Marketing Research

Paper Code: 
BSR 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, Importance, Purpose, Limitations, Applications of Research in Marketing, Scope, Types (basic & applied)

Market research vs. Marketing research, Quantitative Research vs. Qualitative Research

 

9.00
Unit II: 
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.

 

9.00
Unit III: 
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

9.00
Unit IV: 
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

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
Bibliography, Webliography and Citation using American Psychological Association (APA), Oxford, Harvard, MLA, Americn Sociological Association (ASA) of Research Papers and Books

Essential Readings: 

1. Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education, New Delhi.
2. Beri, G.C., Marketing Research, Tata McGraw Hill, New Delhi.
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. Luck, David and Rubin, Donald S., Marketing Research, Prentice-Hall of India, New Delhi

 

Academic Year: 
2015-2016
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