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Qualitative Methods for Marketing Research

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Duration: 2 days
Timings:10AM – 12PM & 2PM – 4PM
Dates: June 15 -16 , 2023
Programme Director: Prof. Ashutosh Pandey ,Prof. Rahul Pratap Singh Kaurav &,Prof. Sriparna Basu
Mode: Online
Fees:Online : Rs 8,000 + GST@18%

Programme Introduction:

This MDP is a structured program to help managers develop the skills and knowledge they need to lead and manage their teams effectively. In the context of qualitative marketing research, this MDP is important because it can help managers to better understand and analyze the factors that may influence marketing decisions and to develop strategies and tactics that are based on this understanding.
The contents of this MDP in qualitative marketing research – include various activities and materials, such as case studies, lectures, simulations, role-playing exercises, and interactive workshops. These activities may focus on consumer behaviour, market research, branding, product development, and marketing strategy.

Strengths of the Program:

The MDP will be helpful for the mid-level decision makers to satisfy their thrust for understanding about the data. We will utilise MS excel and other free software to produce better reports.

Programme objectives:

Overall, the goal of an MDP in qualitative marketing research is to provide managers with the tools and knowledge they need to make informed and effective marketing decisions and to lead their teams in achieving the desired outcomes. The content will teach you how to:

  • Set up a project and organise data
  • Work with multimedia
  • Code data – inductive and deductive
  • Seek patterns and discover relationships
  • Present qualitative analysis as per the set standard

Programme Contents:

All the sessions will be delivered by live and hands-on demonstration using MAXQDA/NVIVO and some open-access software:

  • Understanding qualitative research methods; Overview of software for analysis; Understanding interface; Creating Project; Importing the data from different sources; Making-Word Cloud
  • Techniques of coding; thematic analysis; content analysis; focus group analysis; text mining
  • Social media analysis (Facebook, Twitter, Instagram); Sentiment Analysis;
  • Analyzing reviews from Amazon, Flipkart, and other e-commerce platforms

Programme Methodology:

Live and hands-on demonstrations with all suitable software.

Target Organizations:

Large, medium-sized organizations, new entrepreneurial ventures - include FMCG, Automobile, Insurance, Retail sectors, and tourism.
This program is also suitable for those involved in policymaking (public or private organisations).

Target Participants:

Policymakers, Managers, Professionals, and Entrepreneurs can reap immense benefits from this MDP. Data is fuel in the present business scenario as well as traditional marketing. Hence, this short course can help in setting a learning goal to create and craft a roadmap for the planning and processing.

Programme Directors:

Prof. Kaurav is into academics since 2008. Here (at FSM) he is responsible for teaching, training, research, and consultancy. His teaching and research interests include Marketing Management, Services Marketing, Research Methodology, Marketing Research, Marketing Analytics, and Tourism Concepts-Economics-Marketing. He is a professionally acquired trainer for quantitative and qualitative research software and into trainings of SPSS, Jamovi, MAXQDA, NVIVO, and Bibliometric Analysis. He has published research papers to many journals of repute, starting from A in ABDC, Scopus, ABS and WOS. He has been associated with University of Liverpool, UK, BITS-Pilani, and Taylor’s University, Malaysia as an adjunct faculty. He served on various committees of Syllabus and course designing and Member of expert committees on teaching, training and research effectiveness.

Prof. Sriparna Basu Professor of Communication at FORE School of Management, NewDelhi, India. Sriparna Basu, holds an M.A. from Jadavpur University, Kolkata (GoldMedalist) and obtained her Masters and Ph.D. in Cultural Studies from the University of Illinois at Urbana-Champaign, USA. She has more than 22 years of teaching experience which also includes consulting experience across various industry sectors. Her current research is in the intersection of human-tech, app-based behaviour, and technology and culture. She has also undertaken policy projects relating to digital policy impact evaluation in rural India. She has been involved in training and consulting activities with several public and private sector organizations like ONGC, Power Grid, Bayer, Mitsui, NHPC, Indian Oil, British Council, Tata Motors, Food Corporation of India, and also some start-up organizations. She has presented papers in 16 international and national conferences and has publications in the form of research papers in peer-reviewed top ranked journals, cases, and book chapters in national and international peer-reviewed journals and books.

Prof. Ashutosh Pandey earned his doctorate in marketing from ABV-Indian Institute of Information Technology and Management, Gwalior. He holds a UGC-NET Management qualification and has worked in industry and academics for over ten years. He has taught postgraduate and executive students about business research methods, advanced marketing research, services marketing, marketing management, consumer behavior, and structural equation modeling. His research has appeared in many prestigious journals, including Environment, Development, and Sustainability, Journal of Quality Assurance in Hospitality & Tourism, and International Journal of Tourism Cities. He has worked as a visiting professor at IMT Ghaziabad and the Indian Institute of Travel and Tourism Management in Gwalior. Dr. Pandey has been a resource person for several qualitative and quantitative research workshops hosted at respected organisations such as NIT Allahabad, NIFTEM Sonipat and an invited speaker at the AICTE-sponsored Faculty Development Program.

Corporate Group Discount:

One complimentary nomination for every group of three nominations from the same organization, i.e., 3+1 participants for the fee of 3 participants.

For registration/enquiries , please mail to or call at +91 9166085159/+91 9810875278/+ 91-11-46485562 /41242477

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FORE School of Management has been designing, developing and conducting innovative Executive Education (EE)/ Management Development Programmes (MDPs) for working executives in India for over three decades.