MBR TVI Report FInal

8/6/2019 MBR TVI Report FInal

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Letter of Authorization

Institute of Business Management March 21, 2011

Korangi, Creek,

Karachi.

Dear Reader:

As students of College of Business Management currently enrolled for the MBA program, wehave been authorized to prepare a report on Awareness of Typhoid by different communication

channel by our course instructor Mr. Shehzad Amin for the course Methods in BusinessResearch. The purpose of this research is to find out the most effective way of communication.

Sincerely,

Umair Shahid

Waqas BhuttaRaza Uddin SheikhMuhammad Ahsan Iqbal


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Letter of Transmittal

Institute of Business Management APRIL 23,2011

Korangi, Creek,

Karachi.

Dear Sir:

We would like to thank you for assigning the task of conducting research. The topic of my

research is

Awareness of Typhoid by different communication channel. The emphasis of this report is on

the detailed research work. The report has been prepared by primary data. We had tried our level

best to gather as much information as possible and meet all the requirements to make this

research successful by bringing out exactly what was expected of it.

I hope that the report will be beneficial to you and that I will get positive feedback from you

regarding it.

Sincerely,

Umair Shahid

Waqas BhuttaRaza Uddin Sheikh

Muhammad Ahsan Iqbal


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3) Management Summary:

a)Objective:The objective of the research report is to find out the followings claims and hypotheses, we tend

to prove or disprove whatever the results may be. The hypotheses are as under.

H0: the majority of respondents will not regard typhoid as a Relevant health issue.

H1: Those people who said NO to participate before campaign, will agreed to participate

after reading communication material (To find out the effectiveness of communication

material)

H2: To test that Media play a vital role in Health awareness

H3: To test that among electronic media GEO has most viewership

H4: To test that among Print media JANG has most readerships

H5: To test that for Radio FM 101 has most listenership

H6: To test that for Web based, Rozee.pk has most hits.

b)Results:

H0: the majority of respondents will not regard typhoid as a relevant health issue.

The Hypothesis proved to be wrong as people regard Typhoid as relevant health issue.


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H1: Those people who said NO to participate before campaign, the majority will agree to

participate after reading communication material (To find out the effectiveness of

communication material)


The hypothesis proved to be correct. The answer is Yes that media play a vital role in Health

awareness. As the following charts and graphs shows the percentages.


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It shows that most of people watches TV in between.

H3: To test that among electronic media News Channel has most viewership

Similarly, this hypothesis also proved to be correct as following graph shows that 84.4 % people

watches News Channels.



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This hypothesis also proved to be correct because most of the people respond in favor of Jang.


It is found that most of the people listens FM 101


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However, This hypothesis proved to be wrong because following graph shows that most of the

people are interested in watching GEO TV rather than Rozee.pk.

c)Conclusions:

Therefore, It has been concluded that almost all the hypothesis are proved to be correct except

the first one H0 and the last one H6

d)Recommendations

Therefore, It is recommended that TVI should adopt the following marketing mediums

News Channels

FM 101

JANG NEWSPAPER

for creating typhoid awareness amongst general public.


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4) Body:

a)Introduction:


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For the purposes of this report we have contacted Trust for Vaccines & Immunization (TVI), a

nonprofit organization committed to the reduction of vaccine preventable diseases in children of

Pakistan. The Trust is overseen by prominent medical professionals and philanthropists with vast

years of experience. The chairman of TVI is Dr. Abdul Gaffar Billoo a prominent pediatrician.

TVI has built collaborations with numerous institutions such as Ministry of Health, City District

Government Karachi, Ministry of Education and International Vaccine Institute to conduct

school and madrassah based vaccinations for Typhoid. TVI has agreed to utilize the services of

our team to conduct a random survey of a sample size of a minimum of 400 people to ascertain

their responses regarding radio and TV listenership. TVI intends to utilize the information

obtained to effectively design their social mobilization activities for future campaigns. TVI has

recently conducted a two month vaccination campaign in Gulshan Town, Karachi and has

vaccinated approximately 40,000 children.


