111120-MK-402-V1 IILM Institute for Higher Education

Module Manual: Business Research Academic Year: PGP/2012-14 Module Code: Module Name Sector Job Profile 1. Entry level position of Associate Research Manager / Research Executive in any Marketing Research Agency 2. Research Analyst profile in a Knowledge Process Outsourcing venture

Business Research

KPO, Consulting, Marketing

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1. Introduction to the Module and Module Objective The course on Business Research gives students an insight into how research can be applied in all disciplines for the purpose of management decision-making. Business Research is a systematic inquiry that provides information to guide managerial decisions. Benefits of Business Research to a practicing manager: The business environment is dynamic and rapid changes in the business world are creating new decision situations that demand better skills for the acquisition and use of information. Business research is an effective tool that helps organizations excel in the marketplace. It provides information about consumers and their reactions to various products, prices, distribution, and promotion strategies. Marketers who collect accurate and relevant information thus, designing and implementing their strategies quicker than their competitors are more likely to be successful. Companies conduct business research for a number of reasons, including gathering crucial information on consumers and business clients. However, companies need to ensure they use the correct methods for collecting customer information. Most company market researchers use phone surveys when they want to get reliable information quickly. Whether a business is just starting out or has been well established over an extended period of time, doing business research helps executives to make proper decisions on running the company.

Relevance of the course to management students: A majority of professionals in the sales and marketing area come in contact with business research whether in commissioning it from an external agency or interpreting and applying its findings for the organisation. Students studying in Year I of the Post Graduate Program face their Summer Internships at the end of the academic year, where marketing research forms the crux of most projects assigned to them. Thus, the course prepares them better for the internship, by helping them develop logical thinking ability, and a step-wise approach to solving a business problem. Business writing skills (reports and proposals), presentation skills are all improved as students go through a complete marketing research project. In this module of Business Research we have also included sessions on Secondary Research which is an essential part of a Research Analyst profile now days in corporate scenario and most widely used method by business researchers. Secondary research is based on information from studies previously performed by government agencies, Page 2 of 27

111120-MK-402-V1 chambers of commerce, trade associations, and other organizations. For example, U.S. Census Bureau information and Nielsen ratings are secondary market research. Through these sessions students will be made aware of the types of Databases used in corporate set-up by business researchers. Students will be taken through the basic steps of searching Databases and retrieving results to make them better equipped while applying for Research Analyst job. They will also learn the trick of browsing the web and still stay focused on the topic at hand and discard irrelevant information. We have combined conceptual knowledge with industry application in this module to increase the Employability of our students in KPO, Consulting Industry or for any job profile involving Business Research.

The main focus will be on defining the problems in the field of business and to conduct research to provide a solution to them. Module Objectives: The specific aims of this module are that students should:

Understand the concepts & practices that make up the field of research Identify and formulate a Business Research problem from the current business environment and develop certain hypotheses for research Independently design and implement a business research program Conduct a basic analysis of data using appropriate techniques Use the analysed data to report research findings relevant to business decision making, thereby becoming equipped to face the Summer Internship Projects

2. Introduction to the Tutors 2.1 Area Chair Name: Professor Sujit Sengupta Phone Number: 011-3093-4342 / 9811076737 Email ID: sujit.sengupta@iilm.edu Cabin Location: Lodhi Road Website URL: http://www.iilm.edu/faculty/profiles/sujit-sengupta.html

2.2 Module Leader: Anjali Malik 2.3 Tutors Page 3 of 27

111120-MK-402-V1 i) Dr. Anjali Malik http://www.iilm.edu/faculty/profiles/anjali-malik.html ii) Ms. Anju Gulla http://www.iilm.edu/faculty/profiles/anju-gulla.html

3. Module Pre-Requisites As a core course, each student will be undergoing the Marketing Research module. However, before undergoing this module, it is necessary that a student refreshes his/her learning of the following courses: Basics of Marketing Management in the Pre course Probability Modelling and Statistics in Term-I Customer in Term-II

