Description
Market Research
MARKET RESEARCH
A project report submitted in partial fulfillment of the requirement for the award of Post Graduate Diploma in Business Management
Submitted by: Rashmi Ranjan Mishra PGDM 2011-13 Roll No: 124
Xavier Institute of Management & Entrepreneurship Bangalore
2012 Summer Internship Report
ACKNOWLEDGEMENT
I would like to thank Mr. Vikranth Kadam, Field Director, IMRB International for providing me an opportunity to work with them, for guiding me through this project and also for teaching me about a broad range of topics. I would also like to thank Ms. Seema Karanth, Executive, IMRB International for extending her support during the project completion. My entire project was based on the market research and interviews given by the suppliers and people at various places and I would like to thank them for their patient hearing and time provided to me. I would like to thank our Prof. D.Subramaniam, Summer Internship coordinator for providing me inputs for the completion of the project. I would also like to thank our President Prof. J Philip and Dean Prof Dr. Regi.V.Matthew for providing me an opportunity to learn the practical aspect of management education.
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Table of Contents
EXECUTIVE SUMMARY ........................................................................................................................... 05 1. MARKET RESEARCH ........................................................................................................................... 07 1.1Introduction .................................................................................................................................. 07 1.2 Characteristics of Market Research .............................................................................................. 08 1.3 Aims &Objectives of Market Research ........................................................................................ 11 1.4 Functions of Market Research ...................................................................................................... 13 1.5 Limitations of Market Research ................................................................................................... 13 1.6 Contemporary Applications ........................................................................................................ 13 1.7 Need for Market Research ............................................................................................................ 14 2. Project Supplier Satisfaction .............................................................................................................. 14 2.1 Introduction: ................................................................................................................................ 15 2.2 Background of the Survey ............................................................................................................ 15 2.3 Objective: .................................................................................................................................... 15 2.4 Relevant Literautre Viewed.......................................................................................................... 15 2.5 Details of Project: ........................................................................................................................ 16 2.6 Details of Methodology Used ....................................................................................................... 17 2.6.1 Logical Flow of the Project .................................................................................................... 17 2.6.2 Statistics................................................................................................................................ 17 2.6.3 Analysis ................................................................................................................................. 18 2.7 Variable Analysis......................................................................................................................... 22 2.8 Interpretation of Results ............................................................................................................... 33 3. Project Chemistry .............................................................................................................................. 36 3.1 Introduction: ................................................................................................................................ 36 3.2 Background of the Survey ............................................................................................................ 36 3.3 Objective: .................................................................................................................................... 36 3.4 Relevant Literautre Viewed.......................................................................................................... 36 3.5 Details of Project: ........................................................................................................................ 37 3.6 Details of Methodology Used ....................................................................................................... 38 3.6.1 Logical Flow of the Project ............................................................................................................ 38
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3.6.2 Statistics................................................................................................................................ 38 3.6.3 Analysis ................................................................................................................................. 39 3.7 Interpretation of Results ............................................................................................................... 44 4. Project Indo-German ......................................................................................................................... 45 4.1 Introduction: ................................................................................................................................ 45 4.2 Background of the Survey ............................................................................................................ 45 4.3 Objective: .................................................................................................................................... 45 4.4 Relevant Literautre Viewed.......................................................................................................... 45 4.5 Details of Project: ........................................................................................................................ 46 4.6 Details of Methodology Used ....................................................................................................... 48 4.6.1 Logical Flow of the Project .................................................................................................... 48 4.6.2 Statistics................................................................................................................................ 48 4.6.3 Analysis ................................................................................................................................. 49 5. Project FLPM ..................................................................................................................................... 51 5.1 Abstract ....................................................................................................................................... 51 5.2 Introduction: ................................................................................................................................ 52 5.3 Problem Statement ....................................................................................................................... 53 5.4 Solution: ...................................................................................................................................... 53 5.5 Opinion ....................................................................................................................................... 56 5.6 Conclusion:.................................................................................................................................. 56 6. Project Firefly .................................................................................................................................... 57 6.1 Introduction: ................................................................................................................................ 57 4.2 Background of the Survey ............................................................................................................ 57 4.3 Objective: .................................................................................................................................... 57 4.4 Details of Methodology Used ....................................................................................................... 57 4.6.1 Logical Flow of the Project .................................................................................................... 57 4.6.2 Statistics................................................................................................................................ 57 7.Personal Experience & Learnings ........................................................................................................ 59 8.References ......................................................................................................................................... 60 ANNEXURE I .......................................................................................................................................... 61 ANNEXURE II ......................................................................................................................................... 65 4|P a ge
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TABLE OF FIGURES
2.1Value definition in SPSS............................................................................................................... 20 2.2 Value label deifinition .................................................................................................................. 21 2.3 Value Label definition for reponse ............................................................................................... 21 2.4 Data entry for analysis ................................................................................................................. 22 2.5 Area of business vs Associated with ABC .................................................................................... 24 2.6 Overall quality of relationship vs Associated with ABC ............................................................... 28 2.7 Value derived vs Associated with ABC ........................................................................................ 28 2.8 Business relationship vs Associated with ABC ............................................................................. 29 2.9 Overall Business growth vs Associated with ABC ........................................................................ 29 2.10 Overall quality of supplier development process vs Associated with ABC .................................. 30 3.1 Value label definition ................................................................................................................... 40 3.2 Variable definition ....................................................................................................................... 41 3.3 Value label definition ................................................................................................................... 41 3.4 Data entry for analysis ................................................................................................................. 42 3.5 Source of information .................................................................................................................. 44 3.6 Companies prior known ............................................................................................................... 45 4.1 Gender Distribution ..................................................................................................................... 50 4.2 Time of Interview distribution...................................................................................................... 51 4.3 Occupation .................................................................................................................................. 51
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2012 Summer Internship Report EXECUTIVE SUMMARY
IMRB International is a premier Market Research Company operating in South East Asia. It is one of the top 20 Market Research companies in the world. It offers a range of syndicated data and customized research services. The internship at IMRB International was a learning curve where exposure was not only granted to different industry verticals and market situations for them but also gave an opportunity to test one’s skills in practical everyday marketing and sales situations. During the stint at IMRB International an opportunity was presented to do 3 projects which were: a) Project ABC b) Project Chemistry
c) Project Indo-German
Apart from these major projects, two minor projects were also done by me which were: a) Project Firefly b) Project FLPM
Objective
The objectives of the above mentioned three major projects was to do primary data collection which were of B2B and B2C types. Project Firefly was a lead generation project. Its objective was to generate leads according to the criteria of the sample size and fix up appointments. Project FLPM was a pilot project assigned to us. Here a strategy was devised and formulated by us to retain free lancers in IMRB International i.e. create a pool of free lancers and efficiently managing them for your benefits.
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Methodology
The emphasis of all the projects was primary data collection. The methods used were: a) Field experiment Telephone Interviewing Scheduled Interviews
b) c)
The primary data was collected through all the above mentioned methods and the data was punched into statistical analysis software for analysis. The software used for analysis was SPSS 17.0. Using the analysis results several interpretations and observations were made.
Conclusions and Recommendations
All the different projects used different methods of data collection. Project ABC used direct scheduled interview method. Project Firefly used tele-calling method of data collection. And Project Chemistry and indo German used direct unscheduled interviews on the field. As per my observation, the method of data collection had a major impact on the quality of the data. Also the quality of the data collected depended upon the respondent. For example, direct scheduled interviews generated more genuine and useful data because the respondent is mentally prepared for a stipulated amount of time. But in case of unscheduled on spot interviews, respondents are generally in hurry and they are not willing to stand in a mall and answer a 30 page questionnaire. Even tele-calling method was quite cumbersome because nobody wanted to talk to a stranger over the phone and give away the personal details.
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2012 Summer Internship Report 1. MARKET RESEARCH
1.1 Introduction
The most widely accepted definition of marketing research is given by American Marketing Association (AMA). The AMA has defined marketing research as "The systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services”.
The term MR is used extensively in modern marketing management. It acts as a tool for accurate decision making in marketing of goods and services. It is also useful for studying and solving different marketing problems faced by business units. . Here, the details (information and data) of the marketing problem are collected and studied, conclusions are drawn and suggestions/recommendations are made to solve the problem quickly, correctly and systematically. In MR/ marketing problem is studied in depth by collecting and analyzing all relevant information and solutions are suggested to solve the problem relating to consumers, product, market competition, sales promotion and so on.
FEATURES OF MARKETING RESEARCH: (a) Marketing research is concerned with systematic gathering, recording and analyzing of information: In MR, information that is relevant to the marketing problem is collected in a systematic manner from all available sources. Thereafter, the same is tabulated and recorded for systematic scrutiny. Such scrutiny will offer certain specific conclusions useful for solving the marketing problem.
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(b) In MR, information is to be collected objectively and accurately: This feature of MR suggests that the required information needs to be collected objectively. In brief, the information collected should be accurate, precise, relevant and properly verified. The conclusions drawn and the remedial measures introduced will be ineffective if the information collected is not reliable. (c) Marketing research is a tool for solving marketing problems: MR is a means and not the end in itself. It is a tool in the hands of management for identifying and analyzing marketing problems. The purpose is to solve them correctly.
1.2 CHARACTERISTICS OF MARKETING RESEARCH: (1) Systematic and continuous process: MR is a continuous process. This is natural as new marketing problems are bound to come from time to time in the course of marketing of goods and services. One type of research is not adequate to resolve all marketing problems. Similarly, new research projects will have to be undertaken to solve new marketing problems and challenges. A marketing company faces new marketing problems from time to time. For facing these problems marketing research activities need to be conducted on a regular basis. A marketing company has to conduct MR regularly for its survival & growth in the present dynamic marketing environment. (2) Wide/comprehensive in scope and application: MR is wide in scope as it deals with all aspects of marketing of goods and services. It is more than just collecting data on marketing. Introduction of new products, identification of potential markets, selection of appropriate selling techniques, study of market competition and consumer preferences, introduction of suitable advertising strategy and sales promotion measures, are some areas covered by MR. It plays a role in all the three phases of the management process in marketing: planning, implementation and evaluation.
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(3) Emphasizes on accurate data collection and critical analysis: In MR, required data should be collected objectively and accurately. The data collected must be reliable. It should be analyzed in a systematic manner. This will provide comprehensive picture of the situation and possible solutions. (4) Offers benefits to sponsoring company and consumers: MR is useful to the sponsoring company. It raises the turnover and profit of the company. It also raises the competitive capacity and creates goodwill in the market. It enables a company to introduce consumeroriented marketing policies. Consumers also get agreeable goods and more satisfaction due to MR activities. (5) Commercial equivalent of military intelligence: MR is the commercial intelligence activity. It is similar to military intelligence where systematic study is made before taking any military action. MR acts as the intelligence tool of marketing management. (6) Tool for managerial decisions: MR acts as a tool in the hands of management for identifying and analyzing marketing problems and finding out solutions to them. It is an aid to decision-making. It suggests possible solutions for the consideration and selection by managers. MR is an aid to judgment and never a substitute for it. (7) Applied type of research: MR is applied knowledge. It is also called 'decisional research as it provides specific alternative solutions to deal with a specific marketing problem. It studies specific marketing problem and suggests alternative solutions and possible outcome of each alternative. In addition, it is both science and an art. MR is also becoming highly professional activity. (8) Reduces the gap between the producers and consumers: MR is an essential supplement of modern competitive marketing. It is useful for understanding the needs and expectations of consumers. It reduces the gap between producers and consumers and adjusts the marketing activities to suit the needs of consumers. (9) Not an exact science: MR is both science and an art. It collects information and studies marketing problem in a scientific manner. The information collected is also applied to real lire problem. However, MR is not an exact science. It only suggests possible solutions and
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not the exact solution to marketing manager for consideration and selection. At present, MR is treated as a professional activity. We have professional agencies (MR agencies or advertising agencies) dealing with the marketing problems of their clients on commission basis. (10) Use of different methods: MR can be conducted by using different methods. Data can
be collected through survey or by other methods like observation method or experimentation method. Even computers and internet are used for data collection. The researcher has to decide the method that is suitable for the conduct of research project. This selection is important as the use of unsuitable methods affect the quality of research work. (11) Dynamic character: MR is dynamic in nature. Its scope is fast expanding along with the
new developments in the field of marketing. This is natural as MR is essentially for dealing with new problems and challenges in the field of marketing. In addition, developments in other subjects such as economics, statistics, computer science, sociology, psychology, cultural anthropology and behavioral sciences also bring corresponding changes in the field of MR. New methods, new techniques, etc., are used while conducting the research activities. This suggests that MR is a dynamic and progressive subject with new developments taking place regularly. (12) Closely connected with marketing information system: Both the concepts are
interrelated. In fact, MR is one component of MIS. Both are useful for solving marketing problems and for accurate and quick decision-making in the field of marketing. (13) Phenomenal growth: MR has made a phenomenal growth since its inception. It has
become an important tool in the hands of management (to solve marketing problems) along with the advent of consumer-oriented philosophy in modern business. The increasing research budgets of companies are the indicators of its tremendous growth in recent years.
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1.3 AIMS AND OBJECTIVES OF MARKETING RESEARCH: The aims of the marketing research and analysis may be stated as follows: (1) To study the needs, wants and expectations of consumers. (2) To find out reactions of consumers to the products of the company. (3) To evaluate company's sales promotion measures for suitable adjustment and improvement. (4) To study current marketing problems and opportunities for suitable follow-up actions. (5) To suggest the introduction of new products, modifications of existing products and to discover new uses of existing products. (6) To design and test appropriate packages of company's products and make packaging as attractive as possible (7) To study existing pricing, channels of distribution and market competition for suitable changes, if necessary. (8) To find out methods for making the products of the company popular and raising its goodwill and market reputation. (9) To assess competitive strength and policies. (10) To estimate potential buying-power in various areas (11) To know the company's expected share of the market. (12) To determine the dimensions of the marketing problems, facilitate evaluation of the alternative solutions of different problems and help in the selection of a right course of action. (13) To define the probable market for a specialized product and to report on general market conditions and tendencies, buying habits, etc.
