A PROJECT REPORT ON MEASUREMENT& MANAGEMENT OF CUSTOMER SATISFACTION OF HYDERABAD CENTRAL AT IMRB INTERNATIONAL

UNDER THE Guidance OF Mr. AJAY KUMAR VAkItA (FIELD executive OF IMRB INTERNATIONAL) BY VISHAL ANAND REG. NO=6040

VISHWA VISHWANI INSTITUTE OF SYSTEM S & MANAGEMENT

A PROJECT REPORT ON MEASUREMENT& MANAGEMENT OF CUSTOMER SATISFACTION OF HYDERABAD CENTRAL AT

UNDER THE GUIDENCE OF Mr. AJAY KUMAR VAKITA (FIELD executive OF IMRB INTERNATIONAL) SUBMITTED BY VISHAL ANAND REG. NO=6040 PGDM (2010-2012) SUBMITTED TO

APPROVED BY AICTE AND AFFILIATED TO OSMANIA UNIVERSITY

BOSTON HOUSE, THUMKUNTA (POST) HAKIMPET (VIA), HYDERABAD, A.P.-50078

DECLARATION

I VISHAL ANAND honestly declaring that I have done a project in International Marketing Research Bureau (IMRB) under the guidance of Mr. (Branch manager), Mr. Ajay Kumar Vakita (Field controller) of IMRB International & my team leader Mr. Raj Kumar. The information given by me about the project is confidential and outcome of the project. VISHAL ANAND.
REG. NO=6040 PGDM (2010-2012)

Date: Place:
signature of the student

ACKNOWLEDGMENT
I consider it is my privilege to express gratitude and respect to lot of eminent personalities without whose constant encouragement and guidance, this endeavor mine would not have become a reality. I got this opportunity to give my sincere thanks to MR. Of IMRB INTERNATIONAL, MR.AJAY KUMAR VAKITA field controller of IMRB INTERNATIONAL, & MR.RAJKUMAR my team leaders for give an opportunity to do this project under their valuable guidance. I would like express my deep regard to our beloved director MR.T.SRINIVAS ACHARYA, director of VISHWA VISHWANI INSTITUTE OF SYSTEM AND MANAGEMENT for provide me better support in my academic endeavors.

Its gives me pride to give thanks to my dearest one MR.VISHWANATH SIR faculty of Marketing Management of V.V.I.S.M under whom I have got an opportunity to improve my interpersonal skills and a proper guidance towards my career. In last but not least I m thanking to my dear parents, family members, friends and my colleagues for their continuous support, inspiration and encouragement. TABLE OF CONTENT CONTENTS PAGE NO.
1.

Review of Literature (Executive summary) 2. Introduction of Marketing Research 2.1. Introduction to marketing

research 2.2. 2.3. 2.4. Research objectives Types of research Research process

2.5. 2.6. 2.7. 2.8.

Major applications of research Need of research Need for study Objective of study

3. Corporate profile

4. Company profile 4.1. Introduction 4.2. Divisions 4.3. Specialized areas 4.5. Sectors 4.6. Network 4.7. Competitors 5. Research Methodology 5.1. Sample unit 5.2. Sample frame 5.3. Time and place 5.4. Types of sampling

5.5. Sample size 6. Project profile 6.1. Plan of study 6.2. Project description 7. Research analysis 7.1. Questionnaire 7.2. Tabulation 7.3. Graphical representation 7.4. Errors in research process 8. Findings 9. Conclusion of research analysis 10. Learnings 11. Achievement 12. Limitations 13. Bibliography

REVIEW OF LITERATURE EXECUTIVE SUMMARY This research study is all about the feedback given by respondent on various product and services. During research there were some criteria of collecting the data from respondents such as I had to collect the data only from target respondents of target segments. I could not do survey out of sample size. To collect the data I had used questioner and observations methods. This study has give me a lot of practical knowledge about market, customers perception towards various products and services, and I have learnt a lot of things

from respondents. During research I have found that there are many customers exist who are not much satisfied with some of the products and services of the companies. Now companies are needed more attention on their advertisement and promotional activities. This study has introduce me to many products and brands which I had never familiar early. There were some restriction were allowed by company which I had to follow strictly such I could not force to respondent to give his/her opinion.

MARKETING

INTRODUCTION TO MARKETING RESEARCH Marketing research serves a single purposethat of providing information to assist marketing managers to make better decisions as a feedback. Each year more than $12 billion is spent on marketing research worldwide. This money is spent on research projects that help to identify marketing problems and

opportunities, to select the problem to solve and the opportunities to consider, and then to obtain information to help solve the problems and take advantage of the opportunities that are selected. The function of marketing research is to provide information that will assist marketing managers in recognizing and reacting to marketing opportunities and problems. In essence, marketing research exists to help marketing managers make better decisions. The official AMERICAN MARKETING ASSOCIATION definition of marketing research reflects this theme which is as follows: Marketing research is the function which links the consumer, customer and the public to the marketer through information, information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; marketing performance, and improve undertaking of marketing as a process.

RESEARCH OBJECTIVES A. Find out the general opinion of respondent towards various products and services.

