Primary Research consists of a collection of original primary data collected by researcher.

It is often
undertaken after researcher has gained some insight into the issue by reviewing secondary research or
by analyzing previously collected primary data. It can be accomplished through various methods,
including questionnaires or telephone interviews in market research. Following are the steps taken by
IMRB to find primary data; Step 1: Defining the Population The entire set of subjects that an experiment
is attempting to identify is known as Population. Usually samples of the population are used to
represent a population because it would be nearly impossible to collect information from each unit or
subject in a population. Population is the universe. For example, in one of the study based on brand
dipstick, our population will be users of that particular brand. Defining the population for a study
involves two separate decisions. The first decision is what unit to study. Commonly-used units include
consumers related to product, in our case being users of the brand, who are the real decision makers
when it comes to procurement of product of that particular brand. The second decision is to define the
boundaries of the population, which defines the units to include and exclude. 16 Step 2: Selecting a
Sample Once the population is defined, we need a way of finding the people in the population. To do
this we need either a list of people in the population, or, a list of places where we can find people. Like
in the above study, we have 4 categories i.e. refrigerators, washing machine, microwave ovens and split
AC’s. Sample size is decided centre wise keeping in mind the intender and recent purchaser ratio. Step 3:
Deciding how to conduct Interviews Majority of quantitative market research surveys are conducted
with the aid of computers. Nevertheless, there are many other ways of data collection, including in-store
interviews, phone interviews, SMS interviews, door-to-door interviews and mail interviews. For this
study IMRB went ahead with CAPI (Computer Aided Personal Interview) which is one the best forms of
taking interviews in the quickest manner. It also has the ability to show stimulus which includes videos
and images. However extra cost needs to be incured for the programming of CAPI Questionnaire. Some
of the computer aided interviews are; Computer Aided Computer Assisted Personal interviewing (CAPI)
Computer Assisted Telephone Interviewing (CATI) Form of personal interviewing, but instead of
completing a questionnaire, the interviewer brings along a laptop or handheld computer to enter the
information directly into the database Type of telephone interview, but with the interviewer keying
respondent answers directly into a computer Advantages Sample can be specifically targeted Computer
eliminates human eror Data gets stored directly on computer Simultaneous data can be entered
Disadvantages Respondent must be computer literate Setup cost very high Issue of data loss incase of
system failure Network issues while data processing Step 4: Determining The Sample Size It is intuitively
obvious to most people that if sampling from a small population then you can use a smaller sample size.
This intuition is wrong. Unless the sample size is going to be 20% or more of the size of the population,
its actual size of the population is pretty-much irrelevant in terms of determining confidence interval
and thus is not a factor in working out the required sample size. However after deciding the sample, the
client and IMRB mutually decide on how much should be the sample size. For this study a sample size of
2000 was taken splitted in 4 catgories, spread across 5 centres in India. 17 Step 5: Setting Quotas Most
surveys employ quotas, sometimes referred to as strata or stratification, to ensure that the data is
representative on key variables. Since this is a brand dipstick study, the focus is on the consumers who
intend to purchase the products of that particular brand, atleast in the next 6 months or who have
purchased in the last 6 months. This will give us an idea on how the product is performing for the
consumer, what they expect and whether the product is reaching the general consumer or not. Step 6:
Selecting Data Collection Software There is a large variety of online services for survey design and
deployment. Prices range from free to thousands of dollars for a yearly subscription. Generally, more
expensive packages allow for greater levels of customization with regard to survey design, improved
features for obtaining respondents, and more flexible output options. IMRB specifically uses SPSS data
files as they are available in the cheaper data collection programs and they contain metadata
(summarizes basic information about data, which can make finding and working with particular
