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8/4/2019 Business Research Method_Omaid

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TERM REPORTTelecom Research Proposal

Name: Omaid Ansari

G.R#: MEPGDN 0235

COURSE TITLE: Business Research

Methods

5/24/2011


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SUBMITTED TO:

MR.AHMED GHAYAS

BUSINESS RESEARCH METHODS


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DEDICATION

This report is dedicated to HIMS that provided us with a conductive environment

and opportunity to excel in our resolve for formulating this report.

Dedication is also made to our beloved parents for their selfless prayers and to

our friends without whose love and support we would not have achieved all this

and to our teacher, Mr. Ahmed Ghayas for his kind guidance.


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Preface

As students of Business Research Methods (BRM) Course for MBA degree

program, we have been asked to prepare an extensive report in the form of

Individual Research Proposal as part of our term assignment. We were given the

choice to pick any topics or case scenarios and prepare our business research

proposal, keeping in mind the concepts that we learned during our course it

was important for us to make sure that our report should reflect that we

understood the requirements of preparing a research proposal.

The basic ideology of the report is to evaluate the depth of application of BRMfunctions and make valuable inferences for a marketing problem.

This report is a compulsory requirement for this course and our deadline to

submit the report was 16th session.


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Acknowledgement

The HIMS Group of students feels greatly indebted to all who helped us in our

marketing research project. In the course of completion of this report I would

like to extend our heartiest thanks and obligations to people instrumental in

providing us the opportunity to gain access to the organizations that we went to

and interact.

I feel honored to acknowledge our Instructor, Mr. Ahmed Ghayas, HIMS City

Campus, whose valuable guidance went a long way in our resolve to

accomplish the research project.

I also feel obligated in acknowledging HIMS City Campus library staff for

providing us with experienced assistance in acquiring valuable information from

their sources.

Im also indebted to all our well wishers, colleagues and friends who extended

their help selflessly.


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Executive Summary

This report has been to accomplish the obligation of Business Research Methods

course taught by our respectable faculty Mr. Ahmed Ghayas.

Basically it is a Research Proposal put in front of the management of a leading

telecommunication services provider who is interested in exploring brand loyalty

and integrating it with satisfaction.

If the management accepts the Research Proposal then at the end of the

successful completion of this research project the final report would be able to

present the findings on how the normal Pakistani consumer prefer

telecommunication service provider, using results of an e-survey of 500individuals in Karachi.

The research will be conducted in public, residential and corporate areas of

Karachi.


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Why the telecommunications industry?

There is faster new product development is important to many firms,

particularly those in dynamic and hostile environments. One industry, which is

currently operating in such an environment, is the telecommunications industry.

The signing of the Telecommunications Act which prevented local phonecompanies, long-distance companies, cable TV and wireless service companies

from entering each others business, the companies are able to bundle variety

of services and, more importantly, make significant progress toward building

high-speed information highway, which can transmit voice and video

communications by entering markets previously closed to them. How has

deregulation changed the telecommunications industry? It has increased

competition, as companies from different industries and different parts of the

world vie for position in this diverse industry. Deregulation has led to the

development of competing products and technologies in an attempt to be at

the forefront when standards are established.

Telecom firms that face such highly competitive and dynamic

environments are predicted to face greater pressure to bring products to

market faster than those that operate in more stable and static environments

Moreover, in recent study suggest that more research is needed on the

relationship between various marketing practices and strategic cycle in diverse

technological and competitive settings. Thus, focus on Pakistan

telecommunications industry as dynamic paced industry that has seen ever-

shorter product life cycles in recent years. Given these characteristics, the usage

of marketing research in developing marketing strategy may prevent or reduce

the need for multiple and lengthy tests of individual marketing strategy elementssuch as packaging, pricing, advertising, brand name.


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RESEARCH PROBLEM

In the intense completion of telecom giants in Pakistan, youth plays significant

role.

They influenced by the promotion strategies and the tariff plans of telecomcompanies. This research will try to examine the young consumers behavior in

telecom sector.

OBJECTIVES

The main objective of this research is to identify the common factor that affects

young consumer behavior when it comes to brand promotion of telecom sector

This will help to understand the needs and the problems of the mobilesubscribers.

Methodology

The companies which perform segmentation studies in their marketing

and research departments, the principal companies working in this field are

market research through telecoms as there covers survey

questionnaire/interviews and from the interviews there is qualitative information

about segmentation research design. There are two main objectives first, toassess the level of evaluation and selection of segments tasks of Pakistan

telecom market segmentation process. Second, to discover frequency with

which the industry assess and select segments and the research methods used.

