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MM-III-MB16
MBA 2016-18: Term-III

Credits Two
Faculty Name Prof Plavini Punyatoya and Prof Sandip Anand
Program MBA (BM)
Academic Year and Term 2016-17, Term III

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

By the end of this course, participants should:

· Be able to conceptualize the Marketing Research problem.
· Be able to design Marketing Research study.
· Be able to execute the Marketing Research project independently.
· Be able to understand how MR process is integrated to actual decision making and strategy creation in organizations

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. (2015). Marketing Research: A South-Asian Perspective, Delhi, Cengage Learning.
· Smith, S.M. & Albaum, G.S. (2015). Fundamentals of Marketing Research, Sage Publcations.
· Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2015). Multivariate data analysis, New Delhi: Pearson Publication Inc.
· D. George & Mallery, p. (2014). SPSS for Windows Step by Step: A Simple Study Guide and Reference, Pearson Education.
· R.I. Levin & D.S. Rubin (2014). Statistics for Management, Pearson Education, New Delhi.

4. Tentative Session Plan

Session NumberTopics/ActivitiesReading/case list etc.
1 Marketing Research: Brief and ProposalChapter1-3 (MD)
2Research Design
-Descriptive
-Exploratory
-Experimental		Chapter 4,6,7 (MD)
3-4Conjoint AnalysisChapter 21 (MD)
5-6Difference between Qualitative and Quantitative Research
& Qualitative Research Methods
-Interview
-Focus Group Interviews
-Projective Techniques
-Other Qualitative techniques		Chapter 4-7 (MD)
7Pricing ResearchReference material & case discussion
8Category Driver Analysis (Application of Jaccard Analysis)Reference material & case discussion
9Cluster AnalysisChapter 20 (MD)
10-11Discriminant AnalysisChapter 18 (MD)
12Multi Dimensional ScalingChapter 21 (MD)
13-14Student Group Presentation


5. Evaluation
ComponentsWeightage (in %)
Class Participation15
Group Project & Presentation25
Quizzes20
End-Term Exam40

6. Academic Integrity

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

Created By: Alora Kar on 01/02/2017 at 11:40 AM
Category: BM-I 2016-18 T-III Doctype: Document

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