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111120-MK-402-V1 4. Module Overview Session Session 1 Session 2 Session 3 Session 4 Session 5 Session 6 Session 7 Session 8 Session 9 Session 10 Session 11 Session 12 Session 13 Session 14 Session 15 Session 16 Session 17 Session 18 Session 19 Session 20 Session 21 Session 22 Topics Definition and Classification of Business Research The Research Process and Orientation to the Field Project Defining the Marketing and Research Problems Case Discussion: Huella Online Travel - Gaining Market Insight into Hong Kong consumers Exploratory Research Design Focus Groups and Depth Interviews Secondary Data Research The Exploratory Phase Search Strategy Literature Search Database Search process Compared to Web Search Process Guest Lecture on Business Research Guest Lecture on Qualitative Research Methods Case Discussion: Juice Guys (A) Descriptive Research Design Survey and Observation Sampling Design and Procedures Writing a Research Proposal Proposal Writing Exercise: Huella Online Travel Case Study Questionnaire Design-I: Measurement and Scaling Questionnaire Design-II: Formation of a Questionnaire Questionnaire Design Exercises Data Collection and Preparation Data Analysis Techniques Presenting Research Results Presentation of Field Projects

5. Module Readings Readings for all sessions in this module have been compiled and will be distributed to all students. They consist of case studies, articles and concept notes by Harvard Business School Publishing. Some of these have been prescribed as 'pre-reading' for a particular session, and students must ensure that they read the same before attending a class. Class discussion will center around the specified readings. Other 'required reading' can be completed after the session, and is necessary for complete understanding of a topic.

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111120-MK-402-V1 5.1 Main Texts The Marketing Research course pack essential and desired readings

5.2 Reference Texts 1. Gilbert A. Churchill: Marketing Research: Methodological Foundations, 7th Edition (The Dryden Press) Defining the Marketing and Research Problems: Pages 69-84 Questionnaire Design - Measurement & Scaling: Chap-9, (Pages 379-412) 2. Naresh .K. Malhotra, Pearson Education (5th Edition) - Marketing Research - An Applied Orientation Defining the Marketing and Research Problems: Pages 34-56 3. Rajendra Nargundkar, Tata McGraw-Hill New Delhi, 2nd Edition Marketing Research Text and Cases Data Collection & Preparation: Ch 7 (Pages 114-122) Data Analysis Techniques: Ch 7 (Pages 122-178), Ch 8, Ch 9 & Ch 10 4. Harper W. Boyd & Ralph Westfall & Stanley F. Stasch (Richard D. Irwin Inc.), All India Traveller Bookseller Delhi, 7th edition Marketing Research Text & Cases Applications of Marketing Research: Ch - 20 and Ch 21 5. Donald R. Cooper & Pamela S. Schindler - Business Research Methods, 9th Edition (The McGraw Hill Companies) Secondary Data Researches: Ch-7, Pages 162- 184 5.3 Websites & Videos Marketing Research Analysts' Job- http://www.youtube.com/watch? v=TsOgNmeeQHo&feature=related Types of Researches- http://www.youtube.com/watch? v=TkRz5YYmgTY&feature=fvwrel When to use Qualitative or Quantitative Researchhttp://www.youtube.com/watch?v=638W_s5tRq8&feature=related Approaches to Quantitative Research- http://www.youtube.com/watch? v=X8EWW56z5pQ&feature=related The Future of Marketing Research- http://www.youtube.com/watch? v=m547hHWvKk4&feature=related Online Lab for Experimental Marketing Research- http://www.youtube.com/watch? v=CMXoXQCYQl4&NR=1

