BR 2013 Module Manual

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IILM Institute for Higher Education

Module Manual: Business Research

Academic Year: PGP/2012-14

Module Code:

Module Name Sector Job Profile

Business Research KPO, Consulting, Marketing

1. Entry level position of

Associate Research Manager

/ Research Executive in any

Marketing Research Agency

2. Research Analyst profile in

a Knowledge Process

Outsourcing venture

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1. Introduction to the Module and Module Objective

The course on Business Research gives students an insight into how research can beapplied in all disciplines for the purpose of management decision-making. Business

Research is a systematic inquiry that provides information to guide managerial decisions.

Benefits of Business Research to a practicing manager:

The business environment is dynamic and rapid changes in the business world are creating

new decision situations that demand better skills for the acquisition and use of

information. Business research is an effective tool that helps organizations excel in the

marketplace. It provides information about consumers and their reactions to various

products, prices, distribution, and promotion strategies. Marketers who collect accurateand relevant information thus, designing and implementing their strategies quicker than

their competitors are more likely to be successful.

Companies conduct business research for a number of reasons, including gathering crucial

information on consumers and business clients. However, companies need to ensure they

use the correct methods for collecting customer information. Most company market

researchers use phone surveys when they want to get reliable information quickly.

Whether a business is just starting out or has been well established over an extended

period of time, doing business research helps executives to make proper decisions on

running the company.

Relevance of the course to management students:

A majority of professionals in the sales and marketing area come in contact with business

research whether in commissioning it from an external agency or interpreting and

applying its findings for the organisation. Students studying in Year I of the Post Graduate

Program face their Summer Internships at the end of the academic year, where marketing

research forms the crux of most projects assigned to them. Thus, the course prepares

them better for the internship, by helping them develop logical thinking ability, and a

step-wise approach to solving a business problem. Business writing skills (reports and

proposals), presentation skills are all improved as students go through a complete

marketing research project.

In this module of Business Research we have also included sessions on Secondary

Research which is an essential part of a Research Analyst profile now days in corporate

scenario and most widely used method by business researchers. Secondary research is

based on information from studies previously performed by government agencies,

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chambers of commerce, trade associations, and other organizations. For example, U.S.

Census Bureau information and Nielsen ratings are secondary market research.

Through these sessions students will be made aware of the types of Databases used in

corporate set-up by business researchers. Students will be taken through the basic

steps of searching Databases and retrieving results to make them better equipped

while applying for Research Analyst job. They will also learn the trick of browsing the

web and still stay focused on the topic at hand and discard irrelevant information. We

have combined conceptual knowledge with industry application in this module to

increase the Employability of our students in KPO, Consulting Industry or for any job

profile involving Business Research.

The main focus will be on defining the problems in the field of business and to conductresearch to provide a solution to them.

Module Objectives:

The specific aims of this module are that students should:

Understand the concepts & practices that make up the field of research

Identify and formulate a Business Research problem from the current business

environment and develop certain hypotheses for research

Independently design and implement a business research program

Conduct a basic analysis of data using appropriate techniques Use the analysed data to report research findings relevant to business decision

making, thereby becoming equipped to face the Summer Internship Projects

2. Introduction to the Tutors

2.1 Area Chair

Name: Professor Sujit Sengupta

Phone Number: 011-3093-4342 / 9811076737Email ID: [email protected]

Cabin Location: Lodhi Road

Website URL: http://www.iilm.edu/faculty/profiles/sujit-sengupta.html

2.2 Module Leader: Anjali Malik

2.3 Tutors

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i) Dr. Anjali Malik

http://www.iilm.edu/faculty/profiles/anjali-malik.html

ii) Ms. Anju Gullahttp://www.iilm.edu/faculty/profiles/anju-gulla.html

3. Module Pre-Requisites

As a core course, each student will be undergoing the Marketing Research module.