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1.4 FUNCTIONS OF MARKETING RESEARCH: MR performs five basic functions. These are: Description, evaluation, explanation, prediction and finally aid in decision-making. These functions are related to the research project undertaken. Usually, every research study performs all the five functions explained below:
(1) Description: MR provides data and gives information/description of customers who buy the product. This includes information about their age/sex, education, income and the amount of money that they are willing to spend on the product. Description of the customers is useful in order to draw certain conclusions about the customers and their buying behavior. Even marketing strategies can be decided as per the information available. (2) Evaluation: MR is useful for understanding the views/reactions of the buyers. This includes views of consumers on packaging/ advertising/sales promotion measures used. A manufacturer gets these details as well as the information about his product in comparison with the products of his competitors. This facilitates evaluation of the marketing policies. For example, how far the packaging of the product is attractive to consumers or superior as compared to packaging by competitors and so on. (3) Explanation: MR gives explanation to certain questions of a manufacturer. It may be related to decline in sales, retailers negative reaction or resistance of consumers in a particular marketing area. MR enables a manufacturer to understand why sales are reducing (causes) or why the response of the retailers is negative or why consumers in a particular region are not willing to purchase a specific product. Such explanation is important as it enables a manufacturer to adjust his marketing policies in order to rectify the prevailing unfavorable situation. (4) Prediction: MR conducts prediction function. Such predictions may be related to consumers, market environment/market competition, possible socio-economic changes and so on. This prediction function enables a manufacturer to understand how much people will spend on the specific product in the next year or the fashions that consumers may prefer in the next year. In addition, prediction about the possible turnover in the years to come is also possible
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through suitable marketing research studies. In brief, marketing research is useful for understanding the marketing environment likely to develop in future. This facilitates proper adjustment in the marketing policies for the future period. In this sense, the prediction function is important even when all predictions made through research studies may not prove to be fully correct. However, the trend indicated can be used for appropriate policy decisions. (5) Aid in Decision-making: One more function of MR is to facilitate the process of decisionmaking in the marketing field. MR guides the manufacturer as regards the manner in which he can make effective advertising appeal or create incentive among his
salesmen/distributors. It also gives him guidance as regards price fixation and sales promotion techniques that will be useful for the future period. This function of marketing research is closely related to other functions that it performs. These functions facilitate reasonably correct decision-making by marketing managers. 1.5 LIMITATIONS OF MARKETING RESEARCH: (1) (2) (3) (4) (5) (6) Marketing research offers suggestions and not decisions Marketing research cannot predict accurately MR conclusions are not always dependable Not an exact science Time lag in presentation and implementation Limitations of personnel
(7) Difficult to ascribe results.
1.6 CONTEMPORARY APPLICATIONS (1) (2) (3) (4) (5) Competitive Advantage. Brand Equity. Customer satisfaction. Total quality management Database marketing
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1.7 NEED OF MARKETING RESEARCH (1) (2) (3) (4) (5) (6) (7) (8) Growth and complexity of markets Wide gap between producers and consumers Changes in the composition of population and consumption pattern Growing importance of consumers in marketing Shift of competition from price to non-price factors Need of prompt decision-making Problems in the distribution system Recent developments in science and technology
(9) Existence of large size enterprises
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2012 Summer Internship Report 2. PROJECT SUPPLIER SATISFACTION
2.1 Introduction
Project ABC was a supplier satisfaction survey done by IMRB international on behalf of ABC. Supplier Satisfaction has become a topical issue to improve processes by having working relations with suppliers. ABC didn’t want to conduct this survey by itself because it believed doing the assessment through a third party is the most effective way to secure open and honest feedback about their partnership and of course outsourcing was cost effective.
2.2 Background of the Survey
ABC Ltd. has commissioned Customer Satisfaction Management and measurement (CSMM), a specialized division of IMRB International, a leading market research company in India, to conduct a Business satisfaction survey amongst the Business Partner.
2.3 Objective
The objective of this survey was to understand the experience and satisfaction levels the business partners have with ABC, and also to gather views and suggestions for improving the relationship.
2.4 Relevant Literature Viewed
Before starting work on the project, studies and articles on successful supplier satisfaction survey was referred, to get an idea and knowledge about the survey project.
www.iiuedu.eu/press/journals/sds/SDS_2011/BME_Article7.pdf herkules.oulu.fi/isbn9514271688/isbn9514271688.pdf www.iiuedu.eu/press/journals/sds/SDS_2011/BME_Article7.pdf www.teaboard.or.ke/.../sites/.../TBK-Integrity_survey_report-final.pdf
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2.5 Details of the Project
This was a supplier satisfaction survey conducted by ABC which was a B2B project. B2B projects have to be handled very carefully because the company knows its suppliers very well and it doesn’t want to hamper the relationship because of any third party. ABC is a world class manufacturing company. It designs its products and then outsources the various parts of the products to different suppliers depending on their expertise. And it has been doing so for the last four decades which has helped it to build a strong supplier base all across India. In order to improve the products, relationship with suppliers and the company itself, ABC conducts supplier satisfaction surveys. And to get an honest and open feedback, it outsourced the survey to a third party i.e. IMRB. Being a B2B project I had to meet MDs, CEOs, and VP (manufacturing) of various companies and for this prior appointment had to be taken to meet them. So, my task was to call the offices of the suppliers, tell them about the survey, fix an appointment and finally take the interview. I was provided with a database of the suppliers in Bangalore and nearby areas by ABC.
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2.6 Details of Methodology Adopted 2.6.1 Logical Flow of Project
Project Briefing Receipt of Authorization Letter, Questionnaires etc Initial Research
Appointment Fixing
Visits and Interviews Daily Report and meetings Analyze and Interpret data Prepare the Research Report
2.6.2 Statistics
Total Companies Visited: 12 Total Calls Made: 100 Total Interviews: 12
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2.6.3 Analysis Software Used: SPSS 17.0
ANALYSIS Percentage Analysis DESCRIPTION This gives the percentage analysis of replies to the questions.
Crosstab Analysis
The crosstab analysis is used to study the relationship between two (or three) categorical variables. It displays the relationship using counts, per cents and a variety of non-parametric statistics.
Analysis of Secondary data
This analysis involves using data available online along with the primary data collected and come up with deductions.
Analysis of open ended questions
Open ended questions were used to get customers’ opinions and suggestions.
Analysis of consumers’ perception on the basis of interaction
It helps to analyse how the consumer feels about the question. It was very important as many things were not covered in the questionnaire, which were specific to a consumer.
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Fig 2.1: - Variable Definition in SPSS
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Fig 2.2 - Value Label Definition
Fig 2.3 - Value Label Definition for Responses
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Fig 2.4: - Data Entry for Analysis
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2.7 Variable Analysis
a) Area of Business vs. Association with ABC
Case Processing Summary Cases Valid N Area of Business * Associated With ABC 12 Percent 92.3% N 1 Missing Percent 7.7% N 13 Total Percent 100.0%
Area of Business * Associated With ABC Cross tabulation Count Associated With ABC 3-5 yr Area of Business Automobiles Measurement & Analysis Manufacturing & Processing General Mechanical Machine Tools Total 1 2 0 1 2 6 >5yr 0 0 4 2 0 6 Total 1 2 4 3 2 12
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Fig 2.5:- Area of Business vs. Associated with ABC b) Correlation
Factors Considered:i. ii. iii. iv. v. vi. vii. Associated with ABC Profitability Overall quality of relationship Value Derived Business Relationship Overall Business Growth Overall Quality of Supplier Development
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Overall Quality of Associated relationship With ABC Associated With ABC Pearson Correlation
Sig. (2-tailed) N
Overall Quality Overall Value Business Business Growth -.391 of Supplier Development Process .000
With ABC .000
Profitability derived Relationship -.130 -.577* -.354
1
1.000 12 .000 12 1
.687 12 .184
.049 12 .408
.260 12 .625
*
.209 12 .184
1.000 12 -.094
Overall Quality Pearson of relationship With ABC Correlation
Sig. (2-tailed) N
1.000 12 -.130 12 .184
.567 12 1
.188 12 .225
.030 12 .184
.567 12 .390
.770 12 .557
Profitability
Pearson Correlation
Sig. (2-tailed) N
.687 12 -.577*
.567 12 .408 12 .225
.481 12 1
.567 12 .816**
.210 12 .526
.060 12 .309
Value derived
Pearson Correlation
Sig. (2-tailed) N
.049 12 -.354
.188 12 .625*
.481 12 .184 12 .816**
.001 12 1
.079 12 .184
.329 12 .189
Business Relationship
Pearson Correlation
Sig. (2tailed) N
.260 12
.030 12
.567 12
.001 12 12
.567 12
.556 12
Overall Business Growth
Pearson Correlation
Sig. (2-tailed) N
-.391
.184
.390
.526
.184
1
.557
.209 12
.567 12
.210 12
.079 12
.567 12 12
.060 12
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Overall Quality Pearson of Supplier Development Process
N
.000
-.094
.557
.309
.189
.557
1
Correlation
Sig. (2-tailed)
1.000 12
.770 12
.060 12
.329 12
.556 12
.060 12 12
*. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed).
c) Frequency Analysis
Overall Quality of relationship With ABC Cumulative Frequency Valid Very Good Excellent Total Missing Total System 8 4 12 1 13 Percent 61.5 30.8 92.3 7.7 100.0 Valid Percent 66.7 33.3 100.0 Percent 66.7 100.0
Business Relationship Cumulative Frequency Valid Very Good Excellent Total Missing Total System 8 4 12 1 13 Percent 61.5 30.8 92.3 7.7 100.0 Valid Percent 66.7 33.3 100.0 Percent 66.7 100.0
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Value derived Cumulative Frequency Valid Very Good Excellent Total Missing Total System 9 3 12 1 13 Percent 69.2 23.1 92.3 7.7 100.0 Valid Percent 75.0 25.0 100.0 Percent 75.0 100.0
Overall Business Growth Cumulative Frequency Valid Good Very Good Excellent Total Missing Total System 2 7 3 12 1 13 Percent 15.4 53.8 23.1 92.3 7.7 100.0 Valid Percent 16.7 58.3 25.0 100.0 Percent 16.7 75.0 100.0
Overall Quality of Supplier Development Process Cumulative Frequency Valid Good Very Good Excellent Total Missing Total System 1 6 5 12 1 13 Percent 7.7 46.2 38.5 92.3 7.7 100.0 Valid Percent 8.3 50.0 41.7 100.0 Percent 8.3 58.3 100.0
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d) Cross Tab Analysis
Fig 2.6:- Overall quality of Relationship vs. Associated with ABC
Fig 2.7:- Value Derived vs. Associated with ABC
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Fig 2.8:- Business Relationship vs. Associated with ABC
Fig 2.9:- Overall Business Growth vs. Associated with ABC
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Fig 2.10:- Overall quality of Supplier Development Process vs. Associated with ABC
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e) Comparative Analysis
i. Overall Quality of Relationship (ABC and Benchmark)
Report Overall Quality of Overall Quality of relationship With relationship With Years in the Business 5-10 yr Mean N Std. Deviation Variance >10 yr Mean N Std. Deviation Variance Total Mean N Std. Deviation Variance ABC 4.25 4 .500 .250 4.38 8 .518 .268 4.33 12 .492 .242 Benchmark 4.00 4 .816 .667 3.50 8 1.512 2.286 3.67 12 1.303 1.697
ANOVA Tablea,b Sum of Squares Overall Quality of Between (Combined) .042 df 1 Mean Square .042 F .159 Sig. .699
relationship With ABC * Groups Years in the Business Within Groups Total 2.625 2.667 10 11 .263
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Overall Quality of relationship With Benchmark * Years in the Business Between Groups Within Groups Total 18.000 18.667 10 11 1.800 (Combined) .667 1 .667 .370 .556
a. With fewer than three groups, linearity measures for Overall Quality of relationship With ABC * Years in the Business cannot be computed. b. With fewer than three groups, linearity measures for Overall Quality of relationship With Benchmark * Years in the Business cannot be computed.
Measures of Association Eta Overall Quality of relationship With ABC * Years in the Business Overall Quality of relationship With Benchmark * Years in the Business .189 .036 .125 Eta Squared .016
ii.
Profitability (ABC and Benchmark)
Report Overall Quality of Overall Quality of relationship With relationship With Benchmark 4.25 4 .500 .250 4.38 8 .518 .268 4.00 4 .816 .667 3.50 8 1.512 2.286
Years in the Business 5-10 yr Mean N Std. Deviation Variance >10 yr Mean N Std. Deviation Variance
ABC
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Total Mean N Std. Deviation Variance 12 .492 .242 12 1.303 1.697 4.33 3.67
ANOVA Tablea,b Sum of Squares Overall Quality of Between (Combined) .042 df 1 Mean Square .042 F .159 Sig. .699
relationship With ABC * Groups Years in the Business Within Groups Total Overall Quality of relationship With Benchmark * Years in the Business Between Groups Within Groups Total 18.000 18.667 10 11 1.800 (Combined) 2.625 2.667 .667 10 11 1 .667 .370 .556 .263
a. With fewer than three groups, linearity measures for Overall Quality of relationship With ABC * Years in the Business cannot be computed. b. With fewer than three groups, linearity measures for Overall Quality of relationship With Benchmark * Years in the Business cannot be computed.
Measures of Association Eta Overall Quality of relationship With ABC * Years in the Business Overall Quality of relationship With Benchmark * Years in the Business .189 .036 .125 Eta Squared .016
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2.8 Interpretation of Results
The supplier satisfaction survey interviews were carried out through questionnaire. The questionnaires were designed by experts to cover every aspect of the relationship of the supplier with the company. Several important aspects of the questionnaire are analyzed. a) Area of Business vs. Association with ABC From the analyzed graph we can see that most of the suppliers have been doing business in their area for more than 5 yrs. And the graph suggests that suppliers doing business in manufacturing area are associated with ABC for more than 5 yrs. This clearly depicts the company policy of taking experienced players into their supplier bracket and growing with the suppliers. I observed that many of the suppliers had started their business 30 yrs back with ABC and still continuing with them.
b) Correlation Factors Considered:i. ii. iii. iv. v. vi. vii. Associated with ABC Profitability Overall quality of relationship Value Derived Business Relationship Overall Business Growth Overall Quality of Supplier Development
The above factors are correlated with each other and two tailed bivariate Pearson test is done. The following observations are made:? Value derived decreases with increasing years of association with ABC. Value derived from business with ABC mainly consists of margins, technical knowhow, brand association etc. As the no of yrs increases all these factors reach a saturate stage.
