GOA INSTITUTE OF MANAGEMENT

Sanquelim Campus, Poriem, Sattari, Goa

Course: Marketing Research

Program: PGDM – FT Term: IV Credits: 3 Academic Year: 2020-2021
Course Instructor(s): Dr. Anubhav A. Mishra (Associate Professor of Marketing)
Office: F33, First Floor Office Hours: Anytime. Please email me and we will set up an
appointment. (Happy to schedule same day appointments whenever possible!)

email: anubhav.am@gim.ac.in

1. COURSE DESCRIPTION

Marketing Research is the process of identifying solutions for problems related to marketing.
This process involves identifying the problem in its correctness, formulating research design
to systematically collect, record, analyze, and interpret the data that can help to solve the
problem for decision makers involved in marketing, and business improvement. The
students will get to understand the design and execution of marketing research projects that
are used by businesses to achieve their objectives.

2. COURSE OBJECTIVES

• To understand, formulate and conduct marketing research including research

methodology, analysis, and report writing to solve marketing research problems.
• To learn the application of statistical software (like IBM SPSS and IBM AMOS), and
univariate and multivariate techniques for solving marketing research problems.

3. COURSE LEARNING OUTCOMES

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

CLO1 Define the market research problem, formulate research objectives, prepare an
appropriate research design including the methodology, data collection procedure, and
identify appropriate analysis to arrive at the solution. (PLO 3 B)
CLO2 Understand, analyze and interpret the tools and techniques for univariate data
analysis. (PLO 1A)
CLO3 Understand, analyze and interpret the tools and techniques for multivariate data
analysis. (PLO 1A)

4. COURSE CONTENT

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 • Marketing research process
• Marketing research design
• Testing of hypotheses
• Data analysis with IBM SPSS and IBM AMOS
• Univariate data analysis techniques
• Multivariate data analysis techniques

5. PEDAGOGY

The course will be delivered using a mix of lectures, discussion, workshop mode multivariate
analysis demonstration with real life marketing research data, and hands-on practise of the
same using IBM SPSS and IBM AMOS software.

Real life marketing research data will be provided. Also, additional reading materials and
annotated software procedure, output, and interpretation will be provided.

Students also need to work in teams for a live term project using both qualitative and
quantitative techniques of marketing research so as to apply the theoretical learnings to real
world marketing dilemma.

IBM SPSS is required for this course. GIM provides free licenses to students. Please install it
in your laptop and make sure it works before coming to the class. For instructions please
visit the GIM IT Office.

IBM AMOS (Trial version to be downloaded from: https://www.ibm.com/in-

en/marketplace/structural-equation-modeling-sem/purchase#product-header-top) 30 Days
Trial Version to be downloaded at the beginning of the 20th Session. Reminder and
instructions will be given at the required time.
DO NOT DOWNLOAD AT THE BEGINNING OF THE COURSE.

6. EVALUATION METHOD

{a} END-TERM EXAMINATION

Weightage Duration Open/close
Evaluation CLO Tested
(%) (in minutes) Book
CLO 1, CLO 2 &
End-Term 40 120 Close
CLO 3

2
 {b} OTHER EVALUATIONS

S. Unit of
Evaluation Item Weightage Time CLO Tested
No. Evaluation
Intermittent
check on the
Term Research research
Project & progress;
1 Team 30% None
Presentation Project
submission
and Team
Presentation
Any time after
2 Quiz 1 Individual 10% None
10th Session
Any time after
3 Quiz 2 Individual 10% None
18th Session
Any time after
4 Assignment I Individual 5% None
10th Session
Any time after
5 Assignment II Individual 5% None
18th Session

7. DETAILED COURSE CONTENT

Sessio Topic Contents Readings

n No.
1–2 Introduction to Course Introduction Chapters 1, 2 and 3
Marketing Research:
A Decision Making Syllabus Review and Project Reading: Andreasen, A. R.
Perspective of Marketing (1985). Backward market
Research (MR) Purpose of Marketing research. Harvard Business
Research Review, 63(3), 176-182.

