Market Research
Course Objective
This course introduces students to both qualitative and quantitative research methods used in marketing decision-making. Emphasis is placed on designing surveys, conducting field research, analyzing data with statistical tools, and translating findings into strategic insights.
Learning Outcomes
- Design and execute end-to-end market research projects
- Analyze consumer insights using statistical tools
- Communicate research findings effectively for strategic decision-making
Market Research Syllabus T30
| Session No. | Topics | Tool/Reading/Activity | Skill Focus |
|---|---|---|---|
| 1 | Introduction to Market Research | Real Case: Swiggy/Zomato Expansion | Business Context Framing |
| 2 | Types of Research: Qual vs Quant | Problem Statement Workshop | Research Design Thinking |
| 3 | Research Process Overview | Step-by-Step Mapping | Project Planning |
| 4 | Defining Research Objectives | Client Brief Simulation | Goal Alignment |
| 5 | Exploratory Research | Focus Group / Interview Roleplays | Qualitative Insight Capture |
| 6 | Descriptive Research & Causal Design | Survey Method Planning | Primary Research Execution |
| 7 | Sampling Techniques | Sample Frame Construction | Representative Data Collection |
| 8 | Questionnaire Design | Google Forms / Qualtrics Lab | Bias-Free Data Instruments |
| 9 | Scaling Techniques & Measurement | Likert vs Semantic Scales | Attitude Measurement |
| 10 | Data Collection & Cleaning | Pilot Testing | Field Execution + Reliability |
| 11 | Introduction to Data Analysis | Excel / SPSS | Data Interpretation |
| 12 | Cross-tab & Frequency Analysis | SPSS/Excel Demo | Exploratory Statistics |
| 13 | Correlation and Regression | R or SPSS | Relationship Mapping |
| 14 | Factor and Cluster Analysis | Customer Segmentation Lab | Dimensionality Reduction |
| 15 | Hypothesis Testing | z, t, ANOVA in SPSS | Statistical Validity |
| 16 | Visualization of Results | Tableau Dashboards | Insightful Storytelling |
| 17 | Report Writing | Structuring Findings | Executive Communication |
| 18 | Ethics in Market Research | Informed Consent, GDPR Lab | Research Integrity |
| 19 | Final Project Briefing | Group Dataset Assignment | Research Synthesis |
| 20 | Project Presentations | Report + Deck to Jury | Insight Delivery + Business Impact |
Textbook & Resources
- Primary Tools & Techniques: Google Forms, SPSS, Qualtrics, Excel, R, Tableau, Likert Scales, Questionnaire Templates
Recommended Books:
- Marketing Research – Naresh K. Malhotra
- Essentials of Marketing Research – William G. Zikmund