Summer Internship Project Report

On
1. MRF- Mystery Audit to be conducted at MRF exclusive outlets, Multi brand
outlets and competition outlets.
2. UK PERCEPTION STUDY

Completed At (IMRB KANTAR)

By
(RAVI PRAKASH)
(Roll No.: FIB1843
PGDM-IB (2018-20))
Under Supervision of
(Mr. NAVNEET JOSHI)
Presented in Partial Fulfillment of the Requirements of
Post Graduate Diploma in Management

3, Institutional Area, Rohini, Sector 5,

New Delhi – 110085 India
 KANTAR IMRB
Ground Floor, 8, Balaji Estate
Guru Ravidass Marg, Kalkaji
New Delhi- 110019

CERTIFICATE

Certified that the summer internship project report on “1.MRF- Mystery

Audit to be conducted at MRF exclusive outlets, Multi brand outlets and
competition outlets.
2.UK PERCEPTION STUDY
is the bonafide work of “RAVI PRAKASH, Roll No: FIB1843”, pursuing
PGDM-IB, Batch (2018-20) of Jagan Institute of Management Studies, 3,
Institutional Area, Rohini, Sector 5, New Delhi - 110085. The work has been
done under my supervision during 01.05.2018 - 28.06.2018.

Date: 16.07.2018 Signature of the Supervisor

MOHIT SHARMA
SUPERVISOR
Human resource manager
Kantar IMRB
 CERTIFICATE

This is to certify that the summer internship project report on “

1. MRF- Mystery Audit to be conducted at MRF exclusive outlets, Multi
brand outlets and competition outlets.
2.UK PERCEPTION STUDY
is a bonafide work of “RAVI PRAKASH, Roll No: FIB1843”, pursuing
PGDM-IB, Batch (2018-20) of Jagan Institute of Management Studies, 3,
Institutional Area, Rohini, Sector 5, New Delhi - 110085. The work has been
done under my supervision during 01.05.2018 - 28.06.2018.

Date: Signature of the faculty Guide

NAVNEET JOSHI
Faculty Guide
Designation
JIMS, Rohini, Sector 5, New Delhi 85
 STUDENT’S DECLARATION

I declare that the Report on “1. MRF- Mystery Audit to be conducted at

MRF exclusive outlets, Multi brand outlets and competition outlets.
2.UK PERCEPTION STUDY
is an original work done by me in accordance with the guidelines prescribed
by the Dean’s office for preparation of Summer Internship Project Report and
the work has not been submitted anywhere else for review.

I understand that if the content of the work is found to be plagiarized at any

time of its evaluation, my report can be rejected and disciplinary action may
be initiated against me.

Signature of the student

Ravi Prakash
Roll. No.: FIB1843
PGDM-IB (2018-20)
 Acknowledgement

Every project big or small, is successful largely due to the efforts of a number of wonderful
people who have always given their valuable advice or lent a helping hand. I am using this
opportunity to express my gratitude to everyone who supported me throughout the course of this
PGDM project.

Firstly, I am highly indebted to Kantar IMRB for allowing me to do internship at their office as
well as for providing necessary information regarding this project. Secondly, I am ineffably
indebted to Mr. Mohit Sharma for his conscientious guidance and encouragement to accomplish
this assignment. I am also grateful to all the other people in the office for giving their valuable
time and inputs for this project’s success.

I am also extremely thankful and pay my gratitude to my faculty mentor Mrs. Yukti Ahuja for his
valuable guidance for the completion of this project. My gratitude is also extended to JIMS
Rohini Sector-5, New Delhi-85 for giving me this opportunity to do internship. At last but not
least my gratitude goes to my parents for supporting me morally as well as economically.

Any omission in this acknowledgement does not mean lack of gratitude.

Thank you
Ravi Prakash
 List of Figures &Tables

S.N. Particulars Page No.

1. Overview of the company 11

2. Research design (UK Perception Study) 14

3. Geographical Coverage and Sample Size 15
4. Category wise Sample To be Achieved 16

5. Sources of Data Collection 17&18

List of Notations and Symbols Used

Table of Contents
 Page No.
Certificate (from the organization) 1
Certificate (from the faculty mentor) 2
Author’s Declaration 3
Acknowledgement 4
List of Figures 5

Executive Summary 7

Chapter1: Overview 8
1.1 Introduction 8
1.2 Overview of the company 9
1.3 Overview of the industry 10
Chapter 2: Research Methodology 11
2.1 Objectives and scope 11
2.2 Research design 12
2.3 Sources of data collection 15
2.4 Sampling design 16
Chapter 3: Conceptual Background 17
Chapter 4: Data Analysis and Findings 19
Chapter 5: Discussion and Conclusion 20
Chapter 6: Recommendations 21
Bibliography 22
Annexure

Executive Summary
The project work is pursued as a part of my SIP (summer internship program) at JIMS, Rohini.