B. To create brand awareness and find out the customer satisfaction towards various products and services.

C. To find out the major complains and suggestions from respondents.

D. To analyze the feedback given customers on product and services.

by

E. To observe the attitude and activities of sales people towards product and services.

TYPES OF MARKETING RESEARCH 1. EXPLORATORY RESEARCHIn the case of exploratory research the focus is on the discovery of ideas. In this type of research the main focus is to find out the main problem. Exploratory study is generally based on the secondary data that are readily available. The main objective of exploratory research is to generate new ideas; respondent should be given sufficient freedom to express themselves. Sometimes a group of respondents is brought together and a focus group interviews held. 2. DESCRIPTIVE RESEARCHDescriptive research is done to know the characteristics of certain groups such as age, sex, educational level, occupation or income. The objective of this study is to know the answer of who, when, what, where and how.

DESCRIPTIVE RESEARCH IS DIVED INTO TWO PARTS A) CROSS-SECTIONAL STUDIES A cross sectional study is concerned with a sample of element from a given population. Thus it may deal with households, dealers, retail stores or other entities. Cross sectional study is dived in two parts

(1) Field studies- Field studies are very close related to real life settings. Such studies are done in life situations like communities, school, factories, organizations, and institutions. It cannot be criticized on the ground that they are remote from real settings or are artificial. (2) Surveys- Through this method detailed information can be obtained from a sample of large population. Beside it is more economical as more information can be collected per unit of cost. It is obvious that a sample survey need less time than a census inquiry.

(B) LONGITUDINAL STUDIESThis study is based on panel data and panel method. A panel is sample of respondents who are interviewed and then re interviewed from time to time. By using this method of study we can find out the characteristics of those individuals who have changed brands and those who have not. This may help organization to identifying the segment of the population on which promotional effort should be focused.

C) Casual study or casual designA casual study investigates the cause and effect relationship between two or more variable. In this study we use indicative logic for conforming or rejecting hypothesis with the help of further evidence.

MARKETING RESEARCH PROCESS 1- FIND OUT THE PROBLEM A) Overt difficulties B) Latent difficulties

C) Unnoticed opportunities A complete problem definition must specify each of the followingA) Unit of analysis B) Time and aspects boundaries C) Characteristics of interest D) Specific environmental conditions. 2- CHOICE OF RESEARCH DESIGNA) Exploratory research B) Descriptive research C) Casual research 3) DETERMINING SOURCES OF DATA1- Collection of primary data A) Observation B) Questioner C) Surveys 2- Collection of secondary dataA) Internal sources- accounting records, sales force reports, miscellaneous report, and internal experts.

B) External sources- government publication, NGOS syndicated services, consumer research service, publications of international organizations.

MAJOR APPLICATION REESEARCH-

OF

MARKETING

A part of above disruption there are some other application of research are applies in marketing research1Sales Analysis

The term sales analysis refers to the analysis of actual sales result. It concerned with the actual performance of sales and not with what they are likely to be at a future date. Sales analysis is on the basis of four major types-

A) Sales analysis by territory B) Sales analysis by product C) Sales analysis by customer D) Sales analysis by size of order

2-

Forecasting processinvolved in the

There are five steps forecasting method-

1- One has to decide the objective of the forecast. Researcher must know as to what will be the use of the forecast he is going to make. 2- The time period for which the forecast is to be made should be selected. Is the forecast short term, long term or medium term? 3- The method or technique of forecasting should be selected. One should be clear as to why a particular technique from amongst several techniques should be used.

4-The necessary data should be collected. The need for specific data will depend on the forecasting technique to be used. 5- The forecast is to be made. This will involve the use of computational procedures.

METHODS USED FOR FORECASTING 1- SUBJECTIVE METHODSubjective method is divided into four partsA) Field Sales Force- Field sales force is done by the sales people who inform to company the specific time of increase in the product. B) Jury of Executives- this is simple method. At the same time it is based on a number of different viewpoints as opinion of different executive are sought. C) User Expectation- Forecast can be based on users expectations or intention to purchase goods and services. It is difficult to use this method when the number of users is large. D) The Delphi Method- This method too is based on the expert opinions. Here each

expert has excess to the same information that is available. A feedback system generally keeps them informed them about each other. 2- QUANTATIVE METHODThis method is divided into following partsA) Time Series- In this method past sales data are exported as a linear trend. Even if such data are plotted on a graph. B) Moving AverageC) Exponential Smoothing- This method of forecasting is used to receive increasing attention in recent years. It is a type of moving average that smooths the time series. A fraction known as smoothing constant is used to smooth the data. Suppose a five monthly moving average is to be can ducted, from January to may noted by 1, 2, 3 then the moving average for March will be: M3= X5+X4+X3+X2+X1/5

The moving average for the next period i.e. April will beM4=X6+X5+X4 +X3+X2/5 2- ADVERTISING RESEARCH Advertising research derives its importance from the fact that today, a huge chunk of any organizations marketing expenditure is spent on advertising. Where a good advertisement can do wonders to an organizations top line, a bad one can tarnish its image for several for several years to come.

Need for advertising researchThe role of research in advertising can be seen in various stages of advertising planning1) First, what should be the objective of advertising? 2) Advertising research should be used for developing a strategy for marketing the product in questions.

3) Another aspects where research can be useful is the selection of message that an advertisement should carry and through what media it should be conveyed. 4) Research has to concern itself with the evaluation of advertising in order to find out whether the expenditure on advertising has been justified or not.

