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Admissions

It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

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Placements

Excellent education not only imparts knowledge, but also paves the way for a promising and successful career. The Placement Cell at The IIS University has numerous success stories to narrate in this regard...

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Life@IIS Univ

Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with vibrant events and memorable occasions to cherish for a lifetime.

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Academics

Taking the age-old tradition of enlightenment through education forward, The IIS University - in its continuous pursuit of excellence - firmly believes that an institution’s academic profile determines its worth and value. Therefore, on offer are a wide variety of both conventional and contemporary programmes of study.

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Research

To stimulate curiosity and cater to the global needs of a dynamic education, The IIS University - since inception - has been promoting and encouraging research-based experiential learning among all its students.

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About Us

The IIS University, with its perfect amalgamation of innovation, inspiration and synergy, aims to be a model institution for students across disciplines and programmes.

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IIS Univ
  • Admissions

    It is a University which is committed to excellence and overall development of the student...

  • Placements

    Excellent education not only imparts knowledge, but also paves the way for...

  • Life@IIS Univ

    Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with...

  • Academics

    Taking the age-old tradition of enlightenment through education forward,...

  • Research

    To stimulate curiosity and cater to the global needs of a dynamic education,...

  • About Us

    The IIS University, with its perfect amalgamation of innovation, inspiration...

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India

Phone:- +91-141-2400160-61, 2397906-07,

Fax: 2395494,2781158, Toll Free No.: 1800 180 7750

Paper IV: Marketing Research | Financial Studies

Paper IV: Marketing Research

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Paper Code: 
MMG 144
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

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

12.00

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

12.00

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

12.00

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

12.00

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

12.00

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

References: 

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: 
2019-2020
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