North South University
MBA/EMBA Program, Spring 2021
BUS-535 (Business Research Methods)
Midterm Assignment
Submission Deadline: 16 April 2021
Marks: 30
Name: Md. Inzamul Haque Chowdhury ID: 2016-034-060
______________________________________________________________________________
1. Briefly describe the major functions of the top 3 following market research companies in
Bangladesh: 10
a. KANTAR Research (Bangladesh) Pvt Ltd.
https://www.kantar.com/locations/bangladesh/#_=
b. Somra-MBL Limited
https://somra.company/
c. Nielsen
https://nielseniq.com/global/en/
Answer to the question No-1
Kantar Research (Bangladesh) Pvt Ltd:
Kantar is a data and evidence-based agency who provides insights and actionable
recommendations for businesses both in Bangladesh and worldwide. Kantar have a complete,
unique, and rounded understanding of people around the world: how they think, feel and act,
globally and locally in over 90 market. The Main themes of this company is to help clients
understand what’s happening and based on that help them make present & future decisions.
Major functions KANTAR Research (Bangladesh) Pvt Ltd:
Providing research-based marketing consultancy to different enterprises and
entities in Bangladesh.
Provide a holistic understanding of consumer behavior through its market research.
Prediction of long-term trends.
Doing qualitative research and large-scale quantitative studies.
BUSINESS RESEARCH METHODS 1
Somra-MBL Limited:
Somra MBL Limited is the Bangladesh's Largest Independent Research Company. They started
their business in 1988. They have completed 3200+ project and total 29+ million survey are
conducted. They also have business in Maldives, Srilanka, & Nepal. Nasir Khan, PhD, CMRS is
the Managing Director & Principal Researcher of Somra MBL Limited.
Major functions Somra-MBL Limited:
Providing comprehensive and fully digitized field surveys.
Retail audit, retail census and trade marketing.
Stakeholder experience measures, satisfaction measures, leads etc.
Brand equity research, marketing communications and advertising research.
Nielsen:
Nielsen is a global, independent measurement and data company for fast-moving consumer
goods, consumer behavior, and media. With a presence in more than 100 countries and services
covering more than 90% of the globe's GDP and population, Nielsen provides clients with data
about what consumers watch (programming, advertising) and what they buy (categories, brands,
products) on a global and local basis and how those choices intersect.
Major functions of Neilson:
Business to business comprehensive market research.
Marketing mix modeling and media analytics.
Marketing effectiveness to determine optimal marketing mix modeling.
All the three market research entities provide a comprehensive and broad array of market research
functions in Bangladesh and their primary function is to help companies and entities through
insights developed and generated by their market research services which will allow companies to
optimize their brand and customer strategy, to innovate and bolster their brand experience level,
to optimally develop go to market strategy and increase their overall levels of organizational
capabilities in the context of selling, marketing and positioning their products and services.
BUSINESS RESEARCH METHODS 2
2. Suppose you are the head of brands in Square Toiletries Bangladesh Ltd. and your
company planning to introduce a new anti-hair fall shampoo in Bangladesh. In this circumstance,
you need to conduct a market potential research. What primary and secondary data should you
collect and how are you going to collect those? 10
Answer to the question No-2
Square Toiletries Ltd is planning to launch a New Shampoo brand in the category of anti Hairfall.
As a head of the brand it is my primary responsibility to conduct potential marketing research in
both primary and secondary sources as launching a new category involves huge cost which needs
calculative decision. Research plays a major role in deciding this kinds of brand launch decisions
in the initial days.
The shampoos used by the Bangladesh populations are based on their hair, namely, oily, and dry.
Global brands are gaining a prominent presence in the local shampoo market, driven by faster
growth in demand because of the low-priced sachets that are popular among low-income groups,
students, and travelers. Rural and semi-urban consumers, many of whom are new and irregular
users, are the main contributors to the rise in sales of shampoos in the form of sachets. By product
type, Bangladesh shampoo market can be categorized into natural and chemical and by category,
Natural shampoos contain beneficial natural plant and herb extracts, which offer several benefits
on hair and scalp. Chemical shampoos have both bad and good ingredients. Propylene glycol,
formaldehyde, and isopropyl alcohol are the ingredients that affect the health of hair.
BUSINESS RESEARCH METHODS 3
Causes of Hair Loss in Bangladesh:
Heredity
· Hormonal changes and medical conditions
Medications and supplements
Radiation therapy to the head
Stress
Certain hairstyle and treatment
Market potential for anti-hair fall shampoo in Bangladesh:
The global dry shampoo market is observing accelerating growth due to changing consumer
demand for organic and natural hair care products. The natural variants in the dry shampoo help
the consumers to reduce the risk of damages caused by excessive chemicals and further help in
improving the hair texture with the help of long-lasting scalp nourishing ingredients. Due to such
benefits, the demand for natural and organic variants of dry shampoo is rising rapidly globally.
Market Study of Hair fall Shampoo:
Major Key Players Are Kohinoor Chemical Company, Unilever, And & Gamble. Natural
shampoos are witnessing increased demand from the customers, thus leading to companies shifting
their focus toward the composition of shampoos. The introduction of shampoo sachets was a very
smart strategy adopted by the manufacturers. About 65% of Bangladesh is rural, which has been
the target for the companies when sachets were introduced, which led to high sales, owing to the
economic leverage it provided to the lower income customers of the country.
BUSINESS RESEARCH METHODS 4
Data Collection Personals:
Hair loss
Customers Retailers Students Patients
persons
Data Collection Methods & Procedure:
Target Market:
First in first I will fix the target market in which I will be conducting my process of collecting
primary and secondary research.
Geography: Urbar
Gender: Male and
and Sub Urban Age: 18-50 Years
Female
Area
Income: Upper Lifestyle:
Class, Upper- Outgoers, Fashion
Middle Class Concious
Primary Data Sources:
Primary Sources Primary data involves the information directly obtained from the first hand
sources like survey, Face to face conversation with respondents, personal interview,
experimentation, and observation etc. Those data is not been previously published in the website
or anywhere. That is, primary data can be a new or original data collected from the respondents
such as, survey.
Primary data refers to the firsthand data gathered by the researcher himself. Sources
of primary data are surveys, observations, questionnaires, and interviews as explained below:
BUSINESS RESEARCH METHODS 5
Survey:
Survey method is one of the primary sources of data which is used to collect quantitative
information about items in a population. Surveys are used in different areas for collecting the data
even in public and private sectors. A survey may be conducted in the field by the researcher. The
respondents are contacted by the research person personally, telephonically or through mail.
This method takes a lot of time, efforts and money but the data collected are of high accuracy,
current and relevant to the topic. When the questions are administered by a researcher, the survey
is called a structured interview or a researcher-administered survey.
Observations:
Observation as one of the primary sources of data. Observation is a technique for obtaining
information involves measuring variables or gathering of data necessary for measuring the variable
under investigation. Observation is defined as accurate watching and noting of phenomena as they
occur in nature with regards to cause and effect relation.
Interview:
Interviewing is a technique that is primarily used to gain an understanding of the underlying
reasons and motivations for people’s attitudes, preferences or behavior. Interviews can be
undertaken on a personal one-to-one basis or in a group.
Questionnaires:
Questionnaire as one of the primary sources of data is an observational technique which
comprises series of items presented to a respondent in a written form, in which the individual is
expected to respond in writing. Here the respondents are given list of written items which he
responds to by ticking the one he considers appropriate.
Secondary Data Sources:
Secondary data can be documentary, survey, and multiple sources etc. Secondary data is important
for almost every research study which is collected from the published information usually in
written material for the purpose of supporting the research study as a reference like books, journals,
magazines, articles, and newspaper etc.
While secondary sources means data collected by someone else earlier. Secondary data are the
data collected by a party not related to the research study but collected these data for some
other purpose and at different time in the past. If the researcher uses these data then these become
BUSINESS RESEARCH METHODS 6
secondary data for the current users. Sources of secondary data are government publications
websites, books, journal articles, internal records.
Published Sources:
Magazines, journals, and periodicals published by various government, semi-government,
and private organizations; Data related to birth, death, education, etc., by the government
at various levels; data regarding prices, production, etc., published by Economic Times,
Financial Express, etc.
Reports of various committees or commissions like reports of pay commission report,
finance commission report, etc.
Reports of international agencies that are regularly published by agencies like UNO, WHO,
IMF., etc.
Unpublished Sources:
This category includes the records maintained by various government and private offices.
It includes the research done by scholar students or some institutions.
Sources like reports prepared by private investigation companies can also be used
depending upon the need.
Online Data:
For the secondary research online data makes the work easy. There are many newspaper who
published consumers preferences and how consumer changes their attitude regarding buying any
product. As a head of brands in Square Toiletries this kind of news helps me to take decision. On
the other hand there are many researcher who publishes their research online. This kind of source
also works as secondary data.
BUSINESS RESEARCH METHODS 7
3. Runner Automobiles Bangladesh Ltd. wants to boost its sales in the local market;
therefore, it needs to know the factors bikers consider before buying a new motorcycle and it
also wants to know its competitive position in comparison with other brands. Now prepare a
complete research proposal as an independent researcher. 10
Answer to the question No-3
Executive Summary:
Runner Group, starting business ventures with the flagship company Runner Automobiles Limited
(RAL) in the year 2000, has emerged as a prominent business conglomerate in Bangladesh. Runner
Motors Limited (RML), a major concern of Runner Group, was formally commissioned on 12th
October 2004 in Dhaka, Bangladesh. As per agreement with Eicher Motors Ltd. of India inked in
2004, RML has been playing the role of Exclusive Distributor of famous Eicher brand trucks and
pickups in Bangladesh.
Runner Group of company is a renowned organization in Bangladesh operating business in the
sector of Automobile, Motors, Lube & Energy, Footwear and Properties etc. Runner Automobiles
limited is a prominent motorcycle producing company in Bangladesh with an astonishing blend of
capacities and resources to give a stage to assigning solid development in the contemporary
promptly altering transportation demand. Runner Automobiles Limited (RAL) operating in
Bangladesh has an extensive collection of motorcycles of total thirteen in number which includes
ten motorcycles from their own Runner Group and rest three of UM Runner. RAL is functioning
in Bangladesh with more than 1000 employees starting of all level of employees to the Chairman.
This report is going to analyze the consumer buying behavior of 100-110cc motorcycle segment
in Dhaka city. It is a coordinated strategy through which an organizations assemble strong
customer relationships and make an inducement for their clients and for themselves. Consumer
behavior delineates the study of how, when and where people do or do not buy the product.
Considering the consumer behavior really creates an impact of being a successful marketer.
Company Backgrowund:
Runner Motors Limited is a sister concern of Runner Group of Companies which was established
in 2000. Runner Group, a well reputed and leading business group in Bangladesh, engaged in
diversified businesses like motorcycles, Commercial vehicles (trucks and pickup vans), automatic
brick manufacturing, Properties and IT. The principal company Runner Automobiles Limited is
BUSINESS RESEARCH METHODS 8
now manufacturing six parts of motor cycles (DAYANG) in its own manufacturing plant at
Bhaluka. The company, which started its business with handful of personnel, has now over 1000
regular employees working in different companies of the group. Runner Motors Limited was
appointed as Exclusive Distributor for famous Eicher brand trucks in Oct 2004. In 2010, the total
sales volume becomes 4033 no of trucks and pickups and 241 corers turnover which is almost 52
% of group turnover. Within this period the company established 13 no of service centers in various
important places controlled by the central service centre at Gazipura, Tongi and appointed 20 no
of parts dealer beside strong dealer network. To enrich and ensure customer service, the company
introduces Customer Care and Training Cell department in 2007 which aimed to establish
customer right and improving operational efficiency through training and free vehicle check up
campaign. Runner Motors Limited introduces STAR mechanic (Authorized Mechanic) concept in
the highway, first time in Bangladesh where user can take service (Both free and paid) as per
company instructions and fast moving items are available there.
BUSINESS RESEARCH METHODS 9
Research Purpose:
The principal intent of this report is to analyze the demand of commercials vehicles and their
customer’s satisfaction.
Objectives of the study are summarized in the following manner:
To identify the present state of RUNNER Motors Ltd.
To get an idea about the Marketing activities RUNNER Motors Ltd.
To describe Cash Selling, Installment Selling, Hybrid Selling & other facilities provided
by it.
To provide the suggestions for improvement.
What are the factors customer keep in mind before they buy a motorbike both in terms of
Runners and also competion
How customer see Runner motorbike comparing to its major competitor like Yamaha,
Hero, Bajaj Etc.
How Runner can boost up there sales in local market by looking into their Sales and
Marketing Activities.
Finally, to sketch out the overview of RUNNER Motors Ltd
Research Journey:
Before entering into the research journey we will estimate the size of the motorcycle industry and
find out division size and rural area customer percentage.we will also try to find out the current
position compare to its competitors. Base on this Datas we will evaluate Runner motor bike
customer experiences and how they fulfil their commitment to the customer and determine the
gaps between customer’s expectations and reality. We wlll also evaluate customer reaction when
Runner run promotional campaign.
Methodology of data collection:
For achieving the specific objective of this study, I have collected the related data both from
primary & secondary sources. We will collect data from the customer of the Runner, Potential
customer and their authorized dealer. We will try get online survey & face to face interview. In
online survey we will set multiple choice question and in the face to face interview we will use
both close-ended and open-ended questions. If we get a chance we will also try to arrange focus
End-users of the bike Industry experts Consumer of the competitor Authorized dealer group
discussion where both customer of the runner bike and its competitor will be there. Overall 5-point
BUSINESS RESEARCH METHODS 10
Likert Scale will be used to analysis the customer knowledge, preference, thinking, behavior,
preference, and satisfaction. For the secondary research we will use online journal, newspaper,
website etc.
Primary data have been collected from:
Interviewing and interacting with the customers of RML.
Observing different organizational activities.
Conversation with the staffs of this company. ‘
Secondary data have been collected from:
The annual reports of RML.
Different papers of the RML.
Various records of the RML, unpublished data.
Different textbooks, journals, booklets and
Web site of RML.
Methodology of data Analysis:
SPSS, Excel will be the primary tool to analyze the datas. We will take help of R if Required.
BUSINESS RESEARCH METHODS 11
Framework:
Chalking the Outline and Standups
Planning and Proposal Preparation for Review
Questionnaire Design
Questionnaire Review and Final
Survey and Field Work
Data Analysis
Data Input
Findings and Recommendation
Final Proposal Preparation
Presentation
Week Wise Planning:
Week Wise Timeline
1st 8th 15th 22nd 29th 7th 14th 21st
May- May- May- May- May- June- June- June-
Header
7th 14th 21st 28th 6th 13th 20th 27th
may May May May June June june June
Chalking the Outline and Standups
Planning and Proposal Preparation for Review
Questionaire Design
Questionaire Review and Final
Survey and Field Work
Data Analysis
Data Input
Findings and Recommecation
Final Proposal Preparation
Presentation
BUSINESS RESEARCH METHODS 12