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? Overall quality of business growth is almost directly related to quality of supplier development process. The respondent suppliers all contributed the business growth of their company to the supplier development initiatives taken by ABC. Development of suppliers contributed to the business growth and also benefited major areas which in return helped ABC. ? ? Overall quality of supplier development process is strongly related to the overall quality of relationship. Overall business growth decreases with more duration of supply to ABC. Here again maturity factor comes into play. Growth becomes stagnant and they just achieve fixed profits. ? Value derived from business is directly proportional to the business relationship maintained. The good the relationship with the parent company, the company will better pay you the attention needed in terms of orders, technical support etc. c) Frequency
Business Relationship Quality of Relationship Value derived Business Growth Profitability
Very good Very good Very good Very good Very good
61.5% 61.5% 69.2% 53.8% 53.8%
This shows that almost all the suppliers have rated the aspects of business with ABC an average of 4 (on a five point scale) which is very good actually. ABC performed well on almost all the aspects of doing business with the suppliers. Some suppliers complained about some factors which brought the average down. But, in reality company wanted this honest response to improve itself. It wanted to know where it was lacking and aimed at 5 for an average in all areas.
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d) Cross Tab The cross tab analysis is the pictorial depiction of the factors. Dependent factors – Profitability Overall quality of relationship Value Derived Business Relationship Overall Business Growth Independent Factors – Years of association with ABC The overall analysis suggests that as the years of association with ABC increases, the suppliers’ perception about the company also improves. In other analysis, it showed that value derived, profitability decreased with increasing no of years but some aspects like image, consistency in orders and profits made the suppliers to keep ABC in their companies. e) Comparative Analysis This analysis is done to compare the performance of ABC and the Benchmark Company on several aspects. The overall study depicts that ABC is performing better than all the suppliers’ Benchmark Companies in all the important areas. That’s why suppliers prefer to be part of ABC and because of this it has made a name for itself in the market. In some instances, suppliers rated the BENCHMARK companies at par with ABC and these are some of the areas that ABC really needs to focus on.
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2012 Summer Internship Report 3. PROJECT CHEMISTRY
3.1 Introduction
Project CHEMISTRY was a feedback survey done by IMRB international on behalf of XYZ. Feedback has become a pivotal issue to improve processes. XYZ didn’t have the means to conduct the survey and for this reason it assigned the task to IMRB.
3.2 Background of the Survey
This project took place during the Indo-German Mela (22 Jun – 1 July). Many German companies have showcased their products in the pavilions. XYZ also a German company wanted to take the feedback of the people visiting the XYZ pavilion.
3.3 Objective
The objective of this survey was to take the feedback of the people visiting the XYZ pavilion over the 10 day period over the several features of the pavilion and the company itself.
3.4 Relevant Literature Viewed
Before starting work on the project, studies and articles on successful supplier satisfaction survey was referred, to get an idea and knowledge about the survey project.
www.conqir-idr.org/literature/LRSurveyMethods_1.pdf gunston.gmu.edu/708/SurveyTimeDissatisfiedEstherKang.doc www.smartmove.nsw.gov.au/.../. biocurator.org/surveys/Biocuration2012-Survey.pdf
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3.5 Details of the Project
This was a feedback survey conducted by XYZ which was a B2C project. B2C projects are very physically hectic in nature. XYZ is a German based company trying to set up its market in India. It is a global leader in the chemical market. But it is relatively new to the Indian chemical market segment. And in order to do that it showcased its best products in the Indo-German mela as a brand building exercise. And for this, XYZ had a special event as Kids Lab which was a major crowd attractor. That why it focused on the feedback of the people visiting the event. The feedback was taken at various points in the mela and the respondent kind also varied. The sample size given by XYZ at various points in the mela is shown in the table below. Entry Point General Public(without kids) Kids with parents Kids with teachers Employees Customers 30 ---------30 60 30 60 30 30 ------80 During Event 100 Post Event 100
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3.6 Details of Methodology Adopted 3.6.1 Logical Flow of Project
Project Briefing Receipt of Authorization Letter, Questionnaires etc Initial Research Visits and Interviews Daily Report and meetings Analyze and Interpret data Prepare the Research Report
3.6.2 Statistics
Total Persons approached: 100 Total Interviews: 25 (Entry point) 20 (During Event) Reasons for low hit ratio: Falls out of criteria People not interested in giving feedback Personal details not disclosable Lengthy questionnaire.
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3.6.3 Analysis Software Used: SPSS 17.0
ANALYSIS Percentage Analysis DESCRIPTION This gives the percentage analysis of replies to the questions.
Analysis of open ended questions
Open ended questions were used to get customers’ opinions and suggestions.
Analysis of consumers’ perception on the basis of interaction
It helps to analyse how the consumer feels about the question. It was very important as many things were not covered in the questionnaire, which were specific to a consumer.
Fig 3.1 - Value Label Definition
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Fig 3.2: - Variable Definition in SPSS
Fig 3.3 - Value Label Definition
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Fig 3.4: - Data Entry for Analysis
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Variable Analysis
Gender Cumulative Frequency Valid Female Male Total 8 17 25 Percent 32.0 68.0 100.0 Valid Percent 32.0 68.0 100.0 Percent 32.0 100.0
No of persons Cumulative Frequency Valid Alone Group of 2 Group of 3-5 Group of 6-10 Total 3 7 11 4 25 Percent 12.0 28.0 44.0 16.0 100.0 Valid Percent 12.0 28.0 44.0 16.0 100.0 Percent 12.0 40.0 84.0 100.0
Sources of Information Cumulative Frequency Valid Newspaper Inernet Magazine Word of Mouth TV & Radio Total 6 5 6 7 1 25 Percent 24.0 20.0 24.0 28.0 4.0 100.0 Valid Percent 24.0 20.0 24.0 28.0 4.0 100.0 Percent 24.0 44.0 68.0 96.0 100.0
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Companies prior known Cumulative Frequency Valid Bajaj allianz BOSCH Deutsche Bank Siemens Airbus XYZ SAP Total 2 7 3 5 2 2 4 25 Percent 8.0 28.0 12.0 20.0 8.0 8.0 16.0 100.0 Valid Percent 8.0 28.0 12.0 20.0 8.0 8.0 16.0 100.0 Percent 8.0 36.0 48.0 68.0 76.0 84.0 100.0
Fig 3.5:- Sources of information
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Fig 3.6: - Companies prior known
3.7 Interpretation of Results
The collected data have gone through a frequency test to check the no of occurrences. The following observations are made:? People got to know about the event mostly through word of mouth (28%), with internet and newspapers the next most viewed media. This suggests that XYZ’s strategy of promoting the event through newspapers and internet (social media like facebook etc) has really paid off. But still it needs to pay attention to the viral marketing strategy as it accounted the most. ? As far awareness is concerned, XYZ was very less aware among the people visiting the venue (8%). But, the post event feedback suggested that XYZ pavilion was very liked by the people especially the Kids lab and the awareness also increased a little bit. Anyways the whole event was a brand building exercise which seemed to really pay off at end of 10 days.
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2012 Summer Internship Report 4. PROJECT INDO- GERMAN
4.1 Introduction
Project Indo- German was a feedback survey done by IMRB international on behalf of the organizing committee of the whole event. Feedback has become a pivotal issue to improve processes.
4.2 Background of the Survey
This project took place during the Indo-German Mela (22 Jun – 1 July). Many German companies have showcased their products in the pavilions. It was the celebration of 60 yrs of Indo-German partnership. It was being conducted across India in 5 cities (Mumbai, Bangalore, Delhi, Chennai and Pune). Bangalore was the second leg of the event. The organizing committee is Infinite Opportunities, a collaboration of German govt and companies.
4.3 Objective
The objective of this survey was to take the feedback of the people visiting the arena over the 10 day period over the several features of the event (pavilions, organization, beergarden, culture etc).
4.4 Relevant Literature Viewed
Before starting work on the project, studies and articles on successful supplier satisfaction survey was referred, to get an idea and knowledge about the survey project.
www.conqir-idr.org/literature/LRSurveyMethods_1.pdf gunston.gmu.edu/708/SurveyTimeDissatisfiedEstherKang.doc www.smartmove.nsw.gov.au/.../. biocurator.org/surveys/Biocuration2012-Survey.pdf 46 | P a g e
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4.5 Details of the Project
This was a feedback survey conducted by Infinite opportunities which was a B2C project. On the occasion of completing 60 years of Indo-German diplomatic relations, a collaborative celebration titled “Germany and India 2011-2012: Infinite Opportunities” is being held in India. The programme started in September 2011 and is scheduled to continue until early 2013. With a thematic focus on “StadtRäume – City Spaces”, this programme series across India broaches the implications of rapid urbanization and challenges posed by the pace of change in German and Indian cities today. Issues like mobility, energy, sustainable urban development, architecture, cultural space, education and urban art are prominently featured, touching genres such as the performing and visual arts, science, education, technology and business. The centerpiece of the year of Germany in India is the “Indo-German Urban Mela”, a set of modern multi-purpose pavilions, designed by renowned German artist Markus Heinsdorff. The concept behind the “Urban Mela” combines elements of design from both countries with stateof-the-art textile technology, thus creating a symbiosis of art, architecture and technology. The “Urban Mela” will tour Mumbai, Bangalore, Chennai, Delhi and Pune and will be set up for ten days in the heart of each city. The set of pavilions consists of six differently shaped modules. They will be arranged and adapted to local conditions to create a unique temporary venue for the festival. The pavilions will host interactive presentations by various German corporations and organisations on topics and solutions related to “StadtRäume – City Spaces”. A wide-ranging programme, which includes cultural performances and conferences, will also be held at the venue. Furthermore, visitors will have the opportunity to savor some typical German cuisine in the Beergarden. The project is being initiated by the following partners: The German Federal Foreign Office, the Asia-Pacific Committee of German Business (APA), the German Federal Ministry of Education and Research and the Goethe-Institut. The project is managed by the Goethe-Institut/ Max
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Mueller Bhavan New Delhi. The corporate partners of the project include companies such as Bajaj Allianz, BASF, Bosch, Deutsche Bank and Siemens. Minimum Sample Size Total Sample Size – 100 Gender Female 250 Minimum
Occupation Students Self- Employed Salaried Other
Minimum 300 300 300 300
Time 1000-1200 1200-1400 1400-1600 1600-1800 1800-2000 2000-2200
Minimum 75 75 125 125 300 300
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4.6 Details of Methodology Adopted 4.6.1 Logical Flow of Project
Project Briefing
Receipt of Authorization Letter, Questionnaires etc
Initial Research Visits and Interviews Daily Report and meetings Analyze and Interpret data
Prepare the Research Report
4.6.2 Statistics
Total Persons approached: 600 Total Interviews: 90 Reasons for low hit ratio: Falls out of criteria People not interested in giving feedback Personal details not disclosable Lengthy questionnaire. Too busy in seeing the event.
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4.6.3 Analysis Software Used: SPSS 17.0
ANALYSIS Percentage Analysis DESCRIPTION This gives the percentage analysis of replies to the questions.
Analysis of open ended questions
Open ended questions were used to get customers’ opinions and suggestions.
Analysis of consumers’ perception on the basis of interaction
It helps to analyse how the respondent feels about the question. It was very important as many things were which not were covered specific in to the a
questionnaire, consumer.
Gender
32% Male Female 68%
Fig 4.1: - Gender Distribution
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Time
8% 26% 30%
11%
1000-1200 Hrs 1200-1400 Hrs
15% 10%
1400-1600 Hrs 1600-1800 Hrs 1800-2000 Hrs
2000-2200 Hrs
Fig 4.2: - Time of Interview Distribution
Occupation
10% 30% Students 37% Self-Employed Salaried 23%
Other
Fig 4.3: - Occupation Distribution
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2012 Summer Internship Report 5. PROJECT FLPM
5.1 Abstract
Free lancers are an integral part of Abacus Business Operations (ABO) a specialist unit of IMRB international. Abacus business Operations has the largest custom research fieldwork and data collection capabilities in the country. With over 200 full time employees managing and supervising the work of over 4000 interviewers (free lancers) on any given day, they conduct over 4 million interviews annually. Over and above this, they interview another 1.5 million plus telephonically. ABO has 15 Field Offices and teams in over 100 towns of India, covering the entire topography of India and the heterogeneous population of the country. Bulk of the face-to-face interviewing still happens in local languages. IMRB has a pool of trained and skilled manpower to conduct interviews in local languages - the key to high quality data collection. Recruitment and retention of these interviewers according to demand is a problem that IMRB faces from time to time.
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5.2 Introduction:
There need to be constant supply of free lancers meeting the demand as and when it is required. To maintain that constant supply of the same regular recruitment drive need to be conducted. Most of these recruited free lancers leave the job in few weeks or months. Retaining these free lancers is a major problem faced by the HR managers in ABO. Hence we here are trying to find a source from where we can get a constant supply of free lancers who can help us in meeting the demand during the peak period. Moreover we are also stating a solution in which these recruited free lancers can be retained. These free lancers conduct face to face interviews and telephonic interviews of various types of respondents. Respondents can range from housewives to managing directors to distributors to college students etc. Depending upon the research that is being conducted it can be social issues, corporate work, brand promotion or product sales etc. So these interviewers collect high quality data from various types of people. Data can be collected from the respondent’s offices, houses, factories, schools, colleges, villages, hospitals etc. In short these free lancers have to take interviews of different types of people, coming from different background and different society. Hence it is important for ABO to get constant supply of these interviewers who are apt to take interviews of such kind of varied respondents. Currently most of these free lancers that join ABO are college students, unemployed persons, housewives. They join in when they are in immediate need of easy money. They join in and take interviews whenever projects are available. When there are no more projects they sit idle doing nothing or stay back at home until there is a new project and they are informed. Most of them leave the job as they realize that the money that they get is only after the project gets successfully completed, or that the work is mostly field which can be tiring or they don’t have motivation to join work again after small gaps of no work. This leads to regular recruitment of free lancers there by losing time and money. Hence we have come up with a strategy of having contact details of at least five interested students from different colleges in different parts of Bangalore. We get in contact with various
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institutions conducting crash courses and vocational training centers informing them about such a scope for students joining there.
5.3 Problem Statement
Recruiting and retaining free lancers for marketing research in IMRB International in order to meet the demand. (To increase the pool).
