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Research Proposal

for

Internship Program

Proposed Title:
Consumers’ perception about
different research organizations.

Prepared By:
Saumitra Kumar Paul
Roll No. 060007
5th Batch, Evening
Institute of Business Administration
Rajshahi University.

Submitted to:
Dewan Sazzadul Karim
Senior Manager, MRPC
Square Pharmaceuticals Ltd.

Square Pharmaceuticals Ltd.


Square Centre, 48, Mohakhali C/A, Dhaka- 1212
Background of the study:
Square Pharmaceuticals limited, located in Dhaka, is the number one Bangladeshi
pharmaceutical company and one of the most recognized Bangladeshi brand among
consumers. This high degree of recognition is one of the main reasons Square
Pharmaceuticals Limited has been so successful.

For the 2007 fiscal year, ending December 30, 2007, this firm continued to soar,
with sales of Tk. ………….

Started as a tiny organization, the above statement is the present landscape of


Square Pharmaceuticals Limited. But this is not the end of the story, yet has a long
way to run. To consistently and constantly grow and stay on the competition in the
highly competitive market, right decision must be taken in right time. Here comes
the importance of market research organizations. They generate and provide
information to be used as input into pharmaceutical’s management decision making
regarding the product-market characteristics and functions.

In order to determine customer needs and to implement marketing strategies and


programs aimed at satisfying those needs, marketing managers need information.
They need information about customers, competitors, and other forces in the
market place. In recent years, many factors have increased the need for more and
better information. As firms have become national and international in scope, the
need for information on larger and more distant markets has increased. As
consumers have become more affluent and sophisticated, marketing managers
need better information on how they will respond to products and other marketing
offerings. As competition has become more intense, managers need information on
the effectiveness of their marketing tools. As the environment changes more
rapidly, marketing manages need more timely information.

The task of marketing research is to assess the information needs and provide
management with relevant, accurate, reliable, valid, current and actionable
information. Today’s competitive marketing environment and the ever-increasing
costs attributed to poor decision making require marketing research to provide
sound information. Sound decisions are not based on gut feeling, intuition, or even
pure judgment. In the absence of sound information, an incorrect management
decision may be made.

Some organizations have their own research wing and others depend upon third
party research organizations for such data. Several research organizations like 4P,
ACNielsen, Sirius etc. exist in the research industry of Bangladesh. So, it is
imperative to determine their reputation and efficiency.

In this study, my main purpose is to make a comparative analysis between different


research organizations of Bangladesh and rank them based on some relevant
attributes.

Problem definition/objectives of the research:


Broad objective:
This study will be designed to make an assessment of the consumers’
perception about different research organizations.
Specific objectives:
In course of the study, for the accomplishment of the primary broad objective,
fulfillment of the following set of specific objectives are required:

1. To explore Customers’ perception of the set of benefits they are receiving


from the third party research organizations.
2. To identify the existing research firms.

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3. To identify the strengths and weaknesses of various research firms.
4. To compare the capability, efficiency and performance of various research
firms.
5. To recommend appropriate research firm/s to charter in future.

Dependent variable:
Perception about the research firms.
Independent variables:
1. Specifications.
2. Error.
3. Currency.
4. Objective.
5. Nature
6. Dependability of the data.
7. Flexibility of data collection
8. Diversity of questions
9. Use of physical stimuli
10. Sample control
11. Control of the data collection environment
12. Control of field force
13. Quantity of data.
14. Response rate.
15. Perceived anonymity.
16. Social desirability/sensitive information.
17. Potential for interviewer bias.
18. Speed
19. Cost

Research Approach:
A descriptive research is being proposed to perform the study.

Kind of information to be obtained:

This study will be based on both primary and secondary information.

Primary data: Structured questionnaire will be provided to collect information


from respondents.
Secondary information: Secondary information will be collected by reviewing
web sites, journals, brochures, publications, newspapers and other relevant
documents.

Research Methodology:

Survey method is being proposed in which a structured questionnaire given to a


sample of a population and designed to elicit specific information from respondents.

Mode of administration of the survey:

Face-to-face or telephone or email interview may be used.

To know the customers’ perception about the research firms, this proposed study
will be conducted by a constructed questionnaire with those persons who will be
selected as sample for the study. All participation will be voluntary.

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Measurement & scaling:
To conduct the study, rank order scaling as a comparative scaling technique and
continuous rating scale & Likert scale will be used as non-comparative scaling
technique.

Nature of questionnaire:
Both open-ended and fixed-response-alternative questions will be used. Fixed-
response-alternative question includes multiple-choice, dichotomous & scale.

Sampling:
Population: Various organizations which hire third party research firms to conduct a
study to meet their organization requirement or which buy relevant data from third
party research firms, and responsible officials from those organizations.
Sampling extent and frame: Dhaka city is the sample extent for the study.

Sampling technique: Judgmental sampling. Perhaps it is possible to collect a complete


list of organizations, which hire third party research firms, but in this study, some reputed
organizations will be chosen by word of mouth.
Sample size: 20.

Project duration:
Estimated time for completing the project is maximum one month.

Scope of the study:


As stated in the background of the study that research organizations are important
for the marketing management, this study is intended to provide insights about those
research organizations so that management can evaluate them effectively.

Limitations of the study:


Resource Constraints: Efforts will be made to accomplish the study according to the
objectives. But as the research team consists of only one member, it may be
difficult to cover in details.
Time limitation: Due to time limitations many aspect may not be discussed in the
present study.

Accessibility: Difficulty may arise in getting access to respondents.

Small sample size: Due to time constraints, the sample size is limited to 20.

Confidential information: Confidentiality of data is another important barrier that


may be faced during the conduct of the study. Every organization has their own
secrecy that is not revealed to others.
Scarcity of secondary data: Necessary records, publication may not be available.
This constraint may narrow the scope of the study.
Unavailability of Respondents: Respondents may be busy with work pressure or
may be somewhere else. Therefore, they may not be contacted.

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