MARKETING RESEARCH (ELECTIVE)

Paper Code: 
FSD 144 F
Credits: 
04
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: 
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: 
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: 
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: 
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: 
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, D.J. & Rubin ,R.S.(1987)Marketing Research, 7th edition, PHI Learning Private Ltd.
  • Naresh Malhotra,(2019) Marketing Research: An Applied Orientation, Pearson Education
  • Nigel Bradley,(2007) Marketing Research-Tools & Techniques, Indian edition, Oxford University Press.

 

References: 
  • Tull & Hawkins,(1992),Marketing Research: Measurement and Method, 6th edition, PHI Learning Private Ltd.
  • G.C Beri,(2006) Marketing Research, 4th edition, Tata McGraw Hill.
  • Taylor,2006), Research Methodology: A guide for Researchers in Management and Social Sciences, PHI Learning Pvt. Ltd.
  • Malhotra, Review of Marketing Research, Vol.1 & 2, PHI Learning Private Ltd.
  • C.R.Kothari,(2020) Research Methodology, New Age Publication
  • ‎Harper W.Boyd ,(1989) Marketing Research – Text & Cases,McGraw- Hill
  • Richard I. Levin, David S. Rubin,(1998) Statistics for Management, 7th Edition
  • Donald R. Cooper , Pamela S. Schindler,(2018),Business Research Method, Tata McGraw Hill
  • David R. Anderson, Dennis J. Sweeney , Thomas A. (2020), Statistics for Business and Economics, Cengage India.
  • K. N. Krishnaswamy, Appa Iyer Sivakumar, M. Mathirajan (2009) Management Research Methodology,Pearson Education.

 

Academic Year: 
2022-23
  • Printer-friendly version
  • PDF version