FORE School of Management, New Delhi

Course Outline
Programme: PGDM (FMG-22 / IMG-7)

Name of the Course: Advanced Marketing Research Credit: 1.0
Term: 4 Academic Year: 2014-15
Faculty: Dr. Asif Zameer Office Contact No.: 41242487
Mr. Sandeep Dutta (VF) Email: asif@fsm.ac.in
Introduction: Advanced Marketing Research is an elective course for students who want to have
a grasp on marketing research and its applications. This course develops the research and
analytical skills in the students who aim to make a career in MR firms like Nielsen Bases,
KPMG, ORG MARG, TNS Global etc. It is an advanced course and it is expected that the
students will have a good knowledge of the basics of research as they have already studied
courses like Marketing Research or Business Research Methods and Statistics etc.
Objectives:
To understand the process of marketing research.
To appreciate the application of qualitative and quantitative research
To apply various statistical tools in the conduct of marketing research to answer various
marketing problems.

Text Book: Malhotra, N. and Dash, S. (2011), Marketing Research 6
th
edition, Pearson
Education, New Delhi, 948 p.
Reference Book: Kumar, Aaker & Day (2005), Essentials of Marketing Research, 2
nd
edition,
Wiley

Pedagogy: Lectures, case discussions, online videos, practical sessions in computer lab
Evaluation Component and weightage:
AZ SD
Quiz : 10%
Assignment/ -
Class Participation : 10%
Group project 20%
Mid Term : 20%
End Term : 10% 30%
________ _______
50% 50%

Session Plan:
Dr. Asif Zameer
Session No. Session Theme Reading/Cases
1 Introduction to Marketing Research,
Scale Types and Appropriate Analysis
Text Book, Chap 1,2, 8
Case: OMR
2 Introduction to SPSS, Data Entry
Lab session
Exercises Book SPSS for
Windows
Using a real questionnaire
3 Sampling Design and Procedures Ch. 11
Case: OMR
4-6

Descriptive Statistics & Hypothesis
Testing, Non Parametric Tests 1
sample KS, Binomial, Parametric tests
T tests Lab sessions
Ch. 15
Descriptive analysis from
real data
7 Mid Term Examination
8 ANOVA, Regression Ch. 15, 16
Illustration and SPSS
exercise
9 Factor Analysis, Lab session Ch. 19
Illustration and SPSS
exercise
10 Discriminant Analysis, Lab session Ch. 18 Illustration and
SPSS exercise

Mr. Sandeep Dutta

Sessions Session Theme Reading/Cases
1&2 Qualitative Research:
Definition, Role and Practices
Ch:5, Articles, Case Studies
3&4 Common Industry Research
Practices: Tracks, U&As,
Concepts tests, Product tests,
Pricing research etc
Case Studies, Articles
5 Different types of fieldwork:
Door to door Interviews, Mall
Interviews, CAPI, CATI,
CLTs, Clinics etc
Ch: 6,13, Articles
6 Market Segmentation:
Segmenting through
Qualitative and Quantitative
tools (perceptual maps, cluster
analysis etc)
Ch: 19, 20, 21, Case Studies
7 Brand Tracks: Getting the best
out of Tracks
Article
8 Volume Estimation:
Predicting market shares
Ch: 7, Case Study
9&10 Analysis, report writing and
presentation: How to interpret
data and make clear and crisp
presentations
Ch:22, Case Study

NOTE Claroline will be used for entire communication purpose and students should
register themselves ASAP for the same (platform name AMRFMGIMG14).