Indian Institute of Management Kozhikode Marketing Research ePGP02/eMEP 09 Instructor: Dr.Anandakuttan B Unnithan (anandunnithan@iimk.ac.in) =--- a man may be an excellent sportsman in theory, even if he fails in practice.” P G Wodehouse This luxury unfortunately is not available in marketing, where every one of the decisions whether based on theory or not is evaluated -often immediately in terms of its consequences. Markets and firms have a very short memory for one’s past laurels. Managers are expected to deliver results consistently and making correct decisions is the key. Marketing Research Is a course on marketing decision making where a structured and systematic approach towards the use of information in managerial decision making is advocated. It is about the art and science of decision making in marketing. Course Objectives This course will focus on the following broad themes 1. A focus on data driven managerial decision making. 2. Identifying and structuring marketing problems and developing research approaches to solve such problems. 3. Design of research to collect and use information to aid in marketing decisions. 4. Data Analysis methods in researchThough the course would touch upon various types of information useful for a marketer as well as diverse methodologies both qualitative and quantitative, the emphasis will be on the knowledge and skills required to design and execute a survey research Project. Course Material Text Book * Marketing Research: Methodological Foundations (Ninth Edition) by Gilbert A Churchil and Dawn Iacobucci, Cengage Learning (formerly Thomson SouthWestern). Supplementary Books * Marketing Research: An Applied Orientation (Fifth Edition) by Naresh K Malhotra, PHI Learning Private Limited (2008) * Marketing Research Within a Changing Information Environment (Third Edition) by Joseph F Hair Jr., Robert P Bush and David J Ortinau, Tata McGrawHill Case studies for class discussion if any required will be distributed separately from the IDL office. This course also involves a number of supplementary readings which will be made available through the virtual classroom facility. Presentation slides also will be available through this facility after each session. Please note that the examinations/quiz will be also based on such supplementary readings. Evaluation Class Participation/Case Analysis/Exercises 05% Assignments 05% Best five out of six Quizzes 20% Group Project 30% End Term Examination - 40% The quizzes will be without advance notice and you are required to be prepared.A score will be computed out of 500 points with the following break- up. Class Participation/Case Analysis/Exercises 25 points Assignments 25 points Best five out of six Quizzes (5x20) 100 points Group Project 150 points End Term Examination 200 points Total 500 points A relative grading policy will be adopted based on the score distribution of all the students, Group Project Each group will be asked to do a marketing research project involving a real life marketing problem or decision situation pertaining to an organization. The topic will be sufficiently open ended so that each group can pursue different approaches to come out with the solution. To maximize learning the project must have a questionnaire based primary data collection and analysis part. A typical project would involve the following tasks. 1. Identifying and structuring a marketing problem/decision situation Developing appropriate research design Preparation of a research proposal Development of data collection forms . Sampling . Collection of primary data Analysis of data using a data analysis software . Preparation of research report . Presentation and defense of research findings CaONANEWN Evaluation of research project The evaluation of the project will be based on the written report submitted. Session wise ScheduleSession | _ Topic Readings Campus Module 1 Introduction to Marketing Research : Chapter 1 of Information tor Marketing Decision Textbook Making Zi Introduction to Data Analysis : Editing, | Chapter 14 &15 Coding, Data Entry, Data Screening and Basic Descriptive Analysis (Lab Session) 3 Relationships between two variables: Chapter 16817 Hypothesis testing in practice, 4 Correlation and Regression (Lab Session) | Chapter 16817 5 Introduction to Multivariate data analysis | Chapter Multiple Regression Methods(Lab session) | 16,1718 6 Exercises on data analysis(Lab Session) 7 Theory and Practice of Sampling (RPS) Platform 1 Decision problem Vs Research problem. | Chapter 2, 3 &4 Problem Formulation, Research process and Research design 2 Exploratory Research and Qualitative Chapter 4 Methods rns 3 Descriptive Research : Observation and | Chapter 5 Surveys, Errors in Data Collection 4 Experimental Research Methods ‘Chapter 6 5 Principles of Measurement , Scaling and _| Chapter 9 and Design of Data Collection Instruments 10 6 Design of Data Collection Instruments, | Chapter 10, Sampling and Fieldwork | 41,12843 Notes This course, especially on data analysis part draws heavily on the basic statistics you have covered in the first term. Please revise those topics if required. A clear understanding of correlation, regression and hypothesis testing procedures are essential. The data analysis requires the use of specialized software. SPSS /other spread sheet software will be used in class on account the user friendliness.