ARJUN GIRI Project Report-Nielsen

PROJECT REPORT
at
THE NIELSEN COMPANY (I ndia)
on
Automotive Performance, Execution, and Layout
(APEAL) Study

In partial fulfillment for the award of the degree
of
Post Graduate Diploma in Management

Submitted by
Arjun Giri
Registration No: B11220838
Under the guidance of
Prof. Madhuri Sharma

Acharya Institute of Management & Sciences
1
st
Cross, 1
st
Stage, Peenya Industrial Area
Bangalore 560058

All India Management Association
September, 2013
APEAL Study Project Report

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ACKNOWLEDGEMENT
I would like to express my sincere thanks to the Coordinator Mr. Rajesh
for accepting me as an Intern in the organization. I would also like to express my
sincere thanks to my company guide Mr. Venkatesh for his continuous
cooperation, support, suggestion, encouragement and providing input and
suggestion that I needed to complete my project successfully.
I also would also like to express my gratitude towards my Project guide
Prof. Madhuri Sharma for her valuable guidance and support during the period
of my summer training. She has corrected and guided me through every step in my
project. She also inculcated in me a systematic approach and professionalism.
I would also like to thank all those people at THE NIELSEN
COMPANY who though being total strangers to me lifted my spirit with their
cheerful smiles and gave me the courage & inspiration to work zealously on the
project assigned to me and do justice to it.
Lastly, I wish to express my gratitude to my colleagues and friends for their
constant encouragement and support.
At last but not the least I would like to thank God for giving me patience
and power for the successful completion of the project.

Arjun Giri
PGDM (MARKETING).
AIMS


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TABLE OF CONTENTS
Title Page
Chapter I
1. Introduction 4
2. Industry Profile 6
3. Company Profile 11
4. Products Profile 12
5. Competitors Profile 17
Chapter II
6. Organisation Structure 20
7. Organisational Chart 21
Chapter III
8. Functional Departments 22
Chapter IV
9. SWOT Analysis 23
Chapter V
10. Ethical/Best Practices & Policies 27
Chapter VI
11. Special Task 28
Chapter VII
12. Findings, Suggestions & Conclusion 48
13. Bibliography 52


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1. Introduction

Market research
Market Research is any organized effort to gather information about markets or
customers. It is a very important component of business strategy. The term is
commonly interchanged with marketing research however; expert practitioners may
wish to draw a distinction, in that marketing research is concerned specifically about
marketing processes, while market research is concerned specifically with markets.
Market research is a key factor to maintain competitiveness over competitors.
Market research provides important information to identify and analyze the market
need, market size and competition.
Market research, which includes social and opinion research, is the systematic
gathering and interpretation of information about individuals or organizations using
statistical and analytical methods and techniques of the applied social sciences to gain
insight or support decision making.
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.
There are two major types of market research.
Primary research sub-divided into Quantitative and Qualitative research and
Secondary research.
Marketing research is often partitioned into two sets of categorical pairs, either by
target market:
Consumer marketing research, and
Business-to-business (B2B) marketing research
Or, alternatively, by methodological approach:
Qualitative marketing research, and Quantitative marketing research


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Survey is a key factor to get advantage over competitors. Survey provides
important information to identify and analyse the market need, market size and
competition.
Survey, as defined by the International Code on Market and Social Research,
includes social and opinion research, and is the systematic gathering and
interpretation of information about individuals or organizations using statistical and
analytical methods and techniques of the applied social sciences to gain insight or
support decision making.
Survey began to be conceptualized and put into formal practice during the
1920s, as an offshoot of the advertising boom of the Golden Age of radio in
the United States. Advertisers began to realize the significance
of demographics revealed by sponsorship of different radio programs.
Survey 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 survey.


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2. Industry Profile

As Asias third largest economy and with consistent annual growth of around
9-10 % expected for the near future; India is undeniably an emerging force on the
world business stage. As both local and international companies look to reap the
rewards this burgeoning market, effective research will become an ever more
crucial tool for organisations looking to expand in India.
Emergence of new age sectors like Telecom, Media (Digital) & Insurance are
helping the Market Research Industry to climb to new heights with varied analysis of
Consumer Insights. Despite slowdown in the past coupled with talent crunch and dog
pricing by agencies, the roughly 900 crore MR Industry (Excludes KPO) is well poised
to take a big leap. The Overall Market gets divided into full services MR agencies and
the KPO Services clocking around 18% of CAGR(Source: Industry Estimation).
During the last couple of years there has been a consolidation between MR agencies in
their scale of operations and data management practices. No wonder despite all these,
India still becomes the popular destination for the MNC based research agencies since
there is untapped potential of new sets of consumers with an opportunity to serve huge
population. MR Team (Part of Advertising Agency during 70s) moves from the
boardrooms of Consumer Durable or FMCG companies into the boardrooms of every
sector of the economy.
First, we look in more detail at the challenges of conducting survey in India, as
well as the operational and technological developments that can be expected in the
industry there in the years to come
With all the movement and action, Indian research has well and truly arrived
on the global scene The current business model is of low cost, high volume but. This
is changing with the advent of MRO (market research outsourcing) and KPO
(knowledge process outsourcing). The research environment is growing as research
needs grows those new to commissioning research realise that some information is
better than nothing . As per the ESOMAR report, India is among the lowest in the
world in terms of low prices charged to clients. This off course is due to change in
next 5 years.

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Internationalization of market research: Rise of foreign Indian
researchers
The Indian economy is booming, growth is prevalent and this has brought in
an internationalization of research. Is there a truly Indian research company now?
With on-going mergers and acquisition (Nielsen org marg; kantar IMRB; TNS
NFO MBL) and the establishment of offshore partner / captive centres, there is a lot
consolidation, which brings in certain advantages.
Virtual captive centres and offshore partnerships drive the low and high end
of research in India: from coding and data entry, through to data analytics and
business intelligence. This has contributed to the standardisation wave when
companies can now work on a common platform with set processes.
There is a definite organisation structure evolving professionalizing Indian
market research, gone are the days when a researcher was an all-rounder doing
everything from thinking, execution, client management, and commercials . The focus
is on specific divisions for specific research, leading to in depth knowledge.

Focus of the India market research agencies are -
Understanding consumers the trends of the customers are tracked by the market
research agencies .their needs, perceptions, projected demands are all studied and
marketing strategies are formed accordingly.
Investigating market - this method helps in mapping the market conditions and
demands are estimated.
Conceptualizing product development positioning strategies, product and service
strategies are formed accordingly after taking into consideration the marketing
research results.


