Marketing Research (Elective)

Paper Code: 
FTT 144 F
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  • To enable the researchers to identify problems for marketing decision making, design a research, collect data, analyze and write a report.
12.00
Unit I: 

Introduction and Design of Marketing Research

  • Role of marketing research in decision making, Different types of Marketing Research.
  • The marketing research process, Designing a marketing research proposal, Research Design: An Overview
12.00
Unit II: 

Sources and Collection of Data

  • Primary and Secondary data, Methods of Primary data collection,
  • Qualitative Research, Observation Studies, Surveys and Interviews, Questionnaires and Instruments, Experiments and Test Markets, Types of Secondary data.
  • Selection of Appropriate Method for Data collection.
  • Process and Analysis of data: Processing Operations, Measurement in Research, Measurement Scales, Sources of Error in Measurement scales, Meaning and Classification of Scaling, Attitude Scaling Techniques
12.00
Unit III: 

Sampling Design & Sample Size Determination

  • Meaning and Characteristics of Sampling, Steps in Sampling design.
  • Types of sampling: probability and non-probability sampling, random, stratified random, systematic, cluster, multistage sampling.
  • Criteria for Selecting Sampling Procedure, Determining Sample Size.
12.00
Unit IV: 

Methods of Data Analysis, Interpretation & Presentation

  • Overview of tabulation and analysis, Data preparation and Description, Exploring, Displaying and Examining Data.
  • Hypothesis Testing, t-test, Ftest, Chi-square test, Analysis of Variance and Co-Variance, Z-test.
  • Multivariate Analysis Techniques, Measures of Association, Presenting Insights and Findings, Significance of Report writing, Process of report writing, Mechanics of writing a research report
12.00
Unit V: 

Marketing Research Applications

  • Identifying market segments, Research design for segmentation models.
  • Market segmentation and the research process.
  • Product research, Advertising research-purposes and procedures, Market and Sales Analysis research.
Essential Readings: 
  • Luck & Rubin, Marketing Research, 7th edition, PHI Learning Private Ltd.
  • Naresh Malhotra, Marketing Research, Naresh Malhotra, Pearson Education
  • Nigel Bradley, Marketing Research-Tools & Techniques, Indian edition, Oxford
  • University Press, 2007
References: 
  • Tull & Hawkins, Marketing Research: Measurement and Method, 6th edition, PHI
  • Learning Private Ltd.
  • G.C Beri, Marketing Research, 4th edition, Tata McGraw Hill,2006
  • Taylor, Research Methodology: A guide for Researchers in Management and Social
  • Sciences, PHI Learning Pvt. Ltd.
  • Malhotra, Review of Marketing Research, Vol.1 & 2, PHI Learning Private Ltd.
  • C.R.Kothari, Research Methodology, New Age Publication
  • Byod, Marketing Research – Text & Cases, Westfall & Stasch
  • Levin & Rubin, Statistics for Management , Pearson
  • Cooper & Schindler, Graduate Research Method, Tata McGraw Hill
  • Anderson, Statistics for Business and Economics, Sweeney and Williams
  • K.N.Krishnaswamy, Appa Iyer Sivakumar, Management Research Methodology,
  • Pearson Education
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