Marketing Research

Paper Code: 
MMC 323
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

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

18.00
Unit I: 
Marketing research concepts

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

18.00
Unit II: 
Marketing research process

Research design, techniues and instruments of data collection

18.00
Unit III: 
Sampling

Sampling concepts, sampling techniques and methods, problems

18.00
Unit IV: 
Measurement and Scaling

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

18.00
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, 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: 
2019-2020
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