CHAPTER 1

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KANTAR IMRB (formerly IMRB International) is a market research, survey and business
consultancy firm. Headquartered in Mumbai, India with operations in over 15 countries
IMRB is a part of the Kantar Group, WPP’s research, insights, and consultancy network.

Established in 1970, KANTAR IMRB was modeled on the lines of the British Market
Research Bureau. IMRB provides market research and insights across South Asia, the
Middle East and North Africa with specialist divisions in quantitative, qualitative, media,
retail, industrial, customer satisfaction, business to business and social and rural research.
KANTAR IMRB’s syndicated research offerings include the Market Pulse, the National
Food Survey, Web Audience Measurement (WAM) and I-Cube reports.

With over 1200 employees, KANTAR 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 the
oldest extant market research company in India, KANTAR 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
industry body Market Research Society of India (MRSI) for several years.

KANTAR IMRB's specialized areas are consumer markets, industrial marketing, business
to business marketing, social marketing, and rural marketing. Kantar IMRB is a highly
reputed market research and consumer consulting organization. Kantar IMRB partners its
clients across the entire brand life-cycle through a unique mix of innovation and analytical
thinking to design customized solutions that deliver the greatest impact.

Kantar IMRB’s suites of solutions are designed on frugal, agile innovation and add value,
real value, to help clients make impactful decisions. By leveraging on its large array of
syndicated services and specialist divisions, Kantar IMRB helps clients in crafting

2
marketing and consumer strategies. Kantar IMRB has created products and frameworks for
global clients using the expertise and knowledge of emerging markets.

Kantar IMRB prides itself on developing and setting industry standards and continued
focus on innovation.

This ability to blend innovation and analytical thinking to design custom solutions for its
clients has led to strong and rewarding relationships. Perhaps, this is why its top five clients
have been with the company for over 25 years.

Kantar IMRB is an eight-time recipient of “Agency of the Year”; Kantar IMRB’s footprint
extends to 49 offices across the world, servicing clients in 67 countries.

3
1.2 Objective of The Study
1. What are the various problems of survey method.

2. Positive and negative of survey method.

3. how to conduct a survey.

4
CHAPTER 2

5
 2.1 HISTORY OF KANTAR IMRB

Year of
Name of Division Areas of Expertise Scope of Work
Establishment
Quantitative custom  Responsible for a wide range of
Quantitative and syndicated data analytics
1971
Research Wing research, National  Comprises the bulk of IMRB's
Foods Survey custom research
Ethnographic,  Integrates insights
Probe Qualitative
1979 qualitative custom from anthropology, psychology
Research
research and the social sciences
Media and Panel Market Pulse, TGI,  Tracks over 70,000 households
1992
Group custom media research purchase behavior
 Runs WAM, India's Web
Business and
ICube, ITops, WAM, Audience Measurement service
Industrial Research 1994
B2Bconsulting  Brings out industry/ sector
Division
specific reports
 Focuses on stakeholder
Customer Customer and researcher-employees, vendors,
Satisfaction Employee satisfaction shoppers
1994
Management and surveys, Loyalty  Tracks employee
Measurement Programs satisfaction and stakeholder
loyalty levels
New tools that help
 Provides brand and
understand brands, and
Brand Science 1996 communications consulting and
communication in an
advisory services
Indian context
Data processing,  Handles operations in data
advanced analytics, processing, charting, statistical
Abacus Market
2001 market research analysis, database management
Analytics
software, survey and updating, Excel Macro
programming Creation and Quality Testing
 Provides customized software
and platforms for data collection
Market research
and analysis
software, data fusion,
Mind Tech Systems 2001  Provides software support for
CASS (computer aided
television audience
survey systems)
measurement, and retail
purchase data collection

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2.2 VISSION OF KANTAR IMRB

Focus on
client
services

MISSION
Empowered Cost
employees AND effective
VISSION

Inovative
research
stratagies

7
IMRB is the vision of Mr. Subhas Ghoshal, the legendary head of HTA (now JWT). We
are born out of conviction that good advertising can only be built on sound consumer
insight. We are the University of the Indian market research. We are one of the top 20
Market Research companies in the world. IMRB was set up in 1970, a full 37 years after

We are a part of WPP which is formed by Sir Martin Sorrell in 1985. WPP is a £8.68
billion; revenue company with 138,000 employees in 2400 offices across 107 countries.
Kantar is WPP’s research, insight & consultancy network. Kantar was founded in 1993, is
now the world’s fourth largest research conglomerate. It boasts of $1.7 billion worth of
revenue with offices in 160 offices across 95 countries.

