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    JSUM306 Marketing Research - VU - UG-Prof .Ratan Kumar

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    Roshan
    The document outlines a marketing research course, including information on course faculty, level, workload, delivery mode, prerequisites, resource requirements, learning outcomes, assessment tasks, and session-wise details. The course covers topics such as research design formulation, data analysis techniques like hypothesis testing, t-tests, ANOVA, regression analysis, and report preparation.

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    JSUM306 Marketing Research - VU - UG-Prof .Ratan Kumar

    Uploaded by

    Roshan
    17 views7 pages
    The document outlines a marketing research course, including information on course faculty, level, workload, delivery mode, prerequisites, resource requirements, learning outcomes, assessment tasks, and session-wise details. The course covers topics such as research design formulation, data analysis techniques like hypothesis testing, t-tests, ANOVA, regression analysis, and report preparation.

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    JSUM306 Marketing Research_VU_UG-Prof .Ratan Kumar

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    The document outlines a marketing research course, including information on course faculty, level, workload, delivery mode, prerequisites, resource requirements, learning outcomes, assessment tasks, and session-wise details. The course covers topics such as research design formulation, data analysis techniques like hypothesis testing, t-tests, ANOVA, regression analysis, and report preparation.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    17 views7 pages

    JSUM306 Marketing Research - VU - UG-Prof .Ratan Kumar

    Uploaded by

    Roshan
    The document outlines a marketing research course, including information on course faculty, level, workload, delivery mode, prerequisites, resource requirements, learning outcomes, assessment tasks, and session-wise details. The course covers topics such as research design formulation, data analysis techniques like hypothesis testing, t-tests, ANOVA, regression analysis, and report preparation.

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    Course Outline

    Name of Course Course Code

    Marketing Research JSUM306

    SECTION 1 – GENERAL INFORMATION

    1.1 Course Faculty


    Faculty Dr. Ratan Kumar

    1.2 Level
    Tick applicable Level

    Foundation Core Level 1 Level 2 Level 3 Practice


    - - - -  -

    1.3 Course Weight


    Indicate the credit point weighting of this Course.

    Course credit points


    03

    1.4 Course workload

    Directed Learning
    Timetabled Hours Hours (learning on Total Hours
    one’s own)
    45 45 90

    1.5 Delivery mode


    Tick all applicable delivery modes for the subject:
    ✘ Face to face on site
    E-learning (online)
    Blended (provide details)

    1.6 Pre-requisites required for the Course, if any


    Yes ✘ No
    If YES, provide details of the prerequisite(s) below:
    Marketing Management
    1.7 Other resource requirements
    Do students require access to specialist facilities and/or equipment for this subject (for
    example, special computer access, and physical education equipment)? For example,
    Bloomberg.
    Yes ✘ No
    If YES, provide details of specialist facilities and/or equipment below.

    Computer with SPSS Package Installed

    1.8. Linkage to Career Goals

    Please describe the relevance to an area in brief (one short para). Include the relevance of the course
    for a career, e.g., Applicable for all students irrespective of the area of major/minor, applicable for a
    career in Marketing, applicable for a career in HR and marketing etc.

    Understanding the consumer’s needs and behaviour are vital for a company to succeed and hence it
    relies up on marketing research. Marketing research not only helps the company in what to produce,
    but also tells in how to present it to the consumer. Marketing research plays a crucial role in several
    major business decisions ranging from designing the product to pricing and promotion. India having
    diverse cultural background and becoming market for global players, throws lot of opportunities.
    Market research is a fantastic base for a business career as one can experience a wide range of sectors.
    once you have cut your teeth in it; your options are potentially limitless.
    Applicable to all career tracks as the course covers the nuances of research methodology and statistical
    analysis for decision making.

    1.9. Alignment with Learning Goals and Learning Objectives

    Aligned to:

    CLG 4: Problem Solving LO 4.1 Problem Framing, LO 4.2 Evaluation of Alternatives, LO4.3
    Feasible Solution
    CLG 5: Analytical skill LO5.1 Extract relevant Information, LO5.2 Visualisation of Situation
    LO5.3 Articulation of the Situation
    GLG 6: Functional Knowledge, LO 6.1: Knowledge of Business Function

    Where Assessed:

    End term
    1.10. Linkage to Multiple Intelligences

    Tick all applicable options

    Verbal-Linguistic

    ✘ Logical-Mathematical

    Spatial Visual

    Bodily-Kinesthetic

    Musical

    Interpersonal

    Intrapersonal

    Naturalist

    1.11. Linkage to IDEAS Framework

    Tick all applicable options

    Innovation

    Design Thinking

    Entrepreneurial Attitude

    Automation

    ✘ Solutioning

    SECTION 2 – ACADEMIC DETAILS

    2.1 Learning Outcomes for the Course


    Learning outcomes for Course (Use Bloom’s Taxonomy as applicable)

     Understanding management decision problems and marketing research problems.


