marketing research session plan part time
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8/3/2019 Marketing Research Session Plan Part Time
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K J Somaiya Institute of Mangament Studies & Research
Program: IVth Semester Part-time MMM
Session Plan for Marketing ResearchProf: Bhagyalakshmi Venkatesh
Ph: 9820886548
Objective of the course
It is highly important for students intending to take a career in the marketing domain to have an
in-depth knowledge about problem identification and market research tools which can provide
insights and guidelines which can assist in decision making. During the course, the students will
be provided with research questions and will receive hands on experience on dealing with
research problems through different case studies. At the end of the course students will have
knowledge on how to identify research problems, how to create research designs and how to
conduct data analysis. SPSS 12.0 for windows will be used to teach the course.
Reading:
1. Marketing Research Texts and Cases by Dr. Rajendra Nargundkar, Tata McGrawhill
2. Marketing Research by Dr. Naresh Malhotra, Pearson Education
Session Topic Content
Session1,2
Marketing Research: An Overview ofResearch Methods
Experiments and Survey researchwith two brief cases. Qualitative
data. Managements role in
research.
3 Questionnaire Design Designing questionnaires for market
research. Scales of measurement.
Structured and unstructuredquestionnaire. Types of questions.
Reliability and validity of scale.
4 Sampling methods and Planning data Analysis Sampling frame, sample size
calculation, processing the data withSPSS.
5,6 Hypothesis testing( with marketing applications)
Chi-square, t-test, Correlation,Regression
7 Factor analysis for data reduction Case study with theory
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8/3/2019 Marketing Research Session Plan Part Time
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8 Cluster analysis for market segmentation Case study with theory
9 Multidimensional scaling for brand positioning Case study with theory
10 Conjoint analysis for product design Case study with theory
11 Attribute based perceptual mapping using
discriminant analysis
Case study with theory
12 Closing ObservationsIndividual Assignments.
Assignment 1: Develop a customer satisfaction questionnaire on a service/product. The name of
the brands will be given later. This submission should be done one week from session 3.
Assignment 2: Write a brief case on a real problem where market research can help in solving
the issue. Provide Secondary data to support the case. Write the research design you would
adopt for the case which will cover the type of research, the sampling frame, instrument
development and data analysis tools that will be used to complete the research. This exercise can
be done for experiment or survey method. In case of an experiment the researcher should provide
in detail how the experiments will be conducted which will also include how the controlled
group will conduct itself, and how the effect of extraneous variables can be netted etc., . Also
mention the data analysis tools that will be used. Conduct the survey/experiment and submit the
report.
Assessment
Assignment 1: 10 Marks
Assignment 2: 20 Marks
Attendance: 10 Marks
End term Exam: 60 Marks
Total: 100 Marks