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Newsletter

Volume 4 Issue 1

January 2020

The Centre for Marketing in Emerging Economies (CMEE) organized a 2-day workshop

on Teaching & Practicing Marketing Research on 19th & 20th November 2019 at Indian Institute

of Management Lucknow - Noida Campus.

The workshop was organized in association with Kantar (Gold Sponsor), Indian Oil (Silver

Sponsor) and Networking Partners: State Bank of India, Life Insurance Corporation of India and

Pearson and Park Ascent Hotel (Hospitality Partner).

The workshop involved participation from reputed organizations such as Hindustan Petroleum,

Hero MotoCorp, Carlsberg, TAM Media Research, Phronesis, Purple Audacity XIME Chennai,

IIM Kozhikode, IIT Kanpur, IMT Ghaziabad, Jaipuria Lucknow, Jaipuria Ghaziabad, BBAU

Lucknow, Punjab Technical University, ABV-IITM Gwalior

The inauguration and lamp lighting ceremony was done in the august presence of workshop

keynote speaker Prof. Naresh K. Malhotra, Regents Professor Emeritus, GeorgiaTech, USA; Prof.

Kaushik Bhattacharya, Dean-IIML Noida campus and Prof. Satyabhusan Dash, Chair-CMEE

The workshop aimed to provide a comprehensive and balanced coverage of the basic concepts of

marketing research and its current trends by illustrating the interaction between marketing

research decisions and marketing practitioner’s decisions.

Day 1: November 19th 2019 (Tuesday)

Session 01: Introduction to Marketing Research, Defining the Problem, Research

Design, Measurement and scaling

Speaker: Prof. Naresh Malhotra, Reagents Professor Emeritus, GeorgiaTech, USA; Chair-

CMEE Apex Advisory Board

The eminent speaker discussed on the

growing importance of marketing

research and integrating the

understanding and illustrating it with

several real life examples. For instance,

speaker talked about the marketing

research discipline at PnG. Further, he

quoted that the different roles of

decision makers and researchers in an

organization, key decision makers may

have a vague idea of what is wrong but

a researcher will be able to highlight on the actual reason. For instance, after the recession

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of 2008-2010, many consumers became conscious to the price and value leading to loss

of marketing share for prestigious department stores. So, the decision makers will focus

on the loss of marketing share as he has to formulate policies while the researcher will

focus on the underlying causes of the changing consumer behavior.

The speaker also stressed on the fact

that problem definition based on

symptoms can be misleading. The

Harley Davidson case study

illustrated by the speaker gave a

clear understanding among the

participants between management

decision problem and the

corresponding marketing research

problem. The definition and

classification of various research design and differences between exploratory research

design and conclusive research design was also explained by the speaker.

Session 2: Case Studies in Indian Context

Speaker: Mr. Mohan Krishnan, Ex. Senior Vice President, IMRB & Member-CMEE Governing Board The speaker quoted that the

researchers should invest

themselves in good research.

Taking the example of the

current scenario, a lot of complex

skills will be required in the

evolving era and one should be

prepared well enough to sustain.

The speaker showcased that

marketing research is not a

science but an application of

scientific approaches to reduce

risk in the marketing decisions.

After having an experience of audit research over the past years, the speaker emphasized

on the emerging views of problem definition. The various emerging views discussed by

the speaker are a) clarifying the organisational belief b) prioritizing on the first things first

c) classical (rational) view d) managerial satisfying views e) understanding the problems

from the consumer perspective and f) understanding the complete marketing story.

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Round table discussion on Practicing Marketing Research:

Challenges and Opportunities, chaired by Prof Naresh K Malhotra

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The panel discussed marketing research becoming important for business, role of marketing

research in emerging scenario, conducting marketing research as an ongoing operation, emerging

research methods for better business decision making

Sandeep Arora, Executive VP & Head-Enterprise Data Management-Datamatics,

President-MRSI, Member-BoG, CMEE, Market research is becoming more and more

automated and is also becoming more and more complex at its same breadth. So whatever we

have thought through, and whatever we have done, and whatever data we have collected it gives

an opportunity to derive few insights through automation. The speaker talked about the changing

mindset for data donation by NASSCOMM and need to share data, more sharing will lead to

leverage insights

Preeti Reddy, CEO, Kantar Insights, South Asia, Member-BoG, CMEE quantified and

said that it is no longer marketing research but it is consumer understanding which is becoming

important for business. There is a need to understand the consumer, understand their needs, how

do I target better, what do they think of my organization and my brand etc. It is worth mentioning

the role of speed, as it is becoming itself a deliverable and is of great value.

