Marketing Research

Paper Code: 
ABF 201
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

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

9.00
Unit I: 

Marketing research concepts, importance, Market research vs. Marketing research, Applications of Research in Marketing, Quantitative Research vs. Qualitative Research

9.00
Unit II: 

Marketing research process, Research design, techniques and instruments of data collection

9.00
Unit III: 

Sampling concepts, sampling techniques and methods, problems

9.00
Unit IV: 

Measurement and Scaling: Measurement Scales, Scales-Meaning, Scaling Techniques, Tests of sound measurement, Hypothesis-Basic Concepts

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: 

1. Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education, New Delhi, 4th ed.
2. Beri, G.C., Marketing Research, Tata McGraw Hill, New Delhi, 3rd ed.
3. Tull, Donald S. and Hawkins, Del I., Marketing Research: Measurement and Method, Prentice-Hall of India, New Delhi

References: 

1. Mishra, M.N., Modern Marketing Research, Himalaya Publishing House, Mumbai.
2. Luck, David and Rubin, Donald S., Marketing Research, Prentice-Hall of India, New Delhi

Academic Year: 
2018-2019
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