Marketing Research

Paper Code: 
ABF 502
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.

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

ABF 502

Marketing Research

CO 186: Weight the fundamentals of marketing research and its applicability in better marketing decisions.

CO 187: Discuss and make the students understand the nuances of marketing research process and techniques of data collection.

CO 188: Equip the students to take effective tools of Individual anampling, measurement, scaling and questionnaire framing. 

CO 189: Develop the skills among the students to tabulate and code the collected data and tests which can be applied to analyze the data.

CO 190: Familiarize the students with the process of drafting a report and its interpretation based on a research and its contents. 

Approach in teaching

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,d group Primary data based research 
 
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

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

Interpretation And Report Writing: Interpretation Meaning, Techniques of Interpretation Research Report, layout and format, presentation, Types of reports, Precautions for writing research reports Bibliography, Webliography and Citation using American Psychological Association (APA), Oxford, Harvard, MLA, American Sociological Association (ASA) of Research Papers and Books

Essential Readings: 
  • Malhotra, Naresh K., Marketing Research: An applied orientation,Pearson Education, NewDelhi.
  • Beri,G.C.,MarketingResearch,TataMcGrawHill,NewDelhi.
  • Tull, Donald S. and Hawkins, Del I., Marketing Research: Measurement andMethod, Prentice-Hall of India, NewDelhi
  • Mishra, M.N., Modern Marketing Research, Himalaya Publishing House, Mumbai. Luck, David and Rubin, Donald S., Marketing Research, Prentice-Hall of India, NewDelhi

 

Academic Year: 
2021-2022
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