We add value to clients - real value. We develop a learning culture that fosters innovation
and we also contribute to academia and policy makers. We have developed a sustainable
working environment that is good and fair to us and our clients. We have the largest team
of researchers and analysts with around 4 decades of leadership in the region. We have 26
offices in 12 countries each of them equipped with specialized units by research methods
and industry sector. We have 4.4 million customer interactions every year.

Our perspective is unique. Our approach is refreshing. And our solutions provide a
comprehensive response to our client’s needs, not packaged data but custom solutions for
clients. We offer services with the integration of qualitative and quantitative tools.
We are designed in India for India, our measures and scales are created to maximize
sensitivity. We work together with TGI, Web-I, IMRB Retail, Market Pulse, ITOPS and
ICUBE. Our passion is to drive your business growth by combining consumer
understanding and brand knowledge with intuition and innovation.

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2.3 ACHEIVEMENTS OF KANTAR IMRB

Kantar IMRB is a highly reputed market research and consumer consulting organization.
Kantar IMRB partners its clients across the entire brand life-cycle through a unique mix of
innovation and analytical thinking to design customized solutions that deliver the greatest
impact.

Kantar IMRB’s suites of solutions are designed on frugal, agile innovation and add value,
real value, to help clients make impactful decisions. By leveraging on its large array of
syndicated services and specialist divisions, Kantar IMRB helps clients in crafting
marketing and consumer strategies. Kantar IMRB has created products and frameworks for
global clients using the expertise and knowledge of emerging markets.

Kantar IMRB prides itself on developing and setting industry standards and continued
focus on innovation. This ability to blend innovation and analytical thinking to design
custom solutions for its clients has led to strong and rewarding relationships. Perhaps, this
is why its top five clients have been with the company for over 25 years.

Kantar IMRB is an eight-time recipient of “Agency of the Year”; Kantar IMRB’s footprint
extends to 49 offices across the world, servicing clients in 67 countries.

The University of Indian Market Research

1981 - India’s first and only Household Panel

1986 - India’s first TV Ratings System

1989 - Created the socio-economic classification

1996 - India’s first IT and Internet studies ICube and ITops

2005 - Launch of Wallet Monitor

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2007 - Radio Audience Measurement (RAM)

2010 - Revised SEC system

2010 - Web Audience Measurement (WAM)

-Agency of the year award in 2006 the first year of institution of MRSI. Won the award in
all the subsequent years as well.

-Presenting cutting edge research for several years at international forums including
ESOMAR & won awards.

-Won WPP’s Atticus award jointly with JWT

2.4 VARIOUS SECTORS IN WHICH KANTAR IMRB WORKS

SR NO SECTORS

1 Shoppers and retailers

2 Finance /Banking /Insurance

3 Cars

4 Telecom

5 FMCG

6 Energy and environment

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7 Construction and building

8 Education and training

9 Health care

10 Engineering

11 Travel and tourism

12 Real estate

13 Chemical and petroleum

14 Agriculture and agro-product

15 IT Hardware & Software

16 Alcohol

17 E-governance

18 Chemicals & Petroleum

19 Internet

20 Processed Food

21 Social & Rural

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 22 Steel & Other Metals

23 Distribution/Retail Trade

2.5 COMPANY STRUCTURE

IMRB is headquartered in Mumbai, India. Its parent company is Hindustan Thompson

Associates, which in turn is owned by Martin Sorrell's WPP Group plc. Within WPP,
IMRB is aligned with the Kantar Group, an umbrella network of global market research

12
companies that together account for over $2 billion in revenues and form the world’s
second biggest market research conglomerate.

In India, IMRB International operates out of its five full service offices in Ahmedabad,
Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional
centers for collection of survey information. Overseas, IMRB functions through its
associates AMRB-MENA in the Middle East and North Africa, with offices in Algiers,
Dubai, Jeddah, Casablanca and Cairo; and LMRB, with offices in Colombo and Sirius,
headquartered in Dhaka.

2.6 SERVICES
2.6.1 ADVERTISING AND PROMOTION RESEARCH

Advertising Research:

Advertising research derives its importance from the fact that today, a huge chunk of any
organization’s marketing expenditure is spent on advertising. A good advertisement can do
wonders to an organization’s top line; a bad one can tarnish its image for several years to
come. The advent of globalization has actually left only a nominal significance for national
boundaries.

