Sub Committee for Curriculum Development

Marketing Specialization
Course Name: Marketing Research
Number of Credits: 3
Course Code

MM P 012

Course Range 600-899

Level 4-5

Learning Objective(s): After the completion of this course the student

shall be able to :
1. To have an understanding of contemporary applications of marketing
research
2. To have proficiency in use of advanced statistical tools & techniques
3. To interpret & communicate the market research findings.
4. To design and implement a market research project in its entirety
Pedagogy:
1. Field research Project
2. Case problems to be solved in Lab

Pre-learning:
1. Course in Basic Statistics & SPSS
2. Course in Research methodology
3. Advance Excel (statistical tools)

Course Outline
Sr.n
o
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2
3
4

5
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Topic

Hours

The Marketing Research Process- An overview

Research Methods and Design
online market research
Qualitative Research
-projective techniques, brainstorming, panel research etc, Depth
interviews, FGDs
Quantitative Research
Questionnaire design
Sampling Methods.
Field procedures
Data Analysis -Data Preparation & processing
ANOVA and the design of experiments
Correlation and regression: explaining association and causation
Discriminant analysis for Classification and prediction
Factor analysis for data reduction
Cluster analysis Market Segmentation
Multidimensional scaling for Brand Positioning
Conjoint Analysis fro product Design
SEM (Structural equation Modeling) for Complex Models [ including
Confirmatory Factor Analysis]
Report preparation and presentation

1
2
2
4

Books Recommended

1. Marketing Research an applied orientation by Naresh Malhotra and

2.
3.
4.
5.
6.

Satyabhushan Dash Pearson

Marketing Research by Carl Mc Daniel and Roger Gates Wiley
Handbook of INternationalMarket research techniques, Robin J Birm
Marketing Research : Text and Cases By Nargundkar,Rajendra- New
Delhi/Tata McGraw Hill.
Marketing Research: An Applied Orientation -By
Malhotra,,Naresh.K&Dash,Satyabhusan
DELHI./Prentice Hall
Marketing research : uses and Misuses Grover and Vriens- Sage
Publication

Suggested Evaluation Methods:

A) One Field project in Qualitative and one in Quantitative method to be
evaluated in following phases:
1. Problem definition and research objective setting

3
2
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1
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2

2.
3.
4.
5.
6.

Research design planning

Use of statistical tool
Data interpretation
Report presentation
Lab assignments

Parallel/Similar courses the existing curriculum:

Sr. No

Name of course

1
2
3
4
5

Cases in MR
Market Research & Methodologies SEM III
Market Research Project SEM IV
Market Research
Market Research

Name of
member
Designation

Dr Vandana
Sonwaney
Professor

Institute /
org

SIOM

Signature
Name of the Expert:

Signature:

Date:
Benchmarking:

Mrs Gauri
Joshi
Teaching
associate
SCMHRD

Institute where it was

offered
SCMHRD
SCMS P
SCMS -P
SCMHRD
SIOM