Mr. S. V. Godbole
To estimate the demand for supplementary reading material for students (Medical and MBA) in Pune.
Time for the project
i) Total time: July 2006 to February 2007
ii) Fieldwork time: 25 days (January 2007)
1) To estimate the demand for supplementary reading material for the next one year among the students (Medical and MBA) in Pune city.
2) To find reasons for borrowing/sharing supplementary reading material. 3) To find areas of interest in readership.
▪ Estimation of Demand: done by intention to buyer’s survey in the next one year. ▪ Supplementary Reading Material (SRM): is an addition to the curriculum. These include periodicals and journals in English both in print and digital format. ▪ Student: MBBS and MBA students.
▪ Borrowing: from the library and peers, seniors, etc. There is no money spent on the individual units. ▪ Sharing: among friends, where the person pays a part of the amount spent on purchasing the units. ▪ Areas of interest: The subject different from the specialization of the respondent. This subject should be in tandem with the definition of SRM.
The exploratory research was conducted using two methods:
The case study was prepared by Book Marketing Limited (London) for Publishers Association in 2003. The research objective of the case study was to conduct a study of information sources and book buying behavior of students.
The objective of studying the case study was to gain an insight on the sample size and characteristics, the research methodology selected and the theories implemented during the research.
Focus Group Interview
Number of focus group interviews: 1
The objective was to help in determining the sampling design and the locations for conducting the interviews.
Questionnaire Design: Structured, undisguised
Survey Method: Respondents were contacted in college premises. Sampling Design: Quota sampling
The sample consisted of 138 respondents of which 48 were MBBS students and 90 were MBA students. Respondents are MBBS students (private and government colleges) and MBA students (first and second year).
Sample size: 48
No significant statistical difference in the intended demand to purchase SRM in the next one year between MBBS students of private and non-private colleges is observed. [Ref. Table 126.96.36.199(3)]
The total intended demand lies in Rs. 0 to Rs. 729 with 95% confidence.[Ref. Table 188.8.131.52(3)].
There are 42% respondents who do not purchase SRM and claim cost effectiveness as the main reason for borrowing/sharing SRM. [Ref. Figure 184.108.40.206].
There is no clear preference for any particular area of interest though Technological Advancements and Equipments lead with 25%. [Ref. Table 220.127.116.11].
Sample size: 90
Significant statistical difference in the intended demand of SRM in the next one year between MBA students of the first year and the second year is observed. [Ref Table 18.104.22.168(3)]
The total intended demand on SRM lies in the range Rs 0 to Rs 401. [Ref Table 22.214.171.124(3)]
There are 76% respondents who claim that cost effectiveness is the main reason for not purchasing. The next in order of importance are low frequency of reading and unavailability. One respondent may have recorded more than one reason. [Ref. Figure 126.96.36.199]
There is no clear area of preference for readership of SRM though Marketing and Finance lead the choice of preference. [Ref. Figure 188.8.131.52]
I would like to express my special gratitude to Mr. S.V. Godbole, Professor of Applied Marketing Research, for his guidance and valuable insights. His in depth knowledge and teaching...