study on auto mobile industry

A STUDY ON
“EVALUATION OF SALES SATISFACTION INDEX”
(AUTOMOBILE INDUSTRY)
NIELSEN
HYDERABAD

SUBMITTED BY
OBBILLISETTY NIKESH
12010221055
UNDER THE GUIDANCE OF PROF ARUNABHAS BOSE
IN PARTIAL FULFILLMENT OF THE COURSE! INDUSTRY
INTERNSHIP PROGRAMME!IIP
IN SEMESTER II OF THE MASTER OF BUSINESS
ADMINISTRATION (2012!1")
BANGALORE
l

DECLARATION
I, O.NIKESH hereby declare that the internship report prepared nder the
!idance o" #RO$. AR%NA&HAS &OSE sb'itted in partial "l"il'ent o" the
re(ire'ent o" de!ree o" 'ana!e'ent )*+,-..
The report or any part o" it has not been pre/iosly sb'itted "or any de!ree
in this institte or any0here else.
Signature of the Student :
Name of the Student (in Capital Letters) : OBBILLISETTY NIKES
!egistration No : 12010221055

2


MASTER OF BUSINESS ADMINISTRATION
CERTIFICATE
This is to "ertif# that M#OBBILLISETTY NIKESH !egn$ No$ 12010221055 has
"ompleted the report titled %EVALUATION OF SALES SATISFACTION
INDEX”(AUTOMOBILE INDUSTRY)&nder m# guidan"e for the partial fulfilment of the
Course: Industr# Internship 'rogramme (II') in Semester II of the (aster of Business
)dministration$
S$%&'()#* +, F'-).(/ G)$0*1
N'2* +, (3* F'-).(/ G)$0*1
ACKNO1LED2E3ENT
3

It is my duty to record my sincere thanks and token of gratitude to my
respected and honourable PROF. ARUNABA! BO!" for his #aluable
guidance$ interest and constant encouragement for the fulfilment of this
pro%ect.
I also thank &r. 'iran Ale(ander )!r. "(ecuti#e at *he Nielsen +ompany$
yderabad, for pro#iding me guidance in understanding the operations of
research field.
I -ould also like to thank my classmates and colleagues for their #aluable
suggestions$ timely ad#ice and co. operation -hich enabled me to complete
this pro%ect successfully.
E4EC%TI5E S%33AR6
&arket research is a cost.effecti#e -ay of finding out -hat people think$ -ant$ need
or do. *his is generally follo-ed by the company to fill the gap so that they can
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pro#ide delighted ser#ice to the customers and hence can impro#e the bottom line.
Nielsen is one such company -hich conducts research for almost all the sectors of
industry in India. It is one of the leading companies -hich belie#e in pro#iding
satisfied results to its customers.
ence this pro%ect mainly includes understanding the #arious methods and
processes of ac/uisition of primary data by a research firm for its further research
processes$ its benefits and limitations in the field of research. *he main ob%ect of the
pro%ect -as to learn about the process that occurs in primary data collection process.
*he most important step in research is to get the data from #arious sources for
#arious pro%ects. *he %ob I ha#e been assigned is to meet the respondents -ho
belong to the o-ner of ne- cars . And the other -ork is to call the customers by
taking appointment and to meet them in personal and to take a feedback of their
used cars that -hich they are using from past one year or si( months -hether they
ha#e being faced any problems during the time of ser#ice. 0uring this study I also
learnt about the different dimensions of an organi1ation and its functions.
*. INTROD%CTION
3ar7et Research
5

&arketing Research is 2the function that links the consumer$ customer$ and public
to the marketer through information 3 information used to identify and define
marketing opportunities and problems4 generate$ refine$ and e#aluate marketing
actions4 monitor marketing performance4 and impro#e understanding of marketing
as a process. &arketing research specifies the information re/uired to address these
issues$ designs the method for collecting information$ manages and implements the
data collection process$ analy1es the results$ and communicates the findings and
their implications.2

&arketing research is the systematic gathering$ recording$ and
analysis of data about issues relating to marketing products and ser#ices. *he goal
of marketing research is to identify and assess ho- changing elements of
the marketing mi( impacts customer beha#iour. *he term is commonly
interchanged -ith 'ar7etin! research4 ho-e#er$ e(pert practitioners may -ish to
dra- a distinction$ in that market research is concerned specifically -ith markets$
-hile marketing research is concerned specifically about marketing processes.
&arketing research is often partitioned into t-o sets of categorical pairs$ either by
target market5
• Cons'er marketing research$ and
• &siness8to8bsiness )B6B, marketing research
Or$ alternati#ely$ by methodological approach5
• 9alitati/e marketing research$ and
• 9antitati/e marketing research
+onsumer marketing research is a form of applied sociology that concentrates on
understanding the preferences$ attitudes$ and beha#iours of consumers in a market.
based economy$ and it aims to understand the effects and comparati#e success of
marketing +ampaigns. *he field of consumer marketing research as a statistical
science -as pioneered by Arthur Nielsen -ith the founding of the
A+Nielsen +ompany in 7869.
$i!re *., The Role o" 3ar7etin! Research
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*., Indstry O/er/ie0: 2lobal and Indian Scenario
3ar7et Research Indstry O/er/ie0
*he global market research industry -as appro(imately :76BN dollars in 6;;<. In
6;;<$ the industry is composed of appro(imately <=$;;; market research %obs -ith
nearly 9=$;;; in the United !tates. It is -orthy to note$ ho-e#er$ more than 66;$;;;
marketing.related %obs in the U.!. use data and information generated by the
industry..of -hich nearly 8;> are analysts. istorically$ the market research
industry has gro-n at appro(imately =.7> per year. *he industry is composed of
t-o large segments including syndicated research and custom research.
i. Syndicated Research
!yndicated research includes reports that are -ritten once$ typically by a marketing
research analyst$ and sold multiple times. "(amples include reports on the
Information *echnology industry -ritten by the ?artner ?roup as -ell as reports
re#ealing customer satisfaction le#els by @.0. Po-er. !yndicated research also
includes data that is collected and sold multiple times. +ommon e(amples include
supermarket scanner data sold by A.+. Nielsen and Information Resources$
prescription data sold by I&!$ radio listening data sold by Arbitron and tele#ision
#ie-ership data sold by Nielsen &edia. Fre/uently$ this class of research is called
2secondary2 as it is not commissioned by any single client. &easured in dollars$
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SYSTEMATlC
AND OBJECTlVE
DATA
COLLECTlON.
lNFERENCE ON
AND
lNTERPRETATlON
OF THE DATA.
RECOMMENDATl
ON OR OPTlON
OF THE COURSES
OF ACTlON.
WHAT CAN WE
FlND OUT?
WHAT DOES lT
MEAN?
WHAT SHOULD
WE DO?