Basics of MR Proposal Tabuchi, H. (2015). Stores

suffer from a shift of behavior
in buyers. New York Times, 1-4.
3–4 An Overview of the The Marketing Research Chapters -8 , 9, 10, 11, 12
Marketing Research Process
Process: Developing an Reading: Davenport, T. H.
Approach, Research Defining the Problem (2014). Keep up with your
Objectives & Preparing and Determining quants. Harvard Business
for Data Collection Research Objectives Review, 91(7/8).

Research Design

Measurement in MR

3
 Preparing for Data Collection

Reliability and Validity

5–6 Introduction to Basic Basics of SPSS IBM SPSS Workshop and
Data Analysis Hands-on practice with real
Basics of data preparation – marketing data
Editing, Coding, Data Cleaning,
Normality, Skewness, Kurtosis, Reading and interpreting
Outliers, Missing Data. outputs from real marketing
data
Internal Consistency Tests
(Cronbach's alpha, Guttman Reading: Gallo, A. (2016). A
Split-half) refresher on statistical
significance. Harvard Business
Differences between univariate Review.
and multivariate data analysis
techniques in MR
7–8 Multivariate Data Multivariate Analysis of IBM SPSS Workshop and
Analysis Techniques in Variance Hands-on practice with real
MR: marketing data
(1.) MANOVA
Reading and interpreting
outputs from real marketing
data
9 – 10 Multivariate Data Reducing Data Complexity Same as above
Analysis Techniques in
MR: Factor analysis through principal
(2.) Factor Analysis component analysis

11 – Multivariate Data Identifying Linear Drivers Same as above

14 Analysis Techniques in
MR: Correlation (Pearson,
Kendall, Spearman)
(3.) Correlation
Simple & Multiple Regression
(4.) Linear Regression
Analysis Regression with Dummy
Variables
15 – Multivariate Data Application of two group Same as above
17 Analysis Techniques in Discriminant Function
MR:
(5.) Discriminant
analysis
18 – Multivariate Data Understanding Customers: Same as above
19 Analysis Techniques in Market Segmentation
MR : Hierarchical and Non-
(6.) Cluster Analysis Hierarchical Clustering

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 Techniques
20 – Multivariate Data Mathematical models, computer
IBM AMOS (Trial version to
21 Analysis Techniques in algorithms, and statistical
be downloaded from:
MR: (8.) Structural methods that fit networks of
https://www.ibm.com/in-
Equation Modeling constructs to data en/marketplace/structural-
(SEM)(A)(Covariance equation-modeling-
Based) Confirmatory Factor Analysis sem/purchase#product-
(CFA): Testing the header-top
Measurement Model
(30 Days Trial Version)

Same as above
22 – Multivariate Data Testing the Structural Model IBM AMOS
23 Analysis Techniques in
MR: (9.) Structural Same as above
Equation Modeling
(B) (Covariance
Based)
24 Ethics in MR To recognize the ethical issues
MR, Report Writing, associated with MR
Project Discussion and
Wrap-up Term Project discussions

8. REFERENCES

Text

1. Marketing Research: An Applied Orientation (7/ed.), Authors: Naresh K. Malhotra &

Satyabhushan Dash, Publisher: Pearson Education.

2. Multivariate Data Analysis (6/ed.), Authors: Joseph F. Hair, William C. Black, Barry J. Babin,
Rolph E. Anderson and Ronald L. Tatham, Publisher: Pearson Education.

Other Reference Book

1. Marketing Research: Methodological Foundations (9/ed.) Authors: Gilbert A. Churchill
and Dawn Iacobucci, Publisher: Thomson South-Western Publishers.

Additional Readings

Research Design
Assael, Henry, and John Keon (1982), "Non-Sampling vs. Sampling Errors in Survey Research",
Journal of Marketing, 46, 114-123.

