Marketing Research (Elective)

Paper Code: 
FSD144 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: 
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

References: 

• Tull & Hawkins, Marketing Research: Measurement and Method, 6th edition, PHI Learning Private Ltd. • G.C Beri, Marketing Research, 4th edition, Tata McGraw Hill,2006 • Taylor, 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, 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: 
2018-19
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