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  • Approach Note - Guidelines

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    Arush saxena
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    This document provides guidelines for developing an approach note for a live project. It outlines key sections to include such as: 1. Describing the management problem/decision the client wants to address through research (e.g. which product features to focus on). 2. Translating the business problem into clear research objectives and problems to solve (e.g. understand consumer perceptions). 3. Connecting the research objectives to an appropriate technique (e.g. using factor analysis to identify important product parameters). 4. Detailing the proposed research design with information on target group, sample size, data collection methods, and key areas to measure like demographics, preferences, and brand purchase funnel data

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    Approach Note _ Guidelines

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    This document provides guidelines for developing an approach note for a live project. It outlines key sections to include such as: 1. Describing the management problem/decision the client wants to address through research (e.g. which product features to focus on). 2. Translating the business problem into clear research objectives and problems to solve (e.g. understand consumer perceptions). 3. Connecting the research objectives to an appropriate technique (e.g. using factor analysis to identify important product parameters). 4. Detailing the proposed research design with information on target group, sample size, data collection methods, and key areas to measure like demographics, preferences, and brand purchase funnel data

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    Download as pdf or txt
    7 views6 pages

    Approach Note - Guidelines

    Uploaded by

    Arush saxena
    This document provides guidelines for developing an approach note for a live project. It outlines key sections to include such as: 1. Describing the management problem/decision the client wants to address through research (e.g. which product features to focus on). 2. Translating the business problem into clear research objectives and problems to solve (e.g. understand consumer perceptions). 3. Connecting the research objectives to an appropriate technique (e.g. using factor analysis to identify important product parameters). 4. Detailing the proposed research design with information on target group, sample size, data collection methods, and key areas to measure like demographics, preferences, and brand purchase funnel data

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    of 6

    Live Project :

    Guidelines for
    Approach note
    Live Project
    S.NO DESCRIPTION EXAMPLES
    1 Management problem - A brand wants to launch new product and wants to identify Q What strategies would you formulate to target the
    which features to focus on (few important parameters)→ (15-25) age group mobile preference (Factor analysis)
    Management decision so that Product is received well/performance, Sales are
    high (Factor analysis) (Factor Analysis)
    (What information this company wants Q Determine the choice criteria of consumers in
    to know? What decision they want to - Identify which is the most profitable customer → so that selecting a fast food restaurant (category
    take and why ?) brand can align marketing strategies understanding – Factor analysis)
    promotions/communications accordingly (Segmentation)
    Q Identify the various types of customers segments
    - Understanding customer : various customer segments that
    that exists in market (Market segmentation)
    exist in market → so that brand can align marketing
    strategies promotions/communications accordingly
    (Segmentation) Q What all factors drive Satisfaction/Loyalty etc.
    (Regression)

    Ex : AC, Fan, Masks, Car, Restaurant, Toothpaste,


    Shoes, Bags, travel, banks etc.
    2 Research - Understand Consumer perception
    - Important parameters while buying
    problem/objectives - Factors that underlie preference for cellular handsets,
    choice of travel,
    (Translate your business problem to
    research problem and objectives)

    (What problem you will solve through


    your research? How a brand/company
    will benefit ?)
    Live Project
    S.NO EXAMPLES
    3 Approach/ Literature review - Why this technique ? Ex Segmentation will help to
    - Why these respondents (key decision makers) ? • identify different segments that exists in
    (Connect objective with technique)
    this market
    • Can identify which are most profitable to
    align marketing activities/various types & how
    they are different to target effectively
    • segments which has positive attitude
    towards shopping/visits frequently/spend
    more would be the most profitable segments

    4 Research design - TG/ Respondent Profile (Age, Income, etc..) , The details under each head will
    Recruitment criteria (some examples - bought
    smartphone in past 5 years, aware of these brands, vary as per the study selected by
    users) you
    - Exploratory/descriptive/causal or Combination of 2 or 3
    - Sample size & distribution (Quota) -
    - Sampling method – Random/purposive/judgemental etc.
    - Data collection (online/offline), Tools - Unstructured
    /Structured/Both
    Live Project
    S.No
    5 Key Information - Demographics (Binary scale)
    - Preference (Likert rating scale) can add some example questions here which
    areas you will ask in your questionnaire
    - Media Habits**
    - Purchase Funnel of different brands** (awareness, consider buying,
    preference, ever used, next buy, recommend) (can calculate conversion
    percentage from this --- Brand Health )
    - Recommendation/Trustworthy/Satisfaction/Loyalty (can be used as dependent
    variable/ Recommendation can be used to calculate NPS i.e. Net Promoter
    Score)

    6 Questionnaire & ✓ Can ask rating of the important parameters on each brand (check what Share only analysis plan
    parameter is important & how brand is performing on that parameter) for now (in approach
    Analysis plan ✓ Regression (Recommendation/Trustworthy/Satisfaction/Loyalty) and factors note)
    ✓ Which factor influences loyalty (dependent) and all other variables
    (independent)

    7 Analysis - Part of final report


    /Findings/recom
    mendation
    Deadlines !

    Project Approach Note 24th December 2021


    Questionnaire (draft) version 1 26th December 2021
    Questionnaire Final version 28th December 2021
    Final report (PPT Presentation) 1st and 2nd week of January, 2022
    Thank You

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