IT IS THE DTH QUALITY OF SERVICEResearch Methodology, Case Study

ABHISHEK DUBEYCourse: BMSRoll Number: 13/0993

Q1. Develop the research objective and based on that formulate the hypothesis.

A1. Primary Objective: Assessing the value of rural market as a potentially untapped segment in the DTH industry for the entry of BPL India Ltd as a player in the DTH industry.

Secondary Objective: Establishing the optimal price range Examine the options and aids available for advertising to make a satisfactory impact Pinpointing the necessary features to entice the target audience.

Tertiary Objective:Evaluating the position of competitors and establishing a blueprint to gain a competitive edge in the market.

HYPOTHESIS

Descriptive Hypothesis:Rural segment has the appropriate potential for being a profitable market for BPL India Ltd.

Relational Hypothesis:The probability of BPL India Ltd entering into the rural market is positively related to the likelihood of profitability.

Q2. Primary data is needed in this case to know the customers desire. Make the sample plan.

A2. Collecting first hand data on the rural markets choice for DTH services requires us to:

a. Formulate a sample definitionb. Prepare a sample framec. Determine the sample sized. Ascertain the method to be used for pulling the sample. We have the following choices: Probability sampling designs Non-probability sampling designs e. Assessment of sample to ensure that quality sample sources are used.

Step 1: Formulating a sample definitionFor formulating a sample definition we consider the old decision making members of the family, they may or may not be the income earners of the family. Our target fields are the rural areas on the outskirts of Delhi.In a rural scenario we have large joint families where watching TV is a social activity, where all the people sit together and watch single program. The oldest members wield a huge influence on the social life of their family members. Hence, they get to decide whats good and whats bad for their family members and how much of a familys financial resources should be spent on a particular resource.

Step 2: In order to construct an exhaustive of the required population we compile the required data of the rural population living on the outskirts of Delhi from the National Sample Survey Organisation.

Step 3: On the basis of the list we try to pin down the villages we can extend the service based on their financial status, regional feasibility, etc.

Step 4: To finally analyse the sample we may use any of the above-mentioned methods. First we consider a few probability-sampling designs.

a. Stratified Random Sampling: It increases the representativeness of the sampling by dividing the society/population into various strata. Mutually exclusive and collectively exhaustive groups are called strata. We may divide the population on the basis of their income, since a family with higher income is more likely to avail DTH services.b. Cluster Sampling: Within a cluster the elements are heterogeneous but there is homogeneity between the clusters.

Non-probability sampling design

a. Judgemental Sampling: Here we use the judgement of an expert to identify a representative sample. They would locate and gain access to the old decision making members in the rural areas as they are the ones having relevant information.b. Snowball Sampling: This method is used when the identification of the members of the desired population becomes difficult.

Step 5: Assessment of sampleIn this final step the findings of the marketing teams are validated. If a higher degree of accuracy is required then we add more samples to our findings until it reaches an adequate level of validation.

Q3. Formulate a model questionnaire to collect the information.

QUESTIONNAIRE

Primary Information

Name: Age (DD/MM/YY):

Number of family members: Mean Monthly Income:

1. Do you own a television set at home?a. Yesb. N2. If yes, how many?a. 1b. 2c. 2+3. Are you satisfied with your cable provider?a. Yesb. No4. If unsatisfied, then why? a. High costb. Low picture qualityc. Erratic serviced. Does not provide all the channelse. Other reason:5. Out of the following, which of the features matter most to you?a. High definition channelsb. 5.1 surround soundc. Live recordingd. Reliable servicee. Availability of a wide variety of channels6. Would you be willing to switch over to a DTH provider?a. Yesb. No7. How much would you be willing to pay for DTH services?