SRI BALAJI UNIVERSITY, PUNE (SBUP)

BIMM/BITM/BIIB/BIMHRD
MBA PROGRAMME BATCH: 2021-23
COMPANY PROJECT STUDIES (CPS)

1. Introduction:-

The purpose of this note is to provide guidelines about Company Project Studies
(CPS). The target audience for this note is Student Managers pursuing MBA
Programme in Sri Balaji University Pune (SBUP), especially those completing the
Second Semester.

This note provides basic guidelines for CPS. It also points to useful references and
other material related to CPS.

2. What is CPS :-

Company Project Studies (CPS) is a part of the academic requirements of MBA

Programme in Sri Balaji University. Student Managers have to be a part of a business
Company and complete minimum one Live project study inline with the requirements
given by the company, he/she is doing the CPS and one ‘ Desk Research report ‘ on
any topic of study in the field of Management within 2 months. The project duration
will be from 1st May 2022 to 30th June 2022.

Its aim is to broaden the student’s perception by providing an exposure topractical

life in Company and business environmental situations. It is an attempt to bridge the
gap between academics and the corporate world by providing exposure to current
best practices and helping them to acquire professional networking skills. It aims at
enabling students to relate management theory with its practice.

It is also an opportunity to optimize the students‟ learning and convert the CPS
into a placement opportunity through dedication, commitment and hard work. This
requires discipline, positive attitude, focused approach and inquisitiveness to learn.
Students during the CPS also learn about the corporate ways of functioning and
visualize how they fit in the corporate culture as future employee.

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During the CPS, the Student Manager works closely with the industry guide. The
project deliverables are well defined. At times companies call on students to make
presentation about their project to senior management team. Industry guides from
the Company assess the Students and the Project at the end of CPS.

3. Objectives of CPS:-

The objectives of CPS as an academic component of MBA Course requirements are:-

(a) To sensitize Student Managers to the workplace environment by

handling well defined and time bound projects in a Company.

(b) To provide an opportunity for the Student Managers to apply the

concepts learnt in classes to real work life situations.

(c) To generate understanding among Student Managers about their

strengths and weaknesses in corporate work environment.

(d) To provide Student Managers a platform to take up on-the-job

executive training and develop a professional network that will be useful in
enhancing their career prospects.

4. Focus of CPS:-

Keeping in mind the CPS objectives, the focus of CPS is mainly on

(a) On-the-job management training:

This helps the Student Manager to gain a deeper understanding of the work,
culture, targets, interpersonal relationships, deadlines and work pressure in a
Company.

(b) Research and Project Work:

This allows Student Manager to apply concepts learnt in class in real life work
environment in a specific business Company. The project work involves project
research & design, designing and administering questionnaires,

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 Research methodology and application of statistical / managerial tools for
analysis of data and drawing inferences/ testing hypothesis.

(c) Report Writing and Presentation:

This allows Student Manager to understand the process of academic writing

of project report adhering to standards and norms. Student Manager also gets
a first-hand experience of making presentation about the project to the
senior management team of the Company. The Student Manager also make
project presentation to the industry experts invited to the Institute for
Viva-Voce Evaluation.

5. CPS Stages:-

This note describes the CPS stages in three sections, namely:

(a) Before the Project

(b) During the Project

(c) After the Project

(a) Before the Project:-

During this stage of CPS, the Student Manager is seeking suitable opportunity to
undertake CPS in a business Company. Contacts including SBUP Alumni, leads
generated through Projects Department of SBUP and Internal CPS teams of
individual Institutes help Student Managers in identifying the Companies and
specific projects.

Once a specific Company and the project are confirmed, the student manager
informs Director of the Institute and SBUP Director in Charge of CPS about the
same. This is applicable in case a student gets confirmation for CPS in a company on
his/her own efforts.

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Once the CPS is confirmed, the Student Manager starts the home-work for the
project. This includes:

(i) Research to gather maximum information about the Company, its

business, products, investors, competitors, financial results for last year and
so on. The intention is to go well informed to the Company.

(ii) Research about the type of project, subject knowledge about the
project and research methodology

(iii) Read the booklet “How to do a Summer Project“ thoroughly.

Institute Director allocates faculty members who will act as class mentor / Research
Guides to Student Managers along with their contact numbers and e-mail addresses.

(b) During the Project:-

Student Manager on joining the Company (Online or Offline) for CPS completes the
joining formalities required by the Company. The Student Manager sends e-mail to
Institute Director as well as class mentors about the joining status.

The Company assigns an individual as a guide for the Student Manager during the
CPS. The Student Managers ensure disciplined work on project. Student Managers
understand that they are Ambassadors of SBUP in the Company. Their conduct and
behaviour is of high order. This helps in

(i) Increased opportunity for a pre-placement offer from the Company

(ii) Maintaining Good Image of SBUP

(iii) Ensuring that students from subsequent batches are welcome in the
Company

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The Student Managers must remember that they are Ambassadors of SBUP and the
institute. They must behave in a manner projecting its stated values especially
ethical standards. It is vital to be punctual, obedient, honest and sincere at work
with the Company. Unprofessional behaviour, dishonesty, misconduct, irregularity at
work and unsatisfactory performance will tarnish the image of SBUP and the
institute and affect its placements. It will also result in a disciplinary action for the
students.

The institute will be sending a form to be filled by the designated authority of the
company which will reflect the progress or performance by the student. Delinquent
students can be relived from the company without any consequence but purely on the
basis of the grade pattern mentioned below.

