MARKETING RESEARCH END TERM EXAMINATION
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MARKETING RESEARCH END TERM EXAMINATION PREPARED BY SHASHANK DIXIT | GMAY13CMM30 INNOVA HEALTHCARE
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Transcript of MARKETING RESEARCH END TERM EXAMINATION
MARKETING RESEARCH END TERM EXAMINATIONPREPARED BY
SHASHANK DIXIT | GMAY13CMM30
INNOVA
HEALTHCARE
BACKGROUND
NOW
• IHC currently offers
• Patient Monitoring Equipment
• Diagnostic Cardiology Equipment
FUTURE
• Real-time physiological information on mobile platform
PROBLEM STATEMENT & OBJECTIVE
Product Relevance
Does the product meet expectations
Identification of customer pain
points
Models for pricing strategy
Customer’s ROI analysis
Communicating positioning, messaging &
value proposition
RESEARCH METHODOLOGY
Research Objective
Identification
Secondary Research
Finalization of Research
ObjectivesSampling
AD-HOC
Primary Research
Test Market
Study
Feedback & Evaluation
Fieldwork – Main Study
Data Interpretation
Conclusion & Recommendation
Report Generation
Deliverables
PRIMARY RESEARCH
Qualitative
In-depth interviews
Focussed group
interviews
Duos & Trios
Countries : Germany | UK | Saudi Arabia | Russia
Segments : University Hospitals | Community Hospitals | Rural Facilities
Sample Size: 4 per Focussed group | 2 Focus groups per segment
Sample Size: 4 IDI per segment
Sample Size: 2 per segment ( depending upon the budget )
Telephonic or
VC
Sample includes Doctors and Decision makers in Hospitals
PRIMARY RESEARCH
Quantitative
Questionnaire Design
Data Collection
Multivariate Analysis
Countries : Germany | UK | Saudi Arabia | Russia
Segments : University Hospitals | Community Hospitals | Rural Facilities
Understandable Questions
All possible answers
Dynamic Questionnaire
TOOLS TO BE USED
Market Positioning
Perceptual Map
Product
MaxDiff
Price Strategy
Gabor Granger
Price Sensitive Meter
BUDGET ALLOCATION
Research Budget (USD)
Secondary Research Data Sourcing (paypal,etc) 250
Qualitative Analysis
Facility 800
Incentives( $500/respondent) 2000
Moderator Services 1,200
Totals for one group 4000
Total for FGD 24000
IDI 12000
Dios & Trios ( If necessary ) 20000
Quantitative Analysis
Questionnaire Design 1000
Pilot (50 responses) 2000
Quantitative Survey - Paper Based (At the three
segments identified)8000
Total Quantitative Research Budget 11000
Total Budget 44000
Total Budget for 4 countries 4*44000 176000
Budget exceeds the estimated budget due to Quality of work offered
TIMELINE
WEEK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Research Objective Identification
Secondary Research and Analysis
Finalization of Research Objectives
Qualitative Research
Qualitative Research Analysis
Feedback & Evaluation
Quantitative Research
Quantitative Research-Analysis
Analysis and Recommendations
Fie
ld W
ork
Test
Stu
dy
Nov - 2011 Feb - 2012
WHY US
Experienced Team
Shashank Dixit | Contemporary Marketing Management (MBA) at SP JAIN School of Global Management
Applied Research Project at Telstra, Australia
Action Learning Project at HP, Singapore
References
Telstra: Ram Pattabiraman | [email protected]
HP: Ravindranath, Anoop Kumar | [email protected]
THANK YOU
