Indian Institute of Management

Lucknow

NAME OF THE PROGRAMME

COURSE NUMBER:MR1401
NAME OF THE COURSE: ADVANCED
MARKETING RESEARCH
TERM IV, 2017-2018

Instructor and Contact Information

NAME: Prof. Satyabhusan Dash

E-MAIL:SATYA@IIML.AC.IN
OFFICE: IIMLNOIDA CAMPUS
OFFICE TEL: 0120-6678486

COURSE DESCRIPTION

American Marketing Association defines Marketing as an activity, set of institutions, & processes for
creating, communicating, delivering, & exchanging offerings that have value for customers, clients,
partners, & society at large. With the changing dynamics of consumer expectations and
competitive landscape, it is essential to capture most recent information about consumers and
incorporate the knowledge in the marketing decision making and strategy implementation
processes.

COURSE OBJECTIVE

The objective of this course is to expose the participants to contemporary fascinating facets of
qualitative and quantitative marketing research tools and techniques commonly used in
marketing and consumer behavior research for marketing decision. Specific objectives of the
course are:

Understanding qualitative research process and applications

Develop knowledge and skills in application of multivariate data analysis tools to

marketing decision making.
Develop the capability of learning to learn about advanced marketing research
tools and techniques.

Familiarize the participants with statistical software tools for data analysis.

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COURSE LEARNING OUTCOMES

This course prepares students to read, appreciate, and critique the uses and application of

selected number of statistical tools in major streams of research in qualitative and quantitative

marketing research. We will learn the science and art of building "lean and testable" research

models that capture the essence of real marketing phenomena and that can be falsified using

data. We will extensively analyze the model implications and examine their robustness to the

underlying modeling assumptions.Through compelling realistic data collection and analysis by

students, the course will exemplify how leading companies are transforming accumulated

knowledge through marketing research into unprecedented value for customers.

By the end of the course the student should be able to:

1) Understand basic Frameworks of Marketing Research process

2) Learn to integrate the research findings with strategic marketing decision
3) Apply the learnings to help managers/firms solve their respective marketing problems;

ALIGNMENTS OF INTENDED PROGRAM & COURSE LEARNING OUTCOMES

Sn. Programme Objectives Course Learning (CL) outcomes

1 Develop the capability of learning to learn about marketing
CL1
research process.

2 Understanding qualitative research process and

CL 2& 3
applications

3 Develop knowledge and skills in application of multivariate CL 4 & Group Project

data analysis tools to marketing decision making.

4 Familiarize the participants with statistical software tools Case Studies 2-14
for data analysis and strategic marketing decision
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REQUIRED COURSE MATERIALS AND READINGS

TEXTBOOK

MALHOTRA, N. K.and DASH, S.B., (2015) Marketing Research: An applied orientation.

New Delhi: Pearson Education Asia.
Cases will be provided in the polycopy and any additional reading material for the course
will be made available in the course website.

Software Tools for the Course

SPSS and Marketing Engineering for Excel software will be used for the course.

COURSE PEDAGOGY &EVALUATION

Examinations, projects and class participation will be the major elements used for evaluating the participant's
performance in Advanced Marketing Research besides a mid-term and an end-term examination. Examinations might be
administered through cases or may include questions for testing conceptual knowledge. The evaluation will consist of the
following components:

Predominant methodology of learning will be case discussion. Lectures on chapters covering data
analysis techniques and live cases will be used to supplement case discussions. Readingsare
assigned from the text and from some additional sources for each session with a clearly focused
set of objectives. They provide necessary background for class discussion and the completion of
assignments. Descriptions of some advanced statistical tools may be difficult to grasp fully at the
first reading. Please skim those sections before class to acquaint yourself with the topic and
then go back and work through the details after we discuss them in class.Apart from case
discussion in the class cases with larger data sets will be used for data analysis and decision
making using the tools and techniques included in the course.

