Maharishi International University Masters of Business Administration Program Marketing Research MGT 5740 Research Proposal For Mekdi Production PLC

Maharishi International University
Masters of Business Administration Program
Marketing Research MGT 5740
Research proposal for Mekdi production plc
Prepared by:
Mekdes Tsegaye Habte
Tesfaye Gebremeskel Teklehaymanot
Behailu Teketel
Submitted to: Sabita Sawhney ,Phd

The Research Proposal
1. Background
Mekdi Production PLC is one of the leading film companies in Ethiopia, which is building its
capacity and reputation on concrete foundation. The company is established by well-educated
and visionary young woman who is committed to strive for the development Ethiopian film
industry. The company has crystal clear vision, mission and values.
Vision: To become a reputable film production company in Ethiopia and Africa.
Mission: To produce internationally competitive films thereby promoting the positive image of
Ethiopia.
Values: Honesty, Integrity, Transparency, Working together and Creativity.
Since its establishment January 6,2009 the Company engaged in the business of film
production, advertising and promoting all forms of art.
Our research will address on the reduction of the film Audience. Day by day the young audience
lost interest watching the Ethiopian films. Why?
2. Objectives of the Research
The main objective of this research is to identify why declining cinema attendance among young
people. All over the world the young audience have a big stake on the movie industry now a days
these target group is declining why? Specifically in Ethiopia these problems is growing day by
day by selecting one of the research design method we will conduct our research to identify the
problem.
Our specific objective to do the research paper is

 To find out what the audience looking for in the movie industry`
 To make the decision weather the company should continue producing future film
or not.
3. Research Design
We will use Exploratory research methode. Both primary and scondary data will be used for this
research proposal. on primary research we will use questionaries, interviews, survey polls, focus
group and observation. on secondary research we will use online research and case study
research.
4. Sample Plan
 we will select two gevenmental and two non governmal cinema halls for interview.
 we will interview 50 young film audiences from each cinima halls.
Sampling Methodology
we will use Simple random sampling methodology. Because of the industry we are in simple
random methodology will help us to chose endividuals with out any criteria and it will give a
chance for each member of the population to be a part of our research.
5. Analysis
The research proposal will analyze the problem in detailed. In this research proposal we are
going to use the quantitative and qualitative data analysis. Since we are going to collect numbers
quantitative research will help us to deal with the numbers. To explain the opinion of the young
movie audience we will use qualitative data analysis.
we are planning to use Descriptive analtics and predictive analytics. To figure out why the young
film audiouns declines, we have to know what is the story behind it. To do that we will use the
descriptive analtics meethode. When we use Descriptive analtics we can answer the what
happend questions by collecting and summerazing the past data. Since we are doing this reasech
proposal to figure out the past problem and to come up with the solution, predictive analtics will
help us to answer the what need to be done questions.
6. Cost Estimates
To conduct this research costs will be mandatory. So we predicted the above costs. The
interviewer cost, Coffee and tea expense for the interviewee, transport cost, Stationary expense,
Copying paper, print etc. miscellaneous expense e.g. mobile card etc.
Estimated cost breakdown
Description Unit price Number of Total price

people
No
1 The interviewer cost 1,500 birr 5 7,500 birr
2 Coffee and tea expense 5 birr 200 1,000 birr

for the interviewee
3 Transportation cost 100 birr 8 800 birr
4 Stationary expense 1 birr 300 300 birr
Copying paper, print etc.
5 Miscellaneous expense 150 birr 8 1,200

e.g mobile card etc
Total Expense 10,800
7. Time line
This research will be done on December 17
No Tasks Weeks
1 Meeting with Week 1
group members
Oct. 27- Oct. 29
and identifying the
problem
2 Working on Week 2
research proposal
Oct.30 – Nov. 3
designing the blue
print of the
proposal
3 Based on the blue Week3

print we will start
Nov.4 – Nov. 10
working on
secondary data
Collecting
4 We will be
engaging on
Week 4 &Week 5
surveying and
interviewing Nov.11- Nov. 23
people
5 Working on Data Week 6 & Week 7

Analysis
Nov. 24- Dec –Dec. 10
6 Organizing the Week 8

whole presentation
Dec.11- Dec 17
and having a final
review with the
group members
and finally
presenting the
proposal
 8.Appendix:
Specific questions you might ask to address the research problem
1) Are you watching Ethiopian Movie? If so, how often? If not why?
 What are the things you are looking for when you come to watch a movie?
 Is the price fair?
 How old are you?
 What is your favorite movie?
 How often do you come to cinema?
 What type of movies do you watch often?
Reference:
https://stephenfollows.com/regaining-young-cinema-audiences/
https://filmmakerfreedom.com/blog/audience-building-fundamentals
Marketing-research-an-introduction.pdf

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Maharishi International University

Masters of Business Administration Program

Marketing Research MGT 5740

Research proposal for Mekdi production plc

Mekdes Tsegaye Habte

Tesfaye Gebremeskel Teklehaymanot

Submitted to: Sabita Sawhney ,Phd

Vision: To become a reputable film production company in Ethiopia and Africa.

Values: Honesty, Integrity, Transparency, Working together and Creativity.

2. Objectives of the Research

Our specific objective to do the research paper is

 we will interview 50 young film audiences from each cinima halls.

Estimated cost breakdown

Description Unit price Number of Total price

1 The interviewer cost 1,500 birr 5 7,500 birr

2 Coffee and tea expense 5 birr 200 1,000 birr

3 Transportation cost 100 birr 8 800 birr

4 Stationary expense 1 birr 300 300 birr

Copying paper, print etc.

5 Miscellaneous expense 150 birr 8 1,200

Total Expense 10,800

This research will be done on December 17

3 Based on the blue Week3

5 Working on Data Week 6 & Week 7

6 Organizing the Week 8

Specific questions you might ask to address the research problem

 Is the price fair?

 How old are you?

 What is your favorite movie?

 How often do you come to cinema?

 What type of movies do you watch often?

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