Kaybase, a Chennai-based research consulting firm, has launched a book of market research cases, to expose students in B-schools to the practical aspects of market research.
The book, called Kay’s Book of MR , will be available on a CD as it contains data from market research studies to help students practise quantitative data analysis.
The cases span a wide range of topics such as brand health assessment, advertising research, customer satisfaction measurement, and new product research, among others. Each case contains a hypothetical scenario, a study design, which includes the sampling method and sample size, a questionnaire, and a dataset from field data collection.
The book also contains several theoretical chapters that demystify concepts such as questionnaire design, statistical principles behind random sampling, and qualitative research.