instances of data easier) that allows software to interpret the meaning of the data. CSV and other
spreadsheet formats require more work to set up data in analysis software packages. Step 7:
Programming and Testing Programming refers to entering the questionnaire into the data collection
software and Testing refers to checking that it has been programmed correctly. IMRB has a dedicated
separate team which moniters this activity. Softwares like CAPI and SawTooth designed by IMRB itself
are used to test CAPI Questionnaires. Key things to check is that there are no combinations of options
that people select which cause them to receive an error message or to be shown the wrong questions
and the data exports correctly. Step 8: Conducting Pilot Study It is good practice to conduct a pilot
survey to a dozen respondents and check that the resulting data is as anticipated. An even better
practice is to sit with these respondents as they are doing the survey and ask them to think aloud,
explaining how and why they are answering the questions, as this can given insight into any problems
with question wording. If all goes well then it’s a green signal for field visit. Step 9: Fielding the Survey In
online surveys it is good practice to conduct a soft survey once the survey has been programmed and
tested. This involves sending enough invitations such that, say, 50 to 100 interviews are completed. The
resulting data is then used to test and check various assumptions about the research design. 18 IMRB’S
SEC CLASSIFICATION The SEC Classification is the classification of Indian consumers on the basis of
parameters. Traditionally the two parameters used to categorize consumers were:  Occupation 
Education of the chief wage earner The SEC classification, created in 1988, was ratified by Market
Research Society of India (MRSI), is used by most media researchers and brand managers to understand
the Indian consuming class. Originally developed by IMRB International as a way of understanding
market segments, and consumer behavior it was standardized and adopted by the Market Research
Society of India in the mid-1980s as a measure of socio-economic class and is now commonly used as a
market segmentation tool in India. The older version was based on the assumption that higher
education leads to higher income thus higher consuming potential. But we know that this may not be
always true. A trader or a retailer with no qualification can earn more income than a Post graduate
executive, but SEC will categorize the trader or retailers not as SEC A1or A2. So, in order to combat this
problem, the Government came up with the new SEC system on 3rd May 2011 The new SEC system is
based on two variables i.e.  Education of the Chief Earner.  Number of Consumer durables owned by
the family. These grids are used to determine the consumption preferences, and purchasing power of
households, and are common tools used by social and business researchers working in India. The SEC
grid does not use family income levels as a measure as this data is hard to collect and it has been
demonstrated that education levels and occupation criteria in India are better determinants of
consumer preference. The methodology used in these tools differs from the Household Potential Index,
which measures consumption intensity. Inorder, not to hurt the sentiments of respondents by directly
asking qustion to standard of living, these questions are disguised in the form of list of durables. 19 SEC
Grid for Urban Consumers It divides the population into 3 classes:  Upper most segment of the
consuming class - A1, A2 and B1  Middle segment - B2 and C  The lower most segment - D, E1, and
E2. SEC Grid for Rural Consumers It divides the population into 5 goups namely R1, R2, R3, R4, R5 SSC 4
years 5–9 years But not graduate Graduate/Postgraduate Graduate/Post Graduate HSC General
Professional Unskilled E 2 E 2 E 1 D D D D Skilled Workers E 2 E 1 D C C B2 B2 Petty traders E 2 D D C C B2
B2 Shop Owners D D C B2 B1 A2 A1 Businessmen with No employees D C B2 B1 A2 A2 A1 Businessmen
with 1-9 employees C B2 B2 B1 A2 A1 A1 Businessmen with 10+ employees B1 B1 A2 A2 A1 A1 A1 Self
Employed professional D D D B2 B1 A2 A1 Clerical/Salesman D D D C B2 B1 B1 Supervisory Level D D C C
B2 B1 A2 Officers/Executives-Junior C C C B2 B1 A2 A2 Officers/Executives-Mid/Senior B1 B1 B1 B1 A2 A1
A1 School College EDUCATION Illiterate Some College R1 R1 R2 Businessman / Industrialist /officer
Diploma/Graduate R1 R1 R2 Executive / Supervisor /Clerk Post Graduate R1 R1 R2 Farmer with 5+ acres
land SSC R1 R2 R3 Self Employed /Shop Owner Literate (5th to 9th Class) R1 R2 R3 Semi-Literate (1st to
4th Class) R2 R3 R4 Illiterate (no formal education) R2 R3 R4 Some College R1 R2 R3 Diploma/Graduate