The internship was undertaken at Kantar IMRB which is a leading market research company in

India. It conducts various types of research on several types of product and services both in

private sector as well as in government sector. Kantar IMRB has been offering over 30 years of

specialist research services to clients in India and overseas on products and services covering the

entire gamut of business and industry.

The projects undertaken at Kantar IMRB mainly consisted of collecting data about the

awareness, behavior and feedbacks relating to a particular project. It also consisted of conducting

mystery audits in which observation method of collection of data was also used.

The data was mainly collected through personal interviews which were conducted with the help

of questionnaires given on tablets and later on they were scrutinized by the team leader at the

back-end.

The internship program helped me to learn various aspects of Market Research Company and

how to communicate and interact with the people, which is necessary for working in any

workplace.

Chapter1: Overview
1.1 Introduction

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.

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.

With the global acquisition of J. Walter Thompson by Sir Martin Sorrell in 1987, IMRB became

a constituent of WPP and continued its pace of growth, growing over 25% per annum through

the 1990s under the leadership of Ramesh Thadani. The 1990s saw the creation of specialized

units focusing on development research, employee satisfaction, loyalty programs, technology

and media and the acquisition of several new multinational clients.

IMRB’s insights also played a role in the development of several new products for major Indian

brands such as Marico, Bingo Chips, Godrej and Dabur and by this time supported 40 out of top

50 brands in India.

In 2002, as part of a process of rebranding, it changed its name from the Indian Market Research

Bureau to IMRB International, adopted a new logo, and began a process of rapidly expanding its

international services. This was accompanied by a shift from its offices at Esplanade Mansion to

its current premises in Dadar, Mumbai. As part of geographical expansion, IMRB helped set up

LMRB in Colombo, Sri Lanka in 1981 and AMRB in 1999 with headquarters in Dubai and

offices throughout the Middle East and North Africa.

In 1996, along with the Manufacturers’ Association for Information Technology (MAIT) IMRB

initiated the periodic ITOPS survey which monitors the IT hardware market among households

and businesses. Since 1998, in collaboration with the Internet and Mobile Association of India

(IAMAI), an industry body IMRB also started providing a series of annual syndicated research

reports named I-Cube which surveys the online and mobile landscape in India. More recently, in

2010 IMRB launched the Web Audience Measurement (WAM) system, India’s first standardized

internet audience measurement system based on a panel.

1.2 Overview of the company

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 companies that

together account for over $2 billion in revenues and form the world’s second biggest market

research conglomerate.

FIG 1-Overview of the company

1.3 Overview of the industry

Market research is any organized effort to gather information about target markets or

customers. It is a very important component of business strategy.[1] The term is commonly

interchanged with marketing research.

Market research is one of the key factors used in maintaining competitiveness over competitors.

Market research provides important information to identify and analyze the market need, market

size and competition. Market-research techniques encompass both qualitative techniques such as

focus groups, in-depth interviews, and ethnography, as well as quantitative techniques such as

customer surveys, and analysis of secondary data.

The global revenue of the market research industry exceeded 40 billion U.S. dollars in 2013,

rising year-on-year since it experienced a slight dip in 2009 during the Great Recession. In 2013,

Europe generated the largest share of market research revenue at 40 percent, or 16 billion U.S.

dollars, very closely followed by North America with 39 percent. Despite contributing the most

revenue that year, Europe also saw the largest decline in revenue over the previous year, falling

by 1.4 percent.

Global leaders of the market research industry include Nielsen Holdings (U.S.), Kantar (UK),

IMS Health Holdings (U.S.), Ipsos (France) and GfK (Germany). Nielsen, headquartered in New

York City, was by far the largest market research company worldwide in terms of revenue in

2013 amounted to approximately 6.05 billion U.S. dollars – almost twice that of its closest

competitor, Kantar, with revenues of 3.39 billion.

In the United States, market research industry leaders made almost ten billion U.S. dollars

combined in revenue in 2013.

 Chapter 2: Research Methodology

Research methods can be defined as “a systematic ad scientific procedure of data collection,

compilation, analysis, interpretation, and implication pertaining to any business problem”.

Research methodology is a term that basically means the science of how research is done

scientifically. It is a way to systematically and logically solve a problem, help us understand the

process not just the product of research, and analyzes methods in addition to the information

obtained by them.

2.1 Objectives and scope

1. MRF- Mystery Audit to be conducted at MRF exclusive outlets, Multi brand outlets
and competition outlets.
 To check the price offered by the MRF outlets.
 To check the price offered by the competitors for the substitute tyre.
 To know the discounting scheme if any, offered by the seller.
 To check the recommendation of tyre sellers.
2. UK (UNITED KINGDOM) Perception Study
 To gain better understanding of perceptions in India of the UK in general and specifically
about UK government/related organizations’ work and brands in India.
 To obtain a baseline about target audience and their perceptions about the six campaign
themes.
 To obtain a comparative benchmarking of perceptions of UK as opposed to other key
countries operating in India.
2.2 Research design (MRF)

The research methodology used in my internship period basically consisted of descriptive

research where the data or information was mainly collected through surveys and questionnaires.

