“A Study on the Customer Satisfaction
for Hyundai Motors India ltd.”
In Partial fulfillment for the
“Post Graduate Diploma in Business Management”
Roll No.: GJUJUL08AA044
Under the Guidance of
Assistant manager cati centre
NSB SCHOOL OF BUSINESS
B-II/1, MCIE, Delhi-Mathura Road, New Delhi
B-II/1, MCIE, Delhi-Mathura Road, New Delhi
This is to certify that the summer project report title “A study
on Customer Satisfaction for Hyundai Motors India Ltd.” is
a bonafide work done by Mr. Sanjeev Kumar, Roll No.:
GJUJUL08AA044 of Batch July 2008 – 2010, Submitted to
NSB School of Business, New Delhi in partial fulfillment of the
requirement for the award of Post Graduate Diploma In Business
Management, and that the report represents independent and
original work on the part of the candidate.
Corporate Relations Cell
I would acknowledge my indebtness to Mr. K. N. Shahi, who was a source of continuous
guidance and inspiration to me and for taking in organizing, designing and completing this
Last but not the least I empress my thanks to Mr. Rajeev Shah, internal project guide for his
guidance, support and encouragement which helped me in completing my project.
I wish to thank “Market Probe Research Company” for giving me an exposure to the
corporate world and providing me an opportunity to enhance my knowledge and skills.
I also thanks to those people who have helped me directly or indirectly in completion of my
I, Sanjeev Kumar,declare that this project report entitled “A Study on Customer Satisfaction
for Hyundai Motors India Ltd.”
is an original piece of work done and submitted by me towards partial fulfillment of
my Post Graduate Diploma in Business Management, under the guidance of “Mr Rajeev Shah”.
TABLE OF CONTENT
1. ACKNOWLEDGEMENT 3
2. DECLARATION GIVEN BY THE STUDENT 4
3. INTRODUCTION OF COMPANY IN MY VIEWS 7 - 16
4. ABOUT THE COMPANY 17 - 46
a) Company’s history
b) Branches of the company
c) Global network of the company
d) What makes market probe different
e) Global advantage of the company
f) Vision of the company
a) Objective of market research
b) Importance of market research
c) Steps of in market research process
d) Sources of data
e) Method of data collection
f) Tools and techniques of analysis
g) Design the research methodology
h) Research methods
i) Application of marketing research
j) Types of market research techniques
6. BUSINESS STRATEGIES 47 - 52
7. BRIEF UNDERSTANDING OF CATI 53 - 70
8. AN OVERVIEW OF CLIENT COMPANY :-
Hyundai Motors India Ltd. 71 - 77
9. STUDIES OF RESEARCH 78
10. LEARNING 79
11. SUGGESTION AND RECOMMENDATION 80
12 QUESTIONNAIRE 81 - 87
13. BIBLIOGRAPHY 88
Market Probe was founded by Mr. T. R. Rao (President and CEO Market
Probe) and currently has research offices around the Globe, in United States,
Canada, Europe, Middle East, Asia Pacific, India and China. It is a global
research and consulting company specializing in customer, employee and
brand stakeholder solutions. It offers full service strategic guidance and
business solutions to our global customer base. It also offers in-depth
marketing research services to two specialty markets: crop sciences and
With offices around the globe, Market Probe employs more than
250 full time and more than 1,000 part-time people worldwide. Its corporate
headquarters are located in Milwaukee, Wisconsin.
In delivering stakeholders solutions, we make use of our in-house
capabilities to address:
• Assessment of program needs and tactical and strategic business objectives
• Design of programs based on qualitative research, cost-effective sampling and applying
suitable data acquisition tools
• Providing client solutions for immediate feedback through online reporting, web posting
of reports, web interactive tools for ongoing and ad hoc analysis and consulting services
on the implementation of results
It offers proprietary models and advance analytical solutions geared toward
executives and managers at all levels to test alternate solutions in driving
customer loyalty improvement or employee equity improvement.
Market Probe India was founded in 1999 and currently has
offices in Mumbai, Banglore and New Delhi. Market Probe India is capable of
doing fieldwork anywhere in
India. It adopts a multidisciplinary approach to the information that is
gathered and enables clients to make intelligent, market/business aligned
fact based decision.
For information gathering, it uses interviewing methods such as
face-to-face, telephone, CATI, or web surveys. Whichever method is used,
Market Probe India maintains the integrity and confidentiality of the
• Customer satisfaction, value and loyalty practice
• Employee equity system: engagement and commitment
• Brand power and value assessment
• Proprietary Rx solutions for loyalty and brand equity improvement
A World of Experience
We know that client needs differ industry by industry. Market Probe's
experience across a broad range of sectors has equipped us to take a
seasoned approach to the research challenges confronting your business.
With in-depth industry experience extending from Banking and Insurance to
Agriculture and Manufacturing, we have on-staff specialists dedicated to
sectors such as Finance and Insurance, Telecom, Automotive, Services,
Retail, Industrial, Construction and more.
Auto & Manufacturing
Market Probe offers a complete solution for clients who require an integrated
understanding of the customer lifecycle – an approach they have
successfully employed for a multitude of automotive and manufacturing
clients across industries and sectors. Their sector experience ranges from
product development to long-term loyalty.
Banking & Financial services
Market Probe's expertise with data collection worldwide, their familiarity with
research issues typical to the banking sector, plus years of industry
experience make them the seasoned research partner who can provide
actionable solutions to the unknowns that face your business. Market Probe's
years of experience in banking span a range of research areas, from
customer satisfaction and loyalty to competitive benchmarking, brand equity
and advertising awareness to new product testing.
Service industries typically face a day-to-day challenge of managing long-
term customer interactions at multiple service touch points. Market Probe
has established an expertise in the measurement of these complex, long-
term customer relationships — in industries ranging from banking and
financial services to property and casualty insurance to
medical/pharmaceutical benefits management to retail, in both B2C and B2B
settings. Market Probe takes an analysis-driven perspective.
Crop Science & Animal Health
From growers to veterinarians, from consumers to small businesses to global
corporations, Market Probe knows the research issues facing the Agriculture,
Horticulture and Animal Health Industries. Market Probe has more than 20
years of industry-specific experience across markets and cultures spanning
the Americas, UK/Europe, Middle East/Africa and Asia/Pacific.
