Marketing Research

BAY MADISON INC.

CASE ANALYSIS
GROUP 2
MEMBERS –
DARSHAN SAJEEV - 17009
NIVESH KUMAR RAI – 17024
RAGHAVENDRA M P - 17028
RAVIRAJ P – 17030
SUMANTH J KAMATH - 17039
 CASE STUDY FACTS
 BAY MADISON, a large advertising firm, wanted to do a research on rill,
a product of Ellis company

 Rill was first used as a cleansing agent for removing dirt and stains

 Initially, it had good sales but it had decreased in the last five years

 It wanted to do a research on the product’s extra features to help in

adding more value
From the proposal, company wanted to know

1. How many people will buy it if it is a cleanser or a detergent or a dual

purpose product

2. What actually made people to buy it

3. What people think of Rill

4. Do people want a one use or a multi purpose product

Submission of National Research Associates
 It is one of the leading marketing research firms in USA
 It has conducted over 400 separate research projects

 The company had the objectives like :

1. Suitability to promote it as a multi purpose product
2. With which feature it needs to be marketed
3. What will be the promotional activities required
4. Should a new product be launched ?
5. Its distribution, pricing, packaging strategies
6. To consider consumer habits, opinions, attitude and knowledge
 Methodology used :
1. Market Survey
2. Intensive Interview survey
3. Laboratory test

 Sample used –
2,275 housewives

 Field staff –
455 interviewers for market survey

 Time and cost estimate-

12 weeks and $ 52,000
 Progressive Research Group

Nature of Problem
1.Is the product right?
2.What are physical characteristics of the
product?
3.What about psychological connotations?
4.What about the packaging?
Group has also proposed a consumer study covering
the major areas of behaviour and attitude including-
1. Brand personality and image for each of cleansers.
2. Brandpersonality and image for each of several
laundry addictive products.
3. Habit pattern on home cleaning.
4. Habit pattern on laundry addictives
 Scope of the study
 Group is looking for doing national study which will display different habits and
attitudes regarding the cleansers.
 750 interviews in this section of consumer study.

Sample

 Type of sample – Homemaker population in terms of region, socioeconomic,

group and urban or rural.

 Sample design – Probability sample.

 Size of sample – 750 housewives.

 Fieldwork – 723 workers were allotted to do the
survey.

 Supervision-Every interviewer works under 20

salaried regional supervisors across the country.
 QUALIFICATIONS OF THE INTERVIEWERS –
1. THE INTERVIEWERS WOULD BE WOMEN, HAVING ATLEAST 4 YEARS OF
EXPERIENCE
2. THEY SHOULD HAVE THE FOLLOWING CHARACTERISTICS :
A. EXTROVERTED
B. ABOVE AVERAGE INTELLIGENCE
C. BELONGING TO GROUP BETWEEN UPPER MIDDLE AND LOWER MIDDLE
SOCIOECONOMIC GROUP
D. COMPLETED THEIR HIGH SCHOOL EDUCATION

 QUESTIONNAIRE –
1. FOCUS ON MORE GENERAL AND OPEN MINDED QUESTIONS
2. EVEN WOMEN WOULD BE ABLE TO ANSWER THEM COMFORTABLY
 Field Testing –
1. It would be done to ensure all questions are answered
2. target group – 100 homemakers specially in the Chicago
Metropolitan.

 Description of the firm –

1. It started its operations in 1948
2. Has the most advanced technology and equipment

 Time and cost –

12 weeks at a cost of $ 23,900
Conclusion
 According to our analysis, even the proposal based on consumer panel seems to
be least expensive, Robert’s lack of experience and mismatch between his
objectives and that of a research firm does not guarantee optimum results.
 National Research Association seem to meet the objective of the marketing study
in a much better way by using various methods that adds to the overall cost of
conducting the research. In case of Progressive Research Group, at low cost there
are doing the objectives of the marketing research. Also it has less chances of
error with better reliability. The interviewers are experienced enough to do the
marketing research more accurately than the other proposal. Hence of the
proposal of Progressive Research can be recommended.