Research for Marketing Decisions

By Prof. Vaibhav Chawla | IIT Madras

Learners enrolled: 1696 | Exam registration: 481

ABOUT THE COURSE:
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 Management
Marketing Professionals
Market Research Professionals
Consumer Insight Professionals
Marketing Analytics Professionals

PREREQUISITES: Basics of Marketing Management is a pre-requisite

INDUSTRY SUPPORT: All industries that require researching their markets. Both B2C and B2B.

Summary

Course Status :	Completed
Course Type :	Core
Language for course content :	English
Duration :	8 weeks
Category :	Management Studies Marketing
Credit Points :	2
Level :	Postgraduate
Start Date :	19 Aug 2024
End Date :	11 Oct 2024
Enrollment Ends :	19 Aug 2024
Exam Registration Ends :	30 Aug 2024
Exam Date :	03 Nov 2024 IST

Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1: The Role of Research in Marketing and The Marketing Research Process, Defining the Marketing Research Problem

Week 2: Developing an Approach to the Problem, and Research Design

Week 3: Exploratory Research Design: Disguised and Non-Disguised Techniques

Week 4: Descriptive Research Design, Causal Research Design, and Test Markets

Week 5: Fundamentals of Measurement, Types of Scales, and Scaling Techniques-Comparative and Non-Comparative

Week 6: Multi-Item Scales and Attitude Measurement, Questionnaire/Survey Design

Week 7: Entering the Data in SPSS, Examining the Data and Univariate Data Analysis: Descriptive Statistics

Week 8: Cross Tabulation, Graphical Display of Data, and Hypothesis Testing: Mean Differences, ANOVA

Books and references

Textbook:
Naresh K. Malhotra and Satyabhushan Dash. Marketing Research: An Applied Orientation. 7th ed. Pearson Education Ltd.

Reference Books:
Gilbert A. Churchill Jr. and Dawn Iacobucci. Marketing Research – Methodological Foundations. Cengage Learning, 2013

G C Beri. Marketing Research. 4th Edition, Tata McGraw Hill Education, 2011

Instructor bio

Prof. Vaibhav Chawla

IIT Madras

Prof. Vaibhav completed his doctorate from IIM Kozhikode and has a teaching experience of more than a decade. He has taught UG, PG, and Ph.D. students for various Marketing courses including Marketing Management, Market Research, Digital Marketing, and Strategic Marketing. He has conducted and taught in several FDP programs including Scale Development and Validation, Theory Construction and Testing, etc. He has taken industry sessions for Indian Oil Corporation Employees, Petrol Pump Dealers, Indane Gas Distributors, Indian Bank Mid-level Managers, Leather industry entrepreneurs, and deep-tech entrepreneurs on the topics of customer experience management, advanced selling techniques, digital marketing, customer research for positioning, and business growth strategies.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: 03 November 2024 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
Registration url: Announcements will be made when the registration form is open for registrations.
The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.

CRITERIA TO GET A CERTIFICATE

Average assignment score = 25% of average of best 6 assignments out of the total 8 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Madras .It will be e-verifiable at nptel.ac.in/noc.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team

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