MARKETING RESEARCH

This is a course in multivariate statistical analysis, for students interested in quantitative methods of
marketing research and more generally, for students interested in the analysis of surveys. The aim of the
course is to explore multivariate techniques used in modern marketing practice and in wider social
research. Emphasis will be placed on case studies of marketing practice and on the practical application
of the methods discussed. Topics to be drawn from: analysis of variance; regression analysis; principal
components analysis; discriminate analysis; canonical correlation analysis; factor analysis; cluster
analysis; multi-dimensional scaling; conjoint analysis.

COURSE GOALS

The goals of the course include:

Provide an introduction to many of the techniques currently used in modern marketing practice and
including topics such as the formulation of research problems; data collection; and basic techniques of
data analysis, research methodology and practical market analysis.

INDENTED LEARNING OUTCOMES

 Understand the use of multivariate statistical techniques in modern marketing practice.

 Appreciate the application of these techniques in marketing research.
 A more detailed understanding of the statistical techniques and how they might be applied in
other areas of research (not just marketing research).

COURSE CONTENT

Week 01 A Decision-Making Perspective on Marketing Research

Week 02 Marketing Research in Practice
Week 03 The Marketing Research Process
Week 04 Research Design and Implementation
Week 05 Secondary Sources of Marketing Data
Week 06 Standardized Sources of Marketing Data
Week 07 Marketing Research on the Internet
Week 08 Information Collection: Qualitative and Observational Methods
Week 09 Mid-Term
Week 10 Information from Respondents: Issues in Data Collection
Week 11 Information from Respondents: Survey Methods
Week 12 Attitude Measurement in Marketing Research
Week 13 Designing the Questionnaire
Week 14 Experimental Research
Week 15 Correlation Analysis and Regression Analysis
Discriminant and Canonical Analysis
Week 16 Emerging Applications of Marketing Research: Database
Marketing and Relationship Marketing
Week17 Project Submission & Final Exam
RECOMMENDED TEXT BOOK

1. David A. Aaker; V. Kumar; George Day, Marketing Research, Latest Edition, John Wiley & Sons.

RECOMMENDED REFERENCE BOOK

1. NK Malhotra, Marketing research: an applied orientation, Latest Edition, Pearson Prentice-Hall.