PRIMARY DATA COLLECTION AT

AC NIELSEN PVT. LTD.

Submitted by:

Gagandeep Singh Karwar

Roll No: - FT-12-108 A Summer Internship Project Report Submitted to: Institute for Integrated Learning in Management Graduate School of Management In the partial fulfillment of the requirement For the degree of Post Graduate Diploma in Management IILM-GSM Greater Noida July 2012

DECLARATION FORM
I hereby declare that the Project work entitled ________________________________ _______________________________________submitted by me for the Summer Internship during the Post Graduate Program to IILM Graduate School of Management, Greater Noida is my original work and has not been submitted earlier either to IILM or to any other Institution for the fulfilment of the requirements for any other course of study. I also declare that no chapter of this manuscript, either in whole or in part, is copied from any other document.

Signature of Student: _______________ Signature of Company Mentor: _______________

Name of Student: __________________ Name of Company Mentor: ________________

Designation: __________________________

Date:

Date:

Place:

Place:

ACKNOWLEDGEMENT

This project work report has been prepared in partial fulfillment of the requirement for the degree of PGDM. Its primary objective is to present about the various dynamics involved in the collection of primary data in marketing Research Company. Although the policy of the company didnt allowed summer intern for further processing of the collected data, this project presents how a student can apply their classroom learning for further processing of primary data. The narrator hereby wishes to express his heartiest gratitude towards all those people who have helped in the preparation of the project work report. At first, the narrator owes his special thanks to all the faculty members of IILM-GSM who have imparted with the general knowledge and with various fundamental understanding of the subject matter. Along with this, he would like to express his special thanks to his faculty mentor Ms. Roma Chauhan for providing the required support for preparation of the report. The narrator expresses his heartiest thanks to his company mentor Mr. Chandan Banerjee without whose support the summer internship would have been impossible. Along with the company mentor, the narrator also wants to express his heartiest gratitude to other data executives: Mr. Sunil who provided the diverse project on which I could work upon and enhanced my learning. Last but not the least, the narrator also express his thanks towards his friends, all executives and supervisors of AC Nielsen Org. Marg. Pvt. Ltd., all family members of IILM-GSM who either directly or indirectly helped me for the preparation of the project.

Gagandeep Singh Karwar FT-12-108 IILM-GSM

EXECUTIVE SUMMARY
Business research is one of the most important steps that each manager should undertake first before deciding which strategy to undertake for business continuum. From the start of the business to every phase of the business the managers must understand the current market position of its business to take rational step and make strategy based on facts and figures. Be it expansion or diversification or making a turnaround in the business when it is at turmoil situation, a business research is to be undergone before taking any steps. Thus for the preparation of strategy at such situation, the managers needs data so that they can analyze the exact situation in the market. Here comes the role of marketing research firms which helps the companies to provide the actual insights about the market condition. AC Nielsen is the worldwide leader in market measurement and information research. It has expertise in different fields which serves the companies of different industry to provide the adequate information and adequate measurement of business situation. The companies can employ two methods for collecting the data to make business strategy. But the first hand data is most needed by the marketing research firm in order to gauge the fresh condition of the market. This project mainly based on the primary data collection at AC Nielsen that was done by me during the SIP. The project gives the insights about how the primary data can be used for further steps in marketing research. In this report I have mentioned about the projects which I undertook during my Summer Internship Program.

Name of the Student: Gagandeep Singh Name of the Company: Nielsen Company

Enrollment No. FT-12-108

Location: Southern extension Part-1, New Delhi Name of Company/project Mentor/supervisor: Chandan banerjee Name of Faculty Mentor: Mrs. Roma chauhan

INTRODUCTION

NIELSENS HISTORY

The Nielsen Company (erstwhile 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.

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 organizational structure for VNU Marketing Information (MI), its largest business group, to address evolving client needs and to create an enhanced platform for accelerated growth. 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. WHAT THEY DO 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 their clients find the best paths to growth. Clients work with their services to:

Measure their market performance. Analyse market dynamics. Diagnose and solve marketing and sales problems, and Identify and capture growth opportunities.

