PGDM (Second Year) Advanced Marketing Research (AMR) Credit Unit Course Offered by : : 0.

5 Prof Prithvi Yadav

INTRODUCTION : Making good decisions is one of the key hallmarks of the effective manager. Good decisions are best made when the decision-maker has good, current and sufficient information. In the dynamic, competitive, and uncertain world of marketing, having good information on a timely basis is absolutely critical. This course deals with both the process and the techniques of advanced marketing research. At present very powerful and sophisticated data analysis techniques are available these are essential for managerial decision process and particularly for marketing professionals. students are given sufficient coverage of these techniques during marketing courses but as far as applications are concerned, not much emphasis are given how actually it should be used. The course would emphasize the rationale behind how, when & where to apply a particular technique in the marketing research problems. These techniques cannot be optimally utilised without SPSS, one of the most versatile & powerful environment for the data management and analysis. The course has been specially designed as application based course. Students would be working on some real life projects/ cases. They will experience working of these techniques right from data requirement, preparation, analysis and interpretation of results. Thus, there is an opportunity to refine concepts for appropriate analysis. Wider coverage of SPSS is another attraction of the course. Some deeper and finer points would be focussed keeping in view these techniques. OBJECTIVES The purpose of this course is to provide deeper inside of techniques used for advanced marketing research through the latest state-of-art data analysis tools. Broadly, we would explain objectives as; To provide a compact guide and understanding why and when the various methods should be used. To develop students as full-fledged practitioner of SPSS in the real life applications. Students would be able to perform advanced marketing analysis through SPSS and draw conclusions independently. PEDAGOGY While the course aims to have a mix of SPSS skill-building and conceptual inputs of techniques, the primary focus is on understanding application of techniques in SPSS environment, followed by an initiation in the application component. The course uses a mix of lectures, live cases/examples and demonstration of SPSS application. Although, a comprehensive reading materials drawn from various sources would be provided to participants but they are expected to refer to additional reading materials and books in the library. EVALUATION Overall assessment will have two components e.g. Internal assessment (30 marks) and final exam (45 marks). Internal assessment will be done on following components; Item Class Participation Case Discussion & Assignment Project Submission Presentation Weightage 10% 35% 30% 25%

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Other Issues Students will have to prioritize time allocation in the course for all components mentioned above in judicious manner. All assignments have to be submitted on due date, late hand-ins will not be accepted. Class attendance is a vital part of the course. participative in class, including group activties. Students are expected to be attentive and

The instructor reserves the right to penalize any student who is not participating and contributing to class/group activities.

Tentative Class Schedule: Session No. 1-2 Topic/Activity Introduction & Overview of SPSS Environment for Data Analysis Understanding of SPSS data format Comparison of MS Excel & SPSS Approaches for analysis SPSS Base & Other Advanced Modules Creating of SPSS data file & Other operations Reading : Notes on Overview of SPSS Environment Prepared by Prof Prithvi Yadav Case Discussion Academic Ability Introduction of Multivariate Analysis (MA) Classification of MA Techniques Difference between Univariate & Multivariate Analysis Dependence method of MA Interdependence method of MA Variable Oriented MA Responded Based Analysis Techniques Comparison of various multivariate Techniques Readings : Notes on Multivariate Analysis An Introduction prepared by Prof Prithvi Yadav Regression Analysis Multiple Regression Analysis-I: Model Specification Testing of Overall model, coefficients Application of SPSS Readings : 1. Chapter 17 (pg 512-51) (Naresh Malhotra). 2. Chapter 13, 14 (Ken Black) (pg 480-506) Cases 1. Nike ( Chapter 15, pg 479, Internet & Computer Exercise Q1, pg 550) 2. Life Style (Chapter 15, pg 479-80, Internet & Computer Exercise Q2, pg 550) 3. Sneakers (Internet & Computer Exercise Q3, pg 550) Multiple Regression Analysis: Introduction of Multiple Regression models, Polynomial Regression Multi-collinearity, Qualitative Data &Dummy Variables Selection of variables, Stepwise Regression Analysis Readings : 1. Chapter 17 (pg 529-51) (Naresh Malhotra). 2. Chapter 13, 14 (Ken Black) (pg 480-506) Cases 1. Nike ( Chapter 15, pg 479, Internet & Computer Exercise Q1, pg 550) 2. Life Style (Chapter 15, pg 479-80, Internet & Computer Exercise Q2, pg 550) GHSIMR, Kanpur AMR @ 2011

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6-7.

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3. 8-9.

Sneakers (Internet & Computer Exercise Q3, pg 550)

10-11.

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14-15.

Discriminant Analysis Introduction and Concept of Discriminant Analysis Need for DA Difference between DA with other analysis techniques Data Requirement for DA Steps for SPSS analysis Understanding SPSS output Application of DA Readings: 1. Notes on Discriminant Analysis & SPSS Application prepared by Prof Prithvi Yadav. 2. Chapter 18 (pg 552-85) (Naresh Malhotra) Cases 1. Nike ( Chapter 15, pg 479, Internet & Computer Exercise Q 3, pg 584) 2. Life Style (Chapter 15, pg 479-80, Internet & Computer Exercise Q 4, pg 584) Factor analysis Introduction & Concept of Factor Analysis Need for Factor Analysis Difference between Cluster & Factor Approaches Data Requirement for Performing Factor Analysis Steps for doing analysis from SPSS Understanding of SPSS Output Readings: 1. Notes on Factor Analysis & SPSS Application by Prof Prithvi Yadav. 2. Chapter 19 (pg 586-611) (Naresh Malhotra) Cases 1. Case- Household Behaviour & Shopping Behavious (pg -610) 2. Nike ( Chapter 15, pg 479, Internet & Computer Exercise Q 2, pg 610) 3. Life Style (Chapter 15, pg 479-80, Internet & Computer Exercise Q3, pg 610) 4. Case- Sneakers (Q -4, pg 611) Cluster analysis Introduction & Concept of Cluster Analysis Need for Cluster Analysis Data Requirement for Performing Cluster Analysis Steps for doing analysis from SPSS Understanding of SPSS Output Readings : 1. Note on Cluster Analysis & SPSS Application by Prof Prithvi Yadav. 2. Chapter 20 (pg 612-37) (Naresh Malhotra) Cases 1. Nike ( Chapter 15, pg 479, Internet & Computer Exercise Q 2, pg 637) 2. Outdoor Life Style (Internet & Computer Exercise Q 3, pg 637) 3. Sneakers (Internet & Computer Exercise Q-4, pg 637) Project cum Case* Presentations (Group Submissions and Presentations)

Text Book recommended & Reading Materials: 1. Marketing Research : An Applied Orientation , Sixth Edition by Naresh K. Malhotra Publisher: Pearson Education. 2. Reading materials prepared by Prof Prithvi Yadav on all chapters are available in the library as reference material. Reading materials are also available as pdf documents. * Project cum Case will be provided later. ---------------------------------------***************------------------------------------

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