Definition, Concept and Objectives of Marketing research. Advantages and limitations of Marketing Research. Problems and precautions in Marketing research. Analysing Competition and Consumer Markets, Market Research Methodology.
Types of Marketing Research: Consumer Research, product research, sales research, and advertising research. Various issue involved and ethics in marketing research. Rural Marketing Research, Institutional Management and Research.
Problem formulation and statement of research, Research process, research design – exploratory research, descriptive research and experimental research designs. Decision Theory and Decision Tree.
Methods of data collection – observational and survey methods. Questionnaire, Design attitude measurement techniques.
Administration of surveys, sample design, selecting an appropriate statistical technique. Tabulation and analysis of data, scaling techniques. Hypothesis, Concept, Need, Objectives of the hypotheses, Types of Hypotheses and its uses. Report writing.