MBA: 2021-23

Marketing Research

Credits 4
Faculty Name Mahendra Kumar Shukla
E-mail mahendra@nalsar.ac.in
Academic Year and Semester 2021-22: Term-III

Course Description
In today’s fast changing business environment, organizations face significant challenges in
making marketing decisions that become fruitful. Organizations are increasingly realizing
that fact based decisions can come to their rescue by significantly reducing the chance of
incorrect decision. This is largely being achieved by basing decision on insights drawn from
statistical analysis of data.

This course takes you into the field of market research, which has been defined as the
extensive use of data, statistical and quantitative analysis, exploratory and predictive models,
and fact-based management to drive decisions and actions. Market research projects rely
heavily on the knowledge and use of some tools like SPSS, E-view, STATA, SAS, R, and
ANGOSS etc. This course will also introduce to R the open source and powerful analytical
tool (like SAS) that is used by over one million analysts worldwide.

Leaning Outcomes
At the end of the course you should:

1. Be able to conceptualize the marketing research (MR) problem.

2. Be able to design marketing research study.
3. Be able to execute the marketing research project independently.
4. Be able to understand how MR process is integrated to actual decision-making and
strategy creation in organizations.
5. Be able to use SPSS, E-view, STATA and R for statistical analysis.

Readings

Textbooks
1. Malhotra, N.K. and Dash, S. (2019). Marketing Research: An Applied Orientation,
Pearson Education.
Additional Readings
1. Multivariate Data analysis by Hair, J.F., Black, W. C., Babin, B. J., Anderson, R. E.,
& Tatham, R. L., Pearson Prentice Hall, India, Sixth Edition, 2011.
2. Basic Econometrics by Gujarati, D. N., Porter, D. C., & Gunasekar, S., TMH India,
Fifth Edition, 2012.
3. Churchill, G. A., Iacobucci, D. & Israel, D. (2016), Marketing Research: A South-
Asian Perspective, Delhi: Cengage Learning.
 4. Smith, S. M. & Albaum, G. S. (2005), Fundamentals of Marketing Research, New
Delhi: Sage Publications.

Session Plan

Topic Sub Topic/Activity Session Readings

Introduction to
Lecture 1 Class Slides
Market Research
Lecture & Demo 2 Class Slides
MANOVA
Exercise with SPSS and R 3
Correlation Analysis (Lecture & Demo) 4-5
Two Variable Regression Analysis
Correlation & 6-7 Class Slides &
(Lecture & Demo)
Regression Text Book/Ch-17
Multiple Regression Analysis (Lecture &
Analysis 8-9
Demo)
Exercise with SPSS and R 10
Lecture and Demo using SPSS and R 11 Text Book/Ch-19
Factor Analysis
Group Exercise Presentation 12
Lecture and Demo using SPSS and R 13-14 Text Book/Ch-20
Cluster Analysis
Group Exercise Presentation 15
Class Slides &
Dummy Variable on Independent side
16-17 DN Gujrati
(Lecture and Demo using SPSS and R)
Book/Ch-9
Group Exercise Presentation 18
Qualitative
Dummy Variable on Dependent side
Response Models
(LOGIT Model) (Lecture and Demo 19-20 Text Book/Ch-18
of Regression
using SPSS and R)
Analysis
Dummy Variable on Dependent side
(PROBIT Model) (Lecture and Demo 21
using SPSS and R)
Group Exercise Presentation 22
Discriminant Lecture and Demo using SPSS and R 23 Text Book/Ch-18
Analysis Group Exercise Presentation 24

Evaluation
1. Two assignments: 2X10=20 Marks
2. One Quiz: 10 Marks
3. End Term Examination: 50 Marks.
4. Mentor mind project report and presentation: 15+5 = 20 Marks
5. No Makeup Exams.
Academic Integrity

Malpractice in any form will be dealt with as per manual of policies of Centre for
Management Studies, NALSAR University of Law, Hyderabad.