LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI

Two Year Full Time Post Grauate Di!loma i" Ma"a#eme"t

Trimester$III
%ourse %oe& ''()*( %ourse Title& Mar+eti"# Resear,-

A,aemi, Sessio"& )*')$'( I"stru,tors& Pro./ S-ele"ra 0/ T1a#i2Dr
Gaura3 4os-i
%OURSE OB4E%TI5E&
The objective of the Marketing Research Course is to provide the students an insight into the scope and
extent of application of marketing research as an information providing activity for the purpose of
management decision-making. It is designed to euip the students !ith the basic understanding of
research methodology and modern analytical tools.
The course !ill develop in a participant" the approach" the skills and the attitude reuired to specify"
evaluate and utili#e marketing information for better marketing decisions. It is not intended to turn a
participant into a marketing research technician. $o!ever" the techniues of marketing research !ould
be discussed to provide a sound base for achieving the above objectives. %pecifically" the course !ould
attempt to develop in a particular participant a competence in&
'efining research problems in the context of strategic and non-strategic marketing decisions and
specifying information needed(
)valuating the research design for the decision situation(
)valuating" interpreting and utili#ing available information for making the decisions.
%OURSE %ONTENTS&
Moule
No/
Sessio"
No/2s
To!i, 6 Reai"#2s
I '$) Role o. Mar+eti"# Resear,- in Marketing 'ecision Making" Marketing Research *
Market Intelligence" Marketing Research and Competitive Intelligence" Role of
Marketing Research in MI%" )thics in marketing research"
O3er3iew o. resear,- !ro,ess, Pro7lem De.i"itio"
Reai"#s&
Malhotra +.,. * 'ash %atyabhushan -./001" Marketing Research" Ch 0 * Ch .
%ase&
The Coop& Market Research& Ruth 2olton( 3oungme Moon

II ($8 Resear,- Desi#" 6 Data %olle,tio" A!!roa,-es 9De3elo!i"# a resear,- Pla":
4rimary data and %econdary 'ata " classification of secondary data"
)xploratory Research 'esign& 5ualitative Research - 6ocus group intervie! and
depth intervie!" 4rojective techniue
'escriptive Research 'esign - %urvey methods" 7bservation Methods"
0
Causal Research 'esign 8 )xperimentation
Reai"#s&
Malhotra +.,. * 'ash %atyabhushan -./001" Marketing Research" Ch 9" Ch :"
Ch;" Ch< * Ch=
Richard ,rugar on 6ocus >roup Intervie!
-http&??!!!.comm.umn.edu?@akoerner?courses?;:90-%0/?,rueger-
6ocus>roupIntervie!s.pdf1
Arti,le Re3iew&
>oldman Alfred ). -0B<.1 CThe >roup 'epth Intervie!D" Journal of Marketing" Euly"
pp <0-<F
Calder 2obby E. -0B==1" C6ocus >roups and the +ature of 5ualitative Marketing
ResearchD " Journal of Marketing Research"Gol. HIG" pp9;9-9<:
Iober Martin -0B;<1" C%ome 4rojective Techniues Applied to Marketing ResearchD"
Journal of Marketing" Gol../ +o.9" pp. .<.-.<F.
%ase&
Radio Mirchi& Redesigning 4roduct for the 2angalore Market
III ;$< Measureme"t a" S,ali"# = 4rimary scales" attitudinal measurement" semantic
differential scales
Sam!li"#& Desi#" a" Pro,eures $ %ample or Census" The %ampling 'esign
4rocess" 'efine the Target 4opulation" 'etermine the %ampling frame" %elect a
%ampling Techniue" 'etermine the %ample %i#e" )xecute the %ampling 4rocess" A
classification of %ampling Techniues" +on 4robability Gerses 4robability %ampling
Reai"#s&
Malhotra +.,. * 'ash %atyabhushan -./001" Marketing Research" Ch B" Ch00
* Ch0.
%ampling procedure -!!!.nao.org.uk?publications? Sam!li"# guide. !.)
Arti,le Re3iew&
%caling in Marketing Research& A +ote" IIMA
Measurement in Marketing Research& A +ote" IIMA
I5 > Data %olle,tio"& 4rimary data and %econdary 'ata" methods of primary data
collection" designing uestionnaires and schedules.
Reai"#s&
Malhotra +.,. * 'ash %atyabhushan -./001" Marketing Research" Ch 0/" Ch 09 *
Ch0:
Arti,le Re3iew&
5uestionnaire 'esign and 'evelopment -$2% +ote1& Alvin E. %ilk
5 ? I"trou,tio" to Data A"al1sis& )diting" Coding" 'ata )ntry and 2asic 'escriptive
Analysis" Testing of $ypotheses
.
I"trou,tio" to Statisti,al Tools usi"# SPSS
Reai"#s&
Malhotra +.,. * 'ash %atyabhushan -./001" Marketing Research" Ch 0;
5I '*$')
Relatio"s-i!s 7etwee" two 3aria7les& Measures of Association" Cross
Tabulation -Anova" Chi-suare test" Correlations" %imple Regression" Multiple
Regression1
Reai"#s&
Malhotra +.,. * 'ash %atyabhushan -./001" Marketing Research" Ch 0< * Ch0=
Arti,le Re3iew&
'avid A. Aaker * ,evin Jane ,eller -0BB/1" CConsumer )valuations of 2rand
)xtensionsD Journal of Marketing, Gol.;:" pp .=-:0.
2apat 'hananjay * 4an!ar E.%. -.//B1" CConsumer )valuations of 2rand )xtensions&
An )mpirical Assessment in the Indian ContextD" Vision, Gol.09.+o.." pp :=-;..
%ase&
'ettol& Marketing Research for Knderstanding Consumer )valuations of 2rand
)xtensions
5II '($'< Multi3ariate A"al1sis
'iscriminant Analysis
6actor Analysis
Cluster Analysis
Conjoint Analysis
Multidimensional %caling
Reai"#s&
Malhotra +.,. * 'ash %atyabhushan -./001" Marketing Research" Ch 0F" Ch 0B"
Ch./ * Ch.0
4erceptual Mapping& A ManagerLs >uide& Robert E. 'olan
Conjoint Analysis& A ManagerDs >uide& Robert E. 'olan

