CHARTERED INSTITUTE OF MARKETING

Marketing Information and Research

LEVEL 4

UNIT 3

MEMBERSHIP NUMBER: 13031002

CENTRE NUMBER: 11277624

Membership Number: 13031002

Centre Number: 11277624
Marketing Information and Research

CANDIDATE DECLARATION

‘I confirm that in forwarding this assignment for marking, I understand and have
applied the CIM policies relating to word count, plagiarism and collusion for all tasks.
This assignment is a result of my own independent work/investigation except where
otherwise stated. Other sources are acknowledged in the body of the text and/or a
bibliography is appended. The work that I have submitted has not previously been
accepted in substance for any other award. I further confirm that I have not shared
my work with other candidates.’

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CERTIFICATION FROM THE TUTOR

This is to certify that KANIKA JAIN Registration Number 13031002 has worked on
the assignment for completion of Professional Certificate in Marketing (CIM) and has
been thoroughly checked by the tutor for final submission.

Mrs. Soney Mathews

(External Tutor CIM)

Place:
Date:

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TASK – 1

RESEARCH PLANNING FOR DECISION MAKING

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Research proposal

IDENTIFICATION DATA

From: XYZ Research Ltd

To: MD, Facebook

Subject: Research Proposal

Date: 25th February 2011

SITUATION ANALYSIS

Facebook (Company Profile):

Facebook is one of the world’s leading social networking site with more than 600
million active users. It was launched in February 2004 by Mark Zuckerberg with his
fellow mates: EudardoSaverin, Dustin Moskovtz and Chris Hughes. It is privately
owned and operated by Facebook, Inc. Its headquarter is in Palo AltoCalifornia, US;
recently its been decided to move the office to Melno Park, California, US since June
2011. Facebook has nearly more or less than 2000 employees working in 12 different
countries.

Facebook releases Translation application into 21 additional languages in the year

2008. Also facebook launched facebook chat during the same year. Digital Sky
technologies made $ 200 million investment for preferred stock at a $10 billion
valuation in the year 2009. Facebook saw rapid increase in the facebook active users
during the year 2010. An increase of 100 million users from the month of February to
June. In the current year Facebook received $1 billion from Goldman Sachs
Overseas offering; Digital Sky Technologies and Goldman Sachs also recently made
$500 million direct investment investment values Facebook at $50 billion.
Above all, today it is ranked as no.1 social networking site in the worldwide

Features:

Facebook is a social utility. The several features offered are:

• To connect people with friends, and others who work, study, and live around
them

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• Share the following:

o Photos Notes Chats Links

o Vedios Places Groups Credit

o Mobile Events Birthdays Likes

o Application Support

Major Competitors:

1. Orkut 2. Myspace 3. Linikedin

4. Twitter 5. Xing 6. Friendster

The reason for doing this research is because the Facebook wants to launch a new
website and in addition wants to examine the attitudes towards current website.
According to 2011 Social Network Sites Comparisons, Facebook has been ranked
No.1 position and henceforth is keen to know what are the perception of its users in
relation to its website. Facebook now wants to solve increasing traffic related issues
by enhancing its applications. It also wants to increase the number of its active users,
accordingly design their next website. The research will serve as vital base to plan
and execute the other activities of the company. Facebook will get to know the
market awareness and effectiveness of the website.

Statement Of The Problem:

To examine the behaviour of facebook users towards its website navigation

Purpose of research:

• To establish casual relationship between the users and the facebook

• To check the respondents comfortability using facebook website
• To predict the behaviour pattern towards other social networking sites in
relation to facebook site
• To get ones view on facebook and its web design
• To facilitate in making changes to the existing website

Significance:

• Understand the mindset of college going student who represents today’s

young generation
• Acknowledgement of ones perception towards facebook and its competitor
• Serve as a basis for continuation of conducting further research and making
comparisons and testing the results
• Drawing analysis and acquiring facts and figures altogether.