Deepak Kaushik, Deputy General Manager (Business & Operations) - Noida, State

Bank of India mentioned that there is a need to change the approach in reaching out to the

customer, we need to look at what are the completely new things happening in the market. We

also need to know that what the products are being offered. Challenge we come across is that we

are unable to mark the difference between marketing research and market research. Over the time

we realized that marketing research is much easier than market research, market research is just

one component.

Jayant Jain, VP-Marketing & Customer Services, Head-Loyalty & Shopper Insights, Reliance Retail Ltd. pointed out that today as a researcher we do not compete with the research company but we have been competing with a company with a knowledge of algorithm. Company knowing too much hoots about human psychology, human emotions. It is more of insights based on consumers. The way insights from consumers are extracted has to be much faster. On asking for 3 weeks, we are already late. Information should be provided in few weeks or in matter of few hours. Organizations are already collecting the data with great pace and have been mastering their respective fields. Artificial Intelligence (AI) is taking many roles of so many professions Subhransu Rout, Head, Consumer Insights & Intelligence, Bharti Airtel mentioned that a deeper understanding or insights can be obtained by genuine interest in human beings. Questions should also be sharp and prompt in order to understand the human behavior. Human behavior is becoming one system led which involves impulsive and instinctive decision making. The most common streams adopted in this domain are behavioral economics, cognitive psychology and semeiotics. Ritesh Ghosal, Chief of Marketing & Insights, Infiniti Retail Ltd., Croma Emphasized that one should understanding and identifying the bias under the data He mentioned that along with having a research design, a good analysis design can also work wonders for understanding the insights and trends. The speaker stressed on different kinds of research, a) where the organization wants to find out something new in order to shape strategies or action plan b) to externalize sources of decisions that has to be taken or to serve as a crèche for decisions already taken

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Day 2: November 20th 2019 (Wednesday)

Session 03: Pedagogy of Teaching Marketing Research and Practicing

Qualitative Marketing Research: (Part- 1)

Speaker: Prof Naresh K Malhotra

The speaker discussed on the

classification of the qualitative

research procedures which can

be further categorized as direct

(non-disguised) and indirect

(disguised). The various

projective techniques like word

association, sentence

completion, picture response

and cartoon test and role

playing and third person

technique used in marketing

research were also discussed by

the speaker. A sample of Focus group research of a premium salad dressing packaging by

weatherchem was shown to the participants at the session. The speaker also demarcated

the difference between the online versus traditional focus group discussions.

Session 04: Practicing Qualitative Marketing Research (Part- 2)

Speaker: Sharmila Das, Founder and Chairwoman, Purple Audacity Research & Innovation Pvt. Ltd.

The speaker mentioned that the

qualitative research is to

explore, understand, identify by

getting under the skin of an

issue. It is important to focus on

the fact that there is an art as

well as science in qualitative

marketing research. The science

of cognitive behavior and

philosophy. Certain important

things which have to be kept in

mind is the role of researcher

and the role in designing and

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preparing the instruments of research. The speaker talked about the emerging challenges

before conducting fieldwork, during fieldwork and after fieldwork. The speaker talked

about practicing marketing research by illustrating the Brand IPL study and how did it

help in understanding the consumer perspective more holistically.

Further, the session helped in gaining richer insights from the qualitative and mixed

methods through demonstration of NVIVO software. The participants gained an

understanding of the various coding methods of the digital data. Further, how these codes

in the unstructured data can be formulated into various theories or hypothesis.

Workshop special session with Kantar: Innovative thinking in practicing

marketing research

Speaker: Mr. Puneet Avasthi, Senior Executive Director, Kantar

The speaker talked about the

transformational change in

research industry and changing

role of data explosion, new

technology and new players.

However, there are three things

which is believed to not change

and that are a) people, b)

insight and c) brand. In order

to engrain research and

insights, it is important to ask

less, mobilize research, observe

more, connect the dots and tell

stories. The speaker also talked about brand and brand equity and various innovations in

marketing research. There is an eminent need to pilot the frameworks for measurement.

Infuse greater alignment and deliverable process and utilizing passive data and data

fusion in a secure environment.

