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A STUDY ON

“EVALUATION OF SALES SATISFACTION INDEX”

(AUTOMOBILE INDUSTRY)

NIELSEN

HYDERABAD

SUBMITTED BY

OBBILLISETTY NIKESH

120102210551

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 (2012-14)

BANGALORE

DECLARATION

I, O.NIKESH hereby declare that the internship report prepared under the

guidance of PROF. ARUNABHAS BOSE submitted in partial fulfilment of the

requirement of degree of management (2013).

The report or any part of it has not been previously submitted for any degree

in this institute or anywhere else.

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Signature of the Student :

Name of the Student (in Capital Letters) : OBBILLISETTY NIKESH

Registration No : 12010221055

MASTER OF BUSINESS ADMINISTRATION

3

CERTIFICATE

This is to certify that Mr.OBBILLISETTY NIKESH Regn. No. 12010221055 has

completed the report titled “EVALUATION OF SALES SATISFACTION INDEX”(AUTOMOBILE INDUSTRY).Under my guidance for the partial fulfilment of the

Course: Industry Internship Programme (IIP) in Semester II of the Master of Business

Administration.

Signature of Faculty Guide:

Name of the Faculty Guide:

ACKNOWLEDGEMENT

It is my duty to record my sincere thanks and token of gratitude to my

respected and honourable PROF. ARUNABHAS BOSE for his valuable

guidance, interest and constant encouragement for the fulfilment of this

project.

I also thank Mr. Kiran Alexander (Sr. Executive at The Nielsen Company,

Hyderabad) for providing me guidance in understanding the operations of

research field.

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I would also like to thank my classmates and colleagues for their valuable

suggestions, timely advice and co- operation which enabled me to complete

this project successfully.

EXECUTIVE SUMMARY

Market research is a cost-effective way of finding out what people think, want, need

or do. This is generally followed by the company to fill the gap so that they can

provide delighted service to the customers and hence can improve the bottom line.

Nielsen is one such company which conducts research for almost all the sectors of

industry in India. It is one of the leading companies which believe in providing

satisfied results to its customers.

Hence this project mainly includes understanding the various methods and

processes of acquisition of primary data by a research firm for its further research

processes, its benefits and limitations in the field of research. The main object of the

project was to learn about the process that occurs in primary data collection process. 5

The most important step in research is to get the data from various sources for

various projects. The job I have been assigned is to meet the respondents who

belong to the owner of new cars . And the other work is to call the customers by

taking appointment and to meet them in personal and to take a feedback of their

used cars that which they are using from past one year or six months whether they

have being faced any problems during the time of service. During this study I also

learnt about the different dimensions of an organization and its functions.

2. INTRODUCTION

Market Research

Marketing Research is "the function that links the consumer, customer, and public

to the marketer through information — information used to identify and define

marketing opportunities and problems; generate, refine, and evaluate marketing

actions; monitor marketing performance; and improve understanding of marketing

as a process. Marketing research specifies the information required to address these

issues, designs the method for collecting information, manages and implements the

data collection process, analyzes the results, and communicates the findings and

their implications." Marketing research is the systematic gathering, recording, and

analysis of data about issues relating to marketing products and services. The goal

of marketing research is to identify and assess how changing elements of

the marketing mix impacts customer behaviour. The term is commonly

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interchanged with marketing research; however, expert practitioners may wish to

draw a distinction, in that market research is concerned specifically with markets,

while marketing research is concerned specifically about marketing processes.

Marketing research is often partitioned into two sets of categorical pairs, either by

target market:

Consumer marketing research, and

Business-to-business (B2B) marketing research

Or, alternatively, by methodological approach:

Qualitative marketing research, and

Quantitative marketing research

Consumer marketing research is a form of applied sociology that concentrates on

understanding the preferences, attitudes, and behaviours of consumers in a market-

based economy, and it aims to understand the effects and comparative success of

marketing Campaigns. The field of consumer marketing research as a statistical

science was pioneered by Arthur Nielsen with the founding of the

ACNielsen Company in 1923.

Figure 2.1 The Role of Marketing Research

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SYSTEMATIC AND OBJECTIVE DATA

COLLECTION.

INFERENCE ON AND INTERPRETATION OF THE DATA.

RECOMMENDATION OR OPTION OF THE COURSES OF ACTION.

WHAT CAN WE FIND OUT?

WHAT DOES IT MEAN?

WHAT SHOULD WE DO?

2.1 Industry Overview: Global and Indian Scenario

Market Research Industry Overview

The global market research industry was approximately $12BN dollars in 2006. In

2006, the industry is composed of approximately 65,000 market research jobs with

nearly 35,000 in the United States. It is worthy to note, however, more than 220,000

marketing-related jobs in the U.S. use data and information generated by the

industry--of which nearly 90% are analysts. Historically, the market research

industry has grown at approximately 5.1% per year. The industry is composed of

two large segments including syndicated research and custom research.

i) Syndicated Research

Syndicated research includes reports that are written once, typically by a marketing

research analyst, and sold multiple times. Examples include reports on the

Information Technology industry written by the Gartner Group as well as reports

revealing customer satisfaction levels by J.D. Power. Syndicated research also

includes data that is collected and sold multiple times. Common examples include

supermarket scanner data sold by A.C. Nielsen and Information Resources,

prescription data sold by IMS, radio listening data sold by Arbitron and television

viewership data sold by Nielsen Media. Frequently, this class of research is called

"secondary" as it is not commissioned by any single client. Measured in dollars,

syndicated research represents approximately one-third of the global market

research industry.

ii) Custom Research

The balance of the global market research industry, $8BN, is classified as custom

market research. Custom research is designed and executed to meet a specific

client's objective and is often called "primary" research. Because the research is

paid for by the client, the results are proprietary and not resold. Custom research is

itself composed of two segments, qualitative and quantitative research.

Market Research Industry Trends8

In recent years, the market research industry has been transformed by consolidation

and the emergence of online research. Both of these trends have been essential in

sustaining the profitability of the industry and companies that use it.

Online research has surged due to its lower cost, Federal "Do-Not-Call" legislation

(which interesting does not impact the industry's ability to call consumers) and

consumer transitions away from telephones to cell phones.

Importantly, online research is also accelerating the speed at with researchers and

marketers can make decisions. However, the speed is making it hard for everyone,

including market research professionals, to keep up.

Thus, marketing research may also be described as the systematic and objective

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.

Market research is effective because by talking to or measuring a relatively small

number of people you can find out about a much larger group. However, it only

works if the people are representative of the total group of interest, if the right

questions are asked, and if the answers are interpreted correctly. For this reason,

research needs to be conducted by skilled and experienced practitioners who can

design, conduct and deliver information and insight to their customers.

