Bharat Case Study

CASE STUDY
Mr. Anil Sharma who is a senior executive in newspaper published from Delhi. he was well educated
and he has also 12–13-year experience in newspaper and magazine. he Was frustrated with job because he is
not able to execute his idea, he wants to launch exclusive sport daily newspaper nit their management did not
allow and reject his idea. he has some notes but it’s enough to convince his superior his superior asks like
estimate demand of this newspaper but he has not any such kind of research data or empirical study to answer
such question. he cannot hire MR agency for research study, he doesn’t have enough fund. MR anil have a
experience for this venture but regret that he don’t have business background. One day he got a call of his
friend Mr. Sharma who is working in top management institute and mr anil got to know he is coming Delhi he
fixed meeting with him. he went for meeting Mr. Sharma ask why he is upset he told his problem that he wants
to sport newspaper but he is not able to convince his boss, he wants me to give specific estimate through a
scientifically conduct research. Mr. Sharma ask who will be your buyer, who are the people you think would be
interested in reading such a sport daily what are their age , education , profession , income, viable proportion ?
Mr. anil say the price of newspaper is low cost but their printing cost is high it become viable because money
is recovered through advertisement and if the circular is high more and more companies advertise in the
newspaper Prof Singh asked there would be variation in the amount of satisfaction the reader derive
depending upon which newspaper they read further I feel that they can satisfy their love for sport by
magazines , tv sport video , sport coverage on radio he said yes you are right these program on a specific and
the sport lover my not have time to spare urging these hour Prof Sharma asked him there is sport section in all
the market why would people go another one . he said that this newspaper would satisfy their love for sport by
going through general magazines. Prof Singh assure that they sent their two intelligent student who conduct
the study for you further if you have any information, you would be relevant tohis study kindly hand over it.
Q) What type of research would you need to conduct for Mr. Anil Mehra?
According to the case study, the main focus of the research is aimed at finding an immediate solution to
the problem being faced by Mr., Anil within a time frame and fixed budget
The type of research needs to be action oriented and should yield immediate result. Hence, Applied
research will be conducted to ensure external validity and effective decision making by the company
Q) What are the steps that you will need to carry out in your study?
STEPS
1) Problem identification (whether or not to launch a sport daily)
2) Need identification. (is there a need for a sport daily: amount of the need to check economic
sustainability
3) Identifying units of analysis(respondent), From whom the information and are sought. (respondent
should be sport lover)
4) Identifying various alternative (of getting sport related news) available in the market.
5) Defining Sample size (based on budget for the field survey)
6) Constructing a multi-item scale containing various attributes of satisfaction in order to judge degree
of satisfaction / dissatisfaction with the sport section of the daily newspaper
7) Conducting an Exploratory Research via informal interview with the respondent, focus group
discussion, literature review and secondary data analysis.
8) Estimating the total no. of dissatisfied people (of the sample) from the newspaper. this would give
the market size
9) Identifying the attributes on which the sport daily must concentrate (if economically favorable
market size is obtained
10) Identifying the variables
Q) Explain the various steps that would be involved in the conduct of the study?
We have to find whether a need is felt for such a sport daily, for which a survey needs to be
conducted. the question that arise is , who would be our respondents .that respondent are also called
unit of analysis from whom information is sought. Identification of unit of analysis is the main question
to be answered first. you may pose this question to the students they would come with different answer.
however, the following points are to be kept in mind while choosing the unit of analysis of study
Naturally the respondent should be a sport lover. a person can satisfy his interest for sport by looking
through the general magazine, sport magazine or by viewing a sport video. However this choice will be
ruled or since they provide state information as video could be outdated and many of these magazines
could be weekly, fortnightly, monthly etc., the other way a person could satisfy his urge for sport could
be through TV and radio. the problem with this option is that they would be on particular time, at which
respondent may not be free (please note that the case facts state very clearly that cable TV was not
launched in the Indian market at the time to which the case pertains)
Therefore, the timing is a big problem. the only alternative from where the respondent could get fresh
news about the sports could be the sport section of the daily newspaper. There are many newspapers
like Hindustan times, Time of India, Indian express, The Hindu, Asia age etc. that are available in Delhi
where the sports section of the daily newspaper is available from where respondent can get the latest
news about sports
The first step in our study would be to identify whether a person qualifies to be a part of the study. If a
person doesn’t read the sports section of the daily newspaper, he or she could not qualify to be a part of
the study. Now how many respondents are to be chosen (sample size) would depend upon various
factors like the amount of budget for the field survey etc.
This is however not the right way of asking the question. This is because the satisfaction comprises of
various elements/attributes and the respondent may be satisfied with some of them and may not be
satisfied with others. Therefore, there is a need for multiple items question on satisfaction. The
question listed above was a single item scale. The advantage of asking a multiple item scale is that it
helps you to identify the problem areas and would guide in incorporating those attributes which are
scoring poor in the present sports section of the newspaper. Further, the question should try to judge
the degree of satisfaction/dissatisfaction with the sports section of the daily newspaper. We would give
you some illustrative questions which will help you to judge the satisfaction level on various attributes.
We would also need to get information on the people with their interests and hobbies. This is because
the advertisers can be approached so that they can advertise for their products in this sport daily. Also
we need to know the preference for the timings of sports daily – morning, afternoon or evening etc. All
these are called the characteristics of interest which have bearing with the objectives of the study.
These characteristics of interest are called independent variables which have an impact on the
dependent variable which would be the likely sales generated if decision is taken to launch the sports
daily.
As a last point before taking the decision, one has to look at the environmental conditions over which
the decision maker doesn’t have any control. In the present case the environmental condition could be
the policy of the government to go in for cable TV which would go against the assumptions of the case
that there are no alternatives available to get fresh news on sports. These environmental conditions are
called extraneous variables.

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CASE STUDY

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