In case of any misbehavior or incompatibility or inadequate uptake of the student

manager, the student manager can be terminated from the project at the discretion
of the company and a communication may be sent to the institute.

Student Manager with the help of Guide designated by the Company prepares a
project plan with milestones and deliverables. This covers all phases of project work
right up to finalization of project report.

Student Managers maintain periodic contact with the Class mentor / Research guides
during the project work. Student Managers can seek guidance from the faculty
members on specific project issues.

Student Managers ensure timely completion of the project. Student Managers

submit the project report to the Company and obtain a certificate from the
Company. This certificate should be

(i) On official letterhead of the Company signed by appropriate authority

(ii) Mentioning the name of the student and the name of the Institute

(iii) Mentioning the Title of the project

(iv) Project working period in “From To” format

(v) A clear statement about successful completion of the project

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The project report should be submitted to the company in the last week of their
project period. The project report should be evaluated by the designated authority
of the company and marks should be allotted out of 100 for the project.

The designated authority / guide from the company will also provide a pen picture
about the student manager’s behavioural, intellectual, positive / negative aspects
such as punctuality, discipline, turnout, cultural fitment, group dynamics and so on
which should be done in a grade pattern as follows

A+ Excellent 80 to 100 marks

A Very Good 70 to 79 marks

B+ Good 60 to 69 marks

B Average 50 to 59 marks

C Poor 0 to 49 marks

The marks will be communicated directly to the Director of the Institute. The
assessment of the company will be based on the contents of the project, utility value
of the project, discipline, turnout and behaviour of the student manager doing the
project.

These marks will be reflected in student manager‟ s mark sheet.

Student Managers must carry this certificate at end of CPS. The student Managers
are required to submit their projects immediately on arrival at the Institute and
submission of this Company certificate is mandatory.

Student Managers also inform their designated authority / guide from the company
to send the project evaluation and assessment form directly to the Institute
Director in a sealed envelope. Student Managers explain to the guide that the
project evaluation and assessment is part of the grading system for project
evaluation.

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6. Some “Do” and “Don’t” for Student Managers during CPS:-

(a) DO:-

(i) Get in touch with the Company guide / mentor as early as

possible.

(ii) Do your homework about the Company before actually reporting

for the project. After reporting continue the study about their
Company, history, financial reports, details of core business of the
Company, Organization Structure, marketing channels, policies of HR
and Finance and prepare a SWOT analysis.

(iii) Always be positive and open to suggestions.

(iv) Always keep a note of the important issues and points during the
meetings/discussions.

(v) Focus on assignments given and complete your individual

responsibilities allotted on schedule.

(vi) Maintain strict confidentiality of the Company information.

(vii) Always maintain corporate attire for formal presentations and

meetings and decent dress routinely. Follow this even in online meetings
/ Presentation also.

(viii) Always try to maintain cordial and professional relationships

within the Company.

(ix) Consult Class mentor / Research guides or refer textbooks and

other reference sources to reinforce the relevant concepts.

(x) Always submit bills on time when reimbursement is to be claimed.

Get acquainted with Company policies/rules before incurring
expenditure.

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(b) DON’T:-

(i) Criticize the Company policies and /or Company executives.

(ii) Go to meetings and presentations ill-equipped or ill-prepared.

(iii) Be behind schedule.

(iv) Remain away from work without prior permission.

(v) Make adverse comments about institute, class mentor / Research

guides up own deficiencies.

(vi) Attend the office meetings in a casual dress.

(vii) Enter into arguments and lose temper.

(viii) Mistreat the amenities offered by the Company.

(ix) Try to obtain confidential information or data from the Company

(x) Exceed the limits prescribed or try to extract the information which
is confidential in nature.

(xi) Borrow money or any other personal things from the Company
executives.

(xii) Interfere in third party assignments.

(xiii) Misuse the resources of a Company. It costs as much money for the
Company as for you.

(xiv) Soft Copy of the “Desk research Report“.

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(c) After the Project:-

After completing the CPS Student Managers return to the Institute latest by the
pre-determined reporting date. On their return Student Managers are expected to

i. Carry with them two hard bound copies of the Project Report.

ii. Carry with them the soft copy of their project report including scanned copy
of the Company Certificate.

iii. Two hard copies of the “Desk research report “.

iv. Immediately on reporting to the Institute Student Managers to submit the

hard copies of Project Report and Desk research report to the designated
Professor-in-Charge along with Project Report Submission Form and obtain
acknowledgement.

v. Director Academics SBUP schedules project presentation sessions immediately

on return of the students from CPS. Students are required to make
presentation to the industry experts invited to the Institute and face
questions from the experts, faculty members as well as other students.
Students not prepared with their presentation on schedule loose marks for
CPS.

vi. The Value of the Project and Evaluation Process for Grading the Student
Managers.

The value of the project will be 200 marks. The distribution of the same is as under:

(i) 100 marks will be given by the authorities in the company and
communicated to the Director of the Institute directly.

(ii) 100 marks will be given by the industry experts on the basis of
student’s presentation of the project in front of the industry experts invited
to the Institute and face questions from the experts, faculty members as well
as other students Viva-Voce.

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7. Project Report:-

The project report will be considered as a confidential material and property of the
company and the information will not be shared with anyone without prior permission
from the company. The very purpose of the project evaluation by the company is to
facilitate maintenance of the confidentiality and to cater for adequate control of
the student manager during the project period.

