Data Collection And Analysis Of The Problems Faced By Field Interviewer In Market Research

Executive Summary

This summer internship report enlists all the experiences gained and tasks performed by me in the month of May, June &July 2017 at Abacus Research a specialized unit of Kantar IMRB (formerly ‘IMRB International’). The Pune division of Abacus Research mainly focuses on carrying out: recruitment, administration & quality control of survey responses which are carried out as per the research designed by various divisions of Kantar IMRB. I have done different 5 assignments given by IMRB International which include sales satisfaction index of vehicle owners, financial services used by two wheeler owners etc. Here my major task was to conduct the interviews of the owners who fit into target group. Apart from this I have done work on the analysis of the problems faced by interviewer in market Research Company for collection of data. While conducting fieldwork for various projects of the organization, we came across many potential respondents from the target group who refused for interviews. There are many common problems faced by the interviewer behind like convincing the respondent for their personal information, lack of time, respondents less knowledge about the market research, language barrier or exact meaning of questions. So I conducted a research study to analyze the reasons and finding out the probable solutions to these problems.

Company Profile

IMRB International:

Abbreviated as Indian Marketing Research Bureau. Established in 1971, IMRB International is a pioneer in market research. A member of the Kantar Group, WPP’s information, insight and consulting division. IMRB’s footprint extends across 11 countries – India, Pakistan, Bangladesh, Sri Lanka, Dubai, Saudi Arabia, Egypt, Singapore, Malaysia, Korea and London. With over 1200 full time staff, IMRB provides high quality conceptualization, strategic thinking, execution and interpretation skills. IMRB International is the only research company in India that offers such a wide range of research based services to its clients. IMRB International’s specialized areas includes consumer market research both quantitative and qualitative, industrial market research, business to business market research, social and rural market research, media research, retail research, and consumer panels across 11 countries – India, Pakistan, Bangladesh, Sri Lanka, Dubai, Saudi Arabia, Egypt, Singapore, Malaysia, Korea and London.

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