Module 1

Module 1: Introduction to Research (10 hours)

1. Introduction to the course.
2. Research Objectives.
3. Information Areas.
4. Research Design.

Module 2

Module 2: Data Collection and tools (10 hours)

1. Designing a research instrument.
2. Sampling Methodology.
3. Data Collection Methods.
4. Data Analysis: Tools and Techniques.
5. Interpreting findings.

Module 3

Module 3: Research Studies and types (10 hours)

1. Types of Research Studies: Brand & communication
2. Types of Research Studies: Business Research
3. Types of Research Studies: Customer Experience Measurement
4. Types of Research Studies: Behavioural Measurement
5. Types of Research Studies: Qualitative Research
6. Marketing Analytics.

Course Description

The world of business is increasingly turning towards data driven decision making where key decisions that managers take need to be backed by valid research and credible data. Marketing Research (MR) becomes an increasingly valuable skill in such an environment no matter what your functional specialization is as a practicing manager. This course aims to provide an in-depth understanding of Marketing Research as practiced in the industry to enable future business managers utilize information and make an impact in their business.

Course Outcomes& Learning levels

On completion of this course, students will be

1. Able to delineate marketing problems and suggest appropriate research designs(Create)
2. Able to analyze and meaningfully interpret data (Analyze)
3. Able to provide solutions to business problems using market research(Evaluate)

Evaluation Pattern

*Based on assignments / Tests / Quizzes / Case Studies / Projects / Term paper / Field visit report.

Reference Text Book:

1. Malhotra, Naresh and Satyabhusan Dash (2019), Marketing Research: An applied Orientation (7e), Pearson education.