Market Research Proposal For

By

Presented To Proposal Version Project In Charge Date

Preeti Shah Version: 1.2 Meha Acharya 04-Apr-2012

Contents
Introductio n.1 Objectives .2 Information Areas to be covered .3 Methodology & Sampling .4 Requisites from the client .5 Project Timeline .6 Costs .7 Contact Details .8

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1. Introduction
Insight A bi-monthly consumer magazine was launched by CERC in 1998, mainly because of the test reports on the products and services used on regular basis. The earlier edition of INSIGHT was Consumer Confrontation which also carried most of the current sections of INSIGHT. The new avatar of INSIGHT was only because of the product testing labs being introduced in 1998. Additionally it also includes articles on Consumer Law, Environment, finance, Misleading Ads, food, health & nutrition etc. Client has approached Dexter to conduct a Market Research study to understand Brand Image of CERC with respect to all its activities. CERC wishes to identify the core reasons for significant decline observed in o Number of subscriptions of Insight o Number of complaints received o Number of legal cases o Number of PILS / class suits o Advocacy issues o Number of Test Reports CERC wishes to identify the major steps to be taken to increase the Brand Value of CERC and INSIGHT subscription.

Objectives .2
Primary objective of the proposed study isTo understand the overall perception / image of CERC amongst few defined stakeholders and recommend steps to be taken to increase the Brand Value (in terms of positioning, perception, awareness etc) of CERC.

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3.

Information Areas to be covered

Towards understanding the aforesaid objectives, the research shall aim at following information areas (including but not limited to) :(Indicative areas to which additions/subtractions shall be made before project commencement)

a. Awareness : Existence of institutions working in favor of consumers interest Existence of CERC b. Recall : Top of the mind Recall for these institutions Spontaneous, Aided and Un-aided Recall c. Usage : Ever availed these services / not Frequency & Occasion of usage d. Triggers / Barriers to approach a consumer protection body e. (1) Perception of CERC in terms of o Organizational Reach o Addressing, understanding and resolving the complaints through mediation o Addressing, understanding and resolving the complaints through litigation o Speed at which these cases are solved o Nature / Type of cases that can be solved o Outcomes of the cases filed (2) Perception of CERC in terms of Product testing services: o Addressing, understanding and usage of products test reports o Products chosen 4|Page

o Test parameters taken for testing o Time line o Quality / information of test reports o Test reports used for decision making o Number of test reports (3) Perception of CERC in terms of its work related to: o Eco-friendly products o Consumer Advice Centres o ENVIS(Environmental Information System) o Consumer Helpline f. Triggers / Barriers to approach CERC- Reasons for same g. Likes / Dislikes for CERC Reasons (1) What do consumers expect from us which we have not done or not done well so far? (2) Suggestions for improvement of CERC h. Mechanisms & Sources through which current perceptions are built

Methodology & Sampling .4

Type of survey We propose to carry out a survey using questionnaires and personal interviews. Field investigators shall be appointed for this purpose and they shall be trained to handle impromptu queries and concerns of the respondents. Wherever required the survey shall be executed online and telephonically. Target audience here shall be categorized as:

o Potential Users of Insight Magazines o Current Users (subscribers in last 3years) 5|Page

o Drop Outs (Users who have not renewed their subscription account) o Institutional Buyers o Manufacturers One-on-one, in-depth qualitative interviews OR telephonic interviews OR responses through online questionnaire shall be gathered for Institutional Buyers (potential institutional buyers contingent to appointment ) Manufacturers shall be interviewed through online questionnaire Quantitative study shall be conducted for the rest of the target audience Design & Planning Research shall constitute of various stakeholders and their perceptions including current customers, potential customers and the drop outs. Research Tool Design The tool shall be qualitative and quantitative depending upon the type of respondent. The tool is first tested in the market, in completion of the same the changes and alterations are made which is then finalized in consultation with the client. Training and Pilot Study This includes training the investigators and field supervisors for conducting the study along with pilot data collection-on and off field. Pilot (preliminary) study is usually conducted to ensure that the questionnaire is proper, any changes required in the questionnaire is done at this stage. Data Collection Collection of actual data on the field through the research tool is done under this head. This shall also include collection of additional data in case there are any rejections in the inward, validation and verification stage.

