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PROJECT REPORT
ON
MEDIA HABITS, AWARENESS & AD RECALL OF IT
COMPANIES IN PUNE
FOR
SUBMITTED IN PARTIAL FULFILMENT OF
POST GRADUATE DIPLOMA IN MANAGEMENT
SUBMITTED BY
MOUMITA KARMAKAR (HRD1108332)
PGDM MARKETING & FINANCE (DUAL C)
BALAJI INSTITUTE OF MANAGEMENT & HUMAN RESOURCE
DEVELOPMENT, PUNE.
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PROJECT REPORT
ON
MEDIA HABITS,AWARENESS & AD RECALL OF IT
COMPANIES IN PUNE
SUBMITTED IN PARTIAL FULFILMENT
OF POST GRADUATE DIPLOMA IN MANAGEMENT
BY
MOUMITA KARMAKAR
HRD1108332
SUBMITTED TO
BIMHRD
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ACKNOWLEDGEMENTS
The authorship of a monograph is usually attributed to one person but a project
work like this is always a joint affair. I feel indebted to people who may havedirectly or indirectly contributed in the realization of this project
I am thankful to Mr. Mahendra Bhilare (Field Director- Pune) who has given me
the opportunity to work in their firm & for providing me with all the necessary
amenities & data.
I convey my sincere gratitude to Mr. Jaywant Thakare (Field Executive-pune) for
his consistent assistance & guidance throughout this project.
Lastly I want to convey my gratitude to my team leader Amit & all the employees
of IMRB International (abacus business operations) for their assistance , which
helped me conduct this survey smoothly
Moumita Karmakar
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DECLARATION
I hereby declare that the project titledMEDIA HABITS,AWARENESS
&AD RECALL OF IT COMPANIES IN PUNE
Done for abacus business operation a specialist unit of IMRB International
Pune is a genuine piece of work
It is a sincere & original work involving primary data collection which I have
personally carried out & have analyzed the same subsequently.
I would also like to add the fact that, this project reporthas not been submitted for
any other award of degree or diploma, in any other institute or university, to the
best of my knowledge.
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EXECUTIVE SUMMARY
Project Title:
Media Habits, Awareness & Ad Recall Of It Companies in Pune
Project client:ADP Automatic Data Processing Inc.
Objectives if the Project:
1) Awareness of IT companies amongst IT professionals.
2) Awareness of media campaigns of IT companies.
3) Perception about IT companies.
4) Success & effectiveness of the media campaigns of IT companies.
5) Media habits of IT Professionals.
The basic purpose of this survey was to find or map the level of awareness & the
top of the mind IT companies other than ADP. To find out which IT companies
media campaign is most recalled & liked by the respondents. Also to find out the
media habits of IT professionals.
Research Methodology used:
1. survey
2. Purposive sampling
3. Structured face to face interviews
4. Quantitative research
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Sample size:60
Sampling technique:
Purposive sampling was used, with respect to which I had used snowballing
Conclusion:
After the survey was conducted and the analysis of the data was done it was
found that only 40 % IT professional were aware of ADP. Out of which only
4% of them had recalled the ad of ADP.
Moreover it was found that the media habit of IT professionals was such
that, they accessed internet almost 18 hours a day. Also they watched
television mostly at the late night slot.
The perception about ADP werent clear amongst them, whereas they were
the awareness level of other companies & the perception of the same were
clear to great extent.
Recommendations:
ADP should increase its level of awareness among IT professionals.
ADP should opt for viral marketing on internet; give ads on newspapers
most preferably Times of India & give ads on Google& other social
networking sites.
By doing so, it will be able to reach out to its target IT professionals & the
chances of ADP being the top of the mind company will be hiked by 50%.
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1. INTRODUCTION TO PROJECT
1.1Introduction:
Project title:
Media habits, awareness & ad recall of IT companies.
Project description:
This project was undertaken by abacus business operationsa specialist unit of
IMRB International, Pune for ADP (Automatic Data Processing Inc.)ADP being
one of the worlds largest providers of business outsourcing solutions wanted to
find out its recall &awareness & what perception do IT professionals hold about
the company.
Project area:
The area covered in the sample is various IT companies in Pune( Hinjewadi,
Hadapsar, Erandwane).
Project objective:
The basic objective of this project was to find out the level of awareness for mediacampaigns of various IT companies including ADP. Also to find the media habit of
the respondents & their perception about the ad/media campaigns of various IT
companies including ADP
Target groups:
1. IT Professionals (Sec A/B)- any IT/S/W Professionals like coders,
developers, testers etc. having work experience in the IT industry within 2-
10 years.2. ITES/BPO (Sec A/B/C)- any professional from voice or non- voice function
across with 2- 6 years of experience.
3. RIM Professionals (Sec A/B/C) - professionals working in remote
infrastructure management space with 2-8 years of experience.
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N.B: I have taken IT professional as my target group as per the instructions
given to me by IMRB International
Sample selection:
The sample size adopted in this project is 60
The sampling technique adopted is a projective technique
Research methodology:
In this project primary research has been used, as per the specifications given byIMRB(ABACUS) since a survey had to be carried out on the basis of face to face
interviews. Moreover there was no scope for any secondary research. But the
primary data gathered by projective technique (snowballing)was as per the
requirements of the client ADP.
Time frame of research:
The time taken by me to gather all the information & to take the interviews was
Two months
Limitations:
There were certain limitations to this research because of which more extensive &
detailed data couldnt be collected.
No database was provided by the company so time taken to fix up
appointments was pretty extensive. Snowballing for generating leads was very time taking
Respondents were reluctant to give an interview.
Since the sampling technique & the sample size were strictly.
If there would have been a database provided this survey would have been
much easier.
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1.2Objectives:
Primary Objectives:-
To know the level of awareness of various IT companies,
To find out the top of the mind IT companies.
To find out the recall & recognition of the media/ ad campaigns of the
various IT companies.
To find out the most liked media campaign of the IT companies.
To know theperception of the IT employees about various IT companies
To know which is the most preferred & preferred company by the IT
employees with respect to employment.
Success & effectiveness of the media campaigns of ADP
Respondents level of awareness & perception about ADP (its tagline, which
business operation is ADP into)
Secondary Objectives:-
MEDIA HABITS OF IT EMPLOYEES (RESPONDENTS)
To find out the media/sources of information(newspapers, magazines,
internet, radio, televisions, outdoor media) that are considered by ITemployees while searching for employment
To find out the most trusted media/source of information w.r.t. employment
opportunities
To find the most preferred job portals or websites w.r.t employment
opportunity search
To find the most preferred television channel, radio channels, newspaper etc
To find out the outdoor media campaign to which respondents pay the most
attention. Perception of the respondents about these media campaigns.