Based on market research data, businesses can develop a "target audience." A

target audience is a specific group of customers that has a distinct need or desire for

a product or service. Market research is used to determine how often the target

audience will buy a particular item, how much they are willing to pay for it, and

their overall satisfaction with it. By analyzing market research

information, manufacturers and service providers learn where to focus their

resources most effectively.

Market research also helps companies develop information regarding new products

or product lines and learn how well new items will be received. It can also help

businesses learn how the public responds to a comparable product already on the

market. In this way, business can stay in the loop, keeping in touch with the wants

and needs of potential consumers. They can halt production of a product that the

public shows little or no interest in, or change it, improve it, or lower the price as

necessary based on market research information.9

Current Trends in Market Research Industry

Emergence of new age sectors like Telecom, Media (Digital) & Insurance are

helping the Market Research Industry to climb to new heights with varied analysis

of Consumer Insights. Despite slowdown in the past coupled with talent crunch and

dog pricing by agencies, the roughly 900 crores MR Industry (Excludes KPO) is

well poised to take a big leap. The Overall Market gets divided into full services

MR agencies and the KPO Services clocking around 18% of CAGR(Source:

Industry Estimation). During the last couple of years there has been a consolidation

between MR agencies in their scale of operations and data management practices.

No wonder despite all these, India still becomes the popular destination for the

MNC based research agencies since there is untapped potential of new sets of

consumers with an opportunity to serve huge population. MR Team (Part of

Advertising Agency during 70’s) moves from the boardrooms of Consumer Durable

or FMCG companies into the boardrooms of every sector of the economy.

Challenges & Opportunities in Market Research Industry

Market Research is changing and that too from its early days of data collection (Pen

n Paper Method) to technically prowess devices like PDA’s, mobile phones & in-

built camera’s which can record exact state of the matter of every interview. At the

same time, MR has become more of a commodity rather than delivering differential

value to the end consumer. Still MR is being performed in mega cities and towns

rather than pushing it to the rural economy which undoubtedly is the next biggest

growth opportunity in our country for all the products/services. MR industry is also

facing a crunch in having the right kind of people skilled with a good training

background to understand the nitty gritty of the clients brief. Moreover, today’s

most of the research work is being covered with a regular monitoring job like

tracking, audience measurement, syndicated studies etc rather than with a specific

problem. Another eaten away factor could be the nature of the industry which is

fragmented and largely being driven by price factor worrying clients ranging from

product’s to service industry. As a result, absence of talents due to low price factor

has resulted in MR firms having a project to project assignment system where in

they do the piecemeal job i.e. data collection and not the analysis which is done at

the client side.

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Also adding the factors like communisation of the information and the proliferation

of smaller firms have led the industry not being able to get out of the talent-price

circle. To get rid of this problem many MR Firms like TNS, Synovate or Nielsen is

planning to arrange their own sets of training to fresh graduates for the industry.

Nielsen has opened up its training centre near Mumbai with two years curriculum in

the field of Market Research, similarly TNS is hiring from various backgrounds to

notch up its mid-level research function. Another important factor could drive the

market in future - data mining or statistical tools which could help the customers to

understand the intricacies of the problem in a more simple term rather statistically

define it.

Traditional VS New Ones

Every marketer possibly can count numerous number of advertising agencies but

unfortunately this is not true for MR industry, as the industry is very fragmented in

nature with many small firms on the spectrum and a few firms dominating the

scene. Sadly, there is no studies available judging the ranks of the MR firms and left

with more of a guest mate than on scientific calculations. The leading domestic

firms are IMRB International, TNS India, Nielsen & Milward Brown etc. As per the

Industry approximations, IMRB continues to be the market leader followed by

Nielsen, TNS India & Others. Though there is a Society created by the market

research professional, MRSI (Market Research Society of India) which has tried

their best to get an agglomerative view on market research but has achieved modest

success. Meanwhile, in the last couple of years the Industry has also seen the

emergence of new sets of players namely Analytics, Data Mining or Warehousing

firms like Absolute data Systems, Annik Systems, and Data motion. Many of these

firms earlier were Knowledge Process Organisations (KPO’s) who served foreign

clients and now turning up to cater the local demand. There is another set of genre

which has emerged during the past few years like HP Decision Analytics Firm or

IBM Business Decision Centre or McKinsey Strategic Research Division providing

their research based services to their parent companies adding values to their

strategic teams. In fact what has been observed also in the past that many IT giants

like Oracle, Microsoft has started expanding their own research resources within 11

their marketing team for providing critical inputs on consumer behaviour to their

strategic group. It is also observed that the consulting firms like PwC or Ernst &

Young or KPMG has started advising their clients in giving them the end to end

solution from sharing the market insights to conceptualization of idea’s to product

designing and in turns creating lot of problems for the full service market research

agencies to hold their clients.

Strategic Importance of Market Research:

In the Early years of 70’s, MR was a part of the Advertising (to gauge the

advertising campaigns or launch). In the 80’s full-fledged agency had come into the

landscape of research which contributed to efficient marketing management. Using

different research techniques with the availability of varied statistical tools helped

the marketing personal to measure the Socio Economic Strata or Ethnographic

research. Later on, its scope got envisaged into various other issues like mapping

the need of consumer demand, new product development or the new usage’s of the

existing products, transform the industry from measuring ethnography to

behavioural patterns. After the liberalization process in the early 90’s market

research became even more critical where marketers can evaluate their marketing

strategy based on the feedback from various segments of the market. Thus MR

became one of the major component in the decision making process. But still there

are lots of industries in India where marketing managers are relying on their team

assessments rather on the scientific calculation of the market forces. Today, after

the introduction of Internet (Social media) the entire landscape of the research has

got changed with more and more real time data of the consumers getting tracked

and thus further increasing the value of the research work in the minds of the

efficient and productive marketing managers.

Emerging Market Research Applications:

It is a fact that research is the only method to discover the latent need and demand

of the consumers, suggesting way and means to marketers to serve the potential and

targeted consumers in the most profitable and economical way. Research includes

service marketing, services quality, CRM, relationship marketing or database

marketing applications. Applications of market research will help the service firms

acquire more information on the new and unmet demands of the consumers, 12

perceived service quality, closing the gaps in the services delivery and thus

improving the quality of the services. The new age has immense potential to get real

time information about consumers and to service them accordingly. For example,

Wal-Mart India is getting the information on every consumer entering their retail

shops or Pantaloons gets more critical sets of information about the buying

behaviour of their consumers in their stores through observation with the help of

videos or high end web cameras. Many automobiles companies are using social

media channels to analyse the behaviour of their potential customers.

Career in Market Research:

Even though the industry is small in sales turnover and fragmented in nature, still

there are options for one to grow and make a career in the field of market research.

