Market Research
A practical guide to transforming marketing problems into researchable questions, utilizing statistical analysis to derive actionable business insights.
This course bridges the gap between raw data and strategic business decisions. We begin by learning how to distinguish marketing symptoms from actual problems and translating those problems into structured research designs—exploratory, descriptive, or causal. The curriculum covers the nuances of data collection, including survey design and measurement scales, before diving into industry-specific applications like STP (Segmentation, Targeting, and Positioning) and brand tracking. The final phase emphasizes rigorous data analysis using SPSS, covering everything from univariate statistics and hypothesis testing to advanced multivariate techniques like Cluster and Factor Analysis.
Instructor
Ashok Sankethi, Founder & CEO, Kaybase (Marketing Research & Strategy)
Course Schedule & Topics
The course is structured into 12 intensive weeks, evolving from foundational sampling theory to advanced analysis and macro-market insights.
| Week | Primary Focus | Key Topics Covered |
|---|---|---|
| 1 | MR Foundations & Sampling | The MR study process, the industry landscape, Sampling methods (Probabilistic/Non-probabilistic), and determining Sample Size. |
| 2 | Statistical Essentials | Basic Stats for MR (Mean, Median, Standard Deviation) and definition of key industry terminology. |
| 3 | Questionnaire Design | A 6-part deep dive into designing effective survey instruments, scaling, and response bias. |
| 4 | Qualitative Research | Discussion guides, conducting Depth Interviews, and various qualitative data collection methods. |
| 5 | Brand & Customer Health | Assessment of Brand Health and measuring Customer Satisfaction (CSAT). |
| 6 | Ad Pre-testing | Evaluating advertisement effectiveness through pre-testing modules and trial questionnaires. |
| 7 | Internal & Concept Testing | Employee Satisfaction research and Concept Testing for new products/services. |
| 8 | Product & Channel Testing | Real-world product testing methodologies and measuring Channel Partner satisfaction. |
| 9 | Corporate & Celebrity Branding | Corporate Brand Health assessment and analyzing Celebrity Brand Standing. |
| 10 | Segmentation & CDJ | Profiling techniques, Market Segmentation, and mapping the Consumer Decision Journey. |
| 11 | Macro Info & India Context | Sources of market macro-information in India and practical CDJ interview applications. |
| 12 | Advanced Data Analysis | Final synthesis of Data Analysis concepts to derive actionable business insights. |
Material used
- [
Marketing Research: An Applied Orientation] by Naresh K. Malhotra and Satyabhusan Dash (7th Edition)