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1. A basic understanding of marketing knowledge generation, construction and reconstruction 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.

Session Plan:

Session	Topics	Suggested Reading
1	Introduction to Marketing Research	Chapter 1 Easwaran S. Chapter 1 Naresh. K. Malhotra
2-4	Key MR Analytics	Course Material
5	Proposal writing (Conceptualization of Marketing Problems and proposing plan of action)	Chapter 2 Naresh. K. Malhotra and Course Material
6	Research design and Sampling (Exploratory and Conclusive Research – Causal and Descriptive)	Chapter 3 Naresh. K. Malhotra and Course Material
7	Marketing Research Interviews (Key concepts and practices, kinds, discussion guide design)	Chapter 10-11 Easwaran S. and Singh S and Course Material
8	Focus Group Discussion in Marketing Research (Key concepts and practices, kinds, discussion guide design, content analysis)	Chapter 10 & 16 Easwaran S. and Singh S and Course Material
9-10	MR Project consultations, discussions and presentations	Course Material

Malhotra N.K. Marketing Research: An Applied Orientation. Pearson Education
Easwaran S. and Singh S. J. Marketing Research: Concepts, Practices and Cases. Oxford University Press.

1.Business Research Methods, Cooper Schindler, Tata McGraw Hill
2.Research for Marketing Decisions, Paul Green, Donald S Tull, & 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

Created By: Hemanta Ranjan Deo on 12/09/2009 at 11:03 AM
Category: PGPRM - I Doctype: Document