1.

Introduction ABC Ltd was established in India in year 2000 and has become a leading manufacturer of cellular phone in the country. The company is particularly strong in PDAs. ABC is considering launching cellular phones with web cam which would enable customers see the person whom he is talking to and chat normally as is done on PC/laptops. Ray Research Agency has been approached and a meeting took place on 31 st July this year. The written brief presented by ABC Ltd was discussed in this meeting. The following proposal has been prepared. 2. Objectives The overall objective is to understand the attitude-perception of potential customers towards the use of web cam in PDA. This has been broken down into following sub-objectives i. ii. iii. To identify how many people own PDA. To identify various usage patterns of PDA. Possibility of use of web cam in PDA.

The proposed research will have 2 stages. The first stage will be to inspect existing sources (secondary data) to uncover usage figures and any useful information. The second stage will involve quantitative research to provide indepth information on various usage patterns, attitude toward video chatting and possibility for use of web cam. 3. Desk Research 3.1 Purpose A search of secondary sources will be carried out to refine the objective and provide lines of enquiry for next stage. The desk research will help gather information on usage of PDAs and the market size. The desk research will attempt to answer the following questions How many individuals own PDA? How many individuals video chat? What prices are charged for these PDA?

3.2 Procedure The search will begin internally with ABC Ltd, by consulting personnel who would have access to such records. We would brief them on the requirements of the research and we would expect to hold 2 meetings for this purpose. We would expect access to possibly indirect reports on the market situation, demand forecasts, market share of ABCs PDA. This will help analyse consumers perception toward ABC products and will indicate strength and weakness that will help in segmentation. An external research will also take place. We will obtain and analyse existing market assessments published by bodies like TRAI, COAI. 4. Quantitative Research Given the exploratory nature of the objective, we will conduct personal questionnaires. Personal questionnaire would be limited only to metro cities. This gives an assurance of achieving the desired number and type of respondents. 4.1 Purpose This stage aims to quantify how many consumers own PDA and how many of them are ABCs Ltd. brands, how many video chat. It will also tell how many people liked the idea and how many are willing to buy such product. It will also help identify the segment to target. 4.2 Population & Sampling We have decided to cover about 5000 respondents to give us the depth and spread of information required. The sampling methodology used will be non probabilistic and snowball technique would be used to increase the hit rate.

The groups identified are Group 1 2 3 4 5 6 7 8 Location Mumbai Mumbai Delhi Delhi Kolkata Kolkata Chennai Chennai Profession College Student Professionals College Student Professionals College Student Professionals College Student Professionals Age 20 & above 20 & above 20 & above 20 & above 20 & above 20 & above 20 & above 20 & above Total Sample size 500 1000 500 1000 500 500 500 500 5000

4.3 Procedure The questionnaire will be prepared by Ray Research agency and sent to ABC Ltd for approval. The questionnaire will probe the following How many people own a PDA? How many of those are ABCs brand? What are they used for? Do they video chat? When and where do they video chat? Which groups of customers are more likely to use PDAs with web cams? What are the prices they are ready to pay for? The questions would be close ended with maximum of 2 open ended. The maximum duration for a questionnaire is 5 minutes. The analysis will involve computer tabulations, in the form of pie chart. Subsequent requirement for statistical analysis will be discussed, once the initial data is evaluated.

5. Timing

The table below indicates our suggested timeframe for the project. During the project, weekly progress report will be sent in the form of e-mails at 3pm every Friday. This allows us to keep you updated and gives us the opportunity of weekend to put into place any modifications you might suggest. Week 1-4 5 6 7 8 9-11 12-13 14 16 19 6. Fees The fees quoted are exclusive of VAT and are subject to standard terms and conditions. The fees are subject to the assumptions contained in these proposals and we reserve the right to make adjustments should any assumptions prove to be incorrect. Phase Desk Research Description 15 hours senior executive 30 hours junior executive 25,000 to purchase/access Quantitative Research Total Fee relevant reports 5,000 Questionnaires 5,00,000 5,50,000 Fees (Rs) 50,000 Activity Desk Research Questionnaire Development Desk Research Report Available Pilot (n=50) Pilot Debriefing Quantitative stage(n=5000) Coding & Data Preparation Analysis Presentation Final Report Available