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Centre for Marketing in Emerging Economies
Presents
HBACK
WORKSHOP SPECIAL: TEACHING MARKETING RESEARCH
CMEE NEWSLETTER – Volume 1 Issue 2 December 2015
Dear Readers,
Marketing research is regarded as a foundation topic in marketing
education and comprises one of the most important facets of marketing.
Many instructors, however, often consider “Marketing Research” a
challenging topic to teach, and a dry subject for students to learn. An
attractive curriculum comprised of exercises, case studies and group
projects were shared with participants in this workshop to address the
challenge in teaching marketing research process. Participants were
exposed to the art of teaching of contemporary fascinating facets of
qualitative and quantitative marketing research tools and techniques
commonly used in marketing research.
I am really thankful to workshop supporting organizations: SAGE,
PEARSON, SAMSUNG, Zee Media and participants from various
industries and academic institutes who attended the workshop.
Through this newsletter we intend to communicate the proceedings of
workshop to those who could not attend the workshop. CMEE‘s vision
is to be globally recognized Centre for Marketing that studies,
understands and educates about consumers, business and public
policies towards marketing in Emerging Economies. CMEE’S
organizing these workshops is aligned with its goal of mentoring
academia and Industry for teaching state-of-the-art consumer
understanding methodologies. I earnestly solicit the co-operation and
contribution of all the interested academia and industry representatives
to join hand with us in our march towards excellence.
I hope you love reading it as much we loved making it.
To see past events of CMEE and know all the updates please click here.
I wish you a Prosperous and Productive New Year!
Let us keep in touch for new opportunities in 2016.
Thanking you…
CMEE–Chairperson Speaks
Teaching marketing research is challenging in
many ways. Marketing research is an inherently
technical subject and the challenge is to teach it in
a managerial way as most students will end up as
users of marketing research rather than providers
or suppliers of marketing research. Another
challenge is to teach statistical techniques to
students who have a mixed background in
statistics. My marketing research books that are
global leaders have successfully crafted an
approach to meeting these challenges. This
includes a blending of technical concepts with
managerial applications illustrated by actual
company examples and a variety of pedagogical
tools that are described in the following... It was a
pleasure to teach five modules.
Legend Speaks
In this workshop we covered the basics of qualitative
research in a digital era. We began with a discussion of
Gillette’s work in developing the Gillette Guard razor
specifically for the poor and rural male consumer in India
based on ethnographic research. In this case after failing with
razors designed abroad the resulting India-centric razor has
not only succeeded in the local market, but has been rolled
out to the China and African markets as well. Future plans
call for bringing it to the American and European markets as
well in order to safeguard against disruptive innovations by
competitors. The workshop covered all basic areas of
qualitative consumer research, including focus groups,
participant observation, remote (CCTV) observation, visual
analysis, depth interviewing, and netnographic research on
consumption communities, analysis of social media postings,
projective measures, computer-aided qualitative data
analysis, and other innovations in qualitative consumer
research. Emerging and possible future technologies, such as
direct search of visual data were also considered. It was
gratifying to see the level of qualitative sophistication of
workshop participants, especially those from industry. Their
engagement in the workshop topics helped make this an
exciting learning opportunity for all.
Workshop Notes
TEACHING MARKETING RESEARCH
Day1: 18.11.2015
SESSION 1: Introduction to Marketing Research
Prof Naresh Malhotra
This session discussed the growing importance
of marketing research, gave a definition and
present a classification of marketing research.
Several real-life examples were given for
illustration. The introductory session also
featured several pedagogical tools including
active research, real research, project research,
experiential research, decision research, and
live research. Several cases including critical
thinking cases, Harvard Business School cases,
and cases with real data and questionnaires were
highlighted.
SESSION 2: Defining the problem
Prof Naresh Malhotra
The importance of this first and most crucial step of the marketing research process was
highlighted. The challenges in defining the problem were discussed. The common errors in
defining the problem and how to avoid them were expounded using many of the pedagogical
tools described above.
SESSION 3: Introduction to Qualitative Marketing Research
Prof Russell Belk
This session provided a brief introduction to contemporary qualitative research tools and techniques used in conducting marketing research. Motivational research, ethnographic, videographic, netnoraphic, projective methods, Metaphor illustrations, Ethno methodology were discussed in detail with real-life examples.
Workshop Notes
SESSION4: Research Design
Prof Satyabhusan Dash
This session discussed various type of research design and explain the differences between
them. Major sources of error in research design through live case studies and illustration were
discussed. He shared the technique to prepare course outline with the participants. He also
shared his views on how to effectively cover the syllabus theoretical learning through its
practical applicability by making the students involve in a live project.
