1. School of Business, Coimbatore
By
The RetPaP

2. 03-09-2013 Market Research
The DM & MR
problems
The DM & MR
problems
Research
design
Research
design
Secondary
research
Secondary
research
Qualitative
research
Qualitative
research
Road to the
survey
Road to the
survey SamplingSampling
Descriptive
research
Descriptive
research
What we have
learnt
What we have
learnt
RecommendationsRecommendations What could have
done better
What could have
done better
The personal
learning and
credit
The personal
learning and
credit
FlowFlow
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Set up and run a robust model of Career
Counselling/Guidance in the Indian Schools.
DM ProblemDM Problem
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Identify and evaluate the factors influencing
need and attitude of the Students, Parents &
School authorities towards Career Counselling.
MR ProblemMR Problem
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Awareness
Willingness
Expectations/ Needs
Competition
Market/ Scope
Feasibility
MR Problem SubdivisionsMR Problem Subdivisions
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6. RESEARCH DESIGNRESEARCH DESIGN
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Research DesignResearch Design
Descriptive ResearchDescriptive ResearchExploratory ResearchExploratory Research
Expert
Interview
Expert
Interview
Qualitative
Research
Qualitative
Research
Secondary
Data
Secondary
Data
Focus GroupsFocus Groups
In-depth
Interviews
In-depth
Interviews
Triad: StudentsTriad: Students SurveySurvey
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8. SECONDARY RESEARCHSECONDARY RESEARCH
Market Research
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Accomplishing your passion and potential
Scope of career counselling
Goal of career education
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Our FocusOur Focus

