methods in business research- final

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Methods in Business Research

Presented by:

Ammara

Research Findings & Analysis


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Introduction

Foresight Research (Pvt) Ltd

Foresight offers a wide range of products, including market

measurement/segmentation, customer satisfaction,

consumer products, brand health tracking, media market

researches, etc. Foresights point of differentiation is the use of analytics.

With sample around 7500 households from 200 locations

across the country, covers more than 25 product

categories.

Region: Asia Pacific, Middle East, Pakistan. Annual Turnover: US Rs. 0.8 million.


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OBJECTIVE

To explore the Potential Impact of

numerous marketing campaigns ofSkin Fairness products on our societyand their perceived benefits.


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Problem Statement

There is a wide spread appreciation for lighter colored skin inthe South Asian countries. This wish of being fair has beenused by the producers of skin whitening products to makewind fall profits. However, no one is questioning the actualeffectiveness of these products, nor their potential impact onthe societal prejudices is being dissected.


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Scope of the study

To explore the product performance of the skin whiteningproducts.

To examine how the roles shown in the fairness creams TVcommercials potentially raise and reinforce any socialissues in Pakistan.


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Hypothesis

H0: 60% people agree that fairness products andtheir manufacturers are exploiting their consumers.

HA: 60% people do not agree that fairness productsand their manufacturers are exploiting their

consumers.


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Proposed Project Duration

Start Date

17th June 2012

End Date

4th August 2012

Duration

7 weeks


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Research Design

Quantitative Research, Exploratory

Primary Research (Questionnaire, Interview, Focus

group)

Sample Size, n=255

City: Karachi (Population=13,500,000 approx)


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Research DesignTarget Group

Both Male/Female with focusing on age between 15-40+

years

Segment

All social classes


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Research Cost budgetingDirect Cost

Personal Salaries & Wages Rs. 200,000/-

Fringe Benefits Nil

Consultant & Contracts Rs. 50,000/-

Project Personal Cost

One Focus Group Rs. 40,000/-

One In-depth Interview Rs. 20,000/-

Data Analysis & Report Costing Rs. 160,000/


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Research Cost budgetingDirect Cost (cont) Travel Rs. 50,000/- Supplies & Material Rs. 20,000/- Communication (Telephone, postage etc) Rs. 10,000/-

Equipment/Purchases Nil

Analysis Cost (Profit) Rs. 150,000/-

Total Cost Rs. 700,000/-


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Sampling Grid

Populationof Karachi13,1

25,000

Reference:

http://www.census.gov.pkMale

=51.7%Female=48.7%

AgeBracket

0-14

1519

20-24

25-29

30-34

35-39

40-44

45-49

50-54

55+

%age

35.40%

11.35%

12.14%

8.76%

7.01%

5.79%

5%

4%

3%

8%

Male(millio

n)

2,402,11

1

770,1

68

823,7

75

594,4

21

475,6

72

392,8

88

339,2

81

271,4

25

203,5

69

542,8

50

3,056,

924

Female

(million)

2,26

2,724

72

5,478

77

5,974

55

9,928

44

8,070

37

0,090

31

9,594

25

5,675

19

1,756

51

1,350

2,8

79,540No .formfilled

39

84

72

30

12

18sample

size (n)

1,050,000

1,149,750

759,938

656,250

525,000

393,750

920,063

%age of Karachi to beused in our research

35.40%

Male &Female(million)

4,646,250

1,489,688

45.05%1,59

3,375

255

20.00% 5,9

12,813


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Questionnaire

A review of our primary research method


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Demographics

Q1: Please specify your gender:

Male Female


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Q2: Please select your age bracket:

15 19 20 24

25 29 30 34 35 39 40 44 45 +


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Q3: Please specify your highest level of education:

Matriculation Intermediate

Bachelors Degree Masters Degree None


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Q4: Please select your households average monthly incomebracket:

10,ooo 17,000 17,000 25,000 25,000 35,000 35,000 50,000 50,000 70,000 70,000 90,000

90,000 & above


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Q5: How much time do you spend watching television?

1 hour/day 2 4 hours/day

More than 4 hours/day A few hours/week I do not watch television


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Mindset

Q6: Please specify the definition about the color of your skin:

I consider myself to have a darker skin I have a wheatish complexion

I consider myself to have a fair skin


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Q7: What are your thoughts on the contribution made by skincolor?

Fairer skin color makes a person look beautiful Darker skin color makes a person look beautiful Skin color has no contribution in a person being perceived

as beautiful


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Q8: Which of the following types of people do you considerbeautiful ?

