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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.

II Course Contents:

Introduction to Marketing Research; Key marketing research analytics; appreciation of SPSS; Proposal writing (Conceptualization of Marketing Problems and proposing plan of action); Research design and Sampling (Exploratory and Conclusive Research – Causal and Descriptive); Marketing Research Interviews (Key concepts and practices, kinds, discussion guide design); Focus Group Discussion in Marketing Research (Key concepts and practices, kinds, discussion guide design, content analysis). The course covers three key applications of marketing research-Value Definition Research/segmentation research, value Creation Research/product development research and value delivery research advertising research.

IV Session Plan:

Session	Topics	Suggested Reading
1	Introduction to Marketing Research	Chapter 1 Naresh. K. Malhotra
2-5	Key MR Analytics	Course Material
6-7	Conceptualization of Marketing Problems and proposing plan of action	Chapter 2 Naresh. K. Malhotra
8-9	Value Definition Research SEGMENTATION RESEARCH Oulook Case	Chapter 12-14 Easwaran S. and Singh S & Course Material
10-11	Value Creation Research PRODUCT DEVELOPMENT RESEARCH Happydent Case	Chapter 12-14 Easwaran S. and Singh S & Course Material
12-13	Value Delivery Research ADVERTISING RESEARCH Revital Case	Chapter 12-14 Easwaran S. and Singh S & Course Material
14	Integration	-

V Text Books and reading material

1.Business Research Methods, Cooper Schindler, Tata McGraw Hill
2.Research for Marketing Decisions, Paul Green, Donald S Tulcoursel, & Gerald Albaum
3.Multivariate Data Analysis, Hair, Anderson, Tatham & Black
4.ResearchMethodology,RPanneerselvam
5.BasicEconometrics,DNGujarati,TMH
6. New consumer marketing, susan baker.
7. Marketing Management by Philip Kotler

Companies	Popular Articles and Other Information
http://www.vnu.com/ http://www.wnsgs.com/ http://www.acnielsen.co.in http://www.imrbint.com/ http://.tns-global.com/where-are-tns/asia_pacific/india.htm http://www.synovate.com/ http://www.research-int.com/home.asp http://www.marketprobe.com/ http://drshti.com/homepage.asp http://www.hansaresearch.com/ http://www.proact.co.in/	http://www.marketresearch.com http://visionarymarketing.com/articles/cawi-1.html http://www.mrgrad.net/whatdo.htm http://www.emeraldinsight.com/Insight/http://www.research-sources.com/ http://www.mrs.org.uk/ http://www.emac-online.org http://www.ldraw.org/ http://www.researchandmarkets.com http://www.orientpacific.com/rfpcountries.htm