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MARKETING RESEARCH (ELECTIVE) [1]

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
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, 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.
  • 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 [2] , Pamela S. Schindler,(2018),Business Research Method, Tata McGraw Hill
  • David R. Anderson [3], Dennis J. Sweeney [4] , Thomas A. (2020), [5] 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 [6]

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Links:
[1] https://fashiontextile.iisuniv.ac.in/courses/subjects/marketing-research-elective-7
[2] https://www.amazon.in/Donald-R-Cooper/e/B001IQXIAY?ref=sr_ntt_srch_lnk_1&qid=1653030372&sr=1-1
[3] https://www.amazon.in/David-R-Anderson/e/B00F60UIN8/ref=dp_byline_cont_ebooks_1
[4] https://www.amazon.in/s/ref=dp_byline_sr_ebooks_2?ie=UTF8&field-author=Dennis+J.+Sweeney&text=Dennis+J.+Sweeney&sort=relevancerank&search-alias=digital-text
[5] https://www.amazon.in/s/ref=dp_byline_sr_ebooks_3?ie=UTF8&field-author=Thomas+A.+Williams&text=Thomas+A.+Williams&sort=relevancerank&search-alias=digital-text
[6] https://fashiontextile.iisuniv.ac.in/academic-year/2022-23