FORE School of Management, New Delhi

Course Outline

Programme: PGDM (FMG-22 / IMG-7)

Name of the Course: Advanced Marketing Research Credit: 1.0

Term: 4 Academic Year: 2014-15

Faculty: Dr. Asif Zameer Office Contact No.: 41242487

Mr. Sandeep Dutta (VF) Email: asif@fsm.ac.in

Introduction: Advanced Marketing Research is an elective course for students who want to have

a grasp on marketing research and its applications. This course develops the research and

analytical skills in the students who aim to make a career in MR firms like Nielsen Bases,

KPMG, ORG MARG, TNS Global etc. It is an advanced course and it is expected that the

students will have a good knowledge of the basics of research as they have already studied

courses like Marketing Research or Business Research Methods and Statistics etc.

Objectives:

To understand the process of marketing research.

To appreciate the application of qualitative and quantitative research

To apply various statistical tools in the conduct of marketing research to answer various

marketing problems.

Text Book: Malhotra, N. and Dash, S. (2011), Marketing Research 6th

edition, Pearson

Education, New Delhi, 948 p.

Reference Book: Kumar, Aaker & Day (2005), Essentials of Marketing Research, 2nd

edition,

Wiley

Pedagogy: Lectures, case discussions, online videos, practical sessions in computer lab

Evaluation Component and weightage:

AZ SD

Quiz : 10%

Assignment/ -

Class Participation : 10%

Group project 20%

Mid Term : 20%

End Term : 10% 30%

________ _______

50% 50%

Session Plan:

Dr. Asif Zameer

Session No. Session Theme Reading/Cases

1 Introduction to Marketing Research,

Scale Types and Appropriate Analysis

Text Book, Chap 1,2, 8

Case: OMR

2 Introduction to SPSS, Data Entry

Lab session

Exercises – Book SPSS for

Windows

Using a real questionnaire

3 Sampling Design and Procedures Ch. 11

Case: OMR

4-6

Descriptive Statistics & Hypothesis

Testing, Non Parametric Tests – 1

sample KS, Binomial, Parametric tests

– T tests Lab sessions

Ch. 15

Descriptive analysis from

real data

7 Mid Term Examination

8 ANOVA, Regression Ch. 15, 16

Illustration and SPSS

exercise

9 Factor Analysis, Lab session Ch. 19

Illustration and SPSS

exercise

10 Discriminant Analysis, Lab session Ch. 18 Illustration and

SPSS exercise

Mr. Sandeep Dutta

Sessions Session Theme Reading/Cases

1&2 Qualitative Research:

Definition, Role and Practices

Ch:5, Articles, Case Studies

3&4 Common Industry Research

Practices: Tracks, U&As,

Concepts tests, Product tests,

Pricing research etc

Case Studies, Articles

5 Different types of fieldwork:

Door to door Interviews, Mall

Interviews, CAPI, CATI,

CLTs, Clinics etc

Ch: 6,13, Articles

6 Market Segmentation:

Segmenting through

Qualitative and Quantitative

tools (perceptual maps, cluster

analysis etc)

Ch: 19, 20, 21, Case Studies

7 Brand Tracks: Getting the best

out of Tracks

Article

8 Volume Estimation:

Predicting market shares

Ch: 7, Case Study

9&10 Analysis, report writing and

presentation: How to interpret

data and make clear and crisp

presentations

Ch:22, Case Study

NOTE – Claroline will be used for entire communication purpose and students should

register themselves ASAP for the same (platform name AMRFMGIMG14).