The Great Indian Survey Trick
Here is an outsider’s view of the market research business – A question of questions – writes Rashmi Bansal. A jibe at QADR – Quick And Dirty Research – done by advertising agencies and clients to get a “feel” of the issue at hand – and also to cover their backside at the next presentation…. And some tips based on her experience with the Great Indian Survey Trick…
I have called it an outsider’s view – I am in the ‘inside’ – in the market research business…. And I am very interested in knowing your experiences with market research – surveys / interviews / focus groups… have any?
Less than an hour after I wrote this, an interviewer paid me a call at home – with a questionnaire for DNA – and I was perfectly rotten about it – I wanted to see the questionnaire and had great difficulty in controlling my urge to tell him what I thought about the design…
But my experience was much like Rashmi’s – the boy asked for my name and some other details – and assured me that he would ask me only 1-2 other questions – while the questionnaire itself had around 10…
Boy : Which newspaper do you read now?
Self : TOI
Boy : Do you like it ?
Self : NO
Boy : Why ?
Self : * hesitation – where do I begin and why is he asking me open-ended questions *
Boy: Is it because it has too much glamour?
Self : * GET OUT *
A couple of thoughts
1. How glamorous can a newspaper get?
2. DNA is going to take this ‘research’ seriously and position themselves as a unglamorous newspaper?!
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