Shri Dharmasthala Manjunatheshwara

Institute for Management Development.

Marketing Research
Bay-Madison Inc. Case Analysis
Submitted to
Dr. M.R Suresh
Professor- Marketing
SDMIMD
Mysore.

Date of Submission
February 6, 2019

Submitted by
Group NO: A5

Rishitha 18022
Sandeep B T 18023
Adarsh 18031
Anjali Rajeev Menon 18033
Harshitha J 18039
Souparnika H P 18046
Contents
INTRODUCTION ............................................................................................................................................. 1
Proposal 1: NATIONAL RESEARCH ASSOCIATES ............................................................................................ 2
About the firm:.......................................................................................................................................... 2
Issue as per the organization: ................................................................................................................... 2
Sample Size: .............................................................................................................................................. 2
Research Approach: .................................................................................................................................. 2
Time and Cost for the examination: ......................................................................................................... 3
Analysis: .................................................................................................................................................... 3
PROPOSAL 2: THE PROGRESSIVE RESEARCH GROUP .................................................................................... 4
About the firm........................................................................................................................................... 4
Sample Size and Methodology.................................................................................................................. 4
Problem according to the company .......................................................................................................... 4
Analysis: .................................................................................................................................................... 4
Proposal Given by the firm ....................................................................................................................... 5
Research Approach ................................................................................................................................... 5
Conclusion ................................................................................................................................................. 5
Proposal 3- HJ Clifford Market research ....................................................................................................... 5
Analysis ..................................................................................................................................................... 5
Conclusion ..................................................................................................................................................... 6

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INTRODUCTION
Rill is the product of Ellis Company, customer of Bay Madison. At first, Rill was utilized as a
heavy-duty cleansing agent for removing dirt and stains from porcelain, metal and ceramic tile
surfaces. In 1936, the company’s research department developed and added an ingredient which
imparted a light and fluffy texture to textile products when washed in a mild solution of Rill.
Subsequently the organization advanced Rill both as a powdered chemical and clothing wash water
added substance. Half of its publicizing had featured Rill as a cleanser, 30 percent as a clothing
added substance and 20 percent as a dual-purpose item. It was appropriated in 3 can sizes, 4 ounces,
8 ounces and 1 pound.

As of late throughout the years, sales were dropping, and it was important to test if there should
be an adjustment in publicizing situating. The promoting staff felt that they have to enhance the
quantitative data with a subjective one.

In 1975 Robert and group drafted an examination proposition submitted to different promoting
research organizations which contained a depiction of the item's showcasing issue, goals and so
on. It contained inquiry, for example, inclination of clients, usage, situating and so on.

The research proposal comprised of the promoting (marketing) issues, goal of proposed
exploration, wide recommendations with respect to research system and a proposed questionnaire.
For this reason, Bay Madison brought in for examination proposition from different firms. Out of
every one of the, three research firms were short-recorded and were requested that send in their
proposals. The organizations short-recorded are as per the following-
1. National Research Associates Company
2. Progressive Research Group
3. H J Clifford Research
A conspicuous research firm HJ Clifford trusted that an examination would be effective just if
there is proceeded with co-activity and common comprehension between publicizing organization,
customer and research firm. Mr. Roberts was likewise hampered by his absence of learning with
regard to the systems proposed by the organizations.

Straight Madison had gotten a point by point draft of the imminent research that National research
partners and Progressive research gathering would attempt plainly having depicted their system,
targets, costs and so on.
At present Mr. Roberts has to choose the best analyst and to get the Rill circumstance progressing
well.

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Proposal 1: NATIONAL RESEARCH ASSOCIATES

About the firm:

The organization was built up in 1954. In USA it remains as the pioneer in its field. It has led just
about 400 discrete and differed research ventures. The organization additionally fills in as a
preparation stage for alumni understudies in the branch of social brain research.

Issue as per the organization:

The organization needs to comprehend on the off chance that it is fitting to advance Rill as a
multipurpose item, the powerful limited time approaches. Should the organization proceed with
Rill or should it dispatch another item and the approaches to enhance Rills' dispersion, bundling,
evaluating and marketing could be moved forward.