8. Additional Project based on Desk Research:-

SBUP student managers are expected to undertake an additional project based on

Desk Research while working on the main project. This additional project is based
on desk research and the topic should be selected based on its utility value for the
company. The additional project must be in the same company and in same functional
area (specialization) on different topic or theme. The idea is to exhibit the initiative
from the student manager to work beyond the assigned task.

9. Project Report Completion Checklist:-

(a) Title Page is as per standard requirement

(b) Self Certification page gives clearance that

(i) This report is a result of original work carried out by the

student

(ii) This report does not contain plagiarism and suitable references
have been included as per standard

(c) Acknowledgement page is included mentioning all names with correct

spelling and correct designation

(d) Company certificate on official letterhead duly signed by competent

authority is included

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(e) Completion Certificate duly signed by Internal Mentor and Institute

Director

(f) Table of Contents page carries correct titles and accurate page

numbers

(g) Table of Charts, Data and Analysis Tables and Illustrations has been

included with accurate page numbers

(h) All Tables, Charts and Illustrations have been properly numbered

(i) All titles in the project are in proper logical order

(j) All project report preparation guidelines are strictly followed

(k) The report has been read and edited for language and grammar

(l) The report has been subjected to spelling check

(m) The report is leather bound with embossing on the front side

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10. Annexure:-

Student Managers should follow following points strictly for writing the Project
Report:

CHAPTER TOPIC
1 Title of Project
2 Certificate/Letter of Authorization
3 Acknowledgements
4 Table of Contents
5 Executive Summary
6 Contextual Background
(a) Industry Scenario
(b) Market Scenario
(c) Competitor Analysis
(d) Product/Service/ Market Studied
(e) Brief Company & Dept. Profile
(f) Role in Company
7 Research problem
8 Objective(s)
9 Research Question / Hypothesis
10 Literature Review
11 Research Methodology / Design
(a) Research Type
(b) Sample Size
(c) Sampling Method
(d) Questionnaire / Interview Format & Logic
(e) Data Collection Method
12 Data Analysis
(a) Using Excel or SPSS
13 Findings & Interpretation
14 Recommendation(s)
15 Limitations (if any)
16 Future Scope of Topic
17 Conclusion

Page 12 of 14
 18 References / Sources
(a) Internet References
(b) Journal References
(c) Magazine
(d) Newspaper
(e) Books / Textbooks

19 Appendix

11. Size of Project Report:-

The size of project report should not exceed 60 pages of typed matter
reckoned from the first page to the last page.

12. Bibliography:-

For Books

Name(s) of Author(s), Title of the book, Publisher’s Name, Place, Edition,

Year, ISBN

Journals & Periodicals,

Name(s) of Author(s), Title of the Journal or Periodical, Volume and

Number, Month & Year, ISSN

Reports

Title of the Report, Report Publishing Authority, Place, Month & Year

Web Resource

URL, Date and Time of visit

13. Additional Guidelines:-

(a) The project report must be prepared using MS Word and should be
typed preferably in the Times New Roman 14 or Arial 12 font size.

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(b) The MBA project reports must be printed in standard A4 size with
one inch margin on both sides and line alignment of 1.5

(c) The project report must be hard bounded with Black Color displaying
the topic, student's name, institution's name, name of university and other
relevant details in golden colour.

(d) Undertaking by the student that the work presented has been carried
out by the student and is original work and does not contain plagiarism.

Page 14 of 14
 SRI BALAJI UNIVERISTY PUNE (SBUP) APPENDIX- 'A'
BIMM/BITM/BIIB/BIMHRD
CPS/Desk Reserach Faculty/Class Mentor & Research Guide
Batch : 2021 - 23
BIMM JUNIORS BITM JUNIORS
Sr. Sr.
Class Faculty/Class Mentor Research Guide Class Faculty/Class Mentor Research Guide
No. No.

Dr.Sanjit Kumar Dash /

1 BIMM A Dr. Apoorva Bhatnagar 1 BITM A Dr. Shreprasad kulkarni
Dr. Farooqui Saboor
Dr. Binod Sinha
Dr.Sanjit Kumar Dash /
2 BIMM B Dr. Deepthi KS 2 BITM B Dr. Komal Desai
Dr. Subhasis Sen
SBUP - Business
3 Prof. Ramesh Jadhav Prof. Vikas Namjoshi 4 SBUP-Operations Dr. Nilesh Kharche Prof. Balaji Reddie
Analytics
Dr. Archana
4 PM & HRD Dr. Priyanka Mishra
Srivastava

BIIB JUNIORS BIMHRD JUNIORS

Sr. Sr.
Class Faculty/Class Mentor Research Guide Class Faculty/Class Mentor Research Guide
No. No.

1 BIIB IB Prof. Meenakshi Singh 1 BIMHRD MKT. Prof. Dhananjay Kulkami Dr. Ganesh Waghmare
Dr. Rashmi Mahajan
Dr. Nitesh Behare / Dr. G. Gopalakrishnan /
2 BIIB MKT. 2 PM & HRD Prof. Priyanka Pandita
Prof. Neetu Kumari Dr. Rajeshwari Patil

FINANCE JUNIORS
Sr.
Class Faculty/Class Mentor Research Guide Remarks
No.

