Marketing Research

Paper Code: 
MMC 323
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

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

12.00

Marketing research concepts, importance, Market research vs. Marketing research, Applications of Research in Marketing, Quantitative Research vs. Qualitative Research

12.00

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

12.00

Sampling concepts, sampling techniques and methods, problems

12.00

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

12.00

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, 4th ed. 2. Beri, G.C., Marketing Research, Tata McGraw Hill, New Delhi, 3rd ed. 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: 
2018-2019
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