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• Guidance in taking major actions, decisions and changes accordingly in the

existing site

Objectives:

Objectives of the research conducted are as follows:

• to identify benefits and flaws of the current facebook website

• to conduct the market research survey to test the results of it and make
decisions and changes accordingly
• Solving issues related to increasing number of traffic and making it accessible
to people all over, alsothrough mobile connections and others
• To reach 850million users,currently it is 600 million
• We are allowing a year’ time to grow facebook users for the campaign to have
its effect, as soon as IT department gets ready with IT solutions

Methodology and Rationale:

This part includes following topics:

Research Design:

A survey was conducted to illustrate the perspective of facebook userstowards the

navigation of its site and the web design. Quantitative data was collected through
questionnaire.

Population and sample:

The research setting of this study is top 5 colleges in Bangalore with 2500 students
altogether. Sample chosen from it is 250 students. Accordingly the questionnaire was
filled by the graduates of top colleges. Also face to face interaction was done with
few, individually to gain some qualitative data.

Research Methodology:

The research carried out in this is descriptive in nature.

Qualitative Research:

It is a research technique which seeks insights through loosely structured, mailnly

verbal data rather than measurements. Analysis is interpretive, subjective,
impressionistic, and diagonistic. It seeks to reveal opinions, motivations and
attitudes. Also results insight and depth understanding.

1. Face to Face Interactions:

It is a one of the kind of conducting qualitative research wherein one interacts

verbally, face to face with the targeted audience to get better understanding
ofthe issue for which the research is being conducted.
The table below shows the sample size of graduates from 1st year, 2nd year,
and 3rd year.

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Sample 1st year 2nd year 3rd year

size
45 15 15 15

Procedure:
Interviews will take place at college premises for all the students as per their
convenience. They will not be pre-informed about this casual interview. Interview will
last for not more than 15 minutes. We will try asking questions to be aware about
their views, emotions, and its effect in their daily lifestyle. Interviewers are trained,
skilled and free from any kind of bias to ask required questions and seek maximum
opinions.

2. Group Discussions:

When two or more people of similar interest, ideas, views come together to
discuss, share, exchange information and communicate with each other on a
particular affair or anything for that matter is called group discussion.
Here a group of ten people was formed, four teachers from the College
Committee and four students from Student Forum, two engineer friends of mine
to address the following:

• Users viewpoint about the current website

• Awareness of its all the applications, features, news which is updated on
daily basis
• Frequency of logging in and using it for a particular or many purposes
• Strength and weakness about the current website
• Software issue
• Increasing traffic in the site
• Suggestions to the above

Procedure:

Below is the table that shows the time taken in Group Discussion

Introduction 90 minutes
In depth understanding and
120 minutes
problems
Conclusions 90 minutes

Justification:

• Though the style of running the survey is questionnaire method, face to face
interaction is of great help. As questions are limited in terms of the vary
opinions of the user, it does not seek complete overview of the users view
towards facebook and its site
• Secondly, it clears the doubt of the researcher then and there as the
respondent is willing to answer the query.
• It leads to discussion, sharing of information, gathering of facts that enable to
better the result work of the researcher and the study.

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• Chances of proxy is reduced and results in greater accuracy.

Quantitative Method:

Quantitative research method is an essential tool to draw statistical results and

establish relationship with variables in terms of numbers. This helps in concluding
facts and figures with greater accuracy. One needs to have technical, mathematical
and analytical skills to draw the results of the research so conducted.

Simple Random Sampling combined with Systematic Sampling:

Simple Random sampling is a kind of probability sampling where all the elements in
the size has equal probability of selection and the frame is not subdivided or
portioned.
The best thing about simple random sampling is the ease of assembling the sample.
It is also considered as a fair way of selecting a sample from a given population since
every respondent is given equal opportunities of being selected.

Systematic sampling is a statistical method that involves the selection of sample from
an designed sampling frame. The most common form of systematic sampling is an
equal probability method, in which every ‘kth’ element in the frame is selected, where
‘k’ is the sampling interval (also known as skip), is calculated as,

Mathematically,

k = N/n

And for drawing the random sample size of 250 from its given population, the
method is apt whereby everybody gets a probable chance of being selected in a
systematic and defined way without neglecting or ignoring the selection of the
probable element in the survey.
Mathematically,

K= 2500/250
= 10

Where N = population size,

n = sample size

Hereby, every 10th student in the population size will get selected to draw the sample
of 250.