syndicated research represents appro(imately one.third of the global market
research industry.
ii. Csto' Research
*he balance of the global market research industry$ :ABN$ is classified as custom
market research. +ustom research is designed and e(ecuted to meet a specific
clientBs ob%ecti#e and is often called 2primary2 research. Because the research is
paid for by the client$ the results are proprietary and not resold. +ustom research is
itself composed of t-o segments$ /ualitati#e and /uantitati#e research.
3ar7et Research Indstry Trends
In recent years$ the market research industry has been transformed by consolidation
and the emergence of online research. Both of these trends ha#e been essential in
sustaining the profitability of the industry and companies that use it.
Online research has surged due to its lo-er cost$ Federal 20o.Not.+all2 legislation
)-hich interesting does not impact the industryBs ability to call consumers, and
consumer transitions a-ay from telephones to cell phones.
Importantly$ online research is also accelerating the speed at -ith researchers and
marketers can make decisions. o-e#er$ the speed is making it hard for e#eryone$
including market research professionals$ to keep up.
*hus$ marketing research may also be described as the systematic and ob%ecti#e
identification$ collection$ analysis$ and dissemination of information for the purpose
of assisting management in decision making related to the identification and
solution of problems and opportunities in marketing.
&arket research is effecti#e because by talking to or measuring a relati#ely small
number of people you can find out about a much larger group. o-e#er$ it only
-orks if the people are representati#e of the total group of interest$ if the right
/uestions are asked$ and if the ans-ers are interpreted correctly. For this reason$
research needs to be conducted by skilled and e(perienced practitioners -ho can
design$ conduct and deli#er information and insight to their customers.
Based on market research data$ businesses can de#elop a 2tar!et adience.2 A
target audience is a specific group of customers that has a distinct need or desire for
a product or ser#ice. &arket research is used to determine ho- often the target
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audience -ill buy a particular item$ ho- much they are -illing to pay for it$ and
their o#erall satisfaction -ith it. By analy1ing market research
information$ 'an"actrers and ser#ice pro#iders learn -here to focus their
resources most effecti#ely.
&arket research also helps companies de#elop information regarding ne- products
or product lines and learn ho- -ell ne- items -ill be recei#ed. It can also help
businesses learn ho- the public responds to a comparable product already on the
market. In this -ay$ business can stay in the loop$ keeping in touch -ith the -ants
and needs of potential consumers. *hey can halt production of a product that the
public sho-s little or no interest in$ or change it$ impro#e it$ or lo-er the price as
necessary based on market research information.
Crrent Trends in 3ar7et Research Indstry
"mergence of ne- age sectors like *elecom$ &edia )0igital, C Insurance are
helping the &arket Research Industry to climb to ne- heights -ith #aried analysis
of +onsumer Insights. 0espite slo-do-n in the past coupled -ith talent crunch and
dog pricing by agencies$ the roughly 8;; crores &R Industry )"(cludes 'PO, is
-ell poised to take a big leap. *he O#erall &arket gets di#ided into full ser#ices
&R agencies and the 'PO !er#ices clocking around 7A> of +A?R)!ource5
Industry "stimation,. 0uring the last couple of years there has been a consolidation
bet-een &R agencies in their scale of operations and data management practices.
No -onder despite all these$ India still becomes the popular destination for the
&N+ based research agencies since there is untapped potential of ne- sets of
consumers -ith an opportunity to ser#e huge population. &R *eam )Part of
Ad#ertising Agency during D;Es, mo#es from the boardrooms of +onsumer 0urable
or F&+? companies into the boardrooms of e#ery sector of the economy.
Challen!es ; Opportnities in 3ar7et Research Indstry
&arket Research is changing and that too from its early days of data collection )Pen
n Paper &ethod, to technically pro-ess de#ices like P0AEs$ mobile phones C in.
built cameraEs -hich can record e(act state of the matter of e#ery inter#ie-. At the
same time$ &R has become more of a commodity rather than deli#ering differential
#alue to the end consumer. !till &R is being performed in mega cities and to-ns
9

