 Information collated for qualitative ph 07/26/11 7 .

Phases of research Sample size: 30 Rotter Incomplete Sentence Blank 07/26/11 8 .

Phases of research Sample size: 80 Questionnaire developed as per the data collated from 07/26/11 9 .

Hypothesis 07/26/11 10 .

Marketing Research Analysis 07/26/11 11 .

of respon dents Age Band 07/26/11 12 .Marketing Research Analysis No.

Marketing Research Analysis 07/26/11 13 .

Marketing Research Analysis Rate the following on the basis of their importance to you (5 being the most important and 1 being the least important) Rating 07/26/11 14 .

Marketing Research Analysis Rate the following on a scale of 5-1 (5 being your biggest worry and 1 being the least)  Rating 07/26/11 15 .

(5 being the your most favorite and 1 being the least favorite) Rating 07/26/11 16 .Marketing Research Analysis Rate the following past times on a scale of 1 to 5.

Marketing Research Analysis  Rank the following on the basis of their influence on you 07/26/11 17 .

.............Marketing Research Analysis In your opinion................ Take away: 07/26/11 18 ....

Marketing Research Analysis Youth Icons lose their influence with age Take away: 07/26/11 19 .

Net Take Away Hypothesis proved(Chi-square test): Age defines youth Most important attribute: Independence Biggest worry: Loss of identity Favorite pass time: Surfing the net Biggest influence: Peers followed closely by role model A product sells itself rather than an endorser selling it Youth icons lose their influence with age 07/26/11 20 .

A m o n g st p e e rs ro E n d o rse r: N o t n e e d e d I u se d th e n sh o u l b e a yo u th i n f d co w h o i ch ro n o l g i l y yo u n g s o ca l 07/26/11 21 .Recommendation C o m m u n i ti n ch a n n e l I te rn e t ca o : n C o m m u n i ti n co n ce p t: ca o N e g a ti a sp e ct-Lo ss o f i e n ti ve d ty Po si ve a sp e ct-I d e p e n d e n ce ti n E n vi n m e n t.

Thank You .

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