However, before undergoing this module, it is necessary that a student refreshes his/her

learning of the following courses:

Basics of Marketing Management in the Pre course

Probability Modelling and Statistics in Term-I

Customer in Term-II

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4. Module Overview

Session Topics

Session 1 Definition and Classification of Business Research

Session 2 The Research Process and Orientation to the Field Project

Session 3 Defining the Marketing and Research Problems

Session 4Case Discussion: Huella Online Travel - Gaining Market Insight into Hong

Kong consumers

Session 5 Exploratory Research Design Focus Groups and Depth Interviews

Session 6 Secondary Data Research The Exploratory Phase Search Strategy

Session 7 Literature Search

Session 8 Database Search process Compared to Web Search Process

Session 9 Guest Lecture on Business Research

Session 10 Guest Lecture on Qualitative Research Methods

Session 11 Case Discussion: Juice Guys (A)

Session 12 Descriptive Research Design Survey and Observation

Session 13 Sampling Design and Procedures

Session 14 Writing a Research Proposal

Session 15 Proposal Writing Exercise: Huella Online Travel Case Study

Session 16 Questionnaire Design-I: Measurement and Scaling

Session 17 Questionnaire Design-II: Formation of a Questionnaire

Session 18 Questionnaire Design Exercises

Session 19 Data Collection and Preparation

Session 20 Data Analysis Techniques

Session 21 Presenting Research Results

Session 22 Presentation of Field Projects

5. Module Readings

Readings for all sessions in this module have been compiled and will be distributed to all

students. They consist of case studies, articles and concept notes by Harvard Business

School Publishing. Some of these have been prescribed as 'pre-reading' for a particular

session, and students must ensure that they read the same before attending a class. Class

discussion will center around the specified readings. Other 'required reading' can be

completed after the session, and is necessary for complete understanding of a topic.

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5.1 Main Texts

The Marketing Research course pack essential and desired readings

5.2 Reference Texts

1. Gilbert A. Churchill: Marketing Research: Methodological Foundations, 7th Edition (The

Dryden Press)

Defining the Marketing and Research Problems: Pages 69-84

Questionnaire Design - Measurement & Scaling: Chap-9, (Pages 379-412)

2. Naresh .K. Malhotra, Pearson Education (5th Edition) - Marketing Research - An Applied

Orientation

Defining the Marketing and Research Problems: Pages 34-56

3. Rajendra Nargundkar, Tata McGraw-Hill New Delhi, 2nd Edition Marketing Research

Text and Cases

Data Collection & Preparation: Ch 7 (Pages 114-122)

Data Analysis Techniques: Ch 7 (Pages 122-178), Ch 8, Ch 9 & Ch 10

4. Harper W. Boyd & Ralph Westfall & Stanley F. Stasch (Richard D. Irwin Inc.), All India

Traveller Bookseller Delhi, 7th edition Marketing Research Text & Cases

Applications of Marketing Research: Ch - 20 and Ch 21

5. Donald R. Cooper & Pamela S. Schindler - Business Research Methods, 9th Edition (The

McGraw Hill Companies)

Secondary Data Researches: Ch-7, Pages 162- 184

5.3 Websites & Videos

Marketing Research Analysts' Job- http://www.youtube.com/watch?

v=TsOgNmeeQHo&feature=related

Types of Researches- http://www.youtube.com/watch?

v=TkRz5YYmgTY&feature=fvwrel

When to use Qualitative or Quantitative Research-

http://www.youtube.com/watch?v=638W_s5tRq8&feature=related

Approaches to Quantitative Research- http://www.youtube.com/watch?v=X8EWW56z5pQ&feature=related

The Future of Marketing Research- http://www.youtube.com/watch?

v=m547hHWvKk4&feature=related

Online Lab for Experimental Marketing Research- http://www.youtube.com/watch?