3- MEDIA RESEARCHS The main issues in media research areA) How to choose amongst media typestelevision, radio and newspaper? B) How to decide on a specific insert within a particular type of media say television. In order to decide these two issues advertising research should follow following type of data for this purpose1) Media Vehicle Distribution- The circulation number for a magazine or newspaper or the number of television or radio sets to carry out the advertising. 2) Media Vehicle Audience-

3) Advertising Exposure- The number of people exposed to a specific advertisement in the media vehicle. 4) Advertisement Perception- The numbers of people who perceived the advertisement in questions. 5) Advertisement CommunicationThe number of people who comprehend specific things about the advertising. 6) Sales Response- The number of people who buy the product in questions as a result of advertising. Media AudienceElectronics Media. 4- promotion research Promotion has been defined by many marketers as the most significant of the four Ps of marketing. A marketer may create a great product, price it reasonably enough and place it in outlets all over the country, but unless he has promoted it well, or in other words, created an awareness about all that he has done, the consumer would not even ask for it. 1) Print Media. 2)

Promotion refers to all the non-advertising activities carried out to built awareness or a favorable image about a product or a service. Typically, promotions include exhibitions, trade fairs, contests and road shows. Promotion research helps an organization foresee the outcome of all such activities it wishes to undertake. Market SegmentationMarket segment is the process by which the total heterogeneous market for product is divided into several sub market or segment. Company needs market segmentation to identify the segment where this product would be most profitable it helps in designing products that match with the market demand. Bases for market segmentationAn important way to segmenting the entire market is to divided it into1- Ultimate Consumer- Those consumer who are buys and/use product or services for their personal use.

2- Industrial Consumer- Industrial users are industrial, business or institutional organizations which buy product and services in order to manufacture their own products.

BASES OF MERKET SEGMENTATION-

Demographic Brand Related Attitude Region brand perception States brand preference District sought City size stage Density Climate Age Sex Family size Income Occupation Religion Social status

Psychographic

Behavioric

life cycle personality

user status usage rate benefits readiness

REQURIMENTS FOR SEGMANTATION 1- Target marketing-

EFFACTIVE

MARKET

A) Undifferentiated Marketing- Which implies that it may cater to the largest part of the market with one offer with marketing mix. B) Differentiate Marketing-Which means it has decided to cater to several market segments, developing an effective offer and marketing mix for each chosen segment. C) Concentrated Marketing- Which means it favors a narrow market segment and will develop the ideal offer and marketing mix for it.

2- Brand Positioning- Brand positioning means each brand occupies a particular space in consumers mind, signifying his perception of the brand in questions in relation to others brands.

NEED FOR RESEARCH It is usually said that if marketing would be a train, then market research would be the locomotive. In other words, market research should ideally be the starting point of any marketing exercise. Conducting any marketing exercise be it related to pricing, promotion or distribution of a product or service, without researching the potential market is as sensible as setting out to sell sand in the Sahara Desert. Market research provides the answers to all the questions that generally occupy the minds of marketers, at every stage of the marketing process.

1- Market information. 2- Product information. 3- Promotional information. 4- Distribution information. 5- Price information.

6- Environment information. 7- General research information.

A) Will there be a demand for my product or service? B) What should be the ideal price of my offering- on that ensures that I earn the maximum profit? C) Should I place my product only in urban markets or distribute even in the rural areas? D) What should be the preferable media to promote my offering? E) Would it be better if I replaced the pale green packets with bright yellow ones? F) Is the fourfold growth in my sales figures a consequence of our latest television commercial? G) How satisfied are our customers with the after sales services we provide?

H) What image comes to the mind of consumer when they hear our companys name?

NEED FOR STUDY Marketing research helps to understand the psychology and sociological aspects of customers about the product & service. Marketing researches is key to success for a company. Marketing research helps organization to improve their marketing strategies by understanding issues such as their current marketing strategies. There are following things can be identified by doing market research1. The psychology of how the consumers think, feels, and select between different alternatives. E.g. brands, product, services etc.

2. By market research a company can adapt and improve their marketing complains and marketing strategies more effectively. 3. To analyze the behavior of customers while shopping or making other marketing decision. 4. To analyze and formulate the company marketing strategies. 5. To improve more customers value and satisfaction to customers. 6. To know the level of awareness customers towards product and services. of

OBJECTIVE OF STUDY 1. To create brand awareness and find out the level of customers satisfaction towards various product and services. 2. To find out the major complains and suggestion from respondents.

3. To know the important attributes which are of value to end users so that the company can evaluate its marketing strategy and undertake necessary actions. 4. Comparative services. study of products and

5. To analyze the customers feedback towards various product and service.

CORPORATE

INDUSTRIAL PROFILE In present scenario marketing research are having an important value for any company. There are following major leadings companies which are doing research on various products and services.

1CROSS TAB- ONLINE MARKET RESEARCH AGENCYCross-Tab provides offshore outsourcing and paneling services in the market research &

analytics domain America, Europe also a full service India, specializing

to global clients in North and Asia-Pacific. We are market research agency in in online research.

Cross-Tab's offshore outsourcing services for market research and data analytics processes help clients to reduce costs, improve productivity and gain access to the latest tools and technologies. This is done with short turnaround time, high quality and accurate service delivery from our service centers In India. Cross-Tab is an online survey company having proprietary B2C and B2B online panels in India. Global online research companies and corporates are using CrossTabs panels to reach online target respondents in India. Cross-Tab is presently developing online panels in other Asia Pacific countries to provide global online research companies with a better reach to the online population in the region. Cross-Tab pioneered online market research in India, and is a leading online survey company in the country.

