Workshop on Teaching & Practicing Marketing Research
Centre for Marketing in Emerging Economies (CMEE) organized a 2-day workshop on Teaching & Practicing Marketing Research on January 10th & 11th, 2019 at Indian Institute of Management Lucknow – Noida Campus, under the dynamic leadership of Prof. Satyabhusan Dash, Chairperson-CMEE & Dr. Ishwar Dayal Chair for Futuristic Issues in the Behavioral Sciences, IIM Lucknow
“Objective of this workshop is to advance the understanding of usage and application of marketing research in emerging markets and facilitate collaboration among leading emerging market research professional, academicians and industry practitioners for achieving marketing excellence”. – Prof. Satyabhusan Dash.
Workshop Session: Introduction to Marketing Research, Defining Problem & Research Design, Measurement & Scaling
Speaker: Prof. Naresh K. Malhotra, Regents’ Professor Emeritus. GeorgiaTech, USA
Prof. Malhotra, assured the audience that marketing research as a subject and as practice in business and community is alive and thriving ‘As long as globalization forces continue to dominate and as markets get competitive, interest in marketing research will continue to grow. He urged participants to strive for greater industry-academia partnership, as unlike tech industry where businesses lead academia in innovation, the reverse is more true in marketing discipline’.
He discussed growing importance of marketing research, challenges and common errors in defining a problem, various types of research design.
Workshop Session: Basic & Advance Quantitative Techniques
Speaker: Prof. Satyabhusan Dash, Chairperson-CMEE & Dr. Ishwar Dayal Chair for Futuristic Issues in the Behavioral Sciences
Prof. Dash, exposed the audience to several cutting application edge tools used in marketing engineering. In his session, Prof. Dash discussed various statistical tools in major streams of research in quantitative marketing research through realistic live case study and data analysis. This session provided an innovative methodology to practice basic and advanced quantitative research tools & techniques.
Workshop Session 3: Qualitative Marketing Research in Practice
Speaker: Ms. Sharmila Das, Chairwoman, Purple A udacity Research & Innovation Pvt. Ltd.
Ms. Sharmila Das, described the challenges of qualitative research as well as the immense value that qualitative research could input into business decisions by using a multi-disciplinary approach, with data triangulation as well as innovative designs. Ms. Sharmila Das also exposed the audience to the skill of conducting qualitative marketing research in challenging areas by sharing a case study on contraceptives
Workshop Session 4: Case studies: In Indian context
Speaker: Mr. Mohan Krishnan, Former Vice-President, IMRB International & Member – CMEE Governing Board
Mr. Mohan Krishnan, speaking on the topic of advances in case study methods, urged Market Research fraternity to upgrade marketing research curriculum by including emerging issues around Digital marketing and such subjects to make it a contemporary encompassing emerging analytical tools and techniques like Machine Learning, AI etc.
Special plenary session #1: Contemporary challenges and future prospects of marketing research for earning a seat in decision maker & practitioner’s perspective
The session was chaired by Prof. Naresh K. Malhotra. The panelists discussed the challenges and future direction of marketing research and had a nuanced take on the subject.
Ms. Preeti Reddy, CEO, Kantar Insights, South Asia & CEO, Kantar IMRB spoke about the growing emphasis among companies to build a partnership with research agencies in order to derive better value.
Mr. Shubhabrata Roy, Founder Director & CEO, Purple Audacity spoke at length about the market need to not just stop at insights but also suggest specific actions that companies need to take to gain competitive advantage.
Mr. Deepak Taneja, Director, e-Commerce – India & SEA, Microsoft spoke about the increasing impact of digital platforms in facilitating execution of market research.
Mr. Sandeep Arora, Vice President, Market Research Society of India, spoke about the increasing impact of the use of technology in delivering market research insights to clients and how this will transform the scale of participation across the world.
Special session #2: How marketing research help business build new India?
In a panel discussion on Marketing research and its relevance in building new India, Mr. Subhransu Rout, Head-Consumer Insights & Intelligence, AirTel explained how digital platforms are transforming the way market research is used within organisation. Speed in decision making, with increasing availability of data has not stopped companies from seeking to understand the ‘Whys’ of consumer behavior through application of qualitative research. He urged research companies to build ‘skin in the game’ as companies look to guidance.
Mr. Shailendra Singh, Vice President, Maruti Suzuki, spoke about the emerging trend of using big data as automotive sector shifts to Electric Vehicles (EVs). He also regaled the audience as to how market research led their companies to realize the unique preference of South Delhi consumers to fragrances vis-à-vis rest of country.
Mr. Sandeep Verma, President, Bajaj Corp. Ltd explained to audience various uses of market research across the product life cycle.
Avinash Iragavarapu, International Political Campaign Strategist & Trump Campaign Alumnus regaled the audience with insights on how typical A/B testing and other tools were used to test campaign effectiveness in the run up to the Trump Presidency bid.
The workshop was inaugurated by Prof. Naresh K. Malhotra by the lighting of the lamp and Saraswati Vandana, followed by welcome address delivered by Prof. Satyabhusan Dash & Prof. Rajeev Kumra, Dean-Noida Campus. Prof. Dash expressed his heartfelt gratitude and welcomed all the participants. He also remembered Late Prof. Ajit Prasad, Director-IIML, who recently passed away a due to cardiac arrest. He mentioned that Prof. Prasad served as a mentor for CMEE and a true believer of what was started in his predecessor time and provided all support to the centre in making relevant policy towards meaningful growth.
The workshop saw participation of delegates across industry and academia. Some esteemed organizations such as Purple Audacity, Kantar IMRB, Kantar MillwardBrown, MRUC, Research Now SSI, Tata Power Solar Systems, Delhi Police, HPCL, Indian Oil, nominated their employees to attend this prestigious workshop and hone their skills on the emerging area of marketing research. Participation of faculty members and doctoral students from educational institutes such as IIM Shillong, IIT Delhi, XLRI Jamshedpur, IMT Ghaziabad, University of Jammu, Symbiosis Noida, was highly appreciable, as most of them were very keen on learning marketing research and getting to know both practitioners and academician’s perspective.
To watch session videos, kindly visit our YouTube channel CMEE IIM Lucknow
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Established in 2012, the Centre for Marketing in Emerging Economies, is a lively resource centre for scholars, academicians, marketing research practitioners and corporations from around the world, who have interest in emerging economy markets. CMEE has successfully been living to its objectives of Continuous Education, Research & Publication and Networking.
Centre for Marketing in Emerging Economies (CMEE) Office
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