K J Somaiya Institute of Mangament Studies & Research Program: IVth Semester Part-time MMM Session Plan for Marketing

Research
Prof: Bhagyalakshmi Venkatesh
bhagi3@gmail.com
Ph: 9820886548

Objective of the course It is highly important for students intending to take a career in the marketing domain to have an in-depth knowledge about problem identification and market research tools which can provide insights and guidelines which can assist in decision making. During the course, the students will be provided with research questions and will receive hands on experience on dealing with research problems through different case studies. At the end of the course students will have knowledge on how to identify research problems, how to create research designs and how to conduct data analysis. SPSS 12.0 for windows will be used to teach the course. Reading: 1. Marketing Research Texts and Cases by Dr. Rajendra Nargundkar, Tata McGrawhill 2. Marketing Research by Dr. Naresh Malhotra, Pearson Education Session Session 1,2 3 Topic Marketing Research: An Overview of Research Methods Questionnaire Design Content Experiments and Survey research with two brief cases. Qualitative data. Managements role in research. Designing questionnaires for market research. Scales of measurement. Structured and unstructured questionnaire. Types of questions. Reliability and validity of scale. Sampling frame, sample size calculation, processing the data with SPSS. Chi-square, t-test, Correlation, Regression Case study with theory

4 5,6 7

Sampling methods and Planning data Analysis Hypothesis testing ( with marketing applications) Factor analysis for data reduction

8 9 10 11

Cluster analysis for market segmentation Multidimensional scaling for brand positioning Conjoint analysis for product design Attribute based perceptual mapping using discriminant analysis 12 Closing Observations Individual Assignments.

Case study with theory Case study with theory Case study with theory Case study with theory

Assignment 1: Develop a customer satisfaction questionnaire on a service/product. The name of the brands will be given later. This submission should be done one week from session 3. Assignment 2: Write a brief case on a real problem where market research can help in solving the issue. Provide Secondary data to support the case. Write the research design you would adopt for the case which will cover the type of research, the sampling frame, instrument development and data analysis tools that will be used to complete the research. This exercise can be done for experiment or survey method. In case of an experiment the researcher should provide in detail how the experiments will be conducted which will also include how the controlled group will conduct itself, and how the effect of extraneous variables can be netted etc., . Also mention the data analysis tools that will be used. Conduct the survey/experiment and submit the report. Assessment Assignment 1: 10 Marks Assignment 2: 20 Marks Attendance: 10 Marks End term Exam: 60 Marks Total: 100 Marks