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Major marketing research companies in India
Cross tab - online market research agency
Delphi Research Services market research organisation
IMRB International , Mumbai market research agency
Lamcon Finance & Management market research , financial planning and
consultancy
Market Pulse market research & entry strategy services
Nielson India a leading market research agency
Protech India market research , consulting & database publishing services
Rural Relation rural marketing services
Sampling Research market research and analytics services
Tns India market research services provider in Delhi
Telebrands India offers telemarketing services

Inside MR: Challenges & Opportunities
Market Research is changing and that too from its early days of data collection
(Pen n Paper Method) to technically prowess devices like PDAs, mobile phones & in-
built cameras which can record exact state of the matter of every interview. At the
same time, MR has become more of a commodity rather than delivering differential
value to the end consumer. Still MR is being performed in mega cities and towns
rather than pushing it to the rural economy which undoubtedly is the next biggest
growth opportunity in our country for all the products/services. MR industry is also
facing a crunch in having the right kind of people skilled with a good training
background to understand the nitty gritty of the clients brief. Moreover, todays most
of the research work is being covered with a regular monitoring job like tracking,
audience measurement, syndicated studies etc rather than with a specific problem.
Another eaten away factor could be the nature of the industry which is fragmented and
largely being driven by price factor worrying clients ranging from products to service
industry. As a result, absence of talents due to low price factor has resulted in MR
firms having a project to project assignment system where in they do the piecemeal
job i.e. data collection and not the analysis which is done at the client side.

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Also adding the factors like communisation of the information and the
proliferation of smaller firms have led the industry not being able to get out of the
talent-price circle. To get rid of this problem many MR Firms like TNS, Synovate or
Nielsen is planning to arrange their own sets of training to fresh graduates for the
industry. Nielsen has opened up its training centre near Mumbai with two years
curriculum in the field of Market Research, similarly TNS is hiring from various
backgrounds to notch up its mid-level research function. Another important factor
could drive the market in future - data mining or statistical tools which could help the
customers to understand the intricacies of the problem in a more simple term rather
statistically define it.

Traditional Vs New Ones:
Every marketer possibly can count numerous numbers of advertising agencies
but unfortunately this is not true for MR industry, as the industry is very fragmented in
nature with many small firms on the spectrum and a few firms dominating the scene.
Sadly, there is no studies available judging the ranks of the MR firms and left with
more of a guess than on scientific calculations. The leading domestic firms are IMRB
International, TNS India, Nielsen & Milward Brown etc. As per the Industry
approximations, IMRB continues to be the market leader followed by Nielsen, TNS
India & Others. Though there is a Society created by the market research professional,
MRSI (Market Research Society of India) which has tried their best to get an
agglomerative view on market research but has achieved modest success. Meanwhile,
in the last couple of years the Industry has also seen the emergence of new sets of
players namely Analytics, Data Mining or Warehousing firms like Absolutdata
Systems, Annik Systems, and Datamation. Many of these firms earlier were
Knowledge Process Organisations (KPOs) who served foreign clients and now
turning up to cater the local demand. There is another set of genre which has emerged
during the past few years like HP Decision Analytics Firm or IBM Business Decision
Centre or McKinsey Strategic Research Division providing their research based
services to their parent companies adding values to their strategic teams. In fact what
has been observed also in the past that many IT giants like Oracle, Microsoft has

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started expanding their own research resources within their marketing team for
providing critical inputs on consumer behaviour to their strategic group. It is also
observed that the consulting firms like PwC or Ernst & Young or KPMG has started
advising their clients in giving them the end to end solution from sharing the market
insights to conceptualization of ideas to product designing and in turns creating lot of
problems for the full service market research agencies to hold their clients.

New Tools & Techniques:
Besides the emergence of the improved data collection technique, there was a
major rise towards analytics, data-mining and warehousing agencies during the last
couple of years. Data warehousing is a technique to store and maintain the data that
can be used for generating information and insights while data mining helps to draw a
consumer insights from the large pool of longitudinal data series or a time series data.
Many emergent sector like Telecom or Insurance which has grown phenomenally in
the past, need these kinds of data sets to draw strong insights of their consumer
behaviour towards the services of the same. Though traditional players are enjoying a
strong one to one relationship with their clients especially in the FMCG and Consumer
Durable sector but these new set of genre with varied skill sets are giving lots of
competition to the full services MR agencies.
Undoubtedly, the market research has travelled a long journey from
piggybacking advertising job to the mainstay of the decision component of one
organization. Market research seeks to align the enterprise with the expectation of its
consumers and delivering value with its systematic analysis of the information
captured. Although there were lots of changes in the past the way research is being
carried but off course the IT enabled market research is a new trend which propounds
ways to maximize an enterprises returns in the newly emerging liberalized market in
India. Now is the time for the MR agencies to reap the ever growing and burgeoning
customers with rapidly changing lifestyles through research work, so that Indian
Marketers could be more productive, result oriented and globally the best workforce to
cater the demands of their consumers.

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3. Company Profile
Nielsen is a leading global information and measurement company that
enables companies to understand consumers and consumer behaviour. Nielsen
measures and monitors what consumers watch (programming, advertising) and what
consumers buy (categories, brands, products) on a global and local basis. The
company has a presence in approximately 100 countries spread across Africa, Asia,
Australia, Europe, Middle East, North America, South America and Russia.
While the Nielsen brand is most often associated with television ratings, those
TV ratings services comprise approximately one-quarter of the company's business
and revenues. After substantial work to simplify the company over the last several
years, Nielsen today aligns their business into two divisions: What Consumers Buy
and What Consumers Watch
What Consumers Buy
Nielsen's Buy division (approx. two-thirds of global revenues) primarily helps
packaged goods companies and retailers understand what consumers are buying in
terms of categories, brands and products. For example, it is Nielsen's data that
measures how much Diet Coke vs. Diet Pepsi is sold in stores, or how much Crest
versus Colgate toothpaste is sold. They accomplish this by purchasing and analyzing
huge amounts of retail data that measures what is being sold in the store, and they
combine it with household panel data that captures everything that is brought into the
home. They also can provide insights into how changes in product offerings, pricing
or marketing would change sales. Major clients include The Coca-Cola Company,
Nestle, The Procter & Gamble Company, Unilever Group and Wal-Mart.
What Consumers Watch
Nielsen's Watch division (approx. one-third of global revenues) primarily
measures what consumers are watching on all of the screens in their life: TV,
computer, mobile/Smartphone, tablets, etc. The company measures consumption of
programming and advertising across all distribution points. Nielsen's ratings are used
by advertisers and networks to shape the buying and selling of advertising. Major
clients include CBS, NBC Universal, News Corporation and The Walt Disney
Company.

