Post Graduate Programme in Management

2015-16
TERM: IV
TITLE OF THE COURSE: ADVANCED MARKETING RESEARCH WITH SPSS
CREDITS: 4

COURSE: Elective Course

No. of Sections: 2

Instructor:
Email:
Tel. NumberFaculty Block and Room No.
Prof. R Nargundkarrajendran@iimidr.ac.in 2439564
B-107

COURSE DESCRIPTION
Marketing research is frequently based on certain specialized techniques of analysis
appropriate for specific research objectives. This course builds on the basic course on
marketing research, with an exposure to several marketing applications. Both
formulation of problems/structuring of data and problem-solution are emphasized with
a hands-on approach.

COURSE OBJECTIVES
The objective of this course is to make students familiar with advanced marketing
research tools and techniques commonly used in the marketing discipline. It is expected
that students will develop an understanding of the concepts and develop acumen in the
use of the statistical software package SPSS.

PEDAGOGY/TEACHING METHOD
This being an elective, the responsibility of learning is more on the participating
students; regular attendance and participation in class discussions will be required. A
copy of the text book is mandatory, as it contains cases that will be discussed in most of
the classes. Case discussion will be used as the main teaching method. The course will
be focused on both individual and group learning. SPSS software is required for most
classes.

EVALUATION
Class Participation
Mini-Projects (using SPSS)
End-term Examination
Total

Weightage
20%
40%
40%
100%

SCHEDULE OF SESSIONS
Module I
Module Objective

Sessions and Objective

Session 1: Introduction to Advanced Marketing Research
Objective: Planning the course flow and general discussion of merits and demerits of
multivariate research
Reading: A Critique on Multivariate Techniques-article
Session 2: Bivariate Testing of Hypotheses
Objective: Revision of hypothesis testing in the context of bivariate data
Reading: Cases from chapters 7 and 8 (Text-NARGUNDKAR)
Session 3:
Marketing Mix Decisions using Regression Analysis
a.
Regression discussion-an original case study
b.
Objectives:
a.
Understanding multiple regression
b.
Using SPSS to undertake regression
Readings:
a.
Case from chapter 10 (text)
b.
Class assignment
Session 4: Purchase Motivations using Factor Analysis
Objective: Understanding typical use of factor Analysis in MR
Reading: Case from chapter 13 (text)
Session 5: Factor Analysis- an original case study
Objective: Using SPSS to undertake Factor Analysis
Reading: Class assignment
Session 6: Discriminant Analysis
Objective: Understanding 2 group discriminant analysis
Objective: Case from Chapter 11 (text)
Session 7: An original case study on Discriminant Analysis
Using SPSS to undertake Discriminant Analysis
Reading: Class assignment

Session 8: Perceptual Mapping (attribute based)

Objective: Understanding how to use attributes to map consumer perceptions
Reading: Case from Chapter 17 (text)
Session 9: Original case on perceptual mapping
Objective: Using SPSS to perform perceptual mapping
Reading: Class assignment
Session 10: Conjoint Analysis for Product Design
Objective: Understanding how to use Conjoint analysis
Reaing: Case from Chapter 16 (text)
Session 11: Original case on Conjoint analysis
Objective: Using SPSS for conjoint through dummy coding
Reading: Class assignment
Session 12: Logistic Regression
Objective: Understanding how to use logistic regression
Reading: Case study, Chapter 12 (text)
Session 13: Original case on Logistic regression
Objective: Using SPSS to perform Logistic regression
Reading: Class assignment
Session 14: Market Segmentation using Cluster Analysis
Objective: Understanding how to apply Cluster analysis
Reading: Case Study, Chapter 14 (text)
Session 15: Original case on Cluster analysis
Objective: Using SPSS to perform cluster analysis
Session 16: Experimental Designs
Objective: Understanding the use of experimental designs in marketing
Reading: Case study, chapter 9 (text)
Session 17: Original case on experimental designs
Objective: Using SPSS to design experiments and analyse data
Reading: Class assignment
Session 18: Perceptual Mapping (non-attribute based)
Objective: Understanding Positioning through non-attribute based methods

Reading: Case study, chapter 15 (text)

Session 19: Original case on non-attribute based Perceptual Mapping
Objective: Using SPSS to perform perceptual mapping without attributes
Reading: Class assignment
Session 20: Review and introduction to SEM
Objective: Review of concepts and introduction to complex models
Reading: Chapter 18 (text)

****