PROJECT REPORT

AT

A C NIELSEN ORG MARG PVT LTD (KOLKATA)

A Project Report submitted in partial fulfillment of the requirements for the

the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

(Industry Integrated)

TO

MADURAI KAMARAJ UNIVERSITY, MADURAI

BY

RAJESH PRASAD BARNWAL

Reg No. A8757042

Under the guidance of

Prof. NILANJANA SINHA

NSHM KNOWLEDGE CAMPUS KOLKATA

JANUARY 2010

1

Certificate

This is to certify that the project report at

A C NIELSEN ORG MARG PVT LTD (KOLKATA)

Submitted in partial fulfillment of the requirement for the award of

the degree of

MASTER OF BUSINESS ADMINISTRATION

(Industry Integrated)

To

MADURAI KAMARAJ UNIVERSITY, MADURAI

Is a record of bonafide Training carried by

RAJESH PRASAD BARNWAL

Under my supervision and guidance and that no part of this report has been submitted for the award of any other degree/diploma/fellowship or similar titles or

prizes

FACULTY GUIDE

Signature:

Name: Prof. Nilanjana Sinha

Qualification: MBA in Marketing signature & seal of the learning center

2

STUDENT DECLARATIION

I hereby declare that the project report conducted at

A C NIELSEN ORG MARG PVT LTD (KOLKATA)

UNDER THE GUIDANCE OF

Prof. Nilanjana Sinha

Submitted in partial fulfillment of the requirements for

the degree of

MASTER OF BUSINESS ADMINISTRATION

(INDUSTRY INTEGRATED)

TO

MADURAI KAMARAJ UNIVERSITY, MADURAI

Is my original work and the same has not been submitted for the

award of any other degree/diploma/fellowship or other similar titles or prizes.

Place: KOLKATA RAJESH PRASAD BARNWAL

Date: Reg.No. A8757042

3

PREFACE

The INDUSTRIAL TRAINING, forms an important component of education at

NSHM Knowledge Campus. It is an attempt to bridge the gap between the

academic institutions and the corporate World.

INDUSTRIAL TRAINING provides an opportunity for us to satisfy our

Inquisitiveness about corporate, provides exposure to technical Skills, and helps us

to acquire social skills by being in constant interaction with different people of

society as a customer in the store.

At NSHM Knowledge Campus, the INDUSTRIAL TRAINING is an opportunity to

satiate our curiosity. There we are expected to participate and take ownership for

the ownership for the internship meaningful to the company one works with and to

oneself in one works with and to oneself in one’s career prospects.

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ACKOWLEDGEMENT

Any accomplishment requires the dedicated effort of people and this project

work is no exception. The project is an outcome of the concentrated effort of many

minds to which I will remain ever grateful. With their help and guidance, it has been

a real good experience in making this REPORT.

It is privilege to express my deepest sense of gratitude to MS...Anindita

Bose, Mr.Joy Gosh, Mr.Sarith Bhattachariya without their support ,encouragement

and guidance this Executive Training would not have been possible to prepare.

I also thank my friends for their constant support and encouragement,

cooperation and valuable suggestion throughout the progress of project.

Above all I thank to my family for their support and encou-ragement, which has

always been a source of inspiration.

I am also grateful to the faculty members of NSHM Business School and my

faculty guide Prof. Nilanjana Sinha whose guidance & counseling have enabled

me to understand the concept.

Thanking You.

RAJESH PRASAD BARNWAL

ENROLLMENT NO.:-A8757042

NSHM Business School

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CONTENTS

CHAPTER 1 INTRODUCTION

1.1 General Introduction about the sector1.2 Industry Profile

a. Origin and development of the industry

b. Growth and Present status of the industry

c. Future of the industry

CHAPTER 2 PROFILE OF THE ORGANIZATION

2.1 Origin of the Organization2.2 Growth and development of the Organization2.3 Present status of the Organization2.4 Functional Departments of the Organization2.5 Organization structure and Organization chat2.6 Product and Service profile of the Organization competitors.2.7 Market profile of the Organization

CHAPTER 3 DISCUSSIONS ON TRAINING

3.1 Student`s work profile (Role and responsibilities) 3.2 Description of live experience

CHAPTER 4 STUDY OF SELECTED RESEARCH PROBLEM.