Some of the projects also involved collection data through mystery audits where I had to present

myself as a customer and collect the necessary information through observation. Either the data

was collected directly through the questionnaires to be filled by the respondents or mystery

audits were conducted depending on the nature of the project. The main work of my internship

was to visit the field on a daily basis, identify the target group and conduct interviews and

surveys according to the targets given on a daily basis.

2.2.1 Research design (UK Perception Study)

GEOGRAPHICAL COVERAGE

The following table details the selected cities across the country:

Zone States Cities

East West Bengal Kolkata
Delhi New Delhi
North
Punjab Chandigarh
South Tamil Nadu Madurai and Tirunelveli
West Maharashtra Pune and Dhule

SAMPLE SIZE

State Cities Phase 1 (Quant) Phase-1 Quant

Business Next Gen
Total
Data collection method CAPI CAPI
West Bengal Kolkata 100 100 200
Delhi New Delhi 100 100 200
Punjab Chandigarh 100 100 200
Madurai 100 100 200
Tamil Nadu
Tirunelveli - 100 100
Pune 100 100 200
Maharashtra
Dhule - 100 100
Total 500 700 1200

Category wise sample to be achieved

 State Cities Business Next Gen
Data IT Sector Manufacturing Service Sector Millennials/St Young Entrepreneur/B
collection Sector udent professionals usiness person

method
30 30
West Bengal Kolkata 33 33 34 40
30 30
Delhi New Delhi 33 34 33 40
30 30
Punjab Chandigarh 34 33 33 40
30 30
Madurai 33 34 33 40
Tamil Nadu
30 30
Tirunelveli - - - 40
30 30
Pune 33 33 34 40
Maharashtra
30 30
Dhule - - - 40

ETHICAL PROTOCOL

Following are few general points to be considered while conducting data collection for this
study.

1. Respect the persons participating in the survey.

2. No coercion, undue influence or inducement of any kind should be done.
3. All the responses should be recorded as verbatim in the questionnaire.
4. Should write the answers of open-ended questions in English and as detailed as the
respondent answered.
5. Answers should never be suggested to the respondents.
6. Wording or sequence of the questions should be kept same and should never be
modified.
7. Any respondent who is hesitant or skeptical should be pacified by providing appropriate
answers to all his/her queries before the conduct of interview or asking of a question.
8. The respondents should never be hurried for providing the responses.
9. The answers should be spontaneous, and they should not be given time to think in case
they want to before providing an answer.
10. Information that is critical in understanding and any un-usual response should be
recorded separately by the investigator.
 11. Confidentiality of the information provided will have to be ensured and conveyed to the
respondents.

2.3 Sources of data collection

1. MRF- Mystery Audit to be conducted at MRF exclusive outlets, Multi brand outlets
and competition outlets.
 Database provided from research for MRF outlets and competition .

 Also the quota was provided to us, of particular models of vehicles and tyre size
and type. By the company itself.
2. UK Perception Study
 No Database of the customer was provided by the company itself we have to visit
the respondents by our links
 We need to call them and take appointment for a interview.

2.4 Sampling design

1. MRF- Mystery Audit to be conducted at MRF exclusive outlets,
Multi brand outlets and competition outlets.
This project is a weekly project and each week sample quota is provided by the client
that is MRF and sample size vary each week.
Shop variation-
1) Exclusive store
2) MBO (multi brand outlet).
3) Competition outlet.
2. UK Perception Study
Sample size -200
Sample location- Delhi
Customer variation:
Respondents have to be visited according to the sub categories provided by the
company
 Chapter 3: Conceptual Background

Market research is any organized effort to gather information about target markets or

customers. It is a very important component of business strategy.[1] The term is commonly

interchanged with marketing research.

Market research is one of the key factors used in maintaining competitiveness over competitors.

Market research provides important information to identify and analyze the market need, market

size and competition. Market-research techniques encompass both qualitative techniques such as

focus groups, in-depth interviews, and ethnography, as well as quantitative techniques such as

customer surveys, and analysis of secondary data.

Types of research methods can be broadly divided into two quantitative and qualitative

categories.

Quantitative research “describes, infers, and resolves problems using numbers. Emphasis is

placed on the collection of numerical data, the summary of those data and the drawing of

inferences from the data”.

Qualitative research, on the other hand, is based on words, feelings, emotions, sounds and other

non-numerical and unquantifiable elements.

