On 26 November 2015, Mrs. Poonam Yadav (Assistant Professor, ECS Dept.) along with 18 students from ECS, IT, CSE & ME Departments of Dronacharya College of Engineering, Gurgaon visited the Indian Market Research Bureau (IMRB), Kalka Ji, Delhi. The visit was organized by DCE ISTE Student Chapter to celebrate the Constitution Day with the motive to give the students a brief understanding of market research.

IMRB is a multi-country market research, survey and business consultancy firm that offers a range of syndicated data and customized research services. The Headquarter of the company is established in Mumbai with operations in over 15 countries. IMRB is a part of the Kantar Group, WPP’s research, insights and consultancy network. It has been rated the 'Best Market Research Company' by industry body Market Research Society of India (MRSI) for several years. One Branch of the company is established in Kalkaji, Delhi.

The visit commenced with a presentation by Mr. Amiya Biswal (Field Manager, IMRB). He briefed the students about the company and the ABACUS Business Operations that this unit offers a wide range of services to all the research units in IMRB. These include data processing, charting, statistical analysis, database management and updating, software development and testing. He also discussed that IMRB’s syndicated research offerings include the MarketPulse, the National Food Survey, Web Audience Measurement (WAM), ITops, and I-Cube reports. Mr. Kunal (Field Manager, IMRB) explained the need of market research to the students. He also explained that it is important for every business. Successful businesses conduct research on a continual basis to keep up with market trends and to maintain a competitive edge. Mr Amit Kumar (Field Manager, IMRB) discussed some major steps involved in marketing research process that includes identification and defining the problem, statement of research objectives, planning the research design or designing the research study, planning the sample, data collection, data processing and analysis, formulating conclusion, preparing and presenting the report.

Mrs. Poonam Yadav elaborated the students that the Day of November 26 was chosen as the Constitution Day to spread the importance of constitution and to spread thoughts and ideas of Dr. Bhimrao Ramji Ambedkar. After that the students and experts have taken the pledge on the Constitution day to establish control over parts of the narrative of the creation of modern and independent India.

It was very educative experience for the students. The visit helped them to learn about the need of market research and the steps involved in effective research. The session was very knowledgeable and the students got the opportunity to see live demonstrations of research projects.

Some Glimpses of the Visit: