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Understanding Consumer (UCMP12-8) Marketing Research

Postgraduate Diploma in Management, Part-time (PGDM-PT), XLRI Jamshedpur

Course Facilitator: Dr. Angshuman Ghosh, Fellow (PhD) in Marketing, XLRI Jamshedpur
Email: ghosh.angshuman.fpm@gmail.com | Mobile: +91-9334016450

Course Objectives:
* Help participants understand the Marketing Research process and how it can be used to
solve real-life Marketing problems.
* Familiarize participants with key research methods and analytical tools used in Marketing
Research.

Text Book:
Malhotra, N. K., and Dash, S. B. (2011) Marketing Research: An applied orientation. New
Delhi: Pearson Education Asia, Sixth Edition [Indian Edition]

Course Pedagogy:
Class room discussion of concepts and applications will be used as the primary pedagogy for
the course. Computer exercises using SPSS will be used for sessions on Analytical
Techniques. Group project will also be an integral part of the learning process.

Evaluation:
1. Class Participation: 20% (10 Marks)
An interactive approach will be used in the class room. Precise and genuine comments and
questions from participants will be appreciated.

2. Group Project: 40% (20 Marks)
A group project will be an integral part of the course where students will learn how to apply
concepts learnt in the classroom to solve real-life marketing problems. More details on the
project are given below.

3. End Term: 40 % (20 Marks)
Grading will be as per institute norms.


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Session Plan:
Session
No.
Topics Covered Readings Exercise
1 Introduction to Marketing Research Chapter 1 of the
Text Book

2 Research Problem Formulation and
Hypothesis Development
Chapter 2 of the
Text Book
Cases from the Book
and real-life examples
3 Research Design Exploratory &
Descriptive Methods
Chapter 5 & 6 of
the Text Book
Interview and Focus
Group Discussion and
analysis of data
4 Research Design Causal Research
using Experiments
Chapter 7 of the
Text Book

5 Measurement and Scaling Chapter 8 & 9 of
the Text Book
Class based exercise
6 Questionnaire, Sampling and Data
Collection
Chapter 10, 11 &
12 of the Text
Book
Class based exercise
7 Analytical Tools Regression and
ANOVA
Chapter 16 & 17
of the Text Book
SPSS based exercise
8 Analytical Tools Multidimensional
Scaling, Conjoint Analysis and
Discriminant Analysis
Chapter 18 & 21
of the Text Book
SPSS based exercise
9 Analytical Tools Factor Analysis,
Cluster Analysis etc.
Chapter 19 & 20
of the Text Book
SPSS based exercise
10 Research Project Presentations &
Discussion
Chapter 23 of
the Text Book
Class based exercise

Above is the tentative session plan and based on the prior knowledge and requirements of
the participants some topics can be added, removed or modified during the course.

Details of Group Project:
Class will be divided into groups of 4-5 people each for the purpose of a Marketing Research
project which is a group assignment. Groups are expected to conceive a Marketing Research
project for an organization.

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The project report should have following tentative components:
1. Description of the business problem and research objective(s)
2. Secondary research and analysis
3. Exploratory research using qualitative research techniques
a. Preparing a protocol
b. Interview or focus group interview
c. Analysis
4. Descriptive/causal research using quantitative research techniques
a. Questionnaire design
b. Sampling & data collection
c. Findings & analysis
5. Conclusions and recommendations
6. Limitations and future research
Project Report should have a Reference section with details of secondary resources, if you
have used any such resources. Project will be evaluated on the quality of research design
and analysis, content, coverage, flow, and originality. Groups should take care that they
submit original work. Anybody found submitting copied report without proper referencing
will be penalized with F in the section.
Anti-Plagiarism Policy:
Please note that the project report will be submitted to the plagiarism software subscribed
by XLRI. Report generated will be used to rate the project report as original or copied and
will be awarded accordingly. Therefore it is informed in advance that students should ensure
that the work is original and if at all some sections have been taken from some public
sources please cite them accordingly.
Grading Policy:
The grading will tentatively be based on the pattern indicated below. However, basis might
change if the need is felt so by the instructor.
Rating Fail Poor Average Good Excellent
Grade F D D+ C C+ B B+ A A+
Quality Points 0 1 2 3 4 5 6 7 8
Equivalent Marks 0-34 35-42 43-50 51-58 59-66 67-74 75-82 83-90 91-100