Guidelines in Summer

Project
 Objectives for the Summer Project
• Introduce students to selected elements of educational research
in B-Schools.
• Allow them to formulate and assess research plans.
• Provide tools to help them carry out those plans.
• Engage them in the Research Methodology Assignments.
• Overall goal: Design a study to include research questions,
research methods, data collection logistics, data analysis tools
and success strategies for current issues in Management.
 Why study Business Research?

• It is a systematic inquiry that provides

information to guide managerial decisions, like
to experience significant turnover in
employees for software majors, to determine
resurfacing and replacement requirements for
Department of Transportation, etc.
 Process
Exhibit -1 The Business Research
What is clarifying
the Research
Question?

What is Research
Design Strategy?
 Market Research as Business Research?

• Generally students do Market Research for some

product / company in their Summers’, which aims
to:
– Specify the information necessary to
address these issues
– Manage & implement the data collection
process
– Analyze the results
– Communicate the findings and their
implications
 Classification of Marketing
Research
Problem Identification Research
• Research undertaken to help identify problems which are
not necessarily apparent on the surface and yet exist or
are likely to arise in the future. Examples: market
potential, market share, image, market characteristics,
sales analysis, forecasting, and trends research.

Problem Solving Research

• Research undertaken to help solve specific marketing
problems. Examples: segmentation, product, pricing,
promotion, and distribution research.
 A Classification of Marketing
Research
Marketing Research

Problem Problem Solving

Identification Research Research

Market Potential Research Segmentation

Market Share Research Research
Market Characteristics
Research Product Research
Sales Analysis Research Promotion Research
Forecasting Research
Business Trends Research Distribution Research
 Problem Solving Research
SEGMENTATION RESEARCH

 Determine the basis of

segmentation
 Establish market potential and
responsiveness for various
segments
 Select target markets
 Create lifestyle profiles:
demography, media, and
product image characteristics
PRODUCT RESEARCH
 Test concept
 Determine optimal product
design
 Package tests
 Product modification
 Brand positioning and
repositioning
 Test marketing
 Control score tests
 Problem Solving Research
PROMOTIONAL RESEARCH
 Optimal promotional budget
0.00% APR  Sales promotion relationship
 Optimal promotional mix
 Copy decisions
 Media decisions
 Creative advertising testing
 Evaluation of advertising
PRICING RESEARCH effectiveness

 Pricing policies  Claim substantiation

 Importance of price in brand selection

 Product line pricing
 Price elasticity of demand $ALE
 Initiating and responding to price changes
 Problem Solving Research
DISTRIBUTION RESEARCH

Determine…
 Types of distribution
 Attitudes of channel members
 Intensity of wholesale & resale
coverage
 Channel margins
 Location of retail and wholesale
outlets
 Scope of such Market Research
study
• Identify changes in the existing market
• Build up a knowledge bank
• Improve market awareness & opportunities
• Reduce risk and uncertainty
• Support marketing mix decisions
• Support marketing planning and controls
• Improve understanding of marketing
• Solve ad hoc problems
 Format of Summer Internship
Report
i. Title Page: 1 Page
ii. Acknowledgements: 1 Page
iii. Certificate from BIMM
iv. Certificate from Company
v. Executive Summary (Abstract): 2 Pages with 6
Para.
vi. Contents/Index: 1 Page
vii. List of Tables: Actual number of pages
viii. List of Graphs : Actual number of pages
ix. List of Figures : Actual number of pages
x. Abbreviations: 1 Page

