UNIVERSITY OF MUMBAI

PROJECT REPORT ON

“Virtual Tour to Sales & Marketing Strategies with reference to

Star Nine Elevators Pvt. Ltd.”

FOR

BACHELOR OF MANAGEMENT STUDIES

SUBMITTED BY

YASH KETAN MEHTALIA

ROLL NO. BS1718102

SUBMITTED TO
PROJECT GUIDE

Prof. Ishwaree

INSTITUTE OF MANAGEMENT & COMPUTER STUDIES

THANE (W)

2019-20
1
 UNIVERSITY OF MUMBAI

PROJECT REPORT ON

“Virtual Tour to Sales & Marketing Strategies with reference to

Star Nine Elevators Pvt. Ltd.”

For

BACHELOR OF MANAGEMENT STUDIES

SUBMITTED BY

YASH KETAN MEHTALIA

ROLL NO. BS1718102

SUBMITTED TO

PROJECT GUIDE

Prof. Ishwaree

INSTITUTE OF MANAGEMENT & COMPUTER STUDIES

THANE (W)

2018-19

2
 CERTIFICATE

(2018-19)

This is to certify that YASH KETAN MEHTALIA of BMS (Bachelor of

Management Studies) Semester V (2018-19) has successfully completed the project
on “Virtual Tour to Sales & Marketing Strategies with reference to
Star Nine Elevators Pvt. Ltd.” under the guidance of Prof. Ishwaree.

Date:
Place: THANE

Course Co-Ordinator : Dr. Trupti Shelke. Principal

Project Guide / Internal Examiner External Examiner

3
 DECLARATION

I, the YASH KETAN MEHTALIA, student of BMS Semester V (2019-20) hereby

declare that I have completed the project on Virtual Tour to Sales & Marketing
Strategies with reference to Star Nine Elevators Pvt. Ltd.” successfully.

The information submitted is true and original to the best of my knowledge.

Date: -
Place:
Yours faithfully,

YASH K. MEHTALIA

4
 ACKNOWLEDGEMENT

I would like to thank almighty for his shower of blessings. The desire of

completing this research project was given by my guide Prof.RAJSHREE

SHRIVASTAVA. I am very much thankful to her for the guidance, support and

for sparing her precious time from a busy and hectic schedule.

I am thankful to Dr.VARSHA MAM, Principal of IMCOST College. My sincere

thanks to all my teachers who always motivated me and provided a helping hand

for convincing higher education.

I would like to thank pillars of my life and who always supported and motivated

me. Finally, I would express my gratitude to that entire person who directly and

indirectly helped me in completing my research project.

BHAVIK BHADRA

Signature And Name of the student

5
 INDEX

SR. NO. CONTENTS PAGE NO.

1. Executive Summary 7
Chapter 1: Introduction
1.1 Market Research 8-11
2. 1.2 Types of Market Research 12-17
1.3 Education Sector 18-23
Chapter 2: Company Profile
2.1 Rustomjee Academy for Global Careers
24-27
3. (RAGC)
2.2 Marketing Research Strategy of RAGC 28-32
2.3 Competitors 33
4. Chapter 3: Research Methodology 34-43

Chapter 4: Objectives 44
5.
Chapter 5: Data Analysis &
45-56
6. Interpretation
Chapter 6: Findings, Suggestions &
7. 57
Conclusion
8. Bibliography 60
9. Annexure 59

6
 Executive Summary

RAGC was established in 2008 as a Vocational education and training division of Rustomjee Group. Since its
inception, RAGC has successfully trained over 25,000 students. The Vocational institute was launched with
the objective of making India the capital of skilled manpower by making vocational education as a prime
choice in a student’s career. Report is about my Internship program with Rustomjee Academy for Global
Careers (RAGC). In this comprehensive report, I have discussed about every major aspect of the RAGC, which
I observed and perceived during my internship program. During my internship program, I mainly worked in
sales and operations. As the main purpose of Internship is to learn by working in a practical environment and
to apply acknowledge acquired during the studies in a real-world scenario on order to tackle the problems
using the knowledge and skill learned during the academic process.

7
 Chapter 1
1.1 MARKET RESEACRH

Market research is an organized effort to gather information about target markets or customers. It is a very
important component of business strategy. The term is commonly interchanged with marketing research;
however, expert practitioners may wish to draw a distinction, in that marketing research is concerned
specifically about marketing processes, while market research is concerned specifically with markets.

Market research is one of the main factors used in maintaining competitiveness over competitors. Market
research provides important information which helps to identify and analyze the needs of the market, the
market size and the competition. Market-research techniques encompass both qualitative techniques such as
focus groups, in-depth interviews, and ethnography, as well as quantitative techniques such as customer
surveys, and analysis of secondary data.

Market research, which includes social and opinion research, is the systematic gathering and interpretation of
information about individuals or organizations using statistical and analytical methods and techniques of the
applied social sciences to gain insight or support decision making.