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111120-MK-402-V1 6. Session Plan 6.1-Session 1 Title: Definition and Classification of Business Research Business Research is a step by step process of identifying and finding a solution to different problems through appropriate research tools and techniques. In this session, the definition and various types of business research are discussed and the role of Marketing Research in decision making is highlighted. Learning Outcome Students will understand the nature of marketing research, and its importance in marketing decision making Essential Reading- Marketing Research: HBS Background Note by Robert J. Dolan (Page 14, including 'Secondary Research') Desired Reading- Cost Conscious Marketing Research: HBR Article by Alan R. Andreasen

6.2-Session 2 Title: The Research Process and Orientation to the Field Project This session is designed to give students an overview of the research process. Simultaneously, they are given an orientation to the group project they must undertake as part of this module. Learning Outcome Students will be sensitized to the marketing research process, and the parties involved in research. Desired Reading1. The Research Process and an Example (from Conducting Market Research for International Business By Tamer Cavusgil, Gary Knight, John Riesenberger, and Attila Yaprak) 2. Backward Market Research: HBR Article by Alan R. Andreasen Project Students will plan for their group projects to be carried out alongside the course, throughout the term. They shall organise themselves into groups of 6, and select a company, product or services for which they wish to conduct the research. Page 7 of 27

111120-MK-402-V1 6.3-Session 3 Title: Defining the Marketing and Research Problems This session focusses on understanding the business situation which requires marketing research and defining the marketing research problem. The environmental context of the problem and decision makers in the organisation affect the definition of research objectives and the approach to solve the problem. Learning Outcome Students shall be able to state the business problem and research objectives distinctly, after understanding the environmental context of the problem. They shall be able to develop research questions and hypotheses for the research to be undertaken Essential Reading- Chap 2 (Pages 34-56), Marketing Research An Applied Orientation (5e): Naresh K. Malhotra and Satyabhushan Dash, OR Pages 69-84, Marketing Research Methodological Foundations (7e): Gilbert A. Churchill, Jr. (The Dryden Press) Project Each group of students must do background research on the company, product or service selected. They must identify possible sources of marketing problems for which research can be done.

6.4-Session 4 Title: Defining the Marketing and Research Problems: Case Discussion For this session, students come prepared after reading the prescribed case study. This case illustrates the types of information needed by a company for its specific marketing objectives and examines how market research can help it attain its goals. Class discussion will center around developing the marketing and research problem for Huella Online Travel company, which is facing a challenge in establishing itself in the Hong Kong market. Learning Outcome Students will develop a basic understanding of the steps involved in defining the marketing management problem. They will analyse the marketing situation that warrants research, and state the marketing and research objectives for a given situation. They will also formulate hypothesis and research questions for the given situation. Case: Huella Online Travel - Gaining Market Insight into Hong Kong consumers

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Project Student groups will state the marketing and research objectives for their chosen business situations.

6.5-Session 5 Title: Exploratory Research Design Focus Groups and Depth Interviews Exploratory research is a vital step in understanding a business situation better. Many a times, it assists in defining research objectives more precisely. Organisations desirous of getting an in-depth view of a marketing issue frequently commission exploratory or qualitative research. This session deals with the role and application of qualitative research, and focuses on techniques of conducting it. Learning Outcome Students will understand the relevance of qualitative research. They will understand the applicability and advantages of focus groups and depth interviews as distinct techniques of exploratory research. Essential Reading- Marketing Research: HBS Background Note by Robert J. Dolan (Page 78) Project Student groups will determine the need to conduct exploratory research for their field projects, and plan for the same. 6.6-Session 6 Title: Secondary Data Research The Exploratory Phase Search Strategy In moving from management question to research question, the researcher uses both internal and external secondary sources. In the exploratory phase of secondary research, it is important to understand the following: management dilemma/question or problem look for ways others have addressed or solved similar problems gather background information on the topic to refine research question identify sub-topics on which information should be gathered identify sources and direct questions that might be used as measurement questions. Learning Outcome During this session, the students will understand the purpose and process of secondary data research, usage of internal and external secondary data sources and importance of Page 9 of 27