Promotion Research:

Promotion has been defined by many marketers as the most significant of the four Ps of
marketing. A marketer may create a great product, price it reasonably enough and place it
in outlets all over the country, but unless he has promoted it well, the consumer would not
even ask for it. Promotion research helps an organization foresee the outcome of all such
activities, it wishes to undertake.

Media Research:

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Often interpreted as being synonymous with audience measurement, particularly in the
case of newspapers and magazines, media research is much more than that. Selecting the
right media of communication is of paramount importance to every marketer.

2.6.2 BRAND RESEARCH

Usage and Attitude Studies:

Brands today are operating in an extremely dynamic market. As the marketplace changes,
clients need to evaluate a brand's position compared to the competition. IMRB
International designs usage and attitudes studies that provide quintessential information to
lay the foundation for successful strategic marketing. IMRB studies also serve as useful
benchmark tools, allowing clients to measure their performance across all the parameters
important to the category, and target specific areas to track over time.

Name Tests:

What's the most appropriate name for a product? What does a name connote to a consumer?
Naming research answers these and other important questions. IMRB International has
been associated with the christening of a number of leading brands.

Segmentation and Profiling Studies:

Segmentation and profiling is critical in targeting specific groups and understanding the
purchase behavior of those consumers who represent the greatest sales opportunities. Key
groups are identified, based on a number of different criteria including attitudes,
psychographics, motivations and barriers, usage habits, loyalty, etc. Once the segments
have been identified, analysis is conducted to provide insight into the purchase behavior
and demographics of each such group.

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2.6.3 CHANNEL AND RETAIL RESEARCH
Mystery Shopping:

Mystery Shopping is the best, most objective way to gain information about customer
service and satisfaction, condition of the store / showroom and employee performance
across locations. Mystery shopping services also provides the opportunity to covertly
examine the performance of competitors and the operative prices for competition. IMRB
International provides effective consulting on Mystery Shopping that includes operational,
incentive-based, competitive and telephone-based mystery shopping.

Retail Audits:

IMRB International provides professional auditing services for manufacturers and retailers
across the Indian sub-continent. IMRB has more than 20 years of on-site auditing
experience.

Location Research:

In order to beat competition, marketers constantly have to look for differentiators which
can make their brand 'visible' and 'acceptable' to the consumers. Until now product and
price were the sole differentiators but over the years, brands have realized the significance
of 'point of sale' as a brand building tool. In this way the role of the store is also getting
redefined. ‘Location’ has become a key factor to reach consumers. IMRB International
provides tailor made solutions to meet customers’ location related requirements.

2.6.4 PRICING RESEARCH

Gabor Granger:

Customers are asked if they would buy a product at a particular price. The respondents are
exposed to the price in a randomized manner and are again asked if they would buy or not.

15
The technique helps understand the price elasticity for the product by working out what
levels of demand would be expected at each price point.

Price Sensitivity Monitor (PSM):

This technique helps one identify the acceptable range of prices in the minds of the
consumer and determine whether the price is set too low (creating suspicion about quality)
or too high (offering poor value for money).

Conjoint Analysis:

Conjoint Analysis is a technique that allows one to understand how people make trade-offs
between different products and services and the values they place on different features.

Brand Price Trade-Off (BPTO):

BPTO is a variation of the Conjoint Technique, where several brands are shown at once
and the customer chooses the preferred option. The BPTO determines the impact of price
increases and decreases on the sales of the brand, provides the response to competitors'
changes in price and provides an analysis of gains and losses.

2.6.5 CORPORATE AND EMPLOYEE RESEARCH

Corporate Image Studies:

In today's world of keen competition, a company is evaluated not just by its products but
to a great extent by the imagery it conjures. With the consumer becoming more educated,
this aspect is gaining importance by the day.

Corporate image of a company is the sum total of its image among its various internal and
external publics - consumers, employees, shareholders, suppliers and dealers, the financial

16
community and even the government. The image of the company among industry
federations and workers' unions etc. is also important in understanding the equity of the
company. A comprehensive Corporate Image study helps understand one’s strengths and
weaknesses as compared to the other corporates.

IMRB International has handled Corporate Image studies for a number of leading
corporates in the country.

IMRB International's specialist division CSMM is the sole licensee for Walker Information
Network processes for Corporate image studies. Good company image eventually leads to
increase in sales, profits and market share.

