Marketing Research at P&G

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Case Details:

Case Code : MKTG075
Case Length : 12 Pages
Period : 2003
Pub Date : 2003
Teaching Note :Not Available
Organization : P & G
Industry : FMCG
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Marketing Research Tools Used by P&G

P&G employed market researchers for every product division. The company also had two independent in-house research groups which were responsible for advertising research and market testing...

Qualitative Research Tools

P&G undertook qualitative research to generate new ideas for product and market development.

The researchers engaged the customers in detailed discussions over different features of the company's products. As a result, the personal interaction between the researchers and the consumers was high.

The major qualitative research tools used by P&G included focus-group discussions, in-home visits, in-context visits and in-store interviews...

Quantitative Research Tools

P&G also employed quantitative research tools extensively. These tools helped in generating new product ideas for P&G. While the sample sizes for quantitative research was usually larger, the personal interaction between the researchers and the respondents was minimal...

Conducting Marketing Research Online

P&G conducted online concept tests to get feedback from consumers. This feedback helped it in new product introduction and launching improved versions of existing products...

The Benefits

P&G's online MR surveys saved considerable time and costs for the company. Using traditional methods, a consumer survey cost the company around $50,000 and took at least three to four weeks...


Exhibit I: P&G's Business Segments
Exhibit II: P&G & its Subsidiaries - Consolidated Earnings

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