Understanding Consumer (Marketing Research)

Postgraduate Diploma in Management, Part-time (PGDM-PT), XLRI Jamshedpur

Course Facilitator: Dr. Angshuman Ghosh
Strategy & Insights, Star India (Past: Wipro & Spice)
Visiting Professor, XLRI Jamshedpur & IMT Ghaziabad
PhD (Fellow) in Marketing, XLRI Jamshedpur
Email: ghosh.angshuman.fpm@gmail.com | Mobile: +91-8505886363
Course Objectives:
* Help participants understand the Marketing Research process and how it can be used to
solve real-life Marketing problems.
* Familiarize participants with key research methods and analytical tools used in Marketing
Research.
Text Book:
Malhotra, N. K., and Dash, S. B. (2011) Marketing Research: An applied orientation. New
Delhi: Pearson Education Asia, Sixth Edition [Indian Edition]
Course Pedagogy:
Class room discussion of concepts and applications will be used as the primary pedagogy for
the course. Computer exercises using SPSS will be used for sessions on Analytical
Techniques. Group project will also be an integral part of the learning process.
Evaluation:
1. Class Participation: 20% (10 Marks)
An interactive approach will be used in the class room. Precise and genuine comments and
questions from participants will be appreciated.
2. Group Project: 40% (20 Marks)
A group project will be an integral part of the course where students will learn how to apply
concepts learnt in the classroom to solve real-life marketing problems. More details on the
project are given below.
3. End Term: 40 % (20 Marks)
Grading will be as per institute norms.

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Session Plan:
Session

Topics Covered

Readings

Exercise

Introduction to Marketing Research

Chapter 1 of the

No.
1

Text Book
2

Research Problem Formulation and

Chapter 2 of the

Cases from the Book

Hypothesis Development

Text Book

and real-life examples

Research Design Exploratory &

Chapter 5 & 6 of

Interview

Descriptive Methods

the Text Book

Group Discussion and

and

Focus

analysis of data
4
5

Research Design Causal Research

Chapter 7 of the

using Experiments

Text Book

Measurement and Scaling

Chapter 8 & 9 of

Class based exercise

the Text Book

6

Questionnaire, Sampling and Data

Chapter 10, 11 &

Collection

12 of the Text

Class based exercise

Book
7

Analytical Tools Regression and

Chapter 16 & 17

ANOVA

of the Text Book

Analytical Tools Multidimensional

Chapter 18 & 21

Scaling,

of the Text Book

Conjoint

Analysis

and

SPSS based exercise

SPSS based exercise

Discriminant Analysis
9
10

Analytical Tools Factor Analysis,

Chapter 19 & 20

Cluster Analysis etc.

of the Text Book

Research Project Presentations &

Chapter

Discussion

the Text Book

23

of

SPSS based exercise

Class based exercise

Above is the tentative session plan and based on the prior knowledge and requirements of
the participants some topics can be added, removed or modified during the course.

Details of Group Project:

Class will be divided into groups of 4-5 people each for the purpose of a Marketing Research
project which is a group assignment. Groups are expected to conceive a Marketing Research
project for an organization.
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The project report should have following tentative components:

1. Description of the business problem and research objective(s)
2. Secondary research and analysis
3. Exploratory research using qualitative research techniques
a. Preparing a protocol
b. Interview or focus group interview
c. Analysis
4. Descriptive/causal research using quantitative research techniques
a. Questionnaire design
b. Sampling & data collection
c. Findings & analysis
5. Conclusions and recommendations
6. Limitations and future research
Project Report should have a Reference section with details of secondary resources, if you
have used any such resources. Project will be evaluated on the quality of research design
and analysis, content, coverage, flow, and originality. Groups should take care that they
submit original work. Anybody found submitting copied report without proper referencing
will be penalized with F in the section.
Anti-Plagiarism Policy:
Please note that the project report will be submitted to the plagiarism software subscribed
by XLRI. Report generated will be used to rate the project report as original or copied and
will be awarded accordingly. Therefore it is informed in advance that students should ensure
that the work is original and if at all some sections have been taken from some public
sources please cite them accordingly.
Grading Policy:
The grading will tentatively be based on the pattern indicated below. However, basis might
change if the need is felt so by the instructor.
Rating

Fail

Grade

D+

C+

B+

A+

Quality Points

Equivalent Marks

Poor

Average

Good

Excellent

0-34 35-42 43-50 51-58 59-66 67-74 75-82 83-90

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