1 FINANCE - I Dr. Paheli Nigam Dr. Archana Singh (For BIIB-Finance Students)

(For BITM & BIMHRD-

2 FINANCE - II Dr. Ushmita Gupta Dr. Leena Dam
Finance Students)

3 FINANCE - III Prof.Rachna Singh Dr. Shubhra Anand (For BIMM-Finance Students)
 Appendix-‘B’

HOW TO
DO A
SUMMER
PROJECT
?

Specially written for full time

management students

Dilip M. Sarwate Ph.D

Professor and Certified
Management Consultant

1
 HOW TO DO A
SUMMER PROJECT?

Specially written for full

time management students

Dilip M. Sarawate Ph.D.

Professor and Certified
Management Consultant

2
This book is dedicated to all
my past, present and future
students.

Wish you all a bright career.

3
CONTENTS:
PREFACE:
1. What is a summer project? 7
2. How to get a sponsor? 8
3. Type of sponsors 10
4. Areas of specialization 13
5. How to make a decision? 15
6. Selection of a project 16
7. Type of projects 18
8. Research approaches 23
9. Research process 24
10. How to start? 25
11. Details from sponsor 26
12. Preparation of proposal 27
13. Preparation of a time table 28
14. Costing of a project 29
15. Traits of researcher 30
16. Sample selection 31
17. Designing a questionnaire 36
18. Fieldwork 41
19. Error handling 42
20. Processing of data 44
21. Data tabulation 45
22. Use of statistics in research 46
23. Report writing 47
24. Presentation of data 55

4
 PREFACE

The curriculum of all good business schools asks

students to prepare a summer or winter project.
Typical duration of such projects ranges from 2-
3 months. Such projects are also used in
evaluating the grade or class of the student.

I have been associated with B-Schools since

October 1972. I had to provide guidance to a large
number of students every year on summer
projects. They had many questions (FAQ’s) but
little guidance from their B-Schools or from the
organizations they interned at. The upshot often
was shoddy reports and half-baked projects.

This book attempts to answer all your questions

on summer projects.

You will battle tough odds during your projects:

lack of guidance, fuzzy project guidelines, and
little assistance from management.

This book will serve as an excellent reference. It

distils over three decades of experience and
5
feedback from numerous management students –
a book designed for you, by you.

The summer project will be helpful to you in your

final placement also. If you have done a good job,
there is no reason why the organization should not
make a final offer to you!

As Chinese philosopher Confucius had said, ‘the

essence of knowledge is, having it, is to apply it’.
A summer project gives you that opportunity.

Wishing you a great success.

- Dilip M. Sarwate

6
1. What is a summer project?

A summer project has been included in the

curriculum of most of the B-schools in the
partial fulfilment towards a full time course in
management.

It will serve the following purposes:

 Exposure to business world and practices
 An opportunity to apply concepts to
practical problems
 Academic and applied research
combination
 Experience in data collection and
interviewing techniques
 Analysis, interpretation and drawing
conclusions
 Use of statistical techniques
 Exposure to professional report writing

7
2. How to get a sponsor?

Every student will require a sponsor for whom

he/she will have to do the summer project.

Following alternatives are available:

 Through institute’s placement cell:

Large number of organizations approach B-

Schools for summer projects. It is beneficial to
both. The students obtain practical experience
and organizations get quality research and often,
fresh perspectives, at significantly lower costs as
compared to the fees spent on consulting firms.

8
 Personal Contacts:

Many students want to work in areas or in

organizations, which do not visit their campus.
In such cases, students must write to such
organizations and convince them to accept them
for summer projects. They may tap into their
personal networks to solicit interest from such
organizations.

 Entrepreneurial Venture:

Large number of students are interested in

starting their own business. A summer project
can serve as an excellent ‘test bed’ to develop
concepts and explore opportunities. Several
successful companies have been launched from
plans or projects developed by students in B-
Schools.

9
3. Type of sponsors:

For a summer project, a student has two

sponsors- the B-School where they are studying
and the organization where they will work for
the practical experience.

While most aspire to work for a reputed

company with a hefty stipend, it may not always
be possible. Hence, you should accept what
comes your way and make the best of it.

Following choices are available:

 Foreign multinational corporations

 Indian large and multinational corporations
 Small and medium enterprises
 Government and Public Sector Undertakings
 Cooperative sector organizations
 Non-Governmental Organizations (NGO)

10
Each organization has its own work culture and
the student will have to adjust quickly.

Please note that management education offers

students the flexibility to change career paths
and also to pursue opportunities distinct from the
student’s academic or professional background.
Go ahead and experiment!

It is not necessary that just because you have an

undergraduate degree in Engineering, you
cannot work in areas of Marketing, Finance or
HR. It is your decision in which area to make a
career. Research shows that on an average, a
person changes the career path at least twice!

Choice of Sponsors:
Following is a list of industries/sectors as
sources of summer projects:

 Manufactures of Industrial Goods (OEM’s

and ancillary manufactures)
 Trading organizations in distribution,
stockiest, franchisees and organised retailers
 Service providers in various fields like IT,
ITES, Hospitality, Healthcare, Finance,
Consultancy
11
 Others like building construction, logistics,
agro business, entertainment

The experience in every organization will be

helpful and will be transferable to any other
organization. All it requires is a sincere
effort from your side during the summer
training.

12
4. Area of Specialization

Following options are available:

 R&D: This may include new product and
process development, improvements in
existing products, improving packaging
and others.

