MARKET
RESEARCH ON
CAREERGRAPH
AJAY JAISWAL
ROLL NO: 270
PUJA KHANDEWAL
(DEPUTY BRAND MANGER)
INDEX
1. INTRODUCTION
2. OBJECTIVES
3. METHODOLOGY
4. COLLECTION OF DATA
5. DATA PRESENTATION
6. DATA ANALYSIS
INTRODUCTION
The power of words
We spread knowledge.
We build on experience.
We work with people.
We believe in values.
ABP Ltd. is one of the leading media companies of India. The group started out as a newspaper
by the name of Ananda Bazar Patrika in 1922. ABP was founded by Prafulla Chandra Sarkar
who was also the editor. Today along its flagship newspaper, the group publishes 9 other
publications. These include
The Telegraph – an English language daily
The Telegraph in Schools - standalone newspaper by & for school students
Unish Kuri - teen Bengali Magazine 2003
Anand Bazar Patrika - a premier Bengali language daily
Anandmela - a children’s monthly magazine in Bengali
Ananadlok - a film magazine published in Bengali
Desh - a literary magazine
Boier Desh - another literary magazine in Bengali
Sports World – a sports magazine
Sunday - an English language weekly magazine
Business World - a weekly business magazine
Sanada - Fortnightly Woman Magazine Bengali & Oriya
Career – Fortnightly launched in 2004
Star Majha - Marathi 2007, Star news- 2003
The group jointly owns a 24 hour news channel in collaboration with Star India by the name
of ‘Star Ananda’ Bengali – 2005. The present Editor-in-chief of the group is Mr. Aveek
Sarkar.
The Telegraph the largest circulated English daily in Eastern India.
The Telegraph was launched on the 7th July, 1982, published by the ABP group of publications.
The Telegraph in its short life span of 26 years has become the largest circulated English daily in
the eastern region published from Kolkata.
The Telegraph is the only English newspaper launched in post independent India which has
overtaken the established market leader in the region.
The reason for this success can be attributed to constant value addition to the product. In keeping
with this philosophy The Telegraph has introduced a eight-page color section called Metro
devoted solely to Kolkata and its people. This appears from Monday to Sunday. Apart from local
news the Metro also reports on the social and cultural events in the city.
The Telegraph is also published from Guwahati (to cater to the entire northeast), Siliguri (for
North Bengal and Sikkim), Jamshedpur, and Ranchi (for Jharkhand).
The Telegraph today offers, in addition to its extensive national, international, and business news
a wide variety of reading material on special interests.
Monday: Knowhow — a two-page section on science, computers and health.
Tuesday: Jobs — a tabloid on jobs available, on how to approach interviews with
interviews on those succeeded and those who take interviews.
Wednesday: Telekids — an exciting eight-page color tabloid for children.
Thursday: Careergraph — a special four-page color guide for students and graduates on
the lookout for jobs and career opportunities.
Friday: Proper TT — a one-page section with information related to property and real
estate.
Saturday: Personal TT — four pages of entertaining weekend reading in color.
Sunday: Graphiti — a thirty-two page color magazine. In addition there is a seven-page
section called 7days and four pages of The Telegraph Classifieds in color.
Total readership: 14, 08,000 (National Readership Survey 2006)
Readership in Calcutta: 7,46,000 (National Readership Survey 2006)
Total circulation: 4,73,721 (Audit Bureau of Circulations January — June '08
Careergraph is a special four-page color guide for students and graduates on the lookout for jobs
and career opportunities. It is a four page edition in a broadsheet format. The various part
contained in Careergraph are-
FIRST PAGE –
The front page consists of the cover story of week. The story is given in a detailed form.
SECOND PAGE –
RIGHT DEGREE: T his section deals with the course action that one can take. Where
should one study for obtaining the degree and what should be the future course path.
CAREER HOTLINE: This is a question answer section where students can clear their
doubts about their future course of action.
OVER THERE: This usually tells about an institute, what is this institute all about, what
is the fee, who is the boss and where is it.
THIRD PAGE –
STUDY ABROAD: Here emphasis is given on where one can study abroad with the
particular stream or study that one intends to carry on.
TEST ABILITY: Eligibility required for taking the test, pattern of exam, how to prepare
for the exam and what are the other exams that one can take along with it.