It is expected that each and every participant will be attending the class with thorough
preparation of cases and reading assigned with a comprehensive analysis of each case and their
recommendations. Preparation questions for class discussion will be presented in the course
website.
GRADING SCHEME
Mid Term Exam 25
30
End Term Exam
25
Quizzes/ Assignments /Class
participation
20
Group Project
100
Total

* Weight: Total of Mid & End Term Exam is 55% and the remaining is flexible (as per individual
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facultys discretion) with a cap of 45%.

ACADEMIC DISHONESTY
Academic dishonesty or misconduct is cheating that relates to an academic activity. It is a violation of trust between the
Institute and its stakeholders. Plagiarism, fabrication, deception, cheating and sabotage are examples of unacceptable
academic conduct. Please consult the PGP Manual for the section on academic dishonesty
COURSE SCHEDULE

Session 1-2
Topic Use of multivariate data analytical methods for marketing decision
making
Session Introduction to multivariate data analytical methods for marketing
Objectives decision making laying ground rules
Revisit to marketing research process
Introduction to elementary data analysis techniques
Required 1. Revise the marketing research module from MM_II
Reading
MALHOTRA and DASH Chapter 1-15
Pages 1-19(poly copy)
Case Video case 5.1:Nike :Associating Athlets,Perfermance and the
brand(Text book page 168)
Video case13.1: Intel: Building Blocks Inside out(Text Book-page
402)
Class Format In class data analysis using SPSS and discussion on elementary data
analysis techniques

Sessions 3

Understanding/ Misunderstanding Consumer Insight

MALHOTRA and DASH Chapter 1-15
Case discussion (case to be supplied later)
Case TIVO in 2002 Consumer Behavior

Sessions 4- 5 (Guest Lecture)

Topic Understanding Qualitative Marketing Research Process and
Application-Part-I
Session Understanding Qualitative Research
Objectives Focus on Qualitative methodologies and rationale
Translating client./ marketing briefs to research issues
Qualitative research typologies and exploration
Unique Qualitative research areas
Emerging challenges of Qualitative research
Required 1. Course material which includes theory and live cases will be
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Reading supplied later

Class Format Theory followed by Live Case discussion

Session 6-7
Topic Experimental designs in market research
Co-relation and Regression
Session Use of experimental designs for marketing decision making
Objectives
Required 1. MALHOTRA and DASH Ch16
Reading MALHOTRA and DASH Ch 17

Case 1. Anova and Design of experiments

Class Format Case discussion and In class data analysis

Sessions 8-9
Topic Understanding Qualitative Marketing Research Process and
Application-Part-II
Session Understanding Qualitative Research
Objectives Focus on Qualitative methodologies and rationale
Translating client./ marketing briefs to research issues
Qualitative research typologies and exploration
Unique Qualitative research areas
Emerging challenges of Qualitative research
Required 1. Course material which includes theory and live cases will be
Reading supplied later

Class Format Theory followed by Live Case discussion

Session 10
Topic
Use of regression analysis for marketing decision making
Session Understanding the opportunities and difficulties in applying
Objectives regression analysis for marketing decision making
Required MALHOTRA and DASH Ch 17 and 19
Reading
Gujrati, D.(1970). Use of dummy variables in testing for equality
between sets of coefficients in linear regressions: A
generalization.American Statistician, Vol. 24 Issue 5, p18-21.
Case Colonial Broadcasting Company
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Class Format Case discussion and In class data analysis

Session 11
Topic
Factor analysis for marketing decision making
Session Application of factor analysis to marketing issues and its variety of
Objectives uses in marketing research
Required MALHOTRA and DASH Ch 19
Reading

Cases Ocean Spray Cranberries (A)

Marketing Conglomerate Incs new PDA (2001)

Engineering
Exercise
Additional Stewart, David W. (1981), "The Application and Misapplication of
readings Factor Analysis in Marketing Research", Journal of Marketing
Research, Vol. XVIII, pp. 51-62.
Class Format In class Data Analysis and Case discussion