R1 R2 R3 Skilled worker / petty trader Post Graduate R1 R2 R3 Farmer with 2 to 5 acres land SSC / HSC
R2 R2 R3 Literate (5th to 9th Class) R2 R3 R4 Semi-Literate (1st to 4th Class) R3 R4 R4 Illiterate (no
formal education) R3 R4 R5 Unskilled worker /artisan /craftsman Dip/College / Graduates / PG / Prof. R2
R3 R4 Cultivator but non-land owner SSC / HSC R2 R4 R4 Agricultural labourer / fisherman Literate (5th
to 9th Class) R3 R4 R5 Farmer with 0 to 2 acres land Semi-Literate (1st to 4th Class) R4 R5 R5 Illiterate
(no formal education) R4 R5 R5 KUTCHA HOUSE Occupation: Level 1 Occupation: Level 2 Occupation:
Level 3 PUCCA HOUSE SEMI PUCCA HOUSE 20 CHAPTER 4 IMRB RESEARCH PROCESS AND PROCEDURES
Project Initiation Commercial Activities On field Data Punching and Analysis End Deliverables Project
Closure 21 OVERVIEW ON MARKET RESEARCH PROCESS The entire market research process has been
explaind with the help of a research study based on Brand Dipstick Model Project Initiation IMRB follows
a 6 step market research process which makes it easier to conduct market research for any product or
service. IMRB came up wih this structue and many market researches were based on this pattern. The 6
steps as mentioned above helps researchers to make reports as accurate as possible and provide client
with the most realistic findings and suggestions. The initial project initiation step consists of market brief
which is to be shared by the client and preparation of proposal. Market Research Brief The main
objective of any research is the ‘Problem Statement’ which is given by the client. Client can be of two
types Business entites or Consumers. If we are dealing with products and services related to Business
Enities then its called a B2B research and if we are dealing with products and services related to
consumers then its called B2C research. The market research brief needs to be authnticated by 3 main
designators namely;  Product Development Manager or Maketing Manager  Market Research
Manager  Deputy General Manager Project Initiation Market Research Brief Drafting of Proposal
Commercial Activities Client Approval Project Planning Questionnaire Preparation On field Conducting
CAPI Data Collection Data Punching and Analysis Recording data in excel Preparation of PPT
Interpretating the data End Deliverables Preparation of Findings Report Providing Suggestions Project
Closure Final Billing Winding up Project Flow of Direction 22 Drafting of Proposal After the project brief
is given by the client, IMRB prepares an approach note also known as proposal which is a document
written by researcher that provides a detailed description of the proposed study. It is like an outline of
the entire research process that gives reader a summary of the information discussed in a project.
Proposal consists of the background and research objectives plus the category coverage and the markets
that will be covered for the market study. Contents of Proposal Title Page Words in the title should be
chosen with great care, and their association with one another must be carefully considered. While the
title should be brief, it should be accurate, descriptive and comprehensive, clearly indicating the subject
of the investigation. In order to develop a clear title, you must also be clear about the focus of your
research. Strive for the title to be of 10 words or 60 characters and incorporate keywords that reference
the classification of the research subject. Background to the study The background study consists a
rough general idea on the company, product portfolio and research objectives. It Contains a rough
summary on what exactly client expects from research company. Review on Research Literature It is a
short and precise overview about the current state of area that is connected with research project.
Reference is given from the most important contributions of other research project that have been
already conducted either by IMRB or by other market agency. Research Objectives Once the need for
research information has been clearly defined, the researcher must specify the objectives of the
proposed research and develop a specific list of information needs. Research objectives answer the
question "Why is this project being conducted? What are we trying to find out form this study? What
are the areas that we will consider? etc.” 23 Target Group The next important point that should be
present in the proposal is the target group to whom the study is targeted to. Target group depends on
research objectives and penetration or usage of product or brand. In other words, the target group will
totally depend on the product category for which the study is conducted and based on client’s
requirements as well. For this study the client required to conduct a pan India covering the 5 metros i.e.
