DESCRIPTIVE RESEARCH DESIGN: SAMPLE CASE STUDY

DNA intends to launch Nagpur edition. The management is preparing the

marketing strategy to decide the demographics and psychographic profile of its
targeted readers. Explain the entire research process. What would be the research
design that you would suggest and what sampling methods would you use?

Case study solution:

The Research design for the case study is- DESCRIPTIVE RESEARCH
DESIGN (CROSS-SECTIONAL), True Panel:

The Sampling method for the case study is- PROBABILITY SAMPLING
METHOD (Area Sample)

THE RESEARCH PROCESS IS GIVEN AS UNDER:

STEP 1: Define Research Problem/objective:

a. Problem definition: To define and decide the demographics and

psychographic profile for the DNA Nagpur Edition.
b. Research objectives
i. To study the English newspapers readership profile
ii. To find out latest trend in the English newspaper market in Nagpur
iii. To find out the competitors strength and weakness
iv. To suggest an appropriate Marketing and promotional strategy for the
DNA target group in Nagpur
c. Hypothesis: “If DNA Target English knowing educated youth aged between
18 to 34, males and females then it chances of success in Nagpur is very
bright”.

STEP 2: Determine expected value of perfect information:

The information collected for the said study should have the following
characteristics:

a. Relevancy
b. Quality
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 c. Timeliness
d. Completeness

STEP 3: Determine Research techniques and Data collection methods:

The following Data collection techniques will be used:

I. Primary Data collection methods

A. SURVEYS: The following techniques will be used for conducting

surveys:
i. Telephone interviews
ii. Face to face interviews
iii. Internet / computer interviews
iv. Mail interviews

B. Panel
C. OBSERVATION RESEARCH: The current trends of Newspaper
buying habits will be observed at the various major newspaper stand and
vendors across Nagpur.

II. SECONDARY DATA SOURCES:

The following secondary data sources will be used:
 IRS
 Census data
 Newspapers
 Trade journals.
 Internet
ORG/ MARG, AC Neilson Quarterly sales audit report

STEP 4: Determine the measurement techniques:

A. Designing Questionnaire: An undisguised structured questionnaire will
be used for conducting the survey.
B. Attitude Scales: The following attitude scale will be used for the
designing the questionnaire:
i. Likert scale

STEP 5: Research design and Sampling process:

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 The Research design for the case study is- DESCRIPTIVE RESEARCH
DESIGN (CROSS-SECTIONAL).
The Sampling method for the case study is- Probability method (True
panel; Simple random sample).

STEP 6: Data Processing and Data Analysis:

A. Data Processing: Data will be arranged in the tabular formats and
coding will be done.
B. Data Analysis: Appropriate Statistical package such as SPSS and
statistical tools will be used for the in-depth analysis of the data.

STEP 7: Determine Time and cost

The approximate time required for the completion of the research process
is between 1 to 2 months. The budget estimation is between Rs 1 to 2
lakhs.

STEP 8: Defining the ethics of research: An Appropriate moral code of

conduct guiding the behaviour of the researcher and field assistants will
be define.

STEP 9: Presenting research Report: The Following format will be

used to present the Research Report:
FORMAT OF RESEARCH REPORTS
I. Title Pages
II. Acknowledgments (if any)
III. Chapter 1: Research Proposal
IV. Chapter 2: Review of Related Literature (and analysis of previous research)
V. Chapter 3: Major Findings (reject or fail to reject Ho)
VI. Chapter 4: Analysis of Data
VII. Chapter 5: suggestions and Recommendations
VIII. Reference Section
i. Bibliography or Literature Cited
ii. Appendix

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By Dr Hanif Lakdawala haniflakdawala@gmail.com

CAUSAL RESEARCH DESIGN: CASE STUDY SAMPLE QUESTIONS:
DNA launched Nagpur edition. The management is preparing the promotional . Explain the
entire research process. What would be the research design that you would suggest and what
sampling methods would you use?

Case study solution:

The Research design for the case study is- CAUSAL RESEARCH DESIGN

The Sampling method for the case study is- PROBABILITY SAMPLING
METHOD (Area Sample)

THE RESEARCH PROCESS IS GIVEN AS UNDER:

STEP 1: Define Research Problem/objective:

a. Problem definition: To find out the effect and impact of the DNA Nagpur
Edition launch
b. Research objectives
v. To study the English newspapers readership profile
vi. To find out latest trend in the English newspaper market in Nagpur
vii. To find out the competitors strength and weakness
viii. To suggest an appropriate Marketing and promotional strategy for the
DNA target group in Nagpur
c. Hypothesis: “DNA Nagpur Lunch is successful as it’s popular amongst
educated youth aged between 18 to 34, males and females”.

STEP 2: Determine expected value of perfect information:

The information collected for the said study should have the following
characteristics:

a. Relevancy
b. Quality
c. Timeliness
d. Completeness

STEP 3: Determine Research techniques and Data collection methods:

By Dr Hanif Lakdawala haniflakdawala@gmail.com
The following Data collection techniques will be used:

I. Primary Data collection methods

A. SURVEYS: The following techniques will be used for conducting

surveys:
v. Telephone interviews
vi. Face to face interviews
vii. Internet / computer interviews
viii. Mail interviews

B. EXPERIMENTATION RESEARCH: The effect and the impact of the

decision will be observed through field experimentation.

II. SECONDARY DATA SOURCES:

The following secondary data sources will be used:
 IRS/ NRS
 Census data
 Newspapers
 Trade journals.
 Internet
ORG/ MARG, AC Neilson Quarterly sales audit report

STEP 4: Determine the measurement techniques:

A. Designing Questionnaire: An undisguised structured questionnaire will
be used for conducting the survey.
B. Attitude Scales: The following attitude scale will be used for the
designing the questionnaire:
i. Likert scale

STEP 5: Research design and Sampling process:

The Research design for the case study is- Causal research Research
Design.
The Sampling method for the case study is- Probability method (Area
sample).

By Dr Hanif Lakdawala haniflakdawala@gmail.com

 STEP 6: Data Processing and Data Analysis:
A. Data Processing: Data will be arranged in the tabular formats and
coding will be done.
B. Data Analysis: Appropriate Statistical package such as SPSS and
statistical tools will be used for the in-depth analysis of the data.

STEP 7: Determine Time and cost

The approximate time required for the completion of the research process
is between 1 to 2 months. The budget estimation is between Rs 1 to 2
lakhs.

STEP 8: Defining the ethics of research: An Appropriate moral code of

conduct guiding the behaviour of the researcher and field assistants will
be define.

STEP 9: Presenting research Report: The Following format will be

used to present the Research Report:
FORMAT OF RESEARCH REPORTS

IX. Title Pages

X. Acknowledgments (if any)
XI. Chapter 1: Research Proposal
XII. Chapter 2: Review of Related Literature (and analysis of previous research)
XIII. Chapter 3: Major Findings (reject or fail to reject Ho)
XIV. Chapter 4: Analysis of Data
XV. Chapter 5: suggestions and Recommendations
XVI. Reference Section
i. Bibliography or Literature Cited
ii. Appendix

By Dr Hanif Lakdawala haniflakdawala@gmail.com