rather than pushing it to the rural economy -hich undoubtedly is the ne(t biggest
gro-th opportunity in our country for all the productsFser#ices. &R industry is also
facing a crunch in ha#ing the right kind of people skilled -ith a good training
background to understand the nitty gritty of the clients brief. &oreo#er$ todayEs
most of the research -ork is being co#ered -ith a regular monitoring %ob like
tracking$ audience measurement$ syndicated studies etc rather than -ith a specific
problem. Another eaten a-ay factor could be the nature of the industry -hich is
fragmented and largely being dri#en by price factor -orrying clients ranging from
productEs to ser#ice industry. As a result$ absence of talents due to lo- price factor
has resulted in &R firms ha#ing a pro%ect to pro%ect assignment system -here in
they do the piecemeal %ob i.e. data collection and not the analysis -hich is done at
the client side.
Also adding the factors like communisation of the information and the proliferation
of smaller firms ha#e led the industry not being able to get out of the talent.price
circle. *o get rid of this problem many &R Firms like *N!$ !yno#ate or Nielsen is
planning to arrange their o-n sets of training to fresh graduates for the industry.
Nielsen has opened up its training centre near &umbai -ith t-o years curriculum in
the field of &arket Research$ similarly *N! is hiring from #arious backgrounds to
notch up its mid.le#el research function. Another important factor could dri#e the
market in future . data mining or statistical tools -hich could help the customers to
understand the intricacies of the problem in a more simple term rather statistically
define it.
Traditional 5S Ne0 Ones
"#ery marketer possibly can count numerous number of ad#ertising agencies but
unfortunately this is not true for &R industry$ as the industry is #ery fragmented in
nature -ith many small firms on the spectrum and a fe- firms dominating the
scene. !adly$ there is no studies a#ailable %udging the ranks of the &R firms and left
-ith more of a guest mate than on scientific calculations. *he leading domestic
firms are I&RB International$ *N! India$ Nielsen C &il-ard Bro-n etc. As per the
Industry appro(imations$ I&RB continues to be the market leader follo-ed by
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Nielsen$ *N! India C Others. *hough there is a !ociety created by the market
research professional$ &R!I )&arket Research !ociety of India, -hich has tried
their best to get an agglomerati#e #ie- on market research but has achie#ed modest
success. &ean-hile$ in the last couple of years the Industry has also seen the
emergence of ne- sets of players namely Analytics$ 0ata &ining or Garehousing
firms like Absolute data !ystems$ Annik !ystems$ and 0ata motion. &any of these
firms earlier -ere 'no-ledge Process Organisations )'POEs, -ho ser#ed foreign
clients and no- turning up to cater the local demand. *here is another set of genre
-hich has emerged during the past fe- years like P 0ecision Analytics Firm or
IB& Business 0ecision +entre or &c'insey !trategic Research 0i#ision pro#iding
their research based ser#ices to their parent companies adding #alues to their
strategic teams. In fact -hat has been obser#ed also in the past that many I* giants
like Oracle$ &icrosoft has started e(panding their o-n research resources -ithin
their marketing team for pro#iding critical inputs on consumer beha#iour to their
strategic group. It is also obser#ed that the consulting firms like P-+ or "rnst C
Houng or 'P&? has started ad#ising their clients in gi#ing them the end to end
solution from sharing the market insights to conceptuali1ation of ideaEs to product
designing and in turns creating lot of problems for the full ser#ice market research
agencies to hold their clients.
Strate!ic I'portance o" 3ar7et Research:
In the "arly years of D;Es$ &R -as a part of the Ad#ertising )to gauge the
ad#ertising campaigns or launch,. In the A;Es full.fledged agency had come into the
landscape of research -hich contributed to efficient marketing management. Using
different research techni/ues -ith the a#ailability of #aried statistical tools helped
the marketing personal to measure the !ocio "conomic !trata or "thnographic
research. Iater on$ its scope got en#isaged into #arious other issues like mapping
the need of consumer demand$ ne- product de#elopment or the ne- usageEs of the
e(isting products$ transform the industry from measuring ethnography to
beha#ioural patterns. After the liberali1ation process in the early 8;Es market
research became e#en more critical -here marketers can e#aluate their marketing
strategy based on the feedback from #arious segments of the market. *hus &R
became one of the ma%or component in the decision making process. But still there
are lots of industries in India -here marketing managers are relying on their team
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assessments rather on the scientific calculation of the market forces. *oday$ after
the introduction of Internet )!ocial media, the entire landscape of the research has
got changed -ith more and more real time data of the consumers getting tracked
and thus further increasing the #alue of the research -ork in the minds of the
efficient and producti#e marketing managers.
E'er!in! 3ar7et Research Applications:
It is a fact that research is the only method to disco#er the latent need and demand
of the consumers$ suggesting -ay and means to marketers to ser#e the potential and
targeted consumers in the most profitable and economical -ay. Research includes
ser#ice marketing$ ser#ices /uality$ +R&$ relationship marketing or database
marketing applications. Applications of market research -ill help the ser#ice firms
ac/uire more information on the ne- and unmet demands of the consumers$
percei#ed ser#ice /uality$ closing the gaps in the ser#ices deli#ery and thus
impro#ing the /uality of the ser#ices. *he ne- age has immense potential to get real
time information about consumers and to ser#ice them accordingly. For e(ample$
Gal.&art India is getting the information on e#ery consumer entering their retail
shops or Pantaloons gets more critical sets of information about the buying
beha#iour of their consumers in their stores through obser#ation -ith the help of
#ideos or high end -eb cameras. &any automobiles companies are using social
media channels to analyse the beha#iour of their potential customers.
Career in 3ar7et Research:
"#en though the industry is small in sales turno#er and fragmented in nature$ still
there are options for one to gro- and make a career in the field of market research.
0onEt forget this is also a part of the ser#ice industry -hich is contributing almost
<;> of our nationEs economy. *here are interesting %obs a#ailable for people -ith a
background in !tatistics$ Psychology$ and &anagement in the field of &R. "#en
graduates -ho ha#e a flair for doing field -ork can find a suitable opening in the
field of &R. !ome of the positions -hich are a#ailable in a full ser#ice market
research firms are like Research "(ecuti#es$ !tatistical Analyst$ Field !uper#isors$
field staff etc. +ontrary to sales oriented people belief that this -ould not be their
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cup of tea$ lots of &R firms are no- clinching people from the !ales and &arketing
e(perience to get more clients in their kitty especially in the mid and senior le#el
function. It is also possible for the /ualified people to start their o-n #enture as a
market research agency.
9antitati/e Research
Juantitati#e research is numerically oriented$ re/uires significant attention to the
measurement of market phenomena and often in#ol#es statistical analysis. For
e(ample$ a bank might ask its customers to rate its o#erall ser#ice as e(cellent$
good$ poor or #ery poor. *his -ill pro#ide /uantitati#e information that can be
analy1ed statistically. *he main rule -ith /uantitati#e research is that e#ery
respondent is asked the same series of /uesti;ons.
*he approach is #ery structured and normally in#ol#es large numbers of
inter#ie-sF/uestionnaires. Perhaps the most common /uantitati#e techni/ue is the
Kmarket research sur#eyE. *hese are basically pro%ects that in#ol#e the collection of
data from multiple cases L such as consumers or a set of products. Juantitati#e
sur#eys can be conducted by using post )self.completion,$ face.to.face )in.street or
in.home,$ telephone$ email or -eb techni/ues. *he /uestionnaire is one of the more
common tools for collecting data from a sur#ey$ but it is only one of a -ide ranging
set of data collection aids.*he #arious types of /uantitati#e market research
methodologies are summari1ed belo-5
• $ace8to8$ace Inter/ie0in!: either in the street or$ for more comple( pro%ects$ in
peopleBs homes.
• Telephone Inter/ie0in!: a /uick and cost effecti#e -ay of achie#ing data.
• #ostal and Sel"8Co'pletion 3ar7et Research: cheap but takes a relati#ely long
time to collect data.
• O'nibs 3ar7et Research Sr/eys: useful -hen only a fe- /uestions need to be
asked. Juestions are attached to other larger sur#eys. 0ata is obtained at a lo- cost.
• Online<Internet Research: panels of respondents )or sample, can be purchased
and in#ited to take part in online sur#eys. Panel respondents are already signed up
to take part in sur#eys. A cost effecti#e and /uick -ay of obtaining data.
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9alitati/e Research
Jualitati#e research pro#ides an understanding of ho- or -hy things are as they
are. For e(ample$ a &arket Researcher may stop a consumer -ho has purchased a
particular type of bread and ask him or her -hy that type of bread -as chosen.
Unlike /uantitati#e research there are no fi(ed set of /uestions but$ instead$ a topic
guide )or discussion guide, is used to e(plore #arious issues in.depth. *he
discussion bet-een the inter#ie-er )or moderator, and the respondent is largely
determined by the respondentsB o-n thoughts and feelings. As -ith /uantitati#e
techni/ues$ there are also #arious types of /ualitati#e methodologies. Research of
this sort is mostly done face.to.face. One of the best.kno-n techni/ues is market
research group discussions )or focus groups,. *hese are usually made up of < to A
targeted respondents$ a research moderator -hose role is to ask the re/uired
/uestions$ dra- out ans-ers$ and encourage discussion$ and an obser#ation area
usually behind one -ay mirrors$ and #ideo andFor audio taping facilities. In
addition$ /ualitati#e research can also be conducted on a Kone on oneE basis i.e. an
in.depth inter#ie- -ith a trained e(ecuti#e inter#ie-er and one respondent$ a paired
depth )t-o respondents,$ a triad )three respondents, and a mini group discussion )M.
= respondents,.
*he #arious types of /ualitati#e market research methodologies are summari1ed
belo-.
• 3ar7et Research Depth Inter/ie0s: A single respondent is inter#ie-ed based on
#arious themes and topics )can be conducted either face to face or #ia the phone,.s
• 3ar7et Research #aired Depths: *he same as a depth inter#ie- but there are t-o
respondents. Particularly useful -hen ideas need to be Bbounced offB one another.
• Triads: +onducted -ith three respondents.
• 3ar7et Research 3ini82rops: +ontains M.= respondents.
• $ocs 2rops or 2rop Discssions: Normally contain A respondents. Gith
groups you benefit from the interaction bet-een the different personalities.
• 3ar7et Research Obser/ation: Obser#ing a respondent in their BnaturalB
en#ironment.
• 1or7shops: *o elicit ne- ideas and to e#aluate ideas.
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&arket research is gathered using a systematic approach. An e(ample of one
follo-s5
7. 0efine the problem. Ne#er conduct research for things that you -ould BlikeB to
kno-. &ake sure that you really BneedB to kno- something. *he problem then
becomes the focus of the research. For e(ample$ -hy are sales falling in Ne-
NealandO
6. o- -ill you collect the data that you -ill analy1e to sol#e your problemO 0o
-e conduct a telephone sur#ey$ or do -e arrange a focus groupO
9. !elect a sampling method. 0o -e us a random sample$ stratified sample$ or
cluster sampleO
M. o- -ill -e analy1e any data collectedO Ghat soft-are -ill -e useO Ghat
degree of accuracy is re/uiredO
=. 0ecide upon a budget and a timeframe.
<. ?o back and speak to the managers or clients re/uesting the research. &ake sure
that you agree on the problemP If you gain appro#al$ then mo#e on to step se#en.
D. ?o ahead and collect the data.
A. +onduct the analysis of the data.
8. +heck for errors. It is not uncommon to find errors in sampling$ data collection
method$ or analytic mistakes.
7;. Grite your final report. *his -ill contain charts$ tables$ and diagrams that -ill
communicate the results of the research$ and hopefully lead to a solution to your
problem. Gatch out for errors in interpretation.
1hat is Indian 3ar7et Research=
India &arket Research pro#ides an idea of the business and the consumer market
pattern. *hey pa#e the -ay to economic and business de#elopment and help to
generate profit for the country. An e(tensi#e &arket Research in India takes care of
all the /ueries of the marketers . gi#ing them the re/uired information for a smooth
marketing %ourney. &arket research in#ol#es gi#ing insight to all the categories of
marketing . #aluation$ distribution$ promotion of product and ser#ices. For
betterment and impro#ement$ market research is absolutely essential.
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*here are loads of &arket Research agencies and consulting firms that gi#es
e(cellent report$ pro#ides a helping hand to the Indian and international companies.
Out of the lot$ I&RB International is the ground breaker in Indian &arket Research.
Others follo-ing the lead are5
• 0elphi Research ser#ices
• OR?.&AR?
• &RU+
• NFO
• Nielson India
*he market research agencies pan India4 co#er all the main areas of marketing .
spanning B6B and industrial research$ social research$ media research$ brand
research$ corporate and employee research$ channel and retail research$ product and
packaging research$ pricing research and business.speciali1ed consumer research.
• I3R&: "stablished in 78D7$ I&RB International is a pioneer in market research.
A member of the 'antar ?roup$ GPPBs information$ insight and consulting di#ision.
I&RBBs footprint e(tends across 6< offices in 76 countries L Algeria$ Amsterdam$
Bangladesh$ "gypt$ India$ @apan$ &alaysia$ !audi Arabia$ !ri Ianka$ !outh 'orea$
UA" L 0ubai and United 'ingdom. Gith o#er 76;; full time staff$ I&RB pro#ides
high /uality conceptuali1ation$ strategic thinking$ e(ecution and interpretation
skills. I&RB International is the only research company in India that offers such a
-ide range of research based ser#ices to its clients. I&RB InternationalBs
speciali1ed areas includes consumer market research both /uantitati#e and
/ualitati#e$ industrial market research$ business to business market research$ social
and rural market research$ media research$ retail research$ and consumer panels.
• Delphi Research ser/ices: 0elphi is a >specialist> market research and
strategic consulting firm. 0elphi -as set up in 7887 by a small team of research
practitioners. 0elphi came into e(istence primarily to cater to the needs of Indian
and international companies and multi.lateral agencies seeking high /uality and
actionable research in the areas of business.to.business Findustrial research and
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social research. !ince 788M$ 0elphi added one additional line of business .
speciali1ed consumer research e(clusi#ely for the ser#ice sector. 0elphiBs aim from
0ay One has been to stay lean and "ocsed. O#er the years$ 0elphi has made steady
and solid progress -ith a gro-ing base of reno-ned customers comprising leading
Indian and international companies and multi.lateral organi1ations. 0elphiBs
e(pertise is sought by companies in India$ the Asian region$ the &iddle "ast and the
U!A.
• 3R%C: *he &edia Research Users +ouncil is a registered not.for.profit body of
members dra-n from ma%or Ad#ertisers$ Ad#ertising Agencies$ Publishers$ and
BroadcastersFOther &edia. It -as incorporated as a legal entity in 788M. It has 7D;
members representing four ma%or constituents of the marketing and ad#ertising
industry #i1. II$ PC?$ Io-e4 etc includes a broad spectrum of top multi.national
as -ell as Indian.o-ned companies. *his membership represents a significant
portion of the market of the users of media research in the country.
*he &RU+ -as formed -ith the sole purpose of organi1ing accurate$ timely$
efficient and economical media research in the country$ across all forms of media.
As the name says$ the &RU+ is a user body. It e(ists solely to ser#e the interests of
it members$ as far as media research is concerned.
• TNS N$O: *aylor Nelson !ofres plc pro#ides market information primarily in
the United 'ingdom. It offers custom research and analysis4 political and social
polling4 and consumer panel$ media intelligence and Internet$ and *Q and radio
audience measurement ser#ices. *he company pro#ides #arious ser#ices in the areas
of ne- product de#elopment$ including idea screening$ concept testing$ product
optimi1ation$ and sales forecasting4 and brand and ad#ertising research$ including
communication pretesting$ ad#ertising tracking$ brand tracking$ and brand e/uity
measurement. In addition$ it offers ser#ices in the areas of positioning and
segmentation research$ including market structure$ needs segmentation$ brand
positioning$ and brand portfolio analysis4 and stakeholder management$ such as
customer satisfactionFretention$ internal ser#ice /uality$ employee commitment$ and
corporate reputation. *aylor Nelson ser#es #arious sectors$ including automoti#e$
financial ser#ices$ health care$ packaged goods$ polling and social$ consumer
panels$ media intelligence$ and tele#ision audience measurement. *he company
l7