Asian (people from China and the Far-East) _________ Caucasian (people from Western Europe and North

America) ________ African (people living on the continent of Africa) ___________ Indian (South Asians) __________ Hispanic (people from Spain and the South Americas)

__________


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Q9: How much did the skin color influence your answer in Q8 ?

Skin color was not a consideration in my answer I also weighed in the skin color amongst the other facial

features I based my decision solely on the skin color


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Q10: Do you think many people in our society are judged justfrom their skin color?

Agree Disagree Dont know


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Q11: Is fairness important to men & women both?

Only important for men Only important for women Important for men & women, both


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Fairness Products

Q12: Do you or anyone around you uses any fairness product?Fairness Product include anything and everything that claimsto whiten your skin color.

Yes No


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Q13: How often do you or anybody around you uses a fairnessproducts?

Regularly occasionally Dont use at all


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Q14: What do you think about the marketing campaigns offairness products? Please choose all that apply.

They offer a solution to the inferiority complex faced by somany individuals in our society

They enhance the social bias against the darker skinnedpeople

They bloat the perceived results just to make a profit They push the darker skinned people further into an

inferiority complex


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Q15: Do you think people are treated differently because oftheir skin color?(Being treated differently includesdiscrimination in any area including work & personal life)

Agree, I believe that darker skinned people are less liked in

the society Disagree, I believe that skin color has no affect on how

society treats them Dont know


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Q16: Which factors do you think compelled you or anyonearound you to buy/use Fairness products or a particularfairness product? Please select all that apply

Societally prevalent benefits of being Fair as shown in

various marketing campaigns Being fair gives me a more desirable look Fairness products deliver on what their manufacturers claim Others (Please specify)


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Q17: What perceived benefits do you associate with the usageof fairness creams. Choose all that apply.

Skin Whitening Skin Moisturizing Gives your skin a softer feel Improves others behaviors towards you Gives you more respect in your work and personal life All of the above

None of the above Other_________________


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Q18: Please respond if you have answered No to Q13. Will youever use, recommended or would you consider recommendinga fairness product to someone?

Yes No


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Q19: If you replied No in the Q18, please tell us why you wouldnot recommend or consider recommending a fairness productto someone. Please choose all that apply.

These fairness products do not deliver what they promise Recommending them gives an impression that I am judging

the person on their skin color These products are just promoting racism where it does not

exist These products have side effects They are just trying to turn a luxury into a necessity Other (Please specify)


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Q20: If you believe that these products have side effects inQ19, then please tell us the issues that you or anyone aroundyou have faced after using them? Please select all that apply.

Damaged Skin Spots/Pimples Acne Other _____________


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Q21: Do you believe that the fairness products available ,cater to all consumer requirements?

Yes No


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Q22: Do you think there is any link between our countrysliteracy rate and the popularity of fairness products?

Yes, prevalent illiteracy has made these products morepopular than they should be.

No, our literacy rate does not have any effect on thepopularity of fairness products

Dont know


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Analysis & Interpretation


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Gender vs Skin color

0 2 4 6 8 10 12


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Gender vs Fairness consideration in beauty

0 2 4 6 8 10 12


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Gender vs Likeness

0 2 4 6 8 10 12


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Gender vs Fairness Marker

0 2 4 6 8 10 12


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Gender vs Importance of Fairness

0 2 4 6 8 10 12


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Gender vs usage frequency

0 2 4 6 8 10 12


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Skin color vs usage frequency

0 2 4 6 8 10 12


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Gender vs Advertisement perception

0 2 4 6 8 10 12


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Persons own skin color vs color based social discrimination

0 2 4 6 8 10 12


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Age maturity vs Fairness consideration in beauty

0

2

4

6

8

10

12


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Perception - advertisement campaigns of fairness products

0

2

4

6

8

10

12


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Complexion vs fairness products consumersatisfaction

0 2 4 6 8 10 12


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literacy rate vs popularity of fairness products

0 2 4 6 8 10 12


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Effect of advertisement vs advertisement campaignsperception

0

2

4

6

8

10

12


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Gender vs fairness products consumer satisfaction

0

2

4

6

8

10

12


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Fairness products usage frequency vsfactors

0 2 4 6 8 10 12


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Usage vs perceived benefits of fairness creams

0

2

4

6

8

10

12


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Gender vs color based social discrimination

0 2 4 6 8 10 12


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Complexion vs advertisement campaigns

0 2 4 6 8 10 12


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Fairness products vs consumer requirements

0

2

4

6

8

10

12


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Literacy rate vs popularity of fairness products

0

2

4

6

8

10

12


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Thank you

methods in business research- final

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