BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCE, Pilani Pilani Campus Instruction Division

SECOND SEMESTER 2012-20013
Course Handout Part II

Date: 08/01/2013 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 1.Scope and Objectives 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 articles and cases will be used in this course to give the course its academic rigor and practical relevance. The course pedagogy lays special emphasis on “learning by doing” and the project assignment in this course characterizes this orientation. Students will be familiarized with the use of SPSS- an application software used for statistical analysis. 2.Text Book(T.B) MALHOTRA NARESH K., Marketing Research: An applied orientation. Pearson Education, 2009, 5th Edition 3. 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 4. Reference Website: www.marketingpower.com 5.Course Plan Lecture No. 1-2 Learning Objectives Topics to be covered Reference

To Explain the nature and Definition of marketing Ch 1 scope of marketing research research, marketing research

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Ch. focus group. To understand survey and observation methods in context of descriptive research design To explain causality. and various experimental designs in context of causal research design. To explain the nature and scope of secondary data Defining the market research problem and developing an Ch 2 approach to the problem. criteria for evaluating secondary data. Classification and comparative evaluation of survey methods. 10 To explain the difference between quantitative and qualitative research in context of exploratory research design.8 comparative and noncomparative scaling tech Explain non-comparative Non-comparative techniques. nominal. To explain the purpose. scaling techniques continuous and itemized rating Ch. objectives and steps Ch. classification of various research designs. role of validity in experimentation.R Distinction between primary and secondary data. Pilani Pilani Campus Instruction Division process.6 Description of major observation methods. Conditions of causality. ratio. Introduce concepts of measurement and scaling : Comparative scaling Please Consider Your Environmental Responsibilities Do Not Print Unless Necessary . interval.. semantic differential and staple scales.exploratory. description of Ch.9 scales. 3-4 To understand the importance of and process used for defining the marketing research problem To understand the difference among basic research designs . test marketing 5-7 8-9 10-11 12-13 14-16 17-18 19-21 22-24 Measurement and scaling procedures. descriptive and causal and their application. reliability and validity issues. and Purpose. Research designs. ordinal.7 classification of experimental designs.5 interviews and projective techniques. ethical and Ch. Likert. Ch 4 use of internet in identifying and analyzing secondary data Classification of qualitative research. Ch.3 special considerations in international M. depth Ch.BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCE.

16 Data preparation Hypothesis testing Analysis of variance 32-33 34 35 36-38 39-40 Correlation and Introduction to regression regression/Discriminant analysis. Factor Analysis Concept and exposition of factor model Cluster Analysis Distance measures. 15 of difference One-way analysis of variance. significance testing.18 Ch. Analysis regression coefficients. classification of sampling techniques.BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCE. hierarchical clustering algorithms. determination Ch. A written report of the same will have to be finally submitted to the instructor and also presented before the class. Multidimensional Analysis MDS and conjoint analysis as and Conjoint Analysis techniques for analyzing consumer perceptions and preferences Report preparation and Report preparation. Nature of field-work and Ch. Sampling design process. Please Consider Your Environmental Responsibilities Do Not Print Unless Necessary . report presentation writing and presentation Ch. 17 & Ch.20 Ch. Pilani Pilani Campus Instruction Division 25-26 process of designing the questionnaire Explain sampling . 14 cleaning Tests of association and tests Ch.22 6. sampling frame. The progress in the project will be continuously monitored and evaluated.13 data-collection process Coding. design and procedure 27 28 29-30 31 Field work involved in designing questionnaire. assumptions. 11 of sample size. interpretation of results Ch. two-group discriminant analysis. transcribing and data Ch. 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.19 Ch.21 Ch.

Evaluation Scheme: Evaluation Duration Weightage Date & Time Nature of Component (%) Components 26/2 4:00. Pilani Pilani Campus Instruction Division 7.Charge MGTS C483/MBA C483 Please Consider Your Environmental Responsibilities Do Not Print Unless Necessary . Makeup: No make-ups will be given except on genuine medical grounds and only with prior permission from Instructor-in-charge. 10. Analysis of Cases 15 4/5 AN 5. Students are also expected to submit their assignments on time failing which these may not be evaluated] EC NO. Chamber Consultation: To be announced in class 9.BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCE. 5 papers Project 3.I 50 mins. 8. Compre. 15 Report/Presentation 4. Exam 3 hours 35 CB 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. 1.5:30 PM Midterm Test . Instructor . Notices: All notices concerning this course will be displayed on the Management Group Notice Board only. 30 CB/OB Surprise Quizzes/term 2.in .

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