primarily operates in "urope$ Americas$ Asia Pacific$ and the &iddle "ast. *aylor
Nelson -as founded in 78<= and is head/uartered in Iondon$ the United 'ingdom.
*he other popular market research firms in India are +ross *ab$ 0iksha Research$
International$ Iamcon Finance C &anagement$ &arket Pulse$ Protech India$ Rural
Relations$ Rushabh 0irect &arketing$ !ampling Research and !amsika &arketing
+onsultants etc.
#orter?s $i/e $orces 3odel
PorterEs fi#e forces is a frame-ork for industry analysis and business strategy
de#elopment formed by &ichael ". Porter of ar#ard Business !chool in 78D8. It
dra-s upon Industrial Organi1ation )IO, economics to deri#e fi#e forces that
determine the competiti#e intensity and therefore attracti#eness of a market.
Attracti#eness in this conte(t refers to the o#erall industry profitability. An
2unattracti#e2 industry is one in -hich the combination of these fi#e forces acts to
dri#e do-n o#erall profitability. A #ery unattracti#e industry -ould be one
approaching 2pure competition2$ in -hich a#ailable profits for all firms are dri#en
do-n to 1ero.
l8
RlVALRY
AMONG
EXlSTlNG
COMPETE
N-CE
BARGANlNG
POWER OF
BUYER
THREAT OF NEW
ENTRANTS
BARGANlNG
POWER OF
SUPPLlER

$i!re *.* #orter?s $i/e $orces 3odel
Threat o" Ne0 Entrants 8 *he easier it is for ne- companies to enter the
industry$ the more cutthroat competition there -ill be. In the research industry the
ne- entrant can easily enter hassle free as there is no entry barrier and the ne-
entrants donEt re/uire any specific infrastructure or manufacturing unit for that.
Factors that can limit the threat of ne- entrants are5
• "(isting loyalty to ma%or brands like I&RB.
• Incenti#es for using a particular buyer )such as fre/uent shopper programs,
• igh fi(ed costs
• !carcity of resources
• igh costs of s-itching companies
• ?o#ernment restrictions or legislation
#o0er o" sppliers @
*his is ho- much pressure suppliers can place on a business. *he suppliers -ould
be the end users$ corporate sectors$ institutions$ hospitals and hotels etc. ere are a
fe- reasons that suppliers might ha#e po-er5
• *here are #ery fe- suppliers of a particular product
• *here are no substitutes
l9
THREAT OF SUBSTlTUTE
PRODUCT OR SERVlCES

• !-itching to another )competiti#e, product is #ery costly
• *he product is e(tremely important to buyers . canBt do -ithout it
• *he supplying industry has a higher profitability than the buying industry.
#o0er o" &yers @
• *his is ho- much pressure customers can place on a business. *he ma%or
suppliers like UI$PC?$ and *ata etc rules the market. ere are a fe-
reasons that customers might ha#e po-er
• !mall number of buyers
• Purchases large #olumes
• !-itching to another company is simple
• *he product is not e(tremely important to buyers4 they can do -ithout the
product for a period of time
• +ustomers are price sensiti#e
A/ailability o" Sbstittes @
Ghat is the likelihood that someone -ill s-itch to a competiti#e product or ser#iceO
If the cost of s-itching is lo-$ then this poses a serious threat because of the
companies like I&RB$ 0elphi research ser#ices and *N! etc. ere are a fe- factors
that can affect the threat of substitutes5
• *he main issue is the similarity of !ubstitutes.
• If the substitutes are similar$ it can be #ie-ed in the same light as a ne- entrant.
20

Co'petiti/e Ri/alry @
*his describes the intensity of competition bet-een e(isting firms in an industry.
*here is a lot of competition bet-een the market research companies like I&RB$
0elphi research ser#ices and *N! etc. A highly competiti#e market might result
from5
• &any players of about the same si1e4 there is no dominant firm.
• Iittle differentiation bet-een competitorEs products and ser#ices.
• A mature industry -ith #ery little gro-th4 companies can only gro- by stealing
customers a-ay from competitors.
$ocs o" the Indian 3ar7et Research A!encies
• %nderstandin! cons'ers . *he trends of the customers are tracked by the market
research agencies. *heir needs$ perceptions$ pro%ected demands are all studied and
marketing strategies are formed accordingly.
• In/esti!atin! the 'ar7et . *his method helps in mapping the market conditions
and demands are estimated.
• ConceptaliAin! the prodct de/elop'ent . Positioning strategies$ product and
ser#ice strategies are formed accordingly after taking into consideration the
marketing research results.
India 'ar7et research reports !i/e an insi!ht o" the actal stats o" the
econo'y as 0ell as the proBected !ro0th "i!res "or the econo'y.
• ?ross 0omestic Product slipped from an a#erage of o#er 8> in the pre#ious three
fiscal years to <.D> during 6;;A.;8
• Gholesale price inde( )GPI, rose to around 79> in August 6;;A and had faced an
e/ually sharp fall to 1ero percent in &arch 6;;8
• Pro%ections state that the real ?0P -ill gro- by <> in 6;;8.7;
• For the year 6;;8.7;$ the forecast for agriculture sector has been re#ised
do-n-ards from 6.=> to )., 7.M>
2l

• For industrial sector$ the forecasts ha#e been re#ised up-ards from M.A> to <.9>
• *he profit gro-th of corporate sector in 6;;8.7; is re#ised up-ards to 7;.;> from
D.=>
• 0omestic sa#ings to ?0P is slated to be 99.<> in 6;;8.7;$ this is a re#ised figure
do-n-ards from 9=.;>
• GPI inflation -ould be appro( =.=> -hich is re#ised up-ards from =.9>
*he India market research statistics lessens the risk of market in#estment. *he
analysis of the market is important to undertake any marketing procedures. ?o
ahead to take the benefits of the India &arket Research.