Market Probe is recognized as a leader in providing full-service strategic
guidance and business solutions to their global client-base. Their mission is
to help their clients achieve their business goals and protect their long-term
assets: their customers, their employees and their brands. To accomplish
this, they subscribe to a set of core values:
• Maintain the integrity of the data
• Protect the confidentiality of all client information
• Aspire to the highest standards of intellectual honesty
• Remain flexible to new ideas
Market research is a form of business research and is generally divided into
two categories: consumer market research and business-to-business (B2B)
market research, which was previously known as industrial marketing
research. Consumer marketing research studies the buying habits of
individual people while business-to-business marketing research investigates
the markets for products sold by one business to another.
Consumer market research is a form of applied sociology that concentrates
on understanding the behaviours, whims and preferences, of consumers in a
market-based economy, and 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
Thus marketing research is 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. The goal of marketing
research is to identify and assess how changing elements of the marketing mix impacts customer
Role of marketing research
The task of marketing research is to provide management with relevant,
accurate, reliable, valid, and current information. Competitive marketing
environment and the ever-increasing costs attributed to poor decision
making require that marketing research provide sound information. Sound
decisions are not based on gut feeling, intuition, or even pure judgment.
Marketing managers make numerous strategic and tactical decisions in the
process of identifying and satisfying customer needs. They make decisions
about potential opportunities, target market selection, market segmentation,
planning and implementing marketing programs, marketing performance,
and control. These decisions are complicated by interactions between the
controllable marketing variables of product, pricing, promotion, and
distribution. Further complications are added by uncontrollable
environmental factors such as general economic conditions, technology,
public policies and laws, political environment, competition, and social and
cultural changes. Another factor in this mix is the complexity of consumers.
Marketing research helps the marketing manager link the marketing
variables with the environment and the consumers. It helps remove some of
the uncertainty by providing relevant information about the marketing
variables, environment, and consumers. In the absence of relevant
information, consumers' response to marketing programs cannot be
predicted reliably or accurately. Ongoing marketing research programs
provide information on controllable and non-controllable factors and
consumers; this information enhances the effectiveness of decisions made
by marketing managers.
Traditionally, marketing researchers were responsible for providing the
relevant information and marketing decisions were made by the managers.
However, the roles are changing and marketing researchers are becoming
more involved in decision making, whereas marketing managers are
becoming more involved with research. The role of marketing research in
managerial decision making is explained further using the framework of the
D —- Define the marketing problem
E —- Enumerate the controllable and uncontrollable decision factors
C —- Collect relevant information
I —- Identify the best alternative
D —- Develop and implement a marketing plan
E —- Evaluate the decision and the decision process
The DECIDE model conceptualizes managerial decision making as a series of
six steps. The decision process begins by precisely defining the problem or
opportunity, along with the objectives and constraints. Next, the possible
decision factors that make up the alternative courses of action (controllable
factors) and uncertainties (uncontrollable factors) are enumerated. Then,
relevant information on the alternatives and possible outcomes is collected.
The next step is to select the best alternative based on chosen criteria or
measures of success. Then a detailed plan to implement the alternative
selected is developed and put into effect. Last, the outcome of the decision
and the decision process itself are evaluated.
Marketing research characteristics
First, marketing research is systematic. Thus systematic planning is required
at all the stages of the marketing research process. The procedures followed
at each stage are methodologically sound, well documented, and, as much
as possible, planned in advance. Marketing research uses the scientific
method in that data are collected and analyzed to test prior notions or
Marketing research is objective. It attempts to provide accurate
information that reflects a true state of affairs. It should be conducted
impartially. While research is always influenced by the researcher's research
philosophy, it should be free from the personal or political biases of the
researcher or the management. Research which is motivated by personal or
political gain involves a breach of professional standards. Such research is
deliberately biased so as to result in predetermined findings. The motto of
every researcher should be, "Find it and tell it like it is." The objective nature
of marketing research underscores the importance of ethical considerations,
which are discussed later in the chapter.
Marketing research involves the identification, collection, analysis, and
dissemination of information. Each phase of this process is important. We
identify or define the marketing research problem or opportunity and then
determine what information is needed to investigate it., and inferences are
drawn. Finally, the findings, implications and recommendations are provided
in a format that allows the information to be used for management decision
making and to be acted upon directly. It should be emphasized that marketing research is
conducted to assist management in decision making
and is not: a means or an end in itself. The next section elaborates on this
definition by classifying different types of marketing research.
Comparison with other forms of business research
Other forms of business research include:
Market research is broader in scope and examines all aspects of a business
environment. It asks questions about competitors, market structure,
government regulations, economic trends, technological advances, and
numerous other factors that make up the business environment (see
environmental scanning). Sometimes the term refers more particularly to
the financial analysis of companies, industries, or sectors. In this case,
financial analysts usually carry out the research and provide the results to
investment advisors and potential investors.
Product research - This looks at what products can be produced with
available technology, and what new product innovations near-future
technology can develop (see new product development).
Advertising research - is a specialized form of marketing research conducted
to improve the efficacy of advertising. Copy testing, also known as "pre-
testing," is a form of customized research that predicts in-market
performance of an ad before it airs, by analyzing audience levels of
attention, brand linkage, motivation, entertainment, and communication, as
well as breaking down the ad’s flow of attention and flow of emotion. Pre-
testing is also used on ads still in rough (ripomatic or animatic) form.
About the company
MP Global Link is one of the fastest growing data collection companies in the
marketplace. We offer comprehensive fieldwork solutions for market research
companies, consulting companies and corporate clients.
MP Global Link India offers comprehensive fieldwork solutions for market
research companies, consulting companies and corporate clients. Our reach is
nationwide, using interviewers conversant with all major languages, the latest in
data collection technologies and resources to reach your target audience.
We have extensive experience dealing with diverse respondent audiences and
complex client needs.
MPGlobal Link India has its field offices across 45 major cities in India. We have
a state-of-the-art centralized CATI center in Noida. We have the field strength of
200 full-time staff and more than 1100 freelance interviewers/supervisors working
across 45 locations.
