Marketing Research

BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCE, PILANI INSTRUCTION DIVISION FIRST SEMESTER 2010-20011 Course Handout Part II

Date: 07/1/2011 In addition to Part-I (General Handout for all courses appended to the time table) this portion gives further specific details regarding the course. Course No. : MGTS C483/ MBA C483 Course Title : Marketing Research Instructor-in-Charge: ANIL BHAT Instructor: All organizations need to research their markets periodically. This course discusses in detail the various elements of marketing research process viz. Problem Definition, Development of an approach to the problem, Research Design formulation, Fieldwork or Data collection, Data preparation & Analysis and finally Report preparation and Presentation. The emphasis of the course is proportionately focused on Concepts, Techniques & Methodology, and Marketing Research Applications. A number of journal articles will be discussed in this course to give the course its academic rigor. The course pedagogy lays special emphasis on “learning by doing” and the project assignment in this course characterizes this orientation. 1. Text Book(T.B) MALHOTRA NARESH K., Marketing Research: An applied orientation. Pearson Education, 2009, 5th Edition 2.

Reference Books: (R1):- Harper W. Boyd and Others. Marketing Research : Text and Cases, AITBS, 1990, 7th edition. (R2):-Thomas C. Kinnear and James R. Taylor Marketing Research: An Applied Approach McGraw-Hill International Edition, 1987 , 3rd Edition (R3):- Gilbert A. Churchill, Jr. Dawn Iacobucci Marketing Research : Methodological Foundations ,Thomson South-Western ,2004, 8th Edition 3. Reference Website: www.marketingpower.com 3. Course Plan Lecture No. 1-2

3-4

Learning Objectives

Topics to be covered

Reference

To Explain the nature and Definition of marketing scope of marketing research research, marketing research Ch 1 process. To understand the Defining the market research importance of and process problem and developing an Ch 2 used for defining the approach to the problem. marketing research problem

5-7

To understand the difference among basic research designs ;exploratory, descriptive and causal and their application.. To explain the nature and scope of secondary data

8-9

10-11

12-13

14-16

17-18

19-21

22-24

25-26

27 28

To explain the difference between quantitative and qualitative research in context of exploratory research design. To understand survey and observation methods in context of descriptive research design To explain causality, reliability and validity issues, and various experimental designs in context of causal research design. Introduce concepts of measurement and scaling : Comparative scaling

Research designs, classification of various research designs, ethical and Ch.3 special considerations in international M.R Distinction between primary and secondary data, criteria for evaluating secondary data, Ch 4 use of internet in identifying and analyzing secondary data Classification of qualitative research; focus group, depth Ch.5 interviews and projective techniques. Classification and comparative evaluation of survey methods. Ch.6 Description of major observation methods. Conditions of causality, role of validity in experimentation, Ch.7 classification of experimental designs, test marketing

Measurement and scaling procedures, nominal, ordinal, interval, ratio. description of Ch.8 comparative and noncomparative scaling tech Explain non-comparative Non-comparative techniques; scaling techniques continuous and itemized rating Ch.9 scales; Likert, semantic differential and staple scales. To explain the Purpose, objectives and steps purpose,process of designing involved in designing Ch. 10 the questionnaire and form questionnaire, design. Explain sampling ; design Sampling design process; and procedure sampling frame, determination Ch. 11 of sample size, classification of sampling techniques. Field work Nature of field-work and Ch.13 data-collection process Data preparation

Coding, transcribing and data Ch. 14 cleaning

29-30

Hypothesis testing Analysis of variance

31

32-33

34 35

36-37

38

Tests of association and tests Ch. 15 of difference One-way analysis of variance, interpretation of results Ch.16

Correlation and Introduction to regression regression/Discriminant analysis, assumptions, Analysis regression coefficients, significance testing, two-group discriminant analysis. Factor Analysis Concept and exposition of factor model Cluster Analysis Distance measures, hierarchical clustering algorithms. Multidimensional Analysis MDS and conjoint analysis as and Conjoint Analysis techniques for analyzing consumer perceptions and preferences Report preparation and Report preparation, report presentation writing and presentation

Ch. 17 & Ch.18

Ch.19 Ch.20

Ch.21

Ch.22

4. Project Each student has to take up a project by selecting any marketing problem of interest that is within the scope of the course and collect primary data. The progress in the project will be continuously monitored and evaluated. A written report of the same will have to be finally submitted to the instructor and also presented before the class. 5. Evaluation Scheme: EC NO. 1.

Evaluation Duration Weightage Date & Time Nature of Component (%) Components Test - I CB 50 mins. 15 9/2 4.00 - 4.50 PM Surprise Quizzes/Class 2. participation /term 5 papers Test - II 3. 50 mins. 15 16/3 4.00 - 4.50 PM OB Project 15 4. Report/Presentation Analysis of Cases 15 5. /submissions Compre. Exam CB 6. 3 hours 35 6/5 FN Note: [Highest level of intellectual integrity is expected of students while they work on term papers/projects in terms of giving proper acknowledgement and avoiding plagiarism. Students are also expected to submit their assignments on time failing which these may not be evaluated]

6. Chamber Consultation: To be announced in class 7. Notices: All notices concerning this course will be displayed on the Management Group Notice Board only. 8. Makeup: No make-ups will be given except on genuine medical grounds and only with prior permission from Instructor-in-charge.

Instructor - in - Charge MGTS C483/MBA C483