Workshop session 05 & 06: Basic Quantitative Techniques (Part-I) and

Advanced Quantitative Techniques (Part-II)

Speaker: Prof. Satyabhusan Dash, Chairperson-CMEE, Professor Marketing, IIM Lucknow

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The speaker talked about the role of marketing research in providing information to decision makers in the marketing department of an organization. The speaker also emphasized on the various types of strategic and tactical decisions. The strategic decisions like segmentation of the market, target market selection and positioning of the product were discussed. The tactical decisions evolved around 4 Ps of the marketing namely Product, Pricing, Promotion and Place. The speaker illustrated with cases and the use of selected number of statistical tools in major streams of research in quantitative marketing research. A hands on training of the various statistical tools like discriminant analysis, cluster analysis, conjoint analysis, multidimensional scaling (MDS) were explained in the session. The session helped in providing an innovative teaching methodology to teach advanced quantitative techniques. Workshop session 07: Capturing Consumer Insights through Text Analytics

Speaker: Mr. Mohan Krishnan

The workshop session

aimed at drawing

quantitative insights from

the unstructured data by

using various text analytics

methods through R-

software. Speaker’s

experience of imparting

practical knowledge to

steady stream of markets,

helped participants top

understand consumer

insights. The hands on

training session with the software helped participants to build an introductory capability

to link the results to multivariate techniques.

To watch workshop videos, please visit our channel:

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Participant Feedback

“It is a right initiative. We are in a cusp of many changes, analytical framework changing, data

abundantly available and marketing challenges remaining the same. In the changing

environment, the old challenges are needed to be addresses differently. This workshop has been

a very good mix of modern day research applications in market research and consumer insights

generation. An orientation to this prepares us to retain our wisdom of the old days and convert it

to the new day methodologies that is enabled because of data abundance. This workshop is a good

step, we should have more that blend academic rigor to the modern day speed and technology

enabled methods of insights” – Rajesh Kurup, Senior Director, Kantar

“I learnt more about marketing research tools & techniques, basic and advanced qualitative and

quantitative techniques, which has been a good experience for me in this workshop” –

Deependra Singh, Research Scholar, ABV-IITM Gwalior

“It was really interesting to be part of this workshop. The panel discussion brought to the forefront

a lot of issues which we do not discuss in our routine worklife. The qualitative research aspects

have been broadly covered which was really enriching. I enjoyed the basic and advanced

quantitative research methodology and sessions of R programming. I would like to continue such

events in future” – Sucharita Ghosh, Researcher, Purple Audacity Research &

Innovation

“The workshop session has been important for both personal and professional development. Got

to know about where marketing research is right now and where it is heading and what things as

market researcher we need to improve upon. The panel discussion was insightful to know the

views from both industry and academia” - Arjun Dua, Kantar

“It was very enriching to attend the workshop. It was good to hear from senior industry

practitioners about conducting market research for the new consumers such as millennials, new

generation and look forward to more such workshops” – Vibhor Premi, Kantar

“This workshop has helped in understanding and defining research problems, writing research

proposal, get insight how the marketing research is driven, how to define research problem,

research design, collect and analyze data to take market decision” – Dr. Jatinder Kaur,

Professor & Head, GZS School of Architecture & Planning, MRSPTU, Bathinda”

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Continuous Education

a) Workshop on Teaching & Practicing Marketing Research, 10-11 January

2020

Objective: The workshop aimed to advance the understanding of usage and application

of marketing research in emerging markets and facilitate collaboration among leading

emerging market research professional, academicians and industry practitioners for

achieving marketing excellence

CMEE Activities at a Glance 2019-20

Continous Education

Teaching & Practicing Marketing Research Workshop

10-11 January 2019

19-20 November 2019

Networking

4th InnoHealth Conference 2019: Unmet Needs in Healthcare

(CMEE associated as Knowledge Partner)