 Manufacturing: This may include

production planning, quality control,
productivity improvements, factory layout
and others.

 Materials Management: This may

include vendors development, inventory
control, ABC analysis, cost auditing and
others.

 Marketing: This may include launching

of new products, pricing, market logistics
and others

 Finance: This may include financial

analysis, inter firm comparison, raising of
finance, financial restructuring and others

13
 Human resource management: This
may include manpower planning,
designing organization structure,
performance appraisal, training programs,
conducting exit interviews, compensation
packages and others.

 Systems: This may include systems

studies, Business Process Reengineering
(BPR).

 General Management: This may include

preparation of long term planning, vision
& mission statement, areas like M&A.

 Economic Studies: This may include

assessing the impact of changes on
account of liberalization, privatization and
globalization.

It is quite likely that an organization may offer

you a study in other than these areas.

14
5. How to make a decision?
The following may drive your decision:
 Availability and choice of project
 Preference of size of organization
 Area in which you want to specialize in
second year
 As of today, the area in which you want to
make a career.
 Nearness to your hometown
 Availability of stipend during the summer
project

Grab an opportunity in an organization or

area of interest and continue searching for
better opportunities afterwards

The experience shows that it is not necessary

that you shall make a career in the same area in
which you did your summer project.

15
6. Selection of a project
You will have to identify a problem, which you
will have to take up for your summer project.
Following alternatives will emerge:
Alternatives:
 A company may have a specific project in
their mind which they will ask you to do

 Alternatively, they will ask you to suggest

areas of research and define a problem, which
may suit their requirements. This may be a
blessing in disguise. Identify a project that
matches your interest, strengths and which
can position you well with future employers

Remember that getting an exposure to research

methodology, industry problems, compilation &
analysis of data, drawing conclusions and
offering recommendations is more important.

16
The past trends show
that generally, the
students do their
projects in Marketing
(60%), HR (20%),
Finance (15%) and
others (5%)

17
7. Type of projects in different functional
areas

Marketing
Given below is a list of some of the problems,
which can be undertaken under this heading.
This is not exhaustive. A company may have
any other problem, which they may like you to
study.
 Feasibility study of launching a new
product, improvements in existing products,
packaging, branding and others
 Analyzing consumer behavior and
measuring customer satisfaction
 Pricing decisions
 Competitor intelligence
 Developing a dealer network
 Market logistics
 Sales force effectiveness
 Measurement of Promotional Effectiveness
 Export Potential studies

18
Type of projects in different
Functional areas

Human Resource Management

 Manpower planning for next five years.

 Redesigning of organization structure
 Defining duties & Responsibilities
 Measuring managerial effectiveness
 Performance appraisal
 Developing compensation package
 Analyzing staff turnover
 Measuring employee satisfaction
 Studying training needs of employees and
designing an annual calendar
 Career Planning
 Stress Management
 Developing entrepreneurs in the
organization
 Coaching & Mentoring

19
Type of projects in different
Functional areas

Finance
 Analyzing financial health of the company
 Inter firm comparison
 Analyzing debtors and ageing of debtors
 Analyzing stock market performance of the
company
 Raising of finance-analyzing alternatives
 Cost auditing
 Capital budgeting and investment appraisals
 Debt restructuring
 Valuation
 Equity research
 Financial projections
 Tax planning
 Investments

20
Types of problems in different
Functional areas

Strategic Management
 Strategic planning, preparation of long term
plans, vision and mission statements and
goals
 Identifying opportunities for Mergers &
Acquisitions, Due diligence
 Break even analysis , sensitivity analysis
 Application of different models like BCG,
Product portfolio matrix, Mckinsey 7-S
Framework, GE market attractiveness
model and others
 Revival of sick industries, developing
strategies for turn around
 Corporate governance
 Corporate social responsibility
 Succession Planning
 Growth strategies using Ansoff model

21
Remember you have only
two months in which you
have to complete your
summer project.

Plan accordingly

22
8. Research approaches
a. Exploratory research
 Observational research: By
observing the different players in the
market place.

 Focus-group research: In-depth

discussions in groups of 5-10 persons.
b. Descriptive research
 Survey research: Interviewing
persons on one to one basis using a
structured questionnaire.

 Experimental research: Selecting

matched groups, subjecting them to
different treatments, observing
responses, suited for casual research.

23
9. Research Process
The research process goes through
following steps. Each one is discussed in
detail separately.
 Problem formulation
 Research methodology
 Research design
 Selecting data collections techniques
 Populations definitions
 Sample frame identification
 Sample selection
 Use of research tool
 Field interviews
 Data Collection
 Analysis and interpretation of data
 Conclusions
 Recommendations
 Report writing

24
10. How to start?
These are the steps, which you can undertake
 Prepare a proposal spelling out objectives
of the study, research methodology to be
used, coverage (Geographical, Sample
frame and Sample size), time table and out
of pocket costs.

 Show this to your company supervisor and

obtain his approval

 Get clarification on what will be your

allowances during this period on travel,
lodging & boarding and local conveyance

 Get approval from your Internal Guide

Now you are free to start your summer project

and complete it in time.

25
11. Details from sponsor
Before you begin with your summer project
obtain details on the following aspects from your
guide in the company:
 Nature of business
 Business processes
 Description of product/services
 Major Competitors
 Environmental factors affecting business
 Objectives of research
 Coverage desired
 Time frame
 Budgetary limits
 Allowances available on travel, lodging &
boarding and local conveyance
 Stipend available
 Help available (product samples, past data,
manpower).

