Research Proposal

Research Topic

“Comparison between the Satisfaction Level of the Customers of Qubee Ltd. &
Banglalion Communications Ltd.”

Course: Marketing Research (MKT 470)

Prepared for

Mr. Shafquat Kabir

Faculty Member

School of Business

North South University

Prepared by

M Abu Saleh Chowdhury 072 407 030

M Ashfakuzzaman Khan 071 804 030
Ahmed Farzan Anik 072 197 030
Anabil Shamal Rahman 071 206 530
Tahmina Kabir 072 462 030

Date: November 24, 2010

 Table of Contents

Executive Summary ........................................................................................................................ 3

Background ..................................................................................................................................... 4

Significance of the Research ........................................................................................................... 5

Objectives of the Research.............................................................................................................. 5

Research Design.............................................................................................................................. 6

Data Collection ............................................................................................................................... 7

Reporting......................................................................................................................................... 7

Time ................................................................................................................................................ 8

References ....................................................................................................................................... 8

2|Page
Executive Summary

This proposal is intended for obtaining the approval of carrying out the marketing research on
the topic “Comparison between the Satisfaction Level of the Customers of Qubee Ltd. &
Banglalion Communications Ltd.” in order to fulfill the requirement of conducting a practical
marketing research project for the course “Marketing Research (MKT 470)”.

WiMax internet is a new wireless internet technology to the Bangladeshi internet users, which
has been emerging during the last two years and replacing the broadband services at a fairly
quick pace. Though previously there have been some wireless internet service providers
operating in the industry, due to various reasons like high price and low coverage, the concept of
wireless internet service couldn’t make its place in the crowd. However, Qubee Ltd. and
Banglalion Communications Ltd. promised to remove these shortcomings two years back and
quite successfully have started their operations.

The customer satisfaction level of the WiMax users of both the companies is important to be
evaluated in order to compare the performance of the two companies in terms of providing the
customer with the best wireless internet solutions.

The study proposed in this paper targets for the evaluation and comparison of the customer
satisfaction level of Qubee and Banglalion service users. The significance and objectives of the
research, design of the research methods and schedule of the report submission are clarified
throughout the upcoming sections.

3|Page
Background

WiMax, the “Worldwide Interoperability for Microwave Access” is for mobile broadband
internet. It provides wireless data in a variety of ways, from point-to-point links to full mobile
cellular type access. WiMax internet also enables the users to experience rich multimedia
services on the go. This technology has the potential to do the same to broadband internet access
what cell phones have done to telephone access. It could replace cable and DSL services, like
how many people have given up their "land lines" in favor of cell phones.

In recent days, especially during this year and the previous year the internet service providing
industry has experienced a huge change that involved many new users subscribing in WiMax
services and a number of users of other means of internet services switching to the newly
introduced service. Qubee Ltd. and Banglalion Communications Ltd. introduced the people of
Bangladesh to this wireless internet service with a long list of promising services1 they
announced to be provided upon their launching. However, both the companies since then have
been spreading their network and coming up with new promotional efforts every day. While
Qubee says, “Our aim is to make a magical internet experience available to everyone, everyday,
without exception”; Banglalion announces, “We are committed to build a connected Bangladesh
through wireless telecom solutions and create a new impact on our business, society, economy,
lifestyle and people surrounding us” 2.

However, as the two WiMax vendors are geographically expanding their operational boundary,
the promotional efforts expressing convenience and new service packages are also increasing.
But the concerns that demand to be looked more closely at are to what extent these efforts are
effective in terms of gaining competitive advantage over one another; how do the customers,
after all those endeavors perceive the two brands; or which company has eventually been able to
serve as promised. A thorough marketing research is required to answer these questions.

1
Refer to the official websites of the companies for the list of services offered. Addresses are documented in the
“References” section of this proposal.
2
Refer to the “About Us” pages at the official websites of Qubee & Banglalion.