8
 MARKET RESEARCH FOR BUSINESS PLANNING

Market research is a way of getting an overview of consumers' wants, needs and beliefs. It can also involve
discovering how they act. The research can be used to determine how a product could be marketed. Peter
Drucker believed market research to be the quintessence of marketing. Market research is a way that producers
and the marketplace study the consumer and gather information about the consumers' needs. There are two
major types of market research: primary research, which is sub-divided into quantitative and qualitative
research, and secondary research.

Factors that can be investigated through market research include:

Market information: Through market information one can know the prices of different commodities in the
market, as well as the supply and demand situation. Market researchers have a wider role than previously
recognized by helping their clients to understand social, technical, and even legal aspects of markets.

Market segmentation: Market segmentation is the division of the market or population into subgroups with
similar motivations. It is widely used for segmenting on geographic differences, demographic differences (age,
gender, ethnicity, etc.), technographic differences, psychographic differences, and differences in product use.
For B2B segmentation firmographics is commonly used.

Market trends: Market trends are the upward or downward movement of a market, during a period of time.
Determining the market size may be more difficult if one is starting with a new innovation. In this case, you
will have to derive the figures from the number of potential customers, or customer segments.

SWOT analysis: SWOT is a written analysis of the Strengths, Weaknesses, Opportunities and Threats to a
business entity. A SWOT may also be written up for the competition to understand how to develop the
marketing and product mixes.

Another factor that can be measured is marketing effectiveness. This includes:

Customer analysis (Segmentation of target customers)

9
Choice modelling

Competitor analysis

Risk analysis

Product research

Advertisement research

Marketing mix modeling

Simulated test marketing

10
 MARKET RESEARCH AND SOCIAL MEDIA

The UK Market Research Society (MRS) reports research has shown that on average, the three social media
platforms primarily used by Millennials are LinkedIn, Facebook and YouTube. Social Media applications,
according to T-Systems, help generate the B2B E-commerce market and develop electronic business process
efficiency. This application is a highly effective vehicle for market research, which combined with E-
commerce, is now regarded as a separate, extremely profitable field of global business. While many B2B
business models are being updated, the various advantages and benefits offered by Social Media platforms are
being integrated within them.

Business intelligence organization have compiled a comprehensive report related to global online retail sales,
defining continued growth patterns and trends in the industry. Headed "Global B2C E-Commerce and Online
Payment Market 2014" the report perceives a decrease in overall growth rates in North America and Western
Europe, as the expected growth in the online market sales, is absorbed into the emerging markets. It is forecast
that the Asia-Pacific region will see the fastest growth in the B2C E-Commerce market and replace North
America as the B2C E-Commerce sales region leader, within a few years. This effectively, offers a significant,
motivational platform for new Internet services, to promote user market research-friendly applications.

11
 1.2 TYPES OF MARKET RESEARCH

1. Quantitative Research:

Quantitative marketing research is the application of quantitative research techniques to the field of marketing.
It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an
interactive process in which both the buyer and seller reach a satisfying agreement on the "four Ps" of
marketing: Product, Price, Place (location) and Promotion.

As a social research method, it typically involves the construction of questionnaires and scales. People who
respond (respondents) are asked to complete the survey. Marketers use the information to obtain and
understand the needs of individuals in the marketplace, and to create strategies and marketing plans.

2. Qualitative Research:

Qualitative marketing research involves a natural or observational examination of the philosophies that govern
consumer behaviour. The direction and framework of the research is often revised as new information is
gained, allowing the researcher to evaluate issues and subjects in an in-depth manner. The quality of the
research produced is heavily dependent on the skills of the researcher and is influenced by researcher bias.

12
 QUANTITATIVE RESEARCH

Simply put, there are five major and important steps involved in the research process:

 Defining the problem.

 Research design.
 Data collection.
 Data analysis.
 Report writing & presentation.

A brief discussion on these steps is:

Problem audit and problem definition - What is the problem? What are the various aspects of the problem?
What information is needed?

Conceptualization and operationalization - How exactly do we define the concepts involved? How do we
translate these concepts into observable and measurable behaviours?

Hypothesis specification - What claim(s) do we want to test?

Research design specification - What type of methodology to use? - examples: questionnaire, survey

Question specification - What questions to ask? In what order?

Scale specification - How will preferences be rated?

Sampling design specification - What is the total population? What sample size is necessary for this
population? What sampling method to use? - examples: Probability Sampling: - (cluster sampling, stratified
sampling, simple random sampling, multistage sampling, systematic sampling) & Nonprobability sampling: -
(Convenience Sampling, Judgement Sampling, Purposive Sampling, Quota Sampling, Snowball Sampling,
etc.)

Data collection - Use mail, telephone, internet, mall intercepts

Codification and re-specification - Make adjustments to the raw data so it is compatible with statistical
techniques and with the objectives of the research - examples: assigning numbers, consistency checks,
substitutions, deletions, weighting, dummy variables, scale transformations, scale standardization

Statistical analysis - Perform various descriptive and inferential techniques (see below) on the raw data. Make
inferences from the sample to the whole population. Test the results for statistical significance.

Interpret and integrate findings - What do the results mean? What conclusions can be drawn? How do these
findings relate to similar research?