Another key feature of this method is its representativness of the population.

Justification:

• It is just the initial method chosen as to draw the sample size from the given
population and facilitate further processing of the research
• Sample size is chosen in systematic and random way which avoids the
limitation suffered from non-probability sampling methods

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• Suitable for small sample size, results in greater accuracy

• Easy to conduct, simple to understand.
• Unlike non-probability sampling method, all the elements in the population
has equal chance of being selected rather than ignored

Procedure:

• Student database was gathered from each respective colleges

• These database was compiled together into one single student database and
each student was assigned a number
• Every 10th student was chosen as an element for the sample size to conduct
the survey
• The final list of students chosen were taken as sample size of the research

E-Mail Survey:

This kind of survey is very quick in nature as compared to all other research
methods. The only thing required is valid e-mail address of the respondent.
Questionnaire thus can be forwarded to all in a click. Henceforth saves resources in
terms of money, time and human.

We will use this method because in this way we can reach facebook users across
borders and gain an insight about it. This can be done by creating a page in facebook
itself and allow users to fill the given as per their choice.

Convenience sampling:
Convenience sampling or opportunity sampling is a type of non-probability sampling
wherein the sample being drawn is from that part of population which is close to
hand. That is, a sample population selected as it is readily available in hand and easy
to conduct the research.

Justification:

A college student is one who spent most of the time in social networking sites where
Facebook is a buzz word. The students come from different backgrounds having their
own set of beliefs and values. The respondents being young and informative about
the social networking site, it is fulfill to achieve the set purpose and objective as the
respondents are youth who spent most of their time in social networking site. Easy to
circulate questionnaire and gather the data..

Data Analysis:

The collected data will be systematically be arranged and tabulated accordingly.

Statistical, technical and analytical tools will be used to draw the interpretation and
assist the given company in allocating funds if required to create a new website.

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Findings:

• People prefer Facebook over any other social networking site because of the
regular updates made in the Facebook site itself. Every single day there is
something new and exciting coming for its users

• Due to increasing number of traffic, users face following problems-

o They tend to miss out few important notifications coming from their
friend or so

o Clicking on any link, posts, news, photos, etc take longer time to open
up now the respective page than what it used to be

o Users heard about the rumour created that Facebook is shutting down
its siten because of its increasing heavy traffic

• Unlike other social networking sites, Facebook offers thousands of options

and features that attract all kinds of users according to their preference like
gamers, quizzers, news reader who is keen to know about the happenings of
their life, marketers etc.

• The user interface of the Facebook site is very userfriendly and easy to
understand that any lay man can easily navigate without any difficulty

• The design of Facebook site is plain and simple and at the same time
crowded with millions of applications and features

• It is become more of public space than private space now

Suggestions:

• Information Technology(IT) help should be taken to control the increasing

trafficof the users and developing enhanced software to better its features.
This will help in the following-

o Opening-up of anything on Facebook like posts, comments, photos,

games, and other applications will be in couple of seconds

• Currently profile picture of people who are online is displayed in extreme left
hand side but this creates confusion at times to other users as it may be a
fake profile picture.

• It should control the uploading of applications in the website as it leaves no

space in the site though it gives way too many options to the user

• Facebook should create its own e-mail id like pqr@facebook.com rather than
pqr@yahoo.com

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Limitations of the Study:

• Study was restricted to the top 5 BBM Colleges in Bangalore only

• The time span of the survey was short and hence only major aspects were
considered and also a very detailed analysis and research could not happen
• Sample size and method suffered from its own limitation
• Age group was restricted to 17-24 while conducting the survey offline
• As the study was wide spread over few weeks we could not cover in detail
competitor market analysis
• Most of the respondents were happy and well adopted using the current
website and thus reluctant to any changes

Reporting:

The final report will cover the following topics:-

1. Title page
2. Contents
3. Executive Summary
4. Introduction
5. Situation Analysis and Problem definition
6. Findings and Conclusion
7. Appendices

Qualitative research was conducted on 4tht week and report was submitted on
5thweek and quantitative report was submitted on 7thweek respectively. One mail
copies and four hard copies will be submitted on 8th week.