Research & Publication

a) Understanding digital consumer usage & benefits

b) State of Art of Technology Adoption across the hospitals of

India- An exploratory study

c) Impact of CSR on Corporate Branding: A Tata Group Prospective

Study

d) Predicting Voter Behavior: through crowd wisdom

Key Takeaways

Introduction to Marketing Research, Defining the Problem &

Research Design

Practicing Qualitative Marketing Research

Quantitative Data Analysis using NVIVO

Contemporary challenges and future prospects of marketing

research for earning a seat in decision maker & practitioner’s

perspective

Marketing Research role in shaping business initiatives

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Workshop Speakers

Prof Naresh

Malhotra, Regents

Professor Emeritus,

GeorgiaTech, USA

Prof Satyabhusan

Dash, Professor-

Marketing & Chair-

CMEE IIM Lucknow

Mohan Krishnan,

Former VP, Kantar &

Member-CMEE BoG

Sharmila Das,

Chairwoman, Purple

Audacity Research &

Innovation

Plenary Session Speakers

Preeti Reddy, CEO-South Asia,

Insights Divison, Kantar

Sandeep Arora, Executive VP &

Head-Enterprise Management,

Datamatics; President, MRSI

Deepak Taneja, Director, e-

Commerce-India & SEA, Microsoft

Subhransu Rout, Head-

Consumer Insights & Intelligence,

AirTel

Shailendra Singh, Vice

President, Maruti Suzuki

Sandeep Verma, President,

BajajCorp

Avinash Iragavarapu,

International Political Campaign

Strategist & Trump Campaign

Alumnus

Shubhabrata Roy, Founder

Director & CEO, Purple Audacity

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b) Workshop on Teaching & Practicing Marketing Research, 19-20 November

2019

Objectives: The workshop aimed to provide a comprehensive and balanced coverage of

the basic concepts of marketing research and its current trends by illustrating the

interaction between marketing research decisions and marketing practitioner’s decisions

KEY SPEAKERS:

Prof Naresh Malhotra,

Regents Professor

Emeritus, Georgia Tech,

USA

Prof Satyabhusan Dash,

Professor-Marketing,

Chair-CMEE IIM Lucknow

Sharmila Das,

Chairwoman, Purple

Audacity Research &

Innovation Pvt. Ltd.

Mohan Krishnan, Former

VP, Kantar & Member-

CMEE Governing Board

Punit Awasthi, Senior

Executive Director,

Kantar

PLENARY SESSION SPEAKERS

Preeti Reddy, CEO-South Asia, Insights

Divison, Kantar

Mr. Sandeep Arora, Executive VP &

Head-Enterprise Management,

Datamatics; President, MRSI

Mr. Deepak Kaushik, Deputy General

Manager (Business & Operations), Noida-

SBI

Mr Subhransu Rout, Head-Consumer

Insights and Intelligence. Bharti Airtel

Mr. Ritesh Ghosal, Chief of Marketing &

Insights, Infiniti Retail Ltd., Croma

Mr Jayant Jain, Vice President-

Marketing, Customer Services, Head-

Loyalty & Shopper Insights, Reliance

Retail Ltd.

Key Highlights Introduction to Marketing Research

Research Design Formulation

Qualitative and Quantitative Marketing Research

Role of marketing research in changing business scenario

Emerging trends of MR/Research methodology helping for

better business decision making

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Networking

CMEE associated with its corporate member ‘InnovatioCuris’, for its 4th InnoHealth

Conference 2019: Unmet Needs in Healthcare, as ‘Knowledge Partner’

CMEE collaborated as a Knowledge Partner for InnoHealth 2019 Conference (4-5 October, 2019):

Unmet Needs - Leading to Innovation". The fourth InnoHEALTH conference was the latest

milestone in the series of InnoHEALTH Annual Conferences which marked its success in creating

new landmarks in healthcare innovations. Together with CMEE, team InnovatioCuris through

this conference, put forward the burning issue whether innovations can achieve healthcare at

optimum cost and improved quality.

The detailed report can be accessed from: http://innohealthmagazine.com/press-

release/innohhealth-2019-healthcare-innovation-conference/

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Research & Publication

a) Understanding digital consumer usage and associated benefits

Objectives: To study the types of digital activities practiced among the white and grey

collar employee

Major Findings: The use of digital platform such as social media and network including

Facebook, Instagram and WhatsApp and other online services that include financial services, travel

tickets booking, food order and shopping have become an integral part of urban Indians’ daily lives.

The research has been conducted in Delhi-NCR among white and gray collar working employees

(18-24 years, 25-34 years, 35-44 years and 45-59 years) and retired people (60-70 years and 70+

years). Digital platforms have delivered certain benefits to these people in their everyday lives. Most

of them use social media and networking sites such as Facebook, WhatsApp on a daily basis. While

gray collar employees are restricted to Facebook, YouTube, and WhatsApp; white collar employees

have a long list of daily digital engagement from WhatsApp, Facebook, Instagram to Swiggy,

Amazon, Myntra, Paytm, Netflix and so on. Almost all white collar employees have concerns with

respect to the various kind of digital platform and their usage. Gray collar employees shared

Facebook and YouTube as their favorite pass time activity as they can see latest music videos, Tik

Tok videos, and other fun activities to get rid of boredom. The table shown below demonstrates the

major activities and their associated benefits in their lives.