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a)Methodology:

The purpose of this research is to find out the effectiveness of different communication

mediums/channels e.g. Display, Electronic, Print media etc. in gaining awareness regarding

Typhoid Fever. This is exploratory type of research in which we intend to recognize and find out

the most effective mode of communication that whether people watch TV or read news paper

etc. Then identify courses of action, which means that what could be our plan and direction after

identify the best communication channel. The sampling plan inculcates almost 400

Questionnaires which are distributed in different segments of Karachi in different towns, so that

the findings will become more diversified and accurate. The keys towns include:

y Baldia town

y Bin Qasim Town

y Gulberg Town

y Gulshan Town

y Jamshed Town

y Kiamari Town

y Korangi Town

y Landhi Town

y Jamshed Town

y North Nazimabad town

Etc...

This research has been conducted with the help of a non profitable organization TVI (Trust forvaccines and immunization. The broachers of typhoid vaccination have been given to the

respondents and convince them to participate. While some of them are agreed to participate in

this activity after going through the Brochures and some of them refused to participate. The

source of data is Primary which has been taken after filling questionnaires .In this research, the

nature of data collection method also includes communication, which is done by pamphlets and

broachers which has been given to respondents in order to capture their interest and attention.


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b)Results:

H0: the majority of respondents will not regard typhoid as a relevant health issue.

The Hypothesis proved to be wrong as people regard Typhoid as relevant health issue.It is

positive sign that show more people have the required information about Typhoid, although more

work is needed to be done in this regard

H1: Those people who said NO to participate before campaign, the majority will agree to

participate after reading communication material (To find out the effectiveness of

communication material)

The hypothesis proved to be correct, thus those people who said NO before, said YES after

reading the Brochure


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The hypothesis proved to be correct. The answer is yes that media play a vital role in Health

awareness. As the following charts and graphs shows the percentages. Thus different media

Channels based of the respondent preference can be used to create Health awareness in General

Public.

It shows that most of people watches TV in between.

H2: To test that among electronic media News Channel has most viewership

Similarly, this hypothesis also proved to be correct as following graph shows that 84.4 % people

watches News Channel. So it is quite evident that News Channels must be used to as Electronic

Medium for conveying the Health care awareness to general Public.


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This hypothesis also proved to be correct because most of the people respond in favor of Jang.

So Jang must be used as print medium for conveying the typhoid awareness program by TVI.


It is found that most of the people listens FM 101, amongst the mentioned channels. It is evident

that FM101 is the best choice for conveying Typhoid awareness to the general public listening

FM.


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However, this hypothesis proved to be wrong because following graph shows that most of the

people are interested in watching GEO TV rather than Rozee.pk. So instead of Rozee.pk, geo.tv

must be selected for the conveying the message of TVI regarding Typhoid awareness on internet,

as GEO.tv is being visited by more respondents.

c)Limitations:

Following are some of the limitations of the research survey that we have faced during the scope

of research:


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y People are unwilling to respond

y Questionnaires are not properly filled

y Super Malls not allowed to conduct this survey within their vicinity

y People are hesitant to provide any information regarding address/ contact number/ email

y There is no way to justify respondents claims in questionnaire

5)Conclusions andRecommendations:

Therefore, it has been concluded that almost all the hypothesis are proved to be correct

except the first one H0 and the last one H6.

Therefore, It is recommended that TVI should adopt the following marketing channels,

a) News Channels

b) FM 101

c) JANG NEWSPAPER

for creating typhoid awareness amongst general public.

And Also general Public is more aware of the Typhoid being a relevant health issue, but still

more awareness should be created.

6) Appendix:

a)Sampling Plan:


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Element: Parents (Awareness)

Extent: Karachi

Sample Size: 400

Sampling Units: Shopping Malls, Super Markets, Medical Store, Retail stores, Public Parks,

Offices

Sampling Frame: Shopping Malls, Super Markets, Medical Store, Retail stores, Public Parks,

Offices, educational institutes, hospitals, Traffic Signals, Residential areas, Metropolitan block,

Rail way stations, Airport, Bus stops, Hotels, Clubs, Amusement Parks.

Time: 27th

March-2nd

April (2011)

Sampling Procedure:

Non-Probability sampling

a) Convenience sampling

b) Judgment sampling

c) Quota Sampling

b)Data Collection forms:

y Filled Questionnaires are attached in bundle form


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Frequency Percent Valid Percent

Cumulative

Percent

Valid Poor 7 2.3 2.4 2.4

Bad 19 6.3 6.4 8.8

Satisfactory 72 23.9 24.3 33.1

Good 101 33.6 34.1 67.2

Excellent 97 32.2 32.8 100.0

Total 296 98.3 100.0

Missing System 5 1.7

Total 301 100.0

Q14:How would you rate the design of Brochure?


