MARKETING RESEARCH (ELECTIVE)

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

• 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

• 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.

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

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.