K J Somaiya Institute of Management Studies & Research

Vidyanagar, Vidyavihar (E) Mumbai-400077

Program

MMS (Marketing)

Faculty e-mail id

bhagi@simsr.somaiya.edu bhagi3@gmail.com

Trimester/Semester

III

Faculty intercom 3109 / 9820886548 number / Mobile No. Contact Tue/Wednesday -3-4 pm Else with Appointment

Faculty

Dr. Bhagyalakshmi Students Venkatesh hours Marketing Research Half Credit 50Marks

Course Credit-Full/Half

Course Objectives: To provide in-depth knowledge on problem identification and market research tools and to provide insights and guidelines for decision making. Course Content / Coverage:
The course provides an introduction to the foundations of marketing research. Upon completion of this course one should be able to: 1. Understand the marketing research process 2. Design and implement a specific research Assignment 3. Analyze and interpret data 4. Communicate research findings in the language of decision makers 5. Get hands on experience in the use of SPSS, one of the most widely used computer programs for statistical analysis in marketing research.

General Description of Pedagogy: A blend of theory, cases and hands on sessions on SPSS 12.0

K J Somaiya Institute of Management Studies & Research

Vidyanagar, Vidyavihar (E) Mumbai-400077

Student learning outcomes from the course: At the end of the course students will have knowledge on how to identify research problems, how to develop and implement research designs and how to conduct data analysis, interpret and communicate research findings in a language useful for the decision makers.
Session Plan

Session Session 1,2 3

Topic Marketing Research: An Research Methods Questionnaire Design

Overview

Content of Experiments and Survey research with two brief cases. Qualitative data. Managements role in research. Designing questionnaires for market research. Scales of measurement. Structured and unstructured questionnaire. Types of questions. Reliability and validity of scale.

4 5,6 7 8 9 10 11 12

Sampling methods and Planning data Analysis

Sampling frame, sample size calculation, processing the data with SPSS. Hypothesis testing Chi-square, t-test, Correlation, ( with marketing applications) Regression Factor analysis for data reduction, concept Case study with theory & SPSS development and testing sessions Cluster analysis for market segmentation Case study with theory & SPSS sessions Multidimensional scaling for brand positioning Case study with theory & SPSS sessions Conjoint analysis for product design Case study with theory & SPSS sessions Attribute based perceptual mapping using Case study with theory & SPSS discriminant analysis sessions Experimental Research Case study with theory

Course Reading

K J Somaiya Institute of Management Studies & Research

Vidyanagar, Vidyavihar (E) Mumbai-400077

1. Marketing Research Texts and Cases by Dr. Rajendra Nargundkar, Tata McGrawhill 2. Marketing Research by Dr. Naresh Malhotra, Pearson Education Assignment
Identify a marketing problem that is of concern to the organization. Define the problem and determine the research objectives (Submission 1). Prepare a research design (Submission 2). Preliminary data collection in form of qualitative methods and/or secondary data is needed to justify your problem definition and research objectives. Convert your research objectives into testable hypotheses (Submission 3). Collect data and test your hypotheses and present a report based on the findings (Submission 4)
Note: The student representative should collect the word documents in a CD with the roll number as the file name and submit by 2 pm. The submission should be in MS Word, Times New Roman, Font sizes for titles-14 bold, sub titles-12 bold, text -12, justified, with line spacing 1.5. The dates of submissions will be informed in class. Late Submission will be accepted with 50% reduction of grades. Submission which is more than a day late will not be accepted under any circumstance.

Assignment Criteria

K J Somaiya Institute of Management Studies & Research

Vidyanagar, Vidyavihar (E) Mumbai-400077

Component Attendance Class Participation Assignment Exam (End-Term)

Weightage 5 marks 5 marks 15 marks 25 marks

Description All students having 75% & above will be given marks Quality of Inputs will be considered for grading this parameter Market Research Report Exams will be for 2 hour duration

K J Somaiya Institute of Management Studies & Research

Vidyanagar, Vidyavihar (E) Mumbai-400077