Research for Marketing Decisions

PGP-I Term 3 (2018-19)

Prof. Avinash Mulky

Introduction

Marketing managers take decisions on segmentation, positioning, product and service attributes,
product range, new product introduction, pricing structure, communication approach, media, sales
promotion etc. Effective decisions are based on a clear understanding of the market structure and
knowledge of how consumers will respond to various kinds of decisions.

Marketing research provides marketing managers with information and insights which help in making
right choices. Marketing research is usually carried out by specialist research agencies but marketing
managers are required to initiate research projects and evaluate research outputs supplied by the
agencies. Hence everyone involved in marketing needs to have a basic understanding of the vocabulary,
processes and techniques used in market research.

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 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. 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.

Text Book:
Malhotra, NK and Dash SB (2015) 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
Readings 1) Chapter 1 and 2-Text Book
2) Honomichl Top 25-The World’s leading Market Research Companies
3) Asking the right questions

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 1) Chapter 6
2) Direct observation of purchasing behaviour
3) Voice of the customer
4) Beyond the voice of the customer
Grp 1 and Grp 2 to present “Secondary data”

Project Submission 1 due: Brand and Research questions

Session 4
Topic Research Designs-III : Focus Groups and Depth Interviews
Case Reckitt Benckiser (B) [ to be distributed]
Readings 1) Chapter 5
2) Focus group topics and sample questions
3) Holding Context
4) Laddering theory, method, analysis and interpretation
5) Depth interview techniques for creative advertising
Grp 3 and 4 to present “Direct Observation”

Session 5
Topic Research Designs IV : Brand Concept Maps and Projective techniques
Readings 1) Brand concept maps: A methodology for identifying brand associations
2) Projective Techniques in Market Research
3) Motivation research
Grp 5 to present “FGDs”; Group 6 and 7 to submit “FGDs”
Grp 8 to present “Depth Interviews”; Grp 9 and 10 to submit “Depth interviews”

Session 6
Topic Measurement , Scaling and Questionnaire design
Case Reckitt Benckiser-Aerosols (C) [To be distributed]
Readings 1) Chapters 8, 9 and 10-Text Book
2) Indian Products Limited (A)
3) Indian Products Limited (B)
 4) Concept testing
Grp 11 to present ”Laddering” and Grp 12 to present “Projective tests”

Session 7
Topic Questionnaire Design-II
Readings 1) Same as for session 6
Grp 13 to present “Ethnography”

Session 8
Topic Data Analysis-An introduction
Exercise Exercise on basic analysis, cross tabs, correlation, regression and intro to factor
analysis
Readings 1) Chapter 15, 16, 17
Grp 14 and Grp 15 to present “Brand concept mapping”

Project submission 2 due : Secondary data and qualitative research

Session 9
Data Analysis-II: factor analysis
Exercise Factor analysis
Readings 1) Chapter 19

Session 10
Topic Data Analysis-III : Discriminant Analysis
Exercise Exercises on Logit analysis and discriminant analysis
Readings 1) Chapter 18
2) Modelling consumer choice
3) Modelling purchase decisions of seafood products

Project submission 3 due: Questionnaire and flow chart

Session 11
Topic Data Analysis IV: Cluster Analysis and Market Segmentation
Exercise Exercise on cluster analysis
Readings 1) Chapter 20
2) Cluster analysis for segmentation
3) Who likes you an why

Session 12
Topic Cluster analysis-II
Exercise Exercise on cluster analysis
Readings 1) Same as for session 12
2) Review of segmentation process in consumer markets

Session 13
Topic Data Analysis V: Perceptual mapping for positioning
Lecture Exercise on MDS
Readings 1) Chapter 21-MDS
2) Methods for producing perceptual maps from data

Session 14
Topic Data Analysis VI: Product research and Conjoint analysis
Readings 1) Chapter 21-Conjoint analysis
3) Conjoint analysis-A Manager’s guide

Assignment All groups to submit assignment on Regression, factor, Discriminant and Cluster
submission analysis

Session 15
Topic Experiments and simulated test marketing
Exercise A simple experiment in marketing
Readings 1) Chapter-7 Text Book
2) Fractional factorial experimental designs in Marketing
3) On the design of choice experiments involving multifactor alternatives

Session 16
Topic Market research in product and promotion research
Readings 1) How to measure brand image a reasoned view
2) New product forecasting using consumer panels
3) Measuring advertising effectiveness
4) Measuring brand loyalty

Session 17
Topic Market Research in pricing and distribution research
Readings To be indicated

Session 18-20 Project Presentations

Project Submission 4 is due by beginning of session 18: Final report and
presentation slides