Digital

Platform

Major Activity Associated Benefits

YouTube

Alternative to TV

Watching music video

Entertainment

eLearning Utility

Netflix Watching online streaming of movies,

web series and documentary

Entertainment, Social benefit &

Utility

Swiggy Food Utility

Paytm &

Google Pay

Payment Utility

News site Information Utility

Instagram Posting pictures, self-made videos and

following what others are up to

Entertainment and social benefit

Research Team: Prof Satyabhusan Dash, Ms. Priyanka Adhikary

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b) State of Art of Technology Adoption across the hospitals of India- An

exploratory study

Objectives: To understand the various digital technology adoption in hospitals of India.

Major Findings: The digital facilities adopted across the hospitals are (a) online

registration/appointments, consulting a doctor online, (b) tele-health (remote patient

monitoring, store and forward and mobile health) (c) maintenance of electronic health

record of patients (maintaining the reports, appointments and prescriptions online) (d)

Health care Delivery at home while registering online (ordering medicines and diagnostic

at home) (e) online payment. According to the review of existing resources the major

challenges on the cusp of digitalization are manpower shortage, low insurance

penetration, increasing health care costs, aging population and shift of disease burden

and accessibility of basic health care.

Research Team: Prof Satyabhusan Dash and Dr. Shalini Kumari

c) Impact of CSR on Corporate Branding: A Tata Group Prospective Study

Objective: To explore the understanding of CSR among TATA employees

Major Findings: Categorization of dimensionality of CSR perception based on six sub

groups, Viz., Social, Environmental, Internal & External stakeholder Oriented, Economic

and Governance. A positive relation of CSR perception at micro level construct such as job

commitment and performance as well as macro level consequences like corporate brand

equity.

Research Team: Prof Satyabhusan Dash and Mr. Ankur Jha

d) Predicting voter behavior through crowd wisdom

Objectives: To assess the performance of crowd wisdom prediction in recent Indian

assembly elections of 2018. To understand the determinants of crowd wisdom capability

in predicting elections.

Major Findings: Four states (MP, Rajasthan, Chhattisgarh, and Telangana) are chosen.

Average mean average error (M.A.E) of Exit polls in predicting seats in the above four

elections by major intention poll agencies of India Viz. Axis My India, CNX, C-Voter and

Jan-Ki-Baat is 14 and M.A.E for Crowd Wisdom was 12.5. It performed better than all the

intention polls except Axis My India. Sample size, partisan bias, individual competence

and common knowledge are the factors which impact crowd wisdom capability to predict

elections.

Research Team: Prof Satyabhusan Dash and Mr. Avinash Jain

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CMEE upcoming workshops in 2020

For more information, kindly contact:

Centre for Marketing in Emerging Economies Indian Institute of Management Lucknow Noida campus B-1, Institutional Area, Sector-62, Noida-201307, Uttar Pradesh, India Phone: 0120-6678483 e-mail: cmee@iiml.ac.in Website: www.iimlcmee.org

Connect with us on social media

Unstructured Data Extraction, Analysis

and Sense Making in Digital Environment

Date- 12-13 February, 2020

Venue: IIM Lucknow-Noida campus

Key highlights

Theoretical background of machine

learning

Hands on training on Python, R, Diction,

Crawly, Tableau and more

Obtaining structured and unstructured

data and deriving insights

Data, Analysis and Insights in practice in

sectors such as BFSI, FMCG, Retail,

Automobile, Oil & Gas, Telecom, Media and

more

Conducting & Publishing High Quality

Research in Empirical Modeling for

Marketing Strategy

Date- 6-7 February, 2020

Venue: IIM Lucknow-Noida campus

Key highlights

High quality research in empirical

modelling, strong research ideas, issues

and questions, methodological skills and

issues, Crafting and revising the paper,

Research Proposal Presentations useful

for participants from Marketing,

Management and OB

Theory Construction

Date: 21 July, 2020

Venue: IIM Lucknow-Noida campus

Key highlights

Purpose and Components of Theory,

Developing persuasive arguments, theory

construction process, theoretical

proposition and arguments, linear & non-

linear theory models and relationships