13
Write the research report - Report usually has headings such as: 1) executive summary; 2) objectives; 3)
methodology; 4) main findings; 5) detailed charts and diagrams. Present the report to the client in a 10-minute
presentation. Be prepared for questions.

The design step may involve a pilot study in order to discover any hidden issues. The codification and analysis
steps are typically performed by computer, using statistical software. The data collection steps, can in some
instances be automated, but often require significant manpower to undertake. Interpretation is a skill mastered
only by experience.

14
 QUALITATIVE RESEARCH

Qualitative marketing researchers collect data ranging from focus group, case study, participation observation,
innovation game and individual depth interview.

Focus group

The focus group is marketing research technique for qualitative data that involves a small group of people (6–
10) that share a common set characteristic (demographics, attitudes, etc.) and participate in a discussion of
predetermined topics led by a moderator. There are opportunities to conduct focus groups with the use of focus
group software. There are many types of focus group as well, but they always involve discussion among the
groups. The problem of the focus group is the issue of observer dependency: the results obtained are influenced
by the researcher or his own reading of the group's discussion, raising questions of validity. Non-verbal cues,
which may contradict the views participants articulate, are important and can easily be missed if the researcher
is not familiar with visual cues, body language and other nonverbal cues.

Qualitative case study

Qualitative case study methodology provides tools for researchers to study complex phenomena within their
contexts. Because it only studies one case, so it is very up-close, in-depth. It contains high levels of internal
validity (the extent to which one is able to say that no other variables except the one being studied caused the
result), but the external validity is low. Customer behaviour is a good example for qualitative market research.

Participation observation

Participation observation is watching participants' behavior in real world settings without trying to manipulate
their actions. This method is high in external validity but low in internal validity.

Innovation game

Innovation game refers to a form of primary market research developed by Luke Hohmann where customers
play a set of directed games as a means of generating feedback about a product or service. A facilitator explains
the games to be played and controls the paces, monitors the participants' levels and manages the time. There
are many types of innovation games, such as 20/20 vision, me and my shadow, and buy a feature.
15
Individual depth interviews

In-depth interviews, also called IDIs, have been an integral component of market research since its inception
in the 1920s. This method is useful when you want detailed information about a person’s thoughts and
behaviors or want to explore new issues in depth. One can get unique points from each respondent, and their
answers will not be influenced by other people as in a focus group. In-depth interviews are held one-on-one
between the respondent and the interview via a telephone, conducted in person, or through an online platform
(increasingly common).

16
The primary advantage of in-depth interviews is the amount of detailed information provided as compared to
other data collection methods, such as surveys. Another advantage is reaching respondents that are
geographically dispersed, which cannot occur in a focus group. This method is often used to refine future
research or provide context to future studies. The primary disadvantage of in-depth interviews is the time to
conduct, transcribe, and analyze. As such, this method could have higher costs associated with it than other
methods.

17
 1.3 EDUCATION SECTOR

Education in India is provided by public schools (controlled and funded by three levels: central, state and
local) and private schools. Under various articles of the Indian Constitution, free and compulsory education is
provided as a fundamental right to children between the ages of 6 and 14. The approximate ratio of public
schools to private schools in India is 7:5.

India has made progress in increasing the attainment rate of primary education. In 2011, Approximately 75%
of the population, aged between 7 to 10 years, was literate. India's improved education system is often cited
as one of the main contributors to its economic development. Much of the progress, especially in higher
education and scientific research, has been credited to various public institutions. While enrollment in higher
education has increased steadily over the past decade, reaching a Gross Enrollment Ratio of 24% in 2013,
there still remains a significant distance to catch up with tertiary education enrollment levels of developed
nations, a challenge that will be necessary to overcome in order to continue to reap a demographic dividend
from India's comparatively young population.

At the primary and secondary level, India has a large private school system complementing the government
run schools, with 29% of students receiving private education in the 6 to 14 age group. Certain post-secondary
technical schools are also private. The private education market in India had a revenue of US$450 million in
2008, but is projected to be a US$40 billion market.

As per the Annual Status of Education Report (ASER) 2012, 96.5% of all rural children between the ages of
6-14 were enrolled in school. This is the fourth annual survey to report enrollment above 96%. Another report
from 2013 stated that there were 229 million students enrolled in different accredited urban and rural schools
of India, from Class I to XII, representing an increase of 23 lakh students over 2002 total enrollment, and a
19% increase in girl's enrollment. While quantitatively India is inching closer to universal education, the
quality of its education has been questioned particularly in its government run school system. While more than
95 percent of children attend primary school, just 40 percent of Indian adolescents attend secondary school
(Grades 9-12). Since 2000, the World Bank has committed over $2 billion to education in India. Some of the
reasons for the poor quality include absence of around 25% of teachers every day. States of India have
introduced tests and education assessment system to identify and improve such schools.

18
Although there are private schools in India, they are highly regulated in terms of what they can teach, in what
form they can operate (must be a non-profit to run any accredited educational institution) and all other aspects
of operation. Hence, the differentiation of government schools and private schools can be misleading.