4.1 Statement of research problem4.2 Statement of research objective4.3 Research design and methodology

4.4 Analysis of data4.5 Summary of Findings

CHAPTER 5 SUMMARY AND CONCLUSIONS

5.1 Summary of Learning Experience5.2 Conclusions and RecommendationsAPPENDIXQuestionnaireBibliographyList of graphs & charts

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CHAPTER 1

INTRODUCTION

GENERAL INTRODUCTION It is a course of MBA designed in such a way that one has to work in an

Organization while studying from 2nd to 4th semester. that’s why it is considered as

an industry integrated course. It involves better exposure to the industry, then other

general MBA.

Market research and Marketing research are often confused.’Market’ research is a

simply research into a specific market.It is a very narrow concept. ‘Marketing’

research is much broader.It not only include Market research,but also areas such as

research into new products, or modes of distribution such as via internet.

“Marketing research is the function that links the consumer,customer and public to

the market through information-information used to identity and define marketing

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

marketing performance ; and improve understanding of marketing as a

process.Marketing research specifies the information required to address this

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

data collection process,analysis and communicates the finding and their

implications.

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INDUSTRY PROFILE

ORIGIN AND DEVELOPMENT OF THE INDUSTRY

ACNielsen was established in the United States in 1923 by Arthur C.

Nielsen, Sr., one of the founders of the modern marketing research industry. Among

many innovations in consumer-focused marketing and media research, Mr. Nielsen

was responsible for creating a unique retail-measurement technique that gave

clients the first reliable, objective information about competitive performance and

the impact of their marketing and sales programs on revenues and profits. Nielsen

information gave practical meaning to the concept of market share and made it one

of the critical measures of corporate performance. Mr. Nielsen also founded the

business known today as Nielsen Media Research, the global leader in television

audience measurement and other media research services.

Over the past 10 years, the Internet has changed the role of market

research agencies, survey respondents, and consumer market researchers.

Overall, the market research industry has seen steady revenue growth year-over-

year, and offline research in Europe is still holding strong. The challenges market

researchers face today involve balancing a combination of cost, speed, quality, and

control. New online research methodologies are poised to revolutionize the market

research industry once again, and Web 2.0 will change how companies

communicate with their customers.

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.GROWTH OF THE INDUSTRY

'Asia is now the hottest market worldwide for the market research industry,

and is growing by 10 to 11 percent a year', says Tony Cowling, Chairman of UK

based TNS, a global market research firm with offices in 70 countries.

Thailand's demand for market research is growing as fast as the rest of

Asia, but lags behind that of China and India. Market research in Thailand is

expected to be worth about US$ 45 million this year, compared to $43 million in

2004.

Australia has the largest market research sector in the region but it is growing only 4

to 5 percent a year, while China is growing at more than 20 percent, followed by

India with 15 percent. Japan is slowest at only 1 to 2 percent.

Expansion of Asian economies, particularly China's, has increased the need for

market research. 'The market research industry regionally will grow twice as fast as

the overall economy,' Cowling predicted, adding ' There are many key drivers

stimulating fast market growth in Asia.'

For one, many foreign companies - particularly those from Europe and America -

are establishing operations in Asia, especially in China, and these companies

demand market research to ensure success. Many local companies in China and

Japan are also expanding and becoming new users of market research.

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PRESENT STATUS OF THE INDUSTRY

Market research was an offshoot of the advertising boom of the 1950s in the USA.

Advertisers began to realise the significance of demographics revealed by Radio

and television sponsorship, and to seek more direct feedback about their markets.

Market research is for discovering what people want, need, or believe. It

can also involve discovering how they act. Once that research is completed, it can

be used to determine how to market your product.Questionnaires and focus group

discussion surveys are some of the instruments for market research.

For starting up a business, there are some important things

Market information

Through Market information you can know the prices of the different commodities in

the market, the supply and the demand situation. Information about the markets can

be obtained from different sources and varieties and formats.

Market segmentation

Market segmentation is the division of the market or population into

subgroups with similar motivations. it is a widely used for segmenting on geographic

differences, personality differences, demographic differences, technographic

differences, use of product differences, and psychographic differences and also

gender differences

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Market trends

The upward or downward movements of a market, during a period of time. The

market size is more difficult to estimate if you are starting with something completely

new. In this case, you will have to derive the figures from the number of potential

customers or customer segments. [Ilar 1998]But besides information about the

target market, you also need information about your competitor, your customers,

products etc. Lastly, you need to measure marketing effectiveness.

A few techniques are:

Customer analysis

Choice Modeling

Competitor analysis

Risk analysis

Product research

Advertising the research

Marketing mix modeling

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`

FUTURE OF THE INDUSTRY

Prevailing methodologies are being overturned almost overnight by innovations in

economics, psychology and mathematics. Market research is swimming in data, and its

clear that a gap has opened between the computational ability to store and search that

data, and the methodological capability to analyze it. For decades, marketers have

controlled the conversation with consumers through survey language and other structured

research instruments. ethnographic methods are extensively used to listen to everyday

people, and generate the right questions to feed into more rigorous quantitative

instruments. With consumers taking control of conversations about products, services and

brands online, the successful market researcher will be the one that is attentive enough to

formulate the right question for tomorrow's market.