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2. Company Review
2.1Introduction
Indian Market Research provides an idea of the business and the consumer market
pattern. They pave the way to economic and business development and help to
generate profit for the country. An extensive Market Research in India takes care
of all the queries of the marketers - giving them the required information for a
smooth marketing journey. Market research involves giving insight to all the
categories of marketing - valuation, distribution, promotion of product and
services. For betterment and improvement, market research is absolutelyessential.
There are many Market Research agencies and consulting firms that gives
excellent report, provides a helping hand to the Indian and international
companies. Out of the lot, IMRB International is the ground breaker in Indian
Market Research. Others following the lead are -
Delphi Research services
ORG-MARG
MRUC
NFO
Nielson India
TNS
The market research agencies pan India; cover all the main areas of marketing
spanning B2B and industrial research, social research, media research, brand
research, corporate and employee research, channel and retail research,
product and packaging research, pricing research and business-specialized.
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2.2 Focus of the India market research agencies
1. Understanding consumers - The trends of the customers are tracked by the
market research agencies. Their needs, perceptions, projected demands are all
studied and marketing strategies are formed accordingly.
2. Investigating market - This method helps in mapping the market conditions
and demands are estimated.
3. Conceptualizing product development - Positioning strategies, product and
service strategies are formed accordingly after taking into consideration the
marketing research results.
4. Contribution to the Indian Economy
Gross Domestic Product slipped from an average of over 9% in the previous
three fiscal years to 6.7% during 2008-09.
Wholesale price index (WPI) rose to around 13% in August 2008 and had
faced an equally sharp fall to zero percent in March 2009.
The profit growth of corporate sector in 2009-10 is revised upwards to 10.0%
from 7.5%.
2.3 Company Profile
Established in 1971 and with over three decades of market research experience,
IMRB International is a pioneer in India in various research areas. Associated with
a group of international market companies such as the British Market Research
Bureau (BMRB) and Millward Brown International, IMRB International operates
out of thirteen cities in India and has associate offices in Sri Lanka, Bangladesh
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and Nepal. The 500 member strong IMRB International promises high quality
conceptualization, strategic thinking, execution and interpretation skills on all its
clients' research needs. In 1996, IMRB International managed 2,500 projects and
4,000,000 interviews. IMRB International is the only research company in India
today that offers the entire range of research based services to its clients. IMRB
International's specialized areas are consumer markets, industrial marketing,
business to business marketing, social marketing and rural marketing. IMRB
International is the market research wing of J. Walter Thompson (JWT) - the
leading advertising agency in India. JWT in turn belongs to the Kantar Group,
which in turn is a part of the WPP Group - the largest advertising group in the
world.
Kantar Group:
The Kantar group was established in 1993, a London based holding company
responsible for WPP's worldwide information and consultancy interests. Kantar, is
the worlds largest survey organization and is ranked 3rd overall. It comprises three
global research businesses - Research International, Millward Brown and Kantar
Media Research and four regional ones - BMRB International, IMRB
International, Goldfarb and Winona. Each one is a leader in its own area of
expertise or specialization. The research study is in over 130 countries. The Kantar
group specialized in:
Qualitative and quantitative research
Tracking studies
International research
Predictive modeling
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Media measurement
Data capture and handling
Strategic research
J. Walter Thompson Company:
The world's first global brand communication company that provides its clients
with both short term sales success and long term brand value. J. Walter Thompson
was founded in 1864, with 246 offices globally and more than 9200 employees.
JWT's proprietary planning process, Thomson total branding in now installed in all
offices world-wide guarantying a uniform level of excellence in the developmentof Brand Vision, a Branding Idea and Total Communication Plan.
Millward Brown International (MBI):
IMRB International is the licensee for all Millward Brown products in South Asia
(India, Pakistan, Sri Lanka, Nepal, and Bangladesh). Walker Information Global
Network (WIGN) Customer Satisfaction Management & Measurement (CSMM),
one of the specialist units of IMRB International, is an exclusive-member of
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Walker Information Global Network (WIGN) in the Indian subcontinent. Walker
Information Global Network is the only international partnership dedicated
exclusively to stakeholder measurement and management. CSMM uses proprietary
tools developed by Walker Information, the recognized pioneer in customer
satisfaction Research International (RI)
Research International
Research International is a world's largest custom market research agency. It has
more offices in more than 50 countries and has an experience of working in over
130countries.Research International specialized in:
Branding and Communication
Innovation and Product Development
Category Management
Consumer strategy
Customer Relationship
IMRB International has acted as a catalyst in the development of market research
infrastructure in neighbouring countries. We work with associate companies in Sri
Lanka (Lanka Market Research Bureau) and in the Middle East (Arab Market
Research Bureau), and through affiliates in Australia, Singapore, Malaysia,
Thailand, Indonesia, Philippines, Egypt, Tunisia, Nepal, Pakistan, Bangladesh and
Myanmar.
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Company Divisions
IMRB International has been offering over 30 years of specialist research services
to clients in India and overseas on products and services covering the entire gamut
of business and industry. IMRB International today, operates out of its five
full service offices in Mumbai, Delhi, Calcutta, Chennai and Bangalore and is
supported by 15 other regional centres for collection of survey information that
literally span the entire country. IMRB is able to provide the highest quality of
professional services to the utmost satisfaction of clients which include the small
medium and large scale industries, the government and public sector units,
multinational corporations and international companies that are eyeing the highly
promising Indian market. To serve the diverse needs of clients, IMRB has nine
specialist units covering the fieldwork, analytics & research, with Abacus mainly
focusing on the primary data collection and field work:
Abacus Business Operations
Abacus Market Analytics
Abacus Research
Bird- Business & Industrial Research Division
Brand science group
Customer satisfaction management and measurement
Media & panel group
Probe qualitative research
Quantitative research
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Abacus Business Operations
Abacus Business Operations (ABO) is an ISO 9001:2008 certified specialist unit of
IMRB International. It has the largest Custom research fieldwork and data
collection capabilities in the country. With over 200 full time employees managing
and supervising the work of over 4000 interviewers on any given day, IMRB
conducts over 4 million interviews annually. Over and above this, IMRB
interviews another 1.5 million + telephonically.
Abacus Business Operations has a rigorous 3-Tier quality check processes to
ensure you get high quality data to take your business decisions. The ABO team
has its own set of translators and scrutinizers to check the quality of output and
translation of verbatim.
Abacus Research
Abacus Research looks after the domestic and International Field and tab business.
