Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

This report contains the strategy and implementation mechanism to develop new product / methodology for ‘Copy Testing’. This report gives the overview about business and research objectives, research methodologies, summary of finding and recommendations based on the research findings.

For any Company either operating in manufacturing or services sector, bringing innovation in existing products and services and developing new product and services is essential for sustainable growth.

As per ESOMAR GMR Annual Report 2011, MR Turnover has grown to $31.2bn in 2010 representing an overall growth of 5.2% (2.8% inflation adjusted) over 2009. Asia Pacific has posted a substantial growth of 5.6% (and 3.5% after inflation adjusted) and turnover growing to $5082 million in 2010. MR Turnover in Pakistan has grown to $14 million and it posted an absolute growth of 26.1% and net growth of 12.9% in 2010 over 2009.

Globally about 7% of total Global MR spent is deploying on Brand Tracking /Advertising researches and in Pakistan it is about 15% of total MR spent (Source: ESOMAR GMR Annual report 2011). This shows the higher potential of introducing a Copy testing solution to Pakistani market. Currently 1-2 players are enjoying the lion shares of the market.


VI, 92

Available for download on Tuesday, December 31, 2030

The full text of this document is only accessible to authorized users.