Session Session / Topic Covered areas
No.
The role of marketing research Defining Marketing Research/ A Classification of Marketing Research/Problem-identification
and the research process Research/Problem-solving Research/Types of Research/The value of market research for strategic
1 decision-making/Research for Management Decision Making/When to conduct marketing
research/Stages in the research process/Ethics/Marketing Research in the 21st Century/What
makes a good researcher?
Marketing Research Problem Ten Steps in Information Research (Process)/ Problem Definition/Iceberg Principle: Symptoms vs.
Definition and Proposal Problems/Problem or Symptom of Underlying Problem/The Problem Audit/The Problem Definition
2
Development (Part I) Process/Management Decision Problem (MDP)/ Research Objectives
Marketing Research Problem Management Decision Problem Vs. Marketing Research Problem/Components of an
Definition and Proposal Approach/The Role of Theory and Literature in Applied Marketing Research/Models/Graphical
3
Development (Part II) Models/Mathematical Models/Development of Research Questions and Hypotheses/Marketing
Models/Research Questions and Hypotheses/Research Questions and Hypotheses
Research Designs Classification of Marketing Research Designs/Which design to use?/ Exploratory
4 Research/Hypothesis/Exploratory Research Techniques/Descriptive Research/Causal Research/
5 Exploratory Study Root cause analysis / use of the symptoms to clarify the problem
(Exploratory) Qualitative Qualitative / Quantitative Research/Categories of Qualitative Research/In-dept Interview/Focus
6 Research Techniques Group/Projective Techniques (Start)/ Association Technique/Completion Technique/Construction
Technique/Expressive Technique/Reporting Focus Groups / Interviews
Evaluating Literature and Secondary Data Advantages and Uses/Secondary Data Criteria for Evaluating
7 Secondary Data
More About– Qualitative Data What is qualitative data?/ What participants describe?/ What participants say or write?/
Analysis Qualitative data analysis/Inductive and deductive research/Data analysis process/Word Cloud
generators/Basic operation: Coding/Data analysis methods/Content analysis/Content analysis
8
process/Strengths of content analysis/Weaknesses of content analysis/Grounded
theory/Outcomes of grounded theory/Challenges of grounded theory/Thematic analysis/Narrative
analysis/
Measurement Basics for Levels of Measurement of questions/Scaling Techniques/A classification of scaling
Questionnaire Design techniques/PAIRED COMPARISON/Rank Order/Constant Sum/Q-Sort/Likert Scale/Stapel
9
Scale/Semantic Differential Scale/Selected Category Scales/Decisions involved in conducting
itemised rating scales/Criteria for good measurement/Reliability Vs Validity/Reliability Errors
Questionnaire Design Questionnaire Design Process/Determine content of individual questions/Determine form of
response/Guidelines for question wording/Guidelines for question sequencing/Techniques in
10
question sequencing/Overcoming inability to answer/Unwilling to answer because…/Format and
Layout/Pre-testing/
Data Preparation (Editing & Data Preparation Process/Questionnaire checking/Editing/Field and In-house Editing/Facilitating
11 Coding) the coding process/Coding/Pre-coding fixed-alternative questions/Coding open-ended
questions/Transcribing/Data cleaning/Treatment of missing responses
Presenting Data in the final Elements of the Final Report/Written Research Report: Executive Summary/Elements of the Final
12 Report Report/Written Research Report: Conclusions versus Recommendations
Sampling Decisions, Fieldwork The Sampling Design Process/Define the Target Population/Classification of Sampling
and Other Considerations Techniques/Convenience Sampling/Judgmental Sampling/Quota Sampling/Snowball
Sampling/Simple Random Sampling/Systematic Sampling/Stratified Sampling/Cluster
13 Sampling/Strengths and Weaknesses of
Basic Sampling Techniques/Choosing Nonprobability Vs. Probability Sampling/Fieldwork/The
nature of field work/Selection of Field Workers/Training of Field Workers/Some commonly used
probing techniques:/ Validation of Fieldwork
Experimental Research in Experiments/Concept of Causality/Conditions for Causality/Experimental Design/Validity in
Marketing Experimentation/Extraneous Variables/Controlling Extraneous Variables/A Classif/ication of
14
Experimental Designs/One-Shot Case Study/One-Group Pretest-Posttest Design/Factorial
Design/Laboratory versus Field Experiments/Limitations of Experimentation
Digital and Social Media- Digital Methods/Types of Digital Methods (Examples)/ Tools for data collection and
15
based Research analysis/Visual methods/Netnography/Social Network Analysis/Digital Consumer
Networks/Natural Language Processing/Text Analytics/Sentiment Analysis/Challenges of adopting
emerging research methods
Neuromarketing and Tech- What is Consumer Neuroscience and Neuromarketing?/ Neuromarketing in Digital
16 based Research Marketing/Key Neuromarketing Techniques and Tools/EEG and Its Role in Marketing/Criticisms
and Limitations of Neuromarketing/Using Virtual Reality for Research/Voice Analytics/
Introduction to Statistical & Information Revolution | Industry 4.0/Big Data| Attributes/Preface | Analytics/Analytics |
17 Machine Learning Scope/Machine Learning /Taxonomy of ML Algorithms/ML Lifecycle/Binary Classification
Model/General Nature of Supervised ML Model/ML Model Testing/
Marketing Analytics Management Science Applications for Marketing/Customer Acquisition and Retention/RFM Model
Implementation/Marketing Mix Modeling/Conceptual Model for MMM/Advertising
18
Adstock/Media Mix Modelling/Segmentation and Targeting/Segmentation Base/Segmentation
Analysis using Clustering Techniques/