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4. Products Profile
Nielsen is a global market research firm whose best known creation is the
Nielsen ratings, an Audience measurement system that measures television, radio and
newspaper audiences in their respective media markets. It does market survey for the
company.
The main products of A C Nielsen are:
(1) Marketing Research
(2) Data Mining
(3) Audience Measurement
(4) Management Consulting

Marketing Research
Marketing research is "the process or set of processes that links the
consumers, customers, and end users to the marketer through information
information used to identify and define marketing opportunities and problems;
generate, refine, and evaluate marketing actions; monitor marketing performance; and
improve understanding of marketing as a process. Marketing research specifies the
information required to address these issues, designs the method for collecting
information, manages and implements the data collectrion process, analyzes the
results, and communicates the findings and their implications.
It is the systematic gathering, recording, and analysis of qualitative and
quantitative data about issues relating to marketing products and services. The goal of
marketing research is to identify and assess how changing elements of the marketing
mix impacts customer behaviour. The term is commonly interchanged with market
research however, expert practitioners may wish to draw a distinction, in
that market research is concerned specifically with markets while marketing research
is concerned specifically about marketing processes.


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Marketing research is often partitioned into two sets of categorical pairs, either
by target market:
Consumer marketing research, and
Business-to-business (B2B) marketing research
Consumer marketing research is a form of applied sociology that concentrates
on understanding the preferences, attitudes, and behaviors of in a market consumer-
based economy, and it aims to understand the effects and comparative success of
marketing campaigns. The field of consumer marketing research as a statistical science
was pioneered by Authur Nielsen with the founding of the A C nielsen Company in
1923.
Thus, marketing research may also be described as the systematic and objective
identification, collection, analysis, and dissemination of information for the purpose of
assisting management in decision making related to the identification and solution of
problems and opportunities in marketing.
The task of marketing research (MR) is to provide management with relevant,
accurate, reliable, valid, and current information. Competitive marketing environment
and the ever-increasing costs attributed to poor decision making require that marketing
research provide sound information. Sound decisions are not based on gut feeling,
intuition, or even pure judgment.
Marketing manager makes numerous strategic and tactical decisions in the
process of identifying and satisfying customer needs. They make decisions about
potential opportunities, target market selection, market segmentation, planning and
implementing marketing programs, marketing performance, and control. These
decisions are complicated by interactions between the controllable marketing variables
of product, pricing, promotion, and distribution. Further complications are added by
uncontrollable environmental factors such as general economic conditions, technology,
public policies and laws, political environment, competition, and social and cultural
changes.


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Data Mining
Data mining (the analysis step of the "Knowledge Discovery in Databases"
process, or KDD), an interdisciplinary subfield of computer science, is the
computational process of discovering patterns in large data sets involving methods at
the intersection of artificial intelligence, machine learning, statistic, and database
system The overall goal of the data mining process is to extract information from a
data set and transform it into an understandable structure for further use. Aside from
the raw analysis step, it involves database and data management aspects, data pre
processing, model and inference considerations, interestingness
metrics, complexity considerations, post-processing of discovered
structures, visualization, and online updating.
The term is a buzzword and is frequently misused to mean any form of large-
scale data or information processing (collection,extraction , warehousing, analysis, and
statistics) but is also generalized to any kind of computer decisions support system,
including artificial intelligence, machine learning, and business intelligence. In the
proper use of the word, the key term is discovery, commonly defined as "detecting
something new". Even the popular book "Data mining: Practical machine learning
tools and techniques with Java" (which covers mostly machine learning material) was
originally to be named just "Practical machine learning", and the term "data mining"
was only added for marketing reasons.Often the more general terms "(large scale) data
analysis ", or "analytics" or when referring to actual methods, artificial
intelligence and machine learning are more appropriate.
The actual data mining task is the automatic or semi-automatic analysis of
large quantities of data to extract previously unknown interesting patterns such as
groups of data records (cluster analysis), unusual records (anomaly detection) and
dependencies (association rule mining). This usually involves using database
techniques such as spatial indices. These patterns can then be seen as a kind of
summary of the input data, and may be used in further analysis or, for example,
in machine learning and predictive analytics. For example, the data mining step might
identify multiple groups in the data, which can then be used to obtain more accurate
prediction results by a decision support system.

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The related terms data degrading, data fishing, and data snooping refer to the
use of data mining methods to sample parts of a larger population data set that are (or
may be) too small for reliable statistical inferences to be made about the validity of
any patterns discovered. These methods can, however, be used in creating new
hypotheses to test against the larger data populations.
Data mining uses information from past data to analyze the outcome of a
particular problem or situation that may arise. Data mining works to analyze data
stored in data warehouses that are used to store that data that is being analyzed. That
particular data may come from all parts of business, from the production to the
management. Managers also use data mining to decide upon marketing strategies for
their product. They can use data to compare and contrast among competitors.
Data mining interprets its data into real time analysis that can be used to
increase sales, promote new product, or delete product that is not value-added to the
company

Audience Measurement
Audience measurement measures how many people are in an audience,
usually in relation to radio listenership and television viewership but also in relation to
newspaper and magazines readership and, increasingly, web traffic on websites.
Sometimes, the term is used as pertaining to practices which
help broadcasters and advertiser determine who is listening rather than just how
many people are listening.
In some parts of the world, the resulting relative numbers are referred to
as audience share, while in other places the broader term market share is used. This
broader meaning is also called audience research.
Measurements are broken down by media market which for the most part
corresponds to metropolitan areas, both large and small.


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Management Consulting
Management consulting is the practice of helping organizations to improve
their performance, primarily through the analysis of existing organizational problems
and development of plans for improvement. Organizations may draw upon the services
of management consultants for a number of reasons, including gaining external (and
presumably objective) advice and access to the consultants' specialised expertise.
As a result of their exposure to and relationships with numerous organizations,
consulting firms are also said to be aware of industry "best practices", although the
transferability of such practices from one organization to another may be limited by
the specific nature of situation under consideration.
Consultancies may also provide organizational change management assistance,
development of coaching skills, technology implementation, strategy development, or
operational improvement services. Management consultants often bring their own
proprietary methodologies or frameworks to guide the identification of problems, and
to serve as the basis for recommendations for more effective or efficient ways of
performing work tasks.