Don’t forget this is also a part of the service industry which is contributing almost

60% of our nation’s economy. There are interesting jobs available for people with a

background in Statistics, Psychology, and Management in the field of MR. Even

graduates who have a flair for doing field work can find a suitable opening in the

field of MR. Some of the positions which are available in a full service market

research firms are like Research Executives, Statistical Analyst, Field Supervisors,

field staff etc. Contrary to sales oriented people belief that this would not be their

cup of tea, lots of MR firms are now clinching people from the Sales and Marketing

experience to get more clients in their kitty especially in the mid and senior level

function. It is also possible for the qualified people to start their own venture as a

market research agency.

Quantitative Research

Quantitative research is numerically oriented, requires significant attention to the

measurement of market phenomena and often involves statistical analysis. For

example, a bank might ask its customers to rate its overall service as excellent,

good, poor or very poor. This will provide quantitative information that can be

analyzed statistically. The main rule with quantitative research is that every

respondent is asked the same series of questi0ons.

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The approach is very structured and normally involves large numbers of

interviews/questionnaires. Perhaps the most common quantitative technique is the

‘market research survey’. These are basically projects that involve the collection of

data from multiple cases – such as consumers or a set of products. Quantitative

surveys can be conducted by using post (self-completion), face-to-face (in-street or

in-home), telephone, email or web techniques. The questionnaire is one of the more

common tools for collecting data from a survey, but it is only one of a wide ranging

set of data collection aids.The various types of quantitative market research

methodologies are summarized below:

Face-to-Face Interviewing: either in the street or, for more complex projects, in

people's homes.

Telephone Interviewing: a quick and cost effective way of achieving data.

Postal and Self-Completion Market Research: cheap but takes a relatively long

time to collect data.

Omnibus Market Research Surveys: useful when only a few questions need to be

asked. Questions are attached to other larger surveys. Data is obtained at a low cost.

Online/Internet Research: panels of respondents (or sample) can be purchased

and invited to take part in online surveys. Panel respondents are already signed up

to take part in surveys. A cost effective and quick way of obtaining data.

Qualitative Research

Qualitative research provides an understanding of how or why things are as they

are. For example, a Market Researcher may stop a consumer who has purchased a

particular type of bread and ask him or her why that type of bread was chosen.

Unlike quantitative research there are no fixed set of questions but, instead, a topic

guide (or discussion guide) is used to explore various issues in-depth. The

discussion between the interviewer (or moderator) and the respondent is largely

determined by the respondents' own thoughts and feelings. As with quantitative

techniques, there are also various types of qualitative methodologies. Research of

this sort is mostly done face-to-face. One of the best-known techniques is market

research group discussions (or focus groups). These are usually made up of 6 to 8

targeted respondents, a research moderator whose role is to ask the required

questions, draw out answers, and encourage discussion, and an observation area

usually behind one way mirrors, and video and/or audio taping facilities. In

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addition, qualitative research can also be conducted on a ‘one on one’ basis i.e. an

in-depth interview with a trained executive interviewer and one respondent, a paired

depth (two respondents), a triad (three respondents) and a mini group discussion (4-

5 respondents).

The various types of qualitative market research methodologies are summarized

below.

Market Research Depth Interviews: A single respondent is interviewed based on

various themes and topics (can be conducted either face to face or via the phone).s

Market Research Paired Depths: The same as a depth interview but there are two

respondents. Particularly useful when ideas need to be 'bounced off' one another.

Triads: Conducted with three respondents.

Market Research Mini-Groups: Contains 4-5 respondents.

Focus Groups or Group Discussions: Normally contain 8 respondents. With

groups you benefit from the interaction between the different personalities.

Market Research Observation: Observing a respondent in their 'natural'

environment.

Workshops: To elicit new ideas and to evaluate ideas.

Market research is gathered using a systematic approach. An example of one

follows:

1. Define the problem. Never conduct research for things that you would 'like' to

know. Make sure that you really 'need' to know something. The problem then

becomes the focus of the research. For example, why are sales falling in New

Zealand?

2. How will you collect the data that you will analyze to solve your problem? Do

we conduct a telephone survey, or do we arrange a focus group?

3. Select a sampling method. Do we us a random sample, stratified sample, or

cluster sample?

4. How will we analyze any data collected? What software will we use? What

degree of accuracy is required?

5. Decide upon a budget and a timeframe.

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6. Go back and speak to the managers or clients requesting the research. Make sure

that you agree on the problem! If you gain approval, then move on to step seven.

7. Go ahead and collect the data.

8. Conduct the analysis of the data.

9. Check for errors. It is not uncommon to find errors in sampling, data collection

method, or analytic mistakes.

10. Write your final report. This will contain charts, tables, and diagrams that will

communicate the results of the research, and hopefully lead to a solution to your

problem. Watch out for errors in interpretation.

What is Indian Market Research? 

India Market Research provides an idea of the business and the consumer market

pattern. They pave the way to economic and business development and help to

generate profit for the country. An extensive Market Research in India takes care of

all the queries of the marketers - giving them the required information for a smooth

marketing journey. Market research involves giving insight to all the categories of

marketing - valuation, distribution, promotion of product and services. For

betterment and improvement, market research is absolutely essential. 

There are loads of Market Research agencies and consulting firms that gives

excellent report, provides a helping hand to the Indian and international companies.

Out of the lot, IMRB International is the ground breaker in Indian Market Research.

Others following the lead are:

Delphi Research services

ORG-MARG

MRUC

NFO

Nielson India

The market research agencies pan India; cover all the main areas of marketing -

spanning B2B and industrial research, social research, media research, brand

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research, corporate and employee research, channel and retail research, product and

packaging research, pricing research and business-specialized consumer research.

IMRB: 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 26 offices in 12 countries – Algeria, Amsterdam,

Bangladesh, Egypt, India, Japan, Malaysia, Saudi Arabia, Sri Lanka, South Korea,

UAE – Dubai and United Kingdom. With over 1200 full time staff, IMRB provides

high quality conceptualization, strategic thinking, execution and interpretation

skills. IMRB International is the only research company in India that offers such a

wide range of research based services to its clients. IMRB International's

specialized 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.

Delphi Research services: Delphi is a "specialist" market research and

strategic consulting firm. Delphi was set up in 1991 by a small team of research

practitioners. Delphi came into existence primarily to cater to the needs of Indian

and international companies and multi-lateral agencies seeking high quality and

actionable research in the areas of business-to-business /industrial research and

social research. Since 1994, Delphi added one additional line of business -

specialized consumer research exclusively for the service sector. Delphi's aim from

Day One has been to stay lean and focused. Over the years, Delphi has made steady

and solid progress with a growing base of renowned customers comprising leading

Indian and international companies and multi-lateral organizations. Delphi's

expertise is sought by companies in India, the Asian region, the Middle East and the

USA.

