MARKETING RESEARCH AND METRICS

Syllabus

Course Code: 4.3.2

 MARKETING RESEARCH AND METRICS

Module 1: Introduction to Marketing Research                                               8 Hours

Introduction to Marketing Research, Nature and Scope, Difference between Market and Marketing Research, Marketing Research Process, Applications of Marketing Research, Limitations of Marketing Research, Ethical considerations in Marketing Research.

Module 2: Questionnaire Design and Sampling                                           10 Hours

Major Qualitative and Quantitative Research Designs, Types of Research Design, Designing Questionnaires for Market Research, Types of Questions, Schedule, Reliability and Validity of a Questionnaire, Sampling Techniques, Procedure for Sample Selection and Sample Determination, Design of Fieldwork, Selection of Cities/Centers, Organizing Field Work, Selection of Respondents, Control Procedures on the Field.

Module 3: Data Analytics and Hypothesis Testing Using Statistical Package 12 Hours

Introduction to Statistical Packages (SPSS, PASW, JASP, Jamovi etc.), Data Input, Coding, Recoding, Data Cleaning, Split File, Group, Subset, Merge File Options, Descriptive and Inferential Statistics, Visualization, Exploration and Extracting Data Summary Statistics, Overview of Hypothesis, Parametric and Non-Parametric Tests and their Applications in Marketing Research.

Module 4: Introduction to Marketing Metrics                                                10 Hours

The Alignment of Business Objectives, Strategies and Metrics; the Potential Gap between Metrics and Business Outcomes, the Importance of Marketing Metrics, Measuring Market Effectiveness. Market Share, Relative Market Share, Market Concentration, Market Penetration, Brand Penetration, Penetration Share, Share of Requirements, Heavy usage Index, Market Share Decomposition, Brand Development Index and Category Development Index.

Module 5: Pricing, Product and Portfolio Management                                10 Hours

Price Premium, Maximum Reserve Price and Maximum Willingness to Buy, Price Elasticity, Optimal Price, Percentage Breakeven Price Change, Price Discrimination, Competitor Reaction, Elasticity and Cross and Residual Price Elasticity. Trial Volume and Trial Rate, Repeat Volume and Repeat Rate, Adjusted Trial Rate, Cannibalization Rate, Weighted Contribution Margin and Breakeven with Cannibalization.

Module 6: Sales Force Management and Promotion Profitability              10 Hours

Sales Funnel, Sales Pipeline, Lead, Closure Rate, Sales Forecasting, Workload, Sales Force Effectiveness. Baseline Sales, Incremental Sales, Promotional Lift, Return on Marketing Investment, Coupon Redemption, Pass-Through, Gross Rating Points, Impression, Cost per Thousand Impressions, Reach, Frequency, Share of Voice, Page Views, Visitors, Click-Through Rates, Cost per Click, Cost per Order, Cost Per Customer Acquired, Bounce Rate, Abandonment Rate. Customer Lifetime Value, Retention Rate, Attrition Rate & Amp; Churn Rate.