MARKETING RESEARCH

Paper Code: 
ABF 502
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

COURSE OUTCOME(COS) :

 

Course Outcomes

 

Learning and

teaching

strategies

 

Assessment

Strategies

On completion of this course, the students will be able to:

  1. : Weight the fundamentals of marketing research and its applicability in better marketing decisions.
  2. :  Discuss and make the students understand the nuances of marketing research process and techniques of data collection.
  3. : Equip the students to take effective tools of sampling, measurement, scaling and questionnaire framing. 
  4. : Develop the skills among the students to tabulate and code the collected data and tests which can be applied to analyze the data.
  5. : Familiarize the students with the process of drafting a report and its interpretation based on a research and its contents.

Class

room Lecture

(Theory/ Using

Power Point

Presentation)

/Discussions using

Leading Case laws/

 

Role Play activities/

Moot Court/Group

Discussions/ Class

presentation

Class

participation,

tutorial

assignments and

presentations,

class tests, C A

Test, Semester

End Exams.

 

9.00

 

Unit I : Introduction to Marketing Research                                                                                                                                            

  • 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                                                                     

  • 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                                                                                            

  • 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 : Tabulation & Coding                                                                                

  • 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 : Data Interpretation and Report Writing                                                 

  • 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: 

ESSENTIAL READINGS:

·         Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education

·         Beri, G.C., Marketing Research, Tata McGraw Hill

·         Tull, Donald S. and Hawkins, Del I., Marketing Research: Measurement and Method, Prentice-Hall of India

 

 

References: 

SUGGESTED READINGS:

·         Mishra, M.N., Modern Marketing Research, Himalaya Publishing House

·         Luck D.,Rubin, Donald S., Marketing Research, Prentice-Hall of India

 

e-RESOURCE

·         Bajpai , Marketing Research - Elibrary.in.pearson.com

·         Malhotra, Marketing Research   - Elibrary.in.pearson.com

     JOURNALS

·         Jindal Journal of Business Research

·         Journal of Marketing 

 

Academic Year: 
2022-2023
  • Printer-friendly version
  • PDF version