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NUS Business School
Department of Marketing

BMA5524 Applied Market Research

Lecturer       :      Adjunct Assoc Prof Ashok Charan

Session        :      Semester 1, 2008/2009

Course Instructor

Ashok Charan is Regional Area Client Director at ACNielsen Research (Singapore) Pte Ltd.
He has over 20 years of experience in marketing, corporate planning and marketing research.
Prior to joining ACNielsen in 1994, Ashok gained 11 years experience in India, largely
within the consumer goods and IT industry working with Unilever and Wipro.

Ashok is a graduate in Mechanical Engineering from the Indian Institute of Technology,
Delhi and a post-graduate in Business Management from the Indian Institute of Management,

Tel: 94871549

Course Description

The digital age has fundamentally altered the manner we collect, process, analyse and
disseminate market intelligence. Driven by advances in hardware, software and
communications, the very nature of market research is rapidly changing. New techniques are
emerging. The increased velocity of information flow enables marketers to respond with
much greater speed to changes in the marketplace. Market research is timelier, less
expensive, more actionable and more precise ... all of which makes it of far greater
importance to marketers.

This course is primarily designed for marketing professionals. It is intended to train students
to use market knowledge for day-to-day marketing decisions. The focus is on real events in
today’s marketplace, on how marketers employ research. The course will provide good
understanding of some of the most prevalent research techniques and their application.

The course covers the application of research across following 5 broad areas of marketing:
   1. Product
   2. Advertising and Brand Image
   3. In-Store: Category Management, Price and Promotions
   4. Brand Health
   5. New Product Launch
Research techniques in each of these areas are rehearsed through concepts, research methods
and case studies. Basic content details are provided in the attached outline of the modules.


Assessment will be based almost entirely on case studies. Students will be required to study
each of the 8 cases and prepare a short analysis on key aspects of the case. In addition,
students within teams will be required to analyse one case study in detail and present their
analysis to the class for discussion.

        Case Studies
                Case analysis (individual)              65%
                Discussion (individual)                 10%
                Case Presentation (team)                25%

List of Case Studies

       Analysis of Fab’s product characteristics and their relative importance
       Shopper Trends in Singapore
       SuperFresh: Space Management of Breakfast Cereals
       Who’s moved my Cheese?
       Yakult $9.99
       Vizag 1991 – launch of a Concentrate Detergent Powder
       Hectomalt
       Horlicks Growing Up Milk: Launch evaluation

This course should serve to provide students an understanding of the tools that marketers use
to understand their markets, understand their consumers and connect with them. It should
also provide you an understanding of the changes shaping today’s marketplace and how
marketers are responding to those changes.

Course Reading Materials and Documents

        All course reading materials and other documents will be posted on to the net.

        Course Outline
1. Brand, its Equity, Image and Attributes
       Introduction.
    -   Participants expectations from course
    -   Course Outline
    -   Team formation
       Brand & Brand Image
       Conjoint Analysis
       Case Briefing: Fab Detergent Bar

2. How Advertising Works
     Case presentation and Discussion: Fab Detergent Bar
     How Advertising Works

3. Advertising Research
      Ad Pre-test
      Advertising and Brand Tracking
      Advisor Installation and training
      EPIC
      Ad Evaluation Exercise

4. Brand Equity: Winning Brands
      Brand Equity and Winning Brands
      Case Briefing: Shopper Trends in Singapore

5. Category Management
      Shopper Trends in Singapore: Case analysis and discussion
      Category Management
      Case Briefing: Cereals Space Management

6. Price and Promotions Research
       Cereals Space Management: Case analysis and discussion
       Promotions evaluation
       Price elasticity
       Case briefing and preparation – Yakult $9.99
7. Retail Measurement Services
      Case discussion and analysis – Yakult $9.99
      Introduction to Retail Measurement Services
      Workshop on Basic Business Issues and Analysis
      Briefing on Case Study: “Who moved my cheese”

8. Business Issues – RMS
      Who Moved My Cheese: Case analysis and discussion
      Business Issue: Demand and Supply
      Business Issue: Sales and Distribution Strategies

9. Sampling, ePC, Consumer Panels
     Sampling Statistics
     ePC: Electronic Product Code, RFID
     Introduction to Consumer Panels
     Case briefing – Vizag

10. Innovation
      Vizag: Case analysis and discussion
      Delphi – Overall Review
      Innovation
      Case Briefing: Hectomalt

11. New Product Launch – Research
      Hectomalt: Case analysis and discussion
      Parfitt Collin’s Model
      Case Briefing: Horlicks Growing Up Milk
      Qualitative Research
      Questionnaire Design
      Course Feedback

12. Course Revision
      Horlicks Growing Up Milk: Case analysis and discussion
      Online Research
      Course Revision

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