v=CMXoXQCYQl4&NR=1

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http://www.youtube.com/watch?v=TsOgNmeeQHo&feature=relatedhttp://www.youtube.com/watch?v=TsOgNmeeQHo&feature=relatedhttp://www.youtube.com/watch?v=638W_s5tRq8&feature=relatedhttp://www.youtube.com/watch?v=X8EWW56z5pQ&feature=relatedhttp://www.youtube.com/watch?v=X8EWW56z5pQ&feature=relatedhttp://www.youtube.com/watch?v=m547hHWvKk4&feature=relatedhttp://www.youtube.com/watch?v=m547hHWvKk4&feature=relatedhttp://www.youtube.com/watch?v=CMXoXQCYQl4&NR=1http://www.youtube.com/watch?v=CMXoXQCYQl4&NR=1http://www.youtube.com/watch?v=638W_s5tRq8&feature=relatedhttp://www.youtube.com/watch?v=X8EWW56z5pQ&feature=relatedhttp://www.youtube.com/watch?v=X8EWW56z5pQ&feature=relatedhttp://www.youtube.com/watch?v=m547hHWvKk4&feature=relatedhttp://www.youtube.com/watch?v=m547hHWvKk4&feature=relatedhttp://www.youtube.com/watch?v=CMXoXQCYQl4&NR=1http://www.youtube.com/watch?v=CMXoXQCYQl4&NR=1http://www.youtube.com/watch?v=TsOgNmeeQHo&feature=relatedhttp://www.youtube.com/watch?v=TsOgNmeeQHo&feature=related


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6. Session Plan

6.1-Session 1

Title: Definition and Classification of Business Research

Business Research is a step by step process of identifying and finding a solution to

different problems through appropriate research tools and techniques. In this session, the

definition and various types of business research are discussed and the role of Marketing

Research in decision making is highlighted.

Learning Outcome

Students will understand the nature of marketing research, and its importance in

marketing decision making

Essential Reading- Marketing Research: HBS Background Note by Robert J. Dolan (Page 1-

4, including 'Secondary Research')

Desired Reading- Cost Conscious Marketing Research: HBR Article by Alan R. Andreasen

6.2-Session 2

Title: The Research Process and Orientation to the Field Project

This session is designed to give students an overview of the research process.

Simultaneously, they are given an orientation to the group project they must undertake as

part of this module.

Learning Outcome

Students will be sensitized to the marketing research process, and the parties involved in

research.

Desired Reading-1. The Research Process and an Example (from Conducting Market Research for

International Business By Tamer Cavusgil, Gary Knight, John Riesenberger, and

Attila Yaprak)

2. Backward Market Research: HBR Article by Alan R. Andreasen

Project

Students will plan for their group projects to be carried out alongside the course,

throughout the term. They shall organise themselves into groups of 6, and select a

company, product or services for which they wish to conduct the research.

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6.3-Session 3

Title: Defining the Marketing and Research Problems

This session focusses on understanding the business situation which requires marketingresearch and defining the marketing research problem. The environmental context of the

problem and decision makers in the organisation affect the definition of research

objectives and the approach to solve the problem.

Learning Outcome

Students shall be able to state the business problem and research objectives distinctly,

after understanding the environmental context of the problem. They shall be able to

develop research questions and hypotheses for the research to be undertaken

Essential Reading- Chap 2 (Pages 34-56), Marketing Research An Applied Orientation(5e): Naresh K. Malhotra and Satyabhushan Dash, OR

Pages 69-84, Marketing Research Methodological Foundations (7e): Gilbert A. Churchill,

Jr. (The Dryden Press)

Project

Each group of students must do background research on the company, product or service

selected. They must identify possible sources of marketing problems for which research

can be done.

6.4-Session 4

Title: Defining the Marketing and Research Problems: Case Discussion

For this session, students come prepared after reading the prescribed case study. This case

illustrates the types of information needed by a company for its specific marketing

objectives and examines how market research can help it attain its goals. Class discussion

will center around developing the marketing and research problem for Huella Online

Travel company, which is facing a challenge in establishing itself in the Hong Kong market.

Learning Outcome

Students will develop a basic understanding of the steps involved in defining the marketing

management problem. They will analyse the marketing situation that warrants research,

and state the marketing and research objectives for a given situation. They will also

formulate hypothesis and research questions for the given situation.

Case: Huella Online Travel - Gaining Market Insight into Hong Kong consumers

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Project

Student groups will state the marketing and research objectives for their chosen business

situations.

6.5-Session 5

Title: Exploratory Research Design Focus Groups and Depth Interviews

Exploratory research is a vital step in understanding a business situation better. Many a

times, it assists in defining research objectives more precisely. Organisations desirous of

getting an in-depth view of a marketing issue frequently commission exploratory or

qualitative research. This session deals with the role and application of qualitative

research, and focuses on techniques of conducting it.

