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Summer internship in Marketing Research firm

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A brief report on my internship experience

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Summer internship in Marketing Research firm

  1. 1. SUMMER PROJECT ON INDIAN IT MARKET Name: Falguni Singh Specialization : Marketing
  2. 2. Introduction to IMRB
  3. 3. Introduction to IMRB Indian Market Research Bureau (IMRB) is multi country market research, survey, and business consultancy firm that offers a range of syndicated data and customized research services.  Parent company : James Walter Thompson  Established : 1970  Type : Market Research  Head-Office : Mumbai, Dadar –west > > > > > > > > > > > > > >
  4. 4. 9 Divisions of IMRB  Quantitative research  Probe Qualitative Research (PQR)  Media and Panel Group  Business and Industrial Research Division (BIRD)  Brand Science Group (BSG)  Customer Satisfaction Management and Measurement (CSMM)  MindTech Systems  Social and Rural Research Institute  Abacus Market Analytics > > > > > > > > > > > > > >
  5. 5. Indian IT market
  6. 6. Indian IT market  The study is a bi-annual study of the Indian IT market.  Launched in 1996, under BIRD, the study covers more than 22,000 entities across household and businesses in the top 22 cities of India and is the largest study in the IT domain in India.  10,000 establishment and 12,000 households. > > > > > > > > > > > > > >
  7. 7. Objective  To generate a pool of information for IT industries and IT magazines.  To provide insights on growth of the Indian IT market.  To forecast potential market for particular IT product. The findings from the study are accepted as the official market performance of Indian IT market by Manufacturers Association for Information Technology (MAIT). > > > > > > > > > > > > > >
  8. 8. Research Design  Since the objective of the project is well defined, type of design used for the project is Descriptive Design (Quantitative research).  The project relies on primary data, collected by surveys. Survey consists of three parts,  Listing Questionnaire  PC Owner  Non- PC Owner  Questionnaire consist combination of scales. > > > > > > > > > > > > > >
  9. 9. Collection Of Data
  10. 10. Collection Of Data  Sample size for the study, Mumbai is 700.  Types of Organizations covered :  Manufacturing/Factory  Offices  Outlets  Government  Size of Organizations covered:  Small establishment ( <10 employees)  Medium establishment (11-50 employees)  Large establishment (50+ employees) > > > > > > > > > > > > > >
  11. 11.  Data was collected in 3 ways for the study.  Method #1 : Random  Method #2 : Starting Point Booster  Method #3: Purposive Building #1Building #2 > > > > > > > > > > > > > >
  12. 12. Total PC Sales 5046588 6041451 7344306 2005-06 2006-07 2007-08 Sales in 2007-08 shows growth of 16%, sales in 2006-07 shows growth of 20% > > > > > > > > > > > > > >
  13. 13. Annual Desktop Sales : Business by Employee size 24% 12% 18% 28% 18% 25% 48% 70% 57% 2005-06 2006-07 2007-08 Small Medium Large Large Medium Small > > > > > > > > > > > > > >
  14. 14. Profile of Desktop Buyers 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2005-06 2006-07 2007-08 Factory Office Outlet Gov > > > > > > > > > > > > > >
  15. 15. Active Internet Users 3127 4124 6009 7200 2005 2006 2007 2008 users‘000 units > > > > > > > > > > > > > >
  16. 16. Mystery Audit
  17. 17. Mystery Audit  A mystery audit is a process in which a person is hired by a market research firm or a manufacturer to visit retail stores, posing as a casual shopper to collect information about the stores' display, prices, and quality of their sales staff.  Answers where to be given in true or false, final score was generated against 50marks. > > > > > > > > > > > > > >
  18. 18.  Mystery Audit form encompassed 7 sections for testing SOP of the store. 1. Customer Focus 2. Needs Assessment 3. Product Demonstration 4. Opportunity to Buy 5. Overall Store Experience 6. Store Infrastructure 7. Other Observations > > > > > > > > > > > > > >
  19. 19. Central LocationTest
  20. 20. Central Location Test  Central location tests (CLT) are type of qualitative research technique. They are product marketing tests performed in controlled environments, which take place where the products would actually be used.  Conditions for respondent:  Age between 25-30 years old.  Should be pizza eater but not pasta eater.  Or  Should not be pizza eater but a pasta eater. > > > > > > > > > > > > > >
  21. 21. Thank You

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