Course Outcomes
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Learning and teaching strategies
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Assessment Strategies |
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On completion of this course, the students will be able to:
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Class room Lecture (Theory/ Using Power Point Presentation) /Discussions using Leading Case laws/
Role Play activities/ Moot Court/Group Discussions/ Class presentation |
Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams. |
• 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
• 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.
• 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
• 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.
• 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..
• Malhotra, Naresh K., Marketing Research: An applied orientation, Pearson Education
• Beri, G.C., Marketing Research, Tata McGraw Hill
• Tull, Donald S. and Hawkins, Del I., Marketing Research: Measurement and Method, Prentice-Hall of India
• Mishra, M.N., Modern Marketing Research, Himalaya Publishing House
• Luck D.,Rubin, Donald S., Marketing Research, Prentice-Hall of India