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MARKET RESEARCH (Theory) [1]

Paper Code: 
24DGPM701
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to gain familiarity with a phenomenon or to achieve new insights, approaches and methods in conducting research thereby enabling them to appreciate and critique the nuances of designing a research study.

 

Course Outcomes: 

Course

Course Outcome

Learning and Teaching Strategies

Assessment Strategies

Course Code

Course Title

24DGPM701

Market Research   (Theory)

 

CO68. Examine Research Techniques  CO69. Analyze research design and the research process    CO70. Apply knowledge of the sampling approaches to research   CO71. Formulate adequate knowledge on measurement & scaling techniques   CO72. Analyze data using various graphical methods,and prepare key elements of writing.    CO73. Contribute effectively in course-specific interaction

Approach in teaching: Interactive Lectures, Discussion, PowerPoint Presentations, Informative videos and demonstration.

 

Learning activities for the students:   Self-learning assignments, Effective questions, presentations, Market visit

 

 

Assessment tasks will include Class Test on the topics, Semester end examinations, /Quiz, Student presentations, and assignments

 

12.00
Unit I: 
Introduction of Research
  • Definition and Marketing research concepts, importance, Research Process, Market research vs. Marketing research, Applications of Research in Marketing, Quantitative Research vs. Qualitative Research

 

12.00
Unit II: 
Research Design
  • Meaning , needs and concept of good Research design, techniques and instruments of data collection

 

12.00
Unit III: 
Sampling
  • Sampling concepts, sampling techniques and methods, problems

 

12.00
Unit IV: 
Measurement and Scaling
  • Measurement Scales, Scales-Meaning, Scaling Techniques, Tests of sound measurement, Hypothesis-Basic Concepts

 

12.00
Unit V: 
Analysis of data & Report writing
  • Classification and Tabulation of data, Discrete and Continuous variables, Frequency distribution and Cumulative frequency distribution, Diagrammatic Presentation of data, Graphical Presentation of data, Measures of Central Tendency,
  •  Interpretation Meaning, Techniques of Interpretation Research Report, layout and format, presentation, Types of reports, Precautions for writing research reports

 

Essential Readings: 
  1. Ahuja ,Ram.,(2003) Research methods, Rawat Publications, Jaipur, 2001, 2003
  2. Kothari, C.R., Research methodology-methods & techniques (2015) New age International Publishers, New Delhi.
  3. Gupta S.P., (2004) Statistical Methods, Sultan Chand & Sons, New Delhi.

Suggested Readings:

  1. Badarkar, P. L. and Wilkinson T.S.,(2000) Methodology and Techniques of Social Reaserch, Himalya Publishing House, Mumbai.
  2. C.M. Chaudhary (2009), Research Methodology, RBSA Publication, Jaipur.

 

References: 

 E-Resources:

  1. https://www.researchgate.net/publication/319207471_HANDBOOK_OF_RESEARCH_METHODOLOGY [2]
  2. https://mfs.mkcl.org/images/ebook/Fundamental%20of%20Research%20Methodol... [3]

 

Academic Year: 
2024-25 [4]

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Source URL: https://fashiontextile.iisuniv.ac.in/courses/subjects/market-research-theory-0

Links:
[1] https://fashiontextile.iisuniv.ac.in/courses/subjects/market-research-theory-0
[2] https://www.researchgate.net/publication/319207471_HANDBOOK_OF_RESEARCH_METHODOLOGY
[3] https://mfs.mkcl.org/images/ebook/Fundamental%20of%20Research%20Methodology%20and%20Statistics%20by%20Yogesh%20Kumar%20Singh.pdf
[4] https://fashiontextile.iisuniv.ac.in/academic-year/2024-25