Marketing Newspaper to Students The case is about working out a strategy to develop the student market of a newspaper in a city.

Some of the research questions are 1. What is the market development potential of an English Newspaper among college students of the city? 2. What are the ways to improve the newspaper so as to cater to the different segments of college students of the city? 3. How to promote the newspaper among the college students of the city? Following is the questionnaire (along with the code book) developed for conducting a market research study to address the issues.

Exhibit 1 Questionnaire
We want to make our newspaper more useful to you. Please answer the questions below to help us in this effort. The questionnaire below takes less than 10 minutes to complete. Your participation in the survey is highly appreciated, and we thank you in advance for your time and effort. 1. How frequently do you read newspaper? Daily 3-5 days in week 1-2 days in week Rarely Never 2. Which Newspaper do you read?

3. What makes you read that particular Newspaper? (Check the most important factor) Availability Content Quality Price Language Other:

4. Which Sections do you read mostly? (you can check more than one option) National News Business news Sports International News Page 3/Gossip/Movies Local News Entertainment section (Cartoons, puzzles, jokes) Editorial Other: 5. How would you rate quality of the sections on the scale of 1 to 5? 1 being poor quality and 5 being good quality 1 National News Business news Sports International News Page 3/Gossip/Movies Local News Entertainment section (Cartoons, puzzles, jokes) Editorials 2 3 4 5

6. How would you rate usefulness of the sections on the scale of 1 to 5? 1 being least useful and 5 being highly useful 1 National News 2 3 4 5

Business news

Sports International News Page 3/Gossip/Movies Local News Entertainment section (Cartoons, puzzles, jokes) Editorials

7. The reason you read newspaper (you can check more than one option) Entertainment Knowledge Information To improve English Career Requirement Other:

8. What alternatives you have for the same (which you answered in previous question)?

9. If you dont read newspaper regularly, then the reason is (you can check more than one option) Very Busy Not helpful No Interest Not available Read regularly Other: 10. What specific/additional contents should be there in the newspaper to make it more useful for you?

11. What other features or factors should be there, which make you read Newspapers regularly?

Easy Availability Content Quality Price In-depth Analysis Other:

12. Your qualification (currently pursuing) e.g. If you are in first year of B. Com., then click graduate. Graduation Post-graduation

13. Area of education Arts Medical Commerce Science (Including Engineering and Technology) Business Management Other:

14. Your gender Male Female

15. Age (in years) e.g. 25

Thank you for sparing your time!

Exhibit 2 Codebook

Ques. No.

Questions

Options

Column

Codes

Daily 3-5 days a week 1 How frequently do you read newspaper? 1-2 days a week Rarely Never Availability 3 What makes you read that particular Newspaper? (Check the most important factor) Content Quality Price Language Others National News Business news Sports Which Sections do you read mostly? (you can check more than one option) International News Page 3/Gossip/Movies Local News Entertainment section (Cartoons, puzzles, jokes) Editorial Others

1 1 1 1 1 2 2 2 2 2 3 4 5 6 7 8 9 10 11

1 2 3 4 5 1 2 3 4 5 0,1* 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1

National News Business news Sports 5 How would you rate quality of the sections on the scale of 1 to 5? International News Page 3/Gossip/Movies Local News Entertainment section (Cartoons, puzzles, jokes) Editorial National News Business news Sports 6 How would you rate usefulness of the sections on the scale of 1 to 5? International News Page 3/Gossip/Movies Local News Entertainment section (Cartoons, puzzles, jokes) Editorial Entertainment The reason you read newspaper (you can check more than one option) Knowledge Information To improve English Career Requirement Others Very Busy If you dont read Not helpful newspaper regularly, then the reason is (you No Interest can check more than one Not available option) Read regularly Others

12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39

1 to 5 1 to 5 1 to 5 1 to 5 1 to 5 1 to 5 1 to 5 1 to 5 1 to 5 1 to 5 1 to 5 1 to 5 1 to 5 1 to 5 1 to 5 1 to 5 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1 0,1

Easy Availability 11 What other features or factors should be there, which make you read Newspapers regularly? Content Quality Price In-depth Analysis Others Graduation Post Graduation Arts Commerce Medical 13 Area of Education

40 40 40 40 40 41 41 42 42 42

1 2 3 4 5 1 2 1 2 3 4 5 6 1 2 Nos.

12

Qualification Currently Pursuing

Science (Including Engineering 42 and Technology) Business Management Others Male Female Age in number of years 42 42 43 43 44

14

Gender

15

Age Which Newspaper do you read?

Name of the newspapers

45

Text

What alternatives you have for the same (which Names of alternatives you answered in previous question)? What specific/additional contents should be there in the newspaper to make it more useful for you?

46

Text

10

Names of Additional contents

47

Text

* 1 indicates that the option has been checked, and 0 indicates that it has not been checked. NOTE: Categorization of responses can be done for open ended questions 2, 8, and 10 after their content analysis.