Marketing Research

SECTION-A

Units

Course Description

Sessions

I

Introduction: Meaning, Objectives and Significance of Marketing Research, Types of Marketing Research Problems, Emerging Issues in Research.

Marketing Research Process: Steps Involved in Research Process. Research Design: Various Methods of Research Design

3

II

Collection of Data: Concept of Sample, Sample Size and Sampling Procedure, Various Types of Sampling Techniques, Determination and Selection of Sample Member, Types of Data: Primary and Secondary, Various Methods of Collection and Data, Preparation of Questionnaire and Schedule, Types of Questions, Sequencing of Questions, Check Questions, Length of Questionnaire, Precautions in Preparation of Questionnaire and Collection of Data.

4

III

Data Analysis and Scaling Techniques: Coding, Editing and Tabulation of Data, Various Kinds of Charts and Diagrams Used in Data Analysis: Bar and Pie Diagrams and their Significance, Use of software like SPSS etc., in Data Analysis, Non-parametric & Parametric tests. Measurement Scales, Sources of Error in Measurement scales, Meaning and Classification of Scaling, Attitude Scaling Techniques.

4

IV

Estimation Theory and Hypothesis Testing: Sampling theory; Formulation of Hypotheses; Application of Z-test, t-test, F-test and Chi-Square test.

5

V

Techniques of association of Attributes & Testing: Application and Analysis of Variance (ANOVA). Nonparametric tests: Mann-Whitney test, Kruskal-Wallis test, Kolmogorov Smirnov Test.

3

VI

Applications of Marketing Research: Customer attitude and satisfaction research, brand equity, advertising effectiveness, copy testing, readership and viewership survey etc.

3

VII

Research Report Preparation: Types and Layout of Research Report, Significance of Report writing, Process of report writing, Mechanics of writing a research report, Precautions in Preparing the Research Report. Plagiarism, Paraphrasing & Citation.

1

VIII

Bibliography and Referencing: Significance of Bibliography & Referencing, APA style of referencing.

1