MRUC: The Media Research Users Council is a registered not-for-profit body of

members drawn from major Advertisers, Advertising Agencies, Publishers, and

Broadcasters/Other Media. It was incorporated as a legal entity in 1994. It has 170

members representing four major constituents of the marketing and advertising

industry viz. HLL, P&G, Lowe; etc includes a broad spectrum of top multi-national

as well as Indian-owned companies. This membership represents a significant

portion of the market of the users of media research in the country. 

The MRUC was formed with the sole purpose of organizing accurate, timely,

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efficient and economical media research in the country, across all forms of media.

As the name says, the MRUC is a user body. It exists solely to serve the interests of

it members, as far as media research is concerned.

TNS NFO: Taylor Nelson Sofres plc provides market information primarily in

the United Kingdom. It offers custom research and analysis; political and social

polling; and consumer panel, media intelligence and Internet, and TV and radio

audience measurement services. The company provides various services in the areas

of new product development, including idea screening, concept testing, product

optimization, and sales forecasting; and brand and advertising research, including

communication pretesting, advertising tracking, brand tracking, and brand equity

measurement. In addition, it offers services in the areas of positioning and

segmentation research, including market structure, needs segmentation, brand

positioning, and brand portfolio analysis; and stakeholder management, such as

customer satisfaction/retention, internal service quality, employee commitment, and

corporate reputation. Taylor Nelson serves various sectors, including automotive,

financial services, health care, packaged goods, polling and social, consumer

panels, media intelligence, and television audience measurement. The company

primarily operates in Europe, Americas, Asia Pacific, and the Middle East. Taylor

Nelson was founded in 1965 and is headquartered in London, the United Kingdom.

The other popular market research firms in India are Cross Tab, Diksha Research,

International, Lamcon Finance & Management, Market Pulse, Protech India, Rural

Relations, Rushabh Direct Marketing, Sampling Research and Samsika Marketing

Consultants etc.

Porter’s Five Forces Model

Porter’s five forces is a framework for industry analysis and business strategy

development formed by Michael E. Porter of Harvard Business School in 1979. It

draws upon Industrial Organization (IO) economics to derive five forces that

determine the competitive intensity and therefore attractiveness of a market.

Attractiveness in this context refers to the overall industry profitability. An

"unattractive" industry is one in which the combination of these five forces acts to

drive down overall profitability. A very unattractive industry would be one

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approaching "pure competition", in which available profits for all firms are driven

down to zero.

Figure 2.2 Porter’s Five Forces Model

Threat of New Entrants - The easier it is for new companies to enter the

industry, the more cutthroat competition there will be. In the research industry the

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RIVALRY AMONG EXISTING COMPETEN-CE

BARGANING POWER OF BUYER

THREAT OF NEW ENTRANTS

BARGANING POWER OF SUPPLIER

THREAT OF SUBSTITUTE PRODUCT OR SERVICES

new entrant can easily enter hassle free as there is no entry barrier and the new

entrants don’t require any specific infrastructure or manufacturing unit for that.

Factors that can limit the threat of new entrants are:

Existing loyalty to major brands like IMRB.

Incentives for using a particular buyer (such as frequent shopper programs)

High fixed costs

Scarcity of resources

High costs of switching companies

Government restrictions or legislation

Power of suppliers –

This is how much pressure suppliers can place on a business. The suppliers would

be the end users, corporate sectors, institutions, hospitals and hotels etc. Here are a

few reasons that suppliers might have power:

There are very few suppliers of a particular product

There are no substitutes

Switching to another (competitive) product is very costly

The product is extremely important to buyers - can't do without it

The supplying industry has a higher profitability than the buying industry.

Power of Buyers – 

This is how much pressure customers can place on a business. The major

suppliers like HUL,P&G, and Tata etc rules the market. Here are a few

reasons that customers might have power

Small number of buyers

Purchases large volumes

Switching to another company is simple

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The product is not extremely important to buyers; they can do without the

product for a period of time

Customers are price sensitive

Availability of Substitutes – 

What is the likelihood that someone will switch to a competitive product or service?

If the cost of switching is low, then this poses a serious threat because of the

companies like IMRB, Delphi research services and TNS etc. Here are a few factors

that can affect the threat of substitutes:

The main issue is the similarity of Substitutes.

If the substitutes are similar, it can be viewed in the same light as a new entrant.

Competitive Rivalry – 

This describes the intensity of competition between existing firms in an industry.

There is a lot of competition between the market research companies like IMRB,

Delphi research services and TNS etc. A highly competitive market might result

from:

Many players of about the same size; there is no dominant firm.

Little differentiation between competitor’s products and services.

A mature industry with very little growth; companies can only grow by stealing customers

away from competitors.

Focus of the Indian Market Research Agencies

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Understanding consumers - The trends of the customers are tracked by the market

research agencies. Their needs, perceptions, projected demands are all studied and

marketing strategies are formed accordingly.

Investigating the market - This method helps in mapping the market conditions

and demands are estimated.

Conceptualizing the product development - Positioning strategies, product and

service strategies are formed accordingly after taking into consideration the

marketing research results.

India market research reports give an insight of the actual status of the

economy as well as the projected growth figures for the economy.

Gross Domestic Product slipped from an average of over 9% in the previous three

fiscal years to 6.7% during 2008-09

Wholesale price index (WPI) rose to around 13% in August 2008 and had faced an

equally sharp fall to zero percent in March 2009

Projections state that the real GDP will grow by 6% in 2009-10

For the year 2009-10, the forecast for agriculture sector has been revised

downwards from 2.5% to (-) 1.4%

For industrial sector, the forecasts have been revised upwards from 4.8% to 6.3%

The profit growth of corporate sector in 2009-10 is revised upwards to 10.0% from

7.5%

Domestic savings to GDP is slated to be 33.6% in 2009-10, this is a revised figure

downwards from 35.0%

WPI inflation would be approx 5.5% which is revised upwards from 5.3%

The India market research statistics lessens the risk of market investment. The

analysis of the market is important to undertake any marketing procedures. Go

ahead to take the benefits of the India Market Research. 

Industry Growth

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Fig 2.3 Growth of the Market Research Industry

Current Scenario

As Asia’s third-largest economy and with consistent annual growth of around 9-

10% expected for the near future, India is undeniably an emerging force on the

world business stage .As both local and international companies look to reap the

rewards of this burgeoning market, effective research will become an ever-more

crucial tool for organizations looking to expand in India.

