PROPOSAL 2: THE PROGRESSIVE RESEARCH GROUP

ABOUT THE FIRM

Began its operations in 1948, and is one of the oldest Marketing Research companies.
In order to prepare more economical, complete and detailed client reports the company possesses most
advanced computer equipment in the country and continuous improvements are being adopted.
 
SAMPLE SIZE AND METHODOLOGY
A National 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 and in order to make sure that the sequence and phrasing are of such a
nature as to be understandable, to get cooperation, and to obtain unbiased replies, a field test of 100
home-makers is proposed.
PROBLEMS
The company is under the impression that two major uses of RILL may, in combinations,
affect the market negatively and women may think of it primarily in one sense or the other
and those who regard it as a cleanser may not be willing to use it as a laundry additive, or vice versa.
PROPOSAL
The company proposed a consumer study covering the major areas of behaviour and attitude including: 
 Habit pattern on home cleaning and laundry additives (including products used)
 Brand Personality and image for each of several cleansers & laundry additive products (including
RILL)
 
APPROACH
Strategic – Not very detailed

Analysis:
 According to the case PRG doesn’t have a questionnaire yet. They say they need to
analyse the market first before preparing a questionnaire.
 They have conducted a group interview with the subject matter which mainly
consisted of open minded questions. They believe though their questionnaire is
lengthy, it will be feasible.
 PRG provided adequate information about the survey, regarding the sample size but
the method used is not very clearly mentioned by the firm.
  The research will take about 12 weeks to be completed and will cost around $23900
plus or minus 10%.
 PRG also does not cover multiple use of product.
 There is no detailed findings of the research mentioned.

CONCLUSION
 Multi use product application not covered
 Lack of detailed mention of the findings of the research