Letter of Authorization

Institute of Business Management Korangi, Creek, Karachi.

March 21, 2011

Dear Reader: As students of College of Business Management currently enrolled for the MBA program, we have been authorized to prepare a report on Awareness of Typhoid by different communication channel by our course instructor Mr. Shehzad Amin for the course Methods in Business Research. The purpose of this research is to find out the most effective way of communication.

Sincerely,

Umair Shahid Waqas Bhutta Raza Uddin Sheikh Muhammad Ahsan Iqbal

Letter of Transmittal

Institute of Business Management 2011 Korangi, Creek, Karachi.

APRIL

23,

Dear Sir: We would like to thank you for assigning the task of conducting research. The topic of my research is Awareness of Typhoid by different communication channel. The emphasis of this report is on the detailed research work. The report has been prepared by primary data. We had tried our level best to gather as much information as possible and meet all the requirements to make this research successful by bringing out exactly what was expected of it. I hope that the report will be beneficial to you and that I will get positive feedback from you regarding it.

Sincerely,

Umair Shahid Waqas Bhutta Raza Uddin Sheikh Muhammad Ahsan Iqbal

3) Management Summary:
a) Objective:
The objective of the research report is to find out the followings claims and hypotheses, we tend to prove or disprove whatever the results may be. The hypotheses are as under.

H0: the majority of respondents will not regard typhoid as a Relevant health issue. H1: Those people who said NO to participate before campaign, will agreed to participate after reading communication material (To find out the effectiveness of communication material) H2: To test that Media play a vital role in Health awareness H3: To test that among electronic media GEO has most viewership H4: To test that among Print media JANG has most readerships H5: To test that for Radio FM 101 has most listenership H6: To test that for Web based, Rozee.pk has most hits.

b) Results:
H0: the majority of respondents will not regard typhoid as a relevant health issue. The Hypothesis proved to be wrong as people regard Typhoid as relevant health issue.

H1: Those people who said NO to participate before campaign, the majority will agree to participate after reading communication material (To find out the effectiveness of communication material)

H2: To test that Media play a vital role in Health awareness The hypothesis proved to be correct. The answer is Yes that media play a vital role in Health awareness. As the following charts and graphs shows the percentages.

It shows that most of people watches TV in between.

H3: To test that among electronic media News Channel has most viewership Similarly, this hypothesis also proved to be correct as following graph shows that 84.4 % people watches News Channels.

H4: To test that among Print media JANG has most readerships

This hypothesis also proved to be correct because most of the people respond in favor of Jang.

H5: To test that for Radio FM 101 has most listenership It is found that most of the people listens FM 101

H6: To test that for Web based, Rozee.pk has most hits. However, This hypothesis proved to be wrong because following graph shows that most of the people are interested in watching GEO TV rather than Rozee.pk.

c) Conclusions:
Therefore, It has been concluded that almost all the hypothesis are proved to be correct except the first one H0 and the last one H6

d) Recommendations
Therefore, It is recommended that TVI should adopt the following marketing mediums News Channels FM 101 JANG NEWSPAPER for creating typhoid awareness amongst general public.

4) Body:
a) Introduction:

For the purposes of this report we have contacted Trust for Vaccines & Immunization (TVI), a nonprofit organization committed to the reduction of vaccine preventable diseases in children of Pakistan. The Trust is overseen by prominent medical professionals and philanthropists with vast years of experience. The chairman of TVI is Dr. Abdul Gaffar Billoo a prominent pediatrician. TVI has built collaborations with numerous institutions such as Ministry of Health, City District Government Karachi, Ministry of Education and International Vaccine Institute to conduct school and madrassah based vaccinations for Typhoid. TVI has agreed to utilize the services of our team to conduct a random survey of a sample size of a minimum of 400 people to ascertain their responses regarding radio and TV listenership. TVI intends to utilize the information obtained to effectively design their social mobilization activities for future campaigns. TVI has recently conducted a two month vaccination campaign in Gulshan Town, Karachi and has vaccinated approximately 40,000 children.