They service Clients and Research Agencies which have their own Research set up
and only want the data collected and clean data sent to them. Abacus Research has
a team of expert Project Management Executives led by a seasoned and highly
experienced Operations Director. This team also has the experience of managing
the largest number of automotive clinics and a protocol set up for the same. Abacus
Research also runs FlexiBusa study which gives Clients the advantage and of
quick turnaround on a few critical questions and the flexibility to study the Target
Group in markets of their choice.
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Abacus Market Analytics
Abacus market analytics unit offers a wide range of services to all the
research units in IMRB. These include data processing, charting, statistical
analysis, database management and updations, software development and
testing. ABACUS has a standard state of arts graphics, analytics and
statistical software. It also has tested quality process which enables ABACUS
to deliver exceptional quality results within stringent deadlines at high
competitive prices.ABACUS Data Processing (DP), a part of Abacus Market
analytics, offers its services to international clients. DPs clients include
Millword Brown across Asia Pacific, Africa and Australasia, Kantar
Operations in UK, BMRB International in UK, AMRB in the Middle East
and N Africa, RI in Asia Pacific & the Brand Survey Company in S. Africa.
Company Clients
IMRB was established in 1970 to provide market research services to the clients
of Hindustan Thompson Associates. Early clients included FMCG companies
such as Unilever, ITC,Ponds, and Horlicks. The initial decade saw rapid
expansion into new areas of business, with the first qualitative study being
conducted by the end of the decade, and IMRB pioneering psychology in Indiathrough an ongoing series of opinion poll surveys for India Today, that
successfully predicted Congress victory in the 1980 general election.
Subsequent decades saw the development of new verticals, with the creation of
specialized units and the offering of several syndicated research products.
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IMRB also played an important role in the standardization of market research
practice in India, and was responsible for the creation in 1983 of the Socio-
Economic Classification system, a method now used across India to define target
audiences. In 1987, as a founder member of the MRSI, helped evolve industry
wide codes of conduct, and standards for survey data collection that are still in use.
At present, IMRBs top clients include theBAT Group, Bharti Group, Cadbury,
Ford Group, Frito Lay, Glaxo Smithkline, Heinz, Indian Airlines, ITC Group,
Millward Brown, Nestle, Pepsi Group, Reckitt Benckiser, Johnson & Johnson,
Research International, TVS Motors, Unilever Group, VST and so on.
Sectors Served by company:
IMRB provides its unparallel coverage for various sectors as such:
Agriculture/Agro-products
Distribution/Retail Trade
Finance /Banking /Insurance
IT Hardware andSoftware practice
SocialRural
Alcohol E-governance FMCGLogistics andTranspotation
Steel and OtherMetals
AutomotiveEducation andTraining Health Care
Media andEntertainment
Telecom
Chemicals andPetroleum
Energy andEnvironment
Industry andBusiness
Processed Food Tobacco
Construction andBuildingMaterials
EngineeringSector
Internet Real EstateTravel andTourism
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2.4 Product / Service Profile
The depth of services that IMRB provides are extensive and includes research &
advisory services in the following areas:-
Advertising, promotion & media habits research
B2B & Industrial Research
Brand research (awareness, recall ,equity etc. of brands)
Customer satisfaction research
Lost customer research
Corporate 7 employee research
Channel & retail research
Product & packaging research
Strategic market research
Mystery shoppers insight
2.5 Client company-AUTOMATIC DATA PROCESSING INC. (ADP)
Company profile ADP
Automatic data processing Inc. (Nasdaq: ADP), with more than $10 billion in
revenues and approximately 600,000 clients, is one of the world's largest
providers of business outsourcing solutions. Leveraging over 60 years of
experience, ADP offers a wide range ofhuman
http://www.adp.com/solutions/employer-services/human-resources.aspxhttp://www.adp.com/solutions/employer-services/human-resources.aspxhttp://www.adp.com/solutions/employer-services/human-resources.aspx -
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resource, payroll, tax and benefits administration solutionsfrom a single source.
ADP's easy-to-use solutions for employers provide superior value to companies
of all types and sizes. ADP is also a leading provider of integrated computing
solutions to auto, truck, motorcycle, marine, recreational vehicle, and heavy
equipment dealersthroughout the world
Industry Business process outsourcing
Founded Paterson, New Jersey(1949)
Headquarters Roseland,New Jersey,U.S.
Key people Leslie A. Brun (Chairman)Carlos
Rodriguez (CEO)
Revenue $9.8 billion (FY 2011)
[1]
Operating
income
$1.9 billion (FY 2011)[1]
Net income $1.2 billion (FY 2011)[1]
Total assets $34.2 billion (FY 2011)[1]
Total equity $6.0 billion (FY 2011)[1]
Employees 241,000 (December 2011)[1]
http://www.adp.com/solutions/employer-services/human-resources.aspxhttp://www.adp.com/solutions/employer-services/payroll.aspxhttp://www.adp.com/solutions/employer-services/tax-and-compliance.aspxhttp://www.adp.com/solutions/employer-services/benefits.aspxhttp://www.adp.com/solutions/employer-services/benefits.aspxhttp://www.adpdealerservices.com/home.aspxhttp://www.adpdealerservices.com/home.aspxhttp://www.adpdealerservices.com/home.aspxhttp://en.wikipedia.org/wiki/Business_process_outsourcinghttp://en.wikipedia.org/wiki/Business_process_outsourcinghttp://en.wikipedia.org/wiki/Paterson,_New_Jerseyhttp://en.wikipedia.org/wiki/Paterson,_New_Jerseyhttp://en.wikipedia.org/wiki/Roseland,_New_Jerseyhttp://en.wikipedia.org/wiki/Roseland,_New_Jerseyhttp://en.wikipedia.org/wiki/New_Jerseyhttp://en.wikipedia.org/wiki/New_Jerseyhttp://en.wikipedia.org/wiki/New_Jerseyhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/Chief_Executive_Officerhttp://en.wikipedia.org/wiki/Chief_Executive_Officerhttp://en.wikipedia.org/wiki/Chief_Executive_Officerhttp://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Assethttp://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Equity_(finance)http://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/Equity_(finance)http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/Assethttp://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-Automatic_Data_Processing-2011-10-K-0http://en.wikipedia.org/wiki/United_States_Dollarhttp://en.wikipedia.org/wiki/Chief_Executive_Officerhttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/New_Jerseyhttp://en.wikipedia.org/wiki/Roseland,_New_Jerseyhttp://en.wikipedia.org/wiki/Paterson,_New_Jerseyhttp://en.wikipedia.org/wiki/Business_process_outsourcinghttp://www.adpdealerservices.com/home.aspxhttp://www.adpdealerservices.com/home.aspxhttp://www.adp.com/solutions/employer-services/benefits.aspxhttp://www.adp.com/solutions/employer-services/tax-and-compliance.aspxhttp://www.adp.com/solutions/employer-services/payroll.aspxhttp://www.adp.com/solutions/employer-services/human-resources.aspx 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Recognitions achieved by ADP
ADP was recently listed as #47 on Computerworld's 19th annual list of the 100Best Places to Work in IT 2012.[9]
ADP achieved a 100 percent rating in the 2011 Corporate Equality Index (CEI)report.[10]