111120-MK-402-V1 secondary research in management decision making. They will also learn to differentiate between the three levels of information sources and how much value each data source carries. Essential Reading- Donald R. Cooper & Pamela S. Schindler - Business Research Methods, 9th Edition (The McGraw Hill Companies), Chapter 7, Pages 162-168 Desired Reading- Cost Conscious Marketing Research: HBR Article by Alan R. Andreasen

6.7- Session 7 Title: Literature Search In most cases, the exploration phase begins with a literature search a review of books, articles in journals, professional literature, white papers that relate to the problem at hand. There are dozens of types of information sources used by business researchers, each with a special function. Learning Outcome Th session will focus on the importance of literature search, the process of conducting a productive literature search and the format of presentation. Students will also learn about the various information types typically used by business researchers and how to evaluate sources of information. Essential Reading3. Donald R. Cooper & Pamela S. Schindler - Business Research Methods, 9th Edition (The McGraw Hill Companies), Chapter 7, Pages 169- 172 Desired Reading- Cost Conscious Marketing Research: HBR Article by Alan R. Andreasen Project Students will be given a secondary research problem from the industry and they will be required to do literature search of that problem in team set up. 6.8-Session 8 Title: Database Search process Compared to Web Search Process There are several bibliographic databases available to business researchers. Some of the most popular ones which are used by most of KPOs and Consulting firms are OneSource, Factiva, Lexis -Nexis, Thomson Investext, Bloomberg etc. It is important to consider the database contents and its limitations and criteria for inclusion at the beginning of search in order to save time in the long run.

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111120-MK-402-V1 Despite vast pool of information availability on the Web, searching and retrieving information on the Web is a great deal and more cumbersome that database based search. Researchers work on tight deadlines and rarely have the luxury of undirected browsing. Learning Outcome Students will be made aware of the types of databases used in corporate set-up by business researchers. Students will be taken through the basic steps of searching databases and retrieving results to make them better equipped while applying for Research Analyst job. They will learn the trick of browsing the web and still stay focused on the topic at hand and discard irrelevant information. Essential Reading- Donald R. Cooper & Pamela S. Schindler - Business Research Methods, 9th Edition (The McGraw Hill Companies), Chapter 7, Pages 173- 184 Desired Reading- Cost Conscious Marketing Research: HBR Article by Alan R. Andreasen Project Each group of students will be given a specific search query to do web based secondary research on it. The students will be evaluated on the following critera: a)correct understanding of the research problem, b) break up of research questions, c) Comprehensiveness of research, d) relevance and credibility of data sources, e)presentation of data findings.

6.9-Session 9 Title: Guest Lecture on Business Research A practicing professional from the industry, preferably KPO, actively involved in Secondary Research will be invited to share real life examples of how secondary research is conducted in a corporate set up using databases and web for specific types of search queries. Learning Outcome Students will learn from the speakers experiences and gain a better understanding of secondary research in practice.

6.10 -Session 10 Title: Guest Lecture on Qualitative Research Methods Page 11 of 27

111120-MK-402-V1 A practicing professional from qualitative Marketing Research shall be invited to share examples of how qualitative research is conducted using projective and associative techniques within focus groups and depth interviews and its findings used for managerial decision making. Learning Outcome Students will learn from the speakers experiences and gain a better understanding of Qualitative research in practice.

6.11-Session 11 Title: Case Discussion Juice Guys (A) The group discusses Juice Guys (A) case study, where exploratory marketing research has been carried out for finding out the ultimate juice retail store concept. Learning Outcome The case showcases an entire qualitative research process, including the transcripts of interviews of five respondents - students learn how to gather and analyze customer interview data collected through qualitative research. Case- Juice Guys (A)

Project Student groups will conduct exploratory research through appropriate techniques and analyse the collected data

