PGDM Core Subject
Market Research & Consumer Insights
Course Objective
1. Course Architecture & Flow
This course is designed to transition students from "assuming" what the customer wants to "proving" it through data. The flow follows the standard research lifecycle: Problem Definition → Data Collection → Analytical Modeling → Strategic Recommendation.
2. Standard Evaluation Scheme
In line with our Triple Specialization model, this course is 70% practical. There are no theoretical simulations; students must conduct actual field research.
|
Component |
Weightage |
Description & NBA Mapping |
|
A. Continuous Internal Evaluation (CIE) |
70 Marks |
Focus: The Hands (Practical Application) |
|
1. Research Lab (10 x 4 Marks) |
40 |
Weekly lab work including survey design, SPSS/R analysis, and FGD transcripts. |
|
2. Mid-Term Practical Test |
20 |
Held at Session 10. Live data cleaning and hypothesis testing challenge. |
|
3. Viva & Participation |
10 |
Defense of research methodology. |
|
B. End Term Examination (ETE) |
30 Marks |
Focus: The Head (Strategic Synthesis) |
|
1. Research Grant Proposal / Defense |
30 |
Scheduled Separately. Defending a full-scale market research project. |
3. Detailed Syllabus (20 Sessions)
Course Code: MR-201 | Term: Term 2 | Credits: 3 (30 Hours) | Prerequisite: Statistics
Course Outcomes (COs)
|
Code |
Course Outcome Description |
Bloom's Level |
PO Mapping |
|
CO1 |
Construct a research design by identifying management problems and research objectives. |
Create (L6) |
PO1 |
|
CO2 |
Apply qualitative techniques (FGDs, Depth Interviews) to explore latent consumer needs. |
Apply (L3) |
PO2 |
|
CO3 |
Execute quantitative data collection using structured instruments and sampling techniques. |
Apply (L3) |
PO5 |
|
CO4 |
Analyse primary data using statistical tools to generate actionable business insights. |
Analyse (L4) |
PO2 |
Session Plan
|
Sess |
Topic |
Pre-Class Reading |
Lab Assignment (4 Marks) |
|
1 |
Intro: The Role of MR in Business |
Marketing Research (Ch 1) |
Lab 0: Identifying a Brand Problem |
|
2 |
The Problem: Management vs. Research Problem |
Article: "The Art of Asking Why" |
Assign #1: Problem Definition Doc |
|
3 |
Design: Exploratory vs. Descriptive Research |
Malhotra & Dash (Ch 3) |
Assign #2: Choosing the Design |
|
4 |
Qualitative I: Focus Group Discussions (FGD) |
Video: "Moderating an FGD" |
Assign #3: FGD Discussion Guide |
|
5 |
Qualitative II: Depth Interviews & Projective |
Article: "Latent Needs" |
Lab: Conducting a Depth Interview |
|
6 |
Survey I: Measurement & Scaling (Likert/Semantic) |
Research Methodology (Scaling) |
Assign #4: Scaled Question Bank |
|
7 |
Survey II: Questionnaire Design & Flow |
Video: "Avoid Survey Biases" |
Assign #5: Draft Digital Survey |
|
8 |
Sampling I: Probability vs. Non-Probability |
Sampling Techniques |
Assign #6: Sampling Frame Design |
|
9 |
Sampling II: Sample Size Calculation |
Statistics for Research |
Lab: Calculating Confidence Intervals |
|
10 |
MID-TERM PRACTICAL |
Review Sessions 1-9 |
Live Hypothesis Building (20M) |
|
11 |
Field Work: Data Collection Strategies |
Article: "Data Integrity" |
Assign #7: Pilot Survey Report |
|
12 |
Data Prep: Cleaning, Coding, & Cross-tabs |
Video: "Data Cleaning in Excel/R" |
Assign #8: Cleaned Dataset Prep |
|
13 |
Analysis I: Descriptive Stats & Frequencies |
SPSS/R Manual |
Lab: Distribution Analysis |
|
14 |
Analysis II: T-Tests & ANOVA (A/B Testing) |
Video: "Testing for Significance" |
Assign #9: Comparing Segments |
|
15 |
Analysis III: Correlation & Regression |
Article: "Drivers of Satisfaction" |
Lab: Identifying Key Drivers |
|
16 |
Analysis IV: Factor Analysis Basics |
Advanced MR Techniques |
Lab: Reducing Dimensions |
|
17 |
Digital MR: Sentiment Analysis & Social Listening |
Video: "Analyzing Online Reviews" |
Assign #10: Web Scraping Lab |
|
18 |
International MR: Cross-Cultural Challenges |
International Business (Ch 12) |
Lab: Global Survey Adaptation |
|
19 |
Visualizing Insights: Executive Reporting |
Storytelling with Data |
Lab: Insight Dashboard |
|
20 |
Synthesis: The Final Research Pitch |
Review All Lab Outcomes |
Lab: Final Methodology Defense |
4. Recommended Resources
- Textbook: Marketing Research: An Applied Orientation by Naresh K. Malhotra and Satyabhushan Dash.
Tool: Students will use Google Forms/SurveyMonkey for collection and Excel/R/SPSS for analysis.