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5. Competitors Profile

The main competitors of A C Nielsen Company are as follows:
TNS (Taylor Nelson Sofres)
Millward Brown
IMRB International

TNS
TNS (formerly known as Taylor Nelson Sofres) is a leading market
research and market information group. Formerly listed on the London stock
exchange and a constituent of the FTSE 250 index, the firm was acquired by WPP
group in October 2008 for 1.6 billion pounds.
TNS is structured around specific areas of marketing expertise: Brand &
Communication; Innovation & Product Development; Retail & Shopper; Customer
Experience; Employee Engagement; Qualitative; Automotive; and Political & Social.
TNS separates its worldwide operations in over eighty countries into a number
of regional divisions: North America; Northern Europe; Southern Europe; Asia
Pacific; Latin America; and Africa, Mediterranean and Middle East. Its Headquarters
is in London and website is www.tnsglobal.com.

Millward Brown
Millward Brown is a global company focused on brands, media and
communications. It is part of Kantar Group, the insights arm of WPP plc, and the
worlds second largest market research organization after Nielsen Company.
Some facts about Millward Brown:
Founded 1973
86 offices in 56 countries
Research conducted in over 70 languages
Millward Brown is part of Kantar, WPP's insight, information and consultancy group


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Millward Brown Specialist Practices:

Corporate Branding & Reputation
Dynamic Logic / Millward Brown Digital
Firefly Millward Brown
MaPS
Millward Brown Optimor
Neuroscience Practice
2,100 tracking studies currently running
84,000 Link copy tests conducted
More than 13,000 Brand Dynamics and Brands projects covering over 80,000 brands
Over 1,000 brand sales modeled
BrandZ Top 100 Most Valuable Brands ranking released annually in May
13 years of Digital experience
7,000 campaigns measured across 27 digital platforms

IMRB International
IMRB International (formerly Indian Market Research Bureau) is a multi-
country market research, survey and business consultancy firm that offers a range of
syndicated data and customized research services. Headquartered in Mumbai, India
with operations in over 15 countries IMRB is a part of the Kantar Group, WPPs
research, insights and consultancy network.
Established in 1970, IMRB was modeled on the lines of the British Market
Research Bureau. IMRB is now a leading provider of market research and insights
across South Asia, the Middle East and North Africa with specialist divisions in
quantitative, qualitative, media, retail, industrial, and customer satisfaction, business to
business and social and rural research. IMRBs syndicated research offerings include
the Market Pulse, the National Food Survey, Web Audience Measurement (WAM), I
Tops, and I-Cube reports.
With over 1200 employees, IMRB is one of the largest providers of market
research in India in an industry estimated to be worth a minimum of $ 187 million. As

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the oldest extant market research company in India, IMRB has been responsible for
establishing the first and only household panel, the first television audience
measurement system and the first radio panel in the country and has played a key role
in the development of market research in India. It has been rated the Best Market
Research Company by MRSI [disambiguation needed], an industry body for several
years.
IMRB International's specialized areas are consumer markets, industrial
marketing, business to business marketing, social marketing and rural marketing.
IMRB is the vision of Mr. Subhas Ghoshal, the legendary head of HTA (now
JWT).They are born out of conviction that good advertising can only be built on sound
consumer insight. They are the University of the Indian market research. They are one
of the top 20 Market Research companies in the world. IMRB was set up in 1970, a
full 37 years after BMRB was set up in UK by JWT.

Major competitors in India
Cross Tab
Delphi research company
Market pulse
TNS India
Protech India
Tele brands India
Sampling research
Merg


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6. Organisation Structure

Figure: Organisation Structure, The Nielsen Company

CHAIRMAN
CEO
PRESIDENT(INDIA)
GENERAL MANAGER
(BANGALORE BRANCH)
MANAGER
(CLIENT SERVICES)
MANAGER
(RESEARCH)
DEPUTY
MANAGER
CO-ORDINATER
SCRUTINIZERS
SUPERVISER
(W1)
DATA
COLLECTORS
SUPERVISER
(W2)
DATA
COLLECTORS
SUPERVISER
(W3)

DATA
COLLECTORS

CFO COO

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7. Organisational Chart
MANAGING DIRECTOR

EXECUTIVE DIRECTOR

SENIOR MANAGER

JUNIOR MANAGER

SENIOR OPERATIONS EXECUTIVE

JUNIOR OPERATIONS EXECUTIVE

DATA VERIFIER

DATA SUPPLIERS

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8. Functional Departments

Nielsen India has strategically organised its functional departments into 9
different areas:
Human Resources
Infrastructure
Retail Measurement Services
Product Leadership
Retailer and Shopper Practice
Media
Consumer
Finance
Communications and Marketing

Functional
Departments
Human Resources
Infrastructure
Retail
Measurement
Services
Product
Leadership
Retailer and
Shopper Practice
Media
Consumer
Finance
Communications
and Marketing

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9. SWOT Analysis

STRENGTHS
The strengths of a business or organisation are positive elements which are under the
control of the organisation and give an edge over its competitors.
WEAKNESSES
Weaknesses of a company or organisation are the internals factors of an organisation
which hinder it from meeting its goals.
OPPORTUNITIES
Are the external changes, trends or needs that could enhance the business,
organisations strategic position or may help in encountering its competitors.
THREATS
Threats are the external environmental factors of business which may adversely affect
the present or future business of the organisation.
The following diagram shows how a SWOT analysis fits into a strategic situation
analysis:

Situation
Analysis
External
Analysis
Oppurtunities
Threats
Internal
Analysis
Weaknesses
Strengths

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SWOT Analysis of Nielsen India

Brand Name
Unique Products
Strong Management
Huge Capital
Customer Loyalty
Strengths
High Staff Turnover
Online Presence
Weaknesses
Innovation
New Services
New Technology
New Products
New Markets
Opportunities
Intense Competition
Change in Tastes
Threats

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Strengths
Huge Capital: - In the past five years the Nielsen Company has invested in
or purchased dozens of companies at all stages of development.
Strong Management:-The Nielsen client management team is very efficient
in delivering integrated business analytics. They have strong analytic skills
and strategic thinking to develop solutions that serve their clients.
Innovative Culture: - The Nielsen culture is build upon core values of
simple, open and integrity. The work done by Nielsen improves their clients
understanding of consumer media trends and purchasing behavior. They
succeed as a company because the invest in products, people, and the
communities and foster an environment of creativity and fresh thinking from
diverse perspectives. This shapes the future business leaders through
training, development and mentoring programs.
Efficient Manpower: - Nielsen has very diverse and efficient manpower in
the major countries to serve their clients efficiently. This gives cost
advantage to the clients and close analysis of consumers.
Unique Products: - Nielsen provides unique sets of products that examine
key business trends by products, category or market using different surveys.
Customer Brand Loyalty: - Customers know Nielsen all around the globe
and have faith in their customer satisfactions surveys, opinions and polls
which give it a head over the competitors.
Weaknesses
High Staff Turnover: - Nielsen salaries are low for the caliber of recruits
with respect to the other MR firms. This has a bearing on high attrition rate.
Low Online Presence: - Nielsen is involved basically in field surveys and
face to face interviews. It can use online opinion survey to make polls
reaching maximum consumers.

