MKT 503 – APPLIED BUSINESS RESEARCH

PROGRAM: MBA Evening: CE – 2112

SEMESTER: Spring 2018
COURSE TYPE: Core
CREDITS: 1.5
PREREQUISITE: MKT 503 – Marketing Management
DAYS OFFERED: Mondays and Thursdays
TIMINGS: 6:30 pm – 8:30 pm
INSTRUCTOR: Dr. Huma Amir
CONTACT EMAIL: hamir@iba.edu.pk
OFFICE: Room # 8, Fauji Foundation Block, Main Campus
TELEPHONE: 0092 21 38104701, IP #2631
CONSULTATION HOURS: Mondays and Thursdays: 8:30 PM– 10:00 PM

COURSE DESCRIPTION

“Perplexity is the beginning of knowledge”

Khalil Gibran

Well-thought-out business decisions require a thorough understanding of all stakeholders of the

business, and the environment surrounding it. This course is designed to equip students with the
essential tools of research which forms the basis of sound decision-making. Through an applied
approach using real case studies and a semester-long research project, supplemented by classroom
discussions and presentations, students gain knowledge of how a business issue is converted into
a research problem and what approach is used to bring out the most appropriate alternatives within
a given situation. Understanding of basic and advance techniques of business research enhances
analytical capabilities and grounds decisions in logical and factual information.

OBJECTIVES

 To emphasize the role of research in aiding marketing decision making;

 To provide an understanding of various research designs, namely exploratory, descriptive,
and causal research and their applicability to a particular situation;
 To hone students’ skills in evaluating and writing marketing research proposals;
 To develop in students the ability to analyze and interpret subsequent reports, and appraise
their usefulness to managers;
 To enable students to independently design studies, and conduct all aspects of the research
process including selection of data collection method, development of questionnaire, and
sampling design so that data may be collected in a systematic and methodical manner in
order to facilitate informed decision making.

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LEARNING OUTCOMES

Knowledge Outcomes
By the end of the semester the students will be equipped with research methods that can be used
in most business, and other social related, research and will be able to:

 Differentiate alternative research epistemologies and their appropriate use based on

research issue;
 Convert a managerial issue into a research problem;
 Explain research and its components and design a blue print of proposed research process;
 Understand various research methodologies and be able to adopt the one that is most
relevant to each research problem;
 Develop a research instrument based on the research methodology;
 Conduct fieldwork in a systematic and scientific manner in accordance with the research
methodology;
 Build a basic understanding of qualitative and/or quantitative research tools to interpret
data collected during fieldwork in order to solve business problems; and
 Provide logical, relevant, and comprehensive information for decision-making.

Skills/Abilities Outcomes
Students are expected to develop the following skills/abilities:

 Ability to perform well in groups on projects;

 Ability to appreciate and influence group dynamics positively;
 Ability to work under pressure and meet deadlines;
 Ability to work optimally within constraints

TEACHING METHODOLOGY

A case-based approach to learning is used in this course where theory and concepts will emerge
from discussing real business scenerios. A student-based learning approach is utilised where case-
discussion participants are encouraged to put forth their ideas and suggestions based on the reading
materials and their own best judgement. Quantitive theory is reinforced through case and text book
exercises.

READINGS

Text Book
“Marketing Research: An Applied Orientation” by Naresh K. Malhotra & Satyabhushan Dash, 6th
Edition.

“Business Research Methods” by Sue Greener (PDF available on LMS)

Articles for reading will be provided on LMS throughout the course.

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Recommended Readings for Reference
Bryman, A. & Bell, E. (2007). Business Research Methods, USA: Oxford University Press

Cavana, R. Y., Delahaye, B. L. & Uma Sekaran (2001). Applied Business Research: Qualitative
and Quantitative, Australia: John Wiley & Sons

Zikmund, W. G. (2003). Business Research Methods. USA: Thomson Southwestern

Revelant Journals (This list is not exhaustive)

Journal of Marketing Research Industrial Marketing Management

International Journal of Research in Marketing European Journal of Marketing

Journal of International Business Studies Journal of Consumer Research

International Marketing Review Journal of Marketing

Journal of Marketing Management Journal of Consumer Marketing

CLASS PROCEDURES

Class Preparation
Students are expected to read all material assigned for a particular session. This includes the
chapters from the text and the assigned case. You need to be well prepared on a topic in order to
participate gainfully in the case discussion.

Grading Plan
Grading plan for the course will be as follows

Class Participation 15%

Research Project 30%
 Problem Definition .......................... 5%
 Qualitative Research ........………… 10%
 Research Design ...................……... 5%
 Questionnaire ……........................... 5%
 Final Report ……………………… 5%

Quizzes 15%
Mid Term/Assignment 15%
Final Exam 25%

Total 100%

Quizzes
Class quizzes may be held unannounced and may be as few as one or as many as the situation
demands but the final quiz grade will be totalled to 15%.

