Provide customized

research solutions in both

social and market research arena

Full service research

organization combining

qualitative and quantitative

methods

Access to global tools through our strategic alliance

with GfK Mode India ensures

rich, operational and reliable

insights

MRCB Ltd. is managed by a

Board of Directors, with Mr.

Aly Zaker heading it as its

Chairman. With extensive

experience in the fields of

qualitative and quantitative

research concerning multitude

of issues in both the social and

marketing arena, the

organogram of MRCB is as

follows:

ORGANIZATIONAL

STRUCTURE

Our History Among the hundreds of study we conducted over the last four decades the timeline

below is a look back at the milestones and key accomplishments of MRCB.

Pricing Study

for Cerelac &

Lactogen –

Pioneer

research in

infant food

industry.

First market research in Bangladesh

for MIMI chocolate: Chocolate Eating

Habit

First ever Study on

Suicidal ideation and

attempts in

Bangladesh for

UNICEF

1975

1985

1995

2000

1969

1975Separate market

research wing of East

Asiatic to cater to

research requirements

1981MRCB: First

registered

market research

agency in

Bangladesh

Onwards

1990

Pioneering audit with Repeat

Buying Sales Survey for UBL

1991Affiliated with

Market Modellers

India.

1991 - Present

Cost per Wash Study –

Unilever Bangladesh

Ltd.

2000 - 2013BEHTRUWC Study

– GoB & UNICEF

2010 - Present An unique product

testing study

called 60/40

conducted

exclusively for

Nestle Bangladesh

Ltd.

2013 Mapping Beauty Habit

and Attitude in

Bangladesh – UBL

2013

Retail Audit on

Electronics

industry for GfK

2011

First ever

Market Mapping

Study for BATB1978

2013 - Present

2008

1965

New management re-

established MRCB with a

fresh approach and new

focus

What we OFFER

Business Solutions: Market Research

Market research focuses on understanding the customer, the company, and the competition. We have identified different types of studies which focuses on your business activities, and provides deep insights into your company’s market position, your products, your competition, and the market in general. However, our business solutions are not limited to the below

mentioned studies and we often customize solutions based on the client’s requirements.

Branding

Brand Tracking

Brand Equity

Market Assessment

Segmentation

Market Positioning

Study

Advertising Research

Pricing and Product

Development

Price Sensitivity

Concept Testing

Product Testing

Consumer Behavior

Customer Satisfaction

Mystery Shopping

Usage & Attitude

Study

Audit

Retail

Business Solutions: Market Research

Business Solutions: Social Research

Social research focuses on examining a society’s attitudes, assumptions, beliefs,

trends, stratifications and rules. The scope of social research can be small or large, ranging from the self or a single individual to spanning an entire race or

country. Some of the common topics of social research where we have extensive experience

are: poverty, sexuality, voting behavior, gender constructs, policing & criminal behavior,

education, HIV AIDS, reproductive health, dowry,nutrition, sanitation,

and psychological health. MONITORING

&

EVALUATION

LONGITUD-

INAL

STUDY

KAP

STUDY

CENSUS

STUDY

CASE

STUDY

BEHAVIORIAL

STUDY

IMPACT

ASSESMENT

TRIANGU-

LATION

STUDY

EXPERIMENTAL

RESEARCH

Business Solutions: Social Research

Research Methodology

We provide a wide range of integrated qualitative and quantitative surveys

tapping into a plethora of techniques and methodologies, including the following:

Face to Face Survey (PAPI)

Telephonic Survey (PATI)

Focus Groups

In-depth Interview

Panel Interviews

Diary and Blogs

Central Location Testing

Observation Survey

Ethnographic Survey

Online Recruitment of Respondents

Research Methodology

ourexperience

Industry CoverageMRCB’s long presence in the market makes us the pioneer research agency in

industries like Tobacco, FMCG and Food & Beverage. Our cross industryexposure and experience along with a long heritage in the market ensures

Our clients a strong knowledge bank and diverse insights.

Industry

Experience

IT

Ban

kin

g

Electronics

Industry Coverage

Client Portfolio

Market Research

Unilever Bangladesh Ltd.

Nestle Bangladesh Ltd.

HSBC Bank

GfK Consumer Choices

GfK Consumer Experiences

Social Research

UNICEF

IOM

KATALYST

Our current client profile consists of the largest multinational organizations. Some of our regular client consists of the following organization.

