Marketing Research

This is a subject/course I have been teaching for around 27 years, starting in 1991. I got interested in it because of my stint in a company called MBA founded by 3 MBAs from IIM Ahmedabad. Later, after a Ph.D. I returned to India and started teaching M.R., and soon after, wrote a book. Its 4th edition is on its way. A lot of students have contributed to the chapter-end cases in the book, starting with Kirloskar Institute and ending with IIM Indore for the latest edition.

A pic from a recent M.R. class where an interesting in-class exercise is on. I rely on a lot of these to enhance learning about the subject.

There are a lot of hands-on exercises as well as a course project that trains students in doing different things- from formulating research problems, designing a study and executing one. Analysis is just one part of this process.

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