Marketing Research (Elective)

Paper Code: 
FSD 144 F
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  • To enable the researchers to identify problems for marketing decision making, design a research, collect data, analyze and write a report.

 

 

12.00
Unit I: 
Introduction and Design of Marketing Research
  • Role of marketing research in decision making, Different types of Marketing Research.
  • The marketing research process, Designing a marketing research proposal, Research Design: An Overview

 

12.00
Unit II: 
Sources and Collection of Data
  • Primary and Secondary data, Methods of Primary data collection,
  • Qualitative Research, Observation Studies, Surveys and Interviews, Questionnaires and Instruments, Experiments and Test Markets, Types of Secondary data.
  • Selection of Appropriate Method for Data collection.
  • Process and Analysis of data: Processing Operations, Measurement in Research, Measurement Scales, Sources of Error in Measurement scales, Meaning and Classification of Scaling, Attitude Scaling Techniques

 

12.00
Unit III: 
Sampling Design & Sample Size Determination
  • Meaning and Characteristics of Sampling, Steps in Sampling design.
  • Types of sampling: probability and non-probability sampling, random, stratified random, systematic, cluster, multistage sampling.
  • Criteria for Selecting Sampling Procedure, Determining Sample Size.

 

12.00
Unit IV: 
Methods of Data Analysis, Interpretation & Presentation
  • Overview of tabulation and analysis, Data preparation and Description, Exploring, Displaying and Examining Data.
  • Hypothesis Testing, t-test, Ftest, Chi-square test, Analysis of Variance and Co-Variance, Z-test.
  • Multivariate Analysis Techniques, Measures of Association, Presenting Insights and Findings, Significance of Report writing, Process of report writing, Mechanics of writing a research report

 

12.00
Unit V: 
Marketing Research Applications
  • Identifying market segments, Research design for segmentation models.
  • Market segmentation and the research process.
  • Product research, Advertising research-purposes and procedures, Market and Sales Analysis research.

 

Essential Readings: 
  • Luck & Rubin, Marketing Research, 7th edition, PHI Learning Private Ltd.
  • Naresh Malhotra, Marketing Research, Naresh Malhotra, Pearson Education
  • Nigel Bradley, Marketing Research-Tools & Techniques, Indian edition, Oxford University Press, 2007

 

Academic Year: 
2017-18
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