Applications Open now for May 2024 Batch | Applications Close: May 26, 2024 | Exam: Jul 07, 2024
Applications Open now for May 2024 Batch | Applications Close: May 26, 2024 | Exam: Jul 07, 2024
Degree Level Course
Market Research
To provide a basic understanding of research methodology and its implementation in different business domains, to understand the role, scope, process, cost, and value of marketing research, to match research techniques to marketing problems, to analyse data and translate them into actionable findings, to enable students to do hands-on research to solve business problems.
Identify and distinguish marketing problems from symptoms
Translate marketing problems into researchable questions
Select appropriate research designs to answer your research questions
Select suitable methods of data collection
Analyze the data using appropriate statistical methods to give the results
Interpret the results to help solve the marketing problems.
Course structure & Assessments
For details of standard course structure and assessments, visit
Academics
page.
WEEK 1
Marketing Research, the Research Process and Problem Formulation: The Role of Research in Marketing and the Marketing Research Process, Defining the Marketing Research Problem and Developing an Approach
WEEK 2
Research Design Formulation: Research Design, Exploratory Research Design, Descriptive Research Design, Causal Research Design and Test Markets
WEEK 3
Designing Data Collection Methods and Forms: Surveys and Interviews, Measurement, Measurement Scales, Questionnaires, and Instruments
WEEK 4
Different Market Research Applications, and the Industry Approach to each: Key marketing issues like new product development, STP, branding, etc. and the MR tools and techniques to address each
WEEK 5
Data Analysis and Interpretation: Entering the Data in SPSS, Examining the Data and Univariate Data Analysis: Descriptive Statistics, Cross Tabulation, Graphical Display of Data, Chart Deception and Hypothesis Testing: Mean Differences, ANOVA, Multivariate Data Analysis: An Overview, Exploratory Factor Analysis, Cluster Analysis, Multiple Regression in SPSS
The following are the suggested books for the course:
Prescribed Textbooks:
Naresh K. Malhotra and Satyabhusan Dash., Marketing Research, An Applied Orientation, Pearson Education, 7th Edition, 2019.
William G. Zikmund, Barry J. Babin, Jon C. Carr, Atanu Adhikari and Mitch Griffin, Business Research Methods, A South Asian Perspective, Cengage Learning, 9th Edition, 2013.
Reference Books:
Alan Bryman and Emma Bell, Business Research Methods 3rd Edition, Oxford Publication, 2011.
Hair, Anderson, Tatham and Black, Multivariate Data Analysis, Pearson Education.
Andy P. Field, Discovering Statistics using SPSS, SAGE, 5th Edition, 2000.
Gilbert A Churchill, Basic Marketing Research, 7th Edition, Fort Worth, Dryden Press, 1999.
About the Instructors
Ashok Sankethi
Ashok R Sankethi is an MR veteran who set up Kaybase in 2005. He has over 25 years of experience in the industry, and worked in leading multinational research firms as well as in small set-ups before setting out on his own. He has developed and maintained a strong connection with academics over the years, he and his colleagues teach at leading business schools, and Ashok sits on the doctoral committees of several Ph. D scholars. Moreover, along with his colleague Poornima Bhaskaran, he has published a book called Kay’s Book of MR – which is the first book of case studies from an industry perspective. This book is now being used by faculty at over 15 business schools in the country.
