IIM Lucknow is conducting an Online Workshop on Teaching/Practicing Marketing Research.
The college official website says,
The online workshop being conducted on 8th January 2021 will consist of the following elements;
"Introduction to Marketing Research: This session will
discuss the growing importance of marketing research,
give a definition and present a classification of
marketing research. Several real -life examples will be
given for illustration
Pedagogy of Teaching Marketing Research will be
discussed :Learn how to plan, manage and teach marketing research in class.
Defining the Problem: The importance of this first and
most crucial step of the marketing research process will
be highlighted. The challenges in defining the problem
will be discussed. The common errors in defining the
problem and how to avoid them will be highlighted.
Several real-life examples will be given for illustration.
Research Design: This session will discuss various types of research design and explain the differences between them. Major sources of error in research design through live case studies and illustration.
Measurement and Scaling: Some outrageous, counter -
intuitive, statements will be made regarding numbers
and each of them will be proved. The basic scale
characteristics, the primary type of scales, and scaling
techniques commonly used in marketing research will be covered. "