Methods in Business Research- Final
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Transcript of Methods in Business Research- Final
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Methods in Business Research
Presented by:
Ammara
Research Findings & Analysis
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Introduction
Foresight Research (Pvt) Ltd
Foresight offers a wide range of products, including market
measurement/segmentation, customer satisfaction,
consumer products, brand health tracking, media market
researches, etc. Foresights point of differentiation is the use of analytics.
With sample around 7500 households from 200 locations
across the country, covers more than 25 product
categories.
Region: Asia Pacific, Middle East, Pakistan. Annual Turnover: US Rs. 0.8 million.
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OBJECTIVE
To explore the Potential Impact of
numerous marketing campaigns ofSkin Fairness products on our societyand their perceived benefits.
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Problem Statement
There is a wide spread appreciation for lighter colored skin inthe South Asian countries. This wish of being fair has beenused by the producers of skin whitening products to makewind fall profits. However, no one is questioning the actualeffectiveness of these products, nor their potential impact onthe societal prejudices is being dissected.
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Scope of the study
To explore the product performance of the skin whiteningproducts.
To examine how the roles shown in the fairness creams TVcommercials potentially raise and reinforce any socialissues in Pakistan.
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Hypothesis
H0: 60% people agree that fairness products andtheir manufacturers are exploiting their consumers.
HA: 60% people do not agree that fairness productsand their manufacturers are exploiting their
consumers.
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Proposed Project Duration
Start Date
17th June 2012
End Date
4th August 2012
Duration
7 weeks
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Research Design
Quantitative Research, Exploratory
Primary Research (Questionnaire, Interview, Focus
group)
Sample Size, n=255
City: Karachi (Population=13,500,000 approx)
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Research DesignTarget Group
Both Male/Female with focusing on age between 15-40+
years
Segment
All social classes
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Research Cost budgetingDirect Cost
Personal Salaries & Wages Rs. 200,000/-
Fringe Benefits Nil
Consultant & Contracts Rs. 50,000/-
Project Personal Cost
One Focus Group Rs. 40,000/-
One In-depth Interview Rs. 20,000/-
Data Analysis & Report Costing Rs. 160,000/
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Research Cost budgetingDirect Cost (cont) Travel Rs. 50,000/- Supplies & Material Rs. 20,000/- Communication (Telephone, postage etc) Rs. 10,000/-
Equipment/Purchases Nil
Analysis Cost (Profit) Rs. 150,000/-
Total Cost Rs. 700,000/-
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Sampling Grid
Populationof Karachi13,1
25,000
Reference:
http://www.census.gov.pkMale
=51.7%Female=48.7%
AgeBracket
0-14
1519
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55+
%age
35.40%
11.35%
12.14%
8.76%
7.01%
5.79%
5%
4%
3%
8%
Male(millio
n)
2,402,11
1
770,1
68
823,7
75
594,4
21
475,6
72
392,8
88
339,2
81
271,4
25
203,5
69
542,8
50
3,056,
924
Female
(million)
2,26
2,724
72
5,478
77
5,974
55
9,928
44
8,070
37
0,090
31
9,594
25
5,675
19
1,756
51
1,350
2,8
79,540No .formfilled
39
84
72
30
12
18sample
size (n)
1,050,000
1,149,750
759,938
656,250
525,000
393,750
920,063
%age of Karachi to beused in our research
35.40%
Male &Female(million)
4,646,250
1,489,688
45.05%1,59
3,375
255
20.00% 5,9
12,813
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Questionnaire
A review of our primary research method
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Demographics
Q1: Please specify your gender:
Male Female
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Q2: Please select your age bracket:
15 19 20 24
25 29 30 34 35 39 40 44 45 +
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Q3: Please specify your highest level of education:
Matriculation Intermediate
Bachelors Degree Masters Degree None
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Q4: Please select your households average monthly incomebracket:
10,ooo 17,000 17,000 25,000 25,000 35,000 35,000 50,000 50,000 70,000 70,000 90,000
90,000 & above
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Q5: How much time do you spend watching television?
1 hour/day 2 4 hours/day
More than 4 hours/day A few hours/week I do not watch television
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Mindset
Q6: Please specify the definition about the color of your skin:
I consider myself to have a darker skin I have a wheatish complexion
I consider myself to have a fair skin
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Q7: What are your thoughts on the contribution made by skincolor?
Fairer skin color makes a person look beautiful Darker skin color makes a person look beautiful Skin color has no contribution in a person being perceived
as beautiful
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Q8: Which of the following types of people do you considerbeautiful ?