Indstry 2ro0th
$i! *.- 2ro0th o" the 3ar7et Research Indstry
Crrent Scenario
As AsiaEs third.largest economy and -ith consistent annual gro-th of around 8.
7;> e(pected for the near future$ India is undeniably an emerging force on the
-orld business stage .As both local and international companies look to reap the
22

re-ards of this burgeoning market$ e""ecti/e research -ill become an e#er.more
crucial tool for organi1ations looking to e(pand in India.
Ge look into more detail at the challenges of conducting market research in India$
as -ell as the operational and technological de#elopments that can be e(pected in
the industry in the years to come5 Gith all the mo#ement and action$ Indian
research has -ell and truly arri#ed on the global scene. *he potential is tremendous
and there is a ma%or gro-th and standardi1ation -a#e. India no- figures more and
more in the global research radar. Gell$ one billion makes a difference$ doesnEt itP
*here is a gro-ing client.side demand for research and the trust.le#el of Indian
researchers is increasing. *he current business model is of lo-.cost$ high.#olume
but this is changing -ith the ad#ent of &RO )&arket Research Outsourcing, and
'PO )'no-ledge Process Outsourcing,. *he research en#ironment is gro-ing as
research needs gro- L those ne- to commissioning research reali1e that R!ome
information is better than nothingS. As per the "!O&AR report$ India is among the
lo-est in the -orld in terms of lo- prices charged to clients. *his of course$ is due
to change in the ne(t fi#e years.
InternationaliAation o" 3ar7et Research: Rise o" the "orei!n8Indian
researcher:
*he Indian economy is booming$ gro-th is pre#alent and this has brought in an
RInternationali1ationS of research. Is there a truly Indian research company no-O
Gith ongoing &ergers and Ac/uisitions and the establishment of offshore
partnerFcapti#e centres$ there is a lot of consolidation$ -hich brings in certain
ad#antages.
Qirtual capti#e centres and offshore partnerships dri#e the lo-. and high.end of
research in India5 from coding and data entry$ through to 0ata Analytics and
Business Intelligence. *his has contributed to the standardi1ation -a#e -hen
companies can no- -ork on a common platform -ith set processes.
*here is a definite organi1ation structure e#ol#ing L professionali1ing Indian market
research. ?one are the days -hen a researcher -as an all.rounder doing e#erything
from thinking$ e(ecution$ client management and commercialsO *he focus is on
23

specific di#isions for specific research$ leading to in.depth kno-ledge )-alk the
talk,.
,.* Co'pany o/er/ie0
Abot Nielsen
*he Nielsen +ompany is a global marketing and ad#ertising research company
head/uartered in Ne- Hork. *he Nielsen +ompany is a publicly held global
information and media company$ and is one of the -orldBs leading suppliers of
marketing information )Nielsen +onsumer$ formerly A+Nielsen,$ media
information and *Q ratings )Nielsen &edia Research,$ online intelligence )Nielsen
Online, and mobile measurement )Nielsen &obile,
Nielsen &edia Research is the leading pro#ider of tele#ision audience measurement
and related ser#ices$ -orld-ide. In the United !tates$ NielsenEs National People
&eter ser#ice pro#ides audience estimates for all national program sources$
including broadcast net-orks$ cable net-orks$ !panish language net-orks$ and
national syndicators. Iocal ratings estimates are produced for tele#ision stations$
regional cable net-orks$ &!Os$ cable interconnects$ and !panish language stations
in each of the 67; tele#ision markets in the U.!.$ including electronic metered
ser#ice in == markets. Nielsen &edia Research is acti#e in M; countries -orld-ide$
offering tele#ision and radio audience measurement$ print readership and
customi1ed media research ser#ices. Nielsen &edia Research also pro#ides
competiti#e ad#ertising intelligence information through Nielsen &onitor.Plus both
in the U.!. and in 9; markets -orld-ide. *hrough a net-ork of affiliates$ co#erage
is e(tended to more than D; countries$ representing A=> of the -orldEs ad#ertising
spending. In addition$ Nielsen collects Internet usage and ad#ertising information
through NielsenFFNet Ratings.
A+ Nielsen opened its first international office in the U' in 7898 and$ after Gorld
Gar II$ progressi#ely e(panded its operations in Gestern "urope$ Australia and
@apan. *he company increased its presence in Asia Pacific in 788M by ac/uiring
!ur#ey Research ?roup and in the &iddle "ast and Africa in the late 788;s through
the ac/uisition of A&"R Gorld Research.
24

History:
Nielsen &edia Research and A+Nielsen split up in 788< as part of a
strategic restructuring and came together again in 6;;7 -hen QNU ac/uired
A+Nielsen )QNU ac/uired Nielsen &edia Research in 7888,. Before 788<$ both
companies had been part of the A.+. Nielsen +ompany -hich -as founded in 7869
by a 6<
th
year old engineer Arthur c. nielsen
Arthur Nielsen began his career testing products for manufacturing clients to ensure
that they performed up to specifications. Githout market research to guide them$
companies had no -ay of kno-ing ho- best to spend their ad#ertising dollars. !oon
after$ Arthur Nielsen essentially founded the field of market research by #isiting
sample stores in #arious geographic areas in order to track the mo#ement of
different brands$ and then informed clients ho- -ell their products -ere doing
against the competition . -hat -e -ould call today 2market share2 information.
Arthur NielsenBs entry into broadcast measurement in the United !tates began -ith
radio in 789<$ that -as 7< years after Gestinghouse "lectric +orp. turned on the
%uice for the nationBs first commercial radio station$ '0'A in Pittsburgh. Arthur
Nielsen !r. had attended a demonstration at the &assachusetts Institute of
*echnology of a mechanical metering de#ice called an 2Audimeter2 that -as
designed to track radio listening. *he machine -as capable of making a minute.by.
minute record of -hen a radio -as on and -here the dial -as set. Nielsen bought
the meter practically on the spot$ and embarked on a long and e(pensi#e research
and de#elopment effort to impro#e the Audimeter and to use it on a scientifically
selected sample of radio listeners. In 78M6$ Nielsen launched the Nielsen Radio
Inde( based on the Audimeter and using a national sample of A;; homes.
Iater$ Arthur Nielsen -ould apply the same measurement technology to the ne-
medium of tele#ision$ establishing the name 2Nielsen2 as synonymous -ith
tele#ision ratings. *he ratings pro#ide estimates of *Q audience si1e and
composition. *hey are a barometer of peopleBs #ie-ing habits.
*ele#ision reached a 78=;s America that -as spending and producing as ne#er
before$ creating the greatest economic boom the -orld had e#er seen. Four
net-orks )NB+$ +B!$ 0u &ont$ and AB+, -ere dri#ing the ne- medium$
competing mostly for radio personalities to feed tele#isionBs #oracious appetite for
programming. Ad#ertisers -ere sponsoring entire programs.
25

A 2?olden Age2 of tele#ision eclipsed radio in %ust a fe- years. *o prosper$
ho-e#er$ the ne- medium depended on reliable$ pro%ectable information on -hich
tele#ision programs -ere deli#ering the right audiences to ad#ertisers.
Nielsen &edia Research continued to inno#ate in the 78<;s and D;s -ith *Q set
meters and diaries. Beginning -ith the 78D9 tele#ision season$ Nielsen &edia
Research introduced a ne- metering technology called 2!torage Instantaneous
Audimeter2 for nation-ide ser#ice. *he ne- Audimeter automatically recorded and
stored minute.by.minute tuning records for channel$ time of day$ and duration of
tuning.
*he data could be stored and automatically retrie#ed /uickly by Nielsen &edia
ResearchBs computers #ia the phone line from the home during the night. *his
resulted in faster ser#ice and made possible the introduction of a daily national
ratings report -hich included a#erage audience$ share$ station count and e#ening
net-ork co#erage.
Nielsen &edia ResearchBs commitment to superior /uality and inno#ation led the
company to de#ote e#en more resources to the measurement of actual #ie-ing
beha#iour. *he Nielsen People &eter$ no- in appro(imately =$;;; households
throughout the U.!. )including Alaska and a-aii,$ represented a ma%or
ad#ancement in metering technology$ and resulted in more accurate information on
tele#ision #ie-ership. For the first time$ daily household and persons estimates
-ere obtained from a single sample of households.
In addition to pro#iding complete data on set tuning$ the Nielsen People &eters
measure -ho is -atching *Q. "ach household member$ as -ell as #isitors$ pushes a
button that is assigned to them to indicate they are in the #ie-ing audience.
In 6;;7$ A+Nielsen became part of QNU )Qerenigde Nederlandse Uitge#eri%en,$ a
-orld leader in marketing information$ media measurement and information and
business media. In 6;;9$ QNU announced a ne- organi1ational structure for QNU
&arketing Information )&I,$ its largest business group$ to address e#ol#ing client
needs and to create an enhanced platform for accelerated gro-th.
In 6;;=$ QNU attempted to e(pand into healthcare and pharmaceutical information
by ac/uiring I&! ealth. Although the merger -as terminated in the face of
26

shareholder opposition$ the t-o companies agreed to -ork together to de#elop ne-
capabilities.
In 6;;<$ QNU -as ac/uired and taken pri#ate by a consortium of si( pri#ate e/uity
firms. In 6;;D$ QNU changed its name to *he Nielsen +ompany. *his ne- identity
emphasi1es its best kno-n brand name and underscores its commitment to create an
integrated$ streamlined global organi1ation.
5ision
*o be Recogni1ed Gorld-ide as Premier Professional !er#ices Firm in &arket
Research
3ission
*o be recogni1ed$ through continuous in#estment in people and technology$ as the
most competent and credible marketing research institution pro#iding reliable$ and
timely and actionable marketing insights to our clients$ contributing significantly to
their success
Core 5ales:
Integrity C onesty4 Respect C0e#elopment of people4 "(cellence C Inno#ation
N'ber o" e'ployees: 96$;;; )6;76,
Re/ene: :=.7 billion )6;76,
Sbsidiaries:
Nielsen +ompany is the o-ner of numerous -ell.kno-n companies and
publications$ including5
• A+Nielsen$ marketing research firm
• Nielsen &edia Research$ producer of the Nielsen Ratings
27