a) Methodology:
The purpose of this research is to find out the effectiveness of different communication mediums/channels e.g. Display, Electronic, Print media etc. in gaining awareness regarding Typhoid Fever. This is exploratory type of research in which we intend to recognize and find out the most effective mode of communication that whether people watch TV or read news paper etc. Then identify courses of action, which means that what could be our plan and direction after identify the best communication channel. The sampling plan inculcates almost 400 Questionnaires which are distributed in different segments of Karachi in different towns, so that the findings will become more diversified and accurate. The keys towns include: y y y y y y y y y y Etc... This research has been conducted with the help of a non profitable organization TVI (Trust for vaccines and immunization. The broachers of typhoid vaccination have been given to the respondents and convince them to participate. While some of them are agreed to participate in this activity after going through the Brochures and some of them refused to participate. The source of data is Primary which has been taken after filling questionnaires .In this research, the nature of data collection method also includes communication, which is done by pamphlets and broachers which has been given to respondents in order to capture their interest and attention. Baldia town Bin Qasim Town Gulberg Town Gulshan Town Jamshed Town Kiamari Town Korangi Town Landhi Town Jamshed Town North Nazimabad town

10

b) Results:
H0: the majority of respondents will not regard typhoid as a relevant health issue. The Hypothesis proved to be wrong as people regard Typhoid as relevant health issue.It is positive sign that show more people have the required information about Typhoid, although more work is needed to be done in this regard

H1: Those people who said NO to participate before campaign, the majority will agree to participate after reading communication material (To find out the effectiveness of communication material) The hypothesis proved to be correct, thus those people who said NO before, said YES after reading the Brochure

11

H1: To test that Media play a vital role in Health awareness The hypothesis proved to be correct. The answer is yes that media play a vital role in Health awareness. As the following charts and graphs shows the percentages. Thus different media Channels based of the respondent preference can be used to create Health awareness in General Public.

It shows that most of people watches TV in between. H2: To test that among electronic media News Channel has most viewership Similarly, this hypothesis also proved to be correct as following graph shows that 84.4 % people watches News Channel. So it is quite evident that News Channels must be used to as Electronic Medium for conveying the Health care awareness to general Public.

12

H3: To test that among Print media JANG has most readerships This hypothesis also proved to be correct because most of the people respond in favor of Jang. So Jang must be used as print medium for conveying the typhoid awareness program by TVI.

H4: To test that for Radio FM 101 has most listenership It is found that most of the people listens FM 101, amongst the mentioned channels. It is evident that FM101 is the best choice for conveying Typhoid awareness to the general public listening FM.

13

H5: To test that for Web based, Rozee.pk has most hits. However, this hypothesis proved to be wrong because following graph shows that most of the people are interested in watching GEO TV rather than Rozee.pk. So instead of Rozee.pk, geo.tv must be selected for the conveying the message of TVI regarding Typhoid awareness on internet, as GEO.tv is being visited by more respondents.

c) Limitations:
Following are some of the limitations of the research survey that we have faced during the scope of research:

14

y y y y y

People are unwilling to respond Questionnaires are not properly filled Super Malls not allowed to conduct this survey within their vicinity People are hesitant to provide any information regarding address/ contact number/ email There is no way to justify respondents claims in questionnaire

5) Conclusions and Recommendations:

 Therefore, it has been concluded that almost all the hypothesis are proved to be correct except the first one H0 and the last one H6.  Therefore, It is recommended that TVI should adopt the following marketing channels, a) News Channels b) FM 101 c) JANG NEWSPAPER for creating typhoid awareness amongst general public.  And Also general Public is more aware of the Typhoid being a relevant health issue, but still more awareness should be created.

6) Appendix:
a) Sampling Plan:

15

Element: Parents (Awareness) Extent: Karachi Sample Size: 400 Sampling Units: Shopping Malls, Super Markets, Medical Store, Retail stores, Public Parks, Offices Sampling Frame: Shopping Malls, Super Markets, Medical Store, Retail stores, Public Parks, Offices, educational institutes, hospitals, Traffic Signals, Residential areas, Metropolitan block, Rail way stations, Airport, Bus stops, Hotels, Clubs, Amusement Parks.