96% of ORG-MARG is owned by VNU, the international information company. VNU, with

net revenues of EUR 4.8 billion (2001), is active in the markets for consumer and

professional information in most European countries, the United States, Canada, South

Africa and India. VNU employees about 38,000 people and are a public company whose

shares are listed on the Stock Exchanges of Amsterdam, Brussels and Luxembourg.

In the area of marketing information, VNU focuses on four areas: consumer behaviour,

entertainment information, media information and precision marketing.

VNU acquired Nielsen Media Research, the leader in television audience measurement in

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the U.S. and Canada, in October 1999. This was followed in December 2000 by the

acquisition of A. C. Nielsen, which is the leading provider of customised research, retail

audit data and television audience measurement and Internet measurement services

outside North America.

ORG-MARG is now part of the ACNielsen network of market research companies in over

100 countries and it will grow with time in future.

CHAPTER 2

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PROFILE OF THE ORGANIZATION

ORIGIN OF THE ORGANIZATION

ACNielsen ORG-MARG was formed in 1995 when two of the largest Indian

research companies ORG and MARG merged. ORG, founded in 1961, was the

pioneer in market research in India. MARG was founded in 1983 and soon became

one of the fastest growing players in the South Asian market.The company was

acquired by VNU in 2000 and is now part of the ACNielsen network globally. It is

because of this powerful parentage that ACNielsen ORG-MARG is able to provide

the marketing community a wide array of syndicated and customised research

services.

As part of the customised research solutions it provides, ACNielsen ORG-MARG

possesses immense expertise in the areas of media research, financial research,

automotive research, telecom research, health care research, opinion polling and

rural studies as well as specialist divisions for industrial research and social

research.

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GROWTH & DEVELOPMENT OF

THE ORGANIZATION

ACNielsen 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.

In 2001, ACNielsen became part of VNU, a world leader in marketing

information, media measurement and information and business media.

In 2003, VNU announced a new organisational structure for VNU Marketing

Information (MI), its largest business group.

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.

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PRESENT STATUS OF THE

ORGANISTON

ACNielsen in India derives much of its own

promotion by both its information and experts being quoted in the public domain. As

the industry standard in many countries, ACNielsen, and indeed its clients,

frequently provide selected data and insight to the media for publication. ACNielsen

associates are regularly quoted in the press, commenting on issues of the day.

They are also invited to appear on numerous conference platforms throughout the

world as industry and issue experts. For specific services and studies the company

ensures that it keeps the marketing community informed through a sustained client

communication programme across the year. The company co-operates with

respected publications to publish influential surveys, which are widely reported in

the media and used for reference by the trade and brand owners. Its constant drive

to better understand varied parts of the consumer landscape and the dynamics of

India’s consumer market have made the company the fulcrum of leadingedge

information.

ACNielsen aims to help its customers turn information into insights, insights into

knowledge and knowledge into actions that drive profitable growth. Its vision is to be

recognised worldwide as the premier professional services firm in market research,

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supported by the core values of integrity and honesty, respect and development of

people, and excellence and innovation.

Nielsen offers an integrated suite of market information gathered from a wide range

of sources, advanced information management tools, sophisticated analytical

systems and methodologies, and dedicated professional client service to help our

clients find the best paths to growth.

Clients work with our services to:

Measure their market performance

Analyse market dynamics

Diagnose and solve marketing and sales problems, and

Identify and capture growth opportunities

Our 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

Our major market-measurement services provide comprehensive coverage

of:

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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 customised 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 in

manufacturing, service and retail organisations, 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

18

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 optimisation,

pricing, consumer targeting and marketing mix optimisation.

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.

FUNTIONAL

DEPARTMENTS OF THE ORGANIZATIO N

This sector offers an integrated suite of market information gathered from a wide

range of sources, advanced information management tools, sophisticated analytical

19

systems and methodologies, and dedicated professional client service to help our

clients find the best paths to growth.

Clients work with our services to:

Measure their market performance

Analyse market dynamics

Diagnose and solve marketing and sales problems, and

Identify and capture growth opportunities

Our 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

Our 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.

20

Purchases by consumers of packaged goods and other

products, gathered through participating panels of consumer

households and through customised 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 in

manufacturing, service and retail organisations, including general managers,

marketing professionals, sales professionals, purchases and merchandisers.