Asian (people from China and the Far-East) _________ Caucasian (people from Western Europe and North
America) ________ African (people living on the continent of Africa) ___________ Indian (South Asians) __________ Hispanic (people from Spain and the South Americas)
__________
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Q9: How much did the skin color influence your answer in Q8 ?
Skin color was not a consideration in my answer I also weighed in the skin color amongst the other facial
features I based my decision solely on the skin color
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Q10: Do you think many people in our society are judged justfrom their skin color?
Agree Disagree Dont know
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Q11: Is fairness important to men & women both?
Only important for men Only important for women Important for men & women, both
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Fairness Products
Q12: Do you or anyone around you uses any fairness product?Fairness Product include anything and everything that claimsto whiten your skin color.
Yes No
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Q13: How often do you or anybody around you uses a fairnessproducts?
Regularly occasionally Dont use at all
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Q14: What do you think about the marketing campaigns offairness products? Please choose all that apply.
They offer a solution to the inferiority complex faced by somany individuals in our society
They enhance the social bias against the darker skinnedpeople
They bloat the perceived results just to make a profit They push the darker skinned people further into an
inferiority complex
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Q15: Do you think people are treated differently because oftheir skin color?(Being treated differently includesdiscrimination in any area including work & personal life)
Agree, I believe that darker skinned people are less liked in
the society Disagree, I believe that skin color has no affect on how
society treats them Dont know
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Q16: Which factors do you think compelled you or anyonearound you to buy/use Fairness products or a particularfairness product? Please select all that apply
Societally prevalent benefits of being Fair as shown in
various marketing campaigns Being fair gives me a more desirable look Fairness products deliver on what their manufacturers claim Others (Please specify)
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Q17: What perceived benefits do you associate with the usageof fairness creams. Choose all that apply.
Skin Whitening Skin Moisturizing Gives your skin a softer feel Improves others behaviors towards you Gives you more respect in your work and personal life All of the above
None of the above Other_________________
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Q18: Please respond if you have answered No to Q13. Will youever use, recommended or would you consider recommendinga fairness product to someone?
Yes No
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Q19: If you replied No in the Q18, please tell us why you wouldnot recommend or consider recommending a fairness productto someone. Please choose all that apply.
These fairness products do not deliver what they promise Recommending them gives an impression that I am judging
the person on their skin color These products are just promoting racism where it does not
exist These products have side effects They are just trying to turn a luxury into a necessity Other (Please specify)
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Q20: If you believe that these products have side effects inQ19, then please tell us the issues that you or anyone aroundyou have faced after using them? Please select all that apply.
Damaged Skin Spots/Pimples Acne Other _____________
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Q21: Do you believe that the fairness products available ,cater to all consumer requirements?
Yes No
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Q22: Do you think there is any link between our countrysliteracy rate and the popularity of fairness products?
Yes, prevalent illiteracy has made these products morepopular than they should be.
No, our literacy rate does not have any effect on thepopularity of fairness products
Dont know
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Analysis & Interpretation
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Gender vs Skin color
0 2 4 6 8 10 12
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Gender vs Fairness consideration in beauty
0 2 4 6 8 10 12
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Gender vs Likeness
0 2 4 6 8 10 12
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Gender vs Fairness Marker
0 2 4 6 8 10 12
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Gender vs Importance of Fairness
0 2 4 6 8 10 12
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Gender vs usage frequency
0 2 4 6 8 10 12
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Skin color vs usage frequency
0 2 4 6 8 10 12
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Gender vs Advertisement perception
0 2 4 6 8 10 12
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Persons own skin color vs color based social discrimination
0 2 4 6 8 10 12
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Age maturity vs Fairness consideration in beauty
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Perception - advertisement campaigns of fairness products
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Complexion vs fairness products consumersatisfaction
0 2 4 6 8 10 12
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literacy rate vs popularity of fairness products
0 2 4 6 8 10 12
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Effect of advertisement vs advertisement campaignsperception
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Gender vs fairness products consumer satisfaction
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Fairness products usage frequency vsfactors
0 2 4 6 8 10 12
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Usage vs perceived benefits of fairness creams
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Gender vs color based social discrimination
0 2 4 6 8 10 12
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Complexion vs advertisement campaigns
0 2 4 6 8 10 12
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Fairness products vs consumer requirements
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Literacy rate vs popularity of fairness products
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Thank you