JAIPURIA INSTITUTE OF MANAGEMENT, LUCKNOW PGDM, PGDM (FS) & PGDM (RM), TERM 5 (2010-12) Course Title: Marketing

Research (Course Code: 414) Course Instructor: Dr. Shalini Nath Tripathi Number of Sessions: 24 Course Credit: 3 Office Ext No. 239

Course Overview:
This course introduces students to the field of marketing research and how it can help managers make better marketing decisions. The course follows the logic of the marketing research process, specifically the planning, collection, and analysis of data relevant to marketing decision making and communication of the results of this analysis to management. The goal of this course is to give students a basic understanding of the scope of marketing research This course is intended to make the student a well-informed user of marketing research. The word user, means someone who can formulate and structure marketing problems, undertake the requisite marketing research, appreciate what can and cannot be learned from marketing research. The skills covered in this course are applicable to business problems encountered in both consumer and business-tobusiness markets, and public and private sectors. The premise is that the students should be able to determine how the marketing research process can be applied for comprehending business problems; Understand and accurately apply key concepts of the process in order to facilitate business decisions; Use appropriate primary and secondary data resources to clarify business problems and design a research process to solve a business problem.

Learning Outcomes After undergoing this course, the participants will be able to:
1. Explain how marketing research can be used to make better marketing decisions in terms of current marketing mix and new opportunities. Explain how marketing research fits into the flow of marketing decision making. Explain the differences between qualitative and quantitative research, including when each approach is appropriate. Select appropriate data collection strategies (e.g., focus groups, surveys, industry publications, Internet search engines). Discuss the various types of qualitative and quantitative data collection methods, including the advantages and disadvantages of each. 2. Plan a primary marketing research study on a marketing problem of your choice according to industry accepted standards. Write a marketing research proposal. Define the marketing problem, marketing research problem and marketing research objectives. Write a questionnaire that will address your identified marketing research objectives. Explain how to draw a sample. -To determine various business issues, learning to segregate problem areas and undertake appropriate research Suggest appropriate courses of action based on marketing research information. 3. Communicate marketing information persuasively and accurately in oral, written and graphic formats. Speak and write clearly, concisely, persuasively, and logically. Present a current marketing research hot topic to the class. Use presentation software, where appropriate, to improve the clarity and impact of a presentation. Use professional and industry specific terminology effectively. 4. Adapt to and apply various and changing technologies, systems and computer applications used in marketing environments. Explain how secondary data fit into the marketing research process. Locate, select, organize and document information using appropriate technology and information sources. 1|Page

 Analyze, evaluate and apply relevant information from a variety of sources.

Teaching Pedagogy: The learning objectives will be accomplished by Lectures, discussion and analysis of case studies (including video) and current management problems, collaborative work, independent study Students can either identify a marketing problem from journals available in the library; work on a paper identified by the professor or their own personal experience as consumers, or by working with a business client who has a marketing problem that needs to be researched. Data will be generated to test hypotheses based on the research problem that was identified. There after the data will be analyzed in order to propose appropriate decision alternatives based on the analysis. The course shall be covered in 24 lectures spread over 6 weeks. Text Book: Marketing Research, 6/e: An Applied Orientation- Naresh K Malhotra and Satyabhushan Dash (Pearson Education) Suggested Readings: Research for Marketing Decisions - Green, Tull and Albaum (Prentice Hall of India) Marketing Research: Measurement and Methods - Tull and Hawkins (Prentice Hall of India) Marketing Research: Methodological Foundations Churchill (Jr.) and Iacobucci (Cengage Learning) Marketing Research: Concepts and Cases Cooper and Schindler ( Tata Mcgraw Hill) Evaluation Criteria S.No. 01 02 03 04 Criteria Assignments/ Project Quizzes Mid-term Examination End term Examination Weightage % 20 20 20 40

Assignments: This will include research work assigned to student in the beginning of the term. The student shall be evaluated on the basis of synopsis submitted, research methodology followed, findings of the study and suggestions made by the student. A student is required to submit it in the form of a small report for evaluation. Quizzes: There will be 3-4 quizzes. Some of them will be surprise quizzes, whereas others will be announced. Viva: Each student will be required to appear for viva based on the research work done by him/ her during the term. Each student will be required to submit a report of the work done by him/her. Mid-term examination: This will consist of a mix of conceptual questions and one case study. End-term examination: This will consist of case study; application based situational questions, theoretical & conceptual questions.

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LECTURE SCHEDULE
Session Lecture title No. Module 1: 1-3 Marketing Research: Method/ Case * Portfolio of cases to be discussed during the course (with the probable questions) is attached. Text book & Readings Chapter No.

Module 4-8 Module 9-12 Module 13- 17

Module 18-21 Module 22-23 24

Content and Strategy Concerns of a Marketer: -Identifying market opportunities and problems -Generate, refine and evaluate potential marketing actions -Monitor marketing performance -Improve marketing as a process 2: Segmentation, Targeting and Positioning Issues 3: New Product Development Issues 4: Product-Mix Related Issues Product line, length, width and breadth- issues 5: Consumer Behavior Research 6: Advertising Effectiveness Research Integration & Synthesis

** Following the introductory sessions, the students will be given a portfolio of pre selected cases/ case lets, with an objective of formulating and structuring the business problem in concrete terms of: a) Business issues to be resolved b) Develop an approach to the problem- corresponding research questions c) Formulate the research design (specification of information needed) The broad discussion areas (covered by means of cases) are mentioned above.

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