Time: 27th March-2nd April (2011) Sampling Procedure:  Non-Probability sampling a) Convenience sampling b) Judgment sampling c) Quota Sampling

b) Data Collection forms:

y Filled Questionnaires are attached in bundle form

16

c) Supporting Tables: Questionnaire Evaluation Tables:

Q10:Would you allow your child to be vaccinated in a school based typhoid vaccination campaign?
Cumulative Frequency Valid Yes No Total Missing Total System 168 129 297 4 301 Percent 55.8 42.9 98.7 1.3 100.0 Valid Percent 56.6 43.4 100.0 Percent 56.6 100.0

Q15:How would you rate the information content in the brochure?

17

Frequency Valid Poor Bad Satisfactory Good Excellent Total Missing Total System 7 19 72 101 97 296 5 301

Percent 2.3 6.3 23.9 33.6 32.2 98.3 1.7 100.0

Valid Percent 2.4 6.4 24.3 34.1 32.8 100.0

Cumulative Percent 2.4 8.8 33.1 67.2 100.0

Q14:How would you rate the design of Brochure?

Frequency Valid Poor Bad Satisfactory Good Excellent Total Missing Total System 11 17 67 102 99 296 5 301 Percent 3.7 5.6 22.3 33.9 32.9 98.3 1.7 100.0 Valid Percent 3.7 5.7 22.6 34.5 33.4 100.0 Cumulative Percent 3.7 9.5 32.1 66.6 100.0

18

Q16:Now that you have read the brochure and consent form of TVI would you allow your child to participate in their school based campaign?
Cumulative Frequency Valid Yes No Not Sure Total Missing Total System 198 50 42 290 11 301 Percent 65.8 16.6 14.0 96.3 3.7 100.0 Valid Percent 68.3 17.2 14.5 100.0 Percent 68.3 85.5 100.0

19

Q18a
Cumulative Frequency Valid Missing Total FM 89 System 65 236 301 Percent 21.6 78.4 100.0 Valid Percent 100.0 Percent 100.0

Q18b
Cumulative Frequency Valid Missing Total FM 91 System 90 211 301 Percent 29.9 70.1 100.0 Valid Percent 100.0 Percent 100.0

20

Q18c
Cumulative Frequency Valid Missing Total FM 101 System 153 148 301 Percent 50.8 49.2 100.0 Valid Percent 100.0 Percent 100.0

Q18d
Cumulative Frequency Valid Missing Total Not Included System 48 253 301 Percent 15.9 84.1 100.0 Valid Percent 100.0 Percent 100.0

Q18e
Cumulative Frequency Valid Missing Total None System 74 227 301 Percent 24.6 75.4 100.0 Valid Percent 100.0 Percent 100.0

21

Q20a
Cumulative Frequency Valid Missing Total 7-10am System 67 234 301 Percent 22.3 77.7 100.0 Valid Percent 100.0 Percent 100.0

Q20b
Cumulative Frequency Valid Missing Total 10-1pm System 7 294 301 Percent 2.3 97.7 100.0 Valid Percent 100.0 Percent 100.0

22

Q20c
Cumulative Frequency Valid 2 1-4pm Total Missing Total System 1 58 59 242 301 Percent .3 19.3 19.6 80.4 100.0 Valid Percent 1.7 98.3 100.0 Percent 1.7 100.0

Q20d
Cumulative Frequency Valid Missing Total 4-7pm System 139 162 301 Percent 46.2 53.8 100.0 Valid Percent 100.0 Percent 100.0

23

Q20e
Cumulative Frequency Valid Missing Total 7-10pm System 164 137 301 Percent 54.5 45.5 100.0 Valid Percent 100.0 Percent 100.0

Q21a
Cumulative Frequency Valid Missing Total Health Related System 94 207 301 Percent 31.2 68.8 100.0 Valid Percent 100.0 Percent 100.0

24

Q21b
Cumulative Frequency Valid Missing Total Music Shows System 176 125 301 Percent 58.5 41.5 100.0 Valid Percent 100.0 Percent 100.0

Q21c
Cumulative Frequency Valid Missing Total News System 213 88 301 Percent 70.8 29.2 100.0 Valid Percent 100.0 Percent 100.0

25

Q21d
Cumulative Frequency Valid Missing Total Religious System 13 288 301 Percent 4.3 95.7 100.0 Valid Percent 100.0 Percent 100.0

