Page 134 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes 7.2 Special Techniques of Market Research or Syndicated Data

These techniques involve data collection on a commercial basis i.e., data collected by this method
is sold to interested clients on payment.

Example: Examples of organizations involved in collecting syndicated data are A.C.
Nielson, ORG Marg, IMRB, etc. They provide business relationship survey called BRS which
estimates the following:

1. Rating
2. Profile of the company etc.
3. These people also provide TRP rating namely television rating points on a regular basis.
This provides:
(i) Viewership figures
(ii) Duplication between programmes, etc. Some of the interesting studies made by
IMRB are SNAP- Study of Nations Attitude and Awareness Programme. In this
study, the various groups of India's population and their lifestyles, attitudes of
Indian housewives were detailed.

Notes Organizations involved in collecting syndicated data provide NRS called National
Readership Survey to the sponsors and advertising agencies.
There is also a study called FSRP which covers children in the age group of 10-19 years. Beside
their demographics and psychographics, the study covers areas such as:
 Children as decision-makers
 Role models of Indian children

 Pocket money and its usage
 Media reviews
 Favoured personalities and characteristics

 Brand awareness and advertising recall.
Syndicated sources consist of market research firms offering syndicated services. These market
research organisations collect and update information on a continuous basis. Since data is
syndicated, its cost is spread over a number of client organisations and hence is cheaper.

Example: A client firm can give certain specific question to be included in the questionnaire,
which are used routinely to collect syndicated data. The client will have to pay extra charges for
these. The data generated from additional questions and analysis will be revealed only to the
firms submitting the questions.
Therefore we can say that the customization of secondary data is possible. Some areas of
syndicated services are newspapers, periodical readership, popularity of TV channels, etc. Data
from syndicated sources are available on a weekly or monthly basis.

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