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Amrita School of Business, Kochi

Case analysis of Bharat Sports Daily

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Contents

About the Case Problem Identification Process Management Decision

Problem Narrowing down of a broad

decision problem Management Research

problem Type of Research Unit of Analysis

Dependent Variable Independent Variable Moderate Variable Intervening Variable Extraneous Variable Analytical Model Research Objectives Research Hypothesis

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About the case

Mr. Anil Mehra, a senior executive in a newspaper firm, proposed the idea of launching a sports daily to the top management.

Mr. Mehra, just wrote a few notes on explaining the need of such a daily.

But, he has no answers when asked for estimates of demand in the first year and etc. His proposal was rejected.

His superior Mr. Ashok Kapoor, suggested Mehra to convince him with the help of an empirical or scientific study.

Problem Identification Process

Management Decision Problem

Discussions with subject

experts

Review of existing

literature

Organization Analysis

Qualitative Survey

Management Research Problem / Question

Research framework / Analytical model

Statement of Research Objectives

Formulation of Research Hypothesis

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Management Decision Problem

It is defined as the issue/decision that needs to be resolved through research.

Here the MDPs are, ‐ “Whether to launch a sports daily?”

‐ “What is the demand in the first year?”

‐ “Is it going to be profitable?”

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Discussions with subject experts By discussing the MDP to the subject and industry

experts, the current and probable scenario is understood.Review of existing literature

Looking through published data like articles and journals also going through unpublished data also helps in research.Organizational analysis

Organizational demographics- firm, size, assets, nature of business, location, etc. are used to define research problemQualitative Survey

Survey with readers and conducting focus group discussion to uncover relevant and typical issues in the problem

Narrowing down of broad decision problem

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Management Research problem

Once the audit of all secondary review and interviews and survey is over, the researcher defines the issue further, in the form of an unambiguous and clearly-defined research problem.

Here the MRPs are, ‐ “What is the awareness and perception of sports

lovers for sports daily?”

‐ “What is the purchase intentions for sports daily?”

‐ “How is the current environment for a sports daily?”

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Here the goal of the research is action oriented and focuses on immediate results. Therefore we are

conducting an applied research.

And, we will conduct a triangulation research, because it resolves the ambiguity and gives a better

understanding of the concept and also provides a direction to initiate. And also, drives us to a

conclusion.

Type of Research

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Unit of Analysis

Identifying that particular source from which the required research information is obtained.

Here the UoA is, ‐ “The people who are interested in reading

sports related news.”

‐ “Experts in the area of sports.”

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Dependent Variable

A dependent variable is measurable and quantifiable variable in nature. It is most crucial variable to be analyzed in a research study.

Here the D.Vs are, ‐ “The demand for a sports daily in the current

scenario?”

‐ “The purchase intensions of the sports enthusiasts”

‐ “The sales of sports magazines in the market”

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Independent Variable

An independent variable is one that influences dependent variable in either a positive or negative way.

Here the I.Vs are, ‐ “Attitudes of people towards the sports?”

‐ “Demographic environments of the consumers”

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Moderate Variable

A moderating variable is the one that has a strong contingent effect on the relationship b/w independent and dependent variable.

Here the M.Vs are, ‐ “Literacy rate in the society”

‐ “Influence from the family”

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A intervening variable is a temporal occurrence which follows the Independent and precedes the dependent variable.

Here the IVVs are, ‐ “Performance of the Indian sports teams ”

Intervening Variable

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An extraneous variable is responsible for the chance variations that are often observed in research investigation.

Here the E.Vs are, ‐ “Increased focus of Government on sports”

Extraneous Variable

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Research framework/Analytical Model

P.I=F(A, De, )P.I= Purchase Intensions

A= Attitudes

De= Demographics of people

G= Govt. Focus

P.I(D.V)

Attitude (I.V)

Demographics (I.V)

Literacy rate (M.V)

Performance (I.V.V)

Govt. Focus (E.V)

Graphical Model

Mathematical Model

A=F(L, P)A= Attitudes

E= Literacy rate

P= Performance

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Research Objectives

Who all will be the target audience? What should be the price for the sports daily? Why should a reader opt for an exclusive sports

daily when you have a sports page in the newspaper?

At what time should the sports daily brought out? Which all games should the sports daily

emphasize? Whether we forecast the demand for the sports

daily for one year?

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Research Hypothesis

Relational Hypothesis: In this hypothesis there is a typical relationship between the two variables.

H0: Attitudes of people has an impact on the purchase intensions of the sports daily

H1: Attitudes of people has no impact on the purchase intensions of the sports daily

Other Hypothesis: H0: The literacy level of people has positive

relation with the purchase intensions H0: Demographic environments of consumers has

a relationship with the sales of the sports daily.

ANY QUESTIONS ?

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