MRcourseoutline_T5

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JAIPURIA INSTITUTE OF MANAGEMENT, LUCKNOW

PGDM, PGDM (FS) & PGDM (RM),TERM 5 (2010-12)

Course Title: Marketing Research (Course Code: 414)

Course Instructor: Dr. Shalini Nath Tripathi Course Credit: 3

Number of Sessions: 24 Office Ext No. 239

Course Overview:

This course introduces students to the field of marketing research and how it can help managers make better

marketing decisions. The course follows the logic of the marketing research process, specifically the planning,

collection, and analysis of data relevant to marketing decision making and communication of the results of this

analysis to management. The goal of this course is to give students a basic understanding of the scope of

marketing research This course is intended to make the student a well-informed user of marketing research.

The word user, means someone who can formulate and structure marketing problems, undertake the

requisite marketing research, appreciate what can and cannot be learned from marketing research. The skills

covered in this course are applicable to business problems encountered in both consumer and business-to- business markets, and public and private sectors. The premise is that the students should be able to

determine how the marketing research process can be applied for comprehending business problems;

Understand and accurately apply key concepts of the process in order to facilitate business decisions; Use

appropriate primary and secondary data resources to clarify business problems and design a research process

to solve a business problem.

Learning Outcomes After undergoing this course, the participants will be able to:

1. Explain how marketing research can be used to make better marketing decisions in terms of current

marketing mix and new opportunities.

Explain how marketing research fits into the flow of marketing decision making.

Explain the differences between qualitative and quantitative research, including when each approach is

appropriate.

Select appropriate data collection strategies (e.g., focus groups, surveys, industry publications, Internet

search engines).

Discuss the various types of qualitative and quantitative data collection methods, including the advantages

and disadvantages of each.

2. Plan a primary marketing research study on a marketing problem of your choice according to industry

accepted standards.

Write a marketing research proposal.

Define the marketing problem, marketing research problem and marketing research objectives. Write a questionnaire that will address your identified marketing research objectives.

Explain how to draw a sample.-To determine various business issues, learning to segregate problem areas and undertake appropriate research

Suggest appropriate courses of action based on marketing research information.

3. Communicate marketing information persuasively and accurately in oral, written and graphic formats.

Speak and write clearly, concisely, persuasively, and logically.

Present a current marketing research hot topic to the class.

Use presentation software, where appropriate, to improve the clarity and impact of a presentation.

Use professional and industry specific terminology effectively.

4. Adapt to and apply various and changing technologies, systems and computer applications used in

marketing environments. Explain how secondary data fit into the marketing research process.

Locate, select, organize and document information using appropriate technology and information sources.

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Analyze, evaluate and apply relevant information from a variety of sources.

Teaching Pedagogy:

The learning objectives will be accomplished by Lectures, discussion and analysis of case studies (includingvideo) and current management problems, collaborative work, independent study

Students can either identify a marketing problem from journals available in the library; work on a paper

identified by the professor or their own personal experience as consumers, or by working with a business

client who has a marketing problem that needs to be researched. Data will be generated to test hypotheses

based on the research problem that was identified. There after the data will be analyzed in order to proposeappropriate decision alternatives based on the analysis.

The course shall be covered in 24 lectures spread over 6 weeks.

Text Book:

Marketing Research, 6/e: An Applied Orientation- Naresh K Malhotra and Satyabhushan Dash (Pearson

Education)

Suggested Readings:

Research for Marketing Decisions - Green, Tull and Albaum (Prentice Hall of India)

Marketing Research: Measurement and Methods - Tull and Hawkins (Prentice Hall of India)

Marketing Research: Methodological Foundations Churchill (Jr.) and Iacobucci (Cengage Learning)

Marketing Research: Concepts and Cases Cooper and Schindler ( Tata Mcgraw Hill)

Evaluation Criteria

S.No. Criteria Weightage %

01 Assignments/ Project 20

02 Quizzes 20

03 Mid-term Examination 2004 End term Examination 40

Assignments: This will include research work assigned to student in the beginning of the term. The student

shall be evaluated on the basis of synopsis submitted, research methodology followed, findings of the study

and suggestions made by the student. A student is required to submit it in the form of a small report for

evaluation.

Quizzes: There will be 3-4 quizzes. Some of them will be surprise quizzes, whereas others will be

announced.

Viva: Each student will be required to appear for viva based on the research work done by him/ her duringthe term. Each student will be required to submit a report of the work done by him/her.

Mid-term examination: This will consist of a mix of conceptual questions and one case study.

End-term examination: This will consist of case study; application based situational questions, theoretical

& conceptual questions.

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LECTURE SCHEDULE

Session

No.

Lecture title Method/ Case Text book &

Readings

Chapter No.

Module 1:

1-3 Marketing Research:

Content and Strategy

Concerns of a Marketer:

-Identifying market

opportunities andproblems

-Generate, refine and

evaluate potential

marketing actions

-Monitor marketing

performance

-Improve marketing as a

process

* Portfolio of

cases to be

discussed during

the course (with

the probablequestions) is

attached.

Module 2:4-8

Segmentation, Targetingand Positioning IssuesModule 3:9-12 New Product

Development IssuesModule 4:13- 17 Product-Mix Related

Issues

Product line, length, width

and breadth- issuesModule 5:

18-21 Consumer BehaviorResearch

Module 6:22-23 Advertising

Effectiveness Research24 Integration & Synthesis

** Following the introductory sessions, the students will be given a portfolio of pre selected cases/ case lets,

with an objective of formulating and structuring the business problem in concrete terms of:

a) Business issues to be resolved

b) Develop an approach to the problem- corresponding research questions

c) Formulate the research design (specification of information needed)

The broad discussion areas (covered by means of cases) are mentioned above.

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Documents

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