MR EM-15

MR EM-15
1yr MBA-Executive 2015-16T-III

Marketing Research

Credits	Two
Faculty Name	Prof Plavini Punyatoya
Program	Executive One-Year MBA (Full-time) 2015-16
Academic Year and Term	Term III- 2015-16

1. Course Description

The course aims to provide a basic understanding of marketing knowledge generation, construction and reconstruction methods employed by well-managed firms. The focus of the course is on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course deals with examination of the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.

2. Student Learning Outcomes

· Be able to conceptualize the Marketing Research problem.
· Be able to design Marketing Research study.
· Be able to execute the Marketing Research project independently.

3. Required Text Books and Reading Material

1. Malhotra, N.K. and Dash, S. (2015). Marketing Research: An Applied Orientation, Pearson Education. (MD)
2. Compiled Course Material from Secondary Sources

Additional Reference books

· Churchill, G. A., Iacobucci, D. and Israel, D. (2013). Marketing Research: A South-Asian Perspective, Delhi, Cengage Learning. (CII)
· Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2013). Multivariate data analysis, New Delhi: Pearson Publication Inc.(HBBAT)

4. Tentative Session Plan

Session Number Topics/Activities Reading/case list etc.

1 Marketing Research: Brief and Proposal Chapter1-3 (MD)

2 Research Design
-Descriptive
-Exploratory
-Experimental Chapter 4,6,7 (MD)

3-4 Difference between Qualitative and Quantitative Research
& Qualitative Research Methods
-Interview
-Focus Group Interviews
-Projective Techniques
-Other Qualitative techniques Chapter 4-7 (MD)

5 Content Analysis Case discussion

6 Pricing Research Reference material & case discussion

7 Category Driver Analysis Reference material & case discussion

8 Discriminant Analysis Chapter 18 (MD)

9 Cluster Analysis Chapter 20 (MD)

10 Multi Dimensional Scaling Chapter 21 (MD)

11 Conjoint Analysis Chapter 21 (MD)

12-13 Structural Equation Modeling
-Measurement Model (CFA)
-Structural Model (Path analysis) Chapter 22 (MD)

14 Student Presentation

5. Evaluation

Class Participation
20

Project & Presentation
40

End-Term Exam
40

6. Academic Integrity

Focus is on authenticity. Kindly refer to manual of policy for code of conduct.

Created By: Alora Kar on 09/30/2015 at 09:55 AM
Category: MBA EX-15-T-III Doctype: Document

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Session Number	Topics/Activities	Reading/case list etc.
1	Marketing Research: Brief and Proposal	Chapter1-3 (MD)
2	Research Design -Descriptive -Exploratory -Experimental	Chapter 4,6,7 (MD)
3-4	Difference between Qualitative and Quantitative Research & Qualitative Research Methods -Interview -Focus Group Interviews -Projective Techniques -Other Qualitative techniques	Chapter 4-7 (MD)
5	Content Analysis	Case discussion
6	Pricing Research	Reference material & case discussion
7	Category Driver Analysis	Reference material & case discussion
8	Discriminant Analysis	Chapter 18 (MD)
9	Cluster Analysis	Chapter 20 (MD)
10	Multi Dimensional Scaling	Chapter 21 (MD)
11	Conjoint Analysis	Chapter 21 (MD)
12-13	Structural Equation Modeling -Measurement Model (CFA) -Structural Model (Path analysis)	Chapter 22 (MD)
14	Student Presentation


Class Participation	20
Project & Presentation	40
End-Term Exam	40