Business Research

Problem: “Is it advisable for the Philippine Long Distance Telephone

Company to include “Unlimited Call Promo” as a Regular Service to their
Clients?”

I. Introduction: Overview of the Problem

PLDT's UNLIMITED CALL SERVICE is a premium domestic call access from

PLDT Landlines to PLDT landlines or SMART / Talk and Text mobile phones
nationwide. PLDT unleashed the subscription of Unlimited Call Service in
order to enjoy flat-rate offer of P10 per call unlimited for NDD calls from
PLDT landline to another PLDT landline and SMART / Talk and Text mobile
phones nationwide. This is a promo, wherein, the PLDT Co. is planning to
offer permanently, and such decision must be back up by thorough study
regarding its market benefits and client’s acceptance. It may be proven to
gain positive feedbacks, or the market behave the different way, so before
reconsidering such option, the PLDT Co. must consult a research Company
like AC Nielsen Company to conduct research arising from this issue.

II. The Solution: AC NIELSEN Research Company

a. COMPANY VISION

To be recognized worldwide as the premier professional services firm in

market research

b. COMPANY CORE PURPOSE

Contribute to our customers' success worldwide by providing a better

understanding of their markets.

c. COMPANY CORE VALUES

Integrity & honesty; Respect & development of people; Excellence &

innovation

d. Who We Are

Your information advantage

To succeed in today's complex, fast changing markets, it is not enough to

simply know what products and services people are buying. You must know
why.
And that's where ACNielsen comes in. Around the world...in stores...at
home...on the street...we focus on consumers to help clients answer their
most pressing questions. And we answer those questions with the richest,
most comprehensive media and market information, professional service and
analytical tools in our industry.
More than anything, our clients look to ACNielsen to help them identify
business opportunities and create the best possible framework for successful
decision-making.
Ultimately, our clients rely on ACNielsen to help them win in the marketplace.
They place their trust in our information - unique in the market research
industry for its speed, accuracy, quality and coverage. They depend on our
highly developed software tools and analytical skills. And they count on our
highly trained people to provide market knowledge, professional expertise
and marketing insight.
Above all, they rely on us to share their passion for growth and success. And
we do, every day. It's this passion for performance - for our clients and for
our own company – that sets us apart.

The value of market research

Market research is a cost-effective way of finding out what people think,

want, need or do. Normally it is information unavailable elsewhere.
Businesses use market research to help them produce goods and services in
line with their customer’s needs, and to evaluate the success of marketing
strategies. Most successful organizations recognize that inadequate research
significantly increases the risk of failure in the marketplace.
Social and government bodies also use market research to gauge public
opinion, as an input to policy generation or to measure the success of
government communication campaigns.
Market research is effective because by talking to or measuring a relatively
small number of people you can find out about a much larger group.
However, it only works if the people are representative of the total group of
interest, if the right questions are asked, and if the answers are interpreted
correctly. For this reason, research needs to be conducted by skilled and
experienced practitioners who can design, conduct and deliver information
and insight to their customers.

e. What We Do

ACNielsen 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
 Analyze 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.

f. Our approach

ACNielsen tailors research solutions to individual client needs.

For common research needs ACNielsen has a suite of internationally
recognized proprietary research products and methodologies providing
powerful comparative and normative data.
Other research requirements are idiosyncratic and depend on a particular
organization’s prerogatives and strategic goals. In this case specific, ad hoc
research may be necessary, designed to address a particular market issue or
set of issues.
Often a combination of the two is necessary.
All ACNielsen research is conducted and delivered by a team of research and
client service professionals with specialized industry, business issue or
methodological expertise. Aside from providing market data, ACNielsen
endeavors to add value to client’s business by translating the data into
actionable market and business insights.

g. Methodologies

ACNielsen blends insightful consumer understanding with a creative and

disciplined approach to market research.
Effective research starts with a thorough appreciation of client needs. Market
research solutions must be delivered more quickly and cost-effectively than
ever before and these solutions must be communicated comprehensively –
locally and often internationally.
At ACNielsen we understand that our clients’ research needs can be unique,
and are proud of our extensive experience in providing innovative tailored
solutions to meet specific client needs.
Our ability to draw on our comprehensive range of quantitative and
qualitative research experience plus an outstanding suite of proprietary
research techniques enables us to provide the best possible solution to your
particular research requirements.
We offer a unique ability to integrate retail measurement and media
measurement services to enhance our customized research for greater
consumer insight.
Working with our clients, we provide a customized research service that
supports business and government decision making. Our aim is to identify
key marketing and policy issues, and design research programs that provide
insight and direction for planning and strategy development.
Research methodologies we employ include:
Quantitative
 Omnibus Surveys
 Computer assisted telephone interviewing (CATI)
 Computer assisted personal interviewing (CAPI)
 Face to face interviewing and shadow shopping
 Mail out and self completion interviews
Qualitative
 Focus groups and workshops
 In-depth interviews
 Observational research

