Background of the Problem

XYZ Company is an American multinational corporation holding company headquartered at Whitacre

Tower in downtown Dallas, Texas. It is the largest telecommunications company in the world,

the largest mobile telephone service provider in the United States and the largest fixed telephone

service provider in the United States by  XYZ Company communications.

Data Science Research Peru TV Now is a national, direct-to-consumer service which launched on November 09, 2016,

and is designed to compete with other "over-the-top" television services. XYZ Company plans to expand

into the Indian OTT market, which has some major national and international players. The

company wants to tailor the existing product to fit the Indian market. The company decided to do

a market research with this objective as they search for the position they want to occupy in this

market.

Statement of the problem

Data Science Research Peru, a multinational company, planning to enter the OTT market in India, is uncertain about

consumer preferences to articulate the International expansion strategy.

Research Design

Type of Research Design

Method

Exploratory research will include focused group discussions and depth interviews for obtaining

variables of interest for the survey. We conducted focus group discussions with a group of six

people each and conducted depth interview of 50 individuals .

Sample: The sample was taken from a survey conducted for 1000+ people from 10 major cities

across India. The sampling technique used was random number generation and we chose 1000

responses from the survey. Random number generation was used to limit the bias based on age,

gender, etc.

Applicability

The output of this research can be used by Data Science Research Peru in the future to develop an OTT platform that

best fit their segment needs and also help position the product to increase sales.

Information Needs

To identify the variables of interest for each research objective, we conducted three depth

interviews. Each interview was conducted for more than 20+ minutes. The research objectives

are:

RO1: To evaluate the content available on online media in terms of regional, live, latest, original

and rental content.

RO2: To evaluate the product bundling options that are available for online media services in

terms of additional devices and services.

RO3: To evaluate the subscription options available for online media services in terms of price,

devices, and choice of content.

RO4: To evaluate the customization options available on online media services in terms of

popular, personal content and multiple user profiles options.

RO5: To evaluate the requirement of parental control options available on online media services

in terms of age, content rating and payment restrictions.

RO6: To evaluate all the supported platforms for online media services such as TV, PC, mobile,

streaming devices, gaming consoles.

RO7: To evaluate the customer support options available for online media services based on

modes such as chat, helpline number, email.

RO8: To evaluate the various criteria for offline downloading available on online media services

in terms of portability, time limit, and capacity/size.

Questionnaire Development and Pretesting

To determine the basis of the questionnaire, characteristics have been identified based on In-

depth interviews. Three face-to-face In-depth interviews were conducted and an interviewer and

a participant were involved each. In-depth interviews were conducted to provide a clear idea of

the participant's viewpoint on the research topic, i.e. the behavior of Over the top services or

Online media streaming services purchases. The techniques and questions involved were based

on the willingness to learn all the participants can share about the topic of research. We

interacted with the participants by neutrally asking their questions, listening closely to their

answers and asking follow-up questions and samples based on the answers. We ensured that the

follow-ups should not lead participants according to any preconceived notions, nor should they

encourage participants to provide particular answers by expressing approval or disapproval of

what they say. After the interview, each interview was analyzed carefully to understand the

attributes. Based on these attributes, a questionnaire was formed and the pretesting was done on

a set of individuals.

Data Analysis

CROSS TABS

Plan for Data Analysis

The data analysis for cross-tabulation involves selecting pairs of variables from the data and

analyzing the joint distribution of the combination to determine whether there exists a possibility

of some relationship. This process was repeated for various combinations possible. The

combinations were selected intuitively by the researchers to maximize the possibility of finding

some meaningful relationships.

Methods Used

Crosstab, or Cross Tabulation, is a process or function that combines and/or summarizes data

from one or more sources into a concise format for analysis or reporting. Crosstabs display the

joint distribution of two or more variables and they are usually represented in the form of a

contingency table in a matrix. In this research, the researchers tried to find whether some

relationship exists between the various characteristics of the consumer and the behavior

exhibited.

Anticipated Issues

The experiment may still not provide conclusive facts to be used in the marketing strategy and in

that case the company might offer limited time free subscription to customers bundled with their

mobile plans and the get information in form of feedback for more insights.