26
12. Preparation of a proposal

It is always better that there is clarity in your

research project. Hence, prepare a proposal
under the headings given below and submit it to
your guide in the company for approval.

 Purpose of study
 Primary and Secondary objectives
 Research methodology
 Coverage and sample size
 Timetable
 Limitations
 Total expenses and their breakdown under
different headings
 Anonymity to be maintained
 Deliverables (practical utility of study)

27
13. Preparations of time- table
Activities
 Orientation in the company 7 days

 Secondary research on the problem 7 days

 Designing of questionnaire 3 days

 Sample selection 3 days

 Field work 30 days

 Data tabulation, analysis 4 days

 Draft report preparation 6 days

Deliver your project in time!

28
14. Costing of a project
Following is a short- list of some of the key
costs or expenses you may incur:
 Man-day costs
 Travel costs to & from destination
 Field costs(Lodging/boarding/local
conveyance, other out of pocket)
 Administrative costs (printing of
questionnaires, mailings, phone calls, data
entry, printing and binding charges)

29
15. Traits of a good researcher
It is expected that the researchers should possess
the following qualities. Academic brilliance is
not necessary for doing a research project.
 Patience and perseverance
 Good physical health
 Good listening ability
 Good observational ability
 General Knowledge
 Making others talk
 Pleasing personality
 Optimism

It is ‘efficiency’ which is more important than

‘proficiency’ for a research project. How you
fulfill the objectives of research in limited time
is more critical than anything else.

30
16. Sample selection
A sample is a true representative of the
population. The representation could be
statistical or non- statistical. When the
population is very large, it is not possible
physically and economically to meet every
member in the population. Hence, the samples
are selected
Steps
 Define population (All present and potential
users of product & services)
 Define sample frame (Segmentation of
population on the basis of geography,
demography and end use basis)
 Select samples with respect to objectives of
research, accuracy desired, time and budget
available

31
Sample Selection (Cont.)
There are two types of samples.
Probability samples
These are the samples where every member in
the population will have the same probability of
getting selected. They are divided as,

 Random samples: If the number is small,

you can write down the names of samples
and select on the basis of time and budget
available. If the number increases, enter in
computer and through a program get random
samples

 Systematic samples: Develop a system, for

example, every 100th number will be picked
up from the population.

 Stratified samples: Breakdown the

population in terms of demographic
variables like age, gender, education, income
and profession. Then pick the samples either
in a random or in a systematic manner.

32
 Area samples: Breakdown the population in
geographical area like wards, regions, zones
and then pick samples as before.

 Multistage sample: Breakdown the

populations in terms of known possible users
with respect to age, professions and others
and then select random samples from them
to define the target customer.

Non Probability samples

These are the samples that are representative of

the population but not statistically. They are
selected on the basis of prior knowledge of the
populations. They are divided as,

 Purposive samples: This requires prior

knowledge of population. The selection is
done accordingly in the same proportion. It
will then be representative but not
statistically.

 Quota samples: When research is to be

done for different areas or groups, quota can
be allotted to purposive samples in the same
proportion.
33
 Multi-phase samples: These samples are
selected particularly when the target is not
very clear. The contacts are made from
frame to frame before the target can be
correctly defined.

 Replicated samples: These samples are for

comparison purpose. For example,
comparison of behavior between urban and
rural consumers.

You may find some books using different

terminologies for samples. What is important is
that you should be able to break down the
population in different frames, studying which
will help you in understanding the behavior of
the population.

34
Remember, with no
budget and limited time,
you can never have
probability samples.

All of you will be using Non

Probability samples, which could
be stratified, systematic, area or
end use basis. Sometimes, also
called as ‘Convenient samples’

35
17. Designing a questionnaire

For collection of data, you may have to use one

or more questionnaires. This is your research
tool. You can use several free online
questionnaires such as zoomerang.com for your
research.
General rules
 There can be at least one question per
objective of the study.
 The questions should not be too difficult and
technical to answer
 There should be no ambiguity
 No bias should be introduced
 It must have a short and easy look
 Design the questionnaire in a logical order
 Design the questionnaire so that the
respondents will have to mostly tick mark the
choice
 Have a proper layout for the questionnaire

36
Designing a questionnaire (cont.)

The quality of research and your inferences will

be directly influenced by your questions.
Designing of questions
Direct questions
 Closed response questions
 Dichotomous questions
 Multiple choice questions
 Preferences questions
 Rating scale questions
 Ranking questions

Open ended questions

Indirect questions
It is recommended that 90% of the questions
asked shall be direct questions, as they will
facilitate in proper analysis. A sample
questionnaire for an industrial market research is
given on next page.

37
 Sample questionnaire

MARKET RESEARCH STUDY

ON ALLOY WHEELS

World over, manufacturers of two wheelers and four

wheelers are going for the use of Aluminum Alloy
Wheels. These are lighter with superior quality and
result in fuel efficiency. We are conducting a market
study to access the feasibility of setting up a
manufacturing unit in collaboration with a reputed
overseas manufacturer. We would request for your
cooperation in providing the information on your
requirements. This will help us in serving you better
in the future.

