Marketing Research

Teacher

Dr. Sisir Ranjan Dash

Category

Core Courses

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Course Name : Marketing Research

Code(Credit) : CUTM1203(2-0-2)

Course Objectives

  • To enable the learners interpret marketing research output and make managerial decisions out of marketing research outcomes.
  • To enable the learners implement the marketing research tools in summer internship program and generate a SIP report which can be used effectively for managerial decisions.

Learning Outcomes

  • After completion of the course students will be able to slot a customer problem into a research problem and effectively make a choice on what type of marketing research insights are required for resolving this research problem like U&A, industry analysis or online database etc.
  • After completion of the course students will be able to understand the marketing research reports and their implications in managerial decisions.
  • After completion of the course students will be able to know how to implement marketing research tools specifically in SIP.

Course Syllabus

Module: I (07 Hours)

Introduction to marketing research: Definition, classification and nature of MR, MR suppliers and services, careers in MR, ethics in MR, role of MR in MIS and DSS, Marketing research process: steps in MR, defining the MR problem, research design, sample design, research brief, Data collection:  sources of secondary data, methods of primary data collection.

 

Module: II (12 Hours)

Tools of MR: Measurement and scaling, preparation of questionnaire, schedules, discussion guidelines, the role of data and databases, Research Methods: qualitative vs. quantitative research methods, selection of appropriate method in usage and attitude studies, industrial researches and social researches.

 

Module: III (15 Hours)

Data analysis (using Excel and SPSS): data entry, editing, coding, cleaning, crosstabs, Quantitative techniques: Interpreting results of reliability analysis, descriptive analysis, inferential analysis, chi-square test, ANOVA (one way and two way), t-Test, Z-Test, correlation and covariance, simple and multiple regression analysis, Qualitative techniques: Interpreting results of content analysis.

 

Module: IV (11 Hours)

Multivariate Analysis (using SPSS): Interpreting results of factor analysis, cluster analysis

Digital MR: Sources of electronic MR reports, Interpreting e-MR reports and Google Analytics

Presenting findings and conclusion: Report preparation and presentation process, report format, report writing, guidelines for table and graph, oral presentation.

References Recommended:

 

Books

  • Marketing research: An applied orientation by N.Malhotra, Pearson Education
  • Research Methodology by C. R. Kothari, New Age Publications

Journals:

  • Journal of Marketing Research

Links to websites:

www.ama.org

Session Plan

Session 1

Lecture = 01 Hour

Definition, classification and nature of MR, MR suppliers and services, Careers in MR, ethics in MR, role of MR in MIS and DSS

Text Book

Page: 34, 35-37, 39-46, 47-50, 52 (Malhotra)

Internet

Click Here

Click Here

You Tube Video

Click Here for Video 01

Click Here for Video 02

Click Here for Video 03

PPT

(To be shared)

Session 2

Lecture = 01 Hour

Steps in MR

Text Book

Page: 37-39 (Malhotra)

Internet

Click Here

You Tube Video

Click Here

PPT

(To be shared)

Session 3

Lecture = 01 Hour

Defining the MR problem

Text Book

Page: 58-72 (Malhotra)

Internet
Click Here

You Tube Video
Click Here
PPT

(To be shared)

Session 4

Project = 01 Hour

Students will be assigned the projects and asked to define the MR problem

Session 5

Lecture = 01 Hour

Research design, Sample design

Text Book

Page: 102-113, 342-356 (Malhotra)

Internet

Click Here

Click Here

You Tube Video

Click Here for Video 01

Click Here for Video 02

PPT

(To be shared)

Session 6

Project = 01 Hour

Students will be asked to prepare the research design and sample design for the respective projects so assigned

Session 7

Lecture = 01 Hour

Research brief, sources of secondary data, Methods of primary data collection

Text Book

Page: 417-419, 130-152, 196-205 (Malhotra)

Internet

Click Here

Click Here

You Tube Video

Click Here for Video 01

Click Here for Video 02

PPT

(To be shared)

Session 8

Lecture = 01 Hour

Measurement and scaling

Text Book

Page: 264-275 (Malhotra)

Internet

Click Here

 You Tube Video

Click Here

PPT

(To be shared)

Session 9

Lecture = 01 Hour

Preparation of questionnaire, schedules, discussion guidelines

Text Book

Page: 308-330 (Malhotra)

Internet

Click Here

You Tube Video

Click Here

PPT

(To be shared)

Session 10

Project = 01 Hour

Students will be asked to prepared a draft questionnaire/schedule for the project assigned to them

Session 11

Project = 01 Hour

The questionnaires/schedules prepared by the students will be evaluated and necessary modifications will be done so that the final questionnaire/schedule will be ready

Session 12

Project = 01 Hour

Students will be sent to the field for data collection and the faculty will accompany them