Time:

The “Gantt” chart shows the timeframe for the research project. To ensure efficiency
of the research, few discussions with engineers, web designers, few youngsters will
be conducted on Saturday or Sunday accordingly. Timetable is flexible for
adjustment during the research progress

Week 1 2 3 4 5 6 7 8
Research Planning *
Recruitment of interviewers *
Training of interviewers for Qualitative
analysis * *
Training of interviewers for Quantitative
research * *
Selection of respondents *
Qualitative research *
Qualitative report *
Quantitative research * *
Quantitative report * *
Presentation And Report *

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COST(in Indian Rupees)

Phase Description Quantity Cost

Research staff 5 junior and one 8 weeks 250000

senior

Qualitative analysis Group Discussion 10 120000

Face to face 45
interview

Manual survey 150

Quantitative 90000
analysis
Email survey 100

50000
Miscellaneous Travel and _______
expenses stationery

Total 610000

CVs of Key Staff:

XYZ is one of the leading marketing agency in India, located in Bangalore provide
services to big corporate organizations. It has experience of 12 years in social media
and network industry. XYZ aims at delivering best possible solutions to its clients at a
fair price.

Mr. P is the founder of the company. He has certified professional degree on

marketing research and information also many diploma certificates in the marketing
field. He has the experience of 5 years working with worlds no. 5thmarketing agency.

Mr. Q is expert consultant hired in XYZ consultancy. He has dedicated his 20 years
of career working with marketing agency and serving as a consultant from last
decade.

Mr. R, Mr. S and Mrs. T work as assistant to the expert consultants. They have
experience in the advertising and promotions.

For further information visit www.XYZresearchagencyltd.com

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TASK- 2

OPTION A – QUESTIONNAIRE

And

Operational Guidelines

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Questionnaire

1. Name:

2. Age:

3. Gender: M [ ] F[ ]

4. Are you associated with any of the social networking site?

Yes [ ] No [ ]

5. How many accounts are you logged into?

1[] 2 and above [ ] 4 and above [ ] Many [ ]

6. Which of the following sites you like the most?

Facebook [ ] Orkut [ ] Myspace [ ] Twitter [ ]

Friendster [ ]

7. What is the tool used to access the social networking site?

Laptop [ ] Smart phones [ ] PC [ ] Mac [ ] Others [ ]

8. Do you have Facebook account?

Yes [ ] No [ ]
(if No, answer the next question and end this survey, otherwise please proceed to
question no. 10)

9. Why don’t you have facebook account?

Do not know about facebook [ ] Do not require facebook to interact [ ]
Others [ ]

10. How long have you been a facebook user?

Less than six months [ ] Since a year [ ]
Year and above [ ]

11. Do you log into Facebook account daily?

Yes [ ] No [ ]

12. How long do you spent each day on facebook?

Less than hour [ ] 1-2 hours [ ] 2-4 hours [ ]
4-above [ ]

13. What do you use facebook for? Please rate the following activities according to the
frequency of usage with 5 being the most frequent and 1 being the least.

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1 2 3 4 5

Find new friends

Play interactive games

Play non-interactive games

Chat(including comments and wall)

Check out how your friends are doing( photos, walls

etc)

Update your profile

To pass time
Others

14. How is the user interface of Facebook?

User friendly [ ] Sophisticated [ ] Boring [ ] Too much to do [ ]

15. Are you satisfied with the facebook applications?

Yes [ ] No [ ]

16. If not state why? ___________________________________________

_________________________________________________________

17. How do you rate current facebook services?

Good [ ] Average [ ] Below average [ ] Poor [ ] Excellent [ ]

18. How often do you see facebook error?

Constantly [ ] Couple of times [ ] Once in a day [ ] None [ ]

19. How long does a click take while surfing the site?
Instant [ ] Few seconds [ ] Less than a minute [ ]
More than a minute [ ]

20. Would you like to suggest facebook to redesign its website?

Yes [ ] No [ ]

State reason __________________________________________________

______________________________________________________________

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OPERATIONAL GUIDELINES:

Following are the recommendations prepared for the persons who will undertake the
survey to maximize the accuracy level of the data so collected through questionnaire
by choosing both most likely the email method over offline method.

