Institute of Management Technology

Academic City, Dubai

Syllabus
MBA Program: Advanced Marketing Research

Course Title: Advanced Marketing Research

Instructor : Dr. K. Abdul Waheed
Classroom : Hall 8
Timing
: Monday 11.15 am-1.15 pm
waheed@imtdubai.ac.ae
Credit Hours: 2

Course Code: MKT 821

Office
: 12
Telephone : 04-3604844 (115)
E-mail
:
Prerequisites: MKT 601 & DDM

I. Course Description
Advanced Marketing Research & Analysis course starts with the introduction of basic steps in
conducting marketing research and further looks at the types and sources of primary and
secondary data, methods for collecting data (including a brief introduction of data gathering
instruments such as questionnaires), the measurement scales, basic sampling and data
analysis techniques. Particularly, there will be more emphasis on variety of quantitative and
statistical models used for marketing decision making.
II. Course Objectives
1. Acquire knowledge about the process of conducting marketing research.
2. Develop questionnaire design skills.
3. Understand sampling and data collection methods.
4. Familiarize with frequently used quantitative approaches.
5. Develop skills in oral and written communication of research results.
III. Learning Outcomes
After completion of this course, students will be able to:
1. Design marketing research projects with a clear understanding of marketing problems
faced by the companies.
2. Prepare questionnaires with respect to the information required to solve the problems.
3. Appreciate effective and efficient ways of collecting data.

4. Apply appropriate quantitative tools by understanding the nature of data collected.

5. Present the findings with respect to the type of audience.
IV.

Textbook and Other Major References

A) Textbook
The main textbook for the course is:
Naresh K. Malhotra, Marketing Research: An Applied Orientation, Sixth Edition, Pearson
Prentice Hall, 2009.
B) Other References
1. Hair, J. F., Bush, R. P. and Ortinau, D.J., Marketing Research, Fourth Edition, McGraw
Hill, 2009.
2. Aaker, A. D., Kumar, V., and Day, J. S., Marketing Research, John Wiley and Sons,
Eighth Edition, 2007.
3. Richard Bagozzi, Basic Principles of Marketing Research, Oxford, England: Blackwell,
1994
V. Pedagogical Approach
The course employs a balanced mix of lectures/class discussions and case studies/projects.
Class lectures and discussions provide an exposition of key concepts, and are supported by
current marketing research tools. The case studies/projects provide an opportunity to apply the
theories, concepts, and analytical devices developed in the lectures.
VI. Course Evaluation
All students are expected to observe the academic rules and regulations of the IMT. Please
refer to your Student Handbook for specific details. Feel free to ask your instructor or
Program Director if you have any questions as to how those rules and regulations
apply to this course. NOT knowing the rules is not an excuse for breach of the rules
Regular attendance is expected of all students. Assignments are important part of this
course. All assignments must be handed-in on the due dates. Evaluation would be
based on class participation, presentations, assignments, tests, projects etc. and a Final
Examination.
Evaluation scheme is as follows:

1.
2.
3.
4.
5.

Marketing Research Project

Quizzes
Class participation
Mid Semester Exam
Final exam.
Total

VII. Course Delivery Plan

Week
Topics
1st

40%
10%
10%
15%
25%
100%

Hrs

Activities (Exercises, Quizzes,

Stages of Marketing Research
Project)
Marketing Research Project
(MRP):
- Group formation

Course Overview
Introduction to Marketing Research
Definition and classification of Marketing
Research
Marketing Research Process
Defining the Marketing Research Problem
and Developing an Approach
Emerging Issues and Trends
Marketing Research Design Classification
Longitudinal and cross sectional designs
Relationships among the Research Designs
Use of Quantitative research for exploratory
research
Classification of secondary data

Case: Who is the host with the

most?

3rd

Use of Qualitative Research for Exploratory

Research in Marketing
Focus Group Interviews
Depth Interviews
Projective Techniques

4th

Descriptive Research for marketing

Survey Methods
Observation Methods

5th

Causal research design and Test Marketing

Classification of Experimental Designs
Laboratory versus Field Experiments

Case: The forecast is sunny for the

weather channel
MRP: Topic definition
- Summary in paragraph
format of the topic you are
proposing to research.
- Statement of the reasons
you are proposing to study
this topic.
Quiz-1
MRP: Research goals &
objectives
- Specific goal(s) and
objectives stated in the
terms learned in class
- Identification of any
secondary
information/research that
you believe may be
helpful/relevant to the
topics you are studying
Case: Fragrances are sweet but
competition is bitter

2nd

Case: Lexus: Imparting Value to

Luxury and Luxury to Value

6th

Review on Scale and Questionnaire

development
Multi item scales
Scale measurements for customer
satisfaction index and customer loyalty
index

7th

Introduction to Statistical Package for

Social Science (SPSS):
- Data Reading & coding
Set up a data file (including but not limited
to creating label variables and values,
setting missing values, setting decimals,
setting column widths)
Hypotheses testing and its application in
marketing research
ANOVA and its application in marketing
research

Application of Pearson Correlation and

regression for marketing research
Segmentation and Targeting Research
Cluster and Factor analysis
Positioning Research
Perceptual Mapping
Multidimensional scaling
New products research
Conjoint analysis
Report Presentation

8th
9th

10th
11th
12th
13th
14th

Case: Candy is dandy for Hershey

MRP: Research plan
- Research backgroundrestatement of why you are
studying this topic and a
very brief summary of any
relevant secondary
information/research
- Goals and objectives
- Approachqualitative and
quantitative, including the
methodology,
recommended sample
frame and size, sample
source, some topical areas
you expect to cover in the
research
MRP:Survey instrument
Case: Is super bowl advertising
super effective?

SPSS exercise

SPSS exercise

2
2

SPSS exercise
Quiz-2
SPSS exercise

Data analysis exercise

Data analysis exercise

MRP: Final report (including

SPSS input & output files)
submission & presentation
- Objectives and
methodology
- Executive summary &
recommendations
- Any relevant qualitative
findings that illuminate
and/or provide depth for

15th

Report Presentation

the key quantitative

findings and analysis
- Quantitative analysis
- presentations group 1, 2,
3&4
MRP: Presentations
- group 5, 6, 7 & 8

Guidelines
SPSS Exercises
The purpose of the Statistical Package for Social Science (SPSS) exercises is for you to learn
the fundamentals of SPSS such that you can apply the techniques to the data entry and
analysis portion of your research project. All the exercises will be held during class time and will
be linked to the data analysis technique mentioned in the delivery plan. You will be required to
install the SPSS software (students version supplied with the text book) on a computer in the
lab where you are regularly seated or your laptop.
Marketing Research Project (MRP)
Marketing research project provides you with hands-on experience in each stage of a research
program. You should have strong understanding of how much effort is required to complete a
good research program. The project will be done by groups of 4-5 students. Your project should
have a real-world application, if you do not have one in mind, we can identify an appropriate
project.
You are required to follow the due dates mentioned in the delivery plan to report the each stage
of your project. You will be graded for each completed stage of the project.
The final project report must be typed (double spaced) MS Word, times new roman, 12 font
size, 1 margin all sides and professionally presented to the class. The project should be around
25 pages including the findings, and the recommendations. The recommendations should be
supported by statistical analysis using the software, SPSS. You will be required to submit the
SPSS input and output files. The statistics should be presented in tables and/or graphs.