FOURTH PAGE –
I THINK: Here, the opinions of the reader are asked. A question for the week is given
and then the readers are asked to give their point of view.
CAMPUS BUZZ: As the name suggest, this section cover different stories and happening
in different colleges.
OBJECTIVES
PRIMARY OBJECITVE -
The most important and primary objective of carrying out the research work was to get
feedback from the readers about Careergraph
SECONDARY OBJECTIVE -
Market awareness that exits among readers of Careergraph or Education Times
To make a comparison between Careergraph and Education Times
To find what are the likings of readers about Careergraph/Education times and what they
dislike about it
Finding out the area of errors
SAMPLE SIZE:
For conducting research of any sort the sample size forms the most important constituent. In this
case, the sample size was 100. This sample size was undertaken because; it is neither too large a
size nor small. In conducting field research of any type sample size factfully reproduce the
characteristic of the population. Here, the size was to be selected in such a manner so that the
desired result goal of the research could be achieved within a specific time period. It was an
aapropiate size with which the analysis can be done without much chaos and confusion.
TIME FRAME:
The survey was conducted within a period of 11 days i.e. from 26th December 2008 to 5th January
2009.
NATURE OF DATA:
The data was the only source for analyzing the research result. Hence, the nature of data was
primary data. The outcome of the resaerch was entirely dependent on the field survey. As the
objective of the research was to obtain feedback from readers about Careergraph and inorder to
get the detail feedback one to depend entriely upon the field resaerch.
WAY OF DATA COLLECTION:
The data was collected through personal interview. A detailed questionnaire was prepared in
which the relevant question required for getting the desired result was incorporated.
AREA COVERED:
The objective behind conducting survey was to get feedback from readers about Careergraph.
The readers of Careergraph are mainly students and so, in order to inculcate variety of students
from different class, different and background different parts of the city was covered. The areas
where the survey was conducted are - New Market, Park Street, City Centre, Forum, St. Xavier’s
college, Loreto college, Institute of Charterted Accountants and IMS learning Centre.
Analysis Method:
The analysis of data was done on excel sheet. By using sorting, data were arranged and then
represented through pie chart, tables and graph. Each and every question in the qestionnaire was
taken into consideration while preparing charts. Almost all the qestions in the qestionnnaire is
represented with the help pie chart and graph to make the data presentation.
COLLECTION OF
DATA
For conducting market research for Careergraph, the only source of data collection was the
primary data. Collection of Primary data was done by conducting personal interview. The
interview was undertaken with the help of questionnaire in order to get the maximum
feedback from the readers.
QUESTIONNAIRE
Serial no.
Date:
Q1. Can you please tell me your age?
Gender of the respondent:
Male 1
Female 2
Q2. What are you studying presently? Please specify in which class/year you are presently studying?
Class 10 or Below
1
Class 11/ Class 12 2
Graduation 3
Q3. Which English daily newspaper do you read regularly nowadays?
Q4. If you do not read newspapers then what is the alternate source of information for you?
Q5. When I talk about English daily newspapers, which names come to your mind immediately?
Q6. Do you read newspaper sections nowadays?
Yes 1
No 2
CONTINUE ONLY IF YES CODED
Q7. When I talk about newspaper sections on education which names come to your mind immediately?
RECORD 1ST NAME MENTIONED AS TOM MENTION IN GRID BELOW. RECORD ALL OTHERS
NAMES MENTIONED UNDER SPONT MENTION IN GRID BELOW
ASK ONLY FOR CAREERGARPH & EDUCATION TIMES IF RESPONDENT IS NOT
SPONTANEOUSLY AWARE
Q8. Now I am going to read out the names of some education supplements circulated with newspaper.
Kindly tell me which of these are you aware of?
Are you aware of (READ OUT CAREERGARPH &/OR EDU TIMES FOR WHICH
RESPONDENT IS NOT AWARE IN Q7)
ASK ONLY FOR THOSE SUPLLEMENTS FOR WHICH RESPONDENT IS CODED AS
AWARE
Q9. You said you are aware of (READ OUT FROM Q8.). HAVE YOU EVER READ
Q10. You said you have read (READ OUT FROM Q9.). Do you read (READ OUT
FROM Q9.) nowadays?