Q21e
Cumulative Frequency Valid Missing Total Other System 58 243 301 Percent 19.3 80.7 100.0 Valid Percent 100.0 Percent 100.0

26

Q23a
Cumulative Frequency Valid Missing Total 7-10am System 16 285 301 Percent 5.3 94.7 100.0 Valid Percent 100.0 Percent 100.0

Q23b
Cumulative Frequency Valid Missing Total 10-1pm System 36 265 301 Percent 12.0 88.0 100.0 Valid Percent 100.0 Percent 100.0

27

Q23c
Cumulative Frequency Valid 1 1-4pm Total Missing Total System 1 14 15 286 301 Percent .3 4.7 5.0 95.0 100.0 Valid Percent 6.7 93.3 100.0 Percent 6.7 100.0

Q23d
Cumulative Frequency Valid Missing Total 4-7pm System 125 176 301 Percent 41.5 58.5 100.0 Valid Percent 100.0 Percent 100.0

28

Q23e
Cumulative Frequency Valid 4 7-10pm Total Missing Total System 54 139 193 108 301 Percent 17.9 46.2 64.1 35.9 100.0 Valid Percent 28.0 72.0 100.0 Percent 28.0 100.0

Q24a
Cumulative Frequency Valid Missing Total News System 254 47 301 Percent 84.4 15.6 100.0 Valid Percent 100.0 Percent 100.0

29

Q24b
Cumulative Frequency Valid Missing Total Dramas System 84 217 301 Percent 27.9 72.1 100.0 Valid Percent 100.0 Percent 100.0

Q24c
Cumulative Frequency Valid Missing Total Talkshows System 110 191 301 Percent 36.5 63.5 100.0 Valid Percent 100.0 Percent 100.0

30

Q24d
Cumulative Frequency Valid Missing Total Cooking System 34 267 301 Percent 11.3 88.7 100.0 Valid Percent 100.0 Percent 100.0

Q24e
Cumulative Frequency Valid 1 Religious Total Missing Total System 54 76 130 171 301 Percent 17.9 25.2 43.2 56.8 100.0 Valid Percent 41.5 58.5 100.0 Percent 41.5 100.0

31

Q24f
Cumulative Frequency Valid Missing Total Other System 43 258 301 Percent 14.3 85.7 100.0 Valid Percent 100.0 Percent 100.0

Q26a
Cumulative Frequency Valid Missing Total Dawn System 99 202 301 Percent 32.9 67.1 100.0 Valid Percent 100.0 Percent 100.0

Q26b
Cumulative Frequency Valid Missing Total The News System 31 270 301 Percent 10.3 89.7 100.0 Valid Percent 100.0 Percent 100.0

32

Q26c
Cumulative Frequency Valid Missing Total The Daily Times System 6 295 301 Percent 2.0 98.0 100.0 Valid Percent 100.0 Percent 100.0

Q26d
Cumulative Frequency Valid Missing Total Business Recorder System 63 238 301 Percent 20.9 79.1 100.0 Valid Percent 100.0 Percent 100.0

Q26e
Cumulative Frequency Valid Missing Total The Nation System 6 295 301 Percent 2.0 98.0 100.0 Valid Percent 100.0 Percent 100.0

33

Q26f
Cumulative Frequency Valid Jang 7 Total Missing Total System 173 1 174 127 301 Percent 57.5 .3 57.8 42.2 100.0 Valid Percent 99.4 .6 100.0 Percent 99.4 100.0

Q26g
Cumulative Frequency Valid Missing Total Express System 94 207 301 Percent 31.2 68.8 100.0 Valid Percent 100.0 Percent 100.0

34

Q26h
Cumulative Frequency Valid Missing Total Other System 9 292 301 Percent 3.0 97.0 100.0 Valid Percent 100.0 Percent 100.0

Q28a
Cumulative Frequency Valid Missing Total GeoNews System 95 206 301 Percent 31.6 68.4 100.0 Valid Percent 100.0 Percent 100.0

35

Q28b
Cumulative Frequency Valid Missing Total Dawn System 11 290 301 Percent 3.7 96.3 100.0 Valid Percent 100.0 Percent 100.0

