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Course Title: Global Marketing Research
F PSDA CREDIT
W UNITS
Course Code: IB744 2 0 0 2 2 3
Credit Units: 3
Level: PG

Course Contents/Syllabus:
Weightage (%)
Module I Role of marketing research in marketing 10
 Marketing research – defining, understanding the MR process; decision making
 Understanding the dynamic Global market-space; Environmental context of the problem
 International marketing research
 Introduction to SPSS
Module II Marketing Intelligence system 10
 Marketing Decision Support System components
 Scope and Significance of Marketing Intelligence in decision making
 Quality and quantity of Market Information; Value of information; Types of market information
Decision tree and Bayesian analysis concept
Module III Research process 20

 Identification of Management Problem; Formulation of Research Problem; Steps in Research Process

 Common Research Errors
 Evaluation and Control of the Marketing Research Efforts in a Global Marketplace
 Research Design; Exploratory & Conclusive Research; Relationship between Exploratory research and Qualitative data;
Types of exploratory research
 Standard qualitative marketing research methods
 Descriptive research: Longitudinal analysis, Cross Sectional Analysis, Applications
 Experimental design
Module IV: Sources and data collection 15
  Types of data; Advantages & Limitations of primary and secondary data; Internal and External Sources
 Survey method of Primary Data Collection; Questionnaire Design; Pre-Testing the Questionnaire; International Standards
of Questionnaire Designing
 Observation Method; Consumer Panel Method
 Experimental Research Method
Module V Scaling Techniques and Sampling 15

 Types of Scales; Criterion for good scale; General Procedure in Attitude Scaling; Selected Attitude Scale; Limitations of
Attitude Scale
 Sampling Design Process- Cross Cultural Considerations; Classification of techniques – probability and non- probability;
Internet sampling
 Sampling and non- sampling errors
 Sample size calculation (Numerical expected)
 Practical considerations in determining sample size
Module VI Applications of Marketing Research 30
 Frequency distribution; Hypothesis testing; Cross tabulations; Parametric and Non-Parametric tests
 Data Analysis: Univariate analysis; Bivariate analysis; Multivariate analysis
 Product moment correlation, partial correlation, non-metric correlation
 Simple and Multiple Regression, Basic concept of discriminant and logit analysis
 Factor analysis
 Cluster analysis for identifying market segments
 Conjoint analysis for Product research
 Discriminant analysis and perceptual mapping for Brand positioning research
 Advertising research
 Market and Sales Analysis
 Sales forecasting – objective and subjective methods
 Test marketing
 Multidimensional scaling - positioning research
 Pricing Research; Shop and retail audits
 Readership surveys and viewer ship surveys; Brand Equity Research; Brand name testing; Promotion research, Consumer
Behaviour Research, Distribution Research, Market development research
 Cool hunting – socio cultural trends
 Demand Estimation research
Report writing: International Practices