Types of the research methods according to the nature of research can be divided into two

groups: descriptive and analytical

Descriptive research usually involves surveys and studies that aim to identify the facts. In other

words, descriptive research mainly deals with the “description of the state of affairs as it is at

present” and there is no control over variables in descriptive research.

Analytical research, on the other hand, is fundamentally different in a way that “the researcher

has to use facts or information already available and analyze these in order to make a critical

evaluation of the material”.

On the basis of research design the types of research methods can be divided into two

groups – exploratory and conclusive.

Exploratory studies only aim to explore the research area and they do not attempt to offer final

and conclusive answers to research questions.

Conclusive studies, on the contrary, aim to provide final and conclusive answers to research

questions.
 Chapter 4: Data Analysis and Findings
1. MRF- Mystery Audit to be conducted at MRF exclusive outlets, Multi brand outlets and
competition outlets.
 Small variation in market price.
There was difference of Rs.150 – Rs. 50.
 Almost same model was offered in all the brands for the required size and model.
 Competitor have comparatively low price than MRF.
 Paytm, cash, card and bhim were the main mode of payment.
 Fitting of the tyre was free of cost at all the outlets.

2. UK Perception Study
 Most of the respondents is not aware about the Brexit and the relations about
India and UK
 Overall response from the respondents are based on their perception towards UK.
 Question was very long; it almost takes 35 minutes for a single interview.

Chapter 5: Discussion and Conclusion

Being an intern in the market research company, I learnt on how the various data is collected for

different projects, how the target population is identified and how we need to approach the

respondents. I also got the chance to enhance my communication and interaction skills with the

people which is a prerequisite for any marketing activity and a necessary characteristic that need

to be built in a marketing personnel. I also learned the observation method of collecting the data

by conducting mystery audits in one of the projects. I also got the opportunity to learn on how

the data collected by us is checked by the team leader at the back-end i.e. by checking that

whether the interviews was completed within the time limit and also by listening to the

recordings and then a final check is made by contacting directly to the respondents to

authenticate that whether the interviews were done actually or not.

Chapter 6: Recommendations
  Sometimes the database of the respondents is not assailable which makes it more

challenging to identify the target group and complete the interviews on time. So it is

recommended to provide a database for projects whose target group is difficult to identify

and approach.
 Some of the projects included a lengthy questionnaire which made it difficult to complete

the interview as the respondent found it time consuming and started to lose interest

towards the end. So it is advisable to shorten the length of interview.

 Some of the questions were of repetitive nature, so some of the respondents found it

monotonous to answer them. So only the questions relevant to the study should be

included in the questionnaire.

Bibliography

The following were the references through which I completed my report:

 www.imrbint.com
  www.wikipedia.com

Annexure
SECTION 3: COMPARATIVE SENTIMENTS
Q. Question Ranking
N
o
We all know that
countries collaborate and
support each other on
key areas, please tell me
which are the top three
countries, according to
31 Rank 1 Rank 2 Rank 3
you, that are best
partners for India in the
following key areas?
Please rank the three
countries as per your
preference.
A. For trade and investment Write the full name of the
B. For technology
countries as per the
In the area of defence
C. ranking respondent gives.
and security
On migration, e.g. visa For this question, don’t
D.
system know/ can’t say is not an
E. For cultural and people option; the respondent
to people links
 must give names of any 3
countries that comes to
their mind based on his/her
opinion.
D. On migration, e.g. visa
system: The three
countries which are open
For collaborating on
and positive towards
global challenges such as
migration from India and
F. education, health,
have easy and effective
women empowerment,
visa system.
etc.
E. For cultural and
people to people links:
The three countries that
have very close cultural
and people to people link
with India and Indians

Q.
Ski
N Question Coding Categories Codes
p to
o
Please tell me a word or It should be made clear
phrase that comes to to the respondent that we
your mind when I state are capturing only a
the following countries. word or phrase that
(CAPI he/she associate with the
32
INSTRUCTION: countries.
Enable audio recording The answers for this
and the provision to question should be very
type the answers carefully noted and the
simultaneously) answers captured should
A.
 Mention the word/phrase be spontaneous i.e. the first
B. USA ----------- thing that strike their mind
Don’t Know/Can’t Say 98
within a fraction of a
Mention the word/phrase
C. The United Kingdom second.
-----------
Don’t Know/Can’t Say 98 The answer should be a
Mention the word/phrase word, or a phrase never be
E. Australia ----------- a sentence.
Don’t Know/Can’t Say 98
Mention the word/phrase
G. Japan -----------
Don’t Know/Can’t Say 98
Mention the word/phrase
I. Israel -----------
Don’t Know/Can’t Say 98
Mention the word/phrase
K. Canada -----------
Don’t Know/Can’t Say 98
Mention the word/phrase
M. France -----------
Don’t Know/Can’t Say 98