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Submitted By:
Group Members:
Name Roll no
Lionell Misquitta 76
Nilesh Nagpal 78
Vaitasi Oswal 83
Ruchi Patel 89
Priyanka Bhan 95
Ekta Shrivastava 109
1. P&G was among the few companies in the world to recognize the importance
of conducting market research as early as 1924. Explain the various
qualitative and quantitative research techniques employed by the company
and describe how they were used to generate valuable information about
consumers need and preferences.
Soln Following are the qualitative research techniques:
Focus group discussions:
o P&G assembled a group of people to discuss a particular
product.
o The discussion facilitated free exchange of information between
the participants and the moderator on all aspects of the product.
o This research tool helped in exploring new product ideas as well
as gauging the customers response for these products.
o How this tool helped:
Using this tool inferences were drawn out of the
discussion matched with the actual market response
when the product was launched.
In-Home visits:
o P&G used in-home visits to interview customers who had
recently purchased a P&G product.
o P&Gs researchers visited the residence of customers, observed
them directly as they went about doing their daily chores and
interviewed them.
o The researchers enquired about:
The purpose for which the product was purchased.
The consumers expectations from the product.
The parameter on which they could judge the utility of the
product.
The product modifications which they wanted.
o How this tool helped:
This tool enabled the researchers to observe the actual
market conditions under which the product would be used
and the problems that could be encountered by the
consumer during use.
It gave valuable insights into the kind of attributes that
consumers desired from the products and thus helped the
company make modifications and tap into new markets.
In-Context visits:
o P&G used this tool to observe the practical difficulties
consumers faced while actually using a product.
o Besides observing the customer actually use the product, the
researchers elicited their opinions on the product and whether
they wished to suggest any modifications.
o How this tool helped:
This tool helped P&G to make major improvements in
their products.
In-Store interviews:
o P&G used this tool to identify the factors that influenced
purchase decisions of consumers at places where the products
were actually sold.
o Researchers interviewed consumers in shopping malls and
grocery stores.
o How this tool helped:
Through such interviews, the researchers determined the
impact of factors such as attractive packaging, labeling
and point-of-purchase display on the purchasing decisions
of the shoppers.
Quality Monitoring:
o In this method P&G conducted tests to check whether the
products bought by the consumers actually met their needs and
the product design criteria.
2. P&G conducted MR through its own full fledged MR department and also
through external MR agencies. Critically examine the benefits of conducting
MR in-house vis--vis outsourcing the same. What are its drawbacks?
Elaborate.
Outsourcing means that you have somewhat less control over the work
than you would have with your own internal staff doing the research. In
managing your own research staff, you have daily input in such areas as
project flow and sequencing, delegation of tasks, and scheduling. If you do
a lot of in-house research, you'll probably strive to develop uniform
methods and improve the overall capability of your "research team."
Vendors usually have their own way of doing things. As a result, they may
be slow to adjust to your needs or preferences, especially if they have ten
other projects going on at the same time. The market research company
has its own standard operating procedures, and they are likely to do
things differently than you would if you were doing the study yourself.
Some vendors also see themselves as experts who are there to guide the
client, which means you may face a battle getting things done just the
way you want. While having internal research staff doesn't entirely solve
this problem, it does give management greater daily control over these
issues.
3. From the late 1990s, P&G has been conducting MR online in a big way.
Examine the benefits to the company. What according to you are the possible
limitations of conducting MR online? Explain.
Strengths:
Equal and higher reliability
Cut down costs
Instant feedback (reduces time)
Data collection process is easier
Eliminates or substantially reduces the usage (wastage) of paper
work, postage charges, phone charges, labor charges and printing
expenses.
Multi cultural and diverse geographical outreach (global
connectivity).
Large numbers of respondents can be researched at one time
Pre-screened panels i.e. most large research suppliers have access
panels which provide an easily accessible, reliable respondent base
which can respond promptly to online questionnaires
Weaknesses:
Opportunities:
Threats:
The marketing executive and then transmit all the collected data
through an available internet portal. This will enable collection of data
from various rural areas at once.
This would deter the internet user from providing bogus data
Strategy to allay the internet users fears about security of the data
provided by him: