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MM II - P05
Intrucructor: Profs. Prashant Mishra & A.V. Ramanacharyulu
Course Outline
Overview
Marketing managers have to make decisions everyday, sometimes minor, sometimes far-reaching. Each of these impending decisions are likely to produce better results with the intelligent use of marketing research which has the potential to provide better information to make well informed decisions. Effective decision making is strongly linked to quality input, and marketing research plays an important role in translating data into useful information. Any business seeking an edge in attracting and retaining customers in competitive market environments turns to marketing. And in turn, marketing can create strategies to work toward these goals of attraction and retention, if the business understands its customers. This understanding comes through marketing research, both periodic projects directed toward specific problems at hand, and continuing, ongoing measurement of the marketplace.
The course focuses on various techniques and methods of marketing research with equal emphasis on both qualitative and quantitative research techniques; and offers the students the opportunity to apply the techniques to real-world situations. The students shall be exposed to the a
pplication of sampling, measurement, and data analysis methods in research on a variety of marketing related situations such as segmentation, consumers' perceptions and decision processes, new product development, advertising and promotion effectiveness, pricing, and distribution along with a few contemporary applications like measuring brand equity, CRM, and customer satisfaction.
Learning Outcomes:
After going through this course, the students shall be able to:
1. Appreciate the role of marketing research in making marketing decisions;
2. Design and implement the marketing research process i.e., from development of research instrument to presentation of research report
3. Describe and illustrate the qualitative research methods and quantitative research methods and their applications in the field of marketing.
4. Discuss the nature and scope of data preparation and field work processes.
5. Understand and apply various useful statistical tools & techniques used in the field of marketing research in order to analyse & interpret the researched data with the aid of these statistical tools & techniques
Pedagogy:
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Lectures / seminal presentations
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Self help exercises / Case Study
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Research Assignments for Groups (using both secondary and primary sources)
Assessment Scheme*:
Component
Weightage
Surprise Quizzes or Class Exercises1 (Minimum 3)
30%
Research Project (Group)2
40%
End-Term (Close Book)3
30%
NB:
1. There will be minimum three surprise quizzes and / or class exercises. NO MAKEUP QUIZ OR EXERCISE will be done.
2. Research Project will be a group venture. Group will constitute of five participants and will be formed by the course coordinator / instructors. The project will be evaluated in four stages namely; (1) Research Proposal Submission (2) Research Instrument and Data Collection processes (3) Final Report and (4) Presentation
3. End term exam pattern and details will be announced at a later date.
Text Book:
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Marketing Research – An Applied Orientation by Naresh K. Malhotra, Pearson Education Asia, 4th Edition, 2004.
Supplementary Readings:
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Marketing Research – Within a changing Information Environment by Hair, Bush, and Ortinau, Tata McGraw-Hill, New Delhi, Second Edition, 2003.
§
Marketing Research by David Aaker / V. Kumar / G.S. Day, John Wiley & Sons, Singapore, 6th Edition.
DETAILED SESSIONWISE COURSE OUTLINE
T: TOPIC FOR DISCUSSION; C: CASE; E: EXERCISE; R: TEXT READINGS
Session 1-2-3: T: Introduction to Marketing Research and Marketing Research Process: A Decision Making Perspective and Preparing Research Briefs/ Proposal
R: Text Book Chapter 1 & 2 Pages 3-13 & 32-52
C: Market Research Corporation Private Limited
C: Gujarat Tea Processors and Packers Limited (A)
C: Mahesh Agro-Chemicals (A)
Session 4-5: T: Understanding Research Designs / Types (Exploratory / Descriptive/ Causal)
R: Text Book Chapter 3 Pages 72-96 (For further details on these topics sees Chapter 5, 6, 7)
E: To be announced Later
Session 6-7: T: Measurement and Scaling Techniques (Types and Development)
R: Text Book Chapter 8 Pages 234-247 (For further details on these topics sees Chapter 9 &10)
E: To be announced Later
Session 8-9: T: Sampling Decisions and Procedures
R: Text Book Chapter 11 Pages 312-334 & Chapter 12 Pages 340-361
Session 10-11: Discussion on Project Briefs (developed by the students for their project work; detailed instructions for these would be communicated once the course commences; In these sessions students will present their project briefs for suggestions and improvement if any)
Session 12-13: T: Quantitative Analytical Tools and Applications in Marketing Related Decision Problems (Hypothesis Testing, Analysis of Variance for Complex Experimental Designs, Correlation & Regression)
R: Text Book Chapter 15 Pages 433-437 & 447-459; Chapter 16 pages 468 -488
R: Text Book Chapter 17 Pages 496-524
Session 14-15: T: Quantitative Analytical Tools and Applications in Marketing Related Decision Problems: Discriminant Analysis, Factor Analysis and Cluster Analysis
R: Text Book Chapter 18 Pages 533-550
R: Text Book Chapter 19 Pages 559-575; Chapter 20 Pages 586-603
Session : T: 16-17 Perceptual Mapping, Multi Dimensional Scaling and Conjoint analysis and Applications in Marketing Related Decision Problems
R: Text Book Chapter 21 Pages 611-634
Session 18-19-20: T: Report Presentation
R: Text Book Chapter 22
NB: (Additional teaching material / cases / exercises for sessions will be distributed wherever necessary)
Created By:
Partha Sen
on
02/10/2006
at
04:30 PM
Category
:
PGP-I
Doctype
:
Document
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