Centre for Marketing in Emerging Economies

Presents

HBACK

WORKSHOP SPECIAL: TEACHING MARKETING RESEARCH

CMEE NEWSLETTER – Volume 1 Issue 2 December 2015

Dear Readers,

Marketing research is regarded as a foundation topic in marketing

education and comprises one of the most important facets of marketing.

Many instructors, however, often consider “Marketing Research” a

challenging topic to teach, and a dry subject for students to learn. An

attractive curriculum comprised of exercises, case studies and group

projects were shared with participants in this workshop to address the

challenge in teaching marketing research process. Participants were

exposed to the art of teaching of contemporary fascinating facets of

qualitative and quantitative marketing research tools and techniques

commonly used in marketing research.

I am really thankful to workshop supporting organizations: SAGE,

PEARSON, SAMSUNG, Zee Media and participants from various

industries and academic institutes who attended the workshop.

Through this newsletter we intend to communicate the proceedings of

workshop to those who could not attend the workshop. CMEE‘s vision

is to be globally recognized Centre for Marketing that studies,

understands and educates about consumers, business and public

policies towards marketing in Emerging Economies. CMEE’S

organizing these workshops is aligned with its goal of mentoring

academia and Industry for teaching state-of-the-art consumer

understanding methodologies. I earnestly solicit the co-operation and

contribution of all the interested academia and industry representatives

to join hand with us in our march towards excellence.

I hope you love reading it as much we loved making it.

To see past events of CMEE and know all the updates please click here.

I wish you a Prosperous and Productive New Year!

Let us keep in touch for new opportunities in 2016.

Thanking you…

CMEE–Chairperson Speaks

Teaching marketing research is challenging in

many ways. Marketing research is an inherently

technical subject and the challenge is to teach it in

a managerial way as most students will end up as

users of marketing research rather than providers

or suppliers of marketing research. Another

challenge is to teach statistical techniques to

students who have a mixed background in

statistics. My marketing research books that are

global leaders have successfully crafted an

approach to meeting these challenges. This

includes a blending of technical concepts with

managerial applications illustrated by actual

company examples and a variety of pedagogical

tools that are described in the following... It was a

pleasure to teach five modules.

Legend Speaks

In this workshop we covered the basics of qualitative

research in a digital era. We began with a discussion of

Gillette’s work in developing the Gillette Guard razor

specifically for the poor and rural male consumer in India

based on ethnographic research. In this case after failing with

razors designed abroad the resulting India-centric razor has

not only succeeded in the local market, but has been rolled

out to the China and African markets as well. Future plans

call for bringing it to the American and European markets as

well in order to safeguard against disruptive innovations by

competitors. The workshop covered all basic areas of

qualitative consumer research, including focus groups,

participant observation, remote (CCTV) observation, visual

analysis, depth interviewing, and netnographic research on

consumption communities, analysis of social media postings,

projective measures, computer-aided qualitative data

analysis, and other innovations in qualitative consumer

research. Emerging and possible future technologies, such as

direct search of visual data were also considered. It was

gratifying to see the level of qualitative sophistication of

workshop participants, especially those from industry. Their

engagement in the workshop topics helped make this an

exciting learning opportunity for all.

Workshop Notes

TEACHING MARKETING RESEARCH

Day1: 18.11.2015

SESSION 1: Introduction to Marketing Research

Prof Naresh Malhotra

This session discussed the growing importance

of marketing research, gave a definition and

present a classification of marketing research.

Several real-life examples were given for

illustration. The introductory session also

featured several pedagogical tools including

active research, real research, project research,

experiential research, decision research, and

live research. Several cases including critical

thinking cases, Harvard Business School cases,

and cases with real data and questionnaires were

highlighted.

SESSION 2: Defining the problem

Prof Naresh Malhotra

The importance of this first and most crucial step of the marketing research process was

highlighted. The challenges in defining the problem were discussed. The common errors in

defining the problem and how to avoid them were expounded using many of the pedagogical

tools described above.

SESSION 3: Introduction to Qualitative Marketing Research

Prof Russell Belk

This session provided a brief introduction to contemporary qualitative research tools and techniques used in conducting marketing research. Motivational research, ethnographic, videographic, netnoraphic, projective methods, Metaphor illustrations, Ethno methodology were discussed in detail with real-life examples.

Workshop Notes

SESSION4: Research Design

Prof Satyabhusan Dash

This session discussed various type of research design and explain the differences between

them. Major sources of error in research design through live case studies and illustration were

discussed. He shared the technique to prepare course outline with the participants. He also

shared his views on how to effectively cover the syllabus theoretical learning through its

practical applicability by making the students involve in a live project.

