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Marketing Research
Tax excluded
Dr. Gursharan Kaur, Mr. Tarun Talwar
ISBN 978-93-89294-51-4
Syllabus
MBA 302-18: MARKETING RESEARCH
Unit-I
Marketing Research: Definition, Nature and Scope for Marketing Decision Making. Marketing Research Process. Types of Research – Descriptive Research, Exploratory Research and Causal Research.
Sources of Data: Commercial (Syndicated) and Non-commercial Sources of Secondary Data for Marketing Research.
Unit-II
Casual Research Designs: Basic Designs – After-Only Design, Before-After design, After only with control Group Design, Before-After with Control Group Design, Time Series Design Latin Square Design, Factorial Design, Ex-Post Facto Design, Completely Randomised Design, Randomised Block Design.
Observation Research: Direct Observation, Indirect Observation, Observational Variables.
Developing Research Proposal: Purpose, Nature and Evaluation, Content and Format.
Unit-III
Questionnaire Design: Principles of Writing Questionnaire.
Reliability and Validity: Basic Concepts; True Score Model; Measurement Errors in Marketing; Scales of Measurement – Nominal, Ordinal, Interval and Ratio; Coefficient Alpha and Internal Consistency; Types of Reliability – Test-retest Reliability, Alternative Forms and Split-Half Reliability; Types of Validity – Content, Criterion, Concurrent, Predictive Convergent, Construct, Discriminant and Nomological Validity; Concept of Generalisability.
Unit-IV
Data Preparation: Understanding SPSS, Creating SPSS Sheet; Entry of Data in SPSS; Basic Computations of Descriptive Statistics.
Basic Data Analytic Techniques: Assessing Reliability; Computing Coefficient Alpha Scale Refinement and Item Analysis.
Advanced Data Analytic Techniques: Correlation Analysis, Factor Analysis, Regression Analysis.