2.6.6 STRATEGIC MARKET RESEARCH

Concept:
IMRB International plays an important role in the ‘concept’ stage by helping to establish a
clear understanding of the consumer and the market through Market mapping, Demand
estimation and Feasibility studies.

Development:

IMRB International can help create and refine all aspects of product development, working
quickly and in line with the demands of rapid development cycles - Refining product,
Positioning, Naming, Visual Identity and Web Interface. Usability research can help
eliminate confusion, increase intuitive usefulness and ease navigation and increase trust.

Communication:

IMRB International can help ensure that the message a product or service is intending to
send to consumers is actually what they perceive. In addition, multilingual insights can

17
guide you around potential linguistic and cultural minefields. IMRB provides crucial
information about ideal packaging, communication strategy and merchandising strategy.

Relationship:

IMRB International can help provide a very effective on-going link to consumers and
markets and impart a deep understanding of market and consumer changes through
Customer Satisfaction research, Trend research studies and Redesigning.

2.6.7 PRODUCT RESEARCH

IMRB has decades of experience in product testing. This experience has been drawn upon
to create tools for product testing. IMRB has access to a wide array of techniques:

 MDS, correspondence analysis or the Bi plot to visualize the results of a test involving a
large number of tests.

 Correlations analysis, run factor analysis or cluster attributes to understand relationships

within attributes.

 Penalty analysis, regression and structural equation modeling are employed to

understand the impact on overall liking. Penalty analysis is a simple and effective way of
prioritizing the areas for improvement. Structural equation modeling can provide an insight
into the drivers of liking and the manner in which impressions are formed.

2.6.8 PACKAGING TESTING

 IMRB over the years has been involved in package testing and development for several
FMCG clients. IMRB’s expertise spans the following broad areas.

 Basic Pack Evaluation to make pack choice decisions

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 Measuring the contribution of the pack in driving the brand’s vision

 Pack Optimization Studies – Evaluating, decoding and measuring the impact of pack
elements such as colors, fonts, graphics, shape and size. The packaging test protocol at
IMRB involves integrated qualitative and quantitative modules to provide a holistic
solution to support all facets of pack related decision-making.

2.6.9 MYSTERY SHOPPER INSIGHTS (MSI)

Mystery shopping is now being used by many organizations to evaluate them in-store
service standards and conformity to the processes. Trained shoppers anonymously evaluate
the infrastructure, processes, service delivery, customer service, operations, employee
integrity, merchandising and product quality. They independently audit processes & staff,
giving constructive actionable input for improvement of service delivery.

2.6.10 CUSTOMER SATISFACTION RESEARCH

It is very important to determine the customers' perception of quality for products and
services provided. It is a known fact that customers rarely complain - they just don't come
back. Customer loyalty is considered worth ten times more than the price of a single
purchase. Moreover, researchers claim that if a customer doesn't like the product or service,
he will tell on an average eleven more people about his experience. This illustrates the
importance of ensuring customer satisfaction.

 Customer satisfaction research is increasingly becoming an essential ingredient of any

program aimed at maintaining the existing customers and revenue, increasing the customer
database and enhancing brand value. Conducting customer satisfaction research by a third
party organization has an advantage that the responses obtained are more reliable. It
eliminates the errors due to perception and stereotyping of in-house researches. This is

19
because in third-party research, the customer-vendor relationship does not get affected.
However, the costs involved in outsourcing such research work to external agencies must
be duly considered.

 Customer Satisfaction Management & Measurement (CSMM) is an independent,

specialist unit of IMRB International. CSMM is also an exclusive member of the Walker
Information Global Network (WIGN) in the Indian subcontinent. CSMM has many proven
methodologies and processes for customer satisfaction research.

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2.7 Branches

21
2.8 CLIENTS

22
23
24
Chapter 3

25
3.1 TYPES OF SURVEY
Now that we know what a survey is, let us understand the different types of surveys.
Surveys can be classified in different ways, as mentioned earlier, depending upon the
frequency at which they are administered and ways in which they are deployed. There are
other types of survey like random sample survey (to understand public opinion or attitude)
and self-selected type of surveys. You will read more about types of a survey in the
following paragraphs.