4|Page
Significance of the Research

The outcomes of this research will be helpful for the companies under scrutiny for getting a clear
picture of their respective brand perception and their effectiveness of the efforts towards
achieving higher customer satisfaction level. Most of the times the increasing sales figure or
amount of monthly bills collected fail to show the possible future downturns due to decline in
customer satisfaction and their perceived level of the brand. So, this study will help the brands
look into possibly the most significant area to concentrate on.

However, this study also serves as the first step of fulfilling the researchers’ course requirement
of conducting a practical marketing research implementing the learning from the lecture
sessions.

Objectives of the Research

The broad marketing research problem for this research is –

“Comparing the satisfaction level and the brand perception of the subscribers of Qubee and
Banglalion”.

Being specific, the research should provide information on the following questions (components
of the broad problem statement) –

1. What are the factors contributing in customer satisfaction in terms of internet services?
2. Do these factors vary when it comes to wireless internet service?
3. How are Qubee and Banglalion doing in terms of these factors?
4. How do the customers perceive both the brands overall?
5. Which company is leading the market in terms of customer satisfaction?

5|Page
Research Design

The entire research will be approached at two different phases. At the first stage the exploration
of the customer satisfaction factors will be accomplished and later the second phase will look
into the customers’ rating in those areas for both the brands.

Phase 1 (Exploratory): At this phase, qualitative data will be collected through expert surveys
and pilot surveys. Those data are expected to help figure out the factors that are to be served in
order to build customer satisfaction in terms of internet services and specifically wireless internet
services. In addition, international researches on internet users’ satisfaction will be used as
secondary data.

Phase 2 (Descriptive): The results of the first phase will work as the ground work of this phase.
The factors figured out in the earlier phase will be used as the criteria of evaluating the
customers’ satisfaction level for both the companies. Survey method will be used to obtain
quantitative information; mostly online survey to obtain data from a large sample within short
time duration.

Phase 1 : Exploratory Research

Expert Survey + In-depth Interview + Literature Review

Outcome of Phase 1

Customer Satisfaction Factors

Phase 2 : Descriptive Research

Online Survey + In-person Survey

Outcome of Phase 2

Satisfaction Level for Both Brands

Figure 1: Research Design Flow Chart

6|Page
Determination of the samples and sample size:
For the qualitative part of the research, a total of 5 persons will be interviewed, who are IT
professionals or students in the same concentration and have deep knowledge about the
broadband and wireless internet technology. However, 2 operational level managers from each
company will be interviewed for gaining insight about the market and identify the trends in the
market, which are more likely to be well known by the operational level managers.

For the quantitative part, 50 users (25 from each company) of WiMax internet will be surveyed.
Due to the constraint of time and human resource, the sample size had to be small. A total of 57
people will be reached for data collection.

Data Collection

Data will be collected and analyzed by the 5 members of the assigned group. The expert surveys
and in-depth interviews will be conducted in person. The qualitative survey will be covered by
online survey method.

Reporting

The instructor will be approached by the researchers at the following stages on the following
tentative dates:

Stage Purpose Tentative Date3

Developing questionnaire
Data Collection
Report finalizing
Final Report Submission
Figure 2: Reporting Schedule
Approval of the questionnaire Nov 28, 2010; Sunday
Discussing the analysis methods Dec 05, 2010; Sunday
Suggestions to improve Dec 12, 2010; Sunday
--- Dec 15, 2010; Wednesday

3
Dates are subject to change depending on the instructor’s availability.

7|Page
Time

The research will need 3 weeks from the date of submitting this proposal to be accomplished and
eventually the final report will be submitted on December 15, 2010.

References

1. Malhotra, N. K., (2006), Marketing Research: An Applied Orientation, 5th Edition, New
Delhi: Prentice Hall of India Pvt. Ltd.
2. Official website of Qubee Ltd.
URL: http://www.qubee.com.bd
3. Official website of Banglalion Communications Ltd.
URL: http://www.banglalionwimax.com
4. WiMax.Com (4G Wireless Broadband Solutions)
URL: http://www.wimax.com

8|Page