Indian Institute of Management Rohtak

Course Outline

Course Title : Advanced Marketing Research

Credits : 1
Type : Elective
Session Duration : 75 minutes
Term & Section : IV
Year : 2021
Faculty : Prof. Shivendra Kumar Pandey
Meeting time : Any working day with appointment / Else send emails
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Introduction

From the Business Research methods course, you may know how to capture the
influence of brand attitude (independent variable) on purchase intention (outcome
variable). In today’s dynamic environment, consumers’ brand preferences are constantly
changing. Now, consider you have been given a task to figure out what factors influence
consumers’ brand preferences and how, it further influences their attitude, intention and
satisfaction. There could be many more similar situations which may involve interplay of
several factors.
Such situations are quite complex to be solved with the basic understanding of
marketing research. In such cases, the advanced marketing research methods play an
eminent role. Therefore, this course is intended to teach you these advanced research
tools and techniques which will enable you to handle complex marketing problems
effectively and confidently. It is designed in a way to build-on the basic concepts already
taught in the Marketing Research course in the third term. The subject will gradually help
participants to uncover various nuances of advanced statistical data analysis and its
implications. After going through this course, the candidates are expected to
independently solve real time managerial problems by using marketing research tools and
techniques.

Course Objectives
The specific objectives of the course are:
1) To develop an appreciation of significance of advanced marketing research methods
for a business enterprise.
2) To understand the intricacies of qualitative and quantitative research in solving
managerial problems.
3) To learn various multivariate data analysis techniques and their applications in real
world.
4) To increase cognitive ability to draw logical implications from the analysis.
5) To develop competencies in the participants to design and draft marketing research
reports like marketing professionals.

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Pedagogy
The pedagogy would be a mix of Lecture, Discussion, Case Analysis, Assignments,
Quizzes and Project Work. Each task will be given in alignment with the concepts taught
in the class. The emphasis will be given on original thinking, interest generation and
confidence building in using the tools and techniques competitively. This course will not
only involve lectures and reading materials, but will also provide an endeavor for the
participants to disentangle real time managerial problems like professionals. In every
session, the students are expected to come well-prepared with the ground work for
relevant and constructive discussions. Statistical packages like SPSS and excel are
required for the course.

Evaluation Scheme
Class Participation + Individual Assignments 10%
Quiz (best 3 out of 4, or 2 out of 3 quizzes) 10%
Group Project + Group Assignments 20%
End Term Examination 60%
Note: The End Term Examination will be a practical one. A marketing case with certain
problems will be given. The case will have relevant data. You are expected to
analyze the data and provide solutions to the marketing problems.

Brief Outline
The main modules of this course are as follows:

 Qualitative research
 Quantitative research

References
1. Text Book: Marketing research: An Applied orientation (latest edition), Naresh K.
Malhotra and Satyabhushan Dash.
2. Reference book : Multivariate Data Analysis – Hair, Black, Babin and Anderson

Special Instructions
Please read and prepare well in advance for case presentations and discussion in the class.
You are supposed to prepare for the cases in allocated groups. You may inform me of
your discussion time and I may drop in for value addition. If you are on a virtual platform
you may join me and I will try to provide useful inputs. Case for each session is indicated
in the Session Plan. The sessions will be of 75 minutes duration. R indicates additional
readings. C indicates cases.

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 Session Plan

Topic No. Session Topic and Sub-topics Reference (Book chapter / Case / Exercise
No. Page numbers from the / Assignment
book/Additional readings)
1. 1 Recap of MR and Textbook C1
introduction to AMR Chapter 1,2,3 and 4
2 2 Qualitative research – FGI Textbook Chapter 5, R1 C2
3 3 Planning for data analysis Textbook Chapter 14, pg 433
4 4 Causal research - R2, Chapter 7 C3
experiment
5 5 Introduction to SPSS and R3, Chapter 15
Hypothesis testing
6 6 ANOVA R4, Chapter 16 C4
7 7 ANCOVA C4
8 8 Stepwise regression Textbook Chapter 17, R5 C5
(backward/forward)
9 9 Comprehensive Case from Case 3.1 AT&T
Textbook
10 10 Factor Analysis Textbook chapter 19, R6 Assignment
OCTAPACE
(A1)
11 11 Discriminant Analysis R7, Chapter 18 C6
12 12 Logistic & Regression Textbook Chapter 18 Caselet related
to Table 18.6,
pg 587
13 13 Comprehensive Case from Case 3.1 AT&T
Textbook
14 14 Cluster analysis Textbook Chapter 20, R8 Caselet related
to Table 20.1,
pg. 628-637
15 15 Multidimensional scaling Textbook Chapter 21, R9 C7
16 16 Conjoint analysis Textbook Chapter 21 C8
17 17-18 Comprehensive Case from Case 3.2 IBM
Textbook
18 19-20 Writing an effective Textbook Chapter 23
Market Research report
and final project
presentation

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 Table of Contents
Sl. Reading/ Reading / Case Title Session
No. Case No. No.
1 R1 The Myth of Marketing Revolution 2
2 R2 Research Design - A Technical Note (No. IIMR- 4
TECH.N1-03/2018
3 R3 Frequency distribution and Hypothesis testing 5
4 R4 ANOVA – A Technical Note 6
5 R5 Correlation and Regression – A Technical Note 8
6 R6 Factor Analysis – A Technical Note 10
7 R7 Discriminant Analysis – A Technical Note 11
8 R8 Cluster Analysis 14
9 R9 Multidimensional Scaling 15
10 C1 Mobonik (IIMR-C3-01/2018) 1

C2 Parfum Nenaveh 2
11 C3 Advertising Experiments at the Ohio Art Company 4
(Darden School of Business: UV2965-PDF-ENG)
12 C4 The Drug Dilemma (IIMR-C1-01/2018) 6-7
13 C5 CustomIND Bank: Banking on Data 8
14 C6 Bandhan Bank 11
15 C7 Mercedes 15
16 C8 Retro Automation Solutions 16
17 A1 OCTAPACE 10

Note: ‘R’ and ‘C’ in the second column stand for ‘Reading’ and ‘Case’ respectively.
Analytical softwares like SPSS are required for this course. Few more
cases/articles may be supplied/replaced later if felt required.