Marketing Research

Objectives:

The objective of the Marketing Research course is to develop in a participant the approach, skills and the attitudes required to specify, evaluate and utilize marketing information for sound marketing decisions. The course is not intended to turn a participant into a Marketing Research Technician but to afford enough of familiarity with the Marketing Research procedures to enable one to seek, understand, evaluate, and use research based information. Thus, this course is aimed at the manager who is the ultimate user of marketing research and who is responsible for determining the scope and direction of research activities conducted on his/her behalf.

The course would attempt to help a participant in:

Translating marketing decision problems into marketing research problem.

Develop a disciplined analytical and conceptual base that will enhance your skills in marketing research,

Provide you with hands-on experience applying state-of-art marketing research techniques and analysis tools to real-world business problems,

Understand the relevance of ethical research practices for transparent and effective decision making

Help you understand the assumptions underlying these methods and their limitations when applied in various contexts, and

Enhance your ability to integrate research information with good judgment to develop action plans for marketing management.

Course Contents:

The sessions in the course have been organized into Two modules- the first being quantitative and statitistical and the second being application based. The structuring of these would be as follows:

Application of statistical tools for analysis and interpretation of research data for marketing decisions.

8. Using Marketing Research in specific application areas, through field projects.

Teaching Methods:

The course will use

9. Case discussion covering a cross-section of decision situation depicting issues and...