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

    [email protected]

    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

    mailto:[email protected]:[email protected]
  • 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