Quantitative Marketing Research

By Prithwiraj Mukherjee   |   Indian Institute of Management Bangalore
Learners enrolled: 4214
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.

Course Status : Completed
Course Type : Core
Duration : 6 weeks
Category :
  • Management Studies
Credit Points : 2
Level : Postgraduate
Start Date : 31 Jul 2023
End Date : 31 Oct 2023
Enrollment Ends : 09 Sep 2023
Exam Date : 01 Dec 2023 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 0: Intro
Week 1: Value and Willingness to pay
Week 2: Indirect Measurements of Value
Week 3: Survey Design, Constructs and Scales
Week 4: Segmentation, Targeting and Positioning
Week 5: Ethics of Marketing Research

Click here for Syllabus

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

Enrolling and learning from the course is free. However, if you wish to obtain a certificate, you must register and take the proctored exam in person at one of the designated exam centre’s. The registration URL will be announced when the registration form is open. To obtain the certification, you need to fill out the online registration form and pay the exam fee. More details will be provided when the exam registration form is published, including any potential changes. For further information on the exam locations and the conditions associated with filling out the form, please refer to the form.

Grading Policy: 

Assessment Type


Mid-Term & End-Term


Final Exam


Certificate Eligibility:
  • 40% marks and above in Mid Term & End Term
  • 40% marks and above in the final proctored exam


Type of Certificate



75 - 89


70 - 74


40 - 70

Successfully Completed


No Certificate

Sample Certificate:

Disclaimer: In order to be eligible for the certificate, you must register for enrolment and exams using the same email ID. If different email IDs are used, you will not be considered eligible for the certificate.

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