We look into more detail at the challenges of conducting market research in India,

as well as the operational and technological developments that can be expected in

the industry in the years to come: With all the movement and action, Indian

research has well and truly arrived on the global scene. The potential is tremendous

and there is a major growth and standardization wave. India now figures more and

more in the global research radar. Well, one billion makes a difference, doesn’t it!

There is a growing client-side demand for research and the trust-level of Indian

researchers is increasing. The current business model is of low-cost, high-volume

but this is changing with the advent of MRO (Market Research Outsourcing) and

KPO (Knowledge Process Outsourcing). The research environment is growing as

research needs grow – those new to commissioning research realize that “Some

23

information is better than nothing”. As per the ESOMAR report, India is among the

lowest in the world in terms of low prices charged to clients. This of course, is due

to change in the next five years.

Internationalization of Market Research: Rise of the foreign-Indian

researcher:

The Indian economy is booming, growth is prevalent and this has brought in an

“Internationalization” of research. Is there a truly Indian research company now?

With ongoing Mergers and Acquisitions and the establishment of offshore

partner/captive centres, there is a lot of consolidation, which brings in certain

advantages.

Virtual captive centres and offshore partnerships drive the low- and high-end of

research in India: from coding and data entry, through to Data Analytics and

Business Intelligence. This has contributed to the standardization wave when

companies can now work on a common platform with set processes.

There is a definite organization structure evolving – professionalizing Indian market

research. Gone are the days when a researcher was an all-rounder doing everything

from thinking, execution, client management and commercials? The focus is on

specific divisions for specific research, leading to in-depth knowledge (walk the

talk).

1.2 Company overview

About Nielsen

The Nielsen Company is a global marketing and advertising research company

headquartered in New York. The Nielsen Company is a publicly held global

information and media company, and is one of the world's leading suppliers of

marketing information (Nielsen Consumer, formerly ACNielsen), media

information and TV ratings (Nielsen Media Research), online intelligence (Nielsen

Online) and mobile measurement (Nielsen Mobile)

Nielsen Media Research is the leading provider of television audience measurement

and related services, worldwide. In the United States, Nielsen’s National People 24

Meter service provides audience estimates for all national program sources,

including broadcast networks, cable networks, Spanish language networks, and

national syndicators. Local ratings estimates are produced for television stations,

regional cable networks, MSOs, cable interconnects, and Spanish language stations

in each of the 210 television markets in the U.S., including electronic metered

service in 55 markets. Nielsen Media Research is active in 40 countries worldwide,

offering television and radio audience measurement, print readership and

customized media research services. Nielsen Media Research also provides

competitive advertising intelligence information through Nielsen Monitor-Plus both

in the U.S. and in 30 markets worldwide. Through a network of affiliates, coverage

is extended to more than 70 countries, representing 85% of the world’s advertising

spending. In addition, Nielsen collects Internet usage and advertising information

through Nielsen//Net Ratings.

AC Nielsen opened its first international office in the UK in 1939 and, after World

War II, progressively expanded its operations in Western Europe, Australia and

Japan. The company increased its presence in Asia Pacific in 1994 by acquiring

Survey Research Group and in the Middle East and Africa in the late 1990s through

the acquisition of AMER World Research.

History: Nielsen Media Research and ACNielsen split up in 1996 as part of a

strategic restructuring and came together again in 2001 when VNU acquired

ACNielsen (VNU acquired Nielsen Media Research in 1999). Before 1996, both

companies had been part of the A.C. Nielsen Company which was founded in 1923

by a 26th year old engineer Arthur c. nielsen

Arthur Nielsen began his career testing products for manufacturing clients to ensure

that they performed up to specifications. Without market research to guide them,

companies had no way of knowing how best to spend their advertising dollars. Soon

after, Arthur Nielsen essentially founded the field of market research by visiting

sample stores in various geographic areas in order to track the movement of

different brands, and then informed clients how well their products were doing

against the competition - what we would call today "market share" information.

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Arthur Nielsen's entry into broadcast measurement in the United States began with

radio in 1936, that was 16 years after Westinghouse Electric Corp. turned on the

juice for the nation's first commercial radio station, KDKA in Pittsburgh. Arthur

Nielsen Sr. had attended a demonstration at the Massachusetts Institute of

Technology of a mechanical metering device called an "Audimeter" that was

designed to track radio listening. The machine was capable of making a minute-by-

minute record of when a radio was on and where the dial was set. Nielsen bought

the meter practically on the spot, and embarked on a long and expensive research

and development effort to improve the Audimeter and to use it on a scientifically

selected sample of radio listeners. In 1942, Nielsen launched the Nielsen Radio

Index based on the Audimeter and using a national sample of 800 homes.

Later, Arthur Nielsen would apply the same measurement technology to the new

medium of television, establishing the name "Nielsen" as synonymous with

television ratings. The ratings provide estimates of TV audience size and

composition. They are a barometer of people's viewing habits.

Television reached a 1950s America that was spending and producing as never

before, creating the greatest economic boom the world had ever seen. Four

networks (NBC, CBS, Du Mont, and ABC) were driving the new medium,

competing mostly for radio personalities to feed television's voracious appetite for

programming. Advertisers were sponsoring entire programs.

A "Golden Age" of television eclipsed radio in just a few years. To prosper,

however, the new medium depended on reliable, projectable information on which

television programs were delivering the right audiences to advertisers.

Nielsen Media Research continued to innovate in the 1960s and 70s with TV set

meters and diaries. Beginning with the 1973 television season, Nielsen Media

Research introduced a new metering technology called "Storage Instantaneous

Audimeter" for nationwide service. The new Audimeter automatically recorded and

stored minute-by-minute tuning records for channel, time of day, and duration of

tuning.

The data could be stored and automatically retrieved quickly by Nielsen Media

Research's computers via the phone line from the home during the night. This

resulted in faster service and made possible the introduction of a daily national

26

ratings report which included average audience, share, station count and evening

network coverage.

Nielsen Media Research's commitment to superior quality and innovation led the

company to devote even more resources to the measurement of actual viewing

behaviour. The Nielsen People Meter, now in approximately 5,000 households

throughout the U.S. (including Alaska and Hawaii), represented a major

advancement in metering technology, and resulted in more accurate information on

television viewership. For the first time, daily household and persons estimates

were obtained from a single sample of households.

In addition to providing complete data on set tuning, the Nielsen People Meters

measure who is watching TV. Each household member, as well as visitors, pushes a

button that is assigned to them to indicate they are in the viewing audience.

In 2001, ACNielsen became part of VNU (Verenigde Nederlandse Uitgeverijen), a

world leader in marketing information, media measurement and information and

business media. In 2003, VNU announced a new organizational structure for VNU

Marketing Information (MI), its largest business group, to address evolving client

needs and to create an enhanced platform for accelerated growth.