In 2010, ADP was awarded the #2 ranking in the Training Top 125 Listby Training magazine. ADP ranked 12th in 2009 and 20th in 2008.[11][12]
In 2009 the Aberdeen Group named ADP as one of the top 25 Most InfluentialTechnology Vendors for 2009.[10]
ADP ranked first on Fortune's 2010 list of Americas Most Admired
Companies within the Financial Data Services category.[10]
In 2006, ADP ranked #2 on InformationWeek 500's top 250 Innovators.[13]
In 2003, 2004, and 2005, ADP was ranked as one of the top 10 companies in
North America, having been AAA/Aaa rated by both S&P and Moody's
ProductProfile ADP
Products & Solutions
Human Resources Mobile Solutions Tax and Compliance Multinational Solutions Pre-Employment Services Procure-to-Pay Solutions Medical Practice Services
http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-computerworld.com-8http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-computerworld.com-8http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-computerworld.com-8http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-adp.com-9http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-adp.com-9http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-adp.com-9http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-10http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-10http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-10http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-adp.com-9http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-adp.com-9http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-adp.com-9http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-adp.com-9http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-adp.com-9http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-adp.com-9http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-12http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-12http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-12http://www.adp.com/solutions/employer-services/human-resources.aspxhttp://www.adp.com/solutions/employer-services/mobile-solutions.aspxhttp://www.adp.com/solutions/employer-services/tax-and-compliance.aspxhttp://www.adp.com/solutions/employer-services/multinational.aspxhttp://www.adp.com/solutions/employer-services/pre-employment-services.aspxhttp://www.adp.com/solutions/employer-services/procure-to-pay-solutions.aspxhttp://www.adp.com/solutions/employer-services/medical-practice-services.aspxhttp://www.adp.com/solutions/employer-services/medical-practice-services.aspxhttp://www.adp.com/solutions/employer-services/medical-practice-services.aspxhttp://www.adp.com/solutions/employer-services/procure-to-pay-solutions.aspxhttp://www.adp.com/solutions/employer-services/pre-employment-services.aspxhttp://www.adp.com/solutions/employer-services/multinational.aspxhttp://www.adp.com/solutions/employer-services/tax-and-compliance.aspxhttp://www.adp.com/solutions/employer-services/mobile-solutions.aspxhttp://www.adp.com/solutions/employer-services/human-resources.aspxhttp://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-12http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-adp.com-9http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-adp.com-9http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-10http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-10http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-adp.com-9http://en.wikipedia.org/wiki/Automatic_Data_Processing#cite_note-computerworld.com-8 -
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3. RESEARCH METHODOLOGY
3.1 Research
Research refers to a search for knowledge. It can be defined as a scientific and
systematic search for pertinent information on a specific topic.
Research comprises defining and redefining problems, formulation hypothesis or
suggested solutions; collecting, organizing and evaluating the data; making
deduction and research conclusions; and at last carefully testing the conclusions to
determine whether they fit the formulating hypothesis-Clifford Wood.
In this report the research method used is survey.
3.2 Research Design
Research design means adopting that type technique of research which is most
suited for the research and study of the problem. For the research of the problem
proper material has to be selected and collected for the investigation.
The research design that I have used in this project to analyze the data collected, as
per the instructions of IMRB & the questionnaire provided by them is a
Qualitative Research- Descriptive Research
3.3 Research Process
Step 1: Defining the research problem and identifying the research objectives.
Step 2: Selection of the Data collection method.
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Step 3: Selection of the sample.
Step 4: Selection of the method of analysis.
Step 5: Making respondents aware about the research.
Step 6: Data collection.
Step 7: Data analysis.
Step 8: Reporting.
3.4 Survey
Anything from a short paper & pencil feedback form to an in depth one to one
interview is called as survey research. Survey can be divided into two broad
categories:
The Questionnaire
The Interview
Note: Here we focus on the face- to -face interviews as the interviews were done
personally.
Facetoface Interview
An interview is a purposeful discussion between two or more people that can help
you gather valid and reliable data that is relevant to your research objectives (Kahn
and Cannel, 1957). Face to face interviews allow for personal communication and
make it possible to gather more information for your study
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Structured face to face to interview:
Usually with a structured questionnaire. These types of interviews consist of
administering structured questionnaires and trained interviewers ask fixed choice
questions
Note: In this project the questionnaires were pre designed by IMRB no
connotation or changes were allowed to be made in it. Hence the questionnaire so
designed leaded to a structured face- to- face interview.
Advantages
Researcher can elicit more in-depth response or fill in information ifparticipant does not understand the question
Different data collection techniques open-ended questions, visual aids,
etc.,
Certainty about who answered the questions
The ability to find the target population
Longer interviews are sometimes tolerated
Very convenient for the respondent
Extensive probing can be used to collect detailed information
Respondents body language can guide the interviewer and be recorded to
help interpret comments
Disadvantages
Intrusive and reactive
Cost time and money Difficult to locate respondents for call backs
Each location has its own characteristics, which can effect mood or attitude
towards the interview
Stage fright for interviewer or interviewee
Jumping from one subject to another
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4. DATA ANALYSIS & INTERPRETATION
SCREENER & TARGET PROFILE SECTION
Q1. Can you please tell me the name of the organization that you are currently
working with?
[record verbatim] [open ended]
Company name No. of respondents
Wipro 18
Amdocs 12
Tech mahindra 12
Infosys 9IBM 9
Note: if ADP then terminate the interview
Interpretation
30 % of the IT respondents are working wipro,
20 % at Amdocs & Tech Mahindra
15% at IBM & infosys
30%
20%20%
15%
15%
current company
Wipro Amdocs Tech Mahindra Infosys IBM
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Q2. Please tell me which of these descriptions would classify the company that you
are currently working for ?
Company type Instructions No. of respondents
IT software products / service continue 60
IT enabled services(ITeS) continue 0BPO continue 0Others terminate 0
Interpretation :-All the respondents were of product or services sector.
