MARKETING RESEARCH

Members : Atul Manish Ritu Sumit Tarun Uma

AGENDA MANAGEMENT PROBLEM EXPLORATORY RESEARCH & FINDINGS MARKETING RESEARCH PROBLEM HYPOTHESES SAMPLING DESIGN AND PROCESS

• Target Population• Sampling Frame• Sampling Technique• Sample Size

DATA ANALYSIS• Regression Analysis• Cross-Tabulation• Chi-Square Analysis• Averages and Percentages

CONCLUSIONS DRAWN

MANAGEMENT PROBLEM

Traditional cameras are losing their market share to digital cameras. Is there a survival

strategy for the film camera?

EXPLORATORY RESEARCH

Expert Interviews• Sample Composition

• Sample Size: 5• Occupation: Professional Still Photographers• Age Group: 40-60

Qualitative Research• Sample Composition

• Sample Size: 7• Occupation: Students and Working Professionals• Age Group:21-30• Income Group: Middle and Upper-middle groups

FINDINGS OF EXPLORATORY RESEARCH

Preference- Digital Camera• Perceived Benefits of Digital Camera:

• Ease of use• Near-zero recurring expenditure• Nearly unlimited number of shots• Instant results• Image enhancements

• Perceived Benefits of Film Camera:• Quality of picture superior to digital camera• Quality of zoom better than digital camera

MARKETING RESEARCH PROBLEM

Determine the market for film reel cameras

Determine the market for digital cameras

On the basis of various parameters, compare the two markets and conclude which the company should work in

THEORETICAL FRAMEWORK

Understand the attributes and characteristics of traditional cameras

Understand the type of target markets for traditional cameras

Understand the attributes and characteristics of digital cameras

Understand the type of target markets for digital cameras

ANALYTICAL MODEL

Consider the features and advantages of both the cameras to be independent variables

Consider the type of camera (digital and film) to be dependent variables

RESEARCH QUESTIONSWhat prompts a consumer to use a particular

kind of camera

Have consumers made the shift from traditional film cameras to digital cameras completely?

Will there be a market for film cameras in India, in the long run?

HYPOTHESES

1. There is no market left for traditional film roll cameras in India

2. There is a niche market left for the traditional camera

Research Design

Exploratory Conclusive

Causal Descriptive

Longitudinal

Design

Cross-Sectional

Design

Multiple

Cross-Sectio

nal Desig

n

Single Cross-Sectio

nal Desig

n

Single

Multiple Cros

s-Sectional Design

MEASUREMENT

Exploratory Research:• Expert Interviews (Telephonic)• Qualitative Research (Pilot Survey)• Secondary Data

Conclusive Research:• Single Multiple Cross-Sectional design

• Internet Interviews• Traditional Telephonic Interviews• Personal In-home Interviews

SAMPLING DESIGN AND PROCESSDefine the target population

Determine the sampling frame

Select a Sampling technique

Determine the sample size

Execute the sampling process

TARGET POPULATION

People who click photos Professional Freelancers/studio

People who click photos Non-professional Urban

People who click photos Non-professional Semi-urban

SAMPLING FRAME

Personal Contacts

The Press

SAMPLING TECHNIQUE

Freelance/ Studio photographers: Non-probability Judgmental Sampling

Casual photographers: Simple Random Probability Sampling

SAMPLE SIZE

Professional photographers: 11Urban Casual photographers: 20Semi-urban Casual photographers: 20

Total Number of Respondents: 51

DATA ANALYSIS

Methods used:Regression AnalysisCross-TabulationChi-square AnalysisAverages and PercentagesBar Graphs Correlation

REGRESSION ANALYSIS

Y=3 - 0.07a - 0.11b - 0.15c• where y= type of camera

a= location b= profession c= age

r-square = 0.26

Inference:Age, location and profession do not affect the type of camera

used

CROSS-TABULATION

  USAGE    

           

  PROFESSIONAL URBAN SEMI-URBAN TOTAL PERCENTAGE

Digital 7 19 17 43 84%

Film reel 4 1 3 8 16%

  11 20 20 51 100%

           

           

Set-wise % 14% 37% 33%  84%

  8% 2% 6%  16%

           Row-wise % 16% 44% 40% 100%

  50% 13% 38%  100%

CROSS-TABULATION

  FUTURE PURCHASE

                         