Types of survey based on deployment methods:

1. Online surveys:

One of the most popular types of survey is online survey. With technology advancing many
folds with each passing day, online survey is becoming more popular. This survey consists
of survey question that can be easily deployed to the respondents online via email or they
can simply access the survey if they have an internet connection. These surveys are easy
to design and simple to deploy. Respondents are given ample time and space to respondent
to answer these surveys and so researchers can expect unbiased responses. They are less
expensive as compared to traditional surveys and data can be collected and analyzed
quickly.

2. Paper surveys:

As the name suggests, this survey uses the traditional paper and pencil approach. Many
would believe that paper surveys are a thing of past. However, they are quite handy when
it comes to field research and data collection. These surveys can go where computers;
laptops or other handheld devices cannot go.

3. Telephonic Surveys:

26
These surveys are conducted usually over telephones. Respondents are asked questions
related to the research topic by researcher. These surveys are time-consuming and
sometimes non-conclusive, as the success of such surveys dependents on how many people
answer the phone and would want to invest their time in answering questions over the
telephone.

4. One-to-One interviews: One-to-one interview helps researchers gather information or

data directly from a respondent. It’s a qualitative research method and depends on the
knowledge and experience of a researcher to frame and ask relevant questions one after the
other to collect meaningful insights from the interview. These interviews can last from 30
minutes up to a few hours.

3.2 HOW KANTAR IMRB CONDUCT SURVEY

1. Identify the audience. The research done before conducting a survey is crucial to the
survey’s success. If you have a specific audience in mind, the survey can be tailored to get
the answers you need to know. It’s also important to look for surveys that have previously
been done and are similar to the one you’re pursuing so you can be unique and provide an
interesting angle for a reporter that may cover your data.

2. Find a survey provider. Surveys are a useful tool that can be relatively inexpensive,
depending on what you want to accomplish and the provider you choose. KANTAR IMRB
is a very cost-efficient, general provider. Kantar IMRB’s suites of solutions are designed
on frugal, agile innovation and add real value, to help clients make impactful decisions.
Kantar IMRB prides itself on developing and setting industry standards and continued
focus on innovation. This ability to blend innovation and analytical thinking to design
custom solutions for its clients has led to strong and rewarding relationships.

27
3. Conduct the survey. When it comes to the length of a survey, short and sweet is best.
Be sure to exhaust every possible choice to the question you’re asking to get the most
rewarding results. The moment you send your survey also impacts the results.

4. Create context for the survey. You have the data, now what should you do with it? It’s
important to have target publications in mind before you conduct the survey. Where do you
want your results to be published? Who do you want to share them with? It also helps to
compile the data into a chart or infographic. That makes the reporter’s job easier and
increases the likelihood that they will use your data in their publication.

5. Evaluate your research. Case studies allow you to revisit the efficiency of a survey.
Did it solve the problem proposed at the beginning of the survey? Is it detailed enough to
make an impression on the industry? When you answer these questions, you can track how
often your research is shared and where. This allows you to improve how you conduct
future surveys, change your message or even start over with a completely new survey.

6. Cross checking the data. KANTAR IMRB use to cross check the data that they had
collected for their clients by various ways such as

A. Cross call to the respondent

B. Visit to respondent address for verification

C. Location tracking

D. Audio recording during interview

3.3 RULES THAT MUST BE FOLLOWED WHILE

CONDUCTING SURVEY
3.3.1 STARTING POINT

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Always begin your travel at a logical starting point. The starting point may be an
intersection of two boundaries of the segment, usually a corner, which seems most
appropriate considering the types of boundaries and the layout of streets. Exhibit 4-2 shows
examples, with “s” representing the starting point and all lines representing streets, roads,
paths, etc.

EXAMPLES OF STARTING POINT LOCATIONS

29
3.3.2 Travel Clockwise

Travel the segment in a clockwise direction. As you travel clockwise from the starting
point, draw arrows on the map to indicate your path of travel. Marking your path helps you
be sure to cover every street, mapping and listing structures on your right. The arrows help
you to remain focused while you are in the field and help other survey staff later when they
verify your path of travel for quality control purposes. Simple examples of marking the
clockwise path of travel are shown in

EXAMPLES OF MARKING CLOCKWISE PATH OF TRAVEL

30
3.3.3 Make right turns

As you travel clockwise from the starting point, make each possible right turn. When you
come to a road, street, or trail, make a right turn and travel that road, mapping or listing
structures on the right side. If you travel on a road that comes to a dead end, turn around
so you travel in the opposite direction on the same road, still mapping and listing units on
your right. Your path of travel along a street is not influenced or changed if the street is
designated as a one-way street for traffic