• Billboard maga1ine$ music industry publication
• *he olly-ood Reporter$ entertainment industry trade maga1ine
• Personal +omputer Gorld$ the U'Bs oldest computing maga1ine
• BA!"!
• +aritas
• !carborough
• !olucient
• !pectra
• OR?.&AR?
• Bu11 &etrics
Or!aniAation Strctre:
Iike e#ery other organi1ation Nielsen follo- a similar kind of hierarchy for its
employees. +"O is the head of the company -ho commands the national heads of
the company as the company got its branches in many countries all o#er the -orld.
*hese national heads go#erns the functions of di#isional heads -ho are allotted
different territories. *he senior managers of different branches in a gi#en location
reports to di#isional heads. !o for e#ery branch the senior manager is the head -ho
go#erns the functionality and operations of all the employees -orking under him.
*he senior e(ecuti#e operations ha#e to report the senior manager -ho in turn
commands the /uality checker and other e(ecuti#e operations. *he super#isors ha#e
to report the e(ecuti#e operations and these super#isors super#ise the tele callers$
free lancers )data collectors, and other employees -ho do the support -ork. !o
e#ery department coordinates -ith e#ery other department in order to meet the
companyEs ob%ecti#es and goals.

28

29

Clients 0or7 0ith their ser/ices to5
• &easure their market performance
• Analy1e market dynamics
• 0iagnose and sol#e marketing and sales problems$ and
• Identify and capture gro-th opportunities
ere people -ork closely -ith clients to help them choose the right set of
information and ser#ices and use it to make the best possible decisions.
3ar7et 3easre'ent:
*he ma%or market.measurement ser#ices pro#ide comprehensi#e co#erage of5
• !ales to consumers of fast.mo#ing consumer packaged goods$ gathered at the point
of sale in retail stores of all types and si1es. *hese retail measurement ser#ices
pro#ide clients -ith essential facts on ho- their products are performing compared
-ith their competitors$ and on trends and changes in market conditions and sales
results. *hey also pro#ide critical information on the use of promotional acti#ities at
the retail le#el$ such as special displays or pricing$ and on distribution and stock
conditions in retail stores.
• Purchases by consumers of packaged goods and other products$ gathered through
participating panels of consumer households and through customi1ed studies. *hese
consumer panel and consumer research ser#ices pro#ide a foundation for
understanding and analy1ing consumersE moti#ations$ attitudes$ beha#iour$
shopping patterns and demographic characteristics.
Analytical Tools and Ser/ices:
Ge offer a -ide range of soft-are and professional ser#ices that enable clients to
recei#e$ select and e#aluate our market.measurement information$ integrate it -ith
their o-n data and third.party information$ and apply it to specific business issues
and situations. +lients can #ie- and analyse information from many perspecti#es$
such as by specific product categories$ by geographic area or by retail channel. Ge
also organi1e and present information to suit the specific needs of many indi#iduals
30

in manufacturing$ ser#ice and retail organi1ations$ including general managers$
marketing professionals$ sales professionals$ purchases$ merchandisers and category
managers.
Dia!nostic Ser/ices:
Our consumer panel and consumer research ser#ices pro#ide clients -ith many
opportunities and techni/ues to e(amine trends and understand the impact of the
market forces that influence consumersE purchasing decisions. +onsumer panels
link purchasing information to demographics and pro#ide a controlled en#ironment
for e(amining moti#ational factors. Our analytical and modelling ser#ices pro#ide
clients -ith a range of options to e#aluate and understand -hy marketing
campaigns succeed or fail$ and to address specific future marketing opportunities
and issues$ such as promotion optimi1ation$ pricing$ consumer targeting and
marketing mi( optimi1ation. In many markets$ -e offer a suite of consumer.focused
consumer research techni/ues and ser#ices that address clientsE uni/ue and specific
marketing and sales issues.
Opportnity Identi"ication:
Ghile our ma%or clients all share a common focus on consumers$ each indi#idual
client has its o-n distinct set of business characteristics and marketing and sales
concerns. Our information and ser#ices are designed to help each client identify and
act upon uni/ue gro-th opportunities. Using a structured and disciplined approach
to building and managing long.term relationships$ our people -ork in close
partnership -ith their clients to understand their strategies and business ob%ecti#es...
• *o design the right suite of Nielsen ser#ices that fits their needs.
• *o agree on clear and measurable business ob%ecti#es and to measure the
results and clientsE return on their in#estment.
*hree main solutions offered by Nielsen are by business issue$ by industry and by
product. Nielsen has A codes defining the principles that -ould guide Nielsen to
global leadership in marketing research. *hey are Impartiality$ *horoughness$
Accuracy$ Integrity$ "conomy$ Price$ 0eli#ery and !er#ice.
3l

S1OT Analysis:
A scan of the internal and e(ternal en#ironment is an important part of the strategic
planning process. "n#ironmental factors internal to the firm can be usually
classified as strengths )!, or -eaknesses )G,$ and those e(ternal to the firm can be
classified as opportunities )O, or threats )*,. *he !GO* analysis pro#ides
information that is helpful in matching the firmEs resources and capabilities to the
competiti#e en#ironment in -hich it operates.
Stren!ths:
A firmEs strengths are its resources and capabilities that can be used as a basis for
de#eloping a competiti#e ad#antage. Nielsen also got much strength because of the
strong brand name and reputation they got o#erseas. !uch strength includes5
• Stron! brand na'e5 A+ Nielsen has been rated as the best &arket Research
companies
• 2ood reptation a'on! csto'ers: *he results pro#ided by Nielsen are #alidated
and hold good to the actual scenario.
• The stdies done are reliable and trst0orthy: *he suggestions pro#ided by
Nielsen ha#e helped the company attains their goals.
1ea7ness:
*he absence of certain strength may be #ie-ed as -eakness. *his may include5
• Hi!h cost strctre: *he cost of conducting any particular study ranges
some-here close to M= lakhs on an a#erage.
• %ncertainty: *his is no proper e#idence to pro#e that any study undertaken by
Nielsen -ould al-ays pro#ide trust-orthy results.
• Ti'eline as they ha/e n'eros csto'ers5 O-ing to huge amount of research
in#ol#ed$ it becomes e(tremely difficult to meet deadlines.
• The stdy totally depend on the data collected 0hich has to be accrate5 At
times the data collected may not be representati#e of the entire population.
32

Opportnities:
*he e(ternal en#ironment analysis may re#eal certain ne- opportunities for profit
and gro-th. *hese opportunities include5
• %ntapped #otential: *he +ompany can increase the business in the Indian market
as there are many areas still untouched.
• %n"l"illed csto'er needs: *he company can build upon the market needs still
unmet.
• Ne0 'ethodolo!ies5 Ne- and enhanced methods of collecting$ accessing and
analy1ing data -hich might reduce the o#erall cost and time re/uired.
Threats:
+hanges in the e(ternal en#ironment also may present threat to the firm. !ome of
these threats include5
• Shi"ts in the cons'er pre"erences: 0ue to lack of #alidity and reliability$ the
customers may shift from one firm to another.
• The ne0 entrants in the indstry
• Co'pany o0ned Research depart'ents5 No-adays the companies are
conducting market research on their o-n instead of approaching a research
consulting firm.
• Ne0 re!lations.
33

34
Stren!ths
• &arket leader in research industry
-ith huge market share
• ?ained e(perience
• !ecurity of 0ata
• !trong$ 0i#ersified$ Friendly +lient
Relationships
• !trong client base
1ea7ness
• Online research in India
• Not so good in secondary data
research
• igher prices charged for the
clients
• &ode of payment for field staff
)Inter#ie-ers, leading to
employee dissatisfaction.
O##ORT%NITIES
• Better methodologies
• Usage of technological tools
• Iot Opportunities to e(pand.
• &ore demand than supply
• &ore clientsE participation
THREATS
• Increased competition in market
• In the present days e#ery company
setting up their o-n research
departments
• &aintaining data pri#acy
• Research department in
ad#ertising agencies

