POST-GRADUATE PROGRAMME IN MANAGEMENT ACADEMIC YEAR: 2013-14 TERM: VI AREA: MARKETING CREDITS: 3 Title of the course: Credits: Email:

3 Dr. Bhavani Shankar and Dr. Vikas Goyal 548 (Bhavani), 540 (Vikas) bhavanishankar@iimidr.ac.in , vikasg@iimidr.ac.in B Phone Numbers: MARKETING RESEARCH (MR)

Name of the faculty member: Faculty block:

Course Description: Marketing research is a vital task carried out by marketers to understand and analyse emerging patterns in consumer markets. The inputs provided from research help marketers to take decisions relating to marketing mix. Increasing fragmentation of consumer markets poses a challenge before marketers. To address this challenge and understand consumers a combination of quantitative and qualitative research methods can be employed. The proposed course covers the basics of marketing research. The present course would cover quantitative and qualitative methodologies. Objectives: On completion of the course the participants would be in a position to independently develop and conduct a marketing research proposal. Specifically, 1. To introduce participants to the overall marketing research process. 2. Introduce the tools and techniques to develop and conduct primary research. 3. To improve their understanding and analysis of data generated from primary research. Pedagogy: The pedagogy would include presentations/discussions on basic research design concepts followed by some data exercises / applied assignments. Please Note: This course is pre-requisite for taking the following courses in subsequent terms (term V & VI):

Advanced Marketing Research (AMR); Qualitative Marketing Research (QMR)

Evaluation: Component Class Participation Assignments Quizzes End Term Total Weightage 10% 30% 30% 30% 100%

LIST OF ADDITIONAL BOOKS / READINGS: 1. Malhotra, N. K. and Dash S. 2011 Marketing Research: An applied orientation. New Delhi:

Pearson Education Asia. [Sixth Edition] (NKS) 2. Social Research Methods, by Alan Bryman, 3rd Edition, Oxford University Press. SCHEDULE OF SESSIONS: Module I: Introduction to Quantitative Marketing Research Module Objective: To develop and understanding of the tools and techniques of Quantitative Marketing Research and the role of marketing research in decision-making process. Session 1: Introduction to Marketing Research Objective: Introduction to MR and the role of business research in decision-making process. Readings: NKS Cp-1 Session 2: Business Problem to Research Proposal and Approach Objective: Differentiate between management decision problem and defining the marketing research problem. Identifying the factors to be considered and develop research approach. Readings: NKS Cp-2 Session 3: Research Design Formulation Objective: Understand various research designs and their appropriateness for different marketing research problems. Readings: NKS Cp-3 Session 4: Measurement and Scaling Objective: Intro to concepts of measurement and scaling. Classification of scaling techniques. Readings: NKS Cp-8,9

Session 5: Sampling Procedures and Questionnaire Design Objective: Discuss sampling designs, sampling frame, sample size and execution of sampling procedure. Describe the process and purpose of designing a questionnaire. Readings: NKS Cp-11,12 Session 6: Data Preparation Objective: Discussion of the nature and scope of data preparation, coding/recoding of questionnaire, data cleaning and missing value treatment Readings: NKS Cp-14, In Class Exercise Session 7: Basic Analytical Methods: Frequency Distribution, Cross tabulation, Chi-square test, etc. Objective: Basic quantitative data analysis procedures and associated statistics. Readings: NKS Cp-15 Session 8: Hypothesis Formulation and Testing Objective: Intro to hypothesis formulation and hypothesis testing related to difference (parametric and non-parametric data) Readings: In Class Exercise Module II: Introduction to Qualitative Marketing Research Module Objective: To develop basic understanding of quantitative research among participants so that they can use it independently as well as prelude to quantitative research in marketing. Session 9: Introduction to Qualitative Research Objective: To develop understanding of participants on qualitative research Readings: A Fine Mess: Highlights and differences in qualitative research Session 10: Strategies for doing Qualitative Research Objective: Introduce various strategies followed for conducting qualitative research Readings: Let Us Count the Ways: Strategies for Doing Qualitative Research Session 11: Qualitative population and sampling procedures Objective: To develop an understanding of sampling procedures used in qualitative research Readings: "It's All in Who You Know:" Qualitative Population and Sampling Procedures Session 12: Methods of qualitative data collection Objective: Introduce three basic data collection methods in qualitative research Readings: Qualitative Data Collection Methods: An Introduction Session 13: Strategies for compiling and analysing qualitative data Objective: Initiate participants in qualitative data compilation and analysis

Readings: Making Sense of It All: A Look at Qualitative Data Compilation & Analysis Session 14: Mixed Methods Research Combining Qualitative and Quantitative Research Objective: To highlight the importance and appropriateness of mixed method research Readings: Chapter 24, Social Research Methods, by Alan Bryman, 3rd edition, Oxford University press. Session 15: Mixed Methods Research Combining Qualitative and Quantitative Research Objective: To highlight the importance and appropriateness of mixed method research Readings: Chapter 25, Social Research Methods, by Alan Bryman, 3rd edition, Oxford University press. Note 1: Additional reading (if any) would be shared at appropriate time.
* Sessions with SPSS

Note 2: Materials for Sessions 9, 10, 11, and 13 are taken from the online course material provided by Prof. M. Dereshiwsky of Northern Arizona University. Permission for the same has already been obtained via e-mail.