Session 12
Topic
Use of discriminant analysis for marketing decision making
Session Learn issues related to discriminant analysis applications
Objectives
Required 1. MALHOTRA and DASH Ch 18
Reading
Case 1. Ocean Spray Cranberries, Inc. (A)

2. Ocean Spray Cranberries, Inc. (B)

Marketing Conglomerate Incs new PDA (2001)

Engineering
Exercise
Additional 1 Morrison, D.G. (1969) "On the Interpretation of Discriminant
readings Analysis", Journal of Marketing Research, pp. 156-163.
Class Format Case discussion and In class data analysis

Session 13
Topic
Use of cluster analysis for marketing decisions
Session Application of cluster analysis for segmentation and other marketing
Objectives decisions
Required 1. MALHOTRA and DASH Ch 20
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Reading
Case 1. Ocean Spray Cranberries (A)

2 Ocean Spray Cranberries (B)

Marketing Conglomerate Incs new PDA (2001)

Engineering ABB Electric Segmentation case
Exercise
Additional 1 Cluster Analysis in Marketing Research: Review and Suggestions for
readings Application. By: Punj, Girish; Stewart, David W.. Journal of
Marketing Research, May83, Vol. 20 Issue 2, p134-148
2 Rediscovering market segmentation. By: Yankelovich, Daniel and
Meer, David. Harvard Business Review, Feb2006, Vol. 84 Issue 2,
p122-131
3 Advances in market segmentation. By: Neal, William D. and Wurst,
John. MarketingResearch, Spring2001, Vol. 13 Issue 1, p14-18,
Class Format In class data analysis and Case discussion

Session 14
Topic
Use of logistic regression for marketing decision making
Session Use of advanced regression methodologies for marketing decisions
Objectives
Marketing Book binders book club case
Engineering
Exercise
Additional 1 The Use of Linear Logit Models in Marketing Research. By:
readings MALHOTRA , Naresh K.. Journal of Marketing Research, Feb84, Vol.
21 Issue 1, p20-31
2. The Application of Probit, Logit, and Tobit in Marketing: A Review.
By: Doyle, Peter. Journal of Business Research, Sep1977, Vol. 5 Issue
3, p235-248,
Class Format In class data analysis and case discussion

Sessions15-16
Topic
Conjoint analysis
Session Multiple uses of conjoint analysis in marketing research
Objectives
Required 1 MALHOTRA and DASH Ch 21
Reading
Case Comprehensive Case: Preference based segmentation using
conjoint,cluster,Anova and Cross Tab analysis(Text book)
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Marketing Forte Hotel design exercise
Engineering Kirin USA
Exercise
Additional 1. Conjoint Analysis : A managers guide
Reading 2. New way to measure consumers judgments. By: Green,Paul E and
Wind, Yoram. Harvard Business Review, Jul/Aug 75, Vol. 53, Issue 4,
p 107-118
Green, P. E., Krieger, A. M., Wind, Y. (2001). Thirty years of
conjointanalysis: reflections and prospects. Interfaces 31(3):S56
S73.
Class Format Case discussion and In class data Analysis

Sessions 17-18
Topic
Perceptual Mapping: Multidimensional scaling
Session Understanding different perceptual mapping tools for positioning
Objectives decisions
Required 1. MALHOTRA and DASH Ch 21
Reading
Case 1. Strategic Industry Model: Emergent Technologies

1 Analyzing consumer perceptions

Marketing Positioning the Infiniti G20 case

Engineering Blackberry pearl
Exercise
Class Format In class data analysis and Case discussion

Sessions19
Topic
Correspondence analysis
Session Multiple uses of correspondence analysis in marketing research
Objectives
Required 1 MALHOTRA and DASH Ch 21
Reading
Case Chapter 21

Class Format Case discussion and In class data Analysis

Session 20
Topic
Comprehensive case analysis and Group wise project presentations
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Session Integrating number of marketing decisions and various tools
Objectives
Class Format group project discussions