RI Quarterly Omnibus

RI Quarterly Omnibus
Periodicity: quarterly

Territory coverage: Delhi NCR

Sample options:

2000 respondents aged 18+, who reside in Delhi NCR SEC A1, A2
1000 respondents aged 18+, who reside in Delhi NCR(half of the sample), SEC A1, A2
1350 respondents aged 18+, who reside in urban settlements, SEC A1, A2
Method of respondents’ selection: random route selection

Survey procedures:

Survey is conducted by “face-to-face” interviews
Normal interview length 20–40 minutes
Data collection is performed by Researchindia network of interviewers
Standard survey results:

Data file (SPSS, OCA or ASCII format)
One-dimensional distribution tables
Brief description of the survey methodology and survey procedures
Report types (for additional cost):

Brief informational report
Detailed analytical report
Two-dimensional distribution tables
Power Point Presentation


RI translates your questions into Hindi  and English Field work starts Field work ends
22-Nov 29-Nov 08-Dec
Data entry and processing Datasets and frequency tables ready
09-12-2019 13-Dec

Exit Polls using CAPI with results turnaround as fast as 3 hours.

Opinion poll using both CATI and CAPI . Capability to handle both Hindi Belt & Eastern India in one go.


India This Millennium

India at the close of last millennium had just tasted free markets and the unique experience had caused a lot of blood letting in stock exchanges. Some small & big organizations, some in desperation & some out of sheer ambition thoughtlessly & bizarrely instituted research seeking panaceas. Both in consumer and in industrial sectors- studies of all kinds- and in large quantum. But to our mind at Image India , much of those promising hopes of the corporates seeking market real solutions via research, stood belied and devastated.

Belied in long, meandering & disappointing reports and laundry listing of percentage, means, matrices producing spurt mills of clinched recommendations.In the muddled ‘90s, a group of highly passionate research and management professionals started Image India to create cutting edge research and recommendations. Image India is today a reincarnated old organization working in the area of consumer, industrial and social research.

Stats Thoughts

Scale Development

Scales are essential to a study.
Many say it. A fewer believe it. And still a lesser number apply this with their heart.Going back over half+ centuries it took numerous applications and initiatives to standardized scales. Some of the so developed scales achieved regional and par national applicability, at times exhibiting ‘Culture Free’ properties. And in the process acquire almost magical accuracy and and the ability to elicit correct response and information where correctly applied.

And thus scale adjustment and application to a study is an elaborate painstaking effort. Research India goes that extra mile to standardize adjust and apply relevant scale correctly and appropriately as the study demands


Exploratory, Qualitative FGDs

Focus Group technique & instrument remains enigmatic in its application and utility in the investigation for both consumer research and social research. Our vast knowledge base about its applicability and use remains proprietary. Though primarily exploratory in nature our years of practice enables us to achieve highly specific and accurate findings & data. In our use of this phaseological technique we uniquely incorporate personality type evaluation of the participants adding miles of depth to our understanding and reference of each data set/ response so gathered.

Stats Thoughts

Measuring the unmeasured/ measurable?

Much what we measure in surveys and studies stay limited to expressed behavior and established attitudes. Among our prospects, consumers , associatives and the lay public.But admittedly what we are often trying to get hang on is the deep perceptions, interceptions, motivations propensities and temperaments.
The question here that bears salience thus is — Are we able to do so with due accuracy? And the answer here is often waveringly ‘yes’ mostly at best. Some may bravely argue about this given the natural limits of qualitative techniques …. but i would hesitate to nod along being a qualitative methods expert myself.
Qualitative methods work wonderfully in exploratory mode. Lacking however the numbers and decimals are subject to some reworking that should make them readily usable in complete form.
This is necessarily and unexpectedly in direct negation to what is well known to us in cases such as ‘IQ’ test or say ‘Personality Disorder’ test.
This is explained when we become aware of the  standardized tools batteries & inventories that these ‘IQ’ and ‘Personality Tests’  as MMPI have undergone and imbibed over the last three generations. For these tests the  questionnaires have undergone the rigor of validation and reliability tests over large sample size over repeated usage. However when  a new casual and ad hock attempts in hurriedly done surveys/studies the dilemma of the accuracy of decimals & percentages or their unavailability continues to persist. A valid caveat for both researchers & clients.

On the other hand long and protracted rigor require time which we may be in short given the need to “know now!” needs of marketers. This is partly answered for via use of ‘Factor Analysis’. Factor analysis here certainly gets us out of this jam. It is standardized , casually applicable and somewhat easy to apply.Illustratively it lets us easily know about say the intelligence of a case by diligently & selectively studying & evaluating the symptoms of verbal and say mathematical ability of a subject. And hence it is treated as a panacea for most cases where direct evaluation of a phenomenon such as (say) ‘propensity to purchase’ are to be studied.
However a ‘Caveat’ here is in order . Spurious factor analysis results is a common phenomenon too. Also different versions of factor analysis are required depending on the type of data etc. Data parameters inter-co-linearity is an another rouge element … and so it (Factor analysis) remains an experts forte and not a students play toy in data analysis. It is mutating over time, and its applicability is getting more complex over the years. Modern version application of Factor Analysis is a far cry from its initial versions created & discovered more than a century ago.But none the less it one of our few standardized reliable answer so to say to the unfinished exploratory technique of qualitative study processes. Delivering the un-measurable in accurate decimal wise measurable terms.