5.4 Solution
? We divided Bangalore into 5 main regions as North, South, East, West and Outer Bangalore. We then selected five degree colleges as well as government colleges among these five regions. We have decided to recruit about 5 interested students from each of these colleges we selected in various regions of Bangalore. We will be talking to the principals about such a recruitment drive informing them about the various advantages the students will get after joining in as free lancers. We will be conducting presentations in class rooms to spread awareness about such a program in which they can earn a small amount of pocket money. We also thought of putting up stalls in various fests these colleges conduct throughout the year distributing pamphlets and posters. ? Once these students are selected we get their contact details. Students from each of these five regions come for briefing take back the questionnaire, field brief note, the authorization letter and the identification card. They inform their fellow selected college mates and complete the project with the database that they have. After the data collection process is over they submit their work back in the office. ? Since the students are selected from all the divided five regions of Bangalore all the respondents can be covered within few days of the project starting. Hence before the project starts the database should be segregated according to each region i.e. if most of the respondents are from Banaswadi regions north of Bangalore only students studying in that region will be informed about the particular project. This way the students don’t get affected in their studies as well as they don’t sit idle.
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? Once these students pass out of colleges they can either continue being a freelancer or inform their juniors about such an organization. This way there won’t be a shortage of free lancers at any particular time. Selecting students from such colleges will have an added advantage of getting good quality, unbiased data for researchers. Since it is students their interactions with the respondents will also be well behaved and disciplined. ? If there is no ongoing project at hand ABO can conduct some in house training on personality development, organizational behavior sections, spoken English courses etc. Otherwise events like team building games, management games and other similar activities can be conducted. This motivates the students to come back and work for the organization. In turn helps ABO to retain the free lancers for future projects. ? Another source that we could get free lancers is from various coaching institutes such as English Speaking like English speaking, personality development, software packages etc. There are institutes which give a job guarantees to students once the course is over. Students come from tier two cities come for such types of courses. They usually don’t have much aspiration. They usually learn English and other courses and work for shopping malls, hotels, restaurants, watchmen’s i.e. mostly in the service sector. Hence free lancing is a very interesting field where they can meet people from different parts of life, talk to them and know them. They get to travel around places know about places and their places. ? Heads of these institutes can be informed about such programs so that their job guarantees can be fulfilled. Students who have either passed out of these courses or are pursuing them can be informed about such programs. This becomes a part time job for them which can be useful for paying of their daily expense that they incur.
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Sr. No 1
Banaswadi
College Name Sikkim Manipal Universit yKamman ahalli
Address
Mobile No
Website
Category
Subbanna Palya,Banasw adi,
North Bangalore Near 099 72 Uttam 466662 Sagar Junction, 560043
smude.edu.in
Post Graduat e College & Researc h Instituti on
2
TES Preuniver sity Banaswadi College
Vijayabank Colony,
3
Banaswadi
4
Unichrist Educatio n and Manage ment Services Pvt. Ltd. Bangalor e City College
SSMB Plaza, 999/9, 5 A Cross
Rm Nagar Main Road, Banasawa di, 560043 HRBR Layout, 560043
080 2545 0856
080 3201 6336
unichrist.net
Banaswadi
160, Chelikere Main Road, Banaswadi Outer Ring Road,
Kalyan Nagar Post, Behind Bts Bus Depot, 560043
080 2545 9956
bangalorecitycolleg e.org
bachelo r of busines s· master of finance · bachelo r of arts · mba
5
Banaswadi
Vission Pu College
802-9th D, Main, 11nd,
Kalyan Nagar, 560043
080 4163 4915
visionpucollege.co m
Fig 5.1:- Sample Division of Bangalore according to area
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5.5 Opinion
Free lancers mostly join ABO for the primary purpose of money which they get only once the project gets completed. This should not be the case. The briefing charges that the free lancers are supposed to get should be given to them as soon as they attend it. Then a nominal fee should be given to them as the complete with the data collection. Provisions should be made in case such funds are not available. Even in the IT sector the payment is made to the service providing company only after the project is completed. But the service providing company does pay the employees in time. Free lancers should be considered as temporary employees that ABO has. Giving them such recognitions will boost them to work for ABO in a longer run.
5.6 Conclusion
Selecting students from colleges in every region of Bangalore can help ABO to finish of their projects faster, in an unbiased manner and with high integrity. Free lancers should be considered as temporary employees of ABO. Recognizing them as employees will help ABO get good, high quality, unbiased data in the proper manner.
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2012 Summer Internship Report 6. PROJECT FIREFLY
6.1 Introduction
Project FIREFLY was a lead generation project done by IMRB international on behalf of a leading FMCG company.
6.2 Background of the Survey
A leading FMCG company was going to launch organic products in the product. The products to be launched required high level of expertise in areas of farming, maintenance, pest control etc. And the company wanted expert advice on the specific crops. 6.3 Objective The objective of this project was to generate leads i.e. horticulture experts in Karnataka who would be willing to give their expert advice on the specific products.
6.4 Details of the Methodology Used 6.4.1 Logical Flow of the Project
Project Briefing Initial Research Tele-Calling Fixing Appointments
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6.4.2 Statistics
Total Calls made: 60 Total leads generated: 15 Successful Leads: 10
Category
Required Sample Size
Cabbage Beet Root Cash Crop Mango Leaf Crop
2 1 1 3 3
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2012 Summer Internship Report 7. PERSONAL LEARNINGS & EXPERIENCE
7.1 Challenges Faced
a) Integrity of database data b) Respondent Bias c) Cancellation of interviews d) Language barrier e) Geographical difficulties f) Difficulty in convincing the respondents to divulge their personal info.
7.2 Personal Learning and Benefits
a) Cold Calling. b) Appointment fixing. c) Learning to innovate, improvise and better the current pitching strategy with each successive interview. d) Learning to sharpen inter-personal skills and hence bring about improvements to the general reception leading to better achievement of the objective. e) Learning to produce innovative solutions to novel problems. f) Learning to face rejections and utmost disappointments. g) Learning to multi task projects. h) Learning to manage resources to complete projects on time. i) Realized the market ground realities and their influences on product sales and perception. j) Tackling skepticism in the minds of the respondent in spite of the signed document. k) Readiness to face disappointments. At the mercy of the moods of the respondent i.e. role of respondent psyche. l) Skill learnt to keep the respondent interested for long and hectic interviews.
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2012 Summer Internship Report 8. REFERENCES
Book references:
Guerrilla Marketing Research: Marketing Research Techniques by Robert J. Kaden How to Conduct Surveys: A Step-by-Step Guide by Arlene Fink. Business to Business Marketing Research by Martin P. Block
Website references:
Wikipedia
www.iiuedu.eu/press/journals/sds/SDS_2011/BME_Article7.pdf herkules.oulu.fi/isbn9514271688/isbn9514271688.pdf www.iiuedu.eu/press/journals/sds/SDS_2011/BME_Article7.pdf www.teaboard.or.ke/.../sites/.../TBK-Integrity_survey_report-final.pdf
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2012 Summer Internship Report ANNEXURE- I
SAMPLE QUESTIONNAIRE
MRB/MUMBAI/ June 2012/ BQ24543 PROJECT: CHEMISTRY QUESTIONNAIRE – ENTRY POINT – GENERAL AND KIDS
Qre. Srl. No. CITY BANGALORE 01 CHENNAI DELHI 02 03
(1-6)
(7-8)
Date of interview :
2
0
1
Interviewer (20-30)
(11-18)
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Accompanied Back-checked Scrutinised
TL EIC OFE FM
1 2 3 4
TL EIC OFE FM
1 2 3 4
5 6 7 8
TL EIC OFE FM
1 2 3 4
(31) TL/EIC/OFE/FM
(32) TL/EIC/OFE/FM
(33) TL/EIC/OFE/FM
PLEASE NOTE THAT THIS QUESTIONNAIRE HAS TO FILLED ONLY AT THE ENTRY POINT OF THE EXHIBITION
“Namaskar, I am coming from a research organisation called Indian Market Research Bureau, (IMRB). We are conducting a survey to know the opinion of the people about this event. There are no right or wrong answers. Please be assured that your individual responses will not be revealed and your responses will be collated with those of several respondents before presenting. Could you please spare a few minutes to answer a few questions? Thank you”
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INTERVIEW LOCATION Entry point At BASF Pavilion Kid’s Lab BASF Seminar Exit 1 2 3 4 5 (41) Name of the Respondent RESPONDENT CATEGORY Employees of BASF General Public ( not accompanied by kids) Kids accompanied by parents Customer Kids accompanied by teacher 1 2 3 4 5 (42)
Address
Land mark
Telephone Number
Res:
Work Place:
Mobile:
Recruitment Section
RQ1a PLEASE CODE RESPONDENT CATEGORY Parent (accompanied by kids) Teacher Employee Customer General Public ( not accompanied by kids) 1 2 3 4 5 (101) 64 | P a g e
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ASK PARENT / TEACHER I would now like to ask you specifically about your experience at the BASF KID’S LAB on various parameters. Please rate the Kid’s Lab on each of these parameters on a scale of 1 – 5 where 1=extremely poor and 5= excellent.
-
-
SHOWCARD CREATIVITY SCALE M2a. How creative did you find the experiments here?
Not at all creative PARAMETERS
A Little Less Creative
Neither creative nor lacking creativeness
Somewhat Creative
Extremely Creative
Creativity
1
2
3
4
5
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2012 Summer Internship Report ANNEXURE- II
COMPANY PROFILE
IMRB International (formerly “Indian Market Research Bureau”) is a multi-country market research, survey and business consultancy firm that offers a range of syndicated data and customized research services. Headquartered in Mumbai, India with operations in over 15 countries IMRB is a part of the Kantar Group, WPP’s research, insights and consultancy network. Established in 1970, IMRB was modeled on the lines of the British Market Research Bureau. IMRB is now a leading provider of market research and insights across South Asia, the Middle East and North Africa with specialist divisions in quantitative, qualitative, media, retail, industrial, and customer satisfaction, business to business and social and rural research. IMRB’s syndicated research offerings include the Market Pulse, the National Food Survey, Web Audience Measurement (WAM), I Tops, and I-Cube reports. With over 1200 employees, IMRB is one of the largest providers of market research in India in an industry estimated to be worth a minimum of $ 187 million. As the oldest extant market research company in India, IMRB has been responsible for establishing the first and only household panel, the first television audience measurement system and the first radio panel in the country and has played a key role in the development of market research in India. It has been rated the ‘Best Market Research Company’ by MRSI several years. IMRB International's specialized areas are consumer markets, industrial marketing, business to business marketing, social marketing and rural marketing.
[disambiguation needed]
, an industry body for
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Company Structure
IMRB is headquartered in Mumbai, India. Its parent company is Hindustan Thompson Associates, which in turn is owned by Martin Sorrell’s WPP Group plc. Within WPP, IMRB is aligned with the Kantar Group, an umbrella network of global market research companies that together account for over $2 billion in revenues and form the world’s second biggest market research conglomerate. December 2011 a leading market research firm IMRB declared Ahmadabad as the best mega-city to live in (compared to India's other mega-cities).
In India, IMRB International operates out of its five full service offices in Ahmadabad, Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional centers for collection of survey information. Overseas, IMRB functions through its associates -AMRBMENA in the Middle East and North Africa, with offices in Algiers, Dubai, Jeddah, Casablanca and Cairo; LMRB, with offices in Colombo and Sirius, headquartered in Dhaka. IMRB is currently headed by Thomas Puliyel, a market researcher with over thirty years of experience. As the oldest market research company in India, it has served as the training ground of many industry leaders including Dorab Sopariwala, Ranjit Chib and Meena Kaushik, who went on to found their own companies.
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DIVISIONS
IMRB International has been offering specialized research services for around 4 decades to clients in India and overseas. IMRB International operates out of its five full service offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional centers for collection of survey information. IMRB International has eleven specialist units: 1) ABACUS BUSINESS OPERATIONS: ABO Abacus Business Operations: ABO is an ISO 9001:2008 certified specialist unit of IMRB International. It has the largest Custom research fieldwork and data collection capabilities in the country. With over 200 full time employees managing and supervising the work of over 4000 interviewers on any given day, we conduct over 4 million interviews annually. Over and above this, we interview another 1.5 million + telephonically.
2)
IMRB INTERNATIONAL DIVISIONS: ABACUS MARKET ANALYTICS
ABACUS MARKET ANALYTICS unit offers a wide range of services to all the research units in IMRB. These include data processing, charting, statistical analysis, database management and updation, software development and testing.
3) ABACUS RESEARCH
Abacus Research looks after the domestic and International Field and tab business. They service Clients and Research Agencies which have their own Research set up and only want the data collected and clean data sent to them. Abacus Research has a team of expert Project Management Executives led by a seasoned and highly experienced Operations Director. This team also has the experience of managing the largest number of automotive clinics and has a protocol set up for the same. Abacus Research also runs Flexi Bus – a study which gives Clients’ the advantage and of quick turnaround on a few critical questions and the flexibility to study the Target Group in markets of their choice at the cost of an Omnibus
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4) IMRB International Divisions: BIRD BIRD, the Business & Industrial Research Division of IMRB International, is the market research and consultancy division servicing B2B and industrial markets. For catering to technology markets including IT hardware, software & services and Telecommunication, there is an exclusive eTechnology Group within BIRD. 5) IMRB International Divisions: BSG The Brand Science Group (BSG) is a new unit at IMRB International that primarily focuses on Brand and Communication Research. Over the last few years IMRB Brand Science has been working towards the development of various tools that would help us get a better understanding of the Brand and its communication in an Indian Context. 6) IMRB International Divisions: CSMM Customer Satisfaction Management & Measurement (CSMM) is an independent, specialist unit of IMRB International. CSMM is an exclusive member of the Walker Information Global Network (WIGN) in the Indian subcontinent. 7) IMRB International Divisions: Media & Panel Group Media and Panel is an independent, specialist unit of IMRB International, incorporated in 1992. MPG handles different kinds of research both syndicated and customized. MPG has 4 different verticals: Consumer Panel (Market Pulse), Retail Unit, Media Unit, Mindtech Software and Systems.
8) IMRB International Divisions: PQR
Probe Qualitative Research is one of India's leading qualitative research groups and has executives specially trained in India and overseas in qualitative research methods. Drawing on learning from ethnography and anthropology. It has created an array of validated tool-kits.
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9) IMRB International Divisions: Quantitative Research
IMRB International's Customized Quantitative Research Division offers custom research solutions using quantitative methods to clients in India and abroad through its five offices in Mumbai, Delhi, Kolkata, Bangalore and Chennai.
