Marketing Research

Published on Business Studies (https://business.iisuniv.ac.in)

Marketing Research [1]

Paper Code:

MMC 323

Credits:

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:

Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education, New Delhi, 4^th ed.
Beri, G.C., Marketing Research, Tata McGraw Hill, New Delhi, 3^rd 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:

Source URL: https://business.iisuniv.ac.in/courses/subjects/marketing-research-9

Links:
[1] https://business.iisuniv.ac.in/courses/subjects/marketing-research-9
[2] https://business.iisuniv.ac.in/academic-year/2019-2020