MARKETING RESEARCH -BAY

MADISON

SUBMITTED TO -

Dr M R Suresh (PGDRM, Ph.D.)

SUBMITTED BY – Group 10

Jayant Vashisth (21134)

Vishnu Prasad (21132)

Pooja Reghunadh (21138)

Shahaan Khatri (21159)

Sumukh R Prasad (21168)

Vishal Sharma (21178)

Table of Contents
CASE FACTS.......................................................................................................................................2
OBJECTIVES.......................................................................................................................................2
ALTERNATIVES.................................................................................................................................3
Alternate 1: National research associate company...........................................................................3
Alternate 2: The progressive research group......................................................................................3
Alternate 3: H J Clifford research......................................................................................................4
Alternate 4: Consumer Panel.............................................................................................................4
DECISION MAKING...........................................................................................................................4
Option 1.............................................................................................................................................4
Option 2.............................................................................................................................................5
Option 3.............................................................................................................................................5
LEARNINGS........................................................................................................................................6

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CASE FACTS
Rill is a powdered cleaner that was first introduced in 1923 by the Ellis Company. Its original
purpose was to remove dirt and stains from a variety of surfaces. Ellis Company was a
customer of Bay-Madison, a big advertising agency. In the last five years, sales of their
product Rill had decreased, and the firm and agency workers couldn't agree on whether to
promote the product as a cleanser, a laundry additive, or a dual-purpose product. As a result,
the agency staff believed it was necessary to supplement the quantitative data they had on
unit sales, outlets, margins, and distribution with more qualitative data on consumer attitudes
toward the product, usage patterns, in order to formulate marketing and advertising strategy
for the coming year.

Mr. George Roberts, Bay-Research Madison's Director, and his team prepared a complete
research proposal and sent it to six marketing research organisations, who devised a detailed
research design for Rin's current position based on the outline provided. The research
proposal included the product's marketing challenge, the suggested research's objectives,
methodology ideas, and a proposed questionnaire.

As a result, all six marketing research organisations submitted their work, with three of them
being eliminated based on preliminary review. National Research Associates, The
Progressive Research Group, and H.J. Clifford Research were the remaining three companies
still being considered. H.J. Clifford had stated that they would only conduct the study once
they received sufficient information and cooperation from all three parties involved, namely
the company, the advertising agency, and the research firm.

Mr. George Roberts wanted detailed information in the following points:

1. A review of the proposal with suggestions for improvements

2. A cost estimate for the project as described, including any proposed revisions
3. A brief description of the project's staff Time required for preparation,
implementation, tabulation, and final presentation Pilot testing recommended Detailed
explanation of suggested sample size Information on the firm's executive personnel,
interviewing staff Projects completed in the previous two years

OBJECTIVES
 To know if people bought sales because,
-It’s a cleanser.
-It’s an additive.
-It’s a dual-purpose product.
 On what basis was Rill a choice- smell (soap or perfume), size of the package, etc.
 To know the market position of Rill in comparison to its’ competitors.
 The reasons why Rill is in the position it is today in each of the markets.
 If it is advisable to promote Rill as a multipurpose product.
 To find the most effective promotional approach.

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ALTERNATIVES

Alternate 1: National research associate company

National Research Associates is a well-known and respected leader in the field of
marketing research in the United States. Since its founding in 1954, it has completed
almost 400 different research initiatives. It has more than two decades of expertise and
employs highly trained teams to work on research projects. The firm recommended face-
to-face interviews with 2275 housewives and 600 in-depth interviews. A face-to-face
interview would assist in determining RILL's competitive position. In-depth interviews
would aid in determining the "reason why" RILL is in its current position by eliciting
attitudes, perceptions, and sentiments about the product and its applications. The company
has undertaken three type of research:
1. Exploratory
2. Descriptive
3. Causal
Various techniques used to collect data are ;
1. The Personification Test: This approach entails the responder attempting to
define items in human terms, providing a chance for the expression of views and
ideas.
2. The Thematic Apperception Test: In this test, the respondent is shown an
unstructured picture of a scene and asked to "make up a tale" about what is going
on.
3. Word Association Test: In this test, participants are asked to report what comes
to mind when a word or phrase is read aloud to them.
4. The Semantic Differential Test: This approach aids in the gathering of data and
insights into how people perceive company and product qualities. Many
laboratory tests were conducted in order to analyse the relative efficacy of
various merchandising, advertising stimuli, and the effectiveness of the RILL
packaging and label in contrast to those of significant rivals.
 Attention-getting test
 Product recognition test
 Brand identification test
 Visibility and legibility test.
 Memorability test
 Apparent size test
 Colour preference and association tests

