Course

Unit I

Definition of Marketing Research, Objective of Marketing Research, Application of MarketingResearch, Limitation of Marketing Research, Marketing Research Process.

Unit II

Research Design: Various Method of Research Design, Important Experimental Research Designs.

Primary and Secondary Data: Methods of Collecting Primary Data, Advantages & Disadvantages of Primary Data & Secondary Data, Essentials Characteristics for Selecting Secondary Data. Basic Methods of Collecting Data: Questionnaire Method/ Observation Method – Advantages & Disadvantages, Methods of Observation, Precautions in Preparation of Questionnaire & Collection of Data.

Unit III

Measurement and Scaling: Types of Scales, Difficulty of Measurement, Sources of Error, Criteria for a Good Scale, Development of Marketing Measures. Sampling: What is Sampling, Objective of Sampling, Steps in Sample Design, Various Techniques of Sampling, Advantages & Disadvantages of Different Techniques of Sampling, Difference between Probability and Non- probability Sampling, Problem Associated with Sampling, Determining Sample Size.

Unit IV

Data Processing, Analysis and Estimation

Unit V

Report Preparation: Types and Layout of Research Report; Precautions in Preparing the Research Report, Bibliography and Annexure in Report, Drawing Conclusions, Giving Suggestions and Recommendation to the Concerned Persons.

To provide a basic knowledge on research methodology and market research.

REFERENCE TEXTS:

1. Nargundkar Marketing Research, Tata McGraw Hill, 2nd
2. Luck and Rubin Marketing Research, Prentice Hall of India, 7th
3. Tull & Hawkins Marketing Research: Measurement & Method, Prentice Hall of India, 6th
4. Beri Marketing Research, Tata McGraw Hill, 4th