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    Lahore School of Economics: Course Pack

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    Ali Shaharyar Shigri
    This document provides information about the Marketing Research course offered at Lahore School of Economics. The course aims to introduce students to marketing research as a tool for providing information to support marketing decision making. It will cover qualitative and quantitative research techniques. Students will learn the marketing research process, design methods, data collection tools, sampling, and data analysis using software like SPSS. The course assessments include exams, group projects, assignments, and class participation. Students are expected to apply concepts to analyze real-life marketing problems.

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    Lahore School of Economics: Course Pack

    Uploaded by

    Ali Shaharyar Shigri
    59 views6 pages
    This document provides information about the Marketing Research course offered at Lahore School of Economics. The course aims to introduce students to marketing research as a tool for providing information to support marketing decision making. It will cover qualitative and quantitative research techniques. Students will learn the marketing research process, design methods, data collection tools, sampling, and data analysis using software like SPSS. The course assessments include exams, group projects, assignments, and class participation. Students are expected to apply concepts to analyze real-life marketing problems.

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    MR course outline

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    Mr Course Outline

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    This document provides information about the Marketing Research course offered at Lahore School of Economics. The course aims to introduce students to marketing research as a tool for providing information to support marketing decision making. It will cover qualitative and quantitative research techniques. Students will learn the marketing research process, design methods, data collection tools, sampling, and data analysis using software like SPSS. The course assessments include exams, group projects, assignments, and class participation. Students are expected to apply concepts to analyze real-life marketing problems.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    59 views6 pages

    Lahore School of Economics: Course Pack

    Uploaded by

    Ali Shaharyar Shigri
    This document provides information about the Marketing Research course offered at Lahore School of Economics. The course aims to introduce students to marketing research as a tool for providing information to support marketing decision making. It will cover qualitative and quantitative research techniques. Students will learn the marketing research process, design methods, data collection tools, sampling, and data analysis using software like SPSS. The course assessments include exams, group projects, assignments, and class participation. Students are expected to apply concepts to analyze real-life marketing problems.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 6

    Lahore School of Economics

    COURSE PACK

    Course: MARKETING RESEARCH (MKT 602)

    Instructor: Saba Pervez

    Semester: Winter 2019

    Year: 2019 -2020


    COURSE: MARKETING RESEARCH (MKT 602)

    COURSE OBJECTIVES:

    To make students conscious of when and how marketing research can and should be used i.e. what
    research alternatives exist, how to recognize effective and ineffective research. The course will also
    provide a thorough coverage of the modem data analysis techniques through Advanced Excel and
    interpretation of results. All concepts taught in class will be reinforced with the help of a real life
    project.The overall objective of this course is to introduce marketing research as a tool for providing
    information for marketing decision making to managers. The students are expected to learn marketing
    research process, fundamental concepts of marketing research, the method of conducting marketing
    research and how marketing research is used to provide answers to specific marketing questions. Market
    research processes and techniques are introduced to enable students to ask the right questions, collect
    relevant data, analyze it, interpret it, and make decisions based on insights gained from the research. The
    course covers qualitative techniques such as focus groups, projective techniques and observation methods,
    as well as quantitative techniques such as survey, questionnaire development, sampling, data collection
    methods and statistical analyses such as factor and cluster analysis. Students are exposed to examples of
    successful use of market research across a variety of marketing domains such as advertising, retail
    performance, brand positioning, and new product introduction. We will follow Harvard Business School’s
    pedagogy orParticipants Centered Learning’. Class
    lectures will be extensively supplemented with case studies, in-class exercises, videos, anddiscussion of
    relevant concepts to highlight their application in the real world. The student’s activeparticipation is
    central to this concept while the instructor acts as a moderator and a guide. Guestspeakers will be invited
    to bridge gap between theory and practice.
    SYLLABUS
    I. The Role of Marketing Research in Strategic Market Planning
    II. Marketing Information System and its importance to marketing managers
    III. Review of MS Excel and applications of ADVANCED EXCEL in Market Research
    IV. The Marketing Research Process: Steps in marketing research process. Research purpose
    and objectives.
    V. Problem Formulation
    VI. Research Design: Exploratory research; literature search, experience survey, focus groups.
    Descriptive research; longitudinal and cross-sectional analysis. Causal design.
    VII. Data Collection: Secondary Data; advantages and disadvantages. Primary data; Collection,
    Questionnaires, observation, experimentation.
    VIII. Data Acquisition: Questionnaire Design. Attitude Measurement. Scale of Measurement.
    IX. Sample Design and Data Collection: Probability sampling Vs Non-probability sampling.
    Sample Size determination. Sampling Error.
    X. SPSS Tutorials Analysis and Interpretation of Data: Editing and Coding. Tabulation of Survey
    results, Graphic Representation of data, Descriptive statistics.
    XI. Hypothesis testing. Regression and Correlation.
    XII Conjoint Analysis in SPSS
    XIII Cluster Analysis in SPSS

