Institute of Business Administration University of Dhaka MBA Program Course Code: M 609 ‘Course Name: Market Research Course Instructor: Md. Iftekharul Amin, Assistant Professor Room # 203, $ ‘Mobile: 01678671035, Email: miamin@iba-du.edu Background This course is designed tc train the students in using the tools and techniques for developing an analytical framework of marketing, developing solutions of marketing problems, formulations of marketing strategy, and introductions to research techniques in marketing so that you can conduct research yourself, manage staff who conduct research for you, andlor deal with professional research firms that provide you with research services, Objectives ‘The aim ofthis course is to ilustrate to you that there is only one thing worse than making decisions with no data at all and that is making decisions with bad data. Upon completion of the course, you will be able to: * Write a management decision problem and a marketing research problem, and discuss the differences between them, : ‘+ Clearly articulate the value in conducting exploratory research to define the research problem, ‘+ Collect secondary data to refine a marketing research problem. ‘+ Plan, conduct, and interpret a mini focus group. ‘+ Create a strategy for increasing survey response rates. ‘+ Differentiate between situations that call for surveys and situations that call for observational research, + Create and conduct a small survey, applying a wide range of survey, scale, and questionnaire techniques. * Recommend the best sampling technique for different situations and defend that recommendation, + Create a frequency distribution and a cross-tabulation, conduct basic statistical analysis on the ‘data, and summarize the results in elear language. + Produce a marketing research report and a recommendation for further research, Page 1 of 4Course Content* 4: Introduction to Marketing Research and Research Design * Topic 1: The Definition of Marketing Research + Topic 2: The Marketing Research Process * Topic 3: Marketing Research and Marketing Decision Making + Topic 4: The Importance of Defining the Problem ‘+ Topic 5: The Management-Decision Problem and the Marketing Research Problem '* Topic 6: Research Questions and Hypothesis * Topic 7: Basic Research Design and the Types of Research x Exploratory Research Topic 1: Secondary vs. Primary Data Topic 2: How to Use Secondary Data Topic 3: Sources of Secondary Data Topic 4: Introduction to Qualitative Research Topic §: Focus Groups » Descriptive Research Topic 1: Survey Methods. Topic 2: How to Choose a Survey Method Topic 3: Observational Methods Topic 4: How to Choose Between Surveys and Observation a Scaling Topic 1: Primary Scales of Measurement Topic 2: Comparative Scales * Topic 8: Non-comparative Scates Topic 4: Scale Evaluation = ‘+ Topic §: Questionnaire Design 8: Sampling Topic 1: The Concept of Sampling Topic 2: The Sampling Design Process Topic 3: Nonprobabilty Sampling Topic 4: Probability Sampling Data Anatysis and Reporting Topic 1: Data Collection Topic 2: Data Preparation + Topic: 3: Data Analysis + Topic: 4: Communicating the Research Results Page 2 of 4‘Required Text and Materials ‘© Mathotra, N. K.,Marketing Research: An Applied Orientation,6” ed, Pearson Education Ltd ‘+ Saunders, M,, Lewis, P., ThomhillA., Research Methods for Business Students, 8" ed, Pearson © Cooper, D.R. & Schindler P. §., Business Research Methods, 9" ed, Tata Megraw Hill 4% Stivastava, T, N, & Rego S,, Business Research Methodology, Tata Megraw Hill ‘Term paperand research paper* “The objective of the Term paper (group) is to provide each student an opportunity to apply what they have Jeamt to a real life marketing situation of interest. AS a first step, each group would be provided with several research questions of interest tothe group. By the end of the fourth week the: group will decide on what will be their research topic and wil start working on it Inthe week sixhe group will present their proposal in the class. By the end of week eight each group will have their proposal finalized and approved. ‘Groups are required to employ one ofthe advance techniques of marketing research in their group work. Finally each group wil have to write a research article based on the findings oftheir research Each group member at the end of the semester will evaluate other members of the group on specific parameters provided and submit them, The feedback of other members wil reflect on the result. Attendance* ‘Students are required to attend all class meetings. Recovering missed lecture content or assignment information is the responsibilty ofthe student. Fellow students may provide notes for recovery of missed information. Prior to class, reading assignments must be completed and any other assignments must be ‘submitted at the beginning of the class period. Participation in class activites, including discussion groups and in-class assignments, is a component of attendance. Failure to prepare and participate effectively will negatively impact the learning processes devised forthe class. If you miss more than three classes without prior permission of the course instructor, you can eam ‘maximum an F (Fail) grade. ‘Marks for class attendance: (Out of 10) willbe distributed as follows: 90% - 100% Attendance: 10 75% - Loss than 90% Attendance: 6 160% - Less than 75% Attendance: 2 Less than 60% Attendance: F Page 3 of 4— Distribution of points* ‘lass patcpation and attude towards the course: =(10% Assignment 8 quizzes 118% “Term paper 20% wierm fw Final i 20% Obligations of the participant 2 Participants are requied: ‘» Toread the appropriate reading materials for each Session. + Toprepare any exercises given. + Tojein a group forthe course work. * To patiipate inthe preparation of the reports {To participate in the preparation of the research article. + Toattens the letures, Grading policy* \ + 852A ese res 755880 + e047 + 655G<70 + 6050 +<65 eB sD<60 a 0s Page 4 of 4 43