IBS Hyderabad

Academic Year – 2019-20

Course Handout

Course Name: Marketing Research Course Code: SLMM601 Semester: III

Faculty Name: Dr. Vikas Gautam

Room No: [- E010]

Consultation Hours: Friday 3.15 to 4.15 PM.

Email: vikasgautam@ibsindia.org

Course Objective: The course will develop the skills necessary to do independent marketing research
(Problem Identification, Research Design, Data collection, Data analysis, and communicating research
results). Augmented with case studies, lectures, and research notes, course aims to deepen the
understanding of methods for collecting, analyzing, and summarizing data pertinent to solving
marketing problems.
Learning Outcomes: At the end of the course a student:

 Should be able to translate a marketing problem into a feasible research question.

 Should understand and execute a marketing research project independently.

 Should possess basic knowledge and skill of Marketing Research data analysis.

Recommended Text Book: Marketing Research: An Applied Orientation, 6/e by Naresh K Malhotra,
Satyabhushan Dash. Indian Edition: Pearson.
Suggested Books:

 Multivariate Data Analysis by Hair et al 6th Edition, Pearson Publication

 Marketing Research: A South Asian Perspective, By: Gilbert A, Churchill Jr., Dawn Iacobucci and
D Israel. Indian Edition: Cengage Learning.

 Introduction to Qualitative Research, By Uwe Flick – 4th South Asian Edition. Sage

Software Requirements:

 IBM SPSS Version 21.0, MS Excel , R Studio

1
 Course Outline

S. Sessio Chapter
Topic / Area Covered Case / Article Case details
N. n No. Reading
Harvard
Business
Introduction to Marketing Background Note:
1 1 Publishing: Chapter 1
Research(Research Process) Marketing Research
Product No.
592013
Harvard
Introduction to Marketing Business
Background Note:
2 2 Research Publishing: Chapter 3,4
Marketing Research
(Types of Marketing Research) Product No.
592013
Class Based Activity
Exploratory Research Design https://www.youtube.com/watch?
3 3 Chapter 5
(Focus Group Interviews)
v=k2MEaNMmnLQ
Harvard
Background Note:
Business
Descriptive Research Design Research Methods in
4 4 Publishing: Chapter 6
(Survey Method and Types) Marketing: Survey
Product No.
Research
582055
Harvard
Measurement and Scaling: Business
Case: Harvard Graduate
5 5 Fundamentals Publishing: Chapter 8
Student Housing Society
(Comparative Scaling) Product No.
505059
Harvard
Business
Measurement and Scaling: Case: Harvard Graduate
6 6 Publishing: Chapter 9
(Noncompetitive Scaling) Student Housing Society
Product No.
505059
Background Note: Harvard
Questionnaire design and Business
Questionnaire Design
7 7 Development Publishing: Chapter 10
Techniques
(Class exercise) Product No.
590015
8 8 Test- 1
Introduction to SPSS (Version
9 9 22.0) or SAS Enterprise Guide Class Based Activity Chapter 14, 15
4.2
Multiple Linear Regression Course Book:
10 10 Case: Dell Direct Chapter 17
Analysis (Basic Fundamental) Page772-776, 551

Multiple Linear Regression Course Book:

11 11 Case: Dell Direct Chapter 17
Analysis (inclusive of Dummies) Page772-776, 551

Multiple Linear Regression Course Book:

12 12 Case: Dell Direct Chapter 17
Analysis (inclusive of Dummies) Page772-776, 551

Case: Probability of Course Book:

13 13 Logistic Regression Analysis Chapter 18
consumer loyalty Page575-577

Two- Group Discriminant Case: Household visit Course Book: Page

14 14 Chapter 18
Analysis to resort , 558-568

Two- Group Discriminant Case: Household visit Course Book: Page

15 15 Chapter 18
Analysis to resort , 558-568

16 16 Test- 2

2
 Course Book:
Principal Component Analysis and
Page772-776,
Principal Axis Factoring (Basics and Case: Dell Direct Chapter 19
17 17
Marketing Application)
611