ANAL6SIS O$ #ROD%CT<SER5ICE #RO$ILES
Business solutions pro#ided by Nielsen can be broadly classified as follo-s5
&siness Isses5
• +ompetiti#e analysis
• 0istribution
• Ne- Product introduction
• Promotion efficiency and effecti#eness
•
Indstry Speci"ic
• Automoti#e
• Financial !er#ices
• Ad#ertising
• *elecommunication
• &edia
Retail Sector:
 Retail &anagement
 +onsumer panel
 +onsumer Research
 Retailer !er#ice
35


The sectors in 0hich Nielsen operates are:
Automobile
Banking and Financial
!er#ices
Business !er#ices
"ntertainment
Information *echnology
+osmetics
"mployee !atisfaction !ur#ey
*elecommunications
Agriculture
Pharmaceutical and &edical
&anagement +onsulting
"ducation
36

TRAININ2 #RO2RA3
Detailed description o" the operations<acti/ities per"or'ed by the depart'ent:
As Nielsen is a market research company the most important step in research is to
get the data from #arious sources for #arious pro%ects. *he %ob I ha#e been assigned
is to meet or call the respondents personally -ho belong to the respecti#e target
groups and collect their detailed opinions about the product or ser#ice depending on
that particular pro%ect -hich is going on. *he collected data is #erified by the
immediate superior of the data collector called the super#isor. e in turn reports to
his senior manager -ho cross checks the submitted data and #erifies its accuracy to
appro#e its #alidation.
A separate team is in place -hich is assigned the task of /uality control checking
-hich calls the respondents to ensure the data submitted is genuine.
37

-. #ROCECT #RO$ILE
Key Learnin! EDperience in the proBect:
*here -as a lot on offer during our internship in the company -hich turned out to
be a good learning e(perience. Understanding the attitude of the public respondents
-as #ery crucial to start -orking smoothly in the company. Gith e#ery task -e
performed -e got to kno- -hat factors does an indi#idual look into -hen he selects
a product or ser#ice and gre- better -ith e#ery correct step.
I ha#e done 6 pro%ects in my internship
75 E/alation o" sales satis"action in ato'obile indstry5
In this pro%ect -e ha#e to take feedback from respondents ) people -ho
bought car in last Amonths, about their e(perience -ith the dealer -hile
buying the car and the e(perience -ith car make and model. I faced lot of
problems initially as respondents -ere not ready respond for our
/uesstionnaire. *he main reason for this$ /uestionnaire -as too
lengthy) more than 7=; /uestions,. *o complete this /uestionnaire re/uire
minimum M; to M= minutes so -e had to con#ince respondents -hich
difficult %ob. Ge had been to R*O$ &alls and Parking areas in yderabad to
find respondents.
In 6
nd
pro%ect company ga#e us data base of customer -ho bought
ne- cars in last 7year. Ge had to take appointment of customers from
database to collect data.
Being a &arketing research company$ Nielsen company taught us ho- -e could
best utili1e the resources in our hand in the most structured and optimi1ed manner.
Ge understood the #arious pros and cons of /uestionnaires -hich -e used to gather
the data from our respondents.
*he best part of it -as -hen -e learnt ho- much a business research is useful to the
company as -ell as the user. "#ery field -ork done taught us something different
and the best -ay -e found to impro#e oursel#es -as analysing our pre#ious
approaches and raising our performance le#el -ith e#ery ne- task.
38

One should ne#er be de%ected by the response of the customer or our company
officials and al-ays looking for-ard to -ays in lifting oursel#es -hen -e are do-n
in morale.
-.,. O&CECTI5ES O$ THE ST%D6:
Research 'ethodolo!y:
Topic: EE/alation o" sales satis"action indeD )Ato'obile
indstry.F
#roble' de"inition: *here is a huge gap bet-een the customer e(pectation
from the automobile industry and the ser#ice that Indian automobile industry is
pro#iding. *hus C.D. #o0er is the company -hich conducted the research -ith the
help of AC Nielsen to find out customers)yderabad, opinion on different issues
-hich they are facing in automobile industry )ne- car o-ners -ithin A.7; months.,
Research ObBecti/es:
,. To identi"y the cons'er response to the di""erent brands o"
cars.
*. To 7no0 csto'ers in"or'ation abot their inco'e ran!e
and byin! beha/ior.
-. To 'easre the csto'er satis"action le/el o" their
prchased cars
Research Desi!n:
*he research design adopted -ill be descripti#e research.
39

Collectin! in"or'ation:
7. *he information is obtained through the !ur#ey &ethod.
6. &ethod of administering . Juestionnaire )personal inter#ie-C e. mail,.
9. *he nature of the /uestionnaire in#ol#ed is multiple choices$ etc.
Sa'plin! #lan:
#oplation: People -ho bought car -ithin A to 7; months.
Sa'plin! 3ethod: Non.probability sampling method is used C it is based on Juota
sampling the sample si1e is 7;;.
*. 3ETHODOLO26:
#ri'ary data collection depart'ent
$ield0or7:
*he main part of the company -hich facilities the -hole practices of the research
company is field -ork. *he Nielsen +ompany is fully capable to arrange all the
field-ork. *he company has a good strength of "(ecuti#es$ !uper#isors and
Inter#ie-ers. As for printing of /uestionnaires are concerned$ they also ha#e
contracting arrangements -ith a printing supplier -ho pro#ide the ser#ices on time.
*he company also has arrangements related to inter#ie-ers training -hich -ould be
done through classroom training$ mock inter#ie-$ and field practice.
Classroo' Trainin!:
*he first part of training is to educate prospecti#e inter#ie-ers on5
• *he role and #alue of market research
40

• *he market research process
• *he role of the /uestionnaire
• *he role of the inter#ie-er
• *he &arket Research +ode of +onduct
Inter/ie0er &rie"in!:
*he researcher e(ecuti#e$ field manager or regional manager using inter#ie-er
instructions dra-n up by the pro%ect manager personally briefs all inter#ie-ers.
Pro%ect manager is usually from the clientEs side -ho briefs about the pro%ect$ the
target group$ the number of inter#ie-s to be held$ the /uestionnaire$ the appropriate
sho- cards to be used$ the doEs and donEts in the pro%ect etc.
3oc7 and #ractice Inter/ie0s:
&ock and practice inter#ie-s are conducted by super#isors before the start of field
-ork. *he inter#ie-ers are made thorough and familiar -ith the /uestionnaires and
doubts regarding the same are clarified to a#oid any mayhem.
Data Collection:
*he inter#ie-ers are gi#en -ith a set of /uestionnaires4 the sho- cards related to
the pro%ect and technological tools like digital recorders or laptops depending on the
kind of pro%ect and are sent to the filed to gather the necessary data. *he
inter#ie-ers are gi#en a specific time period -ithin -hich they ha#e to collect the
data and submit it for further processes.
Acco'panied Inter/ie0s:
Regional managers or 0A "(ecuti#es or the pro%ect super#isors go along -ith the
inter#ie-ers to appointments on a routine basis to check that they adhere to
procedures and policies. "#en the clients ha#e the authority to accompany an
inter#ie-er -hene#er they -ant to check the process.
4l

Scrtiny:
*his is been done by the super#isors of the pro%ects. All /uestionnaires are checked
for completeness and ob#ious errors. Additional checks are also conducted to see if
there are miss markings or the complete procedure as been follo-ed thoroughly
-ithout any mistakes.
Call8bac7s:
!uper#isors telephone the respondent to check that -hether inter#ie- -as properly
carried out. *his includes repeating key elements of the /uestionnaire to check that
the ans-ers tally. If there are any data missing$ it is collected by the super#isor and
filled in$ if there are lots of discrepancies the inter#ie-er returns to get the missing
information or the respondent replacement is done. !ometimes face.to.face back
checks are also done by the super#isors -here they personally meet the
respondents.
9ality Control:
*he Nielsen +ompany has separate Juality +ontrol team. After the data is
scrutini1ed and call backs are done$ the /uestionnaires -ill be sent to the J+ team
-hich checks the data through call back and logical checks. After /uality check is
completed the data is dispatched to the researchers department -here data
processing and analysis is done )mainly -e use to dispatch the data to &umbai$
0elhi and Bangalore,.
G. O&SER5ATIONS ; ANAL6SIS
l. Are you the main user of new car?
42