Q11. Of the last 8 editions of (READ OUT FROM Q10). How many have you read?
NO. OF TIMES READ
CODE IN GRID BELOW IF 5 OR MORE OF LAST 8 EDITIONS READ. ELSE DO NOT CODE
SUPPLEMENTS AWARE-UNAIDED AWARE- EVER READ REGULAR
(Q7) AIDED READ NOWADAYS READER
(Q8) (Q9) (Q10) (Q11)
TOM SPONT
Careergraph 1 2 3 4 5 6
Edutimes 1 2 3 4 5 6
TT Jobs 1 2
Ascent 1 2
ASK TO ALL THOSE WHO ARE AWARE OF CAREERGRAPH/ EDUTIMES
Q12. You said you are aware of Careergraph/Edutimes. Can you tell me with which English newspaper is
Careergraph/Edutimes circulated?
ASK TO ALL REGULAR READERS OF CAREERGRAPH/ EDUTIMES (FROM Q11)
Q13. Approximately how much time do you spend looking through an issue of CG/ET?
< 15 min 1
15min-30min 2
30min-60min 3
More than 1 hr 4
Q14. Which of the following phrases best describe how you use CG/ET?
Skim titles to be aware of the contents 1
Read articles of interest 2
Read entire issue 3
Q15. With how many others do you share your copy of CG/ET?
None 1
1 or 2 others 2
More than 2 3
Q16. How would you rate the overall layout of the CG/ET?
Excellent 1
Good 2
Fair 3
Poor 4
Undecided 5
Q17. How would you rate the timeliness of articles presented in the CG/ET?
Excellent 1
Good 2
Fair 3
Poor 4
Undecided 5
Q18. To what extend do you find CG/ET articles & information useful in real life decision making
like selecting institutes or taking various exams?
Very useful 1
Useful 2
Not so useful 3
Not at all useful 4
Undecided 5
Q19. What all do you like about Careergraph/ Education Times?
Q20. What all do you dislike about Careergraph/ Education times?
Q21. Can you suggest some changes to Careergraph? Education Times that would make it better suited to
the needs of students you?
Name:
Mobile No:
Email Id:
Venue:
DATA
PRESENTATION
AGE
Age
15-17 14
35
18 8 29
30
19 7 25
20 14 19 Age
20
21 29 14 14
15
8 9
22 19 10 7
23-26 9 5
0
15-17 18 19 20 21 22 23-26
SEX
SEX33
MALE 33
MALE
FEMALE 67 FEMALE
67
EDUCATION
EDUCATION
GRADUATION 74
CLASS 10 OR
BELOW 11
CLASS 11 OR 12 15 CLASS 11 OR 12 15
GRADUATION 74
CLASS 10 OR BELOW 11
0 10 20 30 40 50 60 70 80
ENGLISH NEWSPAPER READ REGULARLY
REGULARLY READ
8%
THE TELEGRAPH 52 4%
TIMES OF INDIA 40 TT
50%
HINDUSTHAN TIMES 4 TOI
EDUCATION TIMES 8 38%
HT
ET
ALTERNATIVE SOURCE OF INFORMATION
5% Alternate source of Information
T.V. 40
INTERNET 53 14% 29% T.V.