We do everything from fieldwork up to data processing for various organizations
and market research companies of national and international repute.
We have gained valuable insights into some of the leading international brands and
continuously seek to improve our knowledge of markets with a view toward
providing a unique and cutting-edge service to all of our existing and prospective
Market Probe began as a consulting company in 1976. Founded by T.R. Rao, a
former University professor specializing in marketing and statistics, Market Probe
began with projects focused on market feasibility studies, consumer research,
image research and marketing effectiveness.
By 1985, savvy businesses began to see greater value in customer satisfaction and
quality studies. Market Probe responded with refined research methods, improved
tools and proprietary software and modeling that generated the customized
information our customers could use to be more successful.
It didn’t take long for us to see the benefits of globalization. Today, Market
Probe’s customer- and employee-satisfaction expertise reaches businesses around
In addition to our corporate headquarters in Milwaukee, Wisconsin, we operate
CATI call centers in the United States, Canada, Singapore and the United
Kingdom; we have full-service research offices in the U.S., Canada, the UK,
Belgium, Dubai, India, Singapore and China; and we have formed several strategic
partnerships with field agencies around the world.
Market Probe is recognized as a leader in providing full-service strategic guidance
and business solutions to our global client-base. Our mission is to help our clients
achieve their business goals and protect their long-term assets: their customers,
their employees and their brands.
To accomplish this, we subscribe to a set of core values:
• Maintain the integrity of the data
• Protect the confidentiality of all client information
• Aspire to the highest standards of intellectual honesty
• Remain flexible to new ideas
• Achieve the epitome of client service and self-improvement
New Delhi: The US-based $15 million market research company, Market Probe
Inc, which recently launched its operations formally in India, offers Indian
companies value-added services in customer satisfaction and qualitative research.
Founded in Milwaukee, USA, in 1976 by T R Rao, Market Probe Inc is a full
service market research company specialising in customer satisfaction studies and
qualitative research. It already has subsidiaries in Toronto, London, Hong Kong
and Latin America.
The company views India as an operating base for its expansion plans for South-
East Asia. Says Rao, president and CEO Market Probe Inc: ``India has abundant
talent and manpower both in terms of quality and quantity. We intend to exploit
this to expand into countries like Thailand, Malaysia, China, Hong Kong. Indian
experts will be used to train and supervise the setting up of operations there.''
Headquartered in Bangalore, Market Probe India has two branch offices in Delhi
and Mumbai. The India operations are headed by R Muralidhar.Though it views
Indian companies as also coming of age with regard to research needs and
technology, the company will be mainly targeting MNCs in India, ``who
understand and are ready to pay for value-added research.'' One of the reasons why
Market Probe decided to enter the Indian market was the fact that many of its
clients have global operations and research supplier decisions are becoming
increasingly centralised and global in scope.
Another reason was the fact that customer satisfaction, which forms a major chunk
of Market Probe's business, is an emerging discipline in India and companies are
beginning to shift from product orientation to customer orientation.
``With a growing number of brands in the marketplace, customer satisfaction,
loyalty, retention and brand management are emerging as important areas and
Indian businesses require specialised services that we can offer,'' says Rao.
He adds, ``In the West, specially USA, customer satisfaction is recognised as an
important area. The budget for customer satisfaction in the US is separate from
marketing budget and is, in fact, the only recession-proof budget.''
Team leaders for the Indian operations have already undergone three-week training
in the US on Market Probe's proprietary techniques. Some of its proprietary
products include Satnav (satisfaction navigator) customer tracking and simulation
software that allows `what if' analysis permitting testing across countries and
customer retention forecasting system (CRFS), a sophisticated tracking tool to
predict customer attrition and allow timely intervention programmes. In qualitative
research it has special techniques like life maps, auto drive, interactive workshop
With an initial investment of around Rs 2 crore for the first year, Market Probe
India has already roped in clients like HLL, New Holland, Mastercard and Reckitt
and Colman. It has also done some small projects for Maruti, besides product
testing, advertising research, customer and product research. For MasterCard it is
doing a pilot test for the global launch of a new product.
Branches Of The Company
Director of Operations Sanjay Kumar
email@example.com Director of Operations
Boon Wee Ong Jaelyn Ren
Director of Operations Director of Business
Director of Operations,
Etobicoke Call Center
Cathie Beem, Call Center Manager
St. Louis, Missouri
Market Probe, Inc. provides market research services. It provides customer
satisfaction and loyalty measurement, custom research portfolio, employee equity
system portfolio, and hotel navigator services, as well as hospitality research
brochures. Market Probe, Inc. was founded in 1976 and is headquartered in
Market Probe - India
Mr. Amit Adarkar Managing Director, Market Probe India
and Middle East
Greater Milwaukee Area (34)
Greater St. Louis Area (16)
Bombay Area, India (8)
Toronto, Canada Area (7)
London, United Kingdom (7)
Delhi Area, India (7)
Market Probe research firm expands in India
By Rick Romell of the Journal Sentinel
Posted: April 28, 2009
Wauwatosa's Market Probe Inc. has set up a separate firm in India employing
about 200 people to do research in such areas as customer satisfaction and attitudes
The expansion, which has occurred over the last year, is another international
venture for Market Probe, which also staffs offices in Europe, China, Singapore and Dubai.
The company also has long maintained a small agency in India. It established the
new firm, called MP Global Link India, to do surveys and mystery-shopper-style
legwork for other companies with a presence there.
"The and they . . . Indian market and the Chinese markets are exploding really
don't have the ability to collect data in India," said T.R. Rao, Market Probe's
founder, president and CEO. A mathematics scholar and former professor at the
University of Wisconsin-Milwaukee, Rao is a native of India.
MP Global Link India has headquarters in Mumbai and covers the entire country.
The firm conducts research in all of India's major languages through face-to-face
interviews, by telephone and over the Internet. It expects to carry out more than
900,000 interviews and mystery-shopper-type visits this year.
Market Probe itself employs about 230 people, including 60 in Wauwatosa.
Beyond the new venture in India, the firm plans to expand its presence in the
Middle East soon.
Within a few weeks, it expects to open an office in Bahrain. Bahrain is unusual in
the region for allowing 100% U.S. ownership of businesses, Rao said, and it is
close to Saudi Arabia.