In 2005, VNU attempted to expand into healthcare and pharmaceutical information

by acquiring IMS Health. Although the merger was terminated in the face of

shareholder opposition, the two companies agreed to work together to develop new

capabilities.

In 2006, VNU was acquired and taken private by a consortium of six private equity

firms. In 2007, VNU changed its name to The Nielsen Company. This new identity

emphasizes its best known brand name and underscores its commitment to create an

integrated, streamlined global organization.

Vision

To be Recognized Worldwide as Premier Professional Services Firm in Market

Research

Mission

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To be recognized, through continuous investment in people and technology, as the

most competent and credible marketing research institution providing reliable, and

timely and actionable marketing insights to our clients, contributing significantly to

their success

Core Values:

Integrity & Honesty; Respect &Development of people; Excellence & Innovation

Number of employees: 32,000 (2012)

Revenue: $5.1 billion (2012)

Subsidiaries:

Nielsen Company is the owner of numerous well-known companies and

publications, including:

ACNielsen, marketing research firm

Nielsen Media Research, producer of the Nielsen Ratings

Billboard magazine, music industry publication

The Hollywood Reporter, entertainment industry trade magazine

Personal Computer World, the UK's oldest computing magazine

BASES

Caritas

Scarborough

Solucient

Spectra

ORG-MARG

Buzz Metrics

Organization Structure:

28

Like every other organization Nielsen follow a similar kind of hierarchy for its

employees. CEO is the head of the company who commands the national heads of

the company as the company got its branches in many countries all over the world.

These national heads governs the functions of divisional heads who are allotted

different territories. The senior managers of different branches in a given location

reports to divisional heads. So for every branch the senior manager is the head who

governs the functionality and operations of all the employees working under him.

The senior executive operations have to report the senior manager who in turn

commands the quality checker and other executive operations. The supervisors have

to report the executive operations and these supervisors supervise the tele callers,

free lancers (data collectors) and other employees who do the support work. So

every department coordinates with every other department in order to meet the

company’s objectives and goals.

29

30

Clients work with their services to:

Measure their market performance

Analyze market dynamics

Diagnose and solve marketing and sales problems, and

Identify and capture growth opportunities

Here people work closely with clients to help them choose the right set of

information and services and use it to make the best possible decisions.

Market Measurement:

The major market-measurement services provide comprehensive coverage of:

Sales to consumers of fast-moving consumer packaged goods, gathered at the point

of sale in retail stores of all types and sizes. These retail measurement services

provide clients with essential facts on how their products are performing compared

with their competitors, and on trends and changes in market conditions and sales

results. They also provide critical information on the use of promotional activities at

the retail level, 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 customized studies. These

consumer panel and consumer research services provide a foundation for

understanding and analyzing consumers’ motivations, attitudes, behaviour,

shopping patterns and demographic characteristics.

Analytical Tools and Services:

We offer a wide range of software and professional services that enable clients to

receive, select and evaluate our market-measurement information, integrate it with

their own data and third-party information, and apply it to specific business issues

and situations. Clients can view and analyse information from many perspectives,

such as by specific product categories, by geographic area or by retail channel. We

also organize and present information to suit the specific needs of many individuals 31

in manufacturing, service and retail organizations, including general managers,

marketing professionals, sales professionals, purchases, merchandisers and category

managers.

Diagnostic Services:

Our consumer panel and consumer research services provide clients with many

opportunities and techniques to examine trends and understand the impact of the

market forces that influence consumers’ purchasing decisions. Consumer panels

link purchasing information to demographics and provide a controlled environment

for examining motivational factors. Our analytical and modelling services provide

clients with a range of options to evaluate and understand why marketing

campaigns succeed or fail, and to address specific future marketing opportunities

and issues, such as promotion optimization, pricing, consumer targeting and

marketing mix optimization. In many markets, we offer a suite of consumer-focused

consumer research techniques and services that address clients’ unique and specific

marketing and sales issues.

Opportunity Identification:

While our major clients all share a common focus on consumers, each individual

client has its own distinct set of business characteristics and marketing and sales

concerns. Our information and services are designed to help each client identify and

act upon unique growth opportunities. Using a structured and disciplined approach

to building and managing long-term relationships, our people work in close

partnership with their clients to understand their strategies and business objectives...

To design the right suite of Nielsen services that fits their needs.

To agree on clear and measurable business objectives and to measure the

results and clients’ return on their investment.

Three main solutions offered by Nielsen are by business issue, by industry and by

product. Nielsen has 8 codes defining the principles that would guide Nielsen to

global leadership in marketing research. They are Impartiality, Thoroughness,

Accuracy, Integrity, Economy, Price, Delivery and Service.

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SWOT Analysis:

A scan of the internal and external environment is an important part of the strategic

planning process. Environmental factors internal to the firm can be usually

classified as strengths (S) or weaknesses (W), and those external to the firm can be

classified as opportunities (O) or threats (T). The SWOT analysis provides

information that is helpful in matching the firm’s resources and capabilities to the

competitive environment in which it operates.

Strengths:

A firm’s strengths are its resources and capabilities that can be used as a basis for

developing a competitive advantage. Nielsen also got much strength because of the

strong brand name and reputation they got overseas. Such strength includes:

Strong brand name: AC Nielsen has been rated as the best Market Research

companies

Good reputation among customers: The results provided by Nielsen are validated

and hold good to the actual scenario.

The studies done are reliable and trustworthy: The suggestions provided by

Nielsen have helped the company attains their goals.

Weakness:

The absence of certain strength may be viewed as weakness. This may include:

High cost structure: The cost of conducting any particular study ranges

somewhere close to 45 lakhs on an average.

Uncertainty: This is no proper evidence to prove that any study undertaken by

Nielsen would always provide trustworthy results.

Timeline as they have numerous customers: Owing to huge amount of research

involved, it becomes extremely difficult to meet deadlines.

The study totally depend on the data collected which has to be accurate: At

times the data collected may not be representative of the entire population.

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Opportunities:

The external environment analysis may reveal certain new opportunities for profit

and growth. These opportunities include:

Untapped Potential: The Company can increase the business in the Indian market

as there are many areas still untouched.

Unfulfilled customer needs: The company can build upon the market needs still

unmet.

New methodologies: New and enhanced methods of collecting, accessing and

analyzing data which might reduce the overall cost and time required.

Threats:

Changes in the external environment also may present threat to the firm. Some of

these threats include:

Shifts in the consumer preferences: Due to lack of validity and reliability, the

customers may shift from one firm to another.

The new entrants in the industry

Company owned Research departments: Nowadays the companies are

conducting market research on their own instead of approaching a research

consulting firm.

New regulations.

