Degree Level Course

Market Research

To provide a basic understanding of research methodology and its implementation in different business domains, to understand the role, scope, process, cost, and value of marketing research, to match research techniques to marketing problems, to analyse data and translate them into actionable findings, to enable students to do hands-on research to solve business problems.

Taught by Ashok Sankethi

Code BSMS3002

Credits 4 Credits

Type Elective

Prerequisites None

Core Competencies

What You'll Learn

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Identify and distinguish marketing problems from symptoms
Translate marketing problems into researchable questions
Select appropriate research designs to answer your research questions
Select suitable methods of data collection
Analyze the data using appropriate statistical methods to give the results
Interpret the results to help solve the marketing problems.

12-Week Roadmap

Course Structure & Syllabus

For details of standard term assessment timelines and exam structures, visit our Academics page.

WEEK 1

Marketing Research, the Research Process and Problem Formulation: The Role of Research in Marketing and the Marketing Research Process, Defining the Marketing Research Problem and Developing an Approach

WEEK 2

Research Design Formulation: Research Design, Exploratory Research Design, Descriptive Research Design, Causal Research Design and Test Markets

WEEK 3

Designing Data Collection Methods and Forms: Surveys and Interviews, Measurement, Measurement Scales, Questionnaires, and Instruments

WEEK 4

Different Market Research Applications, and the Industry Approach to each: Key marketing issues like new product development, STP, branding, etc. and the MR tools and techniques to address each

Reading List

Prescribed Books & References

Prescribed Textbooks: Naresh K. Malhotra and Satyabhusan Dash., Marketing Research, An Applied Orientation, Pearson Education, 7th Edition, 2019. William G. Zikmund, Barry J. Babin, Jon C. Carr, Atanu Adhikari and Mitch Griffin, Business Research Methods, A South Asian Perspective, Cengage Learning, 9th Edition, 2013.
Reference Books: Alan Bryman and Emma Bell, Business Research Methods 3rd Edition, Oxford Publication, 2011. Hair, Anderson, Tatham and Black, Multivariate Data Analysis, Pearson Education. Andy P. Field, Discovering Statistics using SPSS, SAGE, 5th Edition, 2000. Gilbert A Churchill, Basic Marketing Research, 7th Edition, Fort Worth, Dryden Press, 1999.

Faculty & Experts

About the Instructors

Ashok Sankethi

CEO , Kaybase Consulting

Ashok R Sankethi is an MR veteran who set up Kaybase in 2005. He has over 25 years of experience in the industry, and worked in leading multinational research firms as well as in small set-ups before setting out on his own. He has developed and maintained a strong connection with academics over the years, he and his colleagues teach at leading business schools, and Ashok sits on the doctoral committees of several Ph. D scholars. Moreover, along with his colleague Poornima Bhaskaran, he has published a book called Kay’s Book of MR – which is the first book of case studies from an industry perspective. This book is now being used by faculty at over 15 business schools in the country.

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