Research for Marketing Decisions

PGP Term 3 (2019-20): December 2019 – March 2020

Faculty: Professor Nagasimha Balakrishna Kanagal

Office: E-205; Phone Ext: 3185
Secretary: Ms. Pooja; E Block II Floor
• Syllabus outline is tentative and subject to change.

Introduction / Objective

The RMD course introduces the basics concepts and techniques of marketing research. It provides
participants an opportunity to learn market research by doing a field project that runs throughout the
course. The class sessions provide basic knowledge and exposure to qualitative and quantitative
techniques of market research. The cases and presentations ensure assimilation of the basics and
provide scope for application of what has been learnt. The course provides a good foundation on the
practical aspects of data collection and analysis for marketing decisions. It will also be useful for those
who have to carry out and analyze market and consumer studies as part of their consulting, marketing
or sales roles.

Pedagogy

A combination of lectures, conceptual discussions, case analysis with discussions and presentations. A
project study and report writing in a chosen area of participants’ choice will be undertaken that will also
enable application of concepts. The course project requires students to identify research problems,
design the research approach, choose appropriate research designs, develop data collection
instruments, collect data, analyze data and present recommendations.

Text Book:

Malhotra, NK and Dash SB. Marketing Research, 7th Edition, New Delhi: Pearson

Evaluation

Class Participation, Presentations, Assignments 20%

Mid Term 25%
End Term 25%
Project 30%

Session 1
Topic Introduction to RMD, Problem definition
Case 1. Compaq Computer: Intel Inside?
2. Baskin-Robbins: Can it Bask in the Good
‘Ole Days
Readings Chapter 1,2 - Text Book
Session 2
Topic Research Design –I: Overview , Secondary data
analysis
Readings Chapter 3, 4 - Textbook

Session 3
Topic Research Designs-II : Qualitative research:
Observation and ethnography
Readings Chapter 5, 6 - Textbook

Additional Readings Jaimangal-Jones, Dewi (2014). Utilising

ethnography and participant observation in
festival and event research. International Journal
of Event and Festival Management, vol. 5, no.1.

Session 4
Topic Research Designs-III : Focus Groups and Depth
Interviews
Readings Chapter 5, 6 - Textbook

Additional Readings Farnsworth, John (2010). Analysing group

dynamics within the focus group. Qualitative
Research, vol. 10 (5).

Schmidt, Marcus (2010). ‘Quantification of

transcripts, open ended responses, and focus
groups: Challenges, accomplishments, new
applications and perspectives for market
research’. International Journal of Market
Research, vol. 52, no. 4.

Session 5
Topic Research Designs IV : Projective techniques
Case (sessions 2 to 5) 1. Reynold’s Tobacco Slide Box Cigarettes
2. Bizrate.com
Readings Chapter 5,6 - Textbook

Session 6,7, 8
Topic Measurement, Scaling, Sampling and
Questionnaire design
Case for Discussion Refractories
Exercise Questionnaire Design
Case Wine Horizons
Readings Chapters 8, 9, 10, 11, 12 – Textbook
Session 9
Topic Data Analysis-I: Basic analysis, Anova and
Regression

Exercise Anova and Regression

Readings Chapter 16, 17 – Textbook

Session 10
Topic Data Analysis –II: Factor Analysis

Exercise Exercise on Factor analysis

Readings Chapter 19 – Textbook

Session 11
Topic Data Analysis-III : Discriminant Analysis
Exercise
Readings Chapter 18 – Textbook

Session 12
Topic Data Analysis IV: Cluster Analysis and Market
Segmentation
Exercise Exercise on cluster analysis
Readings Chapter 20 – Textbook

Session 13
Topic Data Analysis V: Perceptual mapping for
positioning
Exercise Exercise on MDS
Readings Chapter 21 – Textbook

Session 14
Topic Data Analysis VI: Product research and Conjoint
analysis
Case 1. TruEarth healthy Foods: Market
Research for a New Product Introduction
2. Clark Material handling Overseas:
Brazilian Product Strategy (A) and (B):
Condensed
Readings Chapter 21 – Textbook

Session 15
Topic Experiments and simulated test marketing
 Readings Chapter-7 Text Book

Session 16, 17
Topic Applications to Market Research
Study Presentations One topics for each group among (i) product
research and new product research (ii) Customer
satisfaction and demand forecasting (iii)
advertising research (iv) pricing research (v)
distribution research
Readings Aaker, David A; V Kumar; George S Day; and
Robert P Leone. Marketing Research. Chapters
24, 25, 26.
Additional Readings Chakravarti, Amitav; Chris Janiszewski; and
Gulden Ulkumen (2006). The neglect of
prescreening information. Journal of Marketing
Research, vol. XLIII, November.

Driesener Carl; and Jenni Romanink (2006).

Comparing methods of brand image
measurement. International Journal of Market
Research, vol. 48, issue 6.

John, Deborah Roedder; Barbara Loken;

Kyeongheui Kim; and Alokparna Basu Monga
(2006). Brand concept maps: A methodology for
identifying brand association networks. Journal
of Marketing Research, vol. XLIII, November.

Session 18-20 Project Presentations

ATTENDANCE POLICY (5%)

No. of Classes Present Marks

20, 19 100
18 90
17 80
16 70
15 60
14 50
13 40
12 30
11 20
10 10
<10 0