6.12-Session 12 Title: Descriptive Research Design Survey and Observation Descriptive research is widely used to capture preferences, attitudes and opinions of a large number of respondents about products and services. Survey, opinion polls and observation are the main tools of descriptive research and this session dwells upon the relevance of each. Learning Outcome Students develop an understanding of the two basic means of obtaining primary information through descriptive research survey and observation. They become aware of considerations in adopting either method, and advantages and disadvantages of both methods. They will also be able to apply these in their field projects. Page 12 of 27

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Essential Reading- Marketing Research: HBS Background Note by Robert J. Dolan (Page 910) Desired Reading- Methodological Considerations in International Marketing Research (From Conducting Market Research for International Business By Tamer Cavusgil, Gary Knight, John Riesenberger, and Attila Yaprak)

Project Student groups will decide on the appropriate research design for their projects exploratory, descriptive or a combination of these.

6.13-Session 13 Title: Sampling Design and Procedures These sessions focus on the decision of sampling for a marketing research problem, in a step-by-step process. Probability and non-probability techniques of sampling are discussed, along with their use and advantages. Factors governing sample size are also highlighted. Learning Outcome Students will be able to apply sampling design procedures to the field projects, based on requirements of the research issue. They will be able to justify their choice of sampling technique. Essential Reading- Research Methods in Marketing: Survey Research: HBR Note by Robert J. Dolan (Page 6-13) Project Student groups shall make sampling decisions for their field projects.

6.14 -Session 14 Title: Writing a Research Proposal A clear and well-written research proposal is the foundation of conducting successful marketing research. Proposals form the basis of competition between contemporary research agencies bidding to win research projects. They guide the researcher in the entire research process. This session will aim to describe the essentials of a good proposal. Learning Outcome Students will understand the significance of proposal documents and how to design one Page 13 of 27

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6.15-Session 15 Title: Proposal Writing Exercise for Huella Online Travel Case Study Students will apply the principles of proposal writing to the Huella Online Travel Case Study. They will create the proposal in small groups for the business and research problems identified. Learning Outcome Students will practice and learn how to write effective proposals Case- Huella Online Travel - Gaining Market Insight into Hong Kong consumers Project Student groups will craft a proposal for their field projects.

6.16-Session 16 Title: Questionnaire Design-I: Measurement and Scaling Questionnaires are standardised tools for measuring responses of research participants. This session will introduce students to the concepts of comparitive and non-comparitive scales for measurement. The primary scales of measurement and their applications will be discussed. Learning Outcome This session will enable students to distinguish between and apply various comparitive and non-comparitive scales. Desired Reading- Chap 8 (Pages 250-261) and Chap 9 (Pages 270-282), Marketing Research An Applied Orientation (5e): Naresh K. Malhotra and Satyabhushan Dash, OR Chap-9, (Pages 379-412), Marketing Research Methodological Foundations (7e): Gilbert A. Churchill, Jr. (The Dryden Press)

6.17-Session 17 Title: Questionnaire Design-II: Formation of a Questionnaire Questionnaire design not only involves framing and asking suitable questions, but also the order in which they should appear and the way in which information will be best captured. This session builds upon the previous session on measurement and scaling and equips

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111120-MK-402-V1 students with skills to develop an appropriate questionnaire for a given research objective. Learning Outcome Students will be able to design a questionnaire to be used in their field projects using the concepts of questionnaire design. They will be able to take decisions about question content, format and order. Essential Reading- 1. Research Methods in Marketing: Survey Research: HBR Note by Robert J. Dolan (Page 3-5) 2. Questionnaire Design and Development: HBS Note by Alvin J. Silk (Page 1-2, 6-11) Case- Huella Online Travel - Gaining Market Insight into Hong Kong consumers Project Student groups will prepare a questionnaire for the field projects and pilot test, finalise and use it to collect data for their projects

6.18-Session 18 Title: Questionnaire Design Exercise Students shall design a questionnaire for the Huella Online Travel Case Study. Learning Outcome Students will practice and learn how to create appropriate questionnaires that are sufficient to collect data for the research problem at hand Case- Huella Online Travel - Gaining Market Insight into Hong Kong consumers

