POST GRADUATE PROGRAMME IN MANAGEMENT

IIM SAMBALPUR
AY 2021-22 TERM: V

Title of the course: Advanced Marketing Research

Credits: 3
Name of the faculty member: Dr. Vikas Goyal
Email: vikasg@iimidr.ac.in
Phone & Mobile numbers: 9669112888

COURSE DESCRIPTION
An understanding of the marketing research process is one of the fundamental requirements for
every marketing (management) professional. Organizations operate under huge competition as
markets become increasingly 'flatter'. Additionally, with ongoing advancements in technology,
organizations are generating huge volume of data which has potential to yield deeper
business/marketing insights.
However, to draw these insights, marketing professionals need to know the concepts of marketing
research and have a hold over data analysis methodologies. Building upon the basic marketing
research concepts and the statistical concepts, advanced marketing research covers relevant data
analysis tools and techniques useful in marketing analytics and decision making.

COURSE OBJECTIVES
The objective of this course is to make students comfortable with data analytic methods (with
SPSS). Although, the focus would be on marketing data analytics and interpretations related to
marketing decision making, the course learnings would be equally relevant for decision making
in other domains of management such as, finance, HR, operations etc. The sessions would cover
a host of quantitative data analyses techniques targeted at different data situations and different
decision contexts.

PEDAGOGY/TEACHING METHOD:
Building on the basic conceptual foundations of statistics, the course aims at developing an
intuitive and logical understanding of various data analysis techniques in a piecemeal and
systematic manner. The pedagogy would include two patriate approach, i.e. a) conceptual
discussion on the data analysis techniques, its statistical underpinnings and its practical relevance
to business decision making, and b) hands-on analysis sessions on SPSS that covers relevant
decision contexts while working on real life data cases.
Students would form a strong conceptual foundation in the statistical techniques and subsequently
gain practical experience with data analysis and decision making. This will help develop an
intuitive understanding of the statistical techniques and enhanced confidence (through extensive
hands-on data experience) to independently undertake data analysis and research projects in their
respective professions.

EVALUATION

Individual Component Group Component Weightage

Class Participation Individual Component 15
Data Assignments/Projects Individual Component 25
Mid Term Individual Component 25
End Term Individual Component 35
Total 100%

SCHEDULE OF SESSIONS

Module I: Advanced Marketing Research -I

Module Objective: To give participants conceptual inputs and hands-on expierence to independently
develop marketing research proposal, conduct research, take advantages of different research and data
analysis methodologies.

Session 1, 2* Basic Data Analytical Methods

Objective: Introduction to key elements of marketing research process, different kinds of

data, basic scales, and SPSS. Discussion on basic data preparation procedures, data
analysis procedures and descriptive statistics via frequency distribution.

Chapter-14 (MNK) and marked section in course material.

Reading:
In Class Exercise
Case:
Session 3 Cross tabulation and chi-square test

Objective: Discuss the concepts and practical application of chi-square test for testing
relationship amongst non-metric data types.

Reading: Chapter- 15 (MNK) and marked section in course material.

Session 4 Hypothesis Formulation

Objective: Introduction to hypothesis formulation, concepts of null hypothesis, alternative

hypothesis, Type-I and type-II errors and related concepts.

Reading: Marked section in course material

Case: In Class Exercise

Session 5* Statistical Hypotheses Testing

Objective: Hypothesis testing related to parametric and non-parametric data.

Reading: Marked section in course material.

Case: Data Case (to be distributed electronically)

Session 6, 7* ANOVA and ANCOVA

Objective: Discuss concepts of ANOVA and ANCOVA and their practical application to
marketing research decisions, along with a data case to be worked in SPSS.
Chapter- 16 (MNK) and marked section in course material.
Reading:
Data Case (to be distributed electronically)
Case:
Session 8 Variance and Correlation Analysis

Objective: Discuss concepts of variance and its use in statistical inferences. Discuss different
kinds of correlations and their applications. Statistics associated with ANOVA –
Interaction and multiple comparisons.

Reading: Chapter- 17 (MNK) and marked section in course material.

Session 9 Regression Analysis-I

Objective: Principles and assumptions in regression analysis, estimation in regression

analysis, statistics and tests in regression analysis.
Reading:
Chapters 17 (MNK) and marked section in course material.
Session 10* Correlations and Regression Analysis

Objective: Application of the concepts of correlations and regression for marketing research
decision making.

Case: Data Case (to be distributed electronically)

Module II: Advanced Marketing Research -II

Module Objective: To give participants conceptual inputs and hands-on expierence on methodologies
to perform extensive data analysis in generating deeper marketing insights.
Session 11, 12* Regression Analysis-II

Objective: Concepts of multiple regression, hierarchical regression, dummy variable

regression, cross-validation, multicollinearity and other related concepts.

Chapter 17 (MNK) and marked section in course material.

Reading:
Data Case (to be distributed electronically)
Case:
Session 13, 14* Factor Analysis

Objective: Concepts in factor analysis such as, testing adequacy of correlation matrices,
variance composition and communality estimation in factor analysis, factor
extraction methods (principal component and principal axis factoring), factor
extraction criteria, factor rotation and factor scores. Steps in factor analysis
and application of factor analysis to marketing issues and its variety of uses in
marketing research.
Reading:
Chapters 19 (MNK) and marked section in course material.
Case:
Data Case (to be distributed electronically)
Session 15, 16* Discriminant Analysis: Concepts

Objective: Basic principles and application of discriminant analysis in marketing, formal

representation & fundamental equations, graphical representation, testing
goodness of fit. A complete example of a Discriminant function analysis,
significance tests and Wilks lambda, standardized canonical discriminant
function coefficients, structure matrix, interpreting discriminant functions,
classification, discriminant function analysis in SPSS.

Chapters 18 (MNK) and marked section in course material.

Reading:
Data Case (to be distributed electronically)
Case:
Session 17, 18* Logit Analysis and Cluster Analysis

Objective: Basic concepts and application of cluster analysis, process of cluster analysis,
proximity measure for different variable types. Use of logistic regression for
marketing decision making, Non-Linear Forecasting. K-Means Approach,
Hierarchical versus nonhierarchical cluster algorithms, linkage methods,
determination of cluster number, interpretation and profiling of cluster
solutions.

Reading: Chapters 18 & 20 (MNK) and marked section in course material.

Case: Data Case (to be distributed electronically)

Session 19, 20* Extensions of statistical procedures: MDS/Conjoint Analysis

Objective: Aggregate understanding of various tools and techniques for making decisions
in marketing and discuss their application for drawing Multi-Dimensional
Scaling (MDS) and conjoint analysis.
Reading:
Chapters 21 (MNK) and marked section in course material.
Case: Data Case (to be distributed electronically)
*Sessions involving hands-on on data cases with SPSS
Text Book for the course: Please give the details of the book if students need to buy the book
Author Title Publisher Edition Remarks, if any
n.a.

Reference Text Book: The following books are recommended for supplementary reading:
1. Malhotra, N. K. 2001 “Marketing Research: An applied orientation”. New Delhi: Pearson
Education Asia. [Indian Edition] (MNK)
2. A compilation of relevant readings will also be provided as course material.

Additional Readings:
1. Hair, Joeseph, Rolph Anderson, Ronald Tatham, and William Black (1995), Multivariate Data
Analysis, 7th edition, Prentice-Hall Publishers. (HA)

2. Lilien G L., Rangaswamy A, Marketing Engineering: Computer-Assisted Marketing Analysis

and Planning (2nd Edition) (LR)

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Brief Bio:

Dr. Vikas Goyal is an Associate Professor of Marketing at IIM Indore, India. He received his
Ph.D. in Marketing from Indian Institute of Management (IIM Calcutta, 2012). He holds B.Tech
from Indian Institute of Technology (IIT Kharagpur, 2002-06). Prior to joining IIM Indore as
faculty, he has had brief corporate experience with CRISIL Ltd. in their Global Research &
Analytics (GRA) services and Reliance Industries Ltd. in their construction business.

His teaching interests are in the area of Customer Relationship Management (CRM), Sales and
Distribution Management (SDM), Advanced Marketing Research, Marketing Analytics and
Marketing Research. Dr. Vikas studies the influence of socio-psychological factors in distribution
channel relationships. Additionally, he is interested in research on ‘Judgement and Decision
Making (JDM)’. His research has been published in some of the leading academic journals in the
field.