Their 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 Their 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.

Purchases by consumers of packaged goods and other products, gathered through participating panels of consumer households and through customized 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 They offer a wide range of software and professional services that enable clients to receive, select and evaluate their 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. They also organize and present information to suit the specific needs of many individuals in manufacturing, service and retail organizations, including general managers, marketing professionals, sales professionals, purchases, merchandisers and category managers.

Diagnostic Services Their 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.

Their 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, they offer a suite of consumer-focused consumer research techniques and services that address clients unique and specific marketing and sales issues.

Opportunity Identification While their 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. Their 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, their people work in close partnership with their clients to understand their strategies and business objectives, design the right suite of Nielsen services that fits their needs, agree on clear and measurable business objectives and to measure the results and clients return on their investment.

THE NIELSEN CODE Throughout its history, Nielsen has sought to provide its clients with objective and reliable marketing information and consumer insight that add value to their businesses. Their goal is to help clients make the best possible marketing decisions to build revenue and profits. Arthur C. Nielsen, Sr. Chairman, A. C. Nielsen Company, 1931 In 1931, Arthur C. Nielsen, Sr., wrote the Nielsen Code, defining the principles that would guide Nielsen to global leadership in marketing research. The Code remains relevant today and continues to guide their business. Impartiality Be influenced by nothing but your clients' interests. Tell them the truth. Thoroughness Accept business only at a price permitting thoroughness. Then do a thorough job, regardless of cost to us.

Accuracy Watch every detail that affects the accuracy of your work. Integrity Keep the problems of clients and prospects confidential. Divulge information only with their consent. Economy Employ every economy consistent with thoroughness, accuracy and reliability. Price Quote prices that will yield a fair profit. Never change your price unless warranted by a change in specifications. Delivery Give your clients the earliest delivery consistent with quality - whatever the inconvenience to us. Service Leave no stone unturned to help your clients realise maximum profits from their investment.

Work performed :
Project 1. Anesthesia maintenance cost :
Project was given to perform market survey to understand the processes and cost associated with planned maintenance of Anesthesia delivery machine, from two major companies i.e. GE and Dreager . Client want us to find out the maintenance cost occurred during the time period the machine were under their utilization .The study is basically concentrated on the machine which were bought more than 5 year time period .This project had a sample size of 10 and our work is find out the concerned person and take an interview based on the questionnaire. One the questionnaire is filled it is pass on to the research department and cross check the information provided by us . Our work till date : Finding concerned person Scheduling an appointment Interviewing the concerned person Collecting valuable data

Project 2. Cruiser :
Data collection of buyer or intender of buying new car by questionnaire filling in various car showrooms Objective of Project : The objective of the project is to understand how various people make their decision when purchasing vehicles. Features of the questionnaire to be filled : i) ii) iii) iv) v) In accordance with MRSI code of conduct. ROPO test i.e Research online, purchase offline. 50:50 ration of people searched online : done offline research. Special importance to Youtube.com video impact on vehicles purchase. 20-30% post purchasing survey.

In this survey we visited various showrooms located in various subsets of Delhi & Noida.

Learning from the SIP till date : The objective of the project was to know how the primary data collection works in marketing research industry. This project will be containing the information regarding the different dimensions of primary data collection. It gives the insights about the threats, challenges, problems faced and learning about the primary data collection. The major learning from the SIP was to understand the first step of marketing research activities whereas it could be useful for us to understand the further steps involved. The learning are as follows: How to approach people and convince them for the interview and keep them engaged and interested throughout the interview process. Being open to people. Persistency in the job Search for the hope in every difficult action. Accepting the rejection in positive way. Being physically persistent in the adverse climatic situation also. Summer training being the test of facing the summer at its peak. Polite and courteous calling, talking, convincing skills were also learnt. Being determined and ambitious for every small work also. Communication skills improved more when I visited different respondents for survey. Time management skills also improved Patience level increased more in such process. The customer behavior in the field of customer care service was known to some extent.