Q3. In which department are you currently working? [single coding]
Department Instructions No. of respondents
software development continue 30
testing/ quality control continue 18
IT administration continue 12
customer service voice based continue 0
customer service non voice based continue 0
technical support voice based continue 0
Remote infrastructure management
space
continue 0
mktng/sales/business development Terminate interview 0
finance/commercial accounting/admin Terminate interview 0
HR Terminate interview 0
housekeeping/ security Terminate interview 0
100%
company type
IT software products/ services IT enabled services BPO OTHER
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Interpretationmaximum respondents are from software development, software
testing & QC & It administration.
Q4. Segregation of respondents according to IT sectors [to be coded by
interviewer]
IT professional 60
ITeS / BPO professional 0
RIM 0
Others 0
Interpretation all the 60 respondents were IT professionals.
0
10
20
30 department of work
department of work
100%
0%0%
0%
target respondent- IT professional
IT professional ITeS professional RIM Professional others
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Q5.What has been your total work experience in the IT domain including the
current organization? [single coding]
Time period Instructions No. of respondents
Less than 2 years Terminate 0
2-4 years Continue 40
4-6 years Continue 20
6-8 years Continue 0
8-10 years Continue for IT else terminate 0
More than 10 years Terminate 0
Interpretation all the respondents have a work experience between 2-6 years as per
instructions given by IMRB
Q6. What is your highest educational qualification? [single coding]
qualification Instruction No. of respondents
B Sc. Computer science Continue for ITeS/BPO 0
B Sc. Electronics professional else 0
BCA terminate 0
BA/BSc/BCom 0
B tech/ B.E/BS Continue for IT 42MTech/M.E/M.S Professional else 12
MCA terminate 6
MSc. Computer science Terminate 0
Msc. Electronics Interview 0
MBA/PGDM 0
MA/MSc 0
others 0
less than 2 years
2-4 years
4-6 years
6- 8 years
8-10 years
more than 10 years
0
40
20
0
0
0
no. of respondents
no. of respondenst
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Interpretation:
Maximum respondents are B.tech (70%) rest are M.tech (20%) & MCA (10%)
AWARENESS & AD RECALL SECTION
Q.7 When you think about IT software product & services companies which is the
first company that comes to your mind?[single coding, unaided, TOM]
comapnies No. of respondents (unaided)
ADP 2
CA 2
Cognizant 1
Convergys 0
HCL Technologies 0
HP 0
IBM 3
Infosys 5
L & T Infotech 1
Mahindra satyam 0
Microsoft 2
Mphasis 0
Oracle 15
Patni computer systems 0
Polaris software 0
Sonata 0Sunguard 0
TCS 18
Tech Mahindra 5
United health 0
Wells fargo 0
Wipro 5
Others(capgemini) 1
B tech/ B.E/BS
70%
MTech/M.E/MS20%
MCA
10%
qualification
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Interpretation : the top of the mind co.s are :-
TCS (30% recall) & oracle (25% recall)
Rest Infosys, tech Mahindra & wipro have 8 % recall.
Q8. Which are the other IT software services & product companies are you aware
of ?[unaided, multi coding, awareness]
Company No. of respondents (unaided)
ADP 6
CA 9
Cognizant 39
Convergys 5
HCL Technologies 10
HP 2
IBM 57
Infosys 55
L & T Infotech 40
Mahindra satyam 5Microsoft 35
Mphasis 20
Oracle 45
Patni computer systems 0
Polaris software 1
Sonata 0
Sunguard 1
TCS 42
Tech Mahindra 54
United health 0
ADP
3%CA
3%
Cognizant
2%
IBM
5%
Infosys
9% L & T Infotech
2%
Microsoft
3%
Oracle
25%
TCS
30%
TechMahindra
8%
Wipro
8%
capgemini
2% Top of the mind co.s
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Wells fargo 15
Wipro 55
Others(capgemini)Others (amdocs)
40`30
Interpretation:after probing the unaided awareness/ recall of IT companies
excluding the TOM cos, were as follows:
IBM, Infosys, wipro, TCS have 10 % awreness level excluding the TOM.
Tech Mahindra 9%, oracle 8%, capgemini, cognizant, L & T & Microsoft 6%,
ADP 1%, CA 2%,Wells Fargo 3%, Amdocs 4 %, Mphasis 4%, HCL 2%
ADP
1%CA
2%
Cognizant
7%
Convergys
1%
HCL Technologies
2%HP
0%
IBM
10%
Infosys
10%
L & T Infotech
7%
Mahindra satyam
1%
Microsoft
6%
Mphasis
4%
Oracle
8%amdocs
4%
Sunguard
0%
TCS
10%
Tech Mahindra
9%
Wells fargo
3%
Wipro
10%
capgemini
7%
polaris
0%
awareness unaided
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Q.9 Please look at this show card & tell me that apart from the co.s that you have
just mentioned which other IT companies are you aware of? [Multi coding, aided]
Companies No. of respondents (aided response)
ADP 40
CA 45
IBM 0
Infosys 0
oracle 0
TCS 0
Tech Mahindra 1
Wells fargo 49
wipro 0
Interpretation: after showing the respondents the list of co.s their awareness level
were as follows excluding the TOM & unaided awareness
Wells fargo (36%) CA, (33%)ADP (30%) Tech Mahindra (1%)
Q.10 Which are the IT software services & products companies that you recall
seeing or hearing an Adin recent times? [multi coding unaided]
companies No. of respondents (unaided)
ADP 8
CA 10
Cognizant 26
Convergys 7
HCL Technologies 19
HP 25
IBM 45
Infosys 32
ADP
30%
CA
33%
Tech Mahindra
1%
Wells fargo
36%
awareness aided
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L & T Infotech 23
Mahindra satyam 7
Microsoft 55
Mphasis 6
Oracle 58
Patni computer systems 0
Polaris software 0
Sonata 0Sunguard 0
TCS 57
Tech Mahindra 53
United health 0
Wells fargo 10
Wipro 40
Others(capgemini) 5
Interpretation: awareness of IT employees about ads of IT co.s , in a
chronological order are as follows:Microsoft, oracle, TCS, Tech Mahindra have ad
awareness level between 12-11%
Wipro, IBM, Infosys have 9-7% HP, cognizant, L&T, HCL technologies have 5-
4% ADP, CA, Wells Fargo,Mphasis have 2-1 %
ADP2%
CA2%
Cognizant
5%Convergys
1%
HCL Technologies
4%
HP
5%
IBM
9%
Infosys
7%
L & T Infotech
5%
Mahindra satyam
1%
Microsoft
11%
Mphasis
1%
Oracle
12%
TCS12%
Tech Mahindra
11%
Wells fargo
2% Wipro
8%
capgemini 1%
unaided ad awarenes multi coding
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Q.11 where have you heard or seen these ads?