Who is being surveyed?

The sample of respondents is:

1. Management Students from top 5 colleges who spent most of their leisure
time in surfing social networking site, especially facebook.com
2. A group of ten that constitutes of teacher, students and engineers who serve
different purpose in their lives

The number of respondents as mentioned above is 250. This is because lower the
sample size decreases the complexity of conducting research and decreases the
sampling error.

These many respondents are suitable enough as 45-50% of the facebook users are
youngsters falling under the age group of 17-34. But my study focuses the teens and
adults that lie between 17-24. This again comprises major portion of the population.

We have taken a mixture of 1st, 2nd and 3rd year graduates along with group of 10
separately.

What are they being asked about?

They are being questioned on the following grounds towards the website.

• How is the user interface of the the Facebook?

• What particular feature of Facebook attracts you towards it?
• How long does a click take to navigate the website while using different
applications or others?

The data so collected will give an insight and provide assistance in developing the
website.

Implementation of the survey:

The email will be sent out to the respondents during the 4th week of research
proposal and the deadline is planned to be 6th week.

Starting date: 5th February 2011

Deadline for submission: 25th February 2011

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How responses rate and accuracy will be maximized?

• Questionnaire will be kept in simple, easy language to understand and avoid

confusions

• Online questionnaire has an advantage of being filled as and when the

respondent to and avoid the pressure to fill immediately

• User is not worried about the confidentiality of the data as privacy is the
matter of high concern

• Guidelines regarding the filling of questionnaire and date of submission will be

clearly mentioned

It will help to keep the track of the data collected in electronic manner and avoid
to lose sheets by chance

Code of Conduct:

• There would be no force to undertake the survey or influence to answers in a

particular way
• False data or misrepresentation of it will be avoided
• Confidentiality of data should be maintained

Word count: 419

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TASK – 3

ONLINE RESEARCH

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Online Questionnaire:

The circulation of questionnaire to conduct well defined research or collect data

online in the web is called online questionnaire. Online questionnaire has to be sent
to valid e-mail address. It has to be sent and received online only. It can reach to its
target audience without geography coming as a barrier. The only thing is one needs
to understand is the difference between e-mail survey and online survey.

Increased Usage for online questionnaire:

In today’s world, time is money, businesses happen with a click, information and
technology changes everyday which touches and influences our daily life knowingly
or unknowingly. World at its competitive level suffers from so many constraints that it
does not have time to wait for a single thing. Any thing and everything is served by
internet today, no matter at which corner of the world you live into. Internet is the best
feasible means to market its product or services to its targeted and segmented
audience and result in sales.

For all this we require to create web service by creating a website. It has to be
designed by keeping its users in mind that it differentiates itself from the rest of its
competitors.

Resource constrain, ease of conducting, track of records and others has led the
online questionnaire to replace the offline method in most of the developed fields and
countries for greater accuracy and better results.

Sampling:

It is not at all possible if researcher says he/ she wants to conduct the survey on the
entire population to fetch 100% results or high accuracy rates. The survey so
conducted is bound to have some sampling error. In case of large population size,
the methods adopted become cumbersome and complex. The key technique is to
draw the sample out of the given population by choosing best possible methods to
represent the entire population.

The XYZ Research Ltd. But has chosen a different way to conduct online
questionnaire survey that solves the problem of drawing sample and inviting
respondents of different age-groups, geography, backgrounds and others.