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Examinations
Mid-Term
Since this is a 1.5 credit course, an assignment of 15 marks will be taken in lieu of mid-term. The
assignment consists of individual literature review of at least three articles related to the group
project. It should be noted that though literature review is related to the research framework of the
project, each member of the group is expected to conduct this exercise individually and will be
awarded the mid-term grade on the basis of quality of work. Details of the requirement of
assignment will be communicated when the assignment is announced.

Final Exam
Final exam is case-based and designed to test students’ knowledge and understanding of the
concepts learned in the course and their ability to identify and utilize the tools and techniques of
business research applicable in the given situations.

Research Project
The purpose of this group assignment is to apply the theories and tools of research learned in the
course to a real business situation. Students will work on this group assignment throughout the
course. Groups will not exceed five members and will not be less than three members in all.
Students are encouraged to suggest topics for their research but a topic will not be finalized without
the instructor’s approval.

The project will be carried out in eight short modules in order to provide system and scientific
methodology to the process. 4 modules will be covered in this course whereas Marketing Analytics
will cover the remainder four. Each module will be completed and submitted on the assigned date.

Applied Business Research Project Modules and Dates:

1. Problem Definition 4th session

2. Literature Review 7th session
3. Qualitative Research 9-12th sessions
4. Research Design 13th session
5. Final Report + Questionnaire A week after finals

Marketing Analytics Project Modules:

5. Sampling
6. Descriptive Analysis
7. Inferential Analysis
8. Final Project

Class Participation
Case-study method of teaching is highly student-centric therefore class participation is essential.
A record will be maintained of every student’s role in case-solving and class participation marks
will be based on each student’s contribution and the relevance and usefulness of that contribution.
Whereas positive and constructive criticism of others’ viewpoints is welcomed, all negative

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behavior including cynicism, sarcasm, and abusing is not only discouraged but may result in
negative marking.

Punctuality and Attendance

The IBA rules for punctuality and attendance will be strictly adhered to in this class. Anyone
entering the class after five minutes of commencement will be marked absent. All group members
are expected to be present on their presentation day. Failing to do so will result in a ‘zero’ grade
for the absentee. Students are responsible for completing all quizzes and no compensation will be
made for absentees on a quiz day. All assignments and reports are to be submitted on their due
date and no exceptions will be made.

CALENDER OF ACTIVITIES
APPLIED BUSINESS RESEARCH

Suggested
Week Case Topic / Class Activity
Readings
Introduction to Marketing Research Malhotra
Ch: 1
1 Malhotra
Defining the Marketing Research Problem Ch: 2
and Developing an Approach
Research Design

Research Problems and Questions and how Greener

Nivea Deo: How Market
they Relate to Debates in Research Ch: 1
Research Supports the New
Methods
2 Product Development
Choosing Research Approaches and
Process Malhotra
Strategies
Ch: 3
Submission:
Day 1: Research Topic
Day 2: Research Problem – 5 Marks
Doing the Literature Review:
Exploratory Research Design: Secondary Malhotra
Data Ch: 4
3 Greener
Putting the Problem into Context:
Identifying and Critically Reviewing Ch: 2
Relevant Literature
Exploratory Research Design: Qualitative
Research
Ad-Lider Embalagens, SA: Malhotra
Practical Issues in Conducting Interviews,
Marketing Research for Ch: 5
4 Focus Groups, Participant Observation Greener
Drawstring Trash Bags in
Submission: Ch: 10
Brazil
Day 1: Literature Review – 15 Marks
Day 2: WAC
Malhotra
Descriptive Research Design: Survey and Ch: 6 & 7
5 Observation
Causal Research Design: Experimentation Greener
Ch: 6
5
 Quantitative Research Methods:
Collecting and Analysing Quantitative
Data
Submission:
Day 1: Focus Group Recordings
Day 2: Focus Group Transcriptions
Measurement & Scaling: Fundamentals &
Comparative Scaling
Measurement & Scaling: Non-comparative
Scaling Techniques Malhotra
6 Pillsbury Cookie Challenge Ch: 8 & 9
Submission:
Day 1: Focus Group Analysis – 10
Marks
Day 2: WAC
Questionnaire & Form Design
Questionnaire Design and Testing Malhotra
Sampling: Design and Procedure Ch: 10 & 11
7 Super Shampoo Greener
Submission:
Day 1: Research Design – 5 Marks Ch: 7
Day 2: WAC
Submission:
08/03/2018 Questionnaire – 5 Marks
Final Report – 5 Marks

"You can tell whether a man is clever by his answers. You can tell whether a man is wise by
his questions."

Naguib Mahfouz