CAE 7.2 NATIONAL MARKET RESEARCH BUREAU Readership survey “Yes, our specialisation is in market research. During last ten years of our operations, we have carried out more than four hundred market research assignments for large, medium and small scale enterprises covering consumer as well as industrial products. As toareadership survey, we carried out a small, assignment for ‘Gujarat Mitra’, a fortnightly in Gujarati, “some five -years back! However, we have the necessary expertise and experiénce to carry out an All India Readership Survey,” asserted Mr. Keki Davar, Chief Executive of National Market Research Bureau during his discussions with Mr. R. K. Deshpandé, Marketing Manager of Audit Bureau of Circulation. The latter was lately Teceiviig many requests to initiate an all India readership survey by a large number of magazines, advertising agencies and also some of the business organisations. Due to the high cost involved in such a project, it was felt that all those who would be benefitted by such an exercise, must pool in their Tesources to meet ts costs,The readership sur 'y would have heen of extreme use to different organisations for various purposes as discussed below. a) b) c) 4) The magazines, periodicals etc. Would know about the preference of resders to different types of literature, viz. fiction, poetry. stories etc. and would be in a position to offer through their magazines what their readers wanted. To advertising agencies, it would have helped in proper selection of different media based on their effectiveness for preparing advertising plan for their clients. To marketers, it would have provided data about readership, circulation etc. that would help in selecting the media and fitting the advertising plan within the budget. To media owners, it would give the feedback on their effectiveness that could be used to plan’a pricing policy. : Thus, it was felt that an exercise of this nature would be of use to all M/s National Market Research Bureau was asked to submit a detailed proposal covering objectives, methodology, coverage, time period, costing etc. within a week’s time.