Thanking You.
Name of respondent:
Designation:
Name of organization:
Address (Factory):
Address (Office):

38
Q1. Please give the details on the type of
automobiles manufactured by you.
a. Two wheelers
No. of models Specification Production

b. Four wheelers
No. of models Specification Production

Q2. What are your present requirements of

following components?
Component Material used Annual Req.
a. Wheels
b. Cylinder cover
c. Other castings(lot)

Q3. Who is your present supplier for these

products?
Component Supplier/s Unit price (Rs./Kg)
a. Wheels
b. Cylinder cover
c. Other castings(lot)
Q4. What kind of problems do you face, if any, in
procurement of these components? (Please tick mark)

39
 Availability Consistency in Quality
Higher prices Any other (Please specify)

Q5. Have you ever considered using Aluminum Alloy

Wheels on your automobiles?
Yes No
If ‘No’, please give the reasons:

Q6. What will be your future requirement for following

components?
Component Annual requirements
a. Wheels
b. Cylinder cover
c. Any other components
Q7. Do you think that there could be a good potential
for alloy wheels in the replacement market?

Yes No
Give your detailed views on either
Q8. Would you like to give your expert advice to the
manufacturer of Precision Aluminum Wheels, Cylinder
Covers and other components?

Thanking you for your cooperation.

40
18. Field Work
Here are some tips for successful fieldwork:
 If possible, take appointments of persons
you want to interview
 You will also have to make cold calls when
necessary
 You may have to make repeat visits, have
patience and perseverance
 How you present your problems by trying to
help the respondent only will solicit good
response
 Occasionally, you may be humiliated. You
will be denied entry in the office; people will
not be friendly to you. Accept it with the
grace and a ‘thank you’
 Ensure that all questions are answered
 Even a ‘no response’ is a response

A proper timetable and working accordingly will

ensure that your fieldwork will be done efficiently.

41
19. Controlling the errors
In every research project, some or the other
errors crop in. You can take proper precautions
to minimize the errors. They are,
Sampling errors
 Frame error: Redefine the frame

 Selection error: Develop new system to

select samples

 Random sampling error: This is a common

problem. Normally this error ranges between 3-5%

Non sampling errors

 No response error: increase the sample size

 Response error (Positive/ Negative

response errors): Apply proper cross
checks to overcome this error

 Time error (Seasonality): If the business

is affected by seasonality of demand, apply
the proper crosschecks.

42
 Errors of computation: Ensure that there
are no arithmetical mistakes. Let your
calculations be crosschecked by someone
else

 Grossing up of errors: If the feedback is

recorded without applying proper
crosschecks, they may result in grossing up
of errors. The past data, growth rate and gut
feeling can tell you whether you are on a
wrong track.

Experience will tell you how these errors are

minimized.

43
20. Processing of Data

Upon completion of the field work, take a

review and ensure that the data you have
collected meets with following requirements:
 Adequacy: Make adequate number of
contacts on the basis of which you can
reach rational conclusions

 Accuracy: Do not compromise on the data

integrity and accuracy of sources including
secondary data.

 Validity: Ensure that the data is not out of

date. It should be for the latest year

 Unambiguous: The data should have

proper units & currency

 Unbiased: used only unbiased data in your

research and computation

 Usability: That it can be used for your

research project

44
21. Data Tabulation & analysis
 Use Excel Spreadsheet for data entry
 After all the data entry is done, use simple
analysis if possible
 If you want multiple correlation, then
develop a simple software (SPSS).
 You can also use readymade statistical
software’s available in the market (SPSS).
 The data analysis should be done question
by question.
 Ensure that every question is analyzed.
 The analyzed data can be given in
Tabular, Graph or Chart form.

After every such presentation, offer your

comments and / or observations. These will be
called as your ‘finding of the research’. You
can use statistical techniques at this stage.

45
22. Use of statistics in research

Many research projects will require you to

establish some statistical relations with the data
compiled by you. A detailed elaboration is not
possible here. Refer to any good book on
Statistics or on Market Research for more
details. Some techniques, which are commonly
used, are listed below:

 Calculation of mean, median and mode

 Multiple regression analysis
 Conjoint analysis
 Discriminant analysis
 Factor analysis
 Cluster analysis
 Multidimensional scaling
 Queuing process
 Different test like Liekert test, chi square test etc.
 Game theory

46
 23. Report writing: A report must be presented in a
professional manner. A format is suggested below:

CHAPTER TOPIC
1 *Title of Project
2 Certificate/Letter of Authorization
3 Acknowledgements
4 Table of Contents
5 Executive Summary
6 Contextual Background
(a) Industry Scenario (b) Market Scenario
(c) Competitor Analysis
(d) Product/Service/ Market Studied
(e) Brief Company & Dept. Profile (f) Role in Company
7 Research problem
8 *Objective(s)
9 Research Question / Hypothesis
10 Literature Review
11 Research Methodology / Design
(a) Research Type (b) Sample Size
(c) Sampling Method
(d) Questionnaire / Interview Format & Logic
(e) Data Collection Method
12 Data Analysis
(a) Using Excel or SPSS
13 *Findings & Interpretation
14 *Recommendation(s)
15 Limitations (if any)
16 Future Scope of Topic
17 Conclusion
18 References / Sources
(a) Internet References (b) Journal References
(c) Magazine (d) Newspaper
(e) Books / Textbooks
19 Appendix

47
Report writing: (Cont.)
Executive Summary
 This should be of one page
 It should briefly define the objectives and
research methodology used
 It should give the summary of findings
which you will draw from conclusions and
recommendations
 It should not give details of information
already known to the company
 It is prepared for the benefit of senior
executives who do not have time to read the
entire report.
 Only the gist of your findings need to be
given
Executive summary is always given at the
beginning after the content page.

