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The course aims to equip participants with the key concepts and methods of marketing research, and allow them to understand how to apply those tools to solve real-life business problems. 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. Emphasis will be on the interpretation and use of results rather than on the mathematical derivations. The course covers technical aspects of marketing research (both qualitative and quantitative research methods) through the lectures and includes some min-cases to focus on real-life application. To develop practical skill, participants have to do a marketing research project by identifying and solving a business problem using marketing research methods. Marketing Research is an important and challenging field and will reward participants in future research-related work.

2. Student Learning Outcomes

By the end of this course, participants should:

· Be able to understand the marketing research process and research techniques.
· Be able to design Marketing Research study.
· Be able to execute the Marketing Research project independently.
· Become confident and conversant with the terminology, frames of reference, and approaches to research employed by marketing practitioners, academics and researchers
· 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

· Malhotra, N.K. and Dash, S. (2015). Marketing Research: An Applied Orientation, Pearson Education. (MD)

· 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)
· Additional handouts/case studies will be provided during the course.

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	Correlation and Multiple Linear Regression	Chapter 17 (MD)
9	Discriminant Analysis	Chapter 18 (MD)
10	Cluster Analysis	Chapter 20 (MD)
11	Multi Dimensional Scaling	Chapter 21 (MD)
12-13	Conjoint Analysis	Chapter 21 (MD)
14	Student Project Presentation

5. Evaluation

Components	Weightage (in %)
Class Participation**	10
Project Submission and Presentation	35
Quiz*	15
End-Term Exam	40
Total	100

*No make-up for missed quiz.

**Class Participation: Participants are expected to be sincere in the class in terms of reaching the class on time, solving the class-room cases and exercises properly and submitting assignments on time. They should maintain the decorum inside the class and respect the fellow participants. Mere presence in the class doesn’t guarantee full CP marks. Participants should actively involve in solving the problems and give their inputs constructively to drive class further in a positive direction.

6. Academic Integrity

You are expected to maintain discipline in the class and not indulge in any disruptive activities during the sessions. Focus is on authenticity. Kindly refer to manual of policy for code of conduct.

Created By: Alora Kar on 07/14/2016 at 10:43 AM
Category: MBA(Exe.)16-T-III Doctype: Document