Marketing Research

BAY MADISON INC.

CASE ANALYSIS
SUBMITTED BY:
GROUP 2 (SECTION C)
Introduction
Ellis had launched a product earlier, named as Rill, which can be used as powdered cleanser, in
1923.
Unique property of the product was its bleaching.
The company’s research department developed and added an additional ingredient in 1936.

The promotion was carried out in the fashion, where Rill was portrayed as:
Powdered cleanser in 50% of its promotion

Laundry additive in 30% of its promotion

Dual purpose product in its 20% of promotions
Sales of Rill started to decline, because of competition.
Bay Madison Inc., was chosen for the task to conduct the thorough study on Rill product and the
company.
Bay Madison Inc., invited six marketing research firms.
The firms shortlisted are as below:
1. National Research Associates Company
2. Progressive Research Group
3. H J Clifford Research
 National research Associates
I. National research associates has conducted almost 400 separate and varied research
projects since its establishment 1954.
II. National Research associates is one of the reputed and recognised leaders in the field of
marketing Research in US.
III. The company is an “official training ground” for the graduation level students in the Dept.
Of Social Psychology at a prominent university.
IV. Sample Research analysis
V. NRA has proposed questions to 2275 homemakers and 600 for the same for in depth
interviews to understand various prospects of the research which we briefly discussed
above for Rills. They have used exploratory, causal, Descriptive of approaches for the
research
Research Methodology
Market Survey
The research conducted by NRA personnel is like they positioned 2,275 homemakers with a
questionnaire (Face to Face) for factual information.
Intensive interview Study
Reasons behind the Rill’s present situation will be found out by the 600 interviews lasting for one to
one and half to two to two and half hours.
The Personification test
This strategy includes an endeavour with respect to the respondent to portray certain items in
human terms and this would give a chance to the declaration of mentalities and suppositions.
The thematic appreciation test
It comprises of introducing to the respondent an unstructured drawing of a specific circumstance
and requesting that he make up an account of what is going on.
Research Methodology Cont.
…
Word association test
Here the respondents are asked to relate what comes to their head when given a simple word or
phrase is given to them.
The semantic differential test
This method assists in providing insights and information pertaining to the perception of company
and product properties.
Laboratory study
The effectiveness of the research on the parameters like effectiveness of the Rill, Advertising stimuli
, Merchandising etc. & other seven types of tests.
Assessment of National
research Associate proposal
The first and foremost information seek in details by Mr Robert’s team “appraisal of the proposal
and suggestion for any changes” was not answered by NRA which is the first lack in their
proposal.
The objective is not aligned with the problems mentioned by Mr Roberts’s team.
Surrogate info error
The research was not designed to get the answer like “how do people buy products like Rill? “Is
it better to have strong product or weaker?”, “What should be the smell?”, “At what price it
should be retailing”, “Do people want a one-use or multiuse” product?” etc.
Continued..
Population Specification Error
NRA firm has considered housewives.
Selection error
There is a possibility of selection error as firm has not specified the age group, community, areas
etc.
Data analysis
NRA has not mentioned about data analysis technique, they are going to deploy for the analysis. So
it is also a drawback of the proposal.
Reporting
It is an important part of a proposal. But the firm has not included about the reporting details of
the research.
The Progressive Research
Group Facts
•The Progressive Research Group began its operations in 1948 and is one of the oldest marketing
research companies.
•Over the years the company has handled a large number of projects and has among its clients the
largest consumer goods manufacturers.
•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.
•Their field staff is of highest Quality. It has been built over a 10 year period .

•The total field staff workers are 723 and they come from various states and represent different
communities
• They also maintain a staff of 20 salaried regional supervisors across the country with the
exception of few smaller remote areas.
SAMPLE SIZE AND METHODOLOGY

 They have recommended a total 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.

 Field test of 100 home makers is proposed in the Field Testing methodologies.
PROBLEM ACCORDING TO THE COMPANY
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:

Brand personality and image for each of several cleansers and laundry additive products including
Rill.

Habit pattern on home cleaning and laundry additives including products used.
Analysis of Progressive
Research Group Submission
In marketing research proposal of Progressive Research Group does not include
o Executive Summary & background
o Approach for research design
o Data Analysis
o Reporting
o Pilot study details for research
o Previous researches conducted details.
Nature of the Problem
o Progressive research group has assumed only women will be using Rill.
o They could have revisited if it right channel of promotional activities were taken to reach
right target segments.
Analysis cont.…
Scope of the Study
They are suggesting 750 interviews but it can increased to accommodate rural and urban areas in
different regions.
The Sample
o Sample can include homemakers also along with that different users of Rill
o Rill can be commercially used by laundry, restaurants, industries

Field Work & Supervision

o 2372 cases are considered approximately with 723 field staff
o One field staff will have 4 cases, productivity is low
o Approximately 37 field staff report to one supervisor which is not a good sign
o They can reduce field case staff or increase the samples.
Qualification of Interviewers
o Average interviewer has 4 years experience which is good
o But they considering only women interviewer they should have diversified interviewers to
understand the respondents.
The Questionnaire
o They have criticised Rill’s questionnaire
o They should have mentioned sample questionnaire

Field Testing
o Field test is planned with 100 homemakers in Chicago metropolitan are they use wide
population
Conclusion and Suggestions
Mr Roberts should also look at what H J Clifford would like to propose.
Though H J Clifford require more time, still they seemed to be reasonable in asking constant
cooperation among the client, research firm and advertising agency.
If the manufacturing company agrees to give more time then: the proposal from National
Research should be kept on hold.
If manufacturing company does not agree, Bay Madison must negotiate with National Research
to reconsider their quoted price.
Thank You
Thank You