Session 13

Project = 01 Hour

Students will be sent to the field for data collection and the faculty will accompany them

Session 14

Project = 01 Hour

Students will be sent to the field for data collection and the faculty will accompany them

Session 15

Project = 01 Hour

Students will be sent to the field for data collection and the faculty will accompany them

Session 16

Lecture = 01 Hour

The role of data and databases

Internet

Click Here
Click Here
Click Here
Click Here
Click Here
Click Here
Click Here

PPT

(To be shared)

Session 17

Project = 01 Hour

The students will be asked to derive data related to their project from the internet

Session 18

Lecture = 01 Hour

Qualitative vs. quantitative research methods

Text Book

Page: 164-185 (Malhotra)

Internet

Click Here

You Tube Video

Click Here

PPT

(To be shared)

Session 19

Lecture = 01 Hour

Selection of appropriate method in usage and attitude studies, industrial researches and social researches

Internet

Click Here
Click Here
Click Here

PPT

(To be shared)

Session 20

Lecture = 01 Hour

Data entry, editing, coding, cleaning, crosstabs using Excel and SPSS

Text Book

Page: 430-442 (Malhotra)

You Tube Video

Click Here for Video 01
Click Here for Video 02
Click Here for Video 03

PPT

(To be shared)

Session 21

Project = 01 Hour

The students will be told to enter the data and come to the class with the excel file, they will do cleaning of data.

Session 22

Project = 01 Hour

The students will be told run crosstabs on the data generated from the projects

Session 23

Lecture = 01 Hour

Interpreting results of Reliability analysis, descriptive analysis using Excel and SPSS

Text Book

Page: 455-471 (Malhotra)

You Tube Video

Click Here for Video 01
Click Here for Video 02
Click Here for Video 03

PPT

(To be shared)

Session 24

Project = 01 Hour

The students will be told to make reliability analysis and descriptive analysis using the data generated from the projects.

Session 25

Lecture = 01 Hour

Interpreting results of Chi-square test using Excel and SPSS

Text Book

Page: 472, 482-485 (Malhotra)

You Tube Video

Click Here for Video 01
Click Here for Video 02
Click Here for Video 03

PPT

(To be shared)

Session 26

Project = 01 Hour

The students will be told to perform chi-square test using the data generated from the projects.

Session 27

Lecture = 01 Hour

Interpreting results of ANOVA (one-way and two-way) using Excel and SPSS

Text Book

Page: 497-502 (Malhotra)

You Tube Video

Click Here for Video 01
Click Here for Video 02
Click Here for Video 03

PPT

(To be shared)

Session 28

Project = 01 Hour

The students will be told to perform ANOVA using the data generated from the project.

Session 29

Lecture = 01 Hour

Interpreting results of t – Test using Excel and SPSS, Z – Test using Excel and SPSS

Text Book

Page: 475-481 (Malhotra)

You Tube Video

Click Here for Video 01
Click Here for Video 02
Click Here for Video 03
Click Here for Video 04
Click Here for Video 05
Click Here for Video 06

PPT

(To be shared)

Session 30

Project = 01 Hour

The students will be told to perform t-Test and Z Test by using the data generated from the project.

Session 31

Lecture = 01 Hour

Interpreting results of Correlation and Covariance using Excel and SPSS

Text Book

Page: 525-530, 530-541 (Malhotra)

You Tube Video

Click Here for Video 01
Click Here for Video 02
Click Here for Video 03
Click Here for Video 04
Click Here for Video 05
Click Here for Video 06

PPT

(To be shared)

Session 32

Project = 01 Hour

The students will be told to perform correlation analysis and find covariance from the data generated from the project.

Session 33

Lecture = 01 Hour

Interpreting results of Content analysis

Internet

Click Here

You Tube Video

Click Here
PPT

(To be shared)

Session 34

Project = 01 Hour

The students will be told to make a content analysis using the data generated from the project.

Session 35

Lecture = 01 Hour

Interpreting results of Factor analysis using SPSS, Cluster analysis using SPSS

Text Book

Page:588-600, 614-629  (Malhotra)

Internet

Click Here
Click Here

You Tube Video
Click Here for Video 01
Click Here for Video 02
Click Here for Video 03
Click Here for Video 04

PPT

(To be shared)

Session 36

Project = 01 Hour

The students will be asked to perform factor analysis using the data generated from project.

Session 37

Project = 01 Hour

The students will be asked to perform cluster analysis using the data generated from the project.

Session 38

Lecture = 01 Hour

Sources of electronic MR reports, Interpreting e-MR reports and Google Analytics

Session 39

Project = 01 Hour

The students will be told to browse the sources of electronic MR.

Session 40

Project = 01 Hour

The students will be asked to interpret Google Analytics reports.

