Post Graduate Program

Course Outlines
Course for : Term VII (Aug 2009-11 Batch)

Course Code : MGT 612

Course Title : Marketing Research (2 Credit)

Specialisation/Venue : Marketing D/LHE 203

Instructor : Dr. P. Sathyapriya

Office : Central Campus, EF 017

Phone (O) : Dr. P. Sathyapriya – 080 - 30938145

Email : sathyapriya.p@alliance.edu.in

Instructors’ Profile:
Dr. Sathyapriya holds a Masters degree in Business Administration and a doctorate in the area of
Marketing. She is an alumnus of the prestigious Faculty Development Programme from IIM
Ahmedabad. Dr. Sathyapriya has about ten years of academic experience, and is ardent researcher,
who has published notable research papers in national and international journals, conferences and
seminars. As an academician, she has designed curriculum for Management courses and has been a
member on doctoral research committees.

Course Overview:
Marketing managers are responsible to make decisions, sometimes minor, sometimes far-reaching,
each of which will be better-informed and likely to produce better results with the intelligent use of
marketing research. Effective decision making depends on quality input, and marketing research
plays an important role in translating data into useful information. Any business seeking an edge in
attracting and retaining customers in competitive market environments turns to marketing. And in
turn, marketing can create strategies to work toward these goals of attraction and retention, if the
business understands its customers. This understanding comes through marketing research, both
periodic projects directed toward specific problems at hand, and continuing, ongoing measurement of
the marketplace.

The course focuses on the techniques and methods of marketing research; emphasizes both on
qualitative and quantitative research techniques; and offers the students the opportunity to apply the
techniques to real-world situations.

Course Requirements:
Course requires basic knowledge of research methodology, statistics and working with MS Excel and
SPSS.

Learning Outcomes:
After going through this course, the students shall be able to:

1. Define marketing research problem and state objectives and set hypotheses.
2. Describe and illustrate the qualitative research methods and quantitative research methods
and their applications in the field of marketing.

1
 3. Understand the application of multivariate data analysis techniques used in the field of
marketing research.

Conduct:
Students are required to come prepared to the sessions with chapter readings and are
expected to actively participate in classroom discussions. The Instructors reserve the right to
disallow a student entry to the class if found inadequately prepared for the session. Coming late to
class is not permitted (extenuating circumstances must be explained to the Instructor).

Teaching Methods:
Teaching methods will be a mix of lectures, class discussions, case analyses, and
simulation exercises.

Course Structure: 1 Session = 2 hours

Session Contents Cases / In-class exercises

No.
1 Defining Marketing Research Problem
2 Formulating Research Designs for Marketing Articles with varied research
Problems designs will be discussed
3&4 Application of Multivariate techniques for Nivea: Marketing Research Leads
Marketing Decisions – Regression, Factor, to Consistency in Marketing
Cluster, and Discriminant
5&6 Application and usage of Multidimensional Exercises
Scaling, Perceptual Mapping and Conjoint
Analysis for decision making
7 Introduction to Marketing Models
8&9 Qualitative Research in Marketing - Methods
10 - 12 Marketing Research Exercise
13 Consumer Researches & Evaluation of Exercises
Research Proposal
14&15 Report writing and presentation
16 Critical aspects of a Research

Text Book:

MARKEITNG RESEARCH – An Applied Orientation by NARESH K. MALHOTRA, Pearson
Education Asia, 5th Edition, 2004.

Reference Books:

MARKEITNG RESEARCH – By Parasuraman, Grewel and Krishnan, Biztantra Publication

ANALYSING MULTIVARIATE DATA–ByJames,Douglas and PaulGreen, Cengage Learning

BUILDING MODELS FOR MARKETING DECISIONS – By Peter S.H. Leeflang, Dick R.
Wittink, Michel Wedel, Philippe A. Naert, Kluwer Academic Publishers

QUALITATIVE RESEARCH – By Robert Yen

ECONOMETRICS – Damodar N. Gujarati

Course Procedures and Policies : Refer to PGP Student Handbook

Scheme of Evaluation : Refer to PGP Student Handbook
Grading System : Refer to PGP Student Handbook