Mumbai, Delhi, Lucknow, Chennai and Kolkata. The classification for age, SEC (Social Economic class),
gender, etc. were given by the client. Research Coverage With coverage, it means the zones or areas
where we are going to conduct the study. It can be divided into North South East and West or as per the
cities or states within these zones. Basically this would define the scope of the study. Normally these are
referred to as ‘centers’ where the study is conducted. Our study had 5 centres as mentioned above.
Sample Design It is rarely feasible to study all the items that constitute the ‘universe’ or ‘population’ in
order to provide an accurate and reliable estimate of its characteristics. More often, a sample of the
population under study is enough to afford a reliable basis for making estimates about its
characteristics. One has to draw a sample from the ‘universe in such a manner that the findings based
on it closely match those that would have been obtained from ‘universe’.

To create a sampling plan for a study we can use following steps; Step 1: Defining the Universe or
Population Universe is the total number of items or objects or people of a specified class which is
directly related to or covered by the research problems. Sampling unit or element refers to a single thing
selected for inclusion in a research project. Step 2: Establishing Sampling Frame A sample frame is the
list of all elements in the population such as telephone directories, electoral registers, club membership
etc. from which the samples are drawn. A sample frame which does not fully represent an intended
population will result in frame error and affect the degree of reliability of sample result. Step 3:
Determination of Sample Size As it’s not feasible to conduct the study for entire population, we will have
to select the sample out of entire population that represents the entire sample. And determining the
sample size is very crucial step in any research project. Sample size may be determined by using:
Subjective methods The rule of thumb approach: eg. 5% of population 24 Statistical formulae
Confidence interval approach. Z = Z value (e.g. 1.96 for 95% confidence level) p = percentage picking a
choice, expressed as decimal m = confidence interval, expressed as decimal (margin oferror) (e.g., .04 =
±4) Step 4: Specifying the sampling method: Depending on the type of research we can go with either
probability sampling or non probability sampling The major reasons for sampling are as follows: 
Decision makers will have stipulated time to make decisions. If they consider the whole population, they
cannot come to consensus within the stipulated time.  The cost of gathering information is highly
important.  The accuracy can be maintained if we take small sample of a population. 25 Key
Information Areas Information areas are nothing but the details that you are going to ask from the
respondents in form of questions. All details that we want from the respondents, what areas to be
covered in the questionnaire and what not to be covered are mentioned in this area. This part acts as an
information area for the client and as well as for those who will view the findings of the report for first
time. Timeline Preparation We develop a time table (if possible in tabular form), indicating the sequence
of research phases and the time that you will probably need for each phase. Taken into account that at
this stage, it can only be estimated, but made clear that we have an idea about the time span that will
be needed for each step. Project Costing In this section we need to mention the cost of the entire
project that is to be charged to Client. This can be stated as follows; The total cost of conducting this
study for total of 2000 interviews in 5 centres is Rs. x,xx,xxx In addition, service tax will be charged as per
Government of India rules i.e. 14%. There are some additional costs charged at actual like researcher
travel, stay for field briefing, client accompaniment and presentation. Incentives are givn to Respondent
in case interview time exceeds 45 minutes. Terms & Conditions Here the final Terms and Conditions are
specified. Terms and Conditions play a crucial role in anonimity of bot rspondents as well as the client
and also the findings from the report. These terms and condtions are governed by the MRSI i.e. Market
Research Survey of India and the ICC / ESOMAR International Code on Market and Social Research. Time
Plan Refrigerator usage and application - BSH Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11
Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Working Days
Qualitative Module Stages Qre Preparation Draft Qnrs along with RQ to be shared Client to revert with
feedback Incorporating the feedback Qual inputs to come in Shortlisting the attributes Discussion with
Client on needs/ features Final qnr to be shared Go ahead on the Qnres CAPI Scripting Field Set Up
(Translations/ Translated CAPI/Briefing etc) Field Work - All centers Data Processing Analysis & Report
Preparation Final Quant Report to be sent 26 Commercial Activities Client Approval After sending the
proposal to client, they will assess it and if the study is feasible for them in terms of the purpose of the
study and as well as the resources available to them, they will give go ahead (Approval) to the project.
