Quantitative Marketing Research

By Prithwiraj Mukherjee   |   Indian Institute of Management Bangalore
Marketing research is crucial to marketing managers, as it helps answer crucial marketing questions using data. In this course, we introduce quantitative marketing research techniques in conjunction with key marketing concepts. The participant is introduced to the design, implementation and interpretation of quantitative market research projects.

The participant is introduced to the concept of value and willingness-to-pay, along with how to use auctions to estimate this. We then cover conjoint analysis, where the concept of value as a function of different attributes is discussed. We then move on to cluster analysis, where we discuss market segmentation based on different value propositions that different customers may seek.
Finally, we discuss ethical issues in marketing research, going beyond its technical aspects.

Learners enrolled: 1113


Course Status : Ongoing
Course Type : Core
Duration : 6 weeks
Start Date : 31 Jan 2020
End Date : 30 Apr 2020
Exam Date : 09 May 2020
Enrollment Ends : 08 Mar 2020
Category :
  • Management Studies
  • Level : Postgraduate


    Week 01: Value and Willingness to pay

    Setting the Framework
    Elements of Value
    Value and Willingness to Pay (WTP)
    An Example: WTP
    From Problem Definition to Decision Making

    Week 02: Indirect Measurements of Value

    Exaggeration Bias
    Second Price Auctions
    The Van Westendorp method
    Conjoint Analysis

    Week 03: Survey Design, Constructs and Scales 
    Defining Survey
    Asking the Right Questions
    Common Pitfalls in Survey Design
    Construct Validation
    Likert Scale
    Cronbach’s Alpha

    Week 04: Segmentation, Targeting and Positioning

    Defining STP
    An Example: STP
    k means clustering algorithm 
    Application of k means clustering to market segmentation

    Week 05: Ethics of Marketing Research

    Ethical Dilemmas
    Price Discrimination
    Privacy and Targeted Advertising
    Influencer Marketing


    Available as handouts.


    Prithwiraj Mukherjee

    Indian Institute of Management Bangalore
    Prithwiraj Mukherjee teaches marketing management and marketing research at various programs including the MBA, PhD and executive education. His interests lie in behavioral decision making, agent-based models, digital marketing and new product development. He uses a variety of methods in his research, including mathematical modeling, lab experiments and computer simulations. He has done executive education sessions at IIM Bangalore for companies like Syntel, Novo Nordisk, Deloitte and HEC-Paris, apart from teaching in IIM Bangalore’s open certificate programs. He has also taught marketing management during his PhD days at ESSEC in Cergy-Pontoise, France. He received a PhD in Marketing from ESSEC (awarded jointly with the University of Cergy-Pontoise), France, a masters in Chemical Engineering from the Indian Institute of Science Bangalore and a bachelors in Chemical Engineering from the National Institute of Technology Karnataka, Surathkal. Prithwiraj has previously worked as a programmer at Oracle and a process engineer at GE Energy.


    Type of exam: Computer based exam 
    You will have to appear at the allotted exam centre and produce your Hall ticket and Government Photo Identification Card (Example: Driving License, Passport, PAN card, Voter ID, Aadhaar-ID with your Name, date of birth, photograph and signature) for verification and take the exam in person. You can find the final allotted exam centre details in the hall ticket.
    The questions will be on the computer and the answers will have to be entered on the computer; type of questions may include multiple choice questions, fill in the blanks etc.

    Weightage: 25% weigtage for weekly assignment  + 75% weigtage for final exam.
    Passing Marks: You will be eligible for certificate only if you score minimum 40% weekly assessment and min 40% in final exam. If you score less than 40% in either weekly assessments (avg) or in final exam, you will not receive the certificate

    The final score will determine if you will/will not receive a certificate.
    1. Final score < 40%: NO certificate.
    2. Final score between 40% -49.99%: Grade D.
    3. Final score between 50% -59.99%: Grade C.
    4. Final score between 60% -84.99%: Grade B
    5. Final score of 85% and above: Grade A