Alternate 2: The progressive research group

It is one of the earliest marketing research firms, having started operations in
1948. The organisation has the most advanced computer technology in the country

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 and is constantly improving to generate more cost-effective, thorough, and
detailed customer reports. A national sample of 750 homemakers would be
questioned in terms of geography, socioeconomic category, urban-rural divide,
and other factors. A field test of 100 homemakers is planned to ensure that the
sequencing and wording are of such a character that they are intelligible, that
cooperation is obtained, and that impartial responses are obtained.
Alternate 3: H J Clifford research
The most well-known companies. Most marketing professionals consider this
agency to be the best in the country when it comes to research. Roberts believes
that if he has provided enough information, the research firms will respond with a
comprehensive strategy. To support his feelings, HJ Clifford, who is extremely
professional, does not provide a comprehensive strategy, instead stating that
additional data is required, as well as the fact that their method of working entails
ongoing collaboration between the corporation, the agency, and the research firm.
They must meet with the organisation to learn the particular requirements for the
study, as well as what is and is not doable with the company in mind, as their
research may be strategy oriented.
Alternate 4: Consumer Panel
A consumer panel is a method of collecting time series data in which the same set
of respondents is called at regular intervals and data on real purchasing behaviour
is obtained. The group is made up of people who are representative of the public.
Mr. Jack's initiative is admirable.
 Most economical alternative - $17000
 Analysis cost - $9000
 Data compilation cost - $2500
 Mr. Jacks’ salary - $5000

DECISION MAKING

Option 1
The NRA's research design is recommended because the objectives are in line with the
agency's needs, a comprehensive proven methodology will be used with the use of standard
psychological tests such as the personification test, thematic apperception test, word

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association test, and more, a large and precisely defined sample will be used, and the
interviewers will be specifically trained and briefed for the survey. Progressive Research
Group's study is less than half the price of NRA's if the company wants to rethink its product
dimension, strategy, and is cost conscious.
Supporting reasons - The research is expected to take 12 weeks and cost $ 52000, according
to the business. Tactical is a term that refers to anything that is very specific. Answers to all
research questions a detailed account of the research's findings

Option 2
H.J Clifford Study may be used for exploratory study if the company is ready to spend time
and resources; otherwise, the offer may be rejected. It's important noticing what HJ Clifford
Study is indicating when they say Bay Madison gives insufficient information and that
ongoing dialogue and comprehension is required before formulating a research approach.
Supporting reason - Because the goal of this study is to improve the company's product
profile in a strategic way, HJ Clifford intends to meet with the client in person to learn more
about their needs and the practicality of the advice when the study is completed. This method
needs extra time. We know from the case that the client wants to make a choice swiftly. As a
result, Bay Madison should try to purchase some time from the customer in order to get HJ
Clifford's study plan, projected time, and cost.

Option 3
The Consumer Panel Report study is not supported for the following reasons:
 Collecting information from same group of people may lead to repetition and
surrogacy of information.
 The report is not tailored to the agency's research objectives.
 Mr. Jack didn’t have any prior experience of conducting research of this scale
and neither do he have a trained team to execute the same.
 We can only learn about people's buying habits; we can't foretell how they'll
use a thing.
 Insufficient research experience
 Consumer panel data may not provide variation
 Ambiguity in the case concerning the actual conclusions

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LEARNINGS
 The goal of this study is to improve the company's product profile in a strategic way,
HJ Clifford intends to meet with the client in person to learn more about their needs
and the practicality of the advise when the study is completed.

 This method needs extra time. We know from the case that the client wants to make a
choice swiftly. As a result, Bay Madison should try to purchase some time from the
customer in order to get HJ Clifford's study plan, projected time, and cost.

 If the customer agrees, National Research's proposal will be put on hold until HJ
Clifford's plan is received and compared before making a final choice. Bay Madison
could negotiate with National Study to minimize the cost and delete undesired
sections from the research plan they supplied if they are unwilling to wait any longer
for a conclusion.

 If the company is ready to invest time and resources, they can hire H.J Clifford Study
for exploratory research. If not, they can reject the offer. Since respected HJ Clifford
Study argues Bay Madison has supplied inadequate information and is demanding
constant engagement and comprehension before constructing a research plan, it's
worth noting what they're implying.

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