Learning Outcome

Students will understand the relevance of qualitative research. They will understand the

applicability and advantages of focus groups and depth interviews as distinct techniques of

exploratory research.


8)

ProjectStudent groups will determine the need to conduct exploratory research for their field

projects, and plan for the same.

6.6-Session 6

Title: Secondary Data Research The Exploratory Phase Search Strategy

In moving from management question to research question, the researcher uses both

internal and external secondary sources. In the exploratory phase of secondary research,

it is important to understand the following:

management dilemma/question or problem look for ways others have addressed or solved similar problems

gather background information on the topic to refine research question

identify sub-topics on which information should be gathered

identify sources and direct questions that might be used as measurement

questions.

Learning Outcome

During this session, the students will understand the purpose and process of secondary

data research, usage of internal and external secondary data sources and importance of

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secondary research in management decision making. They will also learn to differentiate

between the three levels of information sources and how much value each data source

carries.

Essential Reading- Donald R. Cooper & Pamela S. Schindler - Business Research Methods,

9th Edition (The McGraw Hill Companies), Chapter 7, Pages 162-168


6.7- Session 7

Title: Literature Search

In most cases, the exploration phase begins with a literature search a review of books,articles in journals, professional literature, white papers that relate to the problem at

hand. There are dozens of types of information sources used by business researchers, each

with a special function.

Learning Outcome

Th session will focus on the importance of literature search, the process of conducting a

productive literature search and the format of presentation. Students will also learn about

the various information types typically used by business researchers and how to evaluate

sources of information.

Essential Reading-

3. Donald R. Cooper & Pamela S. Schindler - Business Research Methods, 9th Edition

(The McGraw Hill Companies), Chapter 7, Pages 169- 172


Project

Students will be given a secondary research problem from the industry and they will be

required to do literature search of that problem in team set up.

6.8-Session 8

Title: Database Search process Compared to Web Search Process

There are several bibliographic databases available to business researchers. Some of the

most popular ones which are used by most of KPOs and Consulting firms are OneSource,

Factiva, Lexis -Nexis, Thomson Investext, Bloomberg etc. It is important to consider the

database contents and its limitations and criteria for inclusion at the beginning of search

in order to save time in the long run.

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Despite vast pool of information availability on the Web, searching and retrieving

information on the Web is a great deal and more cumbersome that database based search.

Researchers work on tight deadlines and rarely have the luxury of undirected browsing.

Learning Outcome

Students will be made aware of the types of databases used in corporate set-up by

business researchers. Students will be taken through the basic steps of searching

databases and retrieving results to make them better equipped while applying for

Research Analyst job. They will learn the trick of browsing the web and still stay focused

on the topic at hand and discard irrelevant information.

Essential Reading- Donald R. Cooper & Pamela S. Schindler - Business Research Methods,

9th Edition (The McGraw Hill Companies), Chapter 7, Pages 173- 184


Project

Each group of students will be given a specific search query to do web based secondary

research on it. The students will be evaluated on the following critera: a)correct

understanding of the research problem, b) break up of research questions, c)

Comprehensiveness of research, d) relevance and credibility of data sources, e)presentation

of data findings.

6.9-Session 9

Title: Guest Lecture on Business Research

A practicing professional from the industry, preferably KPO, actively involved in Secondary

Research will be invited to share real life examples of how secondary research is

conducted in a corporate set up using databases and web for specific types of search

queries.

Learning Outcome

Students will learn from the speakers experiences and gain a better understanding ofsecondary research in practice.

6.10 -Session 10

Title: Guest Lecture on Qualitative Research Methods

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A practicing professional from qualitative Marketing Research shall be invited to share

examples of how qualitative research is conducted using projective and associative

techniques within focus groups and depth interviews and its findings used for managerial

decision making.

Learning Outcome

Students will learn from the speakers experiences and gain a better understanding of

Qualitative research in practice.

