RM assignment

on

MAGZINE ARTICLE

NCRD’s Sterling Institute of Management Studies

Present by

DEEPAK R GORAD

Methodology

PRIMARY RESEARCH

• This study was conducted by international research firm, E &Y , a MARKET RESEARCH FIRM.

• Surveys were conducted online from March 8, 20101through March 10, 2012 using the field services of Authentic Response.

• 552 respondents in the INDIA ages 18-5

• 515 respondents in the INDIA ages 18-54

• Margin of error is +3.3% in total and +4.3% for each country in 95 out of 100 cases

SECONDARY RESEARCH FOR PRE-TESTIENG

• 4,875 people in 22 countries of which 1,800 in Europe

• Ages 25 to 64

• College-educated

• In top 25% of household income per age group in each country

• Report significant media consumption and engagement in business news and public policy

• U.S.: 500 Informed Publics (100 ages 25-34 and 400 ages 35-64)

TV and Internet the Most Dominant Entertainment Sources in the INDIA

and US

57%

30%

17% 17%14% 12% 11%

58%

32%

17%14%

6%

28%

5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TV/Television Internet/Web Radio Music/CDs Cinema/Theater Movies/Film DVD

INDIA US

All other mentions less than 10%

Sources of Entertainment

Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the INDIA

59%

42%

29%

20% 19%

9% 9%

54%

27% 29%

20%

8%5%

10%

Internet surges but TV most frequent “source of entertainment”

Sources of Entertainment – US (ages 18-34)2011 2010

Up 15%

Q: What sources of entertainment do you turn to most often? [OPEN END] Respondents ages 18-54 in the INDIA

PART-B

1. As business magazine they should

provide background of research.

2. Provide historical background.

3. Specify segmented factors.

4. Socialize media.

5. Check Authenticity & reliability of

research .

6. Provide references, bibliography,

interview question.