Client Portfolio

Client PortfolioBelow is a snapshot of the clients we have worked in the recent years.

Client Portfolio

Our RESOURCES

Our Resources

Dedicated teams for Social and Market Research

Data Analysis setup including analysts, programmer,

enumerators and coders

Experienced Field Staff comprising project coordinators,

managers, and executives

Contractual field staff - 75+ controllers, 100+ supervisors,

500 interviewers nationwide

PLUS – Pool of specialists and consultants

OUR RESOURCES

Field Coverage

16

Field Manpower• Permanent field staff in MRCB

Ltd: 10 employee• Temporary Employee: 500+• Each divisional headquarter

has 2 fixed supervisors working for MRCB.

Field Coverage

TEAMMRCB Ltd. has a very strong research team

comprising of experienced in-house professional

researchers who come from diverse educational backgrounds like

Sociology, Economics, Statistics, Psychology, Business, Management,

Mathematics, English literature, etc. Our team of experienced in-house

researchers is further backed by anexternal panel of local and foreign

consultants, who are experts rich in academic and professional experience

in qualitative and quantitative research in their particular field(s) of

specialization.

THE

Research and Evaluation TeamMRCB Ltd. has a very strong research team comprising of experienced in-house

professional researchers who come from diverse educational backgrounds like

Sociology, Economics, Statistics, Psychology, Business, Management, Mathematics,

English literature, etc. Our team of experienced in-house researchers is further

backed by an external panel of local and foreign consultants, who are experts rich in

academic and professional experience in qualitative and quantitative research in

their particular field(s) of specialization.

External Panel of ConsultantsOur company also has a panel of external consultants (both local and foreign) in our

roster, which can be contracted to lend their expertise to research studies that are

relevant to their particular experience and academic background. The team of

consultants currently working with the organization is comprised of individuals

specialized in different fields / sectors and who are rich in academic standing,

proven commitment, and relevant experience.

The MRCB TeamThe MRCB Team

* Details of our consultants may be provided upon request

Aly ZakerChairman

Sara ZakerManaging Director

Shireen AbedinExecutive Director

People – The Mind behind the Organization

Nazia SultanaResearch

Manager

BBA ( Marketing), Independent University of

Bangladesh

Professional Experience: 4 Years

Md. Fazle RabbiAssistant

Manager

MBA, BBA (Marketing), University of Dhaka

Professional Experience: 4 Years

Tanvir AlamSenior Research

Executive

MBA (Marketing) BRAC University,

BBA ( Marketing) Daffodil Intl. University

Professional Experience: 3 Years

Nymul Hasan Taseen

Research

Analysis

Executive

MBA (Marketing), BBA ( Finance & Marketing),

North South University

Professional Experience: 2 Years

Md. Mostafezur

Rahaman

Research

Executive

B.Ed (Bachelor of Education), University of

Dhaka

Professional Experience: 2 Years

The MRCB TeamRESEARCH

NAMECURRENT

POSITIONQUALIFICATION AND EXPERIENCE

The MRCB Team

NAMECURRENT

POSITIONQUALIFICATION AND EXPERIENCE

Md. Atikur

Rahman

Analysis

Manager

M.Sc in Mathematics, Jagannath University

Professional Experience 15 years

Najmul Hasan

RajibAnalysis Officer

MBA (MIS), Dhaka University,

M.Sc ( Statistics), National University

B.Sc ( Statistics), National University

Professional Experience: 3

The MRCB TeamANALYSIS

The MRCB Team

QualityAssuranceprocess

Quality Assurance

23

Quality is the key pillar of our organization’s foundation. To ensure data quality we

undertake the following measures at the time of data collection:

Initial selection of interviewer after rigorous training and mock interviews.

Pilot testing done on the field to evaluate the quality of questionnaire and data.

Daily reporting to the supervisor by the Field Interviewer.

During the launch period, after initial data collection operations head have feedback

sessions with the field team to discuss field progress and any issues faced by the team.

Random quality checks are carried out by the central operations team along with

the project management team (researchers).

We encourage our clients to be actively involved in the training and conduct field visits.