%ase&
Ienith& Marketing Research for $igh 'efinition Television -$'TG1& 6areena %ultan
5III '>$)* Fiel Stu1 Pro@e,t Prese"tatio"s 2 5i3a
PEDAGOGY&
The course !ill use the follo!ing teaching methods& -a1 Jectures& To clarify the readings" and to amplify
them !ith illustrations and related concepts dra!n from other sources -b1 Case discussion covering cross
section of decision situations depicting issues in evaluating and carrying out marketing research studies(
-c1 discussions on issues and techniues of marketing research( and -d1 field project !ork.
9
E5ALUATION PARAMETERS&
)nd Term )xamination - ;/M
Internal Assessment - ;/M
The evaluation !ill consist of&
%om!o"e"t Aei#-ta#e
Class 4articipation -Case 'iscussion1 0/
5ui# 0/
Assignment 0/
6ield 4roject 0/
6ield %tudy 4roject presentation? Giva 0/
)nd-Term )xamination ;/
Total 0//
+ote& Mandatory to get ;/M in Internals to sit in the end-term examination.
FIELD STUDY PRO4E%T GUIDELENES&
The field based project !ould be a group project and !ould run concurrently !ith class sessions. The
objective of project is to make participants go through an actual experience of conducting a field
research project from beginning to end. 4articipants in class !ill form group of six for the purpose of
this research project.
Fiel$Pro@e,t Su7missio" S,-eule&
S/No/ Su7missio" Date, 5e"ue
0. %tage I & +ames of your group members and one-page note on topic
.. %tage II & Complete Research 4roposal
-4roblem definition" sampling plan" methodology etc.1
9. %tage III & )xploratory Research 6indings * 5uestionnaire 'esign
:. %tage IG& 'ata Collection and Analysis
;. %tage G & 6inal Report
TEBT 6 READINGS&
Malhotra +.,. * 'ash %atyabhushan -./001" Marketing Research: An Applied Orientation"
4earson )ducation" <
th
)dition.
+argundkar Rajendra -./0/1" Marketing Research- Text and Cases" Tata Mc>ra! $ill" :
th

)dition.
$air" 2lack" 2abin" Anderson and Tatham -.//B1" CMultivariate 'ata AnalysisD 4earson
4ublication" <
th
)dition.
Aaker 'A and 'ay >% -.//F1" Marketing Research" Eohn Niley * %ons Inc." Bth )dition.
4arsuraman A -.//=1" Marketing Research" $oughton Mifflin Company" +e! 3ork" .
nd
)dition.
:
Churchill" >ilbert A" CMarketing research: Methodological oundationsD" B
th
)d." -Mason
7$& %outh-Nestern" .//;1
;