About the firm

The Progressive research group began operations in 1948 and it is one of the oldest marketing
research companies. They have done many market research projects and their clients are
largest consumer goods manufacturers. The company possesses most advanced computer
technology and also making constant improvements in it to speed up and make more
economical, complete and detailed client reports.

The Preliminary stages of the MR process adopted by Progressive research

group
Research purpose
Problem to be studied:

To know how many people would buy RILL because (a) it is cleanser (b) it is laundry
additive or (c) it is dual-purpose product
What packet size should we have and whether to have a strong product or a weaker
one and what price are the customers willing to pay?
How do people see RILL as a product and what they like and dislike about the
product?

Nature of the problem: It is possible that two major uses of RILL may, in combination, effect
market negatively. Women may think of it primarily in one sense or other and those who
regard it as a cleanser may not be willing to use it as a laundry additive or vice versa.
Decision alternatives:
Product can be used as a cleanser, a laundry additive or a dual purpose product.
Research users:
Mr. George Robert Research director of Bay-Madison
Ellis Company
Progressive research group
Research objectives:

Brand personality and image for each of the several cleansers( including Rill)
Brand personality and image for each of the several laundry additives( including Rill)
Habit pattern on home cleaning (including products used).
Habit pattern on laundry additives (including products used)

Research questions:

Is the product right?

What about its physical characteristics?
What about its psychological connotations?
What about the packaging?

Hypothesis:
Hypothesis is developed based on exploratory research.
Research boundary:
Across the country including these the regions Southeast, Northeast, Midwest, West,
Southcentral.

Field Work and Data Collection

Here the company is approaching for primary data as they are collecting the data especially to
address this specific research objective. A sample of 750 home-makers in terms of region,
socio-economic group, urban-rural, and the like would be interviewed. The methodology
would include interviewing with the help of questionnaires. Right approach of the questions
will be used so that all the women can answer the questions, despite their nature. For the
smooth process, they will hire women as the interviewers.
Tests conducted
The Progressive Research Group plans a Field Testing with a total of 100 homemakers
distributed among people of varying socio-economic groups, largely concentrated (for
efficiency of handling) in the Chicago Metropolitan Area to make sure that sequence and
phrasing are such a nature as to be understandable, to get co-operation and to obtain unbiased
replies.

SOUTHEAST
NORTHEAST
MIDWEST
WEST
SOUTH
CENTRAL
TOTAL

NATURAL
PROPORTIONAL
DISTRIBUTION OF
SAMPLE
77
211
265
130
67

PROPOSED
SAMPLE
DISTRIBUTIO
N
125
211
177
130
107

750

750

WEIGHTING WEIGHTED
FACTOR
CASES

2
3
5
3
2

250
633
885
214
214
2372

Possible Types of Errors

Sampling error: This error occurs if we choose the wrong database. Here, Progressive
Research Group is only concentrating on the homemakers. They should also consider other
users of Rill like restaurants, hotels, mess etc.

 Administering error
Recording error: There can be an error in recording the information given by the
sample.
Response error: As the questionnaire is quite lengthy, its feasibility cant be predicted.

Time and Cost Estimation

Research can be completed in 12 weeks after finalizing the project details. The estimate of
the cost of this project is $ 23900 plus/minus 10%. Fifty percent will be payable at the time of
authorization and the remaining on the delivery of the report.