Usage of qualitative marketing research has seen enormous growth in the recent past. Companies are increasingly relying on insights generated from the qualitative marketing research for the decision making. This necessitates s systematic understanding of the qualitative marketing research. The course aims to provide an in-depth understanding of qualitative marketing research processes and techniques. The course is designed for MBA students who are seeking a long-term career in marketing. Exposure to this course shall help them in appreciating the linkage between marketing research and strategy formulation.
2. Student Learning Outcomes
· Be able to appreciate insights generated from qualitative marketing research and link this with marketing strategy. · Be able to conceptualize the qualitative marketing research. · Be able to design qualitative marketing research · Be able to execute the qualitative marketing research.
3. Required Text Books and Reading Material
1. Russell W. Belk. Handbook of qualitative research methods in marketing/[2006] 2. Compiled Course Material from Secondary Sources
Reference Book:
Qualitative Marketing Research. 2001. David Carson, Audrey Gilmore, Chad Perry, and Kjell Gronhaug. Sage Publications.
4. Tentative Session Plan
Focus is on authenticity. Kindly refer to manual of policy for code of conduct.
Created By: Debasis Mohanty on 02/23/2016 at 10:42 AM Category: BM-II 2015-17 T-IV Doctype: Document