2DIKSHA RESEARCH, COIMBTORE- ONLINE MARKET RESEARCH AND PUBLIC RELATION SERVICESDiksha Research is a full fledged organization emerging in the field of online research. Diksha delivers a wide range of research solution to clients belonging to finance, automation, automobile, government, FMCG, media, public relations, transportation, healthcare and various other industries.

3LAMCON FINANCE & MANAGEMENT MARKET RESEARCH, FINANCIAL PLANNING AND CONSULTANCYLamcon Finance & Management Services Pvt Ltd is an India based company. It was established in 1990. The company is a financial planning and consultancy provider. Its services include - Financial Planning and Consultancy, Market Research, Accounting

and Tax Planning, Opinion Polls, Assistance in Planning Public Issues, Corporate Training, Portfolio and Investment Counseling, Project Reports and Feasibility Studies, Company Secretarial Work, Investor Education and Company Formation. Lamcon Finance & Management Services Pvt Ltd is based in Pune, Maharashtra. Year of Establishment: 1990.

4MARKET PULSE- MERKET RESEARCH & ENTRY STRATEGY SERVICESMarket Pulse offers a specialized market research service that enables an organization to develop an optimum business strategy for the Indian market in a quick and cost effective manner. Challenges of the Indian market can be overcome with the help of reliable information and sound advice relating to the following: Current demand and likely growth Market structure: Market shares contribution of price bands Competitive scenario that maps players, product range and pricing and key

 Distribution chain, value addition at each stage and trade practices Customer profile and their preferences This specialized service is being offered for fast moving consumer goods, household appliances, telecom and IT products, health products, chemicals, building materials and industrial products.

5NIELSON INDIA A LEADING MARKET RESEARCH AGENCYProtech comprises of 2 main companys viz. Protech India Ltd. And Protech Database and publishing Ltd. Protech India Ltd., the parent company began operations in 1987 with consulting services for Indian clients wherein it planned out their diversification and expansion and brought about strategic alliances with foreign companies. Later it started providing services to foreign companies to set up base in India. Protech India Ltd. Added a full-fledge market research division in 1994, a buying agency division in 1998 and an importers Database Division also in 1998. Protech Publishing & Database Ltd. began operations in early 1998 and has already launched directories an

Indian Yarn Industry, Indian fabric industry and Indian paper industry. 6- RURAL RELATIONS- RURAL MARKETING SERVICESSome dreams are big. Only mine was a far simpler one I quite simply wanted to reach out to rural India and contribute to its development. I set out on this mission 14 years back to find out what makes the most of our India. Though I myself hail from a village, I wanted to learn more. It was a journey of 28,000 villages of which I had personally visit 4000 of them across the country. I tried to understand rural Indias administration methodologies, markets or the bazaar-haat systems and the process of the education system.

7RUSHABH DIRECT MARKETINGDIRECT MARKETING, MAILING & DATABASE MANAGEMENT SERVICESIncepted in 1996, Rushabh Marketing Solutions Pvt. Ltd has grown up to become a name in the domain of Customer Relationship Management. With natural highs and lows Rushabh Marketing has crossed the past 12 years with the motto client first.

Based on a strong foundation, currently the company has diversified widely in different areas of direct marketing. As a data service provider, apart from being the CRM extension of many companies, Rushabh today boasts, its highly comprehensive validated database. The volume of which has surmounted over 20 million, and its still growing. Not just CRM and list broking, the other spheres of direct marketing where Rushabh have gathered expertise are indeed the most sought after by companies. The list includes, though not exhaustive, offshore print management, telemarketing, direct marketing, named research, unnamed research, database management services, data verification, data validation, design and creative, fulfilment, postal, email marketing, telesales, telemarketing and others. With its head office located in Mumbai, Rushabh Marketing has already established its presence in other cities of India, of which Pune, Delhi, and Bangalore are worth mentioning. The company is ambitious to grow further and intends to expand its operation in other metros as well, which will

be followed by creating pocket centres in the B cities. As an equal service opportunity provider the company has total team strength of over 200 professionals. With the outlook to grow this size, Rushabh has already started to strengthen its managerial level with more quality conscious people and widen the executive rung with more talented professionals.

COMPANY PROFILE

To consistently exceed client expectations, though high quality work, Integrity, innovativeness, and building, a culture, which promotes Professional and personal growth opportunities.

1.

INDIAN MARKET RESEARCH BUREAU (IMRB) COMPANY PROFILE

About Indian Market Research Bureau(IMRB) International Established in 1971, IMRB International is a pioneer in market research. A member of the Kantar Group, WPP's information, insight and consulting division. IMRB's footprint extends across 11 countries - India, Pakistan, Bangladesh, Sri Lanka, Dubai, Saudi Arabia,

Egypt, Singapore, London.

Malaysia,

Korea

and

With over 1200 full time staff, IMRB provides high quality conceptualisation, strategic thinking, execution and interpretation skills. IMRB International is the only research company in India that offers a wide range of research based services to its clients. IMRB International's specialised areas includes consumer market research both quantitative and qualitative, industrial market research, business to business market research, social and rural market research, media research, retail research, and consumer panels.