Cumulative

Percent

Valid Poor 11 3.7 3.7 3.7

Bad 17 5.6 5.7 9.5

Satisfactory 67 22.3 22.6 32.1

Good 102 33.9 34.5 66.6

Excellent 99 32.9 33.4 100.0

Total 296 98.3 100.0


Total 301 100.0


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Q16:Now that you have read the brochure and consent form of TVI

would you allow your child to participate in their school based

campaign?

Frequency Percent Valid PercentCumulativePercent

Valid Yes 198 65.8 68.3 68.3

No 50 16.6 17.2 85.5

Not Sure 42 14.0 14.5 100.0

Total 290 96.3 100.0


Total 301 100.0


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Q18a


Cumulative

Percent

Valid FM 89 65 21.6 100.0 100.0


Total 301 100.0

Q18b


Cumulative

Percent

Valid FM 91 90 29.9 100.0 100.0


Total 301 100.0


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Q18c


Cumulative

Percent

Valid FM 101 153 50.8 100.0 100.0


Total 301 100.0

Q18d


Cumulative

Percent

Valid Not Included 48 15.9 100.0 100.0


Total 301 100.0

Q18e


Cumulative

Percent

Valid None 74 24.6 100.0 100.0


Total 301 100.0


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Q20c


Cumulative

Percent

Valid 2 1 .3 1.7 1.7

1-4pm 58 19.3 98.3 100.0

Total 59 19.6 100.0


Total 301 100.0

Q20d


Cumulative

Percent

Valid 4-7pm 139 46.2 100.0 100.0


Total 301 100.0


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Q21b


Cumulative

Percent

Valid Music Shows 176 58.5 100.0 100.0


Total 301 100.0

Q21c


Cumulative

Percent

Valid News 213 70.8 100.0 100.0


Total 301 100.0


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Q21d


Cumulative

Percent

Valid Religious 13 4.3 100.0 100.0


Total 301 100.0

Q21e


Cumulative

Percent

Valid Other 58 19.3 100.0 100.0


Total 301 100.0


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Q23a


Cumulative

Percent

Valid 7-10am 16 5.3 100.0 100.0


Total 301 100.0

Q23b


Cumulative

Percent

Valid 10-1pm 36 12.0 100.0 100.0


Total 301 100.0


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Q23c


Cumulative

Percent

Valid 1 1 .3 6.7 6.7

1-4pm 14 4.7 93.3 100.0

Total 15 5.0 100.0


Total 301 100.0

Q23d


Cumulative

Percent

Valid 4-7pm 125 41.5 100.0 100.0


Total 301 100.0


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Q23e


Cumulative

Percent

Valid 4 54 17.9 28.0 28.0

7-10pm 139 46.2 72.0 100.0

Total 193 64.1 100.0


Total 301 100.0

Q24a


Cumulative

Percent

Valid News 254 84.4 100.0 100.0


Total 301 100.0


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Q24b


Cumulative

Percent

Valid Dramas 84 27.9 100.0 100.0


Total 301 100.0

Q24c


Cumulative

Percent

Valid Talkshows 110 36.5 100.0 100.0


Total 301 100.0


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Q24d


Cumulative

Percent

Valid Cooking 34 11.3 100.0 100.0


Total 301 100.0

Q24e


Cumulative

Percent

Valid 1 54 17.9 41.5 41.5

Religious 76 25.2 58.5 100.0

Total 130 43.2 100.0


Total 301 100.0


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Q24f


Cumulative

Percent

Valid Other 43 14.3 100.0 100.0


Total 301 100.0

Q26a


Cumulative

Percent

Valid Dawn 99 32.9 100.0 100.0


Total 301 100.0

Q26b


Cumulative

Percent

Valid The News 31 10.3 100.0 100.0


Total 301 100.0


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Q26c


Cumulative

Percent

Valid The Daily Times 6 2.0 100.0 100.0


Total 301 100.0

Q26d


Cumulative

Percent

Valid Business Recorder 63 20.9 100.0 100.0


Total 301 100.0

Q26e


Cumulative

Percent

Valid The Nation 6 2.0 100.0 100.0


Total 301 100.0


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Q26f


Cumulative

Percent

Valid Jang 173 57.5 99.4 99.4

7 1 .3 .6 100.0

Total 174 57.8 100.0


Total 301 100.0

Q26g


Cumulative

Percent

Valid Express 94 31.2 100.0 100.0


Total 301 100.0


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Q26h


Cumulative

Percent

Valid Other 9 3.0 100.0 100.0


Total 301 100.0

Q28a


Cumulative

Percent