"We are really interested in tapping into the Saudi Arabian market," he said
Market Probe's core competency in customer satisfaction and loyalty research
offers clients a more practical approach to understanding what drives employee
We apply the same tools and models to interpret employee feedback as we do with
the analysis and interpretation of customer satisfaction.
Market Probe India was founded in 1999 and currently has research offices in
Mumbai, Delhi and Bangalore. We are capable of doing fieldwork anywhere in
Market Probe adopts a multidisciplinary approach to the information that is
gathered and enables clients to make intelligent, market/business aligned fact-
For information gathering, we use interviewing methods such as face-to-face,
telephone, CATI, or Web surveys. Whichever method is used, Market Probe India
maintains the integrity and confidentiality of the information.
Global Network Of Market Probe
What Makes Market Probe Different
Our commitment to delivering high quality, unbiased data tailored to each
client’s unique requirements is what separates us from the competition.
MP Global Link understands the complex nature of today’s business world. Our
commitment is to deliver high quality, unbiased data across cultures and languages.
Our recruitment team works to ensure a consistent and reliable pool of highly
trained, native speakers in all languages to conduct face-to-fae, CATI and
Our focus is on tailoring research to suit each client’s unique requirements, with a
constant attention to sound practice and the highest degree of reliability and quality
Based in Mumbai, we have affiliate offices in other cities in India as well as
globally to assist in both local and global data collection. We can support
quantitative, qualitative and customer satisfaction research in all market research
sectors. We can run your project centrally or locally, depending on specific needs,
or deliver raw data for your own analysis.
Global Advantage of market probe
Our international capabilities and advanced data collection methodologies
provide our clients with the vital information they need to meet the challenges
of today’s marketplace.
Flexibility is key to ensuring that you obtain the right information from
respondents. We believe in multimode interviewing practices and can offer the
following data collection methodologies:
Wherever on earth your market is found, we have the outreach to help you
understand your customers. Our extensive experience conducting native
language/multilingual research — even down to the dialect level — gives us the
expertise to tackle the most complicated projects in international and emerging
Phone and On-Line Research
Our global CATI call centers — staffed with a team of highly experienced native
language speaking interviewers and supervisors — are well-equipped to meet your
global research needs.
Using Web-enabled data collection tools, we can gather data using CATI, Web or
CAPI and provide our clients with real-time results.
We can service your face-to-face and CATI needs with satellite offices in Europe,
North America, Asia and the UAE in collaboration with our field services partners.
B to B Research — Reach the Decision-Makers
MP Global Link is experienced at reaching industry leaders, high-level decision-
makers and other hard-to-reach respondents whose opinions are vital to the
successful B to B research project. Our consistent approach employs a team
thoroughly prepared in the specific topic and who truly understand the objectives
of the research and can credibly engage with the respondent to maximize the
insights gained. Our B to B experience reaches across a broad range of industries
and sectors, including research for some of the world's best-known global brands.
B to C Research — We Speak The Language of
Our accomplished interviewers conduct research in local languages using
collection methods best suited to the local cultural norms and technological
landscape of the specific global region. Instead of relying on a "one-size-fits-all"
approach, we precisely adjust our research methodology to match the market,
providing clients with accurate and actionable data.
We do conduct lots of mystery shopping for the banking, automotive, office
automation, and consumer durables industries, among others. Mystery shopping
expertise is one of the strengths and areas for MP Global Link.
We have expertise in doing secondary research for our clients.
Our team has experience handling qualitative research. We have a pool of
experienced multilingual moderators, content analysts, simultaneous translators
and transcribers to carry out qualitative research for our clients.
• In-Depth Interviews
• Focus Groups
• Talk shows, etc.
Our industry experience spans many cultures,
languages and most business sectors
We work in partnership with our clients, taking care of the day-to-day management
of the project. You are spared the operational difficulties associated with data
collection and can focus instead on research design and analysis. We deliver
prompt, reliable and accurate data at highly competitive prices.
Our clients work with us continuously because we offer them unrivalled levels of
service and value. We have proven success in delivering results on time and within
budget coupled with knowledge of our global markets and outstanding value for
MP Global Link’s client experience reaches across sectors including:
• Advertising/Public Relations
• Cosmetics / Hygiene
• Durables / Electric Goods
• Financial Services
• Food / Beverages
• Healthcare / Pharmaceutical
• IT / Software / Hardware
• Logistics / Mail / Transportation
• Media / Entertainment
• Public Sector / Government
• Retail / Wholesale Groups
• Tobacco / Cigarettes
• Toys / Games
• Travel / Tourism / Sport / Leisure
• Durables / Electric Goods
• Financial Services
• IT / Software / Hardware
• Media / Entertainment
• Retail / Wholesale Groups
• Travel / Tourism / Sport / Leisure
“Market research is a systematic process of collecting, recording and analyzing of
data about customers, competitors and market places. The main purpose of market
research is to explore more information about market and customer trends in order
to make better business decisions”
The Objectives of Market Research
To link the consumer with the company through information.
To investigate the real needs and requirements of customers.
To search for and analyse information that can be used for arriving at the
best alternative marketing decision.
To suggest necessary changes in the goods and services in order to meet the
To know in advance what kind of target markets exist in the economy where
the company may launch its product.
To know about the reactions of the people in the market about the existing or newly
introduced products of the company.
To identify opportunities and threats in the external environment of the company.
To find out reasons for slowly losing market share, and identify ways and means
for strengthening company's position in the market, within and outside the country.
Importance of market research
It facilitates planned production by forecasting probable sales.
It helps in identifying the reasons for consumer resistance to existing or new
It reveals the nature of demand for the product i.e. whether the product is in
demand through out the year or has a seasonal demand.
It indicates the product utility as well as the effectiveness of existing channels of
It may reveal certain new uses for the existing products.
It provides information about potential or future markets.
It helps in the discovery of new lines of production
Stages or Steps in market research process
Identification and definition of the objectives :-
This is the first step in the process of marketing research. It is of crucial
importance as it shows the direction of the research work. The research
process begins by making a clear and concise statement of a problem or
issues to be investigated. A clear definition of the problem helps the
researcher in all subsequent research efforts including the setting up of
proper research objectives,the determination of the techniques to be used,and
the extent of information to be collected.
