Marketing Research

Paper Code: 
BSG 216
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

To provide candidates with the fundamental skills in research design and analysis necessary for making sound marketing decisions.

9.00
Unit I: 
Marketing research concepts
Marketing research concepts, importance, Market research vs. Marketing research, Applications of Research in Marketing, Quantitative Research vs. Qualitative Research
 
 
 
 

 

9.00
Unit II: 
Marketing research process

Marketing research process, Research design, techniques and instruments of data collection

9.00
Unit III: 
Sampling
 
 

Sampling concepts, sampling techniques and methods, problems

 

9.00
Unit IV: 
Measurement and Scaling:
Measurement Scales, Scales-Meaning, Scaling Techniques, Tests of sound measurement, Hypothesis-Basic Concepts

 

9.00
Unit V: 
Interpretation And Report Writing:
Interpretation Meaning, Techniques of Interpretation

Research Report, layout and format, presentation, Types of reports, Precautions for writing research reports

 

Essential Readings: 

1. Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education, New Delhi, 4thed.
2. Beri, G.C., Marketing Research, Tata McGraw Hill, New Delhi, 3rded.
3. Tull, Donald S. and Hawkins, Del I., Marketing Research: Measurement and Method, Prentice-Hall of India, New Delhi

 

 

References: 
 

1. Mishra, M.N., Modern Marketing Research, Himalaya Publishing House, Mumbai.
2. Luck, David and Rubin, Donald S., Marketing Research, Prentice-Hall of India, New Delhi

 

Academic Year: 
2015-2016
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