Sample Size:

A weighted national example of 2275 house spouses was considered with the end goal of the
overview. The unweighted test comprised of 3113 which included white, dark urban and country
respondents.
For serious investigation an example of 450 white and 150 dark home producers were considered.
For the lab examine the quantity of respondents fluctuated relying upon the test.

Research Approach:

1) Market study:
Staff of 455 interviewers located across to country to provide extensive coverage for the research.
They would be specially briefed and trained to undertake the survey.
2) Intensive meeting study:
This overview gives the motivations to the present position of the product "Rill". This will be done
by directing one and half to two hours interviews with 600 individuals. These meetings endeavor
to find the mentalities, observations and sentiments of the clients towards the item. The proposal
also mentions clearly the timeline required to prepare, implement, tabulate and present the findings
of the research.
The accompanying mental tests were led.
a) The embodiment test: This test anticipates that the respondents should depict a specific item in
human terms. This offers the questioners a chance to comprehend the mentality and conclusions
which isn't accessible.
b) The Thematic Appreciation Tests: An unstructured attracting is introduced to the respondents
who make a story.

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c) Word Association tests: This was directed to comprehend the reasoning of the respondents.
d) Sematic Differential Tests: It gave bits of knowledge about the impression of the organization
and item qualities.
3) Laboratory Study:
It was directed to assess the adequacy of Rill bundle and mark in correlation with its rivals. There
were different tests directed to comprehend the respondents top to bottom.

Time and Cost for the examination:

As indicated by the organization the examination can be finished in 12 weeks and the evaluated
expense is $52,000. The National Research Associates Company's examination technique is
elucidating and nitty gritty.

Analysis:

The firm provides adequate details about the following:

 The executive members of the firm
 The research survey staff
 The Sampling techniques and sample size
 The timeline and cost involved in the research
 Clear objectives of the research survey which covers all the expectations of findings from
Bay Madison Inc.,
 Detailed description of the methodologies involved in the survey and justification for each
of the methods
 Its successful completion of more than 400 research projects and continuing good
relationship with the clients, can be treated as one of the major reasons for reliability of the
research finding from NRAC.
Following are some of the areas that NRAC can give information on:
• Pilot study description with details of the sample size, implementation cost and methodology
• Details of the recent projects handled in the past 2 years and contacts for client references in case
requested by Bay Madison Ins.

The NRAC provides adequate experience and information about the way it plans to handle the
research for Rill. It has extensive coverage and also clarity in the research objectives which are in
close match with that of Bay Madison Inc. Though the cost implied is high the research is going
to be worthwhile because:
• It will provide information about current position of Rill, and its perception
• It will also give insights into the ideal product consumers are expecting in each of the current
usages of Rill.
• It will aid in realizing the potential market for each product category

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• It will also give details on the perception about the advertising campaign, packing and other key
aspects.

PROPOSAL 2: THE PROGRESSIVE RESEARCH GROUP

About the firm

The company started its operations in 1948 and is one of the oldest marketing research companies.
The company possesses the most advanced computer equipment in the country and takes up the
continuous improvement are being adopted. This helps them to prepare economical, complete and
detailed client reports.

Sample Size and Methodology

The company has taken a national sample of 750 home- makers who had been dividend in terms
of region, socio-economic group, urban rural.

The methodology used includes: interviewing people with the help of questionnaires. The
questionnaires have been designed in such a manner that all the question is in a sequence and
phrased properly that they can be understood easily.

Also, they had proposed a field test of 100 home makers distributed among people of varying
socio-culture groups (largely concentrated) in Chicago Metropolitan Area.

Problem according to the company

The company firstly wants to understand if the product Rill is correct, with regards r the physical
characteristics etc.

The company also think that the problems may be that some people regard it as a cleanser and not
a laundry addictive.

