Market Research & Consumer Behaviour

Assignment: 1
Roll No – N20283009

Name – Ravi Kumar

1. Identify an important management problem in your company. Translate it into

a research problem. Define a problem statement based on this by specifying
objectives, scope, dependent & independent variables. Suggest appropriate
research design for the research problem you have defined with appropriate
justification.

Background  Sales & Service in Gujarat & Madhya Pradesh states (satellite
location) are being handled by West Region (Maharashtra) from last 10 years. This is
due to initial low business prospect.

Management Problem  Should we define Gujarat & Madhya Pradesh Region as a

separate territory?

Research Problem  To analyse the current and expected growth of business as

overall of Gujarat and Madhya Pradesh.

Approach to the problem:

1. To analyse the growth of business revenue of last 10 years

2. To analyse the profitability YOY of subject region
3. To anticipate expecting business opportunity in coming years
4. To gather inputs on team/staff on challenges being currently satellite location
5. To gather inputs from existing customer, if they are satisfied or their service
requirements are being delivered on time & with quality.

Research Design  The research design method chosen will be exploratory design
model.

Variables 

S. No. Independent variables Dependant variables

1 Challenges faced by staff Rise in customer no’s
2 Challenges faced by customer Sales growth
3 Delay in product/service delivery Revenue growth
4 Quality products/service Profitability growth
5 Product portfolio in demand
6 Forecasted business opportunity
 Data Collection Method, Sampling & Data Analysis:

 Secondary Data
o Internal secondary data – Sales data from ERP as a whole, plus
product wise
o External secondary data – Using regional MIDC registrations data
upcoming customers, trade associations, market projects, Upcoming
green field & brown field projects.

 Experience Survey
o Questionnaire to capture customers' thoughts and feelings about our
brand, products, or services, upcoming projects
o Questionnaire to capture delay in product and service delivery, quality
of products/service delivered.

 Depth Interviews / Focus Groups

o Interviews of customer in depth about satisfaction survey, product
and service being delivered on time & with quality.
o Interviews of staff at satellite location, about their thoughts and
feeling and challenges associated.

 Sampling
Existing customer’s base adds up to 62 in number. Sampling in done on the basis of
existing highest installation/buying pattern.

By listed series of approaches and steps mentioned, research method will be carried out. Based on
various results presented to management, the decision can be taken whether to continue subject
region as satellite or declare new territory.

Expected Timeline for Research Design – A month timeline

S. No. Activity Days

1 Initial Sales & Profitability of past years 3 days
2 Anticipate expecting business 15 days
3 Inputs on Questionnaire from Staff/Customer 7 days
4 Data Analysis 3 days
5 Reporting 1 day