Quantitative Marketing Research

By Prithwiraj Mukherjee | Indian Institute of Management Bangalore

Learners enrolled: 13428

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.

Summary

Course Status :	Completed
Course Type :	Core
Language for course content :	English
Duration :	6 weeks
Category :	Management Studies
Credit Points :	2
Level :	Postgraduate
Start Date :	31 Jan 2023
End Date :	30 Apr 2023
Enrollment Ends :	15 Mar 2023
Exam Date :

Page Visits

Course layout

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

Books and references

Marketing research by Malhotra and Dash.
Marketing research by V Kumar
Principles of Marketing Engineering by Lilien, Rangaswamy and De Bruyn

Instructor bio

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.

Course certificate

Grading Policy:

There will be (a) one Mid-term Internal Assessment and (b) one Final Exam.

Weightage:

Mid-term Internal Assessment: This will carry 25% weightage. This mid term will have questions from first three weeks.

Final Exam: This will carry 75% weightage. This final exam will have questions from all the weeks.

Passing Marks:

You will be eligible for a certificate only if you score minimum 40% in Mid-term Internal Assessment and minimum 40% in Final Exam.

Badge on Certificate:

If you score 90% or more overall, your certificate will include "badge (gold)" printed.

FINAL EXAM:

Type of exam: Computer based exam

Exam Center: You will have to appear at the allotted exam centre and take the exam in person. (You can find the final allotted exam centre details in the admit card (hall ticket)).

Admit Card: You can download the Admit card (Hall ticket) around one week before the exam.

QP Pattern: The type of questions may include multiple choice questions, fill in the blanks, essay type (subjective) type, etc. But generally MCQs are commonly provided.

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