  PROFESSIONAL URBANSEMI-

URBAN TOTAL PERCENTAGE

Digital 7 18 20 45 88%

Film reel 4 2 0 6 12%

  11 20 20 51 100%                      

Set-wise % 14% 35% 39%   88%  8% 4% 0%   12%                      

Row-wise % 16% 40% 44%   100%  67% 33%     100%

CROSS-TABULATION

 

 

PREFERENCE    

           

  Professional Urban Semi-Urban Total Percent

Digital 5 18 19 42 84%

Film reel 6 1 1 8 16%

  11 19 20 50 100%

           

           

Set-wise % 10% 36% 38%  84%

  12% 2% 2%  16%

           

           

Row-wise % 12% 43% 45%  100%

  75% 13% 13%  100%

Usage Digital Usage Film Preference Digital Preference Film Future Digital Future Film

Professional 14% 8% 10% 12% 14% 8%

Urban 37% 2% 36% 2% 35% 4%

Semi-Urban 33% 6% 38% 2% 39% 0%

5%

15%

25%

35%

45%

55%

65%

75%

85%

95%

14%

8%

10%

12%

14%

8%37%

2%

36%

2%

35%

4%33% 6%

38%

2%

39%

0%SAMPLE WISE SEGREGATION

CHI-SQUARE ANALYSIS

Null hypothesis H₀: Choice of camera depends on profession

Alternate hypothesis H₁: Choice of camera does not depend on profession

Critical value= 3.841Chi-square value= 4.675

Inference:Hence, we reject the null hypothesis

AVERAGES AND PERCENTAGES

Benefits of cameras:• Scale used- rating scale• Observation- highest rating to ‘clarity of photographs’

Inference:The most sought-after benefits of cameras were

found to be clarity of photos, ease of use and durability

Easy Usa

ge

Easy Availa

bility

Affordable

Newer Tech

nology

Clarity of P

hotos

Transferabilit

y of Photo

s

Large M

emory

Option of Corre

ctions

Instant R

esults

Minim

um Recurri

ng Expenditure

0%

10%

20%

30%

40%

50%

60%

70%

61%

14% 14%

37%45%

55% 55%49%

61%

35%

REASON FOR PREFERENCE OF DIGITAL CAMERA

Clarity of P

hotos

Affordable

Quality of Z

oom

Ease of U

se

Ease of D

eveloping Reel

Computer n

ot require

d to view photo

s

Convenience of h

aving prints

of photo

s0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%20%

2%

16%

10%

4%

8%

10%

REASONS FOR PREFERENCE OF FILM REEL CAMERA

AVERAGES AND PERCENTAGES

Buying behavior of cameras:• Digital camera:• Latest technology: 53%• Reputed brand: 49%

• Film Reel camera:• Discomfort with technology: 50%• Budgetary constraints: 30%• Latest technology: 20%

My pee

rs hav

e a sim

ilar o

ne/ rec

ommended

it

It is t

he late

st in te

chnology

It fits

my Budge

t

The b

rand is

reputed

one

I am not c

omfortable

with te

chnology

0%

10%

20%

30%

40%

50%

60%

27%

53%

27%

49%

2%

FACTORS INFLUENCING BUYING BEHAV-IOUR OF DIGITAL CAMERAS

It is the latest in technology It fits my Budget I am not comfortable with technology

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

20%

30%

50%

FACTORS INFLUENCING BUYING BEHAV-IOUR OF FILM REEL CAMERAS

CORRELATION

Correlation between age and technology: (0.078)Correlation between age and ease of use: 0.119Correlation between preference and technology:

(0.041)

Inference:No correlation as such observed between the given

set of data. Hence, it shows that a large part of the population has shifted to digital cameras

37 out of 51 respondents feel that reel cameras will not survive

Reasons:• Advanced technology• Inconvenience of developing reels• Camera-makers are shifting to digital cameras, forcing the

consumer to do so

Respondents who felt that if innovations like options to view and edit photos were built into the product, reel cameras had a chance to survive

FUTURE OF FILM REEL CAMERAS

CONCLUSIONS DRAWN

Choice of camera is independent of the age, location and profession of user

Even professionals have made or are making the shift because they are dependent on the camera-maker

Only some professionals and few people above the age of 40 prefer film reel cameras

CONCLUSIONS DRAWN

Hypothesis 1 holds true as the shift to digital cameras is proved to be inevitable

Hypothesis 2 does not hold true as there will be too small a market for the company to operate in. This will not be profitable in the long-run

THANK YOU