6.11-Session 11

Title: Case Discussion Juice Guys (A)

The group discusses Juice Guys (A) case study, where exploratory marketing research hasbeen carried out for finding out the ultimate juice retail store concept.

Learning Outcome

The case showcases an entire qualitative research process, including the transcripts of

interviews of five respondents - students learn how to gather and analyze customer

interview data collected through qualitative research.

Case- Juice Guys (A)

Project

Student groups will conduct exploratory research through appropriate techniques and

analyse the collected data

6.12-Session 12

Title: Descriptive Research Design Survey and Observation

Descriptive research is widely used to capture preferences, attitudes and opinions of alarge number of respondents about products and services. Survey, opinion polls and

observation are the main tools of descriptive research and this session dwells upon the

relevance of each.

Learning Outcome

Students develop an understanding of the two basic means of obtaining primary

information through descriptive research survey and observation. They become aware of

considerations in adopting either method, and advantages and disadvantages of both

methods. They will also be able to apply these in their field projects.

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10)

Desired Reading- Methodological Considerations in International Marketing Research (FromConducting Market Research for International Business By Tamer Cavusgil, Gary Knight,

John Riesenberger, and Attila Yaprak)

Project

Student groups will decide on the appropriate research design for their projects

exploratory, descriptive or a combination of these.

6.13-Session 13

Title: Sampling Design and Procedures

These sessions focus on the decision of sampling for a marketing research problem, in a

step-by-step process. Probability and non-probability techniques of sampling are

discussed, along with their use and advantages. Factors governing sample size are also

highlighted.

Learning Outcome

Students will be able to apply sampling design procedures to the field projects, based on

requirements of the research issue. They will be able to justify their choice of samplingtechnique.

Essential Reading- Research Methods in Marketing: Survey Research: HBR Note by Robert

J. Dolan (Page 6-13)

Project

Student groups shall make sampling decisions for their field projects.

6.14 -Session 14

Title: Writing a Research Proposal

A clear and well-written research proposal is the foundation of conducting successful

marketing research. Proposals form the basis of competition between contemporary

research agencies bidding to win research projects. They guide the researcher in the

entire research process. This session will aim to describe the essentials of a good proposal.

Learning Outcome

Students will understand the significance of proposal documents and how to design one

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6.15-Session 15

Title: Proposal Writing Exercise for Huella Online Travel Case StudyStudents will apply the principles of proposal writing to the Huella Online Travel Case

Study. They will create the proposal in small groups for the business and research

problems identified.

Learning Outcome

Students will practice and learn how to write effective proposals

Case- Huella Online Travel - Gaining Market Insight into Hong Kong consumers

ProjectStudent groups will craft a proposal for their field projects.

6.16-Session 16

Title: Questionnaire Design-I: Measurement and Scaling

Questionnaires are standardised tools for measuring responses of research participants.

This session will introduce students to the concepts of comparitive and non-comparitive

scales for measurement. The primary scales of measurement and their applications will be

discussed.

Learning Outcome

This session will enable students to distinguish between and apply various comparitive and

non-comparitive scales.

Desired Reading- Chap 8 (Pages 250-261) and Chap 9 (Pages 270-282), Marketing Research

An Applied Orientation (5e): Naresh K. Malhotra and Satyabhushan Dash, OR

Chap-9, (Pages 379-412), Marketing Research Methodological Foundations (7e): Gilbert A.

Churchill, Jr. (The Dryden Press)

6.17-Session 17

Title: Questionnaire Design-II: Formation of a Questionnaire

Questionnaire design not only involves framing and asking suitable questions, but also the

order in which they should appear and the way in which information will be best captured.

This session builds upon the previous session on measurement and scaling and equips

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students with skills to develop an appropriate questionnaire for a given research

objective.

Learning Outcome

Students will be able to design a questionnaire to be used in their field projects using theconcepts of questionnaire design. They will be able to take decisions about question

content, format and order.

Essential Reading- 1. Research Methods in Marketing: Survey Research: HBR Note by

Robert J. Dolan (Page 3-5)

2. Questionnaire Design and Development: HBS Note by Alvin J. Silk (Page 1-2, 6-11)


Project

Student groups will prepare a questionnaire for the field projects and pilot test, finaliseand use it to collect data for their projects

6.18-Session 18

Title: Questionnaire Design Exercise

Students shall design a questionnaire for the Huella Online Travel Case Study.

