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Vidita Cleaning Products vs Rainbow Market Research Services

CASE STUDY, MARKETING RESEARCH
Indian Institute of Management Kozhikode, 9 Pages
AUTHOR(S) : Prof. Jayasankar Ramanathan - IIM Indore, Prof. Keyoor Purani, IIM Kozhikode

Case Preview

Vidita Cleaning Products vs Rainbow Market Research Services

 

On July 23rd 2013, Malini Ahuja (Malini), Marketing Manager and Partner at Vidita Cleaning Products (Vidita) was wondering whether the lawsuit filed by her on behalf of her partnership firm (Annexure I) was an appropriate decision. Through her lawyer, she had just received a copy of the written reply (Annexure II) filed by Rainbow Market Research Services. The said reply was in response to her complaint filed in the court of Mumbai for Rainbow’s fudging of field data.

As expected, the defendant, Uday Mirchandani (Uday), Managing Director, Rainbow had refuted the allegations. Now the case would be called for hearing in the court and Malini had no clue as to when exactly the trial will begin or how long this battle would take. She remembered that her lawyer had once quipped whether the suit is an answer to the question “Who should bell the cat?” She started to think whether she could have pursued other alternatives to legal action for the bogus data she received from this agency. After all, who will file a legal case in the Indian courts, where it may take endless time, money and energy to get the judgment, for such a small matter?

Upon reading the written reply filed by Rainbow, she also started evaluating the chances of her winning the case, even if she was right in taking Rainbow to court. Was she on a sticky wicket without the formal contract? Was her research design of using MTNL1 directory for sampling appropriate? Could she prove fudging and what evidences would be needed?...........................

 


 1 MTNL refers to Mahanagar Telephone Nigam Limited, an Indian public sector telecommunications enterprise, which provided telephone services in metro cities in India.

Teaching Note Preview

Vidita Cleaning Products vs Rainbow Market Research Services

 

Synopsis

Malini Ahuja (Malini), Partner and Marketing Manager at Vidita Cleaning Products (Vidita), was mulling the launch of a new product for which she needed to find the pulse of consumers to decide further. She designed a survey for collecting data from people in Mumbai and engaged the services of Rainbow Market Research Services for executing the fieldwork. However, she found the agency to be non-cooperative and found the data supplied to be fudged. The case describes the legal battle between Vidita Cleaning Products and Rainbow Market Research Services. The issue of contention is the trustworthiness of data supplied by the market research agency.

Expected Learning Outcomes

  • • Appreciate the features of a contract for marketing research
  • • Realize the importance of establishing trustworthiness of data
  • • Assess research design and evaluate its feasibility of implementation
  • • Understand the steps in fieldwork
  • • Explore the criteria for evaluating the success of fieldwork


Case Positioning and Setting

  • • The case can be used for Marketing Research/ Business Research Methods course in the ‘Fieldwork’ module – where agency-client related issues need to be highlighted apart from operational design of the research
  • • The case can also be used in a Marketing Ethics course for a session on ethics concerning marketing research


Suggested Readings

  • • Rajendra Nargundkar, “Chapter 6: Field Procedures”, Marketing Research: Text and Cases, 3rd Edition, McGraw Hill Education, New Delhi, 2008, pages 109–113
  • • Naresh K. Malhotra and Satyabhushan Dash, “Chapter 13: Fieldwork”, Marketing Research: An Applied Orientation, 6th Edition, Pearson, New Delhi, 2007, pages 386–403
  • • Patrick E. Murphy, et al., “Chapter 2: Ethics in Researching and Segmenting Markets”, Ethical Marketing, 1st Edition, Pearson, New Jersey, 2005, pages 48–80
  • • Lawrence B. Chonko, “Chapter 6: Ethics and Marketing Information Decisions”, Ethical Decision Making in Marketing, 1st Edition, SAGE Publications, California, 1995, pages 157–181
  • • George G. Brenkert, “Section III: Marketing Research in Chapter 2: Marketers and their Markets”, Marketing Ethics, 1st Edition, Blackwell Publishing, Malden, 2008, pages 60–73

 

Assignment Questions

  • I. Why did Malini file the case?
  • II. Did Malini have any other recourse than to file the case?
  • III. How could Malini have prevented this mishap in the first place?
  • IV. Can you make a criminal case out of this? Why or why not?
  • V..................

 

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Abstract


Malini Ahuja (Malini), Partner and Marketing Manager at Vidita Cleaning Products (Vidita), was mulling the launch of a new product for which she needed to find the pulse of consumers to decide further. She designed a survey for collecting data from people in Mumbai and engaged the services of Rainbow Market Research Services for executing the fieldwork. However, she found the agency to be non-cooperative and found the data supplied to be fudged. The case describes the legal battle between Vidita Cleaning Products and Rainbow Market Research Services. The issue of contention is the trustworthiness of data supplied by the market research agency.



Pedagogical Objectives

  • To appreciate the features of a contract for marketing research
  • To realize the importance of establishing trustworthiness of data
  • Assess research design and evaluate its feasibility of implementation
  • To understand the steps in fieldwork
  • To explore the criteria for evaluating the success of fieldwork

Case Positioning and Setting

  • The case can be used for Marketing Research/ Business Research Methods course in the ‘Fieldwork’ module – where agency-client related issues need to be highlighted apart from operational design of the research
  • The case can also be used in a Marketing Ethics course for a session on ethics concerning marketing research



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- Abstract
- Case Study
- Teaching Note (**ONLY for Academicians)
$4.57
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