SIVA SIVANI INSTITUTE OF MANAGEMENT

MINI PROJECT WORK – GUIDELINES

Dept: MARKETING Circul ated

by: T.Suchitra Rani
To be submitted by 20th of march 2008 in case of non-
submission permission will not be given to appear for the
Business Statistical methods Main exam for 40 marks and this
will be considered as a back log Evaluated
for 60 marks

Objective : A student specializing in marketing needs to have

greater inputs of statistics and the application of statistics in
the market for understanding the market situations, for taking
key decisions and in framing various marketing strategies. This
mini project is an application oriented survey.

REVIEW OF LITERATURE: Each student is expected to first

go through atleast ten to twenty different articles if they want
to select one subject for Mini project. For example Gaps
Analysis of Customers’ Expectations and Perceptions
towards the Quality of Services of eSeva. The student is
expected to find the various articles which are published on
this title. Finally he needs to gather atleast from tens sources
the review of literature. Once he decides the topic he can
proceed with the INDUSTRY PROFILE AND COMPANY
PROFILE FROM THE OTHER SECONDARY SOURCES
OF DATA.
INDUSTRY PROFILE: To enable the student to get acquainted
with the industry and different companies in that industry.
Understand the past, present and future trends and challenges
in the industry
COMPANY PROFILE: To enable the student to get acquainted
with the company in which he/she is working. The learning
areas would be the Vision, Mission, Values and Business
Processes of the company.

FRAMING OF OBJECTIVES: This is understanding what the

student wants to find during the survey. Like the objectives can
be for the above study of e Seva:
This study has three main objectives.

First, we wanted to study the customer satisfaction and service

quality aspects of eSeva.

Secondly, we wanted to analyse the gap between the perceived

service and expected service levels of eSeva.

Finally, we wanted to determine the additional services by the

customers and also compare eSeva services of Anantpur and
Hyderabad.

FRAMING OF HYPOTHESES: Hypothesis needs to be

always framed from the objectives. Hypothesis means
presuppositions or alternative answers to the problems or the
questions that are been asked in the objectives.
There is no gap between the perceived expected service and
service levels of eseva
There is no gap between the eSeva services of Anantpur and
Hyderabad.
FRAMING THE QUESTIONNAIRE
The source for this is SERVQUAL Instrument from services
marketing of Parusuram and Berry
Aspects of Quality Services: Tangibles, Reliability,
Responsiveness, Assurance, Empathy. These are the five
dimensions that have been taken. For each dimensions there
are several items means questions that are to be taken.
ADMINISTRATING THE QUESTIONING (data collection)
CODING THE QUESTIONNAIRE
DATA TABULATION WITH THE HELP OF SPSS: State the
hypothesis if any, research resign, primary and secondary
sources of data can be used and application of statistic
DATA ANALYSIS AND INTERPRETATION: Verifying if the
hypothesis framed is to be accepted or rejected and accordingly
drawing conclusions.
SUGGESTIONS AND CONCLUSION
BIBILOGRAPHY: This consists of the sources of data which
were referred during the time of survey and all secondary
sources like books, journal, e journals etc

Text books

• Rahman Zillur. Service Quality: Gaps in the Indian

Banking Industry, The ICFAI Journal of Marketing
Management, Vol. IV No.1, Feb. 2005.
• Zeithaml, Valarie A, Bitner, Mary Jo, Services Marketing.
second addition, Tata Mc Graw-Hill Publishing
Company Limited. Reprint 2000.
• Ravi Shanker, Services Marketing, Excel Books, First
Edition 2002
• Lovelock Christopher, Wirtz Jochen, Services Marketing,
Pearson Education, fifth edition, second Indian reprint –
2004
 Web sights
• www.esevaonline.com

Newspapers

• G.Naga Sridhar, “SSIM ties up with US firm,” The

Hindu-Business Line Friday, Sep 14, 2007, page 14
• G.Naga Sridhar, “B-Schools Forge Foreign Tie-ups,” The
Hindu-Business Line Monday, Sep 14, 2007, page 14

Articles it may be e journal or published journal

• Agarwal Hemalata, Service Blueprinting – A Powerful
Tool for Management Education, ICFAI Journal of
Marketing Management, Vol.IV, No.1, 2005.

ANNEXURE

Below is the guidelines for preparing the mini project. For

better understanding please go through some of the best
previous batches any summer project report with detailed
analysis. Before coming up with a question to your faculty
guide first search from various sources the answer. This should
be self learning rather than depending on your faculty

CONTENTS

TABLE OF CONTENT

PAGE
ACKNOWLEDGEMENT
DECLARATION
LIST OF TABLES
Chapter – 1
Introduction
Introduction
Scope of the study
Objectives of the study
Literature Review
Chapter – 2
Industry Profile
Company Profile

Chapter-3
Research Methodology
Introduction
Research Design
Sample Profile
Tools and Methods Data Collection
Data Processing and Analysis
Limitations
 Chapter 4
Data Analysis

Chapter-5
Interpretation and Findings

Chapter-6
Recommendations and Discussions

Bibliography
Annexure
Questionnaire