In January 2019, India had over 900 universities and 40,000 colleges. In India's higher education system, a
significant number of seats are reserved under affirmative action policies for the historically disadvantaged
Scheduled Castes and Scheduled Tribes and Other Backward Classes. In universities, colleges, and similar
institutions affiliated to the federal government, there is a maximum 50% of reservations applicable to these
disadvantaged groups, at the state level it can vary. Maharashtra had 73% reservation in 2014, which is the
highest percentage of reservations in India.

19
 TYPES OF SCHOOLS

 Government schools:

Majority of the student’s study in the government schools where poor and vulnerable students study for free
until the age of 14. An Education Ministry data, 65% (113 million,) of all school students in 20 states go to
government schools (c. 2017). These include schools runs by the state and local government as well as the
centre government. Example of large centre government run school systems are Kendriya Vidyalaya in urban
areas, Jawahar Navodaya Vidyalaya, Jawahar Navodaya Vidyalaya for the gifted students, Kasturba Gandhi
Balika Vidyalaya for girls belonging to vulnerable SC/ST/OBC classes, Indian Army Public Schools run by
the Indian Army for the children of soldiers.

Kendriya Vidyalaya project, was started for the employees of the central government of India, who are
deployed throughout the country. The government started the Kendriya Vidyalaya project in 1965 to provide
uniform education in institutions following the same syllabus at the same pace regardless of the location to
which the employee's family has been transferred.

 Government aided private schools:

These are usually charitable trust run schools that receive partial funding from the government. Largest system
of aided schools is run by D.A.V. College Managing Committee.

 Private schools (unaided):

Delhi Public School, Azaad Nagar

The Doon School

According to current estimate, 29% of Indian children are privately educated. With more than 50% children
enrolling in private schools in urban areas, the balance has already tilted towards private schooling in cities;
and, even in rural areas, nearly 20% of the children in 2004-5 were enrolled in private schools.

20
La Martiniere Calcutta, regarded as one of the best schools in the country

Global Public School, one of the top international schools in South India

Most middle-class families send their children to private schools, which might be in their own city or at distant
boarding schools such as Rajkumar College, Rajkot, the oldest private school in India.[citation needed] At
such schools, the medium of education is often English, but Hindi and/or the state's official language is also
taught as a compulsory subject.[citation needed] Pre-school education is mostly limited to organised
neighbourhood nursery schools with some organised chains.[citation needed] Montessori education is also
popular, due to Maria Montessori's stay in India during World War II. In 2014, four of the top ten pre-schools
in Chennai were Montessori.

21
Many privately owned and managed schools carry the appellation "Public", such as the Delhi Public Schools,
or Frank Anthony Public Schools. These are modelled after British public schools, which are a group of older,
expensive and exclusive fee-paying private independent schools in England.

According to some research, private schools often provide superior results at a multiple of the unit cost of
government schools. The reason being high aims and better vision. However, others have suggested that
private schools fail to provide education to the poorest families, a selective being only a fifth of the schools
and have in the past ignored Court orders for their regulation.

In their favour, it has been pointed out that private schools cover the entire curriculum and offer extra-
curricular activities such as science fairs, general knowledge, sports, music and drama. The pupil teacher ratios
are much better in private schools (1:31 to 1:37 for government schools) and more teachers in private schools
are female.[citation needed] There is some disagreement over which system has better educated teachers.
According to the latest DISE survey, the percentage of untrained teachers (para-teachers) is 54.91% in private,
compared to 44.88% in government schools and only 2.32% teachers in unaided schools receive in-service
training compared to 43.44% for government schools. The competition in the school market is intense, yet
most schools make profit. However, the number of private schools in India is still low - the share of private
institutions is 7% (with upper primary being 21% secondary 32% - source: fortress team research). Even the
poorest often go to private schools despite the fact that government schools are free. A study found that 65%
school-children in Hyderabad's slums attend private schools.

22
  International schools:

As of January 2015, the International Schools Consultancy (ISC) listed India as having 410 international
schools. ISC defines an 'international school' in the following terms "ISC includes an international school if
the school delivers a curriculum to any combination of pre-school, primary or secondary students, wholly or
partly in English outside an English-speaking country, or if a school in a country where English is one of the
official languages, offers an English-medium curriculum other than the country’s national curriculum and is
international in its orientation. This definition is used by publications including The Economist.

 Home-schooling:

Home-schooling is legal in India, though it is the less explored option. The Indian Government's stance on the
issue is that parents are free to teach their children at home, if they wish to and have the means. The then HRD
Minister Kapil Sibal has stated that despite the RTE Act of 2009, if someone decides not to send his/her
children to school, the government would not interfere.

23
 Chapter 2

2.1 Company Profile

RUSTOMJEE

Founded by Mr. Boman R. Irani in the year 1996, Rustomjee has heralded the rise of eco-friendly construction
and outstanding designs. Over the years, Rustomjee has set several milestones and has earned an unmatched
reputation.

RUSTOMJEE ACADEMY FOR GLOBAL CAREERS (RAGC)

RAGC was established in 2008 as a Vocational education and training division of Rustomjee Group. Since its
inception, RAGC has successfully trained over 25,000 students. The Vocational institute was launched with
the objective of making India the capital of skilled manpower by making vocational education as a prime
choice in a student’s career.