Q28c
Cumulative Frequency Valid Missing Total Rozee System 5 296 301 Percent 1.7 98.3 100.0 Valid Percent 100.0 Percent 100.0

36

Q28d
Cumulative Frequency Valid Missing Total Jang System 1 300 301 Percent .3 99.7 100.0 Valid Percent 100.0 Percent 100.0

Q28e
Cumulative Frequency Valid Missing Total Express News System 4 297 301 Percent 1.3 98.7 100.0 Valid Percent 100.0 Percent 100.0

37

In your own words please provide the reasons you would not like your child to be vaccinated in a school based vaccination campaign
Cumulative Frequency Valid Prefer Private Physician Concerned about vaccine quality Dont Trust NGO's Other Total Missing Total System 31 5 105 196 301 10.3 1.7 34.9 65.1 100.0 29.5 4.8 100.0 95.2 100.0 54 15 Percent 17.9 5.0 Valid Percent 51.4 14.3 Percent 51.4 65.7

38

Q5:In your opinion is Typhoid Fever a relevant health issue in Pakistan?

Cumulative Frequency Valid Yes No Dont Know Total Missing Total System 138 107 52 297 4 301 Percent 45.8 35.5 17.3 98.7 1.3 100.0 Valid Percent 46.5 36.0 17.5 100.0 Percent 46.5 82.5 100.0

39

Cross Tabulation:
Please tick the town that best specifies your residential area * Have you been diagnosed with Typhoid fever in the last 5 years? Cross tabulation
Have you been diagnosed with Typhoid fever in the last 5 years? Yes Please tick the town that best Baldia Town specifies your residential area Bin Qasim Town Gadap Town Gulberg Town Gulshan Town Jamshed Town Kiamari Town Korangi Town Landhi Town Liaqatabad Town Lyari Town Malir Town New Karachi Town North Nazimabad Town Orangi Town 0 0 1 3 2 0 6 12 6 0 2 0 0 0 1 No 6 4 6 1 10 4 3 8 7 2 7 7 14 7 17 Total 6 4 7 4 12 4 9 20 13 2 9 7 14 7 18

40

Saddar Town Shah FaisaL Town S.I.T.E Town Total

1 0 0 34

7 6 3 119

8 6 3 153

Please state your level of education * Would you allow your child to be vaccinated in a school based typhoid vaccination campaign? Cross tabulation
Would you allow your child to be vaccinated in a school based typhoid vaccination campaign? Yes Please state your level of Primary education Matriculate Intermediate Diploma Undergraduate Degree Masters Degree Total 17 17 37 73 21 168 35 1 3 38 16 129 52 18 40 111 37 297 3 No 36 Total 39

41

Would you allow your child to be vaccinated in a school based typhoid vaccination campaign? * Now that you have read the brochure and consent form of TVI would you allow your child to participate in their school based campaign? Cross tabulation
Count Now that you have read the brochure and consent form of TVI would you allow your child to participate in their school based campaign? Yes Would you allow your child to Yes be vaccinated in a school based typhoid vaccination campaign? Total 78 40 35 153 No 54 38 33 125 24 No 2 Not Sure 2 Total 28

42

Case Processing Summary

Cases Valid N Would you allow your child to be vaccinated in a school based typhoid vaccination campaign? * Now that you have read the brochure and consent form of TVI would you allow your child to participate in their school based campaign? 153 Percent 50.8% N 148 Missing Percent 49.2% N 301 Total Percent 100.0%

43

Graphs:

44

45

46

47

48

Questionnaire along with Coding:

1)

49

Dear Sir/Madam we the students of Institute of Business Management (IOBM) are conducting surveys to assess current perceptions about Typhoid and level of support for school based Typhoid Health Campaigns and determine effective electronic and print media channels to improve relevant communication. The organization we are assisting in this research is Trust for Vaccines & Immunization (TVI), a nonprofit organization committed to reducing vaccine preventable diseases in Pakistan. We request you to fill the information in an impartial manner and assure you that your information will remain confidential. Your inputs will allow us to develop more effective strategies for Health Awareness and we thank you for your participation. Name: Contact #:

Email: (Note: Please provide at least one way to contact you, as this survey might get verified by our Instructor) Instructions: Please tick the appropriate box to submit the information and please read the questions carefully. Q 1 Are you male or female? Male 1 Female 2 Q 2 Please state your level of education None Primary Matriculate Intermediate Diploma Undergraduate Degree Masters Degree Q 3 Is your childs monthly school fee equal to or above Yes 1 Rs 1,000/Q 4 What is your present working status?