Strengths

Market leader in research industry

with huge market share

Gained experience

Security of Data

Weakness

Online research in India

Not so good in secondary data

research

Higher prices charged for the 34

Strong, Diversified, Friendly Client

Relationships

Strong client base

clients

Mode of payment for field staff

(Interviewers) leading to

employee dissatisfaction.

OPPORTUNITIES

Better methodologies

Usage of technological tools

Lot Opportunities to expand.

More demand than supply

More clients’ participation

THREATS

Increased competition in market

In the present days every company

setting up their own research

departments

Maintaining data privacy

Research department in

advertising agencies

ANALYSIS OF PRODUCT/SERVICE PROFILES

Business solutions provided by Nielsen can be broadly classified as follows:

Business Issues:

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Competitive analysis

Distribution

New Product introduction

Promotion efficiency and effectiveness

Industry Specific

Automotive

Financial Services

Advertising

Telecommunication

Media

Retail Sector:

Retail Management

Consumer panel

Consumer Research

Retailer Service

The sectors in which Nielsen operates are:

Automobile

Banking and Financial

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Services

Business Services

Entertainment

Information Technology

Cosmetics

Employee Satisfaction Survey

Telecommunications

Agriculture

Pharmaceutical and Medical

Management Consulting

Education

TRAINING PROGRAM

Detailed description of the operations/activities performed by the department:

As Nielsen is a market research company the most important step in research is to

get the data from various sources for various projects. The job I have been assigned

is to meet or call the respondents personally who belong to the respective target

37

groups and collect their detailed opinions about the product or service depending on

that particular project which is going on. The collected data is verified by the

immediate superior of the data collector called the supervisor. He in turn reports to

his senior manager who cross checks the submitted data and verifies its accuracy to

approve its validation.

A separate team is in place which is assigned the task of quality control checking

which calls the respondents to ensure the data submitted is genuine.

38

3. PROJECT PROFILE

Key Learning Experience in the project:There was a lot on offer during our internship in the company which turned out to

be a good learning experience. Understanding the attitude of the public respondents

was very crucial to start working smoothly in the company. With every task we

performed we got to know what factors does an individual look into when he selects

a product or service and grew better with every correct step.

I have done 2 projects in my internship

1: Evaluation of sales satisfaction in automobile industry:

In this project we have to take feedback from respondents ( people who

bought car in last 8months) about their experience with the dealer while

buying the car and the experience with car make and model. I faced lot of

problems initially as respondents were not ready respond for our

quesstionnaire. The main reason for this, questionnaire was too

lengthy( more than 150 questions). To complete this questionnaire require

minimum 40 to 45 minutes so we had to convince respondents which

difficult job. We had been to RTO, Malls and Parking areas in Hyderabad to

find respondents.

In 2nd project company gave us data base of customer who bought

new cars in last 1year. We had to take appointment of customers from

database to collect data.

Being a Marketing research company, Nielsen company taught us how we could

best utilize the resources in our hand in the most structured and optimized manner.

We understood the various pros and cons of questionnaires which we used to gather

the data from our respondents.

The best part of it was when we learnt how much a business research is useful to the

company as well as the user. Every field work done taught us something different

and the best way we found to improve ourselves was analysing our previous

approaches and raising our performance level with every new task.

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One should never be dejected by the response of the customer or our company

officials and always looking forward to ways in lifting ourselves when we are down

in morale.

3.1. OBJECTIVES OF THE STUDY:

Research methodology:

Topic: “Evaluation of sales satisfaction index (Automobile

industry)”

Problem definition: There is a huge gap between the customer expectation

from the automobile industry and the service that Indian automobile industry is

providing. Thus J.D. Power is the company which conducted the research with the

help of AC Nielsen to find out customers(Hyderabad) opinion on different issues

which they are facing in automobile industry (new car owners within 8-10 months.)

Research Objectives:

1. To identify the consumer response to the different brands of

cars.

2. To know customers information about their income range

and buying behaviour.

3. To measure the customer satisfaction level of their

purchased cars

Research Design:

The research design adopted will be descriptive research.

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Collecting information:

1. The information is obtained through the Survey Method.

2. Method of administering - Questionnaire (personal interview& e- mail).

3. The nature of the questionnaire involved is multiple choices, etc.

Sampling Plan:

Population: People who bought car within 8 to 10 months.

Sampling Method: Non-probability sampling method is used & it is based on Quota

sampling the sample size is 100.

2. METHODOLOGY:

Primary data collection department

Fieldwork:

The main part of the company which facilities the whole practices of the research

company is field work. The Nielsen Company is fully capable to arrange all the

fieldwork. The company has a good strength of Executives, Supervisors and

Interviewers. As for printing of questionnaires are concerned, they also have

contracting arrangements with a printing supplier who provide the services on time.

The company also has arrangements related to interviewers training which would be

done through classroom training, mock interview, and field practice.

Classroom Training:

The first part of training is to educate prospective interviewers on:

The role and value of market research41

The market research process

The role of the questionnaire

The role of the interviewer

The Market Research Code of Conduct

Interviewer Briefing:

The researcher executive, field manager or regional manager using interviewer

instructions drawn up by the project manager personally briefs all interviewers.

Project manager is usually from the client’s side who briefs about the project, the

target group, the number of interviews to be held, the questionnaire, the appropriate

show cards to be used, the do’s and don’ts in the project etc.

Mock and Practice Interviews:

Mock and practice interviews are conducted by supervisors before the start of field

work. The interviewers are made thorough and familiar with the questionnaires and

doubts regarding the same are clarified to avoid any mayhem.

Data Collection:

The interviewers are given with a set of questionnaires; the show cards related to

the project and technological tools like digital recorders or laptops depending on the

kind of project and are sent to the filed to gather the necessary data. The

interviewers are given a specific time period within which they have to collect the

data and submit it for further processes.

Accompanied Interviews:

Regional managers or DA Executives or the project supervisors go along with the

interviewers to appointments on a routine basis to check that they adhere to

procedures and policies. Even the clients have the authority to accompany an

interviewer whenever they want to check the process.

Scrutiny:

42

This is been done by the supervisors of the projects. All questionnaires are checked

for completeness and obvious errors. Additional checks are also conducted to see if

there are miss markings or the complete procedure as been followed thoroughly

without any mistakes.

Call-backs:

Supervisors telephone the respondent to check that whether interview was properly

carried out. This includes repeating key elements of the questionnaire to check that

the answers tally. If there are any data missing, it is collected by the supervisor and

filled in, if there are lots of discrepancies the interviewer returns to get the missing

information or the respondent replacement is done. Sometimes face-to-face back

checks are also done by the supervisors where they personally meet the

respondents.