Learning Outcome

Students will practice and learn how to create appropriate questionnaires that aresufficient to collect data for the research problem at hand


6.19-Session 19

Title: Data Collection and Preparation

Once a research design and data collection tool are decided, the next step is to implement

these in the field. This session will throw light on the factors important in data collectionprocess, the challenges faced by interviewers and how raw data can be prepared for

further analysis.

Learning Outcome

Students appreciate the difficulties in conducting fieldwork for research through actually

conducting interviews / surveys for their field projects. They will be able to collate the

raw data and make it ready for analysing it.

Project

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Students continue to complete data collection for their group projects, and then convert

it into an appropriate format on which to carry out data analysis

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6.20 -Session 20

Title: Data Analysis Techniques*

In this session, the several techniques which students must have studied in Probability

Modelling and Statistics will be discussed and applied.

Learning Outcome

Students will build upon their knowledge of statistical techniques which they have learned

in Probability Modelling and Statistics to solve Marketing related problems.

Required Readings

*Students to refer to the course on Probability Modelling and Statistics and refresh the

statistical techniques discussed there.

Essential Reading- Research Methods in Marketing: Survey Research: HBR Note by Robert

J. Dolan (Page 14-20)

Pages 208-210 and 242-252, Marketing Research Text and Cases (3e): Rajendra

Nargundkar (Tata McGraw Hill)

Desired Reading- Pages 181-189, Marketing Research Text and Cases (3e): Rajendra

Nargundkar (Tata McGraw Hill)

Project

Student groups examine the data for logical errors and missing information. They then

apply data analysis techniques to suit the research objectives set for their projects.

6.21-Session 21

Title: Presenting Research Results

Research presentations distill the important research findings and present them to the

managers / decision makers clearly to aid their decision making. In this session, emphasis

will be to extract those findings from the presentation that address the research

objectives set in the beginning.

Learning Outcome

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Students will be able to make reports and presentations that incorporate features of an

ideal report. They shall present their research findings for their field projects in a way

that addresses the research objectives.

Project

Students work on project reports and presentations for the field project

6.22 Session 22

Title: Presentation of Field Projects

Student presentations of their field projects will be conducted group by group, and

evaluated

Learning Outcome

This exercise draws upon the learning of the entire module, and students are able to learn

effective presentation skills by presenting the highlights of their projects in a time slot of

10 minutes

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7. Assessment Plan

Details of Assessment

Assessment Task Weightage

1. Case Analysis 5

2. Project Work -1 (Secondary research) 10

3. Project Work -2 (Primary research) 15

a. Research Proposal 5

b. Questionnaire Design 5

b. Data Analysis, Report & Presentation 5

TOTAL 30

Details of Assessment

7.1 Component 1: Case Analysis (5 marks)

Students are expected to submit written analysis on a case. Students are expected to

submit the analysis in their pre-determined groups before the case discussion is due in

class. They must thoroughly read the case, identify the issues and suggest alternatives to

the issues identified. For instance, the solution of a case could involve designing a suitableresearch for solving the problems identified in the case as well as attempting data analysis

on the bases of class discussion and their understanding from Quantitative Techniques

Paper.

7.2 Component 2 Project Work -1 (Secondary research) (10 marks)

Each group of students will be given a specific search query to do web based

secondary research on it. The students will be evaluated on the following criteria:

a) correct understanding of the research problem,

b) break up of research questions,

c) comprehensiveness of research,

d) relevance and credibility of data sources,

e) presentation of data findings.

7.3 Component 3: Project Work (Primary research) (15 marks)

The project shall have two major assessment components. Details of the same are given

below:

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Research Proposal (5 marks)

A research proposal outlining the proposed research project must be submitted by eachgroup. The Proposal document must contain the Business & Research Objectives, Research

Design, including Sampling, detailed Information Areas to be covered during data

collection and Data Analysis methods.

