Coming soon
MARKET RESEARCH (Theory)
This course will enable the students to gain familiarity with a phenomenon or to achieve new insights, approaches and methods in conducting research thereby enabling them to appreciate and critique the nuances of designing a research study.
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Course |
Course Outcome |
Learning and Teaching Strategies |
Assessment Strategies |
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Course Code |
Course Title |
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24DGPM701 |
Market Research (Theory)
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CO68. Examine Research Techniques CO69. Analyze research design and the research process CO70. Apply knowledge of the sampling approaches to research CO71. Formulate adequate knowledge on measurement & scaling techniques CO72. Analyze data using various graphical methods,and prepare key elements of writing. CO73. Contribute effectively in course-specific interaction |
Approach in teaching: Interactive Lectures, Discussion, PowerPoint Presentations, Informative videos and demonstration.
Learning activities for the students: Self-learning assignments, Effective questions, presentations, Market visit
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Assessment tasks will include Class Test on the topics, Semester end examinations, /Quiz, Student presentations, and assignments |
- Definition and Marketing research concepts, importance, Research Process, Market research vs. Marketing research, Applications of Research in Marketing, Quantitative Research vs. Qualitative Research
- Meaning , needs and concept of good Research design, techniques and instruments of data collection
- Sampling concepts, sampling techniques and methods, problems
- Measurement Scales, Scales-Meaning, Scaling Techniques, Tests of sound measurement, Hypothesis-Basic Concepts
- 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
- 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 Readings:
- 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.
