Centre for Marketing in Emerging Economies (CMEE) organized a 2-day workshop on Practising Marketing Research at Indian Institute of Management Lucknow – Noida Campus. The workshop was organized in association with Purple Audacity Research & Innovation, Delberto, Kantar and Pearson.
Prof. Naresh Malhotra, Regents Professor Emeritus, Georgia Tech, USA said, “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 the marketing discipline.
Prof. Russell W. Belk, Kraft Foods Canada Chair in Marketing, Schulich School of Business, Canada provided input on issues and techniques on online qualitative data collection, videography, cell phone-aided qualitative research, languages, literacy, voice driven digital assistants as data collection devices.
Prof. Satyabhusan Dash Chairperson, CMEE and Dr. Ishwar Dayal Chair for Futuristic Issues in the Behavioral Sciences, IIM Lucknow, exposed the audience to several cutting application edge tools used in marketing engineering.
Speaking on the topic of advances in case study methods, Mohan Krishnan, Founding Member, CMEE Governing Board, IIM Lucknow and Former Vice-President, Kantar IMRB, 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.
The workshop saw a participation of delegates from Purple Audacity, Kantar IMRB, Kantar Millward Brown, MRUC, Research Now SSI, Tata Power Solar Systems, Delhi Police, HPCL and Indian Oil. The workshop also saw participation of faculty members and doctoral students from educational institutes such as IIM Shillong, IIT Delhi, XLRI Jamshedpur, IMT Ghaziabad, University of Jammu and Symbiosis Noida.