Paper IV: Marketing Research

Paper Code: 
MMG 144
Contact Hours: 
Max. Marks: 

To enable the researchers to identify problems for marketing decision making, design a research, collect data, analyze and write a report.


Introduction and Design of Marketing Research
Role of marketing research in decision making, Different types of Marketing Research, The marketing research process, Designing a marketing research proposal, Research Design: An Overview


Sources and Collection of Data
Primary and Secondary data, Methods of Primary data collection, Qualitative Research, Observation Studies, Surveys and Interviews, Questionnaires and Instruments, Experiments and Test Markets, Types of Secondary data, Selection of Appropriate Method for Data collection, Process and Analysis of data: Processing Operations, Measurement in Research, Measurement Scales, Sources of Error in Measurement scales, Meaning and Classification of Scaling, Attitude Scaling Techniques


Sampling Design & Sample Size Determination
Meaning and Characteristics of Sampling, Steps in Sampling design, Types of sampling: probability and non-probability sampling, random, stratified random, systematic, cluster, multistage sampling, Criteria for Selecting Sampling Procedure, Determining Sample Size


Methods of Data Analysis, Interpretation & Presentation
Overview of tabulation and analysis, Data preparation and Description, Exploring, Displaying and Examining Data, Hypothesis Testing, t-test, F- test, Chi-square test, Analysis of Variance and Co-Variance, Z-test. Multivariate Analysis Techniques, Measures of Association, Presenting Insights and Findings, Significance of Report writing, Process of report writing, Mechanics of writing a research report


Marketing Research Applications
Identifying market segments, Research design for segmentation models, Market segmentation and the research process, Product research, Advertising research-purposes and procedures, Market and Sales Analysis research

Essential Readings: 

1. Luck & Rubin, Marketing Research, 7th edition, PHI Learning Private Ltd.
2. Naresh Malhotra, Marketing Research, Naresh Malhotra, Pearson Education
3. Nigel Bradley, Marketing Research-Tools & Techniques, Indian edition, Oxford University Press, 2007


1. Tull & Hawkins, Marketing Research: Measurement and Method, 6th edition, PHI Learning Private Ltd.
2. G.C Beri, Marketing Research, 4th edition, Tata McGraw Hill,2006
3. Taylor, Research Methodology: A guide for Researchers in Management and Social Sciences, PHI Learning Pvt. Ltd.
4. Malhotra, Review of Marketing Research, Vol.1 & 2, PHI Learning Private Ltd.
5. C.R.Kothari, Research Methodology, New Age Publication
6. Byod, Marketing Research – Text & Cases, Westfall & Stasch
7. Levin & Rubin, Statistics for Management , Pearson
8. Cooper & Schindler, Graduate Research Method, Tata McGraw Hill
9. Anderson, Statistics for Business and Economics, Sweeney and Williams
10. K.N.Krishnaswamy, Appa Iyer Sivakumar, Management Research Methodology, Pearson Education

Academic Year: