INDIAN INSTITUTE OF MANAGEMENT, NAGPUR

ADVANCED MARKETING RESEARCH

TERM IV, PGP-II: 2016-17

Instructors- Prof. Prantosh Banerjee

Prof. Varsha Khandker

COURSE OUTLINE

1. OBJECTIVE
The objective of the Advanced Marketing Research Course is to develop in a participant, the approach, the
skills and the attitudes required to specify, evaluate and utilize marketing information for better marketing
decisions. The course would address strategic as well as non-strategic decisions. It is not intended to turn a
participant into a marketing research technician. However, the techniques of marketing research would be
discussed to provide a sound base for achieving the above objectives. Specifically, the course would attempt
to develop in a participant a competence in:

a. Defining research problems in the context of strategic and non-strategic marketing decisions and
specifying information needed;
b. Evaluating the research design for the decision situation;
c. Evaluating and interpreting available and new information; and
d. Utilizing the information for making the decisions.

The course is organised and conducted in a manner so that it provides a strong support to other PGP-II
courses of the marketing area. The course would have class sessions as well as a field based research
project to achieve the above objectives.

2. COURSE CONTENTS:
FIELD PROJECT: The field based project would be a group project and would run concurrently with 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. Participants in class will form themselves into groups for the
purpose of this research project.
READING SUMMARY: Participants are required to submit a 2-page (800 words) write up summarizing the
topic before the start of the class on the same topic. This submission will be a group submission.

3. TEACHING METHOD AND MATERIAL

The course will use the following teaching methods: (a) Discussions on issues and techniques of marketing
research; (b) Case discussion with data analysis covering a cross section of decision situations depicting
issues in evaluating and carrying out of marketing research studies; and (c) Field project work.

4. EVALUATION
The evaluation will consist of:
Elements Weightage
(a) Class Participation 10
(b) Field Project 40 (30 - Group Assessment + 10 - Individual Assessment)
(c) Term-end Examination 30
(d) Reading Summary 20
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Total 100
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5. INSTRUCTORS, ACADEMIC ASSOCIATES, AND OFFICE HOURS
Instructors would be available for discussions for furthering your learning outside class hours. Participants
can send emails on the following ids to take an appointment:
Prof. Prantosh Banerjee - prantoshb@iima.ac.in
Prof. Varsha Khandker - varsha@iimnagpur.ac.in

6. TEXTBOOKS
Prescribed Textbook: Malhotra, N. K., & Dash, S. (2016). Marketing Research: An Applied Orientation. (7 th
ed.), Pearson India Education Services Pvt. Ltd. (NMSD)
Reference Textbook: Nargundkar, R. (2008). Marketing Research: Text and Cases. (3 rd ed.), Tata McGraw-Hill
Education. (RN)
Kotler P., Keller K. L., Koshy A. & Jha M. (2013), Marketing Management A South
Asian Perspective (14th ed.), New Delhi, Pearson Education. (KKKJ)

Note: Data analysis will be done on the cases in the prescribed as well as the reference textbook. Details of
the same will be shared before the respective sessions.

PROJECT SUBMISSION DETAILS

S.No. Submission Stages Submission Date

Stage I - Complete Research Proposal (problem definition,
1. sampling plan, methodology etc.) and Exploratory Research 3rd July 2017
Findings
2. Stage II - Questionnaire for Conclusive Research 16th July 2017

3 Stage III - Final Report 31st July 2017

 INDIAN INSTITUTE OF MANAGEMENT, NAGPUR
ADVANCED MARKETING RESEARCH
TERM IV, PGP-II: 2016-17

SESSION-WISE OUTLINE

Session
Topic and Readings Instructor Name
No.

Topic: Marketing Research Overview

1
R : Introduction To Marketing Research, Ch. 1 (NMSD)
Topic: Marketing Research Process & Project Guidelines
2 R: Defining The Marketing Research Problem And Developing An Approach, Ch. 2 (NMSD)
Research Design, Ch. 3 (NMSD) Prof. Varsha Khandker
Topic: Data Preparation and Tabulation
3
R : Data Preparation, Ch. 14 (NMSD)
Topic: Cross-tabulation and Chi-square
4
R : Frequency Distribution, Cross-Tabulation, And Hypothesis Testing, Ch. 15 (NMSD)
Topic: Correlation and Regression
5
R : Correlation And Regression, Ch. 17 (NMSD)
Topic: Hypothesis testing and t-tests
6 Prof. Prantosh Banerjee
R : Frequency Distribution, Cross-Tabulation, And Hypothesis Testing, Ch. 15 (NMSD)
Topic: ANOVA
7
R : Analysis Of Variance And Covariance, Ch. 16 (NMSD)
Topic: Factor Analysis
8&9
R : Factor Analysis, Ch. 19 (NMSD)
Prof. Varsha Khandker
Topic: Cluster Analysis
10 & 11
R : Cluster Analysis, Ch. 20 (NMSD)
Topic: Discriminant Analysis
12 & 13
R : Discriminant And Logit Analysis, Ch. 18 (NMSD)
Topic: Multi-dimensional Scaling
14 & 15
R : Multidimensional Scaling And Conjoint Analysis, Ch. 21 (NMSD)
Prof. Prantosh Banerjee
Topic: Attribute-based Perceptual Mapping
16
R : Targeting and Positioning, Ch. 9 (KKKJ)
Topic: Logistic Regression
17 & 18
R : Discriminant And Logit Analysis, Ch. 18 (NMSD)
Topic: Conjoint Analysis
19 & 20 Prof. Varsha Khandker
R : Multidimensional Scaling And Conjoint Analysis, Ch. 21 (NMSD)
Topic : Project Presentations, Feedback and Review
21 & 22
Submission of the final report at the beginning of the class