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Research for Marketing Decisions

Prof. Vaibhav Chawla · IIT Madras

Start with lecture 1 At NPTEL

About

Research for Marketing Decisions enriches MBA students with the theoretical and practical knowledge of the research process for solving marketing problems. Students are taught and made to practice the systematic and objective process of conducting research (which involves problem identification, developing a theoretical approach, research design, fieldwork and data collection, data analysis, and interpretation, and report writing) in the context of marketing problems. The learning in this course will enable students to independently conduct market research in the future.

Intended audience: Students Pursuing BCom, MBA, Ph.D. In ManagementMarketing ProfessionalsMarket Research ProfessionalsConsumer Insight ProfessionalsMarketing Analytics Professionals

Prerequisites: Basics of Marketing Management is a pre-requisite

Lectures

Week 1

  1. What is Market and Marketing? YouTube
  2. Research, Marketing Research and its Types YouTube
  3. Introduction to Marketing Research Process YouTube
  4. Step#1 Problem Definition: Discussion with Decision Maker YouTube
  5. Step#1 Problem Definition: Problem Audit, Interview with Experts, Qualitative Research, and Secondary Data Analysis YouTube

Week 2

  1. Step#1 Problem Definition: Marketing Research Problem and an Example YouTube
  2. Step #2 - Developing an approach to the problem: Understanding a Theory YouTube
  3. Step #2 - Developing an approach to the problem: Components of an approach YouTube
  4. Step #2 - Developing an approach to the problem: Examples YouTube
  5. Case Studies for Problem Definition Process YouTube

Week 3

  1. Research Design: An Introduction YouTube
  2. Exploratory and Descriptive Research Design: An Introduction YouTube
  3. Exploratory Research Techniques: Secondary Data and Thematic Analysis YouTube
  4. Exploratory Research Techniques: Secondary Data and Qualitative Research - Focus Group Discussion YouTube
  5. Exploratory Research Techniques: Focus Group Discussion Videos YouTube

Week 4

  1. Exploratory Research Techniques: Depth Interviews YouTube
  2. Exploratory Research Techniques: Projective Techniques YouTube
  3. Descriptive Research Techniques YouTube
  4. Causal Research Design: Experiments and Confounding Variables YouTube
  5. Causal Research Design: Experiments and Related Terminologies YouTube

Week 5

  1. Causal Research Design: Experiments and its Types YouTube
  2. Measurement and Scaling: Levels of Measurement YouTube
  3. Measurement and Scaling: Comparative and Non-Comparative Scaling YouTube
  4. Measurement and Scaling: Non-Comparative Scaling - Likert-Item Scales YouTube
  5. Measurement and Scaling: Semantic Differential Scale and Other Scale Decisions YouTube

Week 6

  1. Measurement and Scaling: Multi-item Scales YouTube
  2. Measurement and Scaling: Multi-item Scales, Conceptual and Operational Definitions YouTube
  3. Questionnaire Design: Initial Steps (1 to 5) YouTube
  4. Questionnaire Design: Steps 6 onwards and Other Issues YouTube
  5. Questionnaire Design: Framing Common Demographic and Screener Questions YouTube

Week 7

  1. Data Analysis using SPSS: Entering the Data YouTube
  2. Data Analysis using SPSS: Data Cleaning and Descriptive Statistics YouTube
  3. Data Analysis using SPSS: Charts, Outliers, and Descriptive Statistics YouTube
  4. Data Analysis using SPSS: Cross-Tabs YouTube
  5. Data Analysis using SPSS: Hypothesis Testing for Association YouTube

Week 8

  1. Data Analysis using SPSS: Hypothesis Testing for Differences in Means (P-value, Sampling Distribution, One-sample t-test) YouTube
  2. Data Analysis using SPSS: Hypothesis Testing for Differences in Means (Independent Sample T-test) YouTube
  3. Analysis using SPSS: Hypothesis Testing for Differences in Means (Paired Sample T-test, One-way ANOVA) YouTube

Syllabus and materials

At NPTEL, as the course publishes them.

Credits and licence

Institution
IIT Madras
Department
Management
Teacher
Prof. Vaibhav Chawla
Level
Graduate
Language
English
Subjects
Business and management
Source
NPTEL
Licence
CC BY-NC-SA, as NPTEL states it. Non-commercial use only. NPTEL's terms
Attribution
NPTEL states: "Distributed under Creative Commons Attribution-ShareAlike / CC BY - NC - SA", beside a BY-NC-SA badge.
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