III. The Client: Philippine Long Distance Company

Founded on November 28, 1928, Philippine Long Distance Telephone

Company (PLDT or the “Company”) is the leading telecommunications
provider in the Philippines. Through its three principal business groups –
wireless, fixed line, and information and communication technology – PLDT
offers the largest and most diversified range of telecommunications services
across the Philippines’ most extensive cellular, fiber optic backbone and fixed
line, and satellite networks.

PLDT has evolved to be the leading telecommunications service provider in

the Philippines with three principal business groups – fixed line, wireless and
information and communications technology. Starting as just a POTS (plain
old telephone service) provider 75 years ago, PLDT now offers the largest
and most diversified range of telecommunications services across the
country's most extensive fiber optic backbone and fixed line, cellular and
satellite networks. Actually, the most recent picture of how far the company
has gone is on the opposite page with a report on our third quarter
accomplishments.

What lies ahead? As our corporate anniversary message says, “We look into
the future with great optimism.” Another 75 years from now, PLDT will
definitely be quite different from what it is now - the same way that at
present, it bears so little resemblance with the company established in 1928!
No doubt, the future is in our hands as well as those of the next generations
of PLDT employees. And surely, we shall continue to think ahead: driven by
the same fire – to make Filipinos' lives better - that engulfed our founding
corporate fathers 75 years ago.

Indeed, when the future arrives, we will be there.

IV. Methodologies

a. Select Research Types, Methods, and Techniques

The AC Nielsen Research Company may use any of their methodologies. To

be accurate, however, the company must use Field Interviews as to ensure
the proper data gathering and ample sampling. This is referred to as
Omnibus Surveying. The sample however must be limited to:

Gender: Male or Female

Age: 20 years old and above
Location: Metro Manila Resident
Specifics: a. Must be Head of the Family
b. Must Own a Land Line (Active Telephone Line)

b. Design Research Instruments

The Questionnaires to be given must be well studied and developed to be

able to answer the query of the Client (PLDT Co.), and must be filled up
accurately to come up with precise outcome. This must be distributed evenly
to Metro Manila Cities and Towns, as to have well balanced surveying. The
limitation must be followed as to it pertains to certain info needed for the
research. Ample amount of questioner’s copy must be meet, so as to utilize
the sources in maximum.

V. Execution: Time Table

Time Frame Activities Info’s

Week 1 Define Marketing -Includes thorough
Problems and study of PLDT Co. and
Opportunities it’s Unlimited Call
Promo, studying of the
Objective of the
Research and
Brainstorming for every
keen detail
Week 2 Set Objectives, -Staffing /Planning of
Budget, and the Budget and
Timetables: Necessary Manpower
and Supplies
Preparation of - Preparation of
Research Guidelines,
Instruments and Questionnaires
Finalization of the - Re-gathering of
action Plan Necessary Contacts,
Target Whereabouts
- Presenting the
Questionnaires to PLDT
Co for revision and
approval
-Reproducing of the
approved
Questionnaires ready for
distribution, and
producing of necessary
certificates, permits and
allowances for the
financial issuance
Week 3 Having the Regular
Recruitment of Office Marketing Research
and Field Staff Analysts Staffs, the
Company may hire
Survey Researchers
compensated as per
project basis, and they
may rehire efficient field
workers that had been
employed for the last
project. The number of
staffs depends on the
justification done at the
Staffing and budgeting
period.
This period may involve
Orientation and
Reorientation of Staffs,
Designation and
Training to appropriate
individual Duties and
recording of their
performances for future
references.
Week 4 Collect Data: Data Gathering through
Field Work the Survey Researchers
and Prepared
Questionnaires. The
Staff must be assigned
to their respective
locality and must
understand that every
slot of questions must
be filled up for accurate
and precise data. Field
workers should also be
equipped with every
knowledge and
necessary supplies to be
able to complete his
daily task.
Organize and Analyze Each data must be take
the Data: on details as to tabulate
these data ad produce
Tabulation and Result more meaningful result
Rating and rate it, deriving the
accurate and precise
data to meet the
requirements of the
client.
Week 5 Encoding and This period includes the
Finalizing Results producing of hard copy
of the graphs and
presentations to be used
and presented to the
Client. This also includes
the Staff’s
recommendation and
conclusion to the said
problem.
Week 6 Present and Use Presentation should be
Market Research Done by the Analysts as
Findings well, fully equipped with
the produced data and
Presentation of the graphs, and the
Analyzed data recommendation for the
conducted study.
VI. Budget

