JAIPURIA INSTITUTE OF MANAGEMENT,

JAIPUR

Marketing Research

PGDM

2009-11

Course Outline

Instructor: Dr. Sheenu Jain

COURSE DESCRIPTION:
The objective of the 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:

i) Defining research problems in the context of strategic and non-

strategic marketing decisions and specifying information needed;
ii) Evaluating the research design for the decision situation;
iii) Evaluating and interpreting available and new information; and
iv) Utilizing the information for making the decisions.

The course is organized and conducted in a manner so that it provides a strong

support to other PGDM courses of the marketing area. The course would have
class sessions as well as a field based research project to achieve the above
objectives.

Pedagogy

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

Evaluation: The performance will be assessed as indicated below:

• Quiz (unannounced) 20%

• Assignments/Presentations 30%
• Mid-Term Test 20%
• End-Term Test 30%

Text Book – Marketing Research an Applied Orientation by Naresh K. Malhotra –

4th Edition, Pearsonl

Suggested Readings:

1. Marketing Research – R. Nargundkar – Tata McGraw Hill

2. Marketing Research – Aaker, Kumar & Day – John Wiley & Sons – Asian
Edition
 3. MR Handouts

Instructor is available on class days for consultation on prior

appointment at Extn. 224
Session Plan

Session Topic Case/Assignment Suggested Reading

1 Introduction to Marketing Research Chapter 1 - NM
2 Problem Definition Role Play Chapter 2 - NM
3 Case: Kosair Children's Hospital -
Research Design Formulation NM Chapter 3 - NM
4
Focus Group Session Conducted in
Focus Group Discussion Class Chapter 5 - NM
5 Questionnaire Design Questionnaire Design Assignment Chapter - 10 NM
6 Internet Marketing Research & Online Questionnaire Online Questionnaire Assignment
7 Interview Interview session in class Chapter - 5 NM
8 Visual Market Research Observation Assignment Handout
9 Projective Techniques Projective Technique Assignment Chapter 5 - NM
10
Sample Plan - Classwork on
developing
Developing a Research Plan research plan Research Plan Handout
11 Group Assignment on Ethical Marketing Research –
Ethics in Marketing Research Practice Handout
12 Case: Kosair Children's Hospital -
Measurement & Scaling NM Chapter 9 – NM
13 Sample Design Project Work - Sample Design Chapter 11 – NM
14 Data Preparation & Processing Chapter 14 – NM
15 Case: Kosair Children's Hospital -
Field Work Operations NM Chapter 13 – NM
16 Analysis & Interpretation of Data Read Handout
17
Assignment - Presentation on MR
MR Agencies in India & their Work Agencies in India Read Stuff on Internet
18 Project Presentation Presentation & Report Analysis
19 Presentations Presentation & Report Analysis
20 Presentations & Course wrap up Reflective Summary & Debrief