Assignment # 1
An investor has shown interest to invest a capital of Rs. one million in developing new
module of ERP software and for that purpose investor has contacted a well renowned
ERP vendor. Investor is not aware of market situation of ERP development software and
has asked vendor to provide necessary information such as current market growth of
ERP, ERP product life cycle, ERP adoption rate (current and expected) etc. so that final
decision can be made about whether to invest or not.
The CEO of vendor’s company had already made a prototype of new module but due to
lack of finances was unable to commercialize it. This offer seems to be very promising
for CEO and to grab this opportunity the vendor had made a promise to provide a detailed
report with facts & figures within one month to the investor.
The CEO called his marketing team and explained the whole scenario and asked some
solution. After three hours of brainstorming session, final decision is made that marketing
department would conduct a research and bear total cost of research but that cost will not
exceed from Rs. 25000. It is also decided that list of organizations (manufacturing &
services) will be purchased from different sources like Chamber of Commerce, Stock
exchanges and Federal board of Revenue and only those organizations located in big
cities like Lahore, Karachi, Faisalabad, and Sialkot will be contacted due to time
constraints. Based on discussion, marketing team has finalized following research
questions for the survey:
Q1: What is the current trend for ERP adoption and what factors influence the
adoption of ERP?
Q2: What characteristics (size, capital, nature of business) adopters / non-adopters of
ERP possess?
Activity Required:
Based on above situation, suggest research design for marketing department with solid
arguments.
Note:
You need to suggest and justify:
The type of research design appropriate for this research
The data collection method and
The sampling technique
Tentative Solution:
For above situation following is the tentative solution:
1. Descriptive research design with quantitative research approach (As the research
question is asking a query based on “what” keyword.
2. Computer aided interview or Questionnaire based survey
3. Proportionate stratified random sampling technique
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