Advanced Marketing Research Revised

8/19/2019 Advanced Marketing Research Revised

http://slidepdf.com/reader/full/advanced-marketing-research-revised 1/5

Institute of Management TechnologyAcademic City, Dubai

Syllabus

MBA Program: Advanced Marketing Research

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 "uestionnaires# the measurement scales basic sampling and data

analysis techni"ues$ %articularly there will be more emphasis on variety of "uantitative and

statistical models used for marketing decision making$

II. Course Objectives

$ Ac"uire knowledge about the process of conducting marketing research$

'$ (evelop "uestionnaire design skills$

)$ *nderstand sampling and data collection methods$

+$ ,amiliari-e with fre"uently used "uantitative approaches$

.$ (evelop skills in oral and written communication of research results$

III. Learning Outcomes

After completion of this course students will be able to:

$ (esign marketing research pro/ects with a clear understanding of marketing problems

faced by the companies$

'$ %repare "uestionnaires with respect to the information re"uired to solve the problems$

)$ Appreciate effective and efficient ways of collecting data$

ourse Title: Advanced Marketing Research Course Code: MKT 821structor : Dr. K. Abdul aheed !"ce : 12assroo# : $all 8 Tele%hone : &'()*&'8'' +11,-#ing : Monda 11.1, a#(1.1, %# /(#ail :aheedi#tdubai.ac.ae



+$ Apply appropriate "uantitative tools by understanding the nature of data collected$

.$ %resent the findings with respect to the type of audience$

I0$ Te1tbook and 2ther Ma/or References

A) Textbook

The main te1tbook for the course is:

3aresh 4$ Malhotra 5Marketing Research: An Applied 2rientation6 Si1th 7dition %earson%rentice 8all '99$

) Ot!er "e#erences

$ 8air ;$ ,$ <ush R$ %$ and 2rtinau ($;$ 5Marketing Research6 ,ourth 7dition Mc=raw8ill '99$

'$ Aaker A$ ($ 4umar 0$ and (ay ;$ S$ 5Marketing Research6 ;ohn >iley and Sons7ighth 7dition '99?$

)$ Richard <ago--i <asic %rinciples of Marketing Research 21ford 7ngland: <lackwell+

0$ %edagogical Approach

The course employs a balanced mi1 of lectures@class discussions and case studies@pro/ects$

lass lectures and discussions provide an e1position of key concepts and are supported by

current marketing research tools$ The case studies@pro/ects provide an opportunity to apply the

theories concepts and analytical devices developed in the lectures$

0I$ ourse 7valuation

All students are e1pected to observe the academic rules and regulations of the IMT$ %lease

refer to your $tudent %andbook for specific details$ ,eel free to ask your instructor or

%rogram (irector if you have any "uestions as to how those rules and regulations

apply to this course$ 32T knowing the rules is not an e1cuse for breach of the rules

Regular attendance is e1pected of all students$ Assignments are important part of this

course$ All assignments must be handedBin on the due dates$ 7valuation would be

based on class participation presentations assignments tests pro/ects etc$ and a ,inal

71amination$

7valuation scheme is as follows:



$ Marketing Research %ro/ect +9C'$ Dui--es 9C)$ lass participation 9C+$ Mid Semester 71am .C.$ ,inal e1am$ '.C

Total 99C

VII. Course Delivery Plan

Week Topics Hrs Activities (Exercises, Quizzes,Stages of Marketing Research

Proect!

&st ourse 2verviewIntroduction to Marketing Research(efinition and classification of MarketingResearchMarketing Research %rocess(efining the Marketing Research %roblem

and (eveloping an Approach7merging Issues and Trends

' 'arketing "esearc! (roject'"()*

B =roup formation

ase: Ee1us: Imparting 0alue toEu1ury and Eu1ury to 0alue

+nd Marketing Research (esign lassificationEongitudinal and cross sectional designsRelationships among the Research (esigns*se of Duantitative research for e1ploratoryresearchlassification of secondary data

