To provide

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.

Pedagogy: Lectures and Discussion.

Session Plan:

Session	Topics	Suggested Reading
1-2	Introduction to Marketing Research	Chapter 1 Naresh. K. Malhotra
2-5	Key MR Analytics	Course Material
5-6	To recapitulate SPSS	-
6-7	Proposal writing (Conceptualization of Marketing Problems and proposing plan of action)	Chapter 2 Naresh. K. Malhotra
8-9	Research design and Sampling (Exploratory and Conclusive Research – Causal and Descriptive)	Chapter 3 Naresh. K. Malhotra
10-11	Marketing Research Interviews (Key concepts and practices, kinds, discussion guide design)	Chapter 10-11 Easwaran S. and Singh S
12-13	Focus Group Discussion in Marketing Research (Key concepts and practices, kinds, discussion guide design, content analysis)	Chapter 10 & 16 Easwaran S. and Singh S
	Key Select Applications
14-15	Value Definition Research SEGMENTATION RESEARCH Oulook Case	Chapter 12-14 Easwaran S. and Singh S & Course Material
16-17	Value Creation Research PRODUCT DEVELOPMENT RESEARCH Happydent Case	Chapter 12-14 Easwaran S. and Singh S & Course Material
18-19	Value Delivery Research ADVERTISING RESEARCH Revital Case	Chapter 12-14 Easwaran S. and Singh S & Course Material
20	Integration	-

Text Books:

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.

Course Material : click following button
References:

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


Evaluation Method:

Components	Marks
Class Participation	10%
Group Work	30%
Mid-Term Exam	30%
End-Term Exam	30%

Internet Resources :

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/ (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
http://www.tutor2u.net/marketing/default.html