RESEARCH DESIGN Thisresearch will be qualitative in nature and will be done through gatheringnon-numerical data with a focus on gathering of verbal data. Since, the topicrequires exploring the Marketing Issues in SME”s sector of Pakistan; hence thestudy will be conducted by using in-depth-interviews with small and medium companiesofficials and will try to find the lay of the land for the topic. 2.
PROCEDURE Ø Find out the reason as to why companies are facingthe issues in marketing unlike multinational companies. (Secondary research) Ø Find out the reasons behind the invisibility ofPakistani products in Market promotional activities. (Secondary research) Ø By knowing the reasons, next to ask the localexpertise whether trade and consumer marketing can be as effective strategy inPakistan just like in the international market or not. (Primary research –Interviews) Ø Finally to find out the ways through which the marketers’and companies’ at small and medium level can adopt and get success from.
(Primary research – Interviews) 3. POPULATION Ø Frame ofreference The population of this study consists of marketers,communication agents and corporate marketing executives from SME’s and othercompanies, who are involved in marketing field as well as the students ofMarketing. The reason of choosing them is that probably they have the exposureand knowledge about the marketing field and its strategy. Also they will beable to provide the relevant information about its viability in the present andits expected growth/decline in the near future. Secondly, since it is quitevisible that Pakistani SME’s are not doing well when it comes to marketingtheir products.
Although they have a lot of potential and talent as well as opportunities,it is justifiable to focus on experts in the field and relevant people ratherthan the masses, because masses don’t know much about most of the companies andtheir weaknesses. 4. SAMPLE AND SAMPLING METHODS Asthis research study is purely qualitative in nature hence it restricts indefining proper sample or sample size. However, it is planned to interviewaround 8 to 10 experts and 15 to 20 students from the fields discussed above inframe of reference. The reason of selecting this sample is availability of the expertsin the field in time limitations during data collection process. Also this willhelp to keep study focused. 5. INSTRUMENT SELECTION Both primary and secondary data were collected.
Secondary data was extracted for information of marketing problems in the Pakistanimarket by using the research articles and literature provided online.Semi-structured interviews were conducted by using specialized and developedthrough the experts an interview questions list. The questions of interview werevalidated through different experts in the field and Marketing Teachers (Ma’amJacqueline and Ma’am Anita Laila) before conducting actual interviews. 6. VARIABLES The variables in this study were explored throughthe analysis, hence they cannot be defined explicitly at this stage.
7. PROPOSITIONS a. Marketingis not being taken seriously by most of Pakistani companies b. Theprime reason for such ignorance is the lack of understanding about the utility ofmarketing as local entrepreneurs do not find immediate ’cause and effect’relationship in such initiatives.c. Therole of marketing needs to be not only understood but believed and practiced aswell.
d. Marketingsuccess constitutes one of the key challenges for many SMEs. 8.
PLAN OF ANALYSIS The primary data collected through interviews willbe analyzed through thematic analysis and correlation techniques while thesecondary data will be used to describe the trends and explaining the profile. 9. RESEARCH SCHEDULE S.no Task Name Duration Start Finish Predecessors 1 Research Methodology 3 days Mon 27/11/17 Wed 29/11/17 2 Literature Review 10 days Thur 30/11/17 Sat 09/12/17 1 3 Primary Data Collection 15 days Sun 10/12/17 Sat 23/12/17 2 4 Data Analysis 3 days Sun 24/12/17 Tue 26/12/17 3 5 Results and Discussion 2 days Wed 27/12/17 Fri 29/12/17 4 6 Conslusion 1 day Sat 30/12/17 Sun 31/12/17 5 10. SOFTWARE EMPLOYED Primary data, quantitative in nature will beanalyzed though Microsoft Excel and SPSS. Secondary data collected throughonline articles will be analyzed through proper and detailed study.
11. REQUIRED RESOURCES The resources required to conduct this researchprimarily will be contacts of the marketers and experts in the field andsecondly the permission to collect the data.