6.19-Session 19 Title: Data Collection and Preparation Once a research design and data collection tool are decided, the next step is to implement these in the field. This session will throw light on the factors important in data collection process, the challenges faced by interviewers and how raw data can be prepared for further analysis. Learning Outcome Students appreciate the difficulties in conducting fieldwork for research through actually conducting interviews / surveys for their field projects. They will be able to collate the raw data and make it ready for analysing it. Project Page 15 of 27

111120-MK-402-V1 Students continue to complete data collection for their group projects, and then convert it into an appropriate format on which to carry out data analysis

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111120-MK-402-V1 6.20 -Session 20 Title: Data Analysis Techniques* In this session, the several techniques which students must have studied in Probability Modelling and Statistics will be discussed and applied. Learning Outcome Students will build upon their knowledge of statistical techniques which they have learned in Probability Modelling and Statistics to solve Marketing related problems. Required Readings *Students to refer to the course on Probability Modelling and Statistics and refresh the statistical techniques discussed there. Essential Reading- Research Methods in Marketing: Survey Research: HBR Note by Robert J. Dolan (Page 14-20) Pages 208-210 and 242-252, Marketing Research Text and Cases (3e): Rajendra Nargundkar (Tata McGraw Hill) Desired Reading- Pages 181-189, Marketing Research Text and Cases (3e): Rajendra Nargundkar (Tata McGraw Hill)

Project Student groups examine the data for logical errors and missing information. They then apply data analysis techniques to suit the research objectives set for their projects.

6.21-Session 21 Title: Presenting Research Results Research presentations distill the important research findings and present them to the managers / decision makers clearly to aid their decision making. In this session, emphasis will be to extract those findings from the presentation that address the research objectives set in the beginning. Learning Outcome

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111120-MK-402-V1 Students will be able to make reports and presentations that incorporate features of an ideal report. They shall present their research findings for their field projects in a way that addresses the research objectives.

Project Students work on project reports and presentations for the field project

6.22 Session 22 Title: Presentation of Field Projects Student presentations of their field projects will be conducted group by group, and evaluated Learning Outcome This exercise draws upon the learning of the entire module, and students are able to learn effective presentation skills by presenting the highlights of their projects in a time slot of 10 minutes

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111120-MK-402-V1 7. Assessment Plan Details of Assessment Assessment Task 1. Case Analysis 2. Project Work -1 (Secondary research) 3. Project Work -2 (Primary research) a. Research Proposal b. Questionnaire Design b. Data Analysis, Report & Presentation TOTAL Weightage 5 10 15 5 5 5 30

Details of Assessment 7.1 Component 1: Case Analysis (5 marks) Students are expected to submit written analysis on a case. Students are expected to submit the analysis in their pre-determined groups before the case discussion is due in class. They must thoroughly read the case, identify the issues and suggest alternatives to the issues identified. For instance, the solution of a case could involve designing a suitable research for solving the problems identified in the case as well as attempting data analysis on the bases of class discussion and their understanding from Quantitative Techniques Paper. 7.2 Component 2 Project Work -1 (Secondary research) (10 marks) Each group of students will be given a specific search query to do web based secondary research on it. The students will be evaluated on the following criteria: a) correct understanding of the research problem, b) break up of research questions, c) comprehensiveness of research, d) relevance and credibility of data sources, e) presentation of data findings. 7.3 Component 3: Project Work (Primary research) (15 marks) The project shall have two major assessment components. Details of the same are given below: Page 19 of 27

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Research Proposal (5 marks)

A research proposal outlining the proposed research project must be submitted by each group. The Proposal document must contain the Business & Research Objectives, Research Design, including Sampling, detailed Information Areas to be covered during data collection and Data Analysis methods. Though the Proposal document is handed over by session 9, students are expected to formulate research objective, research design etc. as and when these concepts are discussed in class. Thus, construction of the proposal is an on-going process, with the class schedule. The instructors must be informed of the progress of each step of the proposal by all groups. Questionnaire (5 marks)

The questionnaire (and discussion guide) to be used for data collection for the MR project must be submitted by all groups according to the deadline specified. The purpose is to have it reviewed by the instructor and make amendments, if necessary.

