BIRLA INSTITUTE OF TECHNOLOGY & SCIENCE, PILANI

WORK -INTEGRATED LEARNING PROGRAMS DIVISION

M. S. Consultancy Management in Collaboration with CDC, New Delhi

SECOND SEMESTER 2009-2010

COURSE HANDOUT

Course Number : CM ZC483

Course Title : Marketing Research

Course Description
An examination of the concepts and practical methodology used in marketing research. An
overview of marketing research process, with emphasis on research design; data instrument
design; questionnaire formulation; sampling plans; data collection methods -interviewing, panels;
data analysis and use of computer based information systems for marketing intelligence. Also
Time-series & Regression based models of sales forecasting, control and evaluation of marketing
function and survey methodology are covered.
Emphasis will be on cases and research projects.

Scope & Objectives

This course provides the students an overview of Marketing Research and would enable the
student to understand and appreciate the following:-

The importance of Marketing Research in improving management of organizations as well as

operational efficiency.

Approaches to deploy Market Research techniques to solve the various organizational
problems.

The role of the users and developers in the design and use various of Market Research
concepts and techniques.

Course Material
CM CDC Course Material on Marketing Research

Reference Books

R1 Malhotra, N K , Marketing Research, Pearson Education, Third Edition, 2002

R2 Naresh K. Malhotra: Marketing Research—An Applied Orientation , Fifth Edition, PHI
( Indian edition)
R3 David A Aaker, V Kumar and George S Day (2007): Marketing Research - Ninth Edition,
John Wiley & Sons, NY
R4 Boyd, H W and others, Marketing Research: Text & Cases, AITBS, Seventh Ed., 1990
R5 Parasuraman A, Marketing Research, Addison Wesley, Second Edition, 1991
R6 Chisnall, P M, Marketing Research, McGraw Hill, Fourth Edition, 1992
R7 Gillbert, A, Basic Marketing Research, Dryden Press, Second Edition, 1992
R8 Paul E. Green, Donald D.Tull and Gerald Albaum: Research for Marketing Decisions,
Fifth Edition, Prentice Hall Of India
R9 Harper W Boyd, Ralph Westphal and Stanley F Stasch: Marketing Research—
Text and Cases, Latest Edition, Richard D Irwin, Inc.
CM ZC483 (Course Handout) Second Semester 2009-2010 Page 2

Lecture Plan

S.No. Topics Chapter Reference

1. Introduction to Market Research CM: Ch-1
2. Organization and Application of Marketing CM: Ch-2
Research in India
3. Data Collection Methods CM: Ch-6
4. Sampling Design CM: Ch-5
5. Attitude Measurement & Scaling Techniques CM: Ch-4
6. Qualitative Analysis CM: Ch-15
7. Data Analysis Editing Coding and Tabulation CM: Ch-8
8. Research Design CM: Ch-3
Syllabus for Mid-Semester Test (Closed Book): Topics covered in S. No. 1 to 8
9. Introduction to Hypothesis Testing CM: Ch-9
10. ANOVA, Bi variate, Correlation, Regression CM: Ch-10
11. Questionnaire Design CM: Ch-7
12. Multiple Regression and Discriminant Analysis CM: Ch-11, 12
and Factor Analysis
13. Cluster Analysis CM: Ch-13
14. Multi-Dimensional Scaling and Conjoint Analysis CM: Ch-14
15. Report Writing CM: Ch-16
Course for Comprehensive Examination (Open Book): All topics given in the Plan of Study

Mandatory Intensive Contact Sessions as per attached schedule

http://discovery.bits-pilani.ac.in/dlpd/courses/handouts/Consultancy_Development_Centre_Schedule.pdf
Contact Topics to be covered from Lecture Plan Dates of Contact Session
Session
1 S.No. 1 to 4 January 2-3, 2010
2 S.No. 5 to 8 January 30-31, 2010
3 S.No. 9 to 12 February 20-21, 2010
4 S.No. 13 to 15 March 13-14, 2010

Evaluation Scheme:
EC Evaluation Component & Weightage
No. Type of Examination Duration Day, Date, Session,Time
EC-1 Assignment – I * 15% 12/02/2010
EC-2 Mid-Semester Test 2 Hours 30% Saturday, 06/02/2010 (FN)*
(Closed Book)* 10 AM – 12 Noon
EC-3 Assignment - II * 15% 23/03/2010
EC-4 Comprehensive Exam 3 Hours 40% Saturday, 03/04/2010 (FN)*
(Open Book)* 9 AM – 12 Noon
* Legend:
AN: AfterNoon Session; FN: ForeNoon Session
Closed Book Test: No reference material of any kind will be permitted inside the exam hall.
Open Book Exam: Use of any printed / written reference material (books and notebooks) will be permitted
inside the exam hall. Loose sheets of paper will not be permitted. Mobiles phones and Computers of any
kind will not be allowed inside the exam hall. Use of calculators will be allowed in all exams. No exchange
of any material will be allowed.

Instructor-in-charge