Companies T.V Hoardings Newspapers Magazines radio Internet Bus shelter
ADP 0 0 2 1 0 7 0
Cognizant 0 9 18 20 0 26 0
CA 0 0 2 2 0 10 0
IBM 55 10 50 51 0 55 5
Oracle 0 0 19 10 0 58 0TCS 0 2 39 40 0 57 0
TechMahindra
0 20 58 20 0 59 5
Wells fargo 0 0 1 0 0 1 0
Interpretation:
Most the ads of the co.s i.e., tech mahindra, TCS, Oracle, IBM, cognizant & ADP
were seen on internet.
IBMs most ads were seen on T.V as well
A lot of ads were on newspapers too. Hence the most common sources of ads are
internet, newspapers & magazines.
0
10
20
30
40
50
60
70
T.V
Hoardings
Newspapers
Magazines
radio
Internet
Bus shelter
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Q.12 Apart from the co.s that you have just mentioned do you remember seeing or
hearing ads of IT software services and products companies recently, for any of
the co.s mentioned on the show card? [multi coding , aided, awareness]
Companies No. of respondents (aided)
ADP 35CA 38
Cognizant 38
Convergys 37
HCL Technologies 35
HP 32
IBM 15
Infosys 28
L & T Infotech 37
Mahindra satyam 5
Microsoft 30
Mphasis 40
Oracle 2
Patni computer systems 2
Polaris software 3
Sonata 0
Sunguard 7
TCS 3
Tech Mahindra 7
United health 9
Wells fargo 30
Wipro 20
ADP
8%CA
8%
Cognizant
8%
Convergys
8%
HCL Technologies
8%HP
7%IBM
3%
Infosys
6%
L & T
Infotech
8%
Mahindra satyam
1%
Microsoft
7%
Mphasis
9%
Oracle
0%
Patni
computer
systems
0%
Polaris software
1%
Sonata
0%
Sunguard2%
TCS
1% TechMahindra
2%
Unitedhealth
2% Wells
fargo
7%
Wipro
4%
aided awareness of ads
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Interpretation:
The aided awareness level of ads, excluding the aided awareness are
ADP, wells Fargo, CA, cognizant, convergys, HCL technologies, HP, Infosys,
L&T, micrososft, Mphasis have 9-7 % aided awareness.IBM has 3% rest have 2-1 % awareness
Q. 13 Where have you seen or heard these ads? (aided response multi coding)
Companies T.V Hoardings Newspapers Magazines radio Internet Bus shelter
ADP 0 10 20 19 0 32 0
Cognizant 0 15 23 18 0 38 0
CA 0 7 20 15 0 37 0
IBM 12 5 13 12 0 15 10
Oracle 0 0 2 0 0 2 0
TCS 0 0 3 2 0 3 0
TechMahindra
0 2 7 5 0 7 1
Wells fargo 0 5 18 5 0 19 0
Interpretation : most common media sources for seeing the ads are internet,
newspaper & magazines. Only in case of IBM T.Vis also a source of the ads.
0
5
10
15
20
25
30
35
40
T.V
Hoardings
Newspapers
Magazines
radio
Internet
Bus shelter
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Q. 14 Of all the ads that you have recently seen/ heard , for the companies
mentioned below which ad did u like the most? [single coding aided response]
Companies No. of respondents
Cognizant 6IBM 9
Infosys 9
Oracle 0
TCS 6
CA 3Wells Fargo 0
Wipro 12
ADPTech Mahindra 12
Interpretation: the most liked ad was of wipro & tech mahindra
Cognizant
10%
IBM
15%
Infosys
15%
Oracle
0%
TCS
10%CA
5%
Wells fargo
0%
Wipro
20%
ADP
5%
Tech Mahindra
20%
most liked ad of IT companies (aided) (single coding)
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Q 15 In your opinion which of these co. best fit the statements below. You can
associate as many co. you want with each statement. [Multi coding, aided]
Statements ADP CA Cognizant IBM Infosys Oracle TCS TechMahindra
WellsFargo
Wipro
Statement 1 2 1 10 6 7 5 45 30 1 30
Statement2 3 2 30 26 40 60 40 18 10 30
Statement 4 30 35 20 50 58 60 33 16 20 59
Statement 5 40 40 40 59 59 58 55 20 25 58
Statement 6 2 2 30 40 44 59 45 1 0 40
Interpretation: most of the It professionals are aware of TCS, tech Mahindra,
wipro, oracle, Infosys, IBM.
Q. 16 In your opinion which of these co. best fit the statements below. You can
associate as many co. you want with each statement. [Multi coding, aided]
statements ADP CA Cognizant IBM Infosys Oracle TCS TechMahindra
WellsFargo
Wipro Dontknow
Statement1 5 2 18 10 18 12 18 16 1 10 0
Statement2 10 3 10 9 15 6 12 10 0 8 0
Statement3 8 4 11 8 18 10 16 10 2 6 2
Statement4 0 0 8 4 10 2 4 2 0 4 0
Statement5 2 1 10 17 8 1 16 14 5 10 0
Statement6 4 2 11 8 6 2 18 12 5 8 1
0
10
20
30
40
50
60
I have interacted with the
employees of this co.
I have visited the website of this
co. several times
I know about the domains in which
this co. works
I know about the technologies on
which this co. works
I had applied for a job in this co.
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40
Statement7 0 0 8 6 7 1 6 6 0 4 1
Statement8 1 0 7 7 6 1 9 8 2 8 0
Statement9 8 7 16 12 11 8 19 12 1 11 2
Statement10 5 6 8 9 10 4 18 12 2 4 1
Statement11 0 0 6 2 6 1 10 7 0 2 2
Statement12 8 5 13 10 11 12 20 14 2 11 0
Statement13 2 0 6 4 4 18 20 15 1 4 2Statement14 0 0 4 4 3 0 4 5 0 2 5
Statement15 6 2 12 10 11 10 18 12 1 18 1
Statement16 6 2 7 7 12 11 15 16 0 5 0
Statement17 2 1 17 18 19 17 19 17 2 8 0
5% 2%
16%
9%
16%11%
16%
15%
1%9%
0%
stmnt 1: co. that is trustworthy
ADP
CA
cognizant
IBM
infosys
oracle
TCS
tech mahindra
wells fargo
wipro
12%4%
12%
11%
18%7%
14%
12%
0%10%
0%
stmnt 2: co. that is very transparent in
its recruitment policy
ADP
CA
cognizant
IBM
infosys
oracle
TCS
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Interpretation: perception about ADP is not clear. Rest almost most of the co.s arethought to be trustworthy. TCS & oracle are considered to have good pay packages
compared to others.