Analysis:

 According to the case PRG doesn’t have a questionnaire yet. They say they need to analyze
the market first before preparing a questionnaire.
 They have conducted a group interview with the subject matter which mainly consisted of
open-minded questions. They believe though their questionnaire is lengthy, it will be
feasible.
 PRG provided adequate information about the survey, regarding the sample size but the
method used is not very clearly mentioned by the firm.
 The research will take about 12 weeks to be completed and will cost around $23900 plus
or minus 10%.
 PRG also does not cover multiple use of product.

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  There are no detailed findings of the research mentioned.

Proposal Given by the firm

After the customer and market study the company has bought in y=two proposals in the area of
behavior and attitude:

 Brand personality and image for each of several cleansers.

 Brand personality and image for each of the several laundry addictive products.

Research Approach

Strategic Approach and exploratory research have been conducted.

Conclusion

 The fact that the product can be used as both cleanser as well as a laundry additive has not
been covered.
 The research done is very vague and very less detailed.

Proposal 3- HJ Clifford Market research

This agency is an outstanding market research company in the country. However, they felt that
Bay Madison did not provide them with adequate data for a comprehensive plan to be outlined.
We feel that this is the next best option apart from the progressive research group because they are
the best in the industry and in order to meet the requirements of Bay Madison, they need continuous
co-operation based on mutual confidence between the research firm advertising agency and the
client.
Unlike the other two market research firms, the company decline to give a detailed proposal stating
that they require further data to be able to give a satisfying proposal. In this case the company is
clearly explaining how they are maintaining the mutual partnership of the research firm, the main
client and the ad agency to get a thorough and relevant market research project done.

Analysis

 The primary advantage of HJ Clifford is its very high reputation and professionalism. The
company will not share the detailed structure of plan without getting more information
from the client and ad agency, which in our opinion is a very professional approach
 The company can understand the necessary changes in product profile they need to
incorporate more accurately on the basis of the methodology of mutual cooperation that
they propose can be more suitable to determine the right qualitative information that Bay
Madison and Ellis is looking for about consumer preferences and trends with respect to
Rill.

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  This being one of the leading MR firms in the country, owing to the shortage of time the
advertising agency cannot afford to go with this firm since they have not yet come up with
a proposal. We also do not have the information of time they will take to complete the
market research and the cost involved.
 Cost factor could be one of the constraints against HJ Clifford. Though not explicitly
mentioned, it can be assumed that the high reputation of HJ Clifford comes with a hefty
price tag.

The main purpose of the research involves strategic change of the company’s product profile. At
the time of completion of the research, HJ Clifford wants to meet the client directly to know their
requirement in depth and also the feasibility of the advice which requires more time. We know
that client wants to take decision quickly. So, Bay Maddison should try to get some time, cost and
research Plan from HJ Clifford. The proposal from National research will be kept on hold till the
receipt of plan from HJ Clifford for future comparison and final decision, if the client is willing.
Suppose the client is not willing then, Bay Madison should negotiate with National Research to
decrease the cost and to eliminate the unwanted parts included in the research plan sent by them.

Conclusion
By understanding the two proposal influenced, we can see that the proposition of Progressive
research group will cost less to Bay Madison in the event that they embrace it. In any case, when
you see the examining size proposed by the two research groups, we find that that the National
Research Associates Company had proposed to meet around 2275 housewives when contrasted
with Progressive Research Company had proposed just around 750 sample estimates. On the off
chance that the examining size is higher the examination would be progressively effective.

The methodology of National Research Company was extremely detailed and strategic which
could illuminate the exploration goals when contrasted with the methodology of Progressive
Research aggregate which was a greater amount of vital in nature which failed in detail
examination. National research Associates had embraced exploratory research which would look
for bits of knowledge into the issue. The exploration was additionally graphic which implied the
examination would give an exact preview of angle to the market. These things were absent in the
proposed research of the Progressive Company.

Both the examination bunches have guaranteed to finish the exploration in 12 weeks however cost
proposed by National Research aggregate is double the Progressive gathering yet while taking into
different viewpoints like number of research questions replied, detailed depiction of the
discoveries, the different methods utilized for the examination, multi-utilize product application
replied and the example estimate we are recommending Bay Madison to choose the examination
proposition proposed by the National Research organization for better investigation of market.