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.

21

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 optimisation,

pricing, consumer targeting and marketing mix optimisation.

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...

ORGANIZATIONAL STRUCTURE AND

ORGANIZATIONAL CHART

MANAGING DIRECTOR

22

EXECUTIVE DIRECTOR

SIN./JUN.MANAGER

SIN./JUN.OPERATIONS EXECUTIVE

DATA VARIFIER

DATA SUPPLIERS

PRODUCT AND SERVICE PROFILE OF THE ORGANIZATION COMPETITORS

GNN Research Group, which has been rated among the top ten market

research organizations in India, employs standardized methods, tools and

techniques for data collection which include both qualitative and quantitative data

23

gather through online and offline resources and channels. GNN Research Group,

with its team of highly qualified and experienced marketing analysts, advertisement

makers, and scientists, offers intensive analysis of dynamic market trends to

provide their clients with authentic information regarding all the aspects of the

subject. The market analysis organization from India has employed a team of more

than 70 freelance researchers and 11 permanent staff.

GNN Research Group, due to their quality and reliability of market research

services, has been accredited with the Indian Standard for Market Research

(ISMR), and the senior research team members of the company are certified with

Qualified Practicing Market Researchers (QPMR).

GNN RESEARCH GRUP is a full service market research company with

consulting offices in major cities in INDIA supported by field operations in INDIA.

IMRB International's Divisions

IMRB International has been offering for over 35 years, both general as

well as specialist research services to clients in India and overseas. IMRB

International operates out of its five full service offices in Mumbai, Delhi,

Kolkata, Chennai and Bangalore and is supported by 15 other regional centers for

collection of survey information.

Probe Qualitative Research (PQR) Probe Qualitative Research is one of

India's leading qualitative research groups and has executives specially trained in

India and overseas in qualitative research methods. Drawing on learning from

ethnography, psychology and anthropology, PQR has created an array of validated

24

tool-kits for product innovation, communication and brand development.

Media and Panel Group of IMRB International is a pioneer in the field of media

research in India. The Group also runs one of the world’s largest household panels,

with over 70,000 households in urban and rural india, chronicling changing

consumption habits across the country.

CSMM: Partners in Managing Stakeholder Relationship

Is an independent, specialist unit of IMRB International and the exclusive

member of the Walker Global Network (WGN) for the Indian subcontinent.

As a specialist unit of IMRB International, CSMM provides the widest field

coverage with five full service offices and 15 field offices in Delhi, Calcutta, Mumbai,

Chennai, Bangalore, Hyderabad, Cochin, Pune, Patna, Ahmedabad, Guwahati,

Bhubaneswar, Lucknow, Indore & Ludhiana. CSMM services clients in India and

neighboring countries (Sri Lanka, Bangladesh, Pakistan and Nepal) and this diverse

network has made CSMM the leading provider of stakeholder products and services

in South Asia.

BIRD: Research-based Consultancy for B2B and Technology markets

is a Research based consultancy arm – B2B and technology markets. Operating out

of four locations in India, viz., Mumbai, New Delhi, Bangalore & Chennai, BIRD has

been advising clients from India and across the globe since the last 35 years.

eTech Group @ IMRB As technology evolves and creates new opportunities;

barriers to progress continue to arise. Some problems are technical, economic or

policy-related, while the hardest combine all three aspects in any country.

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ORGANIZATION MARKET

PROFILE

ACNielsen markets a wealth of information products, together with services

and tools that help clients use information correctly to address specific business

issues and decisions.

Retail Measurement

Our Retail Measurement Services (RMS) provide continuous tracking of product

sales to consumers, based on information gathered at the retail point-of-sale.

Clients receive detailed information on sales, market shares, distribution, pricing

and merchandising and promotional activities. RMS information is available in more

than 80 countries.

Consumer Panel

Consumer Panel research tracks the purchasing behaviour of consumers in over

125,000 households in 24 countries worldwide, primarily through the use of in-home

scanners. Panel information reveals consumers’ purchasing from all outlets they

visit and provides insights into who is buying, methods of payment, use of coupons

and participation in frequent shopper programs.

Assortment and In-Store Space

Our team of experts work with retailers and manufacturers around the world to

deliver business-driven, easy-to-implement solutions that provide a measurable

26

return on their investment in managing assortment and in-store space. We help

them make key decisions on issues such as shelf inventories, shelf space, category

growth opportunities, product listings and how best to distribute merchandising

information.