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doc_155989081.pdf
Market Research
MARKET RESEARCH
A project report submitted in partial fulfillment of the requirement for the award of Post Graduate Diploma in Business Management
Submitted by: Rashmi Ranjan Mishra PGDM 2011-13 Roll No: 124
Xavier Institute of Management & Entrepreneurship Bangalore
2012 Summer Internship Report
ACKNOWLEDGEMENT
I would like to thank Mr. Vikranth Kadam, Field Director, IMRB International for providing me an opportunity to work with them, for guiding me through this project and also for teaching me about a broad range of topics. I would also like to thank Ms. Seema Karanth, Executive, IMRB International for extending her support during the project completion. My entire project was based on the market research and interviews given by the suppliers and people at various places and I would like to thank them for their patient hearing and time provided to me. I would like to thank our Prof. D.Subramaniam, Summer Internship coordinator for providing me inputs for the completion of the project. I would also like to thank our President Prof. J Philip and Dean Prof Dr. Regi.V.Matthew for providing me an opportunity to learn the practical aspect of management education.
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Table of Contents
EXECUTIVE SUMMARY ........................................................................................................................... 05 1. MARKET RESEARCH ........................................................................................................................... 07 1.1Introduction .................................................................................................................................. 07 1.2 Characteristics of Market Research .............................................................................................. 08 1.3 Aims &Objectives of Market Research ........................................................................................ 11 1.4 Functions of Market Research ...................................................................................................... 13 1.5 Limitations of Market Research ................................................................................................... 13 1.6 Contemporary Applications ........................................................................................................ 13 1.7 Need for Market Research ............................................................................................................ 14 2. Project Supplier Satisfaction .............................................................................................................. 14 2.1 Introduction: ................................................................................................................................ 15 2.2 Background of the Survey ............................................................................................................ 15 2.3 Objective: .................................................................................................................................... 15 2.4 Relevant Literautre Viewed.......................................................................................................... 15 2.5 Details of Project: ........................................................................................................................ 16 2.6 Details of Methodology Used ....................................................................................................... 17 2.6.1 Logical Flow of the Project .................................................................................................... 17 2.6.2 Statistics................................................................................................................................ 17 2.6.3 Analysis ................................................................................................................................. 18 2.7 Variable Analysis......................................................................................................................... 22 2.8 Interpretation of Results ............................................................................................................... 33 3. Project Chemistry .............................................................................................................................. 36 3.1 Introduction: ................................................................................................................................ 36 3.2 Background of the Survey ............................................................................................................ 36 3.3 Objective: .................................................................................................................................... 36 3.4 Relevant Literautre Viewed.......................................................................................................... 36 3.5 Details of Project: ........................................................................................................................ 37 3.6 Details of Methodology Used ....................................................................................................... 38 3.6.1 Logical Flow of the Project ............................................................................................................ 38
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3.6.2 Statistics................................................................................................................................ 38 3.6.3 Analysis ................................................................................................................................. 39 3.7 Interpretation of Results ............................................................................................................... 44 4. Project Indo-German ......................................................................................................................... 45 4.1 Introduction: ................................................................................................................................ 45 4.2 Background of the Survey ............................................................................................................ 45 4.3 Objective: .................................................................................................................................... 45 4.4 Relevant Literautre Viewed.......................................................................................................... 45 4.5 Details of Project: ........................................................................................................................ 46 4.6 Details of Methodology Used ....................................................................................................... 48 4.6.1 Logical Flow of the Project .................................................................................................... 48 4.6.2 Statistics................................................................................................................................ 48 4.6.3 Analysis ................................................................................................................................. 49 5. Project FLPM ..................................................................................................................................... 51 5.1 Abstract ....................................................................................................................................... 51 5.2 Introduction: ................................................................................................................................ 52 5.3 Problem Statement ....................................................................................................................... 53 5.4 Solution: ...................................................................................................................................... 53 5.5 Opinion ....................................................................................................................................... 56 5.6 Conclusion:.................................................................................................................................. 56 6. Project Firefly .................................................................................................................................... 57 6.1 Introduction: ................................................................................................................................ 57 4.2 Background of the Survey ............................................................................................................ 57 4.3 Objective: .................................................................................................................................... 57 4.4 Details of Methodology Used ....................................................................................................... 57 4.6.1 Logical Flow of the Project .................................................................................................... 57 4.6.2 Statistics................................................................................................................................ 57 7.Personal Experience & Learnings ........................................................................................................ 59 8.References ......................................................................................................................................... 60 ANNEXURE I .......................................................................................................................................... 61 ANNEXURE II ......................................................................................................................................... 65 4|P a ge
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TABLE OF FIGURES
2.1Value definition in SPSS............................................................................................................... 20 2.2 Value label deifinition .................................................................................................................. 21 2.3 Value Label definition for reponse ............................................................................................... 21 2.4 Data entry for analysis ................................................................................................................. 22 2.5 Area of business vs Associated with ABC .................................................................................... 24 2.6 Overall quality of relationship vs Associated with ABC ............................................................... 28 2.7 Value derived vs Associated with ABC ........................................................................................ 28 2.8 Business relationship vs Associated with ABC ............................................................................. 29 2.9 Overall Business growth vs Associated with ABC ........................................................................ 29 2.10 Overall quality of supplier development process vs Associated with ABC .................................. 30 3.1 Value label definition ................................................................................................................... 40 3.2 Variable definition ....................................................................................................................... 41 3.3 Value label definition ................................................................................................................... 41 3.4 Data entry for analysis ................................................................................................................. 42 3.5 Source of information .................................................................................................................. 44 3.6 Companies prior known ............................................................................................................... 45 4.1 Gender Distribution ..................................................................................................................... 50 4.2 Time of Interview distribution...................................................................................................... 51 4.3 Occupation .................................................................................................................................. 51
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2012 Summer Internship Report EXECUTIVE SUMMARY
IMRB International is a premier Market Research Company operating in South East Asia. It is one of the top 20 Market Research companies in the world. It offers a range of syndicated data and customized research services. The internship at IMRB International was a learning curve where exposure was not only granted to different industry verticals and market situations for them but also gave an opportunity to test one’s skills in practical everyday marketing and sales situations. During the stint at IMRB International an opportunity was presented to do 3 projects which were: a) Project ABC b) Project Chemistry
c) Project Indo-German
Apart from these major projects, two minor projects were also done by me which were: a) Project Firefly b) Project FLPM
Objective
The objectives of the above mentioned three major projects was to do primary data collection which were of B2B and B2C types. Project Firefly was a lead generation project. Its objective was to generate leads according to the criteria of the sample size and fix up appointments. Project FLPM was a pilot project assigned to us. Here a strategy was devised and formulated by us to retain free lancers in IMRB International i.e. create a pool of free lancers and efficiently managing them for your benefits.
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Methodology
The emphasis of all the projects was primary data collection. The methods used were: a) Field experiment Telephone Interviewing Scheduled Interviews
b) c)
The primary data was collected through all the above mentioned methods and the data was punched into statistical analysis software for analysis. The software used for analysis was SPSS 17.0. Using the analysis results several interpretations and observations were made.
Conclusions and Recommendations
All the different projects used different methods of data collection. Project ABC used direct scheduled interview method. Project Firefly used tele-calling method of data collection. And Project Chemistry and indo German used direct unscheduled interviews on the field. As per my observation, the method of data collection had a major impact on the quality of the data. Also the quality of the data collected depended upon the respondent. For example, direct scheduled interviews generated more genuine and useful data because the respondent is mentally prepared for a stipulated amount of time. But in case of unscheduled on spot interviews, respondents are generally in hurry and they are not willing to stand in a mall and answer a 30 page questionnaire. Even tele-calling method was quite cumbersome because nobody wanted to talk to a stranger over the phone and give away the personal details.
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2012 Summer Internship Report 1. MARKET RESEARCH
1.1 Introduction
The most widely accepted definition of marketing research is given by American Marketing Association (AMA). The AMA has defined marketing research as "The systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services”.
The term MR is used extensively in modern marketing management. It acts as a tool for accurate decision making in marketing of goods and services. It is also useful for studying and solving different marketing problems faced by business units. . Here, the details (information and data) of the marketing problem are collected and studied, conclusions are drawn and suggestions/recommendations are made to solve the problem quickly, correctly and systematically. In MR/ marketing problem is studied in depth by collecting and analyzing all relevant information and solutions are suggested to solve the problem relating to consumers, product, market competition, sales promotion and so on.
FEATURES OF MARKETING RESEARCH: (a) Marketing research is concerned with systematic gathering, recording and analyzing of information: In MR, information that is relevant to the marketing problem is collected in a systematic manner from all available sources. Thereafter, the same is tabulated and recorded for systematic scrutiny. Such scrutiny will offer certain specific conclusions useful for solving the marketing problem.
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(b) In MR, information is to be collected objectively and accurately: This feature of MR suggests that the required information needs to be collected objectively. In brief, the information collected should be accurate, precise, relevant and properly verified. The conclusions drawn and the remedial measures introduced will be ineffective if the information collected is not reliable. (c) Marketing research is a tool for solving marketing problems: MR is a means and not the end in itself. It is a tool in the hands of management for identifying and analyzing marketing problems. The purpose is to solve them correctly.
1.2 CHARACTERISTICS OF MARKETING RESEARCH: (1) Systematic and continuous process: MR is a continuous process. This is natural as new marketing problems are bound to come from time to time in the course of marketing of goods and services. One type of research is not adequate to resolve all marketing problems. Similarly, new research projects will have to be undertaken to solve new marketing problems and challenges. A marketing company faces new marketing problems from time to time. For facing these problems marketing research activities need to be conducted on a regular basis. A marketing company has to conduct MR regularly for its survival & growth in the present dynamic marketing environment. (2) Wide/comprehensive in scope and application: MR is wide in scope as it deals with all aspects of marketing of goods and services. It is more than just collecting data on marketing. Introduction of new products, identification of potential markets, selection of appropriate selling techniques, study of market competition and consumer preferences, introduction of suitable advertising strategy and sales promotion measures, are some areas covered by MR. It plays a role in all the three phases of the management process in marketing: planning, implementation and evaluation.
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(3) Emphasizes on accurate data collection and critical analysis: In MR, required data should be collected objectively and accurately. The data collected must be reliable. It should be analyzed in a systematic manner. This will provide comprehensive picture of the situation and possible solutions. (4) Offers benefits to sponsoring company and consumers: MR is useful to the sponsoring company. It raises the turnover and profit of the company. It also raises the competitive capacity and creates goodwill in the market. It enables a company to introduce consumeroriented marketing policies. Consumers also get agreeable goods and more satisfaction due to MR activities. (5) Commercial equivalent of military intelligence: MR is the commercial intelligence activity. It is similar to military intelligence where systematic study is made before taking any military action. MR acts as the intelligence tool of marketing management. (6) Tool for managerial decisions: MR acts as a tool in the hands of management for identifying and analyzing marketing problems and finding out solutions to them. It is an aid to decision-making. It suggests possible solutions for the consideration and selection by managers. MR is an aid to judgment and never a substitute for it. (7) Applied type of research: MR is applied knowledge. It is also called 'decisional research as it provides specific alternative solutions to deal with a specific marketing problem. It studies specific marketing problem and suggests alternative solutions and possible outcome of each alternative. In addition, it is both science and an art. MR is also becoming highly professional activity. (8) Reduces the gap between the producers and consumers: MR is an essential supplement of modern competitive marketing. It is useful for understanding the needs and expectations of consumers. It reduces the gap between producers and consumers and adjusts the marketing activities to suit the needs of consumers. (9) Not an exact science: MR is both science and an art. It collects information and studies marketing problem in a scientific manner. The information collected is also applied to real lire problem. However, MR is not an exact science. It only suggests possible solutions and
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not the exact solution to marketing manager for consideration and selection. At present, MR is treated as a professional activity. We have professional agencies (MR agencies or advertising agencies) dealing with the marketing problems of their clients on commission basis. (10) Use of different methods: MR can be conducted by using different methods. Data can
be collected through survey or by other methods like observation method or experimentation method. Even computers and internet are used for data collection. The researcher has to decide the method that is suitable for the conduct of research project. This selection is important as the use of unsuitable methods affect the quality of research work. (11) Dynamic character: MR is dynamic in nature. Its scope is fast expanding along with the
new developments in the field of marketing. This is natural as MR is essentially for dealing with new problems and challenges in the field of marketing. In addition, developments in other subjects such as economics, statistics, computer science, sociology, psychology, cultural anthropology and behavioral sciences also bring corresponding changes in the field of MR. New methods, new techniques, etc., are used while conducting the research activities. This suggests that MR is a dynamic and progressive subject with new developments taking place regularly. (12) Closely connected with marketing information system: Both the concepts are
interrelated. In fact, MR is one component of MIS. Both are useful for solving marketing problems and for accurate and quick decision-making in the field of marketing. (13) Phenomenal growth: MR has made a phenomenal growth since its inception. It has
become an important tool in the hands of management (to solve marketing problems) along with the advent of consumer-oriented philosophy in modern business. The increasing research budgets of companies are the indicators of its tremendous growth in recent years.
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1.3 AIMS AND OBJECTIVES OF MARKETING RESEARCH: The aims of the marketing research and analysis may be stated as follows: (1) To study the needs, wants and expectations of consumers. (2) To find out reactions of consumers to the products of the company. (3) To evaluate company's sales promotion measures for suitable adjustment and improvement. (4) To study current marketing problems and opportunities for suitable follow-up actions. (5) To suggest the introduction of new products, modifications of existing products and to discover new uses of existing products. (6) To design and test appropriate packages of company's products and make packaging as attractive as possible (7) To study existing pricing, channels of distribution and market competition for suitable changes, if necessary. (8) To find out methods for making the products of the company popular and raising its goodwill and market reputation. (9) To assess competitive strength and policies. (10) To estimate potential buying-power in various areas (11) To know the company's expected share of the market. (12) To determine the dimensions of the marketing problems, facilitate evaluation of the alternative solutions of different problems and help in the selection of a right course of action. (13) To define the probable market for a specialized product and to report on general market conditions and tendencies, buying habits, etc.
