Modern business is very complex. Managers require data for decision making on marketing issues or to plan a marketing programme. Like the advertising agencies, marketing research agencies also provide specialised services to marketing firms. Medium and small sized firms utilise the services of marketing research agencies. Large sized firms, like Hindustan Lever, own their research divisions.
There are many marketing research agencies in India. Some of the leading ones are given below:
1. Operations Research Group (ORG). It was set up in 1960 at Baroda as an in-house research agency and it is the oldest market research agency in India. ORG’s retail audit covers 75 consumer products. It has three major divisions— marketing research, public system and social research system – to deal with different research areas.
2. Marketing and Research Group (MARG), Kolkata.
3. Marketing Research Centre and Advisory Services (MRAS).
4. Indian Market Research Bureau (IMRB), Mumbai.
In India, the marketing research industry has a short history and all research agencies have come to exist only in the last four decades. However, they have improved their client services keeping abreast with the changing environment and they serve up to the expectations of client companies.
In a changed environment, marketing research has become a part of the marketing function of many companies and marketing research agencies play the role of consultant to many companies in India. The marketing manager of a firm has to decide his marketing programme according to the consultant’s advice.