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Opportunities
Innovation: - Having 30 years of expertise, Nielsen has evolved an end to
end innovation for each campaign.
New Services:-Services like Nielsen/net ratings, Buzz Metrics and
Expositions cover the entire B2C andB2B segment of the market.
New Technology:-the increase in use of internet, faster mailing and use of
apps. Have given great exposure for Nielsen to interact with the consumers
and clients.
New Products:-Nielsen has the best road map for clients product offerings
that anticipates consumers future needs that can put it ahead of competitors.
New Markets:-as of todays business environment, the increase in
competition and race for offering best products to consumers have led clients
to move towards market research, where Nielsen has great scope to get more
clients.
International Expansion: - As now companies are going global, Nielsen
began expanding internationally in 1939, and now operates in more than 100
countries.
Threats
Intense Competition:- Nielsen receives huge competition from GFK,IMRB
etc, so it must deliver research solutions faster and more cost efficiently.
Change in Tastes: - Due to regional disparities in tastes, preferences and
shopping it has become hard to anticipate consumer satisfaction
measurement accurately.


P.G.D.M. 27
AIMS

10. Ethical/Best Practices & Policies

Nielsen is committed to accurately measuring a broad range of consumer
behaviour representing a wide range of ethnicities, cultures and organizations
worldwide.
Your opinions and ideas matter. And no two consumers are the same. That is
why we have invested in the best technology, the best methodology and the best
people we can to assure that all ethnic communities are fairly represented.
As the worlds leading marketing and media Information Company, Nielsen
involves and reaches out to local and national communities and ethnic organizations
to ensure we are providing our clients with the most complete understanding of what
consumers buy and what consumers watch. These insights help businesses launch or
expand their product offerings and establish meaningful customer relationships, to
better serve you.


P.G.D.M. 28
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NIELSEN ETHICS
Copyrighted Material and Software
The Company does not allow employees to make copies of the legally protected
works of others or to use and distribute it without proper permission. Protected
works include most publications, computer software, video and audiotapes, and
certain databases. Copying or using materials without the owners consent is theft.
The use of pirated or illegally obtained software is strictly prohibited. Most
software programs used by Company employees are owned by other parties who
license the software under specific conditions.
Confidential Information
The Company expects its employees to respect and protect the Companys
confidential information, which includes confidential information of the customers
and vendors who entrust it to them as part of their business dealings with them.
Employees may have access not only to confidential information of the Company,
but to confidential information concerning the Companys clients or business
partners. No employee may ever (whether during or after their employment with
the Company), and each employee agrees not to, disclose to any third party or use
for any purpose other than the business of the Company any confidential
information acquired during the course of his or her employment with the
Company.
Each employee must recognize the confidential nature of the Companys
commercial activities and not disclose to anyone, or make use of any information
about the procedures, clientele, results or findings of the Company or any clients
affairs. Within the Company, confidential information may be shared only with
those with a need to know it in order to perform their job properly.
Examples of confidential information include any information that gives
the Company an advantage or an opportunity to obtain an advantage over our
competitors; non-public information about Companys operations, results,
strategies and projections; non-public information about the Companys business
plans, business processes and client relationships; non-public employee

P.G.D.M. 29
AIMS

information; non-public information received in the course of your employment
about customers and suppliers; and non-public information about Companys
technology systems and proprietary products. They must take precautionary
measures to prevent the unauthorized disclosure of proprietary and confidential
information. Accordingly, they should take steps to ensure that business-related
information, paperwork and documents are produced, copied, faxed, filed, stored
and discarded by means designed to minimize the risk that unauthorized persons
might obtain access to proprietary and confidential information. They should also
ensure that access to work areas and computers is properly controlled.

Integrity of Financial Accounting And Reporting
The Company requires fair, timely, full and accurate recording and
reporting of financial information in order to make responsible business decisions
and appropriate disclosures under applicable securities laws. Within their areas of
responsibility, employees are responsible for making sure that the Companys
financial statements, records, accounts, and supporting documents are maintained
in reasonable detail, appropriately reflect the Companys transactions and
financial condition and comply with applicable legal and accounting requirements
and reporting procedures. In order to achieve this, each employee must be familiar
with his or her responsibilities in connection with the disclosure requirements
generally applicable to the Company.

No employee should knowingly misrepresent, or knowingly cause others to
misrepresent, facts about the Company to others, whether within or outside the
Company or to governmental regulators and self-regulatory organizations.
Employees must not forge, falsify or omit important facts to mislead others in any
documents or in any communications. All Company accounting records, financial
reports and supporting documents must be kept and presented in accordance with
the standards and laws of each applicable jurisdiction and generally accepted
accounting principles, and must accurately and fairly reflect the Companys assets,
liabilities, revenue and expenses. Employees must not engage in any conduct
calculated or likely to inhibit management, operational audit, external audit, or the

P.G.D.M. 30
AIMS

legal or finance functions from achieving a proper understanding of relevant
aspects of the business and the risks associated with it. When litigation or a
governmental investigation or audit is pending or imminent, relevant records must
not be altered or destroyed. Destruction of records to avoid disclosure in a legal or
governmental proceeding or in an internal investigation is a violation of Company
policy and may also be a criminal offense.

Do not dispose of documents without knowing what is being discarded or
whether the documents are subject to legal preservation requirements.

Each employee must, to the extent appropriate within his or her area of
responsibility, consult with other employees or management with the goal of
promoting full, fair, accurate, timely and understandable disclosures in the reports
and documents which the Company files with, or submits to, governmental bodies
and in public communications made by the Company. The Company has
established a Disclosure Committee, chaired by the Corporate Controller, to
review and supervise the Companys disclosure process, facilitate appropriate
Companywide disclosures and evaluate the Companys disclosure controls and
procedures on an on-going basis. Any questions or concerns in this area may be
addressed to the Committee, your manager, or the Companys finance or legal
functions.


P.G.D.M. 31
AIMS

NIELSEN POLICIES
Competition and Fair Dealing
The Company seeks to outperform its competition fairly and honestly.
Stealing proprietary information, possessing trade secret information obtained
without the owners consent or inducing such disclosures by past or present
employees of other companies is prohibited. Each employee should endeavor to
respect the rights of and deal fairly with the Companys customers, suppliers and
competitors. No employee should take unfair advantage of anyone through
manipulation, concealment, abuse of privileged information, misrepresentation of
material facts or any other intentional unfair-dealing practice.

