PUNE INSTITUTE OF BUSINESS MANAGEMENT

Subject: Research Methodology PGDM 2017-19 Batch

Instructor: Dr. Prantosh Banerjee

(Days & Time: Tuesday & Wednesday-9:00-6:00)

1. Course Objectives

This course is aimed at the students who as future managers would be the ultimate user of
marketing research. In the bargain, they would be responsible for determining the scope and
direction of research activities conducted for the organization.

Research Methodology is an organized way of thinking and logical way of reasoning. As no

two persons might have the same way of thinking / reasoning, there is no one best way of
carrying out the research. Consequently, the success of any research depends upon the
effectiveness and efficiency of the managerial decisions that draw their resources from the
pre-mentioned research output. The primary objective of any research is to develop and
provide information for decision making purposes. The quality of the information, for
example its validity and reliability, depends on the care exercised in executing the various
steps of the marketing research process. These steps include problem definition, research
design (exploratory, descriptive and causal), data collection methods, questionnaire design
and attitude measurement, sampling schemes, and data analysis. This course will focus on
both qualitative and quantitative aspects of marketing research and how they help managers
in addressing substantive marketing problems.

2. Text Book

1) Marketing Research by Tull & Hawkins

2) Marketing Research by Rajendra Nargundkar

3. Pedagogy

A combination of lectures, conceptual discussions, case analysis (using SPSS) with

discussions and presentations.

4. Evaluation

Quizzes 20%

Class participation 10%

Group Project/ Presentations 20%

Mid Term Examination 10%

End Semester Examination 40%

1
 PUNE INSTITUTE OF BUSINESS MANAGEMENT

5. Sessions Plan:

Date Topics Hot Points Pre-Readings

1 Introduction to Objectives of Research; Definition; Marketing Research by Tull

Research "Make" or "Buy" Factors; Industry & Hawkins: Chapter 1
Methodology Services
2 Process of Research Process; Steps involved; Marketing Research by Tull
Research Design Research Plan; Research Proposal & Hawkins: Chapter 3
1st Assignment

3 Setting Research Primary Research Objective (PRO); Marketing Research by Tull

Objectives; Case for Secondary Research Objectives & Hawkins: Chapter 3
Objective Setting (SROs); Case: ABC Ltd.
4 Secondary Data Methods; Sources; Types of Survey Marketing Research by Tull
Collection; Survey Research & Hawkins: Chapter 4, 6
Research
5 Survey Research Structured / Unstructured; Direct / Marketing Research by Tull
(contd.) Indirect methods of Data Collection & Hawkins: Chapter 6
6 Experimental Research Concept; Basic Designs Marketing Research by Tull
& Hawkins: Chapter 7
2nd Assignment

7 Group Presentation: Groups of 6 students; Presentation

Research Process should cover Research Design
Process
8 Experimental Research Statistical Designs: Randomized Marketing Research by Tull &
(contd.) Blocks Design, Latin Square Hawkins: Chapter 7
Design, Factorial Design
3rd Assignment

9 Experimental Lab experiments; Field Marketing Research by Tull &

environment experiments Hawkins: Chapter 8
10 Measurement Concept; Operationalization; Marketing Research by Tull &
Measurement scale types; Hawkins: Chapter 9
Validity; reliability; Scale
Development
11 Questionnaire Design Decision Areas; Preliminary Marketing Research by Tull &
decisions; Connect with Hawkins: Chapter 10
Objectives
12 Questionnaire Design Question Content; Question Marketing Research by Tull &
(contd.) Phrasing Hawkins: Chapter 10
13 Questionnaire Design Response Format; Question Marketing Research by Tull &
(contd.) Sequencing; Layout; Pre-testing Hawkins: Chapter 10
and Revision of Questionnaire
4th Assignment

14 Group Presentation: Groups of 6 students; Presentation should cover: Topic for Research
Research Proposal Project to be completed during the term including primary data
collection; Research Process; Research Proposal

2
 PUNE INSTITUTE OF BUSINESS MANAGEMENT

15 Attitude Scales Direct Response Attitude Scales; Marketing Research by Tull &
Rating Scales; Non-Comparitive Hawkins: Chapter 11
Scales; Comparitive Scales;
Graphic scales; Itemized Scales
16 Attitude Scales Paired Comparison; Rank Order; Marketing Research by Tull &
(contd.) Constant Sum Scale; Semantic Hawkins: Chapter 11
Differential Scale; Stapel Scale;
Likert Scale
5th Assignment
17 Sampling Sample Planning Process; Sample Marketing Research by Tull &
Design; Sampling Methods Hawkins: Chapter 13
18 Sampling (contd.) Sample size estimation Marketing Research by Tull &
Hawkins: Chapter 13
Class Test
19 Data Reduction Field Controls; Editing; Coding; Marketing Research by Tull &
Transcribing; Generating New Hawkins: Chapter 14
variables; Basic Statistical
calculations
Group Presentation: Presentation should cover:
Research Project Sampling Plan: 12 respondents per
student.
20 Data Analysis: Basic Tabulations; Frequencies; Cross- Marketing Research by Rajendra
tabulations; Graphing in Excel Nargundkar: Chapter 8
21 Data Analysis: Hypothesis Testing; Cross- Marketing Research by Rajendra
Drawing inferences tabulations with Chi-square test; Nargundkar: Chapter 8
from data Using SPSS
22 Data Analysis: Hypothesis Testing; Cross- Marketing Research by Rajendra
Drawing inferences tabulations with Chi-square test; Nargundkar: Chapter 8
from data Case with SPSS
23 Data Analysis: Correlation Analysis; Regression Marketing Research by Rajendra
Forecasting with data Analysis: Simple Linear and Nargundkar: Chapter 10
Multivariate Linear (OLS); Case
with Excel / SPSS
24 Data Analysis: Correlation Analysis; Regression Marketing Research by Rajendra
Forecasting with data Analysis: Simple Linear and Nargundkar: Chapter 10
Multivariate Linear (OLS); Excel /
SPSS
Test
25 Data Analysis: One - way ANOVA: Concept; Case Marketing Research by Rajendra
Generalizing Sample with SPSS Nargundkar: Chapter 9
findings to population;
Comparison of Means
Group Presentation: Presentation should cover:
Research Project: Complete Project Presentation
Final Presentation including Data Analysis
26 ANOVA (contd.) One - way ANOVA: Concept; Case Marketing Research by Rajendra
with SPSS Nargundkar: Chapter 9
Test ANOVA