Quality Control:

The Nielsen Company has separate Quality Control team. After the data is

scrutinized and call backs are done, the questionnaires will be sent to the QC team

which checks the data through call back and logical checks. After quality check is

completed the data is dispatched to the researchers department where data

processing and analysis is done (mainly we use to dispatch the data to Mumbai,

Delhi and Bangalore).

4. OBSERVATIONS & ANALYSIS

1. Are you the main user of new car?

Customers Yes No100 77 23

43

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?

Customers Yes No100 87 13

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 13% of them are mostly having the two-wheeler.

3. Do you employ a driver for your new car?

Customers yes No100 32 68

44

From the above graph, 68% of the customers drive their vehicles themselves and 32% of them had a driver. This gives us a result that most of the customers who drive the car themselves are employed persons and the people who maintain the driver are business people and higher officials.

4. How frequently do you drive this new car?

Customers Sometimes Always Rarely100 32 48 20

From the above graph, 32%of the customers use their car sometimes in the weekends and 48%of them use them frequently and rest 20% of them use their cars rarely for vacation purpose.

5. On average how much time do you spend travelling in your new car?

Customers Less than 1 hour 1 -2 hours More than 2hours100 33 53 14

45

From the above graph, 33% of them travel less than an hour in their car, 53% travel between 1-2 hours and the rest of them travel for more than two hours in a day.

6. Transmission type?

Customers manual Automatic100 88 12

From the above graph, 88% of the customers use manual transmission as they are mileage concerned and just 12% of them use automatic transmission as all these consists of mostly luxury cars.

7. Does this dealer have a service centre at the same location?

Customers yes No100 76 24

46

From the above graph, 76% of the car owners told that dealer had the service centre at the same location and the rest 24% of them said that their dealers doesn’t have the service at the same location.

8. Did you consider a used vehicle while shopping for your new car?

Customers yes No100 75 25

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?

Customers yes No100 93 7

47

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.

10. Did the sales person explain features, advantages, and benefits of the vehicle?

Customers Yes No100 79 21

From the above graph,79% of the customers were explained by the dealer about the features and advantages of the car and rest of 21% of the customers were not and some of them were explained at the time of delivery

5. FINDINGS:

1. Newly buying Customers are more willing to buy maruti and existing customers

prefer other brands.

48

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.

4. Customers do not have time to answer the questionnaire as the feedback

questionnaire is too lengthy.

6. RECOMMENDATIONS:

1. Staff in the company need systematic training and more online research should

be encouraged as people in today’s world are busy to give personal time and they

also prefer online surveys.

49

2. The company has a strong hold in primary research but when it comes to

secondary research they lag behind their main competitor IMRB. Hence importance

should be given to secondary data research and enhance in this segment.

4. More advertising should be given because of growing trends in marketing

research.

5. Employees should not be loaded with many projects at a time. Doing this will

increase the burden of employees and also decrease the quality of work done.

6. Internees working with organization should be rotated in different departments to

understand the whole working of the organization.

7. The salary of the field employees should be enhanced to increase their efficiency

and satisfaction.

7. CONCLUSION:

From the internship at AC Nielsen I have gained lot of practical knowledge. Now I

have a thorough understanding of the various types of researches and the process

involved in it. I have also come to know about the rules that are followed in the

50

research industry. The journey at Nielsen was very informative for the last two

months, and I am in a position to carry on any kind of study assigned to me. Being

part of an effective team, have learnt lot of things like as how to manage oneself

when working with a team, coordinating various meetings, how to keep the attitude

right towards the goal.

Initially, had faced lot of problems when started approaching respondents with the

questionnaire but gradually when I understood the process and how to manage with

respondents of different demographics such as age, social status etc, got used to the

system and the process became easy and now I am comfortable with the same.

Along with understanding the primary data collection process the internship has

also made to better understand the various management processes learnt in theory

such as team work, managing time and to take responsibilities.

Hence here we can see A C Nielsen Undoubtedly has travelled a long journey from

piggybacking advertising job to the mainstay of the decision component of one

organization. A C Nielsen seeks to align the enterprise with the expectation of its

consumers and delivering value with its systematic analysis of the information

captured. Although there were lots of changes in the past the way research is being

carried but off course the IT enabled market research is a new trend which

propounds ways to maximize an enterprise’s returns in the newly emerging

liberalized market in India. Now is the time for the MR agencies to reap the ever

growing and burgeoning customers with rapidly changing lifestyles through

research work, so that Indian Marketers could be more productive, result oriented

and globally the best workforce to cater the demands of their consumers.

8.LEARNING OUTCOME:

There was a lot on offer during our internship in the company which turned

out to be a good learning experience. Understanding the attitude of the

public respondents was very crucial to start working smoothly in the

51

company. With every task we performed we got to know what factors an

individual looks into when he selects a product or service and grew better

with every correct step.

It was also very crucial to understand the role played by the retailers in

pushing a product or brand, how much a customer is willing and able to pay

for the particular product or service by the company.

We as humans are prone to commit mistakes, but it is only when we commit

mistakes that we start learning on how we improve our productivity error

free.

ANNEXURE:

1. Do you or does any member of your household works in any of these

occupations or professions?

a. Advertising agency

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b. Market research Company

c. Manufacturer, dealer or distributor of any commercial vehicles

d. Manufacturer, dealer or distributor of 2 wheelers or

motorcycles

e. Dealer, distributor of auto spare parts

f. Service stations/Retailer of fuel/lubricants.

g. Other car related industries

h. None of the above

i. Refused

j. Don’t know

2.Are you the main user of new car

a. yes

b.no

3.did you have a two wheeler or car in your household prior to purchasing this car.

a.had a 2 wheeler

b.had a car

c.had both

d.neither

4.do you a employ a driver for your new car

a.yes

b.no

5.how frequently do you drive this new car

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a.always

b.sometimes

c.rarely

6.on average how much time do you spend travelling in your new car

7.transmission type

a.manual

b.automatic

8.does this dealer have a service centre at the same location

a.yes

b.no

9.what is your average consumption of fuel

10.did you consider a used vehicle while shopping for your new car

a.yes

b.no

11.when purchasing of your new vehicle,which of the following was your first point of contact

a.authorized dealer

b.agent of the dealer

c.auto finance company

12.did you tast drive the vehicle that you bought from the selling dealer

a.yes54

b.no

c.as I dids not want

d.no I couldn`t, as a test drive vehicle was not available

References:

http://www.nielsen.com/global/en.html

http://indiatoday.intoday.in/story/india-today-ac-nielsen-poll-delhi-university-tops-

list/1/189223.html

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http://www.hindustantimes.com/business-news/Markets/India-is-world-s-most-

optimistic-market-Nielsen/Article1-849278.aspx

http://en.wikipedia.org/wiki/Marketing_research

http://www.economywatch.com/business-and-economy/automobile-industry.html

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