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1.4 FUNCTIONS OF MARKETING RESEARCH: MR performs five basic functions. These are: Description, evaluation, explanation, prediction and finally aid in decision-making. These functions are related to the research project undertaken. Usually, every research study performs all the five functions explained below:
(1) Description: MR provides data and gives information/description of customers who buy the product. This includes information about their age/sex, education, income and the amount of money that they are willing to spend on the product. Description of the customers is useful in order to draw certain conclusions about the customers and their buying behavior. Even marketing strategies can be decided as per the information available. (2) Evaluation: MR is useful for understanding the views/reactions of the buyers. This includes views of consumers on packaging/ advertising/sales promotion measures used. A manufacturer gets these details as well as the information about his product in comparison with the products of his competitors. This facilitates evaluation of the marketing policies. For example, how far the packaging of the product is attractive to consumers or superior as compared to packaging by competitors and so on. (3) Explanation: MR gives explanation to certain questions of a manufacturer. It may be related to decline in sales, retailers negative reaction or resistance of consumers in a particular marketing area. MR enables a manufacturer to understand why sales are reducing (causes) or why the response of the retailers is negative or why consumers in a particular region are not willing to purchase a specific product. Such explanation is important as it enables a manufacturer to adjust his marketing policies in order to rectify the prevailing unfavorable situation. (4) Prediction: MR conducts prediction function. Such predictions may be related to consumers, market environment/market competition, possible socio-economic changes and so on. This prediction function enables a manufacturer to understand how much people will spend on the specific product in the next year or the fashions that consumers may prefer in the next year. In addition, prediction about the possible turnover in the years to come is also possible
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through suitable marketing research studies. In brief, marketing research is useful for understanding the marketing environment likely to develop in future. This facilitates proper adjustment in the marketing policies for the future period. In this sense, the prediction function is important even when all predictions made through research studies may not prove to be fully correct. However, the trend indicated can be used for appropriate policy decisions. (5) Aid in Decision-making: One more function of MR is to facilitate the process of decisionmaking in the marketing field. MR guides the manufacturer as regards the manner in which he can make effective advertising appeal or create incentive among his
salesmen/distributors. It also gives him guidance as regards price fixation and sales promotion techniques that will be useful for the future period. This function of marketing research is closely related to other functions that it performs. These functions facilitate reasonably correct decision-making by marketing managers. 1.5 LIMITATIONS OF MARKETING RESEARCH: (1) (2) (3) (4) (5) (6) Marketing research offers suggestions and not decisions Marketing research cannot predict accurately MR conclusions are not always dependable Not an exact science Time lag in presentation and implementation Limitations of personnel
(7) Difficult to ascribe results.
1.6 CONTEMPORARY APPLICATIONS (1) (2) (3) (4) (5) Competitive Advantage. Brand Equity. Customer satisfaction. Total quality management Database marketing
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1.7 NEED OF MARKETING RESEARCH (1) (2) (3) (4) (5) (6) (7) (8) Growth and complexity of markets Wide gap between producers and consumers Changes in the composition of population and consumption pattern Growing importance of consumers in marketing Shift of competition from price to non-price factors Need of prompt decision-making Problems in the distribution system Recent developments in science and technology
(9) Existence of large size enterprises
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2012 Summer Internship Report 2. PROJECT SUPPLIER SATISFACTION
2.1 Introduction
Project ABC was a supplier satisfaction survey done by IMRB international on behalf of ABC. Supplier Satisfaction has become a topical issue to improve processes by having working relations with suppliers. ABC didn’t want to conduct this survey by itself because it believed doing the assessment through a third party is the most effective way to secure open and honest feedback about their partnership and of course outsourcing was cost effective.
2.2 Background of the Survey
ABC Ltd. has commissioned Customer Satisfaction Management and measurement (CSMM), a specialized division of IMRB International, a leading market research company in India, to conduct a Business satisfaction survey amongst the Business Partner.
2.3 Objective
The objective of this survey was to understand the experience and satisfaction levels the business partners have with ABC, and also to gather views and suggestions for improving the relationship.
2.4 Relevant Literature Viewed
Before starting work on the project, studies and articles on successful supplier satisfaction survey was referred, to get an idea and knowledge about the survey project.
www.iiuedu.eu/press/journals/sds/SDS_2011/BME_Article7.pdf herkules.oulu.fi/isbn9514271688/isbn9514271688.pdf www.iiuedu.eu/press/journals/sds/SDS_2011/BME_Article7.pdf www.teaboard.or.ke/.../sites/.../TBK-Integrity_survey_report-final.pdf
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2.5 Details of the Project
This was a supplier satisfaction survey conducted by ABC which was a B2B project. B2B projects have to be handled very carefully because the company knows its suppliers very well and it doesn’t want to hamper the relationship because of any third party. ABC is a world class manufacturing company. It designs its products and then outsources the various parts of the products to different suppliers depending on their expertise. And it has been doing so for the last four decades which has helped it to build a strong supplier base all across India. In order to improve the products, relationship with suppliers and the company itself, ABC conducts supplier satisfaction surveys. And to get an honest and open feedback, it outsourced the survey to a third party i.e. IMRB. Being a B2B project I had to meet MDs, CEOs, and VP (manufacturing) of various companies and for this prior appointment had to be taken to meet them. So, my task was to call the offices of the suppliers, tell them about the survey, fix an appointment and finally take the interview. I was provided with a database of the suppliers in Bangalore and nearby areas by ABC.
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2.6 Details of Methodology Adopted 2.6.1 Logical Flow of Project
Project Briefing Receipt of Authorization Letter, Questionnaires etc Initial Research
Appointment Fixing
Visits and Interviews Daily Report and meetings Analyze and Interpret data Prepare the Research Report
2.6.2 Statistics
Total Companies Visited: 12 Total Calls Made: 100 Total Interviews: 12
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2.6.3 Analysis Software Used: SPSS 17.0
ANALYSIS Percentage Analysis DESCRIPTION This gives the percentage analysis of replies to the questions.
Crosstab Analysis
The crosstab analysis is used to study the relationship between two (or three) categorical variables. It displays the relationship using counts, per cents and a variety of non-parametric statistics.
Analysis of Secondary data
This analysis involves using data available online along with the primary data collected and come up with deductions.
Analysis of open ended questions
Open ended questions were used to get customers’ opinions and suggestions.
Analysis of consumers’ perception on the basis of interaction
It helps to analyse how the consumer feels about the question. It was very important as many things were not covered in the questionnaire, which were specific to a consumer.
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Fig 2.1: - Variable Definition in SPSS
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Fig 2.2 - Value Label Definition
Fig 2.3 - Value Label Definition for Responses
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Fig 2.4: - Data Entry for Analysis
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2.7 Variable Analysis
a) Area of Business vs. Association with ABC
Case Processing Summary Cases Valid N Area of Business * Associated With ABC 12 Percent 92.3% N 1 Missing Percent 7.7% N 13 Total Percent 100.0%
Area of Business * Associated With ABC Cross tabulation Count Associated With ABC 3-5 yr Area of Business Automobiles Measurement & Analysis Manufacturing & Processing General Mechanical Machine Tools Total 1 2 0 1 2 6 >5yr 0 0 4 2 0 6 Total 1 2 4 3 2 12
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Fig 2.5:- Area of Business vs. Associated with ABC b) Correlation
Factors Considered:i. ii. iii. iv. v. vi. vii. Associated with ABC Profitability Overall quality of relationship Value Derived Business Relationship Overall Business Growth Overall Quality of Supplier Development
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Overall Quality of Associated relationship With ABC Associated With ABC Pearson Correlation
Sig. (2-tailed) N
Overall Quality Overall Value Business Business Growth -.391 of Supplier Development Process .000
With ABC .000
Profitability derived Relationship -.130 -.577* -.354
1
1.000 12 .000 12 1
.687 12 .184
.049 12 .408
.260 12 .625
*
.209 12 .184
1.000 12 -.094
Overall Quality Pearson of relationship With ABC Correlation
Sig. (2-tailed) N
1.000 12 -.130 12 .184
.567 12 1
.188 12 .225
.030 12 .184
.567 12 .390
.770 12 .557
Profitability
Pearson Correlation
Sig. (2-tailed) N
.687 12 -.577*
.567 12 .408 12 .225
.481 12 1
.567 12 .816**
.210 12 .526
.060 12 .309
Value derived
Pearson Correlation
Sig. (2-tailed) N
.049 12 -.354
.188 12 .625*
.481 12 .184 12 .816**
.001 12 1
.079 12 .184
.329 12 .189
Business Relationship
Pearson Correlation
Sig. (2tailed) N
.260 12
.030 12
.567 12
.001 12 12
.567 12
.556 12
Overall Business Growth
Pearson Correlation
Sig. (2-tailed) N
-.391
.184
.390
.526
.184
1
.557
.209 12
.567 12
.210 12
.079 12
.567 12 12
.060 12
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Overall Quality Pearson of Supplier Development Process
N
.000
-.094
.557
.309
.189
.557
1
Correlation
Sig. (2-tailed)
1.000 12
.770 12
.060 12
.329 12
.556 12
.060 12 12
*. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed).
c) Frequency Analysis
Overall Quality of relationship With ABC Cumulative Frequency Valid Very Good Excellent Total Missing Total System 8 4 12 1 13 Percent 61.5 30.8 92.3 7.7 100.0 Valid Percent 66.7 33.3 100.0 Percent 66.7 100.0
Business Relationship Cumulative Frequency Valid Very Good Excellent Total Missing Total System 8 4 12 1 13 Percent 61.5 30.8 92.3 7.7 100.0 Valid Percent 66.7 33.3 100.0 Percent 66.7 100.0
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Value derived Cumulative Frequency Valid Very Good Excellent Total Missing Total System 9 3 12 1 13 Percent 69.2 23.1 92.3 7.7 100.0 Valid Percent 75.0 25.0 100.0 Percent 75.0 100.0
Overall Business Growth Cumulative Frequency Valid Good Very Good Excellent Total Missing Total System 2 7 3 12 1 13 Percent 15.4 53.8 23.1 92.3 7.7 100.0 Valid Percent 16.7 58.3 25.0 100.0 Percent 16.7 75.0 100.0
Overall Quality of Supplier Development Process Cumulative Frequency Valid Good Very Good Excellent Total Missing Total System 1 6 5 12 1 13 Percent 7.7 46.2 38.5 92.3 7.7 100.0 Valid Percent 8.3 50.0 41.7 100.0 Percent 8.3 58.3 100.0
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d) Cross Tab Analysis
Fig 2.6:- Overall quality of Relationship vs. Associated with ABC
Fig 2.7:- Value Derived vs. Associated with ABC
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Fig 2.8:- Business Relationship vs. Associated with ABC
Fig 2.9:- Overall Business Growth vs. Associated with ABC
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Fig 2.10:- Overall quality of Supplier Development Process vs. Associated with ABC
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e) Comparative Analysis
i. Overall Quality of Relationship (ABC and Benchmark)
Report Overall Quality of Overall Quality of relationship With relationship With Years in the Business 5-10 yr Mean N Std. Deviation Variance >10 yr Mean N Std. Deviation Variance Total Mean N Std. Deviation Variance ABC 4.25 4 .500 .250 4.38 8 .518 .268 4.33 12 .492 .242 Benchmark 4.00 4 .816 .667 3.50 8 1.512 2.286 3.67 12 1.303 1.697
ANOVA Tablea,b Sum of Squares Overall Quality of Between (Combined) .042 df 1 Mean Square .042 F .159 Sig. .699
relationship With ABC * Groups Years in the Business Within Groups Total 2.625 2.667 10 11 .263
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Overall Quality of relationship With Benchmark * Years in the Business Between Groups Within Groups Total 18.000 18.667 10 11 1.800 (Combined) .667 1 .667 .370 .556
a. With fewer than three groups, linearity measures for Overall Quality of relationship With ABC * Years in the Business cannot be computed. b. With fewer than three groups, linearity measures for Overall Quality of relationship With Benchmark * Years in the Business cannot be computed.
Measures of Association Eta Overall Quality of relationship With ABC * Years in the Business Overall Quality of relationship With Benchmark * Years in the Business .189 .036 .125 Eta Squared .016
ii.
Profitability (ABC and Benchmark)
Report Overall Quality of Overall Quality of relationship With relationship With Benchmark 4.25 4 .500 .250 4.38 8 .518 .268 4.00 4 .816 .667 3.50 8 1.512 2.286
Years in the Business 5-10 yr Mean N Std. Deviation Variance >10 yr Mean N Std. Deviation Variance
ABC
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Total Mean N Std. Deviation Variance 12 .492 .242 12 1.303 1.697 4.33 3.67
ANOVA Tablea,b Sum of Squares Overall Quality of Between (Combined) .042 df 1 Mean Square .042 F .159 Sig. .699
relationship With ABC * Groups Years in the Business Within Groups Total Overall Quality of relationship With Benchmark * Years in the Business Between Groups Within Groups Total 18.000 18.667 10 11 1.800 (Combined) 2.625 2.667 .667 10 11 1 .667 .370 .556 .263
a. With fewer than three groups, linearity measures for Overall Quality of relationship With ABC * Years in the Business cannot be computed. b. With fewer than three groups, linearity measures for Overall Quality of relationship With Benchmark * Years in the Business cannot be computed.
Measures of Association Eta Overall Quality of relationship With ABC * Years in the Business Overall Quality of relationship With Benchmark * Years in the Business .189 .036 .125 Eta Squared .016
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2.8 Interpretation of Results
The supplier satisfaction survey interviews were carried out through questionnaire. The questionnaires were designed by experts to cover every aspect of the relationship of the supplier with the company. Several important aspects of the questionnaire are analyzed. a) Area of Business vs. Association with ABC From the analyzed graph we can see that most of the suppliers have been doing business in their area for more than 5 yrs. And the graph suggests that suppliers doing business in manufacturing area are associated with ABC for more than 5 yrs. This clearly depicts the company policy of taking experienced players into their supplier bracket and growing with the suppliers. I observed that many of the suppliers had started their business 30 yrs back with ABC and still continuing with them.
b) Correlation Factors Considered:i. ii. iii. iv. v. vi. vii. Associated with ABC Profitability Overall quality of relationship Value Derived Business Relationship Overall Business Growth Overall Quality of Supplier Development
The above factors are correlated with each other and two tailed bivariate Pearson test is done. The following observations are made:? Value derived decreases with increasing years of association with ABC. Value derived from business with ABC mainly consists of margins, technical knowhow, brand association etc. As the no of yrs increases all these factors reach a saturate stage.