Integrity of Customer Relationship
Employees may be given access to confidential information of the clients.
The Company is committed to treat clients information confidentially, and to take
appropriate care to ensure that client confidential information will not be disclosed
to any third parties. They must not do anything that undermines this commitment.
Employees should not discuss these matters outside of work, or share any
results of their work with anyone outside of the office without prior authorization
to do so. It is also important to protect confidential information by securing it in a
safe place, and by not making unnecessary copies that may be misplaced. No
employee may disclose any confidential information about a client to any other
client, or to any other third party, nor use any client confidential information to
advance the employees personal interests


P.G.D.M. 32
AIMS

Privacy
The Company is committed to handling personal data responsibly and in
compliance with applicable privacy laws. Employees may collect process and use
personal data for legitimate business purposes only and may transfer this data
between countries only in compliance with applicable law and with the Companys
policies for such transfers. Care must be taken to prevent the unauthorized
disclosure of personal data.


P.G.D.M. 33
AIMS

Nielsen best practices
Management Responsibility
Management at all levels must handle all reports seriously, confidentially and
promptly. All evidence and documentation should be preserved.
The manager or department to which the report was initially made must promptly
inform the Ombudsman of the report and managements recommendation on how
to proceed.
The Ombudsman will report regularly to the Chief Executive Officer, the
Chairman of the Audit Committee, and others as appropriate with regard to
specific employee reports.
Unless the report was made anonymously, and unless otherwise inappropriate, the
employee making the report will be informed of the status of the report.

Antitrust

The Nielsen Company will not tolerate any business transaction or activity that
violates antitrust and competition laws of any country in which it operates.
Antitrust and competition laws define acceptable behaviour for competing in the
marketplace. These laws are complex and global in reach but the general aim of
these laws is to promote competition and let businesses compete on the basis of
quality, price and service. The Company endorses these laws and seeks to compete
in a fair and ethical manner.
Therefore, employees must pay careful attention to the possible antitrust
implications of the Companys business activities.

Dealing with Competitors
Entering into agreements with competitors on prices or other terms of sale, or to
divide territories or customers among the Company and its competitors is
prohibited.
Price Agreements: Employees should never communicate with a competitor about
prices, pricing policies, bids, costs, discounts, promotions, terms and conditions of

P.G.D.M. 34
AIMS

sale, credit terms, freight charges or royalties. The basic rule in determining prices
is simple: the Company must, on its own, determine the price and conditions of
sale of its products and services based on its costs, market conditions and our
experience in the marketplace.
Allocation of Territories or Customers: Employees must never agree with a
competitor to sell or refrain from selling in any geographic area or to any
customers or class of customers, or to divide or share a customers business.
Agreements to Limit or Restrict Production: Employees should never agree
with a competitor to restrict or increase production. It may also be illegal in certain
instances to agree with competitors to limit the amount of data/material and to
agree to standardize products or services.
Boycotts and Refusal to Deal: Employees should never agree with a competitor,
supplier or customer not to sell or buy from particular individuals or firms.
Generally the Company has the right to refuse to buy from or sell to anyone.
However, it must reach these decisions independently without consulting with a
competitor. In some cases, a refusal to buy or sell made independently may also be
illegal in the US or EU if a company has a dominant market share.

Dealing with Customers and Suppliers
Certain arrangements with customers and suppliers may cause antitrust problems,
including:
Exclusive Dealing Arrangements, in which there is an agreement to buy from or
sell to certain customers or suppliers. Reciprocal Arrangements, in which buying a
suppliers product is conditioned on the suppliers purchasing of our services
Tying Arrangements, in which the sale of one product or service is conditioned on
the customers purchase of another product or service. The latter is especially true
if the first product has a dominant market share.
Whenever an employee is discussing any arrangement with a supplier or
customer of the type discussed above, the employee should consult with the Legal
Department for guidance. It is in every circumstance illegal to have an agreement

P.G.D.M. 35
AIMS

or understanding with dealers or distributors on prices the reseller will charge. It is,
however, legal to suggest resale prices, but the reseller must remain entirely free to
make its own resale pricing decisions. It is also legal to establish a price that a sales
agent acting on behalf of the Company will charge. Since it is often not clear
whether a party is an agent or an independent dealer or distributor, the Legal
Department should always be consulted in case of doubt.

Other Anti-Competitive Practices
Predatory Pricing: Pricing with the aim of forcing competitors out of a market is
illegal when the Company has a dominant market share.
Disparagement: Making critical statements about competitors which are false or
misleading are disparaging and can violate the antitrust laws as well as fraud and
deception laws.
Interference with Competitor Contracts: Encouraging a customer or prospective
customer to violate the terms of a contract with a competitor could be illegal. Price
Discrimination: It may be prohibited to charge competing customers different
prices for the same commodity or tangible product where the effect may
substantially lessen competition.
However, the Company may offer to sell products in bulk or at other
similar discounts if such discounts reflect differences in the cost of manufacture,
sale or delivery. Also, the Company may sell to one customer at a lower price than
another in order to meet a competitors offer at a lower price. However, employees
may not contact the competitor to verify the price it is charging.

Social Discussions and Company Communications
The illegal practices outlined above need not take the form of official or
written agreements. Any kind of casual understanding between two companies that
a business practice adopted by one and followed by the other may be used in court
as evidence of an illegal agreement. You should avoid contact of any kind with
competitors that could create the appearance of improper agreements or
understandings. Even social conversations can be used as evidence that an

P.G.D.M. 36
AIMS

agreement existed. Memos and other written communications that use casual or
inappropriate language might someday be examined by government agency or
opposing lawyers.

Political Contributions and Government Relations Employees are not
permitted to make any political contributions on behalf of The Nielsen Company
without the express consent of Nielsens Chief Legal Officer, nor seek
reimbursement from the Company for any personal contributions they may make.
All notifications of or requests to attend any political event or to make a political
contribution from anyone within the Company must receive prior approval from
Nielsens Chief Legal Officer. No one in the Company may require you to
contribute to, support or oppose any political group or candidate.
Only authorized employees may take a public position on government actions on
behalf of the Company. Before any employee publicly expresses an opinion on
government actions on behalf of the Company, they must consult with the Legal
Department.
Employees who serve on government advisory boards should also be aware
that there are restrictions on their ability to promote Company business interests in
conjunction with their work on such boards. Any questions should be referred to
the Legal Department.

Unlawful Payments
It is illegal under U.S. law and under the laws of many countries in which
we do business, and against Company policies, to make payments to government
employees or officials in order to obtain business or to induce favorable action by
such employee.