Though the Proposal document is handed over by session 9, students are expected to

formulate research objective, research design etc. as and when these concepts are

discussed in class. Thus, construction of the proposal is an on-going process, with the class

schedule. The instructors must be informed of the progress of each step of the proposal by

all groups.

Questionnaire (5 marks)

The questionnaire (and discussion guide) to be used for data collection for the MR project

must be submitted by all groups according to the deadline specified. The purpose is to

have it reviewed by the instructor and make amendments, if necessary.

Data Analysis, Project Report & Presentation (5 marks)

Students are expected to submit the data file (MS excel) containing the raw data

collected. They must also submit files containing analysis performed on that data thiscould be in the form of cross-tabulations, charts and other analysis outputs from the tests

performed on the data.

A project report should be submitted latest by the 16 session. In case a student wants the

case analysis/ project work to be reviewed before final submission he /she may approach

the concerned faculty after seeking prior appointment.

Project presentations will be scheduled in the Seminars 8 & 9

Warning: Plagiarism of any kind shall be dealt severely and will be marked zero. Also,

no two courseworks can be same. Please refer the detailed Plagiarism Policy available

on Basecamp for more information

Step by step process to be followed for the Research Project:

1.Identify a Marketing Research problem from the current business environment

2.Define the problem and get it approved by the Instructor

3.Develop an approach to solving the problem, by means of a Research Proposal. Submit

the proposal to the Instructor for feedback and approval. The proposal should include -

Research problem identification

Research Design

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Hypothesis, Sample size, sampling technique, sources of data, data collection

techniques, evaluation technique

4.Identify suitable data source(s) and data collection techniques

5.Develop a questionnaire and get it approved by the instructor6.Conduct the research that is the requisite number of interviews or observational

research as proposed in the research design

7.Analyse the data and interpret the results enumerating the limitations of the project

8.Prepare a report & make a detailed presentation

Examples of contemporary issues that you may choose:

The research project would revolve around any concept related to marketing.

1. Post launch evaluation of a new product or service

2. Pricing research

3. Distribution research

4. Communication / Promotion effect research5. Customer Satisfaction research

Feedback on the Group Projects and Presentations will be given in the form of written

comments on the report, as well as oral feedback after the group presents.

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111120-MK-402-V1Assessment Rubrics for Component 2: Project Work

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8. Format of Submission of Coursework

Coursework (project components) must be submitted according to the deadlines specified

in the table below, or by the instructor at the beginning of the module. The documents

must be submitted to the instructor before 4 pm on the day of submission. Failure to

submit without good cause (illness supported by a medical certificate or similar) will result

in a zero mark.

Submissions are to be made in hard copy or soft copy as instructed by the faculty.

When submitting coursework in hard-copy, you must include a cover page which specifies:

The component name Your name / group member names

Student ID number (s)

Your section

The Module title

The name of the module instructor

When sending documents on e-mail, you must ensure the following:

Subject Line to read component name_your name_your section

Body of the email specifying the enclosed attachments and your details (name (s),

student ID number (s), section)

A copy of the email must be marked to all other group members

9. Assessment

9.1 Assessment Map

This table shows main assessment methods which are used across the module:

Module A1 A2 A3 A4 A5

Marketing Research * * *

Notes:

A1: Individual test/ Assignment

A2: Group Assignment/ Project

A3: Open Book Examination

A4: Close Book Examination

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111120-MK-402-V1

A5: Group Presentation

9.2 Teaching Map

This table shows main delivery methods which are used across module and its stages:

Module T1 T2 T3 T4 T5 T6

Marketing Research * * * * *

Notes:

T1: Lectures

T2: Seminars/Tutorials

T3: Projects & Presentation

T4: Case Discussion

T5: Guest Lectures/Industrial Visits

T6: Lab / Activity Sessions

9.3 Curriculum Map

This table shows the main learning outcomes which are developed and/or assessed in this

module:

Module L1 L2 L3 L4 L5 L6 L7 L8 L9

Marketing Research * * * * *

Notes:

L1: An understanding of organizations, their external context and their management.

L2: An awareness of current issues in business & management which is informed by

research & practice in the field.