Background of the Problem XYZ Company is an American multinational corporation holding company headquartered at Whitacre Tower in downtown Dallas , Texas . It is the largest telecommunications company in the world , the largest mobile telephone service provider in the United States and the largest fixed telephone service provider in the United States by XYZ Company communications . Data Science Research Peru TV Now is a national , direct - to - consumer service which launched on November 09 , 2016 , and is designed to compete with other " over - the - top " television services . XYZ Company plans to expand into the Indian OTT market , which has some major national and international players . The company wants to tailor the existing product to fit the Indian market . The company decided to do a market research with this objective as they search for the position they want to occupy in this market . Statement of the problem Data Science Research Peru , a multinational company , planning to enter the OTT market in India , is uncertain about consumer preferences to articulate the International expansion strategy . Research Design Type of Research Design Method Exploratory research will include focused group discussions and depth interviews for obtaining variables of interest for the survey . We conducted focus group discussions with a group of six people each and conducted depth interview of 50 individuals . Sample : The sample was taken from a survey conducted for 1000 + people from 10 major cities across India . The sampling technique used was random number generation and we chose 1000 responses from the survey . Random number generation was used to limit the bias based on age , gender , etc . Applicability The output of this research can be used by Data Science Research Peru in the future to develop an OTT platform that best fit their segment needs and also help position the product to increase sales . Information Needs To identify the variables of interest for each research objective , we conducted three depth interviews . Each interview was conducted for more than 20 + minutes . The research objectives are : RO1 : To evaluate the content available on online media in terms of regional , live , latest , original and rental content . RO2 : To evaluate the product bundling options that are available for online media services in terms of additional devices and services . RO3 : To evaluate the subscription options available for online media services in terms of price , devices , and choice of content . RO4 : To evaluate the customization options available on online media services in terms of popular , personal content and multiple user profiles options . RO5 : To evaluate the requirement of parental control options available on online media services in terms of age , content rating and payment restrictions . RO6 : To evaluate all the supported platforms for online media services such as TV , PC , mobile , streaming devices , gaming consoles . RO7 : To evaluate the customer support options available for online media services based on modes such as chat , helpline number , email . RO8 : To evaluate the various criteria for offline downloading available on online media services in terms of portability , time limit , and capacity / size . Questionnaire Development and Pretesting To determine the basis of the questionnaire , characteristics have been identified based on In- depth interviews . Three face - to - face In - depth interviews were conducted and an interviewer and a participant were involved each . In - depth interviews were conducted to provide a clear idea of the participant 's viewpoint on the research topic , i.e. the behavior of Over the top services or Online media streaming services purchases . The techniques and questions involved were based on the willingness to learn all the participants can share about the topic of research . We interacted with the participants by neutrally asking their questions , listening closely to their answers and asking follow - up questions and samples based on the answers . We ensured that the follow - ups should not lead participants according to any preconceived notions , nor should they encourage participants to provide particular answers by expressing approval or disapproval of what they say . After the interview , each interview was analyzed carefully to understand the attributes . Based on these attributes , a questionnaire was formed and the pretesting was done on a set of individuals . Data Analysis CROSS TABS Plan for Data Analysis The data analysis for cross - tabulation involves selecting pairs of variables from the data and analyzing the joint distribution of the combination to determine whether there exists a possibility of some relationship . This process was repeated for various combinations possible . The combinations were selected intuitively by the researchers to maximize the possibility of finding some meaningful relationships . Methods Used Crosstab , or Cross Tabulation , is a process or function that combines and/or summarizes data from one or more sources into a concise format for analysis or reporting . Crosstabs display the joint distribution of two or more variables and they are usually represented in the form of a contingency table in a matrix . In this research , the researchers tried to find whether some relationship exists between the various characteristics of the consumer and the behavior exhibited . Anticipated Issues The experiment may still not provide conclusive facts to be used in the marketing strategy and in that case the company might offer limited time free subscription to customers bundled with their mobile plans and the get information in form of feedback for more insights .