Abacus Field Abacus Field handles the field operations for all the business divisions in IMRB. Abacus Field has a network of 15 regional offices spread across the country that gives IMRB the capability to run pan India research projects smoothly & effectively. An example of the magnitude of Abacus Field operations can be gauged from the following:

 On any given day about 5000 freelancers work for Abacus Field Tele Call Centre has 262 seats, is located in Delhi, Bangalore and Mumbai, and does 1,04, 000 interviews per month. Household Panel visited every month 89,800 household

8000 projects handled in one year 8.8 lac mandays of interviewing in one year 37 lac interviews done in one year Abacus Field is consistently striving to exceed client expectations, through high quality work, integrity, innovativeness and building a culture which promotes professional and personal growth opportunities. Abacus Field is headed by Nikhil Rawal, Sr Vice President IMRB International's Divisions IMRB International has been offering for over 35 years, both general as well as specialist

research services 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 units:

had

eight

specialist

Probe Qualitative Research (PQR) Media & Panel Group CSMM: Partners in Stakeholding Relationships Managing

BIRD: Research Consultancy for B2B and Technology Markets eTechnology Group@ IMRB Social and Rural Research Institute (SRI) IMRB MindTech Systems: development house Software

Abacus Market Analytics: Data Processing House of the World

Probe Qualitative Research (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, psychology and anthropology, PQR has created an array of validated tool-kits for product innovation, communication and brand development. Media and Panel Group -of IMRB International is a pioneer in the field of media research in India. The Group also runs one of the worlds largest household panels, with over 70,000 households in urban and rural india, chronicling changing consumption habits across the country. CSMM: Partners in Managing Stakeholder Relationship Is an independent, specialist unit of IMRB International and the exclusive member of the Walker Global Network (WGN) for the Indian subcontinent. As a specialist unit of IMRB International, CSMM provides the widest field coverage with five full service offices and 15 field offices in Delhi, Calcutta, Mumbai, Chennai, Bangalore, Hyderabad, Cochin, Pune, Patna, Ahmedabad, Guwahati, Bhubaneswar, Lucknow, Indore & Ludhiana. CSMM services clients in India and neighboring countries

(Sri Lanka, Bangladesh, Pakistan and Nepal) and this diverse network has made CSMM the leading provider of stakeholder products and services in South Asia. In addition through its associates, AMRB, headquarters in Dubai and operating through out the Middle East and North Africa, provides Walker proprietor Tools throughout the region.

BIRD: Research-based Consultancy for B2B and Technology markets is a Research based consultancy arm B2B and technology markets. Operating out of four locations in India, viz., Mumbai, New Delhi, Bangalore & Chennai, BIRD has been advising clients from India and across the globe since the last 35years. Etechnology Group @ IMRB As technology evolves and creates new opportunities, barriers to progress continue to arise. Some problems are technical, economic or policyrelated, while the hardest combine all three aspects in any country. It is the continuous link with the industry and constant monitoring that has given us capabilities of

understanding the movement of technologies markets. The eTechnology Group@IMRB constantly monitors technology trends in IT, Internet, Telecom and Convergence Space helping Indian and International companies alike. It also has a partnership with Yankee Group USA to representing the Indian market.

Social and Rural Research Institute (SRI) specializes in social research and in conducting research on emerging rural markets. It has staff with special expertise in conducting Knowledge, Attitudes & Practice (KAP), Studies on health and sanitation, water, environment and other fields, in India as well as internationally. IMRB MindTech Systems - Software development House: A client servicing oriented specialized software unit of Media & Panel, Mumbai facilitating solutions to critical business questions. MindTech Systems has been providing business solutions since 2000 and has thus acquired an extensive expertise in Market Research

applications. Having based ourselves on the features demanded by large no. of companies, we have created innovative, user-friendly applications. Our solutions help clients to convert marketing research knowledge into actions. Abacus Market Analytics: Data Processing House to the Established in 2001, 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 & updation, software development & testing. Abacus Data Processing (DP), a part of Abacus Market analytics, offers similar service to international clients. DPs Clients include Millword Brown across Asia Pacific, Africa and Australasia, Kantar Operations in UK, BMRB International in UK, AMRB in the Middle East and N Africa, RI in Asia Pacific & the Brand Survey Company in S Africa.

In the days ahead, the key business development areas identified include: Advanced analytics Advanced statistical services Modeling and trend analyses Database creation and management Data mining Scripting Data interpretation and reporting Abacus Market Analytics is headed by Sunil Bakshi, Sr. Vice President.

Milestones & Strengths of IMRB

Milestones Indias first TV rating system Indias first Radio Audience Measurement system Indias first IT and Internet studies endorsed by industry associations

 Indias first and largest Household Panel Instrumental in setting up of Market Research Society of India (MRSI) in 1988 Creation of Social Economic Classification (SEC) system, by Ashutosh Sinha from the Marketing Sciences Group, & used by all MR companies in India Path breaking book on employee loyalty The Tao of Loyalty by Ajit Rao of CSMM (Customer Satisfaction Measurement & Management) Agency of the year award, instituted in 2006 at MRSI, for two consecutive years , 2006 & 2007 Presenting cutting edge research for several years at international forums including ESOMAR and won award Strengths

Senior most researchers in the industry Specialists knowledge with industry/sector

 International toolkit specialized businesses

in

Strategic Marketing Consultancy Largest field network for custom research Array of Syndicated databases Industry tracking & environmental scan Multi-country research capability

IMRB Footprints in India

ABACUS RESEARCH Profile

A KEMA Quality B.V. certified ISO 9001:2000 company Founded in 1998, as a specialist unit of IMRB International, Abacus Market Analytics is a leading provider of marketing analytics, which provides advanced CRM and survey analytics solutions to its clients across the globe. Abacus solutions are geared to enhance the marketing efficacy of client marketing programs and are custom built based on client requirements. In the rapidly changing business environment of today organizations are constantly striving to adapt to changing customer needs. Theres no dearth of data whether its transactional data or data gathered about customer from secondary and / or primary research. There is an acute need to make sense of this data that is available with clients. That is where Abacus market analytics helps its clients. They assist client s through the entire analytics and research value chain assisting them in find the right solution to cater to their marketing / strategy needs.