     Understanding various research designs.
     Identifying which specific tools & techniques are useful for gathering data to the research
    problems.
     Carrying out appropriate statistical test for testing hypothesis.
     Providing solutions to marketing research problems.
    2.2 Assessment
    Assessment task
    Type * When assessed. Weight
    – Session/Week

    Class Participation & Quiz Continuous 15%

    Application Exercises Continuous 15%

    Project Work & Presentation End Term (Before Exam) 10%

    Mid-term exam Mid-Course 20%

    Coursera Courses: 10 May 2024 No weightage.


    Quantitative Research | Coursera

    End Term Exam End of Course 40%

    Coursera Course: End of Course No weightage.


    https://www.coursera.org/learn/market- Certificate is
    research mandatory to be
    eligible for end
    term exam

    Total 100%
    Session Wise Details
    Module 1: Introduction to Marketing Research
    Learning Objectives
    Understanding Management Decision Problem and MR problem

    1 Background: Classroom Lectures, Textbook -Chapter 1


    -What is Market Discussion
    Research?
    -Importance and
    Use of MR
    -Why conduct MR
    -When to conduct
    market research
    -MR Process
    -Threats to MR
    -Types of MR and
    external MR firms
    -Qualities of
    Research Manager
    -Top 10 MR
    activities and
    budgets
    -Potential problems
    in MR
    2 Defining marketing Classroom Lectures, Textbook -Chapter 1
    research problem Discussion
    and developing
    approach

    Module 2: Research Design Formulation


    Learning Objectives
    Developing a research design
    Developing instrument for data collection
    Understanding sampling techniques

    3 Exploratory Classroom Lectures, Textbook -Chapter 3,4, and 5


    Research Design Discussion

    4 Descriptive & Classroom Lectures, Textbook -Chapter 6 & 7


    Causal Research Discussion
    Designs

    5 Questionnaire Classroom Lectures, Textbook -Chapter 8,9, and 10


    Design and scaling Discussion

    6 Sampling design Classroom Lectures, Textbook -Chapter 11 & 12


    and procedures Discussion

    7 Application Exercise 1
    Module-3: Data Analysis
    Learning Objectives
    Formulation hypothesis for marketing research problem
    Selecting appropriate Statistical test for testing the hypothesis

    8 Hypothesis testing Classroom Lectures, Article: “A Critical Assessment of


    Discussion Null Hypothesis
    Significance Testing in
    Quantitative
    Communication Research”
    https://www.msu.edu/
    ~levinet/NHST1.pdf
    9
    Application Exercise on Hypothesis testing

    10 Comparison of Classroom Discussion and Textbook -Chapter 15


    means using t-tests Hands-on training using
    SPSS

    11
    Application Exercise on performing t-tests

    12 Analysis of Classroom Discussion and Textbook -Chapter 16


    Variance Hands-on training using
    (ANOVA) SPSS

    13 Application Exercise on ANOVA

    14 Regression Analysis Classroom Discussion and Textbook -Chapter 17


    Hands-on training using
    SPSS

    15-16
    Application Exercise on Regression Analysis

    17 Factor Analysis Classroom Discussion and Textbook -Chapter 19


    Hands-on training using
    SPSS

    18-19 Application Exercise on Factor Analysis

    20 Nonparametric Classroom Discussion and Lecture notes


    Tests Hands-on training using
    SPSS
    21
    Application Exercise on Nonparametric test

    22 Report preparation Classroom Lectures, Textbook -Chapter 23


    and presentation Discussion

    23-24 Capstone Exercise

    Prescribed Text
     Naresh K. Malhotra, Satyabhusan Dash (2019), “Marketing Research”, 7 th Edition, Pearson India

    Reference Text
     Aaker, David A, Day, George, Leone, Robert P (2016)., Marketing Research, 11 th Edition, 2011,
    Wiley India
     Zikmund, William G. Babin, Barry J, (2009), Essentials of Marketing & Research, South western

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