EXAMPLES OF PATH OF TRAVEL INVOLVING RIGHT TURNS

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3.3.4 Make U-Turns at Segment Boundaries

When you reach a segment boundary, make a U-turn and go back down the road you just
traveled looking for structures on the right. This enables you to travel the other side of the
road. Be careful that this does not cause you to stray from the segment boundaries. In most
cases, U-turns will occur only on streets that are intersected on both sides of the street,
streets that are dead ends, or streets that terminate at the segment boundary. If you
encounter a situation where the segment boundaries are not decipherable, have changed, or
no longer exist, call your supervisor for assistance. Shown in Exhibit 4-5 are examples of
U-turns at segment boundaries.

EXAMPLES OF U-TURNS AT SEGMENT BOUNDARIES

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3.3.5 Do Not Break Street Sections

A street section is the portion or section of a street that is between two intersections or
between an intersection and the end of a street. This means that if you start at an intersection
of two streets and travel along a street, you will continue on that same street until the street
dead ends or you encounter another intersection—one that completely crosses the street,
or one that intersects to your right. If the intersecting street intersects only on the left side
of the street on which you are traveling, that intersection does not break the street section.

It is important that street sections be traveled continuously so that the staff performing
quality control at later stages can replicate your path of travel. Right-hand turns within
themselves do NOT break street sections, although you might have to bypass a right-hand
turn in order not to break a street section. Making a U-turn at an inappropriate time or
making a left-hand turn constitutes breaking a street section.

EXAMPLES OF CONTINUOUS TRAVEL OF STREET SECTIONS

33
3.4 Strength and weakness of survey
STRENGTH OF SURVEY

1.Relatively easy to administe

2.Can be developed in less time (compared to other data-collection methods)

3.Cost-effective, but cost depends on survey mode

4.Can be administered remotely via online, mobile devices, mail, email, kiosk, or
telephone.

5.Conducted remotely can reduce or prevent geographical dependence

6.Capable of collecting data from a large number of respondents

7.Numerous questions can be asked about a subject, giving extensive flexibility in data
analysis

8.With survey software, advanced statistical techniques can be utilized to analyze survey
data to determine validity, reliability, and statistical significance, including the ability to
analyze multiple variables

9.A broad range of data can be collected (e.g., attitudes, opinions, beliefs, values, behavior,
factual).

10.Standardized surveys are relatively free from several types of errors

34
WEAKNESS OF SURVEY

1.Respondents may not feel encouraged to provide accurate, honest answers

2.Respondents may not feel comfortable providing answers that present themselves in an
unfavorable manner.

3.Respondents may not be fully aware of their reasons for any given answer because of
lack of memory on the subject, or even boredom.

4.Surveys with closed-ended questions may have a lower validity rate than other question
types.

5.Data errors due to question non-responses may exist. The number of respondents who
choose to respond to a survey question may be different from those who chose not to
respond, thus creating bias.

6.Survey question answer options could lead to unclear data because certain answer options
may be interpreted differently by respondents. For example, the answer option “somewhat
agree” may represent different things to different subjects, and have its own meaning to
each individual respondent. ‘Yes’ or ‘no’ answer options can also be problematic.
Respondents may answer “no” if the option “only once” is not available.

7.Customized surveys can run the risk of containing certain types of errors

3.5 Instrument and tools used for survey

A. Tablet

B. Pen paper

35
Chapter 4

36
4.1 Learning
An internship is an opportunity to test drive a career without making any serious
commitments. It provides you with experiences, lessons, and the tools you’ll need to get a
full-time gig in the future.

It is often a great choice because it gives you a feel for work without being thrown into the
deep end straight away. This provides you with the opportunity to grow and learn before
fully entering the working world.

New and improved skills and how to apply them

One of the most important things you can gain from an internship is newfound knowledge.
This can include knowing how to fulfil tasks that are relevant to your desired career path
and sharpening the skills that you already possess.

Many students think an internship mainly consists of making coffee and running errands
for superiors all day, but that is not true. And really, it shouldn’t be like that. An internship
is an opportunity to test out all the skills that you developed in college and see how they
work in the real world.

Professional communications

Working in a professional setting for the first time can be difficult to get used to. But it is
the best way to learn how to navigate the working world through real-life, hands-on
experience.