24
 WHY RAGC?

 100% Employability
 Unique methodology: α-Degree | 4+2+1|
 Mandatory 75% skill sets
 Focuses on Practical approach
 Premium Industry Tie-ups

VISION

To give a generation of Indian World-class skill-sets, go beyond mere employment opportunities, create an
entrepreneurial spirit and promise them a better future.

MISSION

RAGC is poised to grow!

Skill over ten thousand youth to be employable and coach them to become entrepreneurs.

25
 RAGC’S ACHIEVEMENTS

We have been awarded A+ Grade by the Government of Maharashtra and obtained the title of the Best
Vocational Training Provider by the UK India British Council & FICCI. Also, we were one of the finalists in
the Times of India Social Impact Awards 2011.

Since its inception, RAGC has produced 25000 valued students who have made their presence felt and
contributed progressively to the society. We are proud of our achievements and at the same time feel elated to
see our students faring well professionally and making a positive difference in their families.

Without sounding boastful, here are some of our achievements;

 In 2018, our student won 9 medals (4 gold and 5 silver) out of 14 medals at Maharashtra Skill
Competition.
 A successful stint at our adopted ITI at an extremist left district of Maharashtra Gadchiroli.
 Our ITI at Andheri, Maharashtra was awarded the “Best All India ITI” in 2011-12 by Bombay Chamber
of Commerce & Industry and the Directorate General of Employment & Training.
 Our ITI at Karjat, Maharashtra was awarded the “Best Regional – Western India in 2011-12 by Bombay
Chamber of Commerce & Industry and The Directorate General of Employment & Training
 We have been awarded the Certificate of Significant Achievement – “Best Vocational Training
Provider” at UK-India Skills Forum Awards 2010 by FICCI and UK India Business Council

26
 In 2015 we formulated a MoU with the Chief Minister of Maharashtra & the Government of
Maharashtra to train 10000 candidates and employ them.
 Association Certificate for a period of 5 years from November’ 2013 to November’ 2017 with AUDI
(Volkswagen Group Sales India Pvt. Ltd.) to conduct Volkswagen Group Technical Education
Program.
 Awarded the Certificate of Appreciation by Mahindra Lifespaces for “Construction Site Supervisor
Program” by Rajan Narayan, Advisor Mahindra in 2011.
 Awarded the Certificate of Appreciation by Director, SEW Engineering Pvt. Ltd.-K. F Masani for
“Electrical Supervisor Program” in 2011

 Earned a MoU with Sodexo, a French facility management MNC, for training and placing 35,000
individuals in hospitality trade across India
 We were one of the finalists at the Times of India Social Impact Award, 2011
 Our students Ms. Nagma Sheikh (Bricklaying, Construction) and Mr. Nishad Joshi (Restaurant
Services, Hospitality) were awarded the bronze medal at the India Skills Competition 2016 by Mr.
Rajiv Pratap Rudy.
 Mr. Siddharth Temkar (Student of Automobile course) was the runner-up (wildcard entry) in the Pre-
National round for Automotive technology- WorldSkills.

27
 2.2 MARKETING RESEARCH STRATERGY OF RAGC

 Program Feasibility Studies – The economy is constantly changing and the academic offerings
from institutions of higher education should evolve along with them. But what degrees and certificates
do students want? What skills are in demand? What are employers looking for? Those are issues that
can be addressed through market research. A combination of surveys to potential students, interviews
with top employers, and secondary research on labour-demand trends can go a long way toward
determining if a proposed program can garner sufficient interest.

 Branch/Satellite Campus Feasibility Studies – Many colleges are faced with the issue of serving
segments of students who are unable or unwilling to attend classes on the main campus. Research can
be done to determine the best locations to put branch sites, or if distance learning or flexible course
format options might eliminate the need for branch sites.

 Student Satisfaction Studies – Like consumers across all segments, the needs and expectations of
college students are changing. They expect different levels of service and different amenities than
students from past decades. To keep pace, colleges and universities can survey students to measure
their satisfaction levels with different student services on campus.

 Failure to Enroll Studies – Every semester, at every institution, a certain number of students are
admitted, but never enroll. Then there are those who drop out at various levels of the application
process. The reasons people choose not to attend an institution they had expressed some level of interest
in are diverse, and no doubt many of them are beyond anyone’s control. But some of those issues might
be easily addressed through a new program or level of outreach, or even better recruitment materials.
How many qualified students are not attending your school because of preventable issues? Those are
questions that can be answered through a Failure to Enroll Study. Such studies might use a combination
of surveying, in-depth interviews, focus groups or other market research tools to track down those lost
opportunities and get at their reasons for not ultimately attending a college or university.
28
 Student Housing Studies – Just as student expectations of services are changing, so are their tastes
in student housing. Many institutions have built or are planning to build new on-campus housing units.
Before doing so, they should have a clear understanding about the potential demand, what amenities
students want, how the new units will impact overall on-campus occupancy, and how well the new
units can compete with off-campus living options. Those questions can all be addressed through market
research.