The interviews were required to indicate the degree of difficulty they found in

the performance of the different stages of the process. The possible answers

were structured following a five-point Likert scale (1 = very low level of difficulty;

5 = very high level of difficulty. The full co-operation of all the company

departments involved in segmentation study and strategy is fundamental. The

evaluations must be able to detect deviations and discordances between the

detected segment characteristics and the objectives of the market

segmentation strategy.


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IMPORTANCE

60 % of 169 million population of Pakistan uses mobile services.

Young group of age 1630 forms more than 40% of the Pakistani population.

Ownership of Multiple SIM Cards in Pakistan

Demographic

within poorest

60%

Owned one

or more SIMsOne SIM

More than

one SIM

ALL 727 78 % 22 %

Urban 457 80 % 20 %

Rural 270 75 % 25 %

Male 541 76 % 24 %

Female 186 85 % 15 %

So this research will help to understand brand loyalty of this consumer class.

SIGNIFICANCE

This research is therefore an attempt to understand the effective brand

promotion strategy to promote the brand image in youth segment of Pakistan

telecom sector.

SCOPE AND LIMITATIONS

GEOGRAPHICAL AREA COVERAGE

The area coverage for this research will be Karachi

The total sample size N = 500


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TIME FRAME

The research will be carried out in duration of about 2 months.

ASSUMPTIONS

Online survey is the medium used for research. Respondents are serious while

answering the questionnaire.

DEFINITION AND TERMS TO BE USED

Competitive strategy: The adoption of a specific target market and marketing

mix circumstance in the market place.

Brand: Brand is Promise by producer to user. Specifies offerings of the product.

Helps user to recognize brand.

Marketing: Planning, executing and controlling the conception, pricing,

promotion and distribution of ideas, goods and services in order to build lasting,

mutually profitable exchange relationships satisfying individual and

organizational objectives.

Media: Any paid for communication channel including television, radio, posters

etc..

Primary data: Unpublished data from individuals or organisations

Product: A good or service offered by an organization which affords a bundle of

benefits both objective (physical) and subjective (image) to a user.

Promotion: The offer of an inducement to purchase, over and above the intrinsic

value or price of a good service.

Search: The collection of relevant information by deliberate searching either

formally or informally.

Secondary data: Published accessible data from a variety of sources.

VARIABLES DEPENDENT & INDEPENDENT

Independent: Telecom Companies

Dependent: age, annual income


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HYPOTHESIS

H0: Telecom sector Consumer in Karachi is brand loyal.

COLLECTION OF DATA

The data will be collected on basis of a online survey conducted amongst

people of age group 16 to 35.

ANALYSIS, INTERPRETATION & CONCLUSION

Inferential statistics will be used to be able to know a population's brand

recognition through a direct interaction with the chosen population. This is

because it is easier to observe a portion or a part than observe the whole

population. Result of the study will be put in tables and graphs for easy

understanding of the findings of the research.

SUMMARY

The main aim of this research proposal is to know whether it will be feasible for

Telecom companies to target youth with advertisement or personal selling

strategies for brand recognition and brand switch.

RECOMMENDATIONS

It will be based on observations obtained from examined sample population.


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Questionnaire

OBJECTIVE:Analyzing factors contributing towards brand switching by loyal customers focus on Telecom

Industry.

GENERAL INFORMATION:

Age:

15-20 21-30 31-40 40+

Gender:

Male Female

Profession:

Student Employee Business

Are you a customer of?

Post-paid Package Pre-paid Package

1. Which Brand - Telecom Service Subscriber Identification Module (SIM) are you using? Mobilink Warid Ufone Telenor Zong2. Since how many Months/Years you are using same services? 1-6 Months 7-11 Months 1 Year 2 Year More than 2 years


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3. How many SIMs are you holding now: One Two Three Four Five

If more than ONE please specifies which service you use frequently__________________.

4. Are you satisfied with your current SIM (Telecom Services provider): Yes No5. Current problem which you are facing with your brand? Calling Rates Network Customer Services Over all tariff SMS/Call Packages None6. Which factor you considered, before availing your current SIM (Telecom Service): Calling Rates Network Customer Services SMS/Call Packages Having same services with your family/friends/colleagues/business partner7. Are you willing to switch your current Telecom brand? Yes (Proceed to Q.9) No (Proceed to Q.8)8. Which factor stops you to switch your brand? Affordability Performance Contacts Customer services


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9. Which factor force you to switch your current brand? Affordability Performance SMS/Call Packages Customer Services10.Could affordability hurdle to keep you loyal to your brand? Yes No11.Which telecom company promotes itself in a better way OR explains its new

services/packages completely by advertisement?

Mobilink Warid Ufone Telenor Zong12.Which grade would you give to your current brand? Excellent Good Average Below average Poor

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