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Rural Care Foundation: Data Preparation

CASE STUDY, MARKETING RESEARCH
ET Cases, 9 Pages

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Rural Care Foundation: Data Preparation

 

In the prime of their well-settled career, childhood friends and collegemates, (NIT Trichy) as well as Senior Project Head in IT Sector – Meenu Rakesh (Meenu) and  Ganesh Chandran (Ganesh) aspired to start a not-for-profit organization.

Although born in a very conservative agricultural family in a remote village (in Madurai district, Tamil Nadu, India), their parents’ provided them with immense support and both of them graduated from NIT Trichy and received suitable placement offers. Settled in their flourishing careers both of them wanted to contribute for the improvement of the socio-economic life of their village, Meenu was keen on starting a small NGO to make the dream come true, while Ganesh was of opinion that the idea was  impractical.

However, as Meenu was very confident about the startup and was active on the social media she could connect with a corporate donor – Raja Karupiah (Raja), who had shown interest in the idea and had invited them for an in-depth discussion.

Meenu and Ganesh met Raja on January 18th 2016 to discuss their plan of starting a NGO.

After exchanging pleasantries, they initiated the discussions regarding the planned venture.

Meenu: Thank you Raja for showing interest in our idea.


Raja: Welcome. However, there are few milestones to cross to go ahead.


Ganesh: What kind of milestones do we need to cross, Raja?

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Teaching Note Preview

Rural Care Foundation: Data Preparation

 

Synopsis

The case study was used to introduce the participants/students to the concept of data preparation in marketing research. The case study gives scope to discuss the preliminary checking of questionnaire after returned from the fieldwork in the context of Rural Care Foundation marketing research. The case study also gives scope to discuss on how to develop a data analysis strategy.

Prerequisite Conceptual Understanding

The students/participants should be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on data preparation:

  • • Naresh K. Malhotra and Satyabhushan Dash, “Data Preparation”, Marketing Research an Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the overview of data preparation in marketing research

 

Case Positioning and Setting

This case study can be used in MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to data preparation process and relevant concepts in marketingresearch

Assignment Questions

  • I. What is data preparation? Describe data preparation process. According to you, did Rural Research follow the complete process? Elucidate.
  • II. What activities are involved in the preliminary checking of questionnaires and what do you mean by editing a questionnaire? How are unsatisfactory responses identified in editing?
  • III. How do you clean up the data? Elucidate with the data given in Annexure III of the case study.

 

Preamble to this Case Analysis

This case study is meant to introduce the students/participants to the process of data preparation in marketing research context. This case study provides scope to discuss the preliminary checking of questionnaire, editing and coding. Case study was used to provide the perspectives on data preparation process outlined in the suggested chapter. Accordingly, this case study was orchestrated shown in Exhibit (TN)-I.................................

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Product code: MR-1-0015, MR-1-0015A

Abstract

The case study can be used to introduce the participants/students to the concept of data preparation in marketing research. This case study helps understand the steps involved in the data preparation process at the backdrop of New NGO’s Marketing Research. Two childhood friends, Meenu Rakesh (Meenu) and Ganesh Chandran (Ganesh), aspired to start a NGO with an aim to improve the socio economic status of rural people. When the duo approached a corporate donor, they were suggested to prepare a project proposal. They wanted to conduct a household survey based on which they can make a project proposal. They enlisted the services of Rural Research an established marketing research company, to carry out the necessary research and submit the report. Arun Kumar (Arun), an executive with Rural Research was given the responsibility to prepare the data for analysis. Arun was cogitating on the course of the project, as this was his first assignment on data analysis. Arun had to decide how the collected data should be prepared for further statistical analysis.



Pedagogical Objectives

  • To discuss the basics of data preparation and data preparation process
  • To elucidate questionnaire checking, editing and treatment of unsatisfactory responses
  • To understand the guidelines for coding questionnaires
  • To discuss and understand the data cleaning process and the methods to treat missing responses: substitution of a neutral value, imputed response, case-wise deletion and pair-wise deletion

Case Positioning and Setting
This case study can be used in MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to data preparation process and relevant concepts in marketing research



This Case Pack Includes:
- Abstract
- Case Study
- Teaching Note (**ONLY for Academicians)
- Supplements
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