Course

Module 1

Module 1: Introduction to concept of Marketing Research (7.5 hours)

1. Introduction to Marketing Research.
2. The Research Process.
3. Asking the research Question.

Module 2

Module 2: Research Designs (7.5 hours)

1. Developing an approach to the problem.
2. Research Design.
3. Research Design – Secondary Research.
4. Research Design – Qualitative Research.

Module 3

Module 3: Types of Research (7.5 hours)

1. Research Design – Qualitative Research
2. Research Design – Descriptive Research (survey and questionnaire design.
3. Research Design – Casual Research.

Module 4

Module 4: Data Preparation and Data Analysis (7.5 hours)

1. Sampling & Fieldwork.
2. Data preparation & Data Analysis.
3. Research Insights & Reporting.
4. Final Project Presentations.

Course Description

In this core elective you will formally study a crucial tool for all business practitioners, and a necessary prelude to any successfully implemented marketing strategy – how to do a systematic search for potentially useful information, and how to use that information to create value. You will learn best practices in Marketing Research in this digital, data driven world in order to equip you to take better informed decisions in today’s competitive, demanding business environment. In addition to the in-class coverage of MR, there will be focused out of class workshops on Digital Marketing and BD. The orientation of the entire course is marketing practice oriented with an eye on both your foundational preparation for a career in Marketing/ MR, as well as equipping you to be better prepared for your Summer Internships.

Course Outcomes & Learning levels

At the end of the course, the students will be able to:

1. The students will understand the core principles of Marketing Research (MR) L2.
2. The students will learn how to analyze a managerial decision situation for its informational needs, and design the MR that helps get the necessary information. L3, L4, L5.
3. The students will learn how to apply the basic methods of both Quantitative and Qualitative MR L2, L3.
4. The students will learn how to evaluate, plan (create), execute and report a complete MR project L3, L4, L5, L6.

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.