 Recent Graduate Surveys – Many institutions survey their recent graduates to learn how they fared
on the job market or how they are furthering their education beyond earning their degree at the school.
Feedback can also be solicited that will help the institution improve the college experience for future
students. Beyond their value as pure research tools, surveys such as this are a good way to begin a
long-term relationship with alumni soon after graduation.

29
 Strategic Planning Retreats – While this is not strictly a market research activity, research is often
employed at various stages of the strategic planning process. It is helpful for organizations, especially
those in the midst of dynamic transitions, to bring in outside consultants to facilitate their strategic
planning process. These sessions can help administrators arrive at the best goals and strategies to keep
their institutions vibrant and growing.

 Mystery Shopping – This versatile market research method can be used as a free-standing research
activity or part of a larger study. Mystery shopping can be a good way to get an objective look at what
students experience at the various points of contact at an institution including the application process,
registration, financial aid, advisement, housing, or even the process to obtain a parking pass. Mystery
shoppers can make telephone inquiries, in-person visits, request information through the school’s
website then document and evaluate the experience they had. The findings of these front-line
evaluations can be eye-opening to administrators and provide a student’s-eye (or prospective student’s
eye) perspective that is difficult to obtain through other means.

30
 EDUCATION METHOD OF RAGC

In this global age, many skills are being developed while many are becoming obsolete; RAGC recognizes this
and understands what is required in the industry should be taught to the students if they need to get right
employment. Keeping this vision in mind RAGC introduced a unique program called the Alpha degree
program for its dynamic students. It is one of the specialized technical programs in India as degree students of
RAGC gets a chance to intern at an industry site for 4 days in a week and 2 days for classroom training in
institute. This is a perfect blend of practical exposure and theoretical knowledge.

RAGC is a go-to institute for every individual who is willing to learn with its exhaustive full-time, part-time,
short duration, long term courses. With its excellent and structured existing courses, another feather to the cap
of RAGC has been added for its commencing of international programs accessible to students across India.

With an institute like RAGC, students get a comprehensive understanding of the benefits of how vocational
education makes an individual responsible, independent and skilled. RAGC ensures a bright future to the
students and opens a completely new door for the ones in dilemma of their career choices. The vocational
education program modules are outlined keeping industry necessities in the focus and RAGC ensures that it is
regularly updated to match with the changes in demand for a particular skill set, in this manner our student'
acceptance in the industry is high.

The special 4+2+1 methodology of RAGC aims the direct application of acquired knowledge by the hands-on
work activity of students. This type of education is a great asset to the economy. RAGC continues to believe
that combination of theory and practical application gives students a holistic understanding of subjects and
completes the learning curve.

For the individuals planning to pursue something different and knowledge worthy, 4+2+1 is the right approach
for you. The innumerable opportunities to exchange technical expertise, international internships, placements
etc. would make you professionally ready to take off in the competitive world.

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All in all, the introduction to these courses results in a win- win situation where in the industry has enough
skilled manpower to cater to its needs and students get a platform to get themselves industry-ready and shape
their future.

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2.3 COMPETITORS OF RUSTOMJEE ACADEMY FOR GLOBAL CAREERS

 Indian Technical Education Society – Mumbai

 CEDP Skill Institute – Maharashtra

 Arrow Valley Institute of Technology – Thane

 Indian Fashion Academy – Thane

 Autodesk Authorized Training Centre – Thane

 Franklin Institute of Air Hostess – Thane

 Travel Academy of India – Maharashtra

 Sahyog College of Management Studies – Maharashtra

 Indian Institute of Career Education (IICE) – Mumbai

 BS Technical Education – Navi Mumbai

 Whistling Woods International – Mumbai

 ITI(Mulund) – Mumbai

 And Many More

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 Chapter 3

RESEARCH METHODOLOGY

Methodology is the systematic, theoretical analysis of the methods applied to a field of study. It comprises the
theoretical analysis of the body of methods and principles associated with a branch of knowledge. Typically,
it encompasses concepts such as paradigm, theoretical model, phases and quantitative or qualitative
techniques.

A methodology does not set out to provide solutions—it is therefore, not the same as a method. Instead, a
methodology offers the theoretical underpinning for understanding which method, set of methods, or best
practices can be applied to a specific case, for example, to calculate a specific result.

It has been defined also as follows:

 "the analysis of the principles of methods, rules, and postulates employed by a discipline";
 "the systematic study of methods that are, can be, or have been applied within a discipline";
 "the study or description of methods"

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 BENEFITS OF RESEARCH METHODOLOGY

1. Advancement of wealth of human knowledge

2. ‘Tools of the trade’ to carry out research; Provides tools to look at things in life objectively

3. Develops a critical and scientific attitude, disciplined thinking or a ‘bent of mind’ to observe
objectively (scientific deduction & inductive thinking); Skills of research will pay-off in long term
particularly in the ‘age of information’ (or too often of misinformation)

4. Enriches practitioner and his practices; Provides chance to study a subject in depth; Enable us to make
intelligent decisions; Understand the material which no other kind of work can match

5. As consumers of research output helps to inculcate the ability to evaluate and use results of earlier
research with reasonable confidence and take rational decisions