Day2: 19.11.2015

SESSION 1: Teaching Qualitative Marketing Research

Prof Russell Belk

This topic examined how to effectively

teach qualitative marketing research based

on five years of teaching the topic in

Canada, Brazil, France, Australia, and Hong

Kong. The method is online real world and

project-based. Netnography is basically

online ethnography. Using Netnography,

positive and negative themes from

customer comments can be acquired.

SESSION 2: Survey Research

Prof Satyabhusan Dash

This session will discuss different survey methods and illustrate the evaluation of best suited

for particular research project through live case studies and illustrations. There are various

types of surveys you can choose from. Basically, the types of

surveys are broadly categorized into two: according to

instrumentation and according to the span of time involved.

The types of surveys according to instrumentation include

the questionnaire and the interview. On the other hand, the

types of surveys according to the span of time used to

conduct the survey are comprised of cross-sectional surveys and longitudinal surveys.

SESSION 3: Scaling &Measurement

Prof Naresh Malhotra

Some outrageous, counter-intuitive, statements were made regarding numbers and each of

them was proved. The basic scale characteristics, primary type of scales, and scaling

techniques commonly used in marketing research were covered. Two novel pedagogical tools

were used to communicate these concepts.

SESSION 4: Case Studies- Indian Context

Mr. Mohan Krishnan

Based on experience of imparting practical

knowledge to a steady stream of market

researcher in commercial agencies where

the turnover is quite high, a variety of

methods will be shared currently in vogue

to enable to skill gain experience. These

include liberal use of short & long cases at

various stages of Marketing Research.

Case study on improving branding of

Accenture and improvement of services of

Indian Railways through market research

were discussed.

Day3: 20.11.2015

SESSION 1: Basic Quantitative Techniques

Prof Naresh Malhotra

This session cover data preparation,

and basic techniques such as

parametric and non-parametric

univariate tests, and analysis of

variance and regression. Several

real-life examples were given for

illustration.

SESSION 2: Teaching SPSS

Prof Naresh Malhotra

The challenge of teaching SPSS was discussed. Teaching aids such as SPSS Demo Movies, SPSS

Screen Captures, and practice data sets and solutions were highlighted. Cluster Analysis,

Discriminant and logit analysis were the substantive topics covered.

SESSION 3: Advanced Quantitative Techniques

Prof Satyabhusan Dash

This session discusses selected

number of statistical tools in major

streams of research in quantitative

marketing research e.g., Factor

Analysis, Conjoint Analysis,

Perceptual mapping & Structural

Equation Modelling etc. Through

realistic live case study and data analysis

this session provided innovative teaching methodology to teach advanced quantitative

techniques.

Workshop Group Photo

A glimpse of Speaker’s session

https://www.youtube.com/watch?v=2yx5kmRVZX4&feature=youtu.be (Prof Naresh

Malhotra taking Session on Teaching Marketing Research)

https://www.youtube.com/watch?v=vWsMchSqu5I&feature=youtu.be (Prof Satya Bhushan

Dash talking session on 19th Nov’2015)

https://www.youtube.com/watch?v=nCoCVpUYqfQ&feature=youtu.be ( Mr Mohan Krishnan

taking session on Indian Case Studies in context to marketing research)

https://www.youtube.com/watch?v=wLeiNJb29fw&feature=youtu.be (Prof Belk Feedback

on ZEE Business)

https://www.youtube.com/watch?v=wkI6K9QS_EA&feature=youtu.be(Teaching Marketing

Research)

https://www.youtube.com/watch?v=yas6yG8CN0E&feature=youtu.be (Teaching Marketing

Research)

https://www.youtube.com/watch?v=cKkJ5aU3IAg&feature=youtu.be (Teaching Marketing Research)

CMEE in News

Participant Speaks

https://www.youtube.com/watch?v=Y_TwfLr6Onw&feature=em-upload_owner#action=share

https://www.youtube.com/watch?v=TdMJZd-wiL8&feature=youtu.be (Teaching Marketing

Research)

https://www.youtube.com/watch?v=0oZxMHPvEO0&feature=youtu.be (Teaching Marketing

Research)

I have been attending all the workshops of CMEE! This workshop

specially was a delight. The workshop was nicely designed and was

organised very well. I personally learnt a lot!

Dr Harmeen Soch – Faculty, PTU

It was very good experience for me to attend workshop at IIML, Noida

campus. All the marketing research topics was well covered. And sessions

taken by well renowned and excellent faculties was an icing on the cake!

Dr Vinod Kumar- Faculty, IMT Nagpur

The workshop proved to be a boon for me. Practical Issues were

discussed. Very good combination of speakers and subjects. It was

entirely for intellectual crowd. I am looking forward to attend many more

workshops organized by CMEE!

Mr Ankur Aggarwal – KEN RESEARCH

Workshop Snapshots

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