Quality Assurance

Quality Control Measures : Primary

Design Data Collection Analysis & Reporting

• Ensure each research objective is addressed in the questionnaire or moderator’s guide

• Interactive questions to boost respondent engagement

• Professional translators for forward/backward translation

• Pre-test questionnaire for validity and comprehension

• Ensure sampling plan and screening criteria are representative of the target population(s)

• Set quotas to ensure each target group is sufficiently represented

• Field training are conducted by the research team and field team.

• All Interviewer ID are captured on the data collection instrument (questionnaire) and analyzed for quality assurance

• Experienced Field Operations Supervisors (FSOs) are assigned to surveys with responsibility to review all completed questionnaires for legibility, accuracy and consistency.

• All respondents names, addresses and telephone numbers are captured for call-back & validation purpose.

• Script checked and validated by lead researcher

• Soft launch/pre-test all studies to ensure accuracy

• Fieldwork progress is monitored daily with regular client updates

• Use of automated data generators to test complicated skip patterns

• Data “cleaned” for flat-liners, response biases and quality verbatim; respondents replaced as necessary at no cost to client

• Processed data is checked against raw data

• Results are checked for statistical significance

• Report numbers checked against data tables, and full report proofed by two different researchers

• Final report is reviewed to ensure all research objectives are effectively addressed

Data quality is at the heart of all good research. We follow a set of strict quality control measures throughout the project lifecycle from study design to data collection to analysis and reporting.

Quality Control Measures : Field for Qualitative Research

To ensure data quality we will undertake the following measures at the time of datacollection:

Daily reporting to the supervisor by the FI. Moderators and Interviewers are selected through a strict recruitment process with their

minimum education qualifications being graduates/undergraduates. Prior to field launch, all moderators and interviewers have to pass the pilot/mock

interviews. All the recruited respondents details are checked by the field supervisors. If needed, we

also keep respondents details like National ID photocopy, student photocopy for specificstudies.

Random quality checks will be carried out by the central ops team (AM & head ops) alongwith the project management team (researchers).

Quality checks Responsibility % of the Questionnaire

Scrutiny Field Supervisor 100%

Back checks + Accompanied Checks

Field Supervisor 35% (30% + 5%)

Random Checks Asst. Manager – Ops 15%

Random checks (back check,spot checks, scrutiny and accompanied checks).

PM SupportResearch Team

10% - 15%

FS Accountable

for Data Quality

Control Checks

and methods

imposed by QC

FI Accountable for

Data Quality

Control Checks

and methods

imposed by FS

and QC

QC Accountable

for Data Quality

Control Checks

and methods

imposed by FOE

Central Field Operations Coordinator

Agency HQ

Field Operations Manager

Located in Dhaka

Quality Controllers

Recruited centrally from HQ, and subsequently located and placed across the study regions as required,

residing in their designated areas during the entire data collection period.

Field Operations Executive

Located in Dhaka

Field Supervisors

Recruited centrally from HQ from a pool of

permanent expert field staff, final selection made

after competent performances during the

training, and subsequently located and placed

across the study regions as required, residing in

their designated areas during the entire data

collection period.

Field Investigators

Recruited both centrally from the HQ in Dhaka, and locally across

the country, from a pool of interviewers who have worked in studies

similar to the particular research subject. Final selection made

amongst competent trainees based on performance in the training

sessions and mock interviews.Qu

ali

ty C

on

tro

l M

ech

an

ism

Flo

w C

ha

rt

Da

ta V

ali

da

tio

n a

nd

Re

lia

bil

ity

Ch

eck

Mo

de

l

Compare with Interview Schedule

Inconsistencies found

Entry Wrong Entry Correct

Tabulation of key variables

No inconsistencies found

Tabulate Data & inform

survey status to client

Interview:

Correct

Field Editing

Entries in the

questionnaires: Correct

Entries in the

questionnaires: Wrong

Field Record Keeping and

Documentation

Field Data Collection

Interviews Quality Control Checks

Field Work Checking

MRCB HQInterview:

Wrong

Registration Section

Batch from field

Registration by location

Data Monitoring

Take necessary measures

Supervision

Data Entry

expertiseIn-depth

qualitative research

Innovative quantitative

research

Pioneering techniques &

technology

Creative & innovative

consultancy

Nationwide field

coverage

Flexibility & adaptability

Areas of Expertise

We are part of Asiatic3sixty family, which is the largest communication agency in Bangladesh providing 360 degree

marketing solutions to the biggest brands in the country.

THANK YOU!