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? Overall quality of business growth is almost directly related to quality of supplier development process. The respondent suppliers all contributed the business growth of their company to the supplier development initiatives taken by ABC. Development of suppliers contributed to the business growth and also benefited major areas which in return helped ABC. ? ? Overall quality of supplier development process is strongly related to the overall quality of relationship. Overall business growth decreases with more duration of supply to ABC. Here again maturity factor comes into play. Growth becomes stagnant and they just achieve fixed profits. ? Value derived from business is directly proportional to the business relationship maintained. The good the relationship with the parent company, the company will better pay you the attention needed in terms of orders, technical support etc. c) Frequency
Business Relationship Quality of Relationship Value derived Business Growth Profitability
Very good Very good Very good Very good Very good
61.5% 61.5% 69.2% 53.8% 53.8%
This shows that almost all the suppliers have rated the aspects of business with ABC an average of 4 (on a five point scale) which is very good actually. ABC performed well on almost all the aspects of doing business with the suppliers. Some suppliers complained about some factors which brought the average down. But, in reality company wanted this honest response to improve itself. It wanted to know where it was lacking and aimed at 5 for an average in all areas.
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d) Cross Tab The cross tab analysis is the pictorial depiction of the factors. Dependent factors – Profitability Overall quality of relationship Value Derived Business Relationship Overall Business Growth Independent Factors – Years of association with ABC The overall analysis suggests that as the years of association with ABC increases, the suppliers’ perception about the company also improves. In other analysis, it showed that value derived, profitability decreased with increasing no of years but some aspects like image, consistency in orders and profits made the suppliers to keep ABC in their companies. e) Comparative Analysis This analysis is done to compare the performance of ABC and the Benchmark Company on several aspects. The overall study depicts that ABC is performing better than all the suppliers’ Benchmark Companies in all the important areas. That’s why suppliers prefer to be part of ABC and because of this it has made a name for itself in the market. In some instances, suppliers rated the BENCHMARK companies at par with ABC and these are some of the areas that ABC really needs to focus on.
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2012 Summer Internship Report 3. PROJECT CHEMISTRY
3.1 Introduction
Project CHEMISTRY was a feedback survey done by IMRB international on behalf of XYZ. Feedback has become a pivotal issue to improve processes. XYZ didn’t have the means to conduct the survey and for this reason it assigned the task to IMRB.
3.2 Background of the Survey
This project took place during the Indo-German Mela (22 Jun – 1 July). Many German companies have showcased their products in the pavilions. XYZ also a German company wanted to take the feedback of the people visiting the XYZ pavilion.
3.3 Objective
The objective of this survey was to take the feedback of the people visiting the XYZ pavilion over the 10 day period over the several features of the pavilion and the company itself.
3.4 Relevant Literature Viewed
Before starting work on the project, studies and articles on successful supplier satisfaction survey was referred, to get an idea and knowledge about the survey project.
www.conqir-idr.org/literature/LRSurveyMethods_1.pdf gunston.gmu.edu/708/SurveyTimeDissatisfiedEstherKang.doc www.smartmove.nsw.gov.au/.../. biocurator.org/surveys/Biocuration2012-Survey.pdf
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3.5 Details of the Project
This was a feedback survey conducted by XYZ which was a B2C project. B2C projects are very physically hectic in nature. XYZ is a German based company trying to set up its market in India. It is a global leader in the chemical market. But it is relatively new to the Indian chemical market segment. And in order to do that it showcased its best products in the Indo-German mela as a brand building exercise. And for this, XYZ had a special event as Kids Lab which was a major crowd attractor. That why it focused on the feedback of the people visiting the event. The feedback was taken at various points in the mela and the respondent kind also varied. The sample size given by XYZ at various points in the mela is shown in the table below. Entry Point General Public(without kids) Kids with parents Kids with teachers Employees Customers 30 ---------30 60 30 60 30 30 ------80 During Event 100 Post Event 100
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3.6 Details of Methodology Adopted 3.6.1 Logical Flow of Project
Project Briefing Receipt of Authorization Letter, Questionnaires etc Initial Research Visits and Interviews Daily Report and meetings Analyze and Interpret data Prepare the Research Report
3.6.2 Statistics
Total Persons approached: 100 Total Interviews: 25 (Entry point) 20 (During Event) Reasons for low hit ratio: Falls out of criteria People not interested in giving feedback Personal details not disclosable Lengthy questionnaire.
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3.6.3 Analysis Software Used: SPSS 17.0
ANALYSIS Percentage Analysis DESCRIPTION This gives the percentage analysis of replies to the questions.
Analysis of open ended questions
Open ended questions were used to get customers’ opinions and suggestions.
Analysis of consumers’ perception on the basis of interaction
It helps to analyse how the consumer feels about the question. It was very important as many things were not covered in the questionnaire, which were specific to a consumer.
Fig 3.1 - Value Label Definition
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Fig 3.2: - Variable Definition in SPSS
Fig 3.3 - Value Label Definition
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Fig 3.4: - Data Entry for Analysis
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Variable Analysis
Gender Cumulative Frequency Valid Female Male Total 8 17 25 Percent 32.0 68.0 100.0 Valid Percent 32.0 68.0 100.0 Percent 32.0 100.0
No of persons Cumulative Frequency Valid Alone Group of 2 Group of 3-5 Group of 6-10 Total 3 7 11 4 25 Percent 12.0 28.0 44.0 16.0 100.0 Valid Percent 12.0 28.0 44.0 16.0 100.0 Percent 12.0 40.0 84.0 100.0
Sources of Information Cumulative Frequency Valid Newspaper Inernet Magazine Word of Mouth TV & Radio Total 6 5 6 7 1 25 Percent 24.0 20.0 24.0 28.0 4.0 100.0 Valid Percent 24.0 20.0 24.0 28.0 4.0 100.0 Percent 24.0 44.0 68.0 96.0 100.0
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Companies prior known Cumulative Frequency Valid Bajaj allianz BOSCH Deutsche Bank Siemens Airbus XYZ SAP Total 2 7 3 5 2 2 4 25 Percent 8.0 28.0 12.0 20.0 8.0 8.0 16.0 100.0 Valid Percent 8.0 28.0 12.0 20.0 8.0 8.0 16.0 100.0 Percent 8.0 36.0 48.0 68.0 76.0 84.0 100.0
Fig 3.5:- Sources of information
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Fig 3.6: - Companies prior known
3.7 Interpretation of Results
The collected data have gone through a frequency test to check the no of occurrences. The following observations are made:? People got to know about the event mostly through word of mouth (28%), with internet and newspapers the next most viewed media. This suggests that XYZ’s strategy of promoting the event through newspapers and internet (social media like facebook etc) has really paid off. But still it needs to pay attention to the viral marketing strategy as it accounted the most. ? As far awareness is concerned, XYZ was very less aware among the people visiting the venue (8%). But, the post event feedback suggested that XYZ pavilion was very liked by the people especially the Kids lab and the awareness also increased a little bit. Anyways the whole event was a brand building exercise which seemed to really pay off at end of 10 days.
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2012 Summer Internship Report 4. PROJECT INDO- GERMAN
4.1 Introduction
Project Indo- German was a feedback survey done by IMRB international on behalf of the organizing committee of the whole event. Feedback has become a pivotal issue to improve processes.
4.2 Background of the Survey
This project took place during the Indo-German Mela (22 Jun – 1 July). Many German companies have showcased their products in the pavilions. It was the celebration of 60 yrs of Indo-German partnership. It was being conducted across India in 5 cities (Mumbai, Bangalore, Delhi, Chennai and Pune). Bangalore was the second leg of the event. The organizing committee is Infinite Opportunities, a collaboration of German govt and companies.
4.3 Objective
The objective of this survey was to take the feedback of the people visiting the arena over the 10 day period over the several features of the event (pavilions, organization, beergarden, culture etc).
4.4 Relevant Literature Viewed
Before starting work on the project, studies and articles on successful supplier satisfaction survey was referred, to get an idea and knowledge about the survey project.
www.conqir-idr.org/literature/LRSurveyMethods_1.pdf gunston.gmu.edu/708/SurveyTimeDissatisfiedEstherKang.doc www.smartmove.nsw.gov.au/.../. biocurator.org/surveys/Biocuration2012-Survey.pdf 46 | P a g e
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4.5 Details of the Project
This was a feedback survey conducted by Infinite opportunities which was a B2C project. On the occasion of completing 60 years of Indo-German diplomatic relations, a collaborative celebration titled “Germany and India 2011-2012: Infinite Opportunities” is being held in India. The programme started in September 2011 and is scheduled to continue until early 2013. With a thematic focus on “StadtRäume – City Spaces”, this programme series across India broaches the implications of rapid urbanization and challenges posed by the pace of change in German and Indian cities today. Issues like mobility, energy, sustainable urban development, architecture, cultural space, education and urban art are prominently featured, touching genres such as the performing and visual arts, science, education, technology and business. The centerpiece of the year of Germany in India is the “Indo-German Urban Mela”, a set of modern multi-purpose pavilions, designed by renowned German artist Markus Heinsdorff. The concept behind the “Urban Mela” combines elements of design from both countries with stateof-the-art textile technology, thus creating a symbiosis of art, architecture and technology. The “Urban Mela” will tour Mumbai, Bangalore, Chennai, Delhi and Pune and will be set up for ten days in the heart of each city. The set of pavilions consists of six differently shaped modules. They will be arranged and adapted to local conditions to create a unique temporary venue for the festival. The pavilions will host interactive presentations by various German corporations and organisations on topics and solutions related to “StadtRäume – City Spaces”. A wide-ranging programme, which includes cultural performances and conferences, will also be held at the venue. Furthermore, visitors will have the opportunity to savor some typical German cuisine in the Beergarden. The project is being initiated by the following partners: The German Federal Foreign Office, the Asia-Pacific Committee of German Business (APA), the German Federal Ministry of Education and Research and the Goethe-Institut. The project is managed by the Goethe-Institut/ Max
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Mueller Bhavan New Delhi. The corporate partners of the project include companies such as Bajaj Allianz, BASF, Bosch, Deutsche Bank and Siemens. Minimum Sample Size Total Sample Size – 100 Gender Female 250 Minimum
Occupation Students Self- Employed Salaried Other
Minimum 300 300 300 300
Time 1000-1200 1200-1400 1400-1600 1600-1800 1800-2000 2000-2200
Minimum 75 75 125 125 300 300
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4.6 Details of Methodology Adopted 4.6.1 Logical Flow of Project
Project Briefing
Receipt of Authorization Letter, Questionnaires etc
Initial Research Visits and Interviews Daily Report and meetings Analyze and Interpret data
Prepare the Research Report
4.6.2 Statistics
Total Persons approached: 600 Total Interviews: 90 Reasons for low hit ratio: Falls out of criteria People not interested in giving feedback Personal details not disclosable Lengthy questionnaire. Too busy in seeing the event.
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4.6.3 Analysis Software Used: SPSS 17.0
ANALYSIS Percentage Analysis DESCRIPTION This gives the percentage analysis of replies to the questions.
Analysis of open ended questions
Open ended questions were used to get customers’ opinions and suggestions.
Analysis of consumers’ perception on the basis of interaction
It helps to analyse how the respondent feels about the question. It was very important as many things were which not were covered specific in to the a
questionnaire, consumer.
Gender
32% Male Female 68%
Fig 4.1: - Gender Distribution
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Time
8% 26% 30%
11%
1000-1200 Hrs 1200-1400 Hrs
15% 10%
1400-1600 Hrs 1600-1800 Hrs 1800-2000 Hrs
2000-2200 Hrs
Fig 4.2: - Time of Interview Distribution
Occupation
10% 30% Students 37% Self-Employed Salaried 23%
Other
Fig 4.3: - Occupation Distribution
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2012 Summer Internship Report 5. PROJECT FLPM
5.1 Abstract
Free lancers are an integral part of Abacus Business Operations (ABO) a specialist unit of IMRB international. Abacus business Operations has the largest custom research fieldwork and data collection capabilities in the country. With over 200 full time employees managing and supervising the work of over 4000 interviewers (free lancers) on any given day, they conduct over 4 million interviews annually. Over and above this, they interview another 1.5 million plus telephonically. ABO has 15 Field Offices and teams in over 100 towns of India, covering the entire topography of India and the heterogeneous population of the country. Bulk of the face-to-face interviewing still happens in local languages. IMRB has a pool of trained and skilled manpower to conduct interviews in local languages - the key to high quality data collection. Recruitment and retention of these interviewers according to demand is a problem that IMRB faces from time to time.
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5.2 Introduction:
There need to be constant supply of free lancers meeting the demand as and when it is required. To maintain that constant supply of the same regular recruitment drive need to be conducted. Most of these recruited free lancers leave the job in few weeks or months. Retaining these free lancers is a major problem faced by the HR managers in ABO. Hence we here are trying to find a source from where we can get a constant supply of free lancers who can help us in meeting the demand during the peak period. Moreover we are also stating a solution in which these recruited free lancers can be retained. These free lancers conduct face to face interviews and telephonic interviews of various types of respondents. Respondents can range from housewives to managing directors to distributors to college students etc. Depending upon the research that is being conducted it can be social issues, corporate work, brand promotion or product sales etc. So these interviewers collect high quality data from various types of people. Data can be collected from the respondent’s offices, houses, factories, schools, colleges, villages, hospitals etc. In short these free lancers have to take interviews of different types of people, coming from different background and different society. Hence it is important for ABO to get constant supply of these interviewers who are apt to take interviews of such kind of varied respondents. Currently most of these free lancers that join ABO are college students, unemployed persons, housewives. They join in when they are in immediate need of easy money. They join in and take interviews whenever projects are available. When there are no more projects they sit idle doing nothing or stay back at home until there is a new project and they are informed. Most of them leave the job as they realize that the money that they get is only after the project gets successfully completed, or that the work is mostly field which can be tiring or they don’t have motivation to join work again after small gaps of no work. This leads to regular recruitment of free lancers there by losing time and money. Hence we have come up with a strategy of having contact details of at least five interested students from different colleges in different parts of Bangalore. We get in contact with various
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institutions conducting crash courses and vocational training centers informing them about such a scope for students joining there.
5.3 Problem Statement
Recruiting and retaining free lancers for marketing research in IMRB International in order to meet the demand. (To increase the pool).
