Marketing Research

Paper Code: 
BSR 517
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.

 

 

 

Course Outcome(COs):

Course

Learning outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

BSR 517

Marketing Research

CO 185:To familiarize the students with the fundamentals of marketing research to enable them to take better marketing decisions.

CO 186:To discuss and make the students the nuances of marketing research process and techniques of data collection.

CO 187:To equip the students to take effective tools of sampling, measurement, scaling and questionnaire framing.

CO 188:To develop the skills among the students to tabulate and code the collected data and tests which can be applied to analyze the data.

CO 189:To make the students aware about the process of drafting a report and its interpretation based on a research and its contents

Approach in teaching

Classroom Lectures,   Discussion, PPT, Sharing web links, Videos .

 

Learning activities for the students:

Self learning assignments, presentation,  case study, Group discussions.

 

 

9.00

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

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

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

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

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.

Essential Readings: 
  • Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education, New Delhi, 4th ed.
  • Beri, G.C., Marketing Research, Tata McGraw Hill, New Delhi, 3rd ed.
  • Tull, Donald S. and Hawkins, Del I., Marketing Research: Measurement and Method, Prentice-Hall of India, New Delhi
  •  

 

References: 
  • 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: 
2021-2022
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