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POST-GRADUATE PROGRAMME IN MANAGEMENT
ACADEMIC YEAR: 2013-14
TERM: VI
AREA: MARKETING
CREDITS: 3
Title of the course: MARKETING RESEARCH (MR)
Credits: 3
Name of the faculty member: Dr. Bhavani Shankar and Dr. Vikas
Goyal
Email: [email protected] , [email protected]
Faculty block: B Phone Numbers: 548 (Bhavani), 540 (Vikas)
Course Description:
Marketing research is a vital task carried out by marketers to
understand and analyse emergingpatterns in consumer markets. The
inputs provided from research help marketers to take decisions
relating to marketing mix. Increasing fragmentation of consumer
markets poses a challenge before
marketers. To address this challenge and understand consumers a
combination of quantitative and
qualitative research methods can be employed. The proposed
course covers the basics of marketing
research. The present course would cover quantitative and
qualitative methodologies.
Objectives: On completion of the course the participants would
be in a position to independently
develop and conduct a marketing research proposal.
Specifically,
1. To introduce participants to the overall marketing research
process.
2. Introduce the tools and techniques to develop and conduct
primary research.3. To improve their understanding and analysis of
data generated from primary research.
Pedagogy:
The pedagogy would include presentations/discussions on basic
research design concepts followed by
some data exercises / applied assignments.
Please Note:
This course ispre-requisite for taking the following courses in
subsequent terms (term V & VI):
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Advanced Marketing Research (AMR);
Qualitative Marketing Research (QMR)
Evaluation:
Component Weightage
Class Participation 10%
Assignments 30%
Quizzes 30%
End Term 30%
Total 100%
LIST OF ADDITIONAL BOOKS / READINGS:
1. Malhotra, N. K. and Dash S. 2011 Marketing Research: An
applied orientation. New Delhi:
Pearson Education Asia. [Sixth Edition] (NKS)
2. Social Research Methods, by Alan Bryman, 3rd Edition, Oxford
University Press.
SCHEDULE OF SESSIONS:
Module I: Introduction to Quantitative Marketing Research
Module Objective: To develop and understanding of the tools and
techniques of Quantitative
Marketing Research and the role of marketing research in
decision-making process.
Session 1: Introduction toMarketing Research
Objective: Introduction to MR and the role of business research
in decision-making process.
Readings: NKS Cp-1
Session 2: Business Problem to Research Proposal and
Approach
Objective: Differentiate between management decision problem and
defining the marketing research
problem. Identifying the factors to be considered and develop
research approach.
Readings: NKS Cp-2
Session 3: Research Design Formulation
Objective: Understand various research designs and their
appropriateness for different marketing
research problems.
Readings: NKS Cp-3
Session 4: Measurement and Scaling
Objective: Intro to concepts of measurement and scaling.
Classification of scaling techniques.
Readings: NKS Cp-8,9
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Session 5: Sampling Procedures and Questionnaire Design
Objective: Discuss sampling designs, sampling frame, sample size
and execution of sampling
procedure. Describe the process and purpose of designing a
questionnaire.
Readings: NKS Cp-11,12
Session 6: Data Preparation
Objective: Discussion of the nature and scope of data
preparation, coding/recoding of questionnaire,
data cleaning and missing value treatment
Readings: NKS Cp-14, In Class Exercise
Session 7: Basic Analytical Methods: Frequency Distribution,
Cross tabulation, Chi-square test, etc.
Objective: Basic quantitative data analysis procedures and
associated statistics.Readings: NKS Cp-15
Session 8: Hypothesis Formulation and Testing
Objective: Intro to hypothesis formulation and hypothesis
testing related to difference (parametric
and non-parametric data)
Readings: In Class Exercise
Module II: Introduction to Qualitative Marketing Research
Module Objective: To develop basic understanding of quantitative
research among participants sothat they can use it independently as
well as prelude to quantitative research in marketing.
Session 9: Introduction to Qualitative Research
Objective: To develop understanding of participants on
qualitative research
Readings: A Fine Mess: Highlights and differences in qualitative
research
Session 10: Strategies for doing Qualitative Research
Objective: Introduce various strategies followed for conducting
qualitative research
Readings: Let Us Count the Ways: Strategies for Doing
Qualitative Research
Session 11: Qualitative population and sampling
proceduresObjective: To develop an understanding of sampling
procedures used in qualitative research
Readings: "It's All in Who You Know:" Qualitative Population and
Sampling Procedures
Session 12: Methods of qualitative data collection
Objective: Introduce three basic data collection methods in
qualitative research
Readings: Qualitative Data Collection Methods: An
Introduction
Session 13: Strategies for compiling and analysing qualitative
data
Objective: Initiate participants in qualitative data compilation
and analysis
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Readings: Making Sense of It All: A Look at Qualitative Data
Compilation & Analysis
Session 14: Mixed Methods Research Combining Qualitative and
Quantitative Research
Objective: To highlight the importance and appropriateness of
mixed method research
Readings: Chapter 24, Social Research Methods, by Alan Bryman,
3rd
edition, Oxford University press.
Session 15: Mixed Methods Research Combining Qualitative and
Quantitative Research
Objective: To highlight the importance and appropriateness of
mixed method research
Readings: Chapter 25, Social Research Methods, by Alan Bryman,
3rd
edition, Oxford University press.
Note 1: Additional reading (if any) would be shared at
appropriate time.* Sessions with SPSS
Note 2: Materials for Sessions 9, 10, 11, and 13 are taken from
the online course material provided byProf. M. Dereshiwsky of
Northern Arizona University. Permission for the same has already
been
obtained via e-mail.