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Data Validation All the data collected is validated through logical checks. These are done through set processes and systems which ensure that in case of any illogical conditions the sample is outright rejected and the total number is again sent on the field for collection of new data. Data Verification Audio Recordings The audio recorded interviews are heard by the trained verifiers who resolve any inconsistency of data in the interview and the form. These recordings are also used to deduce the correct interpretation in case of open ended and qualitative answers. Telephonic verification Once passed through validation the respondents are also called up telephonically to confirm (the receipt of gifts, any inconvenience caused by the investigator during interview, fill any missing data, additional info if any). Random questions from the questionnaire are also asked to ensure that the interview is genuine and has been taken by the interviewer in totality. Data entry and cleaning The validated and verified data is entered through computerized systems and processes. The final entered data is then cleaned for any data entry errors. This again is a check in order to ensure that there is no inconsistency and incompleteness in the data. Data analysis and report The entered data is analyzed using various analytical tools and software. The data is represented in graphical and visually understandable formats. These graphs and tables are then read and analyzed by experts who interpret and prepare a report. Sampling Plan for the study 7|Page

The proposed sampling plan suggests that samples be taken from 4 tier I cities and 4 tier ii cities as follows:-

Customers

Tier I cities City 1 30 30 30 30 120 City 2 City 3 City 4

Tier 2 cities City 1 City 2 City 3 City 4 30 30 30 30 120 240 420

Other stakeholders Current Users Institutional Buyers Drop outs Manufacturers Complimentary Recipients* Total no. of samples 30 30 60 30 30 180

Target respondents

Total number of customers Total number of samples

*Complimentary Recipients include the following:o Government o Donors o Media (Print and electronic) o Advocates Quota for the sampling plan
Male Respondents At least 20% Female Respondents At least 20% Respondents of age group <30 years At least 20% (10% of which shall be students) Respondents of age group 30 -50 years At least 15% Respondents of age group >50 years At least 15%

Requisites from the client .5

The following will be required from the client in order to commence the research study: Finalization of tool before the commencement of project Contact persons known, if any, in the manufacturers A copy of the signed work order 8|Page

Guidelines and directions for approaching the complimentary recipients Receipt of advances for commencement of the project

6. Project Timeline
The project shall be initiated and completed end-to-end in an estimated time of 28 days. The break-up of the tasks to be undertaken are as follows:Activities Days* Project Approval Research design and tool approval Field material preparation and Filed work planning Field work execution Data entry, table generation and analysis Report writing and Presentation The above project timeline is exclusive of any force majeure. Day 1 Day 1-3 Day 4-5 Day 6-20 Day 21-24 Day 25-28

7. Costs
Charges for the proposed research shall be varied as per the selection below on a budgeted basis:The above figures are exclusive of service tax The cost is inclusive of: Research Design Costs Pilot Testing Costs Travel Costs Accommodation Training Costs 9|Page

Communication Costs Data Consolidation and Computing Costs Stationery and other expenses Office expenses Audio Recording costs Data Entry Costs Analysis Costs Report Writing Costs Respondent incentives All other incidental expenses

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Contact Details

Registered Office Address: 1, Sumangal Society, B/h. Memnagar Fire Station, Navrangpura, Ahmedabad - 380009

Branch offices Mumbai : 146, Sagar Pallazio, Andheri Kurla Rd, Sakinaka, Andheri (E)- 400072 New Delhi : 301-309, Vardham Tower, Preet Vihar, Delhi - 110092 Bangalore : 303, 'Savoy', #3, Coles Road, Fraser Town, Bengaluru - 560005 Hyderabad: 1st Floor, Mid-Town Plaza, Road No. 1, Banjara Hills, Hyderabad-33

Contact Details: Website Email ID : : www.dexteronweb.com contact@dexteronweb.com

Contact Persons: Meha Acharya Rahul Sanghvi Vishal Kapoor Ashwani Singh Dhaval Patel :09727747966 :09727747957 :09727747997 :09727747941 :09727747977 : meha@dexteronweb.com : rahul@dexteronweb.com : vishal@dexteronweb.com : ashwani.singh@dexteronweb.com : dhaval@dexteronweb.com

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