Consumer Research

Our diverse and powerful suite of Consumer Research services help clients obtain

qualitative and quantitative measures of consumers’ attitudes and purchasing

behaviour, customer satisfaction, brand awareness and equity, advertising

effectiveness and other marketing issues.

Retailer Services

Our services for retailers are designed to help them understand what attracts

consumers to their stores. Retailers work with us to evaluate competitive

performance, increase traffic and sales, leverage their frequent-shopper data and

build consumer loyalty, improve performance of their private label products and

understand their results across all product classes and categories they carry.

Modeling & Analytics

Our advanced Modelling & Analytical Services help clients address such key

business issues as pricing, promotion, marketing mix, assortment and product

rationalisation, category placement, category structure and in-store, in-market

auditing and testing.

\ Decision Support

We provide clients with a wide range of software tools and delivery methods

designed to put the right information on the desks of decision-makers at the

27

moment they need it. These tools range from advanced analytical and data-

management systems for sophisticated users to standard reports for end-users that

are automatically refreshed when our databases are updated.

Global Services

ACNielsen Global Services coordinates with local ACNielsen offices

throughout the world to deliver clear, consistent information across markets. This

helps manufacturers effectively understand emerging marketing opportunities for

global brands. Utilizing consistent and comparable cross-country data, combined

with local country information, ACNielsen Global Services provides information-

based solutions to worldwide marketers with a broad international scope.

Retail Consulting

Our Retail Consulting division addresses a broad spectrum of Retailer

needs. We have access to latest global and local trends and help you make the

right decisions. We offer a full range of services ranging from quantitative research,

qualitative research, and ethnographic methodologies amongst others.

MARKET PROFILE OF THE

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ORGANIZATION

Marketing research in India is clearly at a point where it is set to become

indispensable if the liberalization of the economy and expansion of consumer

choice, which has become palpable in the recent years, is going to continue. With

the opening of the Indian economy, the markets have gradually become buyers'

markets. In India, market research is essentially used as a reactive tool, it is in the

static stage; whereas,MR should serve as a proactive tool, helping corporations

optimize their functioning giving a holistic view and an insight into the future.

A.C. Nielsen ORG-MARG is a market research company, which helps its

clients take decisions on the basis of the best possible information. ORG-MARG's

infrastructure and services covers India and South Asia. With over 1600 employees

spread across 5 full-service offices in India and over 350 employees in Bangladesh,

Nepal and Sri Lanka, ORG-MARG accounts for just over half the total number of

people employed in the market research industry in South Asia.

Nielsen Media Research, the leader in television audience measurement in

the U.S. and Canada, in October 1999. This was followed in December 2000 by the

acquisition of A. C. Nielsen which is the leading provider of customised research,

retail audit data and television audience measurement and Internet measurement

services outside North America.

ORG-MARG is now part of the ACNielsen network of market research companies in

over 100 countries and it will grow with time in future.

29

In the days ahead, the key business development areas identified

include:

Advanced analytics

Advanced statistical services

Modeling and trend analyses

Database creation and management

Data mining

Scripting

Data interpretation and reporting

CHAPTER 3

DISCUSSIONS ON TRANING

STUDENT’S WORK PROFILE

(ROLE AND RESPONSIBILITIES)

30

Roles and Responsibilities

The student, preceptor, and faculty have equal responsibility for providing a

quality learning experience in the clinical/practicum courses. Specific roles and

responsibilities vary somewhat by concentration and course requirements.  There

are, however, specific responsibilities for each participant. This is necessary to

promote student progress and role expectations.

These responsibilities are identified as follows :

Responsibilities of the Student

The Student will assist in collection of legal and contractual

documents (Intent of Relationship letter, Preceptor’s Professional Profile or

curriculum vitae), prior to registering for a precepted clinical or practicum course.

The Student will establish a mutually agreeable schedule for clinical

time with the preceptor.

He/she will come to the clinical experience prepared to perform in

accordance with assigned learning activities in accordance with course.

The Student will demonstrate ability to manage progressively complex

situations in accordance with his/her academic progression.

31

The Student will follow policies and procedures established in the

preceptor site and will keep the preceptor informed about cases and learning

activities.

The Student will function under the Nurse Practice Act statues and

regulations for expanded nursing roles.

The Student will participate in conferences with the preceptor and faculty to

discuss progress, problems, and learning needs.

The Student will maintain accurate records of clinical time and

experiences.

The Student will complete the specified forms and submit at

designated intervals to the faculty.  Required forms are identified in each course

and may include but are not limited to: clinical logs, clinical skills performance

forms, evaluations of clinical/practicum experience, preceptor evaluations and

clinical site evaluations.