Service Lines Abacus market analytics has six business divisions which work synergistically to support the data, research and reporting requirements of its clients. The six lines of business include:

Data Survey processing programmin & g services analysis

Data mining and predictive analytics

Commenting, Marketing Research technology & report writingresearch & Charting software

services

COMPETITORS

1CROSS TAB- ONLINE MARKET RESEARCH AGENCY2DIKSHA RESEARCH, COIMBTOREONLINE MARKET RESEARCH AND PUBLIC RELATION SERVICES-

3LAMCON FINANCE & MANAGEMENT MARKET RESEARCH, FINANCIAL PLANNING AND CONSULTANCY4MARKET PULSE-

MERKET RESEARCH & ENTRY STRATEGY SERVICES-

5NIELSON INDIA A LEADING MARKET RESEARCH AGENCY6RURAL RELATIONSRURAL MARKETING SERVICES-

METHODOLOGY

1- RESEARCH METHODOLOGY:Sample design describes about target respondent to whom data have to be collected, target segments, total number of samples, duration of complete sampling process, place of data collection etc. Sample design components1. Sample unit. 2. Sample frame. 3. Time and place. 4. Type of sampling. 5. Sample size. contained following

1. Sample unit- The individuals or objects whose characteristics are to be measured are called the sample unit.

2. Sample frame- A list map or other specification of the units which constitutes the available information relating to the respondent. 3. Time and place- In data collection time and place is very important factors. Time means duration of data collection such as month, date, year etc. and place means the location from where data has been to be collected. 4. Type of sampling- There are following types of method have been used for collection of informationA) Random sampling- Random sampling means collect the information randomly from respondents. B) Cluster sampling- Cluster sampling means collection of data from a particular group of respondents. C) Area sampling- In area sampling data have been collected from respondent of a particular area. D) Replicated samplingIn replicated sampling data has been collected from sub

sample of a sample. such as if sample unit is bank then sub sample will be banks name. E) Sequential samplingIn sequential sampling data is to be collected from random population. For example in project take off I have collected the information from doctors sequentially. F) Quota sampling- In quota sampling information has been collected from selected quotas. G) Judgment sampling- In judgment sampling the units or the population are purposively selected. In judgment sampling interviewer gives his/her own opinion after observing the respondents. 5. Sample size- Sample size means number of samples which have to be collect. Such total number of interviews.

2. Data sources1. Primary data- Data directly collected from the field.

There are two way to collect the primary data from fieldA) Observation- Observation method has been used to collect the data from field. In which I have to be collect the data from field by observing the behavior and current situation of the target product, service. B) Questionnaire- Questionnaire is another method of collect the information from respondent. Direct and structured questionnaire- This research study consist the direct and structured questions to collected the information. There are three types of questions has been designed in this study to collect the information1. Open ended questions- In open ended questions respondent is free to give his/her opinion. 2. Close questions or dichotomous questionsIn close ended questions respondent have to give his/her opinion on by showing as agree

or disagree to the questions. These types of questions are very useful to save the time. 3. Multiple choice questions- In multiple choice questions respondents is offered two or more opinion to give his/her opinion.

2. Secondary data collection- Secondary data means informations which have been already collected by organization. This research study consist secondary data to collect the information from respondent. There are two ways to collect secondary dataA) Internal sources. B) External sources.

3. Interpretation of dataThe collected data was first put in a tabulated form for each question and for subsequent response. After tabulate averages and percentages has been determined which helps in interpretation of datas.

These are 4 projects which is done by me-

Seri Samp Types al le of No 1 Unit Proje ct icube Sampl e

Sample Frame

Sam ple Size

Tim Plac No of e e Intervi ews done Ma y Hyd 16 erab ad

Rando Researc 30 m h based on Sampl ing Internet Caf service provide r.

Proje ct Arc myst ery Audit .

Area

Sampl ing Based on Airtel Crc.

Researc 21 h

Ma y

Hyd 3 erab ad

Proje ct Hydcentr al

Cluste Researc 60 r h Sampl Based ing on Custom

Ma y

Hyd 21 erab ad

PROJECT PROFILE

Plan of research

1. Project briefingProject briefing means description about the project, target respondent, collection of data and project questions which we have to ask to respondent. In project briefing team leader describes about the project and they suggest that how to get target respondents. 2. Data collectionData collections means find out the target respondent according to project. There are two ways by which we were collecting the data1. Primary data collection- In primary data collection means collecting the data from field. There are following ways to collecting the primary data1. Telephone. 2. Direct approach. 2. Secondary data collection- Secondary data collection means collecting the data from existing information. There are following

ways by which secondary data1. Telephone

we

were

collecting

the

2. Existing database

3. Fixing appointmentsFixing appointments means to take a proper time from respondents when he/she feels comfortable to give his/her opinion about the project. To fix an appointment we calls our target respondents and fix an appointment with them according to their comfortable time.