Statement of research objectives :-
In the next step,the researcher makes a formal statement of the research
objectives and states the reasons and aims for which the research is being
undertaken. Such objectives may be stated in qualitative or quantitative
terms and are expressed in the form of research questions,statement or
Planning the research design :-
The next step is developing research design which is a master plan
specifying the procedures for collecting and analysing the needed
information. It represents a framework for the research plan of action.The
objective of the study are included in the research design to ensure that data
collected are relevant to the objectives. The researcher also determines the
sources of information needed; the data collection method such as
survey,interview,etc; the methodology, timing and possible costs of
Planning the sample :-
Sampling involves procedures whereby a small number of items or parts of
the 'targetted population' is taken to represent the whole population. It
involves several important decisions relating to :- (i) defining the target
population; (ii) selection of a sample which truly represents the population;
(iii) the sample-size to be used for the purpose; and (iv) selection of various
units to make up the sample.
Data collection :-
It involves gathering of facts to be used in solving the problem. Data is
primary, if it is collected from the original base through empirical research
by means of various tools such as observation, experiment and survey
methods. It may be collected from salesmen, customers and dealers. Data is
secondary, if it is collected from concerned reports, magazines and other
periodicals, especially written articles, government publications, books, etc.
The data sources may be internal or external. Internal sources exist within
the firm itself like accounting data, salesmen's reports, etc while, sources
outside the firm are external sources.
Data processing and analysis :-
The data collected is processed and analysed. It is thus converted into a
meaningful format so as to suggest answers to the initially identified and
defined problems. Data processing begins with the editing or inspection of
data for checking consistency in its classification and coding. The analysis
of data represents the application of logic to the understanding of the data
collected. It may involve determination of consistent patterns and
summarizing of appropriate details by using various analytical techniques.
The aim of this step is to check whether empirical findings support or refute
the statements or hypothesis made earlier.
Formulating conclusions and preparing the report :-
The final stage is that of interpreting the information and drawing conclusion
for use in making business decisions. The research report should clearly and
effectively communicate the research findings. If needed, the researcher may
bring out his appropriate recommendations or suggestions in the matter. The
presentation of the report so prepared must be technically accurate and
Sources of data
Data Collection - Phone
• Telephone Interviewing Stations (London, Toronto, U.S. and Singapore)
• 500 plus CATI stations worldwide
• Complex quota system management
• Predictive dialer
• Efficient survey modifications
• On-line status updates/analysis
• Calling disposition reports
• Real time “Problem Alerts” generated by interviewer
• “Silent Key” off-site monitoring
• Multi-lingual interviewers
Data Collection - Face to Face
• CAPI in Europe
• Face-to-face interviews throughout China, India and Latin America
Data Collection - Mail
• Global mailings in different languages
• Field coordination services
Data Collection - Internet
• Programming of surveys
• Data capture in secure servers
• Data access and reporting online
• Multi-lingual surveys
Data Collection - IVR
• Interactive Voice Response
• Inbound and Outbound
• Listening Posts
These are some of the areas where MPGL is different from other data collection
organizations in India
Design the research methodology
Research methodology provides the framework to collect and analyze data. The
different research designs will help the researcher to relate the research problem
appropriately. There are three kinds of research designs :
• Exploratory research
• Descriptive research
• Causal research
The major parts of the research methodology are:
• Research method Primary and Secondary
• Sampling plan
• Questionnaire design
• Field work
Secondary research is a source of information widely available in the published
data sources, newspapers, journals, periodicals, reports and Internet. The main disadvantage of
this secondary research is unable to validate the reliability of the
Primary research involves the collection of information with the research projects
on hand from the reliable sources such as customers, suppliers, clients etc. The
main disadvantage would be very expensive to collect primary data and advantages
would be timely, focused in nature. There are different methods of collecting
primary data such as :
• Consumer panels
Tabulation and analysis
Based on the collected data from the questionnaires, tabulation and analysis would
be done to reveal the findings and recommendations for the research study
undertaken by the company. There are basically two kinds of analyses in the
market research study namely
• Simple tabulation
• Cross tabulation
Report writing and presentation
After the tabulation and analysis is completed, the next step is to prepare a
presentation of the major findings and recommendations of the research study to
the clients. A formal research report presentation comprises of the following heads:
• Executive summary
• Table of contents
• Research objectives
• Research methodology
• Sample design
• Field work
• Questionnaire design
• Recommendations and action plan
Based on the research report, the clients will initiate suitable marketing actions and
this is the only expected income of any research study.
There are different research methods including:
Interviewers on Company Rolls
We recognize that using the interviewers who are employees and not freelancers
has the following advantages:
• They work for MP Global Link only, which facilitates training and compliance on
company processes and policies.
• They are more committed as there is job security, which helps promote loyalty to our
The above factors contribute to the superior quality data MP Global Link India
delivers to our clients. There are hardly any agencies in India who have started
recruiting interviewers on a retainership. To that extent, we are pioneers in India.
Localized Online Data Entry
The quality of data not only depends on the data collection process but also
depends on how we complete the actual entry of the data. MPGL has its online
data entry team in all of the 45 locations in India, where we have our offices. The
advantages of online data entry are as follows:
• We have immediate access to the data, which cuts delivery time
• We save the questionnaire transit time and loss involved with couriering
• We can identify fieldwork problems at the time of data entry and rectify them much
faster and earlier than with a conventional system
Emerging technologies – Market research
In recent years, online marketing research is very popular among the consumers
and the research companies. Using email or through website, they will give
responses to the questions asked. The main advantages of doing research on the
Internet would be
• Interactive approach in which customers has the ability to design their products or
packaging on their own imagination
• Response speed will be very fast
• Analysis and report making could be done at the earliest using statistical software
available in the market
The main disadvantages would be the privacy and security issues on the data stored
Methods of online research:
There are three methods of doing online surveys:
• Email surveys
• HTML surveys
• Interactive surveys
Email surveys are one of the fastest and easiest methods among other online survey
methods. Questionnaires are attached via email for getting speedy responses from
the target audience. 49
The complex questionnaires are framed using programming language with
graphics and sound options in it. To create these kind of surveys processing time
will be higher and the same been sent via email to the target audience for proper
responses to be collected.
