Coming soon
Marketing Research
To provide candidates with the fundamental skills in research design and analysis necessary for making sound marketing decisions
Course Outcomes (COs):
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Course |
Learning outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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ABF 502 |
Marketing Research |
CO 185To familiarize the students with the fundamentals of marketing research to enable them to take better marketing decisions. CO 186To discuss and make the students understand the nuances of marketing research process and techniques of data collection. CO 187To equip the students to take effective tools of sampling, measurement, scaling and questionnaire framing. CO 188To develop the skills among the students to tabulate and code the collected data and tests which can be applied to analyze the data. CO 189To make the students aware about the process of drafting a report and its interpretation based on a research and its contents |
Classroom Lectures, Discussion, PPT, Sharing web links, Videos .
Learning activities for the students: Self learning assignments, presentation, case study, Group discussions.
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Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group Primary data based research projects. |
Marketing Research : Concepts, Importance, Purpose, Limitations, Applications of Research in Marketing, Scope, Types (basic & applied) Market research vs. Marketing research, Quantitative Research vs. Qualitative Research
Marketing Research Process, Research design (Exploratory, Descriptive and Casual) Techniques and Instruments of Data Collection – primary and Secondary and their advantages and limitation and usage.
Sampling Concepts, sampling techniques and methods, problems, Sample design. Measurement and Scaling: Measurement Scales, Scales-Meaning, Scaling Techniques, Tests of sound measurement, Questionnaire Drafting: Do’s and Don’ts, essentials of a good questionnaire, Likert Scale. Hypothesis-Basic Concepts of Null and Alternate Hypothesis, Hypothesis Testing
Meaning of tabulation and coding. Theory and application of descriptive statistics – mean, median mode, standard deviation. Theory of parametric and non parametric tests – t test, f test , Chi Square, Mann Whitney, Kruskal Wallis etc. Their usage on SPSS
Interpretation And Report Writing: Interpretation Meaning, Techniques of Interpretation Research Report, layout and format, presentation, Types of reports, Precautions for writing research reports Bibliography, Webliography and Citation using American Psychological Association (APA), Oxford, Harvard, MLA, American Sociological Association (ASA) of Research Papers and Books
• Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education, New Delhi. • Beri, G.C., Marketing Research, Tata McGraw Hill, New Delhi. • Tull, Donald S. and Hawkins, Del I., Marketing Research: Measurement and Method, Prentice-Hall of India, New Delhi
• Mishra, M.N., Modern Marketing Research, Himalaya Publishing House, Mumbai. Luck, David and Rubin, Donald S., Marketing Research, Prentice-Hall of India, New Delhi