One of the most valuable skills you will gain from an internship is the ability to speak with
people in a professional setting. Discussions with bosses or coworkers are different from
discussions with lecturers or fellow students,

37
After your internship, you should have a better idea of the appropriate way to behave as a
professional. This will help you a lot when you start interviewing for jobs because you will
be more confident and will sound more mature and experienced in a business setting.

Networking is important

Don’t underestimate yourself; make sure you make the most of your internship and take
advantage of all the opportunities that come with it.

Also, unglue yourself from your desk every once in a while and get to know other interns.
Not only will you end up creating great memories and making friends, but you will widen
your professional network. Be proactive, and if you are invited to work functions introduce
yourself to people.

Taking constructive criticism well

Naturally, no one likes to be criticized and performance evaluations can be quite scary.
You will probably make a few mistakes and receive constructive criticism about your work
from both your colleagues and your boss.

Always remind yourself that it’s not personal. It is for your own good and growth and it
will improve the quality of your work.

Work hard no matter what you’re doing

Always work hard even if your task is small and seems unimportant. It will help you build
a good work ethic, and people will notice the effort you put in.

It’s not nice being told what to do all the time, but your superiors (mostly) know better.
Following the rules and instructions they give you makes it easier for everyone.

Independence

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Often, we think being spoon-fed is the way to learn, but working independently has proved
to be very important. Your internship will teach you to make my own decisions and do
things on your own. Being able to work independently with little guidance is very important
in the working world.

Making connections

In addition to the people who will be your references in the future, try to leave your
internship with new connections: senior employees, clients, fellow interns, etc.

These people can provide guidance, advice and help you in future job searches. Keep them
in the loop on where you are in your career, and offer to help them whenever you can.

To do this, you’ll need to make an effort during the course of your internship to build
relationships with people around the office.

4.1 Location of survey

A. Baroda

B. Surat

C. Ahmedabad

D. Gandhinagar

4.2 Project assigned by KANTAR IMRB

A. G-board

B. Centrum

C. ICube

D. Pan mall Fresh

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4.3 Number of survey’s completed
Total 60+ surveyed is completed on 45 days of internship

SR NO. NAME OF THE NAME OF THE RESPONDENT

PROJECT
G-Board
1. Pardar panday
G-Board
2. Hitesh sha
G-Board
3. Biraj kujur
G-Board
4. Patel rajesh
G-Board
5. Pinkal bumia
G-Board
6. Rahul Chauhan
G-Board
7. Manish kewlani
G-Board
8. Vipul sarwar
G-Board
9. Ritesh jain
G-Board
10. Saurabh jariayaparmar
G-Board
11. Nikhil savant
G-Board
12. Manish makwana
G-Board
13. Meet patel
G-Board
14. Bobby sane
G-Board
15. Sayantan pal

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 G-Board
16. Bhargav dixit
G-Board
17. Bhavesh pirmani
G-Board
18. Ashish ary
G-Board
19. Darsh patel
G-Board
20. Minaj nagar
G-Board
21. Girish Agarwal
G-Board
22. Sachin patel
G-Board
23. Vishwa raj
G-Board
24. Divakar singh
G-Board
25. Pintu baba
G-Board
26. Ashish Solanki
G-Board
27. Viraj vadher
G-Board
28. Rajesh kirani
G-Board
29. Jaivir sinh
G-Board
30. Harjit singh
G-Board
31. Minil soni
G-Board
32. Akash padhiyar
G-Board
33. Gaju bhai
G-Board
34. Raju bhai

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Chapter 5

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5. Recommendation
Kantar IMRB provides a good internship with so many learning but I want to suggest you
something that if you housing facility to inters who are working in other cities so that
should be so beneficial for them. Otherwise whatever the facility they provide to the inters
was so good.

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Chapter 6

44
Conclusion
In today’s world people use various latest technology and software to conduct and analysis
the data. Such as tablet, mobile phones, google doc and etc.

Old technique of conducting or collecting the data takes so much time and energy as well
as it is very hard to analysis the data and it takes so much time.

But now a day you can easily collect and data and easily forward the data for analysis in a
very short period to time with the help of internet. Storing data is also very important and
as well as you can easily record a part in tablet for better quality of data.

Cross check and location tracking are also available in latest technology.

KANTAR IMRB is a good example and they use all the new technology for collecting data
and analysis the data.

In previous year people use pen paper method to take a survey but now with the help of
tablet you can save papers and protect the environment.

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Chapter 7

46
Bibliography
www.kantarimrb.com

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