The survey questionnaires are programmed and sent to the customer’s email for
responses. This can be easily downloadable in the customer’s PC for answering
those questions been sent to them. The cost of programming and processing time
are really at a higher scale.
In general, sampling would be the Herculean task in conducting online surveys. All
the Internet users would be the target audience for conducting research studies.
Non –Internet users won’t be representing the sampling at all. Qualitative surveys
also possible on the Internet in the form of voice chatting that look like focus group
discussions. A web camera would be the best possible solution to capture facial
and emotional responses of the target audience.
Data Warehousing and Data Mining :
Data Warehousing and Data Mining are the emerging technologies in the
marketing research space. Data warehousing and data mining will capture huge
volumes of data on a regular basis from different sources and been stored for
analysis in a virtual warehouse for future course of action. Few examples are as
• Credit card companies
• Banking and Financial Institutions
• Retailing companies
• Cellular service providers etc.,
The data stored in the virtual warehouse will be used to support business decisions
and marketing actions such as promotions, bonus, rewards, gift vouchers, loyalty
programs, referral business etc., All these data will be used as a part of Customer
Relationship Management (CRM) initiatives of the company in the future. Few
techniques been used to analyze the data mined from warehouses such as
• Correlation analysis
• Factor analysis
• ANOVA (Analysis of variance)
• Discriminant analysis
• Cluster analysis
• Regression analysis etc.,
The above analysis would be performed using high-end statistical software such
as SPSS, Minitab, SAS etc., to predict customer’s preferences and behavioral
To control data quality and consistency, Market Probe supports our projects with
our in-house field capabilities. We have our own service centers in North America,
Europe, Middle East, India and China and can offer field services in different native languages.
Customer satisfaction research deals with client databases and confidential
information pertaining to client lists. Market Probe is certified as a secure facility.
We meet the requirements set forth by the Gramm-Leach-Bliley Act for dealing
with confidentiality of client lists in the financial services sector as well as HIPPA
guidelines for healthcare services
A BRIEF UNDERSTANDING OF
CATI (COMPUTER ASSISTED
A better understanding of
MP GLOBAL LINK
“It’s a leading Market Research in India.”
But why does a Company conducts a Market survey?
To know the level of performance of the particular brand.
To check out the level of satisfaction of their customers.
To know merits and demerits of the particular products and services.
Objectives of the Market Research
Assess health of customer relationships and as well as transactions for CLIENTS.
Assess levels of delight and dissat for key process areas
To assess circle performance on key processes
Understand reasons behind customer dissatisfaction and delight
Determine relative impact of each process in affecting customer loyalty
Compute a Customer Delight Index score for each circle
Deploy findings for effective implementation.
So let us know how we do it!
We have plenty of projects and there are group of people who handle different projects
of MP GLOBAL LINK
What is CATI?
Computer-assisted telephone interviewing (CATI) is a telephone surveying technique in
which the interviewer follows a script provided by a software application. The software
is able to customize the flow of the questionnaire based on the answers provided, as well
as information already known about the participant.
CATI may function in the following manner
A computerized questionnaire is administered to respondents over the telephone. The
interviewer sits in front of a computer screen
Upon command, the computer dials the telephone number to be called. When contact is
made, the interviewer reads the questions posed on the computer screen and records
the respondent's answers directly into the computer. Interim and update reports can be
compiled instantaneously, as the data are being collected. CATI software has built-in
logic, which also enhances data accuracy
So we do SUBSCRIBER SATISFACTION INTERVIEWS to check out what is the
RELATION and as well as TRANSACTIONS of customer of their respective services
So it’s not a CALL CENTRE not a BPO and it’s not even a DSA IT’S a CATI CENTRE
and our job is to do the SUBSCRIBER SATIS FACTION INTERVIEWS
There are two types of INTERVIEWS
Face to face
In the face to face int. respondent evaluates the interviewer on its facial expression,
body language, gesture, tone of voice and word content but in telephonic int. there is
only two things that is TONE OF YOUR VOICE and WORD CONTENT
So you should know what you are trying to say!
SOME CRITICAL ASPECTS OF
1. FLUENCY OF LANGUAGE
You should be fluent in language whether it’s HINDI / ENGLISH or any
REGIONAL language. 57
2. RATE OF SPEECH
Your rate of speech should neither too slow nor too fast.
3. SCALE ADMINISTRATION
Whenever you are administrating the scale you should illustrate it in a proper
fashion so that the respondent can easily gives you the proper ratings.
4. PROBING SKILLS
You should have the diligent and thorough skills to get the respondent ratings
5. KNOWLEDGE OF CLIENTS PRODUCTS AND
You should have thorough knowledge of client’s products and services because if
the respondent asks you something about it so you can give the answers.
7. CONFIDENCE LEVEL
You should have the proper confidence level to administer the Interviews.
8. EFFECTIVE COMMUNICATION
Your communication should be effective enough so that you can build the rapport
with the respondent.
You should be professional on calls while taking Interviews.
You should have the ability to make a control when your respondent is IRATE or
You should be very polite while making calls.
WHY COMMUNICATION SKILLS
The essence of success in the present technological world is "Communication with Impact".
Unless you are able to express yourself very clearly, you cannot survive. Let us first
understand, why communication skills are necessary
For the Success of any system
For Enhanced Performance
It lets the Listener get the perfect. Idea of What? Why? How? And When?
For Greater Effectiveness
Increase in Motivation for better performance
Seeking/receiving/exchange of Information.
To effectively handle respondents
to collect and to Transfer important Data
You are the Voice of the Customer
Every word you speak & how you behave on the phone, reflect how we deal with our
customer. You are the Face of Organization and our work is to translating customer
feedback to insight assessing his mental state
One quality necessarily required to be a
There are some common barriers towards
When you are making calls and your collogues are
gossiping in loud voice, this creates Environmental
Third ear syndrome.
When you are making calls you should avoid what your
collogues are talking about.
You should listen when your respondent is saying
something. You should avoid making them interrupting in
Mental side trips.