48
Report writing: (Cont.)

Introduction
 Objectives- can be broken down as Primary
Objectives and Secondary Objectives
 Research Methodology- whether the
primary research used or secondary research
 Coverage- the town’s covered, the people
met
 Sample selection- which method of sampling
has been used
 Time period- the months and days during
which the research was done
 Limitations- details on type of data which
could not be collected and the reason thereof
 Deliverables- how this research works can be
used by the company

49
Report writing: (Cont.)
Conclusions
 They will be based on your analysis of the
secondary data and primary data
 The secondary data can be used for trend
analysis
 The primary data will be used to understand
user requirements
 Together, you draw specific conclusions
with respect to the objectives of research
 If you have to test any hypothesis, it should
be done using statistical correlation from
data analysis

50
Report writing: (Cont.)
Recommendations
 Ensure that your recommendations are
fulfilling the objectives
 They should be clear and specific
 For projects in strategic management and / or
marketing, the recommendations can be
offered under respective headings as given
below:

Strategic Statements
 Target marketing definition
 Product differentiation
 Pricing strategies
 Distribution strategies
 Promotion strategies
 Positioning strategies
 Sales force strategies
 Market intelligence strategies
 Market innovation strategies
 Competitive strategies
 Marketing budgeting strategies

51
Report writing: (Cont.)
References/ Bibliography
There is difference between these two terms.
When you give the specific quote and the page
number/s from the source, it is called a
‘reference’. When you give only the source in
the particular format, it is called ‘bibliography’.
 This will include all secondary sources which
you may have use during the study.

 They may include Text Books, Newspapers

or Magazines, reports and data obtained from
government publications, web sites and any
other.

 It is imperative that you acknowledge all

sources of secondary information.

 The references have to be given in particular

format.

 The textbooks should be given as shown-

Name of the author, name of the book,
edition, name of the publisher and the
specific page, which you have referred.
52
 Newspaper and magazines should give the
date and page number

 Websites should be listed accordingly

There is a general tendency of the students to
include ‘piracy’. Avoid the same.
You can fool yourself and your institute by
copying a report. But, you will never learn the
research methodology and also may face
problems in viva voce.
Do a sincere job and you will feel immense
satisfaction. A summer project is your first
professional work. It will underscore your
creativity.

53
Report writing: (Cont.)
Appendix
This will include the following:
 Copy of the blank questionnaire
 List of contacts other than in Consumer Research
 Company product literature
 Competitor’s product literature
 Any other secondary report

54
24. Presentation of data

The data can be presented in any of the

following forms;
 Tabular: Ensure that there is a table
number, title for the table, units for columns
and rows, reference if taken from secondary
source

 Charts: You can use pie chart and

histograms. Give appropriate units. The bar
charts can be given in a different forms like
horizontal, vertical, mixed and others.

 Graphs: Give correct units to the X & Y

axis.

 Pictograph: These are typically used for

population studies and shows a caricature of
persons per family and so on.

 Cartogram: These are used on the backdrop

of map of the country showing plant
location, warehouses, distributors, sales in
different territories and others

55
100
80
60 East
40 West
20 North
0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

East West North

1st Qtr 20.4 30.6 45.9
2nd Qtr 27.4 38.6 46.9
3rd Qtr 90 34.6 45
4th Qtr 20.4 31.6 43.9

1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

100
80
60 East

40 West

20 North

0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

56
Remember that the
Contents should be given
70% importance

The Context will have 30%

importance.

Remember that fatter the report is not

necessarily a better report. The quality of
a report cannot be evaluated on kilogram
basis!

57
Preparing a good report:
 Will boost your confidence
 It will make you understand the processes
used in Research Methodology
 If the company likes your work, they may
offer you a final placement
 It can be used in marketing yourself to other
companies during placement exercise
 Normally, there are 200 marks on a summer
project. 100 for report and other 100 for the
defence of your report. If you do a good job,
you will get good marks which will help you
in your final results

In your professional career also, you will be

seldom called to do research projects. This
exercise will give you the confidence to do a
good job.

58
Reference Books:
 Sarwate Dilip “A Practical Guidebook to
Market Research – Text & Cases” Edition
Fourth Everest Publishing House, Appa
Balwant Chowk, Pune- 411030.

 Any other good book on Research

Methodology or Market Research

Other References:
 Reports from Center for Monitoring Indian
Economy (CMIE)
 Annual reports of different companies
 Business magazines
 Business papers
 Industrial directories

59
 Best of Luck!

Do a good job
&
Reap the benefits

60
About the Author –

Dr. Dilip M. Sarwate (Ph.D.) is a Certified

Management Consultant (CMC) and was the
national president of the executive council of the
Institute of Management Consultants of India
(IMCI) for the years 1999-2001. He has carried
out over 750 consultancy assignments in India
and abroad.

He is a full professor in areas of Marketing.

Strategic Management, Entrepreneurship and
International Business for last 35 years. He has
written 19 books so far. His book Political
Marketing – the Indian Experience published
in 1990 was a pioneering work. He has scripted
and narrated 18 pre-recorded cassettes on
different subjects of management.

He conducted (MDP’S) for several large

organizations in India and abroad.

He is also a Ph.D. guide and 16 students so far

have completed their Ph.D. under his guidance.

61