Data Analysis, Project Report & Presentation (5 marks)

Students are expected to submit the data file (MS excel) containing the raw data collected. They must also submit files containing analysis performed on that data this could be in the form of cross-tabulations, charts and other analysis outputs from the tests performed on the data. A project report should be submitted latest by the 16 session. In case a student wants the case analysis/ project work to be reviewed before final submission he /she may approach the concerned faculty after seeking prior appointment. Project presentations will be scheduled in the Seminars 8 & 9 Warning: Plagiarism of any kind shall be dealt severely and will be marked zero. Also, no two courseworks can be same. Please refer the detailed Plagiarism Policy available on Basecamp for more information Step by step process to be followed for the Research Project: 1.Identify a Marketing Research problem from the current business environment 2.Define the problem and get it approved by the Instructor 3.Develop an approach to solving the problem, by means of a Research Proposal. Submit the proposal to the Instructor for feedback and approval. The proposal should include Research problem identification Research Design Page 20 of 27

111120-MK-402-V1 Hypothesis, Sample size, sampling technique, sources of data, data collection techniques, evaluation technique 4.Identify suitable data source(s) and data collection techniques 5.Develop a questionnaire and get it approved by the instructor 6.Conduct the research that is the requisite number of interviews or observational research as proposed in the research design 7.Analyse the data and interpret the results enumerating the limitations of the project 8.Prepare a report & make a detailed presentation Examples of contemporary issues that you may choose: The research project would revolve around any concept related to marketing. 1. Post launch evaluation of a new product or service 2. Pricing research 3. Distribution research 4. Communication / Promotion effect research 5. Customer Satisfaction research Feedback on the Group Projects and Presentations will be given in the form of written comments on the report, as well as oral feedback after the group presents.

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111120-MK-402-V1 Assessment Rubrics for Component 2: Project Work

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8. Format of Submission of Coursework Coursework (project components) must be submitted according to the deadlines specified in the table below, or by the instructor at the beginning of the module. The documents must be submitted to the instructor before 4 pm on the day of submission. Failure to submit without good cause (illness supported by a medical certificate or similar) will result in a zero mark. Submissions are to be made in hard copy or soft copy as instructed by the faculty. When submitting coursework in hard-copy, you must include a cover page which specifies: The component name Your name / group member names Student ID number (s) Your section The Module title The name of the module instructor When sending documents on e-mail, you must ensure the following: Subject Line to read component name_your name_your section Body of the email specifying the enclosed attachments and your details (name (s), student ID number (s), section) A copy of the email must be marked to all other group members

9. Assessment

9.1 Assessment Map This table shows main assessment methods which are used across the module: Module Marketing Research Notes: A1: Individual test/ Assignment A2: Group Assignment/ Project A3: Open Book Examination A4: Close Book Examination Page 23 of 27 A1 * A2 * A3 A4 A5 *

111120-MK-402-V1 A5: Group Presentation

9.2 Teaching Map This table shows main delivery methods which are used across module and its stages: Module Marketing Research T1 * T2 * T3 * T4 * T5 * T6

Notes: T1: Lectures T2: Seminars/Tutorials T3: Projects & Presentation T4: Case Discussion T5: Guest Lectures/Industrial Visits T6: Lab / Activity Sessions

9.3 Curriculum Map This table shows the main learning outcomes which are developed and/or assessed in this module: Module Marketing Research L1 L2 * L3 * L4 * L5 * L6 * L7 L8 L9