It may also be unlawful and is against the Companys policies to make any
such payment to an employee of a customer or supplier or other third parties.
These laws, which include the United States Foreign Corrupt Practices Act,
prohibit corporations and individuals (including the Company and its employees)
from doing certain things, directly or indirectly, to obtain or retain business or to

P.G.D.M. 37
AIMS

influence a person working in an official capacity. It is illegal to pay, offer to pay
or authorize the payment of anything of value to any non-U.S. (and U.S.)
government official, government employee, political party or political candidate
for these purposes. No employee may make any payment or offer that is prohibited
by the Act.

Prohibited payments include cash, gifts and free samples, use of
automobiles and aircraft, payment of non-essential travel and entertainment
expenses, over billing of sales with the expectation that part of the sale price will
be returned to the buyer, and making contributions to charities chosen by an
official. Offers to pay can be punished even if they are not accepted or never paid.

The Act prohibits not only bribes to government officials, but also bribes to
non-U.S. political parties, party officials or candidates for public office. The law
assumes that any of these persons may be in a position to influence buying
decisions in favor of the person paying the bribe. It is not always clear, however,
who is or is not an official. It could also be a violation of the Act to ignore
evidence of an employee or agent making prohibited payments in order to promote
the Companys business.


P.G.D.M. 38
AIMS

11. Special Task

Introduction
As a part of my internship at Nielsen India, I was assigned to the 2013 India
IQS-APEAL Study conducted for J.D. Power, a global leader in customer satisfaction
measurement.

J.D. Power & Associates is a leading global marketing information services
company that conducts independent consumer surveys of product and service quality,
customer satisfaction, and buyer behavior. Each year, J.D. Power interacts with
millions of consumers around the world to better understand their opinions,
perceptions, and expectations about a variety of products and services.

The J.D. Power and Associates Automotive Performance, Execution and
Layout (APEAL) Study examines what consumers like about their new vehicles after
90 days of ownership. Often referred to as "things gone right," APEAL is based on
eight categories of vehicle performance and design: engine/transmission; ride,
handling and braking; comfort/convenience; seats; cockpit/instrument panel; heating,
ventilation and cooling; sound system; and styling/exterior.

The J. D. Power India APEAL Study is a study conducted every year in
India to gauge the performance of the Indian Car Industry in terms of customer
satisfaction. It was started is 1998 to analyze the satisfaction of customers with the
cars as well as improvements made by the car companies to meet the requirements of
the customers. Last year it was conducted from November 2011 to July 2012 and
8000 owners of new cars responded to the study within two months of ownership. The
categories for the study are vehicle exterior; vehicle interior; storage and space;
audio/ entertainment/ navigation; seats; heating, ventilation and air conditioning
(HVAC); driving dynamics; engine/ transmission; visibility and driving safety; and
fuel economy.
Now in its 15th year, the India APEAL Study is an owner-reported measure of
what gratifies vehicle owners in India with the design, features, layout and

P.G.D.M. 39
AIMS

performance of their new vehicle during the first two months of ownership. The study
measures satisfaction across 10 performance categories: vehicle exterior; vehicle
interior; storage and space; audio/ entertainment/ navigation; seats; heating,
ventilation and air conditioning (HVAC); driving dynamics; engine/ transmission;
visibility and driving safety; and fuel economy. Overall APEAL performance is
reported as an index score based on a 1,000-point scale, with a higher score indicating
higher satisfaction.

The study finds that during the past four years, the impact of the vehicle
interior on overall satisfaction has increased consistently, particularly in the two
fastest-growing vehicle segments in India--small car (which includes entry compact,
compact and premium compact cars) and utility (which includes MUV/ MPVs, SUVs
and vans). However, visibility and driving safety, followed by fuel economy, continue
to be the leading drivers of satisfaction among new-vehicle owners in India. The
interior factor has experienced a 28-point improvement compared with 2009, and an
8-point improvement over 2011. The overall APEAL score in 2012 averages 836,
which is a seven-point increase from 2011. The industry improves across all 10
categories, similar to 2011, with the largest improvements in fuel economy and
vehicle interior.

Satisfaction is higher among owners of diesel-powered vehicles than among
owners of petrol-powered vehicles. Moreover, the gap in satisfaction scores between
owners of diesel and petrol vehicles has changed significantly during the past four
years. In 2012, the APEAL score for diesel vehicles is 22 points higher than for petrol
vehicles, while in 2009 the score for petrol vehicles was 3 points higher than that for
diesel vehicles. Further, diesel vehicles achieve an average APEAL score of 839 for
fuel economy in 2012, which is 24 index points higher than for petrol vehicles.


P.G.D.M. 40
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P.G.D.M. 41
AIMS

Statement of Problem:
Customer satisfaction depends on car APEAL

The objective of the survey was to determine whether the APEAL of the car
affected Customer Satisfaction and also other parameters such as Customer Loyalty
and Brand Recognition.
My role was to collect data through survey/questionnaire method which would
help in identifying the factors that affect buying decisions among car owners and also
how their satisfaction was dependent on the number of problems they faced with their
car.

Objectives:
To identify various problems faced by new car owners
To find out whether any problems relating to automobiles Performance,
Experience, and Layout affects the Customer Satisfaction
To acquire statistical data that shows that APEAL of an automobile has direct
impact on customer satisfaction
Features of a car that affect customer choice
Assess the customer expectation and perception about the brands

Research Methodology:

Research methodology is the process used to collect information and data for
the purpose of making business decisions. The methodology may include
publication research, interviews, surveys and other research techniques, and could
include both present and historical information.

Primary source: - The data has been collected through personal interview of the
respondents with the help of questionnaires, voice recorder and online forms in
Bangalore.
Secondary source: - The database provided by the car manufacturers.

