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Indian Institute of Management Rohtak

Executive Post Graduate Programme in Management


Course Outline – PGP

Course Title : Business Research Methods (BRM)


Credits : 0.75
Number of Sessions : 14
Session Duration : 75 Minutes
Term : III
Year : 2019-20
Faculty : Dr. Madhu Mandal
Email : madhu.mandal@iimrohtak.ac.in

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I. Course Objectives:
This course provides an understanding to business research which essentially forms the
basis of business theory and practice. Considering the recent dynamics and
competitiveness of the business environment, a right and logical decision helps a firm
maintain its long-term stability in the marketplace. Right decisions are not merely based
on intuition or judgement. A good manager when faced with a business problem,
develops an understanding of the context, structures the problems and then uses
appropriate methods to collect the information, analyse it and take a decision.
Business research is a function that aims to bridge the gap between the consumers and the
businesses (and concerned managers) by imparting the right information. Given the
unparalleled relevance of business research, it is imperative for management aspirants to
understand the significance and usage of various tools/techniques of business research.
Against this backdrop, this course is designed to enable participants to stay ahead in
today’s complex business world of data, intelligence, metrics and messages. This course
will deal with the problem definition, research design, questionnaire design, data
collection, and analysis stages of research projects.

II. Pedagogy and learning resources:


This course will involve a combination of teaching techniques like case analyses, group
activities and lectures. A mixed approach would allow comprehensive development of the
participants, which would not only aid them to understand the research theories but also
encourage them to apply these theories in practice to experience its application in real
time. Case study method will enable the participants to learn how to diagnose and
respond to various scenarios and contexts.
This course also involves the participants in live group projects, through which they
would learn to identify managerial problems or possible business opportunities in and
around them. Live projects will give them a chance to apply their theoretical knowledge
to analyse the situation and find workable solutions in the most unorthodox ways.

III. Text Book:


Marketing Research: An Applied Orientation by Malhotra & Dash (7th Edition)
Cases and Business Cases are given in the text book.

IV. Reference Book:


Business Research Methods by Cooper, Schindler & Sharma

V. Evaluation Criteria:

Criteria Weightage
Class participation 10%
Mid-Term Examination 20%
Group Project 30%
End Term Examination 40%

VI. Session Wise Schedule:

Session 1 Introduction to Marketing Research


Reading Chapter 1
Case 1.1 (P24) HP: Using Marketing Research to gain a Competitive Edge
Business Case 1.1 Burke: Learning and Growing through Marketing Research

Session 2 Defining the Marketing Research Problem


Reading Chapter 2
Case 1.1 (P57) HP: Using Marketing Research to gain a Competitive Edge
Business Case 2.1 Accenture: The Accent is in the Name

Session 3 Research Design


Reading Chapter 3
Case 1.1 (P86) HP: Using Marketing Research to gain a Competitive Edge
Business Case 3.1 National Football League: The King of Professional Sports

Session 4 Exploratory Research Design


Reading Chapter 4 & 5
Case 1.1 (P118 &174) HP: Using Marketing Research to gain a Competitive Edge
Business Case 4.1 The Mayo Clinic: Staying Healthy with Marketing Research
Business Case 5.1 Nike: Associating Athletes, Performance, and the Brand

Session 5 Descriptive Research Design


Reading Chapter 6
Case 1.1 (P219) HP: Using Marketing Research to gain a Competitive Edge
Business Case 6.1 Starbucks: Staying Local while Going Global through MR

Session 6 Causal Research Design


Reading Chapter 7
Case 1.1 (P250) HP: Using Marketing Research to gain a Competitive Edge
Business Case 7.1 Aflac: Marketing Research Quacks like a Duck

Session 7 Measurement and Scaling


Reading Chapter 8 & 9
Case 1.1 (P273 &300) HP: Using Marketing Research to gain a Competitive Edge
Business Case 8.1 Procter & Gamble: Using Marketing Research to Build Brands
Business Case 9.1 eGO: Reinventing Wheels

Session 8 Questionnaire and Form Design


Reading Chapter 10
Case 1.1 (P336) HP: Using Marketing Research to gain a Competitive Edge
Business Case 10.1 Dunkin’ Donuts: Dunking the Competition

Session 9 Sampling
Reading Chapter 11 & 12
Case 1.1 (P371 &398) HP: Using Marketing Research to gain a Competitive Edge
Business Case 11.1 Nivea: Marketing Research leads to consistency in marketing
Business Case 12.1 Subaru: “Mr. Survey” Monitors Customer Satisfaction

Session 10 & 11 Data Collection, Preparation, Analysis, and Reporting


Reading Chapter 13, 14, 15 & 23
Case 1.1 (P418, 449, HP: Using Marketing Research to gain a Competitive Edge
493 & 758)
Business Case 13.1 Intel: Building Blocks Inside Out
Business Case 23.1 Marriott: Marketing Research leads to expanded offerings

Session 12 & 13 Group Project Presentation

Session 14 Course Review: Summarizing the learning & Feedback