Greenbaum, Thomas L. (1998), The Handbook for Focus Group Research, Sage Publications.

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Kerlinger, Fred N. (1986), Foundations of Behavioral Research, 3rd edition, Holt, Rinehart &
Winston.

Stewart, David, and Michael A. Kamins (1993), Secondary Research: Information, Sources and
Methods, Applied Social Research Methods, Volume 4, Sage Publications.

Sudman, S., and Bradburn, N. (1982), Asking Questions, Jossey-Bass Publishers.

Sudman, Seymour (1976), Applied Sampling, Academic Press.

Measurement

Bearden, William O., Richard Netemeyer, and Mary F. Mobley (1993), Handbook of Marketing
Scales: Multi-Item Measures for Marketing and Consumer Behavior Research, Sage Publications.

Bohrnstedt, G.W. (1970), "Reliability and Validity Assessment in Attitude Measurement", Chapter 3
in Attitude Measurement, ed. G.F. Summers, Rand McNally.

Campbell, D.T., and Fiske, D.W. (1959), "Convergent and Discriminant Validation by the
MultitraitMultimethod Matrix", Psychological Bulletin, 56, pp. 81-105.

Thurstone, L.L. (1927), "The Law of Comparative Judgement", Psychological Review, Vol. 34, pp.
273-286.

Torgerson, W.S. (1958), Theory and Method of Scaling, Wiley & Sons.
Analysis

Dillon, W.R, and M. Goldstein (1984), Multivariate Analysis: Methods and Applications, Wiley &
Sons.

Elrod, Terry, Louviere, J.J., and Davey, K.K. (1992), "An Empirical Comparison of Ratings-Based
and Choice-Based Conjoint Models", Journal of Marketing Research, Vol. XXIX, pp.368-377.

Johnston, J. (1984), Econometric Methods, McGraw Hill Book Co.

Morrison, D.G. (1969) "On the Interpretation of Discriminant Analysis", Journal of Marketing
Research, pp. 156-163.

Stewart, David W. (1981), "The Application and Misapplication of Factor Analysis in Marketing
Research", Journal of Marketing Research, Vol. XVIII, pp. 51-62.

Tabachnik, Barbara G., and Fidell, L.S. (1983), Using Multivariate Statistics, Harper & Row.

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Faculty Bio

Dr. Anubhav A. Mishra is an Associate Professor at the Goa Institute of Mnagement. Previously, he
has taught at the T. A. Pai Management Institute (TAPMI; AACSB and AMBA Accredited), ICFAI
Business School (IBS; AACSB Accredited) and Amrita School of Business (ASB; AACSB
Accredited). He was also associated with the Reliance Telecom Ltd. He has qualified for the UGC
NET (2012) and completed the Management Teacher’s Program.

His research focuses on the role of consumer psychology with strategic marketing implications in
the field of branding, retailing, spatial and numerical processing, and consumption experiences. His
work has been published/forthcoming in the Journal of Consumer Behavior (ABDC Journal Ranking
'A'), Journal of Brand Management (ABDC Journal Ranking 'A'), Journal of Strategic Marketing (ABDC
Journal Ranking 'A'), Journal of Consumer Marketing (ABDC Journal Ranking 'A'), International Review of
Retail, Distribution and Consumer Research (ABDC Journal Ranking 'B'), Journal of Global Marketing
(ABDC Journal Ranking 'B') and International Journal of Politics, Culture, and Society. Till date, his
research has been cited 213 times including in class leading journals like the Journal of Marketing
(ABDC Journal Ranking 'A*'), Journal of the Academy of Marketing Science (ABDC Journal Ranking 'A*'),
and Journal of Business Ethics (FT50).

He teaches Marketing Research, Product and Brand Management, Retailing Management, Customer
Relationship Management, Marketing Management and Advanced Marketing Management. He has
written a book and presented papers at many international and national conferences. He has
conducted 16 MDP/FDPs.

Qualification:
Ph.D., M. Phil., M.B.A., M.Com.
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