Course Book:
Principal Component Analysis and
Page772-776,
Principal Axis Factoring (Varimax Case: Dell Direct Chapter 19
18 18
Rotation)
611

Course Book:
Principal Component Analysis and
Page772-776,
Principal Axis Factoring ( Oblique Case: Dell Direct Chapter 19
19 19
Rotation)
611

Available
Online:
http://www-
01.ibm.com/su
Case: Using HCA to pport/knowled
Classify Motor Vehicles gecenter/SSLV
20 20 Cluster Analysis: Hierarchical Chapter 20
(Developed by IBM MB_22.0.0/co
SPSS) m.ibm.spss.stat
istics.cs/spss/tu
torials/twostep
_cars_intro.ht
m
Available
Online:
http://www-
01.ibm.com/su
Case: Using HCA to pport/knowled
Classify Motor Vehicles gecenter/SSLV
21 21 Cluster Analysis: Hierarchical Chapter 20
(Developed by IBM MB_22.0.0/co
SPSS) m.ibm.spss.stat
istics.cs/spss/tu
torials/twostep
_cars_intro.ht
m

MDS procedure
Label the dimension and To be given in
22 22 Multi-Dimensional Scaling (MDS) Chapter 21
configuration the Class
spss.statistics.

https://ww
https://www.youtu w.youtube.
23 23 Multi-Dimensional Scaling (MDS) be.com/watch?v= com/watch Chapter 21
Zu1Ya48dgE4 ?v=38XzZ
6rb79o
Harvard
Article: Boost Your Business
Causal Research Design :
24 24 Marketing ROI with Review: Chapter 7
Experimentation
Experimental Design Product No.:
R0109K

3
 Harvard
Article: Boost Your Business
Causal Research Design : Chapter 7
25 25 Marketing ROI with Review:
Experimentation
Experimental Design Product No.:
R0109K
ANOVA/ANCOVA/
Causal Research Design : To be given in Chapter 7
26 26
Experimentation the Class

To be given in
the Class
MANOVA/MANCOVA https://swa
yam.gov.in
/course/447
Causal Research Design : 1-design- Chapter 7
27 27
Experimentation
and-
analysis-
of-
experiment
s
28 Test - 3

Harvard
Background Note: Business
29 29 Conjoint Analysis Conjoint Analysis A Publishing: Chapter 21
Manager’s Guide Product No.
590059
Available
Online (Free):
ftp://public.dhe
.ibm.com/soft
ware/analytics/
Conjoint Analysis IBM SPSS Conjoint 21- Chapter 21
30 30 spss/document
Manual
ation/statistics/
22.0/en/client/
Manuals/IBM_
SPSS_Conjoint
.pdf
Class Based Activity
Report Preparation and Presentation Chapter 23
31 31

Class Based Activity

Report Preparation and Presentation Chapter 23
32 32

Class Based Activity

Report Preparation and Presentation Chapter 23
33 33

4
Expectations from Students

a. Students must report to the respective sessions well before the announced time.
b. Read the case Study / material well prior to the class discussion.
c. In the class discussion student is expected to participate actively and contribute to individual
and group learning. Evaluation is based on active participation.
d. Wherever applicable, group assignments require each student to contribute to the group effort.
e. Students are expected to show high regard and appreciation for in class discipline and desist
from using mobile phones.
f. Attendance is compulsory in all sessions. However refer to guidelines in your academic
handbook for exceptions.
Evaluation Timelines

Keeping in line with continuous evaluation at IBS the following schedules have been drawn.
Students are expected to go through the dates / sessions mentioned and prepare accordingly.

Component Component Expected slot / due Marks declaration Weightage

Number date by

Class 1 Session 11 Session 12 10

Participation

Class 2 Session 22 Session 23 10

Participation

Class 3 Session 30 Session 31 10

Participation

Test-1 1 Session 8 Session 10 10

Test-2 2 Session 16 Session 18 10

Test-3 3 Session 28 Session 30 10

End Term At the end of the semester 40

Exam
Total 100