    Required text:
    Naresh K. Malhotra. Marketing Research, An Applied Orientation, 7th Edition, Prentice Hall
    Reference book
    Essentials of Marketing Research Hair ,Wolfinbarger, Ortinau, Bush

    Student Learning Outcomes


    • Knowledge and understanding of:
    1. the methods, techniques and process of marketing research.
    2. the various methods and techniques in each research stage.
    3. the use of marketing research in collecting information for making sound marketing decisions.
    • Cognitive skills - Ability to:
    1. Explain the methods, techniques and process of marketing research.
    2. Choose and apply appropriate research methods and techniques in each marketing research stage.
    3. Use appropriate research methods and techniques for specific marketing research situations.
    • Practical skills - Ability to:
    1. Formulate the marketing research project.
    2. Develop and use various data collection instruments.
    3. Plan sampling procedures and use appropriate sampling methods to select samples.
    4. Use appropriate data analysis techniques and interpret research findings.
    5. Use SPSS to analyze data and interpret SPSS outputs.
    6. Write a marketing research report in a well-organized, professional manner and effectively
    communicate its contents verbally.

    TEACHING STRATEGY:

    The teaching Strategy will include class room lectures, case studies, videos, assignments, articles,
    presentations and quizzes.

    FINAL ASSESSMENT CRITERIA:

    Final Exam 25%


    Midterm Exam 20%
    Group Project 25%
    Quizzes & Assignments 15%
    Class Participation 15%

    Lahore School of Economics Plagiarism Policy


    Lahore School adheres strictly to HEC plagiarism policies which are available on the HEC website
    and Lahore School handbook on plagiarism policy.

    The policy can be found at


    http://hec.gov.pk/english/services/faculty/Documents/Plagiarism/Plagiarism%20Policy.pdf

    The Lahore School Regulations on Student Code of Behaviour specifies penalties for plagiarism in
    reports, research papers and presentations in courses taken and in articles published while studying
    at the Lahore School.
    COURSE: MARKETING RESEARCH (MKT 602)

    LECTURE SESSIONS DISCUSSION SESSIONS


    1. Introduction to Marketing Research, 2. Steps involved in research process
    Role of MR
    3. Defining the Marketing research 4. Problem formulation and Research design
    Problem and Developing an Approach
    5. TruEarth Healthy Foods: Market 6. Case calculations in lab using Advanced
    Research for a New Product MS Excel
    7. Exploratory research Design: 8. Qualitative research
    Qualitative research and secondary data Focus Group Interviews
    Depth Interviews
    Projective Techniques
    9. Exploratory research -Survey and 10. Excel lab exercise histogram descriptive
    Observation statistics and pivot tables
    Survey Methods Classified by Mode of
    AdministrationTelephone
    /personal/mail/electronic

    11. Quiz 12. Primary Scales of Measurement


    Measurement and Scaling: Fundamentals Nominal Scale Ordinal Scale
    and Comparative Scaling Interval Scale Ratio Scale

    13. MIDTERM 14. MIDTERM

    15. Scaling and Measurement 16. Intro to SPSS in Lab


    Chapter 9 Measurement and
    Scaling:Noncomparative Scaling
    TechniquesContinuous Rating Scale
    Itemized Rating Scales
    Likert Scale,Semantic Differential
    Scale, Stapel Scale
    17. Experimentation : Causal research 18. SPSS Lab session – coding variables and
    Design descriptive statistics

    19. Chapter 10 Questionnaire and Form 20. Design questionnaire for project
    Design
    Individual Question Content
    Overcoming Inability to Answer
    Overcoming Unwillingness to Answer
    Choosing Question Structure
    Choosing Question Wording
    Determining the Order of Questions

    21. Case study 22. Case study


    23. Chapter 11 Sampling: Design and 24. Probability Sampling Techniques ,Simple
    Procedures Random Sampling ,Systematic Sampling ,
    Stratified Sampling ,Cluster Sampling
    The Sampling Design Process
    Choosing Nonprobability Versus Probability
    Nonprobability Sampling Techniques Sampling
    Convenience Sampling, Uses of Nonprobability and Probability
    Judgmental Sampling ,Quota Sampling Sampling
    ,Snowball Sampling Internet Sampling
    Sample size Issues in Online Sampling

    25. Hypothesis testing 26. T test in SPSS Lab


    27. Regression and correlation 28. Regression and correlation in SPSS
    29. Formal power point presentations 30. Formal power point presentations
    31. Final Exam 32. Final Exam

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