Research for Marketing Decisions

ABOUT THE COURSE: Research for Marketing Decisions enriches MBA students with the theoretical and practical knowledge of the research process for solving marketing problems. Students are taught and made to practice the systematic and objective process of conducting research (which involves problem identification, developing a theoretical approach, research design, fieldwork and data collection, data analysis, and interpretation, and report writing) in the context of marketing problems. The learning in this course will enable students to independently conduct market research in the future.INTENDED AUDIENCE: Students Pursuing BCom, MBA, Ph.D. In ManagementMarketing ProfessionalsMarket Research ProfessionalsConsumer Insight ProfessionalsMarketing Analytics ProfessionalsPREREQUISITES: Basics of Marketing Management is a pre-requisiteINDUSTRY SUPPORT: All industries that require researching their markets. Both B2C and B2B.

Week 1:The Role of Research in Marketing and The Marketing Research Process, Defining the Marketing Research Problem

Week 2:Developing an Approach to the Problem, and Research Design

Week 3:Exploratory Research Design: Disguised and Non-Disguised Techniques

Week 4:Descriptive Research Design, Causal Research Design, and Test Markets

Week 5:Fundamentals of Measurement, Types of Scales, and Scaling Techniques-Comparative and Non-Comparative

Week 6:Multi-Item Scales and Attitude Measurement, Questionnaire/Survey Design

Week 7:Entering the Data in SPSS, Examining the Data and Univariate Data Analysis: Descriptive Statistics

Week 8:Cross Tabulation, Graphical Display of Data, and Hypothesis Testing: Mean Differences, ANOVA