MAGAZINES 19 14% INTERNET
LIBRARY 19
MAGAZINES
FRIENDS 7 38%
LIBRARY
FRIENDS
ENGLISH NEWSPAPER WHICH COMES TO MIND IMMEDIATELY
2% AWARENESS OF NEWSPAPER
4%
11% TT
THE TELEGRAPH 77 46% TOI
TIMES OF INDIA 62
EDUCATION TIMES 19 ET
37%
HINDUSTHAN TIMES 6
HT
OTHERS 3
OTHERS
TIME SPEND LOOKING THROUGH AN ISSUE
CAREERGRAPH 00
<15 MIN 29 CAREERGRAPH
2
15 MIN- 30 MIN 2
30 MIN- 60 MIN 0 <15 MIN
MORE THAN 60 MIN 0 29
15 MIN- 30
MIN
EDUCATION TIMES
EDUCATION TIMES 0 00
<15 MIN 21 <15 MIN
15 MIN- 30 MIN 0
30 MIN- 60 MIN 0
21
MORE THAN 60 MIN 0 15 MIN- 30
MIN
PHRASE BEST DESCRIBING USE
CAREERGRAPH
30
SKIM TITLES TO BE AWARE 5
20
READ ARTICLES OF INTEREST 26 26
READ ENTIRE ARTICLES 0 10
5 0
0
SKIM TITLES READ READ ENTIRE
TO BE AWARE ARTICLES OF ARTICLES
INTEREST
EDUCATION TIMES
SKIM TITLES TO BE AWARE 5 20
READ ARTICLES OF INTEREST 16 15
READ ENTIRE ARTICLES 0 10 16
5 5
0 0
SKIM TITLES READ READ ENTIRE
TO BE AWARE ARTICLES OF ARTICLES
INTEREST
SHARING OF COPY
CAREERGRAPH 3 CAREERGRAPH
NONE
NONE 18
1 OR 2 OTHERS 10
10 1 OR 2 OTHERS
MORE THAN 2 3
18
MORE THAN 2
2 EDUCATION TIMES
EDUCATION TIMES NONE
NONE 11
1 OR 2 OTHERS 8 1 OR 2 OTHERS
8 11
MORE THAN 2 2
MORE THAN 2
OVERALL LAYOUT
CAREERGRAPH 20
EXCELLENT 1 15
GOOD 16 10
CAREERGRAPH
FAIR 8 5
0
POOR 0
UNDECIDED 6
12
EDUCATION TIMES 10
8
EXCELLENT 1 6
GOOD 5 4
2
FAIR 11 0 EDU TIMES
POOR 0
UNDECIDED 4
USEFULNESS OF ARTICLES/ INFORMATION IN REAL LIFE DECISION MAKING
0 0 VERY USEFUL
CAREERGRAPH
4 5
VERY USEFUL 5 USEFUL
USEFUL 22
NOT SO USEFUL 4
22 NOT SO
NOT AT ALL USEFUL 0 USEFUL
UNDECIDED 0
NOT ALL
USEFUL
0 0 1 VERY USEFUL
EDUCATION TIMES
VERY USEFUL 1 2
USEFUL
USEFUL 18
NOT SO USEFUL 2
18 NOT SO
NOT AT ALL USEFUL 0
USEFUL
UNDECIDED 0
NOT ALL
USEFUL
TIMELINESS OF ARTICLES PRESENTED
CAREERGRAPH UNDECIDED 0
EXCELLENT 0 0
GOOD 20 FAIR 11 CAREERGRAPH
20
FAIR 11
EXCELLENT 0
POOR 0
UNDECIDED 0 0 20
EDUCATION TIMES
EXCELLENT 0 UNDECIDED 1
0
GOOD 14
FAIR 6
FAIR 6 14
POOR 0 EXCELLENT 0 EDU TIMES
UNDECIDED 1
0 20
DATA ANALYSIS
Maximum number of respondent were from the age group of 21
In case of education, 74 was the highest number of respondent which consisted of
graduate and post graduate students
50% of the respondent read The Telegraph followed by Times of India (38%)
Apart from newspaper, 38% and 29% of the respondent find Internet and television
respectively as alternate source of information
Out of 100 respondent 78 students read newspaper section
TOP OF MIND -
33 out of 100 could recall either Careergraph or Education Times or both.
CAREERGRAPH – 23 EDUCATION TIMES- 15
*Only 5 could recall both.
AWARE AIDED -
48 out of 100 could recall either Careergraph or Education Times or both on being given
aid
CAREERGRAPH – 29 EDUCATION TIMES – 28
Only 7 were aware aided or both.
EVER READ –
75 out of 100 have read Careergraph or Education Times or both
CAREERGRAPH – 46 EDUCATION TIMES – 38
Only 9 have read both.
*readers common to both have been included in both i.e.
Careergraph as well as Education Times
READ NOWADAYS –
60 out of 100 read either Careergraph or Education Times or both nowadays
CAREERGRAPH – 34 EDUCATION TIMES – 27
*Only 1 read both nowadays.
REGUALR READERS -
51 out 0f 100 are regular readers of either Careergraph or Education Times or both
CAREERGRAPH – 31 EDUCATION TIMES – 21
Only 1 reader is a regular reader of both.
*readers common to both have been included in both i.e.
Careergraph as well as Education Times