1
2 3 4 5 6 7 No 2

Please tick most relevant option Salaried Housewife Business person Unemployed 1) Baldia Town 2) Bin Qasim Town 3) Gadap Town 4) Gulberg Town 5) Gulshan Town 6) Jamshed Town 7) Kaimari Town 8) Korangi Town 9) Landhi Town 10) Liaquatabad Town 11) Lyari Town 12) Malir Town 4 1 2 3

Q 5 Please write down the town that best specifies your residential area

50

13) 14) 15) 16) 17) 18) 19) Q 6 In your opinion is Typhoid Fever a relevant health issue in Pakistan? Q 7 Would you allow your child to be vaccinated in a school based typhoid vaccination campaign? (Please skip Q 8 if response is yes) Yes Yes

New Karachi Town North Nazimabad Town Orangi Town Sadar Town Shah Faisal Town Site Town DHA 1 No 2 Dont know 1 No 2

Q 8 In your own words please provide the reasons you would not want your child vaccinated in a school based vaccination campaign.

Q 9 Have you seen any promotional material of TVI in Yes 1 locations in Gulshan or Jamshed Town? Q 10 Did promotional material make you interested in Yes 1 TVI vaccination campaigns? (Please skip if response is no in Q 9) Note: Kindly read the Typhoid Urdu or English Brochure provided to you Q 11 How would you rate the information content in the brochure? (Rating scale is from 1 to 5 with 1 1 2 3 4 being the lowest and 5 the highest) Q 12 How would you rate the design of the brochure 1 2 3 (Rating scale is from 1 to 5 with 1 being the lowest and 5 the highest) Note: Kindly read the Urdu or English Consent Forms provided to you Q 13 Did you find the material in TVI consent forms Yes 1 understandable? Q 14 Now that you have read the brochure and consent form of TVI would you allow your child to Yes 1 No participate in a school based typhoid vaccination campaign if it was being conducted by them? (Please skip if response is yes in Q7) Q 15 What radio channels do you listen to?

No No

2 2

No

Not Sure

Tick all those that apply FM 89 FM 91 FM 101 Not included 1 2 3 4

51

None

Q 16 How often do you listen to the radio? (Please skip if response is none in Q 15)

Please tick the most relevant option Daily Sometimes Weekends 1 2 3

Tick all that apply Q 17 What timings do you normally listen to radio? (Please skip if response is none in Q 15) 7 10 am 10 -1 pm 1 4 pm 4 7 pm 7 10 pm Tick all that apply Q 18 What type of radio programmes do you normally listen to? (Please skip if response is none in Q 15) Health Related Music Shows News Religious Other Q 19 How often do you watch television? Daily Sometimes Weekends Never Tick all that apply Q 20 During what timeslot do you watch Television? (Skip if response is Never in Q 19) 7 10 am 10 -1 pm 1 4 pm 1 2 3 1 2 3 4 5

1 2 3 4 5 1 2 3 4

52

4 7 pm 7 10 pm Q 21 What type of programmes do you watch on television? (Skip if response is Never in Q 19) News Dramas Talk Show Cooking Religious Other Daily Weekends

4 5 1 2 3 4 5 6 1 Sometimes 3 Never 2 4

Q 22 How often do you read the newspaper?

Q 23 What brand of newspaper do you read? (Please skip Dawn if response is Never in Q 22) The News Daily Times Business Recorder The Nation Jang Express Other Daily Sometimes Never Geo News Dawn Rozee Jang Express News

5 1 2 3 4 5 6 7 1 2 3 1 2 3 4 5

Q 24 How often do you use the internet?

Q 25 Please tick the following websites that you visit online (Skip if response is never in Q 24)

THANK YOU FOR YOUR VALUABLE TIME IN FILLING THE QUESTIONNAIRE!

53

54