Q 17. Which co.s are you likely to consider if you were to switch your job today?
[Multi coding, aided]
Q 18. Which is the one co. that you would consider above all the otrhersif you
were to switch your job today? [single coding, aided]
Company Q17 no. of respondents Q18 no. of respondents
ADP 5 1
CA 7 8
Cognizant 7 1
IBM 9 2
Infosys 10 6
Oracle 58 15TCS 60 13
Tech Mahindra 30 11
Wells Fargo 16 3
wipro 11 0
3% 0%
8%5%
5%
24%
26%
20%
1%
5%
3%
stmngt 13: co. that offers good pay package ADPCA
cognizant
IBM
infosys
oracle
TCS
tech mahindra
wells fargo
wipro
don't know
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Interpretation: oracle & TCS are the most preferred companies for job switch.
Q 19 Please tell which of these statements best derscribe ADP's business
operations? [single coding. Aided ]
Statements No. of respondents
ADP is a software product development co. 0
ADP is software service co. 3ADP is an IT hardware products co. 0
ADP is an IT hardware services co. 0
ADP is a BPO co. 33
ADP is an IT consulting co. 24
ADP
5%CA
10%
Cognizant9%
IBM
10%Infosys
11%Oracle
14%
TCS
14%
Tech Mahindra
8%
Wells Fargo
13%
wipro
6%
Q 17 preferred IT co.s at job switch
5%
20%
5%
10%
5%20%
15%
5%15%
0%
Q18 most preferred co. at job switchADP
CA
Cognizant
IBM
Infosys
Oracle
TCS
Tech
MahindraWells Fargo
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Inetrpretation: most people think that ADP is a BPO company
MEDIA HABITS SECTION
Q 20.Which of these media/source of information do you consider/would you
consider while searching for employment opportunities? [multi coding, aided]
Q 21 Which of these media/source of information do you prefer the most while
searching for employment opportunities? [single coding, aided]
Media source No. ofrespondents
Q.20
No. ofrespondents Q.
21Daily newspaper 18 5Business newspaper 12 1
General magazine 0 0Business magazine 5 0
Indian computer magazine 0 0
Foreign IT magazine 0 0
Job fairs 3 0
T.V ads 2 0
Ads on radio 0 0
Recommendation of friends, colleagues & relatives 15 0Hoardings/ billboard ads 11 0
Recruitment wesites (naukri, monster, etc.) 20 50Events/webinars/seminars 0 0
Ads on internet 20 0
Social networking sites (FB, Twitter, LinkedIn etc.) 18 2Company review sites on internet 10 3
Company websites 8 0
Internet blogs 4 0
eMailers 10 0
0% 5% 0% 0%
55%
40%
awareness about ADP's business operations (aided)
(single coding)
ADP is a software product
development co.ADP is software service co.
ADP is an IT hardware products co.
ADP is an IT hardware services co.
ADP is a BPO co.
ADP is an IT consulting co.
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Interpretation: most trusted media source w.r.t information about employment
opportunities are job portals, newspapers &reviews about co. on internet .
Daily newspaper
12%
Business
newspaper
8%
General magazine
0%Business magazine
3%
Indian
computer
magazine
0%
Foreign IT
magazine
0%
Job fairs
2%T.V ads
1%Ads on radio
0%
Recommendation of
friends, colleagues &
relatives
10%
Hoardings/ billboard
ads
7%
Recruitment
wesites (naukri,
monster, etc.)
13%Events/webinars/semi
nars
0%
Ads on internet
13%
Social networking
sites (FB, Twitter,LinkedIn etc.)
12%
Company review sites
on internet
6%
Company websites
5%
Internet blogs
3%eMailers
6%
Q20 media sources considered while searching for employment
opportunities
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Interpretation: most preferred media while searching for employment is job portals.
Q .22 which type of media do you use regularly? By regularly I mean at least
10-15 mins continuously on a daily basis. [multi coding aided]
media No. of respondents
Television 50
Radio 8Newspaper 60
Magazines 46
internet 60
Daily
newspaper10%
Business newspaper
5%
Recruitment
wesites (naukri,
monster, etc.)
40%Ads on internet
15%
Social networking
sites (FB, Twitter,
LinkedIn etc.)
15%
Company
review sites
on internet
15%
Q21 media sources most preferredwhile searching for employment
opportunities
Television
28%
Radio
11%
Newspaper
25%
Magazines
8%
internet
28%
regularly used media source
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Interpretation: most widely used media on daily basis are internet, newspapers &
magazines.
Q.23 which newspapers do you read regularly? [aided multi coding]
Q. 24 which of these newspapers do you refer to / would refer to while searching
for employment opportunities? [aided, multi coding][ask those coding newspapers in Q 20 ]
Business today 0 0 Lokmat 0 0Business world 0 0 Midday 0 0Dainik bhaskar 0 0 Telegraph 0 0
Dainik jagaran 11 0 The hindu 8 2Deccan Herald 6 2 Times of india 23 16Economic times 11 12 Indian express 1 0
Interpretation: the newspapers most read regularly are TOI & ET
Dainik jagaran
15%
Deccan Herald10%
Economic times
25%
The hindu
10%
Times of india
38%
Indian express
2% Q 23 newspapers preferred
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Interpretation: the most preferred newspaper w.r.t job opportunities is TOI
Q. 25 which magzines do you read regularly? [ask those coding magazines in Q 20]
[multi coding aided]
Magazines read by respondents (excluding other magazines given in list) No. of respondents
Business today 3
Computer today 2
Cosmopolitan 1
India today 6
Pc quest 1
Chip 1
The outlook 4Silicon india 2
Interpretation: most read magazine regularly is india today & the outlook
Deccan Herald
6%
Economic
times
38%
The hindu
6%
Times of india
50%
Q 24 most referred news papers while searching for employment
Business today
15%
Computer today
10%
Cosmopolitan
5%
India today
30%Pc quest
5%
Chip
5%
The outlook
20%
Silicon
india
10%
Magazines read most by IT employees w.r.t. employment opportunies
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Q 26 which websites do you visit regularly? [Multi coding, ask those opting co.
review on websites, co. websites, blogs, job portals(websites)in Q20]
Q 27 which websites or blogs do you refer to while searching for employment
opportunities? [Multi coding] [ask those opting co. review on websites, co.websites, blogs, job portals(websites)in Q20]
Websites visited regularly (excluding others in list) Q26 No. of respondents Q27. No. of
respondents
Blogger.com 2 0
Blogspot 6 0Economictimes 12 0
Gmail 60 0
Google 60 11Facebook 60 3
Linkedin 60 15
Monster india 2 60Naukri 2 19
Rediff 13 0
Times job 3 18
Yahoo/yahoomail 15 0
Twitter 11 0
Google+ 7 0Myspace 10 0
Blogger.com
1%
Blogspot
4% Economictimes
8%
Gmail
12%
Google
12%
Facebook
12%Linkedin
12%Monster india
1%
Naukri
1%
Rediff
8%
Times job
2%
Yahoo/yahoomail
9%
Twitter
7%
Google+
5%Myspace
6%
Q26 regularly visited websites
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Interpretation: the regularly used sites on internet are google, facebook, linkedin.