DESCIPTION OF LIVE EXPERIENCES

32

Being a student of management in marketing I had to face a lot of

responsibilities in my job. Being an intern their were a lot of challenges

and a lot of opportunities .Before starting my work I had done SWOT

analysis which help me to understand my strength , weakness,

opportunities, and Threat. There were huge opportunities in the ‘

market research field’ under the premier organization of ‘ A C Nielsen

ORG Marg’.

My job profile in the organization is as a Data Supplier and to understand

what the people actually need .These kind of work help me in understanding

different people and gather marketing knowledge. It gave me a tremendous

opportunity to gather knowledge regarding people (Client)’s especially about their

relationship and behavior. Whenever I am dealing with my client it gave me

immense knowledge and satisfaction regarding the importance of his/her in the field

in Marketing. I had also done some survey which gave me knowledge regarding the

day to day transaction which happens in a Research company.

PROJECT-‘EXPERIENCES’

33

ACNielsen ORG-MARG India survey research organizations, took

responsibility to find out about the views and impression of the SPENCER’S

Customer(specially who purchase Electronics & Electricals and Garments

items).Actually Spencer’s are incurring losses from these sections, Other modern

Retail Outlets (like Big Bazar,Reliance etc.)and shops incurring more profit than

Spencer’s, So to get the actual cause behind it, Spencer’s gave research part

through survey to ‘AC NIELSEN’ Market research company.

AC Nielsen ORG-MARG collected questionnaires from SPENCER’s and

distributed to one of the managers and after that these are transferred to one of the

supervisors and at last to the data suppliers.

As I was one of the data suppliers, so I had visited various SPENCER’S

outlet at Kolkata like Mani Square, Mahamayatala, kalikapur(Abhisar),Rashbihari

avenue (Gariahat). There I collected data from customers at the schedule time as

per given by SPENCER’S. I was given 15 questionnaires per day to be filled by

customers. I had dealt with various customers for the purpose to take their views . I

had also faced various problem to take interview sessions because different

customers were ignoring to give their views due to lack of their time.

I was doing one more project like ‘TRAVEL’, ‘INSIGHT’ ‘SKINCARE’,‘US

AMBESSY’, ‘HELLO’,‘TEST PAPER’,‘JAMMU & KASHMIR’ tourism through

media conducted in several shopping malls like, “SHOPPERS STOP”,

“PANTALOONS”, “WESTSIDE”, etc. here we really had a lot of energetic time in

approaching the prospects.

CHAPTER 4

34

STUDY OF SELECTED

RESEARCH PROBLEM

STATEMENT OF RESEARCH PROBLEM

A research problem, in general, refers to some difficulty which a researcher

experiences in the context of either a theoretical or practical situation and wants to

obtain a solution for the same.

The components of a research problem as under:

1. There must be individual or a group which has some difficulty or the problem.

2. There must be some objective to be attained at .If one wants nothing one can

not have a problem.

3. There must be alternative means or the courses of action for obtaining the

objectives one wishes to attain.

THE PROBLEMS IN OUR RESEARCH’S ARE:

1. The availability of respondents in that research is very low.

2. It is very time consuming.

3. The questionnaire is very lengthy.

4. The satisfactory level of the respondent is very low.

5. Maximum number of respondents is uncooperative.

6. Some of the questionnaire pattern is much more overlapping.

35

7. Maximum respondents are not satisfied to face the questionnaire.

8. Few questions are repeated.

9 .Some questions of the questionnaire is customer personal matter related.

10.Respondent often hesitate to give their authentic information.

STATEMENT OF RESEARCH OBJECTIVES

Spencer’s gave the research part particularly Electricals

&Garments section to ‘AC NIELSEN COMPANY’.

They are seeking to find out customer’s views and

impression of Spencer’s goods.

Spencer’s wants to understand the opinion of people

who have purchased those goods, why they are not interested to buy

these products. So Spencer’s are incurring losses from these

sections.

At the same time the competitors of Spencer’s are

earning revenues .

RESEARCH DESIGN AND METHODOLOGY

AC NIELSEN & SPENCER’S OF R.P.Goenka Group both jointly wanted

to find out the reason why Spencer’s is incurring losses in electronics, electrical

and garment segments

36

Thus to find the appropriate reason it asked AC NIELSEN to do a survey

that is to ask different customers and consumers what are their choices &views

regarding the electronics, electrical and garment segments .

For that purpose Spencer’s forwarded the questionnaire to AC NIELSEN to

find out the views of customers.

Within a period of time customer was given questionnaire by us and

feedback were taken from them.

The Questionnaire the following parts:

1. Evaluation of this Spencer’s store of various aspects.

2. Evaluation of this Spencer’s store keeping in mind the readymade

garment / Apparel section on various aspects.

3. Evaluating this Spencer’s store keeping in mind the

Electronic/Electrical section on various aspects.

ANALYSIS OF DATA

The data of our project has been analyzed by using two questions with

several Spencer’s aspects. The sample questions have been collected from the

questionnaires that has been used during our project or interview to the interviewee.

The sample questions are as follows and also shown in the table the % of these

following topics.

37

Q1: “You just told me that you have readymade garments/apparels today from

this store. Looking at this card could you please evaluate this Spencer’s store

keeping in mind the ready made garment /Apparel section, on each of these

aspects?”

Topic Excellent Good Average Poor DK/CS Refused

a

.

Overall Satisfaction 25% 55% 20%

b

.

Apparel range and its

quality

5% 25% 70%

c

.

Display and convenience to

shop

45% 25% 30%

d

.

Service levels in the

garment section

25% 65% 10%

e

.

Quality of promotion on

apparel

10% 35% 55%

f

.

Communication about

offers, Promotions, new

arrivals on apparel

40% 45% 15%

Q2: “You just told me that you have bought Electricals/Electronics products

today from this store. Could you please evaluate this Spencer’s store keeping in

mind the Electronic/Electrical section, on each of these aspects?

38

Topics Yes No

a Did you like the look and feel of the electronic/electrical section? 35% 65%

b Did you feel the range of products displayed were adequate in this

section?

30% 70%

c Did you find the display of the products in this section to be well

organized and friendly for shopping?

40% 60%

D Were you well received in the section and did anybody greet

/approach you?

80% 20%

E Did the attending staff try and understand your needs before even

making a product recommendation?

75% 25%

F Were the staff technically qualified in terms of explaining the product

features and benefits and answering your specific questions?

90% 10%

GDid the staff demonstrate the product (if required)? 45% 55%

H Did they also tell you about the post sale warranty and service for the

respective products, as well as the details of installation?

60% 40%

Charts were drawn below depicting the figures of various aspects readymade

garments section:

39

a)

Overall Satisfac-

tion

0%

5%

10%

15%

20%

25%

30%

35%

40%

EXCELLENT

GOOD

AVERAGE

.

b)

Apparel range and its quality

0%

10%

20%

30%

40%

50%

60%

70%

EXCELLENT

GOOD

AVERAGE

c)

40

Display and

conve-nience to shop

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

EXCELLENT

GOOD

AVERAGE

d)

Service levels in the gar-

ment sec-tion

0%

10%

20%

30%

40%

50%

60%

70%

EXCELLENT

GOOD

AVERAGE

e)

41

Quality of

promo-tion on

ap-parel

0%

10%

20%

30%

40%

50%

60%

EXCELLENTGOODAVERAGE

f)

Commu-nication about of-

fers, Promo-tions,

new ar-rivals on apparel

0%

10%

20%

30%

40%

50%

EXCELLENTGOODAVERAGE

Charts were drawn below depicting the figures of various aspects

Electronics/Electrical section:

42

a)

Did you like the

look and feel of the elec-

tronic/electri-cal sec-

tion?

0%10%20%30%40%50%60%70%

YES NO

b)

Did you feel the range of products

dis-played were ade-

quate in this sec-

tion?

0%

20%

40%

60%

80%

YES NO

43

c)

Did you find the display of the

products in this section to be

well or-ganized

and friendly

for shop-ping?

0%10%20%30%40%50%60%

YES NO

d)

Were you well received

in the section and did

anybody greet /

ap-proach

you?

0%20%40%60%80%

YES NO

e)

44

Did the attend-ing staff try and under-stand your

needs before even

making a prod-

uct rec-om-

menda-tion?

0%10%20%30%40%50%60%70%80%

YES NO

f)

Did the staff

demon-strate

the product

(if re-quired)?

0%10%20%30%40%50%60%

YES NO

g)

45

Did they also tell

you about the post sale war-ranty and service for the respec-tive prod-

ucts, as well as the details of installa-

tion?

0%

20%

40%

60%

YES NO

SUMMERY OF FINDINGS

Nielsen India took responsibility to find out about the views and impressions

of the consumers of Spencer's . Spencer’s wanted to know why they are incurring

loss in electronics and garment sector. and by this survey we AC Nielsen helped

them to know the reasons .the quality of the product are not good,and Spencer’s

are not having very wide range of product in these sector. the prices are not

reasonable according to quality in comparision with the other retail shops.