6. Doing research is the best way to learn to read and think crically.

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 BENEFITS OF RESEARCH ASSIGNMENTS TO STUDENTS

1. Good assignments establish outcomes beyond a product to be evaluated

2. Good assignments help students to learn about their audience

3. Good assignments create scenarios that are rich in contextual information

4. Good assignments provide interim readers

5. As with any real project, good assignments give students time and a schedule of interim deadlines

36
 QUALITIES OF GOOD RESEARCH

1. Purpose/ objectives clearly defined in common concepts

2. Procedure enumerated to keep

3. Carefully planned design leading to objective results

4. Complete frankness; flaws reported and their effect estimated

5. Adequate analysis of data with appropriate methods of analysis

6. Carefully checked data for validity & reliability

7. Conclusions confined to those justified by the data

8. Confidence, competence/ reputation, experience, honesty & integrity of researcher

37
 RESEARCH PROCESS

1. Selection & formulation of Research Problem

2. Literature survey

3. Development of working hypotheses

4. Research design

5. Sampling strategy or sample design

6. Pilot (quick & dirty) study

7. Data collection

8. Processing & analysis of data

9. Testing hypotheses

10. Interpretation & generalisation

11. Preparation of the report

38
 ETHICS OF RESEARCH

 As a profound social activity research connects us to those who will use it, to those whose research we
used, through them, to the research that our sources used; Hence beyond technique, we need to think
about ethics of civil communication

 In addition to construction of bonds within any community, ethics deal with a range of moral and
immoral choices; Research challenges us to define individual moral principles; Academic researchers
are less tempted to sacrifice principle for a gain than commercial researchers.

 Plagiarism, claiming credit for results of others, misreport sources or invent results, data with
questionable accuracy, concealing objections that cannot be rebutted, caricaturing or distorting
opposing views, destroy or conceal sources and data important for those who follow

 Beyond simple moral Do not to what we should affirmatively do, i.e., concern for the integrity of the
work of the community combined with narrow moral standards with the larger ethical dimension

 Research done in the best interests of others is also in your own

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 MARKETING RESEARCH PROCESS

The marketing research process is a six-step process involving the definition of the problem being studied
upon, determining what approach to take, formulation of research design, field work entailed, data preparation
and analysis, and the generation of reports, how to present these reports, and overall, how the task can be
accomplished.

STEPS IN THE MARKETING RESEARCH PROCESS

1. The first stage in a marketing research project is to define the problem. In defining the problem, the
researcher should take into account the purpose of the study, relevant background information and all
necessary data, and how the information gathered will be used in decision making. Problem definition involves
discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps,
some qualitative research, such as focus groups. Once the problem has been precisely defined, the research
can be designed and conducted properly.

2. Development of an approach to the problem is the second step. This includes formulating an objective or
theoretical framework, constructing analytical models, generating research questions, hypotheses, and
identifying characteristics or factors that can influence the research design. This process is guided by
discussions with management and industry experts, case studies and simulations, analysis of secondary data,
qualitative research and pragmatic considerations.

3. The third step involves the formulation of the research design which is the framework or blueprint for
conducting the marketing research project. It details the procedures necessary in obtaining the required
information, and its purpose is to design a study that will test the hypotheses of interest, determine possible
answers to the research questions, and provide the information necessary for decision making. Conducting
exploratory research, precisely defining the variables, and designing appropriate scales to measure them are
also components of the research design. The issue on how the data should be obtained from the respondents

40
must be addressed. It is also necessary to design a questionnaire and a sampling plan to select respondents for
the study.

41
Formulating the research design involves the following steps:

 Secondary data analysis

 Qualitative research
 Methods of collecting quantitative data (survey, observation, and experimentation)
 Definition of the information needed
 Measurement and scaling procedures
 Questionnaire design
 Sampling process and sample size
 Plan of data analysis

4. Fourth is data collection which involves manpower/staff members who operate either in the field, as in the
case of personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing), from an
office by telephone (telephone or computer-assisted telephone interviewing), or through mail (traditional mail
and mail panel surveys with pre-recruited households). Proper selection, training, supervision, and evaluation
of staff members helps minimize data-collection errors.

5. Data preparation and analysis is the fifth step and includes the editing, coding, transcription, and verification
of data. Each questionnaire or observation form is inspected, or edited, and, if necessary, corrected. Number
or letter codes are assigned to represent each response to each question in the questionnaire. The data from the
questionnaires are transcribed or key-punched on to magnetic tapes, or disks or inputted directly into the
computer. Verification ensures that the data from the original questionnaires have been accurately transcribed.

Analysed data gives meaning to the information that have been collected. Univariate techniques are used for
analysing data when there is a single measurement of each element or unit in the sample, or, if there are several
measurements of each element, each RCH variable is analysed in isolation. On the other hand, multivariate
techniques are used for analysing data when there are two or more measurements on each element and the
variables are analysed simultaneously.

6. The last stage is the report preparation and presentation. The entire project should be documented in a
written report and the results and major findings must be presented. The findings must be in a comprehensible

42
format so that they can be readily used in the decision-making process. In addition, an oral presentation should
be made to management using tables, figures, and graphs to enhance clarity and impact.

