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PBS’ ‘WICE’ Course: Exploring Secondary Data

CASELET, MARKETING RESEARCH
ET Cases, 5 pages

Case Preview

PBS’ ‘WICE’ Course: Exploring Secondary Data

 

It was an unusually warm early in the morning of May 10th 2015. Dr. Umesh Gupta (Umesh), Founding Director of PBS1 could take out some time to leisurely read the newspapers while sipping a cup of filtered coffee as it was a Sunday. While enjoying his cup of coffee he noticed his driver Shailesh approaching him with an awkward expression on his face. After a brief conversation, Shailesh hesitantly requested him a loan of 2 lakh for his son’s higher education. Upon enquiry, Umesh understood that after completing BA, Shailesh’s son had joined a BPO company and now he was planning to quit the job to pursue a MBA course.......

 



1 Pune-based Pune Business School (PBS), a 25 year old institution, is one of the top business schools in India. It has been consistently ranked as ‘Pune’s No. 1 Private B-School’. PBS is an AICTE approved institute and is also ISO 9001:2008 certified. PBS’ programs are approved by Distance Education Bureau, a Department of University Grants Commission (UGC) to offer its programs in distance mode. PBS offers various PGDM Programs, Executive Development Programs, etc.

Teaching Note Preview

PBS’ ‘WICE’ Course: Exploring Secondary Data

 

Synopsis

This caselet is used to introduce the students/participants different types and sources of secondary data required for conducting an effective Marketing Research project. This caselet ends with the dilemma of identifying reliable and relevant sources to collect secondary data to validate the launch of Pune Business School (PBS)’s innovative ‘Work Integrated Career Enhancement’ (WICE) program.

Prerequisite Conceptual Understanding

The students/participants must be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on Marketing Research:

  • • Naresh K. Malhotra and Satyabhushan Dash, “Exploratory Research Design: Secondary Data”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the concept and types of secondary data

 

Case Positioning and Setting

This caselet can be used in:

MBA Program – Marketing Research Course – To introduce the participants/students to the concept of secondary data collection and the types of secondary data
MDPs/EDPs – To familiarize the participants with the importance of secondary data in exploratory research

Assignment Questions

  • I. What do you understand by primary and secondary data? How should Dr. Nitin collect the primary data for deciding WICE program? When do you think either of them can be used, i.e. for what kind of purposes do you think either primary or secondary data can be used?
  • II. What kind of secondary data is required to facilitate a decision on WICE program? What should be the criteria for evaluating the appropriateness and veracity of secondary data collected?
  • III. ...............................

 

Preamble to this Case Study Analysis

This caselet’s purpose is to introduce the students/participants to the different types and sources of secondary data required to conduct a Marketing Research project for PBS. Building on from the previous chapters (of defining an appropriate Marketing Research Problem and drafting an effective Marketing Research Design), this caselet builds on the idea of identifying different types and sources of secondary data. Accordingly, this caselet in the light of PBS’s introduction of new WICE program, orchestrated in the following way for classroom analysis and discussion [Exhibit (TN)-I]:................

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Abstract

This caselet can be used to understand different types and sources of secondary data required for conducting an effective Marketing Research project. Pune Business School (PBS), one of the top-30 Indian Business Schools, is contemplating to launch an innovative 'Learn While You Earn' program. Named, 'Work Integrated Career Enhancement' (WICE) program, this program aims to offer a 2 year PGDM program with custom-made specializations, including Digital Marketing, IPRs, E-Business Management, etc. While the Director, Dr. Umesh Gupta was excited about the program, his colleagues, especially, Dr. Nitin Arora (Dr. Nitin), PBS' Dean-Research, wishes to get the relevant secondary data to validate the introduction of this innovative program. How should Dr. Nitin's team go about getting the relevant secondary data that can enable the introduction of this program? What are the sources of relevant and reliable secondary data?


Pedagogical Objectives

  • To understand the differences between primary and secondary data types and discuss on the suitability of each of the type for Marketing Research purposes
  • To examine the criteria for evaluating secondary data and debate on its appropriateness for the defined Marketing Research Problem
  • To have an overview of the classification of secondary data and discuss on the situations when the same can be used

Case Positioning and Setting

This caselet can be used in:

  • MBA Program - Marketing Research Course - To introduce the participants/students to the concept of secondary data collection and the types of secondary data
  • MDPs/EDPs - To familiarize the participants with the importance of secondary data in exploratory research




This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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