MARKET RESEARCH (THEORY)

Paper Code: 
DGPM 701
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

1. To gain familiarity with a phenomenon or to achieve new insights

2. To provide an understanding about the basic concepts, approaches and methods in conducting research thereby enabling them to appreciate and critique the nuances of designing a research study.

Course Outcomes (COs):

Course

Learning Outcome (at course level)

Learning and Teaching Strategies

Assessment Strategies

Course Code

Course Title

DGPM 701

MARKET

RESEARCH

CO101.Examine Qualitative Research Techniques 

CO102.Analyze research design and the research process.

CO103.Apply knowledge of the sampling approaches to research.

CO104.Formulate adequate knowledge on measurement & scaling techniques as well as qualitative data analysis.

CO105.Illustrate data using various graphical methods, learn basic statistical analysis process and prepare key elements of writing.

Approach in teaching: Interactive lecture, Discussion, Demonstration, PowerPoint presentations, Relevant videos.

Learning activities for the students: Self-learning assignments, Group discussion, Quiz, Topic presentation

Assessment tasks will include Class Test on the given topics, labswork, record book assessment,

Viva-voce, Attendance Assignment

 

12.00
Unit I: 
Introduction of Research
  • Definition and Marketing research concepts, importance, Research Process, Market research vs. Marketing research, Applications of Research in Marketing, Quantitative Research vs. Qualitative Research

 

12.00
Unit II: 
Research Design
  • Meaning , needs and concept of good Research design, techniques and instruments of data collection

 

12.00
Unit III: 
Sampling
  • Sampling concepts, sampling techniques and methods, problems

 

12.00
Unit IV: 
Measurement and Scaling
  • Measurement Scales, Scales-Meaning, Scaling Techniques, Tests of sound measurement, Hypothesis-Basic Concepts

 

12.00
Unit V: 
Analysis of data & Report writing
  • Classification and Tabulation of data, Discrete and Continuous variables, Frequency distribution and Cumulative frequency distribution, Diagrammatic Presentation of data, Graphical Presentation of data, Measures of Central Tendency,
  •  Interpretation Meaning, Techniques of Interpretation Research Report, layout and format, presentation, Types of reports, Precautions for writing research reports

 

Essential Readings: 

Suggested Text Books:

  • Ahuja ,Ram.,(2003) Research methods, Rawat Publications, Jaipur, 2001, 2003
  • Kothari, C.R., Research methodology-methods & techniques (2015) New age International Publishers, New Delhi.
  • Gupta S.P., (2004) Statistical Methods, Sultan Chand & Sons, New Delhi.

Suggested Reference Books:

  • Badarkar, P. L. and Wilkinson T.S.,(2000) Methodology and Techniques of Social Reaserch, Himalya Publishing House, Mumbai.
  • C.M. Chaudhary (2009), Research Methodology, RBSA Publication, Jaipur.

 E-Resources:

 

Academic Year: 
2023-24
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