Valid GeoNews 95 31.6 100.0 100.0


Total 301 100.0


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Q28b


Cumulative

Percent

Valid Dawn 11 3.7 100.0 100.0


Total 301 100.0

Q28c


Cumulative

Percent

Valid Rozee 5 1.7 100.0 100.0


Total 301 100.0


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Q28d


Cumulative

Percent

Valid Jang 1 .3 100.0 100.0


Total 301 100.0

Q28e


Cumulative

Percent

Valid Express News 4 1.3 100.0 100.0


Total 301 100.0


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In your own words please provide the reasons you would not like your child to be

vaccinated in a school based vaccination campaign


Cumulative

Percent

Valid Prefer Private Physician 54 17.9 51.4 51.4

Concerned about vaccine

quality

15 5.0 14.3 65.7

Dont Trust NGO's 31 10.3 29.5 95.2

Other 5 1.7 4.8 100.0

Total 105 34.9 100.0


Total 301 100.0


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Q5:In your opinion is Typhoid Fever a relevant health issue in

Pakistan?


Cumulative

Percent

Valid Yes 138 45.8 46.5 46.5

No 107 35.5 36.0 82.5

Dont Know 52 17.3 17.5 100.0

Total 297 98.7 100.0


Total 301 100.0


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Cross Tabulation:

Please tick the town that best specifies your residential area * Have you been

diagnosed with Typhoid fever in the last 5 years? Cross tabulation

Have you been diagnosed with

Typhoid fever in the last 5 years?

TotalYes No

Please tick the town that best

specifies your residential area

Baldia Town 0 6 6

Bin Qasim Town 0 4 4

Gadap Town 1 6 7

Gulberg Town 3 1 4

Gulshan Town 2 10 12

Jamshed Town 0 4 4

Kiamari Town 6 3 9

Korangi Town 12 8 20

Landhi Town 6 7 13

Liaqatabad Town 0 2 2

Lyari Town 2 7 9

Malir Town 0 7 7

New Karachi Town 0 14 14

North Nazimabad Town 0 7 7

Orangi Town 1 17 18


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Saddar Town 1 7 8

Shah FaisaL Town 0 6 6

S.I.T.E Town 0 3 3

Total 34 119 153

Please state your level of education * Would you allow your child to be vaccinated

in a school based typhoid vaccination campaign? Cross tabulation

Would you allow your child to be

vaccinated in a school based

typhoid vaccination campaign?

TotalYes No

Please state your level of

education

Primary 3 36 39

Matriculate 17 35 52

Intermediate 17 1 18

Diploma 37 3 40

Undergraduate Degree 73 38 111

Masters Degree 21 16 37

Total 168 129 297


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Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Would you allow your child to

be vaccinated in a school

based typhoid vaccination

campaign? * Now that you

have read the brochure and

consent form of TVI would

you allow your child to

participate in their school

based campaign?

153 50.8% 148 49.2% 301 100.0%


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Graphs:


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Questionnaire along with Coding:

1)


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Dear Sir/Madam we the students of Institute of Business Management (IOBM) are conducting surveys to assess

current perceptions about Typhoid and level of support for school based Typhoid Health Campaigns and determine

effective electronic and print media channels to improve relevant communication. The organization we are assisting

in this research is Trust for Vaccines & Immunization (TVI), a nonprofit organization committed to reducing

vaccine preventable diseases in Pakistan. We request you to fill the information in an impartial manner and assure

you that your information will remain confidential. Your inputs will allow us to develop more effective strategies forHealth Awareness and we thank you for your participation.

Name:

Contact #:

Email:

(Note: Please provide at least one way to contact you, as this survey might get verified by our Instructor)

Instructions: Please tick the appropriate box to submit the information and please read the questions carefully.