Minimum 11 Pages of Documentation …

 Format of Summer Internship
Report
• 1. Introduction
• 1.1. Company & Product Profile
• 1.2. Definition and purpose of the project
• 1.3. Scope and objectives of the project
• 1.4. Salient Contributions of the project
• 1.5. Outline of the project report
– Minimum 5 Pages
 Format of Summer Internship
Report
• 2. Review of Literature [Your aim of review of
literature should be designing of appropriate
questionnaire to measure variables under the study]
• 2.1. Theoretical framework, and background theory
• 2.2. Review of the existing literature from
international/ national journals, conferences, books,
reports, and patents which are related to the project.
• 2.3. Comparison of current project work with the
work reported in the literature by other researchers.
– Minimum 15 Pages
 Format of Summer Internship
Report
• 3. Report Design on the Present Project
• 3.1. Research Methodology
Please Note: (Write in detail only about the method which has been used for
the project and explain why it is used)
• 3.1.1. Method of research: Descriptive
• 3.1.2. Type of research: Survey
• 3.1.3. Objectives (with justifications)
• 3.1.4. Data type: Primary & Secondary
• 3.1.5. Data Collection: Describe tools
• 3.1.6. Sampling: Universe, Sampling unit,
Sampling Frame, Sample Size, Sampling
technique or Method: Non-Probability
• 3.2. Processing and Analysis of Data:
Classification, About statistical analysis of
data
– Minimum 10 Pages
Exhibit 2
Design in the Research Process
 Format of Summer Internship
Report
• 4. Results and Interpretations
• 4.1. Details about the outcome of
the research
• 4.2. Interpretation of results
– Minimum 20 Pages
 Faculty are Comfortable with
Electronic Resources

How well does the following

statement describe your point of
view?
“I am simply not comfortable using electronic
resources such as computer databases of
journals.”
• Not well: 68%
• Somewhat: 24%
• Very Well: 8%
 For the Vast Majority, Electronic
Databases are Already Invaluable

How well does the following

statement describe your point of
view?
“Electronic research resources, such as
computer databases of academic journals, are an
invaluable research tool.”
• Not well: 5%
• Somewhat: 22%
• Very Well: 73%
 Methods Used to Find Journal
Articles

Methods Used Often / Occasionally to

Find Articles
Ref. From database, doc.
Delivery
Published, hard-copy
directories
Searching full-text
databases
Keeping mental note of
relevant articles

Ref. from database, hard-

copy/microform

Recommendation from
colleagues
Citations from other
articles

0 20 40 60 80 100
 Format of Summer Internship
Report
• 5. Findings
– Minimum 3 Pages
• 6. Conclusions
• 6.1. Salient conclusions from the
work
– Minimum 3 Pages
• 7. Limitations of the project
– Minimum 2 Pages
 Format of Summer Internship
• 8.
Report
Recommendations
• 8.1. Guidelines for the implementation based on
conclusions
• 8.2. Procedure for implementation, if applicable.
• 8.3. Expected outcome from the recommendations
• 8.4. Scope for future work
– Minimum 3 Pages
• Appendix
– All Questionnaires to be enlisted …
• References / Bibliography
– Minimum 2 Pages
• Exhibits
– All non-academic pictures to be enlisted …
– Minimum 1 Page
 Example for writing
References
• Book reference:
• Oliver, N., & Wilkinson, B. (1992), The Japanization of British
Industry, Oxford, UK: Basil Blackwell.

• Journal reference:
• Makino, S., & Delios, A. (1996), “Local knowledge transfer and
performance”, Journal of International Business Studies, Vol. 27,
pp. 905-928.

• Conference:
• Darnall, N. (2003), “Why firms adopt ISO 14001: An institutional
and resource based view”, Paper presented at the conference of
the Academy of Management, Seattle, WA.

• Website:
• www.iupindia.org, available online on 1st March 2008.
 COMPANY CERTIFICATE
This is to certify that Mr./Ms./Mrs. _________________
student of ________________________________ from
Balaji Institute of Modern Management, Pune, has
satisfactorily completed his/her project work entitled
__________________________________________ in
___________Department of ________(name of
organization)_____ from _____to_______.

Authorized Signature
 COLLEGE CERTIFICATE
• This is to certify that Mr./Ms./Mrs. __________ is a
bonafide student of this institute and has successfully
completed his project entitled _____________ at
___(Company Name) ________ for partial fulfillment of
course _____________________________from Balaji Institute
of Modern Management, Pune.

Director Internal Guide

(Dr. …) (Prof. …)
 EVALUATION

• Project Report: 75 Marks*

• Project Presentation: 25 Marks

* Marks distribution for project report depends upon

evaluation of various elements presented in the research
including timely submission.
 Schedule for Submission
for Marketing & System
 
Students
1) Movement Form
26th April’10
2) Project Report
26th July’10
3)Project Certificate (Xerox copy)
26th July’10
4) Project Evaluation Form (Original)
26th July’10
“If you haven't
measured it you don't
know what you are
talking about.”
-LordKelvin