+ustomers Hes No
7;; DD 69
From the above graph, 77% of the customers are the main users of their cars and
rest of 23%are used by their family members.
2. Did you have a two wheeler or car in your household prior to purchasing this
car?
+ustomers Hes No
7;; AD 79
From the above graph, 87% of the customers who purchased the car and
participated in the interview had a two-wheeler or a car in their household and the
rest l3% of them are mostly having the two-wheeler.
9. 0o you employ a dri#er for your ne- carO
+ustomers yes No
7;; 96 <A
43


From the abo#e graph$ <A> of the customers dri#e their #ehicles themsel#es and 96> of
them had a dri#er. *his gi#es us a result that most of the customers -ho dri#e the car
themsel#es are employed persons and the people -ho maintain the dri#er are business
people and higher officials.
M. o- fre/uently do you dri#e this ne- carO
+ustomers !ometimes Al-ays Rarely
7;; 96 MA 6;
From the abo#e graph$ 96>of the customers use their car sometimes in the -eekends and
MA>of them use them fre/uently and rest 6;> of them use their cars rarely for #acation
purpose.
=. On a#erage ho- much time do you spend tra#elling in your ne- carO
+ustomers Iess than 7 hour 7 .6 hours &ore than 6hours
7;; 99 =9 7M
44


From the abo#e graph$ 99> of them tra#el less than an hour in their car$ =9> tra#el
bet-een 7.6 hours and the rest of them tra#el for more than t-o hours in a day.
<. *ransmission typeO
+ustomers manual Automatic
7;; AA 76
From the abo#e graph$ AA> of the customers use manual transmission as they are mileage
concerned and %ust 76> of them use automatic transmission as all these consists of mostly
lu(ury cars.
D. 0oes this dealer ha#e a ser#ice centre at the same locationO
+ustomers yes No
7;; D< 6M
45


From the abo#e graph$ D<> of the car o-ners told that dealer had the ser#ice centre at the
same location and the rest 6M> of them said that their dealers doesnEt ha#e the ser#ice at
the same location.
8. Did you consider a used vehicle while shopping for your new car?
+ustomers yes No
7;; D= 6=
From the above graph, 75% of the customers had considered used vehicles
while shopping for their new vehicle and 25% of them completely opted for a new
vehicle.
9. Did you test drive the vehicle that you bought from the selling dealer?
+ustomers yes No
7;; 89 D
46

From the above graph,93% of the customers done their test drive before
purchasing the new vehicle and 7% of them did not want to opt for a test drive.
l0. Did the sales person explain features, advantages, and benefits of the
vehicle?
+ustomers Hes No
7;; D8 67
From the above graph,79% of the customers were explained by the dealer about
the features and advantages of the car and rest of 2l% of the customers were
not and some of them were explained at the time of delivery
H. $INDIN2S:
l. Newly buying Customers are more willing to buy maruti and existing
customers prefer other brands.
47

2. Most of the job holders prefer for hatch back and sedan & business people
prefer for SUV `s and high end cars.
3. Most of the customers are satisfied of their vehicle but not satisfied of the
delivery process.
M. +ustomers do not ha#e time to ans-er the /uestionnaire as the feedback
/uestionnaire is too lengthy.
I. RECO33ENDATIONS:
,. !taff in the company need systematic training and more online research should
be encouraged as people in todayEs -orld are busy to gi#e personal time and they
also prefer online sur#eys.
48

*. *he company has a strong hold in primary research but -hen it comes to
secondary research they lag behind their main competitor I&RB. ence importance
should be gi#en to secondary data research and enhance in this segment.
G. &ore ad#ertising should be gi#en because of gro-ing trends in marketing
research.
H. "mployees should not be loaded -ith many pro%ects at a time. 0oing this -ill
increase the burden of employees and also decrease the /uality of -ork done.
I. Internees -orking -ith organi1ation should be rotated in different departments to
understand the -hole -orking of the organi1ation.
J. *he salary of the field employees should be enhanced to increase their efficiency
and satisfaction.

J. CONCL%SION:
From the internship at A+ Nielsen I ha#e gained lot of practical kno-ledge. No- I
ha#e a thorough understanding of the #arious types of researches and the process
in#ol#ed in it. I ha#e also come to kno- about the rules that are follo-ed in the
49

research industry. *he %ourney at Nielsen -as #ery informati#e for the last t-o
months$ and I am in a position to carry on any kind of study assigned to me. Being
part of an effecti#e team$ ha#e learnt lot of things like as ho- to manage oneself
-hen -orking -ith a team$ coordinating #arious meetings$ ho- to keep the attitude
right to-ards the goal.
Initially$ had faced lot of problems -hen started approaching respondents -ith the
/uestionnaire but gradually -hen I understood the process and ho- to manage -ith
respondents of different demographics such as age$ social status etc$ got used to the
system and the process became easy and no- I am comfortable -ith the same.
Along -ith understanding the primary data collection process the internship has
also made to better understand the #arious management processes learnt in theory
such as team -ork$ managing time and to take responsibilities.
ence here -e can see A + Nielsen Undoubtedly has tra#elled a long %ourney from
piggybacking ad#ertising %ob to the mainstay of the decision component of one
organi1ation. A + Nielsen seeks to align the enterprise -ith the e(pectation of its
consumers and deli#ering #alue -ith its systematic analysis of the information
captured. Although there -ere lots of changes in the past the -ay research is being
carried but off course the I* enabled market research is a ne- trend -hich
propounds -ays to ma(imi1e an enterpriseEs returns in the ne-ly emerging
liberali1ed market in India. No- is the time for the &R agencies to reap the e#er
gro-ing and burgeoning customers -ith rapidly changing lifestyles through
research -ork$ so that Indian &arketers could be more producti#e$ result oriented
and globally the best -orkforce to cater the demands of their consumers.
K.LEARNIN2 O%TCO3E:
• *here -as a lot on offer during our internship in the company -hich turned
out to be a good learning e(perience. Understanding the attitude of the
public respondents -as #ery crucial to start -orking smoothly in the
50

company. Gith e#ery task -e performed -e got to kno- -hat factors an
indi#idual looks into -hen he selects a product or ser#ice and gre- better
-ith e#ery correct step.
• It -as also #ery crucial to understand the role played by the retailers in
pushing a product or brand$ ho- much a customer is -illing and able to pay
for the particular product or ser#ice by the company.
• Ge as humans are prone to commit mistakes$ but it is only -hen -e commit
mistakes that -e start learning on ho- -e impro#e our producti#ity error
free.
ANNE4%RE:
7. 0o you or does any member of your household -orks in any of these
occupations or professionsO
5l

a. Ad#ertising agency
b. &arket research +ompany
c. &anufacturer$ dealer or distributor of any commercial #ehicles
d. &anufacturer$ dealer or distributor of 6 -heelers or
motorcycles
e. 0ealer$ distributor of auto spare parts
f. !er#ice stationsFRetailer of fuelFlubricants.
g. Other car related industries
h. None of the abo#e
i. Refused
%. 0onEt kno-
6.Are you the main user of ne- car
a. yes
b.no
9.did you ha#e a t-o -heeler or car in your household prior to purchasing
this car.
a.had a 6 -heeler
b.had a car
c.had both
d.neither
M.do you a employ a dri#er for your ne- car
a.yes
b.no
52

=.ho- fre/uently do you dri#e this ne- car
a.al-ays
b.sometimes
c.rarely
<.on a#erage ho- much time do you spend tra#elling in your ne- car
D.transmission type
a.manual
b.automatic
A.does this dealer ha#e a ser#ice centre at the same location
a.yes
b.no
8.-hat is your a#erage consumption of fuel
7;.did you consider a used #ehicle -hile shopping for your ne- car
a.yes
b.no
77.-hen purchasing of your ne- #ehicle$-hich of the follo-ing -as your
first point of contact
a.authori1ed dealer
b.agent of the dealer
c.auto finance company
76.did you tast dri#e the #ehicle that you bought from the selling dealer
53

a.yes
b.no
c.as I dids not -ant
d.no I couldnTt$ as a test dri#e #ehicle -as not a#ailable
Re"erences:
 http5FF---.nielsen.comFglobalFen.html
 http5FFindiatoday.intoday.inFstoryFindia.today.ac.nielsen.poll.delhi.uni#ersity.tops.
listF7F7A8669.html
54

 http5FF---.hindustantimes.comFbusiness.ne-sF&arketsFIndia.is.-orld.s.most.
optimistic.market.NielsenFArticle7.AM86DA.asp(
 http5FFen.-ikipedia.orgF-ikiF&arketingUresearch
 http5FF---.economy-atch.comFbusiness.and.economyFautomobile.industry.html
55