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Marketing Research (Elective)
Paper Code:
FTT 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
- 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
- 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
- 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
- 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
- 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
References:
- Tull & Hawkins, Marketing Research: Measurement and Method, 6th edition, PHILearning Private Ltd.
- G.C Beri, Marketing Research, 4th edition, Tata McGraw Hill,2006
- Taylor, Research Methodology: A guide for Researchers in Management and SocialSciences, PHI Learning Pvt. Ltd.
- Malhotra, Review of Marketing Research, Vol.1 & 2, PHI Learning Private Ltd.
- C.R.Kothari, Research Methodology, New Age Publication
- Byod, Marketing Research – Text & Cases, Westfall & Stasch
- Levin & Rubin, Statistics for Management , Pearson
- Cooper & Schindler, Graduate Research Method, Tata McGraw Hill
- Anderson, Statistics for Business and Economics, Sweeney and Williams
- K.N.Krishnaswamy, Appa Iyer Sivakumar, Management Research Methodology,Pearson Education
Academic Year:
