This document provides information about IMRB, a market research firm, and its study of the Indian IT market. It discusses IMRB's 9 divisions and describes the bi-annual study of the Indian IT market launched in 1996. The study covers over 22,000 households and businesses across 22 Indian cities. It aims to provide insights on the IT market's growth and forecast potential markets. Data is collected through surveys of 10,000 establishments and 12,000 households. The findings are accepted as the official performance of the Indian IT market. Charts show trends in total PC sales and annual desktop sales by business size from 2005-2008.

1. SUMMER PROJECT ON INDIAN IT
MARKET
Name: Falguni Singh
Specialization : Marketing

2. Introduction to
IMRB

3. Introduction to IMRB
Indian Market Research Bureau (IMRB) is multi country
market research, survey, and business consultancy firm that
offers a range of syndicated data and customized research
services.
 Parent company : James Walter Thompson
 Established : 1970
 Type : Market Research
 Head-Office : Mumbai, Dadar –west
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4. 9 Divisions of IMRB
 Quantitative research
 Probe Qualitative Research (PQR)
 Media and Panel Group
 Business and Industrial Research Division (BIRD)
 Brand Science Group (BSG)
 Customer Satisfaction Management and
Measurement (CSMM)
 MindTech Systems
 Social and Rural Research Institute
 Abacus Market Analytics
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5. Indian IT market

6. Indian IT market
 The study is a bi-annual study of the Indian IT
market.
 Launched in 1996, under BIRD, the study
covers more than 22,000 entities across
household and businesses in the top 22 cities
of India and is the largest study in the IT
domain in India.
 10,000 establishment and 12,000 households.
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7. Objective
 To generate a pool of information for IT
industries and IT magazines.
 To provide insights on growth of the Indian IT
market.
 To forecast potential market for particular IT
product.
The findings from the study are accepted as the
official market performance of Indian IT market
by Manufacturers Association for Information
Technology (MAIT).
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8. Research Design
 Since the objective of the project is well defined,
type of design used for the project is Descriptive
Design (Quantitative research).
 The project relies on primary data, collected by
surveys. Survey consists of three parts,
 Listing Questionnaire
 PC Owner
 Non- PC Owner
 Questionnaire consist combination of scales.
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9. Collection Of Data

10. Collection Of Data
 Sample size for the study, Mumbai is 700.
 Types of Organizations covered :
 Manufacturing/Factory
 Offices
 Outlets
 Government
 Size of Organizations covered:
 Small establishment ( <10 employees)
 Medium establishment (11-50 employees)
 Large establishment (50+ employees)
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11.  Data was collected in 3 ways for the study.
 Method #1 : Random
 Method #2 : Starting Point Booster
 Method #3: Purposive
Building #1Building #2
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12. Total PC Sales
5046588
6041451
7344306
2005-06 2006-07 2007-08
Sales in 2007-08 shows growth of 16%, sales in 2006-07 shows
growth of 20%
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13. Annual Desktop Sales : Business by Employee size
24%
12% 18%
28%
18%
25%
48%
70%
57%
2005-06 2006-07 2007-08
Small Medium Large
Large
Medium
Small
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14. Profile of Desktop Buyers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2005-06 2006-07 2007-08
Factory Office Outlet Gov
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15. Active Internet Users
3127
4124
6009
7200
2005 2006 2007 2008
users‘000 units
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16. Mystery Audit

17. Mystery Audit
 A mystery audit is a process in which a person
is hired by a market research firm or a
manufacturer to visit retail stores, posing as a
casual shopper to collect information about
the stores' display, prices, and quality of their
sales staff.
 Answers where to be given in true or false,
final score was generated against 50marks.
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18.  Mystery Audit form encompassed 7 sections
for testing SOP of the store.
1. Customer Focus
2. Needs Assessment
3. Product Demonstration
4. Opportunity to Buy
5. Overall Store Experience
6. Store Infrastructure
7. Other Observations
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19. Central LocationTest

20. Central Location Test
 Central location tests (CLT) are type of qualitative
research technique. They are product marketing
tests performed in controlled environments,
which take place where the products would
actually be used.
 Conditions for respondent:
 Age between 25-30 years old.
 Should be pizza eater but not pasta eater.
 Or
 Should not be pizza eater but a pasta eater.
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21. Thank You