Personnel /Staff

Marketing Research P1500 x 6 weeks x P27,000

Analysts 3MRA

Marketing Research P1200 x 6 weeks x P36,000

5MRAA
Analysts Assistants P1200 x 3 weeks x P18,000
5SRL
Survey Researchers Leader P1000 x3 weeks P60,000
x20SR
Survey Researchers P1000x 5 weeks x P25,000 P166,000
Clerk Typist 5CT
Maintenance and Operating P5000
Expenses
Recruitment Expenses P2500
Traveling Expenses
Computer Time and P8000
Personnel Cost P15500
Report and Reproduction
Related Cost
Supplies and Materials P20000
Utilities, Office Equipment P30000
Miscellaneous P15000
P55000
Contingencies P15000
Overhead Cost P30000
Grand Total P281500

VII. Conclusion:

We therefore conclude that the importance of Market Research makes

it necessary for any company to consult their decision making regarding their
product. Market research is a cost-effective way of finding out what people
think, want, need or do. Normally it is information unavailable elsewhere.
Businesses use market research to help them produce goods and services in
line with their customer’s needs, and to evaluate the success of marketing
strategies. Most successful organizations recognize that inadequate research
significantly increases the risk of failure in the marketplace.

Social and government bodies also use market research to gauge public
opinion, as an input to policy generation or to measure the success of
government communication campaigns.

Market research is effective because by talking to or measuring a relatively

small number of people you can find out about a much larger group.
However, it only works if the people are representative of the total group of
interest, if the right questions are asked, and if the answers are interpreted
correctly. For this reason, research needs to be conducted by skilled and
experienced practitioners who can design, conduct and deliver information
and insight to their customers.

VIII. Recommendation:

As for the query of PLDT Co., the Company may consider the decision of
keep “Unlimited Call Promo” as one of their permanent service offering to
their subscriber. This may be back up by the following reasons:

a. A lot of people wanted it and there was a positive gain

b. it can save PLDT subscribers at least 50 percent compared to the non-
promo rates
c. it can build a better tie up with SMART Communications Company,
which is also a leading Company in the Philippines
d. it will make the landline relevant again to subscribers
e. it will make an increase in new subscribers, thus the company may
expect increase of its financial stability and rebuild great disposition in
competitiveness against rival telco companies.

This is however must be given limitations or certain conditions such as:

a. Subscription may be imposed, which includes membership fee or

monthly fee.
b. For those who will not subscribe, PLDT may imposed the same charge,
or may be higher, to ensure better marketing of the offer.

Therefore The AC Nielsen Research Company recommends the positive

outlook of the “Unlimited Call promo” of PLDT as best deal exclusive only to
PLDT subscribers, and recognizes it’s effect to be in gain not only for the
financial aspect of the PLDT Co., but as well as to established better tie up
with its clients.
 Questionnaire

Please fill up legibly, we ensure the privacy of your answer and highly
appreciate your participation.

Date:
Age:
Gender:
Residence:

1. Are you a head of the family? [ ] yes [ ] no

2. Do you own a land line? [ ] yes [ ] no
3. If yes, under what telephone company?
______________________________________________
4. How often do you use your phone?
[ ] once a day [ ] 2 – 3 times a day [ ] 4 times or more
5. How long, in average, do you make a phone call?
[ ] 3 minutes/call [ ] 5 minutes/call [ ] more than 5 minutes/call
6. Are you aware of the Telephone Companies Promos?
[ ] yes [ ] no
7. Have you availed any of it? if yes please specify [ ] yes [ ] no
Promo Service Availed: _______________________________
8. Which of the Promo do you like best and why?
_________________________________________________
9. Is your phone for residential or for business use?
[ ] Residential [ ] Business [ ] Both
10. How many in your family often use the phone? ___________
11. At what time do you usually use the phone?
[ ] 8 am to 12 noon
[ ] 1 pm to 5 pm
[ ] 6 pm to 12 midnight
[ ] 1 am to 7 am
[ ] around the clock

12. Do you have any particular suggestions or query regarding your

Phone Company?