Splendor Decorative Laminates India Ltd.: Evaluating Market Research Proposals and Selecting Market Research Agency

Abstract

The case presents the situation wherein the Marketing Manager of the company has to decide as to which Market Research Agency should be entrusted with the task of carrying out a market research study to enable the organization to formulate their marketing strategy. The case provides the details of the brief sent by the organization to different MR Agencies in response to the brief. The case provides an opportunity to discern criteria to evaluate market research proposals, examine research proposals from a decision maker's perspective and arrive at a decision of awarding the assignment based on sound marketing logic.