L3: An understanding of appropriate techniques sufficient to allow investigation into

relevant business & management issues.L4: The ability to acquire & analyze data and information.

L5: The ability to apply relevant knowledge to practical situation.

L6: The ability to work & lead effectively in a team based environment.

L7: An improvement in both oral & written communication skills.

L8: Be cognizant of the impact of their individual & corporate actions on society and

recognize ethical business practices.

L9: Be sensitive to the social economic and environmental responsibilities of business.

Reading Grid

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111120-MK-402-V1

CaseNo.

Title Topics / Issues addressed No. of pages

Shared/

IsolatedCases

1 Huella Online Travel -Gaining Market Insight intoHong Kong consumers

Defining the Marketing andResearch Problems

Writing a Research Proposal

23 Isolated, usedfor twoconcept

s

2 Case- Juice Guys (A) 1. Exploratory ResearchDesign

23 Isolated

Total No. of Pages 46

Essential Readings

Articles

1 Market Research: HBSBackground Note by RobertJ. Dolan

Definition andClassification ofMarketing Research

Exploratory ResearchDesign

Descriptive ResearchDesign

10(1-10 of

17)

Isolated, used

forthree

concepts

2 Research Methods in

Marketing: Survey Research:HBR Note by Robert J. Dolan

Sampling Design and

Procedures Questionnaire Design -

Formation of aquestionnaire

Overview of DataAnalysis Techniques

18

(3-20 of20)

Isolated

, usedfor

threeconcept

s

3 Questionnaire Design andDevelopment: HBS Note byAlvin J. Silk

1. Questionnaire Design -Formation of aquestionnaire

8(1-2 and6-11 of

16)

Isolated

Book Chapters

1 Market Research: Listen andLearn (Excerpted fromMarketers Toolkit: The 10Strategies You Need toSucceed)

Applications of

Marketing Research

8(6-13 of

19)

Isolated

Total no of pages for essential reading 44

Desired Readings

Articles

1 Cost Conscious Marketing Definition and 7 Isolated

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Research: HBR Article byAlan R. Andreasen

Classification ofMarketing Research

2 Backward Market Research:

HBR Article by Alan R.Andreasen

The Research Process 4 Isolated

3 When, Where and How toTest Market: HBR Article byN.D. Cadbury

Applications of

Marketing Research

8 Isolated

4 Perceptual Mapping AManager's Guide: HBS Noteby Robert J. Dolan

Applications of

Marketing Research

6(1-6 of 10)

Isolated

5 Virtual Shopping:Breakthrough in Marketing

Research: HBR Article byRaymond R. Burke

Perspectives to theTraditional Marketing

Research Approach

12 Isolated

6 Market Research theJapanese Way: HBR SpecialReport by Johny K.Johansson and IkujiroNonaka

1. Perspectives to theTraditional MarketingResearch Approach

5 Isolated

Book Chapters

1 The Research Process and anExample (from Conducting

Market Research forInternational Business ByTamer Cavusgil, Gary Knight,John Riesenberger, andAttila Yaprak)

The Research Process 12 Isolated

2 MethodologicalConsiderations inInternational MarketingResearch (From ConductingMarket Research forInternational BusinessBy Tamer Cavusgil, GaryKnight, John Riesenberger,and Attila Yaprak)

Descriptive Research

Design

17 Isolated

Total No. of pages for desired reading 71

Status of Books in the LibraryNo. of Copies

S.No.

NameLodhiRoad

Gurgaon

1Marketing Research: Methodological Foundations, 7thEdition by Gilbert A. Churchill (The Dryden Press)

2 5

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2Marketing Research - An Applied Orientation 5th Edition

by Naresh .K. Malhotra, (Pearson Education)10 70

3

Marketing Research Text and Cases, Rajendra

Nargundkar, 3rd Edition (Tata McGraw-Hill New Delhi)

2

(2nd

edition)5

4

Marketing Research Text & Cases: Applications of

Marketing Research, 7th edition by Harper W. Boyd &

Ralph Westfall & Stanley F. Stasch (Richard D. Irwin Inc.),

All India Traveller Bookseller Delhi

1 12

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Documents

BR 2013 Module Manual