Marketing Research

Paper Code: 
ABF 502
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

This course will enable the students to-

To provide candidates with the fundamental skills in research design and analysis necessary for making sound marketing decisions

Course Outcomes (COs):

 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

ABF 502

Marketing Research

CO 185 To familiarize the students with the fundamentals of marketing research to enable them to take better marketing decisions.

CO 186 To discuss and make the students understand the nuances of marketing research process and techniques of data collection.

CO 187 To equip the students to take effective tools of sampling, measurement, scaling and questionnaire framing. 

CO 188 To develop the skills among the students to tabulate and code the collected data and tests which can be applied to analyze the data.

CO 189 To make the students aware about the process of drafting a report and its interpretation based on a research and its contents

Classroom Lectures,   Discussion, PPT, Sharing web links, Videos .

 

Learning activities for the students: Self learning assignments, presentation,  case study, Group discussions.

 

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group Primary data based research projects.

 

9.00
Unit I: 
Marketing Research

Concepts, Importance, Purpose, Limitations, Applications of Research in Marketing, Scope, Types (basic & applied) Market research vs. Marketing research, Quantitative Research vs. Qualitative Research

9.00
Unit II: 
Marketing Research Process

Research design (Exploratory, Descriptive and Casual) Techniques and Instruments of Data Collection – primary and Secondary and their advantages and limitation and usage.

9.00
Unit III: 
Sampling Concepts

sampling techniques and methods, problems, Sample design.
Measurement and Scaling: Measurement Scales, Scales-Meaning, Scaling Techniques, Tests of sound measurement, Questionnaire Drafting: Do’s and Don’ts, essentials of a good questionnaire, Likert Scale.
Hypothesis-Basic Concepts of Null and Alternate Hypothesis, Hypothesis Testing

9.00
Unit IV: 
Meaning of tabulation and coding

Theory and application of descriptive statistics – mean, median mode, standard deviation.
Theory of parametric and non parametric tests – t test, f test , Chi Square, Mann Whitney, Kruskal Wallis etc. Their usage on SPSS

9.00
Unit V: 
Interpretation And Report Writing

Interpretation Meaning, Techniques of Interpretation Research Report, layout and format, presentation, Types of reports, Precautions for writing research reports

Essential Readings: 

• Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education, New Delhi.
• Beri, G.C., Marketing Research, Tata McGraw Hill, New Delhi.
• Tull, Donald S. and Hawkins, Del I., Marketing Research: Measurement and Method, Prentice-Hall of India, New Delhi
• Mishra, M.N., Modern Marketing Research, Himalaya Publishing House, Mumbai. Luck, David and Rubin, Donald S., Marketing Research, Prentice-Hall of India, New Delhi

Academic Year: 
2020-2021
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