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Types of Cases Frequency Percentage
Academic 77 94%
Personal 76 93%
Family issues 65 79%
Career 67 82%
Disciplinary cases 77 94%
others 22 31%
Source: 2012 2nd International Conference on Social Science and Humanity IPEDR vol.31 (2012) © (2012) IACSIT Press, Singapore
Frequency & percentage of the types of cases
counsellors normally handle
Frequency & percentage of the types of cases
counsellors normally handle
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45.68%
31.66%
57.32%
62.85%
48.47%
0.48%
8.34%
15.79%
22.96%
26.18%
17.86%
23.94%
10.68%
6.57%
3.92%
35.98% 36.06%
16.21%
7.62%
21.43%
Higher secondary
schools
High Schools Middle Schools Primary Schools Pre-Primary
Schools
Government Local Bodies Private Aided Private Unaided
Source: Statistics of School Education 2009-10, Ministry of human resources Development
Snap shot on percentage of institutions held by various
players
Snap shot on percentage of institutions held by various
players
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12. QUALITATIVE RESEARCHQUALITATIVE RESEARCH
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Mrs.Punitha Chandrasekhar-Principal, Shri Nehru
Vidyalaya, Coimbatore
Ms.A.Samrajyam -Principal, APSWRC at Lusttepeta
Dr. Madhu Menon- Training professional,
14 years of practice of Applied Psychology in the
fields of Education
Ms. Shivani Manchanda -Director career track
Expert InterviewExpert Interview
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“Scope for career is very large in India
in different areas. The consultant
should not behave as a 2nd Google to
the student” - Ms. Shivani Manchanda
Insights: Expert interviewInsights: Expert interview
“Many organizations have a tie ups with
schools in career counselling from many
years. 90% of the students come and
participate in this career counselling in
schools.” - Dr. Madhu Menon
“All the career counsellors project their own products
in schools/college. They show avenues to the students
but not doing the real job of a career counsellor “ - Ms.
Punitha Chandrasekhar
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Ms.Laxmi tulasi bai –Teacher
In-depth InterviewIn-depth Interview
Student from Amrita School of Engineering,
Coimbatore
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Second year MBA students of ASB
Group of eight girls doing their post
graduation in different stream like
nursing, biotechnology, literature etc.
Parents
Focus GroupFocus Group
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Money does not matter for career counselling if it is so
important
Parents care more about their children‟s future.
There is discrimination in the society against girls.
Insights-Focus GroupInsights-Focus Group
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18. 03-09-2013 Market Research
Money does not matter for career counselling if it is so
important
Parents care more about their children‟s future.
There is discrimination in the society against girls.
Career guidance should begin from the lower classes
.
Insights-Focus GroupInsights-Focus Group
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A new firm should be patient enough to gain a name.
Prefer brick and mortar model than online. If online, it
should have a tie-up with a reputed website.
It is better to have a tie-up with the school.
Advertisement has effect on students.
Insights-Focus GroupInsights-Focus Group
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20. ROAD TO SURVEYROAD TO SURVEY
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Inputs from Desk Research and discussion with mentor
and guide
Divided the target group in to students, parents and
teachers
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Insights from the qualitative research and expert
interviews
Questionnaire design for all three target groups.
Pre-test of the questionnaire
Choosing the location to do survey and posting online
survey
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23. SAMPLINGSAMPLING
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24. Market Research
Male – 33 (36.3%)
Female – 58 (63.7%)
Intermediate– 4 (4.3)
Undergraduate
(General)– 19 (20.4)
Undergraduate
(General)- 64 (68.8)
PG – 6 (6.5%)
Sampling Methods-
Convenience and
Judgemental
Sampling
Sample size = 95
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25. DESCRIPTIVE STATISTICSDESCRIPTIVE STATISTICS
Market Research
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26. 64%
36%
0%
10%
20%
30%
40%
50%
60%
70%
Female Male
GenderGender
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27. EducationEducation
4%
20%
69%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
11-12 standards Graduate
(General)
Graduate
(Professional)
PG (Professional)
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28. 37%
63%
0%
10%
20%
30%
40%
50%
60%
70%
No Yes
Awareness on Career
Counseling
Awareness on Career
Counseling
Awareness on
Psychometric Test
Awareness on
Psychometric Test
72%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
No Yes
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29. 53%
47%
42%
44%
46%
48%
50%
52%
54%
No Yes
Willingness to Attend
Career Counseling
Willingness to Attend
Career Counseling
Among respondents who said “NO”, 51.3% believe that their
parents and teachers can show better “career “ than a career
counselor.
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30. 83.7%
72.2%
16.3%
27.8%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Female Male
No
Yes
Willingness To PayWillingness To Pay Willingness To Attend Free
Career Counselling Seminars
Willingness To Attend Free
Career Counselling Seminars
27.3%
50.0%
72.7%
50.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Female Male
No
Yes
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31. 5%
41%
34%
17%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Appropriate age to begin
Career Counseling
Appropriate age to begin
Career Counseling
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32. 53%-60% percentage of students are having well planned
career path.
Among them 73.8% chose their career themselves
Among people who don‟t have planned career path 66% of
students are confused in choosing their career path.
87% of people believe that it is very important for students to
under go career counselling
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Descriptive: InsightsDescriptive: Insights
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Factors important for
Career Counselling**
Factors important for
Career Counselling**
A career counselling firm should
Tell about the student's hidden potentials and abilities
Tell about best fit career for A student
Guide A student to the best institute
Guide A student for foreign university
**Conclusion derived through Single T-Test
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Reputation of the firm
Profile and educational qualification of the career counsellor
Location of the firm
Fees charged
Infrastructure of the firm
Advertisements
Factors important for Career
Counselling Firm **
Factors important for Career
Counselling Firm **
**Conclusion derived through Single T-Test
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35. RECOMMENDATIONSRECOMMENDATIONS
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Our recommendations are based on the assumption that the
findings we got from our survey is true for 160,000 plus university
students and another great number of school students.
Can start a robust model of career counselling in Coimbatore with
the following conditions
Put a slightly high initial investment for start up. May have to
spend on advertisements, creating tie ups finding suitable partners
etc.
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37. 03-09-2013 Market Research
Branding efforts should be initiated
Should definitely have tie up with some of the colleges
and schools
Free workshops to convert 53% of the „willing to attend‟
in the total population to „willing to pay‟ category.
Free workshops to build awareness about the
psychometric test and its importance.
Resurgent should focus more on schools rather than in
colleges.
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38. WHAT COULD HAVE DONE BETTERWHAT COULD HAVE DONE BETTER
Market Research
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Conducting a detailed qualitative survey would have helped
us to better understand the market scenario
Survey among teachers and parents could have been done
Survey among school children could have been conducted.
Survey questioner could have been better structured
More respondents could have been collected from diverse
group of individuals
Better understanding about competition
Striving for perfectionStriving for perfection
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40. THE PERSONAL LEARNING AND
CREDIT
THE PERSONAL LEARNING AND
CREDIT
Market Research
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The Retpap feels
Lot of will power, hard and smart work is required to convert the
dreams in to action.
Learned how to mutually compliment for individuals performance.
Always have a Back up plan.
Learned to work beyond personal interest- we realized our passion
to reach our destiny.
We are deeply grateful and thankful to our Mentor Mr. Abhisekh
Borha
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Thank you sir, for your valuable
insights and guidance you had
given us through out the project
Work…..

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