' ase: >ho is the host with themostF

rd *se of Dualitative Research for 71ploratoryResearch in Marketing,ocus =roup Interviews(epth Interviews

%ro/ective Techni"ues

' ase: The forecast is sunny for theweather channel'"(* Topic de#inition

B Summary in paragraph

format of the topic you areproposing to research$

B Statement of the reasonsyou are proposing to studythis topic$

-t! (escriptive Research for marketingSurvey Methods2bservation Methods

' Quiz"#'"(* "esearc! goas /objectives

B Specific goal!s# andob/ectives stated in theterms learned in class

B Identification of any

secondaryinformation@research thatyou believe may behelpful@relevant to thetopics you are studying

0t! ausal research design and Test Marketinglassification of 71perimental (esignsEaboratory versus ,ield 71periments

) ase: ,ragrances are sweet butcompetition is bitter



1t! Review on Scale and DuestionnairedevelopmentMulti item scalesScale measurements for customer

satisfaction inde1 and customer loyaltyinde1

) ase: andy is dandy for 8ershey'"(* "esearc! pan

B Research backgroundGreBstatement of why you are

studying this topic and avery brief summary of anyrelevant secondaryinformation@research

B =oals and ob/ectivesB ApproachG"ualitative and

"uantitative including themethodologyrecommended sampleframe and si-e samplesource some topical areasyou e1pect to cover in theresearch

2t! Introduction to Statistical %ackage forSocial Science !S%SS#:

B (ata Reading & codingSet up a data file !including but not limitedto creating label variables and valuessetting missing values setting decimalssetting column widths#

' '"(*$urvey instrumentase: Is super bowl advertisingsuper effectiveF

3t! 8ypotheses testing and its application inmarketing research

' S%SS e1ercise

4t! A320A and its application in marketingresearch

' S%SS e1ercise

&5t! Application of %earson orrelation andregression for marketing research

' S%SS e1ercise Quiz"$

&&t! Segmentation and Targeting Researchluster and ,actor analysis

' S%SS e1ercise

&+t! %ositioning Research%erceptual MappingMultidimensional scaling

' (ata analysis e1ercise

&t! 3ew products researchon/oint analysis

' (ata analysis e1ercise

&-t! Report %resentation ' '"(* 6ina report incuding

$($$ input / output #ies)submission / presentation

B 2b/ectives andmethodology

B 71ecutive summary &recommendations

B Any relevant "ualitativefindings that illuminateand@or provide depth for



the key "uantitativefindings and analysis

B Duantitative analysisB presentations H group '

) & +

&0t! Report %resentation ) '"(* (resentations

B group . ? & J

7uideines

$($$ 8xercises

The purpose of the Statistical %ackage for Social Science !S%SS# e1ercises is for you to learnthe fundamentals of S%SS such that you can apply the techni"ues to the data entry andanalysis portion of your research pro/ect$ All the e1ercises will be held during class time and willbe linked to the data analysis techni"ue mentioned in the delivery plan$ Kou will be re"uired toinstall the S%SS software !student6s version supplied with the te1t book# on a computer in the

lab where you are regularly seated or your laptop$

'arketing "esearc! (roject '"()

Marketing research pro/ect provides you with handsBon e1perience in each stage of a researchprogram$ Kou should have strong understanding of how much effort is re"uired to complete agood research program$ The pro/ect will be done by groups of +B. students$ Kour pro/ect shouldhave a realBworld application if you do not have one in mind we can identify an appropriatepro/ect$

Kou are re"uired to follow the due dates mentioned in the delivery plan to report the each stageof your pro/ect$ Kou will be graded for each completed stage of the pro/ect$

The final pro/ect report must be typed !double spaced# MS >ord times new roman ' fontsi-e 6 margin all sides and professionally presented to the class$ The pro/ect should be around'. pages including the findings and the recommendations$ The recommendations should besupported by statistical analysis using the software S%SS$ Kou will be re"uired to submit theS%SS input and output files$ The statistics should be presented in tables and@or graphs$

Advanced Marketing Research Revised

Documents

Transcript of Advanced Marketing Research Revised