For these reasons, interviews with experts are more useful in conducting marketing research for industrial
firms and for products of a technical nature, where it is relatively easy to identify and approach the experts.
This method is also helpful in situations where little information is available from other sources, as in the case
of radically new products.

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 Chapter 4

OBJECTIVE OF STUDY

1. To analyse the importance of research in education sector.

2. To study the role of market research and the factors affecting education sector.

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 Chapter 5

Data Analysis and Interpretation

A detailed analysis of the study is necessary and is to be considered in order to compare the actual theory with
that practical the variants of which may form the basis for improvements. Keeping this point in view and to
fulfil the evaluation variants of which may form the basis for objectives of the studies an attempt has been
made to segment the various respondents on the basis of some aspects collected from them through
questionnaire. There are depicted through tables and graphs.
The copy of questionnaire administered is enclosed and the sample size was 110 but due time constrain 104
respondents are enclosed at the end of this project. All the calculations and numerical interpretations are for
100%

45
 5.1 Interpretation of Data

Are You A Parent?

INTERPRETATION:

Through the survey most number of responses are not parents.

46
Are Your Kids Studying?

INTERPRETATION:
Only 25% of Responses have children. Some responses are students so they don’t have children and only
about 22% responses have children.

47
Do You Prefer Distance Education?

INTERPRETATION:
Only half of the responses prefer to distance education. 50% think distance is good while other 50% does not
think about distance education.

48
Do You Think Research Is Necessary?

INTERPRETATION:
85% People believe in Research before getting into a college or school. Most people think research is
necessary as it helps in getting more information about schools and colleges.

49
Have You Done Some Research Before Their Admission?

INTERPRETATION:

67.5% have not done Research before Admission. 25% have done Research before Admission. 7.5% are Not
Sure whether they have done research before Admission or not.

50
How Do You Rank Rustomjee Academy for Global Careers?

INTERPRETATION:
More Than 50% Responses have ranked Rustomjee Academy for Global Careers (RAGC) Good. 17.5%
have ranked RAGC Excellent. 20% have ranked Ok and other 10% have ranked RAGC Bad.

51
Is RAGC A Good Place To Educate Your Child?

INTERPRETATION:
40% people think RAGC is a good place to educate a child. 50% are not sure whether it is good or not. 10%
think its not good.

52
INTERPRETATION:
62.5 % responses are Graduate. 12.5% are Post Graduate. 2.5% are Decorate. 22.5% are in other categories.

53
What Do You Prefer?

INTERPRETATION:
70% prefer Mumbai University to study and other 30% prefer Other Universities. People prefer Mumbai
university as it is trusted and known to people.

54
 What Stream Do You or Your Child Prefers?

INTERPRETATION:
60% responses prefer Commerce Stream for them or their children. 32.5% prefer Science Stream. 7.5%
prefer Arts Stream.

55
INTERPRETATION:
Out of all responses 10000rs was average. Different people have different income.

56
 Chapter 6

FINDINGS

RAGC aims to have a niche focus on producing the best grey collar workers-having finished their SSC and
taken up the vocational training-who will act as the via media between the white collared management that
prepares the blueprint of the path to be taken and the blue collared workers who actually get their noses to the
grindstone.

For a job seeker the vocational certificate is always an added advantage thus making them ready to take on the
skilled and good paying job immediately.

Earning a certificate from a vocational training institute, which states that you have mastered the necessary
skills to work in a particular sector and profession, will always add value to your credentials while out there
seeking job. Thus, vocational courses, improves your employability chance.

All the analysis of the research has indicated that vocational courses is given preference by students in India.
It has provided altogether a new platform for students to showcase their skills and gain expertise in to their
fields. Rustomjee Academy for Global Careers is one of the best vocational college in India. Thus, RAGC is
one of the best college to take admission for vocational studies.

57
 Conclusion

Hence the conclusion is market research provides detailed insights into the competitors, understand customers'
pain points & preferences, latest market trends, consumer buying patterns, economic shifts, and demographics.
That’s why smart business owners never underestimate market research and leverage it to creative effective
strategies.

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 Bibliography

 www.wikipedia.org
 www.ragc.in
 Rishabh Textbook – Semester V
 www.rustomjee.com
 Vipul Textbook – Semester V
 Forbes.com
 www.referenceforbusiness.com

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 ANNEXURE

Name

Gender

Male

Female

Qualification

Graduate

Post

Graduate

Doctorate

Others

Monthly Income

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Are You A Parent?

Yes

No

Are Your Kids Studying?

Yes

No

Have You Done Some Research Before Their Admission?

Yes

No

Maybe

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Do You Think Research Is Necessary?

Yes

No

What Do You Prefer?

Mumbai University

Other Universities

What Stream Do You or Your Child Prefers?

Commerce

Science

Arts

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How Do You Rank Rustomjee Academy for Global Careers?

Bad

Ok

Good

Excellent

Is RAGC A Good Place to Educate Your Child?

Yes

No

Maybe

63