Session 41

Lecture = 01 Hour

Report preparation and presentation process, report format, report writing, Guidelines for table and graph, oral presentations

Text Book

Page: 670-681 (Malhotra)

Internet

Click Here

You Tube Video

Click Here for Video 01
Click Here for Video 02

PPT

(To be shared)

Session 42

Project = 01 Hour

Presentation of project reports through ppt. by students

Session 43

Project = 01 Hour

Presentation of project reports through ppt. by students

Session 44

Project = 01 Hour

Presentation of project reports through ppt. by students

Session 45

Project = 01 Hour

Presentation of project reports through ppt. by students

Project: 01 - Brand Health Study

About Brand Health Study:

A brand is a perception in its consumers’ minds. A strong brand can command a premium price. This power of a brand is measured using a technique of marketing research – Brand Health Survey.

About the Project:

A group containing 3 to 5 members will be constituted and they will be assigned with a brand for which a brand health study needs to be conducted. Health of the selected brand will be checked on the basis of various aspects like awareness and usage, stakeholders’ perception of the brand, performance of the brand on its value proposition, customer loyalty, strategy to allocate resources aptly for maximizing the brand potential, ability to charge premium etc. For this purpose, the group will design a structured quantitative questionnaire and make a research design (including sample design). Then, the members of the group will go to the field for collecting data, enter the data, code it, clean it and then perform the analysis like reliability analysis, descriptive analysis and inferential analysis. Finally, the group will prepare a report and make an oral presentation indicating the implications of key findings in managerial decisions related to the brand.

Project: 02 – Customer Satisfaction Survey

About Customer Satisfaction Survey:

A customer satisfaction survey is a questionnaire designed to help businesses understand what their customers think about their products or services, their brand, and their customer support. Customer satisfaction surveys allow companies to improve products strategically, optimize user experience, and deliver exactly what the market demands.

About the Project:

A group containing 3 to 5 members will be constituted and they will be assigned with a product for which a customer satisfaction survey needs to be conducted. Customer satisfaction of the selected product will be checked on the basis of various aspects like overall satisfaction, feature wise satisfaction, willingness to recommend the product, after sales service etc. For this purpose, the group will design a structured quantitative questionnaire and make a research design (including sample design). Then, the members of the group will go to the field for collecting data, enter the data, code it, clean it and then perform the analysis like reliability analysis, descriptive analysis and inferential analysis. Finally, the group will prepare a report and make an oral presentation indicating the implications of key findings in managerial decisions related to the customer satisfaction.

Project: 03 – Product Testing

About Product Testing:

Product testing is a research methodology allowing businesses to collect qualitative and quantitative information about consumer’s potential consumption/usage behavior, preferences, and reactions on a product. The product may be a software product or a consumer non-durable; it does not matter. Companies make their audience use or consume their products, and collect their reactions on product usage, the taste or smell, etc.

About the Project:

A group containing 3 to 5 members will be constituted and they will be assigned with a product for which a product testing has to be done. Consumer reaction for the selected product will be assessed on the basis of various aspects like appearance of the product, portion of the product, smell of the product, feel of the product, overall satisfaction, need for the product etc. For this purpose, the group will design a structured questionnaire which capture both quantitative and qualitative information and make a research design (including sample design). Then, the members of the group will go to the field for collecting data, enter the data, code it, clean it and then perform the analysis like reliability analysis, descriptive analysis and inferential analysis. Finally, the group will prepare a report and make an oral presentation indicating the implications of key findings in managerial decisions related to the product.

Project: 04 – Mystery Shopping

About Mystery Shopping:

Mystery shopping is a process in which a person visits a retail store, restaurant, bank branch or any such location with the objective of measuring the quality of customer experience. In these types of exercises, the mystery shoppers are first of all appointed and then these mystery shoppers then visit the location pretending to be a customer and make careful note of things they have been asked to measure.

About the Project:

A group containing 3 to 5 members will be constituted and they will be assigned with a bank branch, restaurant or automobile dealership for which a mystery shopping exercise needs to be conducted. The service provided of the selected product will be assessed on the basis of various aspects like how customers will be greeted, maximum acceptable waiting time, temperature of the facility, display of products etc. For this purpose, the group will design a structured questionnaire which capture both quantitative and qualitative information and make a research design (including sample design). Then, the members of the group will go to the field for collecting data, enter the data, code it, clean it and then perform the analysis like reliability analysis, descriptive analysis and inferential analysis. Finally, the group will prepare a report and make an oral presentation indicating the implications of key findings in managerial decisions related to the service provider of the product.

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    Our Main Teachers

    MA (Economics), MBA (Marketing Management), UGC-NET Qualified in Management, Ph. D. (Management), Certified in Consumer Behavior, Brand, Customer Relationship and Marketing Management (IIM, Bangalore), 15 Years Experience in Academics and Research, Author of 24 articles out of which 09 are archived in SCOPUS, Author of 02 books published in Lambert Academic Publishing (LAP), Germany