Notes: L1: An understanding of organizations, their external context and their management. L2: An awareness of current issues in business & management which is informed by research & practice in the field. L3: An understanding of appropriate techniques sufficient to allow investigation into relevant business & management issues. L4: The ability to acquire & analyze data and information. L5: The ability to apply relevant knowledge to practical situation. L6: The ability to work & lead effectively in a team based environment. L7: An improvement in both oral & written communication skills. L8: Be cognizant of the impact of their individual & corporate actions on society and recognize ethical business practices. L9: Be sensitive to the social economic and environmental responsibilities of business. Reading Grid Page 24 of 27

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Case No. Cases 1

Title

Topics / Issues addressed

No. of pages

Shared / Isolated Isolated , used for two concept s Isolated

Huella Online Travel Gaining Market Insight into Hong Kong consumers

Defining the Marketing and Research Problems Writing a Research Proposal

23

Case- Juice Guys (A)

1. Exploratory Research Design

23 46

Total No. of Pages Essential Readings Articles 1 Market Research: HBS Background Note by Robert J. Dolan 2 Research Methods in Marketing: Survey Research: HBR Note by Robert J. Dolan 3 Questionnaire Design and Development: HBS Note by Alvin J. Silk Definition and Classification of Marketing Research Exploratory Research Design Descriptive Research Design Sampling Design and Procedures Questionnaire Design Formation of a questionnaire Overview of Data Analysis Techniques

10 (1-10 of 17)

Isolated , used for three concept s Isolated , used for three concept s Isolated

18 (3-20 of 20)

1. Questionnaire Design Formation of a questionnaire

8 (1-2 and 6-11 of 16) 8 (6-13 of 19)

Book Chapters 1 Market Research: Listen and Learn (Excerpted from Marketers Toolkit: The 10 Strategies You Need to Succeed) Applications of Marketing Research Isolated

Total no of pages for essential reading Desired Readings Articles 1 Cost Conscious Marketing Definition and

44

Isolated

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111120-MK-402-V1 Research: HBR Article by Alan R. Andreasen 2 Backward Market Research: HBR Article by Alan R. Andreasen When, Where and How to Test Market: HBR Article by N.D. Cadbury Perceptual Mapping A Manager's Guide: HBS Note by Robert J. Dolan Virtual Shopping: Breakthrough in Marketing Research: HBR Article by Raymond R. Burke Market Research the Japanese Way: HBR Special Report by Johny K. Johansson and Ikujiro Nonaka The Research Process and an Example (from Conducting Market Research for International Business By Tamer Cavusgil, Gary Knight, John Riesenberger, and Attila Yaprak) Methodological Considerations in International Marketing Research (From Conducting Market Research for International Business By Tamer Cavusgil, Gary Knight, John Riesenberger, and Attila Yaprak) Classification of Marketing Research The Research Process 4 Isolated

Applications of Marketing Research Applications of Marketing Research Perspectives to the Traditional Marketing Research Approach

Isolated

6 Isolated (1-6 of 10) 12 Isolated

1. Perspectives to the Traditional Marketing Research Approach

Isolated

Book Chapters 1 The Research Process 12 Isolated

Descriptive Research Design

17

Isolated

Total No. of pages for desired reading Status of Books in the Library S. N o. 1 Name Marketing Research: Methodological Foundations, 7th Edition by Gilbert A. Churchill (The Dryden Press) Page 26 of 27

71 No. of Copies Lodhi Road 2 Gurgaon 5

111120-MK-402-V1 2 3 Marketing Research - An Applied Orientation 5th Edition by Naresh .K. Malhotra, (Pearson Education) Marketing Research Text and Cases, Rajendra Nargundkar, 3rd Edition (Tata McGraw-Hill New Delhi) Marketing Research Text & Cases: Applications of Marketing Research, 7th edition by Harper W. Boyd & Ralph Westfall & Stanley F. Stasch (Richard D. Irwin Inc.), All India Traveller Bookseller Delhi 10 2 (2nd edition) 1 70 5

12

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