Lahore School of Economics

COURSE PACK

Course: MARKETING RESEARCH (MKT 602)

Instructor: Saba Pervez

Semester: Winter 2019

Year: 2019 -2020

 COURSE: MARKETING RESEARCH (MKT 602)

COURSE OBJECTIVES:

To make students conscious of when and how marketing research can and should be used i.e. what
research alternatives exist, how to recognize effective and ineffective research. The course will also
provide a thorough coverage of the modem data analysis techniques through Advanced Excel and
interpretation of results. All concepts taught in class will be reinforced with the help of a real life
project.The overall objective of this course is to introduce marketing research as a tool for providing
information for marketing decision making to managers. The students are expected to learn marketing
research process, fundamental concepts of marketing research, the method of conducting marketing
research and how marketing research is used to provide answers to specific marketing questions. Market
research processes and techniques are introduced to enable students to ask the right questions, collect
relevant data, analyze it, interpret it, and make decisions based on insights gained from the research. The
course covers qualitative techniques such as focus groups, projective techniques and observation methods,
as well as quantitative techniques such as survey, questionnaire development, sampling, data collection
methods and statistical analyses such as factor and cluster analysis. Students are exposed to examples of
successful use of market research across a variety of marketing domains such as advertising, retail
performance, brand positioning, and new product introduction. We will follow Harvard Business School’s
pedagogy orParticipants Centered Learning’. Class
lectures will be extensively supplemented with case studies, in-class exercises, videos, anddiscussion of
relevant concepts to highlight their application in the real world. The student’s activeparticipation is
central to this concept while the instructor acts as a moderator and a guide. Guestspeakers will be invited
to bridge gap between theory and practice.
SYLLABUS
I. The Role of Marketing Research in Strategic Market Planning
II. Marketing Information System and its importance to marketing managers
III. Review of MS Excel and applications of ADVANCED EXCEL in Market Research
IV. The Marketing Research Process: Steps in marketing research process. Research purpose
and objectives.
V. Problem Formulation
VI. Research Design: Exploratory research; literature search, experience survey, focus groups.
Descriptive research; longitudinal and cross-sectional analysis. Causal design.
VII. Data Collection: Secondary Data; advantages and disadvantages. Primary data; Collection,
Questionnaires, observation, experimentation.
VIII. Data Acquisition: Questionnaire Design. Attitude Measurement. Scale of Measurement.
IX. Sample Design and Data Collection: Probability sampling Vs Non-probability sampling.
Sample Size determination. Sampling Error.
X. SPSS Tutorials Analysis and Interpretation of Data: Editing and Coding. Tabulation of Survey
results, Graphic Representation of data, Descriptive statistics.
XI. Hypothesis testing. Regression and Correlation.
XII Conjoint Analysis in SPSS
XIII Cluster Analysis in SPSS

Required text:
Naresh K. Malhotra. Marketing Research, An Applied Orientation, 7th Edition, Prentice Hall
Reference book
Essentials of Marketing Research Hair ,Wolfinbarger, Ortinau, Bush

Student Learning Outcomes

• Knowledge and understanding of:
1. the methods, techniques and process of marketing research.
2. the various methods and techniques in each research stage.
3. the use of marketing research in collecting information for making sound marketing decisions.
• Cognitive skills - Ability to:
1. Explain the methods, techniques and process of marketing research.
2. Choose and apply appropriate research methods and techniques in each marketing research stage.
3. Use appropriate research methods and techniques for specific marketing research situations.
• Practical skills - Ability to:
1. Formulate the marketing research project.
2. Develop and use various data collection instruments.
3. Plan sampling procedures and use appropriate sampling methods to select samples.
4. Use appropriate data analysis techniques and interpret research findings.
5. Use SPSS to analyze data and interpret SPSS outputs.
6. Write a marketing research report in a well-organized, professional manner and effectively
communicate its contents verbally.

TEACHING STRATEGY:

The teaching Strategy will include class room lectures, case studies, videos, assignments, articles,
presentations and quizzes.

FINAL ASSESSMENT CRITERIA:

Final Exam 25%

Midterm Exam 20%
Group Project 25%
Quizzes & Assignments 15%
Class Participation 15%

Lahore School of Economics Plagiarism Policy

Lahore School adheres strictly to HEC plagiarism policies which are available on the HEC website
and Lahore School handbook on plagiarism policy.

The policy can be found at

http://hec.gov.pk/english/services/faculty/Documents/Plagiarism/Plagiarism%20Policy.pdf

The Lahore School Regulations on Student Code of Behaviour specifies penalties for plagiarism in
reports, research papers and presentations in courses taken and in articles published while studying
at the Lahore School.
 COURSE: MARKETING RESEARCH (MKT 602)

LECTURE SESSIONS DISCUSSION SESSIONS

1. Introduction to Marketing Research, 2. Steps involved in research process
Role of MR
3. Defining the Marketing research 4. Problem formulation and Research design
Problem and Developing an Approach
5. TruEarth Healthy Foods: Market 6. Case calculations in lab using Advanced
Research for a New Product MS Excel
7. Exploratory research Design: 8. Qualitative research
Qualitative research and secondary data Focus Group Interviews
Depth Interviews
Projective Techniques
9. Exploratory research -Survey and 10. Excel lab exercise histogram descriptive
Observation statistics and pivot tables
Survey Methods Classified by Mode of
AdministrationTelephone
/personal/mail/electronic

11. Quiz 12. Primary Scales of Measurement

Measurement and Scaling: Fundamentals Nominal Scale Ordinal Scale
and Comparative Scaling Interval Scale Ratio Scale

13. MIDTERM 14. MIDTERM

15. Scaling and Measurement 16. Intro to SPSS in Lab

Chapter 9 Measurement and
Scaling:Noncomparative Scaling
TechniquesContinuous Rating Scale
Itemized Rating Scales
Likert Scale,Semantic Differential
Scale, Stapel Scale
17. Experimentation : Causal research 18. SPSS Lab session – coding variables and
Design descriptive statistics

19. Chapter 10 Questionnaire and Form 20. Design questionnaire for project
Design
Individual Question Content
Overcoming Inability to Answer
 Overcoming Unwillingness to Answer
Choosing Question Structure
Choosing Question Wording
Determining the Order of Questions

21. Case study 22. Case study

23. Chapter 11 Sampling: Design and
Procedures
The Sampling Design Process
Nonprobability Sampling Techniques
Convenience Sampling,
Judgmental Sampling ,Quota Sampling
,Snowball Sampling
Sample size
24. Probability Sampling Techniques ,Simple
Random Sampling ,Systematic Sampling ,
Stratified Sampling ,Cluster Sampling
Choosing Nonprobability Versus Probability
Sampling
Uses of Nonprobability and Probability
Sampling
Internet Sampling
Issues in Online Sampling

25. Hypothesis testing 26. T test in SPSS Lab

27. Regression and correlation 28. Regression and correlation in SPSS
29. Formal power point presentations 30. Formal power point presentations
31. Final Exam 32. Final Exam