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

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

9.00

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

9.00

Sampling concepts, sampling techniques and methods, problems

9.00

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

9.00

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, 4thed.
2. Beri, G.C., Marketing Research, Tata McGraw Hill, New Delhi, 3rded.
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

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