After receiving the approval form the client we start working on the project. Questionnaire Preparation
Questionnaire designing is one of the crucial, essential and most important steps is research process.
While preparing the questionnaire we need to take care of every stake holder involved in the study. We
need to keep ourselves in their shoes and need to think how they will respond and how their behaviour
will be. Similarly, we need to keep ourself at the place of the interviewer and think what kind of
instruction he will need while asking the questions to the respondents. General process of preparing a
questionnaire Step 1: Specify information sought from the questionnaire Figuring out what information
we are trying to gather from this survey. What is our main objective in preparing the questionnaire?
What information do we need from the respondents in order to meet your objectives? Think of
questions that will address your objectives and get answers for our questions. Step 2: Target audience
for the study This piece of information is very important as this makes the conditions for preparing the
filtering questions also called as recruitment questions. Step 3: Questions Sequence Deciding the flow of
the questionnaire is very important task as this decides how you keeping the respondents interested
and extracting information from him. General Sequence of a questionnaire Introduction Product
Screening questions General survey questions Brand Imaginary section Classification questions
Recruitment questions Usage & Attitude questions Product Awareness question Sensitive questions
Closing and thanks 27 Step 4: Wording of each question The next step is to frame the questions in each
section. We need to frame the questions in a manner that it is easy for a respondent to understand the
question and provide appropriate answers. Question in MR can be defined as “Elucidation of a situation
so as to ensure respondent’s unbiased response”. Question must be go though the following featues;
Unambiguous Tickle the enthusiasm of Respondent Easy to be understood by Respondent Encourage
Respondent Short and Crisp Respond without Fear or Shyness Not Highly Personalized Reveal the
Seriousness of the Researcher Step 5: Questionnaire Drafting Precautions Questions must be clear,
precise, and relatively short, because every question is measuring something, it is important for each to
be clear and precise. Our goal is for each respondent to interpret the meaning of each survey question
in exactly the same way. If respondents are not clear on what is being asked in a question, their
responses may result in data that should not be applied to our analysis and can be confusing and
stressful for respondents. Leading questions should be avoided A leading question biases the response
given by the respondents. A leading question is phrased in such a way that suggests to the respondent
that the researcher expects a certain answer Q.A.1 Don’t you agree that forst free refrigerators are
better than direct cool refrigerators? Yes, I agree 1 No, I disagree 2 Don’t know/no comments 3 (01-03)
Avoid double-barreled questions A double-barreled question combines two or more issues or attitudinal
objects in a single question. The question below asks about two different issues. Combining the two
questions into one question makes it unclear which attitude is being measured. Q.A.2. Do you think
washing machine users should look for superior technology and which consume less electricity? Yes, I
agree 1 No, I disagree 2 Don’t know/no comments 3 (04-06) 28 Avoid double negatives When
respondents are asked for their agreement with a statement, double negatives can occur. If the
respondent disagrees, you are saying you do not consider the recommndations made by dealers. In
other words, you believe the recommendations made by dealers. If you do use a negative word like
“not”, consider highlighting the word by underlining or bolding it to catch the respondent’s attention.
Q.A.3. Do you agree or disagree with the following statement? While selecting AC, recommendations
made by dealers must not be considered Yes, I agree 1 No, I disagree 2 Don’t know/no comments 3 (07-
09) Use both mutually exclusive and exhaustive response categories