Q 1 Are you male or female? Male 1 Female 2Q 2 Please state your level of education None 1

Primary 2

Matriculate 3

Intermediate 4

Diploma 5

Undergraduate Degree 6

Masters Degree 7

Q 3 Is your childs monthly school fee equal to or aboveRs 1,000/-

Yes 1 No 2

Q 4 What is your present working status? Please tick most relevant option

Salaried 1

Housewife 2

Business person 3

Unemployed 4

Q 5 Please write down the town that best specifies yourresidential area

1) Baldia Town2) Bin Qasim Town3) Gadap Town4) Gulberg Town5) Gulshan Town6) Jamshed Town7) Kaimari Town8) Korangi Town9) Landhi Town10) Liaquatabad Town11) Lyari Town12) Malir Town


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13)New Karachi Town14)North Nazimabad Town15) Orangi Town16) Sadar Town17) Shah Faisal Town18) Site Town19) DHA

Q 6 In your opinion is Typhoid Fever a relevant healthissue in Pakistan?

Yes 1 No 2 Dont know 3

Q 7 Would you allow your child to be vaccinated in a

school based typhoid vaccination campaign?

(Please skip Q 8 if response is yes)

Yes 1 No 2

Q 8 In your own words please provide the reasons you

would not want your child vaccinated in a school

based vaccination campaign.

Q 9 Have you seen any promotional material ofTVI in

locations in Gulshan or Jamshed Town?

Yes 1 No 2

Q 10 Did promotional material make you interested in

TVI vaccination campaigns? (Please skip if

response is no in Q 9)

Yes 1 No 2

Note: Kindly read the Typhoid Urdu or English Brochure provided to you

Q 11 How would you rate the information content in thebrochure? (Rating scale is from 1 to 5 with 1

being the lowest and 5 the highest)

1 2 3 4 5

Q 12 How would you rate the design of the brochure(Rating scale is from 1 to 5 with 1 being the

lowest and 5 the highest)

1 2 3 4 5

Note: Kindly read the Urdu or English Consent Forms provided to you

Q 13 Did you find the material in TVI consent forms

understandable?

Yes 1 No 2

Q 14Now that you have read the brochure and consent

form ofTVI would you allow your child toparticipate in a school based typhoid vaccination

campaign if it was being conducted by them?

(Please skip if response is yes in Q7)

Yes 1 No 2 Not Sure 3

Q 15 What radio channels do you listen to? Tick all those that apply

FM 89 1

FM 91 2

FM 101 3

Not included 4


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Q 17 What timings do you normally listen to radio?(Please skip if response is none in Q 15)

Tick all that apply

7 10 am 1

10 -1 pm 2

1 4 pm 3

4 7 pm 4

7 10 pm 5

Q 18 What type of radio programmes do you normally

listen to?

(Please skip if response is none in Q 15)

Tick all that apply

Health Related 1

Music Shows 2

News 3

Religious 4

Other 5

Q 19 How often do you watch television? Daily 1

Sometimes 2

Weekends 3

Never 4

Q 20 During what timeslot do you watch Television?

(Skip if response is Never in Q 19)

Tick all that apply

7 10 am 1

10 -1 pm 2

1 4 pm 3

None 5

Q 16 How often do you listen to the radio?

(Please skip if response is none in Q 15)

Please tick the most relevant option

Daily 1

Sometimes 2

Weekends 3


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4 7 pm 4

7 10 pm 5

Q 21 What type of programmes do you watch on

television? (Skip if response is Never in Q 19)

News 1

Dramas 2Talk Show 3Cooking 4

Religious 5

Other 6

Q 22 How often do you read the newspaper? Daily 1 Sometimes 2

Weekends 3 Never 4

Q 23 What brand of newspaper do you read? (Please skip

if response is Never in Q 22)

Dawn 5

The News 1

Daily Times 2

Business Recorder 3

The Nation 4

Jang 5

Express 6

Other 7

Q 24 How often do you use the internet? Daily 1

Sometimes 2

Never 3

Q 25 Please tick the following websites that you visitonline (Skip if response is never in Q 24)

Geo News 1

Dawn 2

Rozee 3

Jang 4

Express News 5

THANK YOU FOR YOUR VALUABLE TIME IN

FILLING THE QUESTIONNAIRE!


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MBR TVI Report FInal

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