Day2: 19.11.2015
SESSION 1: Teaching Qualitative Marketing Research
Prof Russell Belk
This topic examined how to effectively
teach qualitative marketing research based
on five years of teaching the topic in
Canada, Brazil, France, Australia, and Hong
Kong. The method is online real world and
project-based. Netnography is basically
online ethnography. Using Netnography,
positive and negative themes from
customer comments can be acquired.
SESSION 2: Survey Research
Prof Satyabhusan Dash
This session will discuss different survey methods and illustrate the evaluation of best suited
for particular research project through live case studies and illustrations. There are various
types of surveys you can choose from. Basically, the types of
surveys are broadly categorized into two: according to
instrumentation and according to the span of time involved.
The types of surveys according to instrumentation include
the questionnaire and the interview. On the other hand, the
types of surveys according to the span of time used to
conduct the survey are comprised of cross-sectional surveys and longitudinal surveys.
SESSION 3: Scaling &Measurement
Prof Naresh Malhotra
Some outrageous, counter-intuitive, statements were made regarding numbers and each of
them was proved. The basic scale characteristics, primary type of scales, and scaling
techniques commonly used in marketing research were covered. Two novel pedagogical tools
were used to communicate these concepts.
SESSION 4: Case Studies- Indian Context
Mr. Mohan Krishnan
Based on experience of imparting practical
knowledge to a steady stream of market
researcher in commercial agencies where
the turnover is quite high, a variety of
methods will be shared currently in vogue
to enable to skill gain experience. These
include liberal use of short & long cases at
various stages of Marketing Research.
Case study on improving branding of
Accenture and improvement of services of
Indian Railways through market research
were discussed.
Day3: 20.11.2015
SESSION 1: Basic Quantitative Techniques
Prof Naresh Malhotra
This session cover data preparation,
and basic techniques such as
parametric and non-parametric
univariate tests, and analysis of
variance and regression. Several
real-life examples were given for
illustration.
SESSION 2: Teaching SPSS
Prof Naresh Malhotra
The challenge of teaching SPSS was discussed. Teaching aids such as SPSS Demo Movies, SPSS
Screen Captures, and practice data sets and solutions were highlighted. Cluster Analysis,
Discriminant and logit analysis were the substantive topics covered.
SESSION 3: Advanced Quantitative Techniques
Prof Satyabhusan Dash
This session discusses selected
number of statistical tools in major
streams of research in quantitative
marketing research e.g., Factor
Analysis, Conjoint Analysis,
Perceptual mapping & Structural
Equation Modelling etc. Through
realistic live case study and data analysis
this session provided innovative teaching methodology to teach advanced quantitative
techniques.
Workshop Group Photo
A glimpse of Speaker’s session
https://www.youtube.com/watch?v=2yx5kmRVZX4&feature=youtu.be (Prof Naresh
Malhotra taking Session on Teaching Marketing Research)
https://www.youtube.com/watch?v=vWsMchSqu5I&feature=youtu.be (Prof Satya Bhushan
Dash talking session on 19th Nov’2015)
https://www.youtube.com/watch?v=nCoCVpUYqfQ&feature=youtu.be ( Mr Mohan Krishnan
taking session on Indian Case Studies in context to marketing research)
https://www.youtube.com/watch?v=wLeiNJb29fw&feature=youtu.be (Prof Belk Feedback
on ZEE Business)
https://www.youtube.com/watch?v=wkI6K9QS_EA&feature=youtu.be(Teaching Marketing
Research)
https://www.youtube.com/watch?v=yas6yG8CN0E&feature=youtu.be (Teaching Marketing
Research)
https://www.youtube.com/watch?v=cKkJ5aU3IAg&feature=youtu.be (Teaching Marketing Research)
CMEE in News
Participant Speaks
https://www.youtube.com/watch?v=Y_TwfLr6Onw&feature=em-upload_owner#action=share
https://www.youtube.com/watch?v=TdMJZd-wiL8&feature=youtu.be (Teaching Marketing
Research)
https://www.youtube.com/watch?v=0oZxMHPvEO0&feature=youtu.be (Teaching Marketing
Research)
I have been attending all the workshops of CMEE! This workshop
specially was a delight. The workshop was nicely designed and was
organised very well. I personally learnt a lot!
Dr Harmeen Soch – Faculty, PTU
It was very good experience for me to attend workshop at IIML, Noida
campus. All the marketing research topics was well covered. And sessions
taken by well renowned and excellent faculties was an icing on the cake!
Dr Vinod Kumar- Faculty, IMT Nagpur
The workshop proved to be a boon for me. Practical Issues were
discussed. Very good combination of speakers and subjects. It was
entirely for intellectual crowd. I am looking forward to attend many more
workshops organized by CMEE!
Mr Ankur Aggarwal – KEN RESEARCH
Workshop Snapshots
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