But the problem is the research process which is very lengthy as well as

time consuming. So respondents are not always mentally satisfy to face

questionnaire. Sometimes the respondents are not available.

In the opposite side is the discussion concerning a problem often produces

useful information. Various new ideas can be developed through questionnaire.

CHAPTER 5

46

SUMMARY AND CONCLUSIONS

DESCRIPTION OF LIVE EXPERIENCE

After doing internship in A.C.NIELSEN, a I have experienced a lot of thing

about the real life in this competitive world

I have gathered a lot of experiences, especially when I went for survey in

several areas where I met different kinds of people and learnt to interact with them

and understood the motive of the survey. It was very good experience when I went

outside of Kolkata to gather information from where I learnt to communicate with

people from different communities. From first day of my internship, I learnt to

maintain a proper co-ordination among the employees. I met with some high profile

people like professors, businessmen, industrialists etc. they gave valuable

information about the specific product/ service by which I clearly understood about

the various thing. It was very easy to conclude the entire matter. During this project I

learnt some very important things which will definitely be helpful for my career. I

learnt to communicate with different students in several campuses and to approach

those prospects and to do team work with members/ colleagues. I even learnt the

value of time and to handle critical and difficult situation with patience, to accustom

myself in different situations. In a word I had a good learning experience by which I

can develop myself in my future.

SUMMARY OF LEARNING EXPERIENCE

47

During doing this project I have learnt so many . which is very important for

my future career prospect. Everyday I have learnt new thing specially in my survey

period. From first day of my project I learnt that how to communicate with highly

profile people in several parts of our society, how to tell them about the total thing,

how to do our work with our team members/ colleagues, how to tell them with

politely, learnt the value of time, learnt to handle the critical/difficult situation with

cool mind, how to adjust myself in different situations. I have improved my quality if

I regularly do this survey of questionnaire. One important thing is timeliness which is

very important in the corporate world. As well as I have gaining my confidence level

in public interaction. In a word I had good learning experiences by which I can

develop myself in my future career.

CONCLUSIONS AND RECOMMENDATION

We may conclude by saying that the task of defining a research problem,

very often, follows a sequential pattern- the problem is stated in a general way, the

ambiguities are resolved, thinking and rethinking process results in a more specific

formulation of the problem so that it may be a realistic one in terms of the available

data and resources and is also analytically meaningful. In this research various

kinds of technical terms and words, with special meanings used in the statement of

the problems should be clearly defined. As well as basic assumptions relating to the

research problem must be clearly defined. The scope of the investigation or limits

within which the problem is to be studied is mentioned explicitly in defining a

research problem.

APPENDIX

48

QUESTIONERES

Topic Excellent Good Average Poor DK/CS Refused

a

.

Overall Satisfaction 1 2 3 4 5 6

b

.

Apparel range and its quality 1 2 3 4 5 6

c

.

Display and convenience to

shop

1 2 3 4 5 6

d

.

Service levels in the garment

section

1 2 3 4 5 6

e

.

Quality of promotion on apparel 1 2 3 4 5 6

f

.

Communication about offers,

Promotions, new arrivals on

apparel

1 2 3 4 5 6

Q1: “You just told me that you have readymade garments/apparels

today from this store. Looking at this card could you please evaluate this

Spencer’s store keeping in mind the ready made garment /Apparel section,

on each of these aspects?”

Q2: “You just told me that you have bought Electricals/Electronics

products today from this store. Could you please evaluate this

49

Spencer’s store keeping in mind the Electronic/Electrical section, on

each of these aspects?

Topics Yes No

A Did you like the look and feel of the electronic/electrical

section?

1 2

B Did you feel the range of products displayed were adequate in

this section?

1 2

c Did you find the display of the products in this section to be

well organized and friendly for shopping?

1 2

D Were you well received in the section and did anybody

greet /approach you?

1 2

E Did the attending staff try and understand your needs before

even making a product recommendation?

1 2

F Were the staff technically qualified in terms of explaining the

product features and benefits and answering your specific questions?

1 2

G Did the staff demonstrate the product (if required)? 1 2

H Did they also tell you about the post sale warranty and service

for the respective products, as well as the details of installation?

1 2

I Were you well informed about the price, offers and exchange

offers if any?

1 2

50

BIBLIOGRAPHY:

www.google.com

www.amazon.com

www.tradeindia.com

www.yellowpages.com

www.indiamart.com

www.nielsen.com

www.acnielsen.com

OTHER REFERRENCE

Text Book:- BUSSINESS RESEARCH AND METHODOLOGY,“C.R. KOTHARI”

51