Saturday, June 18, 2022 at 13:00:37 India Standard Time

Subject: Structure of our next week classes _ BEST SELLER

Date: Friday, 17 June 2022 at 11:48:00 PM India Standard Time
From: Das, Gopal
To: @PGP2021-2023-T4-RMD2-MKTG-GD, @PGP2021-2023-T4-RMD1-MKTG-GD

Dear Students,
Thank you all for your increasing interest and active participation in the subject. Good to see that
you are liking the course. Appreciate it!
Thank you again for your continued feedback. Based on your feedback I am sharing the structure of
the classes with pre-readings/activities well in advance so that we can manage accordingly. Yes, we
are working together to have a better understanding and application of the subject RMD! With this
spirit, let’s have a look at the structure of our next two classes as follows:

20 June Monday

1. Class will start with the discussions on your Feedback – I. We will address all of our
doubts/questions mentioned in the feedback.
2. Next, we will discuss the Qualitative Data Analysis Technique: Content Analysis. In our
previous class, we have conducted a Focus Group Interview (a qualitative research technique)
and captured data through video recording. Now we will see how to analyze these Qualitative
Data of FGI with the help of Content Analysis.
We will discuss the theoretical foundations of Content Analysis. Subsequently, Group 1 to
analyze the FGI data/recording using Content Analysis and present the results.
2. Next, Group 2 will present a Qualitative technique – Secondary Data Review.
3. Next, we will discuss two more Qualitative research techniques namely Laddering
technique and Hidden issue (In-depth interview techniques). We will discuss concept and
application of Laddering technique followed by a presentation by Group 11.

3. Then, we will start the Step III of conducting a Marketing Research Project: Research Method
(HOW). As usual, we will start with the conceptual understandings of the step followed by
applications and cases.
4. Class will end with the doubt clarification and thank you note.
PS: Notes/Cases/PPTs to be used in next two classes are already uploaded to Moodle. Few
additional notes (for optional readings based on your feedback) are uploaded to Moodle. If
possible, please have a look at the main readings/notes before attending the classes. Please bring
the two articles titled “factors affecting Indian shopper’s attitude and purchase intention: An
empirical check” (refer S3) and “To emoji or not to emoji? Examining the influence of emoji on
consumer reactions to advertising” (refer S1).

21 June Tuesday

1. Class will start with the discussion of another qualitative research technique named Projective
Technique. We will discuss the theoretical foundations of projective techniques followed
by applications of the technique by Group 7.
2. Then, we will continue the discussion of Step III of conducting a Marketing Research project:
Research Method (Measurement & Scaling*). We will discuss the concept of measurement
and scaling followed by its applications.
3. Next, we have a presentation on Project Group Assignment 1 by Group 6.
4. Class will end with the summarization; questions & answers; and thank you note.

*PS: As many of you mentioned that measurement and scaling is an integral part of managerial
activities. Do you know how managers develop and use different types of scale across contexts?

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Let’s wait till the class!

Request all students not to miss next week three class as they are very important to understand the
subsequent classes.
A copy of this email has been uploaded in Moodle Session 5 for your ready reference (based on
your feedback).

Best,
GD

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