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MM-II-XP06
(ExPGP 2006-08 : Term-III)

Objective

The objective of MM II course is to make participants appreciate the key concepts and processes associated with Marketing Research. Marketing research is covered from the perspective of the user as well as the practitioner of the research. This course focuses principally on providing quality information upon which managers can act. The course aims at creating an appreciation of functioning of Marketing Research, both in-house as well as outsourced. It aims at building the skill of handing Marketing Research projects of various kinds. It also aims at building sensitivity towards the process of MR outsourcing by Marketing Managers. The MM II course tries to cover mainstream marketing research requirements as per life cycle of an idea. However, the course is general in nature and does not aim to provide specialized knowledge of or skill related to any specific SBU/division of a MR company or firm.
    It is to provide

    1. A basic understanding of marketing research methods employed by well-managed firms.
    2. Focus is on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information.
    3.Examination of the proper use of statistical applications
    as well as qualitative methods, with an emphasis on the interpretation and use of results .
    Xavier Institute of Management, Bhubaneswar
    Marketing Research (MM II)

    ExPGP 2006-09 Term III

    Faculty: Sandip Anand

    Pedagogy: Lectures and Discussion.

    Session Plan:

    Session
    Topics
    Suggested Reading**
    1-2
    		Introduction to Marketing Research ( Marketing Research Process in the Industry, Popular connotations,MR Company and Its Functioning-
    Business Units, Data Mining, Clients, Kinds of researches, current Trends, Consumer Insight Divisions etc)
    Chapter 1 2 & 3 Easwaran S. and Singh S
    3
    		Proposal writing (Conceptualization of Marketing Problems and proposing plan of action)
    Chapter 4 Easwaran S. and Singh S
    4
    		Research Design and Research Project Management
    Chapter 5 Easwaran S. and Singh S
    5
    		Qualitative and Quantitative Debate (Case of Advertising and Communication Research)
    Chapter 6 Easwaran S. and Singh S
    6
    		Marketing Research Interviews (Key concepts and practices, kinds, discussion guide design)
    Chapter 10 Easwaran S. and Singh S
    7
    		Focus Group Discussion in Marketing Research (Key concepts and practices, kinds, discussion guide design,)
    Chapter 10 Easwaran S. and Singh S
    8
    		Observation based research (Key concepts and practices)
    -
    9
    		Value Definition Research
    10
    		Value Creation Research
    11
    		Value Delivery Research
    12
    		Demand System Management Research
    Chapter 12-14 Easwaran S. and Singh S
    13Analysis Planning for qualitative and quantitative
    Chapter 17 Easwaran S. and Singh S
    14
    		Travel from Findings to Market Problem
    Solutions and Conceptualizing strategy
    Chapter 19 Easwaran S. and Singh S
    15
    		Trends and Challenges in Marketing Research (Online Marketing Research, Data Analytic, Changing face of Rural Research, Critical issues)
    -

    Text Book

    Easwaran S. and Singh S. J (2006). Marketing Research: Concepts, Practices and Cases. Oxford University Press.

    Internet Resources :

    CompaniesPopular 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/ (Adult Fans of LEGO)
    http://www.researchandmarkets.com
    http://www.marketingiq.com/index.cfm?seite=book/chapter1/index
    http://www.amazon.com/gp/wiki/term-altview//104-7349313-3176704?ie=UTF8&type=wiki%5Fdef&id=History%20of%20Market%20Research&activeTab=preview (History of Marketing Research)
    http://faculty.quinnipiac.edu/charm/2005_keynote.htm (The Emergence, Excitement and Disappointment of
    Consumer Behavior as a Scholarly Field )
    http://www.orientpacific.com/rfpcountries.htm (The trends)



    Research in Marketing Resources:

    http://www.gsb.stanford.edu/news/research.html

    http://hbswk.hbs.edu/topics/marketresearch.html

    http://knowledge.wharton.upenn.edu/category.cfm?cid=4&CFID=2024928&CFTOKEN=16959952

    http://www.bus.umich.edu/FacultyResearch/Research/default.htm#MARKETING

    http://www.kellogg.northwestern.edu/marketing/index.htm

    http://www.kellogg.northwestern.edu/research/fimrc/prize.htm

    Marketing Research Project*:

    After Session 15, MR Project shall be given.


    Evaluation Method

    Components
    Marks
    Class Participation
    10%
    Group Assignment
    10%
    Marketing Research Project (IP- Individual Project)
    50%
    End-Term Exam
    30%

    * Details of the Marketing Research Project shall be given in the form of Individual Project.
    ** Research cases also to be given.
    Created By: Lingaraj Pattanaik on 01/05/2007 at 04:05 PM
    Category: ExPGP-I Doctype: Document

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