Market Research Proposal

Stevens Business School, Batch: 2009 - 2011

Research Proposal for

Understanding the Effectiveness of
Television, Hoarding, Newspaper & Online
Advertisements in Cross-Media Campaign on
Consumer Awareness of Vodafone

Prepared By

Keyur Savalia

Nikita Sanghvi

Under the guidance of

Mr. Siddharth Bisht (Professor, Stevens Business School)

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 Market Research Proposal
Stevens Business School, Batch: 2009 - 2011

Title
Research Proposal for Understanding the Effectiveness of
Television, Hoarding, Newspaper & Online Advertisements in
Cross-Media Campaign on Consumer Awareness of Vodafone

Background

Advertisers are beginning to think holistically in planning and measuring advertising campaigns, since the media that are
included in the mix can also impact the success or failure of the campaign. Media differ on a number of important
characteristics - intrusiveness, sensory modality, motion, and interactivity - that may affect not only the overall
effectiveness of each medium but how they complement each other across the stages of the consumer decision process

Research Objectives

1) To derive the relationship between demographic variables & choice of tools of media.

2) To compare the effectiveness of cross-media campaign with reference to consumer perception

3) To evaluate the performance of one media tool over the other media tools.

Approach to Problem

Hypothesis

H0: Cross-media campaign is not as effective as single media campaign.

H1: Cross-media campaign is more effective than single media campaign

H0: Demographic Variables & tools of media are not interdependent variables

H1: Demographic Variables & tools of media are interdependent variables

Research Design
The proposed research will have three stages.
The first stage will be to inspect existing sources to uncover the cross-media campaign coverage figure & other useful
information.
The second stage will involve qualitative research to provide in-depth information on various forms of media types, the
preference of media vehicles & their impact on public. This information will help in formulating questionnaire in the
third stage.
Because of the conclusive nature of the objectives, we will primarily use quantitative questioning in the surveys. All
qualitative questions will be left to a minimum for ease of analysis and reporting.
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 Market Research Proposal
Stevens Business School, Batch: 2009 - 2011

Fieldwork/ Data Collection

 Method of Administering Questionnaire: Personal interviews & Electronic interviews

 Scaling Technique:
 Nature of Questionnaire:

 Sampling Design
 Target population : Above 18
 Sampling techniques : Quota Sampling
 Total sample size : 50

Data Analysis
Once surveys are complete, data will be analyzed by SPSS.

Time scale

Sr. No. Activity Week

1 Finalize Objectives
2 Derive Research Objectives
3 Develop Questionnaire
4 Pilot Test And Revise Questionnaire
5 Surveying
6 Coding And Data Preparation
7 Analysis Of Data
Submit To Guide And Await For
8
Feedback
9 Report And Presentation Preparation
10 Presentation And Final Report

Reporting

Following the analysis stage, a report and a PowerPoint presentation will be created. A formal
presentation of all findings and conclusions will be given on DATE. A final copy of the report summarizing
the findings of all phases of the research will then be submitted in the form of hard bind report as well as
electronically through the mail.

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 Market Research Proposal
Stevens Business School, Batch: 2009 - 2011

Resources
 Transportation expenses for market survey for fill up of questionnaire.
 Stationary expenses for printing of questionnaires and report and binding of final copy of report.

References
 Marketing Research: An Applied Orientation (5 th Edition) by Naresh K. Malhotra and Satyabhusan Dash
(2009), Dorling Kindersley (India) Pvt Ltd, New Delhi
 Research Methods for Business Students (3 rd Edition) by Mark Saunders, Philip Lewis and Adrian
Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi
 Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005), Dorling Kindersley
(India) Pvt Ltd, New Delhi.

Proposal Approved By

Academic Guide: __________________________________________

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