The most preferred site w.r.t job opportunities are monster, naukri & times job
Q.28 when do you watch T.V./ listen to radio/access internet during week days?
[multi coding]
media Early morning morning afternoon evening Night Late night
T.V 3 0 0 0 17 19
radio 1 0 0 0 0 0
internet 10 15 50 50 55 58
Google
13%
Facebook
4%
Linkedin
17%
Monster india
23%
Naukri
22%
Times job
21%
Q27 websites most prefered w.r.t employment opportunities
0 5 10 15 20 25
Early morning
morning
afternoon
evening
Night
Late night
internet
radio
T.V
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Internet: this shows that internet is accessed by IT professionals almost 18 hours a
day. During weekdays.
Q.29 when do you watch T.V./ listen to radio/access internet during weekends?
[multi coding]
media Early morning morning afternoon evening Night Late night
T.V 0 2 8 11 12 10radio 0 4 0 0 2 0internet 1 2 1 16 17 19
Inetrpretation: this shows that internet is accessed by IT professionals almost 18
hours a day. During weekends .also tv is used a lot.
3
0 0 0
79
1 0 0 0 0 02 3
11
15 15
20
0
5
10
15
20
25
Early morning morning afternoon evening Night Late night
Chart Title
T.V
radio
internet
0 5 10 15 20
Early morning
morning
afternoon
evening
Night
Late night
internet
radio
T.V
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Q30. To what extent do you pay attention to the ads on each of these types of
outdoor media? [single coding aided]
Type of outdoor media Always pay attention Sometimes pay attention Rarely pay attention
Roadside hoardings 0 47 13
Banners on bus 0 28 32Street lamp post hoardings 0 9 51
T.V screens at malls,coffee shop etc.
2 24 36
Interpretation: only sometimes attention is paid to roadside hoardings & tv screens
in malls etc. rest any attention is rarely paid.
02
8
11 1210
0
4
0 02
01
21
1617
19
0
5
10
15
20
Early
morning
morning afternoon evening Night Late night
media habit on weekends
T.V
radio
internet
0
2
4
6
8
10
12
14
16
18
Roadside
hoardings
Banners on bus Street lamp post
hoardings
T.V screens at
malls, coffee shop
etc.
no.
ofrespondents
outdoor media
attention towards outdoor media
Always pay attention
Sometimes pay
attention
Rarely pay attention
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Q31. How effective do you think are these media in their ability to convey the
message to you? [single coding]
Type of outdoor media Very effective Somewhat effective Not at all effective
Roadside hoardings 1 36 24
Banners on bus 0 7 53Street lamp post hoardings 0 5 55
T.V screens at malls,coffee shop etc.
2 26 34
Interpretation: roadside hoarding & tv screens on malls are effective in conveying
their message.
0
5
10
15
20
Roadside
hoardings
Banners on bus Street lamp post
hoardings
T.V screens at
malls, coffee
shop etc.
no.
ofrespondents
outdoor media
media conveying message
Very effective
Somewhat effective
Not at all effective
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5. CONCLUSION
The top of the mind IT co.s are TCS, tech Mahindra& wipro.
After TOM companies Infosys, cognizant, IBM, L&T, Microsoft, oracle,
capgemini have highest unaided recall.
Respondents are aware of wells fargo, ADP, CA, Patni computer systems.
Wipro, Microsoft& IBMs ads were top of the mind ads recalled by IT
professionals.
IT professionals were aware of the ads of HCL, HP,TCS, tech Mahindra,
cognizant, CA, Infosys, L&T& ADP.
Internet is the most popular source of media from where these co.s ads were
viewed. Followed by newspapers & magazines.
Wipro & tech Mahindra,s ads were liked the most by IT professionals.
Maximum respondents are aware of the domains & technology on which the
following companies work:- TCS, Tech Mahindra, wipro, cognizant,
CA,ADP, IBM, Infosys, oracle, wells fargo.
Most of the respondents have visited the websites of these co.s
More than 80% of the respondents had applied for a job in TCS& tech
Mahindra followed by wipro, Infosys & IBM.
TCS has the best pay package followed by oracle & tech Mahindra.
Companies preferred by IT professionals w.r.t. job switch is oracle & TCS
followed by wells fargo, Infosys, IBM, CA & cognizant.
Most preferred company for job switch is oracle, TCS, CA & wells fargo.
Reason being oracle & TCS have best pay packages & CA & wells fargo are
renowned MNCs.
Recall & recognition of ADP & its ads arent of high level, but more than
40% respondents are aware of ADP & 5% respondents are aware of its ad.
50% respondenst think ADP is a BPO co. & 40% think it is an IT consulting
co.
Most preferred media source considered while job switch is job portals
(40%) followed by ads on internet & social networking sites.
MEDIA HABITS
The most used source of media by IT professionals are Internet(28%),
T.V(25%)& newspapers(25%)
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Most regularly read newspapers are Times of India & Economic Times
The newspaper referred to while searching for jobs is Times of India
The most read magazine is India Today magazine& the Outlook.
Google, gmail, facebook, linkedin, (12 % each) are the most regularly
visited websites. Followed by yahoo rediff & twitter.
Most preferred website w.r.t. employment are monster (23%) naukri.com
(22%) times job(21%) linkedin(17%) & google (13%)
During weekdays the source of media that is most accessed is internet.
Followed by watching T.V late night.
Maximum respondents pay attention to hoardings, other outdoor media &
out of home media only sometimes.
Road side hoardings & T.V screens at malls & coffee shops are somewhat
effective in conveying a message.
Banners on buses & street lamp posts hoardings are not at all effective in
conveying messages.
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7. BIBLIOGRAPHY
www.imrbint.com
www.marketresearch.com
www.wikipedia.org
www.adp.com
http://www.imrbint.com/http://www.imrbint.com/http://www.marketresearch.com/http://www.marketresearch.com/http://www.wikipedia.org/http://www.wikipedia.org/http://www.adp.com/http://www.adp.com/http://www.adp.com/http://www.wikipedia.org/http://www.marketresearch.com/http://www.imrbint.com/ -
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8.APPENDIX