Some times it happens while listening to the respondent an
interviewer feels not interested in their conversations and
goes in some kind of thoughts and dreams and don’t
listen them carefully. So you should avoid mental side
Key constituents of good opening
Always smile and greet the respondent when you start the
call and always Confirm that you are talking to the right
2. Self introduction
Your self introduction is one of the most important
attribute in the call and this introduction only determines
that whether the respondent will give you time or not.
3. Permission to continue
You should always ask the respondent whether they are
giving you the permission to continue the interview or not.
You should always define the purpose of the interview
that why we are doing this.
5. Permission to start the int.
You should always ask the respondent permission to start
6. Communicating the amount of time it will take
Whenever the respondent grants you permission, you
should always communicate about the time which will you
take for the interview. 62
And one more very important parameter
Enthusiasm & warmth
Overriding rules for all calls
Always Smile on calls it cost you nothing and the
respondent can hear your smile.
Use respondent name because it sounds professional.
Echo important points so that your respondent can
understand that you are acknowledging their concerns
or the verbatim correctly.
Acknowledge the customer & problem.
Speak directly into the receiver so that the respondent
can hear you properly.
Be nice, respectful and courteous at all the times, even
your customer are wrong or rude.
Acknowledge the problem and apologize for them.
Treat your customer like you would like to be treated
Always thank people for giving you time even if they
have no work.
Have patience and do not forget to breath.
Do not displace your frustration onto your customer.
Request permission and offer an apology for
interrupting a communication.
Do not, under any circumstances, use foul language.
A Few Essentials…
Attending project specific briefing with care to
understand each & every part of the work involved in
the process of Telecalling.
Always conduct a full dummy / trial / mock interview
before start of fieldwork
Always be positive and pleasant in your approach
Give proper introduction when you make call.
Strictly follow all instructions and Seek
clarification in case of even small doubts. Make your
respondent feel comfortable. Willing to again call
the respondent for corrections, if required and
always come forward to share additional work.
The timings are from (10:00 am to 6:00 pm) Monday to
The work should be start by 10:15 a.m. Sharp.
There will be one 30 min lunch break.
Employees need to give prior intimation if they need a
day off for any reason.
Sometimes if we need to work on Sunday’s or holidays
we will give extra compensation for this.
Team leader will ensure
Complete interviews on time and achieve the desired
Pre tele-calling work Preparation.
Planning the work systematically.
Allotment of database to interviewer.
Call Barging/Snooping for improving the quality of
Independent does not need constant reminders.
The interviewers are honest in data collection and
ensuring Quality of interviews.
Cost Conscious- no unnecessary expenses.
Honest, Polite and Strict.
Ability to get good quality work done by interviewers.
Brings errors to the notice of the Operations-in-charge.
There will be a provision of call monitoring
procedures to meet the quality expectation
and the team leader will be listening to the
voice logs of the agent on daily basis and on
the basis of the quality scores there will be a
weekly training program for those
interviewers who are not achieving their
desired scores on quality norms.
There will be a weekly AIP (Agent Improvement
Program) and QIP (Quality Improvement
The incentive will be decided on the basis of
quality, attendance and achieving of target
on daily basis
So for an EXAMPLE
If the interviewer has 100 % ATTANDENCE will be
entitled for 500/-
If the interviewer has 90 % QUALITY SCORES will be
entitled for 500/-
If the interviewer has 100 % TARGET ACHIEVED
will be entitled for 500/-
So there will be an opportunity for the
interviewers to get 1500/- extra
The interviewer who will meet above all criteria
will be rewarded as employee of the month and
his/her photo will be hanged on the WALL OF
FAME and for whole month he/she will be
For Every extra done interview an
interviewer will have privilege to earn extra
on their efforts!
There are many things in life that we like to
do but should not - eating junk food, sitting
late at offices even when it is not required,
browsing the net without a purpose, all these
adds up to make a person unproductive and
inefficient in the long run.
No personal mail will be entertained during the office
No personnel call will be made by the interviewers from
the official phone.
No eatables are allowed on the floor during the office
Respect should be maintained towards seniors.
There is a one hour lunch break.
Lunch will be held during the lunch hours time only.
No CASUALS are allowed on weekdays but for
Saturday and Sunday.
AN OVERVIEW OF
CLIENT COMPANY :-
HYUNDAI MOTORS INDIA Ltd.
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company,
South Korea and is the second largest and the fastest growing car manufacturer in India. HMIL
presently markets 20 variants of passenger cars in six segments. The Santro in the B segment, Getz
Prime in the B+ segment, the Accent and Verna in the C segment, the Elantra in the D segment, the
Sonata Embera in the E segment and the Tucson in the SUV segment.
Hyundai Motor India, continuing its tradition of being the fastest growing passenger car
manufacturer, registered total sales of 299,513 vehicles in calendar year (CY) 2006, an increase of
18.5 percent over CY 2005. In the domestic market it clocked a growth of 19.1 percent a compared
to 2005, with 186,174 units, while overseas sales grew by 17.4 percent, with exports of 113,339
HMIL’s fully integrated state-of-the-art manufacturing plant near Chennai boasts some of the most
advanced production, quality and testing capabilities in the country. In continuation of its investment
in providing the Indian customer global technology, HMIL is setting up its second plant, which will
produce an additional 300,000 units per annum, raising HMIL’s total production capacity to 600,000
units per annum by end of 2007.
HMIL is investing to expand capacity in line with its positioning as HMC’s global export hub for
compact cars. Apart from expansion of production capacity, HMIL plans to expand its dealer
network, which will be increased from 183 to 250 this year. And with the company’s greater focus
on the quality of its after-sales service, HMIL’s service network will be expanded to
around 1,000 in 2007.
The year 2006 has been a significant year for Hyundai Motor India. It achieved a significant
milestone by rolling out the fastest 300,000th export car. Hyundai exports to over 65 countries
globally; even as it plans to continue its thrust in existing export markets, it is gearing up to step up
its foray into new markets. The year just ended also saw Hyundai Motor India attain other
milestones such as the launch of the Verna and yet another path-breaking record in its young journey
by rolling out the fastest 10,00,000th car.