P.G.D.M. 42
AIMS

Questionnaires often seem a logical and easy option as a way of collecting
information from people. They are actually rather difficult to design and because of
the frequency of their use in all contexts in the modern world, the response rate is
nearly always going to be a problem (low) unless you have ways of making people
complete them and hand them in on the spot (and this of course limits your sample,
how long the questionnaire can be and the kinds of questions asked). As with
interviews, you can decide to use closed or open questions, and can also offer
respondents multiple choice questions from which to choose the statement which
most nearly describes their response to a statement or item. Their layout is an art
form in itself because in poorly laid out questionnaires respondents tend, for
example, to repeat their ticking of boxes in the same pattern.
The questionnaire was comprised of both closed ended and open ended
questions. This helped to keep the survey within well defined parameters while at
the same time
Tools for Data Collection
Questionnaires
Personal interviews
Secondary data collection


P.G.D.M. 43
AIMS

Questionnaire
Some of the questions asked in my interview are as follows:
I. Personal Information
1. Name:
2. Address:
3. Mobile Number:
4. Date:

II. Vehicle Details
1. Make:
2. Model:
3. Date of delivery:
4. Odometer reading:
5. Fuel type:
6. Average fuel consumption:

III. Problems Faced
Problems with:-
1. Transmission:
2. Engine:
3. Interior:
4. Heating ventilation and air conditioning:
5. Seats:
6. Audio/Entertainment/Navigation:
7. Features, Controls and Display:
8. The Driving Experience:
9. Exterior:
10. Other Problems:
11. No. of problems faced:
a) More than expected
b) About as expected
c) Less than expected


P.G.D.M. 44
AIMS

IV. Rating
Rating of:
1. Visibility and driving safety:
2. Engine transmission:
3. Driving Dynamics:
4. Heating Ventilation and air conditioning
5. Seats:
6. Audio/Entertainment/Navigation:
7. Storage and Space:
8. Interior:
9. Exterior:

V. Overall rating considering all the things you like and dislike:

VI. How likely would you be to purchase another vehicle of the same make?
a) Highly
b) Probably would not
c) Not at all


P.G.D.M. 45
AIMS

Analysis and Interpretation of data:
The study was conducted on all brands of four wheelers comprising of hatchbacks,
sedans, MUVs, etc.
The analysis is being done on a sample of 20 hatchbacks selected randomly from the
total collected data.

1. Fuel type and Fuel consumption (KMPL)

Petrol

Diesel

0
2
4
6
8
10
12
14
16
Average
F
u
e
l

C
o
n
s
u
m
p
t
i
o
n

Petrol
0
5
10
15
20
25
Average
F
u
e
l

C
o
n
s
u
m
p
t
i
o
n

Diesel

P.G.D.M. 46
AIMS

2. Problems faced

3. Customer Loyalty with respect to Number of Problems Faced

Visibility/Driving
safety
12%
Engine
Transmission
14%
Driving
Dynamics
14%
Air conditioning
20%
Seats
3%
Audio/Navigation
20%
Storage and Space
6%
Interior
0%
Exterior
11%
Number of owners who faced problems with:
L
e
s
s

t
h
a
n

E
x
p
e
c
t
e
d

A
b
o
u
t

a
s

E
x
p
e
c
t
e
d

M
o
r
e

t
h
a
n

E
x
p
e
c
t
e
d

H
I
G
H

M
E
D
I
U
M

L
O
W

Number of Problems
Customer Loyalty

P.G.D.M. 47
AIMS

4. Average Rating of Features (10 point scale)

0 1 2 3 4 5 6 7 8 9
Overall Rating of Car
Visibility and Driving Safety
Engine Transmission
Driving Dynamics
Air Conditioning
Seats
Audio/Navigation
Storage and Space
Interior
Exterior
Average Rating

P.G.D.M. 48
AIMS

12. Findings, Suggestions and Conclusion

Findings
Organization study
At Nielsen, the researchers are very specific about the area and
demographic of consumer market they target
Questionnaires are tailor made for each project so as to acquire all the
relevant information and to get valid results.
Nielsen has a stronghold in the market research industry because of its
efficient management which handles its operations all around the world.
Nielsen also provides training programs for fresh graduates to establish
their career in the field of research.
The desk work is very tedious due to piles of filled questionnaires arriving
at the office each day, but the analysis and interpretations are done in a
swift and efficient manner.
Nielson has to increase their presence as people who are in the urban areas
very well know about Nielsen and it is very easy to interact with them,
whereas in the rural areas Nielsen needs to create more surveys to create
awareness.
In Bangalore, Nielsen does marketing research for nearly every industry
from FMCG to aviation and automobiles industries.


P.G.D.M. 49
AIMS

Special Task
Problems relating to automobiles Performance , Experience, and Layout affect
the customer satisfaction or loyalty in a negative way
Statistical data was collected that implies that the number of problems faced
is inversely proportional to the customer loyalty to a specific brand
Manufacturers need to enhance the Visibility and Driving Safety of their cars
in the hatchback segment to enhance customer satisfaction
How after sales service affects the experience of the car owner with a brand
and in turn his satisfaction
The fuel economy of automobiles in the hatchback segment is very good for
diesel cars but not satisfactory for petrol cars


P.G.D.M. 50
AIMS

Suggestions
Organization Study
More emphasis should be made on using new data collection methods.
There must be more brand awareness in the Indian market, so that consumers
can understand how important their surveys are.
The interviewers must be recruited and trained extensively all over India to
cover the projects more efficiently.
There can be more innovation and improvisation in the work culture of the
organization.
Nielsen can gain major market share of Indian market by venturing into new
segments.

Special Task
The list of problems must be more concise to keep the consumers interaction
active and accurate
The sample size of the respondents must also be from rural areas since there
is a big consumer base for entry level automobiles
The questionnaire should avoid personal questions that are not relevant to the
current project
Questions should not be repeated


P.G.D.M. 51
AIMS

Conclusion

My internship with The Nielsen Company was a great learning experience.
It gave me a firsthand experience of working with a company that is having a
global presence and is the pioneer in its industry, Market Research. I got to see
facets of business, working, and corporate life that I would not have got a chance
to experience otherwise.
Every day was a learning experience, it gave me a chance to study and
analyze the initials of data collection process and the need and importance of it. In
the course of the internship I tried to understand how the research firm works in
tandem with their clients to carry on their business in a mutually beneficial way.
The 45 day internship at Nielsen, Bangalore gave me an all new perspective
regarding Marketing Research. More than the theoretical knowledge, now I could
actually relate to what makes Market Research an important function to every
organisation, the hierarchy within a company as in what juniors expect from their
seniors and vice-versa, the pattern of communication within the organization etc.
Im now certain that Market Research is a vast and important field which requires
in-depth knowledge as well as good analytical skills
Regarding the company, its future prospects look bright, as the industry will
always demand research, and the company is in the right place at the right time and
is making itself better continuously.


P.G.D.M. 52
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13. Bibliography

Nielsen Official Website.
http://www.nielsen.com/
http://in.nielsen.com/
http://www.nielsen.com/us/en/about-us.html
http://ir.nielsen.com/CorporateProfile.aspx?iid=4260029
https://ishare.nielsen.com
Wikipedia.
http://en.wikipedia.org/w/index.php?title=ACNielsen&oldid=
557877828.
J D power Asia Pacific survey results.
J .D. Power 2013 APEAL Study
SM

www.jdpower.com
Wiki Wealth
http://www.wikiwealth.com/

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