5.4 Solution
? We divided Bangalore into 5 main regions as North, South, East, West and Outer Bangalore. We then selected five degree colleges as well as government colleges among these five regions. We have decided to recruit about 5 interested students from each of these colleges we selected in various regions of Bangalore. We will be talking to the principals about such a recruitment drive informing them about the various advantages the students will get after joining in as free lancers. We will be conducting presentations in class rooms to spread awareness about such a program in which they can earn a small amount of pocket money. We also thought of putting up stalls in various fests these colleges conduct throughout the year distributing pamphlets and posters. ? Once these students are selected we get their contact details. Students from each of these five regions come for briefing take back the questionnaire, field brief note, the authorization letter and the identification card. They inform their fellow selected college mates and complete the project with the database that they have. After the data collection process is over they submit their work back in the office. ? Since the students are selected from all the divided five regions of Bangalore all the respondents can be covered within few days of the project starting. Hence before the project starts the database should be segregated according to each region i.e. if most of the respondents are from Banaswadi regions north of Bangalore only students studying in that region will be informed about the particular project. This way the students don’t get affected in their studies as well as they don’t sit idle.
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? Once these students pass out of colleges they can either continue being a freelancer or inform their juniors about such an organization. This way there won’t be a shortage of free lancers at any particular time. Selecting students from such colleges will have an added advantage of getting good quality, unbiased data for researchers. Since it is students their interactions with the respondents will also be well behaved and disciplined. ? If there is no ongoing project at hand ABO can conduct some in house training on personality development, organizational behavior sections, spoken English courses etc. Otherwise events like team building games, management games and other similar activities can be conducted. This motivates the students to come back and work for the organization. In turn helps ABO to retain the free lancers for future projects. ? Another source that we could get free lancers is from various coaching institutes such as English Speaking like English speaking, personality development, software packages etc. There are institutes which give a job guarantees to students once the course is over. Students come from tier two cities come for such types of courses. They usually don’t have much aspiration. They usually learn English and other courses and work for shopping malls, hotels, restaurants, watchmen’s i.e. mostly in the service sector. Hence free lancing is a very interesting field where they can meet people from different parts of life, talk to them and know them. They get to travel around places know about places and their places. ? Heads of these institutes can be informed about such programs so that their job guarantees can be fulfilled. Students who have either passed out of these courses or are pursuing them can be informed about such programs. This becomes a part time job for them which can be useful for paying of their daily expense that they incur.
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Sr. No 1
Banaswadi
College Name Sikkim Manipal Universit yKamman ahalli
Address
Mobile No
Website
Category
Subbanna Palya,Banasw adi,
North Bangalore Near 099 72 Uttam 466662 Sagar Junction, 560043
smude.edu.in
Post Graduat e College & Researc h Instituti on
2
TES Preuniver sity Banaswadi College
Vijayabank Colony,
3
Banaswadi
4
Unichrist Educatio n and Manage ment Services Pvt. Ltd. Bangalor e City College
SSMB Plaza, 999/9, 5 A Cross
Rm Nagar Main Road, Banasawa di, 560043 HRBR Layout, 560043
080 2545 0856
080 3201 6336
unichrist.net
Banaswadi
160, Chelikere Main Road, Banaswadi Outer Ring Road,
Kalyan Nagar Post, Behind Bts Bus Depot, 560043
080 2545 9956
bangalorecitycolleg e.org
bachelo r of busines s· master of finance · bachelo r of arts · mba
5
Banaswadi
Vission Pu College
802-9th D, Main, 11nd,
Kalyan Nagar, 560043
080 4163 4915
visionpucollege.co m
Fig 5.1:- Sample Division of Bangalore according to area
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5.5 Opinion
Free lancers mostly join ABO for the primary purpose of money which they get only once the project gets completed. This should not be the case. The briefing charges that the free lancers are supposed to get should be given to them as soon as they attend it. Then a nominal fee should be given to them as the complete with the data collection. Provisions should be made in case such funds are not available. Even in the IT sector the payment is made to the service providing company only after the project is completed. But the service providing company does pay the employees in time. Free lancers should be considered as temporary employees that ABO has. Giving them such recognitions will boost them to work for ABO in a longer run.
5.6 Conclusion
Selecting students from colleges in every region of Bangalore can help ABO to finish of their projects faster, in an unbiased manner and with high integrity. Free lancers should be considered as temporary employees of ABO. Recognizing them as employees will help ABO get good, high quality, unbiased data in the proper manner.
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2012 Summer Internship Report 6. PROJECT FIREFLY
6.1 Introduction
Project FIREFLY was a lead generation project done by IMRB international on behalf of a leading FMCG company.
6.2 Background of the Survey
A leading FMCG company was going to launch organic products in the product. The products to be launched required high level of expertise in areas of farming, maintenance, pest control etc. And the company wanted expert advice on the specific crops. 6.3 Objective The objective of this project was to generate leads i.e. horticulture experts in Karnataka who would be willing to give their expert advice on the specific products.
6.4 Details of the Methodology Used 6.4.1 Logical Flow of the Project
Project Briefing Initial Research Tele-Calling Fixing Appointments
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6.4.2 Statistics
Total Calls made: 60 Total leads generated: 15 Successful Leads: 10
Category
Required Sample Size
Cabbage Beet Root Cash Crop Mango Leaf Crop
2 1 1 3 3
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2012 Summer Internship Report 7. PERSONAL LEARNINGS & EXPERIENCE
7.1 Challenges Faced
a) Integrity of database data b) Respondent Bias c) Cancellation of interviews d) Language barrier e) Geographical difficulties f) Difficulty in convincing the respondents to divulge their personal info.
7.2 Personal Learning and Benefits
a) Cold Calling. b) Appointment fixing. c) Learning to innovate, improvise and better the current pitching strategy with each successive interview. d) Learning to sharpen inter-personal skills and hence bring about improvements to the general reception leading to better achievement of the objective. e) Learning to produce innovative solutions to novel problems. f) Learning to face rejections and utmost disappointments. g) Learning to multi task projects. h) Learning to manage resources to complete projects on time. i) Realized the market ground realities and their influences on product sales and perception. j) Tackling skepticism in the minds of the respondent in spite of the signed document. k) Readiness to face disappointments. At the mercy of the moods of the respondent i.e. role of respondent psyche. l) Skill learnt to keep the respondent interested for long and hectic interviews.
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2012 Summer Internship Report 8. REFERENCES
Book references:
Guerrilla Marketing Research: Marketing Research Techniques by Robert J. Kaden How to Conduct Surveys: A Step-by-Step Guide by Arlene Fink. Business to Business Marketing Research by Martin P. Block
Website references:
Wikipedia
www.iiuedu.eu/press/journals/sds/SDS_2011/BME_Article7.pdf herkules.oulu.fi/isbn9514271688/isbn9514271688.pdf www.iiuedu.eu/press/journals/sds/SDS_2011/BME_Article7.pdf www.teaboard.or.ke/.../sites/.../TBK-Integrity_survey_report-final.pdf
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2012 Summer Internship Report ANNEXURE- I
SAMPLE QUESTIONNAIRE
MRB/MUMBAI/ June 2012/ BQ24543 PROJECT: CHEMISTRY QUESTIONNAIRE – ENTRY POINT – GENERAL AND KIDS
Qre. Srl. No. CITY BANGALORE 01 CHENNAI DELHI 02 03
(1-6)
(7-8)
Date of interview :
2
0
1
Interviewer (20-30)
(11-18)
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Accompanied Back-checked Scrutinised
TL EIC OFE FM
1 2 3 4
TL EIC OFE FM
1 2 3 4
5 6 7 8
TL EIC OFE FM
1 2 3 4
(31) TL/EIC/OFE/FM
(32) TL/EIC/OFE/FM
(33) TL/EIC/OFE/FM
PLEASE NOTE THAT THIS QUESTIONNAIRE HAS TO FILLED ONLY AT THE ENTRY POINT OF THE EXHIBITION
“Namaskar, I am coming from a research organisation called Indian Market Research Bureau, (IMRB). We are conducting a survey to know the opinion of the people about this event. There are no right or wrong answers. Please be assured that your individual responses will not be revealed and your responses will be collated with those of several respondents before presenting. Could you please spare a few minutes to answer a few questions? Thank you”
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INTERVIEW LOCATION Entry point At BASF Pavilion Kid’s Lab BASF Seminar Exit 1 2 3 4 5 (41) Name of the Respondent RESPONDENT CATEGORY Employees of BASF General Public ( not accompanied by kids) Kids accompanied by parents Customer Kids accompanied by teacher 1 2 3 4 5 (42)
Address
Land mark
Telephone Number
Res:
Work Place:
Mobile:
Recruitment Section
RQ1a PLEASE CODE RESPONDENT CATEGORY Parent (accompanied by kids) Teacher Employee Customer General Public ( not accompanied by kids) 1 2 3 4 5 (101) 64 | P a g e
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ASK PARENT / TEACHER I would now like to ask you specifically about your experience at the BASF KID’S LAB on various parameters. Please rate the Kid’s Lab on each of these parameters on a scale of 1 – 5 where 1=extremely poor and 5= excellent.
-
-
SHOWCARD CREATIVITY SCALE M2a. How creative did you find the experiments here?
Not at all creative PARAMETERS
A Little Less Creative
Neither creative nor lacking creativeness
Somewhat Creative
Extremely Creative
Creativity
1
2
3
4
5
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2012 Summer Internship Report ANNEXURE- II
COMPANY PROFILE
IMRB International (formerly “Indian Market Research Bureau”) is a multi-country market research, survey and business consultancy firm that offers a range of syndicated data and customized research services. Headquartered in Mumbai, India with operations in over 15 countries IMRB is a part of the Kantar Group, WPP’s research, insights and consultancy network. Established in 1970, IMRB was modeled on the lines of the British Market Research Bureau. IMRB is now a leading provider of market research and insights across South Asia, the Middle East and North Africa with specialist divisions in quantitative, qualitative, media, retail, industrial, and customer satisfaction, business to business and social and rural research. IMRB’s syndicated research offerings include the Market Pulse, the National Food Survey, Web Audience Measurement (WAM), I Tops, and I-Cube reports. With over 1200 employees, IMRB is one of the largest providers of market research in India in an industry estimated to be worth a minimum of $ 187 million. As the oldest extant market research company in India, IMRB has been responsible for establishing the first and only household panel, the first television audience measurement system and the first radio panel in the country and has played a key role in the development of market research in India. It has been rated the ‘Best Market Research Company’ by MRSI several years. IMRB International's specialized areas are consumer markets, industrial marketing, business to business marketing, social marketing and rural marketing.
[disambiguation needed]
, an industry body for
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Company Structure
IMRB is headquartered in Mumbai, India. Its parent company is Hindustan Thompson Associates, which in turn is owned by Martin Sorrell’s WPP Group plc. Within WPP, IMRB is aligned with the Kantar Group, an umbrella network of global market research companies that together account for over $2 billion in revenues and form the world’s second biggest market research conglomerate. December 2011 a leading market research firm IMRB declared Ahmadabad as the best mega-city to live in (compared to India's other mega-cities).
In India, IMRB International operates out of its five full service offices in Ahmadabad, Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional centers for collection of survey information. Overseas, IMRB functions through its associates -AMRBMENA in the Middle East and North Africa, with offices in Algiers, Dubai, Jeddah, Casablanca and Cairo; LMRB, with offices in Colombo and Sirius, headquartered in Dhaka. IMRB is currently headed by Thomas Puliyel, a market researcher with over thirty years of experience. As the oldest market research company in India, it has served as the training ground of many industry leaders including Dorab Sopariwala, Ranjit Chib and Meena Kaushik, who went on to found their own companies.
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DIVISIONS
IMRB International has been offering specialized research services for around 4 decades to clients in India and overseas. IMRB International operates out of its five full service offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional centers for collection of survey information. IMRB International has eleven specialist units: 1) ABACUS BUSINESS OPERATIONS: ABO Abacus Business Operations: ABO is an ISO 9001:2008 certified specialist unit of IMRB International. It has the largest Custom research fieldwork and data collection capabilities in the country. With over 200 full time employees managing and supervising the work of over 4000 interviewers on any given day, we conduct over 4 million interviews annually. Over and above this, we interview another 1.5 million + telephonically.
2)
IMRB INTERNATIONAL DIVISIONS: ABACUS MARKET ANALYTICS
ABACUS MARKET ANALYTICS unit offers a wide range of services to all the research units in IMRB. These include data processing, charting, statistical analysis, database management and updation, software development and testing.
3) ABACUS RESEARCH
Abacus Research looks after the domestic and International Field and tab business. They service Clients and Research Agencies which have their own Research set up and only want the data collected and clean data sent to them. Abacus Research has a team of expert Project Management Executives led by a seasoned and highly experienced Operations Director. This team also has the experience of managing the largest number of automotive clinics and has a protocol set up for the same. Abacus Research also runs Flexi Bus – a study which gives Clients’ the advantage and of quick turnaround on a few critical questions and the flexibility to study the Target Group in markets of their choice at the cost of an Omnibus
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4) IMRB International Divisions: BIRD BIRD, the Business & Industrial Research Division of IMRB International, is the market research and consultancy division servicing B2B and industrial markets. For catering to technology markets including IT hardware, software & services and Telecommunication, there is an exclusive eTechnology Group within BIRD. 5) IMRB International Divisions: BSG The Brand Science Group (BSG) is a new unit at IMRB International that primarily focuses on Brand and Communication Research. Over the last few years IMRB Brand Science has been working towards the development of various tools that would help us get a better understanding of the Brand and its communication in an Indian Context. 6) IMRB International Divisions: CSMM Customer Satisfaction Management & Measurement (CSMM) is an independent, specialist unit of IMRB International. CSMM is an exclusive member of the Walker Information Global Network (WIGN) in the Indian subcontinent. 7) IMRB International Divisions: Media & Panel Group Media and Panel is an independent, specialist unit of IMRB International, incorporated in 1992. MPG handles different kinds of research both syndicated and customized. MPG has 4 different verticals: Consumer Panel (Market Pulse), Retail Unit, Media Unit, Mindtech Software and Systems.
8) IMRB International Divisions: PQR
Probe Qualitative Research is one of India's leading qualitative research groups and has executives specially trained in India and overseas in qualitative research methods. Drawing on learning from ethnography and anthropology. It has created an array of validated tool-kits.
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9) IMRB International Divisions: Quantitative Research
IMRB International's Customized Quantitative Research Division offers custom research solutions using quantitative methods to clients in India and abroad through its five offices in Mumbai, Delhi, Kolkata, Bangalore and Chennai.
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doc_155989081.pdf