The Hyundai Verna has bagged some of the most prestigious awards starting with the title of "Car
of the Year 2007" by India's leading automotive publication – Overdrive, the “Best Mid-size Car of
the Year” award by the NDTV Profit C&B Awards 2007, the “Best Value for Money Car” by the
CNBC Autocar Auto awards and ‘Performance Car of the Year 2007’ from Business Standard
Last Year Sonata Embera won the ‘Executive Car of The Year 2006’ award from Business Standard
Motoring Magazine and NDTV Profit – Car & Bike declared the Tucson as the ‘SUV of The Year
HMIL has also been awarded the benchmark ISO 14001 certification for its sustainable environment
Hyundai and Kia together have R&D centres in the United
States, Europe, Japan apart from the global R&D headquarters
at Ulsan, Korea.
The Hyundai Motor Group has recently dedicated an annual R&D
spend of close to US$ 2 Billion, up from US$ 1.2 Billion to
enhance its thrust on new product development and achieve
global quality benchmarks by year 2005. This includes the $30
Mn Hyundai-Kia Design and Technical Center in Irvive,
the award winning FuThe R&D team focuses on the development of
new products and technologies that include interior and exterior design
changes, development of new generation engines and alternate fuel
systems, concept vehicles and advanced passenger safety and comfort
systems, in line with evolving customer preferences across the globe.
Recent successes of the team include the development of the Hyundai
patented Common Rail Direct Injection (CRDi) engine in association
with Detroit Diesel anel Cell Santa FE.
Some of the ongoing projects that the Hyundai R&D team is involved in
include the development of the 'World Engine' in association with
Daimler Chrysler and Mitsubishi and the development of Automotive
In HYUNDAI Project
I had to taken online telephonic interview of Hyundai customers on behalf of
Hyundai Company regarding feedback of servicing of Hyundai vehicle.
Criteria for interview
We had to take the interview of those customer who, and their family member do
not work in- Advertising agency, Market research, Any automobile related industry
including distributors ,parts stockiest .
He/she must be the owner of the vehicle or vehicle is registered in the name of
someone in their immediate family.
He/she must be the user of the vehicle.
He/she must took the Hyundai vehicle for recent service, means he/she went to the
service centre for last servicing.
He/she must visit the service centre for servicing between October 08-March 09.
He/she must be responsible for the servicing and maintenance of the vehicle.
1. In C. L. T. (Central location test)
I did scrutiny of the respondent, who were intender ,means they were willing to
purchase bike in next coming 3 months, but the bike must be one of these- “Passion
plus, passion pro, platina125, platina100, CD deluxe, splender plus”.
Respondent and his/her family member must not work in Market research, banking
and financial institution, automobile industry ,advertising agency.
Respondent must visited the showroom for enquiry and taking quotation within last
He must be aware about the cc and on road price of the bikes.
Respondent age must be between 18-50 yr.
If respondent is willing to purchase the bike on finance then he must remember the
E. M. I., rate of interest, and downpayment of the showroom( he visited for the inquiry)
Respondent education and occupation match with the S.E.C.(Social economic class)
In FAITH project
I did scrutiny of done interviews.
This project was basically for Vodafone customer services
Company was trying to find out the most popular service, what is the reason behind
the popularity of that service, why customers are liking that service. Responses will
help in making better demanding service.
The year 2008 has been a significant year for Hyundai :-
The year 2008 has been a significant year for Hyundai Motor India. It achieved a significant
milestone by rolling out the fastest 300,000th export car. Hyundai exports to over 65 countries
globally; even as it plans to continue its thrust in existing export markets, it is gearing up to step
up its foray into new markets. The year just ended also saw Hyundai Motor India attain other
milestones such as the launch of the Verna and yet another path-breaking record in its young
journey by rolling out the fastest 10,00,000th car.
Studies of research :-
As after conducting a number of interviews between Hyundai customers through CATI .
I came to find out that the customers are very much satisfied by the quality of vehicle they
produce that is all it’s various models such as Santro, Verna , i10 ,Getz ,Accent etc. Hyndai
Santro is the most sold car of the company and it has been the base of the success of the
company in India. One another vehicle of the company is having a brief control over the
market these days and that is Hyndai i10, this car has been one of the most successful cars of
the company in recent times. As most of the customers of the company are from higher
middle class group so as there cars has been there dream to them so they responded in very
well manner but some of the customers who were basically having a problem with any kind
of promises made by the company and haven’t been fulfilled were very upset and due to
which they do not responded to the survey in a proper way.
As the findings of the research I could say that the company is doing very good business in
India and having a very high rate of growth chances in this region as there technology in
the small cars have been the best in comparisons with there competitors like Maruti, Tata
It has been really learning experience while doing this research project on behalf of
Hyundai , here I came to know about the various applications to be utilized to face a
customer. It is such a time when customers acts like god to the producers, and by doing this
eventful and prestigious project I understood about what importance a customer actually
has for the top companies ,also what is the value of there feedback to the company.For such
a kind of response to the customers I have been really the fan of Hyundai as they use to
respond very quickly to the customers complaints and feedbacks.
SUGGESTIONS AND RECOMMEDATIONS
As after having a two months project on customer satisfaction for Hyundai motors india ltd.
I could say that the companies product Hyundai Verna is having a little bitt problems with
the brakes and the rim of the front tiers are a little bit longer due to which thetyres are
wasted very soon , due to which most of the customers feels very rusty in this case so this is a
cause of concern. Therefore , the companies technical teams should work on this problem
and find out a solution as soon as possible .
The other important finding of the research is that the customers are very much atisfied by
the companies product but they do not feel happy about the servicing facilities available to
them at the service stations . Most of people are unsatisfied due to improper behavior of the
servicing incharge,service centre owners behavior,or the staffs,or the time taken to service
the vehicle,even some people think that whatever the money they have been charged for
servicing are very high . Therefore in my point of views the company should improve it’s
customer relationship management functions and also a proper instruction should be given
to the servicing centre managers about there misconducts and they should be warned in
such a way so that tey mey not repeat the same mistajke again.
As the company would be very much beneficial of the research work we had completed
during (april – june ,2009). This would help the company in further making the strategies of
Books : Marketing Management book by Sir Philip Kotler
GJU course book of Marketing management
Consumer Behaviour book by Sir Del I Hawkin
Advertisement and Sales promotion by Sir S H H Kazmi
Internet : www.mpglinkasia.com