MARKETING RESEARCH

Course objectives:
1. To enhance the students understanding of the marketing research industry.
2. To develop skills required by the researcher and understand different applications of
Marketing Research
3. To explore different approaches of marketing research
4. To be able to exploit Marketing Research data for management decision making
5. To identify marketing problems faced by companies and provide solutions that are
supported by good marketing research

Pre Requisites:
The Students should have knowledge about the functional areas of management such as
Marketing, Finance, Operation and Human Resources etc. The student should be well acquainted
with all the basic concepts of marketing, which will be helpful for generate clear understanding
of marketing research.

Course Description:
Marketing Research is a prerequisite at all stages and phases of business operations. By
conducting Marketing research the organization ascertain what its customer want and take steps
to prepare a product meeting those desires. Marketing Research also helps to determine whether
the product is accepted in the market. Marketing Research aids expansion into new market.
Marketing Research is imperative for staying competitive in the market.

Contents:

UNIT- I: Introduction to Marketing Research

1. Introduction to Marketing Research (1.5 Hours)

(a) Definition and classification of Marketing Research

(b) Marketing Research Process

(c) Role of Marketing Research in Marketing Decision making

(d) The Marketing Research Industry & criteria for selecting Research suppliers

(e) Careers in Marketing Research

(f) Role of Marketing Research in DSS and MIS

(g) Marketing research and Social media

(h) Overview of Ethics in MR

2. Defining a Marketing Research Problem and Developing an Approach (1.5 Hours)

(a) Importance of defining the Problem

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 (b) Process of defining the problem and developing an approach

(c) Research questions and Hypothesis Framing

Case Study Presentation –I

UNIT- II: Basic Research Design

3. Research Design Formulation: (3 Hours)

(a) Basic Research Designs

(b) Primary vs Secondary Data

(c) Secondary Data Classification, Evaluation and Types, Syndicated Data

(d) Syndicated Services for Customer and Institutional Data, MR and Social Media

4. Qualitative Research (3 Hours)

(a) Primary data: Qualitative v/s Quantitative Research

(b) Classification of Qualitative Research procedures; Focus groups (Online &

Offline), Depth Interview & Projective Techniques

(c) Mystery Shopping and other methods of Qualitative research

5. Survey and Observation (1.5 Hours)

(a) Survey Methods

(b) Classification of survey methods; Offline and Online Survey Methods

(c) CAPI and CATI

(d) Criteria for selecting a survey method

(e) Survey Response Rates

(f) Observation Methods

6. Experimentation & Causal Research (3 Hours)

(a) Concepts & Conditions of Causality

(b) Experimentation; Definitions and Concepts

(c) Validity in Experimentation; Internal & External Validity

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 (d) Classification of Experimental Designs

Case Study Presentation –II

Class Test –I (20 Marks): (It covers from topic no 1 to 6 of the syllabus)

UNIT- III: Measurement and Scaling, Questionnaire and Sampling design

7. Measurement & Scaling (1.5 Hours)

(a) Scales of Measurement – primary scales of measurement

(b) Classification of Comparative and Non-Comparative Scaling Techniques

(c) Reliability & validity

8. Questionnaire & Form Design (1.5 Hours)

(a) Objectives of a Questionnaire, Questionnaire Design process

(b) Questionnaire Content, Wording, Order, Layout and Sequence

(c) Software for Questionnaire Designs

9. Sampling Design & Procedures (3 Hours)

(a) Sample vs Census

(b) The Sampling Design Process

(c) Sampling Techniques; Non-Probability Sampling, Probability

(d) Internet Sampling

Case Study Presentation –III

Quiz & Assignment-I

RESEARCH PROJECT-I

UNIT- IV: Research Proposal

10. Research Proposal (1.5 Hours)

(a) Research Proposal Format

(b) Practice of making Research Proposal

Case Study Presentation –IV

Class Test –II (20 Marks): (It covers from topic no 7 to 10 of the syllabus)
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UNIT- V: Data collection and Preparation, Data Analysis and Report Writing

11. Data collection and Preparation and Data Analysis (7.5 Hours)

(a) Field Work & Data Collection

(b) Data Preparation Process – Editing, Coding, Cleaning One Way Two way
ANOVA
(c) Correlation

(d) Regression

(e) Cross-Tabulations

(f) Overview - Factor analysis

(g) Overview - Discriminant Analysis

(h) Overview - Conjoint Analysis

12. Report preparation and presentation (1.5 Hours)
Case Study Presentation –V
Total (30 Hours)
Text Book:
1. Essentials of Marketing Research: A hands on orientation; Naresh Malhotra, Pearson
2017, ISBN: 978-93-325-7119-8

Reference books:
1. “Marketing Research: Text and Cases”; Author: Rajendra Nargundkar; Publisher: Tata
McGraw Hill; Edition: 2nd Edition (ISBN 0-07-052805-5) or later

2. Essentials of Marketing Research; Author: Silver R., Stevens R., Wrenn B. & Loudon D.,
rd
3 edition, Routledge
3. Marketing research: Tools & techniques; Author: Nigel Bradley; 2nd edition; Oxford-
Indian edition
4. Marketing Research; Author: G.C. Beri; 5e, McGraw Hill Education

5. Research method for Business Students; Authors: Saunders, Lewis & Thornhill; FT
Prentice Hall

Software Pre-requisite:
SPSS, PASW, and Microsoft Excel: Software must be available for use by students.

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