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Sai Kripa Wedding Planners’ Marketing Research: Fieldwork Issues

CASELET, MARKETING RESEARCH
ET Cases, 5 pages

Case Preview

Sai Kripa Wedding Planners’ Marketing Research: Fieldwork Issues

 

Date: January18th 2015
Venue: AVM Rajeswari Marriage Hall, Mylapore, Chennai
Occasion: Wedding Reception of Rajiv Nair and Meenu Nair


Rajiv Nair, a batchmate of Sai Kumar (Sai) and Kripa Vedhika (Kripa) had recently married to his soul mate and he had never imagined that this occasion would be the venue for a startup idea for two of his batchmates.

Sai, an alumnus of PSG Institute of Technology, worked as a General Manager with one of the global automobile companies in Sriperumbudur. With over 10 years of illustrious career, he had been contemplating for some time to be an entrepreneur, but was not sure which line of business to pursue.

Kripa, also an alumnus of PSG Institute of Technology and PSG Institute of Management, was working as Associate Vice President with a well-known South India (Chennai)- based FMCG.............................


Teaching Note Preview

Sai Kripa Wedding Planners’ Marketing Research: Fieldwork Issues

 

Synopsis

The caselet was used to introduce the participants/students to the concept of fieldwork in marketing research. The caselet gives scope to discuss the nature of fieldwork and fieldwork process in the context of Sai Kripa Wedding Planners’ marketing research. The caselet also gives scope to identify the major source of errors in the fieldwork.

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 Sampling:

  • • Naresh K. Malhotra and Satyabhushan Dash, “Fieldwork”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the basics of fieldwork in marketing research

 

Case Positioning and Setting

This caselet can be used in MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to fieldwork and relevant issues in marketing research

Assignment Questions

I. What is fieldwork? Describe the nature of the fieldwork.
II. Describe the fieldwork process. According to you, was the complete fieldwork process followed by OneSource to carry out the survey for Sai Kripa Wedding Planners’ marketing research problem.
III. ..................

Preamble to this Case Analysis

This caselet is meant to introduce the students/participants to the nuances of fieldwork in marketing research context. This caselet provides scope to discuss the fieldwork process and the major sources of errors in the fieldwork. Caselet was used to provide the right perspectives on fieldwork concept outlined in the suggested chapter. Accordingly, this caselet was orchestrated in the following way [Exhibit (TN)-I]:...........................

$3.66
Rs 0
Product code: MR-2-0014, MR-2-0014A

Abstract


This caselet introduces the students/participants to the concept and importance of fieldwork and the process to be followed in a marketing research project. This caselet helps understand the steps involved in the fieldwork process with the backdrop of Sai Kripa Wedding Planners’ Marketing Research. Two college batchmates Sai Kumar (Sai) and Kripa Vedhika (Kripa) aspired to start a business venture 'Sai Kripa Wedding Planners'. As they wanted to conduct a survey to identify the market potential in Tamil Nadu to start with, they enlisted the services of Marvy an established marketing research company based in Chennai, to carry out the necessary research and  submit the report. The Senior Manager at Marvy, Satish K. (Satish), after completing the prerequisite steps in the marketing research process - marketing research  problem definition, research design, sampling design and questionnaire development, was thinking on how to execute the fieldwork - as all the fieldworkers at Marvy were pre-occupied in the ongoing projects. Satish outsourced the fieldwork to OneSource, a known staffing company. However, Satish was not satisfied with the quality of collected data received from OneSource. Where did OneSource go wrong in the fieldwork?



Pedagogical Objectives

  • To understand the basics of fieldwork in a marketing research context
  • To understand the fieldwork process – selection, training and supervision of fieldworkers, the validation of fieldwork and the evaluation of fieldworkers
  • To discuss the major sources of errors in the fieldwork

Case Positioning and Setting
This caselet can be used in MBA Program/MDPs/EDPs - Marketing Research Course - To introduce the participants/students to fieldwork and relevant issues in marketing research





This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
$3.66
Rs 0

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