4. Introduction letter or visiting letterIntroduction letter is a written proof from organization which includes interviewers name, job id no and project name for which we are collecting the data. Introduction letter is the main tool to get entry into the organization.

Projects description Hyderabad Central is a shopping mall in Hyderabad, India, located on the Punjagutta road. The mall includes Marks and Spencer, as well as a range of movies, music, books, coffee shops, a food court, supermarket and restaurants. The shopping space is spread over four levels, with PVR Cinemas located on the top (fifth) floor. The mall was launched in November 2004 when the owners, Pantaloon Retail (India) Limited, at the same time also announced plans to created 12 to 15 malls across India within two years. An investment of some 701 million rupees (approx. US$15.5 million) was made in this mall, which was the second large-scale mall in the country, the first being in Bangalore. In 2005, it was alleged that plans only showed four theatres, however after the construction of five theatres a lengthy legal battle ensued.

Hyderabad Central has the slogan "Shop, Eat and Celebrate".

1. Project Hyderabad central customer satisfaction is based on customers satisfaction level of Hyderabad central mall. First we have to take the interview of walkin-customers through questionnaire to know about their satisfaction level. And after that we have to target those respondents who are the loyal customers of the Hyderabad central mall. They have the loyalty cards. There are three types of loyalty cards1. Classic.

2. Gold. 3. Silver. We already had the database which was provided by the Hyderabad central mall and after that we have to take an appointment from these loyal customers and visit him/her at their house to take the interview. 2. Project I-cube:-In this project I have to find out the opinion of the internet caf owners. What services they are providing, or what software they are using or what is the opinion of the caf owners about piracy. 3. Airtel mystery audit:- In this project I have to find out that the Airtel customer relationship centre are providing the knowledge of 3g or not. I had gone there as a customer and told him for the 3g demonstration. And after that I have to fill the questionnaire. 4. Home shop-18:- In this project I have to find out the satisfaction level of the customers of HS-18. First we had taken an appointment from the customers and after that we had gone their house for interview.

RESEARCH ANALYSIS

Questionnaire 1. Name of the respondent? Occupation__________________________ Education___________________________ 2. Gender cod e Male Female 01

02 3. Could you tell us the department/s shopped from in your last visit? men's department Women's department Childrens department Cosmetics/fragranc es Accessories code 1 2 3 4 5

4. Could you tell us what you purchased in your last visit? cod e 1 2

Apparel/clothes Accessories

-jewellery,belts,bag,shoes,s un glasses,wachtes etc cosmetics/fragrances children-toys,stationaries etc. Accessories 5. Age of the respondent?

3 4 5

Less than 15 years 15-25 years 26-30 years 30-35 years 36-40 years 41-45 years More than 45 years

cod e 1 2 3 4 5 6 7

6a.Could you please let us know which of these stores have you visited in the last three months?

6b.which of these stores according to you is best place to buy clothes and accessories? store Stores most visite prefer d 6a red 6b 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 9 9 10 10

shoppers stop lifestyle west side Pantaloon Central levi's Nike Adidas Reebok others

6c.Can you tell us why ___________________ is the most preferred store? ___________________________________________________ ___________________________________________________

___________________________________________________ ___ 7. Now I would like you to think about the price you paid for the purchase you made as compared to what other stores charge for similar merchandise. Store coded in Q7 1 2 3 4 5

Very low priced Low priced Moderately priced High priced Very high

8a. how much you spend on apparel, accessories, cosmetics etc .in total (overall) In last three months? 8b.Out of your total expenditure on apparel, accessories, cosmetics etc. how much you spend at ____store.

expendi total ture at expenditu store___ re _ Less than 1000 1 1 Rs.1001-1500 2 2 Rs.1501-3000 3 3 Rs.3001-5000 4 4 Greater than 5000 5 5 9. Considering the store itself, in terms of its space, dcor, layout, facilities, ambience etc., how would you rate the overall quality of the _______. store coded in above question 1 2 3 4 5 6

Excellent Very good Good Fair Poor Refused

10. Based on the experience you have during your visit to the store, how would you rate the overall quality of display of merchandise at the_______. store coded in above question 1 2 3 4 5 6

Excellent Very good Good Fair Poor Refused

11. Based on your experience with them, how would you rate the overall quality of the sales personnel at the store_______? store coded in above question 1 2 3

Excellent Very good Good

Fair 4 Poor 5 Refused 6 12a. How would you rate the overall quality of the loyalty program at________? store coded in above question 1 2 3 4 5 6

Excellent Very good Good Fair Poor Refused

12b. Which among all these stores, do you think offers the best loyalty Program? co de 1 2 3 4 5 6

Globus Pantaloon Lifestyle Westside Wills Lifestyle shoppers Stop

Central Others please specify________________ ______

7 8

13. How would you rate _____on the overall quality of billing? store coded in above question 1 2 3 4 5 6

Excellent Very good Good Fair Poor Refused

14. How would you rate the overall quality of the sales, promotion and events in _______? store coded in above question 1

Excellent

Very good Good Fair Poor Refused

2 3 4 5 6

15. What is the distance of your house from___________? cod e 1 2 3 4

Less than 1 km 1-3 kms 3-5 kms more than 5 kms

16. Would you give the permission to IMRB to interact with you in future Yes No

Thank you.