Following is the procedure:

• Create an application to conduct the online questionnaire survey

• Make each type and kind of question that users are interested into
• Claasify the questionnaire into various categories such as-
o Personal
o Related to politics
o User behavior
o Users’ perception towards the Facebook site
o Likes and dislikes

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o Customer satisfaction
o Others
• (here we are looking into ‘customer satisfaction’)

• After creating a particular page, the page will require each facebook users’
permission who is interested in this online questionnaire survey

• Anyone who undertakes this survey has to log in into the page, this login will
help to build a user database including their user id

• Clicking to this given page(here, customer satisfaction) user will receive the
questionnaire on his homepage and can so proceed the survey

• If user is interested to answer the following question, it is good but if not, he is

free to go to the next
• (this will be done so that user doesn’t get disinterested or tierd while
undertaking the survey,. This feature in a way will attract more users to
participate in the survey an motivate them to go ahead with it)

• Or else he has the option to log into another page if he aint interested in the
current one

• But everytime the user log into the another page, he will get notification about
the priority question that he hasn’t answered yet.

• Once the user has answered the given question, he will not get access to
answer it again
• (this is to avoid repetition and gather false data)

• The progress of the survey will be made visible to each and every user
everytime if there is any, on his wall so that he will be motivated to take part
further in the survey

• Important to mention, we can specify a time period till which they can answer
the following online questions

• After the completion of the survey from set of users, results can be displayed
to the respective user’ wall who pericipated in the survey

• Do not publish the results of this to all the users if they aren’t part of it

• In this way, we will find accuracy, maximum response, also avoid the
sampling issues

Likely response rate between online and offline questionnaire:

Facebook is a social networking site that is accessible to its users when they are
online. Conducting offline questionnaire method will restricts the kind of audience we
address to. Also today due to time constraint and ease of the respondent, user prefer
online questionnaire method. The above mentioned technique of creating a page in
facebook will increase the number of respondents than by any other means

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Challenges of online and offline questionnaire:

Challenges of online questionnaire

• Site error due to heavy traffic of active users or failure of software application
to upload the questionnaire page in Facebook or respective mail id

• If questionnaire sent through via e-mails, sometimes unnecessary pop-ups

and link is associated with it that distract the respondent to undertake the
survey

• Use of internet connection is poor in developing countries

Challenges of offline questionnaire:

• Sample size cannot be large in number as lot of manual calculations is

involved

• The so forth conducted survey consumes lot of time, money, involvement of

human element and other resources

• Interviewers can either force or influence the respondents during the survey

Advantages of Online Survey:

• Data entry is much simpler and can be kept confidential.

• It is the cheapest method in comparisons to all other research methods

• It is convenient method for both the respondents and the researcher

• It demolishes the geographical barrier and can reach to its respondents

anywhere in the world

• It is hard to interpret sarcastic comments other than through the use of

emotions, icons that express emotion

Disadvantages of Offline questionnaire:

• It is hard to recruit suitable interviewers with good learning skill

• Users might ignore such mails related to survey and never return back

• Invalid e-mail addresses will lead to reach wrong target audience and it may
so happen that there is no response at all from the other end

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Approaches to address the challenges arising from online questionnaire:

To conduct a Pilot Test:

Piloting can be done with a small sample but it must be done. If many changes are
made, the revised questionnaire should also be piloted. Piloting should be carried out
by the staff who will administer the questionnaire, in a complete environment and
with respondents who share the characteristics of the sample.
Since we are conducting online questionnaire by creating a page in Facebook, the
site itself, we will set a time frame and verify the results accordingly.

• Allows problems to be corrected

• Helps with the coding process

• Improves question sequencing

• improves wording of questions

Conclusion:

• They are cheap to administer, design, deliver and analyse.

• They have immediate and low – cost global approach.

• They can appear automatically as popup, as a browser scrolls over a certain

part of a page.

• They are easy to control and can be completed at the respondents’

convenience

Word count: 1217

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Appendix:

FACEBOOK

Facebook origin lies with the launch of ‘facemash.com’ where in the images of two
are displayed side by side to survey who is hotter among them. Later the given site
was shut down as Mark was charged against the breach of security. With the
passage of time, Mark came up with ‘thefacebook.com’ to create space for sharing
posts, updates, photos, chat etc. Then the ‘the’ was removed from the domain name
‘thefacebook’ and company registered itself as “www.facebook.com”.
For further details visit the site, www.facebook.com

Sources:

1. Chartered Institute of Marketing Module – 3, Marketing Research and

Information

2. http://en.wikipedia.org/wiki/Facebook

3. John Craver articles on social networking site

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