IIMA - Course Catalogue
Market Research and Information Systems
Prof. Anand Kumar Jaiswal
Course Description & Objectives
The objective of the Marketing Research Course is to develop in a participant, the approach, the skills and the attitudes required to specify, evaluate and utilize marketing information for better marketing decisions. The course would address strategic as well as non-strategic decisions. It is not intended to turn a participant into a marketing research technician. However, the techniques of marketing research would be discussed to provide a sound base for achieving the above objectives. Specifically, the course would attempt to develop in a participant a competence in:
i) Defining research problems in the context of strategic and non-strategic marketing decisions and specifying information needed;
ii) Evaluating the research design for the decision situation;
iii) Evaluating and interpreting available and new information; and
iv) Utilizing the information for making the decisions.
The course is organized and conducted in a manner so that it provides a strong support to other PGP-II courses of the marketing area. The course would have class sessions as well as a field based research project to achieve the above objectives.
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