ERRORS IN RESEARCH PROCESS During research process I have following errors in data collectionfound

1. Frame error- Frame error means the list of all units comprising the population from which a sample is to be drawn. In project connect I faced this problem because there is no database have about target respondents. 2. Non response error- In most of the project I have found this error because when I was approaching to respondents, most of them were not giving proper response. 3. Measurement error- Measurement error means when the respondent is not qualifying

the criteria of project. This problem occurs during most of the projects. 4. Poor questionnaire designA questionnaire is an instrument to collect the data from respondent in a survey. Some time I faced many problem due to questionnaire because most of the questionnaire were lengthy and respondent were not ready to spent much of time on it. 5. Defective population error- Defective population error means selection of inappropriate population. In other words if population is not well defined. For example wrong address of respondent. 6. Defective problem definition- Problem in which research is to be taken was not well defined. 7. Data processing error- After data have been collected I have to code the response, recording the codes given by the respondents into suitable tables. 8. Interpretation errorSome times interpretation error occurred when I code the

information given by respondent in wrong table. 9. Sampling error- The difference between the sample value and the corresponding population value is known as sampling error.

FINDINGS

Findings
After collecting the information on various project following findings can be analyzed1. Project Hyderabad central customer satisfaction is based on customers satisfaction level of Hyderabad central mall.

First we have to take the interview of walkin-customers through questionnaire to know about their satisfaction level. And after that we have to target those respondents who are the loyal customers of the Hyderabad central mall. On the basis of the information given by respondents outcome I have analyzedSerial no 1 2 3 4 5 6 Rating Hydera bad Central Excellen t Very good Good Satisfac tory Poor Refused Shoppe rs stop GVK Mall

Interpretation:- Most of the customers are satisfied from Hyderabad central service.

2. Project I-cube:-In this project I have to find out the opinion of the internet caf owners. What services they are providing, or what software they are using or what is the opinion of the caf owners about piracy. Interpretation:- From this project I know that the software using by cyber caf and what are the services they are providing and are they in the favor of piracy. 3. Airtel mystery audit:- In this project I have to find out that the Airtel customer relationship centre are providing the knowledge of 3g or not. I had gone there as a customer and told him for the 3g demonstration. And after that I have to fill the questionnaire. Interpretation:- From this project I learn that how a consumer behave. 4. Home shop-18:- In this project I have to find out the satisfaction level of the customers of HS-18. First we had taken an appointment from the customers and after that we had gone their house for interview.

Interpretation:- From this project I learn that what are the customers expectation and what are the demand of the customers.

CONCLUSIO N

Conclusion of research analysis (A) Positive aspects of research1. I have got a very good experience during this study. 2. Most of the things I learnt during research to which I was not aware previously. 3. I visited different kinds of people and companies during the study and I observed both good and bad things from them. 4. I got an opportunity to apply theoretical knowledge into practically. my

5. Practically I have realized the importance of research for companies. 6. I have realized that most of the companies are realizing the importance of feedback of their products and now they are more focusing on customers needs and values.

7. In promotional activities marketing research is having very important role to make promotional strategies. 8. Marketing research helps to companies to analyze their marketing strategies and it helps them to implement it if its needed.

(B) Negative aspects of researchA part of positive response from this study I have got some negative also, which I have putted below1. During the research I met some ridiculous and dominating personalities also. 2. Most of the people were there who were not aware with the company well. 3. In some of the projects it was very difficult to get the appointments from top level employees. 4. It was very difficult to convince some of target respondents because they were not ready to give some informations related with questionnaires.

5. They understand us a sales person. 6. Most of the security guards were not allowing us to get enter in organization. 7. Receptionists were not giving permission to meet target respondents. 8. There were some respondents who are supposing to get some benefits in monetary terms for their opinions.

LEARNINGS

Learnings 1) As marketing research a field where a person can improve his/her interpersonal skills and can analyze the mindset of customers. 2) Learn to communicate respondents to get better result. with the

3) Interaction with corporate customers which is turn gave an exposure to corporate world. 4) Learn to deal with different mind sets people. 5) Time management.

6) Learn situations.

how

to

handle

depressive

7) I got the idea that how to prepare a questionnaire for research on a product or service. 8) I learn to follow the discipline of an organization. 9) Most of important informations I got during the research period to which I was not aware previously.

ACHIEVMENT S

LIMITATION

Limitations This study is having following limitations which I had to care during the research1) It was necessary to know the concept of project well before go to the field for data collection. 2) Collection of data only from target segments. 3) Interviewer could not force to respondent for give his/her opinion on projects during survey.

4) In some projects it was important to take prior appointment of top level management. 5) I had to represent himself with politeness as a sincere employee of IMRB international. 6) During interview I had to ask questions clearly so the respondents can understand questions easily. 7) In project informations given by me is based on my level of knowledge and understanding. 8) It might be some of important informations I have been missing about marketing research.

BIBILIOGRAPH Y
Bibliography

I have used following resources to prepare this study report to make it more accurate and confidential-

Serial no 1.

Source of Name informati on website www.imrbint.co m www.indiasearc h.com

Writers name

2.

Books

Marketing research Principles of Marketing

C.C.Berr y Philip Kotler